AMHF 0074 – Book Club Discussion – Evergreen [Video]

[smart_track_player url=”https://traffic.libsyn.com/aviationmarketing/AMHF_0074_-_Book_Club-_Evergreen.mp3″ social_linkedin=”true” ]In this episode, John and I talk about he book Evergreen by Noah Fleming.

“Cultivate the enduring customer loyalty that keeps your business thriving”

The three big ideas from this episode –

• The biggest takeaway is a mindset change- an “evergreen” business is one that grows slowly and continuously, rather than seasonally.
• It’s important to invest and market to  existing and past customers, particularly with small niches like aviation.
• It’s also  very specific about the type of customer for whom we can do the most good. We like Noah Fleming’s methods of making this happen.

In conversation separate from this one, I was talking with an aircraft broker who could trace 80% of his business to one man. Not that this one man bought and sold so many airplanes, but that so many of his clients were the friends and family of this one man, and he had referred them or that they had referred …