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Wedding Business Solutions Podcast With Alan Berg CSP - Shep Hyken on Customer ServiceReducing the Friction – Shep Hyken on Customer Service

Too often we put obstacles in our customers’ way and add friction to the sales process. Join me for a great discussion with my good friend, and fellow member of the National Speakers Association, Shep Hyken. Shep is one of the leading customer service experts in the world, and a down to earth, nice guy. Through his many books and trainings, Shep helps companies, big and small, create a better customer experience. Listen to this new, bonus dialogue episode, for ideas on how you can reduce the friction to create a better customer experience for your couples and customers.

About Shep:

Shep Hyken is a customer service and experience expert and the Chief Amazement Officer of Shepard Presentations. He is a New York Times and Wall Street Journal bestselling author and has been inducted into the National Speakers Association Hall of Fame for lifetime achievement in the speaking profession.

Shep works with companies and organizations that want to build loyal relationships with their customers and employees. His articles have been read in hundreds of publications, and he is the author of 7 books and his newest book I’ll Be Back: How to Get Customers to Come Back Again and Again will be released September 21, 2021. He is also the creator of The Customer Focus, a customer service training program that helps clients develop a customer service culture and loyalty mindset. (Now available as an online/web-based training program!)

www.Hyken.com

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If you have any questions about anything in this, or any of my podcasts, or have a suggestion for a topic or guest, please reach out directly to me at Alan@WeddingBusinessSolutions.com or visit my website www.AlanBerg.com

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Below is a full transcript. If you have any questions about anything in this, or any of my podcasts, or have a suggestion for a topic or guest, please reach out directly to me at Alan@WeddingBusinessSolutions.com or contact me via textuse the short form on this page, or call 732.422.6362

Please be sure to subscribe to this podcast and leave a review (thanks, it really does make a difference). If you want to get notifications of new episodes and upcoming workshops and webinars, you can sign up at www.ConnectWithAlanBerg.com


– You’ve probably heard me speaking about friction in the process and how it can slow things down and you can lose sales that way. Well, you’re going to want to hear my next guest because he has literally written the book about it. I am so excited to have my very, very good friend, Shep Hyken on, because not only has he written the book on how to reduce friction in the process, but he is a fantastic guitar player and a great speaker and friend. Shep, thank you so much for joining me today.

– Alan, great to be here. I’m excited about what we’re going to be talking about.

– Well, when I read “The Convenience Revolution”, which is conveniently over here, Convenience it’s conveniently over here, besides all your other books that I’ve read. As soon as I got into it, I was like, “He’s talking about the friction in the process.” I speak about this when I’m talking to my customer. Things that we do. Just yesterday, I had somebody who said, “Is it wrong if they reach out to me on Facebook Messenger, to have an auto-responder that tells them to reach out to me on email?” I said, “Yes, it’s wrong. You just added friction to the process.” I couldn’t put the book down because that’s what I talk about, that’s what you talk about. So, where did this come from for you?

– So, a great question. When I was looking at all the companies that I love to do business with, and by the way, it was the book before this, I believe the title was “Be Amazing or Go Home”, and my editor said, “How do you choose the companies and people that you put into the book? Is there a criteria? I mean, do you start with a bunch and narrow it down?” And I thought, good question. And I started thinking, why do I love these different companies? The case studies within all of my books? And I started thinking about it and I said, it’s because all of these companies are just easier to do business with. That’s like a criteria that’s very important to me, and I think very important to the audience. So, that was the impetus of this. Now, interestingly, I wrote the book, I had 300+ companies that were potentially going to be represented in this book. There are six convenience principles, there are I believe six case studies or at least five case studies in each of these six principles so that you have some small businesses, big businesses, B2B, B2C. But by the way, even though, like a B2B business, what does it have to do with the wedding industry? The truth is maybe the exact example doesn’t exactly match up, but the concept behind it, it always does.

So, anyway, as I’m looking at all these companies and narrowing it down, here’s where it gets really interesting. I tried to shop this with an agent and the agent I wanted to have representing me turn me down after reading the book. And I was devastated because I thought this is going to be the chance to make a ton of money on the advance blah, blah, blah. And he goes, “I’m going to tell you why, everything you’re sharing is your opinion, and it’s not fact, it’s not data-driven,” and I go, “Hmm, but I have all these case studies.” He says, “Yeah, but the outcomes are your opinion. There’s probably plenty other case studies out there that might say something different.” He says, “I can’t promise that, but you’ve got to back it up.” So, what I did is I hired a research company to go out and find me the research to support this thesis, and then it validated everything. So, we were onto something. Now, nobody had ever written a book about reducing friction in the process. My friends, Matt Dixon, and his company actually came out with a book called “The Effortless Experience”, that’s the only thing that was close to it, and that’s only about calling customer support and having an easy experience. I think convenience needs to be baked into every part of the process. From the moment one of our clients decides they want to call us to every step along the way. And if it happens to be they’re calling because they have a problem, well, that should be even easier than everything else. Right.

– Now the thing is, it is a B2B thing because in the wedding and event industry, people do business with other wedding providers.

– Right, vendor to vendor, yup.

– Vendor to vendor, and I’ve heard it all the time. I reached out to so-and-so, they didn’t get back to me. I reached out to so-and-so, they didn’t get back to me or I call them and they texted me back or I emailed them and they called. All these things that can add friction to the process. So, it is your opinion, but your opinion is based upon real experiences with a lot of these companies.

– Right, and we back it up with research that says people value time. They value immediacy. And to your point, somebody didn’t call back. You want to hear a really interesting bridal party story?

– Sure. A friend of mine owns a number of salons where you can get your massages and your nails and your hair and everything. And he got a call at approximately 5:30 in the evening after the basic desk had closed down. Maybe it was 6:30, but it was a half an hour after they closed. And he called back at 10 o’clock the next morning. And do you know what the woman said? The woman who was booking it for her bridal party? Sorry, you’re too late, I already hired someone else. Wait a minute, you call me after hours. I called you less than 20 minutes after we opened the doors the next day and you’re telling me I’m already too late? And by the way, here’s what was going on, and I can’t promise you this, but I’m guessing in the back of the woman’s, the client’s mind, she’s going: “I want to get this off my plate right now.”

– Right now, right now. Well, I always tell people when someone reaches out to you and I’ve written about this in my books, by the time they reach out to you, they’ve done their research, they’ve talked to people, they’ve read reviews, they’ve watched videos, they’ve looked at photos, they’ve done all that stuff, and they put you on a very short list, maybe a list of one, that’s a good list. But three, five, whatever. So, they’ve eliminated most of your competitors. And at that point, you don’t need to sell them, you need to help them buy the results that they’re looking for and they can only get from you.

– Right on, spot on.

– And most people in the wedding event industry tell me, “Oh, I hate sales. I don’t want to be pushy.” I just did a presentation yesterday for a group of wedding cake bakers in the UK. And you’ve been to the UK many, many, many times.

– Mm-hmm

– You know, I always joke with them, stop apologizing. You apologize for everything over there. Oh, I’m sorry, Shep, I’m sorry. I’m sorry, sorry Shep, that’s what they do. And they don’t want to be pushy. And I said, “You know what?” I was in a breakout room with six of them. I said, “The six of you make amazing cakes, but if the same person hired each of you, you would make six different cakes,” because you would talk to them differently, ask them different questions, you would come up with your version, your results there. So, if you want to be able to make this amazing cake for them, you have to help them buy it. So, stop making it hard. Stop making it hard. And I think that’s the thing that if you were the customer, like that editor, that agent said to you, that was your opinion. You realize when someone’s making it hard for you, but you don’t realize when you’re making it hard for someone like this person that said, “Well, I have the auto-responder on my Facebook Messenger, and it says to go over to my email.”

– It’s easier for me if you switch to email. So, one of the things we talk about, I believe it’s actually in the book, I’ve written articles. You can’t make somebody switch communication channels unless it’s to the telephone where you can do the human to human interaction, otherwise…

– But not right away, but not right away, because in the digital…

– Sometimes right away.

– Right, in the digital world, and so I wrote a book called, “Why Don’t They Call Me?” Because people say it will be so much easier if they would just pick up the phone and call me. And I joke that I was going to write the shortest book ever, Shep. Imagine the cover says, “Why Don’t They Call Me?” You open it up, and it says, “Get over it,” because they don’t want to call you. They emailed you because they don’t want to call you. They texted you because they don’t want to call you. They filled out your contact form because they don’t want to call you. Well, I’m writing a book now, “Why Are They Ghosting Me?” And when I tell people is if they reached out to you via email, your initial response back via email, this again, B2C is more because of the wedding industry. You’re dealing with digital natives, gen Z, gen Y, gen Z. You can then ask them later, two, three convert, back and forth in, “Hey, would it be easier for you if we had a quick call now?” But if you do it right away, that’s one of the biggest reasons wedding pros are getting ghosted because they chose a method to reach out. You gave them choices. Like my website, email, texts, fill out the contact form, call me. If you choose to fill out my contact form, you chose not to call me. You chose not to call me. And I’ve tried to call people right away, and I don’t even get them. Like right after I get the email in, I don’t get them because they don’t want to talk on the phone.

– Well, here’s our strategy for them. We call them and we recommend to our clients. They call them and if they could get them and they want to talk, great. But otherwise you say I’m leaving you an email or I’m responding to it in an email as well on the contact form because you’ve got… Now, realize, there are a number of companies out there, and I hope none of your people listening to this are one of these companies that don’t put their freaking phone number in their website. It drives me crazy. Zappos.com, who is one of the largest online retailers has a phone number on every page. Even though they’re an online retailer, they go, “You need help call us.” And we make…

– 24/7, they will. I’ve taken this Apple Store, 24/7 they will stay on the phone with you and they will help you order a pizza.

– That’s the legend. And it’s true, by the way, Tony Shamie, rest in peace said, “I want to see how good, and if they really are willing to do this,” and he had his friend and they were in San Francisco, it was like two in the morning. They called the Zappos 800 number and said, “Hey man, I’m in San Francisco, can you help me find a place that’s open for pizza?” And sure enough, this person said, “Well, hold on a moment. If you’re willing to hold on, I’m willing to go find it,” and they did.

– That’s it.

– But to your point, so I think it’s great to hit both modalities so you give them what they want, but also, they might want the phone call, but if they don’t say, “Hey, if this is a good time to talk, great.” But the other thing is that people ask you in an email is how much is it going to cost me? And it’s really uncomfortable without having that conversation to quote the appropriate price.

– Right, I speak about this in my books. I’m with you on the phone call by the way, I will tell you that 80% of the people in my industry that I’ve spoken to, they don’t want to pick up the phone because they’ve not trained in it, they feel uncomfortable. And I said, exactly what you said, you’re probably going to get a voicemail and leave a message that says, “I’m sending you an email now.” Do that. I have people that will do that by a text, by the way. Texting you to say, I just sent you an email because they’re dealing with people that like texting, so they’re doing back and forth. So, no question that’s easier on the phone for the business. No question about it. The person, one of the things I know about the wedding industry, some of the busiest times of the day for inquiries are Monday through Friday during the week during the Workday. These people can’t talk on the phone because the boss is looking over… Well, maybe you’re working from home now, but the boss is looking over their shoulder and they didn’t want to hear, “Hi, how much are flowers for a wedding?” They don’t want to hear that at work. But yes, trying to call. Yeah, try. What’s the worst that happens? You get a voicemail, you have to send an email. Yep, and then you follow up. Now, as far as the price goes, it’s important to give them some price unless you’ve got something it’s like, yeah, we can provide your balloons. We do a six balloon bouquets. They cost X amount per bouquet and that’s easy. But most of us don’t have something that’s that crystal clear. And so we have to say something like, I’d love to get to know exactly what you’re looking for so I can give you an exact price. However, you did ask for a price to give you an idea of what it could cost, boom.

– Price range.

– Right, you give them a range, or you give an idea based on something so they can at least start to formulate in their mind. I’m a customer service expert. We get called all the time for a speaking engagement, actually not called, we get emailed or our contact forms filled out. And so we have to give them something and we hate to quote the price because as soon as we find out, yeah, we did want you for that keynote, but we were also thinking you would do the breakout and that you would stay that night. And it’s like, well, that’s a whole nother price level, which is why we hate to quote the price because we don’t want to get into it. Or they might get sticker shock. And one of the things our good friend, Laurie Guest, you know, Laurie, right?

– Yeah.

– She says, and this is the line we use, “Thank you for calling and inquiring about our price. Believe it or not, we have something that fits into virtually every single or every type of budget, from small to big. But you specifically asked about Shep’s speaking, so let’s start there, but let me tell you, there is flexibility if you’re willing to use other options. other options would be my colleague, Buddy Rice, who’s one of our speakers and trainers who goes out and does a magnificent job.” Oh my gosh, we thought it was only going to be $500, not 5,000 or 50,000. What do you have for that? You know what? I got some it’s even less than $50. Go on YouTube and look at my videos. And you know what? Let’s have a quick conversation. I’m not going to charge you. I’m going to tell you which videos you want to look at and show to your team. And so you know that we have something truly for everybody.

– Right, well, I call it framing. That’s a phrase that’s been thrown around. If you give someone a range of prices. So, in the wedding industry, everything everybody does is custom. Every wedding is different. Everything everybody does is custom. So, every florist will tell you, I can’t quote them a price because I don’t know what they need. How many tables did they have? I need centerpieces. How many bridesmaids, how many boutonnieres, what do I need over here? But what we do have is we do have a range and that can be a very big range. And what the challenge is, and this is one… So, one of my customers in Philadelphia, a high-end wedding venue, and they were getting tire-kickers all day long. People that just couldn’t afford them. And I said, “Well, listen, if you don’t put a price on your website, you’re inviting everybody to inquire.” But from the friction, like you said, if you don’t put anything on your website, you’re also going to get people that won’t even reach out because somebody else gave them an idea, right?

– Yap.

– So, putting a price range on your website reduces the inquiries, which reduces the number of people you have to follow up with. But theoretically, they’re more qualified because they’re somewhere in the range. So, they put a range on their website that weddings from May to October, the busiest time range from $34,000 to $82,000. That’s a big range.

– Yep.

– But on a percentage basis, it’s not, it’s only two and a half times from bottom to top.

– Right, and if you read,

– A lot of people.

– somebody goes, “I wonder what I get for $34K or $65K or whatever it is and

– Exactly.

– I’m going to find out.”

– Their sales went up 50%.

– Just because of that. There is another little tactic that we use. My fees are posted on my website for my speaking engagements, which many speakers will say, “That’s the kiss of death. You’re going to eliminate somebody.” So many people who look at it and get sticker shock, and won’t even call you, but we have it in a place that’s not easy to find, and it’s not that we did that on purpose. It’s like, if you know what you’re doing and looking for what we do, you’ll know exactly where to go, because you’re a professional meeting planner, but the reason I put that in there is I will ask, and this is the point, did you find the schedule of my speaking fees on the website? And a lot of times the professional meeting planners say, “Oh yeah,” because they looked under the place, it says for meeting planners, okay. Always the happiest place. And in your business, it could be for the bride, special information for the bride and groom.

– Bride and groom.

– It could be there, whatever. Okay, and anyway, so we put that in there and I asked that question, if they say yes, then I know they know what I charge. But if they say, no, I go, “Oh, well it is posted on our website, would you like to talk about those fees?” And it just opens the door to being comfortable to talk about numbers. Now you mentioned the cross-selling, the upsell, if you will call it that, and how your clients, many of these vendors to the wedding industry don’t like to sell so to speak. I’m going to tell you something, if you go to McDonald’s, they’ve trained their people say, “Would you like fries with that?” Now that is to upsell them what? A dollar and a half order of French fries, which by the way, if you’ve ever had a McDonald’s French fry, you know there’s some of the best French fries in the world. So, it’s really an ethical going to enhance the experience type of upsell, which makes it great. But if I walk into an Ace Hardware Store and I say, “I need paint.” And then they find out what kind of paint I need based on what I’m painting. And if they sell me a can of paint, I walk out of the store and they didn’t say, “Oh, by the way, do you have brushes at home?” And I get home, and I realize, “Oh, I forgot to buy brushes.” That salesperson did a terrible customer service job on me by not offering me the paint brushes.

– Right, which is your book that you showcase this?

– I wrote a book’s titled “Amaze Every Customer Every Time”, and I used Ace Hardware as a role model because everybody knows what an Ace Hardware Store is. Actually they’re in 70+ countries across the world. Especially in North America, everybody knows Ace Hardware. They’re are great a company, which believe it or not is recognized by everyone, and here’s the cool part, Businessweek talked about the top 25 customer service brands in the world, okay. And Ace Hardware came in at number 10.

– Wow.

– And you want to know who is number 11? Ritz Carlton. How did they beat the Ritz Carlton? And it was based on ratings, it was based on public, like going on review sites and looking at all the reviews that they’re getting. And sure there’s people getting slammed, companies like even Ace, Ritz Carlton, they get slammed, visited, get slammed once in a while. But the percentage of those naysayers compared to the ones that love the experience are so small and minimal. Anyway, I thought they would be a great case study, but that’s something they taught as the ethical upsell and cross-sell.

– Right, I tell people, if you’re selling them something that’s going to make the outcome better. If you’re offering something to make the outcome better. In the case of the paint and not asking about rollers and trays and drop cloths and all that kind of stuff, you are doing them a disservice. We did a project at home the other day. I was at Home Depot and Lowe’s that day besides the fact that we had been at Home Depot the night before. Our fault. I put in two new sinks in our bathroom and I got all the plumbing pipes, except the sink is not as deep as the other one, and there was a three inch gap between the end of the tailpiece on the sink and the pipe. And there I go back to Home Depot. Now nobody helped me there because it was Home Depot, it wasn’t Ace. Nobody helped me there so I had to go back and find what I needed. But what I tell people is you don’t want to oversell and you don’t want to undersell. Overselling is you’re selling them stuff, it’s just not necessary and that’s just a waste. And I say, if this was your sister, your mother, would you want that done? No. Under-selling is you walked in and got a can of paint and walked out because they didn’t say, “Hey, do you have your rollers? Do you have all the other stuff that you need there?”

In the wedding and event industry, people are novice consumers. They’ve either never been married before or not for a long time. And I always tell people, everybody goes into their wedding hoping it’s the last time they’ll ever get married. It may or may not be the first, but they’re hoping it’s the last time that they’ll ever get married, but they don’t know how to shop. They don’t know how to shop for what it is because they don’t know what you do. So, when you offer them something and say, “Hey, how about this? You want them to do what our friend, Brian Walter calls the Scooby-Doo. You want them to go, I could use that. But there’s no friction there. The friction is you having to come back to Ace because you didn’t have a drop cloth or you having to come back to Ace, that’s where the friction is there. So, the whole idea of friction in the process, besides the there’s no phone number on the website, or besides trying to immediately shift them, an auto respond like this person said, “Hey, you’re on Facebook, email me, that’s better for me.” What are some of the other things that you see? The biggest things you see in terms of the kind of friction that is added in the customer experience?

– Well, in the book, “The Convenience Revolution”, we identify six areas of convenience or what I call the convenience principles. Thanks for holding it up. And the first is simply to reduce friction. And let me just real quick, you reduce friction. You can give a self-service option where you put control into the customer’s hands. Think about Amazon, you’re in total control of your shopping experience. You use technology to drive a better experience. There’s this subscription model probably not appropriate as much for the wedding industry. The number five is delivery, taking it to the customer. You wouldn’t want to make the bride and groom come and pick up their flowers on the day of their wedding. You deliver, right? And number six is accessibility. In our business, it’s how accessible am I to you? If you call me panicking at 11 o’clock at night, the night before your wedding, am I going to be there for you? Accessibility could be hours of operation, availability on the phone, logistical location, like, hey, I love that restaurant, but they are 82 miles from the site of the wedding.

– Right, right, right. Finally, on this conference I did yesterday, one woman asked the question, “Is it necessary for me to be available 24/7?” And I said to her, “No.” I said, “You’re entitled to have a life. You have other customers you have to take care of, you have children. If it’s Sunday morning and you’re in church, don’t answer your phone. It’s okay to not answer your phone.” That said that woman who reached out at 6:30 at night and she wouldn’t do business with him because he didn’t reach back . Yeah, you’re going to lose some of those people and you have to weigh that as your business. But if it’s regular business hours, you should be available. I mean, people expect you to be available and I’ve suggested to a lot of people get an answering service instead of an answering machine, because they’re more likely to leave a message with a person than they would with your voicemail if… Like if that salon had an answering service, they might have had that person being able to…

– Forward the message immediately to, right, that’s a great point. So, accessibility is a pretty interesting concept of being available at the right time. The lead a case study in that chapter is a bank and the bank decided to compete against other banks by extending their hours.

– Umpqua, wasn’t it Umpqua Bank?

– I believe it was, I should look, I think it was TD Bank.

– TD Bank, okay.

– I could be wrong. Now you got me. I better make sure. It has been awhile since I wrote the book, but I want to make sure I give you a

– Because I remember reading about Umpqua Bank. Was it TD Bank?

– right one here. It’s very important that I give you the right thing because if I don’t get it right…

– But didn’t TD put the change machines where you could come and put your change and get bills and they didn’t charge you. I think they did that also.

– Yeah, I’m in delivery. Now, I want to go to accessibility.

– For those of you listening on audio, you don’t see Shep looking at his book and you didn’t see me

– Yeah, I’m looking at my own

– holding up his own books.

– Study was. And let’s see, the big case study here was ah, Huntington Bank.

– Sorry, okay, Huntington Bank. Where’s Huntington Bank?

– This is what they did. And if you think about it, when banks, they caught up by bankers hours nine to 4:30 or five. Well, most people work just like you were talking about, somebody’s calling in the middle of their workday and they can’t take a call because the boss could be looking over their shoulder. And most people when they need to do banking, whatever it is, if they want to go get a loan, if they want to open up a new account, there’s a lot you can do online today, but you still have to go in for some products at the bank shares with their services. And if you think about it, who is the bank marketing to if they’re open between nine and four, nine and five? The unemployed.

– Or the retired.

– They’re exaggerating. It’s just a gross exaggeration of the concept.

– Yeah, right.

– What they did is they said, “Hey, we’re going to open till six o’clock every night so people can come after work. We’re going to be open in the mornings on Saturday for a half a day so people could come during those times.” And by the way, if we see somebody who comes by the time they close things down, it takes the… The doors don’t lock until six o’clock, but if somebody walks in at 6:05, they’re going to open them up and let them back in. I think they give a 15 minute grace period on top of it all. What does that tell us? It tells us that this is a very customer focused organization. Anyway, I digress, those six principles, I think we can take a look at the first one, reducing friction, because it’s an underlying principle within all six. And what are we doing to create friction? Are we making people wait for us?

To your point at the very beginning of our conversation, if somebody calls in, I’m sorry, somebody’s Facebook messages in, do we say, hey, please email me back. Hey, I’m a little guilty of that. And that I tell people I’m happy to talk to them in LinkedIn Messenger if that’s what they like me to do. If they like an even quicker response, though, they can get this. So, I offer them the option, it’s up to them. I can’t be on all social channels 24/7, but we can check it several times throughout the day. And I have a standard, what I would call minimal amount of response time. In the perfect world, I want to respond to people within 10 minutes. But I realize that’s not reasonable, but always within the same day, if it’s late in the day by the very next morning, a couple of business hours, if you will. So, they call us at 4:30 or email us or text us or put us… And they’re using a channel that’s just not easily accessible, and it’s late, late, late in the day. The worst is the next morning. But ideally we’ll even send a message. If somebody texts us or emails us on a weekend or any message, we’ll send a message, “We got your message. If you need to talk sooner, let us know. Otherwise we’ll get back to you first thing Monday morning.” So, put that in as your automated message.

– Right, and that’s what I said to this group yesterday. I only use an out of office when I’m unavailable. If I’m available, I don’t have an auto response because I’m going to respond. I’m like you, I’m going to respond within 10 minutes if I can. I don’t need an auto responder to tell you I got your message. But on the weekend, that’s not normal business hours for a business like yours or a business like mine, not to say we don’t necessarily respond. You deal with people all over the world. I deal with people all over the world. We have time zone differences.

– Yeah, and in the middle of the night at three o’clock in the morning, we’ll get something from Australia. And you know what I say? Look, if we can get to them… I get in here about 6:30 or seven a lot of times in the morning. If I could just shoot a message back to them quickly, they’ll go, wow. because if they’re not in the office they’re still awake.

– Right, right. And again, we have to pay attention to that. But I there’s just so many things that I see that people do, and you said it before: “It would be easier for me.” Whenever I hear one of my customers or wedding professionals saying, “Well, it would be easier for me.” I say: “Did you hear what you just said?” It would be easier for “you”.

– And if that’s the way you feel, know you’re going to lose business because of that philosophy. And if you’re willing to do that, well, then go for it. That’s your choice. I don’t know how many people…

– Just be aware of it.

– Yeah, be aware of it. So, the other principles to think about: technology. I mean, something as easy as me sending you a calendar link from calendar.com or calendly.com to set up a meeting for us to talk is using technology in a great, easy, because if somebody says, “What times are you available tomorrow?” And now you’ve got to go. And here, it’s really hard on me to open up my calendar and type an email. Well, it looks like I’m available at 10 o’clock, then 11:30, then 1:15, and you’re looking at your calendar time. Why not just…

– Yeah, oh, you froze on me there, Shep. We were so close to the end here when we froze.

– You froze. There you go, you’re back.

– We both froze. We’re both back again, okay. We’ll pick that. Yeah, so with the Calendly link, I tell people either give them a choice of two dates and times, or you can send them the link and do that. I do it, but I only give people the link after they’ve said they want to book me because mine’s a paid consultation. It’s not a free one, so I’m putting that out there. But I have a lot of people will put it in their email signature, “Hey, if you’d like to schedule a meeting…”, put it right on their websites, schedule a tour of our venue using technology that way is great. So, we are actually out of time for this one. I’m going to have you back…

– Oh, no, there’s so much more to talk about.

– But I’m going to have you back because you have a new book coming out in September. What’s this book about?

– This book, here’s the galley copy. Somewhere… It’s titled “I’ll Be Back”. “I’ll Be Back”.

– Here it is. “I’ll Be Back”. Looking at that Arnold Schwartzenegger “Terminator” font. And actually, that’s what it’s called, which has nothing really to do… I decided after I’m writing the book, you know what? I should incorporate a little “Terminator” language in here. Why would a customer terminate the relationship with you? How do you get your customer… “I’ll Be Back”. And that’s what you want them to do. You want them to come back again and again? Now, what does that mean in the wedding business? Well, if they get divorced, you hope they come back. No, but what it means in the wedding business, it means you did such a good job, they’re going to get all their friends to want to come back to you.

– Okay, all right. Well, don’t give it all up because we’re going to have you back in September. We’re going to talk about that. I will get my signed copy because I have my signed copy here.

– Yes, you will, I promise.

– I will get my signed copy of that. So, Shep, I will put into the show notes. You’ll give me all kinds of links for people where they can get your books, how they can reach out to you for your courses and stuff like that. But what’s the easiest a website for people if they want to find out more about you?

– Just come to me, hyken.com, H-Y-K-E-N.com.

– That is it my friend. I will have you back in September. Looking forward to it.

– Can’t wait.


I’m Alan Berg. Thanks for listening. If you have any questions about this or if you’d like to suggest other topics for “The Wedding Business Solutions Podcast” please let me know. My email is Alan@WeddingBusinessSolutions.com. Look forward to seeing you on the next episode. Thanks.

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©2021 Wedding Business Solutions LLC & AlanBerg.com

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