A Seller’s Guide to Buyer Behavior – Part 6: The Evaluation

Posted on: April 22, 2022

This is the final article in our series on how to market during every phase of the consumer buying cycle. (If you haven’t read the previous articles, start here.)

After you’ve attracted and convinced a consumer to make a purchase from you, their next step is evaluating whether or not that purchase decision was the right one. Post-purchase anxiety is a reality for many on-line shoppers, and it can start even before the product or service is delivered. That’s why your next steps are really important.

You’ve no doubt heard that keeping a customer is a whole lot less expensive than finding a new one; and, that lifelong customers are not only a source of revenue, but also terrific advocates for your brand. So, instead of thinking about the purchase being the end of process, consider it the first next step in attracting a customer for life. Let’s look at some tactics.

Share your excitement about the product or service: Send an email confirming and thanking the customer for their order. Tell them that you’ll be anxious to hear from them, because so many others have LOVED this item. Mention that if, for any reason, they are not completely satisfied, that your return policy really is as stated on your website, hassle-free.

Statements like this keep the customer excited too, and gives them confidence that they can always return it anyway – so nothing to worry about!

Keep the customer in the loop: Let customers know when the item has shipped, when it’s expected to be delivered, or if any problems arise that could cause a delay. The same applies to in-home services; if you’re going to be late, let them know.

This lets customers know that you care about them and are respectful of their time.

Send some helpful information: Send the purchaser product use tips, links to your blog posts related to the item purchased or online manuals. Let them know that they can always reach out to you for more advice using the item.

Ask for feedback: When you’re sure that the customer has received their package or service, ask for feedback. If it’s positive, ask if you can post it as a review. If it’s negative, get back in touch with them right away; and,

Make solving a problem personal: Send an email back signed by an actual person, and make it that person’s job to solve whatever the problem is. Offer an exchange or full refund, or free samples of other products or…? Give that problem-solver all the authority they need to make that customer happy!

Keep in touch: Ask if the customer would like to subscribe to your newsletter (which has useful info about your industry, products, or services). Ask if they would like to receive notices about new products, or discount offers. You can also try other incentives, like a free gift for you and a friend.

Send a reminder to reorder/repeat service: Keep track of order/service dates, and send a reminder that they’re likely to soon run out of the product, or should have the service done every six months (or whatever). Don’t be a nag, but a friendly reminder let’s them know that you’re paying attention to them, and that will be appreciated.

Do you need help covering all the bases of the buying cycle? Give us a call.

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