We talked last year ... at length ... about the fact that you were going to have a glut of customers courtesy of a global pandemic. We talked about how important it is to convert a first-time buyer RIGHT NOW before the customer becomes unresponsive.
If we conducted a survey asking how many of you made meaningful changes to marketing strategy for this enormous glut of first-time buyers, we'd learn that fewer than 10% of you did anything meaningful.
I know ... you'd respond: "But Kevin, we didn't waste the opportunity. You don't get it. We could barely keep enough inventory on-hand to stay in business. Nobody was in the office. Our vendors were equally impaired. And we still grew our business by 50%. I'd rather count money than spend money on a tactic that is unproven. And let me tell you, we counted the money last year."
Of course, now business is slumping ... with some of you selling less in May/June/July than you sold two years ago ... and that's with a ton of new customers on the file.
That means you are going to have to reactivate customers, doesn't it?
So we'll talk about Customer Reactivation over the next few posts.