Yesterday, Shelly and I were in a Borders bookstore. There were many people lounging on the over-stuffed chairs, reading a new favorite book or magazine. While I was previewing a new book that I was considering for purchase, I couldn’t help but notice people who were there for what seemed like a really long time. While you want your customers to be comfortable, you also rely on the turnover of customers to generate revenue. Ray Kroc understood this principal when he made the chairs in McDonald’s restaurants hard and uncomfortable. They were there to serve a purpose, then people would move on.

While I was looking at the new book, one of the Borders employees came around to each sitting patron and asked them if they had heard of the benefits of their premium book club. For only $20 per year, they would save money, get coupons, and enjoy a few other benefits. What a brilliant concept! The store was using their non-revenue producing customers who were enjoying their books and asking them to invest in a club. I heard the young lady convert several people on the spot.

Instead of focusing on how to attract new customers all of the time, think of ways to increase each existing customer’s transaction. This process is much more cost effective and it builds loyalty. Better yet, follow this model and create some sort of VIP purchasing club for your business. The membership fee is pure profit, and the customers are opting-in to receive additional invitations to buy your products!