Learning how to attract repeat business is the most powerful thing you can do to get more out of your advertising dollars and increase revenue. You may not be familiar with the term "consumption" when it comes to your business, but it is something that is critically important and often overlooked. Let me tell you a story about a recent purchase I made.... Like many women, I consider Sephora to be "the place" for beauty products. On one of my many trips to Sephora I bought a bag full of stuff (which I hoped my husband wouldn't see - he doesn't need to know I need all this stuff). I had creams and lotions and I was excited about the success of my trip. When I got home I snuck the bag in the house and up to the bathroom to put it all away, and then went on with my day. That night when it came time to get ready for bed, I saw all my great new bottles and jars and tubes of expensive skin care and I realized I wasn't 100% sure which product to use at night versus the morning and various other things that confused me. So, what did I do? I picked up my old cleanser and moisturizer and used those. Not even opening the new products I just bought. Many of you are thinking why did I bother buying them? The reason is the store made them look good, there was a pretty display, some promised benefits and a pretty sales lady telling me it was perfect for my skin type. So, you may be thinking what's the problem here; they made a sale - they should be happy. BUT think about this - isn't it so much easier to get repeat business than it is to get new business? (The answer to that question is yes) Yet why would I buy another product from the line when I wasn't even sure how to use the first one??? The problem here is consumption. People buy products but they often (more often then you would think) don't consume them. They may be confused, they may forget about the product once they get it home, they may be too busy - there are countless reasons why. The bottom line is, in order to get me hooked and get me back in the store they need to make sure I consume the first product I bought and fall in love with it. This problem exists in all industries. Have you ever bought a book and then not read it? Have you bought a home study course and not completed it? Bought a tape series and not listened to it? My overflowing closet tells me I have. It all ends up in there for me to get to "one day." I might have wanted it more than anything, I might be busting at the seams for a package to arrive in the mail. But life kicks in and I get busy and one day turns into another day and then its weeks and the excitement for the product is gone. OK, I think I've harped on the problem long enough. Now let's look at the solution.... In the case of my bag of beauty products what do you think they could have done to guide me towards using the product? There are probably many creative ideas, but I'll just throw out a few of them as samples.... 1. They could have included an instruction sheet telling me exactly when and how to use it. And I don't mean the small print directions on the jar itself. An actual pretty full color sheet with pictures of beautiful women (to remind me I can look like them with this product) and a recap of the benefits and then very easy step by step instructions. If I had that, I would have definitely used it. 2. They could include a CD for me to listen to in the car on the way home with great skin care tips and information. 3. They could have had a product rep in the store to teach me how to use the product and answer my questions. None of that guarantees I will go home and use the product, but it makes it much more likely. And short of going to the home of each of your clients and forcing them to consume your product, all you can do is think of the biggest factor that would stop people from consuming your product and try to address that issue. When you sell something online, you collect their email address so at the very least they should be added to your customer list and you should be emailing them with tips on getting the most out of the product and reminding them they need to really dig into it to get the benefits and then restate the benefits. You can offer them a discount on their next order or even some other free gift if they use your product and give you feedback within a certain amount of time. You are killing two birds with one stone there - you give them the incentive to consume and you are securing a testimonial. I urge you not to overlook this important concept. Your job isn't done once you have the sale. Once you have them consuming your product - you can sell them other products, sell renewals/refills of what they originally bought and so much more. So remember - just because someone wants something - doesn't mean they will use it. Remember to focus on teaching consumption to your customers and building your business through repeat visitors.
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