Don’t Forget To Sell, Sell and Sell Again… To Your Existing Customers
By Anna Johnson on April 19th, 2010So you’ve sold your product and service and now have a happy customer. So happy, in fact, that there’s no question they’ll buy from you again or renew their membership with you… or will they? It turns out that even with happy customers, it pays to keep on selling them. Not to buy your product or service, but to USE it.
Why does this matter? For example, if you sell a product or service for which you charge an upfront fee – e.g. an ebook, home study course or even coaching or mentoring – you have the money, so what do you care if the customer actually uses the product?
Well, it turns out that someone who actually uses the product or service is much more likely to buy your other products or services. In other words, if you want to turn a customer into a loyal, ongoing customer you need to show them the value of your original offering. The most obvious way to show them is to get them using and benefiting from it.
Alternatively, if you can’t get the customer to use your product or service, they won’t see the benefit, and will probably be dubious – or at least non-committal – about anything else you sell.
So how do you sell customers on using your product or service? Here are three suggestions:
- Reinforce their decision to buy your product or service e.g. send them a congratulatory email.
- Remind customers of the benefits of the product or service e.g. list key benefits of the product in the product or service itself (for example on the web pages of a membership site).
- Teach them how to use the product or service e.g. send customers email tips for how to use the product or service.
- Inspire customers with case studies and testimonials e.g. send them audio interviews, videos, articles, etc describing how other customers have successfully used your product or service.
- Engage customers by soliciting feedback e.g. prompt customers to send you questions, feedback and success stories.
