Does that shock you? It should!
Is it because products from direct selling companies are inferior?
No! Direct selling companies sell some of the best products you can find.
Then why don’t people reorder from us?
Because we don’t make it easy.
Think about it…when someone runs out of a product we’ve sold them, or wants something else, what are they more likely to do? Go and try to dig out that paper receipt you left them with that has your phone number on it? (Not likely.) Or will they run to Target or Walmart and get something comparable (even if they like your product better?) Of course they’re going to run to the big box store. Why? Because the process is easier, and predictable. They know exactly what will happen….they’ll go to the store, pick out what they want, pay for it, and come home with it. Even though it may be more effort than shopping with you, it’s easier mentally. There’s no uncertainty. If we don’t make it easier for our customers to shop from us than from the big box store, we’re going to lose to them every time.
Fortunately, social media makes it easier to provide our customers with an easier and more predictable experience that can result in more reorders for your business. Here’s are a few ideas on how to do it:
- Invite every customer you work with to connect with you on Facebook. Add them to a special Friend List so that you can reach out and touch them regularly (commenting on their updates, etc. Not hitting them with sales-y stuff.)
- Create a Page on Facebook, and invite every customer to join you there. Offer tips on using your products, special incentives and discounts, and fun discussions. Send out a message from this group at least once a month, letting folks know what’s been happening on the Page, and inviting them to come back and check it out. Set up a custom URL for your group in Facebook so your customers can get there with one click (include the link in your monthly message.) And include all your contact/reorder information in the Page info.
- Part of your closing technique with each customer (at the point of sale) should include a description of what the reorder process looks like. For example, “Should you need more of this, all you need to do is visit my website or give me a call – this information is all easy to access from the Facebook Page- and you can place your order right then and there. Once you order, you’ll have the products delivered to your door within 2 weeks. It’s easy and effortless. And if you would like some personal shopping help, I am more than happy to talk with you about your needs, and make suggestions. Simply give me a call or reach out to me on Facebook. If you give me your email, I’ll make sure we’re connected there. I want to make your process as simple for you as possible.”
- On your customer Page, make sure you describe the reorder process on your info tab, so people understand exactly what they need to do and how long it will take. They need to know where the products will be shipped, as well.
- Make sure every customer gets a monthly, content-driven newsletter (not just ads) that provides them with value. Within it, have a “Need more products?” box with a link to a page (not post) on your blog that describes the reorder process, a link to your website, your email, your phone number, a link to connect on Facebook, and a way to connect with your customer Page on Facebook.
People reorder from Amazon.com and big box stores ALL THE TIME. If they love your products (and how could they not?) then they should be reordering from you too. But it’s up to YOU to make the process easy and predictable. They’re NOT going to dig out the receipt. I know that it’s physically impossible to call every single customer on your list every month or two if you’ve been in this business for a while. But that doesn’t mean that anyone should fall through the cracks. Instead, use social media to make the reorder process easy and effortless for customers, and watch your reorder business soar!
Now these are just some of my ideas. How have you been using social media (or face to face techniques) to increase reorders? Would love to read your ideas below in the comments!