As warmer temps start to melt the snow and birds get ready to build their nests, it’s time for you to book your spring shows, spring into action and watch your business blossom! Shannon Ferraby, author of Success Unwrapped, spills the tea in her book and our blog series. She'll guide you, A-Z, through the world of event success, boosting sales, snagging loyal customers, and unwrapping your business's potential.
Up next is C. C is for..Customer Care.
Customer Care
“How do you turn a one-time customer at a craft show into a repeat customer?”- Brittany B. OH
There is a big difference between a shopper and a customer. To build a strong and successful business, you need a steady increase of the later. A shopper is someone who has money to spend and is on a mission to do it! They may have a specific purchase or gift recipient in mind, or they might not. In the case of a shopper walking into a craft show, they are most likely planning to shop but don’t always know ahead of time for what or with whom. Who they chose to shop with and give their money to will be based on many contributing factors you are unwrapping in this book. If they chose to shop with you, which of course I hope they do, the first time they buy, they are still a shopper. They are not your customer. You happen to be the one of the vendors they shopped with that day. You will find plenty of shoppers at craft shows. It will be up to you to develop those first-time shopping interactions into long term customer relationships.
A customer is a shopper who is choosing to buy from a particular person or brand. Constant review of how to best meet shoppers’ needs, evaluating how well they are satisfied on a regular basis and developing a relationship with them beyond the sale is how you will turn a one-time shopper into your customer. In simpler terms, you need to provide outstanding customer care.
Shoppers turn into customers and will purchase products from consultants:
- They at first feel comfortable with and then grow to know, like and trust
- Who treat them well
- Who contact them on a regular (but not annoying), basis
- Who they develop a personal connection with
There are three important points of contact where you should focus on showing shoppers, soon to be your customers, that you care.
1. First Impressions. When you first meet, show you care.
Whether you first meet someone at a craft show, a home party or casually out and about living life, the first impression is the only first one you will get. Ask yourself, “What do I want them to see and remember about me?” As an entrepreneur, who owns and manages your own business in the sales industry, you are never truly “off duty”. Every interaction, with any person, could result in having just found your next amazing customer or rock star team member! Continually and consciously project your best self and what you want others to see as their first impression of you.
When people meet you, it should be impressed upon them that:
- You use and love the products you sell
- You are passionate about being a consultant and purposefully positive
- You are interested in them as a person and you are genuinely a fun and caring person
- You are a professional and you are successful in your business
2. When you part company, show you care.
According to a survey conducted by Statistics Brain Research Institute, 88% of business cards handed out will be thrown away in less than a week. That equates to about 9 out of every 10 cards you distribute being rubbish rather than creating relationships or repeat sales! Yes, giving your contact information is important! But, you obviously cannot count on the shopper to keep your information and come back to you again and again. They will not. They will, or at least 88% of them will, throw away your information. They then have no way to contact you even if they want to, and therefore no thought of you or shopping with you should they even be interested in more of the products you sell.
Before your shoppers leave your booth or table, exchange contact information. When you really care about keeping in touch with someone, you don’t just give them your information. You make sure that you have theirs. The impetus is on you, the person building the business and these relationships, to be in control. Guarantee that you can still connect with the 88% of shoppers that threw away your card.
Ensure you have their information by using:
- A receipt with every transaction. I suggest carbon copy receipt forms, that are not in a booklet, but can be individually placed on clipboards. The portion you keep provides you with their information.
- A wish list card. Create index sized wish list cards. As the guests are browsing, encourage them to keep track of items they love on a wish list card. Before they leave, have them complete their contact information on the back and promise them you will let them know when any of their wish list items goes on sale, or similar items become available that they might be interested in.
- A customer loyalty card. Create a punch card (on paper or using a punch card app). They get one punch for every item purchased and upon reaching 10, or whatever number you determine, they receive a special gift. Loyalty cards give your shoppers a reason to not throw away your card. With just a few more items, they will earn something free! That is a great reason to tuck the card away where they will not lose it. If you are using an actual card, as opposed to an app, be sure to consider it your business card and include all your contact information on it. When offering a loyalty program, you will need a list, index card file, or app on your phone to keep track of which shoppers have joined and to stay in touch with them. Remember, this is a contact exchange and provides you with their information.
Ensure they leave with your information by providing at least one of the following:
- A catalog, business card, thank you note in bag with purchase, punch card, receipt, flyer listing your upcoming show dates and locations, pens, keychains or other advertising merchandise.
3. Follow up and show you care.
- The first step to follow up, is following up on what you have said you will do. Did you promise to send them information about hosting or joining? Then do it! Did you tell them you would reach out to them when there are sales or specials? Get on that! When asked why you need their contact information did you respond that you would like to contact them and make sure they are satisfied with their purchases? Then by all means, reach out and ask them if they are. No one wants to shop with or continue to work with a person that is not reliable. You are a business owner, and part time or full time, we all have responsibilities to uphold. The success of your business and more importantly your reputation, is at stake when your promises are not kept. Follow up.
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“Ring! Ring!” Is that your phone? Huh, should you answer it? It doesn’t look like a number you are familiar with. Wait a minute! You just did a craft show and passed out your contact information to 35 people! It’s true, 88% of them already threw away your business card. But this call could be one of the other 12%! Answer it! Answer it politely. Recognizing that you own a business and your phone is not just a device for aimlessly scrolling on Facebook but a tool to help you connect, build relationships and reach your goals. When a customer calls and leaves a text or a voice message, do your best to return their call as promptly as possible. If a shopper saw you over the weekend, saved your card, and made the effort to call you with a question or has decided to purchase, host or join, the last thing you want is to leave them hanging.
According to Statista.com, 71% of consumers break up with brands because of unresponsive customer service.
It’s too easy, using the internet, to find another consultant. That is exactly what they will do if they are interested or need help and you don’t promptly respond to meet their needs. Don’t let that happen to you.
Answer your phone, reply to your texts and emails, and return their calls. You put forth a good effort to print stickers, plaster them all over everything and intentionally ensure every shopper left with your information. Don’t waste that! Be receptive and excited when they contact you.
Don’t forget to show your customers that you CARE
C: Courteous and caring
A: Attentive, available and always appreciative
R: Relatable and reliable
E: Excited, easy to work with and eager to help them
With customer CARE like that, they won’t want to shop with anyone else!
Wouldn’t you love to add, not just sales at your events, but new shoppers that become life long customers?! Time to spring into action and start unwrapping your success!-Shannon Ferraby, Success Unwrapped