The Six-Figure Second Income: How To Start and Grow A Successful Online Business Without Quitting Your Day Job

Chapter 7. Relationships Equal Revenues

I (Jon) was in the market a few years ago for a car. I did the research and knew exactly what I wanted. I walked into a big Honda dealership, took a test drive, and said, "I'll take it." The car was about $40,000 and I paid cash. The salesman was very nice.

That was 7 years ago and I haven't heard from him or the management since. Let's examine the situation: The dealership is still around and presumably still looking for Honda buyers. I walked in with cash and didn't require even a moment of arm-twisting. My family was with me, including three kids who someday would become drivers and need their own cars. And I might have a buddy or two who would be buying cars in the future. What's wrong with this picture?

It's the business equivalent of Wham bam thank you ma'am. It's the businessperson whose DNA seems to be tied to one-night stands where it's all about cruising for prospects, sweet talking, making the score, and moving onto the next target.

It's been said that 90 percent of success is showing up. In the context of your six-figure second income, 90 percent of success is avoiding the errors I've covered in this book and then applying the simple steps I've given you.

One of the most profound of those steps is to realize that, when you make a sale to a new customer, it's not the end of a profitable transaction but the beginning of a profitable relationship. Customer bonding occurs after the first sale, not before.

I was not surprised in the least ...