Episode 56 Transcript

It’s All About the Customers

Hey everyone, I have my friend Susan here with us. You’ve heard her on the podcast before, and I love having her on because she always brings so much valuable information.

Today’s topic? Customer care. If there’s one thing Susan excels at, it’s taking care of her customers in an authentic, natural way. Her business is proof that exceptional customer service is the key to long-term success. So, let’s dive in!

Why Customer Care Matters

Lisa: Susan, for those who may not be familiar, tell us what company you’re with and why you believe customer care is so important in direct sales.

Susan: I’m Susan Lerner, and I’ve been with Lemongrass Spa Products for 11 years. This is actually my fourth time on your podcast!

Early in my business, I was constantly focused on finding new customers. I was always in the cycle of trying to reach new people, thinking that was the only way to grow. But then I had a realization—why am I not taking care of the customers I already have? I had hundreds of customers who had already said yes to my products. Instead of always chasing new leads, I needed to nurture and support the customers who had already invested in my business.

One of the perks of being in a consumable product business—whether it’s skincare, supplements, or food—is that customers will run out and need to reorder. If I provide great service and show them how to use the products effectively, they’ll keep coming back. That’s when my business really started to grow, and I found so much more joy in what I was doing.

Building Relationships, Not Just Sales

Lisa: Companies often preach about finding new customers, and while that’s important, building long-term relationships is just as valuable.

For example, as we’re recording this, Epicure just abruptly closed its doors. Even though I no longer have products to sell, my customers are still reaching out to support me and ask about my next steps. That kind of loyalty comes from trust and consistent customer care.

Susan: Exactly! Your customers aren’t just buying a product; they’re buying from you. They could buy from anyone, but they choose to buy from you because of the relationship you’ve built with them. If you nurture that connection, they’ll stick with you no matter what happens.

Susan’s Simple Yet Effective Customer Care System

Lisa: I love the simplicity of your customer care routine. Can you share how you structure it?

Susan: Of course! My process is straightforward but effective. Here’s what I do:

Immediate Thank You Message:
- Within 24 hours of an order, I send a personalized text message thanking them for their purchase. If they’re a first-time customer, I ask how they found me so I can thank the person who referred them. For returning customers, I let them know I’ll update them when their order ships.
Two-Week Follow-Up:
- I check in to confirm they received their order and ask if they have any questions. Sometimes customers don’t reach out if there’s a problem, so this is a great way to address any issues early.
Three-Month Check-In:
- I send a message asking if they’re running low on any products and if they’d like to reorder or try something new. This is especially important for consumable products that typically last about three months.
Six-Month Offer:
- If they still haven’t reordered, I send a message offering a $10 coupon on a $100+ purchase as an incentive to restock. This small gesture often brings in repeat orders and keeps them engaged.

This process is automated using Project Broadcast, making it effortless yet highly personalized. Customers feel valued and cared for, leading to increased retention and loyalty.

The Importance of Owning Your Customer List

After the unexpected closure of Epicure, many direct sellers lost access to their customer data overnight. This was a wake-up call: If your contacts only exist in your company’s back office, you don’t really own your customer list.

Susan and I both strongly recommend exporting your customer list monthly and storing it in a separate system—whether that’s a spreadsheet, an email platform, or a CRM like Project Broadcast. That way, if anything ever happens with your company, you’ll still be able to communicate with and serve your customers.

Email Marketing as a Relationship-Building Tool

Despite what some may say, email is not dead—especially in direct sales. Email is an excellent way to provide value to customers beyond sales pitches.

Susan uses email to:

Send weekly blog updates with helpful tips.
Share product education and customer testimonials.
Provide seasonal promotions and personal touches (like holiday messages).

She keeps her emails service-centered rather than sales-focused, strengthening her customer relationships while subtly driving sales.

The Role of Blogging in Customer Care

Another game-changer for Susan has been blogging. By maintaining a blog, she provides free value, shares her expertise, and gives customers a reason to keep coming back.

Her blog topics range from product education to lifestyle advice. For example, she’s written posts like 10 Reasons You Should Visit the Beach Regularly and How to Build a Simple Skincare Routine. This content not only helps her customers but also drives traffic to her website and boosts SEO.

Building Community Through Facebook Groups

Susan also runs a thriving Facebook group where she fosters engagement and builds deeper connections. One of her most successful strategies is her monthly Mystery Hostess event, where customers who order in the first week of the month are entered into a drawing to win the hostess rewards. This keeps her customers engaged and gives them a fun incentive to shop regularly.

The Key Takeaway: Consistency is Everything

Whether you focus on text marketing, email marketing, social media, or all of the above, consistency is the secret to success. Susan has built her business around predictable, repeatable customer care systems that create trust and long-term relationships.

If you’re new to direct sales or looking to improve your customer retention, start with one of these strategies and master it. Over time, you’ll see your customer loyalty—and your sales—grow.

Final Thoughts

A huge thank you to Susan for sharing her wisdom in this episode! If you’re looking for inspiration on how to strengthen your customer relationships, take a page from her book: Focus on serving, be consistent, and use tools like email and text marketing to make it all easier.

I’d love to hear your biggest takeaway from this episode! Drop a comment or message me on social media and let’s chat.

Thanks for reading, and I’ll see you in the next post!

📌 Want to learn more? Check out my resources below: