Getting Repeat Business, with Integrity

Alright, picture this: You're navigating the complex landscape of business, striving for that elusive sweet spot where profitability meets integrity. You know, that place where your bottom line flourishes, but you're not sacrificing your values to get there. Sounds like a dream, right? But how do you get there? As a Fractional CMO with heart, I’m all about getting financial results without selling my soul and in today’s post I’m showing you how.

In recent years, we witnessed a surge in bro marketing tactics, those sneaky maneuvers that leave customers feeling duped. Think underwhelming $27 introductory offers that lead to endless upsells. For those of us committed to integrity and genuine client success, this poses a dilemma. How do we craft top-notch products that deliver value while leaving our customers genuinely satisfied and craving more? Let's dive into the realm of integrity-driven sales and explore how to cultivate a business that not only values integrity but also encourages repeat sales.

The Challenge:

Heart-centred businesses often wrestle with the fear of coming across as pushy or overly salesy. After all, we're not in the business of treating customers like mere numbers. We want authentic connections, meaningful exchanges, and satisfied clients who keep coming back for more.

Let me share a personal anecdote that might resonate with you. Some time ago, I hired an amazing Woman who helped me refine my Instagram content marketing strategy. Her insights were invaluable, and I quickly became a raving fan of her work. However, when it came time to explore additional offerings, I found myself hesitating. Why? Simply put, I wasn't aware of the options available. It dawned on me that if you don't present something, clients may assume it's not on the table. By offering opportunities for upsells, you're not only enhancing their experience but also demonstrating your commitment to their success.

Finding Balance;

Now, let's confront a common worry: the dreaded fear of being perceived as money-obsessed. It's a natural concern, especially for those of us who prioritise authenticity and integrity in our business practices. But here's the truth: selling with integrity isn't about pushing products; it's about serving your clients' needs genuinely.

One powerful strategy for fostering repeat business is through offering complementary products or services. This not only enriches the customer experience but also nurtures lasting relationships. Take, for instance, my entry-level product. And yes, it’s a £27 offer, but it actually gives great results for clients, not like the ones I was discrediting earlier! At checkout, I provide a complementary-but-different offering that equips buyers with additional skills for their journey ahead. It’s a win-win; the client learns a valuable second skill and I have a product that converts at 38%. What’s not to love?

And here’s an important reminder: it's not just about the initial sale. It's about the journey that follows. By maintaining regular contact through value-led emails, you can sustain engagement and gently encourage repeat purchases. Remember, it's all about providing value upfront and inviting the sale second.

Suggested reading; Strategic Reengagement Case Study: A 320% Surge in Returning Customers

Solution:

Let's delve into three actionable steps to cultivate repeat business with integrity:

Step 1: Elevate Your Product

Take a moment to review your offerings. Ensure you've curated a collection that not only meets the different needs of your customer, but also complements each other seamlessly. For those in product-based businesses, this means conducting a thorough range review at the outset of a new collection drop. Meanwhile, digital product and course creators should do an offer audit, realigning their offerings where necessary to ensure a cohesive suite. Trust me, without this pivotal first step, cultivating repeat sales becomes an uphill battle.

Need help with this? Range reviews and product curation is one of my superpowers (I was a retail buyer for years, after all). Click here to chat about your businesses expansion opportunities and how I can help.

Step 2: Crafting a seamless sales journey.

Think about what your customers are most likely to purchase first. Dive into your past sales data to uncover valuable insights. Once you've identified their initial preferences, it's time to handpick a complementary product to offer next. Depending on your business model, this could occur at the checkout stage or further down the line, perhaps after they've consumed some content.

Let me paint a picture for you: imagine you're selling dresses. At checkout, why not suggest an accessory that perfectly complements their chosen garment? Alternatively, if you're in the realm of online courses, consider offering a consulting session as a follow-up. Timing is key here. For instance, if you're selling supplements, waiting until your customers are halfway through their dose before nudging them with an email sequence about reordering is usually best. Trust me, strategic timing can make all the difference in guiding your customers along the sales journey.

Step 3: Nurture Relationships Through Follow-Up

This is where the magic happens: the follow-up. Remember, just because someone didn't make a purchase today doesn't mean they've closed the door forever. By sending value-led follow-up emails, we can gently nudge them towards repeat sales without coming off as pushy or intrusive. It's all about providing genuine value at every touchpoint. As entrepreneurs committed to integrity, let's prioritise delivering value first and foremost, with the sale coming second. When we strike this delicate balance, we pave the way for repeat business while staying true to our values. This is one of the key methods I used when helping this client see a 320% increase in repeat sales.

Key Learnings;

In closing, cultivating repeat business with integrity is not just a lofty goal; it's entirely achievable. By prioritising authenticity, nurturing relationships, and delivering value consistently, you can foster a loyal customer base while staying selling with integrity.

Delivering value through insightful content, personalised recommendations, and customer success led service is crucial for nurturing repeat business. Combine this with a strategic sales process to capitalise on opportunities for recurring sales. By embracing these principles, businesses can construct a sturdy framework for success while remaining authentic and true to their values in every single interaction.

Keen to implement repeat business with integrity? Click here to book a free discovery call to explore how my P.R.O.F.I.T framework can help you navigate repeat business with ease and integrity.