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deliver exceptional customer service free checklist

20 ways to deliver exceptional customer service – free checklist

Some of you might know why it’s important to deliver exceptional customer service, some might pay it lip service. First up I want to explain to you why it’s financially important to your success.

Why it’s important to deliver exceptional customer service

The biggest reason I can ever think of is that it’s easier to retain a client than to acquire a new one. The benefit of keeping a client is that it grows their lifetime value and your profit margin on that client. Then that client will go on and refer others, with no marketing cost to you. Can you see the $ you’re making just by keeping one client?

Then there’s the fact that some customers will pay more for better customer service, don’t you want a customer who will pay more? This becomes your competitive advantage and what represents your brand.

So now you know a little more about why you and your business should care about delivering exceptional customer service, how do you make it happen? Well, I’ve outlined 20 ways to make it happen.

1. Know your product or service

While most of us can excuse a new staff member not knowing the ins and outs of everything, we are also pleasantly surprised when they do.

Education is empowering and teaching your staff and yourself about how the features and benefits meet the needs and other drivers a customer has makes their lives easier. If you can understand why product A is a better option for client A but can listen and discern the subtle differences each client brings, you’re in front from the start.

2. Personalise your service

Even fast-food chains allow you to personalize your burger. But there’s more to a personalized service than this.

Almost half of your customers want more from you. That means they want to feel like more than just a number. Let’s face it, no one likes to feel used or unimportant. You know that people want to do business with people and this is where personalizing your service comes in. For some businesses it’s the hand-written note, others it’s a birthday discount or gift, for some it’s a parcel out of the blue!

3. Give them ways to help themselves

In a 24/7 online world, questions come when shops are closed but clients still want answers. It’s one thing to enable online shopping it’s another to have online helping.

Giving customers ways to help themselves through online shopping, Frequently Asked Questions (FAQs), chatbots with their automated answer sequences, and online chat all provide different ways to meet the customer service needs of your audience.

4. Help without expecting a sale

This is my favourite way to provide exceptional customer service because I can do it to anyone, it costs my time, and I never know where it will lead (to the law of reciprocity would disagree).

While I have been doing this for many years in my business, it was the book, Youtility by Jay Baer, that really taught me the financial benefit to my business. It also helped me overcome the misgivings I had about people “stealing” ideas or never buying from me. Boy how I was wrong.

5. Remain positive

I first came across the science behind what I had done with my staff during my Masters study. I read an article which said that positive staff were happy staff and happy staff made for happy clients.

A few years later, while researching the psychology of social media, I learnt that happy clients buy more.

Time to put a smile on your dial and a spring in your step!

6. Do what you say

When you say you deliver exceptional service, it’s not you who determines what that is, it’s your customers – they set the bar. So when you say you do something, you need to at least do it and preferably do more.

TIP: The extra mile is never crowded – Wayne Dyer

7. Anticipate

Do you know what the logical next step is for your client? What is the normal progression? Remember it’s cheaper to retain a client than to make a new one.

Proactively help your client through their next steps and thereby to the next level in your sales funnel. It’s exceptional service and proactive sales. (It doesn’t have to be pushy either)

8. Tell them how you’ll meet their expectations

Your client comes to you with a set of expectations, save yourself some time and potential heartache by taking the time to understand them. Simple active listening techniques of saying what general expectations are of clients and asking them if theirs are any different and repeating their answer back to them can often be all that’s needed to clear a situation before it occurs.

It shows that you understand what your general client expectations are, that you are prepared to and can potentially personalize their service, that you listen, value their input in the situation and look for a way forward.

I have recently read Peak by Chip Conley and in it he goes into the Client Expectation Hierarchy. This hierarchy marries drivers, expectations, and what results when expectations are met. It’s a fabulous read if you’re serious in delivering exceptional customer service.

9. Model it in your actions and for your staff

You want and expect your staff to offer exceptional customer service, you not only need to do the same to the customers but your staff too. Not only will it make the staff happier, and happy staff = happy clients, but it role models the behaviour to staff and helps it to become ingrained.

employees exceptional customer service10. Know and leverage touchpoints

It can take 7-12 touches to create a sale. Do you know where all of yours are and do you use them to maintain the client relationship and customer service after?

Social media, email, newsletters, and after-sale service are as important as leverage up to and sealing the deal as they are afterwards in maintaining the client relationship and continuing a profitable relationship. Remember, it’s cheaper to maintain than acquire a client.

11. Respond ASAP

Customers understand that businesses can be busy and they hope that they’re not your only customer, but as a customer, our time is as valuable as yours or the next customer. Please show that you understand that and let us know when we can expect a response or admit to a delay. It allows customers to plan their time effectively and it shows that you care for our time.

12. Good listener

Listening is what the other person does and feeling heard is what we want and how we feel when we believe they’ve listened. Both rely on the perspective of the person doing the listening or wanting to be heard.

Customers like to feel heard because it validates us and what we’ve said, plus it validates the drivers behind what we said.

Looking for tips on how to become a better listener and improve your customer service, then I suggest reading this article with many tips on improving your listening skills.

13. Encourage feedback

Not just reviews and testimonials but warts and all stuff too. It’s not personal, it’s business. Getting feedback from clients allows you to assess and improve your product, service, or customer service. Acting on the feedback, and especially letting the person know that you have, validates their feedback and the drivers which brought them to giving the feedback in the first place.

14. Own your mistakes

Customers know you can’t get it right all the time and admitting that you make mistakes doesn’t show weakness it shows humanity. It also doesn’t mean that you were wrong, sometimes we miss things or have bad days and that’s ok – I’m fairly certain your clients aren’t always perfect either.

TIP: It’s one thing to have high expectations of yourself it’s another to judge yourself when you don’t achieve them through no fault of your own. You’re allowed to cut yourself some slack for bad days.

15. Apologise for your mistakes

So you’ve admitted a mistake, please apologise for it. While you may not have made the mistake intentionally (that’s why it’s called a mistake), apologising is acknowledging that there may be hurt on the part of the other person and you regret that. It starts to repair a relationship, which may not be badly damaged and strengthens relationships. Most people respect an apology.

16. Fix your mistakes

So you’ve messed up, apologised, now’s the time to set it right. I don’t mean sucking up and going OTT. Just do what was expected in the first place. If you did point 8 then you will know what they are and can restore the wrong.

17. Don’t complain & don’t explain

A former boss told me, “Don’t complain & don’t explain”. When it comes to fixing mistakes, your customer rarely wants to hear you complain about what went wrong or why it happened. We want to know that you’re sorry, that you’re taking steps not to have it happen again, and that you’ll fix it. We don’t particularly want or care to know why it happened, that’s information for you. To us, it happened and now we’d like it fixed.

customer service quote18. Go the extra mile

As I mentioned earlier, the extra mile is rarely crowded. And the little extras can make us feel important. Better still, refer to point 2 and personalize the way you go the extra mile. So few businesses take that extra step but it’s these unexpected things which show our custom is important to you.

19. Front and centre

Put the client at the centre of your business, without them your business ceases to exist.

20. Understand their drivers

Understand what drives your customers as it relates to you, your staff, your business, and your product or service. You can read more on why understanding customer drivers are important in this post, you can read more about the driver theory in this post, and you can learn how to embed customer drivers in your marketing over here.

Now you’ve read my 20 ways to deliver exceptional customer service, I’d like to hear which one you’re going to bring into your business and which one you appreciate most as a client. Leave a comment below.

how to build trust in business partnerships

How to build trust in business partnerships

Many small business owners know that it’s important to build trust in their business partnerships. Some businesses even use it in their marketing or as a point of difference. But why is trust important in the various business partnerships we have, clients, staff, online, actual partners, and how do we actually achieve it?

What is trust in a business relationship?

The definition of Trust is: a firm belief in the reliability, truth, or ability of someone or something. What we can forget in business is that it is while we may want it:build trust in small business relationships

  • It’s given by the other person
  • we have no control over when it’s given but
  • we can influence when it’s taken away.

The secret to building trust with customers

The true secret is understanding that you have no control over making your customers trust you, but you do control what you do to use it. The keys to building a trusting relationship with your clients is:

  • do what you say & say what you do
  • behave in alignment with beliefs & values (yours and theirs)
  • be vulnerable & show your human side (it’s endearing)

I keep saying that building a trusting partnership with a client is like building a friendship. You start with your commonalities, and that’s not your business/service/product, and then grow from there. Show empathy for their drivers & tell your customer how you solve or meet them.

TIP: You have no control if a customer trusts you, but control over if they stop trusting you.

The steps to build trusting business partnerships in the workplace

Whenever I’ve needed to build trusted relationships at work the one key has been listening. The key is then to act but in a particular way.

  • Listen to their drivershow to build trust in small business partnerships
  • Align their drivers with those of the business
  • Give regular feedback
  • Admit your own mistakes
  • Set clear boundaries & expectations for all (including yourself)

When I have done these things, I have turned businesses around in 3 months; I have had happier staff; I have had happier clients; I have had increased demand from clients. It is possible and I want you to achieve this too.

How do you build trust in an online business?

Some people might think that it’s harder to build trust in an online brand. I tend to disagree, especially if you remember that the people online are people and you use the tips I shared earlier about building trust with customers. There are some bonus tips which only apply online & make building an online business relationship easier:

  • Use live-streamed video wherever suitable
  • Be responsive to comments and messages
  • Show your customers behind the scenes

TIP: Video shortens the time it takes to build trust online.

Why is building trust important to small business?

build trust in business relationships

Real trust, not just some marketing ploy, is key to building lasting relationships. Trust builds brand loyalty. Brand loyal people are advocates & ambassadors and the best form of free marketing you could ask for as a business. Why? Because people buy from people that they know, like, & trust.

I have a question for you though; do you trust yourself?
I’d love to hear your thoughts in a comment below & don’t forget that I can help you understand what drives you, your staff, & your clients to trust your small business.

Psychology behind the business driver people staff and customers neuromarketing

What is the psychology behind staff and customers drivers (neuromarketing)

It’s said that there are 5 key business drivers: cash, profit, assets, growth and people. If I’m honest, it comes down to one and what drives it: people. So what is the psychology behind staff and customer drivers? By they way, the psychology of marketing is now called neuromarketing.

In the previous blog, I wrote about the psychology of online business and this article is all about the psychology behind the key drivers of a business, or more importantly, the people that make it happen. Let’s lead these horses to water and have them drink.

Before we look at specific groups of people, I really recommend you look at this article on how a small change in thinking about how to motivate people to drive the action you need works & makes a huge difference. Go read it now and come back! Here’s where you learn more about driving people and understanding the psychology of it: https://www.karalambert.com/business/what-really-drives-business-success/

Psychology of staff drivers

Quote Psychology behind the business driver people staff neuromarketingI’ve trained many staff, I consulted with many staff, and I managed staff. The most important lesson I had was when I managed 10 staff. They were beaten and needed support and motivation. So I turned to them. I showed them how they fit within the aims of the Department and asked them what they were passionate about when it came to their work & how the Department helped Veterans. I showed them how as people, they were the most important thing to our business success – because they were.

My staff went from being unmotivated to incredibly productive, happy, having less time off, being consulted more by the business areas we serviced, and they got rid of 2 years’ backlog of work in 3 months. There was no overtime, bonuses, or extra pay. Instead, I made people the most important part of the business. My staff could see where they fit in the direction & success of the Department, they had meaningful work, we had happy ‘clients’ & we were a success.

This proved what I had read in my Masters program on happy staff being the key to having happy clients.

Did you know that happy staff is one of the keys to your clients buying from you? No! Then you’re going to want to read this article where I explain how it works: https://www.karalambert.com/business/customer-satisfaction/

And if you’re interested in learning the steps I took to motivate my staff, then this is the interview you’ll want to watch: https://www.youtube.com/watch?v=1dOH34n0Fc8&list=PL3f8PWYx3KyF6HXaCwctT5-SaW4qjrTvK&index=7&t=90s

Neuromarketing to customer drivers and psychology

You know the model of motivation I shared at the start of this article? I have written an article using the same model but specifically about customer drivers. The article gives you concrete examples of how it works with clients rather than people generally. You can read the specifics here: https://www.karalambert.com/customer-relationships/drive-client-behaviour/

Community & Facebook Groups

These areas can be as open or closed as you like. You can use them to promote or sell items or events. You control who is accepted into the group. It works like your own business fandom and is perfect for growing a ‘tribe’.

Don’t have a Facebook Group for your business? I’ve been running one for about 5 years now & I wrote this article about the benefits and bugbears of running your own Facebook Group: https://www.karalambert.com/facebook/facebook-presence-profile-or-page-or-group-oh-my/

There was a time where Facebook Pages were “dead” and Facebook Groups were the best thing to grow your business. By now I hope you realise that there’s a lot more to it than building the Group and hoping people will come. An active group require active and engaging content & that requires an understanding of your customers’ psychology. Before you go too much further, scoot off and read the following article and come right back: https://www.karalambert.com/facebook/whats-facebook-group-think/

So I’ve covered off running a Facebook Group for your business, what about gaining business from other people’s Facebook Groups? Yes, it can be done and I’ve generated thousands of dollars in revenue from working other groups. Now, this should be part of any business strategy, with or without your own Group. So I encourage you to read this article I wrote on how to use psychology to game posting in other people’s Facebook Groups: https://www.karalambert.com/facebook/responding-facebook-group-post/

Customer satisfaction & psychology

Maya Angelou quote Psychology behind the business driver people staff and clients neuromarketingSo the customer satisfaction survey results are in and Management come back with the standard, “Customer Satisfaction is slipping. YOU need to get it up!” How often have you been told that you need to lift the customer satisfaction rating for your area, team, or business? Then shook your head and wondered just how to make it happen. There’s no magic wand or crystal ball for this one. It’s totally out of your control if they’re happy with you because you’re doing everything you can; special offers, follow up, personalised service. You’ve pulled out all the stops for the customer. You’re giving it all you’ve got!

Traditionally, improving customer satisfaction takes on the form of “What else can we give them?” or “What else do they need?”

What if I was to tell you that there were 2 more effective ways of improving customer satisfaction than throwing more money and things at the customer. (metaphorically speaking)

What if instead of concentrating on just improving the product or service we focus on improving the people involved? Want to know what these 2 things are? Then you’ll need to head over here to read it: https://www.karalambert.com/business/customer-satisfaction/

Psychology of Reviews

70% of Americans say that they look at reviews before they purchase and 90% of customers say that their decision was based on the reviews they read prior to purchasing. Online reviews and other forms of social proof form an important part of a business’ social media marketing. However, as we are talking about the human behaviour of making a purchase, be it online or offline shopping, then we need to consider the psychology of reviews and social proof.

The following article tells you the psychology of why people need to see reviews, the psychology of why people give reviews, and the psychology behind what makes a good review. So if you want to capture more sales, then using reviews best we on your must-do list. Read the full article here: https://www.karalambert.com/websites/how-to-use-the-psychology-of-reviews-to-improve-your-social-media-marketing/

Drivers in Customer avatars, client personas, USPs & use in neuromarketing

To be honest, whatever you call them, you better be including what drives your ideal client. Why? Because understanding why they do and react how they do is as (I’d say more) important than knowing their age/gender/marital status etc.

Don’t know what the benefit is to defining who your target person is? Then read this article before coming back and learning how to write one that seduces like a siren to a sailor: https://www.karalambert.com/customer-relationships/ideal-client/

So why do the standard client avatars fail in my eyes? Here’s the thing. With a degree in psychology, I know that we are more than what we do. I understand that diagnoses and labels give us meaning and structure to our lives, it makes things easier. But labels are just that, they stick on top of a number of behaviours and/or symptoms which make up the labels.

I don’t know about you, but I’m more than the labels society puts on me. Yes, I am a mother, daughter, sister, wife, graduate, business owner; but so are many other women I know. Does that mean that we are all the same? Does that mean that all of our behaviours are the same? No!

So why do marketing experts and business owners still believe that these client profiles based on labels work? At best they are generic, but how are they used and what lies behind them?

These avatars are used to help business owners with their marketing and messaging, what is now being called neuromarketing. They exist to help with what words to use, where to focus marketing efforts; but where does this come from? The business owner’s interpretation of the labels. And this interpretation comes from their lived experience and opinions of these labels. This interpretation comes from our biases. What if they’re wrong?!

So what happens when a business does a standard client avatar exercise and finds it doesn’t work, and I have had many business owners in tears because this is the case but they were lead to believe it would work and was crucial. Their marketing efforts are misguided, they don’t make the money they feel they should, they are demotivated, and some even close their businesses believing they were a failure.

All because they relied on labels rather than what sat behind them.

So now I’ve piqued your interest into neuromarketing & the psychology you need to understand for a better ideal client avatar, I bet you want to read how to write one! Well, head over and read the following article: https://www.karalambert.com/business/client-avatar-work-fails/

And then I suggest you review the very first link I posted at the top of this page. Here it is again to save you scrolling: https://www.karalambert.com/business/what-really-drives-business-success/

Scarcity & fear marketing in neuromarketing

One of the common things business owners say to me during training on the psychology of social media is that they have an issue with marketing to their customers’ fears. They said that they had paid for neuromarketing advice and been told to market to their ideal client’s fears. But they didn’t like it and in fact, they no longer used that advice. Sound familiar.

This is what annoys me. There is so much information out there which we throw by the wayside but believe it to be true because everyone says it. It’s like learning lemmings. (My Mum would say, if everyone jumped off a cliff would you too?) Ok, so that’s a little harsh but it seems like a big waste of money to pay for advice and not use it because you’re not comfortable with it.

I believe, and teach, that there are five key motivators of human behaviour in neuromarketing (on and offline). One of the motivators is fear. Looking into the research, fear is actually a poor motivator. If you use fear to motivate someone, they will comply and follow, they are not making a choice and they are not using their free will. It is also not the way to build trust or grow a relationship. Fear is not an incentive to take action, it’s an incentive not to. Fear is there to keep us safe.

If you’re one of these people who don’t enjoy using fear in your marketing, or you find it ineffective, then I encourage you to read this article I wrote: https://www.karalambert.com/business/fear-marketing/

In the end, I hope that this article (while long) has helped you to understand what drives the two main groups of people your business success depends on. If you would like more tailored advice, I am available to consult and you can book a quick chat through this page: https://www.karalambert.com/business_coaching/

Learn the Psychology behind the business driver people neuromarketing

How people are important to your business success

Why people are important to business success

I realized that I may not have explained to you why I believe people are important to business & business success. It seems so logical to me, but luckily for you, you’re not inside my head and I realise I need to tell you why the people in your business are my focus.

Where I first learnt how people are important to business success

I first became interested in Psychology when I did a high school project on Vincent van Gogh in Art. It was before Psychology was even a high school subject here in South Australia and I was intrigued by how people with Mental Illness were treated (medically & socially).

I did my degree in Psychology at the Flinders University of South Australia and then went on to do a Graduate Diploma of Management in Human Resources from Central Queensland University. My passions in psychology were social and organizational psychology – why we acted certain ways in groups and the psychology of work and the workplace.

I even started a Masters in Public Sector Management. One paper I wrote was about Public Sector Principles & in my readings I found evidence to show that happy staff meant happy clients.

My studies really showed me how people are important to business.

How I applied what I learnt

After my studies, I started as a graduate for the Department of Veterans’ Affairs (you can see the full list of what I got up to on my LinkedIn profile). My first job was to redesign & rebuild their website, typical “You’re young and know how this stuff works” and so with the Webmaster we rebuilt the site. The thing about Veterans’ Affairs is its focus on the veteran and veteran community, they are at the centre of their activities. So my work started putting people at the centre of online business.

I went on to work on helping to build a secure communications portal for the veteran community, it was 2002 after all. I was tasked, amongst other things, with writing the Instruction Manual. Can you imagine writing a manual for your grandparents or older parents on how to use the Internet? Yep, that was my job. I had to put the person at the centre of the work so that project would succeed.

All through my 12 years in the Department, I was responsible for various parts on the Intranet. I worked on the consultancy team that business units could call on for advice. I also built and maintained parts of the Intranet for various business units. The Intranet was used by staff for information, it was built to meet their needs and so the staff (people) had to be at the centre of the business when it came to the Intranet.

What about staff?

how staff are important to the happiness of people and your business successI trained many staff, I consulted with many staff, and I managed staff. The most important lesson I had was when I managed 10 staff. They were beaten and needed support and motivation. So I turned to them. I showed them how they fit within the aims of the Department and asked them what they were passionate about when it came to their work & how the Department helped Veterans. I showed them how as people, they were the most important thing to our business success – because they were.

My staff went from being unmotivated to incredibly productive, happy, having less time off, being consulted more by the business areas we serviced, and they got rid of 2 years’ backlog of work in 3 months. There was no overtime, bonuses, or extra pay. Instead, I made people the most important part of the business. My staff could see where they fit in the direction & success of the Department, they had meaningful work, we had happy ‘clients’ & we were a success.

This proved what I had read in my Masters program on happy staff being the key to having happy clients.

What about on social media?

When I started my first Facebook-based business in 2011, I was creating school hair accessories to meet a personal need. I had clients asking for specific colours, then I had parents asking for specific styles, then I had parents asking to meet specific developmental needs. Meeting the needs of the people using my services kept my business running.

I took this approach to the content I was putting out. What other problems did they have when it came to school, particularly with hair accessories? Hairstyles, head lice, wear & tear. This is what I gave them. I gave them information around their needs and they loved it. My business Facebook page exploded, reach extended, posts went viral. This was all before Facebook Ads! I learnt that people, even on social media, were important to my business success online. I also learnt that it was the key to having engaging social media.

What I’ve realized as a business coach and consultant

people are important to business success Richard Branson QuoteSadly, technology seems to have become more important than people. We’ve forgotten that people drive social media. It’s a person who clicks on a link, likes a post, shares an image, or comments; not an algorithm. People are the ones who make the decision to buy things and to actually purchase them.

We are more interested in a quick win and an easy trick than building long-lasting and profitable business relationships with our customers. A quick win and quick sale runs the risk of reducing customers from the people they are to widgets. The thing is that people need relationships to build trust and we buy from people that we “know like and trust”.

In the end, people are the most important in our business success, without our staff or our clients we’re all alone.

Interact Quiz Builder Review

Developing a quiz for my business is something I’ve put on the backburner for a long time. While I enjoy taking quizzes, the idea of building one for my business seemed all too hard and not a priority among all the other promotional or marketing activities I really need to do. I have even had a go at the quiz builder on my website, but it definitely fell into the too hard basket when I realized there really weren’t any templated “here’s one we did earlier” quizzes. That’s where Interact quiz builder has come to the fore.

I was invited by Interact to test their quiz builder and that I did. I have to be honest, as a busy solopreneur I need something that works off the bat and does a lot of things intuitively, Interact is good at this from the start.

Testing the Interact Quiz Builder

I do enjoy filling out personality quizzes and I knew that a well designed quiz was a great way to get people into my funnel so that I could build a relationship with them.

Interact quiz builder

I knew I wanted to run a quiz for my business coaching clients that was about how well they knew their clients as it’s one of the pillars I coach on. So I chose one of their “out of the box” templates.

Imagine my surprise when I could even choose the quiz category I needed for my client base! I did browse through coaching first as that’s my business type. So don’t be fooled by the categories you get to choose from, just focus on what your clients are interested in. In my case it’s social media and brand identity.

quiz builder

Having a strong template designed quiz meant that I knew that all of the logic behind the scenes worked and that it had a tried and tested lead generation design too. All very important to the success of quizzes to your funnel strategy.

I have to be honest, it’s been years since I’ve written a questionnaire. In fact, I think the last time I did it was when I was doing my psychology degree. So I class myself as a beginner when it comes to online quiz building, but experienced in logic and online design. Rather that trying to learn how to put it all together, I wanted my first test of the Interact quiz builder to be of the platform (not my skills as the quiz builder). So I took the easy way out, and it was, and I went with a templated quiz all the way.

I was mindful that I didn’t want my templated quiz to look like everyone else’s so I was glad that I was able to customize the quiz in a number of ways.

Images

I purposefully went through and added an image to each page of the quiz, including the cover page. I was happy to see the range of the free stock images I could access to personalize my quiz.

Interact quiz builder has stock images

Questions

I was able to change the wording of some of the questions in the quiz builder to better suit my audience and I was able to easily add additional answers to my questions.

Modify templated questions in the Interact quiz builder

Word of advice if you’re adding answers in to a templated quiz.

Warning about Interact quiz builder templates

DON’T FORGET THE BACK END OF THE QUIZ BUILDER.

Back end of the Interact quiz builder

Interact make it easy to add how your new answer correlates with the personality type it matches. It’s as simple as point and click!

Results

After toying with the idea of sending each personality group to a different resource. Which would have been easy enough as there are spaces for each to be sent to a separate page, I ended up doing a redirect on all three to my free Facebook Group.

Why to my Facebook Group?

Well in the integrations I already send them to an email list, more on that, and so I wanted something simple, familiar and where they can get to know me and what I teach on a deeper and more personalized level. Let’s face it, anyone can send you to a free resource/download, it’s a place where you’re personally welcomed that puts a smile on your dial.

Integration Mapping

I run my lists through Mailchimp and it was nice to see it among the numerous options. Take a look!

Integrations for interact quiz builder

From here I added tags to my list and then used these to segment the responses in Mailchimp. Why did I do that?

Well it means that I can send a personalized email sequence to the different personality types. I can customize my offers for the different personalities. I can even shift people through the tags as they move through my value ladder as clients.

I did briefly play with sending specific answers to a specific Mailchimp List or tag. Now this is marketing gold! Imagine being able to niche down on your audience and automate based on their answers to a quiz. Now that takes personalization to a whole other level!

Promotion

Now I chose not to add my quiz to my website as it’s about to go through a major overhaul. The other thing is that most of my audience don’t hang out on my website, sad but true story. So instead I decided to share the love of my new Interact Personality Quiz on my social media channels.

A much nicer place and it’s a place where people are used to answering quizzes. Let’s see a show of hands who has fallen down the rabbit hole of answering a string of Facebook Quizzes or Instagram Quizzes? So that’s where I promoted my new quiz.

Promote to social through Interact quiz builder

I have to admit, I was a little puzzled to see the G+ logo still there. Yes, I did test it. No, it didn’t work.

For those, like me, who are playing on Pinterest – I added it there too. Here’s how.

When I shared to Twitter through the Interact portal, I had the option to Buffer my post. (I love Buffer) So what I did was selected my Pinterest profile, chose the board I wanted to add it to, the image etc and the rest was history. It was really easy. The good thing is that it was scheduled rather than going out at the time I was sharing from Interact quiz builder – which to be honest wasn’t the optimal time for my audience. (Just because I was playing with a quiz on social media in the middle of the afternoon, doesn’t mean that my ideal client was there waiting to join in the fun!)

I did share to Facebook, the integration was a little clunky but it worked.
Share to Facebook with Interact Quiz Builder is clunky

Final Thoughts about the Interact Quiz Builder

The platform is a simple way to stop procrastinating and actually add quizzes as part of your lead generation strategy. I liked the way that I could take a template, add some images, change the text and really personalize the experience.

The categories took a little thought, only so far that I needed to think of it from a client point of view (check out the coaching quizzes to get an idea of how I realized this).

The integrations were over and above what I was expecting and a pleasant surprise. They seem to have thought of everything! I liked that I could put a Call to Action or a Redirect on my quiz – it was my choice. I loved that I could add certain question answers to specific list – marketing gold.

I would love to try the various website integrations, especially the bar.

Speaking of bars, keep your eye on the save bar up the top and make sure you save after every step.

Interact Quiz builder doesn't auto save you need to use the bar

I would like to see a Buffer integration as I came across the  Pinterest work around through sharing to Twitter. Oh and a native Pinterest sharing option would be great too.

Even if you’re not in the EU/UK, I liked the GDPR compliance. Here in Australia, I don’t expect it will be that long until we follow suit.

GDPR compliance for Interact quiz builder

Overall… My advice to other business coaches is if you want something different from your standard downloadable opt in, then these quizzes are a great option for getting leads into your funnel.

Want to learn more about creating your own Quiz Opt in? Read this article: https://www.tryinteract.com/blog/how-to-create-a-quiz-opt-in-on-your-website/

If you’re interested in setting up your own Interact quiz, I have an affiliate link for you to use : https://interact.grsm.io/KaraLambert (Interact pay me a small %)

Want to learn more about how to understand the psychology of engagement so you can build a better quiz? Then we need to chat.

Want to sign up to Interact Quiz Builder? Appreciated my review? I’d appreciate it if you use my Interact Quiz Builder affiliate link, thank you.

Motivate your clients – The one thing you’re missing to drive client behaviour

Watch and learn how to drive your clients to do the behaviours you need for your business to succeed.

 

 

SHOW NOTES

I’m often asked the best way to connect with clients. How to drive the client behaviour you need to succeed. You know, how to build that know, like and trust. How to get them onboard so they’ll buy. How to engage clients. I find business owners make one common error and that they’re missing the one secret I see, from a psychology point of view and as a business coach

What do I mean by what drives clients’ behaviour?

Let’s go back to basics and look at some scenarios.  By breaking the communication with the client down into 3 parts:

I/the business (Person A) need

Insert person doing the thing I need and in this case it’s the client (Person B)

To do (insert thing X that I need).

It looks kind of like this:

For my business (Person A) to succeed I need more clients (Person B) to opt in to my funnel (thing X).

For my business (Person A) to succeed I need my clients (Person B) to buy (thing X).

For my business (Person A) to succeed I need my clients (Person B) need to click on my ad (thing x).

So where do business owners go wrong when they are trying to connect with and drive their client to do the thing that the business needs to succeed. Well, I find business owners focus on two things…

It’s all about them “I, I, I” or
It’s all about the thing they want “sales, leads, sign ups, opt ins…”

So where is driving the results going wrong?

I mean, what is wrong with focusing on what you need, either it being all about your business or all about the thing you need to succeed? Surely that’s what makes a business successful – focus, drive, determination. Right?

What tends to happen is that businesses then fall in to two camps –

they are focused all on themselves/the business and their success – Person A (Kind of like Daffy Duck hoarding stuff in cartoons)

OR

They are focused all on thing X that they want to happen.

And then they feel like a failure, I didn’t make enough sales or conversions or blame and point fingers when they don’t get what they want.

It was the wrong target market, it was the wrong targeting, ads don’t work, video doesn’t work. All may be quite valid points but…

Thing is they’ve skipped over the key element to making thing X actually occur.

Person B

You see, without Person B doing thing X it was never going to succeed.

Without clients opting in, you won’t get them in the funnel.

With out your clients clicking to buy, you don’t make the sale.

Without your clients clicking on the ad, the ad doesn’t work.

It’s the actions of Person B which make x happen. It doesn’t matter that thing x exists or that Person A wants it to occur. Without Person B taking action, X never happens.

So what makes Person B do what the business needs to succeed?

What gets person B to do what you need them to do. You need to understand what drives them.

Let’s get inside their head – but first, I want to bust a business myth.

If you believe that offering discounts, special offers or giving them funky gifts or fantastic entitlements is key to capturing a sale, you’re mistaken and at a hiding to discounting yourself out of business. It’s commonly known and understood by psychologists that these things are really poor drivers of behavior. These external drivers are really poor at getting us to do things, over time they become expected and just aren’t enough and to be honest, any business can buy your clients off of you – for the right price. And that costs your business handsomely. Do you know how much it costs your business to acquire a new customer?

So it’s cheaper to keep them happy and keep them coming back and doing thing x for you.

So how do you do that in business?

We humans are social beings. We like to feel part of something bigger than ourselves. We love to be part of a tribe. We love to feel heard and understood. The thing is that we are generally time poor and if we have fill in the gaps or blanks in your marketing, we will use our memory bank of solutions or options to fill them.

What does that look like between a business and a client?

Regardless of who Person B is– we all have these key drivers which which drive our behavior.

Understanding these will allow you to include them in any communication you have, address any concerns, and grow trust.

So what are these drivers of client behaviour?

I have identified 5 key drivers of our behavior (and yes these apply equally to Person A and Person B). They are:
– Fears
– Needs
-Beliefs
– Values
– Goals

But you can’t cherry pick and start at the top. You have to address Person B’s fears and needs first before appealing to their values, beliefs or goals.

I’m going to link an article that goes into greater depth. (Click Here)

The benefit of using these drivers is that Person B will feel heard, understood, and valued. By telling them you understand their fears and needs, they don’t have to guess how your product or service will address these – they already know! No gaps or guesswork here.

So what you have is a client who is happier because they feel valued, a client who has some questions or concerns answered, and a client who is closer to buying from you.

What did you have to do?

Understand what drives them and tell them that you’ve been listening and that’s how you help.

So how do you work this out?

While you could survey your clients, the quickest and easiest way to work this out is to go to your testimonials and use exactly what they tell you. How you solved their problems, what they were, and how they felt afterwards. Use their words too, they understand those better than any spin doctoring you could do.

Leave a comment below with which one drives your clients more: fears, needs, beliefs, values, or goals

Why social media for business

So what are the latest tales of woe you have heard about social media and business? I usually hear, “Facebook Reach is dead”. I’ve heard, “They’ve changed the way posts appear on Facebook”. I’ve heard, “Twitter wants to allow us to edit tweets”. I’ve heard tales of woe about IGTV and stories. I’ve heard grumbles about the increased use of video on LinkedIn. They all complain of the same thing, social media isn’t working for us any more – it’s the technology’s fault.

Hang on just one minute! Have you heard the saying, ‘A bad tradesman always blames his tools’? Sure these platforms are free and we get what we are given. But did you ever stop to think that it’s also a matter of we get what we give?

Here are some other things I’ve heard non-business owners say about social media lately. “I went to restaurant XYZ’s Facebook page, they hadn’t posted in 18 months. I wonder if they’re still around?” “Why am I just seeing ads, I can’t see my friends?” “I always feel like they’re after my money” “I know I saw it here somewhere *scrolls endlessly* but I can’t seem to find it, it was really good but I’ve forgotten where it was from” Think about your time on social media personally, what do you think and say?

Now think again.

Why is your business on social media?

Is it to sell to a person? Yes

Is it to gain new customers (people)? Yes

Is it to educate people about your business so they will either buy from or recommend you? I’d hope so

When you look at these three questions the central theme is PEOPLE. This is ‘why’ businesses get on social media.

Somewhere we’ve lost track of this and focused on the ‘how’. The how being the social media platform.

But there are so many “hows” out there and they change. The why remains the constant.

Simon Sinek tells us to start with why.

Why not focus your social media efforts there first.

Why does the person you want to buy what you’re selling use one social media platform over another?

Why do they use social media at all?

Why would they choose you over any other business and not just your competitors? Why should they spend $20 with you rather than spending $20 on their pet/child/partner?

To reduce customers to numbers, even social media ones, is to turn them into conquests on a bedhead. We are not numbers nor are we conquests. We are people. Just like you.

The skill in this is realising this has nothing to do with you and your business and everything to do with the customer and their “why”. Do not make this about you, remember that you do not have to convince you to buy from you. So make it about them.

 

Not sure how to do that?

You can read this article.
You can download this free checklist.
You can book a FREE 30 minute strategy session.
You can sign up for my Organic Facebook System and achieve it all in your own time. 
Or if you want something more personalised, we can work one on one in a deep training to help you connect &engage with your client on social media.

Customer satisfaction improvement tips

So the customer satisfaction survey results are in and Management come back with the standard, “Customer Satisfaction is slipping. YOU need to get it up!” How often have you been told that you need to lift the customer satisfaction rating for your area, team, or business? Then shook your head and wondered just how to make it happen. There’s no magic wand or crystal ball for this one. It’s totally out of your control if they’re happy with you because you’re doing everything you can; special offers, follow up, personalised service. You’ve pulled out all the stops for the customer. You’re giving it all you’ve got!

Traditionally, improving customer satisfaction takes on the form of “What else can we give them?” or “What else do they need?”

What if I was to tell you that there were 2 more effective ways of improving customer satisfaction than throwing more money and things at the customer. (metaphorically speaking)

What if instead of concentrating on just improving the product or service we focus on improving the people involved? I know it’s a bit odd, but hear me out.

The customer’s role in improving customer satisfaction

Don’t worry, I’m not asking you to go back and ask them exactly what they want because we all know that if you asked 100 people you would get 100 different answers. So rather than asking them what they, let’s look at what draws a customer to a brand and keeps them there. This is the aim of customer satisfaction – customer retention. We know it’s cheaper to keep a customer than find a new one.

So what draws a customer to a brand and keeps them there, or better still, turns them into a raving fan?

There are 3 parts:

  • Appealing to their self image
  • Exclusivity
  • Incentive

The beauty of these three things is that even exclusivity and incentive require no financial outlay. We often believe that exclusivity and incentive mean giving more or offering discounts.

The Merriam-Webster Dictionary defines exclusivity as:
1. the quality or state of being exclusive
2. exclusive rights or services

And incentive as:
– something that incites or has a tendency to incite to determination or action

Neither of these definitions imply the need to offer a discount or bonuses. In fact, research shows that the best incentive is to tell people the action you want them to take.

I’ve developed a simple checklist and you can download it here.

Staff’s role in customer satisfaction

Now this one digs deep into psychology, so I’m going to ask for a little patience as I take you on a journey backwards in time. If you think it’s all about the staff making sure that the customer is always right & giving them what they want, I have a surprise! It’s not! Let’s get started!

Research shows that happy staff means happy clients. Seems logical right? So what makes happy staff? I promise you it’s not pay-rises, free food, basketball courts, or beanbags. Sorry staffers!

Happy staff comes down to staff seeing a clear relationship between what motivates them and what motivates the business and what it achieves.

So if it’s not money and perks that motivate staff, what is it? Well I’m sorry to say that it is different for each person. We are all unique! But through time & experience, I’ve brought it back to a set of five key motivators. Understand these for your staff & align them to your business and you will not only have happy staff but you will also improve customer satisfaction.

So what are the five motivators?

– Fears
– Needs
– Beliefs
– Values
– Desires/Goals

Yes we are all driven by these 5 things, yes they differ between people, yes they matter to us. Yes it seems stupidly simple but research is research and when you think about it, it makes sense.

So how do you work these out? Well you do have to have conversations with your staff and you do have to have a very clear idea of the motivators of your business – so it takes work. But here’s another thing to consider…

Happy staff are more productive. Happy staff have less time off. Happy staff become raving fans. Happy staff stay with your company saving your on churn and labour hire costs.

So there’s an added benefit to increasing customer satisfaction. Not only will the want to buy more, and will buy more. (Oh didn’t I mention that research?) Your staff will be happier and you’ll save money & make more money.

If you’d like to know more about these motivators and how I used it to improve staff happiness, productivity, & customer satisfaction; I have a short instructional set available on my website.

If you would like to speak to me more on this and how I can make it work in your business, you can book a FREE consultation here. Additionally, I am available to speak on this topic to your team or at your conference.

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Why Client Avatar work fails and what is missing

Until a bit over 2 years ago I had a real problem with the standard client avatar work available. Many many years ago, in my previous business, I did a beta test of an online coaching program and had my first introduction to writing my ideal client profile. I hated it! I had to name them, detail their demographics, outline their day, it was even suggested that I found a photo of them and print it out. Something felt wrong.

Here’s the thing. With a degree in psychology, I know that we are more than what we do. I understand that diagnoses and labels give us meaning and structure to our lives, it makes things easier. But labels are just that, they stick on top of a number of behaviours and/or symptoms which make up the labels.

So what’s the problem with traditional client avatar work?

Standard client avatar work reduces people to a list of labels. I don’t know about you, but I’m more than the labels society puts on me. Yes I am a mother, daughter, sister, wife, graduate, business owner; but so are many other women I know. Does that mean that we are all the same? Does that mean that all of our behaviours are the same? No!

What about my other demographics? I am a woman in my 40s with two teenage children. I’m married. Does that mean that I behave the same as any/many/most married 40 year old Mum of 2 teens? No!

So why do marketing experts and business owners still believe that these client profiles based on labels work? At best they are generic, but how are they used and what lies behind them?

These avatars are used to help business owners with their marketing and messaging. They exist to help with what words to use, where to focus marketing efforts; but where does this come from? The business owner’s interpretation of the labels. And this interpretation comes from their lived experience and opinions of these labels. This interpretation comes from our biases. What if they’re wrong?!

So what happens when a business does a standard client avatar exercise and finds it doesn’t work, and I have had many business owners in tears because this is the case but they were lead to believe it would work and was crucial. Their marketing efforts are misguided, they don’t make the money they feel they should, they are demotivated, and some even close their businesses believing they were a failure.

All because they relied on labels rather than what sat behind them.

Deeper than the client avatar

So what sits behind the labels?

Behind the labels are the behaviours, the actions. What drives these behaviours and actions? Our motivators. What drives our motivators? Our culture, our education, our lived experience.

The old ‘nature vs nurture’ conundrum has puzzled scientist for decades. Why can identical twins raised in the same home behave so differently? Researchers ponder why two people experience the same event differently, even down to developing trauma as a result of the same event. It’s individual differences.

However, marketing believes that demographics and labels is enough of a definition for a client avatar… even though scientists have grappled with individual differences for decades.

A new type of client avatar

So how do we account for individual differences in our client avatar? Can we individualise and yet be able to speak to a group?

I believe the key is in defining what lies beneath the labels. Looking at the unique behaviours of that particular mother of teens you have in your client avatar. What motivates her? Look deeper into her behaviours than how she fills her day, that’s what she does. Look deeper into why she does it, why does she make a particular choice, where does that come from?

When businesses are able to define and speak to these deeper motivators, they connect to their audience at a deep interpersonal level. You speak to your ideal client in words they understand at their core because you are using words that drive them to take the action they do, make the choices they make. You connect to them as an individual not a set of faceless demographics.

That was what I felt was missing in the client avatar work I did those years ago. Connection. A connection at a deeper interpersonal level. A connection like we were sharing a moment where commonalities were found and friendships were made. A place from which strong connections grew. A place to build a long lasting and expanding connections. A place to communicate from. A point of connection from where I could motivate a client to action because I showed them that they were understood, that they could know me, like me, trust me and then they would work with me.

 

What is human-centred social media?

Over the past six months I’ve attended a few social media conferences and there’s one consistent trend – human-centered social media. Now, if you’ve been following me for a while, you will know that this is actually nothing new to me. In fact, I first wrote about this back in 2014. I have to be honest, I didn’t think I was that much of a ground-breaker and I hoped that it would take less time for the idea to filter through. Clearly I was wrong. Anyway, what is human-centred social media and why should we care?

Human-centred social media is more than benefits and WIIFM

Guy Kawasaki quote human centred social media Kara Lambert social media marketing coach psychologySay what now? Ok, so some of you might be surprised and others will be scratching your head wondering what I mean and some will be high five-ing me. Let’s start with those scratching their heads.

WIIFM, or what’s in it for me, is the principle of perspective taking and looking at what the client gets out of the transaction. Benefits are a business looking at the features of their offer and telling clients what they will get out of it. It’s essentially two sides of the same coin. However there is no guarantee that they will match or align in any way.

I have to be honest there are two main flaws in this approach:

  • Who has time to assess benefits against needs as a customer?
  • It seems a little shallow.

The vast majority of the time I hear this, businesses will talk about outcomes and benefits. I really don’t believe that’s putting the client at the centre of their social media, I feel they are putting their offer at the centre. As clients, there is so much more that drives our decision making than outcomes and benefits and in fact, there are a lot of things which go into these alone.

As a customer, when presented with a list of benefits, I still have to match them with what I want to achieve or what I want. I’m still trying to work out if the offer is the right fit for me. I’m not at the centre of this transaction.

At this point, some of you might think that this is awfully self-centred of me. But stop and think for a moment whose money you’re trying to acquire. It’s the customers. Do you want to raise doubt in their mind? Do you want to make it hard for them to part with their money? Then it also raises the question of how you even come to understand them anyway???

Personally, human-centred anything comes back to putting the following at the centre: what drives us to do what we do, know what we want, make a decision, spend money, like/comment/share. I believe that human-centred social media is more than what we are being told it is. In fact, I know that it’s more than what we are being told because there is a whole heap of psychology which drives what we define as a benefit or ‘what’s in it for me’.

Matt Goulart Quote human centred social media Kara Lambert social media marketing coach psychologyI want human-centered business practices, not just social media, to be a strategic focus. I firmly believe that it’s good business practice and not just some fluffy feel good add on or differentiator. We rely so much on people, people power, and goodwill. The thing is, I believe that taking the approach I advocate is a strategic focus as it looks at people at their base level, their psychology and their motivators.

I believe it’s time to move social media marketing away from a focus on the platform and the tools, to the person you’re aiming for who is using the social media. This is human-centred social media. By focusing on the person, the platform becomes somewhat irrelevant. By focusing on the person, we can address them the same way across platforms. By focusing on the person, we can continue conversations more fluidly between platforms and off of them. By focusing on the person, we reduce the overwhelm felt by business owners trying to understand the platforms. By focusing on the person, our message becomes clear. By focusing on the person, they feel understood. By focusing on the person, they don’t have to guess how we serve them. By focusing on the person, they are more closely aligned with our brand. By focusing on the person, they are more engaged. By focusing on the person, they are happier with the service they receive. By focusing on the person, they are more likely to buy from us. By focusing on the person, we grow raving fans.

How do I define human-centred social media? I define it by looking at what motivates us. I believe that there are five key motivators of any and all human behaviour. I’ve put together this 30 minute training package which outlines precisely what these motivators are and from there you can use them in your human-centered marketing to align and motivate your clients to action. You can purchase access to the training through the online shop. If you have any questions or would like to interview me on this, please contact me via email at kara@karalambert.com.

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