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Repeat business drives the value of your company, and you can categorize these sales into one of
Recurring revenue is more valuable than reoccurring sales because of its predictability.
Therefore, it’s worth considering how to turn repeat customers into subscribers.
For an example of an organization that turned reoccurring sales into recurring revenue, let’s look
at the “HP Instant Ink” program. HP had been in the business of selling printers for decades
before launching their toner replacement subscription.
HP would sell you a printer in the old days and hope you would come back and buy your toner
cartridges from HP. As cheaper replacement options became available, HP started to lose
reoccurring revenue from people who owned HP printers but chose a more affordable alternative
to refill their cartridge.
In response, they launched the HP Instant Ink program to solve this problem by offering a toner
subscription. HP sends subscribers new toner for their printer each month. You can sign up for a
plan based on how many pages you print. If you exceed your page allotment one month, you can
top up your account. If you fall short, HP offers to carry over your unused pages. Pricing plans
start at $0.99 per month.
How does HP ensure you never run out of toner? They have embedded a reader in their printer’s
hardware that sends a message to HP fulfillment when your cartridge dips below a predetermined
threshold. Hence, you never run out.
It’s a brilliant little program and gives HP some recurring revenue while driving loyalty to HP
Inspired by the HP Instant Ink program, here are three secrets for turning repeat customers into
Repeat customers are the lifeblood of any business. If you want to jack up your company’s value, consider ripping a page from HP’s playbook, and turning your reoccurring customers into subscribers.
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