If you own a creative business, events like fairs, music festivals, local outdoor markets, conventions, trade shows or other events are a primary way for you to sell what you create.
Live venues are great places to establish relationships with customers, because you’re meeting them face to face. Many people will buy right then and there.
But what if you don’t have a way to stay in touch after the event is over?
Then you’re wasting a huge opportunity to capture sales from repeat customers and on-the-fence buyers, not to mention those who will visit again at the next event.
How much of a difference would it make to your income if you could keep in regular contact and nurture relationships with fans and customers, instead of just crossing your fingers and hoping they’ll find you again? That’s not a real strategy, but here’s something that is.
Stay in touch with these three types, and make a huge impact on your future earnings
1. The undecided
They circle around three or four times, looking at the same items. They consider, and reconsider, then end up not deciding to purchase. Some people find it hard to make a decision on the spot, and might walk away without buying. But what if you show up in their inbox the next day? Now there’s a way to nurture a relationship until there’s enough of a comfort level that they’re ready to buy.
Notice I didn’t say ‘pester them with sales messages until they give in and buy.’ Your goal is to be helpful and generous so that you eventually have multiple transactions, not to get one immediate sale and never be seen again.
2. The first-time customer
These are people who have made a purchase, and would be perfectly happy to buy something else from you, given the right circumstances. Problem is, they won’t actively try to track you down. That’s why it’s so important to show up in front of them periodically with content they’re happy to get. Build familiarity and create a willingness to buy from you again. Flies, honey, and all that.
3. The big fan
If you start seeing the same faces at event after event, there’s a good chance you’re dealing with fans who love your work. Those people probably follow you on social media and would be very receptive to ongoing contact through other means. Are you providing it? If not, you could be blowing an opportunity to create the best kind of buyer; the repeat customer.
Stay in contact to stay on the radar
One solution allows you to stay in touch with all these characters, without being a pesky salesperson.
Give your fans more of what they crave. Give the undecided a chance to kick the tires some more and be there when they’re ready. And give people who have already bought one thing the opportunity to become real fans and repeat buyers.
A virtual you, implemented the right way – an online presence that includes your own website and an email list with willing subscribers – lets you catch up with undecided buyers, fans, and first-time customers.
It lets you be there in multiple ways so you stay in front of the people who matter most for your business; the ones who will buy from you over and over again if you give them the opportunity.