Some people say it only takes 100 people who are completely avid and passionate about a company to get it moving forward. I’m not even talking about a brick-and-mortar store or an online e-commerce store. I’m talking about an Amazon company, your store, online.
There are three ways I turn customers into champions for my store that I want to share with you today. I'll show you everything I can and exactly what steps to take so that customers are amazed at the service you give them.
If your customers love you, Amazon will love you. If Amazon loves you, you'll have much less trouble getting their approval for gated categories, better seller performance, and your sales will be increased as a result. Never underestimate the value of turning your customers into champions for your company.
Tip #1: Log into your Amazon Seller Central account at least twice a day.
This needs to happen at least twice every 24 hours. This is important! Amazon has metrics regarding customer communication: if a customer messages you, and you don’t respond within 24 hours, your account health will drop.
For example, if they submit a return request on an item that was FBM (Fulfilled by Merchant, or shipped off by you), you have to approve or respond to that request within 24 hours, otherwise it will hurt your account health.
When I started Amazon, I just checked once every day. However, if I did all my customer response and admin work on Amazon every day at 5pm, but one day only got to it at 5:10pm, I could potentially be outside of that 24-hour window and hurt my account. So it is very important you check your messages at least twice a day. I pay an assistant to do this for me. She checks it every morning and evening. This way, if there is an urgent issue, she can immediately contact me and we can fix it. We never have to scramble before the time runs out to resolve the issue.
Tip #2: Answer customer questions on products as they come in.
I have an email that is devoted to Amazon only. I used it to set up my Seller Central account. Every time an email comes in from Amazon, I know exactly what it is and where to find it. Email is also the fastest and easiest way to be notified. Sometimes customers will submit questions about a product on the listing itself. This is different than being messaged as a seller. Those messages you have to respond within 24 hours. This is the customer asking a product-related question on the listing itself. Amazon takes in these questions and re-routes them to different people depending on who they think can answer best. Sometimes, you as the seller will be notified of a question, and other times they go to other customers who have bought the product before. You’re not required to answer them, but I highly recommend it.
If you get an email that says “Can you answer this question?” it’s very important you click on it. It will lead you to a page on Amazon connected to the product listing where you can answer the question. For example, if you were selling a syrup sampler box and Amazon notifies you a customer asked “How are these syrups used?” you can click on it answer, “Normally in coffee, but also sometimes in tea, lemonade, cocktails, etc. Anything you want to add a little flavor to.” Then after you submit it, it will show up with the questions and answers on the product’s page.
The customer is hesitating on a buy because they need to know the answer to their question. The faster you answer the question, the more likely this customer is to buy the product.
Something else to consider is that if you get a lot of the same question on one product, it’s probably an indication you need to change your product description or the bullet points. So if I was selling the syrups and got asked “How are these syrups used?” Answer their question, but also put a statement that answers that question in your product description. It would be a bad assumption to assume the customer already knows how to use the product. Sellers should always adjust their product description based on the questions they receive unless it’s a very minor issue.