{"id":93218,"date":"2023-02-21T17:48:00","date_gmt":"2023-02-21T21:48:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=93218"},"modified":"2023-02-24T10:16:39","modified_gmt":"2023-02-24T14:16:39","slug":"sales-follow-up","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/sales-follow-up\/","title":{"rendered":"Sales Follow-Up: Keep Your Buyers (and Non-Buyers) Engaged"},"content":{"rendered":"\n<p>After your big product launch, how can you keep people from experiencing a letdown? Should you follow up with people who don&#8217;t buy your product?<\/p>\n\n\n\n<p>Entrepreneur and digital marketing expert Jeff Walker discusses the last step in his five-stage product launch strategy: sales follow-up. The key is to continue something you started in Stage One: <a href=\"https:\/\/www.shortform.com\/blog\/connect-with-customers\/\">connect with your customers<\/a> relationally.<\/p>\n\n\n\n<p>Read more to learn about Walker&#8217;s sales follow-up strategy and to see how it can work for you.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-sales-follow-up\">Sales Follow-Up<\/h2>\n\n\n\n<p>After your product launch, continue nurturing your relationship with buyers (and non-buyers) to grow your business long-term. Walker notes that people often feel underwhelmed after purchasing a product. To address this, your sales follow-up must involve continued communication and the delivery of more than what they had expected. Strengthen connections by writing an email expressing your thanks, summarizing your launch results, and <a href=\"https:\/\/www.shortform.com\/blog\/asking-for-feedback\/\">asking for feedback<\/a>.<\/p>\n\n\n\n<p>(Shortform note: Other experts agree with Walker\u2019s emphasis on maintaining quality relationships after the launch, adding that <a href=\"https:\/\/www.masterclass.com\/articles\/post-purchase-dissonance\" target=\"_blank\" rel=\"noreferrer noopener\">when customers are disappointed in a product, they\u2019re experiencing post-purchase dissonance.<\/a> There are several different causes: a lack of product information, a low product quality, or an impulsive purchase. To avoid customer dissatisfaction in your product launch, give detailed product information and consider offering a return policy.)<\/p>\n\n\n\n<p>Walker suggests you follow up with and send bonus content to both people who had purchased your product and those who hadn\u2019t. For the buyers, giving a bonus gift conveys your gratitude for their support, and asking for feedback fortifies your connection. For the non-buyers, giving them more content and asking for feedback offers you insights as to how to win them over for future launches.<\/p>\n\n\n\n<p>(Shortform note: Consider applying Walker\u2019s suggestion of generous gifting long after your launch is over. For example, Chewy, an e-commerce pet supply company, regularly nurtures customer relationships by <a href=\"https:\/\/www.businessinsider.com\/pet-owners-surprised-gifts-refunds-paintings-from-chewy-milestones-deaths-2022-6\" target=\"_blank\" rel=\"noreferrer noopener\">sending handwritten notes and painted pet portraits as surprise gifts<\/a>, which make customers feel appreciated. The company\u2019s value-driven approach resulted in its great success and eventual acquisition by a leading pet supply company, showing that small tokens of appreciation to your customers go a long way in building a lasting business.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>After your big product launch, how can you keep people from experiencing a letdown? Should you follow up with people who don&#8217;t buy your product? Entrepreneur and digital marketing expert Jeff Walker discusses the last step in his five-stage product launch strategy: sales follow-up. The key is to continue something you started in Stage One: connect with your customers relationally. Read more to learn about Walker&#8217;s sales follow-up strategy and to see how it can work for you.<\/p>\n","protected":false},"author":9,"featured_media":93221,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,103],"tags":[915],"class_list":["post-93218","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-sales","tag-launch","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sales Follow-Up: Keep Your Buyers (and Non-Buyers) Engaged - Shortform Books<\/title>\n<meta name=\"description\" content=\"After your product launch, you need to keep your customers engaged. 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