Repeat business – Use This Overlooked Concept and See Dramatic Increases in Happy, Loyal Customers
Repeat business – Use This Overlooked Concept and See Dramatic Increases in Happy, Loyal Customers
Let me tell you a story about a recent purchase I made…
Like many women, I consider Sephora to be “the place” for beauty products. On one of my many trips to Sephora I bought a bag full of stuff (which I hoped my husband wouldn’t see - he doesn’t need to know I need all this stuff). I had creams and lotions and I was excited about the success of my trip.
When I got home I snuck the bag in the house and up to the bathroom to put it all away, and then went on with my day.
That night when it came time to get ready for bed, I saw all my great new bottles and jars and tubes of expensive skin care and I realized I wasn’t 100% sure which product to use at night versus the morning and various other things that confused me. So, what did I do? I picked up my old cleanser and moisturizer and used those. Not even opening the new products I just bought.
Many of you are thinking why did I bother buying them?
The reason is the store made them look good, there was a pretty display, some promised benefits and a pretty sales lady telling me it was perfect for my skin type.
So, you may be thinking what’s the problem here; they made a sale - they should be happy.
BUT think about this - isn’t it so much easier to get repeat business than it is to get new business? (The answer to that question is yes) Yet why would I buy another product from the line when I wasn’t even sure how to use the first one???
The problem here is consumption. People buy products but they often (more often then you would think) don’t consume them. They may be confused, they may forget about the product once they get it home, they may be too busy - there are countless reasons why. The bottom line is, in order to get me hooked and get me back in the store they need to make sure I consume the first product I bought and fall in love with it.
This problem exists in all industries. Have you ever bought a book and then not read it? Have you bought a home study course and not completed it? Bought a tape series and not listened to it? My overflowing closet tells me I have. It all ends up in there for me to get to “one day.”
I might have wanted it more than anything, I might be busting at the seams for a package to arrive in the mail. But life kicks in and I get busy and one day turns into another day and then its weeks and the excitement for the product is gone.
OK, I think I’ve harped on the problem long enough. Now let’s look at the solution…
In the case of my bag of beauty products what do you think they could have done to guide me towards using the product?
There are probably many creative ideas, but I’ll just throw out a few of them as samples…
1. They could have included an instruction sheet telling me exactly when and how to use it. And I don’t mean the small print directions on the jar itself. An actual pretty full color sheet with pictures of beautiful women (to remind me I can look like them with this product) and a recap of the benefits and then very easy step by step instructions. If I had that, I would have definitely used it.
2. They could include a CD for me to listen to in the car on the way home with great skin care tips and information.
3. They could have had a product rep in the store to teach me how to use the product and answer my questions.
None of that guarantees I will go home and use the product, but it makes it much more likely. And short of going to the home of each of your clients and forcing them to consume your product, all you can do is think of the biggest factor that would stop people from consuming your product and try to address that issue.
When you sell something online, you collect their email address so at the very least they should be added to your customer list and you should be emailing them with tips on getting the most out of the product and reminding them they need to really dig into it to get the benefits and then restate the benefits.
You can offer them a discount on their next order or even some other free gift if they use your product and give you feedback within a certain amount of time. You are killing two birds with one stone there - you give them the incentive to consume and you are securing a testimonial.
I urge you not to overlook this important concept. Your job isn’t done once you have the sale.
Once you have them consuming your product - you can sell them other products, sell renewals/refills of what they originally bought and so much more.
So remember - just because someone wants something - doesn’t mean they will use it.
Remember to focus on teaching consumption to your customers and building your business through repeat visitors.
Repeat business Use This Overlooked Concept and See Dramatic Increases in Happy Loyal Customers - To learn more about this author, visit Jennifer Horowitz's Website.
Like this article? Share it with your friends
You may not be familiar with the term “consumption” when it comes to your business, but it is something that is critically important and often overlooked.
Let me tell you a story about a recent purchase I made…
Like many women, I consider Sephora to be “the place” for beauty products. On one of my many trips to Sephora I bought a bag full of stuff (which I hoped my husband wouldn’t see - he doesn’t need to know I need all this stuff). I had creams and lotions and I was excited about the success of my trip.
When I got home I snuck the bag in the house and up to the bathroom to put it all away, and then went on with my day.
That night when it came time to get ready for bed, I saw all my great new bottles and jars and tubes of expensive skin care and I realized I wasn’t 100% sure which product to use at night versus the morning and various other things that confused me. So, what did I do? I picked up my old cleanser and moisturizer and used those. Not even opening the new products I just bought.
Many of you are thinking why did I bother buying them?
The reason is the store made them look good, there was a pretty display, some promised benefits and a pretty sales lady telling me it was perfect for my skin type.
So, you may be thinking what’s the problem here; they made a sale - they should be happy.
BUT think about this - isn’t it so much easier to get repeat business than it is to get new business? (The answer to that question is yes) Yet why would I buy another product from the line when I wasn’t even sure how to use the first one???
The problem here is consumption. People buy products but they often (more often then you would think) don’t consume them. They may be confused, they may forget about the product once they get it home, they may be too busy - there are countless reasons why. The bottom line is, in order to get me hooked and get me back in the store they need to make sure I consume the first product I bought and fall in love with it.
This problem exists in all industries. Have you ever bought a book and then not read it? Have you bought a home study course and not completed it? Bought a tape series and not listened to it? My overflowing closet tells me I have. It all ends up in there for me to get to “one day.”
I might have wanted it more than anything, I might be busting at the seams for a package to arrive in the mail. But life kicks in and I get busy and one day turns into another day and then its weeks and the excitement for the product is gone.
OK, I think I’ve harped on the problem long enough. Now let’s look at the solution…
In the case of my bag of beauty products what do you think they could have done to guide me towards using the product?
There are probably many creative ideas, but I’ll just throw out a few of them as samples…
1. They could have included an instruction sheet telling me exactly when and how to use it. And I don’t mean the small print directions on the jar itself. An actual pretty full color sheet with pictures of beautiful women (to remind me I can look like them with this product) and a recap of the benefits and then very easy step by step instructions. If I had that, I would have definitely used it.
2. They could include a CD for me to listen to in the car on the way home with great skin care tips and information.
3. They could have had a product rep in the store to teach me how to use the product and answer my questions.
None of that guarantees I will go home and use the product, but it makes it much more likely. And short of going to the home of each of your clients and forcing them to consume your product, all you can do is think of the biggest factor that would stop people from consuming your product and try to address that issue.
When you sell something online, you collect their email address so at the very least they should be added to your customer list and you should be emailing them with tips on getting the most out of the product and reminding them they need to really dig into it to get the benefits and then restate the benefits.
You can offer them a discount on their next order or even some other free gift if they use your product and give you feedback within a certain amount of time. You are killing two birds with one stone there - you give them the incentive to consume and you are securing a testimonial.
I urge you not to overlook this important concept. Your job isn’t done once you have the sale.
Once you have them consuming your product - you can sell them other products, sell renewals/refills of what they originally bought and so much more.
So remember - just because someone wants something - doesn’t mean they will use it.
Remember to focus on teaching consumption to your customers and building your business through repeat visitors.
Repeat business Use This Overlooked Concept and See Dramatic Increases in Happy Loyal Customers - To learn more about this author, visit Jennifer Horowitz's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
|||
Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
|||
Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
|||
Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
|||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Jennifer's articles
 | |
|
|  |
 | |
|
| |
 | ||
 |
||
|
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
 |
 Radical Green Business Customer Retention / Attraction The Idea Compass Instant Newsletters Profitable Blog Guide |
|
 | ||
 |
Top 50 Political Blogs
Top Political Blogs of 2009 | |
 |
Fortune Hunters
CBC Entrepreneur TV | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
|||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||||
| ||||||||||||
|
|
||||||||||||