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Top Takeaways:


“A subscription is a pricing decision. It’s a tactic. Membership is the mindset that the customer is going to be with you for a long time. It makes the entire organization think differently about marketing, products and services. Pricing is just a small part of this very powerful business model.” “Think of your customers as members. Ask yourself what ‘forever promise’ you’re making to them and what long-term problem or goal you’re helping them solve or achieve.” “What becomes really important in any subscription business is how to onboard a new member for a long-term relationship. It’s not enough to get them to sign up. You must teach them how to make your products and services a habit.” “By focusing on your clients’ long-term wellbeing and helping them achieve their goals or solve their ongoing problems, you can build a formal recurring revenue relationship in just about any industry and with organizations of any size.”


Robbie Kellman Baxter is the founder of Peninsula Strategies, LLC, a management consulting firm. She is also the author of the bestselling book The Membership Economy. Her new book is called The Forever Transaction. Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio. This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:
  1. What is the difference between membership and a subscription?
  2. How can I switch to a membership or subscription model?
  3. How can I deepen my relationships with my customers?
  4. What is the difference between customer support and customer success?
  5. How does subscription create a convenient customer experience?

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