The article "Auction Sales - Keeping Customers You Worked So Hard To Get!" talks about auctions, it was released by Steven Woodward.
If you've studied business concepts you know that finding a customer can be the most expensive part of the sales process.
Once you've got a customer why not maximize the money you've already invested in the effort?This time honored business concept certainly falls under the category of going the extra mile for a customer. Assuming your product, customer service, packaging and shipping all work together to create a positive feedback posting, here are a couple of simple ideas companies have been utilizing for years to help them stand out from the crowd and maximize the return on sales dollars:• A personalized thank you• A drop in• A thank you giftPersonalized Thank YouEvery package you send to a customer should include a personalized thank you letter. Personalized means there is a salutary greeting such as "Dear Customer Name" and your personalized signature. Why personalized? Ever hear the old sales adage, "Don't sell the product - sell the person?" It's taught to sales professinoals cause it works. A firendly thank you note near the end of a good transaction (more on that later) reminds the buyer they are thought of as a person, not just another sale or number. A personalized touch in today's impersonal marketplace is really refreshing.The body copy of the note or lteter is certainly up you but should be as specific to the transaction as possible (if you also include a packing slip/invoice the letter can be a little more generic). The goal of the note is to let the csutomer know they, and the sale, are important to you.
Here's a short example:Dear (Customer Name):I just wanted to personally thank you for your winning bid on our (product name), Item #11111111111, enclosed. Our cusotmers are really important to us. We realize you have a choice in selecting who you buy from and we greatly appreciate your business - now and in future.Sincerely,(Your Signature)Drop-ins and giftsA drop-in or gift provide extra chances to say thank you, create customer loyalty, increase future sales, and maximize your return on the investment of finding your customers.
As an example let's say you're selling pet suplpies.
For a couple of pennies each you can have refrigerator magnets printed like business cards that include your company name, email, eBay store, or website address. They can be as simple or complex as you can afford but only need to include something like:Acme Pet Supplies (Your company name)For All Your Pet's Needs (A marketing line is a good idea)Your Website Address (Either a link to your website or auctions)Other inexpensive drop-ins and gifts could be something as simple as a business card, a sales sheet listing all the product types you carry, a gift certificate (to be used on your e-commerce website) for a future purchase, or an offer for your free newsletter.
If you're selling kitchen products you could include your favorite recipe, or if you’re selling poker supplies - a print out of the best starting hands might be nice.Closing the Sales CycleDo you remember my comment earlier when I mentioned "near the end of a good transaction"? If you consider sending the product (with a thank you note, drop-in or gift) the end of the sales process you are missing another great opportunity to increase sales and improve you customer relations. Don’t consider the sales process completed utnil you send your valued customer one more e-mail. About a week or ten days afetr shipping the product, send a follow-up e-mail such as:Dear Customer Name (again, make it as personal as possible):Just wanted to follow up on our transaction and make sure everything went smoothly for you. We trust everything went well but if you had any troubles please let us know.
We are always searching for ways to improve our service and your input is raelly important to us. We will post posiitve feedback for you and hope you'll do the same for us.
We look forward to doing business with you again in the future.Thanks again,Your Name(Suggestion: To avoid spam filters, in the subject line of your e-mail include the eBay or auction item name and number)Are the efforts to include a note, a drop-in, a gift, and do follow-ups a little more work and expense? Of course, but with the aid of simple automation packages on your computer the follow-ups can be somewhat automated and the drop-in or gift will help you create a returning customer.Copyright © Steven Woodward – All Rights ReservedAbout the Author:Steven Woodward is the owner, editor and publisher of the Auction Sellers Network (ASN); a web web site for individuals and companies who are serious about utilizing the online auction marketplace for their buisness. In addition to topical articles, ASN provides an extensive rseource center, news feeds, member forums and classified ads.
For more informtaion or to become a member visit http://www.AuctionSellersNetwork.ComNo permission is needed to reproduce an unedited copy of that article as long the About the Author tag is left intact and included. We do request that we be informed where it is potsed and reciprocal links will be considered.
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