It will be hard for you to generate an attractive income without variety in the product mix you offer to the public. Having a diverse product mix will enable you to cross-sell.
Because existing customers are easier to sell to then new customers, you will do well to develop products to appeal to your current clientele. They already trust you and have seen your track record–they are potential repeat customers. Providing they have further needs they will buy from you over someone else. This is why you must have additional products to sell.
My very first editing client wanted to publish her book herself. She would have bought book production services from my company, but that service was not part of out product mix at the time. My limited product mix prevented me from taking advantage of a cross-selling opportunity.
Sometimes a potential client will not be able to purchase a particular service, but would be willing to opt for an alternative product, if offered. For example, a client who is not able to take a 15-week Business Development Seminar may cross-buy business coaching. A person who cannot come to a memoir writing workshop may cross-buy writing coaching. (This is like French 101 being full so you take Spanish 101.)
In another example of cross-buying, we are dealing with a repeat customer. A person who has taken the Intro workshop may feel s/he would like more training and will cross-buy writing coaching or will cross-buy editing. This is, of course, a repeat customer–one who cross-bought not up-bought.
Developing a diverse product mix and effectively cross-selling these products will increase the potential spending of a client and increase your income.
Good luck selling as you develop your memoir business!
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Becoming a better memoir professional requires knowledge, but knowledge must be reinforced with practice. Business tele-classes provide knowledge backed up by week after week of practice with feedback. Full certification available.
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