MBA1326 How to Please Your Customers in Their First 5 Minutes

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Hey O. Welcome to the 100 RMBA show. Because you knowledge implementation equals business empire. That's why we deliver daily 10 minute business lessons for the real world. I'm your host, your coach, your teacher Omar Zenholm. I'm also the co founder of the Hundred Dollar mba, a complete business training and community online. And in today's lesson you will learn how to please your customers in the first five minutes. The first moments your customers experience your product, your service are critical. It's where your business makes its first impression and it's a lasting one. But more importantly, it motivates the customer or demotivates them to use your product to enjoy it and of course buy from you again. So in today's episode we're going to talk about how to make sure you put a smile on the face of your customer as soon as possible. As soon as they experience your product or service. Preferably in less than five minutes. I'm going to share with you some simple strategies that are going to make a world of a difference for your customers experience and their impression of you and your business. If you're having issues keeping customers you have high churn rates or low return customer rates, then you're going to love this episode. Let's get into it. Let's get down to business. Recently, Nicole and I bought a printer for our office. I know, I know it's an archaic thing, but believe it or not, sometimes you just need to print some things out. We bought the printer, brought us to the office, opened it up, and it literally took more than 90 minutes to actually print out the document we wanted to print out. Yes, 90 minutes. And, hey, we're not technophobes. We run a technology company. It just takes that long for the best of us to just get the printer set up, to get out of the box, to initialize it, to put the paper, to put the ink cartridges properly, to align the paper, to do a test print, to install the drivers, to make sure it's on the right network so it prints wirelessly. I can keep going on and on, but it was a joke. We couldn't believe how long it took to actually print a document with the printer we just bought. With any product or service, a customer has a desired outcome. They want to get something out of it. If I feel like I'm a little bit hungry, I want a snack, and I pick up a Snickers bar, that Snickers is fulfilling a need. My desired outcome is to satiate my hunger. And it also works for larger purchases, like buying a home. If you want to buy a home, your real estate agent's job is to fulfill your desired outcome, which is to buy a house in a location that you like, that's in your budget and ticks all your boxes. If they fulfill that desired outcome, you're happy right now. If you can fulfill that desired outcome faster than other people, that differentiates you, and that really makes your experience memorable. This is why Amazon came up with prime shipping. This is why when you buy an Apple product, for example, the iPhone, as soon as you open it, the product is already charged before the iPhone. When you bought a mobile phone, the first instruction was to put it on the charger for 6 to 12 hours so you can even use it when you first bought it. What a bummer. You just bought something new. You want to try it. This is why the microwave was invented, to be able to get people their desired outcome, a meal as fast as possible. So look at your service. Even if you're a coach, a consultant, that first email they get that might link to a video, which is a welcome video or a training video, can get them feeling motivated. And hey, I made the right choice. You're removing buyer's remorse. So the first thing you gotta do is write in bold letters on a piece of paper or on your Note taking app. What is the desired outcome of your customer? What do they want to get? What is a win for them when they buy your product or service? Let me give you an example. With our product Webinar Ninja, our webinar software, their desired outcome is to be able to create and run a webinar easily. So if I can get my customer to experience creating and running a webinar as fast as possible, they're going to feel like they got a win. They feel like they have accomplished something and they actually got what they came for. So as soon as somebody becomes a member and they're in their account, I walk them through through on screen tutorials, how to create their first webinar and once they do, I congratulate them and I try to make it as fast as possible to get to the goal in less than five minutes. So creating a webinar has to be quick. Now you may not be able to do that with your product or service, meaning have the whole desired outcome finished, but you want to give them a taste of it at least. Say for example, you are going to sell a six month course on how to play the violin. They're not able to play like a professional. They're going to get to a proficiency upper level proficiency within six months. But what can you do with that first initial interaction? So when they sign up for your course, what's the first thing they see when they're inside your course area? Maybe a welcome video and a quick tip or lesson to get them a little closer to that goal. How about jumping right into it? Say hey, welcome to this course. In this course you're going to learn how to play the violin and impress your friends and family. How do we get started? And let's learn the first half of Mary Had a Little Lamb. So they can actually play a melody, at least not even a whole song, but just a melody they're familiar with on their violin and feel like, wow, I learned how to play the violin to some capacity right in the first few minutes of buying this course. This course is awesome. You get the point. You win them over. This also reduces overwhelm. It makes people feel like, hey, I can do this, I can complete this course, I can use this product, I can continue to use this service. A lot of people, they are taking a leap of faith when they buy your product or service. So reassure them by giving them something small that they can do where they can get a win quickly and experience something that makes them feel like they made the right choice by purchasing your product. A lot of people put this under the umbrella of onboarding, but really it's under the customer experience. This is their first experience with you. With the first touch point of your product, you want to make sure it's an amazing one. Even if you have a brick and mortar business, let's say, for example, you own a pizzeria. When people go to a pizzeria, they're hungry, right? They're looking for a nice meal, a lunch, a dinner. One of the easiest things you can do is create a great experience in the first five minutes with a welcome with putting some bread on the table with a little olive oil and vinegar and taking their drink orders. Already in the first five minutes they have something to nibble on. They know drinks are coming and you want to take that extra step and ask them, hey, is this the first time you've been here? If they say yes, great. Then our chef has a special gift for you and you give them a little appetizer for free or something like that. If you're worried about the cost of that appetizer, bundle it into your prices. People are more than happy to pay more for the meal. If they're going to get something free like an appetizer, it's like a surprise. You've probably heard of this before, but studies have shown that people are willing to pay more if they're going to get something for free. For example, they did a study with free shipping. People are happy to pay $40 for something with free shipping versus $30 for something and have to pay $5 for shipping. So in total they're paying less. But the fact that, hey, I gotta pay for shipping, that doesn't feel good. But I'll pay $40 for the product and get free shipping. That sounds and feels good. One of the best examples out there when it comes to delighting your customers in that first five minutes is with CD Baby. CD Baby was one of the first companies to deliver music CDs to people via their website. You can hear all about CD Baby, its journey and this story in detail in Derek Sivers book Anything youg Want. But the short version of the story is that when somebody placed an order on their website for a music cd, they would send them this funny and original email. It was really just an order confirmation email. And instead of just being a generic order confirmation email with the details, they really went above and beyond and made it creative. How they talk about your CD has gently been taken off the shelves and put on a satin pillow with contamination free gloves. Our team inspected your CD and made sure it was polished before we put it in the box. The whole team celebrated as we saw your CD get shipped away and we waved a goodbye saying bon voyage. I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture is on our wall as Customer of the Year. We're all exhausted, but we can't wait for you to come back to cdbaby.com that's the abridged version of it. You'll have to read his book Anything youg Want to See the whole thing. Or you can check out his blog sivers.org to check it out. This email can be found@sivers.org CDBE and Derek Sivers himself says this is the most successful email he wrote. Now obviously people who are reading these emails as customers of CDBB know that this is elaborate and it's a bit of a joke, it's a bit of tongue in cheek, but it's different. It's original. They actually read the confirmation and it puts a smile on their face and says, hey, this place is awesome. You know, they really take care of their customers. And guess what? People shared that email and it created this viral marketing because that email was so original. So you get the point. Something simple. It doesn't cost you anything to create some original copy instead of something generic when people order something from your store.

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Today'S lesson, you got to make an effort to impress your customer, to make them feel like they made the right choice in that first five minutes. Give them a taste of their desired outcome, make them feel special, and give them a chance to feel like they can do this. To reduce that overwhelm. It's gonna go a long way. It's gonna create an impression. It's gonna make customers feel like you care. A small thing I do with Webinar Ninja is I like to personalize things a little bit. It's a little bit of work, It's a little bit of time on my hands, but this really makes a difference. What I do is I have an automated email that goes out to all our new members that asks them, what's your webinar goal? And I say, please reply to this email. Let me know. I will reply personally. And I do. I actually read every single email that gets replied to on that automation and I reply. It's a short email. I spend about three or four minutes on each email and I just say, hey, thanks for sharing your goal. It gives me an insight on who our users are. It's like market research for me. It allows me to know how to build a better software for our customers and how to target the right market. But I also like to share maybe some blog posts or some trainings or some videos that can help them with their goal, or even a live webinar that I'll be doing that they may want to join. It allows me to connect with our customers directly. Now, I may not be able to do this forever. It's already kind of getting overwhelming. But for now, it makes an impression and it makes a statement. And even if I do this for even a year, it can make an impact and it could be the story of the company for for the long run. Thank you so much for listening to today's episode. If you love what you hear, hit subscribe so you don't miss a beat by hitting subscribe. You'll get our next episode automatically when it's ready and published. Before I go, I want to leave you with this. With business, competition is fierce. Customers have a choice. They can shop so many places now in any marketplace, there's competitors. You can differentiate by winning them over quickly in that first five minutes. You can differentiate by showing you care. You care enough to give them a special experience. Thanks for listening and I'll check you in tomorrow's episode. Free ride Friday. I'll see you then. Take care. Of.

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