The lifeblood of your business is repeat customers. But customers can be fickle, markets shift and competitors are ruthless. So how do you ensure a steady flow of repeat business? The secret – no matter what industry you’re in – is finding and keeping automatic customers.
These days virtually anything you need can be purchased through a subscription, with more convenience than ever before. Far beyond Spotify, Netflix, and New York Times subscriptions, you can sign up for weekly or monthly supplies of everything from groceries (AmazonFresh) to cosmetics (Birchbox) and razor blades (Dollar Shave Club).
According to John Warrillow, this emerging subscription economy offers huge opportunities to companies that know how to turn customers into subscribers. Automatic customers are the key to increasing cash flow, igniting growth, and boosting the value of your company. Consider WhatsApp, the Internet-based messaging service that was purchased by Facebook for $19 billion. While other services bombarded users with invasive ads in order to fund a free messaging platform, WhatsApp offered a refreshingly private service on a subscription platform, charging just $1 per year. Their business model enabled the kind of service that customers wanted and ensured automatic customers for years to come.
This book shows you how to master the psychology of selling subscriptions and reduce churn and also provides a road map for the essential statistics you need to measure the health of your subscription business.
Whether your business is exploding or stuck in a rut, there’s something you can learn from John Warrillow in this book. Read, apply, and watch your bank deposits grow every month.
By page 40, The Automatic Customer will have you fundamentally reexamining your entire business. This is a brilliantly made case for why subscription revenue should be a part of every company. Highly recommended!
It’s rare that a book is able to have such a universal, immediate, and profound impact on the strategy of almost every business okay, every business. Warrillow’s case for adding a recurring revenue stream to your business model is convincing and he shows you nine ways to do it, as well as how to navigate the potential pitfalls.