Are You Building a Company You’re Secretly Ashamed Of?

One of the entrepreneurs I work with was discovering the challenge of convincing people to buy her product again. She sells a custom soap for people with a certain type of skin sensitivity, it’s effective, and she has happy customers. Despite all of that, she was struggling to get repeat buyers.

Why? After all, as anyone in the business world knows, “your best customer is the customer you already have.” In other words, a person who already bought a product once is someone who clearly knows about the product, has a need for it, and is willing to spend money on it.

Those are the three most important qualifiers for a potential sales lead in a customer acquisition process. Shouldn’t that make re-selling something relatively easy?

“I don’t understand,” the entrepreneur said as we met for coffee to discuss the problem. “Our customers like the product. They’re obviously using it all up. But they’re not buying again.

How do we get them re-buy?”

“And you’re sure they like the product?” I asked.

“As sure as we can be,” she said. “We’ve surveyed past customers, and they’ve been positive. We’ve got great reviews online. There’s nothing that suggests people don’t like it.”

“And what does your follow-up process with them look like?” I asked. “How often are you emailing them product updates, new items, special sales, and things like that?”

“We’re very careful not to SPAM our customers, the entrepreneur assured me. “We never send extra emails. I’d be shocked if people weren’t buying because we’re bothering them too much.”

“Bothering them?” I asked. “You mean you’re not emailing previous customers at least every week? What’s wrong? Are you ashamed of your product?”

“No,” she assured me. “Of course not.”

“Then that’s the problem,” I told her. “When a company is worried about emailing its previous customers, that’s a red flag. It means they’re ashamed about what they’re selling. If you’re proud of what you’re selling, you should want to communicate with customers as often as possible.”

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