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| About Jay Conrad Levinson |
| Jay Conrad Levinson is the author of the best-selling marketing series in history, "Guerrilla Marketing," plus 30 other books. His books have sold 14 million copies worldwide. His guerrilla concepts have influenced marketing so much that today his books appear in 41 languages and are required reading in many MBA programs worldwide. |
Recent Article:
Repeat Yourself!
- For more on Jay Conrad Levinson visit www.gmarketing.com
I recommend the book, "Customer Loyalty: How to Earn It, How to Keep It", In the book, author Jill Griffin reports that referred sales are not only less costly to make, but also that referred customers also come ready to spend more money.
She cites an example of a tire shop, Direct Tire in Watertown, MA. Apparently they tracked sales from loyal customers as well as referrals and found that referred customers spent an average of $224 while repeat customers spent $173.
The president of the company, Barry Steinberg, found that "these big spenders have usually been putting off a major repair or purchase until they can find a repair shop they can trust. Once they hear about Direct Tire's service, they come in and spend." ... The book goes on to say that this store's prices are consistently 10% to 12% higher than the competition down the street, that profit margins are twice the industry average, and that 75% of sales are to repeat customers.
Repeat Yourself - To learn more about this author, visit Jay Conrad Levinson's Website.
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