774: This Is Why You Have Unhappy Clients (And How to Fix It)

0:01Okay, I have been on this ruthless pursuit to purge any clothes that I'm not actually wearing. Like if I haven't reached for it in months, it's got to go. I am trying to be really intentional about what I bring into my closet right now, which means I am only buying pieces that I know I will actually wear and use. Revolve just gets it though. I'm literally wearing my brown Autry sneakers from there right now and my new suede purse. It fits my laptop in it. So it's basically a fancy shoulder bag that works for everything. I love finding pieces like that. Things that look good, but also work hard for my actual life.

0:35Their holiday shop is live right now with all the good stuff. Sparkly party dresses, cozy sets, cute gifts, everything you need for whatever is on your calendar. And it's all in one place, which makes shopping feel way less overwhelming. Whether it's a weekend away, a big night out or a holiday party, your dream wardrobe is just one click away. Head to revolve.com forward slash gold digger, shop my edit and take 15 % off your first order with the code gold digger. Fast two day shipping, easy returns. it's literally the only place you need to shop from. That's revolve.com forward slash gold digger to shop by favorites and get 15 % off your first order with the code gold digger offer available for a limited time.

1:15So happy shopping. Unhappy clients come from not having their expectations met and you as the entrepreneur gets to set those expectations. And so if you want more happy clients or less unhappy clients, it is up to you to set those expectations. Hey, my name is Jenna Kutcher and I am obsessed with all things business, marketing numbers, and helping you to navigate both the messy and the magical seasons of this thing called life. I'm a small town mama who took a$300 camera, grew a successful photo biz, and now I work from home and run a seven figure online business. I teach you the tried and true secrets to building a career you adore.

1:55Shy away from the real talk? No way. Money, hardship, growth, loss, and marketing are all topics we discuss here. Think of this as your one-stop shop for happy hour with a gal pal mixed with business school. Pull up a seat, make sure you're cozy and get ready to be challenged and encouraged while you learn. This is the Gold Digger Podcast. The other day I was driving home from a yoga class when one of my dear friends called and she was super tearful. And she started telling me about this experience that she had as a customer that left her super unhappy. She bought an offer online and it wasn't what she thought it was going to be.

2:34She thought she was investing in one-on-one coaching and implementation support. And what turned out to be the offer that she actually paid for was a digital course cohort. She ended up missing half the content. She didn't realize that there wasn't one-on-one support and she wasn't able to implement the teachings in the time that they were expected to be implemented in. Honestly, she was really frustrated. She was frustrated with the creator, but she was more frustrated with herself and with the exchange. She even went back and reread every drop of communication to try and understand how she had misunderstood what she was paying for so deeply.

3:10I think there is only one thing worse than being an unhappy client, and that is having an unhappy client. Whether you are navigating it for the first time or the 100th time, it can feel like a sucker punch to your gut. Even the greatest entrepreneurs and creators deal with unsatisfied clients. I will never ever forget the first time I had someone say they weren't happy with the outcome. I swear I lost sleep for an entire week. Now this is a part of the journey and it's not a fun part and it's not a part that people talk about often enough. And so today I want to walk you through what I believe you need to do in order to try and avoid disappointment, how to remedy the situations when they arise, and strategies to help you have more happiness and less stress in your entrepreneurial experience.

4:01Let's dive on in. Finding a service solution that helps you better connect with customers and keep them happy can feel impossible. Like trying to remember the name of that girl you just met at a networking event. Was it Mia or Leah? Or could it be Sophia? Yeah, that kind of impossible. HubSpot's all-new Service Hub can help? Well, with the service solution part, at least. It brings service and success together on one powerful platform for the first time ever. Between an AI-powered help desk and an AI chatbot that handles frontline tickets fast, you can scale, support, and drive retention and revenue.

4:38Plus, it comes with a customer success workspace that helps reps anticipate customer needs. With a full 360 view of every customer, your go-to-market team can keep a pulse on accounts before ever trying to upsell or cross sell. And you know what that means? Better service and happier customers at every stage of their journey. Visit HubSpot.com slash service to do more for your customers today. That's HubSpot.com slash service. If you are someone who found this episode because you are currently handling an unhappy client, or you are proactively listening in, trying to think that you will never have one yourself, I just want to let you know that this is a part of the entrepreneurial experience.

5:23And again, people don't talk about it often enough. And so it can often feel incredibly isolating and hard. And so I want for you to tune in so that we can do everything we possibly can to mitigate the risk of you having unhappy clients. Now, whether you've had an unhappy client or you yourself have been the unhappy client, it was probably due to one of these things. And so I want for you as I list out this laundry list of reasons why you might have been unhappy, I want for you to think of an example and mentally tick off the boxes when I read the reasons. If you've ever been unhappy or your client is unhappy, it is probably due to unmet expectations, poor customer service, miscommunication, product or service issues, long wait times, lack of personalization, unsatisfactory resolution of problems, hidden fees or charges, inconsistent experience, or perceived lack of appreciation.

6:32Now, the truth is having an unhappy client is something that I want to just reframe for you really quick. I will never forget listening to a podcast episode years ago. And I wish, I wish, I wish I could remember whose podcast it was, but years and years and years ago, I listened to a podcast episode and the creator of that episode was talking about, if you have never had an unhappy client, they're going to argue that you are not doing a good job selling your product, your service, or your offer. And I was like, wait, what? And they said, unhappy clients are actually a good indicator that you are reaching the right people.

7:13I think a lot of times as entrepreneurs, we want to sell to people that are like fully aligned, like the people we create for, right? It's like your ideal client avatar is every customer of yours. And that's awesome, right? But there's a really good chance that people that are almost aligned with your ideal client avatar, those people could totally benefit from what you're selling, but you might not even be reaching them. And so the person on the podcast was arguing that like, you want to have people refunding. You want to have people that are unhappy because it means you're casting a wide enough net so that you are reaching all of the people you can reach.

7:54There are always going to be unhappy people. And I remember when I heard that reframe, it felt like a little exhale of like, Oh, I do think you're right. Because a lot of times, especially in the early years of our businesses, we are working with the people who are fully aligned and fully bought in. So we don't necessarily experience unhappy clients until we do. And if you become someone like me, who you do serve the masses, there is going to be a percentage of those people who it truly just wasn't the right offer for them. It doesn't mean that it's a bad offer or that I'm a bad creator. It just meant that it wasn't fully aligned for them, but it's also this extension that like, Hey, your marketing is actually reaching the people it's intending to reach and beyond.

8:39And so if you're listening to this and you have an unhappy client, I just want to congratulate you because it means that you're actually putting yourself out there in a way that's reaching the people you're intending to reach, but also people outside of that zone. And I think that's really freaking cool. So I want to really quick, just add a little bit of levity and humor to this episode and just share about my first unhappy client. Oh my gosh, I could die. So I was a wedding photographer. I was just getting started. So this is at the time when I'm still working my full-time corporate job. And I go to shoot this wedding.

9:13I had done a couple of calls with this client in advance and they had actually already gotten married. So they were just having a reception to celebrate. And it was actually a very easy like photography job or so I thought. So this is probably maybe like the fourth or fifth wedding I'm tackling. And I show up to the wedding day and the husband and the wife are in a fight. He had gone golfing in the morning and had shown up like hours late and she was ticked. And I like get to the wedding and I can just sense the tension. And I'm like, oh my gosh. And so the entire night at their reception, they are on different sides of the tent.

9:55they are not interacting with one another. They don't even want to be near each other. And so at one point I finally get them. I'm like, Hey guys, like we haven't taken a single portrait together. Can we please go outside and take some photos together? I think these are going to be very important for you in the future. And so we go outside. They give me like two minutes to shoot some portraits before they both go their separate ways. Anyways, I deliver their gallery to them a week or two later. And she sends me this email about how upset she is that her pictures don't look like the ones on my website.

10:29I'm like, uh, lady, they don't look like the ones on my website because those people were happy and in love. Like I didn't know what to do. And it was so like heartbreaking because it's a wedding day. Like I can't go back and do anything different, but like my work was solid. I did what I said I was going to do, but they weren't cooperating. and it was like heartbreaking. Right. And it was at a very pivotal time in my career. Like I am just getting started. If this woman goes online and leaves me a terrible review, like that could really impact my reputation. I think deep down, she knew that like it was on them when I kind of like walked them through the sequence of the event and the nights and the different times I tried to get them to be together.

11:14But anyways, it didn't escalate, but it was just a really crappy feeling. I ended up returning some of their money, which now in hindsight, I'm like, I don't even know if I needed to do that. But I also reached out to other vendors. And what it turned out is that I'm pretty sure they got divorced like a month later and they were asking for all their vendors to give them their money back. Anyways, that was, that was the first time I didn't know any of that until later on, but I felt terrible. Like I lost sleep. I was like, I don't know if I can do this. like this is so emotional. Like, what am I getting myself into?

11:48Do I really want to do this? And so I just want you to know that like, no matter who you are and what you do, there are going to be people who don't like it, who it's not enough for, who it's not the right fit for. And that is not necessarily, sometimes it is a reflection of you and your service or your offer or your product, but it can sometimes just be a reflection of them. And like, when we kind of look at it that way, it kind of takes some of the weight off of it. So here's what I'm going to argue is if you have unhappy clients or you're noticing a trend or you're dealing with the same complaint, I'm going to put this onto you right now.

12:26The thing that I want for you to walk away from today's episode with is a thought that it is on you to set the expectations. Unhappy clients come from not having their expectations met and you as the entrepreneur gets to set those expectations. And so if you want more happy clients or less unhappy clients, it is up to you to set those expectations. And there are so many ways that you can easily do this that will make it integrated in the process and almost just a no brainer so that people fully understand what the expectations are and they can tick the box that you have fulfilled them, therefore leaving them a happy client and hopefully a repeat client.

13:11Okay, it is officially that time of year. And if you run a business, you know, the holiday rush is no joke. I've done more Black Fridays than I can count at this point. And let me tell you, orders at 2am, inventory updates, refreshing my site, hoping it can keep up. It never stops being intense. That is exactly why I use Shopify. It keeps everything running smoothly when things get their craziest. Shopify is the commerce platform behind millions of businesses around the world and 10 % of all e-commerce in the U.S., from household names to entrepreneurs who will be participating in their first Black Friday Cyber Monday this year.

13:49They've got ready-to-use templates, AI tools, and support available 24-7 so that selling stays simple even during the peak madness. And ShopPay's quick checkout, well, it's a game changer. It means way fewer abandoned carts and way more happy customers. This Black Friday, join the thousands of new entrepreneurs hearing for the first time with Shopify. Sign up for your free trial today at shopify.com slash gold digger. That's shopify.com slash gold digger. Go to shopify.com slash gold digger and make this Black Friday one to remember. Okay, I have been on this ruthless pursuit to purge any clothes that I'm not actually wearing.

14:30Like, if I haven't reached for it in months, it's gotta go. I am trying to be really intentional about what I bring into my closet right now, which means I am only buying pieces that I know I will actually wear and use. Revolve just gets it though. I'm literally wearing my brown Autry sneakers from there right now and my new suede purse. It fits my laptop in it so it's basically a fancy shoulder bag that works for everything. I love finding pieces like that. Things that look good but also work hard for my actual life. Their holiday shop is live right now with all the good stuff. Sparkly party dresses, cozy sets, cute gifts, everything you need for whatever is on your calendar.

15:08And it's all in one place, which makes shopping feel way less overwhelming. Whether it's a weekend away, a big night out, or a holiday party, your dream wardrobe is just one click away. Head to revolve.com forward slash gold digger, shop my edit and take 15 % off your first order with the code gold digger. Fast two-day shipping, easy returns. It's literally the only place you need to shop from. That's revolve.com forward slash gold digger to shop my favorites and get 15 % off your first order with the code gold digger offer available for a limited time. So happy shopping. So one of the things I want for you to really understand and pay attention if you're drifting off is that you don't just want you need people to understand exactly what the offer is, what their outcome will be, what the end result of their investment is going to get them.

15:58That is like the gist of this setting expectations thing. You know, when you're excited to get something and then it comes and it's not what you thought it was going to be that like sucks. Right. And as business people, we get the opportunity to make sure we are crystal clear about what we are offering so that people know exactly what to expect. So first you want to be really clear about what your stuff does and what it doesn't do, whatever it is, whether it's a product, a service or an offer. And that means telling people exactly what they're getting. Like when you're explaining a game to your friend, like here's how this goes.

16:35Here's step A, B, here's the end outcome. Here's how you get there. Here are the rules of the game. You want to make sure that there is no room for confusion. Anytime you lack in communication, you leave room for confusion. And so you want to make sure that whatever pictured as your painting, it is crystal clear. Like I am sure that I'm not the only one in this that is like ordered something wrong, whether it's like on Instacart or Amazon and it shows up and I'm like, oh my gosh, either like their pictures were way off or I didn't read the description clearly or the description itself wasn't clear.

17:09Whether I'm ordering like two bags of avocados instead of two avocados, or I ordered the wrong size planter and it showed up and it was like teeny and I thought it was going to be huge for my front porch. That is on me. but there were also opportunities for the expectations to be a little bit more clear, right? We also want to not just be honest about like what the offer is, but we want to be honest around the timeline of the offer. How long will things take? Let me tell you that the name of the game for happy clients is under promising over deliver surprise and delight. My friends, every step of the way.

17:45I remember years ago, we hired this photographer. We did this photo shoot. It was great. I was a photographer at the time. I mean, I'm still a photographer. And the person had like zero communication around when we would get the photos back. So like we did the shoot, we kind of danced around the topic. I should have asked. And then we were like frustrated. Like we felt like we were bugging the photographer of like, Hey, like just curious, like what's the timeline. And then they didn't match that timeline. And then like, Hey, just following up. You said this is when we'll get them. And then, you know, and as a customer, it is not fun to have to pursue the information that you should have been given.

18:25And so one of the areas where, and I still deal with this all the time, we work with a ton of different contractors, not knowing timelines really adds angst to the project or to the interaction. Let me tell you a good story. So right now we're working on a very exciting rebrand that you will be seeing very soon. And I'm working with a designer who designed the cover of my book, How Are You Really? And her name is Brianna and her company is Brighton Made. And I love working with her because the minute you sign the contract, you get a project timeline. It tells you when drafts are coming to you, when they need their feedback by, when you're going to get your final assets delivered.

19:09And she follows that to a T and, or she surprises and delights us with earlier delivery than what is stated. Every step of the way, I know exactly what to expect. I don't have to email them asking questions. I can pull up the project timeline. I have it in my hands and we've been matching it step by step throughout this process. And it's so amazing to me. I was actually just talking to her today and I was like, I just want you to know like how much this has changed the experience for me and allowed me to not ever have to bother you because I have all the information I need in hand. And so if you are somebody who is in like a service-based industry and you provide a service, having clear project timelines or communication around, okay, here's what you're going to get when, here's when this is happening can totally change the experience for you and for the customer.

20:04They know what's coming next. It's like, can you imagine if you were driving somewhere and you didn't know what the next stop on the map was or the next turn was like, it makes you anxious, right? And like, you're constantly like, tell me what's next. Tell me what's next. Tell me what's next. You can't actually relax in the process. And so if you want more relaxed clients, you can actually relax them through things like project timelines. Now, here's what I want for you to consider. And this has been like a part of my business. I've literally been talking about this since the very early episodes of this podcast is what is your workflow and how can you establish one?

20:40So regardless of what your offer is or what type of business you run, there is going to be a workflow or a rhythm or a delivery sequence that every single customer or client should get. And when you are sitting there, like I was in the very early days of my company, typing out personalized responses to every single email, trying to set reminders for myself of like, okay, email this person about their contract, email this person about their final invoice, email this person about their like wedding worksheet. You can so simplify this entire process and sit down and create it once and have it working for you with automation so that you don't even have to think about it.

21:21We have used HoneyBook for years and years and years. And that is a place where we build out each client's project. And then within their project, we set them up on a workflow. So we have established, okay, this is the email they get one month out. This is the email they get one week out. This is the email they get the night of their service. This is the email they get the day after. This is the email they get one week after, two weeks after, all the way. Created it once, personalized it to that customer and client, and now that is working for us. What would it look like for you to actually think of what is the workflow that will be assigned to every client?

21:59How can I sit down and create it once intentionally? And then how can I add in any sort of automation that will help automate the process, answer questions before they can ask them and serve them well in the process so that they are happy and satisfied. If you want to check out HoneyBook, go to jennacutcher.com forward slash HoneyBook. We have a special offer for our listeners. I show you how we use it. We have been using it for years and years and years. Even as my business has changed and pivoted, we still use it every single week for things like contracts and invoices. It's amazing. And you can build out amazing project timelines and workflows within it, as well as collect your payments.

22:37And it can all be pretty much automated. And it just really helps your customer experience on a next level. jennacutcher.com slash HoneyBook. Go check it out. But here's what I would challenge you. There are so many things that you can anticipate. So let's talk about anticipation. I think that a lot of unhappy clients could have been happy clients had you anticipated their needs and the questions that they were going to ask you. Now, when you can create intentionally and answer someone's questions before they have the chance to ask them, you will not have the bad kind of surprises that lead to unhappy clients.

23:20What you are writing in your copy, meaning your sales page, your offer page, your descriptions, your social content, all of that should be written in a way of tackling people's objections and answering their questions before they can ask them. Every place in your copy should be helping people tick off the mental checklist of like, oh, I was wondering about that. Oh, I was curious about that. Oh, is this for me? Oh, yep. It's for me. Oh, will this work in my life? Yes, it will. Okay. All of your copy is basically just places where you can help people qualify themselves as customers while also setting expectations.

23:59It's actually amazing. And the good news here is that if you do this well once, you don't have to do it all the time. If you set this up intentionally, it is going to save you so much time, energy, and heartache in the long run. Things like having an FAQ on your website or your sales page, anticipating questions that people could ask, figuring out their needs and how you can deliver content to them, whether it's a scheduled email after they buy your product or a blog post you can direct them to, or just answering the common questions that you get. A confused person, first off, will never buy, but a confused person is likely going to be a complicated one.

24:39And so you want to eliminate as much confusion as possible and answer those questions before they can ask them. One thing that I think is awesome is like, we pay attention to questions that we're getting around our products or our services. and then we'll be like, Hey, let's add to the FAQ. Like we got this one or like, how can we address this better in the copy or in the presentation or in the sale? Like, how can we shift it so that we're answering this question? And we've gotten so good at this that we don't actually get a lot of like commonly asked questions any longer because we're hitting those objections within the copy itself and within how we are talking about and selling the offer.

25:19Now, the main thing that I want for you to think about every step of the journey, because this is just going to transform the way that people feel about their experience with you is to under promise and over deliver. Like always, always, always, always. I've had people where let's say, for example, you're a photographer and you typically turn around a gallery within a month and you're in the moment and you're with your clients and you're loving the shoot. And you're like, Hey, I think I can get this back to you next week. And then life happens and your kid gets sick, or you have an appointment or something comes up.

25:52And now all of a sudden you're back onto that one month timeline, but you've over-promised your client and they would have been satisfied with that one month timeline, but now you've upped the ante and you can't deliver. I know what that's like. When I get in the moment, I'm like, heck yes, I will move heaven and earth. And then I get home and I'm like, wait, why did I say that? And so I challenge you to consistently focus on under promising over delivering, whether it's on delivery times, project completion dates, the aspects of the offer that they're going to get. Remember you are a human, you are not a machine.

26:27And so the goal here is to provide conservative estimates that account for life, potential delays, unforeseen circumstances. That way, again, if you finish early, you get to surprise and delight them. But if you finish on time, they're actually not disappointed. And I think that can be really huge. It's time for Cyber Monday, Dell Technologies' biggest sale of the year. You'll find the lowest prices of the year on select Dell PCs like the Dell 16 Plus with Intel Core Ultra processors. And with built-in advanced AI features, it's the PC that helps you do more faster. From smarter multitasking to extended battery life, these PCs handle the busy work so you can focus on what actually matters to you.