1 00:00:04,470 --> 00:00:05,010 Hi there. 2 00:00:05,310 --> 00:00:06,060 It's Sue. 3 00:00:06,120 --> 00:00:08,700 And thanks for joining me for tips and talk day. 4 00:00:09,330 --> 00:00:13,290 These are bite-sized topics that I pull from community questions and 5 00:00:13,290 --> 00:00:16,830 things that I'm observing in the world of handmade small business. 6 00:00:17,310 --> 00:00:18,900 If you'd like to submit a topic, 7 00:00:19,200 --> 00:00:22,710 DME over on Instagram at gift biz unwrapped, 8 00:00:24,360 --> 00:00:27,240 I'm just going to say it last November, 9 00:00:27,450 --> 00:00:28,980 just after Thanksgiving, 10 00:00:29,370 --> 00:00:31,050 I walked into Creighton barrel. 11 00:00:31,230 --> 00:00:36,420 Yes. The real store online to look around for stocking stuffers, 12 00:00:36,450 --> 00:00:39,060 and also check out some other options, 13 00:00:39,090 --> 00:00:41,640 hoping to make some progress on my gift list. 14 00:00:42,420 --> 00:00:44,940 One of the ways I like to decorate each year is 15 00:00:44,940 --> 00:00:48,930 to have initial ornaments hanging on the wall over the dog 16 00:00:48,930 --> 00:00:51,660 balls. I know you're thinking it. 17 00:00:52,170 --> 00:00:55,380 Yes. I am definitely an excessive decorator. 18 00:00:56,160 --> 00:01:00,240 Anyway, for the first time in the 37 years we've been 19 00:01:00,240 --> 00:01:03,180 married. We don't have any dogs at home right now, 20 00:01:03,900 --> 00:01:07,500 but my daughter was bringing her two puppies and I was 21 00:01:07,500 --> 00:01:11,070 so excited to have this scampering of little paws in the 22 00:01:11,070 --> 00:01:11,910 house. Again, 23 00:01:12,870 --> 00:01:13,920 back to crate and barrel. 24 00:01:14,460 --> 00:01:18,480 My eyes landed on these really pretty sparkly, 25 00:01:18,540 --> 00:01:19,830 initial ornaments. 26 00:01:19,860 --> 00:01:20,820 And I'm thinking, 27 00:01:20,850 --> 00:01:21,390 oh my gosh, 28 00:01:21,390 --> 00:01:22,980 these will be perfect. 29 00:01:23,550 --> 00:01:26,520 They had a silver O for Oscar blue, 30 00:01:26,790 --> 00:01:30,060 but they didn't have a gold B for ladybug. 31 00:01:30,810 --> 00:01:33,180 I asked at the counter if I could order them and 32 00:01:33,180 --> 00:01:34,170 have them sent to me, 33 00:01:34,170 --> 00:01:35,910 cause I thought that would be a great option. 34 00:01:36,840 --> 00:01:39,990 A friendly and helpful woman looked online to see if they 35 00:01:39,990 --> 00:01:41,910 had them in stock and told me yes, 36 00:01:41,970 --> 00:01:42,900 we can do that. 37 00:01:43,200 --> 00:01:45,090 And they should be sent out within the week. 38 00:01:45,960 --> 00:01:48,510 Fabulous. I was so excited. 39 00:01:48,990 --> 00:01:49,710 I don't know why, 40 00:01:49,710 --> 00:01:54,150 but putting up those ornaments in particular makes me so happy 41 00:01:54,150 --> 00:01:54,840 each year. 42 00:01:55,260 --> 00:01:58,890 I was really looking forward to their arrival a week, 43 00:01:58,890 --> 00:02:01,200 went by no ornaments, 44 00:02:01,410 --> 00:02:02,370 but no problem. 45 00:02:02,400 --> 00:02:04,890 Still plenty of time before Christmas. 46 00:02:05,130 --> 00:02:07,620 And I know there are always shipping delays this time of 47 00:02:07,620 --> 00:02:11,850 year. And right now we also have the whole supply chain 48 00:02:11,850 --> 00:02:14,220 issue going on more days, 49 00:02:14,220 --> 00:02:16,500 go by and more days. 50 00:02:17,100 --> 00:02:19,800 Now it's about 10 days before Christmas. 51 00:02:19,830 --> 00:02:23,910 So I call crate and barrel to inquire friendly as ever. 52 00:02:23,910 --> 00:02:25,590 They told me not to worry. 53 00:02:26,010 --> 00:02:29,190 She checked with their delivery vendor and it was delayed, 54 00:02:29,190 --> 00:02:30,630 but should be to me quickly. 55 00:02:30,630 --> 00:02:34,920 Now you can probably predict the end of this story. 56 00:02:35,550 --> 00:02:40,590 The holiday came and went and no O or B ornaments. 57 00:02:41,310 --> 00:02:44,400 I looked at the empty hooks each time I gave asker 58 00:02:44,400 --> 00:02:46,950 and bug their bowls and it made me sad. 59 00:02:47,910 --> 00:02:51,780 The ornaments did finally arrive in the middle of January. 60 00:02:52,950 --> 00:02:55,110 Let's review this here for a second. 61 00:02:55,410 --> 00:02:59,310 Something I bought for Christmas at the end of November, 62 00:02:59,710 --> 00:03:01,390 that they had in stock. 63 00:03:01,990 --> 00:03:05,320 That was reconfirmed after my inquiry call. 64 00:03:05,770 --> 00:03:07,480 Didn't make it for Christmas. 65 00:03:08,290 --> 00:03:09,940 Granted, these two ornaments, 66 00:03:09,970 --> 00:03:11,260 weren't a big sale, 67 00:03:11,620 --> 00:03:14,620 but all the other things I've gotten from Creighton barrel over 68 00:03:14,620 --> 00:03:15,490 the years, 69 00:03:15,700 --> 00:03:17,590 add up to thousands. 70 00:03:18,370 --> 00:03:21,220 A follow-up call from someone to ensure that I got my 71 00:03:21,220 --> 00:03:23,650 order in time would have been nice. 72 00:03:24,310 --> 00:03:26,980 They don't even know the disappointment that comes to mind when 73 00:03:26,980 --> 00:03:28,600 I see their logo right now, 74 00:03:29,470 --> 00:03:33,430 am I going to completely boycott their store to be real? 75 00:03:33,700 --> 00:03:35,650 No, but you better bet. 76 00:03:35,650 --> 00:03:37,480 I'm going to remember this for a while. 77 00:03:37,510 --> 00:03:41,410 And certainly as I unpack those ornaments to use next year, 78 00:03:42,130 --> 00:03:43,750 the service that I received, 79 00:03:43,780 --> 00:03:44,650 his tainted, 80 00:03:44,650 --> 00:03:46,570 my impression of their brand. 81 00:03:47,680 --> 00:03:50,860 I heard something a long time ago during my corporate days. 82 00:03:51,310 --> 00:03:54,550 It's one of those statements that holds true over time. 83 00:03:54,640 --> 00:03:55,570 And it's this. 84 00:03:56,080 --> 00:03:58,990 Don't tell people you have great customer service. 85 00:03:59,560 --> 00:04:00,490 Show them. 86 00:04:01,360 --> 00:04:04,180 It's too easy to talk about a level of care and 87 00:04:04,180 --> 00:04:06,370 service that you offer your customers. 88 00:04:06,580 --> 00:04:07,240 Let's face it. 89 00:04:07,480 --> 00:04:08,980 Everybody does that. 90 00:04:09,490 --> 00:04:13,210 But actually following through on this is where the majority of 91 00:04:13,210 --> 00:04:14,530 businesses fail. 92 00:04:14,740 --> 00:04:17,680 They talk one thing and they do another. 93 00:04:18,850 --> 00:04:23,620 It's surprising because having top-notch customer service in the majority of 94 00:04:23,620 --> 00:04:27,520 cases, doesn't add to the cost of you running your business, 95 00:04:28,060 --> 00:04:31,510 going the extra mile and adding in special touches to your 96 00:04:31,510 --> 00:04:35,920 business is more a matter of planning and implementing a process 97 00:04:35,950 --> 00:04:37,060 than anything else. 98 00:04:37,840 --> 00:04:41,680 Most businesses pay very little attention to this. 99 00:04:42,400 --> 00:04:45,400 So why should you repeat business? 100 00:04:45,820 --> 00:04:47,830 That's why I know, 101 00:04:47,830 --> 00:04:48,220 you know, 102 00:04:48,220 --> 00:04:51,430 that it costs a lot more to get a customer initially 103 00:04:51,460 --> 00:04:52,930 than it does to keep one, 104 00:04:53,800 --> 00:04:54,790 think about this, 105 00:04:55,180 --> 00:04:56,530 being a small business, 106 00:04:56,560 --> 00:05:00,070 your in a unique position to go above and beyond to 107 00:05:00,070 --> 00:05:01,510 impress your customers. 108 00:05:01,600 --> 00:05:03,460 So they keep coming back to you. 109 00:05:04,270 --> 00:05:06,580 You don't have layers of approval to get, 110 00:05:06,730 --> 00:05:08,530 or have to spend time in meetings, 111 00:05:08,560 --> 00:05:12,430 gaining agreement with a team as bigger companies do. 112 00:05:13,000 --> 00:05:15,250 You can make changes in your business today, 113 00:05:15,280 --> 00:05:16,300 if you want to. 114 00:05:17,260 --> 00:05:20,860 So take a minute and think about your customer service, 115 00:05:21,370 --> 00:05:22,720 not what you say, 116 00:05:22,900 --> 00:05:24,250 but what you're really doing. 117 00:05:25,570 --> 00:05:27,850 There are a couple of ways to review this. 118 00:05:27,910 --> 00:05:30,070 I like to break it into two categories, 119 00:05:30,400 --> 00:05:31,300 the basics, 120 00:05:31,390 --> 00:05:32,950 and then the wow factor. 121 00:05:33,490 --> 00:05:36,640 The second one is what will really set you apart, 122 00:05:36,910 --> 00:05:38,230 but both are necessary. 123 00:05:39,100 --> 00:05:42,820 Basic customer service points are things that have to happen to 124 00:05:42,820 --> 00:05:44,890 get and follow through with the sale. 125 00:05:44,980 --> 00:05:51,280 Either in-person or online in-person it's having products displayed nicely with 126 00:05:51,340 --> 00:05:54,490 enough inventory to be able to sell right then and there 127 00:05:55,240 --> 00:05:56,680 interacting with a customer. 128 00:05:56,680 --> 00:06:01,130 If they questions before making their selections and having a process 129 00:06:01,130 --> 00:06:03,560 to check out and package their items, 130 00:06:03,860 --> 00:06:06,290 the obvious online, 131 00:06:06,290 --> 00:06:10,940 it's an easy to navigate website explanations of your products or 132 00:06:10,940 --> 00:06:14,270 other questions that might come up like a return policy. 133 00:06:14,810 --> 00:06:17,810 And if they don't see their answers a way to contact 134 00:06:17,810 --> 00:06:21,260 you also a smooth ordering process, 135 00:06:21,320 --> 00:06:23,330 including a confirmation, 136 00:06:23,330 --> 00:06:25,040 when a sale has been placed, 137 00:06:25,490 --> 00:06:29,090 have you ever made a purchase and then no additional screen 138 00:06:29,090 --> 00:06:29,600 comes up. 139 00:06:29,600 --> 00:06:33,440 So you don't know if it's even gone through then of 140 00:06:33,440 --> 00:06:36,950 course, a reasonable timeframe for shipping out the item, 141 00:06:37,010 --> 00:06:40,070 including notification that it's on the way. 142 00:06:41,000 --> 00:06:44,990 These are the basics of any product purchasing transaction. 143 00:06:45,680 --> 00:06:47,660 So are you buttoned down here? 144 00:06:48,410 --> 00:06:52,130 It may be helpful to go through your process yourself or 145 00:06:52,130 --> 00:06:55,430 have a friend buy something and give you feedback of where 146 00:06:55,430 --> 00:06:56,630 they got confused, 147 00:06:56,990 --> 00:07:01,070 where the system was slow or perhaps where they got stuck. 148 00:07:01,700 --> 00:07:04,460 This is actually a good thing to do periodically. 149 00:07:04,520 --> 00:07:09,230 Anyway. Now let's talk about the second category, 150 00:07:09,230 --> 00:07:11,240 which is that wow factor. 151 00:07:12,170 --> 00:07:15,740 Here's where you have the ability to enhance your customer's experience. 152 00:07:15,800 --> 00:07:17,840 So they want to buy from you again, 153 00:07:18,320 --> 00:07:22,760 are proud to send a gift from your company and the 154 00:07:22,820 --> 00:07:26,720 ultimate. Get them talking about you to others. 155 00:07:27,500 --> 00:07:31,040 The best way to do this is to offer something unexpected 156 00:07:31,100 --> 00:07:32,300 and delightful. 157 00:07:33,050 --> 00:07:36,050 I know a lot of makers include a handwritten note in 158 00:07:36,050 --> 00:07:37,070 with their orders. 159 00:07:37,340 --> 00:07:38,450 Maybe you do too. 160 00:07:39,050 --> 00:07:43,010 That's a nice touch and definitely a starting wow factor. 161 00:07:43,580 --> 00:07:47,150 The level to which you can make this personal or include 162 00:07:47,150 --> 00:07:47,810 in the message. 163 00:07:47,810 --> 00:07:51,410 Something that doesn't sound like it's written for every single sale 164 00:07:51,680 --> 00:07:53,990 works the best you could say, 165 00:07:53,990 --> 00:07:58,160 things like this is my favorite candle scent enjoy, 166 00:07:58,820 --> 00:08:02,900 or you're the first one getting this new necklace design. 167 00:08:03,260 --> 00:08:05,600 Yay. You get the idea. 168 00:08:06,020 --> 00:08:07,370 If you're doing these notes, 169 00:08:07,460 --> 00:08:11,840 add a personal touch over and above just a standard generic, 170 00:08:11,870 --> 00:08:12,560 thank you. 171 00:08:13,430 --> 00:08:18,440 Customers who feel individually seen will also feel more connection with 172 00:08:18,440 --> 00:08:20,720 you and therefore more loyal, 173 00:08:21,350 --> 00:08:24,050 even to the extent that when they see an email come 174 00:08:24,050 --> 00:08:24,950 through from you, 175 00:08:25,160 --> 00:08:26,240 they'll open it, 176 00:08:26,870 --> 00:08:29,180 thumbs up for increased open rates. 177 00:08:29,510 --> 00:08:31,190 Then that's always a great thing. 178 00:08:32,810 --> 00:08:33,350 Let's see. 179 00:08:33,380 --> 00:08:36,380 Let me give you some other ideas of a wow factor. 180 00:08:37,250 --> 00:08:40,940 Slip, an extra chocolate into the bag at a farmer's market. 181 00:08:41,330 --> 00:08:44,030 One obviously separate from the rest. 182 00:08:44,300 --> 00:08:47,810 And maybe it includes a note saying how much you appreciate 183 00:08:47,810 --> 00:08:51,140 their purchase or that you want them to taste a new 184 00:08:51,140 --> 00:08:53,330 flavor, not available yet, 185 00:08:53,330 --> 00:08:54,680 but one that you're working on, 186 00:08:55,380 --> 00:08:57,300 you could even include in a note, 187 00:08:57,330 --> 00:08:58,410 something that says, 188 00:08:58,650 --> 00:08:59,820 would you drop me an email, 189 00:08:59,820 --> 00:09:01,380 letting me know what you think of it, 190 00:09:01,830 --> 00:09:04,830 or do you have any ideas of what I should name 191 00:09:04,830 --> 00:09:05,550 this flavor? 192 00:09:06,120 --> 00:09:06,720 You see, 193 00:09:06,720 --> 00:09:09,960 start developing a relationship with your customer, 194 00:09:10,230 --> 00:09:11,340 not just you, 195 00:09:11,340 --> 00:09:12,180 the seller, 196 00:09:12,330 --> 00:09:15,810 then the buyer also at craft shows, 197 00:09:16,110 --> 00:09:18,750 you could interact with the customer after the sale. 198 00:09:18,960 --> 00:09:21,420 See if they'll put on the new earrings they just bought 199 00:09:21,450 --> 00:09:23,670 so that you can take a picture to put on social. 200 00:09:24,630 --> 00:09:27,300 I know you can come up with creating unique ideas, 201 00:09:27,900 --> 00:09:32,370 unique. That's the key to setting you up as special different 202 00:09:32,370 --> 00:09:33,210 from the rest. 203 00:09:33,570 --> 00:09:36,720 And we'll leave a lasting mark in the minds of your 204 00:09:36,720 --> 00:09:39,420 customers, customer service. 205 00:09:39,750 --> 00:09:42,180 It doesn't need to be only a catch phrase. 206 00:09:42,540 --> 00:09:46,410 It can be a beautiful way of bonding with customers and 207 00:09:46,410 --> 00:09:48,630 turning them into loyal fans. 208 00:09:50,940 --> 00:09:51,870 That's a wrap. 209 00:09:52,260 --> 00:09:54,120 I'm a get to the point kind of girl. 210 00:09:54,270 --> 00:09:57,030 And this is what you can expect from these quick midweek 211 00:09:57,030 --> 00:10:02,130 sessions. Now it's your turn go out and fulfill that dream 212 00:10:02,130 --> 00:10:02,880 of yours. 213 00:10:03,180 --> 00:10:05,340 Share your handmade products with us. 214 00:10:05,610 --> 00:10:09,630 We want them and they bring us both so much happiness.