As a designer or artist you might have an online store on your website or on another platform (such as Etsy, Craftsy, Zazzle etc.). You’re checking your analytics and see that visitors are coming in but sales rarely follow, and you start asking yourself why these people aren’t buying? If this was a brick and mortar store or even a booth at a craft fair, you could talk to people, ask and learn from their comments and answers. How do you do that online?
I believe the key is to Make it Personal. Buying and selling online can sometimes feel very automatic and un-personal, like you’re communicating with built-in systems and computers instead of real people.
When I first opened my Party Printables shop, I realized that since a person can purchase and immediately download a product, the whole process could work completely automatic and that I may never have any contact with some of my customers. I decided very early on that I want to change that and make a personal connection with them.
Here are 8 tips on how you can do that:
1. Show them you’re a real person
In my opinion, personal connection with customers and potential buyers is the most important aspect when running an online business. Buying and selling online can feel very alienating, since you don’t see the person on the other side of the computer screen. Try to be as accessible as you can for the people interested in your products and services. Help them see there is a real person who cares about their needs and will be there to answer their questions and concerns.
Write an about page so that people can learn a bit more about you and your business.
Share your inspirations, ideas and maybe some “behind the scenes” of your design process using social media and a blog.
Make it super-easy for people to reach out: Create a visible and easy-to-use contact form with a simple and inviting call to action such as “Feel free to contact me with any questions you may have!” You can also include your email, phone number and other ways to reach you.
3. Give them GREAT customer service even before they’re your customers
People may have questions before purchasing. Maybe there is something they want to clarify, maybe they want reassurance, or maybe they just want to know there is a real person behind the product and who that person is. My advice – Be nice, be professional, and keep your answers short and sweet. Don’t turn a simple answer into a sales pitch, and don’t over load your buyers with extra unnecessary information. Instead, open a route for communication – I always finish an answer with “let me know if you have any further questions” or “let me know if you need anything else” – this makes the person on the other side feel comfortable enough to ask more questions and helps to start a dialogue.
4. Thank Them Personally!
This one is very simple – after people purchase from you let them know you appreciate that – by writing to them in person! Don’t just send an automated ‘Thank You’ reply.
You can show your appreciation by creating beautiful wrappings for the products you ship, inserting a personal hand-written thank you note or maybe even adding a small gift to the package.
If you’re selling digital items, you can send a personal thank you message and maybe a small freebie.
I send a personal message or email to each person buying from my shop, thanking them and letting them know I am available if they have any questions.
5. Show them you care – Follow up
After your customers receive the product, reach out to them and follow up. Ask if they are happy with their purchase, what they liked and didn’t like, if they have any suggestion on how you can improve your products and what more would they like to see in your shop.
Make sure to address any issues or concerns they may have.
I usually contact my customers 4-6 week after purchase to follow up (I learned that this is a reasonable time period for most of them to already use the party printables). I thank them again, send a little gift and ask for their comments.
6. Don’t Spam
Sending a ‘Thank You’ message right after purchase and following up a little while later is enough. Not all customers will write back, but you will be able to learn from those who do. Don’t write multiple messages if you don’t hear from a customer, respect their time and privacy (and inbox!).
I heard some sellers like to add their customers’ email addresses to their mailing list. Personally I don’t do that and I’m not sure if it’s a good idea. Sure, some customers will probably be happy to receive your updates, and those who don’t can always unsubscribe from your mailing list (if you do add your customers without asking them, make sure they have an EASY way to unsubscribe if they want to!). But imagine this – what if ALL online sellers you ever bought from decided to add you to their mailing list? I wouldn’t want to start receiving so many emails and newsletters. I prefer to choose and subscribe to what interests me, so I give my customers the same choice.
7. Be Honest
Don’t try to manipulate your customers, don’t lie to them and don’t ignore their messages. Remind them there is a real person behind the emails they receive by showing a little of your personality in what you write. Don’t be afraid to admit your mistakes, it shows you’re human! Be honest and caring and remember you are talking to a real person, who will usually respond to your honesty with great appreciation.
8. Learn and Improve
Communicating with your customers and potential buyers is a great way to learn what they want and need. Then you can change, tweak and re-design your products and also create new products and give better offers to new and returning customers.
The bottom line is this: You can’t control people’s decisions to buy something, but you can make it easier for them to choose you, by making a more personal connection.
How do you make a personal connection with your online customers? Please share your story in the comments below: ⇩⇩⇩