Learning how to attract repeat business is the most
powerful thing you can do to get more out of your
advertising dollars and increase revenue.
You may not be familiar with the term "consumption" when it
comes to your business, but it is something that is
critically important and often overlooked.
Let me tell you a story about a recent purchase I made....
Like many women, I consider Sephora to be "the place" for
beauty products. On one of my many trips to Sephora I
bought a bag full of stuff (which I hoped my husband
wouldn't see - he doesn't need to know I need all this
stuff). I had creams and lotions and I was excited about
the success of my trip.
When I got home I snuck the bag in the house and up to the
bathroom to put it all away, and then went on with my day.
That night when it came time to get ready for bed, I saw
all my great new bottles and jars and tubes of expensive
skin care and I realized I wasn't 100% sure which product
to use at night versus the morning and various other things
that confused me. So, what did I do? I picked up my old
cleanser and moisturizer and used those. Not even opening
the new products I just bought.
Many of you are thinking why did I bother buying them?
The reason is the store made them look good, there was a
pretty display, some promised benefits and a pretty sales
lady telling me it was perfect for my skin type.
So, you may be thinking what's the problem here; they made
a sale - they should be happy.
BUT think about this - isn't it so much easier to get
repeat business than it is to get new business? (The
answer to that question is yes) Yet why would I buy another
product from the line when I wasn't even sure how to use
the first one???
The problem here is consumption. People buy products but
they often (more often then you would think) don't consume
them. They may be confused, they may forget about the
product once they get it home, they may be too busy - there
are countless reasons why. The bottom line is, in order to
get me hooked and get me back in the store they need to
make sure I consume the first product I bought and fall in
love with it.
This problem exists in all industries. Have you ever
bought a book and then not read it? Have you bought a home
study course and not completed it? Bought a tape series
and not listened to it? My overflowing closet tells me I
have. It all ends up in there for me to get to "one day."
I might have wanted it more than anything, I might be
busting at the seams for a package to arrive in the mail.
But life kicks in and I get busy and one day turns into
another day and then its weeks and the excitement for the
product is gone.
OK, I think I've harped on the problem long enough. Now
let's look at the solution....
In the case of my bag of beauty products what do you think
they could have done to guide me towards using the product?
There are probably many creative ideas, but I'll just throw
out a few of them as samples....
1. They could have included an instruction sheet telling
me exactly when and how to use it. And I don't mean the
small print directions on the jar itself. An actual pretty
full color sheet with pictures of beautiful women (to
remind me I can look like them with this product) and a
recap of the benefits and then very easy step by step
instructions. If I had that, I would have definitely used
it.
2. They could include a CD for me to listen to in the car
on the way home with great skin care tips and information.
3. They could have had a product rep in the store to teach
me how to use the product and answer my questions.
None of that guarantees I will go home and use the product,
but it makes it much more likely. And short of going to
the home of each of your clients and forcing them to
consume your product, all you can do is think of the
biggest factor that would stop people from consuming your
product and try to address that issue.
When you sell something online, you collect their email
address so at the very least they should be added to your
customer list and you should be emailing them with tips on
getting the most out of the product and reminding them they
need to really dig into it to get the benefits and then
restate the benefits.
You can offer them a discount on their next order or even
some other free gift if they use your product and give you
feedback within a certain amount of time. You are killing
two birds with one stone there - you give them the
incentive to consume and you are securing a testimonial.
I urge you not to overlook this important concept. Your
job isn't done once you have the sale.
Once you have them consuming your product - you can sell
them other products, sell renewals/refills of what they
originally bought and so much more.
So remember - just because someone wants something -
doesn't mean they will use it.
Remember to focus on teaching consumption to your customers
and building your business through repeat visitors.
----------------------------------------------------
Jennifer Horowitz is the Director of Marketing and co-owner
of http://www.EcomBuffet.com . Since 1998, her expertise
in online marketing and Search Engine Optimization (SEO)
has helped clients increase revenue and achieve their
business goals. Jennifer has written a downloadable book on
Search Engine Optimization and has been published in many
SEO and marketing publications. Jennifer can be reached at
Jennifer@ecombuffet.com
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