Did you know if you contact 100% of your clients within 3 to 10 days after they purchase, 15% to 40% will re-purchase again? And in the majority of cases, they’ll even buy services and products above their initial purchase price.

Think about the ramifications this simple strategy can have on your business.

Suppose you acquire just one new client per week on a 3-month coaching contract valued at $3,000. This is where most coaches stop their marketing. They consider their marketing process fulfilled at this time.

But consider you don’t stop here. You know clients that have recently purchased have a greater propensity to re-purchase within a short timeframe. So you offer 100% of your new clients for the month a second upsell service valued at $1,500. 

If just 25% convert, you earn an additional $1,500 or over 10% for very little work. And depending on your cost of the upsell product, it could mean anywhere between 10% to 30% extra on your bottom line net profit. (Remembering that on the upsell product you have little to no acquisition cost).

This is possibly the simplest process for multiplying your profit you’ll find. It’s extremely simple to implement and will have immediate positive affect on your bottom line profit.

Why This Works – Rule of Commitment and Consistency

“We all fool ourselves from time to time in order to keep our thoughts and beliefs consistent with what we have already done or decided. … In most circumstances, consistency is valued and adaptive. …The person whose beliefs, words, and deeds don’t match may be seen as indecisive, confused, two-faced, or even mentally ill. On the other side, a high degree of consistency is normally associated with personal and intellectual strength.” Cialdini.

People have a desire to look consistent through their words, beliefs, attitudes and deeds and this tendency is supported or fed from three sources:

  1. Good personal consistency is highly valued by society.
  2. Consistent conduct provides a beneficial approach to daily life.

A consistent orientation affords a valuable shortcut through the complexity of modern existence. That is, by being consistent with earlier decisions we can reduce the need to process all the relevant information in future similar situations. Instead, one merely needs to recall the earlier decision and respond consistently.

The key to using the principles of Commitment and Consistency to influence people is held within the initial commitment. That is, after making a commitment, taking a stand or position, people are more willing to agree to requests that are consistent with their prior commitment.
 
Many compliance professionals try to induce others to take an initial position that is consistent with a behaviour they will later request.

Commitments are most effective when they are active, public, effortful, and viewed as internally motivated and not coerced. Once a stand is taken, there is a natural tendency to behave in ways that are stubbornly consistent with the stand.
 
The drive to be and look consistent constitutes a highly potent tool of social influence, often causing people to act in ways that are clearly contrary to their own best interests.

Commitment decisions, even erroneous ones, have a tendency to be self-perpetuating. They often “grow their own legs”. That is, those involved may add new reasons and justifications to support the wisdom of commitments they have already made.

As a consequence, some commitments remain in effect long after the conditions that initially spurred them have changed. This phenomenon explains the effectiveness of certain deceptive compliance practices.

What This All Means

What this all means is this… when your new client makes a decision to purchase, to reassure to themselves they’ve made the right choice (balancing risk and reward), at a deep subconscious level they vehemently defend their decision. This defence manifests in various ways including:

  • Within close proximity to time of purchase new clients are much more likely to speak positively of your service to others. [Note: Ask for referrals].
  • They will talk highly of your service generally.
  • They’ll defend their purchase to challengers.

And YES…

  • They’ll even re-purchase to defend their initial purchase decision.

Some Additional Benefits of Contacting Clients Shortly After Purchase

Contacting new clients shortly after purchase gives you the ideal opportunity to resell your service and your business – reassuring the client he or she made a shrewd decision.

By doing that for your client:

  • You reinforce their need for assurance.
  • You partner with them in their quest to reinforce their decision; hence increasing your credibility.
  • You allay any niggling fears they may have (usually instilled by another party).
  • You make the client significantly more receptive to future offers.
  • You can request referrals.
  • You can explain how best to use your service; teaching them how to use the service more often and re-order sooner.

Source: www.coachingclub.com.au/ucbbp