What sets direct
marketing apart from mass marketing and image based advertising is the
one-on-one customer relationship that is the foundation of this marketing
approach a.k.a. relationship marketing. So it doesn’t start or stop with a sale
which is more in line with the catch and kill methodology. A sale at any cost
where turnover is king and little regard is given to the purchaser beyond their
What sets direct marketing apart from
mass marketing and image based advertising is the one-on-one customer
relationship that is the foundation of this marketing approach a.k.a.
So it doesn’t start or stop with a sale
which is more in line with the catch and kill methodology. A sale at any cost. Where turnover is king
and little regard is given to the purchaser beyond their purchase.
In fact, because of it’s very nature
relationship marketing is all about the long term value of the customer. Where
making sales is an integral part of the process and not the only goal. And
there’s no better way to maximize the value of each and every sale than by
strategic follow up with after sales service.
The good news is this whole process can
be automated. With a series of auto
responders you can efficiently and effectively communicate information that
will not only reduce refunds but will increase the potential for future sales.
Follow these 7 simple steps to automate
after sales follow up using auto responders.
Day 1 – immediately:
Confirmation of the order and thank you. Let your customer know you appreciate
their business. Restate the benefits and remember to praise their good decision
to purchase. Also state the action you
want them to take with specific instructions on how to access their purchase as
well as how to contact you if they have any problems.
Day 2: Check if they have successfully
accessed everything. Encourage them to download their purchase and begin using
it. Re-enforce the benefits to be gained and why they should do that now.
Day 3: Connect with your customer and invite
interaction. Ask if they have any questions. Let them know they have purchased
from another human being and not a machine.
Day 4: Offer helpful suggestions to get the
most out of the purchase. Point out specific usage you want to encourage.
Day 5: Restate how to get help, and offer
answers to the most frequently asked questions which besides being useful will
overcome any unvoiced objections.
Day 6: Ask for testimonials. This will
consolidate their belief in why they purchased and also give you valuable
customer endorsements to use in your ongoing marketing.
Day 7: Send an
unexpected bonus gift. A surprise gift will be appreciated and valued and
enhance your relationship while simultaneously reducing the chances of a return
of the current purchase.
Of course you can really power up your
marketing if you, or one of your team, mix a little high touch with this high
tech system and simply pick up the phone and welcome your new customers