It is easier and cheaper to get an existing customer to buy again than to find a new one. Repeat business provides much needed cash flow that allows you to invest in advertising and marketing to win new business. Your current customers know you, like your products, and have the right budget available to invest, it should be easy to sell to them again. However, not every customer comes back to buy again. The days right after your customer makes their first purchase are critical in getting them to become a repeat purchaser. Getting it right during this all important post purchase period can be the difference between gaining a loyal advocate of your business and never seeing them again.
After a first purchase your customer is still sizing up your business. It is easy for things to go wrong. First impressions count so do your best to make sure everything runs smoothly. If there are issues all is not lost: use the situation to show just how proficient your business is at putting things right, a swift response and a gesture of goodwill can turn a bad situation into one where the customer even tells all their friends about what great customer service they’ve experienced.
If you have a cross selling or upselling system, make sure it works well and only offers people appropriate products. On ordering, offer people the chance to opt in or out of further communications and to choose topics. Respect their choices. Do this, and you’ve got the start of a good relationship. Your job is to serve your customers at the highest possible level, to do this you have to listen to them and give them what they desire.