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Four keys to making the second sale
I'm short and fat. Buying business attire has always been a challenge. No one within 100 mile keeps “bowling ball” sizes in stock. Back in 2005 I needed a new blazer so I went to a couple of our better men’s clothing stores. Each could, of course, special order a coat, but there would be extra charges a two-week wait and a limited selection. Out of frustration I went home, got on the computer and googled the phrase "short, fat guy clothes". The top listing was www.bigmen.com.
I searched the site and, sure enough, they had just what I wanted – in stock. They even gave me the option of buying American-made. The ordering and payment process went smoothly and I added a couple of shirts to the order. I logged off and looked forward to getting my new clothes.
The following day (Saturday) a gentleman from the store called me. "Are you sure you need 'portly'"? Yes. "Are you sure you want the rush delivery option?" Yes. "Alright, we have everything in stock and will ship your order today." As promised, my order arrived on Tuesday and I was pleased with everything.
I’ve never ordered from them again.
Was I unhappy with the items or the service? On the contrary – I was very satisfied. Quite simply – I have never heard from them since that first experience three years ago. They made no attempt to make a second sale – not an email, not a phone call, not even a catalog or sale flyer packed with my order.
This is an almost universal mistake. Never assume that, because you have great merchandise, fabulous service and competitive pricing, the second sale is automatic.
This seems obvious, but far too many companies make no effort to get to know their customers. Provide some vehicle for collecting contact information at every possible customer touch point – your website, the sales floor, the cash register – wherever you can. If you are selling online or via catalog this is quite easily done. If you have a retail point-of-sale system you’ll have to make a little more effort. New scanner technology (including business card scanners) makes it easier than ever before to capture customer data.
Research into consumer behavior has repeatedly shown that the sooner a new customer makes a second purchase the more likely she is to become a long-term customer. Thank you notes are a great way to make immediate contact. If you’re shipping your product to your new customer, resist the temptation to just stuff a note in the package.
Mailed notes will work better than emailed notes.
Every time you print a catalog or direct mail flyer, print extra to have on hand. After a customer’s first purchase (and after the thank you note) send them the catalog or flyer.
The second sale is the most valuable sale you’ll ever make. Your second contact must have an attractive offer! This is the best time to give a FREE gift with a purchase.
You’re trying to establish a mutually beneficial relationship, but don’t force yourself on this new customer. Let her decide how often and by which channel she wants to hear from you. Always provide an easy way to opt out of future communication.
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