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A good retail sales associate understands that the customer journey doesn’t end at the sale—it’s just the beginning. Successful follow-up not only nurtures relationships but also leads to repeat business and increased customer loyalty.
At Tillis Jewelry, based out of Columbia, Tennessee, Eric Trammell and his team have mastered the art of strategic follow-up, turning thoughtful messaging into real results. We sat down with him to get his insights on what it takes to effectively follow up with customers in a way that gets them back in the door.
Q&A with Eric Trammell of Tillis Jewelry
What kinds of follow-up messaging seem to resonate best with your customers?
“One type of follow-up message that our customers really respond to is actually our automatic message out of Clientbook requesting Google Reviews. We send automatic Google review requests to customers who buy with us. Then, if the customer writes us a nice review, we make sure to write them a handwritten letter expressing our gratitude, along with a free polishing cloth for their jewelry.”
Can you share an example of a successful follow-up that led to a repeat purchase?
“Any time a customer purchases a piece of jewelry from us, they are tagged in Clientbook to send a message to them that says, ‘This is Tillis Jewelry! We would like to extend an invitation for you to have your jewelry professionally cleaned and inspected at no cost. Our goal is to keep your pieces looking stunning!’
This is sent out to customers every six months. The customer will come in saying they have received the message. As the customer waits, our associates on the sales floor can talk with them and show them new pieces that they haven’t seen before, which has led to additional sales and customer loyalty.”
Do you do anything leading up to special occasions or life events?
“Two weeks before anniversaries and birthdays, we send out an automatic message to customers with a coupon that gives them $100 off merchandise priced at $500 or more. We see a lot of customers come back—or their spouse—with the text message as proof on their phone. It’s very effective!”
How do you track which customers haven’t shopped with you in a while? What strategies do you employ to bring them back?
“We send them reminders to come get their jewelry checked and cleaned. We also like to send customers we haven’t seen in a while a handwritten letter or call them just to make sure they are doing okay and let them know we hope to see them soon.”
What’s one thing you’d tell other jewelers to avoid with respect to sales and marketing?
“You can’t give up when things get hard. Stick with the plan and never give up on it. Whether it’s marketing or events—like our Annual Vintage and Estate event that we’ve been putting on for the last seven years. Each year it has gotten bigger and it’s turned into an event that all of the customers look forward to.”
Start strengthening your follow-up today
Effective follow-up isn’t just about staying in touch—it’s about strengthening relationships and driving repeat business. If you want to implement a follow-up strategy that keeps customers coming back, consider using Clientbook to make it simple and scalable.
Want to see how it works? Schedule a demo today!
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