Chelsea and I went to Books-a-million the other day. We went in to look for books that we had been wanting to read to learn more about business and obtaining our goals in photography. As we were going through the checkout line, the cashier made a comment about one of the books I was buying. Along with buying the book “Start” by John Acuff, I also got the book, “Pride and Prejudice” for fun. If you don’t know anything about me, then you need to know that I LOVE Pride and Prejudice. I’ve seen the movie (the one with Kiera Knightly) about a hundred times. I can quote it! Anyways, she made a comment about how much she loved the book too. We had a nice 30-second conversation, then she immediately started to try and sell me a store membership and a magazine subscription. 

As a consumer, this made me feel extremely uncomfortable. I didn’t want a membership or magazine subscription. I just wanted my books. I understand that this is part of her job, and Books-a-million needs to sell memberships and magazines. However, nothing she did during our 30-second conversation made me want to buy anything she was trying to sell me. I didn’t know her. What had she done for me that made me want to buy this? 

I think a lot of retailers make this mistake, especially when they try to sell memberships, retail cards, and add-ons, etc. I get that there are some people who take these deals. However, the question I ask myself is how many of those 30-second conversations establish long lasting relationships or make the customer feel valued enough to remain loyal to the company and their brand. 

My main point in all of this is, as business owners, we need to find ways that make our clients feel valued. We need to realize that our consumers should not just remain clients. They should be our friends! We need to serve our clients not because we want their money but because we truly care for them. Therefore, we want them to have the best experience possible. If I want my client to give me their email for my email list, then don’t expect me to ask them after having a 30 second conversation. I want to get to know my clients. I want my clients to know me and to trust me. I want them to know that I am more than my business. 

So, I challenge you to be as authentic as possible. Serve, Serve, serve your client BEFORE you ask them to purchase from you. 

– Hannah