Did you know there are sales sitting right there in your business, you’ve not found yet?
They are waiting patiently for you to do a couple of things and, once you do those things you’ll find these sales start to come in – kerching!
At the moment they are just out of your reach because you haven’t learned how to tap into them yet. But after reading this, you will!
It’s your CUSTOMERS. Not new customers. Existing customers. People who have already bought from you.
They know you, like you, trust you and they’ve seen the quality of what you sell. They are convinced of your value. They have bought from you. You’ve done the hard work. And yet you’re not helping them as much as you could. And that’s a shame!
What’s the problem that’s keeping you from helping them even more and selling more in the process?
You Assume They Know About Everything You Sell
Let me share a little home truth with you.
Just because somebody buys one or two things from you, DOES NOT MEAN they know about everything else.
There’ll be lots of clients and customers who come back, again and again and buy the same thing.
You’d think they’re aware of everything else that you sell, right?
Surely they looked through your website, or had a good look at what you’ve got on sale?
You’d think so.
But let me share something with you – there’s a really, really high chance that they don’t know even half of what else you sell.
In fact, I wouldn’t be surprised if they are buying products or service from other people, that they COULD be buying from you – if they knew you sell it.
Why Don’t Your Customers Know About Everything You Sell?
People are blinkered and busy. They are NOT MIND-READERS!
They usually know what they are looking for and, once they find it they just buy it.
Unless someone is in a ‘browsing’ type of mood, they just pop into your shop or onto your website and buy what they always buy.
They probably don’t even take much notice of what else is there, they’re on autopilot.
In fact I bet you’ve often done the same, right?
So, what can you do to MAKE your customers and clients aware of everything else you have on offer? How can you snap them out of their autopilot buying habits and show them the rest of your awesome stuff?
The thing you have to remember is your customers and clients are not mind readers, you need to LET THEM KNOW about everything that you do. Don’t assume they will come looking. Don’t assume it’s on their radar. Don’t assume they will remember. Don’t assume ANYTHING otherwise you’re leaving your sales to chance and missing opportunities all over the place.
Let’s look at how you can show your lovely existing customers what you’re made of and get them to buy more next time (and every time thereafter)
E-newsletters Keep You Top Of Mind
The first thing that you can do is to send out a regular e-newsletter to your existing customers and clients. Use Mailchimp or some other emailing software that keeps you compliant with the SPAM laws and get writing. It needs to really add value and be worth their while to open and read it.
What could you include?
Well, every month you might showcase a different product or a different service or a different range.
If you did that you could cover 12 products or services in one year without feeling as though you are hassling or bombarding your customers. From your customer’s perspective, they will love the fact you’re showing them things they love and they’ll be surprised they weren’t aware. You’ll probably get them contacting you saying ‘I didn’t know you sold this!’
Social Media Is Great For Showcasing
If your customers follow you on social media (and if they’re not, make it really easy for them to do so) you can showcase your products and services and make them aware of everything you do without being overtly ‘salesy’. You can share photos on Facebook and ask for comments. Maybe put a couple of variations of a product or service in a Facebook post and ask people to say which is their favourite. You can have a product of the week and even run promotions on it.
Pinterest is great for showcasing visual products – set up boards for certain brands or product ranges, have ‘new stock’ boards, ‘sale’ boards and even mood boards if you sell something that you can match up with props or accessories. Think about creating boards with links to product demo videos. Have a ‘what people are saying’ board and put your testimonials in there. Invite your customers to follow you and ask them what they would love to see.
Twitter lets you share photos too and you can join in with local or industry networking hours to shout about your products of the week.
Instagram is another great way to showcase products that photograph well – use hashtags to make sure you appear in searches.
And don’t forget YouTube – it’s one of the biggest search engines after Google and you can point your customers in the direction of your YouTube channel to see product demonstrations, interviews with you, interviews with customers and suppliers, answering frequently asked questions – there are loads of great ways to use YouTube – here is one blog with some great tips and here’s another to help with videos.
Ask your customers if they are on social media when they buy and make it really easy for them to follow you. If you have a physical shop or premises, put your social media links on business cards on the counter, pop one into each product bag, hand one out with each receipt. Put stickers on your windows and put your FB / Twitter / Pinterest addresses on your uniforms, receipts, stationery, company vehicles – you need to keep top of mind and if your customers are on social media, you need to be too.
If you have your customers there in person or on the phone, just say ‘I’m not sure if you know we do this? Did you know that we do this?’ or say ‘Oh look, I’ve just done a little price list or a little overview of what we do in our business, can I just give you this because I’m not sure that I’ve told everybody what exactly we have to offer and you might be interested in some of the other things that we do’.
Pop a business card with your social media links and website in with their receipt.
Put some ‘bundle’ deals together – bring out things to the front of the shop that are normally not great sellers and bundle them with popular items.
Use the AMAZON effect – when they buy something, say ‘ooh lots of ladies are buying that with THIS because it really complements it’ – think about when you buy from Amazon and it says ‘people who bought that also bought this’ or ‘suggested products we think you might like’.
Ask your customers for their email address and if they’d like to hear from you once a month – you’ll be surprised how many say yes.
On Your Website
Finally, make sure that your website is up to date and it has all of the products and services on there that your customers will love.
If you have a shopping cart or you have some kind of slide show or carousel feature on your front page of your website, try featuring a new product every month.
Think about having a new products or a product of the month or service of the month, brand of the month if you sell other people’s brands.
Have a plan to showcase all your products. Use the Amazon effect we talked about earlier. Show people what they are missing.
Just Imagine How Your Business Would Look
Imagine if every customer who bought from you:
- Tried something new each time
- Increased their order each time
- Recommended you to their friends
- Bought bundles instead of single products
- Took notice of your suggestions and added to their order
- Kept coming back and spent 10% or 20% more each time
Can you imagine how your profits would look? How much more income you’d bring in JUST by making your existing customers aware of what you do?
This isn’t scary selling; This is customer service.
You’re making life easier for your customers and helping them find other products and services that are a great fit with what they already love.
If you’re not doing this you’re seriously missing out.
I challenge you to implement just ONE THING I’ve talked about today that you’re not doing and see what happens. Then come back and tell me how you did!
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Claire Mitchell is a best-selling author of the Awesome Marketing Planner and founder of The Girls Mean Business, a mum and business owner. She has been featured in Marie-Claire, The Guardian, Closer Magazine, Essentials, The Huffington Post and on the BBC.