| Most businesses spent time attracting customers | | | | improve our software, but also it establishes a |
| to a product or service, trying to win their trust | | | | more solid, long-lasting relationship that goes |
| and then ending the whole process with a sale. | | | | beyond the point-of-sale. |
| That tactic seems obvious to most people. What | | | | Most people were surprised that I would be willing |
| often is neglected is the post-sale follow up with | | | | spend the time to talk with them and were |
| customers, particularly when it comes to online | | | | touched by the personal attention they received. |
| businesses. We should look at the time after a | | | | And I was also surprised at how uncommon it |
| sale as an opportunity not only to improve our | | | | was for online businesses to follow up on their |
| products but also to establish long-lasting | | | | customers. Some of the typical comments that I |
| relationships with our customers. | | | | have received as the result of my efforts include: |
| It takes much more effort to win a new | | | | "I really appreciate the personal touch, vs. the |
| customer than to maintain a relationship with an | | | | usual automated ‘we have received your |
| existing customer. But maintaining current | | | | email' garbage, followed by... well, nothing usually..." |
| customer relationships is just as critical and I'd | | | | "Huh, never had customer support quite like this I |
| even dare to say, more important than gaining | | | | appreciate it..." |
| new customers. What can we do to keep our | | | | People don't like being ignored and definitely like |
| established customers feel appreciated? You need | | | | being heard. There are many businesses that are |
| to follow up with your customers. | | | | ignoring their customers and, as a result, losing |
| Following up may be as simple as writing an email | | | | them. |
| or giving a phone call to a customer a few weeks | | | | Your current customers are the heart and core |
| after a sale. At Screaming Bee, I make it a | | | | of your business. These customers provide return |
| personal goal to contact every customer that | | | | business and also provide the essential |
| buys our voice-changing software, MorphVOX, | | | | word-of-mouth promotion that no clever |
| within 2-3 weeks after a sale. | | | | advertisement or marketing scheme will ever |
| Does this take time? It sure does. Is it worth it? | | | | out-perform. Treat your customers like your own |
| Absolutely! Not only does this allow us to get | | | | family. Go out of your way to communicate with |
| good feedback from customers in order to | | | | them. If you neglect them, they will go elsewhere. |