After The Sale Success: Your Next Strategy Beyond Lead Generation
We spend a great deal of time concentrating on before-the-sale marketing: high converting landing pages, extensive lead generation and proper follow-up. And once we get that coveted sale, we feel like popping the digital champagne cork.
But our job isn’t done – and for many savvy marketers, the real work has just begun.
Far too little attention is paid to the customer after the sale. Even “thank you” emails are bland and boring. When you get emails like the one below, you’re more than a little disconcerted that the company really doesn’t care about you apart from a dollar amount.
Thank you for your order. Eeeexcellent.
So what can you do after the sale to build a solid customer relationship while still growing your sales? Let’s take a look at a few strategies you can implement right away to deliver impactful, measurable results.
Let Them Hear You ROR
We talk a lot about ROI – Return on Investment, but what about ROR? Return on Relationships? As long as you deliver a quality product and impeccable customer service, you should already be swelling your ranks with people who know, like and trust you. According to Dean Jackson of the I Love Marketing podcast, you ideally want to generate a 20% yield from your “relationship portfolio”.
That means within the next 5 years, each one of your customers either conducts another transaction with you or refers someone else who does. If that number sounds too good to be true, look at all the ways you’re impacting your ROR with your customers right now, and how you can maximize it without being pushy or sales-y.
Every Email is an Opportunity
We’ve seen how drab and uninspiring those “thank you” emails can be. What about an email done right? The example below, from Planscope.io comes from the creator of the product and not only makes the customer feel like they matter right from the start (check out the subject line), but delves deeper to explain a bit more about the service itself and how to get the most out of it.
Take a good look at your follow up emails. Are they plastered with “just the facts” or do they make customers feel like you care about their order and want them to use it to the fullest?
Keep in mind, email isn’t the only way to leverage this kind of personal connection. Use what you already know about your customers (even if it’s not much) to connect with them in a way that’s unobtrusive. For example, what shopper wouldn’t remember the time they purchased from a company and received:
- A birthday gift or coupon
- A holiday gift or coupon
- A substantial discount in exchange for completing a survey
- A hand-written card or letter
- A check-in call to make sure you received your purchase and are happy with it (NO selling!)
Maximize Customer Lifetime Value (Without Giving Away the Store!)
But cultivating customer relationships after the sale aren’t always about giving away the store. By looking …read more
Source:: Kiss Metrics Blog