high-ticket purchase will have a dramatic impact on your revenue .
For example , Starbucks sells cups of tea and coffee , but the company also sells coffee makers . The coffee maker is far more expensive than the $ 6 cup of coffee . Most people stick to their usual beverage and ignore the coffee maker , but a few buy the coffee maker . When a product is that much more expensive than the core offer , only a small number of slack adjuster sales is needed to make an impact .
Recurring billing
Sometimes called a continuity offer in digital marketing circles , a recurring billing offer charges the customer periodically — usually each month or year . This may take the form of a club or some other type of membership , or a subscription such as a monthly gym membership . In the latter case , the gym charges a membership fee 12 times a year . You also find recurring billing in content and publishing with subscriptions to Netflix or Cosmopolitan magazine , and in e-commerce with products like Dollar Shave Club and Birchbox . Look to your products or services and consider how you can make a sale once and get paid over and over again .
Recurring billing can be a difficult sell because of the commitment that goes along with it . To overcome this issue , clearly communicate the advantage provided by the recurring billing offer and lower the perceived risk by clearly communicating the cancellation . For instance , the cooking delivery company Blue Apron often states in its offers that you can cancel anytime . In the dating analogy earlier in this chapter , a recurring billing offer is akin to a marriage proposal . Customers must decide whether they want to commit to you for an extended period .