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Forced Continuity Programs - Are You Losing
Clients Because of Yours?
By Sandra Martini
You see, I've been set off once too often by business owners
imposing "forced continuity" on unsuspecting clients.
While this may work for months 1 and even 2, the long-term
damage such business owners are inflicting on their client
relationships is incalculable.
First, let me explain just what "forced continuity" is --
after all, we've all heard that "continuity" and "membership" is
"where it's at".
Forced continuity is when you visit someone's website, sign
up for something which is low cost (usually under $10) and they
automatically enroll you in a program costing anywhere from
$19.97 to $197/month (these are the figures I've seen).
Let's break that down. . .
You visit a site, see a CD or hardcopy special report you're
interested in and they offer to ship it to you for $1.00, $3.95,
$5.95, some low amount in order to cover their shipping expense.
The thought is that the amount is so low that you don't even
think twice about it.
Now, let me stop here to say that I'm NOT speaking about
introductory "try before you buy" 1-2 month introductory pricing
for a monthly program.
In those cases, you usually know what you're signing up for
and can make an informed decision.
So you sign up, hand over your credit card (they must charge
you SOMETHING in order to get your card number) and wait eagerly
for your CD, white paper, etc. (and, if they're really good,
they may have even given you the electronic download version and
satisfied our human desire for instant gratification).
Flashforward 45-60 days.
You're reviewing credit card statements and see a charge for
$47 (to pick a number) that you don't recognize -- remember,
they waited 30 days after charging you for the shipping so it's
going to be a bit before you see the statement -- you're busy so
you put it on your "I'll get to it list".
Before you know it, another month has gone by and they've
charged you another $47.
And another $47. . .
Until, after one too many months of feeling manipulated, you
cancel and "leave the fold" grumbling and with a bad taste in
your mouth.
That said, are all forced continuity programs bad?
Absolutely not (surprised you there, didn't I?)!
I support forced continuity programs as long as the following
is in place:
1. The client KNOWS that she'll be charged $X in 30 days --
and I don't mean bury this information on page 2 of the "thank
you" page. Put it on the sales page and restate it at the top of
the shopping cart order page -- be upfront about it!
2. The receipt which goes out thanking the client for their
purchase includes a reminder about the charge which will come in
30 days.
3. A notice is included with whatever item was shipped to the
client.
4. A reminder goes out to the client at least 5 days before
the charge hits to remind her and give her the opportunity to
reply and cancel the recurring charge BEFORE it happens.
Now before I get battered from those who have forced
continuity programs and view the above an inconvenience or added
expense and that it's the clients' responsibility to fully read
all pages, let me just say that:
* Everything except #3 above is electronic (no cost) and
automated (set it and forget it).
* #3 (as well as numbers 2 and 4) can be used as an
opportunity to educate the client on what she's getting as part
of the $47 (in our example) program -- after all, we want her to
stick for more than a few months and the easiest way to do that
is to ensure she receives value from the program.
* By overdelivering and making the client aware of exactly
what's going to happen when, you become a vendor she values and
trusts. . .AND your revenues increase.
Make It Real: My Request to You
If you're currently running forced continuity programs, give
them a good review -- from your clients' perspective.
How would you feel if you were your own client? Make any
tweaks necessary.
Regardless of whether you're running a forced continuity
program or not, know that many other business owners are, and
while some are extremely ethical and up front, other's aren't,
so Caveat Emptor (Buyer Beware!).
Be sure to read all the information provided before you sign
up for something, particularly the very low cost items as
there's often more there and you deserve to make the best
decision about whether or not you want to purchase *the whole
package*.
For the past 5 years, Sandra Martini has been showing
self-employed business owners how to get more clients
consistently by implementing processes and systems to put their
marketing on autopilot. Visit Sandra at
http://www.SandraMartini.com for details,
compelling client testimonials and her free audio series "5
Simple and Easy Steps to Put Your Marketing on Autopilot".
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