5min chapter

The Diary Of A CEO with Steven Bartlett cover image

How I Built 5 Multi-Million Dollar Companies: Marcia Kilgore

The Diary Of A CEO with Steven Bartlett

CHAPTER

How Many Transactions Are You Going to Keep That Customer for More Than One Transaction?

If you can't keep that customer for more than one, two three transactions, you might as well go home. Soe how many transactions is this person going to come back for three years and be a loyal customer in or stuff from you six times a year? Or they can order once and go? It has to be pretty compelling. You start with hul at my recommendation, as i think, they have a starter box on the web side where you can get a sample of all the products. The mixed berry r t d didn't really like mixingpr powders before, ar, so i when they had a ready to drink drink, i went for that. And secondly,

00:00
Speaker 2
Because there was less ability to, because what you said there is, like you had to be good enough to get on those very few big, big stages, whereas these days, you can kind of ship products and ship people can pay to be seen much easier than they probably could have backed then, i guessing, and get an indorsement from e, from a vogue. M so isiis not though, is it? How many times going to pay if actually people don't come back more than once? And what if mouth en becomes yourt, you know, starts to brink table? Isnd
Speaker 1
still the same ri? It's all thi eli to day is the same. It's just split into different stuff. But if you can't keep that customer for more than one, two three transactions, you might as well go home. Ye ye. So youtaso umbet ye, you got a figureid out at the beginning. Like, what is going to be so much better? How going to be that much better? How are you going to deliver it consistently? Right? Make sure that she is never, or he is never disappointed. Her, they are never a disappointed. And you you have to look at, i mean, if you look at acrenims, riht, this el tivida cak stuff, which i hate thinking of i that way, but cause it's human's right? Soe how many transactions is this person going to come back for three years and be a loyal customer in or stuff from you six times a year? Or they can order once and go? It has to be pretty compelling. Whered'.
Speaker 2
You start with hul at my recommendation, as i think, they have a starter box on the web side where you can get a sample of all the products. You might not like some of the products. I don't love all of the products. I'm going to be comletely honest with you. I don't. But the ones that i do love, i could now not live without. And for me, my starting point was the mixed berry r t d didn't really like mixingpr powders before, ar, so i when they had a ready to drink drink, i went for that. And secondly, the brand new protein powder, which i've talked about a couple of times in this porcos now, a hundred odd calories an total, 26 of your vitimens, an nutriants. And it tastes like a delicious, smoothy one might get from some farse food establishment, but without all the crap in it. Give it a shot. I don't think you'll regret it when you look back at why you were successful in that business.
Speaker 1
Is it because of that tension to detail? Oh, an, you a in bliss? Oh, my god, yes. How extreme. A y, so extreme. Extreme, extreme, extreme. Everything from how you laid on that table to what the sheets smelet like, to how you bolstered their knees so that the backs of their heels, when they were lying for a facial for 60 minutes, the backs of their heels wouldn't ache because their knees were elevated the right way, to the wax that you put their hands, to how much you massaged them, to the responses that you would give. And we trained everybody in terms of the customer says this, it's all about them, right? It's about making them feel good, not only, you know, their face, their body, whatever you're treating, but mentally, right? It's not about you. There are no complaints. You don't whine about anything. It's all about making them thrilled, feel great about themselves, look great. They should walk out of their feeling like we had. Literally, i think the testament to it, when you think back, is crazy loyalty. So people would come in for their facials and say they came in on tuesday night at seven evenings. Of course, we're always booked. We closed at ten. But so you only have like a six 38 or eight to nine 30 or uno you kind of back it out, usually an hour and a half for a facial. So really there were only two evening slots, unless you left work early. And then there were three evening slots, ten rooms. That means you got 30 people in in the evening. Other people, they want to come in, they got o make an excuse to their boss and come during the day, rit or take a day of work to come for their facial, which people actually did. But people would brook their spot every month for two years. So that they wouldn't miss it. And if they had to change, they would call and say, could you swap me with somebody else, because i don't want to miss it? Or they would have a friend book a different slot, and then they would swap with their friend. So we had a waiting list of people who just wanted to come. Ind we were booked every day, all day, for probably a year in advance for those those tentry rooms. I we would keep a waiting list. And if we didn't get people in, now, this is the day, no em allright, te was man ma, i think
Speaker 2
noemos when dows like
Speaker 1
no ther were no major, yes. So you had the phone and you had your computer booking system s, but you couldn't just massy mail everybody. So we would literally keep a list of people who were waiting for appointments. And at the end of each day, if we didn't get them, en on a cancellation, call every single one and apologize. And they tell thet so at seven o'clock, somebody would start the story, calls.

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