Repeat business - Use This Overlooked Concept and See Dramatic Increases in Happy, Loyal Customers
- Date: 2008-02-02 - Word Count: 918
Share This!
Learning how to attract repeat business is the most powerful thing you can do to get more out of your advertising dollars and increase revenue.
You may not be familiar with the term "consumption" when it comes to your business, but it is something that is critically important and often overlooked.
Let me tell you a story about a recent purchase I made....
Like many women, I consider Sephora to be "the place" for beauty products. On one of my many trips to Sephora I bought a bag full of stuff (which I hoped my husband wouldn't see - he doesn't need to know I need all this stuff). I had creams and lotions and I was excited about the success of my trip.
When I got home I snuck the bag in the house and up to the bathroom to put it all away, and then went on with my day.
That night when it came time to get ready for bed, I saw all my great new bottles and jars and tubes of expensive skin care and I realized I wasn't 100% sure which product to use at night versus the morning and various other things that confused me. So, what did I do? I picked up my old cleanser and moisturizer and used those. Not even opening the new products I just bought.
Many of you are thinking why did I bother buying them?
The reason is the store made them look good, there was a pretty display, some promised benefits and a pretty sales lady telling me it was perfect for my skin type.
So, you may be thinking what's the problem here; they made a sale - they should be happy.
BUT think about this - isn't it so much easier to get repeat business than it is to get new business? (The answer to that question is yes) Yet why would I buy another product from the line when I wasn't even sure how to use the first one???
The problem here is consumption. People buy products but they often (more often then you would think) don't consume them. They may be confused, they may forget about the product once they get it home, they may be too busy - there are countless reasons why. The bottom line is, in order to get me hooked and get me back in the store they need to make sure I consume the first product I bought and fall in love with it.
This problem exists in all industries. Have you ever bought a book and then not read it? Have you bought a home study course and not completed it? Bought a tape series and not listened to it? My overflowing closet tells me I have. It all ends up in there for me to get to "one day."
I might have wanted it more than anything, I might be busting at the seams for a package to arrive in the mail. But life kicks in and I get busy and one day turns into another day and then its weeks and the excitement for the product is gone.
OK, I think I've harped on the problem long enough. Now let's look at the solution....
In the case of my bag of beauty products what do you think they could have done to guide me towards using the product?
There are probably many creative ideas, but I'll just throw out a few of them as samples....
1. They could have included an instruction sheet telling me exactly when and how to use it. And I don't mean the small print directions on the jar itself. An actual pretty full color sheet with pictures of beautiful women (to remind me I can look like them with this product) and a recap of the benefits and then very easy step by step instructions. If I had that, I would have definitely used it.
2. They could include a CD for me to listen to in the car on the way home with great skin care tips and information.
3. They could have had a product rep in the store to teach me how to use the product and answer my questions.
None of that guarantees I will go home and use the product, but it makes it much more likely. And short of going to the home of each of your clients and forcing them to consume your product, all you can do is think of the biggest factor that would stop people from consuming your product and try to address that issue.
When you sell something online, you collect their email address so at the very least they should be added to your customer list and you should be emailing them with tips on getting the most out of the product and reminding them they need to really dig into it to get the benefits and then restate the benefits.
You can offer them a discount on their next order or even some other free gift if they use your product and give you feedback within a certain amount of time. You are killing two birds with one stone there - you give them the incentive to consume and you are securing a testimonial.
I urge you not to overlook this important concept. Your job isn't done once you have the sale.
Once you have them consuming your product - you can sell them other products, sell renewals/refills of what they originally bought and so much more.
So remember - just because someone wants something - doesn't mean they will use it.
Remember to focus on teaching consumption to your customers and building your business through repeat visitors.
You may not be familiar with the term "consumption" when it comes to your business, but it is something that is critically important and often overlooked.
Let me tell you a story about a recent purchase I made....
Like many women, I consider Sephora to be "the place" for beauty products. On one of my many trips to Sephora I bought a bag full of stuff (which I hoped my husband wouldn't see - he doesn't need to know I need all this stuff). I had creams and lotions and I was excited about the success of my trip.
When I got home I snuck the bag in the house and up to the bathroom to put it all away, and then went on with my day.
That night when it came time to get ready for bed, I saw all my great new bottles and jars and tubes of expensive skin care and I realized I wasn't 100% sure which product to use at night versus the morning and various other things that confused me. So, what did I do? I picked up my old cleanser and moisturizer and used those. Not even opening the new products I just bought.
Many of you are thinking why did I bother buying them?
The reason is the store made them look good, there was a pretty display, some promised benefits and a pretty sales lady telling me it was perfect for my skin type.
So, you may be thinking what's the problem here; they made a sale - they should be happy.
BUT think about this - isn't it so much easier to get repeat business than it is to get new business? (The answer to that question is yes) Yet why would I buy another product from the line when I wasn't even sure how to use the first one???
The problem here is consumption. People buy products but they often (more often then you would think) don't consume them. They may be confused, they may forget about the product once they get it home, they may be too busy - there are countless reasons why. The bottom line is, in order to get me hooked and get me back in the store they need to make sure I consume the first product I bought and fall in love with it.
This problem exists in all industries. Have you ever bought a book and then not read it? Have you bought a home study course and not completed it? Bought a tape series and not listened to it? My overflowing closet tells me I have. It all ends up in there for me to get to "one day."
I might have wanted it more than anything, I might be busting at the seams for a package to arrive in the mail. But life kicks in and I get busy and one day turns into another day and then its weeks and the excitement for the product is gone.
OK, I think I've harped on the problem long enough. Now let's look at the solution....
In the case of my bag of beauty products what do you think they could have done to guide me towards using the product?
There are probably many creative ideas, but I'll just throw out a few of them as samples....
1. They could have included an instruction sheet telling me exactly when and how to use it. And I don't mean the small print directions on the jar itself. An actual pretty full color sheet with pictures of beautiful women (to remind me I can look like them with this product) and a recap of the benefits and then very easy step by step instructions. If I had that, I would have definitely used it.
2. They could include a CD for me to listen to in the car on the way home with great skin care tips and information.
3. They could have had a product rep in the store to teach me how to use the product and answer my questions.
None of that guarantees I will go home and use the product, but it makes it much more likely. And short of going to the home of each of your clients and forcing them to consume your product, all you can do is think of the biggest factor that would stop people from consuming your product and try to address that issue.
When you sell something online, you collect their email address so at the very least they should be added to your customer list and you should be emailing them with tips on getting the most out of the product and reminding them they need to really dig into it to get the benefits and then restate the benefits.
You can offer them a discount on their next order or even some other free gift if they use your product and give you feedback within a certain amount of time. You are killing two birds with one stone there - you give them the incentive to consume and you are securing a testimonial.
I urge you not to overlook this important concept. Your job isn't done once you have the sale.
Once you have them consuming your product - you can sell them other products, sell renewals/refills of what they originally bought and so much more.
So remember - just because someone wants something - doesn't mean they will use it.
Remember to focus on teaching consumption to your customers and building your business through repeat visitors.
Related Tags: customer retention, customer loyalty, repeat business, repeat customers, consumption, building customer loyalty, marketing customers
Jennifer Horowitz is the Director of Marketing and co-owner of http://www.EcomBuffet.com . Since 1998, her expertise in online marketing and Search Engine Optimization (SEO) has helped clients increase revenue and achieve their business goals. Jennifer has written a downloadable book on Search Engine Optimization and has been published in many SEO and marketing publications. Jennifer can be reached at Jennifer@ecombuffet.com Your Article Search Directory : Find in Articles
Recent articles in this category:
- Many Different Content Management Systems Are Available ( Cms)
At this time the rule is that going to the content management system open source and a commercial. H - Establish Your Credibility Online
Shoppers are now careful these days. They are more conscious that there are fraud sellers lurking on - Make Money Online Fast - Is It Possible?!
When you see the phrase "make money online fast" you may wonder to yourself, is this for real?! And - What Is Auto Traffic Avalanche?
Many people is talking about this great tool, and that became an excellent software, that can genera - Beginners Guide To Blogging
A blog is basically an online journal wherein you can digitally pen down your thoughts, ideas, opini - Say No To Just Having Enough To Get By...look For Wealth After A Fixed Paycheck
For the last year, I am proud to say that my regular weekly salary was earned through direct deposit - How Outsourcing Works - Hiring An Outsourced Virtual Assistant
Outsourcing is a proven means of helping businesses cut resource costs while getting the same level - How, Where Should You Start And Get Paid In Affiliate Marketing?
Before internet, freelance jobs like insurance, network marketing and real estate used to be the onl - Saratoga Builders Help You Make Informed Decisions
Numerous American central heating designs implement a furnace which blows forced hot air by means of - Basic Features Of A Good Web Hosting Plan
There are a few features that you should look for when you are picking a good web hosting plan, ther
Most viewed articles in this category:
- Tools for Adsense
If you're just boarding on the AdSense train, and looking to find a quick way to make the profits yo - Information Products - Your Action Plan
If you've been thinking of writing your own information product, here are a few tips to help you get - Are You Missing Out On This Method Of Generating Instant Cash?
If you have not yet heard of Bum Marketing, you're missing out. It's a great online marketing metho - How to Find a Home Based Business Internet Opportunity Thats Right for you
Copyright © Jagraj Gill http://www.payitforward4profits.com/jaggiegill Finding the right hom - Can It Be True? Can You Really Use The Internet to Create Money?
Is it hype? Or is it real? Is dramatized and exaggerated? Or can I really use the internet to cre - How to Create a Virtual Grand Opening
Copyright © 2007 Donna Gunter Grand openings and ribbon cuttings don't have to be limited to bu - What Is The Hottest Product To Sell Online
After going through a survey from all the internet Guru Alex Mandossian, Armand Morin, Derek Gehl an - Web Based Employee Time Clock
The power of the internet is in its connectivity. Many people think that the internet is great becau - Driving Hordes of Traffic to your Site
Getting enough traffic to your site is the overwhelming problem for anyone new to Internet or Affili - So You Want to Start an Online Business Part Two - Analyzing Keywords
Analyzing Keywords Continuing on from Part One of 'So You Want to Start an Online Business'; we wil