How to Build, Market and Sell Profitable Subscription-Based Products and Services with Kathy Sexton

Why you have to check out today’s podcast:    Learn how to calculate expected Customer Lifetime Value (CLV)  value in order to create profitability quicker in your subscription business  Learn how to use customer data to optimize your subscription pricing   Rules and regulations that you should understand about subscription deals       Kathy Sexton is a CEO and Publisher at Subscription Insider. She is an executive leader with specialties in market strategy, brand development and digital information products.    In this episode, Kathy talks about how to build, market and sell profitable subscription-based products and services, the different subscription payment operations that drive higher profitability and also shares different customer success solutions that is available in the subscription industry.    "Make your products easy to cancel, make it a great experience and people will come back."   - Kathy Sexton        Get COV’s Pricing Metrics:   The Most Important Pricing Decision in a Subscription Business Course at https://www.championsofvalue.com      Topics Covered:    01:31 - How she got started in subscription and what is her mission in the subscription industry  03:32 - What companies does subscription economy cover  06:22 - The differences and similarities of subscription companies   08:08 - Of take-rate, acquisition rate, and retention rate  14:02 - Are insurance companies under a subscription economy  14:48 - Cohorts versus direct marketing  18:20 - Big Pricing issues in the subscription industry  19:50 - What is a negative option  24:15 - Rules and regulations that you should understand about subscription deals      Key Takeaways:    “Talk to your customers deeply and really understand them. Understand the nuances that don't come through a survey.” - Kathy Sexton  "Honestly with any business, you want to have that direct relationship with your customer. So if they have any issue, they come to you first and not to some third-party provider, the worst thing you want is just to have a cancellation. No reason why you've lost that business and no way to recover it." - Kathy Sexton  "Good business is making it easy, very understandable, and then people are going to want to do business with you." - Kathy Sexton    People / Resources Mentioned:  The New York Times  The Wall Street Journal  Washington Post  Lesley Fair    Connect with Kathy Sexton:  subscriptioninsider.com  LinkedIn  E: [email protected]    Connect with Mark Stiving:    Email: [email protected]     LinkedIn     Twitter