"Cement Stronger Customer Relationships By Following The Confirmation
Letter ABC's"
As more entrepreneurs enter into online commerce, many make a common mistake:
they get so involved with the technology that they forget that there's a live
person on the other side of the computer screen. They forget that they're dealing
with PEOPLE.
As a result, the Internet has begun to get a reputation for being cold...lacking
in the personal touch. And it's this personal touch that forges a strong customer
bond. Ignore this and you may find your customers drifting over to your competition.
You must give them a reason to stay loyal!
Did you know that sixty-eight (68) percent of customers who quit buying from
a company do so because they feel that the company doesn't care about them?
Just their wallets?
And never assume that since you don't hear any complaints that all is well.
Of the above mentioned sixty-eight percent, 96% will not let you know how they're
feeling...they'll just disappear.
And though they wouldn't tell you, rest assured that they'll probably tell
their friends - statistically, one person usually shares a bad experience with
nine other people. And 13% will even take this one step further - spreading
the bad experience to 20 or more.
Can you see, by not reinforcing customer satisfaction and loyalty, that this
could become a costly business mistake?
Savvy marketers make sure to establish this human connection early...one of
the easiest (though often overlooked) tools to launch a strong relationship
is a well-executed order confirmation message.
A well-planned confirmation message is often the first contact a merchant makes
with a customer after the initial sales letter. It doesn't have to be elaborate...just
make sure you're not missing the basics.
For instance, does your message hit the following ABC's?
A - (A)cknowledge Their Positive Action.
By instantly reinforcing their wise decision to purchase your product, you
may be able to head off a number of cases of 'buyers remorse,' thus cutting
down on refunds.
With ezine signups, by sending a confirmation message, you're reminding a prospect
that they'd requested the information. Often subscribers forget that they've
signed up. Or, someone may have signed them up without their knowledge or approval
- a confirmation message notifies them of the action.
Some ezine publishers are using their confirmation message to set up a double
opt-in, requiring a new subscriber to physically respond that they wanted the
subscription. Done by requiring a return email or click through, this has become
an effective way to offset spam complaints and unauthorized sign-ups.
B - (B)enefits They'll Receive From Their Purchase or Free Subscription
After a transaction, the confirmation letter should reiterate the benefits
of signing up or purchasing a service or product. Reinforce this positive action
by reminding a customer of the value they will be receiving (this also underscores
their perception of you as a quality merchant).
C - (C)larifying Terms Of Product Delivery
If the product is digital, and will be delivered sequentially (like an ezine
or mini-course) the confirmation letter will remind the customer or prospect
how often to expect an installment (daily, weekly, bi-weekly, monthly, quarterly).
A gentle reminder makes for good customer relations, and, again, cuts down on
potential accusations of spamming.
If the product is available immediately, the confirmation should reconfirm
that it is digital, available through instant download, and then give clear
instructions on the steps involved. Not everyone is a download veteran; you
can't assume that they'll know what to do. Head off any potential frustration
with step-by-step instructions. To those that need this extra help, you'll be
an instant hero.
By keeping it personal, anticipating requests and questions, and by extending
professional courtesy, you will be on the right track to forging a strong online
relationship with your customers -- ultimately leading to a smoother and more
profitable online experience for everyone involved.
About the Author:
Paula Morrow is webmaster of http://www.idealmarketingcorp.com and has extensive
marketing experience earned from 20 years in the public relations, entertainment
and advertising worlds. Now applying this experience to the Internet, she enjoys
creating cash-generating systems and coaching new marketers on innovative ways
to promote their businesses both online and off. |
