Trade Your Non Buyers to Your Competitors
June 1st, 2012 | 
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Trade Your Non-Buyers to Your Competitors
I know what you are thinking why I should give my competitor access to my list. I am making an assumption here that you have a prospect’s list. At least I hope you do, if not then get started today.
You should be emailing them, calling and direct mailing them almost relentlessly. Keep at it because when a customer tells you no, what he/she really means is no not at this time.
But there will come a time when you say to yourself well they are just not going to buy anything from me. These will be called your non buyers; you will know who they are as they have been on your prospect list for sometime. They are worth nothing to you, yet you many have spent money acquiring them. In real terms unless you make a sale to them, you have made a loss.
Let us think out of the box for a minute, we could offer to trade our non buyer list with our competitors non buyers list – you then each try to sell your product or service to each others non buyers list.
I realise that this may initially shock you, however I hope you can see the logic in this cross promotion. You have tried to sell your product or service to them for say 12 months – however they buy zero from you.
So from this prospective they are already lost to you – they are actually no longer a prospect for you. However by trading with your competitors, you at least stand a chance of actually getting some trade off value out of your non buyers list.
Just some food for thought 
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Paul Conway (3)
Dean Thompson (1)
Denise (1)
Interesting idea Paul… I myself wouldn’t be too worried about trading lists with a competitor especially if it’s an unresponsive list of freebie seekers.
I was listening to an interview with a very successful marketer recently where he spoke about “pruning” his list. Basically after a period of time where he has given free value and content to the list and they have still yet to graduate to his buyers list he begins to prune them..
How does he do this? He promotes a lot of offers to them in hope of getting them to unsubscribe. He argued that a big list of freebie seekers is worthless so why continue to give them free content? Simply get rid of them and you’d be left with a smaller but far responsive list..
Guess it’s just another approach to bear in mind.
Noel Cunningham recently posted..By: Noel
I like the idea of pruning. I suppose I’ve been a victim of ‘pruning’ for not buying anything lol. It all makes perfect sense because I sure did start unsubscribing from e-mail lists when I received up to 2 or 3 e-mails per day from the same marketer. It breaks my heart to know that they really wanted to force me to unsubscribe.
But it worked bastards!
Rocky Rasakith recently posted..The Money Is In The List | E-mail Marketing 101
Hi Paul,
I recently attended a listbuilding training series where the idea was to push hard on those who’ve opted into your list but not yet purchased, emailing them twice a day for a week or so trying to get them to purchase. Those on your buyers list you’d email less frequently.
What do you think of this approach vs. providing value and relationship building before trying to monitize the list?
-Karl
Karl Dieterich recently posted..Pushing The Boundaries
Hey Noel
Thats a new one one me “pruning” These guru type’s seem to know just what to do, to ensure that they have a responsive list
Thanks for sharing
Paul
Hey Karl
I had a marketer send me emails twice a day not so long ago. I was not on his list for long. I presume he was hammering that list until we bought, puked or unsubscribed.
I would rather see someone use the value and relationship model IMHO
Cheers
Paul
Hey Rocky
I hear you
Maybe the secret is to buy something from them at a low dollar value. You would them onto his/hers buyers list. You may then get further good info for free 
Just saying
Paul
I believe the key here is to get your non buyers to become buyers however possible.
A lot of people run with this strategy and perhaps it works, or perhaps it is better to concentrate on the ones that buy and keep building you entire lists, so that more and more people are buyers.
Interesting argument here, and perhaps a little extra nudge could actually help non buyers…
Dee
Dee Kumar recently posted..Hello world!
Hi Paul, interesting concept. First time I heard of it. The pruning method is also new to me. Since I am in the process of building a list I haven’t had to get to these stages yet. I still believe in building a relationship with your list and gaining their trust. Nice points of view here. An interesting debate.
All the best,
Gerald.
Gerald recently posted..The Google Zoo
Hi Paul,
Sylvia
You are really providing some great information on how to manage and utlize the list once it has been built. I think this is a great idea.
Not to throw in the towel to early but after a while it becomes evident they simply do not respond to the offer or your style. I say your doing yourself and them a service to provide them related content that may better fit what they are looking for!
This definitely falls into the mindset of serving your clients first.
Keep these great posts coming!
Sylvia recently posted..Facebook Feed Tips
Hi Paul,
I think this is a great concept – the fact is that many people opt-in just to get a freebie or access to whatever you are giving them – they may never ever purchase anything from you.
In this case, this “freebie” list would be a great list to swap out with others and see if another list might be a better fit for them.
Good for you as it frees up space in your AR, good for them as they might find another marketer a better fit.
~Christine
Christine Brady recently posted..How to Create a Product Your Customers Can’t Live Without
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