What happens after your customers purchase?

We've all seen the headlines about President Donald Trump trying to acquire Greenland. Predictably, they are having none of it - no amount of money is going to convince them.

It's a useful marketing reminder: winning someone over is only half the battle (although in Trump’s case, it might be most of the battle!). What happens afterwards matters just as much, if not more.

Which brings me to something I've been noticing: most businesses I work with spend hours agonising over how to win new customers, then go completely silent the moment someone buys.

The numbers tell an interesting story. Here in New Zealand, customer acquisition costs have jumped by 45% over the past three years, while retention costs have remained relatively stable. Yet despite this widening gap, most Kiwi companies still invest five times more in acquiring new customers than in keeping existing ones.

The maths is pretty straightforward. An existing buyer is 60 to 70 percent likely to buy again, while the conversion rate of new customers sits at just 5 to 20 percent.

What happens after your customers purchase🤔

For many Kiwi business owners, the answer is: a confirmation email, or maybe an invoice - then silence. Perhaps a "How did we do?" survey or text six weeks later that nobody fills out. 

Here's the simplest thing you could implement right now: a genuine 'thank you' email that isn't just a receipt.

I'm talking about something a real person might actually write. Not "Your order #47392 has been processed" but something that acknowledges the specific choice they made. If someone's just bought a particular product or service, tell them what to expect next, share a tip on getting the most from it, or let them know you're there if they need anything.

One client of mine runs a gardening supply business. After someone orders, they send a brief email with planting tips specific to what the customer bought. Nothing fancy. Just useful. Their repeat purchase rate is well above the industry average, and I'm convinced this is a big part of why.

Most of your competitors aren't doing this. Which means the bar is surprisingly low for standing out in a good way.