Latest / The Matriarchy Would Never | A Promote Yourself to CEO Podcast Series / How to Include Delight and Surprise for Clients In Your Customer Experience

Transcript

How to Include Delight and Surprise for Clients In Your Customer Experience · The Matriarchy Would Never | A Promote Yourself to CEO Podcast Series

• 0:01
  SPEAKER_02: We all hear that we should surprise and delight our clients.
• 0:06
  SPEAKER_02: And that learning how to surprise and delight is the key to getting clients who continue to work with us, who give us rave reviews, who return again and again, who refer clients to us.
• 0:18
  SPEAKER_02: But what does that mean?
• 0:19
  SPEAKER_02: Is it just about the gifts?
• 0:21
  SPEAKER_02: We're here to tell you there is so much more that goes into creating an incredible experience.
• 0:28
  SPEAKER_02: So listen in on another conversation with my director of operations, Amber Kinney, and we're gonna dive deep into how you can go above and beyond to surprise and delight your clients.
• 0:41
  SPEAKER_02: Are you ready to grow from stressed-out solopreneur to confident CEO?
• 0:45
  SPEAKER_02: You're in the right place.
• 0:47
  SPEAKER_02: I'm your host, Rachel Cook, and I've spent more than 15 years helping women entrepreneurs sustainably scale their businesses.
• 0:54
  SPEAKER_02: If you're serious about building a sustainable business, it's time to put the strategy, systems, and support in place to make it happen.
• 1:02
  SPEAKER_02: Join me every week for candid conversations about stepping into your role as CEO, the hard lessons learned along the way, and practical, profitable strategies to grow a sustainable business without the hustle and burnout.
• 1:17
  SPEAKER_02: Not too long ago, I rented an incredible townhouse right off of Monument Avenue here in Richmond, Virginia.
• 1:26
  SPEAKER_02: And I rented this townhouse, even though I live 15 minutes away, because my team was flying in to support me in facilitating the CEO retreat for our clients.
• 1:38
  SPEAKER_02: Now, this is totally normal for us.
• 1:40
  SPEAKER_02: My team is spread all around the country.
• 1:42
  SPEAKER_02: And we bring the team together to work with our clients when the clients come together for our quarterly CEO retreat.
• 1:51
  SPEAKER_02: It is so much fun because when you're running a business like mine where your team is kind of spread out, your clients are spread out, there's something magical that happens when you bring everybody together.
• 2:01
  SPEAKER_02: But let me come back to this townhouse we rented.
• 2:04
  SPEAKER_02: Over the years, we have had a lot of hits and misses when it comes to finding a great space that will host our team and allow us to also have a great experience while we're all here.
• 2:18
  SPEAKER_02: It's been one of those things where, yes, we've put people into hotel rooms before, and I live close by, so I would stay at home, but we found that there is really something magical about getting us all under one roof where we could share meals, where we could kind of decompress after the CEO retreat and a whole day of working with our clients.
• 2:39
  SPEAKER_02: We could bond and connect with each other and have conversation.
• 2:42
  SPEAKER_02: And also we could plan and dream about what the next things are going to be that we're going after inside of the business.
• 2:50
  SPEAKER_02: So this particular townhouse that we found was a hit.
• 2:55
  SPEAKER_02: It was an absolute win.
• 2:57
  SPEAKER_02: In fact, I knew that I wanted to rent this townhouse when I saw that it had a beautiful claw foot soaking tub.
• 3:05
  SPEAKER_02: And I am a sucker for a great soaking tub and bath because in my old house, I don't have that.
• 3:11
  SPEAKER_02: I only have a tub in the kids' bathroom.
• 3:13
  SPEAKER_02: So I thought this will be a great time, a great place for everyone to have their own room, their own space, and get a little bit of, you know, that self-care in while we are together.
• 3:25
  SPEAKER_02: But I have to say it was such a great example of experience, of a customer experience that truly was designed to not just meet our expectations, but exceed our expectations and surprise and delight us each step of the way.
• 3:42
  SPEAKER_02: The person who owns the home and has it listed on Airbnb did an incredible job designing this home, making sure that it was incredibly comfortable, that we had everything that we needed, that the bedrooms were beautiful, the linens were so, so great.
• 3:59
  SPEAKER_02: She made sure that the coffee bar was stocked so that we had coffee.
• 4:04
  SPEAKER_02: She made sure that it was easy to get on the internet and that we knew exactly where everything was.
• 4:10
  SPEAKER_02: She even had this beautifully printed guide of all of the things that they recommend in that area, in that area of Richmond, which was fantastic to know that we had a list here of coffee shops and bars and cafes that we could walk to from this little townhouse.
• 4:30
  SPEAKER_02: So, of course, we're going back.
• 4:32
  SPEAKER_02: And it really got me thinking about experience and customer experience.
• 4:36
  SPEAKER_02: Because in the hospitality industry, if you go to a hotel or you, you know, get a vacation rental, experience is pretty important.
• 4:46
  SPEAKER_02: And that is what differentiates something like a Ritz-Carlton from a holiday inn, right?
• 4:52
  SPEAKER_02: Like you have different expectations of the level of experience you're going to have.
• 4:57
  SPEAKER_02: But translating that into our businesses, into a more service-based business where you're working directly with clients, you're coaching them or teaching them or training them or walking them through some sort of transformational process is a little bit different, right?
• 5:15
  SPEAKER_02: And this is where it's really, really easy to think that all that matters in experience and elevating the experience is the surprise and delight, the little gifts, the little things that we think is what people are really looking at.
• 5:30
  SPEAKER_02: But there's so much more.
• 5:32
  SPEAKER_02: So today I'm so excited to have Amber Kinney back.
• 5:35
  SPEAKER_02: We're going to talk all things surprise, delight, and customer experience again, and especially how you can translate this into your business.
• 5:45
  SPEAKER_02: Because while it's nice to send little gifts and we love, love, love to send things in the mail, there is so much more.
• 5:53
  SPEAKER_02: Hey there, CEOs.
• 5:54
  SPEAKER_02: Okay, Amber is back for round two talking about experience.
• 5:59
  SPEAKER_02: And for this episode, we want to talk about surprise and delight.
• 6:05
  SPEAKER_02: And yes, this is the final episode in this five-part series.
• 6:08
  SPEAKER_02: It is not what we led with because I think a lot of people mistakenly believe that delighting your customers is what customer experience is.
• 6:17
  SPEAKER_02: And it's just about like the perks and the fun stuff.
• 6:20
  SPEAKER_02: We're trying to share with you that there's a whole lot more to it than that.
• 6:24
  SPEAKER_02: But yes, we like gifts.
• 6:26
  SPEAKER_02: Exactly.
• 6:27
  SPEAKER_02: Let's get into let's get into surprise and delight because these are the fun things.
• 6:32
  SPEAKER_02: These are the things that I know both of us love being able to do.
• 6:36
  SPEAKER_02: Completely.
• 6:37
  SPEAKER_02: Give me one of your favorite ways to surprise and delight the clients that you work with on the agency side.
• 6:44
  SPEAKER_00: So I think there's a few different things, but I think one of my favorite things is like just I love to send people things in the mail.
• 6:50
  SPEAKER_00: So this is one of the just traditional surprise and delight, but they get a like, I actually send it from me.
• 6:55
  SPEAKER_00: They do get the handwritten card piece, and people are shocked.
• 6:58
  SPEAKER_00: And it's not anything big.
• 7:00
  SPEAKER_00: I think they get right now I have candles that they get, or they get something, it doesn't have to be huge, but the fact that there's like a handwritten card in there, just welcoming them is one of the favorite things we always get feedback from.
• 7:10
  SPEAKER_00: And it definitely is a surprise piece that people are not expecting.
• 7:14
  SPEAKER_02: Yeah.
• 7:15
  SPEAKER_02: I think this is something that is so simple to forget.
• 7:18
  SPEAKER_02: We're in such a digital world that people love getting something unexpected in the mail.
• 7:24
  SPEAKER_02: Right?
• 7:25
  SPEAKER_02: Yeah.
• 7:25
  SPEAKER_02: If there is one thing I think any business owner can take away, like when you send your client something, it doesn't have to be very expensive at all.
• 7:33
  SPEAKER_02: It could just be the card, but it's the thoughtfulness that is unexpected.
• 7:39
  SPEAKER_02: And it it just reinforces that relationship, right?
• 7:43
  SPEAKER_02: It just shows a level of care and a level of humanity that you're not gonna get if you're just you know not giving any indication that you're excited they're a client.
• 7:55
  SPEAKER_02: Right.
• 7:56
  SPEAKER_02: What has been one of your favorite gifts to get when you start working with someone?
• 8:01
  SPEAKER_00: Um, I do love the like just the handwritten card that acknowledges like who I am as a person.
• 8:06
  SPEAKER_00: Like I like to feel like a person and not like part of the big like I just not a cog in there.
• 8:13
  SPEAKER_00: Not a cog in the wheel.
• 8:14
  SPEAKER_00: Like, I do love the welcome card.
• 8:16
  SPEAKER_00: And then um trying to think.
• 8:18
  SPEAKER_00: Like, I really think that's the biggest thing for me.
• 8:20
  SPEAKER_00: Of all the things that happen when I work with someone or when I go work with a different business, those are the that is the piece that is like yeah sets the tone for the rest of the engagement, I think.
• 8:30
  SPEAKER_00: Really that A, they I feel like they saw me.
• 8:33
  SPEAKER_00: Usually the note has something that relates, isn't just the generic message, but the two minutes it takes to do that is huge.
• 8:39
  SPEAKER_02: So yeah, I love that.
• 8:42
  SPEAKER_02: And I love when I get little surprise things in the mail so much.
• 8:45
  SPEAKER_02: I can tell everyone, I have a lot of examples because when I get stuff, I I remember it and I note it down as examples to share.
• 8:54
  SPEAKER_02: So, one gift that I got recently, I started working with a functional nutritionist about a year ago.
• 9:01
  SPEAKER_02: And what I love is she included as this amazing bonus, like she literally dropped it.
• 9:08
  SPEAKER_02: She lives here in Richmond.
• 9:09
  SPEAKER_02: So she dropped it off at my front door.
• 9:11
  SPEAKER_02: Yeah.
• 9:11
  SPEAKER_02: But she had this amazing bonus box that helped me to get into the program she had because I had to do this huge like elimination diet, trying to figure out some autoimmune stuff.
• 9:24
  SPEAKER_02: And in this little box that she dropped off at my house, it included a food scale.
• 9:30
  SPEAKER_02: It included sample seasonings that didn't have any of the normal like triggers that are in, you know, common seasonings.
• 9:39
  SPEAKER_02: It included some supplements that she recommends.
• 9:42
  SPEAKER_02: So I already had the supplements.
• 9:44
  SPEAKER_02: I didn't have to figure out where to get them or wait for them to show up.
• 9:47
  SPEAKER_02: She even included these coffee replacements, like the mushroom coffee instead of regular coffee, because I was supposed to try to not have caffeine.
• 9:57
  SPEAKER_02: And also this thing called heart math, which is like a stress management tool.
• 10:04
  SPEAKER_02: Yep.
• 10:04
  SPEAKER_02: Um so this amazing little bundle shows up and it was delight because I didn't expect it.
• 10:11
  SPEAKER_02: Right.
• 10:12
  SPEAKER_02: But I think the most important part of it for me is the fact that it made it easier to do the program I just purchased.
• 10:19
  SPEAKER_00: Yes, a hundred percent, right?
• 10:22
  SPEAKER_00: Talk about being set up for success.
• 10:24
  SPEAKER_02: And that's what she did.
• 10:25
  SPEAKER_02: And this is something anybody who's doing transformational work where you're ha trying to help people change their habits or do things in a different way, the more you can set them up for success, the better.
• 10:40
  SPEAKER_02: And they're they're now gonna be so excited about it, it increases the motivation to follow through.
• 10:46
  SPEAKER_02: Like it's kind of like you've removed a lot of the barriers to starting.
• 10:50
  SPEAKER_02: So I think that's a great, a great, great, great example of a bonus gift that is functional and tied into the program that you are offering or to the service that you are offering.
• 11:01
  SPEAKER_02: And I think in the health world, you know, there's so many little things you can offer.
• 11:06
  SPEAKER_02: I think in so many different places, you can get creative and come up with like what's actually going to enhance kicking off this experience together and make them feel excited and make them feel motivated to actually take action on what we're doing together.
• 11:21
  SPEAKER_00: Well, and I think that brings up like, I know we keep using the CEO collective as our example, but obviously that's us kind of putting into place everything that we're talking about and sharing in the series.
• 11:31
  SPEAKER_00: But when we send the boxes that you get when you join, you don't know.
• 11:36
  SPEAKER_00: But um the they're full of things to really make it easier to get into the program, whether it's planner or the 90-day workbook or it's books that we often reference, it's all of those things that really do help them kind of get into the program as well.
• 11:50
  SPEAKER_00: So I think that's amazing when people can, when you can have a bonus that not only like that helps them like jump starts their work with you.
• 11:59
  SPEAKER_02: And I think the combination here of things being tactile, things being things you can hold, this is what elevates it and helps you be even more memorable.
• 12:08
  SPEAKER_02: Like again, digital everything is actually, I think it it works against relationship building in some way.
• 12:15
  SPEAKER_02: Yeah.
• 12:16
  SPEAKER_02: People don't feel like it's as real.
• 12:17
  SPEAKER_02: It's easier for them to ignore your program and not log into it and not follow through when it's all hidden in the cloud somewhere, right?
• 12:24
  SPEAKER_02: Right.
• 12:25
  SPEAKER_02: But if they have something that you sent, the planner you sent or the the seasonings you sent, like the thing in front of them, it is a reminder that they've invested and they need to get into whatever the offer is.
• 12:39
  SPEAKER_00: Completely.
• 12:40
  SPEAKER_02: I love it.
• 12:42
  SPEAKER_02: So there's a way to do the delight that helps enhance your offer.
• 12:48
  SPEAKER_02: You know, it's not gonna, we're not saying that you absolutely have to do that that scale, but it's just an amazing thing, amazing thing to think about.
• 12:56
  SPEAKER_02: And this is one way you can elevate yourself and and really make yourself stand out.
• 13:00
  SPEAKER_02: Completely.
• 13:01
  SPEAKER_02: So, aside from gifts, which we said, I mean, if we are to tell y'all how many things we send out in the mail, we just like sending things in the mail.
• 13:09
  SPEAKER_00: I was like, but we really love it.
• 13:10
  SPEAKER_00: It's very fun for us.
• 13:12
  SPEAKER_02: It is very fun for us.
• 13:13
  SPEAKER_02: Like every year around the holidays, we're like, hmm, what small business do we want to give a couple thousand dollars to?
• 13:20
  SPEAKER_02: And we'll pick a local small business because again, we always are also thinking about gifts that are aligned with our values.
• 13:26
  SPEAKER_02: Yep.
• 13:26
  SPEAKER_02: So every year we find a local small business and we will go buy presents for our team, our clients, I mean, literally thousands of dollars into a small business.
• 13:38
  SPEAKER_02: Y'all, that is the difference for that small business between having a great holiday month and kind of being like, oh, I'm not getting enough orders.
• 13:48
  SPEAKER_02: Right.
• 13:50
  SPEAKER_02: And people love it.
• 13:51
  SPEAKER_02: People absolutely love it.
• 13:53
  SPEAKER_00: They love it.
• 13:54
  SPEAKER_00: And then honestly, and just I mean, from our side, like being able to build up that small business and then they get repeat business, it's really just an extension of the values to support other small businesses and women in business is usually where we go.
• 14:06
  SPEAKER_02: So yeah.
• 14:07
  SPEAKER_02: I think that's something when it comes to gifting or or offering things, we all have to remember we vote with our dollars every time we spend money in our business.
• 14:17
  SPEAKER_02: We have so much more power than we think we have.
• 14:20
  SPEAKER_02: And so if you get intentional about where you're getting gifts, how you're getting them to people, all those things, and you let your clients know hey, this year we're supporting this small woman-owned business.
• 14:31
  SPEAKER_02: Hey, this year we're supporting this LGBTQ plus business, like leverage them, build them up.
• 14:37
  SPEAKER_02: And it's amazing because I think one thing that's kind of a fun thing for me is when I find something I really love, yeah, and then I get to share it with everybody.
• 14:47
  SPEAKER_00: Right.
• 14:48
  SPEAKER_00: And that's what I love it.
• 14:49
  SPEAKER_00: It works for all of us.
• 14:51
  SPEAKER_02: Yeah.
• 14:51
  SPEAKER_02: I like at the Maven Made Facial Oil, I'll give them a shout out right now.
• 14:55
  SPEAKER_02: Because again, same thing.
• 14:57
  SPEAKER_02: Like they have been a go-to gifting place for me, a local woman-owned business.
• 15:05
  SPEAKER_02: And every time I introduce people to this brand, they're like, oh my God, I'm obsessed.
• 15:10
  SPEAKER_02: So think about that when you're thinking about these things.
• 15:13
  SPEAKER_02: You can work with local businesses, work with small businesses, vote with your dollars.
• 15:20
  SPEAKER_02: And it doesn't have to be super complicated.
• 15:22
  SPEAKER_02: Like you'll be surprised how many of those places will work with you if you come to them and say, Hey, I need to do this, they'll handle the shipping or they'll help you customize it in some way.
• 15:32
  SPEAKER_02: There's so many, so many people are willing to work with you to make these things awesome.
• 15:36
  SPEAKER_00: Completely.
• 15:37
  SPEAKER_00: And it just honestly, it's delightful for you.
• 15:39
  SPEAKER_00: It's delightful for the recipient, but it's also delightful for the other business owner.
• 15:42
  SPEAKER_00: So it's a ripple of delights.
• 15:45
  SPEAKER_02: Yes, absolutely.
• 15:47
  SPEAKER_02: Okay.
• 15:48
  SPEAKER_02: Aside from gifting, the other thing I think is important is just surprise and delight connection.
• 15:55
  SPEAKER_02: Let's talk about this because I feel like too often, again, in a hyper digital world, it can very easily feel like you spend money to work with a company and you are just a dollar amount to them, not an actual human being who they care about.
• 16:13
  SPEAKER_02: Let's talk about that.
• 16:14
  SPEAKER_02: Let's talk about how how do you build connection with your clients or have your team build connection with your clients.
• 16:22
  SPEAKER_00: I think that the biggest piece here, and we touched on it even in the gift giving, is like, what are my our values as a business?
• 16:28
  SPEAKER_00: And how do I want to make sure we show up?
• 16:29
  SPEAKER_00: And one of ours is that our clients are people.
• 16:32
  SPEAKER_00: And because we work mostly digitally, I think it's important for us to have that as like a reminder in here that we're all human, right?
• 16:39
  SPEAKER_00: So I think we want to like that's pretty much the top of our list.
• 16:42
  SPEAKER_00: So we want to remember that, we want to respect that, and we also, even when we're doing the work, if they're not on a call with us, that's something we want to keep in mind, right?
• 16:50
  SPEAKER_00: And so knowing that allows us to make the communication, like connection with them, whether we're sending them email, whether we're sending them Loom, or whether we're offering to just hop on a call.
• 17:00
  SPEAKER_00: And I think that delight comes in when we can be consistent, but they don't often expect it to be like, okay, here's a video.
• 17:07
  SPEAKER_00: I'm gonna give you extra information and I'm gonna walk you through exactly what's happening.
• 17:11
  SPEAKER_00: So it's taking the time to really give them everything they need, or maybe more than they think you might think they need to know, but maybe it just makes them feel like they're part of the process, even in a business like ours.
• 17:22
  SPEAKER_00: Like they they know exactly what's happening.
• 17:24
  SPEAKER_00: And then I think the other piece for us is like if there's ever there's never a hesitancy really for us to be like, hey, let's just hop on for a 15-minute call so we can talk this through.
• 17:33
  SPEAKER_00: Yes.
• 17:34
  SPEAKER_00: And just being willing to do that saves everybody multiple emails back and forth so much frustration because things there are things that we are just so much faster to communicate in a 15-minute chat versus multiple emails that I'll start to span over days with people going back and forth.
• 17:50
  SPEAKER_00: So just being willing to say that is often shocking for people, but it makes the connection better and it makes the work easier and smoother for people for sure.
• 17:59
  SPEAKER_02: I have to say, this is something that I have loved about working with you and your team because I mean, y'all do so much stuff behind the scenes.
• 18:06
  SPEAKER_02: And half the time I don't really even know who's working on different things because your team is awesome and I can just trust it, like whatever they're doing, they're doing it well.
• 18:17
  SPEAKER_02: But whenever I've had a moment where I'm like stuck or overwhelmed or need to come up with like plan B, I can message you and within a day we're we're able to just jump on a quick chat.
• 18:31
  SPEAKER_02: And I want to say, I think people are afraid of doing that because they're afraid, well, I won't have boundaries if I do that.
• 18:39
  SPEAKER_02: That's not what we're saying.
• 18:40
  SPEAKER_00: Yeah, no.
• 18:41
  SPEAKER_02: Give a container around it and say, hey, let's jump on for 15 minutes and chat about this one thing.
• 18:50
  SPEAKER_02: Yeah, exactly.
• 18:52
  SPEAKER_02: A container around it and giving expectation around it.
• 18:55
  SPEAKER_02: But the willingness to say, hey, let's just talk about it, I think it solves so many problems before they escalate.
• 19:03
  SPEAKER_00: Completely, right?
• 19:04
  SPEAKER_00: Um, and I think giving people a chance, it's it comes back to like everybody's people, and we want to be a seen and heard with the people we're working with.
• 19:11
  SPEAKER_00: No matter what kind of transformation or what work people are doing, they want to feel like they're seen and heard.
• 19:17
  SPEAKER_00: And sometimes that 15 minutes does that.
• 19:20
  SPEAKER_00: And it brings them into the process so they know what we're doing, and it it just escalates the trust factor exponentially.
• 19:29
  SPEAKER_00: And honestly, on our side, it's a lot harder for me to say, Well, I have like to create boundaries that make it hard for me.
• 19:37
  SPEAKER_00: So then I'm making it hard for me, I'm making it hard for them, and I'm making it hard for my team.
• 19:42
  unknown: Yeah.
• 19:42
  SPEAKER_00: So be saying, you know, I have this time, this day, and we can talk for 15 minutes, let's just work through this, becomes actually an easy solution and a huge source of delight for people.
• 19:53
  SPEAKER_02: And I want to add on here another thing that your team just you do exceptionally well.
• 19:59
  SPEAKER_02: And coming back to the your clients are human, we're all gonna have human moments, we're gonna have human things happen.
• 20:07
  SPEAKER_02: And something that you do really well and we do really well, I I think, is knowing what's going on for people.
• 20:16
  SPEAKER_00: Completely.
• 20:16
  SPEAKER_02: You know, just knowing what's going on in their lives or in their business, because I came to you as soon as I knew there was a likelihood I was gonna have to step in and handle stuff for my parents.
• 20:28
  SPEAKER_02: Yep.
• 20:28
  SPEAKER_02: I knew and instantly I was like, Amber, I think I'm gonna have to take over some stuff for my parents.
• 20:34
  SPEAKER_02: I think I don't know how long this is gonna take, but let's proactively get on this.
• 20:40
  SPEAKER_02: And because you had that insight into what I'm doing or what was going on for me, you were then able to so show up for me during a really hard time where I really, I mean, I had to pull back a lot of what I could do in the business.
• 20:57
  SPEAKER_02: And because you knew exactly what was going on and we had that clear communication happening, one, I trusted that you had everything handled, and you did, absolutely.
• 21:10
  SPEAKER_02: And two, you made sure that it was seamless for our clients.
• 21:14
  SPEAKER_02: Like they never stressed about me needing to take time off or not be as present.
• 21:20
  SPEAKER_00: Right.
• 21:21
  SPEAKER_00: And that's only we can only do that because of the open, clear communication, right?
• 21:26
  SPEAKER_00: Yeah.
• 21:27
  SPEAKER_02: And sometimes that's what it is.
• 21:29
  SPEAKER_02: It's being willing to recognize that the people you're working with are human and they're gonna go through human things um and being okay with jumping on the call or making some adjustments to whatever the plan was in order to support people.
• 21:47
  SPEAKER_02: Because here's the thing like I am so loyal to Amber that one day we're gonna have like our little old lady village with tiny homes and live like right next door.
• 21:58
  SPEAKER_02: Like I'm pretty sure that's Loyalty I have built with this woman.
• 22:03
  SPEAKER_02: It's the only other relationship like that is my husband.
• 22:07
  SPEAKER_02: So it's something that was built because of how much you care.
• 22:12
  SPEAKER_02: And because of these, you know, recognizing that we're human and needing to ebb and flow with that.
• 22:19
  SPEAKER_02: And I think we can do that with our clients when we care about what is going on in their lives.
• 22:24
  SPEAKER_02: So things that we think about all the time.
• 22:27
  SPEAKER_02: I mean, I tell our clients when they join the collective, like, be prepared to see my name show up all over the place because I'm gonna follow you on social, I'm gonna join your email list, like I'm gonna watch what's going on.
• 22:39
  SPEAKER_02: And for me, one, I can keep an eye on like what's going on in your marketing and sales, like how are you implementing what we're teaching you?
• 22:47
  SPEAKER_02: And I can also often see like an insight into what's going on into your world because a lot of people use their social as a way to share like what's going on in their life.
• 22:57
  SPEAKER_02: So it's been a great way for us when we see, oh, somebody's getting married, somebody's pregnant, somebody's going through this.
• 23:04
  SPEAKER_02: I mean, even somebody lost their dad.
• 23:07
  SPEAKER_02: Yep.
• 23:07
  SPEAKER_02: You know, somebody's going through a really rough time, somebody had a scary diagnosis.
• 23:12
  SPEAKER_02: We can now proactively, without ever the client telling us these things are happening, we can send something or we can reach out and acknowledge them.
• 23:23
  unknown: Yep.
• 23:23
  SPEAKER_02: And that is really meaningful.
• 23:25
  SPEAKER_00: It's so meaningful.
• 23:26
  SPEAKER_00: Um, even just this morning, we have a member of the CEO clutches that's been with us for a really long time.
• 23:32
  SPEAKER_00: And I was finalizing a newsletter with a different, totally like randomly somewhere else, and she has this whole mansion in here.
• 23:40
  SPEAKER_00: And like the two in my mind are not even close to being connected.
• 23:43
  SPEAKER_00: But seeing that, I could send her a message.
• 23:45
  SPEAKER_00: She's like, you know what, this just made my day that you saw me in somewhere in another place and took the time to let me know.
• 23:50
  SPEAKER_00: That took me maybe two seconds, two minutes to send a quick note, but she knows that I am I we know she's in the collective, we're seeing her in other places, and we're like acknowledging that and like encouraging her.
• 24:05
  SPEAKER_00: And I think those are the like the little things that take just a few minutes are sometimes the things that can be the most impactful.
• 24:13
  SPEAKER_02: Yes, and I mean simple things like sometimes somebody will write an amazing email to their email list, and I'll just reply like this was great.
• 24:21
  SPEAKER_02: I love this, and those little things make such a difference.
• 24:25
  SPEAKER_02: Also, another way that I feel like I try to delight all the time, and I know multiple people who have gotten so good at this, is when I can use my platform to raise up others.
• 24:38
  SPEAKER_02: I mean, that is kind of I think our philosophy is the whole uh what is it, a rising tide lifts all ships.
• 24:44
  SPEAKER_02: Right.
• 24:45
  SPEAKER_02: I'm constantly working on growing my platform, growing my audience, growing my reach and my visibility for the business.
• 24:54
  SPEAKER_02: And there's all these amazing women I want to bring right alongside me.
• 24:58
  SPEAKER_02: And I never see, I think this is another big differentiator in general, the way people think about this.
• 25:04
  SPEAKER_02: I always think of my business being shoulder to shoulder with all the women I'm supporting.
• 25:10
  SPEAKER_01: Completely.
• 25:11
  SPEAKER_01: Right?
• 25:11
  SPEAKER_02: Yep.
• 25:11
  SPEAKER_02: And when I see they're doing something really cool, I'm gonna share it.
• 25:15
  SPEAKER_02: I'm gonna reshare it on social media.
• 25:17
  SPEAKER_02: I'm gonna DM people and say, I think you need to connect with this person.
• 25:21
  SPEAKER_02: I just made connections yesterday for one of our clients who's looking for, you know, a certain person to collaborate with.
• 25:28
  SPEAKER_02: And I was like, oh, I know three people.
• 25:30
  SPEAKER_02: Right.
• 25:31
  SPEAKER_02: And I'm I have no problem saying, let me open those doors for you.
• 25:35
  SPEAKER_02: Let me connect you, let me share this thing you're working on because I think it's amazing.
• 25:40
  SPEAKER_02: And that is the going above and beyond that delights people to no end because you're not gatekeeping anymore.
• 25:48
  SPEAKER_02: You're not like saying, no, you know, I'm up here and you're down here.
• 25:52
  SPEAKER_02: It's saying, you know, we're all here to elevate women in business.
• 25:57
  SPEAKER_02: Yep.
• 25:58
  SPEAKER_02: And if I can introduce you to this person or connect you to this person or share your event, heck yeah, I'm gonna do it.
• 26:06
  SPEAKER_02: Like I'm gonna be your biggest evangelist.
• 26:10
  SPEAKER_00: Yep.
• 26:10
  SPEAKER_02: I feel like that's part of my job.
• 26:13
  SPEAKER_00: I feel like it's I know you see it as part of your job, and I think it's definitely part of delight, but it is one of the things that I think people find it very surprising sometimes when you do it.
• 26:22
  SPEAKER_00: But it's always been, it's always something that has been something you've done consistently and is so appreciated by clients and not even, they don't, it's not even clients really, to be honest.
• 26:33
  SPEAKER_00: Some of them have been clients or were clients years ago, but if you're still watching and you see something, the willingness to share that and shout that out to help elevate others has been amazing.
• 26:43
  SPEAKER_00: So that's a definite delight, and it's one of those delights that sticks with people that are in our community for years, right?
• 26:50
  SPEAKER_02: It builds a lot of goodwill.
• 26:52
  SPEAKER_02: It builds a lot of um goodwill when you go beyond just the you know checklist of here's how we deliver the thing we're offering, to say, I see you as a human and I not only want you to have a great experience with us, but I now want to be part of your success team, right?
• 27:12
  SPEAKER_02: Like I want to be there with you, for you, shouting your name from the rooftops, really seeing what you're doing.
• 27:20
  SPEAKER_01: Yeah.
• 27:20
  SPEAKER_02: And like I tell my clients all the time, when you're coaching with us, you're not just getting coached on the calls, you're getting coached all the time, right?
• 27:31
  SPEAKER_02: Like we're really here to support you in in so many different ways.
• 27:36
  SPEAKER_02: And it's just a very different mindset than I see in a lot of other businesses.
• 27:41
  SPEAKER_02: Yeah.
• 27:42
  SPEAKER_00: It's a very different way to kind of approach all of it.
• 27:44
  SPEAKER_00: But I think it also is the way that elevates the most and is right in alignment with the values for your business, and you can just see those values in action.
• 27:53
  SPEAKER_02: So good.
• 27:54
  SPEAKER_02: Yeah.
• 27:55
  SPEAKER_02: Oh, well, I hope anybody listening to this, I hope you really take away what we're trying to share with you, which boils down to your clients are human, be human.
• 28:03
  SPEAKER_02: Business grows at the speed of relationships.
• 28:07
  SPEAKER_02: Yep.
• 28:07
  SPEAKER_02: And the more you're willing to invest in the relationship, the more you're willing to go beyond, like the bar is on the floor in most industries.
• 28:18
  SPEAKER_02: Most places have terrible relationship building and they don't take time to truly delight their clients.
• 28:26
  SPEAKER_02: But when you even increase what you're doing a little bit, put a little more intention, a little more thoughtfulness to surprise and delight, that builds that trust with people so much and that goodwill and that connection that this is how you create clients for life.
• 28:49
  SPEAKER_02: Yeah.
• 28:50
  SPEAKER_02: It really is.
• 28:52
  SPEAKER_02: Which is why I've been with you forever.
• 28:54
  SPEAKER_02: And we're gonna retire in our little tiny home building.
• 28:59
  SPEAKER_00: Tiny homes on the beach.
• 29:00
  SPEAKER_02: We have a plan, y'all.
• 29:01
  SPEAKER_02: We have a plan.
• 29:02
  SPEAKER_02: Exactly.
• 29:02
  SPEAKER_02: Gotta have your plan.
• 29:05
  SPEAKER_02: This is so fun.
• 29:06
  SPEAKER_02: And I hope everybody gets a lot out of it.
• 29:09
  SPEAKER_02: Thank you, Amber.
• 29:10
  SPEAKER_02: Oh, thank you.
• 29:12
  SPEAKER_02: I hope you love this conversation as much as I did.
• 29:15
  SPEAKER_02: This is one of the reasons that Amber and I have been together, working together for such a very long time, and why I can't imagine not running a business with this woman as my right hand.
• 29:28
  SPEAKER_02: Because we both believe that business grows at the speed of relationships.
• 29:32
  SPEAKER_02: And truly, experience is about bringing the humanity back, right?
• 29:38
  SPEAKER_02: It's about bringing the humanity, bringing the connections, honoring the relationships that you're building.
• 29:44
  SPEAKER_02: This is how you build loyalty between your community and your clients, your customers, your team.
• 29:52
  SPEAKER_02: You can apply these same principles to your team.
• 29:55
  SPEAKER_02: It's all about the culture and the experience that you are creating and that you're standing for in your business.
• 30:01
  SPEAKER_02: I would love to hear your ajas and insights.
• 30:03
  SPEAKER_02: Make sure you connect with me over on Instagram at rachel.cook.
• 30:07
  SPEAKER_02: And if you loved this conversation, please make sure you have subscribed, make sure you have reviewed, promote yourself to CEO.
• 30:16
  SPEAKER_02: It helps us get these important conversations out to other women entrepreneurs who also want to have sustainable success and really stand out in their field.
• 30:26
  SPEAKER_02: I can't wait to share the next series with you.
• 30:30
  SPEAKER_02: But until then, I hope you have a great one.