Artwork for podcast Eavesdrop on Us
The trap of always wanting more clients and customers
Episode 817th September 2023 • Eavesdrop on Us • Jessica Terzakis
00:00:00 00:34:32

Share Episode

Shownotes

In challenging economic times, it’s easy for any business owner to do whatever they need to do to bring in more money. That includes discounting, offering anything that will make them money, lowering pricing, and so on… 

But IS this the best decision for the longevity of your business? Even if it feels good at the moment? 


This week, we use Delta Airlines’ surprising overhaul to their SkyMiles loyalty program as a case study (spoiler: people aren’t happy). And while we don’t know all the reasons why Delta made these changes, there are some super valuable lessons for us small business owners to takeaway: 


  1. Why it’s so tempting to lower prices and discount (even successful businesses do this!)
  2. The biggest pitfall of discounting and lowering pricing (this one will surprise you!) 
  3. What to do instead of trying to sell to anyone and everyone 


For more information on what Delta is doing, check out this article: https://thepointsguy.com/news/delta-skymiles-changes/ 


Head over to iwannacollaborate.com and let us know what you took away from this conversation.

Music credit: The Funkster by Sweet Spot

A Subito Media production

Transcripts

Jessica T:

Hello, and welcome back to the eavesdrop on us podcast.

2

:

I'm Jessica

3

:

Susan: and I'm Susan.

4

:

Jessica T: And this week we are just

going to, I don't want to say freestyle

5

:

it, but we're just going to bring

a very open ended question to the

6

:

table and see where that takes us.

7

:

So the question is, what is standing out

to you or what are you sort of paying

8

:

attention to business wise, because

between the two of us, we are constantly

9

:

talking with entrepreneurs, whether it's.

10

:

networking, whether it's our clients,

whether it's on social media.

11

:

So I think somewhere in all of that,

there's something that has stood out to

12

:

you, Susan, because I know there are a

few things that are standing out to me.

13

:

So I'll toss the question your way first.

14

:

What is sort of grabbing your

attention business wise this

15

:

week

16

:

Susan: are multiple

issues, for small business.

17

:

I think it's interesting that, gas

prices are going back up and for small

18

:

businesses that does make a big impact.

19

:

Because whether you talk about supply

chain logistics, there will be an

20

:

increase in price, manufacturing,

there will indeed be a price.

21

:

So they've got you coming

and going on that one.

22

:

So even if it's, you know, by five

cents, which most consumers are like,

23

:

well, no big deal, I can suck it up.

24

:

But for small businesses,

it could be a do or die.

25

:

And we're having a harder time with these.

26

:

I guess these fluctuations within

fuel prices for small businesses.

27

:

So I think there's an impact there.

28

:

I think there's also really

interesting topics to be had around.

29

:

you get people that are really

truly work in the gig economy,

30

:

they don't want to come back to

traditional small business framework

31

:

of employer employee relationship.

32

:

I think there's a minute, I think

we're very much in the middle of that.

33

:

And that's interesting to witness.

34

:

The other one is.

35

:

You know, the great compromise for

small businesses and small business

36

:

owners in particular, how do we

welcome back employees who maintain,

37

:

hey, wait a second, I can get much,

if not all of the work achieved in

38

:

a remote situation, the past two

years, two and a half years proved it.

39

:

But, I think that's a very hot topic,

a very interesting one, because

40

:

most think, well, wait a second,

41

:

yeah, you're getting the work

done, but are we collaborating?

42

:

Are we ideating?

43

:

Meaning, are we creating and, welcoming

new ideas to creation and development?

44

:

So I think those are the topics

that I'm seeing in the past week.

45

:

Yeah.

46

:

You know, I think the banking situation

is really catching the attention of

47

:

small business owners because many

of them use, bank credit cards.

48

:

I don't know if,

49

:

Jessica T: help clarify that

cause I don't know what you're

50

:

Susan: talking about.

51

:

Yeah.

52

:

And for small businesses, um, and

I'm talking zero to about half a

53

:

million, they tend to use business

credit cards to support their growth.

54

:

And one way or another, rather than

getting a traditional old school business

55

:

line of credit, it's easier just to

go ahead and get a business credit

56

:

card, rack up some numbers there and

leverage that for some maybe sky miles.

57

:

In some programs, so they can get

a twofer, which is really from a,

58

:

you know, marketing perspective.

59

:

It lot of the business that would go

to traditional banks and it pulled

60

:

them into the credit card market.

61

:

Well, the challenge there, those credit

cards, their interest rates are ratcheting

62

:

up higher and higher and higher.

63

:

And because 90 percent of

them, tend to be variable.

64

:

So, as the interest rate goes up,

so do the credit card debt numbers.

65

:

And so folks are now

scrambling in small business.

66

:

Okay, how do I take that revolving debt

and switch it over to a consistent debt?

67

:

Maybe, you know, a nice business

loan, debt consolidation loan.

68

:

So you're seeing a lot of that.

69

:

So you've seen a lot of, heavy

decisions being made, ultimately, and

70

:

Jessica T: I'm getting, I'm getting the

sense that, like, these are somewhat heavy

71

:

topics are I don't know if they're always

the most engaging or interesting topics

72

:

for business owners to, to engage with.

73

:

Susan: They don't, they're like,

no, don't make me don't make me

74

:

eat the overcooked spinach, please

75

:

Jessica T: cheese.

76

:

Yeah, for the most part.

77

:

And I would say I've.

78

:

Been paying attention to very

vastly different topics in

79

:

this past week than you have.

80

:

So I always think that in our

dynamic, that's interesting.

81

:

So I'll give you like two or so

things that are sticking out to me and

82

:

Susan: yeah, I'm, I'm genuinely curious.

83

:

What are you seeing?

84

:

Well.

85

:

Jessica T: Less of the nuts and bolts kind

of things and more, you know, one of the

86

:

things that I spend a lot of time doing is

I go on social media pretty consistently

87

:

sharing content, but also I use it

pretty strategically for our business.

88

:

So I pay attention to a lot of

the things people are posting.

89

:

So two things really

stood out to me this week.

90

:

One is a completely local thing.

91

:

I have been obsessed with it and it is a

local air show that absolutely just like

92

:

I've watched this air shows reputation

just absolutely go into the trash can.

93

:

Oh my gosh.

94

:

And I'm watching this

unfold on social media.

95

:

So for context, there's this show

called Thunder over New Hampshire, and

96

:

it's a really cool, they, they come.

97

:

Every year, every other year, and

it's airplanes and different, you

98

:

know, static displays and all of that.

99

:

And it has a pretty solid reputation.

100

:

People come to this.

101

:

People travel from other

states to come to this.

102

:

And, so that I could get into why

that specifically stood out to

103

:

me, but I basically watched their

reputation go down into the trash can.

104

:

And then.

105

:

This really interesting.

106

:

So, so Rachel, my sister has brought

to our attention that some of the

107

:

changes that like Delta Airlines

is making As it relates to their

108

:

points system and how that's going

to impact people starting in:

109

:

So it's people who leverage like credit

card points to gain access to the lounge

110

:

to get perks on the airline and Delta made

this huge announcement that basically,

111

:

I guess, puts the kibosh on any of

those point systems and I was like, Oh,

112

:

there's such a good business lesson here.

113

:

There is.

114

:

I think a lot of us need

to be thinking about.

115

:

So those are two things.

116

:

That's why I'm like, we've got

some, lots of different things that

117

:

are standing out to us this week.

118

:

Susan: Oh, here's a fun one.

119

:

Everybody loves to, the really, really

wicked smart people, as we like to

120

:

say in New England, if we've been

diagrammed it, it's probably that

121

:

credit card dynamic because small

businesses really do use them, heavily.

122

:

Because they can, in

fact, smartly get double.

123

:

If not triple return on any debt incurred

on those particular cards, right?

124

:

So I think what's interesting there is we

see a real brand hygiene in play, right?

125

:

Delta they brought in a guy from outside.

126

:

So this is interesting too.

127

:

But they brought an outside operator

to do it, which I thought was

128

:

very interesting, quite honestly.

129

:

An

130

:

Jessica T: outside operator to

help sort of overhaul their...

131

:

Susan: Oh, yes.

132

:

Yeah.

133

:

And, you know, for those uninitiated,

you know, it's one of those things

134

:

where if you're leveraging credit card

programs for sky miles, which Delta

135

:

calls it, or frequent flyer miles, It's

really interesting how you can really

136

:

leverage that to grow your bottom line.

137

:

I think it's pretty savage

for those that are into it.

138

:

For those like me, it's a little

too much effort and energy to

139

:

manage all of those moving plates.

140

:

I like old school, but that's okay.

141

:

To the point, they did bring

in a person from the outside.

142

:

So Delta hired a, and I'm going

to use the phrase, a hatchet guy.

143

:

Come in and slap chop that frequent

flyer program back into action because

144

:

eventually effectively what they

did is they threw a wide net and

145

:

they partnered with an elite card,

American Express, and they opened the

146

:

doors to what it is to be an elite

business frequent flyer to the masses.

147

:

And the business elite said, what the hey,

148

:

Jessica T: before we get into, into

that, I mean, it really was cool.

149

:

I mean, you and I, we would travel pretty

frequently before:

150

:

I would not call us like, we were not on

airplanes every single month, but Delta

151

:

in this instance was our chosen airline.

152

:

And we got to leverage going into the

Delta Lounge and hanging out there

153

:

and, you know, getting some of the

154

:

Susan: perks.

155

:

Getting out with the swells, right?

156

:

Yeah.

157

:

We went to see people.

158

:

And, and I think

159

:

Jessica T: it's interesting that,

because I, you know, Rachel was saying

160

:

to us, I have not looked at this.

161

:

I have no idea what's happening

on the Reddit discussion

162

:

boards, but people are outraged.

163

:

They're so, so upset.

164

:

And so I feel like there's,

there's really two.

165

:

Business lessons that are standing

out to me that I think we are

166

:

taking stock of me and you, Susan.

167

:

And then I think our listeners

should definitely take stock of.

168

:

And so we talked a little bit

about this behind the scenes.

169

:

So what can I share the, I

think the two lessons are, and

170

:

we could just expand on those.

171

:

Of course,

172

:

Susan: please.

173

:

Well, I think the first curious

to hear what your positions are.

174

:

I

175

:

Jessica T: think the first one is sort

of what happens when you do open up

176

:

the business to the quote masses in

this instance, and what happens to

177

:

the, the name recognition, the brand,

when you sort of are appealing to

178

:

as many people as you possibly can.

179

:

Right.

180

:

So they kind of opened the doors

and they said, Whoever uses American

181

:

Express credit cards, whoever is, you

know, collecting points on these can

182

:

partake in, upgrades on the planes,

perks in the lounges, et cetera.

183

:

So there's that.

184

:

And then I think there's the interesting

lesson that you pointed out to me

185

:

a couple months ago in challenging

economies, companies, businesses.

186

:

you know, depending on what services

and products, you know, that you

187

:

offer can evaluate, like, where

do we want to spend our time?

188

:

Do we want to sort of double down on the

bigger spenders, the people who are going

189

:

to spend the most with us, and we're going

to love on them and take care of them.

190

:

And so there's that interesting, like,

where are you spending your time?

191

:

Which customer group or client

group are you really loving on?

192

:

Because they're the ones, when you

look at it, they're the ones bringing

193

:

in the revenue for the business.

194

:

Yeah,

195

:

Susan: they butter your bread.

196

:

They're the, you know, they pay the bills.

197

:

Yeah.

198

:

really get that clear and who they are.

199

:

Yeah.

200

:

Jessica T: So I think for the first one,

you sort of stepped into that, that point

201

:

of opening the business to the masses.

202

:

It's a brand hygiene conversation.

203

:

Like what, what stands

out to you with that?

204

:

Susan: Well, think when any

small business, large business,

205

:

or even intermediate, so small,

small to medium sized enterprise.

206

:

There's your life cycle there.

207

:

I think at any stage, whenever you

open it up to the masses, you have to

208

:

be committed to a short term period.

209

:

it's not one and done and

it's never going to close.

210

:

Right.

211

:

It's a risk.

212

:

It's a very big risk, quite

honestly, because you're

213

:

going to get flush with money.

214

:

You're going to have a smaller staff

deal with effectively a tsunami of

215

:

customer service requests because

they never ever hire to support it.

216

:

So, you know, whoever the core people

are that are on staff, God bless them.

217

:

It really does feel like a tsunami, but

what it does effectively it's short.

218

:

Gain of market share, right?

219

:

So what I'm going to do is I'm going

to open up the doors and everybody

220

:

and I do mean everybody is going

to have the opportunity to see what

221

:

it's like to live behind the walls.

222

:

The paywalls in this instance.

223

:

So you have everybody that could

be literally flying in economy.

224

:

Man, they're, they're at

the back of the bus, right?

225

:

They're way in the back.

226

:

They paid a hundred

bucks for their flight.

227

:

And yet, because they have an American

Express card, can go into the Delta

228

:

Sky Lounge with Johnny and Janie

who are screaming bloody guts out

229

:

in the middle of the Sky Lounge.

230

:

And hello, dear traveler.

231

:

We all know who you are.

232

:

And the business people

are like, what the hell?

233

:

I'm paying thousands.

234

:

They pay a hundred bucks, and I'm

paying thousands for amenities

235

:

and I'm not getting them.

236

:

So there was some serious pushback,

quite frankly, from the business elites

237

:

saying, you, you gotta do something.

238

:

This is getting a little ridiculous.

239

:

And then you had also the

staff that was sick and tired

240

:

of dealing with the tsunami.

241

:

And then we realized also, wait a second,

we're polluting the brand at this point.

242

:

And I hate to use that phrase, but

that really is the phrase that's

243

:

used in business and industry.

244

:

They're polluting the brand.

245

:

And they're making it pedestrian.

246

:

When they wanted to be elite,

rarefied, in experience, and there

247

:

was nothing rarefied, and the

experience was nothing to chat about.

248

:

So they had to make a decision.

249

:

They really rode that sucker

out to the very last mile.

250

:

Jessica T: I don't think the

two of us have the behind the

251

:

scenes for the decision making

on opening, you know, the doors.

252

:

Like we're not privy to those discussions

or, or anything, but what I think about

253

:

our clients and I think about the small

business owners that we work with, and

254

:

it's like, well, why, why should we be

paying attention to this massive decision?

255

:

I think.

256

:

So many are seduced by this.

257

:

Well, we could get more volume and we

can get a lot more money if we do this.

258

:

And it feels good in the moment

because there's that influx of cash.

259

:

Now that can look like a

lot of different things.

260

:

I think in the service based space,

it's lots of low ticket under a

261

:

hundred dollars kind of items,

these kinds of membership sites.

262

:

Do you know what I'm saying, Susan?

263

:

So I think it looked like a

lot of different things or

264

:

like reward programs for other

businesses who may have products.

265

:

And so.

266

:

It's tempering that decision to make

a knee jerk reaction to say like,

267

:

we just want to make a lot of money

right now and we're feeling nervous

268

:

and we need a, we need volume.

269

:

And so you, you make that decision.

270

:

Yeah.

271

:

You open the doors without looking at the

bigger picture of like, wait a second.

272

:

What is our brand?

273

:

What do we want to be known for?

274

:

Is that short term cash

influx or volume influx?

275

:

Are we prepared to handle it?

276

:

Right.

277

:

Yes.

278

:

From a staffing standpoint.

279

:

Susan: That's super important

point, Jessica, because right

280

:

now, hiring is really challenging.

281

:

I mean, it's really genuinely a challenge

to get people up off the sidelines of the

282

:

economy right now into small business,

small to medium sized enterprises.

283

:

As business leaders and owners,

do we really want to wear

284

:

those folks out right now?

285

:

I don't think it's in our best

interest at the moment and nor do I

286

:

think it's fair to give them whiplash.

287

:

Like, oh, yeah, I'll hire you, bring

you into this environment, and then

288

:

I'm going to open up the spigot so you,

you get a tsunami coming in at you.

289

:

It's grossly unfair to our employees.

290

:

Jessica T: And I know you, you

and I have seen that with some

291

:

of our clients, especially where.

292

:

That is the small business lesson.

293

:

The volume has been such that

it is wearing on the team.

294

:

No one talks about this.

295

:

You know, it's so fascinating to me.

296

:

It's like, it's all the outward,

like the volume and we're so busy and

297

:

we're getting all these clients and

it's like you and I see the fallout

298

:

of that where it's like, and it's

299

:

Susan: heavy people.

300

:

Yeah.

301

:

It's, it's really quite honestly

sad because now you start getting,

302

:

let me give you the three horsemen.

303

:

There's four horsemen to this,

but we won't go down that path.

304

:

I want to stay on these two topics because

I think there are a lot of yummy lessons

305

:

here we can share with each other on this.

306

:

But when you introduce that tsunami

to a small enterprise and you

307

:

don't have the reach back or the

ability to leverage many, um, you

308

:

end up getting folks calling out.

309

:

You get folks extending

holidays or vacation time.

310

:

You may even get wellness or PTO

requests because they're riddled with

311

:

anxiety and they're shutting down.

312

:

Or I

313

:

Jessica T: would even say it

manifests as well in pushback.

314

:

Uh, requests that you're asking of the

team, delay, like things are taking

315

:

Susan: longer.

316

:

We harnessed a new term

of today, quiet quitting.

317

:

And they just won't do it.

318

:

So they'll hear you and they'll do the

head bobbing like the little animal in

319

:

the back window like, you know, bobbing,

but here's the thing, they won't do it.

320

:

Yeah.

321

:

So they'll say yes, but no go.

322

:

They won't do it.

323

:

So I think, you know, when we're

talking about a tsunami, opening

324

:

the spigots to the greater masses,

if you do so in a small business

325

:

environment, do so knowingly and

for a very Very limited time.

326

:

I think Delta overstayed

their welcome on that one.

327

:

Yeah.

328

:

I'm

329

:

Jessica T: just curious to, from your

perspective, and I don't want to go,

330

:

cause I want to get to the second lesson,

but I'm curious how, what that would

331

:

look like for a small business to quote,

open the spigot or welcome the tsunami.

332

:

Like, I think from my perspective,

it's the sort of low ticket kind of

333

:

offers it's the memberships it's,

it's, it's those things, but I'm

334

:

curious, cause you work with a lot of.

335

:

You know, not the nuts and bolts

kind of businesses, trades,

336

:

restaurants, things like that.

337

:

Like what would that look

like for them to open the

338

:

Susan: spigot?

339

:

A lot of times you'll see that as a

one year blowout sale where effectively

340

:

the clothes on their back are on sale.

341

:

You'll see our restaurants put

prices back to the year that

342

:

they opened, which as a business

advisor would drive me shit crazy.

343

:

Because it's just say you're going to

feed everybody for free for that day.

344

:

Just say that, just say that, but

it's, you know, kind of gimmicky.

345

:

They'll do that.

346

:

other ways that I see it too, is

for my e comm folks, what they'll

347

:

do is they'll lower the paywalls.

348

:

So normally you see a good, better,

best in an e comm environment.

349

:

And depending on the price

point that you buy in.

350

:

What was grayed out is

not grayed out any longer.

351

:

You get a sneak peek to see,

Ooh, I am actually missing

352

:

something behind that wall.

353

:

Maybe I'll rethink my decisioning

on not to go up for or down for.

354

:

So, that's the quick and ready.

355

:

I can think of,

356

:

Jessica T: I want to also put

this in here that at the risk of

357

:

that sounding potentially elitist,

like only people who can afford

358

:

this can see behind the paywall.

359

:

I think the bigger point that

we're talking about here is

360

:

emotional decision making.

361

:

It is the reactionary, like

we need to be making money.

362

:

So we need volume.

363

:

So we're going to do these things

without the bigger picture.

364

:

Really good point.

365

:

Well, and I think even more

importantly, it's being clear on.

366

:

Who generally, what is

your brand all about?

367

:

Who is it that you're, you're

generally trying to target?

368

:

Because when you make those emotional

decisions, you're muddying the waters,

369

:

you're creating confusion and you're

potentially overwhelming your staff.

370

:

So it depends.

371

:

I think there's a bigger lesson

here for the business owner,

372

:

which is to really get clear on

like, who are you trying to serve?

373

:

Don't make emotional decisions

based on, Oh, we could make, you

374

:

know, a cash influx here by doing

this without looking at those

375

:

Susan: other pieces.

376

:

Jessica T: It's the short

term decision making.

377

:

Susan: Yeah, I think you're, you're

making a terrific point for folks.

378

:

Um, one thing that I really want to

emphasize, if you will, what you used

379

:

in terms of brand hygiene and a phrase

I always used with folks is, do you ever

380

:

remember, Louis Vuitton going on sale?

381

:

When's the last time you saw

a Bentley on Labor Day sales?

382

:

Yeah, that's right.

383

:

Never.

384

:

Now, I'm not suggesting that everybody

be a Bentley, everybody be a Louis

385

:

Vuitton, but I do suggest strongly

know who you serve, know how best

386

:

you serve them, and offer that.

387

:

It's a social contract you're

making with that community.

388

:

So, yeah, I think brand hygiene

is really important around that.

389

:

because you want to see more traffic.

390

:

Lowering your prices is not

going to guarantee that.

391

:

Well, and

392

:

Jessica T: as we've acknowledged,

more traffic is not always a good

393

:

thing, you know, and that's one of the

lessons I know that you want you and

394

:

I unpack with our clients is more of

the, the frequency model in a business

395

:

versus relying so heavily on volume.

396

:

Cause we have seen so many people burn

themselves out, burn their team out and

397

:

then burn bridges with a lot of, you

know, their, their clients and customers.

398

:

The second one was, it was a

lesson you taught me, which is

399

:

in difficult economies, you know,

you really got to get clear.

400

:

Who are you serving?

401

:

And in this case, Delta, their client

customer base tends to be more of the

402

:

professionals, people who are willing

to, they want more of a, a luxurious

403

:

experience flying, you know, so.

404

:

In that instance, the business lesson

was some will double down on the higher

405

:

paying, client base, as opposed to

going for the, like, we need the volume.

406

:

So there's fewer clients who pay

a little bit more and less who

407

:

pay fewer, who pay less, I guess.

408

:

Right.

409

:

Susan: Yeah.

410

:

You nailed it because look, you know,

I'm old enough to remember back in the

411

:

days Delta was always a premium brand.

412

:

Always a hundred percent.

413

:

Always.

414

:

And those of you that travel on Southwest

JetBlue and what are the others right now?

415

:

Spirit, my goodness.

416

:

How does I,

417

:

Jessica T: this is not me.

418

:

I hope I do not sound like a snob in this

instance, but my goodness, I don't know

419

:

how, like Southwest gives me anxiety.

420

:

Yes.

421

:

And

422

:

Susan: I know I, and you know what, I,

I'm going to just say I'm long enough

423

:

a traveler and I'm old enough where.

424

:

I put my time in.

425

:

I'm at the stage in my life

where I don't want to find what

426

:

grouping I should line up in and be

grateful for a damn bag of peanuts.

427

:

And if you know what those two

references are, you get bonus points.

428

:

I just like

429

:

Jessica T: knowing what seat I have.

430

:

If I don't know where I'm

sitting, I'm just like sweating

431

:

before I even get on the plane.

432

:

Susan: But that's, this

is what I'm speaking to.

433

:

Like, Delta watered down the apron,

and I don't mind telling you, the

434

:

last time we were in a Sky Lounge,

And yes, I'm absolutely bougie people.

435

:

I'm at the time in my life

where I don't want to.

436

:

I will pay a premium price for a

premium experience and I was not

437

:

getting that as a supporter of Delta.

438

:

Last time I was in a Delta

Sky Lounge in the mouses area.

439

:

So you know where that big mouse lives.

440

:

So you already know what state that

You should, I had to think about

441

:

Jessica T: that reference for a second.

442

:

I was like, what are you talking about?

443

:

I'm tracking.

444

:

Susan: Yeah.

445

:

So when we were there, when I was there,

in particular, I had to go down there

446

:

for some business and personal reasons.

447

:

And when I was down there.

448

:

I wanted respite.

449

:

I wanted to be in a quiet zone.

450

:

Now it's not library like, but

it is quieter than being out in.

451

:

The waiting area to, to board the

plane before you get on the, the

452

:

plane, and to my point, it was rowdier.

453

:

It was ridiculous.

454

:

They had to have staff from the lounge

downstairs before you jump onto the

455

:

elevator and say, sorry, we're full.

456

:

We have to wait for people to leave.

457

:

And that's because Johnny, Janie,

Jill and Janet are all up there

458

:

with mom and dad, screaming their

lungs out, wiping out everything.

459

:

Because, of course.

460

:

they're wiped out after running

after their kids for five to

461

:

seven days and paying at least 1,

500 a day at the mouse's place.

462

:

They're spent.

463

:

So mom and dad aren't watching the

kids as they probably normally would.

464

:

And the point I'm ultimately making is, if

it sounds elitist, so maybe, but you know,

465

:

honestly, I paid a premium for a ticket.

466

:

And I wanted a quiet

area and that wasn't it.

467

:

it got me looking at other airlines.

468

:

Jessica T: And I think that that's the

lesson is who is your client or customer.

469

:

Yeah.

470

:

And are you giving them the experience

that they asked for paid for?

471

:

You know, and are you, are you

being really thoughtful about that?

472

:

And so that, that's why I think

these two lessons are connected.

473

:

It's the the quick expansion, the quick

influx, the quick tsunami, because you

474

:

just want to make money without really

being thoughtful of like, wait a second.

475

:

This is what our brand stands for.

476

:

This is who we serve.

477

:

This is how we show up for them.

478

:

And we felt we've really fallen

short of that the last couple years.

479

:

So I think when I see, I understand

the outrage because I don't know if

480

:

I travel enough to really qualify

for all those Delta perks anymore.

481

:

You probably do.

482

:

I don't, I don't really travel that much.

483

:

Um, I

484

:

Susan: do.

485

:

And I can tell you, yes.

486

:

There is outrage and you, and you even get

to know who the people are because more

487

:

or less you've seen them over and over.

488

:

Right.

489

:

But if I may interrupt you for

this one point, how does this

490

:

impact the small, small businesses?

491

:

Go create something new, get creative.

492

:

Don't be lazy and water down a brand

that you put your heart and soul into.

493

:

So

494

:

Jessica T: how would

creating something new

495

:

Susan: help them with that?

496

:

If you want that influx of dollars.

497

:

If you want new, fill in the

blank, go create something new.

498

:

Go engineer, go do a joint

venture, go do something but

499

:

honor what you've already created.

500

:

Is it sacred?

501

:

You can't change it, morph it,

model it, or, you know, modify it.

502

:

Of course you can't.

503

:

But I'm saying do so at your own risk.

504

:

You've invested in a terrific

opportunity or offering for your

505

:

clients and community and market share.

506

:

Honor that.

507

:

Leave it alone.

508

:

Go create something new if

you want to enjoy new money.

509

:

Do you see where I'm going on that?

510

:

I do.

511

:

Jessica T: I just, I think in the, in

connection with what we were saying,

512

:

I, I think it's because of the, the

clients and entrepreneurs that I spend

513

:

a lot of time within our business.

514

:

And I sense a lot of them are making that

emotional, like, Oh, we need more money.

515

:

Like, let's just go do this.

516

:

So that's why make something new.

517

:

With a huge, huge asterisk next

to it, you know, think through it.

518

:

Are you doing this just because you're

feeling like you need to make money?

519

:

Are you feeling like you're just doing

this from a purely emotional standpoint?

520

:

Because the money will always

feel really good in the moment.

521

:

But what about on the other side?

522

:

You know, and I think

523

:

Susan: Well, that goes back

to the original lesson.

524

:

Don't make any decision in fear.

525

:

Yeah.

526

:

Right?

527

:

The moment you make a decision

from fear, you're, you're

528

:

screwed because it's flawed.

529

:

There are going to be holes

like Swiss cheese all over it.

530

:

So, you know, really go through, be

disciplined, go old school, do a SWOT,

531

:

a strength, weakness, opportunity,

threat, you know, really get an outside

532

:

support, you know, because this.

533

:

Protect you from the personal bias, right?

534

:

Be disciplined.

535

:

Don't be reactionary.

536

:

Respond to what you see, not react.

537

:

And that's all good discipline.

538

:

That's good hygiene, as they would

say also, you know, when I think, I

539

:

Jessica T: think in relation to the,

the, the discipline and practicality

540

:

that we're, we're bringing this.

541

:

We're trying to take this big lesson of

like Delta and like what this gigantic

542

:

company can teach small businesses.

543

:

I think the other thing too is

right now evaluating and looking

544

:

at your most profitable services.

545

:

We, I love how you and I

do this very frequently.

546

:

We're like, okay.

547

:

So are what are we interested in

really promoting right now when

548

:

we email our list or we're talking

to people, you know, in networking

549

:

situations like what are we looking for?

550

:

What kind of entrepreneur

are we looking for?

551

:

What service do we want to promote?

552

:

And I love how the two of us

will look at of all the different

553

:

programs and services we offer.

554

:

What's the most profitable?

555

:

What tends to bring in the most money?

556

:

Which clients stick around the longest?

557

:

Right?

558

:

That's the frequency that we have.

559

:

Which I

560

:

Susan: adore.

561

:

How can I say thank you?

562

:

Please, give me a chance to say thank you.

563

:

I always look.

564

:

I will go through three walls trying to

find the opportunity to say thank you.

565

:

Well, and

566

:

Jessica T: I think For people

listening, it's thinking through,

567

:

are, their services and products

that you're offering that great.

568

:

It brings some people in the

door, but it's taxing on you.

569

:

It's taxing on your team.

570

:

And at the end of the day, it's

not actually profitable or really

571

:

doing anything for the business's

bottom line and the business's

572

:

overall brand and who you're, you

know, do you know what I'm saying?

573

:

Susan: I do.

574

:

Yeah.

575

:

Yeah.

576

:

You know, don't get distracted.

577

:

And it's very easy when you're in

an emotional state, um, to become

578

:

distracted, quite honestly, you

know, um, when you are reacting.

579

:

You can be distracted when you're

responding, you're a little bit more

580

:

sober, a little more focused, a little

more centered, and I'm not talking,

581

:

you know, ideal perfections here.

582

:

I'm talking just in general,

the decisions tend to be a bit

583

:

more sound, less whiplashy.

584

:

And I promise you your team and staff

will genuinely appreciate you for that,

585

:

that thing alone, because you have

to remember when they leave, they're

586

:

going into chaos out there as well.

587

:

So if they can come into work

to a place that's kind of

588

:

calm, predictable, at the best.

589

:

it goes a long way for employee

sustainability, you know, they're not

590

:

going to be looking for another gig.

591

:

When you do that.

592

:

So I think we have,

593

:

Jessica T: my goodness, we have, we've

touched on so many, like, we started

594

:

out talking about gas prices and air

shows, then we were like, Delta is

595

:

it, we're going to talk about Delta.

596

:

So I think we've,

597

:

Susan: what we usually do, isn't it?

598

:

I mean, these conversations are

what we have at least once a day.

599

:

Yeah, I know.

600

:

Jessica T: I love, I love that.

601

:

I'm like, what's standing out?

602

:

Like, what, what, what are you

paying attention to right now?

603

:

So I think with that said,

we have unpacked that topic.

604

:

There's nothing really else

that we can unpack with that.

605

:

I think, I certainly got a lot from that.

606

:

A good reminder.

607

:

so I think to wrap up Susan,

is there anything else that

608

:

you wanted to offer or share?

609

:

Susan: One thing, um, what I would

encourage everybody, we didn't

610

:

even really deep dive on the Delta

experience, but I would love to encourage

611

:

folks if you wanted to learn more

about it, there are the point guys.

612

:

com.

613

:

just.

614

:

Google it.

615

:

And I promise you, you're going

to see at least 10 articles

616

:

on how they've revamped it.

617

:

And if you happen to be a Delta Frequent

Flyer, you should have received an email

618

:

from them advising you of how the program

has moved the chairs around, if you will.

619

:

So, you know, be curious.

620

:

We'll find out more.

621

:

And

622

:

Jessica T: with that, thanks

so much for listening in and

623

:

we'll catch you next time.

624

:

Susan: Bye bye.

Links

Chapters

Video

More from YouTube