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Tuesday, 22 July 2014

Make More Money, Spend Less Time


Does any of this sound like you?
  • You seem to spend hours and hours each week answering enquiries, but...
  • You aren't getting enough orders to make a living or make it worth the hassle, and...
  • You're sick and tired of having to explain to people why you charge what you charge,
  • You're exhausted from the constant emailing back and forth and back and forth before the client either doesn't order from you, or changes their mind about what they want,
  • You are losing track of enquiries because they are coming from multiple sources (Facebook messaging, emails, texts on your phone, comments on Instagram),
  • You feel like you say the same thing to the same people over and over (you've answered that question about your flavours about a million times by now),
  • It feels like people only care about price,
  • You feel like you rush through orders (or do them at crazy hours) because you're struggling to keep up with the administration of the business,
  • You really just want or need to make more money and spend less time chasing orders. 
If any one of those sound even remotely familiar, then this blog post is for you. 


All of the above are things which most of us have felt or experienced at one point or another in our businesses.  We DO spend a lot of time communicating with prospective clients, and it eats up quite a lot of our working hours. So how do we cope when we're just had enough of it?

STEP ONE: Adjust your attitude.

Answering emails and messages about orders gets you more orders. It's what you need to do in order to get to the fun stuff of playing with cake lace and steaming wafer paper ruffles.  It's not optional. A bit later on in this post I'm going to give you some strategies for how to make the communication process a little more efficient, but in the interim we need to work on your attitude. If you're feeling like answering those messages is a boring, frustrating, time sucking chore, or if you're feeling like people only care about price or if you're feeling like you've explained your prices countless times and you're just damn sick of it all... I want you to stop for a second and think about your own behaviour as a consumer. 

The last time you needed new tires, needed some painting done, needed to get your car repaired, bought a big ticket item like a washing machine - didn't you call or email more than one supplier and ask for a quote? Were you concerned about price? Did you send emails to several suppliers? Did that salesperson answer your questions about why one brand of dishwasher was better than another? Did the tiling guy send you a written, detailed quote about the work you needed done? Did you look at the 3 quotes you got and consider what they were offering for the money? Did you look at the most expensive quote and wonder why it was so expensive? Did the saleslady who answered the phone give you some prices and information? Did you buy something, only to return it because you just changed your mind or found one you liked better? Did you search online to see if you could get it faster or cheaper elsewhere? Did you look at more than one company's options and compare the two products? Did you reply to the two guys whose quotes you didn't go with?

If you as a consumer have done any of those things, then it should come as no surprise that your potential customers are doing and expecting the EXACT SAME THINGS.

They're just being consumers. They buy stuff... but they also compare stuff, think about stuff, shop around, ask a lot of questions, change their minds and make decisions based on many factors.  Their behaviours are not any different just because one day they are shopping for cake and one day they are shopping for washing machines.


I'm not going to lie to you. The endless emails, messages and explaining over and over can get tiring, frustrating and it's not even one tiny percent as fun as playing with cake or chocolate is going to be. Let me remind you, though, that cake is not always fun either. It melts, it falls over, it stresses you out, it brings you to tears, it robs you of sleep and sanity and money...but ultimately we still get up and do it again... Every. Single. Week. Why? Because we love it.

Here's my BFO (Blindingly Freakin' Obvious) point: if you don't send quotes and answer emails every single week, you do NOT GET ORDERS to have fun with every single week. It's a non-negotiable part of the deal.  You're not special in this regard. The plumbers, electricians, wedding dress makers and tire companies all have to do that as well. You've got to quote (a lot) if you want to get a gig. (Or as Disney might put it, you've got to kiss a lot of frogs to find your prince.)

So: adjust your attitude and be grateful that you've marketed well enough to get people to your door in the first place. There are plenty of people out there who would kill to get half as many emails as you get. Also - remember that part of growing your business is investing time in it. You can't say you want to grow your business and then turn around and tell me how annoying it is to answer emails all the time.

*deep breath*

Okay so now that I've gently told you to stop complaining about it, I'm going to teach you how to deal with it.  Here are a few strategies to help make quoting easier:
  • Redirect enquiries to ONE place. You can actually disable messages on your Facebook business page and I suggest you do so.  It's too easy to read then totally forget about Facebook messages - both for you and for the person who sent it. If you want to keep that function on, just reply to every email with a STANDARD and friendly reply (so you can cut and paste): "Thanks so much for your message. We don't take orders via Facebook, so please email the details of your order to cakes@cakes.com or call me on 123 456. Thanks." The same message can be used for people who PM you on Instagram (or comment on pictures) and so on. REDIRECT people to where you want them to go and so you can keep track of correspondence in a single place. (Also: Don't forget to make your website address and phone number easy to find in the first place.)
  •  Turn email notifications off on your phone. Every time my phone pings, I look at the emails, then forget I saw them, or mentally reply to them but don't actually do it. Eventually I get to a PC and see them, and vaguely recall having read them the first time. The problem here is that I'm double handling those emails, and wasting countless minutes every day re-reading something I already read. If it's an actual emergency (of the truly important sort, not of the "I need six cupcakes" sort) then your phone will RING and not DING. Turn off the dinging so you're not looking and re-looking at those emails.
  • Answer correspondence at a set time, for a set time.  So for example, every night after the kids go to bed, between 8-9 is when you reply to correspondence, then you work on orders from 9. Why does this work? Because it means from 8-9 you're working on building your business, and from 9 you're working on getting the orders done. You won't have one without the other, so set aside some time to do it. You'll be FAR more efficient if you're doing it that way rather than in dribs and drabs all day long. 
  • Here's a whole new concept: pick up the damn phone!  If emails with a client or potential client are getting any further than 2 replies each, CALL THEM.  It's much faster and better to have all your questions answered at once, and most of the time when you're on the phone with them you'll close the deal. It's much easier for them to say no over email than over the phone talking to a live person. Over the phone you can also gently lead them to make a final decision and pay that deposit already! If you do all your work at night, either get out of the house earlier or make phone calls on your lunch break or SOMETHING, just please call people rather than endlessly email them.  They'll appreciate the personal touch, and you'll get more sales (or END conversations which were not leading anywhere regardless) and above all you'll save a lot of time.
  • Ask people what they DON'T want.  Some of the most frustrating clients are those who really have no idea what they want, and run you around in circles showing you tons of pictures and asking you to quote and re-quote, only to never order anything (or at least, not order anything from you.) You need to take control of this situation and FAST. If you can feel it getting out of hand, you need to lead them in the direction you want, which is towards making a decision. Ask them, "Is there anything you really would not want on your cake? Colours you do not like? Do you love stripes or hate them?" and so on and so forth. Narrow them down by forcing them to answer very pointed questions.  If they've sent you 10 photos to look at, see if you can't find the unifying thing in all of them. Chances are they will all be round, or all be 3 tier, or all be buttercream - there will be some element that links them because they've chosen all of them, so those photos are a reflection of their aesthetic and taste. 
  • Make your website really easy to use. Also, whatever people ask you about often, make that information really easy to find. If you answer a lot of emails about your flavours - put that somewhere obvious. If people ask you about your availability, put a calendar on there which clearly shows the dates you still have free (and please don't forget to update it.)  People keep emailing you about price? Have at least a basic pricing guide on there - one tier cakes from $100, two tier cakes from $300 (and so on).  Having a clear, informative website will do two things: 1) weed out the people you do not want as clients anyway or who you cannot help, and 2) encourage the people who are still interested to either call or email you.  It isn't foolproof but it certainly weeds out a heck of a lot of tire kickers, and thus saves you a heck of a lot of time.
  • Develop an email formula. No, not a form email you sent to every single person, but a method for how you're going to answer emails so that you're not trying to re-write a novel every single time you reply. So every email looks something like this:
    • Greeting (Dear Samantha,)
    • Acknowledgement (Thanks so much for your email.)
    • Answer their question with a reasonable amount of detail (We'd love to make you a Thomas the Tank Engine cake for your son's birthday. You can choose from any of our 6 flavours, and it's no problem to make it gluten free for you, the one you saw on our website is $xyz and it feeds 20 kids.)
    • Give them a call to action (We'll just need a deposit in order to reserve that date for you, so I'll give you a call tomorrow to discuss the final details.) (more on how to do this further in this post.)
    • Sign off (Yours in sweetness,)
    • Name (Michelle)
    • And don't forget to have a signature file at the bottom with all your contact details.
 

Okay, so now we've cut down on the correspondence (or made it a little easier to deal with), how do we close the actual sale? Here's some tips to convert those enquiries into sales:
  •  Give them a clear call to action.  You need to end your email or call with a sentence that makes them DO something. Closing with something like, "I look forward to hearing from you," is just way too open-ended.  Closing with something like, "I'll confirm your order after I receive the deposit, deposits are accepted via credit card," makes it seem like the deal is already done. These days people want their problems solved quickly and easily so you need to make that happen for them. "I'll call you tomorrow morning and we can finalise the details," "If you need more information, please call me tomorrow on 123 456," "To finalise this order, please pay the deposit of $X to this account no," "I'd love to cater your wedding and I think you'll love our flavours, why don't I reserve you a spot at our next tasting session? It's at 2pm this coming Saturday, I look forward to meeting you then," and so on and so forth. Figure out a few carefully worded sentences which you are comfortable with, but the key is to basically convert them into a sale by telling them EXACTLY what and how to do the next part (place the order or take it closer to that goal).
  • Here's a whole new concept: pick up the damn phone! Yep, I'm repeating this one again - emails have a tendency to just go on, and on, and on, and on. I guarantee you that you're probably not the only company they emailed for a quote, but if you're the one that calls them back and actually solves their problem, you're going to get the deal.  Good customer service is often about following up - so follow up! People are very time poor (we're all busy sending emails apparently) and nobody more so than parents and brides...so if you can fulfil their needs quickly, save them time and hassle, you're going to get the gig. Everyone else is still emailing them...and emailing them...and emailing them. 
  • If your website has an enquiry form, have a few required fields in it: name, email address, phone number, date and type of event, and where they heard about you. Why does this help you close the deal? Because: a) you can contact them by phone, and b) you have enough information to direct the conversation. (Bonus: you'll immediately know which of your marketing channels is getting you the most traffic.) Knowing where your business is coming from potentially tells you the demographic of the person calling. For example, the price conscious would probably not be calling you from an ad you placed in a ultra high end mega expensive bridal magazine. If that's where they found you, chances are they care a lot about design and exclusivity so that's what your conversation with them should focus on.

There is a an entire art form to sales - highly trained and skilled salespeople will never be out of a job - and what I've given you here is really only the tip of the iceberg.  As an industry generalisation, we don't like to talk about money, we don't like to be forward with closing sales, and we don't like to actually call people. We like to send a lot of emails and make a lot of beautiful things and post a lot of pretty pictures, all of which is lovely, sweet rainbow sprinkles but also MASSIVELY TIME CONSUMING.

Guess what?

It isn't always rainbow sprinkles in here.

I like to eat, as do my children. In order for that to happen, I have to answer all those emails, make those phone calls, send quotes, answer questions over and over, tell people my price and then get them to pay for what I make. Last I checked those things are true of  EVERY OTHER INDUSTRY which sells products. We are not special in that regard.

If you read this far, I'm impressed. Thanks.

If you skipped to the bottom, here's the gist of it: Adjust your attitude, and help people quickly decide to buy your stuff.  It's either that or go back to complaining you have no orders and you're sick of answering emails.

Personally, I'd rather make more money doing what I love and spend less time complaining about not having enough orders to do so.

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Tuesday, 15 July 2014

How Do I Find More Clients?


This week on my Facebook page, I asked you what your current biggest business problem is and if I could help. There were some great replies (thanks!) and over the coming weeks I'm going to address them. Today I'm answering the question the most people asked, which was, "How do I get more business?" It's the one thing we all want to do: grow our businesses and get more orders.

I'm going to ask you ONE question: What are you doing to get more business?  The reason I ask is because it's the first thing you should be working out. Not, "Why am I not getting more orders?" but "What am I actually doing to get orders and grow my business?"  I ask this question of everyone who tells me they want to grow their business, and most of the time they look at me and say, "Well, so far word of mouth or Facebook  has brought me most of my business," and that's about it.

That's just not a good enough answer anymore. It might have been good enough for a while, but as I've been saying for months now, the industry is far too crowded and you simply cannot rely on what USED to work for you.  Facebook's news feed is so crowded now, and organic reach has all but disappeared.  You can still use Facebook as a marketing tool, but it certainly can't be the only tool you're using.  Word of mouth is brilliant, but word of mouth also relies on people remembering to actually talk about you. Word of mouth needs to be cultivated just like any other form of marketing.

Both of those strategies are great but if what you want is to grow your business, you need to grow and change your marketing strategies as well.

Also - that neighbourhood lady, the one who undercuts you all the time? She's not going to go away anytime soon AND her skills are getting better by the day.  When I opened my business ten years ago I was able to build my business on my reputation and skill - pricing didn't even come into it.  I was the only one around who could do what I did. The neighbourhood lady was cheap but she also wasn't terribly good. These days, reputation counts for much less, I'm not the only person with the skill anymore, and pricing is more important than it ever was. Let's be honest, the neighbourhood lady is now real, serious competition and she's only getting better.


If I could shout this at you in real life I totally would: you MUST market your business if you are going to succeed.  In fact it has to be the BIGGEST thing you do other than creating your product.  You have simply got to suck it up and market the hell out of yourself, your business, your products. You don't want to hear that but it's true - you want more orders and you want to grow your business - so you've got to work on marketing your business.

You will not survive in this industry if what you want to do is sit in the corner using your wafer paper scraps as tissue to dry your tears.

I want you to do a little exercise for me.  Sit down with a piece of paper and a pen (yes, I'm old school) and write down ALL the ways in which you get your orders.  How do you currently get people to your door? How do people know your business exists? What action, right now, are you taking to actually bring those orders in or make people aware of your brand?  In short, what real, tangible, actual work do you do to grow your business?

Be honest with yourself.  I think you might find that you probably haven't been working hard enough on marketing. You might have come to rely on things which aren't working as well as they used to, or you might just be doing the same things your competitors are doing.  It's totally normal to do that, but I'm here to push you forward into success, not let you rest on your laurels.

Once you've written those down, then come up with at least 3 more options you can try.  PUSH yourself on this one. Think a little harder about how to get in front of your ideal clients.

Here's the bit I want you to remember: The single best way to get more orders and grow your business is to work on selling your stuff as hard (if not harder) than making your products.

SELL IT, BABY.

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