Making Sales Count: It's More Than Just the Purchase

In today's fast-paced e-commerce world, there's a line from Joey Coleman's book ‘Never Lose A Customer Again’ that really hit home for me. It's about rethinking what a 'completed sale' truly means.

Often, e-commerce brands mark a sale as done, once there's a purchase on their website. But from a customer's standpoint, that's not always the end of the story. For customers, the journey doesn't end with a click or an online transaction. It's not just about getting the parcel, opening the box, or even using the product for the first time. The real completion of a sale happens when they get the result they were looking for.

Let's break it down a bit:

The Customer Journey Beyond the Transaction

Imagine someone buying a dress. For the brand, it's a sale once the payment is made. But for the buyer, it's different. The sale is only truly complete when they try on the dress and it fits just right. The same idea applies to other products, like skincare or meal kits. It's not about the product arriving, it's about the customer feeling the benefits – the skincare making a difference to their skin, or enjoying the taste of the meal they've cooked.

Steps Between Transaction and Satisfaction

There are several steps between the moment money changes hands and the customer feeling satisfied. It's at these points where brands can really make an impact. The ones that understand this and stay connected with their customers during this phase, helping them enjoy their purchase, are the ones that build lasting relationships.

The Importance of Post-Purchase Engagement

Those brands that focus solely on getting new sales, neglecting the customers who have already bought from them, tend to lose trust. Customers want more than just a product, they're looking for an experience and a result that meets their expectations. They remember the brands that help them achieve this. So, what does this mean for us in e-commerce? We need to look beyond the sale. We should be there for our customers, from the moment they decide to buy, right through to when they're happily using what they've bought. This approach not only builds customer loyalty but also turns satisfied buyers into advocates for our brand.

In essence, a sale in the e-commerce world isn't just a transaction; it's a commitment to making sure the customer is happy with their purchase from start to finish. It's about creating a journey of satisfaction for every customer.

How do you ensure your customers are happy from purchase to final use? It's time we all started thinking about sales as not just a number but as a part of the customer's overall experience.