This post will be less technical than my typical, but equally as important. If you’re going to succeed from a NetSuite ecommerce perspective, you have to learn the art of romance. The mistake is to view business relationships as platonic. And that mistake will cost you in lost sales and short-term customer relationships.
Let’s examine the nature of platonic relationships. Think about every platonic relationship you’ve ever had. How were they formed? Was there a strategy? Did you follow protocol? Did they all follow a similar course?
If you’re like most, they happened randomly or were born of circumstance – you were in the same classroom, dormitory, fraternity, sorority, etc. The usual goal was to find someone with whom you’d enjoy passing time – a kindred spirit. The other key characteristic is that you weren’t trying to get something from them. There was no contemplated exchange.
Now think about romantic relationships. First, there is always a contemplated exchange. And both sides are aware of the end game. As a result, the course of romance is considerably more structured. There is protocol (a courtship ritual), and any breach can damage or destroy the relationship.
Business relationships are also predicated on an exchange of value. The buyer wants what the seller possesses. A marketer wants access to a blogger’s audience. A job seeker wants to be employed. As a consequence, they too are structured. It is this necessity for structure that makes the NetSuite platform so powerful for romance!
To get you started, here are five romantic ecommerce ideas in a recommended order of execution:
- Recognize not all visitors to your online store are ready to purchase. Give them a way to start a relationship with less commitment. To be plain, get creative and provide something of value (like a guide to something that will help them). Then, request their name and email address as an exchange of value – your content for their contact information.
- Don’t let a single transaction be the end of it (transaction can be a purchase or a request for more information). NetSuite gives you 120,000 opportunities annually to touch customers (email). Have you set up any business rules to automatically send an email to customers that meet certain criteria? For example, those who haven’t purchased in a reasonable time frame for your product (usually the less durable, the shorter the time frame).
- Is there anything that you can communicate that would be helpful over a 12-month period? Is that content evergreen (meaning will it be just as relevant a year from now or even 5 years from now)? If you sell automotive items – maybe you could provide a 12 part series on vehicle safety tips. Add your new prospects and customers to this series – stay in touch with them at least monthly that first year – and beyond if you can muster the content.
- Don’t be afraid to ask prospects to buy. If you’ve created an email series, make sure to put an offer in front of them every so often.
- Keep the romance alive. Send a single use coupon code to your best customers – surprise them with an unbelievable opportunity to get something they want. It’s a great way to show you still care and reward them for loyalty.
If you have other romantic notions, please share as a comment below. For building these relationships, you might want to read my NetSuite + WordPress = Success post.
If you have any questions, as always you can reach out to me at email@example.com.
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NetSuite Ecommerce & The Art of Romance by John-Scott Dixon is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.