After the Sale

I re-read a book by an author I enjoy recently and was struck by the ending. For some reason I didn’t remember it being as abrupt an ending as it was. It lacked the author’s usual detail, and while I don’t need a nice neat bow on every book I read, this one just seemed rushed in a way that even another 5 or so pages could have improved on how the book ended. As I’m writing this post another book I recently read came to mind with a somewhat similar ending, though it was more complete, it just kind of petered off which was a little odd.

As a business owner you have to catch someone’s attention with what you’re offering. There’s competition for every industry out there, so you really have to be on your toes if you want to succeed. You have to present your offering in a way that is appealing and relevant and make sure it’s clear what you’re offering and why people would want to buy it/your services. Having reviews from customers adds details to the listing that you may never think of by yourself but often helps to convince potential buyers to go ahead and click that ‘buy’ button.

There certainly is still loyalty and customers who will remain with you for however long your business exists, but it is getting harder to keep them and their attention spans, especially since there are lots of similar or better alternatives that they may hear about and prefer based on what’s going on in their life. It’s not smart to assume that even your loyal customers will love everything you do, you don’t have to convert them on everything you offer, but you should try to keep them coming back or at the very least sharing about you.

Where is this all leading? To the point that how you finish matters as much or more than how you start and what you’re offering does. Do the less-than-satisfactory endings mean I’ll hesitate to pick up another book from either of the authors I mentioned at the start? No, not at all. They’ve proven repeatedly that the majority of their writing is worth reading and I have no problems not loving every book I read (I read a lot). But it is a warning to business owners how important it is to follow up, to offer a next step and/or create and sustain ways to keep engaging customers (think consistent newsletters and social media).

If you’re wondering why you don’t have repeat buyers or people aren’t recommending you or you’re struggling to make sales, there are countless reasons why that may be the case (and I help businesses figure those out), but today I would encourage you to take a good look at what happens at the end, after money exchanges hands. What can you do to increase the likelihood of continuing the relationship with your customers long into the future?

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