To increase sales in your baking business make sure to listen and communicate well with your customers. Focus on benefits, not features. Remain visible. Request feedback. Simplify the buying process.
One market research tool that is very easy to overlook and often underestimated is customer feedback. Listening to customers is the number one way to ensure that you’re providing the proper solutions to your audience, and when you provide proper solutions you’ll inevitably make more money. When was the last time you actually asked your customers what they wanted? When was the last time you analyzed that information and communicated back how your business can help meet that want?
If you’re looking to increase sales, here are a few ways that you can better listen to and communicate with your customers that can directly impact your bottom line.
Discuss benefits, not features.
Customers don't always want to know the mechanics and fine details of what makes your products/services delicious. They simply want to know how it benefits them. Do you offer a service that will make their party run smoother? What size should they order to feed all of their guests? Do you cater to dietary restrictions? Is your work Instagram worthy? These are the types of details that will get you to the sale. Flavors and “high quality ingredients” aren’t a selling point any more. How will ordering from you make their life better or easier?
Don’t disappear.
The world barely runs on a 24 hour news cycle anymore. Thanks to social media, it feels like news and life runs at the speed of light. Therefore, in order to stay top of mind, your customers and potential customers need to hear from you at least once a month if not one time per week.
Of course, you can use social media to make the occasional announcement. However, if you don’t want to deal with a social media app’s algorithm keeping you from reaching your entire audience, I recommend that you communicate with your customers using email or text message marketing. For example, send an email or text with your weekly menu or upcoming holiday specials. This will help your customers feel valued and informed.
Solicit feedback.
Encourage your followers or website visitors to ask questions. New customers can often feel shy, and very few will go the extra mile and reach out. Some might even think they're bothering you or wasting your time by asking a question which “they might have missed on the website.” Therefore, it is your responsibility to extend the invitation to ask questions. This can be done by simply adding a line or two on your website requesting that visitors submit questions, or you can request feedback from email subscribers or social media followers using the appropriate channels.
However, if the same questions regularly come up, you should consider adding a "Frequently Asked Questions" (or FAQ) page to your website or social media. This will serve as a resource that is easily accessible to any potential customers who might have a similar question, and it will save you from having to repeatedly respond to the same questions over and over.
Simplify the buying process.
There is a reason why Amazon has a “Buy Now” button. The less time we have to think about buying we are more likely to complete the transaction. Of course you need to gather all of the necessary information to finalize the sale, but keep the buying process as straightforward as possible. Make the pitch by providing the benefits. Collect the required details and payment. Then, iron out the minor details. Don't make them jump through hoops to buy from you. They'll likely get frustrated and put it off until a tomorrow that will never come.
Conclusion
There will never be any guaranteed method for increasing sales. However, forming better communication habits with your customers will help you build trust. Your customer will feel better informed and more valued. There’s something to be said about taking the time to clearly communicate with someone. In fact, it’s a cornerstone of strong relationship building. Don’t forget that people buy from those they “know, like and trust,” and open communication can help increase your connection with your customer in each of those areas.
Cyd N. Mitchell
Business Blogger, Retail Bakers of America
Cydni N. Mitchell (aka Cyd) is a Bakery Consultant and the Sweet Business Coach behind Sweet Fest®. Based in Atlanta, GA, Sweet Fest® is an online company that supports the business needs of the Sweet Community in the areas of professional development, marketing, branding and web design.
By trade, Cyd is an accountant & financial analyst with a Masters from the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill. She is the Founder of the Sugar Coin Academy, an online business academy for business owners in the baking and sweets industry, and she is also the organizer of The Ultimate Sugar Show, Georgia’s Largest Annual Baking and Sweets Expo in Atlanta. She is also the Business Blogger for the Retail Bakers of America.
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