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Candace D'Agnolo

8 Ways to Collect New and Existing Customer Information

Incentivize new and existing customers to give you more of their information.

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LAST MONTH, I SHARED with you why collecting customer information is critical to your success. Now that you know what you want to collect from your customers, I’m focusing here on how you can incentivize new and existing customers to give you more of their information. In this three-part series, I’ll help you move from sending a random monthly mass email newsletter to truly building an engaged and active customer base. This not only means having your customers’ information, but collecting information as much as possible so you can keep growing your business!

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The most obvious example of where/when to collect their information is at the register and/or the time of purchase. (P.S. This should be a non-negotiable standard for your team when ringing people up). Here are eight alternatives to getting oh so much more information:

1. Require people to register in advance for your events. Google Forms is free and provides a link for you to share on social media or in emails for easy online signup. Eventbrite is also a fabulous tool since you can charge for the event, allow people to attend for free, and you can even ask for a donation! Some of the CRM platforms from July/August 2019 issue will allow you to build landing pages that integrate with their software, as well.

2. Do a raffle. Make sure you have each participant’s cellphone, email and address. An idea for this would be to do an online “getting to know your customers” contest on social media. Have them fill out a survey (all their info), and they get entered to win a gift card for the store.

3. Create an “opt-in” to use in a variety of places. Share it on your business cards, social media, website, emails, videos. An opt-in is when you give something away of value in exchange for your customers’ information. This can be a 10 best tips PDF, an educational video, a gift certificate — the options are endless!

4. Implement a texting service. A texting platform will help you automate the opt-in process in a wide range of places. Use your short text in keyword to get people to join a VIP Club, use it events for easy signup, add it to signage in your store and call it out on Facebook Live videos.

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5. Utilize surveys, contests, polls and competitions. Outgrow.co, Survey Monkey, Google Forms, Rafflecopter and Poll-maker are among a few websites that allow you to create these for distribution as well as capturing the data you want.

6. Do a pop-up ad on your website that asks anyone visiting to fill out a brief survey for an instant 10 percent off sent to their email upon completion.

7. Offer a “whatever you can fit in [this box] in 5 minutes is yours” shopping spree giveaway on a Facebook Live video. Or if that’s too much of an expense, do a surprise grab-bag giveaway. Fill a box with whatever you want, cover/wrap it up and tell people it can be all theirs if they enter! Really talk up the goodies in there, saying they can have enough gifts and goodies for the next six months! Include a link where they can register to win.

8. Offer a coupon on their next purchase if they leave an online review of their experience. Platforms like Nextpaw + Broadly can help make this easier.

Last month, you learned why it’s important to collect customer info and what you should collect and track (petsplusmag.com/9191). And now, you have ideas to incentivize new people and current customers to opt-in. I’ll share with you ways to best communicate on a regular basis in the last installment of this three-part series in the October issue. Because aside from sending regular newsletter emails, there are lots of strategies to building raving fans who support your business!

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Candace D’Agnolo owns successful pet business Dogaholics and offers business consulting at Pet Boss Nation. For help creating a customized 90-day plan to tackle all your business goals, download a free worksheet, at petbossnation.com/petsplus. Contact her at hello@petbossnation.com.

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Catch the replay of this PETS+ Live! Lunch & Learn webinar hosted by Candace D’Agnolo of Pet Boss Nation. This episode featured Candace on location at Bar K in Kansas City, MO. Find out how owners Leib Dodell and David Hensley implemented their idea for a dog park/restaurant/bar that owners enjoy as much as their pets do — and learn why the business took top honors in the 2019 PETS+ America’s Coolest Stores contest.

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Candace D'Agnolo

Purposeful Outreach: How to Segment Your Customer List and Communicate with a Purpose

The best emails, text messages, direct mailers and thank-you cards are relevant to the recipient and timely.

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MY LAST TWO COLUMNS covered why collecting customer information was so important, what you should collect and then ways in which you could encourage your customers to give their information to you. Now that you have your list, it’s time to communicate with them in a purposeful way that adds value. The best emails, text messages, direct mailers, thank-you cards are relevant to the recipient and timely. So how do you do that?

The first step is ensuring that your list is segmented, meaning that all your contacts are in the appropriate categories/lists. You can mark your customers with “tags” or custom fields inside your software (based on recommendations I covered previously — check out past columns here: petsplusmag.com/dagnolo).

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Segmenting will allow you to send relevant information to customers. Wouldn’t it be better for a cat customer to get a cat-related email from your business instead of hearing about a dog mom event? If the cat customer hears only about dogs, they will stop opening your emails or paying attention to your marketing.

Segmenting takes effort on your part, but once you get a system down, it will become easy for you to send the right message to your customers.

Now that you have them segmented to send relevant information, it’s important to send consistent and timely communication.

Here are a bunch of reasons to communicate with your customers:

  • Newsletter (monthly, weekly, bi-weekly)
  • Welcome to “Business Name Family”/Story behind business
  • New client/onboarding
  • Reminders
  • Promotions
  • Re-engagement for customers you haven’t seen in a while
  • Abandoned carts for online stores
  • Milestone emails
  • Special offers
  • Surveys or other request

And here’s a list of things you could share in those communications:

  • Celebrations
  • Announcements
  • Customer and team highlights
  • New products and benefits of others
  • Breaking news/recalls
  • Vendor stories
  • Your stories
  • Events
  • Frequently asked questions
  • Do’s and Don’ts

So, now you’re building your list. You know why you should be communicating with customers and what to talk about. Now it’s about being consistent in your communication. Come up with a plan to communicate at least weekly with your customers — whether it’s to the whole group or targeted segments of your list.

Sending relevant info is key. The right message must reach the right people. The most important thing about your communication is to communicate with purpose. The purpose of your communication will allow you to ensure you’re driving important and interesting communication that still supports your business.

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Candace D'Agnolo

The Basic Stats You Need From Every Customer

You’re missing out if you don’t collect customer data. Here’s what you should be asking for.

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IF YOU ARE not collecting your customer’s information, you are missing a huge opportunity.

One of the main reasons is so you can send something in the mail to customers. I know: You’re already thinking mail is dead. However, Chewy.com sends lots and lots of mail. Not just direct-mail flyers, but handwritten thank-you cards, complete with the pet’s name and the product purchased! It shows the customer that they matter to the company and that Chewy cares about them. How do you show your customers you care?

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If you wanted to do something special for a customer, do you have enough information about them? Could you pick up the phone to inform them of a recall? Could you mail them a card congratulating them on their wedding? Could you remind them that their pet’s birthday is just around the corner?

Your list is everything. Think about how pet sitters, dog walkers, sales reps and mobile groomers have all of their clients’ information in a database. That’s like gold to them. They know every last detail about the pets and their owners. Now, apply this to retail, groomers, trainers and day cares, and think how these businesses can benefit as well from having their own thorough customer list and database.

Consider if you decide to move locations, or sell the business. You’ll want everyone to know about your move, or that a new owner is taking over and encourage their continued support and thank them for their years of business.

Here’s the information I believe you should collect from your customers and how you should tag them in your system/identify them so you can communicate with them based on their needs.

  • Full Name
  • Spouse’s / Partner’s Name
  • Address
  • Email
  • Cell Phone
  • Pet’s Names and Birthdays
  • Customer’s Birthday
  • Dog, Cat, Fish, Horse or Bird Owner
  • Breed of Dog, Cat, Bird, Etc.
  • Puppy vs. Senior Pet
  • Pet Gender
  • Multiple Pet Family
  • New Pet Owner
  • Loyalty Program Users or Frequent Buyer Food Program Users
  • Event Attendance
  • Participate in Training Classes
  • Grooming Customers
  • Top Customers (25 Percent Customers)

Having this kind of data about your customer is key. The online stores have it and use it. So should you. You will impress your customers when you’re ringing them up and you ask about their pet by name, or mention an upcoming birthday. It is a step above and beyond that shows you care.

Along with this process comes having a Customer Relationship Management — or CRM — system in place to easily insert the above information, utilize your customer segmentation, pull sales reports, send emails and so on. A good point-of-sale system should allow you to track all this information right in your system, then you can export that information and load it into one of these systems, which have all kinds of relevant strategies that you could use. Of course, there’s Mailchimp and Constant Contact, but there is also Zoho, Hubspot, Salesforce, Insightly and FreshSales.

Get started immediately, even if you just use an Excel sheet. Every person you meet in person (or even online) is a potential customer, and you should grab the information that you can! In September’s PETS+, I’ll share creative ways to get this information, so stay tuned!

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Candace D'Agnolo

10 Ways to Prevent New Hires from ‘Ghosting’ You

Here are some strategies to help you find the love of a true teammate.

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ONE OF THE MAJOR challenges facing pet businesses is finding people to a) apply, b) show up for interviews and c) to get through training. “Ghosting” isn’t just a term used in dating when someone stops communicating with you. Job applicants and new hires just disappearing has become a big headache. Here are some strategies to help you find the love of a true teammate.

1. Keep your ears open for people you encounter and enjoy engaging with when you’re out and about. Say something like, “You’re so great at your job! I wish I had a team member like you.” You’ll find out if they are either perfectly happy where they are or are ready for a change. Maybe they feel underappreciated, or they are looking for extra work.

2. In your job posting, share what you can do for them. Of course, list job requirements, but to attract highly interested applicants, share more about why they would want to work for you. Share that the team can bring their pets to work, they can get discounts, or perhaps you have additional perks.

3. Don’t be so picky when sifting through initial applications. If you spot two or three things that stand out about the person, reach out. You can always train skills.

4. Pick up the phone. Call an applicant out of the blue. See how they handle the conversation. Keep the conversation light. Say that you received their application and would like to know why they applied. If you like what you hear, keep the conversation going. If you have to leave a message, tell them to call you back. If they don’t, toss the application.

5. While on the phone, explain that the first step of your interview process is for them to record a 3-minute video on their phone and send it to you. In this video, they need to state their name, share the best quality they would bring to your business and then tell how they can make an impact with that skill if they were hired. Give them 24 hours to text or email it to you. This puts the ball in their court and requires them to meet a deadline.

6. Toss them some easy projects. If it’s a sales associate position, have them work a sample table in your store for an hour. Give them some basic guidelines and then see how they interact with customers and whether they can get across the important things you wanted them to. Observing them in action tells you more than a sit-down interview.

7. Pressed to hire multiple people at once? Host an “Open Interview Day.” This is a great way to quickly go through applications while meeting people face-to-face, have a quick conversation and then move them onto a project like picking something from the store, doing some quick research on the product and then selling it to you. There’s lots of ways to run group interviews, and it all depends on the position you’re trying to fill.

8. Offer promising candidates the opportunity to work for a trial period. At our doggy daycare, we’ll bring in two to four potential dog handlers at different times throughout the week. This allows all team members to work with them and assess which person will be the best fit. Give the applicant a few core things they need to do, provide them with the opportunity to ask questions, and experience their work ethic and abilities before committing to a formal offer.

9. When you’re ready to make an offer, or just shortly after, make sure to communicate your vision one-on-one with them. Share the back story of your company and the direction you want to take the business. This will help connect the applicant to your business and may strengthen their commitment to you.

10. Always keep applications flowing in. Even when you’ve done an interview, and the person is in their training phase, still keep talking to potential hires on the phone and having them send in their video messages. This will give you some backup options in case your current trainee doesn’t work out as planned.

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