In the world of marketing and sales, there are so many FAQ’s to address, however, one of the most popular discussions is wrapped around the idea – How do I create value after the sale?
As marketers, it’s our job to clearly understand the identified target audience and build relationships with that consumer. One of the biggest mistakes a company can make is to assume – assume that once the customer is out the door with their purchase, the process is over. This is far from true – if this trend becomes a habit for a company, the relationship between the product and the consumer could potentially be over. It is crucial to focus as much of your energy on building relationships after the sale with customers as much as you do on identifying your prospects. The goal is to find ways to make your product a part of your consumers life not just during the buying decision or purchase.
So, how do we do this?
- Communicate – be sure to stay in touch with your consumer via continuity campaigns, email blasts, social media, consumer promotions, advertising etc. You must stay top of mind and offer incentive in real time!
- Rewards – in order to receive you have to give. Offer your consumers an incentive, loyalty or rewards program. This works for both parties because the more they spend the more they are rewarded which will only keep them coming back for more = Sales!
- Be A Leader – stay ahead of your competition. Know what your consumer needs and wants. Be top of mind in the category so your product is the first choice at the shelf.
In the end, it is always less expensive to retain customers than to acquire new ones so protect your customer base and be patient as you work to build and grow relationships. This is truly a cornerstone for marketing tactics in 2012!
~Tracy
