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Hi there.
Speaker:It's Sue.
Speaker:And thanks for joining me for tips and talk day.
Speaker:These are bite-sized topics that I pull from community questions and
Speaker:things that I'm observing in the world of handmade small business.
Speaker:If you'd like to submit a topic,
Speaker:DME over on Instagram at gift biz unwrapped,
Speaker:I'm just going to say it last November,
Speaker:just after Thanksgiving,
Speaker:I walked into Creighton barrel.
Speaker:Yes. The real store online to look around for stocking stuffers,
Speaker:and also check out some other options,
Speaker:hoping to make some progress on my gift list.
Speaker:One of the ways I like to decorate each year is
Speaker:to have initial ornaments hanging on the wall over the dog
Speaker:balls. I know you're thinking it.
Speaker:Yes. I am definitely an excessive decorator.
Speaker:Anyway, for the first time in the 37 years we've been
Speaker:married. We don't have any dogs at home right now,
Speaker:but my daughter was bringing her two puppies and I was
Speaker:so excited to have this scampering of little paws in the
Speaker:house. Again,
Speaker:back to crate and barrel.
Speaker:My eyes landed on these really pretty sparkly,
Speaker:initial ornaments.
Speaker:And I'm thinking,
Speaker:oh my gosh,
Speaker:these will be perfect.
Speaker:They had a silver O for Oscar blue,
Speaker:but they didn't have a gold B for ladybug.
Speaker:I asked at the counter if I could order them and
Speaker:have them sent to me,
Speaker:cause I thought that would be a great option.
Speaker:A friendly and helpful woman looked online to see if they
Speaker:had them in stock and told me yes,
Speaker:we can do that.
Speaker:And they should be sent out within the week.
Speaker:Fabulous. I was so excited.
Speaker:I don't know why,
Speaker:but putting up those ornaments in particular makes me so happy
Speaker:each year.
Speaker:I was really looking forward to their arrival a week,
Speaker:went by no ornaments,
Speaker:but no problem.
Speaker:Still plenty of time before Christmas.
Speaker:And I know there are always shipping delays this time of
Speaker:year. And right now we also have the whole supply chain
Speaker:issue going on more days,
Speaker:go by and more days.
Speaker:Now it's about 10 days before Christmas.
Speaker:So I call crate and barrel to inquire friendly as ever.
Speaker:They told me not to worry.
Speaker:She checked with their delivery vendor and it was delayed,
Speaker:but should be to me quickly.
Speaker:Now you can probably predict the end of this story.
Speaker:The holiday came and went and no O or B ornaments.
Speaker:I looked at the empty hooks each time I gave asker
Speaker:and bug their bowls and it made me sad.
Speaker:The ornaments did finally arrive in the middle of January.
Speaker:Let's review this here for a second.
Speaker:Something I bought for Christmas at the end of November,
Speaker:that they had in stock.
Speaker:That was reconfirmed after my inquiry call.
Speaker:Didn't make it for Christmas.
Speaker:Granted, these two ornaments,
Speaker:weren't a big sale,
Speaker:but all the other things I've gotten from Creighton barrel over
Speaker:the years,
Speaker:add up to thousands.
Speaker:A follow-up call from someone to ensure that I got my
Speaker:order in time would have been nice.
Speaker:They don't even know the disappointment that comes to mind when
Speaker:I see their logo right now,
Speaker:am I going to completely boycott their store to be real?
Speaker:No, but you better bet.
Speaker:I'm going to remember this for a while.
Speaker:And certainly as I unpack those ornaments to use next year,
Speaker:the service that I received,
Speaker:his tainted,
Speaker:my impression of their brand.
Speaker:I heard something a long time ago during my corporate days.
Speaker:It's one of those statements that holds true over time.
Speaker:And it's this.
Speaker:Don't tell people you have great customer service.
Speaker:Show them.
Speaker:It's too easy to talk about a level of care and
Speaker:service that you offer your customers.
Speaker:Let's face it.
Speaker:Everybody does that.
Speaker:But actually following through on this is where the majority of
Speaker:businesses fail.
Speaker:They talk one thing and they do another.
Speaker:It's surprising because having top-notch customer service in the majority of
Speaker:cases, doesn't add to the cost of you running your business,
Speaker:going the extra mile and adding in special touches to your
Speaker:business is more a matter of planning and implementing a process
Speaker:than anything else.
Speaker:Most businesses pay very little attention to this.
Speaker:So why should you repeat business?
Speaker:That's why I know,
Speaker:you know,
Speaker:that it costs a lot more to get a customer initially
Speaker:than it does to keep one,
Speaker:think about this,
Speaker:being a small business,
Speaker:your in a unique position to go above and beyond to
Speaker:impress your customers.
Speaker:So they keep coming back to you.
Speaker:You don't have layers of approval to get,
Speaker:or have to spend time in meetings,
Speaker:gaining agreement with a team as bigger companies do.
Speaker:You can make changes in your business today,
Speaker:if you want to.
Speaker:So take a minute and think about your customer service,
Speaker:not what you say,
Speaker:but what you're really doing.
Speaker:There are a couple of ways to review this.
Speaker:I like to break it into two categories,
Speaker:the basics,
Speaker:and then the wow factor.
Speaker:The second one is what will really set you apart,
Speaker:but both are necessary.
Speaker:Basic customer service points are things that have to happen to
Speaker:get and follow through with the sale.
Speaker:Either in-person or online in-person it's having products displayed nicely with
Speaker:enough inventory to be able to sell right then and there
Speaker:interacting with a customer.
Speaker:If they questions before making their selections and having a process
Speaker:to check out and package their items,
Speaker:the obvious online,
Speaker:it's an easy to navigate website explanations of your products or
Speaker:other questions that might come up like a return policy.
Speaker:And if they don't see their answers a way to contact
Speaker:you also a smooth ordering process,
Speaker:including a confirmation,
Speaker:when a sale has been placed,
Speaker:have you ever made a purchase and then no additional screen
Speaker:comes up.
Speaker:So you don't know if it's even gone through then of
Speaker:course, a reasonable timeframe for shipping out the item,
Speaker:including notification that it's on the way.
Speaker:These are the basics of any product purchasing transaction.
Speaker:So are you buttoned down here?
Speaker:It may be helpful to go through your process yourself or
Speaker:have a friend buy something and give you feedback of where
Speaker:they got confused,
Speaker:where the system was slow or perhaps where they got stuck.
Speaker:This is actually a good thing to do periodically.
Speaker:Anyway. Now let's talk about the second category,
Speaker:which is that wow factor.
Speaker:Here's where you have the ability to enhance your customer's experience.
Speaker:So they want to buy from you again,
Speaker:are proud to send a gift from your company and the
Speaker:ultimate. Get them talking about you to others.
Speaker:The best way to do this is to offer something unexpected
Speaker:and delightful.
Speaker:I know a lot of makers include a handwritten note in
Speaker:with their orders.
Speaker:Maybe you do too.
Speaker:That's a nice touch and definitely a starting wow factor.
Speaker:The level to which you can make this personal or include
Speaker:in the message.
Speaker:Something that doesn't sound like it's written for every single sale
Speaker:works the best you could say,
Speaker:things like this is my favorite candle scent enjoy,
Speaker:or you're the first one getting this new necklace design.
Speaker:Yay. You get the idea.
Speaker:If you're doing these notes,
Speaker:add a personal touch over and above just a standard generic,
Speaker:thank you.
Speaker:Customers who feel individually seen will also feel more connection with
Speaker:you and therefore more loyal,
Speaker:even to the extent that when they see an email come
Speaker:through from you,
Speaker:they'll open it,
Speaker:thumbs up for increased open rates.
Speaker:Then that's always a great thing.
Speaker:Let's see.
Speaker:Let me give you some other ideas of a wow factor.
Speaker:Slip, an extra chocolate into the bag at a farmer's market.
Speaker:One obviously separate from the rest.
Speaker:And maybe it includes a note saying how much you appreciate
Speaker:their purchase or that you want them to taste a new
Speaker:flavor, not available yet,
Speaker:but one that you're working on,
Speaker:you could even include in a note,
Speaker:something that says,
Speaker:would you drop me an email,
Speaker:letting me know what you think of it,
Speaker:or do you have any ideas of what I should name
Speaker:this flavor?
Speaker:You see,
Speaker:start developing a relationship with your customer,
Speaker:not just you,
Speaker:the seller,
Speaker:then the buyer also at craft shows,
Speaker:you could interact with the customer after the sale.
Speaker:See if they'll put on the new earrings they just bought
Speaker:so that you can take a picture to put on social.
Speaker:I know you can come up with creating unique ideas,
Speaker:unique. That's the key to setting you up as special different
Speaker:from the rest.
Speaker:And we'll leave a lasting mark in the minds of your
Speaker:customers, customer service.
Speaker:It doesn't need to be only a catch phrase.
Speaker:It can be a beautiful way of bonding with customers and
Speaker:turning them into loyal fans.
Speaker:That's a wrap.
Speaker:I'm a get to the point kind of girl.
Speaker:And this is what you can expect from these quick midweek
Speaker:sessions. Now it's your turn go out and fulfill that dream
Speaker:of yours.
Speaker:Share your handmade products with us.
