The Secret to Getting More Repeat Customers

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It’s guest post day here at Duct Tape Marketing and today’s guest post is from Rachel Daley– Enjoy! 

So you’ve made a sale. “YES! I sold my product! Ultimate goal met!”

Mmm… not quite.

One of the most critical post-sale mistakes is to assume that your job is done once you make the sale. What if I told you that you can turn that one sale into repeat sales to grow your business?

Turns out, what you do after the sale is just as important as what you do before. The ultimate success of your business depends on a strong, personable relationship with your customer base to build trust. Customer trust leads to customer loyalty, which leads to customer recommendations, which means more customers!

So how can you get the most out the sale you just made?

Ensuring customer trust and future sales all comes down to great customer service.

In fact, 70% of buying experiences are based on how the customer feels they are being treated.

But you already knew that.

So I’ll give you another little insider secret… your customers are your friends. Okay, maybe not exactly, but this is what I mean:

Friendships take work before, during, and after you become friends.

Customer relationships take work before, during, and after a sale.

You want those repeat customers who bring in other customers. They are the life line of your business! To build that kind of security, you have to build post-sale relationships with your customers even after their payment has been approved.

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How to “stay friends”, Even After the Sale

Just think about how you treat your friends…

You keep in touch

Keep an email list of your customers so you can send newsletters with your business’s latest news and promotions to keep them in the loop. You can make things personal even by sending a mass email! Mailchimp has a great free plan, or check out Tiny Letter.

Answer all questions and respond to comments quickly! Staying on top of your social media, emails, and site comments is one of the easiest ways to continue the relationship post-sale. TIP: If you’re getting a lot of comments and questions maybe find some help to manage your social media.

You show gratitude

Remember those two magic phrases Mama taught us? Please and THANK YOU. Make sure to send a “thank you” when you receive notification of a sale. It may just a quick typed message, but it adds that personal touch even through the computer screen.

Offer a discount code to returning customers to make them not only want to come back, but also feel the love. EX: offer 10% off their next order.

  • Make things viral by getting them to share the deal with friends through a tweet. example: Yay, I just bought this item on and got 10% off my next order from @shopname

You go out of your way for them

Go even further and send a longer note with the product when you ship it. Bonus points if you handwrite it! Make sure to personalize each note with the customer’s name so they know you took the time.

You know them on a deeper level

Who knows what your customers want better than your customers themselves? Get to know them by asking for their input. TIP: Create an interactive quiz or ask fun yet helpful questions on your Instagram. Customers will be more likely to respond! The key is to not make customers feel obligated to answer questions because they are not paying for obligation.

Do it for free in 3 easy steps with Google Docs:

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You respect them as human beings

Mama also said treat others the way you want to be treated. Keep that in mind and there’s your answer to how to engage with your customers before, during, and after a sale.

Similar techniques are used for pre-sales marketing of course, so these shouldn’t seem foreign to you. Just don’t assume marketing ends once the sale had been made. To create success with longevity for your business you have to create relationships with longevity. So after your next sale, follow these tips and you will gain a boost in sales and return customers that will bring their friends in no time.

Rachel DaleyRachel is the resident content wizard over at MadeFreshly. Helpful and inspirational advice for eCommerce is her specialty there, but when she’s not busy writing you will probably find her at a track meet or adventuring around California with her Canon T2i.  Follow her on Twitter.



Rachel Daley

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  1. I love your posts, Rachel. You really know how to make us relate with your writing, even in the most technical issues. I just have to add that there is as much work as it seems to in an e-store. You have to keep going all the time, so it is a good idea to have some help and, when the time comes, know how to select the best SEO people.

    1. Thanks Hillary! Glad you could relate to the post. And you’re totally right, getting help when your business is growing can be crucial! Thanks for the input 🙂

  2. Great idea to compare friendship to customer relations and retention. Many businesses aspire to make the claim that their clients become friends, not a lot
    manage to pull it off. Following your recipe should lead to more happy customers/friends.

    1. Exactly! It isn’t always easy, but it really is the way to go. Thanks for your feedback Robert.

  3. I never like to think of what I am doing as selling. If I am doing a website design project I turn it from being a designer expense to the customer to an Investment with ROI for the customer. I separate myself from others that are giving quotes and selling.

    After I close them and deliver the project, I put them on a retainer and keep them coming back for more. Every time they interact with me they get Value or a Great experience with good information that helps their ROI. Others like to call it a sales funnel where you sell them one product at one price point and keep upping the products and price. But you have to listen to their pains in their business and give them what they need not what they want…

  4. Great post, I also like comparing customer relationship building to friendship. As you said, you need to keep in touch with both.
    If customers value your opinion and advice, they will become customers and might even become brand ambassadors. The human factor is still so important in business today, unfortunately I see so many companies just spending a lot of time studying numbers. Sometimes a quick conversation with customers is a lot more valuable than 100 pages of analytics.

    1. Thanks Aurelie!
      You never know who your biggest (and most influential) brand ambassador will be, so you have to value every customer!

  5. Sales are more than money, of course much more than numbers, and even too much more than an interchange of benefits. Sales are a fertile possibility to feel the human environment, with all the charge of meanings it could reveal. So, with time passing one goes learning more and more from each one of our visitors. We meet a person, not with a cipher. Thanks for your social approach, it is equal or more needed than technical and economical focus about sales.

  6. Nice article, it is always difficult to retain good customers. One of the main problems of the ecommerces is that they tend to focus too much in sales and metrics, instead of focusing in building personal long-term relationships with the clients.
    What has helped me a lot to create successful long term relationships with my customers has been Live Chat. Not only because it’s maybe the best customer service tool available at the moment, but also because, at least my provider – offers some interesting features, like co-browsing or real time analytics, that help a lot to get to know your clients habits.

    1. Thanks for your feedback Sophia!
      Live Chat is definitely a huge asset for customer service. We use it at MadeFreshly and our customers are always thrilled about it. It’s good to show that you are a human behind a business and not just a brand.

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