BadAss at business is the ongoing series of posts directed at those in the quilt/ fabric industry as well as those who use that beautiful fabric in their small cottage industries making adorable items for home and family. If you would like to see everything I write on this topic make sure to pop Home page for BAQS and put your e-mail address in that subscription box!
The Premise
I have a local gas station/ repair shop, it is where I take my car for all things. From oil changes to a new water pump. They are not the cheapest for things like oil changes and regular maintenance and I know that. When I was stuck on the side of the highway they are the ones who came to get me within minutes and another time when I was far away with car problems they were the ones who stayed on the phone with me, talked me through how to fix it and then checked to make sure I got somewhere safe. There is a REASON I support them – I am a relational customer. I have built a relationship with them and they with me. I trust them and they go out of their way to make sure I am taken care of. I support them because they not only take care of me but they employ their staff at a fair wage and that is important to me as well.
The Players
There are two types of customers, Transactional and Relational, and some are a bit of both, so maybe we can say there are three types.
The transactional customer lives for a sale and the thrill of the hunt and have no loyalty to any store. Generally they feel that paying full price means they are being ripped off. In fact there is every chance that no matter how much or little money they have they will only shop with you when you are having a sale. He/she is the reason places like Massdrop succeed since the item is only worth it to them if they got it on sale. If you are not sure you have any of these customers think about the ones who are always asking when you next sale will be and refuse to shop in anything but your sale section. That customer you only see when you have a sale ( and usually she buys a lot) and is the first in the door for any going-out-of-business-sale – yeah that is her.
The relational customer is all about the conversation and trust. And while he/she is not adverse to a sale she is not going to go out of her way for it and what she values is what you do, how you do it and how you make her feel in the process. She wants her project to come together well and does not mind paying for that help and the assurance that you are there should something go wrong. She is not even necessarily a ” feet in the door” customer, it is quite possible to run a highly relational online business small or big ( think Zappos).
Setting the Scene
At SPOOL we are totally about the relational customer and go out of our way to develop those customers and make sure they feel that their needs are being met and that their experience in our store is amazing. From the greeting when they come in the door to the way we package each and every item that leaves via online order it is about supporting that customer.
Of course every customer should be treated like gold but those who have converted into relational ones are treated extra special.
Relational Perks that Cost Nothing – Any business no matter how slim a budget can employ these ideas.
- Learn your customers name and use it. This does get harder as you grown but being remembered by name means a lot to most people.
- Hand written notes to online customers thanking them for their purchase.
- Follow up phone calls when a customer tries a new product and taking action when and if the product does not meet their satisfaction.
- Calling/contacting a customer when favorite designer has new line in the store, giving them “first dibs” on the new line/ item or style.
Small Cost and Big Rewards – Making life sweet for your relational customer
- Small promotional items are big with customers. How about an adorable emeryboard, magnet or other useful item. Resist using the name of your business on these items. They will remember where it came from each time they see it and it feels more like a gift and less like you are asking them to promote your business for free.
- Industry specific item. I know a repair place that gives a pack of wet wipes to each repair customer to encourage them to check their oil each time they get gas – I love that!
- When I was taking a lot of longarm customers I sent each quilt home with a brand new Straw needle in a little bag that had a card giving my reasons why I liked that needle for hand binding.
- Customer perk cards are always loved. Just remember make it easy on your customer. Our system keeps track of each customer’s spending and we remind them of rewards they have to use and rewards don’t expire. It is always a sweet moment when you tell someone they have a $X amount discount ready to be used!
Big Customers – Big Rewards
Some customer knock your socks off with their loyalty, you do the same! I have been known to —
- Send FREE fabric to a customer
- Slip a book I know they will love into their package or mail it to them in the aftermath- always add a note of thanks!
- Give extra yardage
- Add bonus points to their total so they get to their goal faster!
Pulling it all together – Leave me a note, I want to hear what you have to say!
If you are a quilt store customer what sort of amazing service, perks or love have made an impression on your from your local or not so local quilt shop?
If you own a small business ( quilting or not) what are you doing to make your relational customer feel extra special?
