It takes quite a bit more time and money to get a new customer than it does to encourage an existing customer to make a repeat purchase. Marketing to existing customers means more than just sending them a reminder to buy from you.
Certainly it starts with the following tactics:
* Upselling - Offering accessories or other similar items during the sale process.
* Redirecting - After the sale, redirect the customer to something else they might enjoy.
* Notices - Flyers or business cards in the box of shipped items, notifications of sales or new items.
* Courtesies - Christmas cards, personal cards, and other kind gestures that acknowledge their value to you personally.
* Personalization - This applies to how you relate to your customers - whether they take a spot in a line to get the same treatment everyone else does in spite of what their actual needs are, or whether they get a real person to talk to about a customized solution or for personal answers to how your products will suit their individual needs.
But it goes far beyond that. It also includes:
* Good support. Customers who feel that their problems were taken care of with the least inconvenience to them, will come back.
* Good guarantees. These both build trust, and keep customers coming back.
* Giving a little more than you promise. People love little extras in the box, or a special customer appreciation gift. They like it when your product not only does what you say, it does a little better. They'll come back to see what you'll over-deliver on next time.
* Never being obnoxious. Please do not put an offer for another item on your Thank You page. That gives the impression that they are the victim, not that they are a valued customer. Redirect them to something else they might enjoy, or that they might wish to consider in the long term, but do not give the message, "Now that you bought, can I get you to buy even more???". Internet marketers tell you to do this because about 7% or so of customers will make the purchase. BUT.... What about that other 93%? How many of them were annoyed? How many of them were deeply offended? I'd not risk offending 93% of my customers just to get another purchase from 7%, when more prudent tactics would get re-purchase rates that are higher than 7% in the long term! All of your "marketing to existing customers" must be presented in a way that is for THEIR benefit, not yours!
Marketing to existing customers should be based on principles of appreciation, courtesy, consideration, and personal touches. It should never be motivated out of greed on your part - no matter how you think you hid it, if you hit them up again out of greed, you'll give yourself away, and they'll know it. Think about things from their point of view.
What do they WANT? What do they NEED?
They don't give a rip about what YOU want, or what YOU need. They are so inundated with ads and extravagant claims, and hype that the minute you try to push them, they turn off and go somewhere else. Answer their needs and wants, and they'll buy. Be fair and considerate, and they'll come back to you.
Written by Laura Wheeler
Certainly it starts with the following tactics:
* Upselling - Offering accessories or other similar items during the sale process.
* Redirecting - After the sale, redirect the customer to something else they might enjoy.
* Notices - Flyers or business cards in the box of shipped items, notifications of sales or new items.
* Courtesies - Christmas cards, personal cards, and other kind gestures that acknowledge their value to you personally.
* Personalization - This applies to how you relate to your customers - whether they take a spot in a line to get the same treatment everyone else does in spite of what their actual needs are, or whether they get a real person to talk to about a customized solution or for personal answers to how your products will suit their individual needs.
But it goes far beyond that. It also includes:
* Good support. Customers who feel that their problems were taken care of with the least inconvenience to them, will come back.
* Good guarantees. These both build trust, and keep customers coming back.
* Giving a little more than you promise. People love little extras in the box, or a special customer appreciation gift. They like it when your product not only does what you say, it does a little better. They'll come back to see what you'll over-deliver on next time.
* Never being obnoxious. Please do not put an offer for another item on your Thank You page. That gives the impression that they are the victim, not that they are a valued customer. Redirect them to something else they might enjoy, or that they might wish to consider in the long term, but do not give the message, "Now that you bought, can I get you to buy even more???". Internet marketers tell you to do this because about 7% or so of customers will make the purchase. BUT.... What about that other 93%? How many of them were annoyed? How many of them were deeply offended? I'd not risk offending 93% of my customers just to get another purchase from 7%, when more prudent tactics would get re-purchase rates that are higher than 7% in the long term! All of your "marketing to existing customers" must be presented in a way that is for THEIR benefit, not yours!
Marketing to existing customers should be based on principles of appreciation, courtesy, consideration, and personal touches. It should never be motivated out of greed on your part - no matter how you think you hid it, if you hit them up again out of greed, you'll give yourself away, and they'll know it. Think about things from their point of view.
What do they WANT? What do they NEED?
They don't give a rip about what YOU want, or what YOU need. They are so inundated with ads and extravagant claims, and hype that the minute you try to push them, they turn off and go somewhere else. Answer their needs and wants, and they'll buy. Be fair and considerate, and they'll come back to you.
Written by Laura Wheeler
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