Why Calling is Not a 4 Letter Word

When I shared my number 1 tip for increasing traffic and sales immediately with a client, she acted as if I had told her a 4 letter word 😳. I assure you I didn’t. But her reaction is not uncommon! I’m sharing our conversation so that you can see why it’s a flawed perspective.

I’m sharing it because it wasn’t the first time I’ve had it, and I know it won’t be the last. But if your sales are disappointingly down, you need to hear (or read) this:


Client: “Cathy, my business stinks. What can I do?”

Cathy: “I would love to help you. Send me some information so that I can see what strategy you should take to increase your profits. In the meantime, can I give you one revenue-building-guaranteed tip?”

Client: “Please anything…I will do anything… the store is FULL of fantastic items but NO customers and I have so MANY bills!”

Cathy: “This will help! Run a list of your top 100 customers from your point of sale system, to see when they were in last and what they bought. Take each one individually, and compare their last purchases to what you have in the store now. I am sure that you have items that would complement or supplement what they bought before. Then call them to tell them about these great items that you chose especially for them!

Client: “Oh no… I wouldn’t want to bother them, and I don’t have time to do that. It would take forever to do that.”

Cathy: “You just said you have no customers – so you have time to fill! You said you want more sales, right? My other suggestion is to email them with a personal note and you could include some pics of items they would like.”

Client: “Oh but I don’t have their email addresses.”

Cathy: “Well, then call them and tell them that you want to send them a photo of the most fabulous thing that you really think that they will love and all you need is their email!”

Client: “Oh no, I can’t call them.”

Cathy: “Think about this. You are telling a specific customer that you have a specific item that you have specifically chosen for them, because you honestly think that they will like it. If you called to say: ‘Hi Ashley, this is Cathy from The Best Shop. Hey, I don’t want to bother you at all, I just had one quick thing to tell you – is that ok? (Big Huge Note Right Here – You asked for permission to continue!) I noticed that when you were in last, you bought this thing and we just got in this other thing that would be fabulous with it and would make you be able to use the first thing twice as much!’ 

You are giving them amazing personalized customer service! I mean what are you afraid of?”

Client: “That I will make them mad and they will yell at me and call me names and scream at me that they don’t need what I am selling.”

Cathy: “Really? Would you act like that if someone called about something specific like I just shared?”

Client: “Well, I might not want what they think I might want.”

Cathy: “That is true – and that is fine! But would you really be mad? And scream? And curse? Or would you be pleasantly surprised that someone was thinking of you?”

Why calling is not a 4 letter word

You’re a Rock Star Retailer – Not a Slimy Telemarketer

When I tell you to pick up the phone and start calling your best customers – do you picture a pushy, impersonal telemarketer? Because clearly, that is NOT who you are!

When you take the time to call your best customers, you are providing a personalized shopping experience – a unique customer journey that your customers won’t get from the big box stores (and probably not from your competitors either)

You are providing another touchpoint for them to feel seen, heard and cared for.

You are going the extra mile.

My dear reader, this is where we separate the CEOs from the hobbyists.

Which one are you?

Make the decision right now, to be someone who is willing to try something new, to feel a bit uncomfortable and make the effort to achieve your goals?

This is the point that divides those who just want to complain and those who want to take action and put money into the bank.

Update: I just talked to a store over the weekend and the owner took his list, locked himself in his bedroom and made 172 phone calls (!!!) last week. He did over $30,000 worth of business that next weekend. Mic drop.

Call your best customers about:

  • A new collection or product from a brand they’ve purchased before
  • A complimentary product to something they’ve purchased before
  • A new colorway of something they purchased and loved
  • A best seller that is back in stock
  • A brand new item that you wanted them to be the first to know about because it’s bound to sell out fast!
  • That they are one purchase away from a reward if you have a rewards program

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