—Your Business Is
In my last blog (here incase you missed it), we touched on how marketing gets people to look your way, gets them interested, and brings them right up to your front door—but it’s what happens next that really matters. But what happens after that? What happens when the lead actually engages with your business?
Because here’s the hard truth: marketing isn’t what seals the deal—your business does.
You can have the most strategic, high-converting marketing in the world, but if your business isn’t built to support and nurture those leads once they come in, you’re losing them before they ever have the chance to say yes.
A First-Hand Lesson in Customer Experience (and Frustration)
A few years ago, just days before Christmas, I was in a desperate situation—15 people were coming to my house for the holidays, and my toilets were backing up. I needed a septic service immediately.
So I did what any lady in a panic would do—I searched online and started calling. But what happened next was shocking.
Some businesses didn’t have a voicemail at all. Others had a generic, “Hello?” greeting that left me unsure if I even had the right number. No business name, no introduction, no direction on what to do next.
Then I called one company that did something different. Their voicemail said:
"We’re currently on a job and may not hear our phone ring, but please text us, and we’ll get back to you as soon as possible."
That was all it took. It immediately reassured me that I had reached the right business. It told me they were busy (which, to me, meant they were in demand and good at their job), and it gave me clear next steps. I hired them on the spot.
The takeaway? The problem wasn’t marketing. Every business I called showed up when I searched for a solution. But their lack of clear communication, professionalism, and customer-friendly processes made it hard to do business with them.
Your marketing brings people in. But your customer experience determines whether they stay—or go elsewhere.
So, Is Your Business Losing Customers Without You Even Realizing It?
Many business owners assume that if leads aren’t converting, the problem must be the marketing. More ads, better SEO, a stronger social presence. But before you throw more money at getting leads, ask yourself:
When a customer reaches out, what kind of first impression do they get?
Is it clear and easy for them to contact you?
If you miss a call, does your voicemail guide them on what to do next?
Do your business hours, services, and contact details match across all online platforms?
If they walk into your business, is your team welcoming, knowledgeable, and ready to help?
These small details might seem insignificant, but they make all the difference in whether a lead turns into a paying customer.
Practical Ways to Improve Your Business’s Close Rate
If you want to make sure your marketing efforts aren’t wasted, focus on the experience after the lead comes in. Here are a few actionable ways to improve:
1. Make Contacting You Seamless
Customers shouldn’t have to guess how to reach you. Ensure your contact methods are clear and consistent across your website, Google listing, and social media. If phone calls are your primary method, ensure voicemails are set up and provide useful next steps.
✔️ Pro Tip: If you’re often unavailable to answer calls, set up a professional voicemail or auto-reply that tells customers exactly what to do next—whether that’s texting, emailing, or expecting a call back within a certain timeframe.
2. Audit Your First Impression
What happens when someone calls, emails, or visits your business for the first time? Record your own voicemail and see how it sounds. Check your business hours online. Walk into your own storefront as if you were a customer. Are you making a good impression?
✔️ Pro Tip: Mystery-shop your own business. Call your own number and see how it feels from a customer’s perspective. Ask a friend or outsider to go through your customer journey and give honest feedback.
3. Train Your Team on Customer Experience
Your team is a direct extension of your brand. If they’re disengaged, unhelpful, or unclear, you’re losing business. Invest in customer service training, teach them how to make a great first impression, and make sure they understand the importance of being responsive and proactive.
✔️ Pro Tip: Start with the basics. A warm greeting, a friendly demeanor, and a sense of urgency in addressing customer needs go a long way.
4. Make the Buying Process Easy
Think about your customer journey—how easy is it for someone to say “yes” to your business? Is your pricing clear? Do you have a seamless scheduling or checkout process? If a customer has to jump through hoops, they’re more likely to walk away.
✔️ Pro Tip: Identify the common roadblocks customers face when trying to work with you—and remove them. If you’re constantly getting the same questions, that’s a sign something isn’t clear in your messaging or process.
5. Follow Up and Stay Engaged
Just because a lead doesn’t convert immediately doesn’t mean they’re lost forever. Follow-ups, check-ins, and a simple “Hey, just checking in—do you have any questions?” email can make all the difference.
✔️ Pro Tip: Automate simple follow-up messages so no lead falls through the cracks. Even a quick text or email can keep you top-of-mind.
Your Business’s Reputation Is Its Best Marketing Strategy
I learned this firsthand when I managed at Planet Fitness. There was a gym on every corner, but what kept members coming back wasn’t the equipment—it was the experience. The staff knew their names. They felt welcomed. They weren’t just paying for a gym membership; they were paying for how the experience made them feel.
That’s the missing piece for so many businesses. You don’t just need marketing—you need an experience that makes people want to stay, return, and refer others.
Need a Fresh Perspective? Let’s Talk.
If you’re not sure whether your business is creating the right experience, sometimes an outside perspective helps. I work with businesses to fine-tune customer interactions, eliminate friction points, and create an experience that makes closing the deal easy.
Because great marketing brings people in. But your business? That’s what makes them stay.
