Marketing: The After Sale

I’ve written a few times on how your marketing is more than the ad you run on TV or in the newspaper. Marketing is everything you do before, during, and after the sale. I was reading a blog post from Seth Godin this morning. Seth is an author and speaker who has presented at TED and has over 160,000 Facebook fans and close to 100,000 people in his Google+ circles.  He wrote:

Are you letting other people talk to your customers?

  • At the big box pet store they have a vet’s office in the back. Ask the lonely woman at the counter, “Excuse me, do you know where the leashes are?” and she’ll say, “No, I don’t work here.”

Really?

  • She sits there every day, day after day, and she doesn’t know or doesn’t care where the leashes are? Who let her in this building, and why?
  • The tourist bureau of your town is spending a fortune to attract visitors, but when the security officer at the taxi stand sneers at a tourist, all of that goes down the drain.
  • The band worked hard to sell you a ticket, but when the opening act gets too loud and goes too long, all that goodwill disappears fast.

You may not have the authority or the control to decide who gets to talk to your customer before you do. Doesn’t really matter, though, because the customer thinks you do.

Everything he wrote spoke of how to ruin the experience before the customer ever has a chance to buy anything. Are your opticians ruining the experience prior to the doctor giving an eye exam by being indifferent? Are your optometrists ruining the retail experience in how they give an exam and hand the patient/customer back to the optician afterwards?

By the same token, what are you doing to affirm the sale when the patient/customer comes back to pick up their new eyewear? Are you bringing them their new purchase in an industrial plastic lab tray? Or are you making a presentation of their new eyewear on a velvet lined tray or basket of some sort? Are you sending them home with their new eyewear in a nice case or a plastic bag? Did you give them a cleaning cloth from the manufacturer or something to remember your store with? Did you give your customer/patient a shopping bag they will keep or something they will throw away as soon as they get home?

I am of the school that firmly believes those little things all add up to contributing to the customer experience in a big way. When someone spends hundreds of dollars on a new pair of eyeglasses or sunglasses, you can either make them feel their money was well spent, or make them feel like they were taken advantage of.

Starting in the store with the fitting and continuing with the extras you send them home with truly does separate the better stores. Think about your shopping experiences and the difference buying a book at the grocery store at 40% off versus only receiving 20% at the book store but getting a nice bookmark and bag, or a pair of shoes tied together at the big box discount store versus paying a few extra dollars at the shoes store, but getting a nice shoe horn, bag, and a smile too.

Europtics, in Denver, Colorado has taken a lot of steps in this direction over the last several years. Where for years they were happy handing out a cleaning cloth produced in a solid color with their store location on it, they now have beautiful double-sided cloths with artwork that matches their promotional campaign “The Art Of Optics”. These are cloths you are happy to own and happy to use….to clean your eyeglasses, the screen on your mobile phone, and even your tablet.

I have a few of these and get comments on them every time I use them in public. That’s the sort of after the sale marketing you want to be considering as you get ready to visit Vision Expo West in a few weeks.

Here are a before and after photo of the Europtics cleaning cloths. Which do you prefer and what are you giving your patient/customers?

Before

After

Daniel Feldman, is a co-founder to the Visionaries Group  visionariesgroup.com (on Facebookand CEO of dba Communicationsdbadesigns.com, (on Facebook) a web design and social media firm specializing in helping eye care practices achieve success.

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Comments

  1. Dear to whom it may concern, if anybody:
    The old blue cloths cost us $0.24 in 5,000 quantities. The new cloth, which is about an inch longer and the same width cost $0.30 + shipping from Korea in 20,000 quantity. Shipping and custom broker charges add an additional $0.02 per cloth.
    Dan Feldman put the glasses on the Van Gogh and the Modigliani and another 7 pictures which are on our business cards. Furthermore, Dan bargained the price down to what I quoted you.
    And those are a couple of the reasons that I love Dan; additionally, he satisfies my wife. Contact Dan and he’ll tell you why he won’t put eyeglasses on a Picasso.

  2. Julia Emery says:

    Do you mind sharing the name of the company that provides the cloths?

  3. The name of the company is

    KUK JE CASE co
    ADD: 838-19 ,Geomdan-dong ,buk-gu, Daegu,702-800 KOREA
    Tel( 82-53) 384-3616 -8 Fax(82-53)384-3619

    My contact there is Kim
    the email is cases@cases.co.kr

  4. Julia Emery says:

    Thank you so much!!