As well as a potential long term customer relationship.
When you want new customers the initial communication is critical.
Over the last few weeks I bought a couple of software products.
One I downloaded and started using it immediately.
The other I bought last week and have yet to download and install.
In both cases within three days from purchase I started getting automated emails about other products on offer.
The offers carried a discount and I kept receiving them until I unsubscribed.
The missed opportunity in both cases was at no stage did I receive an email asking for feedback or offers of help or tips to make the most use of the products.
Simple mistakes that could have been avoided.
I totally agree with trying to sell other products or services in your range but there is a process that should occur.
And it is based on common sense.
When you develop your marketing strategy and select your focus you need to make sure you select the all the key ones. In both cases they missed out on the core element of effective communication.
And that is customer service.
With their communication there was no effort to build the relationship that started with me buying the products.
Be a little patient and build the relationship before you start offering other products or services.
In both cases the sequence, tone and some of the words used were exactly the same.
It was as if both had bought one of those Internet Blueprints that say do exactly this in this way, put it on auto pilot and watch the money role in.
Using a little common sense would have them see this was a wrong way to implement a marketing activity.
Whether you sell online or offline have a simple process in place to gain feedback and answer any questions. Especially after you have delivered. It is one of the most powerful ways to build a strong relationship.
It can be automated or not and don’t forget where practical the old fashioned way of phoning them can help build the relationship.
Again it seemed they were both following the same tactic. I bought both products when they were on discount.
All the additional offers also had discounts.
They assumed that I would only buy at a reduced price which is not necessarily the case.
This meant that they were reducing possible full price sales by pushing the discounted products so quickly after the initial purchase.
It also meant that as I was being conditioned to realise they offer a lot of discounts if I ever buy from them again it will not be at the full price.
After the initial sale is important when building relationships for the long term. It is well worth the effort to make sure your approach is right.
Have you had a similar experience? Do you have a process in place for follow up, feedback and sales offers of other products?
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