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Play Video about She Sells Radio Episode 136 Brittany Hodak

Creating Superfans with Brittany Hodak

 

I am a total superfan of today’s guest, Brittany Hodak! It sounds corny based on the content of this episode, but it is true. What I have noticed as one of the biggest gaps in sales training is the “churn and burn.” Make a sale and move on to the next one. It just feels off, right? But what if we can take a customer and turn them into a “lifer”? Brittany proves to us in this episode that by creating a superfan customer, it is less effort on your part and it is better for your customer, too.

 

In today’s episode, Brittany uses her sense of humor and love of superfandom to share her tried and true framework for creating superfans for your business or brand. No matter what industry you are in, you are in the business of providing experiences and after listening to this episode, you’ll learn that experience is everything. Be sure to stay connected with Brittany Hodak as her new book Creating Superfans will be released in October 2022 and you don’t want to miss her amazing content and one-liners.

 

Show Notes:

[2:19] – Welcome to the show, Brittany!

[5:01] – Brittany loves the whole idea of superfandom and has been since childhood.

[6:04] – Superfans are created at the intersection of your story and every customer story. Work hard to break through apathy.

[7:12] – Brittany has a five step framework for this process that is very easy to remember.

[8:00] – If you want to have superfans, great is not good enough. You have to be super.

[9:11] – No matter what industry you are in, you are in the experience business.

[11:22] – When you get clear on your story and uniqueness, you are not competing anymore.

[12:49] – Brittany gives us an activity to do that can help cast yourself in the kind of light that makes your story memorable and shareable.

[16:05] – Tell your story in a way that makes you a category of one.

[17:32] – If you show up with too much authority, you don’t show enough empathy.

[19:45] – Elyse shares a recent experience with a loan officer that proves that empathy makes a huge difference.

[22:11] – Another component of the framework is Personalize and Connect. This is where the magic happens.

[23:45] – Follow your customer’s preferences. Treat people the way they want to be treated.

[25:41] – Little things that you can customize make a difference and they may add a bit more complexity in your business, but it is so worth it.

[27:28] – Exceed expectations. Everything is experience, including a simple email or text.

[29:03] – Brittany shares a personal story that caused her to change vets for her dogs and it emphasizes the importance of the experience.

[31:40] – Don’t be afraid to ask!

[33:54] – Brittany’s book Creating Superfans is coming out October 2022 and she just launched a podcast of the same name.

Links and Resources:

Instagram  |  LinkedIn  |  YouTube

She Sells with Elyse Archer Home Page

 

Connect with Brittany:

Website  |  Facebook  |  Twitter  |  LinkedIn  |  Instagram

Speaker 1: (00:02)
Welcome to she sells radio. Well, I have to tell you, my friend, I am a huge, super fan of today’s guest and you are gonna see in just a moment how incredibly corny that is, but how true that statement is as well as we get into the interview today. And here’s one of the things that I know, one of the biggest gaps that I’ve seen in a lot of sales training and coaching is a, like a churn and burn type of mentality, which is, you know, sign a new client and then just move on to the next. And that always for me, felt really off. And I’m guessing if you are listening to this show and you’ve been listening for any amount of time, then it feels off for you too. And I’ve always felt like if we can create a customer and then turn them into what, uh, Shalene Johnson calls a lifer, it’s less effort on our part.

Speaker 1: (00:54)
It’s better customer experience, which in turn creates referrals and more long term customer value. So win, win, win, win, win, but he here’s. The question is how do we really create those super fans and what goes into creating clients who wanna tell the whole world about you? So in today’s interview, I have my dear friend, my former client from the personal branding world, Brit Hodak on the show, and you’re gonna find out exactly how to create your own army of super fans. So Brittany Hodak is a keynote speaker. She’s an author, she’s an award-winning entrepreneur, entrepreneur magazine calls her the expert at creating loyal fans for your brand. And she really is. And her first book creating super fans of five step system to multiply your reputation, referrals and revenue will be really in October of 2022, which is so exciting. So Brittany, welcome to she sells radio. We are so excited to have you.

Speaker 2: (01:52)
Yay. Thank you so much, Elise. I am thrilled to be her as you know, I am a long time super fan of yours and if she sells radios, so I’m excited to be a guest.

Speaker 1: (02:01)
Oh my gosh. And one of my favorite things about talking to you, I don’t, if it will happen today, but often one of your cute munchkins like makes an appearance and is, is crawling on your lap while we, but there’s like, they’re so well behaved. And they’re just chilling there. Like if Jack shows up on a zoom with me, it’s like the whole thing is just over and yours are just so sweet and chill. So I don’t know if anyone will make an appearance, but I’m always, I’m always hopeful. well hopeful.

Speaker 2: (02:25)
They they’re having a star wars stay with dad, uh, over in the bonus room. So hopefully we won’t be interrupted, but it’s funny. I think, uh, at least my older one Cato, who’s four now, like he is, he’s such a performer. Like he’ll just pretend that he’s doing YouTube videos. And I keep telling my husband, we have to like record them and actually try to monetize them because he’ll just like, I’ll walk in his room and he’ll be like, oh, Hey everybody, now we’re gonna do this. Now we’re gonna do this. And the other day I was walking by his room and I heard him say like, and subscribe. And I was like, oh my gosh, like, this is a kid who watches too much YouTube, but hopefully we can, we can rev. We can, uh, monetize that soon.

Speaker 1: (03:01)
What were his first words like and subscribe. This is like the children of our, of our generation. This is so great. that is hilarious. I’m like, I don’t even know what my questions were for you anymore because I’m just laughing over that. okay. So until

Speaker 2: (03:20)
Speaking of it, I, my pants, you don’t have your pants. No, don’t we’re good. I’ll see you later.

Speaker 1: (03:29)
Bye. This is already my favorite interview I’ve ever done.

Speaker 2: (03:36)
Okay. So the train is off the man. It

Speaker 1: (03:40)
Really is. And now everyone knows you and your family really well, which is great. So let, so let’s get into it. Okay. So here’s what I wanna note because you, you have such a cool backstory, but for anyone who’s not familiar, what was it for you that got you so passionate about teaching others, how to create super fans and doing so many in your own life?

Speaker 2: (04:01)
So I’ve been obsessed with super fan know pretty much as long as I can remember, like even as a kid, I was one of those people who just way over index in the things that I loved and wanted all of my friends to watch the TV shows that I love, or, you know, um, listen to the music that I love. And when I was a teenager, I got a job, a radio station working as a mascot. Um, and then I quickly started working for the radio station website. And, um, , I, I would go to these music festivals and meet all of these bands and I couldn’t figure out why some bands would just take off and become superstars and would sort of, you know, be these like hidden, uh, you know, hidden gems that people didn’t know about. And, um, over the years when I started to realize was the same thing that’s true for musicians is true for brands is true for entrepreneurs is true for anybody.

Speaker 2: (04:57)
And that’s the ones who have the longevity, the who sort of blow up are the ones who are very customer centric or in the case of music band centric, right? They are creating those connections. And so what I’ve learned over the years, and again, this is true of entertainment. It’s true of, of any brand is that super bands are created at the intersection of your story. And every customer’s story, what you’ve really gotta do is work hard to break through the apathy that exists. Like we’re all so busy, there’s so much going on everywhere, all around us all the time. You’ve gotta force someone to care about your thing. And if you can connect your story to theirs in a really real, tangible way, then you’re on the path to creating super fans, which are those customers that are creating more customers for you.

Speaker 1: (05:45)
Oh, wow. I love that way of putting it. I love that way of putting it. So how, I mean, obviously people need to buy the book when it’s available and follow you online, but what are some of those ways that, how do we figure out how to, like, what is our story? What is our customer story? And then how to find the intersection between the two. I think that’s, so that’s such a unique way of putting it that I don’t know that I’ve heard put that way before. And I wanna hear that. So tell us, tell us more about

Speaker 2: (06:10)
That. Yeah, well, so I have a five step framework that I like to talk about, and I am a fan of the things being like, easy to remember, because if something’s not easy to remember, I won’t do it. I’ll forget. Like, as you say, I’ve already seen a couple times in the past five minutes, like I’m always getting interrupted by like preschoolers and, you know, Spiderman masks. So it has to be in the way

Speaker 1: (06:30)
Watch for everyone. I, I apologize for interrupting, but you gotta go watch the YouTube of this interview. This is probably my, my best video interview ever. So so yes, so we need simple and easy to remember for the interruptions in

Speaker 2: (06:42)
Life, easy to remember actionable. So the framework that I’ve developed over the past decade or so of working with, you know, giant brands like Walmart and Amazon and huge entertainers, but also startups and people building their own personal brands is idea of if you wanna create super fans being great is not good enough. You’ve gotta be super S U P E R super simple to remember if you want super fans, you’ve gotta be super. And what that means is S start with your story. You understand your customer story P personalize. And because again, those super fans are created at that intersection E exceed expectations and are repeat. So to your question about how do you find your story? It’s so vital to understand why you are the absolute best solution for your customer. Like, if you don’t understand why you are the best choice for them, how in the world are they ever gonna be able to figure it out, right?

Speaker 2: (07:43)
How is a prospect ever gonna be able to, uh, take a look at your website or your social page or your storefront and figure out why you are the best option for them. If you couldn’t even answer the question more importantly, how are they gonna know how to tell a friend or a colleague or an associate who’s asking if, uh, they know anyone who does what you do. So regardless of whether you’re on a product business or a service service business, you are in the experience business, we are living in an experience economy. People are paying money for experiences. And if you can figure out how to take your story and tell it in a way that really resonates with people, that’s where you break through that apathy. That’s where you break through the, like, I’ve got more than enough to worry about. I’ve got so many things going on that I just don’t have time to care about your thing. You force them to care about your thing. That’s

Speaker 1: (08:35)
Such a good point. And so here’s my question, because we have a lot of people listening who are a entrepreneurs. We have people listening in sales. So it, it runs the gamut. But if you’re a personal brand and you are selling yourself essentially sometimes, and this is, I’m kind of putting myself in our listener’s shoes, it can feel maybe harder to figure out, or, or maybe it’s just not something we’re naturally thinking about because we tend to be humble. We tend to not wanna brag about, you know, ourselves. And so we may hold back from talking about why we’re the best solution or why we’re absolutely the number one. Yeah. The number one solution someone should work with. So how do we get past that as, especially if we’re a personal brand, do you have any exercises or things that, that people can go through?

Speaker 2: (09:20)
Yes. That’s such a great question. So, one thing I always say is if you are the best and you are not out there telling people that you are the best what’s gonna happen, your potential customers are going to end up working with someone who won’t serve them as well as you could have served them, because that person who isn’t gonna do as good job of a as good of a job as you could do is out there with a ladder megaphone, or is out there with more. Self-confident saying, Hey, work with me, work with me, work with me. So it’s, it’s kind of like a mindset shift of it. If it feels like you’re being, you know, self-serving to go out there and say how great you are, put yourself in your customer’s shoes. Don’t they deserve to know that you’re out there don’t they deserve to know that you are waiting to change their lives in some way and give them what they’re looking for.

Speaker 2: (10:11)
And the best way to do that is by sharing your story and creating content about your story. And, you know, when I talk about getting really clear on your story, I talk about finding your own superpower or, uh, your uniqueness as Elise. I know you and I used to talk about a lot. And when you do that, what happens is all of a sudden, you’re not trying to compete in a hundred areas. You’re not trying to say like, I’m the fast and the cheapest and the best and the most fun and the most convenient, like, find that one thing. Right? Find your one thing. If you think about superheroes, none of them have all of the powers, right? Like that’s why we have the Avengers. That’s why we have the justice leagues. It’s like their powers combined. Right? So think about what your one thing is.

Speaker 2: (10:57)
Like, maybe you’re a Hulk. Maybe you’re an iron man. Maybe you’re a Spiderman, but like, don’t try to be everybody. So getting clear on your story, thinking about your origin story, why you love what you love, where you got to, where you’re at one really great exercise that people can do, uh, to answer your question from a couple of seconds ago is imagine your are a reality TV producer. Like when you watch a reality show, whether it’s, you know, like a really campy, guilty pleasure win, or even, you know, just like a competition reality show, oftentimes there’s like a backstory where the producer will say like, okay, well this next contestant. And then they like go into their backstory and it’s always something that’s. So that has all of these hooks to make people care. And the reason they care is because they see themselves in that story.

Speaker 2: (11:46)
There’s a point of connection. It’s their story, connecting to your story. So imagine that you’re a reality TV producer, and you have 45 seconds to cast your back story in a way that makes somebody care about what it is that you’re doing and understanding how, where you were like, how you grew up, or your background or your education, like how that led you to where you’re at right now to be in a position to help them. And if you can think like that reality TV producer, if you can, you know, cast yourself in a light that sort of connects the dots and makes it really easy for people to understand, they’re gonna remember your story. They’re gonna trust your story. And they’re gonna be that much more likely to share your story. That’s

Speaker 1: (12:29)
So good. That’s like, that is pure goal. So when we do that, it’s am I understanding correctly? We’re able to show that we’re the best choice for our customer without even blatantly stating it all the time. It’s like, we we’re able to just demonstrate through our story, that we understand them, that we get them. Cuz we’ve been where they’ve been. Is that what you’re saying?

Speaker 2: (12:50)
Oh, absolutely. And you don’t ever have to say, I am the best because your story will show that. And so like, let’s say you work in real estate. Could you sell anyone a house? I’m sure you could, right? But are there certain segments of your customer base that you love serving? Maybe you will love working with first time home buyers or maybe you are super excited about helping people who are moving from another state, come and fall in love with your part of the world, or maybe you love empty nesters and you are, you know, absolutely thrilled and excited. Every time you get to help somebody sell the big family home that they had and find what they’d been dreaming about for their retirement. Can you do all of those things? Yes, of course you can. But if you know what you love to do and you can start to tell your story in a way that makes it obvious that you are very well positioned for that one segment what’s gonna happen is you’re gonna start attracting more of those types of people.

Speaker 2: (13:51)
You’re gonna find your ideal clients because you’re talking about out the things that you love, that you’re excited about that are going to align with what people are looking at. So let’s say, uh, in that example, like your realtor and you talk about how much you love helping people who are moving to your state for the first time, and you’re creating content about that. You are, um, creating guidance for, to help people who are moving from out of town. You’re sharing stories out how excited you were to help somebody’s kid like go to the park. The first time you are naturally going to start attracting more of that type of clientele because when somebody is considering you and five other people and all of your content is talking about exactly that thing, they care about. All of a sudden you go from a potential commodity to a, a category of one mm-hmm you are the category leader.

Speaker 2: (14:39)
You are the one that they absolutely want to work with. And does that mean that if you sell somebody at home this month, who’s moving from, you know, another state that six years from now, when they wanna move again, they’re not gonna work with you. Of course, it doesn’t mean that. It just means that finding a point of entry that makes it clear and obvious why you are the absolute best solution and best choice is going to make you stand out. Imagine again, putting yourself in the, in the, the shoes of your customers, if they are considering you and for other choices at whatever product or service you sell at the end, are they gonna remember you or are all the details gonna be kind of fuzzy? And they’re like, well, there was one person who did this thing and somebody else who said that. So telling your story in a clear, concise, memorable way to take you from commodity to category of one is one of the absolute, most important practice. This is for any entrepreneur or any personal brand, because it’s like the north star for everything else that you do. Mm

Speaker 1: (15:38)
Gosh, that’s so good. And, and I, I wanna, I wanna try to have time for all five. So I’m gonna move on to the next one in a moment, but I wanna just highlight something you said about tell in a memorable way. And I think for me, what I’m taking from that is thinking at it, like you’ve got the 45 seconds on the reality TV show to share your backstory and thinking about like what from your backstory would actually make those 45 seconds. That would be emotionally compelling. Cuz that, that to me is what, what makes it memorable? So I, oh my gosh. I, I love that. Tell us about, so the, you is understand your customer, right?

Speaker 2: (16:13)
Yes, it is. I

Speaker 1: (16:14)
Was just a little bit about that and how we do that.

Speaker 2: (16:17)
So a lot of times people in sales are quick to try to showcase their authority. You know, they wanna prove, you know, I know the best, I’m the most qualified, but they forget to listen. They, they aren’t actively listening. They’re listening to a reply. And what happens is they show up with that authority, but they don’t show up with that empathy. And you know, there’s a great quote that I love by Teddy Roosevelt and that’s people don’t care how much, you know, until they know how much you care. And that’s so true in the world of customers. Like until you know that somebody is thinking about you more than, you know, just their next sale, more than just a purchase order, more than just, you know, a quota you’re not connecting with them. You don’t care. Like you feel like a number. You feel like an order.

Speaker 2: (17:07)
So until somebody makes you feel like you matter as a person, you are not going to connect your story to theirs because you are not treating them. You know, I always say super fandom is a two way street. Like if you want people to love you, you’ve got to love them first. You’ve got to treat them the way they wanna be treated. So that’s what understanding your customer story is all about really is, you know, making sure that you’re asking the types of questions across the entire customer journey to identify, you know, what they’re struggling with, what transformation they’re looking to undergo, what reservations they have, you know, what other options exist for them if they don’t work with you. So all of those types of things to where somebody doesn’t just feel like they’re on an assembly line where somebody’s like, take your order, take your order, take your order, take your order. But really, you know, serving them in a way that no one else could.

Speaker 1: (17:55)
That’s so great. And it, you know, even as you say that, it makes me think about something that happened to me last night, where I was talking to a loan officer up in Maine and we’re, you know, our plan is to move there in about six months and to buy a home there. And um, so we’re, we’ve been trying to find the right loan officer for us. Cause we’ve got a, we’ve got a funky situation and I’ve, I’ve done plenty of mortgages in my day. I’ve owned plenty of homes, but this is the first time that we’re doing it all on me cuz Jason’s not working right now. He is going to school. And you know this as an entrepreneur, entrepreneur taxes are because a lot of times you look like, like you don’t pay yourself much on your taxes. So you gotta navigate that and qualification for once an and I’m doing it as an S Corp for the first time too.

Speaker 1: (18:40)
So anyway, lots of details. But the point of it was I was talking to, I got referred to a, a loan officer. He tells me right off the bat and the call he’d just been diagnosed with co it. But then he took 45 minutes to talk with me and explained the ins and outs of this type of loan that we’re looking at doing. And he’s like, oh yeah, this is my first year filing as an S Corp too. Like this stuff is so funky. Like I I’m figuring this out and navigating this too. And it was, it was that level of empathy. And that I talked to somebody else a few weeks who was literally like, what are your numbers? I’m gonna shoot you back a report. And that’s it. And, and it was no, I mean the stuff sounds basic, but it was no personal interaction. It was no like wanting to get to know me and that thing, I was like, this is my guy. Like I know, I know, I know, I know this guy is my guy. Cause he took the time and he related to me. So, so I appreciate that you shared that, cuz I think that sometimes gets overlooked in sales to your point. A lot of times it’s about the authority and you being the expert, but it’s really like how do you make your customers feel about themselves? So thank you for, thank you for sharing that.

Speaker 2: (19:46)
Yeah. And thank you for sharing your story and you know, it’s it, it’s so true. Like not rocket science, right? Like none of this is none of this is that complicated. It’s, it’s simple, but it’s not easy. If it was easy, everybody would do it. I, uh, I was about a week and a half ago I was going through the Chicka drive through and you know, anybody who’s ever been doing a Chicka drive through, uh, in the south on a Workday knows that it’s like this carefully choreographed with like dozens and dozens of cars and people. And even though Chick-fil-A like constantly has one of the longest wait times in restaurant surveys, uh, like people don’t mind because they know their order’s gonna be right. They know it’s gonna be great. And so as I was pulling up to the drive through, there were two like teenage looking girls working and I overheard one and say to the other, those people at taco bell could never do what we do.

Speaker 2: (20:36)
And the girl was like, yeah, they couldn’t. And I was like, you girls are right. They couldn’t. And they were both like so embarrassed and I’d overheard ’em cause they clearly, like weren’t saying it to me. Um, but they were so right. And I was like, that’s like having that empathy, having the understanding of what your thing is and training your team to know that like they were right. Like the people at taco be probably couldn’t because they don’t have that same level of, you know, service mentality and service first and showing up to create an enjoyable experience for all of the customers.

Speaker 1: (21:07)
Oh, that’s so good. That’s so true. Okay. Tell us about P what, what was the

Speaker 2: (21:12)
P okay, so P is personalized and connect and we talked a little bit about already the importance of personalizing your approach and making everyone feel like an individual rather than, you know, just another customer, just another number like that. L lo, who was like, what are your numbers? Tell me your numbers. So personalize and connect is, is where the magic happens. Like that’s where your story and theirs come together in a memorable, meaningful way. And for entrepreneurs and people who are building their personal brands, this is really where you can shine with the content that you’re creating, whether it’s on your social media or an own channel, like a blog or a newsletter, personalizing your outreach, treating everyone like an individual, having a, a unique spin on the way that you show up for all of your prospects and your customers, um, to really, you know, make them remember in every interaction, why it is that they’re so excited to have this release with you. Mm

Speaker 1: (22:09)
Okay. I feel like this is gonna be my favorite one. I feel like this and E exceed expectations are gonna be my favorites because I, I, these are some, to me, the like simple things we can do in sales that make such a big difference. So what are some, what are some ways that you like, cuz I know you’re the queen of this. You’re so great at this, but what are some little things that do to personalize along the way?

Speaker 2: (22:32)
So, you know, one of the things that I pride myself on doing that is like, again, it’s so easy and yet, so few people do it is following your customer’s preferences. So for anybody out there who has never heard of the platinum role, it’s a great book by Dr. Tony Aandra. So we all grew up with the golden role, right? Which was treat others the way you wanna be treated. And what he says is that’s fine, but what’s better is not to treat people the way you wanna be treated, treat them the way they want to be treated. That is the platinum role treat people the way they want to be treated because not everyone has the same preferences as you, not everyone has the same life experiences, uh, level of education, level of knowledge about what it is that you’re doing. Like they don’t know what they don’t know about your thing.

Speaker 2: (23:21)
And they have, they have things that are specific to them that that matter in the way that you show up for them. So even if your preferred method of a communication is email, if you’ve got seven different clients and one of them wants to work with you through Instagram, DM, another one wants to text you and somebody else wants to get on the phone with you and you know, somebody else is gonna be, you know, I don’t know, sending a carrier pigeon or whatever. Like, is it, does it take a little bit more effort on your part to show up where everyone wants you to be yes. But is it worth it? Absolutely. Because what you’re doing is showing your customer that they matter, that you care enough about them to meet them where they’re at. And you know, I’m a keynote speaker. Like that’s how I make the majority of my revenue is, is speaking.

Speaker 2: (24:05)
And I’ve had people book me for gigs through Instagram, DM. I’ve had people book me through gigs, like only on LinkedIn, right? Like people I’ve never even picked up a phone with who are paying me five figures to come to an event. And, you know, would it be easier for me if everything was consolidated maybe, but like, am I gonna get on Facebook messenger and like go back and forth with anybody who wants to hire me for a gig? Of course I am. Right. Not only because it’s in my best interest, but also because it makes it that much easier for the person. So as part of your client onboarding or intaking, make sure you are asking your customers how they wanna be treated. Those seemingly simple things. Like you wanna communicate to things like when and how your billing happens for some companies, it makes a huge difference of whether they get the invoice on the last day of the month or the first day of the following month. So little things like that, that you can customize and personalize. And then, you know, also as part of this big umbrella of P is all about, um, using appreci and gratitude as a strategic differentiator. So showing up in ways to sort of surprise and delight people, personalizing, um, what it is that you, that, that you’ve got to send to them, um, to, to make them feel special and to make them, you know, feel like you care about them as an individual. So, but we don’t have time to get know all that. Oh my. I

Speaker 1: (25:26)
Like, okay, you’re, you’re coming back on to talk through more of that because that’s, that’s all so good. And it’s little things and I love the tangible just on your intake ask, how do you prefer to be communicated with and knowing that and having that information ahead of time. It, like, I know for me, I, I like sending voice memos, but I don’t like listening to them, like to see it all typed out. So when someone sends me a long voice memo, I feel like I, I usually procrastinate on listening to it because it’s just like, oh, I would rather just be able to see it really fast and process it so they don’t get a response as quickly usually. So that little thing is big. So I love that. Tell us about, and I feel like a lot of that will help, uh, will help exceed expectations. But what are some of the specifics, like maybe one to two of your best tips with E the E of, um, exceed

Speaker 2: (26:17)
Expectations. So E is exceed expectations. And you know, I like to say that experiences everything, meaning, you know, I said already, but, but we’re living in an experience economy. People make this based on the experiences that they have, but here’s the thing that people forget, like people are like, yeah, yeah. Experience is everything. Okay. I believe that I buy into it. Everything is experience everything. Every email that you send, every interaction that you have. I recently switched vets because I couldn’t stand the voicemail message on my vet’s answering service. So you had to like, you, you couldn’t make an appointment online. You had to call, and this was like total, total, a hundred percent truth. This is the message. Thank you for calling. And then the name of the clinic. Yeah. For hours and directions, press one for prescription refills, press two for cremation in euthanasia, press three.

Speaker 2: (27:09)
Oh, God. Make an appointment, press four. For all other needs, press zero. And the first time I heard it, I was like, what? Like I hung up and called back. I was like, I was like, I surely I didn’t just hear that. Right. And so what happened every single time I had to call to make an appointment for my vets here. I am a wondering, like how many pets are having to euthanize. Yeah. And me thinking about the fact that like, oh man, at some point, like my little guys aren’t gonna be here anymore. Right. Like nobody wants to be in that mindset. So I literally switched vets because my husband was like, do you wanna maybe just like ask the vet why they like, maybe she hasn’t thought about it. Maybe you should just say like, this is a really stupid message and you should change it.

Speaker 2: (27:52)
And I was like, no, because if they have the judgment to like, like somebody wrote that script, it was like a professional voiceover person with like an Australian, Australian accent. Like I know there’s somebody else Australian at the clinic, it’s a small clinic. I was like, if they wrote that and then had somebody record it and then listened back to it and were like, that sounds good. This isn’t like a recording error. This is a judgment error. And if they had the judgment to be like, yeah, that’s a good idea. Like, what does that mean for their judgment everywhere else. Right? Like, we’ve all heard the saying the way you do anything is the way you do everything. Exactly. So you should never give your customers an opportunity to question your judgment or your level of care or the way you’re doing things based on something that may seem like a small thing.

Speaker 2: (28:37)
Like there are no small things. Everything is experienced. And you know, I, I spent like thousands of dollars a year at the vet. It seemed like with all this stuff for both my dogs and like now I’m, I’m have another vet because I was like, this is absolutely bananas. And it was something that like probably two or three months passed between when I first heard the new message to where I called back. And I was like, Nope, they still have that message. I’m gonna look for a vet that doesn’t like, prioritize cremation and euthanasia here because it’s like, so a huge part of their business model or because wow. You know, it was like, there were just so many questions in my mind. So again, I know that’s like, longer than you probably needed, but everything is experienced. So the quick, uh, three things I would say for Ceia expectation is look at your customer journey.

Speaker 2: (29:22)
You’ve got a one map out, figure out all of those interactions that you can elevate into an experience. Like how can you change something from mundane into a moment that matters like a memorable experience that they’re gonna tell people about and wanna talk about? Uh, number two is measure. You’ve got to, got to, got to measure the voice of your customer. You have to know if there’s a gap between the experience you think you’re providing and the one you actually are. Uh, and then the third is maximizing. So, um, this is where you really get intentional about having those super fan customers, amplify your messaging for you. Um, I like I was working with feeding America and I’ll never forget. Um, their CMO said, do you know the number one reason, people donate to us? And I was like, you know, tax breaks. I don’t know.

Speaker 2: (30:09)
Maybe they dealt with food insecurity when they were, when they were growing up. So they’ve got like a special place in their heart. And she said, Nope. The number one reason people donate is because they were asked to do so. We always ask people why they gave and get. And again, and again, people say, because someone asked me either someone called me on the phone or they sent something in mail. So never be afraid to ask for what you want. If you ask for reviews and referrals in a smart and strategic way, you are going to get them, but don’t be afraid to ask,

Speaker 1: (30:36)
Oh gosh, which is such a great golden rule for sales in general. Right? We’re like, why are people not buying as much as I, well, how much have you asked in addition to doing everything else that you’re talking about here to help deliver exceptional experience for people all along the way. So that’s incredible. And so, okay. So tell us about, uh, tell us about R

Speaker 2: (30:56)
Repeat R is easy. R is just repeat. So it’s, you know, customer exper is not like a wanted gun. It’s not something that you just like show up one time. And then you’re like, I had gave them a great experience. Like I’m set for life. You’ve gotta continue to show up. It’s like any other relationship. So repeat, repeat, repeat, like, what are the systems and processes that you need to put into place to make sure that you are doing exceptionally well with your customers again and again and again. And a lot of that lives and dies by your CRM. Like I always say a CRM is like birth control. Like I don’t care which one that you use. I only care that you use it correctly and all the time. Right? Like, that’s, it doesn’t matter which one you pick, pick any of, ’em just make sure that you use it every single time and you use it correctly because if not, what’s gonna happen, you’re gonna need somebody new. And then like a month later you’re gonna be like, it I like forget something or something’s not gonna be there. So treat your CRM, like birth control, use it correctly every single time. Make sure that the things that you’re mapping out to set you apart to make you different, you’re recording somewhere that you can go back and find them like, don’t rely on your memory. Don’t rely on the fact that you’re like, oh, I would never forget that. Right? Birth control every interaction, every customer, every time

Speaker 1: (32:18)
This interview has been just so chalk full of one liners and amazing advice and like everything that I love all in one. I , I just, I just love this. And so tell, okay, so Brittany, thank you. Thank you. Thank you. First of all, for sharing this and your book’s coming out in October, right? So if somebody’s listening to this before October of 20, 22, they can look forward to, uh, to getting the book and getting the deep dive from you on this.

Speaker 2: (32:43)
Yes. And if you think there were some funny one-liners in here there, I promise there are plenty of them in the book. I didn’t realize like people for like people who’ve been like reading it, helping me out. They’re like, why you’re really funny? And I was like, well, I wasn’t like trying to, but I guess that’s, I’m glad it’s entertaining. Um, and I just launched a brand new podcast. That’s also called creating super fans. So if you are enjoying this, um, you’re probably not gonna like my podcast as much as Elise’s because I know she’s amazing, but hopefully like a, so love yours, creating super fans, the podcast where ever you listen to your podcast.

Speaker 1: (33:21)
Oh my gosh. I am so thrilled. You have a podcast. I feel like of all the people on the planet you were, you were, I mean, you and Cato, right? Cuz Cato’s like, like, and subscribe in the next room, but you and Cato were both meant to have podcasts. So

Speaker 2: (33:37)
Yeah. Right. She should be like the mommy and, and Cato show. Like we should maybe that’ll be another podcast that we’ll start.

Speaker 1: (33:43)
I mean, I will, I will be your first and most enthusiastic subscriber. I can tell you that this was phenomenal. Brittany, tell everyone, like, where can they go to, uh, you know, to, if they, I dunno if people can pre-order the book yet, but to go to like at least get on a wait list to get more information or to follow you outside of the podcast, where else can people connect? People

Speaker 2: (34:05)
Can connect@brittanyhodak.com. You can find all of the information that you need right there. I don’t quite yet have the pre-order, uh, for the book available, at least when we’re recording this now in real time. But, uh, I promise you, as soon as it’s available, you’ll be able to find it@britneyhoak.com. So, uh, if you’re listening to this in the future, first of all, I hope the future is awesome. Uh, what’s it like, and second of all, go to Britney hodak.com and I’m sure you’ll find everything you need.

Speaker 1: (34:31)
Oh my gosh. I love you so much. Thank you. So my, and I can just promise, um, for, for you as the listener, you will absolutely want to subscribe to Brittany’s pod. I mean, I like, I don’t need to tell you why you already know why, but subscribe to her podcast, connect with her on her website, follow her on social. She just has so much like value packed advice. That’s gonna help you truly create those super fans. Sot, thank you again for being here. And I will wanna say a huge thank you to you. My listener for listening today. I hope you enjoyed. I know you enjoyed, please take a screenshot tag, Brittany tag me on social. Let us know what your biggest aha moment was. Cuz I had, I had quite a few on this one and I so enjoyed it. So until next time my friend have an incredible week and I will see you next week on our next episode of she sell radio bye for now.

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