Distress purchases happen when something breaks down terminally like Monty Python’s parrot; classically, refrigerators and other household kit and motor cars. IT specialists get it, big time, when computers crash.
These are the sales that walk off your shop floor, or forecourt, because the customer needs them NOW. But what happens afterwards?
Those same customers may want other items, or services for them, but they may only associate you with the product they bought, when you could supply so many others. They were satisfied with your service, so satisfied they never needed to return. Have you kept in touch? Have you got their details? Did you even put a self adhesive label on the product to tell them who to call for service?
Perhaps the next guy did. Satisfied customers are the low-hanging fruit it is easy to sell to again. Don’t lose their details, do keep in touch, by letter, flyer, or special offer, then when they are in need, even if not distress, they will think of you first. All the statistics about direct mail go out the window when you use a list of your existing customers. I have special programmes to help spread the cost of a sustained contact campaign – get in touch.