Do you have returns? How to get a lot less of them (and a lot more satisfied customers)
I hate to admit this, but I’ve ordered more than one TV infomercial gizmo or gizmo. Usually it’s been when I’m back east for the holidays, snowy and bored to tears, and watching TV I never dreamed of in my “real life.”
For example, last year I bought the “Hair Mate”, this silly stand that holds your blow dryer while you blow your hair. Hey, stuck in the suburbs, sleep deprived at 2am from eating too much cake, this seemed like a completely necessary purchase. (Plus, it comes with not one, but TWO additional professional styling brushes!)
Weeks later, back in Los Angeles, when I opened the UPS box, I cringed. Had he really ordered this stupid thing? The magic and excitement had faded. I packed it up and shipped it quickly for a refund on my Amex.
This is called “buyer’s remorse” in the sales world. But it doesn’t just happen with silly purchases like this. It can happen if you sell seminars, workshops, audio programs, eBooks, home study courses, anything that requires people to give you money.
Even if you offer the best products or services in the world, buyer’s remorse can happen! So here are some places you can use to help prevent it with your customers and consumers.
For the purposes of this article, we’ll assume this is a physical product. But these ideas can be applied to ANY type of product, program, or service where a warranty is included! Especially with higher priced deals.
1. Affirm that they made the right decision on the thank you page
On your thank you page, congratulate the reader and assure them that they made a smart decision to invest in your program. For example, here’s the copy that was on the thank you page for my Online Success Plan Workshop: “Congratulations! I’m so glad you’re joining me, LIVE and in person, for my LAST Success Plan Workshop.” success online. You will be so glad you made this decision. Honestly, it will change your business, and your life, forever. I can’t wait to meet you in person and teach you my complete system for turning your current business into a source of money, time and freedom…”
2. Get them excited through your follow-up emails
Any good shopping cart program can send automated emails in a series after your product is purchased using an email autoresponder. (I use and swear by QueenCart.com.) These emails can do MAGIC in keeping your customers excited and eager to receive your product, especially if they won’t receive it for a week or two. For example, send them registration emails on day 1, day 3, day 5, etc. In each email, highlight a benefit they will get from using your program and include a success story from one of your other customers who has used it.
3. Surprise them with an extra gift
Even before they receive their package, why not send them a surprise digital gift, such as a bonus report, resource list, coupon, consultation, or quick start guide? Everyone likes an unexpected gift, and it gets even closer to you. They start thinking, “This is great. I can’t wait to get the full program in the mail next week!” It’s the law of the universe: we all feel indebted to someone when they give us something.
4. Ask them to do something immediately
I remember purchasing a home study course that included a free consultation with the author that could be used at any time over the next six months. When I received the package, it clearly stated that in order to redeem this inquiry, I had to complete and fax the attached certificate within the next FIVE DAYS. So I did. I later realized that this action made me step up and “own” the show, sealing the deal in my mind.
5. “Resell” them on your purchase, as soon as you receive it
A few years ago my partner and I purchased a home study/training program in real estate investing. It was marketed brilliantly and it was a subject we were interested in. After a bit of discussion, we placed our order, and about a week later, we received a large box in the mail.
I excitedly opened it up, and on top of all the materials was a video with a bright orange tag that screamed “Watch me FIRST!” In the video were several interviews with other couples who had used the program with great success. This helped reaffirm our decision that we did the right thing, that this was real and doable, and that our investment was worth it. (Now whether we actually DID anything with the data is another story!)
I hope you get the idea. It’s just as important to keep your current customers happy as it is to go out and find new ones. See how you’re *always* selling?
[EDITOR’S NOTE: These strategies are just a portion of what Ali will be helping her new Millionaire Protege Club members apply in their businesses. Watch your inbox for a special invitation come end of year – don’t miss out on learning more!]
© 2008 Alexandria Brown International Inc.
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