How many times do you start researching something you were thinking of buying, just to get distracted? Or realise you need to talk to someone else before you buy? Or you’re just doing initial research? How many times do you put things in your online basket and aren’t quite ready to check out yet? How often do you go into a shop just looking for ideas but you want to think about it before you commit?
In other words, how often do you start the ‘buying’ process but don’t finish it? Fairly often, if you’re anything like me.
And your customers will be just the same.
So why then, do we not follow up with these people? Why are we so worried about pestering them or feeling stalky? Surely, if they enquire there is a possibility they might be ready to complete that sale, hopefully with you, at some point soon?
Let me share a story.
I was shopping for a dress online and I got it in my online basket, paid and the payment failed. It was because my card had been cloned earlier in the year and I got a new one, but I’d saved my old card on this site and didn’t realise when I clicked to use it that it was my old one. The message said ‘payment failed’, I couldn’t be bothered to go downstairs right at that point to fetch my purse but I thought I’d remember to go back and get this lovely dress while it was still in stock.
The trouble is, I didn’t. Remember, that is. Even when the store kindly sent me an email an hour later reminding me that I still had things in my basket and I just needed to update my payment method. I meant to do it because I definitely wanted the dress, but I was putting my daughter to bed and by the time I got back downstairs, I was zonked and updating my payment method didn’t even enter my mind.
It wasn’t until I got a phone call the next day from the team at the store – as soon as I answered the phone I knew exactly why they were calling and I was happy to speak to them and finish my purchase but I was just about to go on another call and didn’t have time to speak.
Finally, the following day the team called me, a lovely lady very politely asked if now was a good time and would I like to complete checkout with her. I did indeed want to and I finally bought the dress.
Now, did you see how that worked?
How many steps it took for me to actually buy? It wasn’t because I didn’t want to, it’s just life got in the way. I was really happy to receive the email and 2 phone calls. I didn’t feel pestered or stalked or freaked out. I was just glad they persevered because I wanted to buy that dress but my life is busy and often chaotic and I get tired and forget because I’m a mum and a business owner and a wife and a dog mum and a home educator.
Your Super Customers are just the same and your business could work the same way as the store I bought from.
Imagine if you followed up with customers who put things in their basket but didn’t check out? Imagine if you followed up with people who enquired about services a little while ago but never came back? Imagine if you got your web visitors to sign up to your email newsletter so you didn’t lose them when they left your site. Imagine how many more sales you could achieve and how much more profit you could make? And all you have to do is follow up.
Not in a pestering way or a stalky way. Not in an uncomfortable way. Just in a helpful way because your Super Customers are like me that day, life gets in the way.
You’re helping them like the store helped me and I was happy to be helped.
Yes, you may get people who were genuinely researching and don’t want to buy but at least you have tried to help them and for every one of those, there could be a busy home-schooling mum and business owner whose brain feels like a sieve some days and who will be eternal grateful that you helped her finally buy that thing she wanted. Just a thought.
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.