Make it easy...
Probably over half of Fuller's products are items that are refillable or will be used up. Most people are bombarded with ads, flashy labels and displays, as well as having lack of time to plan ahead. Even though they may prefer a Fuller product, they may snatch whatever they see from a store when they run out. You may think they have your phone number and will take the time to call to order, but in reality, in today's complicated world, it doesn't always work that way.
First, it's important to keep in contact with your customers regularly, with their purchase records in front of you. This way you can remind them when they need to buy a refill or replacement, or find out when they will need to do so. You can even take advance orders for a month or two down the line, or arrange for automatic delivery of items like detergent.
But there's another easy way to help assure repeat sales. Snag one of those ads for cheap rolls of self-stick labels. Instead of your address, add "To reorder call 000-000-0000" (your phone number). Paste a label on every can (not the cap) or bottle you sell. This serves as both a reminder to reorder ahead of time, and ease of picking up the phone and dialing your phone number.
We couldn't begin to count the quantity of customers who CALL US regularly to reorder products they've used for twenty or thirty years, faithfully. That's a lot of sales and profits! And almost passive income, too.
Incidentally, voice mail or an answering machine, and caller ID, are vital business tools. Customers or prospects may forget to call back if they don't get an answer the first time.
Bess W. Metcalf
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