1 00:00:04,470 --> 00:00:04,980 Hi there. 2 00:00:05,310 --> 00:00:06,060 It's Sue. 3 00:00:06,120 --> 00:00:08,670 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 --> 00:00:16,800 things that I'm observing in the world of handmade small business. 6 00:00:17,310 --> 00:00:18,870 If you'd like to submit a topic, 7 00:00:19,230 --> 00:00:22,710 DME over on Instagram at gift biz unwrapped, 8 00:00:23,340 --> 00:00:28,140 the way to truly grow a business is through repeat customer 9 00:00:28,170 --> 00:00:30,510 sales. Think about it. 10 00:00:30,600 --> 00:00:33,930 If every single month you had to start fresh to find 11 00:00:33,930 --> 00:00:36,570 and convert new customers into sales, 12 00:00:37,170 --> 00:00:41,430 you'd be exerting extreme amount of energy just to stay at 13 00:00:41,430 --> 00:00:45,720 the same monthly revenue number by contrast. 14 00:00:46,170 --> 00:00:50,610 What if your business ran this sales model month one, 15 00:00:50,700 --> 00:00:54,030 you bring in 30 sales the next month, 16 00:00:54,210 --> 00:00:57,180 let's say 10% of your customers purchased again. 17 00:00:57,960 --> 00:01:01,020 You received the same number of new customer sales. 18 00:01:01,440 --> 00:01:04,320 Plus then you have three repeat sales. 19 00:01:04,770 --> 00:01:07,560 So now you have 33 sales for that month. 20 00:01:08,400 --> 00:01:11,760 If you repeat this over the course of an entire year, 21 00:01:12,330 --> 00:01:16,620 you'd be bringing in 79 sales a month at the year 22 00:01:16,620 --> 00:01:21,030 end, and this would snowball and continue to grow over time. 23 00:01:21,900 --> 00:01:25,140 Now, of course your numbers will vary from this example, 24 00:01:25,500 --> 00:01:28,590 you may be bringing in more or less than 30 sales 25 00:01:28,590 --> 00:01:29,760 in a month right now. 26 00:01:30,210 --> 00:01:32,580 And your repeat number depends on your product. 27 00:01:32,820 --> 00:01:35,130 So it can be more or less than 10%. 28 00:01:35,760 --> 00:01:39,210 Plus there are months when you do shows or other types 29 00:01:39,210 --> 00:01:42,360 of promotional events that bring in more sales, 30 00:01:42,780 --> 00:01:46,380 but the theory still holds regardless of your numbers. 31 00:01:47,100 --> 00:01:50,610 I'm sure you've heard the fact that it costs more in 32 00:01:50,610 --> 00:01:52,260 time and money, 33 00:01:52,260 --> 00:01:53,100 by the way, 34 00:01:53,490 --> 00:01:58,140 to convert a Looker into a customer five times. 35 00:01:58,140 --> 00:02:01,380 For that matter five times, 36 00:02:02,160 --> 00:02:06,210 in addition to all of these new customer acquisition efforts to 37 00:02:06,210 --> 00:02:07,860 truly grow your business, 38 00:02:08,130 --> 00:02:09,900 you should be building on the momentum. 39 00:02:09,900 --> 00:02:14,430 You've started with your brand new customers to here's. 40 00:02:14,430 --> 00:02:15,330 How to do that. 41 00:02:15,840 --> 00:02:21,150 It all starts with capturing their email address online with your 42 00:02:21,150 --> 00:02:22,050 own website. 43 00:02:22,050 --> 00:02:22,860 That's easy. 44 00:02:23,160 --> 00:02:25,560 It's automatic that when they place an order, 45 00:02:25,590 --> 00:02:27,000 you'll have their email. 46 00:02:27,690 --> 00:02:29,880 However, if you're selling through Etsy, 47 00:02:29,940 --> 00:02:32,850 Amazon, or Facebook and Instagram shops, 48 00:02:33,120 --> 00:02:34,770 you don't receive that information. 49 00:02:35,430 --> 00:02:38,610 There are other techniques to capture their email that I'm not 50 00:02:38,610 --> 00:02:40,140 going to dive into right now, 51 00:02:40,410 --> 00:02:42,930 but we can talk about this in my Facebook, 52 00:02:42,960 --> 00:02:44,850 Q and A's on Thursday mornings. 53 00:02:44,850 --> 00:02:45,510 If you want, 54 00:02:45,960 --> 00:02:49,170 just go over to gift biz breeze to join. 55 00:02:49,170 --> 00:02:50,940 If you're not already a member there, 56 00:02:52,200 --> 00:02:55,470 another place that we often forget to get emails is out 57 00:02:55,500 --> 00:02:59,010 in face-to-face shows at a craft table, 58 00:02:59,170 --> 00:03:01,990 ring up a sale exchange payment, 59 00:03:02,470 --> 00:03:03,940 pack up the purchase, 60 00:03:04,240 --> 00:03:05,350 say thank you. 61 00:03:05,740 --> 00:03:06,460 And they're off. 62 00:03:07,420 --> 00:03:10,420 This is a huge missed opportunity. 63 00:03:11,050 --> 00:03:15,100 Make sure at these events you ask for your customer's email 64 00:03:15,100 --> 00:03:15,910 at checkout, 65 00:03:16,570 --> 00:03:18,040 and you should be doing the same thing. 66 00:03:18,040 --> 00:03:19,720 If you have a retail shop too, 67 00:03:20,380 --> 00:03:22,120 most people will give it to you. 68 00:03:22,150 --> 00:03:24,700 If you explain the reason why you're asking, 69 00:03:25,300 --> 00:03:27,280 you can tell them that it's so that you can give 70 00:03:27,280 --> 00:03:30,490 them a bounce back coupon or to let them know about 71 00:03:30,490 --> 00:03:34,870 upcoming product releases or to inform them a future shows. 72 00:03:34,870 --> 00:03:36,820 You'll be attending things like that. 73 00:03:37,570 --> 00:03:39,400 Then once you have that email, 74 00:03:39,730 --> 00:03:41,200 you need to do something with it. 75 00:03:41,230 --> 00:03:42,670 You need to use it, 76 00:03:43,360 --> 00:03:44,740 send a brand new customer, 77 00:03:44,740 --> 00:03:45,880 a welcome message. 78 00:03:46,420 --> 00:03:48,670 You can check in to see how they liked their new 79 00:03:48,670 --> 00:03:53,980 product, or if they have any questions at this juncture, 80 00:03:54,010 --> 00:03:56,230 I don't want you to be selling anything. 81 00:03:56,530 --> 00:03:59,410 You don't want your new customer to unsubscribe right at the 82 00:03:59,410 --> 00:04:04,780 start. Remember everyone is hesitant these days to give or open 83 00:04:04,780 --> 00:04:08,740 emails since we're all so conditioned to mailbox abuse, 84 00:04:09,520 --> 00:04:12,970 too many emails and too much selling. 85 00:04:13,780 --> 00:04:14,770 So be different. 86 00:04:15,160 --> 00:04:18,160 Stand out by offering them something for free, 87 00:04:18,550 --> 00:04:19,870 like a discount coupon, 88 00:04:20,440 --> 00:04:21,940 or just to check in. 89 00:04:22,630 --> 00:04:23,260 And yes, 90 00:04:23,290 --> 00:04:25,930 I know a coupon is cutting into your profit, 91 00:04:26,290 --> 00:04:29,110 but consider this as a promotional expense. 92 00:04:29,560 --> 00:04:33,670 Second time purchasers are building a pattern for repeat sales. 93 00:04:34,180 --> 00:04:38,800 Additionally, a repeat purchaser usually spends more. 94 00:04:39,430 --> 00:04:40,360 This makes sense. 95 00:04:40,390 --> 00:04:41,890 Think about it at first. 96 00:04:41,890 --> 00:04:45,520 They're just trying out your product and your brand overall. 97 00:04:45,940 --> 00:04:48,130 But once they've had a good experience, 98 00:04:48,430 --> 00:04:50,200 they're ready to up the commitment. 99 00:04:50,470 --> 00:04:53,860 They'll buy more of your products and now your relationship is 100 00:04:53,860 --> 00:04:58,840 stronger. So continue to grow that connection by sharing more of 101 00:04:58,840 --> 00:04:59,560 your brand. 102 00:04:59,800 --> 00:05:02,590 This is the third step in emails, 103 00:05:02,620 --> 00:05:05,950 give tips and advice on how to use or store your 104 00:05:05,950 --> 00:05:08,500 product. Share fashion tips, 105 00:05:08,560 --> 00:05:09,700 health benefits, 106 00:05:10,060 --> 00:05:14,230 ideas for decorating or whatever matches your product and would be 107 00:05:14,230 --> 00:05:15,790 of interest to your customer. 108 00:05:16,150 --> 00:05:18,250 As it relates to your expertise. 109 00:05:18,970 --> 00:05:21,820 You can also suggest they follow you on social, 110 00:05:22,030 --> 00:05:25,840 where you can continue doing more of the same show behind 111 00:05:25,840 --> 00:05:28,030 the scenes of your product production. 112 00:05:28,390 --> 00:05:30,220 What your work day looks like. 113 00:05:30,610 --> 00:05:33,730 Ask for feedback on new lines that you're creating. 114 00:05:34,360 --> 00:05:37,810 There are so many ways you can engage your audience and 115 00:05:37,810 --> 00:05:39,700 keep them interested in your business. 116 00:05:40,090 --> 00:05:42,940 This is important so that you can stay top of mind 117 00:05:42,970 --> 00:05:45,280 for these additional purchases. 118 00:05:45,700 --> 00:05:47,500 I have a way for you to get more ideas on 119 00:05:47,500 --> 00:05:48,520 how to do this. 120 00:05:48,850 --> 00:05:51,340 Take a look at my content for maker's program. 121 00:05:51,640 --> 00:05:54,400 It gives you a year of ideas that you can use 122 00:05:54,400 --> 00:05:56,320 for social media posts, 123 00:05:56,350 --> 00:05:58,250 blogging, email topics, 124 00:05:58,280 --> 00:05:58,940 and more. 125 00:05:59,450 --> 00:06:01,400 You can check it out at gift biz, 126 00:06:01,400 --> 00:06:05,360 unwrapped.com forward slash content for makers. 127 00:06:05,960 --> 00:06:10,400 What you're doing with this continual exposure is increasing your customers 128 00:06:10,410 --> 00:06:11,570 trust in you. 129 00:06:12,050 --> 00:06:14,480 And that leads us to the next step, 130 00:06:14,630 --> 00:06:16,850 which is make a request. 131 00:06:17,570 --> 00:06:21,380 The truth is most of your customers won't automatically think of 132 00:06:21,380 --> 00:06:23,510 spreading the word about your great product, 133 00:06:23,780 --> 00:06:27,110 unless you ask them once they've had a chance to get 134 00:06:27,110 --> 00:06:28,580 to know you and your products. 135 00:06:28,610 --> 00:06:32,330 And they've had a positive experience with communications and email. 136 00:06:32,570 --> 00:06:32,990 In other words, 137 00:06:32,990 --> 00:06:34,430 you're not spamming them, 138 00:06:34,880 --> 00:06:38,660 or you've been communicating with them through direct messages on social. 139 00:06:39,080 --> 00:06:41,990 They feel better about telling others about you. 140 00:06:42,410 --> 00:06:44,960 So now's the time to ask them to help you out. 141 00:06:45,680 --> 00:06:48,320 You can make several different types of requests. 142 00:06:48,740 --> 00:06:50,000 Share this with a friend. 143 00:06:50,510 --> 00:06:54,020 It could be an email or a family or friend discount. 144 00:06:54,500 --> 00:06:58,280 Again. Remember this goes into the promotional expense category. 145 00:06:58,910 --> 00:07:01,220 Another way to make a request is to ask for a 146 00:07:01,220 --> 00:07:02,240 product review. 147 00:07:02,780 --> 00:07:04,220 This just doesn't happen. 148 00:07:04,310 --> 00:07:05,450 Unless you ask, 149 00:07:05,990 --> 00:07:08,390 I've found that if you give them a topic to reply 150 00:07:08,390 --> 00:07:11,120 to, it makes it easier for them to follow through. 151 00:07:11,570 --> 00:07:12,770 So you can say, 152 00:07:13,040 --> 00:07:15,380 would you please go over to my Facebook page? 153 00:07:15,470 --> 00:07:17,000 And if you're doing this in an email, 154 00:07:17,030 --> 00:07:20,510 include a link and write a review saying which scent of 155 00:07:20,510 --> 00:07:23,960 candle you purchased and your thoughts on how it smelled and 156 00:07:23,960 --> 00:07:25,400 the atmosphere it created. 157 00:07:26,000 --> 00:07:29,390 Obviously you would adjust this to whatever your product is. 158 00:07:30,200 --> 00:07:34,400 Another idea is to make special cards that promote a sale, 159 00:07:34,460 --> 00:07:35,540 a private sale, 160 00:07:36,050 --> 00:07:38,030 your customers like to feel special. 161 00:07:38,330 --> 00:07:42,680 What about offering those who purchase in person a business sized 162 00:07:42,710 --> 00:07:46,130 special offer card that they can pass on to their friends 163 00:07:46,220 --> 00:07:50,690 or to use themselves for a limited time via a private 164 00:07:50,690 --> 00:07:56,390 code. They have access to special items or discounts only available. 165 00:07:56,390 --> 00:07:57,650 If they know the code, 166 00:07:58,280 --> 00:08:00,920 this is so easy and inexpensive to do. 167 00:08:01,310 --> 00:08:04,550 You can get cards printed up through Vista print for about 168 00:08:04,550 --> 00:08:07,400 $20 that you can hand out at shows, 169 00:08:07,790 --> 00:08:11,870 slip into repeat customer orders or any other way that you 170 00:08:11,870 --> 00:08:14,030 want get creative, 171 00:08:14,060 --> 00:08:16,640 but make sure that they know that this isn't a mass 172 00:08:16,640 --> 00:08:21,470 offering it's special and you've selected them to have the secret 173 00:08:21,470 --> 00:08:27,590 code. Another idea for repeat customers is holiday reminders, 174 00:08:28,280 --> 00:08:29,150 depending again, 175 00:08:29,150 --> 00:08:30,020 on your product, 176 00:08:30,050 --> 00:08:33,560 you may have customers who buy from you only during certain 177 00:08:33,560 --> 00:08:36,080 times of the year it's holiday season. 178 00:08:36,080 --> 00:08:37,100 Now, of course, 179 00:08:37,520 --> 00:08:41,120 have you pulled up your past purchaser list from November or 180 00:08:41,120 --> 00:08:42,200 December 20, 181 00:08:42,200 --> 00:08:44,000 20 better yet, 182 00:08:44,030 --> 00:08:46,100 if you have their recipient names, 183 00:08:46,280 --> 00:08:48,950 you can add that to an email and ask if they'd 184 00:08:48,950 --> 00:08:52,580 like to send another gift to the same recipients this year, 185 00:08:53,060 --> 00:08:56,220 that makes the gift giving so much easier on them. 186 00:08:56,850 --> 00:08:59,700 You can't rely on people's memories to know how to reach 187 00:08:59,700 --> 00:09:02,280 out to you all the way from last year, 188 00:09:02,730 --> 00:09:04,080 show up in their inbox, 189 00:09:04,110 --> 00:09:07,020 right in time to help them out when they need holiday 190 00:09:07,020 --> 00:09:08,040 gift options. 191 00:09:08,100 --> 00:09:11,310 Most let me review these again. 192 00:09:11,700 --> 00:09:15,390 First thing is it all starts with their email address. 193 00:09:15,780 --> 00:09:17,040 Then once you have that, 194 00:09:17,310 --> 00:09:18,780 send an introduction, 195 00:09:18,810 --> 00:09:22,770 email, welcoming them into your business brand, 196 00:09:23,700 --> 00:09:27,660 share with them things behind the scenes and continue to develop 197 00:09:27,660 --> 00:09:29,100 that relationship with them. 198 00:09:29,100 --> 00:09:31,230 So they feel comfortable with you. 199 00:09:31,470 --> 00:09:33,330 They've had good experiences, 200 00:09:33,570 --> 00:09:34,650 a second sale, 201 00:09:34,650 --> 00:09:38,070 where they're starting to build momentum in terms of purchasing with 202 00:09:38,070 --> 00:09:38,790 your company. 203 00:09:39,300 --> 00:09:41,910 And then you can go in and make a request. 204 00:09:42,330 --> 00:09:44,340 Do you have other friends who would be interested in my 205 00:09:44,340 --> 00:09:47,190 product? Would you help me out by writing a review, 206 00:09:47,520 --> 00:09:48,540 things like that. 207 00:09:49,170 --> 00:09:53,250 And then also pull up past customer lists for people who 208 00:09:53,250 --> 00:09:56,880 only purchase from you during certain times of the year and 209 00:09:56,880 --> 00:09:58,140 trigger their memory, 210 00:09:58,170 --> 00:10:00,480 that you were the one who served them last year. 211 00:10:01,560 --> 00:10:04,470 There's no limit to the ways that you can reach out, 212 00:10:04,530 --> 00:10:09,000 show appreciation and build on loving up your customers. 213 00:10:09,540 --> 00:10:10,440 It's worth it. 214 00:10:10,980 --> 00:10:15,390 When you experience repeat sales that come in automatically and you 215 00:10:15,390 --> 00:10:18,870 start seeing your revenue grow each and every month, 216 00:10:19,320 --> 00:10:22,890 you'll know that you've put in place a successful client retention 217 00:10:22,890 --> 00:10:26,520 strategy that you'll be able to rely on for years to 218 00:10:26,520 --> 00:10:30,120 come. That's a wrap. 219 00:10:30,480 --> 00:10:32,340 I'm a get to the point kind of girl. 220 00:10:32,490 --> 00:10:35,280 And this is what you can expect from these quick midweek 221 00:10:35,280 --> 00:10:40,350 sessions. Now it's your turn go out and fulfill that dream 222 00:10:40,350 --> 00:10:41,100 of yours. 223 00:10:41,430 --> 00:10:43,560 Share your handmade products with us. 224 00:10:43,860 --> 00:10:47,850 We want them and they bring us both so much happiness.