A residual income analogy

You know, sometimes it really is hard for me to relate "real world" business to IM. I don't know why, since I worked in a "real business" for years.

Actually, as I type that, I know why - I was always the manager, not the owner. Totally different.

Anyway, I was chatting with a friend/acquaintance about what he does for a living. He sells water filtration systems. Fairly expensive ones.

I asked how business was. He smiled and said it was fine.

I congratulated him and asked, "Oh, are you selling a lot of units?"

He chuckled and shook his head. "Some," he answered, "but my water filter reorders increase each month, so I am happy."

And I just stared at him.

After a second, he probably thought I was having some sort of petit mal seizure, since I stared and didn't speak.

I was thinking.

"What are my water filters?"

Your initial sale is the filtration system. The purchase that makes the customer enter into a buying relationship with you. Your list is your telephone line.

But they will need filters. Additional info that can help them maintain or improve the performance of whatever they initially bought.

That means they will want to hear from you. You are doing them a service. Not just sales emails, but "How are things going?" "Tell me about your progress." "How can I help you?"

And also, "I think this product/service might help you. Take a look."

Just like a call that asks, "How is your water filter supply?" The customer often does not think about it until you ask.

I admit - these analogies come to me because I don't always do what I should. It hits me hard. It gives me a swift kick in the behind.

But I share them because I hope they will help you all.

There are many bricks and mortar businesses that are building residual sales into their business models.

Shouldn't you?