Monday, April 25, 2011

What you must say after the transaction

Posted by Sundeep Kapur | Monday, April 25, 2011


Many marketers have the challenge of marketing to customers who only make one big transaction a year; they’re unsure of what to sell and how to promote but want to make sure that they are in consideration whenever the recipient is in the market again. My suggestion is to keep the recipient engaged with information, good customer service and useful tips. Here are a few examples from different industries.

Your customer has just purchased a vacation trip, start by asking for feedback about their trip, offer lifestyle and food tips from other destinations. Make email communiqués reminiscent of the travel channel – offering a get away with every newsletter. Include information and numbers that they can call about destinations but don't force them to buy, simply remind them that you are there.

Your customer has just purchased a large piece of furniture; follow up the purchase with a sincere thank you. Then ask them to send you pictures or feedback of how they like the purchase, how it fits with their existing décor. Keep communicating with them offering design tips and ways to spruce up their home. Share stories of how other people have transformed their homes with similar/ complimentary products. Keep them in their same segment but offer smaller gifts that may be perfect for their friends and family.

A customer makes a large financial investment – a bond or CD. Like the furniture purchase, thank them and then keep them abreast of what is happening in the market. Engage them in a dialogue by getting them to share information about their family, their financial aspirations and how you can help them get there. If you keep them engaged they will pay attention to your communiqués including your offers.

Whatever your industry, start building up your social content by soliciting feedback from your consumers after they transact with you. Leverage this feedback in all of your messages as other consumers make decisions based on real feedback.

Regardless of the industry or purchase, the key is to keep people engaged with content that they perceive valuable and applicable to their daily lives… regular interaction could be your answer.

2 Responses to “What you must say after the transaction”

Ty Francis said...
April 25, 2011 12:48:00 AM EDT

I think many companies are so used to providing sub-standard service that they are afraid of soliciting feedback. The more companies that ask for feedback, the more their competitors will start to up their game. Well, that's what I think?


Sundeep Kapur said...
April 25, 2011 4:14:00 AM EDT

Ty, thanks for the input. I agree with you that many that sell once to get as much out of the consumer in one transaction forget about building relationships. If you can do a good job, you keep the consumer and it pays you back on the second, third, and future transactions.

Thanks -

Sundeep


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