The Customer Is Always Wrong

July 1, 2013Nina KovnerGROW

“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”

Philip Kotler

Brand vs. Commodity

Here is the audio version of this post, background snoring compliments of Zen Louis Kovner, my perfect pug.
The Customer Is Always Wrong

I have a very kinda dislike/dislike relationship with daily deal platforms such as Groupon, Living Social, etc. Trusting my gut has always served me well and my gut has always told me most of these platforms care about one thing and it’s not small business.

It’s so easy for many small businesses to get lured into quick revenue and promises of 1000’s of new clients running in the door. And these platforms have gotten so good at presenting all their “facts” that claim their “deals” are game changers.

If you have experienced one of these deals, you may have had one of these outcomes or a mix of the three:
1. Awesome sales, unhappy team members and no return customers.
2. Not so awesome sales, unhappy team members and some return customers.
3. Good sales, happy team members, some return customers.

To me, these platforms are commodity builders, not brand builders. Brands are built through value and meaning, commodities are endless amounts of the same stuff for the lowest price.

So what does this have to do with customers? Well, one of my clients has actually been successful with these types of deal platforms, to my dismay I might add. But then again, they do so many things right. They do not excessively discount, they provide an exceptional experience, they get buy in from their team and they have a program to retain the clients they get via these deals.

Last week, I had a jaw dropping interaction with a deal site that inspired this post. They claimed that the last promotion run with my client was “unsuccessful” and gave me all the reasons why. What floored me is that they never once asked how the promotion did for my client. Had they asked, they would have known my client was very happy, had retained a high percentage of the clients and was ready to sign on for another promotion.

Here is a portion of the email interaction with this sales person:

Sales Person
“It looks like the performance has greatly been hindered because we haven’t added enough value (I’m basing this on historical data from our market and what has been shown to work well) for the consumer. Since this is an impulse buy we need to make sure the customer sees an amazing value right off the bat. This helps in purchases.”

Me
“My client has been very happy with the performance of the previous promotions. They are not looking for a high volume of deal chasers, but for potential long term clients. They have been very successful with retaining the clients that discovered them via these promotions. I would expect success be defined by how the business did with the promotion, not the other way around, or at least seeing both sides before determining if something was successful. If you suggest a higher discount for more volume, we will respectfully pass.”

What is wrong with this picture? A million things…
1. I would think success would be defined by the customer, not the other way around.
2. By value they mean lowest price, which is absolutely sad and disturbing on many levels.
3. They fail to define “work well”, yet I know all it really means is it worked well for them, not my client.
4. Since when is the customer always wrong?

Whether you believe the customer is always right, wrong or a mix of the two, what never changes is that we must define value in the customers eyes and find out what’s important to them, because at the end of the day, if the customer sees value, they buy stuff. And value does not always mean lowest price.

I always knew this was how these deal platforms really felt, but I had never seen it in writing until last week. In the end, the deal platform lost a customer because apparently, the customer is always wrong.

(shared with LOVE from Nina)

There

THERE THEIR THEY’RE

June 24, 2013Nina KovnerGROW, MY TRUTH

“My spelling is Wobbly. It’s good spelling but it Wobbles, and the letters get in the wrong places.”

A.A. Milne, Winnie-the-Pooh

 

There
Here is the audio version of this post. Thank you for listening.
There Their They’re, A Passion Squared Audio Blog

I get so sad when people make fun of people’s ability to spell or choose the proper words. Instead of making fun of us, how about trying to help us. Not everyone did well in traditional school, and spelling & grammar are not in cosmetology text books last time I checked.

In the era of social business and all of us becoming publishers of content, we are expected to be able to spell and use proper grammar when posting to our business pages. It does have an impact on how our brand in seen in the eyes of clients. While spell check is our BFF, most social platforms do not have grammar check. Bummer.

Spelling and grammar have always been a struggle for me and one of the many angst’s my awesome Mom had raising me. I  know she is reading this post, so Mom, I really was listening to you, it was just my inner rebel that wanted you to think I wasn’t. I love you. Thank you for being awesome.

Here are a few tips to better understand how and when certain words are used:

There. Their. They’re.
There is a super awesome salon in LA. They’re the best colorists I know. Their technique is the bomb.
Hey, look over there.
Have you seen their new haircut?
They’re such an awesome group of people.

Accept. Except.
We accept all forms of payment at our salon except Monopoly money.
I accept your invitation.
I can see you any day except Monday.

Your. You’re.
Can I borrow your blow dryer? You’re the most awesome hairdresser, ever!
How much are your haircuts?
You’re the best session stylist I have ever seen.

To. Too. Two.
There are too many products to choose from, I really only need two.
Do you want to go to the hair show?
I am creating awesome in my marketing, you too?
I have two openings, which one would you like to reserve?

If you are judging this blog post and looking for mistakes, which I am sure there are some in this very sentence, maybe try focusing your energy on empowering those who need help.

(shared with LOVE from Nina)

6 Awesome Content Resources

May 27, 2013Nina KovnerENGAGE

“Every company is its own TV station, magazine, and newspaper.”

Jay Baer

 

Mike Pittman PhotographyPhoto via Mike Pittman Photography

Here is the audio version of this post. Thank you for listening. <3
6 Awesome Content Resources

One of the most common questions I get asked by salon owners is where to find content for their social biz pages. One thing to always remember when creating content (original stuff) or curating content (sharing other people’s stuff) is it must fit your brand, your story, your why and your voice. Always remember, your content is your marketing.

There are so many resources for content, you just need to know where to look. Sometimes, the best content is right where you are standing, in your own salon.

Here are some awesome content resources for you to take a look at.

1. Fashion + Beauty Blogs + Sites
You will almost always find the latest & greatest fashion & beauty content to share with your community on these pages. From the latest celebrity trends, to how-to’s and more. These are some of my faves…

2. Content Curating Sites
Just type in what you are seeking and like magic you will find articles and features. It really is like magic!

3. Pinterest
Search anything you are looking for and I promise, it will be found. Pinterest has awesome fashion, beauty, lifestyle, food, inspiration and more. Just always remember to credit the source so you can stay socially awesome.

4. Manufacturer Partners
For product info, high quality hair & product images turn to your manufacturer partners. They have big budgets and art departments, unlike most of us. Use the beautiful imagery and copywriting they create.

5. Quote Makers
For those of you who have a community looking for inspiration, humor or just love quotes, these are my go-to quote markers for Passion Squared.

6. Your Salon
This is the best resource of all. Before’s and afters, client & stylist features, behind the scenes (BTS) are all typically the most engaging content you can post on your social pages. So download a pic app, get on Instagram and start creating awesome.

And of course, there is always Google.

If you are looking to create awesome in your online and offline marketing, check out my Creating Awesome Workshop created with love by me.

(shared with LOVE from Nina)

does anyone want my money blog passion squared

Does Anyone Want My Money?

May 20, 2013Nina KovnerENGAGE, GROW

 “We asked ourselves what we wanted this company to stand for. We didn’t want to just sell shoes. I wasn’t even into shoes – but I was passionate about customer service.” Tony Hsieh

I have noticed a very sad trend happening with small businesses and it makes me wonder if anyone really wants or needs my money. I do not have a ton of it, but when I need something, when I am ready to spend it, is your business ready to take it? I know, sounds a bit fundamental, but there is a reason I was inspired to write this post.

The Awning
My beautiful awning in the backyard has been slowly deteriorating for some time. A few Santa Ana winds (what we call wind in la la land) literally tore my awning apart. I called USAA where I have my homeowners insurance, they are awesome. They were ready to give me the money to get the awning fixed, I just needed to get a quote. Easy enough I thought. Well, not really come to find out.

It took me 3 months to find an awning company in LA to take my money, well part USAA’s and part mine. Why? Not a single company returned my emails and phone calls.

Finally, I stumbled upon an awesome company called Superior Awning. Found them on YELP. To my surprise, they actually answered my email inquiry with a phone call, within 24 hours. They had a highly trained awning guy at my house within 36 hours and had the job complete within 2 weeks. They clearly wanted my money and I happily gave it to them. I guess those other companies were doing so well they had no desire for a new client for life.

The Salon
My Mom just moved back to So Cal after 30 years on the East Coast. To say I am thrilled is an understatement. What is one of the first things people do when they move to a new city? Find a salon. How do people go about finding salons in today’s connected economy? They head to Google, YELP and ask their friends and family.

Since I did not know any salons in her new town, I went online and found a couple via YELP that I thought she should look into. So as any good Mom does, she follows her daughters recommendation. :)
She found one she liked, and used their “Contact Us” form on their website. And the waiting game began. One week, radio silence. No response. No reply. Well, my Mom is pretty patient so she decided to call the salon. She left a voice mail. And waited. One week, radio silence. No response. No return call. I guess that salon is fully booked and has no desire to engage with new clients.

Mom did finally find an awesome salon & hairdresser, Penelope at Salon Ana, based on a good old fashion referral from a friend, and she is very happy.

The System
You have systems for cutting hair, for creating color formulas, for ordering inventory, for cleaning brushes, but do you have a system for engaging new clients?

Here are a couple things you may want to take a look at in your salon:
1. What is your system for returning voice mail messages?
2. What is your system for email inquiries from your website?
3. What is your system for email inquires from your Facebook biz page?
4. What is your system for client questions posted to your social pages?

Change the system. Change the result. It’s really is that simple. If you want new clients that is.

If you are in the LA area and are looking for awning repair or a new awning, Superior Awning is the BEST.

(shared with LOVE from Nina)

Caring Is The New Black

Caring Is The New Black

May 13, 2013Nina KovnerENGAGE

“Best marketing strategy ever? Care.”

Gary Vaynerchuk

Caring Is The New Black

Here is the audio version of this post. Thank you for listening.
Caring Is The New Black

Social business is all about authenticity, connections, relationships and caring. Today’s connected customer is keenly aware of who really cares and who is giving them lip service. This is true of clients, team members and even family and friends.

As my biz hero Gary Vee says… “Caring is in short supply, but always in demand.” And yes, you can out care your competitors.

Here are a few ways to show you really care both online and off. How many of these things are you doing consistently? Which ones need a little bit more work?

1. Respond + Reply
To phone calls, e-mails, text messages and comments. Yes, all of them. I have a 24 hour rule that I do my very best to stick to. It shows respect. No it’s not easy, but if it’s important to you, you will find the time.

2. Please + Thank You
Saying please + thank you still work. Always have, always will. (A special shout out to my buddy Ira Pope Sage for always reminding me of this. He is SO good at it.)

3. Recognition Squared
Recognition is many times more valuable than money. We all want to know we matter. If I do something awesome, a simple shout out goes a long long way. This also goes for when people walk into your business or give you a shout out on your social pages. A simple hello. A simple like or comment back.

4. Take Action
Actions speak louder than words. So cliche, but so often overlooked. If you make a commitment, follow through on it. Simple concept yet not very common.

5. Listen
Seriously. Listen. It works wonders and shows me you truly care about what I have to say.

Use this as a simple checklist or mental list when engaging in biz and in life. Not only will it show your team and co-workers you care, it will make a huge difference in how your clients engage with your business both online and off.

Think about this. There are two salons in town with equally great skills. One is known for really caring about it’s clients. They return phone calls, answer emails, respond on the social web, give shout outs to team members and clients and greet you with a big smile when you walk in the door. The other does not. Where will you go to get your hair done?

A big shout out to Sage Tryall Salon in Lynchburg Virginia, one of our Creating Awesome Workshop graduates and a salon that cares. Thank you Suzy, Todd and Team Sage for being an awesome model for caring. You ROCK!

(shared with LOVE from Nina)