Have you considered your sales process from the customer angle?
I’m sure you have, but have you really thought through the emotions they are going through as they search for your product/service? What about how they feel when they actually make the purchase? The trepidation (or hope) as they first discover you, the excitement as they learn more about how you can help them, the confidence as they purchase…and then possibly some doubt if they made a larger purchase, or even better, anticipation as they get to start!
People buy because of emotion, and how you make them feel, but those emotions are found throughout the research & purchase process, as well as the post-sale process. How do you welcome your customers?
It’s funny. As I was writing this article, I checked my personal email and found this email in response to a purchase I made yesterday:
As a consumer, now that I’ve spent the money, I’m excited to get my products as soon as possible and take a step towards even better health. This is just a fun little touch point to let me know they are working on my order, but also have a greater community and sense of purpose in their company.
Many companies send an updated email with delivery details, but it’s so impersonal. A message like this excites me that my order will be arriving soon.
Your website is one of the most common ways that customers find you…whether it’s because your marketing is focused on being found in search results, you get referrals who visit your website, or you receive links from other sites that people may be visiting…they are all visiting your website to learn more about you and whether your product is right for their needs.
Here’s what a sample customer engagement process might look like:
- They visit your site and find a free guide that answers their questions
- You email their guide to them
- You follow up with an email 1 day later, asking about the guide
- You send another email 2-3 day afterwards with more information related to their problem
- You offer them an opportunity to take the next step in learning more/solving their problem
After you’ve made the sale, it’s now your turn to deliver. But how can you also continue to build that customer relationship that has already been started. Based on how you serve your clients, there will be different messages that you can approach them with.
A product sale follow-up will be thanking them for their order, giving them an update of shipping, and then following up with tips to get them using the product correctly, or creating the habits to bring it into their daily life.
A service sale follow-up will welcome them and explain next steps, so that they feel comfortable moving forward and knowing what to expect. You may then follow up with what you need from them to get to the next stage, and a meeting to start their services.
There is no one right way to do this, but it is important to show your personality and company philosophy within these messages. Create rapport and a relationship with your customers so that you can get to know them better and serve them at a greater level.
Not sure what this looks like for your business? I love exploring new strategy and brainstorming with new clients. Book your marketing consultation session to explore your challenges and how we can overcome them with tweaks in your marketing.