Jay Abraham Club

This part 11 summary of the Mastermind Marketing System talks about engineering breakthroughs and the concept of customer attriction.

You can engineer a continuous array of quantitative breakthroughs in strategies, marketing, innovation and management by travelling outside your business and industry. These are a few ways you can do it:

1. Get your friends in other industries to pass you their trade journals and all the selling presentations they get.
2. Look at all the different advertisements in different magazines and newspapers.
3. Take time off when you are moving around. Stop at different retail facilities and let them sell you.
4. Look at signages when you drive.
5. Study other topics you have never studied before.
6. Go to Amazon and look at the top business books. Look at other topics.
7. Get students to read a book for you every week and summarise it.
8. Start contacting high performing people in different industries and offer to exchange ideas.

Concept of Attriction

Most companies don’t even have a clue which of their customers become inactive.

There are three reasons why this happens and they are easily corrected.

1) They had an interruption in their life and they stop transacting with you through no fault of yours. Contact them in person, by phone, letter, email or fax. Tell them sincerely you are concerned about them.

2) They had a bad experience with you.

It is critical you don’t allow that situation to persist. Again, you have to contact them and offer to remedy the situation.

3) The client stops having a use for your product or service.

That is not a reason to stop contacting them. Instead it is a good opportunity to get referrals from them.

All three are great ways to grow your business but you can’t do that unless you know who the inactive customers are.

Quote from Jay Abraham: “If you want to be interesting, all you have to do is to be interested. If you want to be respected, all you have to do is to respect. If you want to be loved, all you have to do is to love. If you want to be desired, all you have to do is to desire.“

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