Anything is easy once you know how to do it. Transforming a first time sale to a loyal lifetime customer is just as easy once you know how to do it.
Step 1: Realise that you are in this beyond that first transaction.
Yes I know this sounds obvious but it is the first step. But most sales people and business owners get a bit over excited about the first sale and neglect the super important question of what next?
So know that you are in it with the long haul with the customer and be sure not to jeopardise that first sale.
Step 2: Keep Building that relationship
If somebody buys from your business understand that if they are happy with what you deliver – (yes, you have to have a good product and you need to be able to sell it too) then they know firsthand that you do good work.
Know your main focus in your marketing needs to shift from getting them to buy to making sure that they remember you and want to come back.
Repeat purchasing is largely driven by whether or not the customer likes you. Which is based on their first purchasing experience – so if you delivered good value with your products and services and are working at being liked then you are on to a winner.
Being liked is about making you personally interesting to them as well as being interested in what they are doing. What could be considered high touch – being present without the goal of overtly making a sale. Greeting Cards, Newsletters and interesting and useful information would all be examples of ‘high touch.’
Step 3: Give Them More To Buy From you
Finally, on top of your relationship building you need to be sending your existing clients offers. Good offers to existing customers should be aiming to get them to buy larger value items and to buy from you more often.
The third dimension of customer lifetime value – the length of their lifetime is largely influenced by the quality of what you deliver and how well you do step 2. Build the relationship.
Like I said, easy once you know how isn’t it?