These days, most business owners are looking for new customers – but what about your existing ones? They are an untapped goldmine of potential revenue.
Current clients should be where you spend a good chunk of your marketing budget, and here is why ...
Your advertising approach should be to connect with current customers. After which, you can lead those customers towards their next purchase.
We call this a post-purchase sales strategy.
Here are some tips on how to capitalise on a post-purchase strategy that will pay back in dividends.
Consider their purchasing experience.
The purchasing experience is the most critical part of doing business. When a customer has a great experience with a product, they feel confident and trust you as a company. I’m sure I’m not alone when expressing my dislike of poor customer service.
When online, how to buy should be clear and concise. There should be no pop-ups. Navigation should be easy to click through.
I had to book tickets to an event, and navigation was shocking. Yet, I still needed to use the system. I was very frustrated in the end. While I still made the purchase, I’ll avoid future purchases at all costs.
Yet, if the experience is top-notch, you’ll get a different result. They might even share their experience with others to promote your company.
2. Cultivate lasting relationships
To get people to care, they need to know you care. Build and nurture your relationships with them. Mostly, don’t let them forget you; out of sight, out of mind.
A great to do this is with email marketing but with a personal approach. A great way to manage your email marketing is through different apps.
We love to use Active Campaign which allows us to schedule our emails and manage our email lists. It also tracks and reports statistics on the success of each email.
Post-purchase sequence explained
One thing we love is to set up a post-purchase sequence in our campaign tracker.
A post-purchase sequence is a fancy way of saying: a set of pre-organised emails sent out. This can be the best way to help customers get more out of their purchases.
A series of emails can deliver extra value to the new customer. They cut down on support or requested refunds by answering questions before they have to ask them.
3. Always establish a product ladder
If you’re looking to sell more to a customer, you must establish a product ladder.
Simply put, a product ladder helps you find the best product or service to sell to a customer—particularly those who have already made their first purchase from your company.
If you don’t have a product ladder in place, it might be time to consider it. You can always give your customers more than one chance to buy from you.
4. Consider positioning the next offer quickly
Always consider how you position your next offer to a customer. It can be by setting up an email marketing campaign, back-end platform or membership website.
Setting up email automation and marketing strategies can be incredibly productive. It’s never been easier for you to target customers for another product or service you want them to buy.
Upsells are simply selling them more than they wished for.
Upsells work in E-Commerce and for those selling digital products. In other words, it works wonders in almost any setting.
For example, McDonald’s would famously ask their customers: “do you want fries with that?”. Of course, we do!
Ask what your clients want or need that will partner well with their initial purchase. It may be a repeat deal at a discounted rate, a complimentary deal or a follow-up deal.
Side note: our society is pretty wary of the upsell. Don’t try and sell something they really don’t want nor need. Give thought to the best option for your client. If you’re convinced, convincing them will be a breeze.
Selling is a hard gig
Those looking to purchase something these days are super sceptical of every little tactic we use.
It sounds easy, but the secret ingredient is to know and believe in what you sell.
If you are a business owner and see red flags for your products, no amount of good marketing will fix that.
First, look at fixing the problem.
If you have a team, increase their stake in what you sell. When they believe in what they’re selling, it will be contagious.
If you’re just after money, you won’t get it. People crave purpose and value and can smell it a mile off when you don’t have it.
That’s why post-purchase marketing should work. Your client should already know from past experience how wonderful it is to work with you. I have paid more because I liked the business more than I valued the product, and there are plenty more like me.
Keep it real and good luck.