Instant Over-delivery: After The Sale Is When The Love Begins

We’ve all had buyer’s remorse. Worse, we’ve all had a sinking feeling that comes with having bought something that isn’t right for us.  “That’s it?”  It’s a horrible feeling when you bought something and believed that you were buying something else–or something better.

We’re always happy when a purchase turns out great.

We’re always miffed when it doesn’t.

After our customers buy is the beginning of a lifelong friendship.  The trivial act of making a purchase is not the consummation of everything we ever wanted.   After they buy is when they get to see the standards that they’ve signed up for.   After they buy is when the love begins.

Your Customers Are More Important Than Your Prospects: Treat Them That Way

The instant after someone we something digital, what generally happens?  Often, within seconds we get sold to again.   E-commerce plugin scripts like “One Click Upsell” try to make everyone into cattle.   The Oatmeal has an awesomely great take on the “up-sell problem.”

Imagine having a perfectly romantic date with someone.  Imagine going out and exploring the world with them, and you just “click”.   At the end, it’s time to go home, and you’ve got that warm glow that occurs when you meet someone new.   You just know that this is someone that matters.  You’re excited about the future, filled with the warmth and hope.

At the end you share your very first kiss.  Would you say, at that point, with someone that just might be your beloved?:

“You know, right now is the only time I’m going to offer you this, but if you let me upstairs, I’m going to do something magical that you’ll never be able to get again.  It’s a one-time only thing; later, I’m going to really rake you over the coals for it.”

Of course not.  Still–that’s how so many marketers teach you to begin your relationships.

Let’s fix that.

Instant Overdelivery: Assurance, Next Steps & Gratitude

What do you want your customers to feel after they buy something?   Hell, what do YOU want to feel after YOU buy something?   Paypal and most any shopping cart can redirect you to a page of your choosing.

1.) You want to give them massive reassurance that they made the right choices with you,  you want to prove that you have their back, and that everything is going to be great.

2.) You want to tell them what happens next--and how to get help.  Even if it’s just to say what will come to their email inbox, what happens next is key.  People wonder.

3.) You want to sincerely express gratitude. Because you’re grateful.  You don’t want to come off as entitled.

4.) (For the A-students)  Give them something that’s more than what they thought  they were getting. This is the time that we give them a preview of our next project, or something that’s off the market.  This is where we tell them, “Oh, you were buying this, well we’re also doing one hour of coaching, too.”

You want to tell them that you’re always here to go the extra mile, carry the water and help out whenever possible.

Just about every major shopping cart and opt-in form has redirect functionality.  When we choose in advance where we send them after they opt-in, we have the opportunity to start a relationship out on the right foot.

Here’s an example of my post buy video:

Flat Rate Biz Welcome Video

It’s not yet perfect–nothing is–but it didn’t take long, and it sets a good tone for what people are to expect when they are living here.  On that page, we also have some other goodies that I switch in and out.

It’s relatively simple to have most shopping carts and most opt-ins do this.

So, how do you stack up?  Who gets better treatment?  People that are your customers, or people that are about to become your customers?

Here are 4 points to improve:

• Post-opt in page (before they confirm).  Are you giving massive reassurance and something for free?
• Post-confirmation page (when they confirm their email): Are you giving more ?
• Post buy page: are you giving massive reassurance?
• First welcome email: does it continue to confirm and connect with you?
• Anniversary dates: are you staying in touch automatically at anniversaries?

Are there any major touch-points that we’re missing?  How else can we re-assure, over deliver and help customers while they get started?