Sales cannot be the end of a process for small businesses. Sales are the beginning of a relationship where you transform clients into loyal clients, by continuing to help them so they give you …

1) repeat sales. 2) reviews. 3) referrals.

Big businesses can survive without these three. Solos cannot.

How to get repeat sales

Have a formal system in place to get repeat sales.

​Because it costs 5 times as much to sell to a new customer

than to an existing customer. 

'Thank You' phone calls

A 'courtesy call' post-purchase to thank them and get feedback. You will be remembered forever - powerful stuff. Then call every 3 or 6 months. Because your customers will leave if they feel unappreciated. When you contact, do not ask for anything or sell anything. Your courtesy call is an advertisement in itself.

Danger danger, warning warning. Don’t call with the intention to ‘sell’.

If you get a complaint, great! It gives you the opportunity to solve a problem and develop a relationship

Your other services

In a few days make sure they know ALL the other services you offer. This could be done in an email. Don't assume they know your other services

Reward Loyal Customers. 

Put your money where your mouth is. Could you team-up with other businesses and have quarterly parties to reward loyal customers?​

​ How to get reviews, without asking

Ask for feedback. Don't ask for a review because it implies you only want praise.

Do not use email if you have a phone number. Phoning is more effective

There's 3 ways they can answer​, when you ask for feedback

1) Negative feedback is important because it's how you improve. Apologise and make-it-up-to-them (you'll win a customer for life). Then call them a few days later to check-up

Maybe you should reward people for their feedback? - Consultants get paid big-bucks for giving 'negative' feedback. Mystery Shoppers get paid to give negative feedback

2) Vague feedback like "yeah good", means there's something wrong. Reply with, "I'm really keen to improve my xxxx business, if you could give me any constructive feedback, no matter how small, that could help me improve, I would be really grateful" 

3) If it's positive feedback - ask them 5 questions

Problem they had? Result they got? One-specific-thing they liked? Anything else they liked? Anything else to ad?

Then put the 5 answers together. Clear-it with them. Now it's a review. Do not correct their grammar or spelling because authenticity is important.

Follow up and thank them for their review. Ask if you can email it to them so THEY can copy it into your Review Website of choice. You’re making it really easy for them

Video reviews are more powerful

When you ask, don't make it stressful by saying, "I'm sorry to ask but..." or "Could I ask a favour?" Be direct. Just ask. Your customers want you to be successful so you can continue your business and serve them in the future

Get referrals without asking. 

Research reveals most businesses don't ask for referrals and that most happy customers are happy to give referrals. So ask!

Be careful though, this is a more serious ask that a review. So be careful how and when you ask. Don’t ask to soon

Say, "I'm glad you're really happy. If I send you a short email now, could you forward it to anyone you think could use my help?"

Worst case scenario - they know you're keen for more work

Best case scenario - you get referred more work

Asking for a referral is important because your happy customer doesn't know you want more clients. You could be closing your business or wanting to work less hours or moving to California - who knows?!

Small businesses often disappear. So send an email-referral, annually just to let them know you're still in business. Use a soft approach to avoid being pushy

If a referral becomes a sale, you could reward both with a movie pass, gift card, charity donation ... (don't skimp). This intensifies the BUZZ

If a referral becomes a sale, tell the referrer it resulted in a sale because people like to know they have made an impact

 

Clone Clients

Study your clients, what similarities do they have? This is your niche. Advertise to this group