Recently, I was pleasantly surprised to find I had received two books that I had ordered five days earlier. Both were used, one came from Borders Marketplace, the other from another Web site that I can’t recall. In both cases I was a first time customer.
They both appeared nearly new with only slight wear and tear. I saved nearly 50% off the price of new ones. I was very pleased with both the condition and with the bargains I had received. My needs were met in terms of speed of delivery and exceeded in terms of quality and price. Opening both books at once and seeing the value I received made for a great customer experience.
I’d like to go back and order from these two sellers again but the problem is, neither of them made any effort to establish a relationship with me. One shipment contained a packing slip, the other nothing.
How much more effort would it have taken to put a thank you letter in with each book, expressing the hope that I enjoyed my selection and if I had any problem, please contact them at xxxxx. And, oh, by the way, if I wanted to order again, the seller hoped that I would consider them first.
I don’t know what kind of volume these folks have, so I’m not really expecting a hand written note. But they could create several templates and then just personalize them with my name. It’s called a business letter (using mail merge) and in the days before e-mail, it was all the rage.
One of the first things I was taught as a salesman was to introduce my product and myself. Neither of these two companies introduced themselves.
A great experience does not always mean that a relationship will be created. The business owner needs to take an additional step. That nature of that step will vary, but in this case a letter or something similar with the company name on it thanking me and asking for my continued business would have fit the need. When you don’t take that additional step, it’s only a transaction, no matter how great the experience.
I had two transactions with two different book sellers. Both exceeded my expectations. Neither bothered to establish a relationship with me.
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