Episode 667: "I want to build better connections with my ideal customers, how do I do that?" | Coaching Session

Release Date: February 20, 2025

Introduction

In Episode 667 of The Product Boss Podcast, host Jacqueline Snyder delves into a transformative coaching session with Kendra from KB Naturals. Designed for product entrepreneurs seeking to balance creativity, life, and business, this episode focuses on enhancing customer connections and optimizing sales strategies to elevate businesses to their dream levels.

Meet Kendra and KB Naturals

Jacqueline Snyder opens the episode by introducing Kendra, the passionate entrepreneur behind KB Naturals. Kendra specializes in creating and selling private-label Arnica lip balms tailored for businesses in the beauty industry, including plastic surgeons, nurse injectors, and cosmetic nurses. With a foundation built since 2015, Kendra has recently committed to scaling her business globally over the past two years.

Current Business Landscape

Kendra shares her business journey, highlighting her primary sales channels:

• Instagram: Her main platform for sales growth, leveraging visual appeal and direct customer engagement.
• Website: A crucial online storefront that has seen recent optimizations.
• Fair: A newer addition (launched in April of the current year) that has expanded her reach and sales.

Despite being a solo entrepreneur, Kendra involves her two daughters in the business during peak times, showcasing the blend of family and entrepreneurship.

[00:01] Jacqueline Snyder: "All you need is the right mindset, a little courage, strategy and support, and you too can be the next million dollar product boss."

Understanding the Customer Journey

Jacqueline emphasizes the importance of mapping out the customer journey to build stronger connections. This involves:

1. Discovery: How customers find KB Naturals—primarily through word of mouth and strategic Instagram outreach.
2. Engagement: Kendra’s method of connecting with potential clients via Instagram by genuine commenting and direct messaging.
3. Conversion: Turning leads into customers through personalized outreach and tailored product offerings.

Optimizing Sales Strategies

During the coaching session, Jacqueline and Kendra explore several strategies to enhance Kendra’s business:

1. Email Marketing Integration: Kendra acknowledges the need for a consistent email marketing strategy to maintain customer engagement and encourage repeat purchases.

   [09:13] Jacqueline Snyder: "The only thing that you pretty much own in your business other than your own website is your email list."

2. Implementing Order Minimums and Setup Fees: Jacqueline suggests introducing order minimums to increase average order value. For instance, setting a minimum of 50 pieces at $250 and offering price breaks for larger orders can significantly boost monthly revenue.

   [17:06] Jacqueline Snyder: "You just have to get paid for that setup time. I think that's important for anyone who's doing custom."

3. Enhancing the Referral Program: Kendra’s existing referral program offers clients additional products when they refer new customers. Jacqueline advises making the referral incentives more robust to encourage more referrals and gamify the process.

   [38:35] Kendra: "Okay, and do you just keep like a spreadsheet to kind of keep things organized?"

   [38:39] Jacqueline Snyder: "Right now it's spreadsheet level. Right. Right now it's like there's not that many people when, when your system breaks, when like the simple system breaks and you can advance the system, but don't over complicate it."

4. Leveraging Customer Feedback for Product Development: Drawing inspiration from successful brands like Magic Spoon, Jacqueline encourages Kendra to involve her customers in product ideation through surveys. This not only garners valuable feedback but also fosters a sense of community and ownership among customers.

   [27:26] Jacqueline Snyder: "It also allows for her to set up the flow and forget about it. Which means the emails will do the work to capture those reoccurring customers and orders while she focuses on other things in her business."

Scaling Sustainably

Jacqueline emphasizes the importance of scalable systems to prevent the pitfalls of rapid growth, as often seen with businesses spotlighted on platforms like Shark Tank. She advises Kendra to:

• Set Manageable Goals: Start with achievable targets, such as increasing monthly revenue from $2,300 to $10,000, before aiming for higher milestones.
• Implement Automated Systems: Utilize tools like Klaviyo for email sequences to maintain consistent communication without manual effort.
• Incremental Outreach: Gradually increase outreach efforts, starting with a manageable number of contacts to gauge conversion rates and adjust strategies accordingly.

[43:52] Kendra: "I think it's good, it's a good plan. I think the referral thing is really good. And I think like the surveys and the email, I think it's stuff that I can definitely start working on."

Key Takeaways

1. Map the Customer Journey: Understanding how customers discover and interact with your business is crucial for tailoring effective marketing strategies.
2. Leverage Existing Customers: Focus on nurturing relationships with current customers through email marketing and enhanced referral programs to drive repeat sales.
3. Set Strategic Order Minimums: Implementing order minimums and flexible pricing structures can significantly increase revenue without requiring a proportional increase in effort.
4. Involve Customers in Product Development: Engaging customers in the creation process fosters loyalty and ensures that new products meet market needs.
5. Implement Scalable Systems: Gradually scale outreach and marketing efforts with robust systems to support sustainable growth.

Conclusion

Jacqueline Snyder concludes the episode by reiterating the importance of optimizing current sales channels and nurturing existing customer relationships before expanding to new avenues. She encourages listeners to adopt these strategies to build better connections with their ideal customers and achieve their business goals.

[45:37] Jacqueline Snyder: "If Kendra can do it, so can you. You just want to first understand who your customer is, their journey and their journey through working with you and how you can meet their needs."

Kendra’s positive reception to the coaching session underscores the actionable and impactful nature of the advice provided, setting her on a path toward achieving her $10,000 monthly goal and beyond.

Connect with Kendra:

• Instagram: @KBN_Naturals
• Website: KB Naturals

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