Small business owners share 6 ways to strengthen your customer relationships
One mantra many small business owners live by is Know, Like, Trust. Implementing KLT factors builds a foundation for a community of dedicated customers.
Small business owner wedding client management bride
Wedding clients have high expectations. Get them to know, like, and trust you with these great tips from small business owners.
What that means is you can’t simply deliver a great customer experience anymore. You must build awareness, inspire an appreciation for your creativity, and forge a bond with your customers that they honestly value.
Then, you must keep them coming back for more. It’s also a bonus if you get them to tell everyone they’ve ever met about how amazing your business is, right? Small business owners are expected to build bonds of trust with customers to the point of true dedication. With so much noise today, how can you do that with your customers?
If you look for answers on social media, it’s made to look super easy. You and I both know it can be difficult to navigate customers through the steps of KLT with the ultimate goal of transforming them into brand ambassadors.
The 6 concepts I’m going to share today are going to make it simpler. I promise!
Small business owner you got this
Hey! Small business owner...let's break down this customer relationship thing together!
If you follow me on Instagram, you know that I’ve started this discussion on that platform and want to recap and continue it in today’s blog post. If you don’t follow me yet, I'd love for you to start!
Let’s tackle 6 ways to strengthen your customer relationships backward for a change! Yes, starting with 6 and working our way back to 1. Entrepreneur Magazine asked 6 small business owners: How do you strengthen your relationship with customers?
It’s a countdown of the best relationship deepening tactics by small business owners just like you!
6. Speak up
Finding the time to communicate with your clients can be difficult, but prominence is important when it comes to firming up your customer relationships. By that, I mean being at the forefront of your customers' minds even when they aren't actively shopping for flowers. So, that when they do need flowers your business is the first one they instinctively conjure up in their mind.
“If you can stay top of mind when your customers aren’t necessarily looking for [you], you’ll be the first person they call when it’s time to make a purchase or do a deal. For me, starting a podcast has provided this opportunity and given me a large platform to speak about what we’re building. It’s even resulted in existing clients looking to get involved from a sponsorship perspective.”
-Matt Hillman, co-founder, and partner, Cut +Sew
As a floral designer and small business owner, how can you stay top of mind with your customers?
A podcast might be a bit more than you want to take on right now. I understand that, but there are plenty of ideas you could implement here.
Take some time to brainstorm ideas unique to your business. Think about how you would want to be contacted and what you’d like to learn about if you were a customer. Survey your customers. Get their input. Then, use it to create the most effective opportunities to connect with them.
It’s also critical to acknowledge that email marketing is essential to this process. Value-add emails sent consistently to your customers can truly increase the likelihood they will purchase from you repeatedly.
People who purchased from you once are 27% more likely to purchase again and that number increases with each transaction. If you can retain that customer for a 3rd or 4th sale that number leaps up to 60-70%!
A communication series is key for all your customers.
For those who are still in the early stages of the KLT process go with a content drip campaign. They know you and they like you, but they haven’t built that 100% trust yet. Utilize a combination of emails, phone calls, and something unexpected like a personalized postcard thanking them for their business.
For those who are loyal repeat customers, you can bring value with seasonal reminders and personalized reminders. Use your CRM to house information about birthdays and special occasions. Then send valuable tips about how to make those occasions memorable.
Remember personalization is a huge piece of this tactic’s effectiveness. Most of this process can be automated, but do consider that a handwritten postcard can turn a one-time customer into a brand loyalist for life.
Don’t forget that a valuable touch-point for customers is the follow-up after they purchase from you. A week or two after their order you can reach out. Remind them to give you a 5-star review or simply ask if they have any needs for floral design coming up in the next month. This is a great time to foster trust in KLT by reinforcing your value and offering to help them with future requests.
Fall wedding florals UT Alumni Center Austin TX
Reach out a month after the wedding. It's the perfect time to share some great photos, re-live that gorgeous day with your client, and ask specifically for a 5 star review.
5. Offer access
Instagram offers you a level of connection with your clients. The best part about that connection is that it is on your customers’ terms. You are offering access and guiding your customers. So, they can access it when they want it. Valuable posts and a commitment to consistency with your social media are important. Why? Simply because they demonstrate that you are accessible when your customers have needs or questions. They will get comfortable turning to you for answers. Then you become that trusted source for information. Your customers know, like, and trust you to provide helpful information. KLT, baby!
"Instagram is an interactive space for our experts to share guidance on practices and products to support at-home-skin-care remedies. We see high engagement in our stories, where our most seasoned and skilled experts and trainers field our follower's questions. We're also piloting some other digital services that will allow clients to connect with our team of experts, one-on-one."
-Michael Pollak, co-founder, and chief experience officer, Heyday
The concept of offering access is closely tied to customer service.
Your response time to initial inquiries is directly linked to how customers perceive your willingness to work with them. This directly translates into their perception of your level of interest in their business.
Be sure to create a system or workflow for inquiries with automated responses. Your clients want to know, not only that you received their message, but that you are also excited about it!
It’s been proven that 50% of wedding clients go with the first vendor that makes contact.
Automated email responses make that a no-brainer and will show the client you are accessible and motivated to reply.
Also, consider using a scheduling app for your consultation appointments. I know lots of small business owners that use Setmore and Calendly for this purpose. This is a way to offer access to your potential customers without taking time out of your team’s day to schedule and re-schedule consultation meetings.
If you can’t spend a lot of time on social media answering questions in your stories like the Heyday team mentioned above, be sure to have a detailed FAQ section on your website and link it to your Instagram highlights. Your website should handle potential clients’ objections for you. That is exactly why you need an FAQ section. This is where you answer all the questions your potential clients come up with and update it often. Dallas based, Flux Floral, is a great example and offers access to potential customers’ questions without even having to talk to a designer.
4. Entertain them
Floral designers often delve into multiple artistic platforms as creative outlets. Many of the designers I know are also painters, photographers, interior designers, musicians, writers, and stylists. If you have an alternative outlet for your creativity, I encourage you to share it with your customers.
It both entertains them and shows that you are human.
creative small business owners floral designers
Share your artistic talents and hobbies with your customers. Clients love seeing that you are multi-talented!
Small business owners often struggle with showing more of their personality to the world via social media.
This is a great way to offer up more of yourself to your community.
“In addition to my own D@C clothing line. I recently launched a magazine and media platform called HommeGirls, with aim to highlight menswear style for women. It’s a passion project rooted in editorial, my first fashion background. It allows me to be creative and thought-provoking, and create outside of just fashion design. It lets my fans-both from the clothing line and the mag- see more of what I’m about, more of what I can offer.”
-Thakoon Panichgul, founder and chief creative officer, Thakoon
3. Empower them
Do your customers care about their community? What are the causes that are close to your customers’ hearts? These are things you need to know. Find out and then choose a philanthropy your customers care for that aligns with your own.
"The philosophy of 'fewer, better things' is at the heart of everything we do so we create content and services that match. In 2013, for example, we launched our Lean Closet program: Customers can donate old clothing of accessories to benefit our philanthropic partner, H.E.A.R.T. This way, our customers can live in a 'fewer, better' way while empowering women in need."
-Shilpa Shah, cofounder, Cuyana
Take Shilpa's concept above and run with your version. Offer a way to let your customers empower a cause you feel compelled to act on. Look at your why to rediscover your deep-rooted philosophy. Then, use that to guide you to the right cause.
The simplest acts can make a huge difference.
2. Create incentives
When thinking about customers, it’s frequently NEW customers that we think of first. But, what about your existing clients? The ones that are your repeat purchasers.
How do you keep your most loyal customers engaged?
“We have an ambassador program, where we provide our most loyal customers with a platform to create content that is shared on our social media channels. It transforms them from customers to brand advocates. We are strong believers in the power of community and use our channels as a two-way street for communication between us and our consumers.”
-Parisa Fowles-Pazdro, founder and CEO, Max-Bone
So, as a floral designer and small business owner how can you incentivize your loyal customers to share their experiences with others?
A few easy to implement ideas…
Offer a free upgrade when a customer gives you a social media shout-out!
Create a trade-up program. Customers can return 3 vases from previous purchases, give you a social media shout-out and in return, you offer free delivery on their next order.
A VIP giveaway for your best customers, exclusively for those that write 5 start reviews and share them on their social media. This could be done for wedding clients and everyday clients.
Building relationships with existing customers is worthwhile because a loyal customer base in your business is instrumental to success.
That brings us to our number 1 small business owner relationship strengthening tip.
1. Provide Expertise
Allow your clients to ask questions and then be their guide to the most helpful answers.
“We have a mission to help people through guidance, which goes beyond just product. With our cookware brand, we offer a texting service that allows customers to have a conversation with a professional cook. Customers can ask for a fresh grocery list, recipe recommendations, or even how to make simple scrambled eggs. This type of interaction creates a deeper relationship, and the customer feels like they're gaining value beyond a tangible product."
-Nick Ling, CEO, Pattern Brands
As a floral designer and small business owner, what expertise can you offer your clients to provide a next-level experience?
A monthly Q &A session with your wedding clients.
That's bringing real value!
Wedding floral designers can offer a once a month Q&A session with your wedding clients.
This would include answering questions, bouncing ideas off each other, and learning more about your clients’ needs. You’ll be the most helpful floral designer by providing your expertise.
Offer up a seasonal style guide or a tips and tricks newsletter to clients on your email list. Use all that experience you've gained by sharing the dos and don'ts of wedding or event planning.
For your daily clients, you can offer a thoughtful guide on what sizes and styles are your bestsellers for special occasions. This would not only showcase your expertise but also simplify sales for customers that are unfamiliar with ordering flowers or your unique style.
Ok, small business owners... let's recap the 6 ways to strengthen your customer relationships.
6. Speak up
5. Offer access
4. Entertain them
3. Empower them
2. Create incentives
1. Provide expertise
Try a few of the suggestions above and put your twist on it. Your customers are waiting to hear from you!
Until next time,
LuAnn