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We believe that you should never stop selling, even after you've just drained the wallets of your customers! Surely there must be something else they might want to get from your company. The point is simply that you never can tell how much your customer really needs until you make sure she has had every opportunity to buy. One principle that many marketers fail to capitalize on is that people are creatures of habit, and once you have established a bond of trust with them they will keep coming back. Let's say that you have a shipment going out to Mrs. Jones. She's just bought a very nice lamp from your store. You may include an invoice in the shipment, or a statement, and we recommend also including a small catalog which contains new items that may not be in the latest general catalog. We also recommend a post card. On it, she can comment on the timeliness of the shipment, whether the order was complete, and whether it was the exact item she was expecting. Now if your manufacturing processes are well controlled, you probably already know the answer to all of these questions: the order was correct and complete and it was packed well. Still, it's the little touch of allowing the customer to confirm all of those points of consideration which invariably leaves a good impression. Customers like to feel that their opinions matter, and that their feedback is taken seriously. These things can be done effectively at little cost. We also recommend using a post card to try to get the customer to respond to a special offer of some type. For example, you may have a supply of end tables which you want to move, and someone who just bought a lamp may well be in the market for a small table as well. It's a natural fit. A post card with a specific offer of this type with a special deal included may get a quick and positive response. What you are doing -what you should always be doing - is anticipating. Learning to anticipate the needs of the customer is as much an art as a science. If my customer bought X, perhaps she is in the market for Y. Let's see if we have a Y, and if so we'll offer her a deal. This is true customization of sales marketing and many will be a bit surprised to know that customers do not resent this level of follow up service. More than anything else, customers like to feel as though their suppliers know them as individuals. It builds trust and strengthens the relationship over a long period of time. Contact Conquest Graphics today for a discussion about using postcard to enhance your marketing efforts.
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