Tag: customers

Cash flow, creativity, and compassion are not mutually exclusive™

How to Build a Sales Funnel

Posted on by Maria Ross
How to Build a Sales Funnel - man proposing

“Hi, nice to meet you! You’ve never heard of me before but please click this button/take my business card and spend over $1000 on my products or services.”

The underappreciated skill of marketing is to take a customer on journey. One where they get to know you, assess your approach/values, evaluate how you can solve their needs and compare you against the alternatives. This sales cycle can happen in 5 minutes (rarely, unless you are chewing gum at the checkout line: a low-risk, low investment impulse purchase) or more likely, if you sell high-value goods or services, anywhere from one to six months. For some enterprise software firms with deals worth more than $500,000, this could take even longer.

I know, I wish it could be easier, believe me. You write a clever social media post, create a slick sales page or run one compelling ad and…BAM! New buyer.

Please stop proposing on the first date! Prospects need time to learn about you, know, like and trust you before they are going to invest their money and time. (TWEET THIS!)

Most of you don’t sell $5 items, but more expensive products or professional services.

When was the last time you parted with more than $100 when you met a brand for the first time?

To take a prospects on the journey, you need to build a marketing funnel. Or as I like to call it, do some good ole’ fashioned wooing and create a courtship plan.

Here are 5 ways to build a sales funnel so prospects can get to know, like and trust you before they buy:

  1. Offer a safe, no risk way for them to get to know what you are all about: an easily digestible free guide, white paper, or short video. This should be packed with value and not immediately lead to a hard sell, as they are still getting to know you. You are welcoming them to your world, so make them feel comfortable. Dating analogy: Don’t talk about how many kids you want or ask someone to meet you parents on the first date.
  2. Make each call to action or next step crystal clear: While the next call to action from #1 should not necessarily be BUY NOW, what other step should they take in the journey to get closer to a purchase? Perhaps ask them to invest some more time at a webinar or an event. Or ask them to sign up for your email list so you can deliver valuable content on a consistent basis and prove your expertise. Dating analogy: Plan some fun dates and keep things breezy and casual for a while…but make your intentions known that you are serious about building a long-term relationship.
  3. Offer multiple touch points: Building an automated follow-up funnel and getting them on your regular emails is great, but make sure you also have air cover (also known as brand marketing!) Are you posting regularly to social media? Are you doing a few ads every now and then so you stay top of mind? Are you booking speaking engagements or media? Combining your lead funnel “ground game” with the “air cover” of brand is a winning combination for prospects to start getting more comfortable. Dating analogy: Know any friends who can talk you up to your new crush? Or how about sending some flowers, an article you think they might like, or a “thinking of you” text so you stay top of mind between dates.
  4. Follow-up: Don’t leave people hanging. I can’t tell you how many vendors I wanted to spend money with, but I got busy and they never followed up. If you had a conversation or they attended a webinar and asked a lot of questions, be sure to promptly follow up and ask what they thought, what specific challenges they face, why they attended your training or downloaded your guide. You can automate this with emails or if you have strong analytics and can segment out the really interested folks, reach out directly with a personal email or call. Dating analogy: If you say you’re going to call the next day after your date, CALL!
  5. Make it easy for them to buy: When you get to the purchase phase, tell them what to do to seal the deal. Offer options. Ask for the sale (gracefully). Clients want to be led and they need to know what to do to say yes. Make sure your directives are clear: What button to press, where to click, what the contract process looks like. Dating analogy: When we are ready to commit to someone, what do we do? We pop the question: Will you marry me, or will you move in with me? Don’t assume they know that’s what you want!

For more advice on this topic, you may enjoy these past articles:

How to do content marketing right (3-part series)
The Art of Seduction: How to Woo Your Audience with Great Content
How to Build a Sales Process and Close More Deals
4  Tips for How to Sell Without Selling Your Soul

And did you know? Sales funnels that effectively use video marketing can greatly increase your customer conversion. Check out this article on How to use videos in a sales funnel for high conversion from Studiotale, to know more about employing videos in your sales funnel.

Cash flow, creativity, and compassion are not mutually exclusive™

Want To Build Your List? Love the Ones You’re With

Posted on by Maria Ross

Looking for list building tricks? Trying to build your list but not sure where to start? Click through for tips on how to build your list by loving the people who already love you!

We always want more, don’t we? We’re all looking for that perfect list-building trick that will unlock more clients, more customers, more money. 

We all know it’s a lot easier to nurture a large, warm audience and convert them into sales over time. So we collect people and names like we’re picking blueberries and dump them into our sacks as we hunt for more.

But what about those people who already joined your team? Did you just seduce them to get on your list or pay for your course and then you tossed them to the side?

Newsflash: No matter whether you have 5 or 5,000 email subscribers, 10 or 10,000 customers or 5 or 25 clients, these loyal people are your biggest advocates. They have already raised their hands to support you and are your best brand evangelists.

A list-building trick you’ve never considered: 

Love the ones you’re with. While you’re out there marketing to collect clicks, email names, or new customers, do not forget all those people you already have on your side. (TWEET THIS!)

We all start out at Ground Zero and you have to build a brand from nothing. To accelerate, you have to start where you are.

Never lose sight of those who already know, like and trust your brand. Give them VIP service and they will talk about you to others, forward your charming emails or dish about your next big event.

But how do you love on them? Here are a few quick tips:

  • Cherry pick a new subscriber: Every week, check out your new email subscribers and send one or two of them a personal note (“No, this is not a bot, it’s really me!) thanking them for joining your list.

  • Engage with a question: Use your Welcome email to instantly engage them. If you’re a massage therapist, ask them the last time they had a massage and how it made them feel. If you’re an HR consultant, ask them what their biggest retention or recruitment challenge might be.

    I promise, you won’t get 600 responses back to which you’ll have to reply, but those you do get will never forget you!

    My Welcome email asks folks to tell me about their biggest marketing challenge, and someone actually tweeted about how this was the best email sign up she’d ever seen!

  • Offer them a freebie…just because. Not because you’re launching anything or want them to buy. Occasionally surprise and delight them with free discounts, a new eBook, a fun video or even an inspiring playlist curated just for them.

  • Go old school: When a prospect schedules a call to find out more about you or someone refers a client to you, send a handwritten note to prospects you talk to or meet with.

    Assuming this is a reasonable number, of course, but if you have any business development conversation, take it to the next level beyond a thank you email and write them a handwritten thank you note. This personal touch will not go unnoticed.

For more practical ideas on how to nurture your existing loyal fan base, however small, to attract even more fans, followers and clients, please check this lovely little mini-course I cooked up for you, CLIENT LOVE.

Imagine: an army of adoring fans, eager to buy your next product, attend your next event, or hire you for your next gig! The course also includes lessons on getting great customer testimonials, creating a signature touch that gets people buzzing and curating connections so people love you even more.

Cash flow, creativity, and compassion are not mutually exclusive™

Create Magical Moments for Your Customers, Team and Fans

Posted on by Maria Ross

Watching your child watch his first movie is a magical moment. At least for me, lover of all things story and film.  

When we finally sat down with my young son to watch his first full-length movie at home, he was about two-and-a-half, I believe-old enough to (we thought) sit through more than a half hour show. Mind you, we limit how much TV he watches, so this was a real treat. 

My husband and I made it a “movie night.” We told him about in advance so he could anticipate it, and we ate special treats as we snuggled up on the couch together. We watched Happy Feet. The details are hazy but I remember just watching him, wide-eyed and enchanted, and probably teared up a little as I caressed his soft cheek. 

He didn’t make it through to the end that first time. You know toddler attention spans. But the moment was powerful: A memory I’ll never forget. 

It wasn’t about the movie. It was about the experience. 

You can take this same approach in your business: Don’t just focus on the product or service itself, focus on the experience. 

Don't just focus on product: Create a memorable customer experience! A review of #powerofmoments by @redslice Share on X

In fact, customer experience is one of the top three disruptive marketing trends this year, according to Forbes.  

If you haven’t already, do yourself a big favor and pick up a copy of Chip and Dan Heath’s latest book, The Power of Moments: Why Certain Experiences Have Extraordinary Impact. It’s as delightful as their past books I’ve recommended to you, and it beautifully bridges both business and life. 

The premise is that we remember and treasure special moments. But we don’t have to wait for them to serendipitously arrive: We can create them, and the book explored how. In their extensive research, they found that defining moments can be broken down into four categories: 

  • Moments of elevation: Something out of the ordinary, where you build peaks and break the script. Like my son’s movie night or a company flying their entire team to an all day offsite or offering an extraordinary, unexpected surprise to customers, like the Magic Castle Hotel in Orlando, Florida, which offers a “popsicle hotline” to guests, to get a popsicle delivered anywhere in the hotel, on demand, and served on a silver tray. 
  • Moments of insight: A moment that changes our understanding or teaches us something that may last a lifetime. These can be moments like when you met your spouse for the first time, or when a teacher finds a unique way to help a student see their future potential. Or when you enable your customers to discover and learn something that will change their business forever. 
  • Moments of pride: These are moments that we are at our best and celebrate our achievement, or courage. You can carefully construct these through what the Heath Brothers call “milestones of pride: stopping to acknowledge key points along the way to a big product launch or allowing customers to see their progress as they go and help them celebrate it, as in the case of the popular “Couch to 5K” program. 
  • Moments of connection: Defining moments are strengthened because we share them with others. These can be anything from an epic rock concert to a powerful company event. They can also be moments where you bring your customers together to share a memorable experience where bonds can form, whether in a mastermind group, an ice cream social, or an engaging, conference experience. 

What can you do in your business–and your life–to create defining moments for your clients and customers? How can you think about shaking things up, allowing them to reach their own insights, helping them celebrate success or form connections with each other? The ideas are limitless with a little imagination and empathy. 

I challenge you to find a way to create defining moments that will seal precious memories into the hearts of the people you care about most. These could be customers, but also your own friends and family. And it should be noted: The Heath Brothers claim that some of the most impactful moments are those that can combine all four characteristics in one go. 

Seriously, please read the book, it’s that amazing! It’s entertaining, enlightening and inspirational. You will find opportunities to apply this not just to your business, but to also enrich your personal life! And here are lots of free resources and summaries you may enjoy from the book. 

Cash flow, creativity, and compassion are not mutually exclusive™

4 Ways to Support Small Businesses, Not Just on #SmallBusinessSaturday

Posted on by Maria Ross

This week is Consumer Crazy Town. You know what I’m talking about: The post-Thanksgiving, shopping-binge, sale-frenzy that is Black Friday.

To be brutally honest with you, it kind of disgusts me. The unabashed display of consumer greed. The crowds lining up at 3 a.m (What the…?1?!) to save $300 on a new TV, trampling all over each other to get in the door. P.S. there is actual data showing that, for all that effort and pain, people don’t save as much as they think they do.

All I can think of is how these people’s children are seeing this behavior…and what they are learning from it. Yeah, they’re REALLY going to believe that you can’t buy love.

I’m ALL FOR a good deal. Believe me. The Nordstrom semi-annual sale. Finding an awesome piece of art at a garage sale. Scoring that cheap boutique sweater that becomes my staple for years. I just prefer sleeping in (or at least as much as my toddler will let me), enjoying time with my family and finding similar deals from the comfort of my own laptop.

With this commercial frenzy, comes the equally ambitious push to ditch megastores and instead shop small on #SmallBusinessSaturday.

Here are four ways you can support small businesses, not just on Small Business Saturday, but EVERY day:

  1. Shop there! While you might adore them from afar, how many small boutiques and cozy local restaurants have you actually given regular business? And then one day–POOF!­–they are closed and you just say, “Oh, that’s so sad!” Businesses can’t stay open without customers, so put your wallet where your mouth is. (TWEET THIS!) And this includes your favorite Etsy boutique or small online specialty retailer.
  2. Share an Online Review: Social proof is a huge marketing boost for any business. If you love your new hoodie or had a fantastic meal, don’t just keep that joy all to yourself. Leave an online review to help that business succeed.
  3. Give the Owner Feedback: I am notorious for falling in love with a local shop and, as an occupational hazard, giving them tips and pointing out issues. That’s how you know I care: when I point out your flaws (…just ask my husband.) You want your favorite haunt to succeed, right? Then let them know their menu is confusing, or the sweater pilled on the first day or that their store hours are not posted online. They may not know…and they need to know. You are not complaining if you do it with love – you are giving them feedback to help them keep more customers and stay alive.
  4. Tell Your Friends: Instagram and Facebook are tailor-made for sharing your next savvy find or amazing local experience. Don’t feel like a cliché in sharing your morning latte or food porn IF you also tag the small business and give them more exposure. Better yet, send an email to 10 friends and tell them about it. If I find out you’re holding out on me by not telling me that shop has fabulous locally-made necklaces, I’ll be very mad at you. This works for B2B businesses, too. If a consultant or coach rocked your world, share the love. Word of mouth is priceless.

Just like you shouldn’t wait until Valentine’s Day to tell your honey, “I love you,” don’t wait until #SmallBusinessSaturday to support your favorite small business.(TWEET!)

Otherwise, they may not be around this time next year!

And if you’re a small business on a budget, here’s how I’d like to support YOU: My popular digital course, Brand Bootcamp, will be going away at year end to make room for some new offerings. You can still access all this juicy value that has helped small business owners attract more customers, clarify their sales messaging, and get more buzz for a Farewell Sale price of just $49. Click here to learn more. The course will have it’s final curtain call on December 31, so if this sounds like just what you need for 2018, please enjoy!

Photo via Unsplash

Cash flow, creativity, and compassion are not mutually exclusive™

Trick or Treat?

Posted on by Maria Ross

Trick or Treat?

Marketing does not have a very good reputation. 

People often perceive marketers as liars or con artists, saying anything and everything to get you to buy their stuff. 

When I see others in my chosen profession deceiving the public, my blood pressure goes up. I want to throttle soda companies that try to pretend their products are “healthy” somehow (this includes so-called “water drinks” that are loaded with sugar). When I get a piece of direct mail that looks like an official legal document, all I can think of that naïve person who might actually think they’ve done something wrong. 

Makes me want to smack somebody. Hard. 

I once got a direct mailer that essentially made it sound like my credit cards would all be shut down unless I responded to their offer. Sickening. 

And don’t get me started on telemarketing companies that prey on the elderly. My dad is 89 years old and we’ve luckily intercepted calls for him where they made him think his computer was hacked, tried to con him into another timeshare condo or assured him they had a “can’t miss” investment opportunity.  

My profession and other honest marketers like myself take a hit every time some jerky jerk decides to engage in false advertising or find the semantic loopholes. (“What did we do wrong? We said it only has 100 calories! We don’t have to mention how much sodium, chemicals or sugar is in it, too. Legally, we can say it’s a ‘healthier alternative!’”) 

Marketing is not about lying to people. It’s about elevating the truth of your story so the right people who need what you’ve got can find. Share on X

It’s about communicating real value. If you are targeting the right people who have a very real need, then it will not be a hard sell, as long as you’re clear and compelling. 

You can choose to play the game in one of two ways. And you must decide now what kind of marketer (and human) you will be: 

  1. Trick people with lies and hyperbole.Trick, scare, or scam them into action and then deal with the aftermath of regret and anger.  
  2. Treat people with the truth. Delight them by making it compelling, valuable and authentic and, if it’s a good fit, they won’t be able to resist. Savor the loyalty and connection. 

Wall Street and our current consumer-driven culture may disagree with me, but I’ll give you one guess as to which approach is more sustainable, scalable and better for humanity. 

Cash flow, creativity, and compassion are not mutually exclusive™

Good vs. Bad Customer Friction

Posted on by Maria Ross

Your organization, business or work will induce friction. Accept that.

Friction is anything that makes a client or customer unhappy or prevents them from fully getting value from your work.

Some people will embrace what you have to offer. Others will reject it. But, inevitably, some humans who find barriers to consuming, accepting, buying, and supporting your work. They will hit bumps in the road rather than have a smooth, seamless, happy experience with your work.

The trick is to judge good friction versus bad friction so you know which is worth removing….and which is not.   (Tweet This!)

Good friction–the kind you can improve upon, tweak, clarify or change to better serve people–looks like this:

  • “It’s not clear from your website what you do or if this solves my problem”
  • “The bottle pour spout is too big and makes too much come out all at once.
  • “The instructions were confusing so I didn’t use the product.”
  • “I thought you were delivering x, y or z but you never wrote anything down.”
  • “The course did not deliver what you promised on the sales page”
  • ‘Your website typos give me the impression you’re not professional.”
  • “Your customer service rep never responded to my multiple emails.”
  • “You were late to all our meetings.”

Bad friction–the kind that you can politely address but still stand your ground–looks like this:

  • “I want my money back for the course because I didn’t have time to do the work.” (That’s on you, not us)
  • “I’m not your target audience and would never buy your product but I’m offended by your social media posts.” (Sorry about that, but we’re serving our tribe, not you.)
  • “Your work was useless. Of course, I never implemented your recommendations but, still, you didn’t do good work.” (Really? I delivered solid, expert advice. How do you know it’s not good unless you take action?)
  • “Your work/art/book/song/brand/message sucks!” (Not everyone has to like what I do. Are you my target audience? If you give me something tangible to respond to perhaps I can improve it.)

Good friction is a valid criticism that can help you improve and bring you closer to a customer. It helps you improve, refine and clarify things to make it easier for people to love you. You can address this kind of friction and pave a smooth path to adoption and adoration.

Bad friction is just noise, excuses, and whining. If people are not willing to put in the time, implement your advice or thoughtfully judge your work, it is not friction you should worry about removing. Because that kind of friction is not real.

Before you spend cycles acting on customer or client friction, make sure you know which kind of friction it is.

Cash flow, creativity, and compassion are not mutually exclusive™

4 Tips for How to Sell Without Selling Your Soul

Posted on by Maria Ross

Sales with with a soul

If you’re like most entrepreneurs, you love being creative, dynamic, bold, innovative.

But there is one thing that you probably hate with the white-hot passion of a thousand suns:

SELLING

Which is unfortunate, seeing as how that generates revenue. Women business owners especially struggle with what they perceive to be “annoying”, “slimy” or “sleazy.”  We see those kinds of pitches every day.

And so we think, “I hate sales. I hate talking about myself.”

Well, good. Because it’s not about you. It’s about them.

See, the best sales pitches are conversations.  Listen and engage so you can show them how your offerings solve their problems or help them achieve their goals.

I’ve been in business for over nine years. I’ve never once had to “pitch” a client. I’ve lost out on proposals, sure, but I’ve never had to do a “sales” presentation.

Always, they are conversations. (Tweet this!)

Pushy salespeople are the ones who are all about their own agenda: Take my business card! Buy my product! Here’s why I’m so great.”

Here are four tips to sell without “selling:”

  • Be consultative: Stop pitching and just discuss their goals. Be generous with guidance, resources or connections. Don’t work for free, but offer simple “teaser” advice. Believe me, if they see value, they will pay you for it.
  • Ask questions: Like a good date, don’t just brag about yourself the whole time. Find out about them. What are they struggling with? What do they value? You can then organically sprinkle your value and experience into the conversation.
  • Show empathy: Put yourself in the customer’s shoes, addressing their pains and offering solutions. A past Harvard research study found that “empathy” was the #1 trait for a successful salesperson.
  • Network: I can see you rolling your eyes from here! Get out there and network with people, either in-person or online. Let others see you and get to know your value without ever making a sales pitch. Make connections. You never know who knows who. Warm introductions are always the best (and easiest) sales opportunities.

Here’s the cold, hard truth: You have to clearly confidently talk about the value you provide at some point. Why?

If you are not your own biggest fan…if you don’t believe in the value of your goods and services, why should you expect your prospective clients to care or get excited either?

 

Image credit via Flickr

Cash flow, creativity, and compassion are not mutually exclusive™

How to Form a Deeper Connection with your Audience

Posted on by Maria Ross

How to Form a Deeper Connection with your Audience

We all want those customers who adore us, right? Like superstar singers or best-selling authors, we want groupies who can’t wait for our next album to drop or our next book to hit the shelves.

We see people like Beyonce or Elizabeth Gilbert and we think, “Wow! They have millions of people who can’t wait to learn from them and buy from them! I want that!”

But we forget about the audience we already have in our midst. The quiet, studious ones in the front row who’ve been with us since the beginning, supporting our work and telling people about it.

It’s not always about “getting more.” It’s about loving the ones you’ve got. (TWEET THIS!) 

Wherever you are, whatever your follower numbers or subscribe rates: START WHERE YOU ARE. Focus on making those loyal people happy. Delight them, Connect with them.

How? Show empathy.

Imagine if all your best friend talked about was finding new friends to hang out with. You’d be pretty annoyed and little hurt, wouldn’t you? Yet when businesses are constantly about their “list size” or low Instagram follower number , they’re not focused on providing quality to their existing fan base. Those people should feel like VIPs.

Instead of a constant focus on attracting new people, listen to the ones you’ve already got. Here are 4 ways you can show them the empathy and love they deserve:

  1. Listen to them. REALLY listen: Ask them what they want and need. Stop guessing!  And don’t put words in their mouths to suit your own needs. Mirror their exact words and emotions back to them. If you sense that what they really want is actually hidden underneath that “ask,” probe further. If you spend time and money shaping your offerings to truly solve your current tribe’s pain this will be much better than constantly chasing new fans.
  2. Be clear and offer the right solution to the right people: As I always say, marketing is not about lying to people. It’s about amplifying the truth so the right people who need what you’ve got can find you. Don’t push circles on people who really need squares!  If you sell a high-priced mastermind program that’s roughly the cost of a tiny house, don’t try to convince the dreamer who’s eating ramen every night and already in massive debt to bury themselves deeper. That’s not cool. Don’t be afraid to clarify your message so it reaches the right people …or simply change your target market altogether.
  3. Woo them: No one wants to be “sold to.” People want to be seen, heard and respected. And they want time to get to know you. Put yourself in their shoes: Do YOU like in-your-face sales pitches and hype-filled promises? Prove your value with insightful content. Be generous with resources and connections. Be consistent and keep your word. Surprise them on occasion with playlists, free trainings or a special thank you! Go for the lasting marriage not the lustful affair.
  4. See the person, not the number: Especially when things go wrong. Treat your existing customers and fans like you would a friend.  Robotic responses and canned apologies are not the way you’d comfort a pal, right?

Focus on delighting, engaging and celebrating the tribe you already have. By putting your focus there, the growth will follow because they won’t be able to stop talking about you!

Cash flow, creativity, and compassion are not mutually exclusive™

The Lost Art of Empathy: A Customer Email Makeover

Posted on by Maria Ross

You know what’s missing in today’s customer service landscape? The secret sauce to delighting your buyers–even unhappy ones–that so many businesses, regardless of size, get wrong over and over again?

Showing authentic empathy.

Sadly, many small businesses, are their own worst enemies when it comes to sabotaging their sales. They focus solely on running the business and not on relating to their customers as people: Rude staff. Inflexible policies. Canned responses.

Recently, I made my first purchase on Blue Mercury, an online boutique of makeup, skincare and spa accessories. A perfect gift site.

I purchased an adorable scented candle for a client. When asked, I dutifully filled out her shipping information. Then I filled out my own billing information with my credit card info, as instructed.

The order processed and the confirmation screen pops up….listing my client as both the recipient AND the buyer. And since I was never given the chance to write a gift card, upon getting the gift, it was going to look like she sent it to herself!

I shipped off a “Help Me!” email to customer service.  They needed to know if their system was not working properly, as I had very carefully entered all of my info as the buyer – and yet it did not correctly transfer through. I also pressed upon them that this was kind of embarrassing for my brand, as I was sending this to a client.

This reply came one day later:

Hello Maria,

I am so sorry for the inconvenience. The order is already shipping and we are unable to change the information. I understand your frustration and I apologize. What we can do is offer you a gift card. Let us know if you have any other questions and if you would like to receive the gift card. 

Sincerely,

Emily 

Bluemercury, Inc.

Customer Support

What’s wrong with this email – and 4 make-over ideas to turn an unhappy customer into a raving fan:

  1. Completely canned apology: “I am sorry for the inconvenience.” Sounds like a robot or a form letter. She did not address the larger issues, which was that the system was not working properly.

INSTEAD: Show some humanity! The company rep could have been more conversational to show she really understood and empathized with my specific situation, based on my initial email: “Oh my goodness! We are so sorry about this glitch in sending a gift to your client! We never want that to be a customer’s first experience on our site.”

  1. Lack of Solutions: There was no attempt to correct the situation AT ALL. Simply, “Sorry, it’s already shipping, Nothing we can do.”

INSTEAD: Get creative! What if the company rep offered to send an email or hand-written note to my client to explain who the gift was from? Wow, that would have gone a long way…that’s showing your customer empathy, versus just saying you “understand.”. They could have further boosted their brand by making a note to my recipient really fun and cheeky: “Wow, we goofed! But someone named Maria Ross loves you and has sent you a fabulous gift from us. We just forgot to put their name on it. Our bad!” We would have been talking about that for days!

  1. Asking Permission to Make Things Right: Really? You’re asking me if I want a gift card from you? That made me feel so petty, like I was trying to get something for free from them.

INSTEAD: Just make it right!  Don’t ask for permission to do something nice for an unhappy customer. You never want to put a customer in a position of feeling like they are trying to scam free stuff. Just do it and delight them!

The kicker came in the next email thread. Here was the correspondence, in which I told her this was my first shopping experience on the site:

You have not addressed what went wrong in your system to make this happen. I very clearly remember typing in all my information in under the Billing Name + Address. Your system has a problem and should be checked.

That is nice of you. Yes, I would like one if I decide to shop on the site again.

Can you at least change the buyer account so it’s not reflected as my name being XXX or as my address being her address? My address is XXXX.

This is the first time I’ve used your site. Not a good experience at all. 

Best,

Maria Ross

The response, one day later:

Hello Maria,

I am sorry about our system. It could have just been an issue with technology. I understand how frustrating it must be. I put in your request for your gift card. Let us know if there is anything else we can do for you.

4, 5, 6: Unwillingness to Follow Up on Issue, No “Thank You” for Pointing It Out, Canned Apology and Lack of Warmth Again: This canned response hit the trifecta for me: “I understand how frustrating it must be” is not empathy…it’s what I say to my toddler when he’s overreacting to nothing.   And this still makes me feel like you are not taking my issue seriously. “It could’ve been an issue with the technology but we don’t really believe you. You probably did it wrong.” Further, “Your gift card is coming, now shut up.” was how I felt by the tone of this email.  Probably not what she meant at all, but remember, unhappy customers are seeing things through a certain lens, especially when they don’t feel like you are listening to them. You have to be very thoughtful in your response.

INSTEAD: Validate your customer’s unhappiness – and be grateful that they are pointing out an issue that could be costing you other sales. Offer to escalate the issue internally and reference the person’s specific issue: “I’m so sorry I didn’t address that issue in my email response. Yes, I will certainly contact Product Management and see if there is something wrong with our order processing. Thank you so much for pointing it out to us, and again, we’re so sorry this happened on your first shopping experience with us, especially for your client. Your gift card is on its way so we hope you will give us another chance to delight you!

When you show warmth, creativity and true empathy, you can turn unhappy customers into raving fans. (TWEET THIS!)

What brands have delighted you when things went wrong? When have you turned an unhappy client or customer into a raving fan? Please share below!

Image credit via Flickr

Cash flow, creativity, and compassion are not mutually exclusive™

Money is Not a Dirty Word

Posted on by Maria Ross

Please run, don’t walk and see the film Equity if you can. It’s on limited release, fresh off of Sundance Film Festival. The writer is a dear friend of a dear friend but that’s not why it’s a great movie. It’s a financial thriller billed as “the first female-driven Wall Street film.”

The movie opens on our successful investment banker heroine, speaking on a panel to ambitious young women. She’s asked, “What makes you get up in the morning?” Smiling, she says, “I think the simplest answer is, I like money.”

She goes on to say, ”I am so glad that it’s finally acceptable for women to talk about success.”

YES!

But whether you’re female or male, the point here is that you run a business. Ergo it needs to make money, or it’s just a hobby. Hobbies are totally awesome. Just stop calling them businesses.

And it’s acceptable to want to make a living doing what you love.

Passion and profit (or as I like to always say, cash flow and creativity, are not mutually exclusive (Tweet this!)

In almost 9 years (eek!) of consulting, I have seen too many brilliant and passionate entrepreneurs completely fall apart when the M-word comes up. They set their prices too low. They don’t know what metrics to track or how to set budgets. They lose money on projects, just to be nice and serve others. They have no idea what cash flow means.

Now, this is all from the gal who HATES numbers, ran up over $30K in credit card debt in my late 20’s and who pays big money every year to let my accountant worry about taxes because the IRS terrifies me.

But what I know as a brand strategist is that one of the most important brand decisions you can make is price. It creates a value impression,  defines who you will attract and symbolizes where you play in the market.

Money is not a dirty word! It enables you to do more good in the world and have more impact. 

Whether you’re a coach, consultant, boutique owner or massage therapist, pricing right is the key to financial success. But how do you decide? Where do you start? How do you know if you’ll meet your financial goals? What metrics should you care about?

Well, I’m so glad you asked….this topic is so important, I’m hosting a FREE teleseminar on November 16 with my good friend,  cash flow efficiency expert and business coach Debbie Page Whitlock.

How to Price Right + Conquer Cash Flow

A FREE teleseminar to help you with pricing, budgeting, cash flow…and all the other financial stuff you hate!

Wednesday November 16, 2016

11 am to Noon Pacific Time/2 to 3 pm Eastern Time

REGISTER NOW!

During this free (+ fun) jam session, you will finally discover:

  • Why brand success and pricing go hand-in-hand
  • How to set prices for your offerings to attract the right people
  • How to set realistic budgets and yearly financial goals
  • What are the Five Financial Factors you need to increase revenue and profit in your business. HINT: Focusing on small adjustments here can have a big impact!
  • How to understand cash flow and make it easy

Debbie is equally as feisty and tough-love as me, so you KNOW this is going to be a great training.

Register now and reserve your spot. Can’t wait to “see” you on the line!

Image Credit via Flickr