The Automatic Customer
Creating a Subscription Business in Any Industry
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In The Automatic Customer, John Warrillow provides the essential blueprint for turning your customers into subscribers
The lifeblood of your business is repeat customers. But customers can be fickle, markets shift and competitors are ruthless. So how do you ensure a steady flow of business? The secret - no matter what industry you're in - is finding and keeping automatic customers.
These days virtually anything you need can come through a subscription. Far beyond Spotify and Netflix, companies in nearly any industry, from home contractors to florists, can build subscriptions into their business.
Subscription is the key to increasing cash flow, igniting growth and boosting the value of your company. Whether you want to transform your entire business into a recurring revenue engine or just pick up an extra 5 per cent of sales growth, The Automatic Customer will be your secret weapon.
'Read, apply and watch your bank deposits grow every month' Chris Guillebeau, bestselling author of The $100 Startup
'If you have a business, or are thinking about starting one, this book will be the best investment you've ever made' Bo Burlingham, editor-at-large of Inc. and author of Small Giants and Finish Big
John Warrillow, the author of Built to Sell, is the founder of The Value Builder System™ where advisors help company owners increase the value of their business. Previously, he founded Warrillow & Co., a subscription-based research business dedicated to helping Fortune 500 companies market to small business owners. A sought-after speaker and popular Inc.com columnist, he lives in Toronto.
PUBLISHERS WEEKLY
What if a company, no matter the size or industry, could attract repeat customers and recurring sales without having to resell its goods or services every single time? SellabilityScore.com founder Warrillow (Built to Sell) successfully empowers readers with this primer on transforming any business into a subscription business. He explores the move by companies like Apple and Amazon into this area and shows how subscribers increase value, smooth out demand, generate automatic payments, and stay recession-proof. Warrillow doesn't neglect the inherent challenges, but where most readers will want to focus is on the nine subscription business models he provides. These different approaches, which include membership websites, private clubs, and subscription-based e-commerce, each come with advice from insiders and tips on the types of business best suited for that particular model. The book's final section offers shortcuts for setting up and building a subscription-based revenue stream, along with solid guidance for measuring progress, viability, and performance. Warrillow also deals with funding growth, the psychology behind selling a subscription, and scaling a business. Full of valuable advice that will smooth the way for more predictable income, this book will help ease the transition to a subscription model.
