If you’re really in business it’s important to make sales. There’s no two ways to put that. If you’re not making sales you’re either doing some kind of renovation, closed for some temporary reason or going out of business. If you’re offering a product or service and not selling it or making a profit from it, what you’ve got is considered a hobby, not a business. So without a doubt you need to have sales to be in business. However, what I want to talk about today is the idea that not everything needs to be a sales pitch.
If you’re like me you get a dozen or two emails every day from various retail companies who are letting you know about sales they’re doing, reminding you to repurchase products you may be running out of, trying to up-sell you based on previous purchases or letting you know about the latest and greatest products they’re now offering. There’s nothing wrong with that, in fact sometimes it can be very helpful and even exciting to get those emails and see what’s new or at a great price you’ll want to take advantage of. Sometimes it’s good to send an email that lets your subscribers know that everything in a category is on sale and not really include specifics, but more often than not people want to be inspired and see some of the specifics that they could get as part of this sale.
But if you take the time to think about it, in most cases the sale or purchase is a very small portion of the customer experience with that product or service. For example, let’s say I spend 20 minutes researching movies that are out and texting with friends to decide what to see and another 5 buying my ticket. So the purchase portion of my experience with the movie is a total of 25 minutes. But then I go see the 2+ hour movie, I talk about it with my friends for an hour after, I go home and think about it throughout the next few days, and because I enjoyed it so much I’ll watch it whenever it’s on TV and maybe even invest another 5 minutes to buy it when it comes out on DVD. The point here is that I’ve spent a total of 30 minutes in the sales/purchase aspect of this movie, and invested well over 60 hours on my experience with this one movie, which means there’s so much more to your business than just getting the sale.
You want to create products that your customers will use, remember, enjoy, talk about and share for years to come. You want them to be open to products in the same line and even the next generations of the specific product they bought initially. You want your customers to feel comfortable with your brand, with your employees, and with your products/services. All of this means that you have to remember that there’s so much more to what you’re selling than just the sale. In many ways the sale should be just the beginning.
Which is why it’s important to take time to celebrate your customer’s birthdays, to share tips for using your products, to raise awareness for needs in the world like Hurricane Harvey/Irma, to celebrate the fact that spring is here and winter is over, and ultimately to remember that your customers are so much more than a cash machine. They have lives, families, dreams, interests, passions, purpose and even fears and issues that all can play into the purchases they make and don’t make. Don’t be so focused on the sales pitch that you forget that your customers are so much more than another sale.