So, you’ve engaged the customer in a marketing conversation that resulted in a sale… pat yourself on the back for a job well done! But a single sale doesn’t have to end the conversation.
Just as conversations in your life can be on-going, so can a marketing conversation. However, unlike in a regular conversation, continuing this conversation is all up to you.
Here are 7 ways that you can continue the conversation after the sale:
1. Email Newsletter.
Send them your regular email newsletter filled with timely tips and great offers. Just remember to ask before signing someone up for this kind of marketing; the CAN-SPAM law governs all email marketing and breaking a rule can brand you a spammer. If you are new to email marketing, check out my Frequently Asked Questions About Email Marketing to help you get started on the right foot.
2. Follow-Up Survey.
Make it a habit to send a follow-up survey to every client/customer after the sale to ask for specific feedback on how well you did. There are many free online survey tools that make the job easier, even including tools to help interpret the results.
3. Greeting Cards.
Before the Internet, people sent each other cards to celebrate special holidays. Now, many people don’t get a single card even on their birthday. You can make your customers feel special just by asking them for their birthday (month and day only) and then sending them a celebratory card. Use a service like SendOutCards.com to automate the process.
4. Discounts and Special Offers.
Send your customer offers or discounts for other products that are complimentary to the product or service that they just purchased from you; especially products or services that will help them get more from their new purchase. The closer you can tie the offer to the customer’s purchase the better (in other words, don’t just send everyone the same offer!).
5. Social Media.
Ask your customers what social media sites they are on, then get their usernames and follow them (rather than asking them to follow you). Most businesses are actively asking their customers to “like” them on Facebook or follow them on Twitter; when you follow your customers first, you send a message that what they have to say is important to you.
6. Special Events.
Invite former customers to your store for a special event just for them. Make sure you lead with something of interest to them, rather than just promote your stuff. While you have them there, use it as an opportunity to do a casual focus group on your business and ask them what they want from your product/company in the future.
7. Proactive Customer Service.
Monitor social media for mentions of your product or business and respond to posters directly, regardless of positive or negative comment.
Having the ability to remain in touch with your customer after the sale is the key to maintaining that marketing conversation that you so carefully started, so it is important to obtain either the mailing address or email address of your customers as part of your pre-sales or sales process. The time and effort involved might seem like a lot at first, but repeat business and happier customers will be your reward.