- by Rory Ramsden
Following through after your product launchis crucial. So important, in fact, that I have devoted this whole post to it. It’s not a long one but don’t let that fool you. Sometimes the most valuable advice can be given in just a few words. Your customer satisfaction campaign starts the moment your new customer logs into your product delivery portal whether that be a membership site or a protected download page. You’ve got to get them to bond with their purchase before buyer’s remorse sets in…
First impressions count and you only get one chance to make one so don’t blow it. People should be bowled over by what they see… I’m not talking about great graphics here although they help. What I am alluding to is the quality and quantity of the content that you provide. Over-delivering and Under-Promising is the only way to earn your customers’ business and go on doing so for a long time. Provide a welcome video This is your first opportunity to say ‘thank you’ to your new customer ‘in person’ so don’t miss it.
And a quick start guide is essential to get people to consume your product. When they engage with what they have bought and get results fast, buyer’s remorse will not be a question. Make it as easy as possible for this connection to be made and your ‘returns percentage’ will be low.
Provide easy access to customer support and make sure those responsible are not only responsive but also quick to get the issue fixed. To err is human. Providing the solution fast is essential. Look upon your support desk as a profit center not an overhead.
Bonuses… Make sure yours are relevant and support the core product. Giving unannounced bonuses just because you feel like it, or to say thank you is cool but you should also consider a strategy for releasing them at key moments. Timing is, as always, everything. One of those moments is when your guarantee period is due to expire. People shouldn’t have this date on their minds but some might so make sure that you announce a bonus just before this date for delivery just after.
During your pre-launch sequence you delivered great content. You want to continue to do this long after your product launch is over. Doing so keeps your customers happy and also keeps your prospects warm and responsive to your emails. They know you are as good as your word. You are being consistent over time in your commitment to them through your actions not just your words.
If you have not done a launch before or even if you have and now realize that hiring a launch manager would be a smart thing to do, you may be wondering how much hiring a product launch manager will cost. The quick answer is not as much as you might expect. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. That is we work on a percentage of the ‘pre-return’s gross’ revenue that your product launch makes. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now