By Dawn Shuler
You know what the most important thing about a new sale is? What happens AFTER the sale.
Whether you sell flowers, watches, subscription boxes, coaching, healing services, or anything else in between, you need a strong onboarding process and new customer nurture campaign.
Well, because it costs five times as much to attract a new customer than to keep an existing one. Here’s another statistic: the probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is 5-20%.
What that means is that loyal customers are more likely to buy again and again, and it’s cheaper to sell to them than to try to sell to a brand-new person.
The best way to make a customer a loyal one is to start out strong from the get-go with a clear onboarding process and a delightful customer journey.
Let’s start first with how to onboard new clients. This might be a welcome letter, a welcome phone call, a welcome packet, a series of emails… it could be a lot of things. Here are some questions to think through to help you create a strong onboarding process.
- What experience do you want your new customers to have?
- How do you want them to feel?
- What do you want them to be able to do?
- What are the logical next steps?
- How much of that experience can be automated?
- How can they get more support if needed?
- What do they think they need?
- To see what all the pieces you should address, what are all the things they get?
Each piece can be a touch, which allows you to show how invested you are in them and offer extreme customer care.
But it doesn’t just end with welcoming them onboard. What can you put in place so that your customers feel well taken care of? What can you do so that people come back to you and your company again and again for what they need?
One of those ways is a nurture campaign. In the onboarding process, you’ve told your new customer what to expect and some of her next steps, but now let’s support her at a high level and make her happy and successful.
Things to think about when creating a nurture campaign:
- You want to keep the excitement of the purchase going
- How can you ensure the success of the new customer in your program or with her purchase?
- Case studies
- Social proof
- Basically, you want customers to use the service or product. How can you make that easy?
- Make them want more!
The most important take-away for you is to design an amazing customer care experience for your new customer… think about what you want your new customer to experience and feel, and then put those pieces into place.