Are you creating an afterglow affect?
I recently made a very simple purchase on Amazon. I needed a car charger. It was a $12 purchase. It was an uncomplicated purchase. I tested it when it arrived. It worked. I was satisfied with the “value” of my purchase (listen to my recent “podcast” to learn more about value.) and promptly moved on to my other tasks.
The very next day, I got an email from the company. It was sent via Amazon Marketplace. Not only did they want to assure me that they had a very good product with very high ratings that they were sure would perform well for me, they also included a Free Gift. They added a PDF with “9 Fuel Saving Tips”.
The lack of english proficiency affected the usefulness of the PDF, but it was the thought that counted. I thought well of them for their desire to adorn my purchase with a thoughtful outreach and tips on how to drive to save money.
The same email included letting me know that they stand behind their product and if anything goes wrong, please contact them before posting complaints on Amazon.
If you have any remarks on the quality of our product, please write to us with exactly what is wrong, by answering this email.
We will solve this issue to your satisfaction. If the product is damaged or does not match your expectations, we will return your money in full or send a new product for free.
And then they included a link to the comment area. They encourage me to to give feedback on my purchase on Amazon.
All that for a $12.00 purchase.
Yes, of course, it was a “automated response”, but it was specific to my purchase. And, since they didn’t need to send me anything, it was received as a very nice gesture on their part and probably has helped them avoid negative feed-back on Amazon. It’s a solid strategy and a win/win action plan.
What is your “after purchase” opportunity?
I must admit that I have been a less-than-diligent practitioner of the principles I am highlighting here. I could do SO much more. And I would estimate that I have lost many, many dozens of sales by not following up properly.
For example, for those reading this who own my E’s of Selling Art System Guidebook, you have had little to no further contact from me. I had great plans for each of you when I released the system. But when I had many dozens of sales in just a few days, I got overwhelmed and put off my marketing plans. Always telling myself, I would get around to sending an email and then…. Well, you know the drill.
I (in theory) know what I “should” be doing. However, my purpose here is to inspire each of you. Ask yourself these questions:
- Do you have the “right stuff” on your website to create a sense of safe, secure, and easy purchasing? (If you need a Free Shopping Cart, this is the best-of-the-best at any price and already yours to use if you already use SquareUp. Oh! And that link will save you (and me) money with no fees for your first $1000!)
- What policies do you have in place to give assurance of your desire for them to have a great experience?
- What is your “satisfaction” guarantee?
- After an order is placed, what can you do to create a sense of a caring relationship and add confidence to the buyer’s choice?
- After the shipment arrives, what can you do to create a sense of satisfaction and show that you are grateful and eager to make them happy?
Bottom line: What can you do to show you care about what is important to them at every step in the process?
Are you doing something already?
One client of mine always includes a dog (or cat) treat as an immediate thank-you when she starts a commission. Another creates a “coffee table” book with photos and stories about her art. She sends it as a separate shipment as a surprise. Her starting price point is over $1500 per original work, so the cost of the book is a minimal expense.
The book is already created and in a template ready to order. She simply adds the photo of the purchased piece to the cover of the book. People love the book and she has had sales from house guests who saw the book and her original paintings.
Please take a few minutes to share your current strategies for creating great relationships with your collectors in the comments. What kinds of things do you do? Or what might you imagine you could do that would make the difference and hold you in high esteem with your collectors.
Together we can create truly remarkable relationships.