Book Report: Hug Your Customers
Hug Your Customers - by Jack Mitchell
I was originally introduced to this book by Sarah Petty’s favorite book list. At the time there were about 12 books on it. I devoured them all. I’ve always been a bit of a bookworm, and at the time, I was commuting about 75 minutes a day and while Oregon is beautiful, you can only look at rolling fields of grass for so long. Or maybe that’s just me. Audiobooks to the rescue.
Hug Your Customers is written by author Jack Mitchell, the CEO of two thriving high-ticket clothing stores in southern Connecticut and New York's Westchester County. The company was started by Jack’s father, and has been built entirely on the level of service they provide their customers. Their “hugs” may be simple; like follow up phone calls and thank you hot dog parties in the summer. Hugs can be more complicated, dropping everything to run to a customers’ wedding to tie bow ties for the groomsmen, opening up on Christmas eve for a customer with a emergency meeting, sending presents to customers on their anniversary. Jack talks about how in the beginning of the business his mom took the coffee pot from home to the office and back - making sure she could offer their clients a hot cup while their suits were being measured.
Jack’s premise (which mirrors his parent’s) is that customer service is the MOST IMPORTANT part of your business. Giving your customer what they want and even better, more than they expect, was the best way to make some noise and gain some traction as a small business. Otherwise, you’re just another ‘big box’ store. If you’re a commodity, you’re selling on price. As photographers we have to be above that. More on making money at photography
Build a hugging culture
I literally hug our clients. Daniel… not so much. Some of them don’t care - they hug him anyway. But not just that, our clients know we care about them.
The refrigerator is in the client portion of our office. It has a glass front. We offer them a drink. If they say “no” - our return response is “well, if you change your mind, help yourself.” Daniel and I understand that certain cultures need to be offered a “gift” multiple times before it’s accepted. Remember that. Try it. See if you see the same results we have.
We schedule half a day for each cake smash appointment - and let them know. Tell your client you’re all about them and their experience. Tell them that you remember what it’s like to have babies and that if they’re running late it’s not a big deal. Because if you have a 4 hour block built into your day for them - it’s really isn’t a big deal. Don’t take it personally. Cake smash day is your normal - but for them, they’re nervous about their baby, about the pictures, about the cost, about the outfits...
be physically available
If you’ve been following Daniel and I for a while - you’ve heard this before. You NEED to have consultations. Yes, it’s to build for a better sale - but look at it this way: you are literally going to have your hands on the most important thing in their lives (their baby). Wouldn’t you be a bit nervous? Getting to know a new family, gauging their baby’s mobility, and his “stranger danger” mindset and attitude - all great reasons to get together prior to your photography day.
And deliver products in person. Don’t ship the final results to your client. Why wouldn’t you get together one more time so you can cement your relationship? And if something is wrong, it gives you a chance to fix it. Don’t make your client work themselves up to call you about an error. Nip it in the bud.
Treat customers like royalty - children & pets too
It’s not a big deal now (in Oregon anyway, maybe this isn’t worldwide) but in the beginning how crazy was it that drive-thrus had treats for your dogs in the car? Or suckers for your kids?
We have toys and books at the office. And we greet the kids first. A) they’re typically in the door before mom & dad - and B) parents love that we care about their kids. We have juice boxes in the refrigerator too.
Track your customers with a data system
How many times has a customer walked through the door for an in-person sale - and they don’t remember what size the picture of the older child is? Sometimes they can’t even remember if it’s horizontal or vertical. Why not send them a quick text the day before? Suggest they take a picture of the prior images on the wall so that when they get in the door they have it to prompt their choices. Have a copy of their other invoices so you know too. Look like a hero.
Know the birthdays of your clients. Reach out. Either send a quick “hey, it’s time to shoot again” or just a birthday card. NOT an email. Takes too much time? Fill them out at the beginning of the month, organize and mail them one week at a time.
hug your customers in times of need
When something in their lives goes horribly wrong, do what you can. House fire? Who has the pictures but you? Don’t wait - step up and replace them unasked. Loss of a loved one? You may have pictures no one else has. We’ve experienced this a couple times. Do what you can. Send them digital files, print them a canvas, something. Do what you can. Be a spot of bright in the bad times. You’ll feel good for it as well.
hug customers during the slow times
When recessions hit, or you’re off season, no, you can’t provide gift baskets for your clients - but if the studio is slow you do have time to send out thank yous or birthday cards for $1 at the dollar store. Check out our post on what else to buy for photography at your local dollar store while you’re there.
Congratulate your clients on their child’s basketball win on Facebook. Keep an eye on your bottom line - but don’t just quit helping your customers because you’re not making enough money. Volunteer at the local school. If your business is slow, you have time. Instead of stressing - do something for those around you - they’ll remember you later for your community involvement.
Jack Mitchell is right - the best thing you can do for your business is to be there for your customers.
Hug your customers – physically, emotionally and even financially! Do everything you can to help them, even if it doesn’t give you any immediate financial gain. Build long-term customer relationships based on trust and respect. Hugging your customers doesn’t just keep them happy and bring you success, it’s more fulfilling for you, too.
Make sure you read Hug Your Customers.
- Later,
Clare
It’s available as an audiobook too - and if you don’t already do audiobooks you can try Audible for free: