Continuing the buy cycle

Continuing the cycle: when the buyer’s journey is over

It’s a familiar scenario: someone has bought your product or service and is satisfied. A customer’s completed their buyer’s journey, you’ve made a sale and everyone’s happy.

But what about the next time? How do you ensure that you’re considered in the future? How do you stay at the forefront of your customer’s mind?

In short, the answer is: genuine interaction.

When we say genuine, we’re talking about going beyond product-focussed communications. Remember, your customer hasn’t just bought your services; they’ve bought into your company ethos, your approach to business and your brand personality. In fact, it’s likely that those were the factors that led them to choose you over your competitors. Keeping those aspects of you shining through – rather than what you’re selling – will go a long way towards your customer considering you the next time they have need of your services.

But how do you do that? At HN, we’ve been helping businesses continue conversations with existing customers for a while and we’ve seen the following examples have great success.

  • A quarterly update email lets everyone know what your company’s been up to. Perhaps you’ve announced a new partnership, or attended a recent industry event. Even if there’s nothing like that going on, you could always share your company’s latest blog post (if you haven’t got a company blog, then you’re missing out!)
  • Build an online community, be it a LinkedIn or Facebook group or a technical forum, and get discussions going among your customers. In doing so, you’ll create multiple opportunities to engage directly with your customers – showing your knowledge and passion for the issues that affect them. You never know, you might even learn a thing or two from them!
  • Organise a customer event where you can discuss issues and upcoming developments that you know they’ll be interested in. It doesn’t have to be a Gartner Symposium-sized event; even an informal get-together gives you a chance to interact on a personal level with your customers and plenty of opportunities to discuss further business opportunities if the time is right. And, anyway, nothing says thank you like free food.
  • Interact on social media by responding to mentions and posts or even reaching out to influential customers or industry figures. When done right, you can start and maintain conversations on key topics facing your customers, just as in a forum or at an event.

Have you tried any of these for your  sales cycle? If you already do these things regularly, how do they work for you? Let us know your experience by leaving a comment, or getting in touch via Twitter or LinkedIn.

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