Why the Sale Doesn't End at the Checkout
I was talking to a landscaper in Chermside the other day. He’s a hard worker, does a brilliant job, and his customers love him. But he told me something that broke my heart: "Once I pack up the tools and get paid, I never hear from them again unless something breaks."
He’s not alone. Most Brisbane small business owners are so busy chasing the next new customer that they completely ignore the person who just handed them money.
Think about it. You’ve already done the hard part. You paid for the ads, you took the phone calls, you did the quote, and you proved you’re not a cowboy. That customer already trusts you. Why on earth would you let that relationship go cold?
Setting up a series of automatic emails that go out after someone buys from you is the easiest way to grow your business without spending a cent more on Facebook or Google ads. It’s about turning a one-off job into a lifelong customer who tells their mates about you.
The "Silence is Deadly" Mistake
Most businesses send a receipt and then go radio silent. This is a massive missed opportunity.
Imagine you just bought a high-end BBQ from a shop in Fortitude Valley. You get the receipt, it’s delivered, and then... nothing. Two weeks later, you’re trying to figure out how to clean the grill plates properly. If that shop sent you a quick email two days after delivery with a video on "How to keep your grill looking brand new," you’d think they were legends. You’d be much more likely to go back there for your covers, tools, and gas refills.
When you stop talking to a customer the second the money hits your bank account, you’re telling them they were just a transaction. But when you follow up, you’re building a brand. You're becoming the "go-to" person in your industry.
Step 1: The "Thank You" and What Happens Next
The first email should go out immediately. Yes, it includes the receipt, but it should also set expectations.
If you’re a service business—say, a pest controller in Carindale—this email should tell them exactly when you’ll arrive, what they need to do with the dog, and how long they need to stay out of the house.
If you sell products, tell them when it’s being packed and when the courier will knock. This reduces the number of annoying "Where is my stuff?" phone calls you have to answer, saving you hours of time every week. This is exactly how you turn enquiries into paying clients who actually trust your process from start to finish.
Step 2: The "How’s It Going?" Check-in
A few days after the product arrives or the job is done, send a check-in. This isn't about selling; it’s about making sure they’re happy.
I’ve seen this work wonders for a boutique furniture maker in Ipswich. He started sending an email 7 days after delivery asking, "Is the table fitting well in the room? Any questions about the wood care?"
If there’s a problem, you find out now—privately—rather than seeing a 1-star review on Google six months later. If they’re happy, they’ll tell you, and that leads perfectly into your next step.
Step 3: The Review Request (The Gold Mine)
Google reviews are the lifeblood of Brisbane small businesses. When someone searches for a "plumber near me," they look at the stars.
Don’t just hope people leave reviews. Ask for them. About a week after the job is finished, send an email with a direct link to your Google Business profile. Say something like: "As a local business, our reputation means everything. If you’re happy with the work, would you mind leaving us a quick review? It takes 30 seconds and helps us out a lot."
You’ll be shocked at how many people say yes simply because you asked.
Step 4: The "You Might Also Like" (The Money Maker)
This is where the real profit happens. If someone just bought a new skin treatment from your salon in Paddington, they’re going to run out of cleanser in about six weeks.
Why wait for them to remember to buy more? Send an automated email at the five-week mark saying, "Hey, you’re probably running low on your cleanser. Click here to reorder and we’ll have it ready for you to pick up."
For tradies, this might be a reminder for an annual service. If you installed an air conditioner in November, send an email the following October saying, "Summer is coming, let's get that unit cleaned so it doesn't fail you on a 40-degree day." This is the most effective way to bring back old customers without having to hunt for new leads.
What This Costs and How Long It Takes
Let’s talk turkey. How much is this going to set you back?
Software: You don't need a $500-a-month system. Most basic email tools for small businesses cost between $20 and $50 a month. However, be careful—some "free" tools end up costing you more in lost sales because they are hard to use or don't actually get delivered to the inbox. You need to consider your email platform costs versus the actual return you'll get. Time: If you do it yourself, expect to spend a solid weekend getting it right. You have to write the emails, connect your booking system or shop to the email tool, and test it to make sure it works.
- Results: You should see more reviews within the first month. You’ll see repeat sales usually within 3 to 6 months, depending on what you sell.
What’s a Waste of Money?
Don't go out and hire a fancy "copywriter" to write 2,000-word essays for these emails. Nobody wants to read a novel from their sparky. Keep it short, keep it helpful, and make it sound like it’s coming from a human, not a corporate robot.
Also, don't over-complicate the tech. You don't need fancy designs with 50 images and buttons. Plain text emails—the kind you’d send to a mate—actually work better. They feel more personal and they don't get stuck in the "Promotions" tab as often.
How to Get Started Today
If you want to stop leaving money on the table, here is what I’d tell a mate to do first:
1. Pick one thing: Don't try to build a 10-email sequence. Just start with a "Thank you and Review Request" email. 2. Write like you speak: Imagine the customer is standing in front of you. What would you say? Write that down. 3. Automate it: If you have to remember to send these manually, you won't do it. You're too busy. Use a tool that connects to your invoice or booking software so it happens while you sleep.
I’ve seen dozens of Brisbane businesses double their repeat work just by staying in touch. It’s not magic, it’s just good manners. And in business, good manners are very profitable.
Need help setting this up so you can focus on your actual job? At Local Marketing Group, we help Brisbane businesses automate their follow-ups so they can grow without the headache. Contact us today and let's get your phone ringing more often.