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If you’re Still Marketing Membership Clubs as Upsells, Perhaps You’re Not Interested in The Lifetime Value of Your Customer!

Posted by Ray Golden August 25th, 2010

Let’s face it, the reason why Membership Clubs sell as upsells in telemarketing calling scripts is because they prey on the consumer’s weakness of accepting that the deal is too good to be true.  “Wow, you mean I can try this unbelievable deal for a full 30 days,… I can use it all I want and if I cancel, I won’t have to pay a dime……I’m in!”

The truth of the matter is that of those poor souls that buy in, many space off the 30 days and end up being charged and thus disgruntled when they end up being charged.  Who do you think they are most disgruntled with?  Perhaps with the primary initial product marketer. Read the rest of this entry »

An Alternative to “Clubbing” Consumer Confidence

Posted by Ray Golden August 16th, 2010

The current controversy over third party upsells – in particular, club memberships — contains a certain irony and some valuable lessons for direct marketers.  On the one hand, the industry has evolved from a single transaction-based model to one that relies increasingly on a relationship and longevity between marketer and consumer.  After all, successful continuity programs rely upon innovative products that deliver on their promises and foster continuing goodwill with the buying public that can last months, even years. Read the rest of this entry »