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“Why is continuity important to you? Well, continuity will increase revenues from all customers and create better customers for you.
They are willing to, and in most cases want to, give you more money if you just let them.
They’re very, very happy to pay more.
Let’s use the pest control as an example, and I’m using some real world examples because I want to be able to translate them to your daily life.
I would pay the pest control guy to come out here and take care of the ants that I had last week coming up the side of the house here.
These ants are escaping the storm that had just hit; however, I can’t have them in my house. So I have to pay him. Well, he came out.
I didn’t have a pest control service before three days ago.
Now I have a pest control service because I’m happy to pay him every month to make sure it doesn’t happen again, right?
I’m happy to pay him that.
I could have just paid him for a one time thing, but that’s not what I really even wanted. So a lot of times we’re willing to give that additional continuity.
Continuity has no path to the affiliates in most cases in our space.
In some cases in the JV space you do continue to pay your affiliates for future sales. In our world, in the CPA world, you don’t do that because you don’t have to. Again, you get to decide that.
The program can be simple to set up, easy to maintain, and you can let them feel as though they are co-building and co-creating it with you.
So if you construct your continuity program properly or if it has something to do with an association, a club, or a membership, you can actually have those people feel like they co-own that with you, and they will then stick with it for a very long time.
I highly recommend, again, Tim Schmidt’s program about creating continuity through ownership. He’s got the Tribal Marketing. I don’t remember the exact url.
Make sure you include it in the tool section, but I highly recommend his course.
You get to continue anchoring through continuity, and allow for more sales in the future too.
So if I’ve got you on a continuity program, if it’s my value Trojan or some other continuity program, and in that continuity program I’m constantly giving you great information, I continue to anchor through my continuity that I am their trustable and respectable resource for your answers; therefore, enabling me to be able to give you more help and more information later on.
You’re going to believe me. Why?
Not because I’m some free guy who tells you all kinds of stuff; because I’ve got you in a continuity program where you pay me to tell you what’s real and what’s not real.
A lot of people really respect what I tell them in my consultations, and they don’t respect it because they met me at some marketing event, and they think that I’m kind of a sharp guy.
They respect me because they pay me so dang much money that they know what they’re gonna get is valuable. So the same thing applies to your continuity program.
If someone is paying you for your advice or wisdom, they’re going to respect it a heck of a lot more. Keep your continuity simple and fun.
Always make sure that they’re having fun with it, and always make sure that you keep it simple. Once things start getting complicated and boring, no one wants complicated and boring.
You hear me say this a lot. I know that you are feeling this redundant theme. Well, it’s because it’s true.
Remember, if you do a dual continuity, you must disclose it. What I’m talking about is the value Trojan.
If you are going to put your members into two continuity programs at the same time, you gotta disclose it to them, and you have to feature it as a benefit.”