Lateral Sales, Up-sells, and One Time Offers When I started studying direct marketing more than thirty years ago, I remember the newness that every new concept I learned had for me. The orders did come in, but I was a bit inexperienced and my first campaign didn't last very long. I learned that it was easier to retain a customer than to find new ones. It never occurred I could sell different things to the same customer, but then I realized that the mail order business was like any other business.

Up until then, I had only thought of selling my designs. My eyes were opened and I began to notice businesses more.

I remember clearly the sense of awe I felt when I stirling that you should try to retain your customers and, to that end, you should develop complementary products that they may need. However, it made me hungry for more marketing knowledge. Even the electric company in my. I developed some designs for roll top furniture, got a small classified ad in Handyman magazine, and waited for the orders to start coming in. Few stores can survive by selling one product only.

I was particularly interested in the mail order business.