Why Most Brisbane Businesses Leave Money on the Table
Most small business owners I talk to in Brisbane—whether they’re running a landscaping crew in Carindale or a boutique shop in Paddington—spend all their energy and money on the "chase." They focus entirely on getting that first sale.
But here’s the truth: the cheapest sale you will ever make is the second one.
Once someone has given you their credit card details or paid your invoice, the hard work is done. They trust you. Yet, most businesses send a generic receipt and then... silence. They ignore the customer until they need another sale, at which point they start the expensive chase all over again.
Setting up an automatic follow-up sequence (what some call a post-purchase flow) is like hiring a 24/7 salesperson who never sleeps, never calls in sick, and doesn't take a commission. It’s about making sure that the moment someone buys from you, a system kicks in to turn that one-off transaction into a long-term relationship.
The "Silent Salesman" Strategy: What It Is and Why It Works
I’m not talking about spamming people. I’m talking about sending a handful of well-timed emails that make your customer feel like they made a great choice.
When you do this right, three things happen: 1. You get more 5-star reviews: Because you asked at the right time. 2. You get more referrals: Because you’re top of mind. 3. You get more repeat work: Because you reminded them what else you can do.
If you're worried about the tech side, don't be. While there are plenty of complicated tools out there, you need to be careful about email platform costs eating into your margins. You want something simple that works.
Step 1: The "Thank You & What’s Next" Email (Sent Immediately)
Most receipts are boring. They look like a tax document. Instead, your first email should confirm the order but also build excitement.
If you’re a tradie, tell them exactly when you’ll show up and what they need to do to prepare (e.g., "Make sure the side gate is unlocked"). If you sell products, tell them how excited you are to get it packed.
The Goal: Eliminate "buyer's remorse." Make them feel like they are in good hands.
Step 2: The Value Add (Sent 2-3 Days Later)
This is where most people go wrong—they try to sell again too fast. Instead, send something helpful. - A carpet cleaner could send "3 tips to make your clean last longer." - A pool shop could send a simple guide on testing water at home. - A florist could send a video on how to trim stems so flowers live for two weeks.
By being helpful without asking for money, you build massive trust. This is part of a broader segmentation strategy where you treat customers like individuals, not just names on a list.
Step 3: The Review Request (Sent 7-10 Days Later)
Google reviews are the lifeblood of Brisbane small businesses. If you have 50 five-star reviews and your competitor in the next suburb has five, you win. Period.
Don't just say "Leave us a review." Say: "We’re a local Brisbane family business and your feedback helps us grow. Could you spare 30 seconds to let us know how we did?"
Include a direct link to your Google Business Profile. Make it dead simple.
Step 4: The "What Else?" Offer (Sent 14-21 Days Later)
Now you can sell. If they bought a lawn mow, offer a hedge trim. If they bought a pair of shoes, suggest the leather cleaner.
I’ve seen this work wonders for a plumber we worked with in Morningside. After fixing a leaking tap, he’d send an email two weeks later offering a discounted "Whole Home Plumbing Inspection." It filled his calendar with easy, high-margin work during quiet weeks.
To make this work, you need to ensure your messages actually reach the person. If you've had trouble with this before, you might need to fix why your emails go to junk folders instead of the inbox.
How Much Will This Cost You?
Let’s talk brass tacks.
- Software: You can get started for $20–$50 a month using basic tools like MailerLite or even the built-in tools in your booking software (like ServiceM8 or Shopify). - Time: It takes about 4–6 hours to write these emails and set them up once. After that, they run forever. - The Alternative: Spending thousands on Google Ads every month because you keep losing customers and have to find new ones.
In my experience, a solid follow-up sequence can increase the total value of a customer by 20% to 30% within the first year. For a business doing $500k a year, that’s an extra $100k-$150k in revenue for the cost of a few lattes.
Common Mistakes to Avoid
1. Being too "Corporate": People in Brisbane buy from people. Write like you talk. Use "I" and "You." Don't use fancy marketing words. 2. Sending too many emails: Four emails over three weeks is plenty. Don't become a nuisance. 3. Not testing your links: Click every link yourself before you turn it on. There’s nothing more embarrassing than a "Review Us" link that goes to a 404 error page. 4. Forgetting the phone: For high-value services, sometimes an automated text is better. We’ve seen great results combining email and text for service-based businesses like mechanics or dentists.
Realistic Timelines for Results
You won't see a flood of cash tomorrow. This is a "slow burn" strategy. - Week 1-2: You’ll notice more Google reviews coming in. - Month 1-3: You’ll start seeing "reply" emails from customers asking for more work or thanking you for the tips. - Month 6+: You’ll notice your "customer lifetime value" (the total money a customer spends with you) starts to climb.
What Should You Do First?
If you’re busy—and I know you are—don't try to build a 10-step masterpiece.
Start with one email. Set up an automatic "Thank You" email that goes out the day after a purchase and asks for a Google review. That alone will put you ahead of 80% of your competitors in Brisbane.
Once that’s working, add the "Helpful Tip" email. Then add the "Upsell" email. Build it piece by piece.
Marketing doesn't have to be a dark art. It’s just about staying in touch with the people who already like you.
Need help setting up a system that actually makes money? At Local Marketing Group, we specialise in helping Brisbane business owners stop wasting money on marketing that doesn't work. We can build these systems for you so you can get back to running your business.
Contact Local Marketing Group today to see how we can grow your sales.