Congratulations, you made the sale! Now it’s time for some follow up marketing.
Say what? Why bother a buyer after they’ve made a purchase? Well, because ….
- Finding and acquiring a new customer costs about five to seven times more than simply maintaining a profitable relationship with a current customer.
- Recent buyers are interested in accessories, upgrades and related products / services.
- Satisfied buyers are excellent sources of referrals.
- Satisfied buyers make great success stories.
- Being proactive with tips and advice can cut down on customer-service calls.
A five-step process
Everyone knows making the sale is key. The problem is, most small- and mid-sized businesses focus so much on making those initial sales that they miss out on the post-sale growth and income opportunities.
Don’t let new customers languish. Use this five-phase follow-up marketing plan to turn them into long-term sources of revenue, referrals and more:
Phase one – Make the buyer feel good about their purchase
- Real estate example: Send postcards / email with home-improvement and maintenance suggestions, gardening tips, etc.
- Retail example: Send postcards / email with suggested uses for the products purchased, user success stories, etc.
- Service-provider example: Send postcards / email with links to video demonstrations, fast facts, user success stories, answers to common questions, additional user information, etc.
Phase two – Ask for a referral, feedback or a testimonial
For example: “If you consider yourself a satisfied customer and know someone else who might be interested in what we have to offer, encourage them to give us a call. Tell them to mention your name, and I’ll personally see to it that they’re given the gold-star treatment.”
Phase three – Suggest options / accessories
- Retail example: Send postcards / email suggesting add-ons, options and accessories (with “special pricing for recent buyers”).
- Service-provider example: Send postcards / email suggesting follow-up services, companion services, bundled pricing, etc.
Phase four – Alert the buyer to any available upgrades, updates or improvements
- Retail example: Send postcards / email advertising “introductory pricing” on new models, information about product enhancements, etc.
- Service-provider example: Send postcards / email advertising improvements to processes and equipment, new services, etc.
Phase five – Start this five-part post-sale process all over again.
What you’ll want to avoid
Whatever you do, don’t just sit back and expect the buyer to contact you when they need something more. At some point, that hard-won customer will be marketed to by a more aggressive competitor and move their business there.
Think of your customer’s post-sale needs as a new lawn: Installing the sod is just the start; it’s the care and attention you lavish on it every week thereafter that keeps it green and lush for years to come.
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