In business, there are 3 types of people. Spoiler: "Don't Be Cousin Eddie"
Full written transcript from our video podcast version.
Introduction: Are you ready to take your business to the next level? Ready to turn up the heat on your competition and build an amazing brand that really matters to your customers? This is the Sharpen Your Knife podcast. If your business is in a pickle, or just need a bigger slice of the pie, then join these two peas in a pod, Kelly Fox and Scott Webb with over 35 years of combined sales and branding experience, self-proclaimed foodies, and marketing experts as they discuss how you can incorporate the right mix of ingredients for your business, sweetin' your sales so you can truly profit from the world of customer lifetime value. Now from the kitchen, here's your hosts and brand chefs, Kelly Fox and Scott Webb. Scott Webb: One two, three. That's how I know where to start. Hey guys, Scott Webb here. I am the President and Founder of Kitchen Traffic and I am with my CEO and the Co-Founder, Kelly Fox. Kelly Fox: Hello. Scott Webb: Kelly, here we are again, 10:00 at night, 10:13 to be exact, and we're making this a habit. So very interesting, our late night, at least the kitchen is open late. That's how I like to look at it. But we've got a great topic for you guys today because we're going to talk about the three types of people versus business, and are you one of these three? Which is really interesting because I know your inbox is probably getting hit with one of these three type of people right now. But before we go into that, Kelly I want to ask you, how's your day been? Kelly Fox: It has been, actually today was much better than it has been probably for the past week. I finally think I've gotten a routine down. For those of you who don't know, I have a four year old son and I guess I didn't realize how much I've grown used to his routine and being at school or at grandma's, and now he is at home with me 24-7, as is my husband. And it's been interesting because I guess I kind of prided myself in working from home with a kid around for years, but I've been spoiled over this past year and realized that some of the tricks I used to have don't work anymore. And so I am now doubling as a preschool teacher, a CEO, a wife, a mom, and now a new and imaginary friend that my son started telling me about this morning, which is creeping my husband out. And a little strange for me, although my mother in law told me that is a sign of high intelligence. So I'll go with that one. Scott Webb: Hey, look, if they do this ... What do they call it? The government's trying to supplement households right now, and write everybody a $1,000 check, this in your household. Absolutely list the imaginary friend. Kelly Fox: Yeah, sure. I don't know her name yet. Stay tuned. Scott Webb: Oh, very good. Stay tuned guys for our next episode. So that's amazing. And I know you're doing a great job because we stay in touch constantly in and out each day. And just so you guys know, I'm in a different part of Colorado than Kelly. We're in the Kitchen Traffic studios, and she's in her home in Centennial. So we're doing the coworking thing and trying to make the best of it. But interestingly enough, had just a crazy day to day with some family stuff. And that's just what you have to deal with on top of everything else. And what I started to understand is really trying to ... Because it's, "Man, this is the worst timing, right?" So it's all of a sudden you're, "Well why did they have to get sick?" And it's "Well that's not their ... They didn't pick this date to get sick." And we have some family, I've got a mother-in-law that's going through some stuff with Alzheimer's, and advanced Alzheimer's right now. So right now it's, okay, we've got this virus thing going, we've got the market and the economy and now we have these family issues. But here's what I understand about everything in life is each one of these things is its own thing. And I think what a lot of times we do is we try and lump everything together. And so we deal with one one way, we deal with the other the other way and we deal with this one this way. And so I try to compartmentalize.
Which is interesting talking about family. So it's a perfect segue into our video tonight. Because we're going to talk about three types of people and how they relate to your business. And are you one of these three types of people? Because if you're like me and Kelly, we are getting ... I'm getting a hundred emails right now. Most of them are hitting spam, but some of them are getting into my inbox. And I'm sure you guys are getting the same emails too. So- Kelly Fox: Man, I'm not looking forward to cleaning up my email. Scott Webb: I know. Inbox zero, it's not a thing. So as a company, as an organization, if you've got hundreds of thousands of clients, are you guilty of being one of these three people? So we're going to knock out these three. I think it's really fun how we broke these down. And our third one, and we do this in David Letterman style, just so you know, we go three, two, one. So the third person, which is the furthest one out, is our long lost cousin. So are you as a company acting like the long lost cousin? And Kelly talk about what that long lost cousin looks like. Kelly Fox: So as soon as you say long last cousin, I just think of cousin Eddie from National Lampoons. Scott Webb: I know. The six pack hanging from his belt buckle. I love it. Kelly Fox: Yeah, exactly. And he just pops in and out of your life with the RV that your neighbors can't stand saying in front of your house. But I think it's really true. And we actually had it a lot of fun with the long lost cousin because I think we've all experienced this in some way, shape, or fashion. So when it comes to that person, this is that cousin Eddie that pops into your life every four years. He's that guy with the greatest idea ever. And I always loved this guy in corporate America. I was just telling Scott tonight that this is a person that would always call me ... I was on a recorded line and this person would always call me and say, "Hey Kelly, I got a great idea. This is going to be just life changing. This is just incredible. I just, I couldn't wait to talk to you today." And usually that ended up being something that was completely against the rules, and not allowed. And I always had to kind of let them down gently and let them know that that great idea could very well land them in jail. So that's not good. But this is that person, the greatest idea ever person. Or the person that has 100,000 patents that they have applied for. Scott Webb: Right. And they needed the investor. They need you as the investor. But this guy, the long lost cousin is that company that sends you that email about once every four years. Just kind of rolls into your inbox, "The greatest idea ever." Or I like this one, "We know in these unfortunate circumstances." Right? So all of a sudden you haven't heard from this company in four years and now they act like they care. So- Kelly Fox: Well, exactly. And that's another reason why the long list cousin reaches out to you, right? Because they need money. Scott Webb: Money. Hey, Clark? Kelly Fox: They need money for you to invest in. Scott Webb: Hey, Clark, you got some cash? Can I borrow five grand? Can I borrow five grand please? Kelly Fox: And maybe another grand just to help me float by. Scott Webb: Yeah. I got to fill the RV up. Kelly Fox: Yeah, exactly. So we've run into this in businesses all the time too, right? All of a sudden you don't hear from someone and then you can tell it's the end of the month, those are my favorite. Act now. It's the end ... And they don't mention this the end of the month, but you can tell that they're trying to get their quota, or you've heard for them for the 10th time that week and you check your calendar and it's the last week of the month, right? So it's that person. And then the other one we were discussing was Ancestry.com DNA. That cousin, right? And so they want some very personal information that you're not really sure about giving up, or sharing, or you really want it on a national database. Scott Webb: And how are we related? "Oh man, Martha's brothers, nephews, third over cousin. I've been following you on Facebook for four minutes." Kelly Fox: Yeah, exactly. Exactly. And then again, this is the person that they send out the survey, those are my favorite. They send out the survey and then all of a sudden they're asking me some really detailed questions that I'm just, "No, I'm not going to share this information with you." Escape. Scott Webb: And unfortunately, these companies treat their customers just like a name in a database. So it's when something's ... Unfortunately the pandemic and it's, "Oh, it'd be a great idea to send out an email to everybody in our database." Right? And that's all you are. You were a transaction. Maybe you weren't even a transaction. Maybe you were just you signed up for something somewhere somehow, and now you're just a name in that database. And, "Oh, there's a pandemic. Let's email everybody in our database." But that long lost cousin, do you really care? Kelly Fox: Did it add value to their life? Basically that email only told me that you cared about me, blah, blah, blah. Here's our policy for a pandemic. Bye! Scott Webb: Yeah. And oh by the way, tucked at the bottom is the BOGO or the 40% off coupon. Yeah, I love it. Okay, so don't be ... Look, here's the thing, the majority of businesses out there, companies large and small, are the long lost cousin, let's be frank. But we know you guys are not because our number two, this is Kelly. Kelly Fox: They know you, but do they care? Scott Webb: Right? So who is that in your family? And in my family, yeah, we thought that was my brother-in-law. So we can now correlate our business. Are we the brother-in-law to our customers, right? So let's talk about what that relationship looks like. Kelly Fox: So the brother-in-law is just like any in-law, right? They do check in from time to time. They will ride or die when you need them, but they check in. They're not necessarily, it's not a daily conversation unless you're really close to your in-law, that's fine. But it's not a daily conversation. I would say the check-in, it could be monthly, three months, six months, maybe a year is the norm, right? Scott Webb: Yeah, the holiday or an anniversary or something. So, or summer vacation, that's when I hang out with my brother-in-law the most, is they roll through Colorado every summer. And we have generally two weeks of just awesomeness together. And then we're always kind of checking in on each other the rest of the year. But we're not integral in each other's lives. So they don't necessarily know what I'm doing, I don't necessarily know what they're doing. But we have something cohesive and in common for sure. Scott Webb: So interestingly enough though, how we started this out, are you this brother-in-law? So are you the company that cares? And, look, when you have 1,000 customers, or 10,000 customers, or 400,000 customers, we understand you can not have just a super integral relationship with every one of those customers. But there are ways that you can actually care, and you can do that at scale. But the thing is, are you willing to do that? Are you wanting to do that? We get that automation is the crème de la crème for a lot of companies, they want to just get into this AI, get everything automated. But, and that's fine- Kelly Fox: Everything's in the CRM, right? Scott Webb: But even so, automation is fine, but act like you care. Act like you care with that automation. Does every single email have to be the same caned email? Are you segmenting your audience? Do you know who your top 10% customers are? Do you know who your middle base is? Do you know who the customers you haven't talked ... That you're basically the long lost cousin too. So if you have lots and lots of customers, understand that there are ways that you can, like that brother-in-law, you can be integral in their lives. So as a company, when's the last time you actually emailed your customer base, not with a coupon, and not asking for a sale, and not for a pandemic, right? So that would be one of those ways that you could be more like the brother-in-law. And we'll get to number one here in a second, but I just wanted to stress that even on social media is everything you do coming out of the marketing departments, and it's just a canned image with some canned text, or do you actually segment your audience in social media as well? It takes a little bit of effort. It takes a little bit of more investment. It takes a little more resources. But I'm telling you guys, if you can develop your audience and nurture that audience into having as much of a relationship with them beyond the transaction, your sales are going to be there. And as always, you know us, we are the customer lifetime value company, that's what we do, and customers for life is thinking about your customers beyond just the spreadsheet, just the database, and just a P&L statement at the end of the month. So let's get to number one. Drum roll. Kelly Fox: An integral part of your life. The spouse. You're married. It's a big deal. It's somebody that knows everything that's going on in your life. And not overly personal from a business sense, but they are the people that know what's going on. They know that you have kids. They probably are the ones that reached out to you and knew that, "Oh Hey, you're probably working at home with kids around, and your husband's probably home too. How are you doing? I have some resources for you that are working for me. Let me share with you."
Scott Webb: Or working for our company, our employees as well.
Kelly Fox: Yes, exactly. Exactly. "Oh, do you not know how to use Zoom? I've used it for the past five years. I'd love to take a few minutes just to go over it with you." Just something as personal as that, especially if you are in a business development, key account, customer success type of role. This is important. And if you don't have this role in your company, you're missing out big time in serving your customers. Not only today, but in the very near future, and for years to come. Scott Webb: Yeah, for sure. And when you think about spouse, so I just want to kind of frame that for everybody, especially if you're a larger company. It's, "Oh my gosh, there's no way we could be married to our customers." And I get that because that's the knee jerk reaction when we mentioned this, but when I'm mentioning spouse or being married, let's talk about lifelong relationships. Because that's what generally people, why people get married is they commit to one another. And so I'm just going to say this. The question is, are you committed to your customer, right? Are you committed to be there beyond the sale, beyond the transaction, or do you think that the marriage itself, the I do was all that was needed. Are you doing anything to nurture your customers? Are you doing anything to show them appreciation? Just like being married to your wife, or your husband, or significant other, if you had ... If everything was the first year, the honeymoon, the I do, the honeymoon and then that was it. You didn't really do anything beyond that. How long would that relationship last? It wouldn't. And when we taught Customers for Life, it isn't a moniker that we put on our website. It isn't a philosophy that we thought would be cool. It is essentially how you have to now start thinking about your customers. The days of infinite lines of new customers are gone. And now after what we're going through with the economy and this coronavirus thing, you don't know what your customer base is going to look like on the other side. Is it going to be intact? Are you concerned enough about your customers like a spouse would be? Because if you if you hadn't heard from your ... If your wife hadn't talked to you in two days, wouldn't you start thinking something's up? Now, I'm not saying, yeah you need to reach out and talk to your customers every day, but can you be there for them? Are you creating channels of communication that are open, and honest, and transparent? Or is everything through some type of a form that you go to the website, and that's the only way and, "Oh by the way, somebody will be with you within 72 hours." And so what we're telling, look, I've worked inside a company that had 100,000 customers, and we created channels of communication so that we could listen to those people and then we could interact with them on a very quick basis, daily even. So I don't care how big your company is, technology now has afforded us the opportunity to be able to reach out and actually keep those lines of communication open to your customers on a daily basis if you want it to. If you don't, hey, I'm going to tell you right now, the top companies, some of the top companies in the world, make it a priority to be able to communicate with their clients day in, day out, through social, through other channels, through their website, through text messaging. There's some very smart AI out there that's going on with, with bots, but these aren't just canned approaches. They're very systematic to the issue, to the problem the customer's having. So this goes way, way, way beyond customer service. This is, I mean, and here's the sad thing. I was reading a study today. They did a survey, and I'll pull this up for you guys too, but they did a survey and they interviewed 90 companies, and the majority of them, 78%, thought their product was so good it was the service. So their product or service was the customer service. We're here to tell you just because your wife said I do or your husband said I do, doesn't mean you can't stop working, or you, what am I trying to say? Kelly Fox: You can't stop working on your marriage, right? Scott Webb: Yeah, you've got to continually be working on it. Yep. Kelly Fox: You're not working in the marriage or working on the marriage. Scott Webb: Hey, as great as this is, I got this dad bod nailed. So as great as this thing going on right now, I still have to work out. I still need to stop eating junk food all the time because look, I want to impress my wife, right? Are you trying- Kelly Fox: Well, Scott, hat's a good question. How many years have you been married? Scott Webb: 30 Kelly Fox: And I've been with my husband for 20 years, we'll be celebrating 14 years this April. And marriage is not easy. It takes a lot of work. And it's the same thing with your customers. It's not easy, but it takes work. And yet you will have conflict, you will have times where you drop the ball, you will have moments where you're just, "What in the world is happening?" It's like the Twilight Zone is happening over here. Kelly Fox: But you still have to work at it. Scott Webb: Yeah, no, that's a great point. So let's equate that to our customers, right? So right now my wife is worried. She's, "What do we do? What's going on? Are we getting locked down? Do we need to go to the store? Is our insurance up to date? Where's ... Do we have enough grocery?" I mean just basic needs of life. Your customers are no different. And it just did a video today, or yesterday. It got put out today, but with Greg Rollett of Ambitious.com in Florida. And we talked about leaders taking the lead right now. So ... And for your company specifically, if you, I mean, at least the brother-in-law's checking in, right? Kelly Fox: Right. Scott Webb: So worst, at the worst, you guys need to be the brother-in-law in this, in this scenario. The best is your spouse. Put them at ease, let them know ... Yeah, I mean, I can't answer my wife's questions. I don't know what's going to happen tomorrow, or the next day, or in two weeks. But what I can do is say, "Look, we have a plan, and this is what we're doing to mitigate and this is what we were doing to try and be safe." So are you ... Do you guys have a plan and are you communicating that to your customers? If you're coming out and all you can lead with is, "Buy this, buy that, discount. Oh, we understand. There's a thing going on. So because of that, we're giving you 50% off." That's not what you do with your family. That's not what you do with your spouse. So hopefully guys, this kind of ... These analogies set in a little bit. So in review, Kelly, what are the three types of relatives? Kelly Fox: The three types or relatives are just the ... You're the name of the database, right? The long lost cousin. So that's the third one. The second one is they know you, but do they care? That's the in-law or the brother-in-law example. And the third one is they're an integral part of your life, not your business, they're an integral part of your life. So they're like a spouse. It's like a marriage and they know everything, and not in a creepy way, but they know everything enough to care. Scott Webb: Yeah. And so those are the three things. So guys, we totally understand that right now there was a lot of chaos going on and probably in your company, your organization, but stop for a second and reflect back on these analogies and make sure, number one, you're not the long lost cousin. Strive to be a spouse to your customers right now. Strive to put them at ease, strive to support them and build them up. Strive to be part of their life. Worst, at least be the brother-in-law. So that's our advice for this video tonight. And of course as always, if you have a question for us, we are the CLV experts. Scott Webb: We have been doing sales and marketing for so long, and we have lived and operated businesses through other chaoses is than just this one. So one of the things that we recognize that was missing in the marketplace are companies that really are dedicated to their customers, really looked at customer lifetime value, and figured out how they can engage and nurture customers for life. So we built a company around it, it's called Kitchen Traffic. So Kelly and I, our entire days are spent helping businesses just like yours figure out how to engage, nurture, provide great customer experience so that you can have customers for life. Anything else you want to add Kelly? Kelly Fox: The ... And I think that in a timely sense beyond just what Scott said, because we've lived and breathed that for ... This is our philosophy. But the thing right now I want to just keep hitting home with everyone is have empathy is a big one. I think a lot of times we're running into people that are ... Maybe their gripes are kind of not so on your grand scheme of things it's, "Really? That's what you're having a problem with?" And you feel like your world is crumbling. Listen, we're all in this together. Just extend empathy and that will go a long way. A listening ear and a great customer experience person shared this the other day, extend grace. And I think that's a huge one. This is not about you it's about your customers and building trust during this time. Scott Webb: Yeah. Perfect way to end it. I couldn't say it better myself. So guys, as always, hit us up. I'm Scott@KitchenTraffic.com, Kelly is KFox@kitchenTraffic.com. You have questions, comments, complaints, we want to hear them all. And we've got another video coming up for you in the next couple of days. But in the meantime, say strong, do all you can to serve your customers and they will serve you. So we will see you on our next video.