This guide will help you to continue building your gifting strategy for post-sale accounts! In this resource, we'll focus on inspiring customer delight with unique Postal plays in relationship management & using Postal for cross-selling and expansion opportunities.
Applies to: Professional Services, Customer Success, Account Management
What You Will Learn
- How to build customer sentiment with Postal
- How to tap into Expansive Revenue using Postal
Build Customer Sentiment with Postal
How are you building great customer experiences and relationships today? How can we build personalized offline touchpoints into day-to-day relationships with our customers to build rapport? At the end of the day, people buy from people, and there is no better way to celebrate human experiences for your customers than with Postal sends!
“Great customer experiences lead 42% of consumers to purchase again” (Zendesk Customer Service Study)
- Build a custom kit with Paper Plane & partner with your CSM/AM teams to target top priority customers as an EOY customer appreciation play. No, it’s not too soon to start thinking about your end of year gifts. Alternatively, you could create collections using Postal’s on-demand marketplace which is always STOCKED with seasonal & holiday goodies.
- Celebrate customer milestones: from marriage, to new homes, to new babies Create standard collections for each milestone to drop into templates for CSMs to send out when they learn of important customer milestones.
Best practice! Create “Saved Messages” in Postal or create templates in your email automation tool. Pre-write the messaging for your post-sale team to make it really, really easy for them to send these off when the time is right! Consider preparing your Users to celebrate customer birthdays, sickness, a new pet, promotion, and more!
Choose top 3 “life milestones” that your post-sales team might want to celebrate & set it up. Your CSMs will thank you for making their lives easier, and your customers will thank you for treating them like humans first and foremost who have infinitely more going on in their lives than their 9-5 job. Honestly this is a great HR use case to stand up internally too for your people ops team to retain employees!
- Does anyone constantly monitor fun or silly reasons to celebrate random days? If you don’t, you’re welcome, here’s a calendar you TOO can monitor like a wild human: https://nationaldaycalendar.com/. Building out monthly “engagement days” where you offer a giveaway based on customer engagement in your online communities is a great way to not only inspire more conversations & connections between customers, but also to build rapport and excitement among customers. For example - if tomorrow is national donut day here in the USA, you could do a giveaway of donuts for the top 3 people who comment or post on that day!
Tap into Expansive Revenue using Postal
The goal of expansion or upselling current customers is improving stickiness. Typical tactics to expand into other departments and segments of business through internal selling with current champions are CSM/AM collabs, success stories from expansion customers, emails, targeted ads. All great strategies, and here are a few!
Virtual Experiences
The hardest part of upselling or cross-selling your product is holding your champion’s attention long enough to share the added benefits or point points that you can solve for an additional business segment or with another product. Make it an easy ask for your champion to make the intro for additional business units by hosting a fun Postal Virtual Experience to land & expand in key enterprise accounts.
Depending on your goals, identify your companies or customers that have a high likelihood of needing X-product or Y-more users. Your target audience for this could be as limited as ONE customer where there’s a HUGE opportunity for, or you could target a small group of customers in a similar vertical or industry to expand your audience a bit.
If you haven’t explored Postal's Virtual Event Marketplace, this is your sign to do so.
There are all kinds of options for experiences, but for prospecting plays or upsell/expansion motions, there are definitely a few experiences we recommend because our expert, vetted events vendor partners include built-in time for you to strike up a conversation or run a mini-demo of your solution to customers. Cocktail creating, wine/chocolate/beer/cold brew tastings - all great options. Chair Yoga, Pizza making…probably not the best fit. Any event where there’s a natural break, you can fill with content to share a case study or strike up interest in that additional product you’re hoping to sell!
Remember: Bringing it back to overcoming the attention economy, you have 5-10 minutes of guaranteed time in front of event attendees in between cocktails or chocolate.
Direct Mail MagicLink Drip Campaign
An understanding of how your customers are using your products will help to formulate a plan for upselling them.
[Example] Suppose your company sells software, and data analysis reveals that customers who buy your basic version outgrow its capabilities at the nine-month mark.
This “Trigger” would be the ideal time to kick off a Direct Mail MagicLink campaign to drive those upsell conversations. Use this content to compare the features and capabilities of the basic version to the pro version of your software, highlight a customer who successfully made the transition & the impact that change made for them, or offer a discount for an upgrade.
You might even consider leveraging a Paper Plane Kit to launch or nurture expansion conversations.
Remember, all of the plays we have discussed prior to driving customer engagement will assist in facilitating renewal conversations and making it easier for your customers to say “YES” to additional years of business.
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