January 28, 2013

Why You Shouldn’t Marry the Man of Your Dreams

image by mudcard  - click for more info

The scene: my wedding reception.

Toasts have just been completed by my dad, the maid of honor, the best man, and freshly minted husband. I unexpectedly grab the mic.

“Zach was scheduled to give the final toast tonight, but his days of having the last word are over.”

The crowd goes wild. The laughter dies down. People shift in their seats and drink from their Mason jars.

“After we got engaged, Zach playfully asked me if he was the man of my dreams. I thought for a second and said, ‘Nope. I never could have thought you up.’ Zach, you are unlike anyone I’ve ever met, and unlike anyone I could have predicted for myself. So, no, you are not the man of my dreams. But you are the man that I love.”

Why am I sharing this story, and why did the table of bridesmaids produce enough tears to fill a punch bowl?

Because there is extraordinary power in being open to the unexpected.

It requires vulnerability. It means experiencing rather than controlling.

Can you stay open to the unexpected?

Because sometimes your imagination just can’t do justice to what’s in store for you.

In the comments, I’d love to hear if you’ve been pleasantly surprised by something you couldn’t predict.

Gathering light,

 

Filed Under: Plot Notes Tagged With: , , 7 Comments
November 1, 2011

product vs. experience: are you selling coffee or seats to the dog parade?

print by LegacyHouseArt – click image for more info

We recently had a great discussion about the experience your customers have with your stuff. One reader suggested I write a follow-up expanding on the idea that “It’s not the stuff; it’s the experience.” So I thought I would. Thanks, Kathy!

So here’s the deal: sometimes it is about the stuff.

I know, I know! But before you tie me up by my toes, let me explain with a little story.

Sometimes I go to a coffee shop to do some writing. The one I usually hit is near my home and has decent parking. There are lots of tables with plugs, and I can almost always get a seat near the window (I love watching the parade of dogs that come and go with the customers). I like being there; it makes me feel good.

Notice I said nothing about coffee.

I’m not a “coffee person.” I order a drink when I go there, but if it was a bagel shop, I would order a bagel. I’m not there for the product; I’m there for the experience.

Now I’m sure there are coffee people who go to this place for the coffee. They are there for the product. So there are two kind of customers this place needs to think about: product customers (coffee people) and experience customers (folks like me). Are there some customers that are both? Sure.

But the coffee shop takes care of all types, because they know they’ll make the most money that way.

Did I mention this place is actually my very least favorite brand of coffee? What can I say? Parking, plugs, dogs. I’ll shill for their swill.

This concept is not just for brick and mortars. Early in my coaching practice, one of my very first paying clients told me that she felt like she had purchased more than a coaching package, and that she was getting a whole experience. Why? When she enrolled she got a welcome pack to get her oriented and started before our first session, I connected with her on a personal level, I supplied reading and resources specific to her needs, and I even wrote a blog post addressing a situation she was struggling with. She liked being there; it made her feel good.

How can this concept of product vs. experience translate to your business and customers? You may not have a store, but what do you have? A website? Packaging materials? A newsletter?

How can you enhance the experience part of your biz?

Let’s have another great brainstorm in the comments.

Gathering light,

Filed Under: Buy You, For You, creating action Tagged With: , , , , , 3 Comments
October 4, 2011

do you know the real value of your coffee mug?

print by sloeginfizz - click image for more info

I recently ordered a couple gifts for my sister for Sister Day. I’m a big Etsy fan, and I choose to shop there when I can. My sister knows of Etsy only because she’s been charmed by other goodies I’ve gifted from there. This summer she made her first purchase on Etsy, so she’s catching on.

I bought prints from two separate shops, both with a note to the seller that they were a gift. I planned my purchases so they would arrive when I was visiting my sis so I could be there when she opened her treats. I was excited to see her reaction to my finds; that’s part of the fun of being the gift giver.

Package #1 arrived in cute but not overdone packaging. The gift note was spot on, and we laughed and laughed when she pulled back the tissue from the print, because believe it or not, she had already bought the exact same one in her earlier purchase. At least I knew what she liked. She contacted the seller and was able to able to exchange it, no problem.

Package #2 I never saw. It arrived more than 2 weeks after I ordered it. I received an apologetic convo from the seller saying things had backed up, and she had included an extra print in the order to make up for it. A very nice gesture. She had also forgotten to include a gift note, and suggested I let my sister know that it was from me.

I’m a small business owner; I have compassion for seller of Package #2. I appreciate her communication and attempt to make things right by throwing in a second print.

But no one really wanted a second print. We wanted to share the experience of opening up the first print together. For us, that was the real value.

And that’s the tricky part: you never fully know the real value of the service or product you’re selling. You have to make a guess so you can set prices and anticipate needs, but your buyer will have her own expectations and experience with her purchase.

The woman who buys your scarf – it could be a fun treat for herself or a gift for her mom who’s going through chemo. The man who buys your ring – it could be an anniversary gift for his lady love or a birthday surprise for his growing up girl. The gal who buys your print – she could be an Etsy regular, or this could be her very first purchase and impression of buying handmade.

So what can you do?

1. Manage expectations.
Communicate how long delivery may take, what kind of quality can be expected, and other things you have control over.

2. Do your best to exceed the expectations.
And if you goof, step up like seller #2.

3. Add something personal.
A short handwritten note, fun packaging, a follow-up card, a plastic giraffe in the box. Little delights go a long way.

4. Remember that behind every purchase is a person.
They’ve ordered from you instead of big box, and instead of other handmade artists. They’re buying from you because you’re offering something special. They’re special, too.

5. Ask them about the experience of their purchase.
This can be a gold mine for testimonials, but it will also clue you in to the real value people are getting from you. Ask them for the story of why they picked what they did, what it was like to open the package, how it is used in their home or life. The coffee mug you sell is more than a coffee mug; find out about what it means to people, and how it makes them feel.

How can you make changes in your business to be more aware of the buyer’s experience?

Do you know the extraordinary value of the ordinary-ish objects you sell?

Gathering light,

Filed Under: Buy You, For You, creating action Tagged With: , , , , , , , 21 Comments