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It Is Not About Repeat Business Any More!

You don't need repeat business if you are online! That's right I said it. Just about now my business school professor is having a heart attack but I tell you it is absolutely (well almost absolutely) true.

Say you had a store in home town USA selling high quality but Honda parts cheap back before the internet came to be born. How many customers could you have at the most? Practically you would be limited to the number of people who owned cars in your city or who were close enough to call and drive in to make a purchase. You might have some customers by mail but those customers would be very expensive because to get them you would have to do some very expensive advertising, to entice them to order a catalog or price sheet.

When you have limited numbers of customers who are expensive to find you need to maximize the amount of money you receive from each customer. You would do well to concentrate on a few repeat customers who would buy large numbers of parts rather than trying to sell one part, onetime to a large number of customers. You might even avoid selling to individual's altogether so that you could concentrate on repair shops who would potentially buy lots of Honda parts cheap .

But what about volume? Volume selling is still nice but you don't need repeat, volume business when, instead of being limited to selling to a small number of people in your own home town, you can sell twenty-four hours a day, seven days a week to every Honda owner in the United States.

The average person may try very few do-it-yourself projects over the life time of their car. But with millions and millions of potential customers you only need to sell once to a small percentage of them for you to be rolling in the green.

Since you don't care about repeat business does that mean you can't give value? Of course not. You have to have a satisfied customer, even if they don't ever have a need to buy from you again because satisfied customers leave reviews that bring in more one time customers and dissatisfied customers leave lots and lots of negative reviews that will keep customers away in droves.

So that is why I tell you it is not about the repeat business. If your customers are satisfied, they will bring in more business even if they never buy from you again.