Oh, how I hate when my snark comes again to chunk me — however right here we’re.
Bear in mind the Peloton tv adverts that ran final yr? The adverts would present an attractive particular person in an incredible condominium with their unimaginable $2,500+ train tools…
…whereas a voice over would outline what a “Peloton particular person” did every single day, as an example, get pleasure from a “onerous 20 after a tough day.”
(Right here’s my snarky weblog publish if you wish to learn extra.)
I could have mocked their commercials, however I needed to commend their advertising and marketing savvy. Regardless of their gag-me-with-a-spoon adverts, Peloton is laser-focused on their audience.
They know precisely what buttons to push. They know what is going to make their buyer get off the sofa and purchase an costly treadmill. It’s sensible.
On the similar time, it’s not nearly making the sale. Delighting your current prospects can flip them into evangelists in your model — plus, enhance the lifetime worth of the individuals who purchase from you.
And but once more, Peloton does this proper.
How do I do know?
Right here’s the place the confession is available in: I’ve been a paid subscriber to their streaming service for over three months. (I do know, I do know.) They have been an important various whereas my fitness center was shut down, and I like having an teacher inform me what to do.
Granted, I’m of their “low cost” buyer tier. I solely spend $12.95 a month for streaming. Below the circumstances, I don’t anticipate a lot by way of customer support.
However…
Final week, I obtained an e-mail that stunned me. It congratulated me on my 2 hundredth exercise, and provided me a free (Peloton-branded) t-shirt as a reward. No transport prices. No hidden something.
Only a free t-shirt in trade for lots of sweat.
Thoughts you, I’ve 1,000 different t-shirts. I don’t want a brand new one. However you possibly can guess I crammed out the shape for my freebie.
The supply made my day. I used to be…delighted.
However extra importantly for Peloton, it made me extra loyal to their model. I felt like I used to be a part of their tribe (I do know that sounds unhappy — however I work out at dwelling on my own.) I advised a number of pals that I used to be enthusiastic about my free t-shirt.
Heck, I’m even writing about their technique!
Contemplating the shirt + transport most likely prices all of them of $3, that’s a fairly darn good word-of-mouth ROI.
I carry this up as a result of I’m recommending “delight your prospects after the sale” to ALL my purchasers. It’s superb how a bit of recognition can go a good distance — particularly now.
All of us want a bit of recognition.
So, how will you delight your prospects after the sale?
Straightforward!
Take into consideration what you possibly can supply your current prospects that’s high-value to them — and simple (and low-cost) for you.
As an example:
An unique, customer-only webinar the place you share your projections for the approaching quarter.
A customer-only Fb group the place individuals obtain early notifications on new services or products.
A particular information or e-book.
A particular point out in your web site for reaching sure milestones.
A particular “simply because” card that you simply mail and ship. I as soon as obtained a Postable thanks observe and was thrilled.
One more reason I like this concept is as a result of it drives me nuts how firms will low cost their merchandise or service to get enterprise within the door…
…however current prospects are by no means afforded the identical advantages. Have you ever ever referred to as your cable firm and been advised that solely “new subscribers” can get a particular charge? (I’m you, Comcast.)
This makes zero sense to me. Particularly when the chances of promoting to a brand new buyer are solely 5-20%.
The percentages of changing an current buyer? 60-70%.
In truth, based on Khalid Saleh from Invesp, “Current prospects are 50% extra prone to strive new merchandise and spend 31% extra, when in comparison with new prospects.”
Wow. That’s fairly telling.
Throughout a time when new prospects could also be afraid to commit, why not see how one can re-connect along with your present prospects?
In spite of everything, the grass is just not at all times greener on the opposite aspect of the shopper conversion fence. Taking care of and delighting your present prospects could web you better monetary rewards — and much more evangelists in your model.
And if nothing else, a bit of surprising delight will most likely brighten somebody’s day. Particularly now.
What do you suppose?
What’s your favourite “simply because” firm present? Go away a reply within the feedback and let me know!
