Now that we’ve covered what to do before the sale, let’s take a look at what Armand Morin had to say about following up after the sale.
I’ve been using a sequence Armand taught me at the first Big Seminar for my ebook The Rudl Report for a few years now and it’s been quite effective.
If you aren’t following up with customers after the sale, you’re leaving a lot of money on the table. In businesses both on and offline, far too much emphasis is placed on bringing in new customers. The reality is that it’s far easier to sell to an existing customer than it is to a new customer.
To an old customer, you’re not an unknown commodity. They’ve trusted you before and if they were happy with the transaction, they’re likely to buy again. If you can induce that customer to make another purchase with say a month or two, you’ve doubled the value of that customer. And you’ve done so without spending more money on advertising.
That’s why it’s vital that you follow-up with your customers. Also, if you don’t, you’re doing them a disservice. Why?
Because you need to educate your customers on how to use your product. And you need to make sure they actually use it. You might be surprised how often people buy products online that they never use. Then again, you might not be surprised at all.
I don’t have the exact statistics but it shouldn’t surprise you to find that few people every get past the first chapter of a book, especially a non-fiction book.
So your first goal is to make sure your customer actually reads your ebook (or uses your product). You also want to let them know where to go if they need assistance. This can all be included in your initial autoresponder message.
The way to do that is with a series of autoresponder messages. Armand recommends that you initially setup your autoresponder to send messages out on days 3, 5, 7, 11 and 13 after the sale.
These messages should not contain any type of offer. You simply want to teach people to consume your product as well as begin to develop a relationship with them.
There are a couple of ways you can do this. If your product already includes a tutorial, you could split that into chunks like you did with your sales letter in the prospect autoresponder series.
Many people never read the directions or view your tutorial. The autoresponder sequence can point out the key elements that customers need to know.
Another thing you can do, if you sell an info product, is take a major benefit from your sales letter and tell customers where they can locate it within your product.
For example, ‘Did you know that The Rudl Report can show you how to make extra money on eBay? Find out how starting on page 26.’
A message like this reminds the customer of their purchase and can get them to open the product if they haven’t done so yet. Or it points out something that they might not have realized was there. Either way, you’re being helpful rather than pushy.
Another thing you can do is use the customer service questions you get in this initial autoresponder series. It’s a service to the customer and it cuts down on your customer service work.
After this initial sequence, starting on day 14, I send out a message every week for 8 weeks. After that, I switch to every two weeks.
For these messages, I use this format:
Since I use articles written by others, I write an introduction that talks about the article’s topic and author. That’s followed by the article itself.
When choosing articles, I look for informative content first. And whenever possible, I choose “evergreen” topics rather than something that’s liable to be outdated in six months.
After the article, I’ll give my opinion on the article topic or relate my how I’ve used the tactic discussed in the article in my business.
Finally, I include a featured resource. Often, it’s a product or service that directly relates to the article. Sometimes it’s just a product that I know will appeal to the customer. And I also include links to free resources that I know will be helpful.
Of course the ultimate use of this series is to introduce your other products. If you don’t have other products, you can do what I did initially and that’s recommend affiliate products or resale rights products.
Or if you have a consumable product, like vitamins, for example, you can use your autoresponder to remind people to order again before their supply runs out.
I usually try to setup six months to a year’s worth of messages for each product’s autoresponder series. Once the sequence is setup in 1shoppingcart, I usually don’t have to touch it again. Plus, I can still broadcast emails to the list at any time if I’m running a special promotion, have a product update, etc.
Creating an autoresponder series does take time but the payoff can be significant. Since installing an autoreponder series like this on RudlReport.com, I’ve found that it’s essentially doubled my sales.
That’s it for this installment. I’m about to head to Houston to spend the Thanksgiving Day holiday with my family. If you’re in the U.S., I want to wish you a Happy Thanksgiving. Don’t eat too much turkey and don’t spend too much at the mall on Friday.
As you may know, the day after Thanksgiving is the biggest retail shopping day of the year. Retailers call it Black Friday. Sounds ominous, doesn’t it?
Actually, it goes back to bookeepers using red and black ink on ledger statements. Red ink means a loss, black ink means they’re in the profit. For many retailers, the Friday after Thanksgiving is day they finally start turning a profit on the year. Thus Black Friday.
For this Black Friday, I’ve got something very special planned. You will not want to miss this so keep an eye on your inbox.