Your "Wowing Welcome Campaign"
It is so easy for us to let out a big exhale after we've closed the sale. In my mind, I see people sprinting with everything they've got, right up until the finish line (the sale)... and then collapsing on the ground 2 feet past the victory tape.
Today what I'd like you to do is to take some of your follow-up energy and focus it on a sequence you send just after someone buys. The exciting thing is that with just a little effort, you can light that sale on fire and watch it explode into 3 or 4 or more sales.
To do this, create a new follow-up sequence called "Wowing Welcome Campaign". Every time you get a new customer, add them to this sequence. Here's what I'd recommend you do in the sequence:
1. Send something to your customers in the mail that makes them say "Wow, that's really cool. You don't see that much these days..."
Not very many businesses "wow" their customers, so this makes your job very easy. Case in point: Stop and think about how many of the places you've purchased from in the last 3 months have wowed you. Let me guess, you can only think of 1 or 2?
I still remember that Perry Marshall sent us some refrigerator magnets that we had on the refrigerator for about a year. Every time I'd see the fridge magnets I'd think happy thoughts about Perry :).
I like the strategy of sending something physical because it creates an experience and subconsciously it shows your customer that you've taken time and you care.
You don't have to spend a ton of money on this, but please plan to spend something. Don't go cheap and think that an e-mail, or just a letter will be enough. Spend a few bucks and classify it as a marketing expense, because that's exactly what it is. More ideas:
- Something edible (cookies, fruit, etc.): Many people agree that when people consume food you send them, they feel like they owe you (emotional account balance)
- An unexpected bonus (related to your product): People are nickel-and-dimed so much these days, that the thought of getting something they didn't have to pay for is quite a novelty, and will create goodwill.
- Something they'll think about often: The magnets on the fridge were a constant reminder. Is there something that could sit on your customer's desk at work, or something they could use frequently at home? What about something they could give to their spouse, so you have more allies?
- Something they can give to their friends: Why not help create an opportunity for your customers to share you with their friends?
2. Send your new customer stuff a little at a time.
If your customer gets a bunch of stuff from you when they buy (instructions, reminders, etc.) why not also set up a follow-up sequence that delivers that "stuff" in bite-sized chunks over time. For example:
- A real-estate agent may deliver the "pre-sale checklist" by e-mail 14 days after the contract is signed. Sure, it's in the big stack-o-documents you gave the customer, but if you send it later they don't have to dig through the stack.
- A marketing consultant might send the QuickStart Guide link 3 times just in case the customer hasn't been able to get to it yet. *Advanced technique: set up a campaign for the quickstart guide, and send the link until it's clicked on (stop the campaign using a trackable link).
- A restaurant might send the lunch menu (with the current monthly specials) to the customer each month.
3. Check satisfaction levels.
At appropriate times, send follow-up messages to make sure your customer is happy. Your customer's happiness may fluctuate over time, so make sure you continue to follow up... you just might prevent hard feelings this way.
I recommend short, personal e-mails that allow the customer to respond easily. They may not take time to stop and respond, but the fact that you are following up puts the ball in their court and gives them an easy way to reach out if they've got needs.
4. Ask for a testimonial and referrals.
If you're delivering a great service or product to your customers, then you should be asking for testimonials and referrals. In many businesses, the best time to ask is after the customer has just had a great interaction with you, or has just had an experience that helped them recognize the benefit of your product/service.
If you can predict when the customer will be "ready" for a testimonial or referral request, then you can build it into your standard "new client sequence". Otherwise, it might make sense to set up a separate "testimonial request" campaign that can be initiated at the right time.