You’ll hear everyone say that social media isn’t for direct selling. But of course, it can be.
Here’s a tale of how two businesses handled sales, customer service, and social media marketing in very different ways.
So – Gosforth Traders, you’re offering a product I really want. You’re a new business, who’s aiming to save the dying high street. Independent. Quality products. Ticks all my personal boxes, and is ideal content for my food blog.
Even better, now that I’ve sen this – I’ll come here and have some breakfast. Maybe pick up some other bits, huge upsell. I’ll probably give you a shout out on social media to say “great new shop, check it out!”
Happy days. I’m excited, I wanna get down to Gosforth and get my stuff. Better reserve though, before i make the trip:
Give it a day, and the excitement is replaced with annoyance. Left on read.
Normally I wouldn’t mind too much but this is a product with incredibly limited availability – and it’s a Valentine’s Day gift. What is the customer expectation for a reply on social media these days? I bet it’s not as long as “I’ve called and left you a message – awaiting reply”.
Fast forward 24 hours, still no reply. In this moment of truth, I’ve given up and start looking elsewhere for my product. You know, the ones I was literally begging you to accept my card payment for. Can’t have made it easier for you. I had a little moan on Twitter to mention that social media just hadn’t worked in this situation.
Rehills to the rescue
I coincidentally spy the same product at another retailer. It’s available now, and even for a better price. I ask, can I reserve one of these?
The interaction is completely different. As far as the original retailer is concerned, I still don’t have my product, and haven’t even been offered it. What?!
Am I The Asshole? I just wanted to buy something, you’ve become aware of that, and ignored it for more than a day. In the meantime, your competitor has:
- apologised (without a need to!)
- gone the extra mile to ensure a happy customer
- successfully transacted on social media
- outperformed their competitor in every way
Thank you for your quality customer service, Rehills. And Gosforth Traders, don’t blame the customer. You’ve missed your chance, and left a bitter first impression.
Takeaways
These are admittedly customer service basics rather than true food and drink or marketing tips but hey ho, here’s where the two intersect:
- If you’re running a social media channel, it’s also a customer service channel.
- Anytime a customer gets in touch (especially more as a first interaction) it’s a chance to let your personality shine. Or die in the water, in this case.
- If you do have a miffed customer, can you turn it around? I’m not talking about blowing smoke up customer’s arses, or certainly not saying that ‘the customer is always right’. But how about a “we’re sorry, come in, have a drink with me, I’ll tell you about our new business and we’ll sort this out”. That would have cost nothing, and flipped the situation entirely.
So either go all in your social media, or don’t bother.
I got my beers the next morning, and they’re great. Fabulous packaging!
