Don't Show Customers the Door -- Automate Post-Purchase Retention
You made a sale? That's the beginning of your job, not the end!
You made a sale? That's the beginning of your job, not the end!
Why do most affiliate programs ignore the customer after she buys?
Because most of them think the job is over once the sale is made. The first-time customer is the most expensive conversion there is. You’re lucky if you can convert two percent of new prospects to a sale.
Repeat customers buy more frequently and are easier to control, but there’s still an obstacle. You must build loyalty with the first purchase to persuade them to become repeat customers later on.
The first sale is when your job begins — not ends. Personalization and knowing every little facet of your customer’s behavior is a worthy goal, but there’s an easier (and much cheaper) way to get going. Now. When your customer places an order.
Post-purchase follow-up is critical — and difficult to do manually. You need to discover what the customer really thinks.
Step into your customer’s shoes. Ask yourself: What’s the first thing I think about after I purchase? Some possible answers are:
If you’re like many, you think you made a mistake. Not a bad mistake, but you just committed some cash for a Thing. Suddenly, you’re not sure that Thing fits into your life.
When a company fails to follow up, it is indirectly reinforcing your doubt.
Bottom line: Most people doubt the purchase decision they just made. On the Internet, few companies do anything to alleviate that doubt.
After a purchase on the Internet, you usually get:
If your affiliate program or Internet business is only doing steps one through three, you’re in the majority. Only a few do step four, but those few tend to do well. With some simple technique and the use of an automated follow-up system, you, too, can achieve this easily.
Automating Post-Purchase Follow-Up
One of the best places to build loyalty and branding based on revenue is your ordering system. This can be as complex as Amazon.com’s amazing customer service system, or it can cost about $20 per month through companies such as AWeber.
Most Internet orders go through an online ordering system, or shopping cart. An order is placed, and often an automated email is sent to confirm the customer’s purchase.
That email is probably sent to an autoresponder, usually an email address whose only job is to send a message. Imagine if you turned that simple autoresponder into a series of follow-up emails to build loyalty, ensure customer satisfaction, and to begin cross-selling when appropriate.
I use a five-step automated email system that delivers customers customer service and the reassurance they need and eventually cross-sells related products.
It’s quite simple (you can send as few, or as many, emails as you want):
When they buy, don’t email only once. Test repeated mailings. Customers form an opinion of your business within 30 days of purchase.
During that period, they decide to be repeat customers. Or not. What you do right after the sale determines much of their satisfaction.
The purchase is a signal of brand trust. Repeat buying is a sign of brand viability. It all begins with simple, human communication.
You can automate the process easily and achieve more value from every sale you make.
Pay attention to your customers after they buy. It will pay off for you.