The Confident Entrepreneur With Jennifer Ann Johnson

Cultivating Customer Loyalty with Deanna Wallin

• Jennifer Ann Johnson • Season 3 • Episode 5

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Customer loyalty isn’t just about great products—it’s about trust, connection, and consistency. In this episode, I sit down with Deanna Wallin, the visionary CEO of Naples Soap Company, to uncover how she transformed a personal passion into a thriving skincare empire.

Deanna’s journey from nursing to entrepreneurship is nothing short of inspiring. What started as a small shop has now grown into 13 successful locations generating $12.5 million in annual sales. But her true secret to success? A deep commitment to customer relationships.

We explore how Naples Soap Company goes beyond skincare to create a seamless and personal experience for every shopper. Deanna shares how tools like SalesRx help her team maintain top-tier service, the importance of truly listening to customers, and how tailored solutions turn first-time buyers into lifelong fans.

We also tackle the tough side of customer service—from handling fraudulent complaints to setting boundaries while maintaining company integrity. Deanna offers real-world insights on navigating difficult situations with empathy while protecting both her brand and employees.

Whether you're an entrepreneur or a customer service enthusiast, this conversation is packed with actionable strategies to build trust, foster loyalty, and create a brand that keeps people coming back.

Visit us at jenniferannjohnson.com and learn how Jennifer can help you build the life you dream of with her online academy, blog, one-on-one coaching, and a variety of other resources!

Jennifer Johnson:

In today's hyper-competitive market, acquiring a new customer can cost five times more than retaining an existing one. Yet many businesses still focus predominantly on attracting new clients rather than nurturing their current customer base. Today, we're going to explore why customer loyalty is not just a nice-to-have, but a must-have for a sustainable business. We'll discuss proven strategies to build lasting relationships with your customers, turning one-time buyers into lifelong advocates of your brand. Whether you're a seasoned entrepreneur or just starting out, this episode will provide you with actionable insights to boost your customer retention and drive long-term success. Today, we welcome into the studio Deanna Wallin. Deanna is the CEO of Naples Soap Company. She's a trained nurse that turned skincare pioneer. Her mission began by helping people who suffer from chronic skin issues such as eczema and psoriasis, and has since expanded into a very successful skin and hair care business for all users seeking higher quality and clean ingredient products. So grab your notebook, settle in and let's unlock the power of customer loyalty together. Welcome, deanna Hi. Thank you for having me.

Jennifer Johnson:

I'm so excited to begin this conversation because I know the history of Naples Soap Company. I want you to just briefly chat about that, but I know your history and I know how loyal your customers are and that's why I wanted to sit down with you. You were the first person I thought of when I thought of this topic.

Deanna Wallin:

Well, thank you, that's a huge compliment. So Naples Soap started so 15 years ago and I appreciate you referring to me as a pioneer in the industry, because a lot of people I actually won an entrepreneur award this year. You did. I've been doing this 15 years.

Jennifer Johnson:

She's a pioneer, the distinguished entrepreneur of the year.

Deanna Wallin:

Right from the Small Business Administration here in Southwest Florida, and so, yes, thank you for referring to me as a pioneer. When I first started the company 15 years ago, you know, natural and organic really it wasn't a thing. It was on the periphery and there weren't a lot of companies that were marketing, especially in skincare. Foods were starting to come on the market, more available things in. You know, whole Foods was expanding, but as far as like skincare and ingredients that were healthy for your skin and not toxic, that definitely was groundbreaking. And you know we we still apply the same principles today that we did 15 years ago as far as quality goes, and that definitely lends itself to our customer loyalty, which is what we'll be talking about today. But yeah, so I started a bath and body company 15 years ago. I was an LPN.

Deanna Wallin:

I've had eczema and psoriasis my whole entire life and if you suffer with any kind of skin issue, you know that it is a constant battle. And even owning a skincare company and founding a skincare company for all these years, there's a lot of factors that can affect it, whether it's your diet, stress, travel, even simple things. Like you know, my skin will get irritated if I go. Stay in hotel sheets, the detergent, the detergent correct. So it's always an ongoing thing for people who have super sensitive skin. So I knew this from being a nurse and working in the hospital. I worked in everything from geriatrics to pediatrics.

Deanna Wallin:

Now we call it babies to eighties. So people say who's your target market? I go babies to eighties. They go no, no, no. Who's your demographic? I said no babies to eighties because you know the skin's the largest organ of the body and, um, you know, there we see, uh, moms that come in looking for, you know, relief for their children that may have sensitivities, and then even, you know, through middle life. And then also, you know, when people get older, their skin starts to break down, it starts to thin, they start to take medication and things like that, dietary changes, hormonal changes that can change the skin. So it's an ever evolving situation through our entire life and it's the most visible.

Jennifer Johnson:

It's it's the visible organ. You can wear it.

Deanna Wallin:

Exactly so. So I started the company 15 years ago and, uh, I just started talking to people. When we talk about customer service, it was really about getting to know the customer asking questions. What are you looking for? What do you need? Tell me about you A lot of companies you know you go into a store or a sales associate. They're so individual before you go in to sell a product or pitch a product.

Deanna Wallin:

It's amazing what you'll learn about people if you just have you know. Break the ice and start with you know some conversation to begin with. But so fast forward as far as our company story goes today, we've got 13 locations open in the state of Florida. We've got a 20,000 warehouse and distribution facility.

Jennifer Johnson:

Which is impressive. I've seen it.

Deanna Wallin:

It's a lot of work. Yeah, you did, you took a quick facility visit.

Deanna Wallin:

And then we also have an e-com. We are a small publicly chartered company, otcqp, so that's a whole other level of accountability as far as, like, your customer service, your customer experience, your front facing image and branding for the company when you get into like, not just customer relations but investor relations. Those are two different things altogether, but they have to coincide and go hand in hand. So we also you know we do as volume, our numbers are public Last year we did about 1212.5 million in sales.

Jennifer Johnson:

Wow.

Deanna Wallin:

So for a little company that started in a 300 square foot store, we've really hustled, and in the last 15 years, but we owe it to our customers. It's really that customer loyalty and that customer base. That is the secret to our success.

Jennifer Johnson:

So customer loyalty, what does that look like in your company? What does it mean to your company?

Deanna Wallin:

Well, first of, all.

Jennifer Johnson:

And how did that? How did that evolve into? You know, you started in one spot, I'm assuming with with your customer base, and how did that evolve into where you're at today? It certainly probably didn't look like what it looks like today back then.

Deanna Wallin:

No, it didn't. Well, we had a very small space and it really was about conversation, about getting to know people, what's your name? And just breaking ice with people, not just going in to try to sell, sell, sell, sell, sell it was. I love people, I'm a people person and I like to find out about people and that journey, you know, through having conversation with people. We had people all of a sudden that would come through where our initial store was in Tin City in Naples, and it's a very high tourist traffic area. It's where boats go out of, there's some waterfront restaurants there and I thought, well, this would be a great retail location because it's foot traffic and location, location, location, right. So after a while, people would go back to adjacent areas, maybe 50 miles away, to Lake Panagorda, port Charlotte, maybe to the East Coast of Miami, boca Raton. People were bringing their friends back and I was like, oh, hey, you're back in and they said, yeah, we wanted them to talk to you. Okay, tell me what's going on. Well, you spoke with us about this particular skin situation, or, and.

Deanna Wallin:

Then we tried this product and, and, and it worked. And it's funny, cause I used to joke and say I was going to get a tattoo that said I've tried everything and nothing worked. And here we are and say where I was going to get a tattoo that said I've tried everything and nothing worked. And here we are and say where I was going to put it Right. But it was really about talking to people and finding out. Some things were as simple as just identifying something as a topical allergy or a food allergy or a chemical allergy. Um, you know, and a lot of times I would ask questions that dermatologists really wouldn't ask, you know, like they might be. For example, if someone has psoriasis or what they thought was psoriasis, or dry patches or something on their skin or eczema, a lot of times derms would treat it with steroids, of course, drugs.

Jennifer Johnson:

Drugs.

Deanna Wallin:

Yeah, A lot of times derms would treat it with steroids, of course, drugs, drugs, yeah, a lot of drugs, and I am so not about putting topical steroids, especially on children. And I went through this journey with my daughter, because when she was very young, she was born. She's very, very pale skin, very blue eyes and fair, fair, fair, sensitive skin, and by the time she was, you know, two and a half, three, the doctors were trying to put topical steroids on her and I said we're not, we're not doing that. So by having these conversations with people, they realized that I was really interested in them.

Deanna Wallin:

What have you been through? What have you gone? What, what, what has helped you, what hasn't? And, um, a lot of times, you know, I would say well, did the dermatologist ask you? I said, well, just quick question. What are you washing your hair with? Oh, just something cheap. Blah, blah, blah. Oh, okay. Well, by the way, here's the ingredient, here's the top ingredient. I'd look it up. Here's the top ingredient in the shampoo that you're using and it's the same ingredient that they're using in oh, Armorol car wash. So basically, it's a degreaser, it's a chemical degreaser.

Deanna Wallin:

So you're stripping all the oils off of your skin. And now you're wondering why your skin's angry at you because you've just used a chemical degreaser and you don't even know it. But in the meantime you might've gone to the dermatologist and they've spot treated. I'm really irritating all the derms. Any of the?

Jennifer Johnson:

derms out there. Sorry, but this is our experience. It happens.

Deanna Wallin:

It happens to, it still happens to us every day now. So by asking that question, you know, really looking at the person holistically and saying, okay, tell me about your routine, tell me about what you're using, tell me, tell me about, you know, your skincare experience, not just here's a cream, here's a body better, we recommend this. So we try this so conversationally, um, and getting to know your customer, and that builds a rapport of trust. And then they were bringing friends back and then people would email us and say, oh my gosh, my skin cleared up in six days or five days or all we had to do was stop using this and reboot the body. So we learned very quickly that it wasn't about, you know, putting high dollar skincare lines together, that someone needs $500 to buy this kit.

Deanna Wallin:

It was really about listening to them and learning what they're doing right now and helping them adjust what their current you know personal care behaviors might be, and substituting a clean product.

Jennifer Johnson:

For that it sounds like it's all relational. It is. That's really kind of the foundation that I'm getting. It is it's personal.

Deanna Wallin:

It is. It's not. You know, we're not. We are a boutique. We do have a chain of 13 stores. I think our smallest store is 800 square feet, the largest is 2,400 square feet Wow, and we get a lot of people from all over the country, all over the world, but we also do an extensive amount of sales training with the staff.

Jennifer Johnson:

This is I was going down that road.

Deanna Wallin:

Sure.

Jennifer Johnson:

How do you possibly scale this on the? You know you have 13 stores, however many employees, so that they're getting the same experience in store A as they are in B, c and D.

Deanna Wallin:

That's hard right For a small company, it's really challenging. So what we did is we used two different platforms, Because when you work in retail or any business, if you're in sales, there's a sales piece to it, there's a process procedure you know your ABCs Right Exactly To that, but then there's a second piece of it as far as product knowledge goes. So if you're trying to teach all of that at once, it's a mess, it's a hot mess and it's confusing. We are very fortunate. For many, many years now, we have used for our sales training platform, we have used SalesRx, which is a gentleman extremely knowledgeable. He's been in the I'm going to say like 200 years. He's been in the sale.

Jennifer Johnson:

Hopefully, if you're listening to this, I'm really sorry. Love you, bob Fibbs.

Deanna Wallin:

No, he loves me, I love him. We've become very good friends because we share the same ideas and the same ethics as far as how to treat customers and what that should look like inside your facility. So we break out our actual sales training piece, like your meet and greet. How do you greet a customer? Do you walk in immediately? What are your zones in the stores? There are so many different behaviors that are. They are trainable, they are predictable and they do work without being too pitchy too salesy and attacking someone.

Jennifer Johnson:

We all know how that feels when you walk into a store and you're like, oh, I don't want to be attacked Even more fun.

Deanna Wallin:

Let me know if you need anything. Yeah, I know here's what I need. I need to turn around and walk out. It's very hard right now because I want customer service. Things are so expensive and I think people want customer service, and customer service during COVID really fell by the wayside. It was here don't touch me, stay six feet away. We've got masks on Making the checkout process. Let me drop it off to curbside, we totally regressed.

Deanna Wallin:

We regressed, and so we have worked very hard to make sure that that customer experience, that that customer connection is there, and so the other platform that we use is it works for us. It's called Lessonly. We have a kind of a library, if you will, of training, videos, of things, and when we bring new material in, we have over 600 branded SKUs.

Jennifer Johnson:

Wow, that's a lot to learn.

Deanna Wallin:

It's a lot, a lot of ingredients and things like that. But if you break it up and realize that the sales behaviors are repetitive the product we have core product and those ingredients typically stay the same, that we'll launch new product just like anyone else, and so it's important to learn those things. But it's about balancing, teaching the staff to balance those two instead of just diving in and attacking you with a sales pitch with a product. So it really is a kind of a delicate dance and it's something that, as companies, you want to work on non-stop. When our staff goes through the sales rx, it's it has a specific timing and they do modules and stuff. When they finish that, we start again. Wow, and we do it again. And we do it again because you're not going to learn all the nuances of it through the first time the repetition, and that's how we do it.

Deanna Wallin:

Jennifer is through repetition, and that's how we do it. Jennifer is through repetition, so that's how we maintain consistency Without being a big box store and having the resources that big box stores do. We've had to kind of create our own system in our own way, but you're breaking it out, which is nice.

Jennifer Johnson:

Yes, because, like you said, you know you could have all these products and you have over 600 products and they have to try to figure that out. But if they don't have the nuts and bolts into how to actually work with the customer and know what that customer service should look like, it doesn't matter.

Deanna Wallin:

Yeah, if you're standing behind the register and you don't greet a customer, you never get a chance to explain the product You're done. So if you can't break through those initial behaviors then the product knowledge is a futile effort and some people you know through sales training. It will definitely tell you who is comfortable and who is not. And sometimes people get into retail and or any sales job. They're taking the job because it sounds like fun or they thought they wanted to get into it. But it really does take a special person to sell. I don't care if you're selling cars, houses Without selling right.

Jennifer Johnson:

Correct Sell without selling.

Deanna Wallin:

Yes, it's a special and you have to not be afraid of rejection and if you're really good at it, it goes back to what we talked about about building a rapport, and that is the key to our customer loyalty, because when they come in, they know they're going to get a consistent experience. If they came into my locations and one person treated them one way, one person treated them another way, and what I will say is that you know we're not perfect.

Jennifer Johnson:

Yeah.

Deanna Wallin:

And when you have that big of a footprint, spread out over 800 square miles 800 miles you can't watch everything all the time and if there is a customer service issue, we have a dedicated in-house person at our office. If an email comes through or if there's a customer service issue, we address it immediately. We don't wait. It doesn't go three, four days down the line it is. We are sorry that you had this experience. How can we make this right for you? Whatever, we're not going to argue a point. We're not going to go do a tit for tat with a customer. How can we make this better for you?

Jennifer Johnson:

And I think that's where a lot of people go wrong. Because in a world where everything is online, you have a bad experience and you probably saw something I had posted on this about. You know you have one bad experience and then everybody knows about it, but you have one good experience and they don't tell as many people. Or you respond to a Google review with the tit for tat, Right, and that doesn't look good for you and it doesn't build that customer loyalty.

Deanna Wallin:

Right, absolutely. And that can tear you down so fast. I'll give you an example. We had a customer and the reviews are savage, you know, let me say the abuse of reviews is savage.

Jennifer Johnson:

Yeah, that's what it is.

Deanna Wallin:

And as business owners and people that manage small businesses, we have to walk such a fine line. It's, and it can be very scary, and sometimes it's not even. Here's an example we had a customer that had a body scrub. Now this is made with shea butter, and I love you, I just used it this morning.

Deanna Wallin:

Oh, thanks, good, that makes me happy. So we had a customer that had basically a three-year-old scrub that we didn't even manufacture anymore. We knew my sales associate knew this because of the label. So this woman tried to return it, saying she had bought it just a few months ago. And my sales associate was trying to be very nice and she she was like you know what, unfortunately, this is our policy. Like you know what, unfortunately, this is our policy. Because you know, being in a business, you have to have certain policies and procedures.

Jennifer Johnson:

It doesn't matter, right? You still have to.

Deanna Wallin:

You have to. So she's trying to return this scrub and my poor sales associate is like I I you know I can't do this Sales associate finally reaches out to the district manager, who reached out to me and was like, look, this customer's making a pretty big stink in the store. And I said you know what, had she been even remotely nicer to my staff, I might have hedged a little differently. But when you come in with an expired product and you're going to be super rude to my staff, I'm going to be a little less amiable to the situation. Now my cost of goods on that body butter is not that significant, but because she was super rude. If I allow someone like that, it's a fine line If you allow someone like that to treat your staff poorly.

Deanna Wallin:

it sets a precedent, and then it's going to happen again, and then your staff looks at you as a manager and an owner and says wait a minute, they didn't really stand up for me, they didn't have my back, they didn't, you know, they went against policy. So there's a very fine line there, because that's a bigger issue then. Yeah, you know, you've been through this with people trying to return things.

Deanna Wallin:

And so that customer service experience journey. It goes many directions. So she got super nasty with my stuff. Then I got on the phone. She got super nasty with me and I was like, okay, now we're done. We're done here. So this person elected to go onto our Amazon account and post reviews all over Amazon and you know this is just drastically unfair because it wasn't an Amazon purchase Right and it's abusive to the system of reviews there. So now you're harming a business that really hasn't done anything. You're trying to scam the business really.

Deanna Wallin:

And you're being rude and nasty to people. Yeah, so it is a delicate balance because, like you said, that one person. So now we have to go back and mitigate those reviews and try to build up that again and, and you know, I don't wish that on anyone because it's, you know, it's, it's hard, it's hard as a business, it's hard enough.

Jennifer Johnson:

It's hard enough.

Deanna Wallin:

Yeah, so that's just like. Those are just example, one example of walking that fine line of customer service, but you still have to maintain your business and and stand up for your employees at the same time. It's very true, went down a rabbit hole, sorry.

Jennifer Johnson:

It's we. You know what. That's what happens? We go down rabbit holes.

Deanna Wallin:

Yeah, it's not a podcast. It's fun. It's not a straight line.

Jennifer Johnson:

None of this is a straight line.

Deanna Wallin:

Anything that we're talking about business all of it, and these are challenges people have all the time. I mean you know you get people try to return stuff or bring stuff back or whatever, and you're like no, that's not happening, or people get mad because you won't take their stuff.

Jennifer Johnson:

That's what we see. We have both ends right, because we have the person buying and we have the person selling to us. So it's yeah it's tough.

Deanna Wallin:

Or they want to know why their stuff didn't sell or why it's marked down now and you're like well, you know we don't have answers for them.

Jennifer Johnson:

I don't know what to tell you. It just you know, we don't know, but if you had three things that you could say would contribute to building strong customer loyalty, what would those three things be that a business could be like? We're focusing on these three things that I know are gonna move the needle in our customer loyalty because ultimately we want our customers to return because it costs us more money. I know there's facts and figures out there. I am sure.

Jennifer Johnson:

How much it costs each individual business to get a new customer versus keeping them.

Deanna Wallin:

I think one thing that we excel at is communication with a customer. We do have an email database. I always ask other business owners I said are you capturing emails?

Jennifer Johnson:

Are you?

Deanna Wallin:

communicating with your customers. They want to know if you've got promotions going on. You don't have to over email, which we try to be extremely cognizant of that, but we want to communicate. During COVID we saw all these letters from the CEO and, quite frankly, we started doing that because people wanted to know Our customers might. We're in a highly seasonal snowbird area in Florida, Most of our stores are and they wanted to know how are you guys doing down there? They might have been locked up somewhere in New York or Michigan or where else. So I started doing these letters from the CEO, updating at least once a month, and you would not believe the amount of response that we got heartfelt messages from this, that communication, so using email communication. I'll give you one other example of email communication that after Hurricane Ian we had so many people just randomly emailing us to info at our info, just our general email Are you guys okay? We're so concerned about you. We're in Chicago, we're in Ohio and I couldn't believe it just people randomly reaching out.

Deanna Wallin:

So Hurricane Ian was a huge hit for our entire area. The roof of our warehouse was ripped off, 40% of our stores had gone four feet or more underwater. It was a very devastating event and talk about customer loyalty. This still touches my heart to this day. We moved the warehouse into a new facility that we had been working on and we had been. We didn't have power for the first five days. The roof is ripped off, the other one we've. Whatever we can, whatever right computer equipment we can get set up. We were back up and shipping in nine days and excuse me, and so what they did is they we? We sent out an email and we said thank you so much. We can't even answer all the emails that have come to us. If you would like to help us, here's what we're going to do Place an order and give us some time to fill the order. 40% of the stores are shut down. Go ahead, show your support, place an order, and my staff was literally in tears with these stacks and stacks, not hundreds, thousands of orders.

Jennifer Johnson:

Wow, that's awesome.

Deanna Wallin:

Thousands of orders that came in and guess what that kept jobs going. It did. I had to bring all the people that were out of work or their stores were closed, which we got. All of those stores cut down to studs and reopened within 67 days, all except one. It was a massive undertaking, but when you're closing a location, where did those people work, so we brought them all into the warehouse. So now they're filling these thousands of orders and they were happy.

Deanna Wallin:

They're like, hey, we have jobs and after that type of an epic event, you don't know who's going to reopen and who's not, because no one's hiring at that moment and we were going into Christmas season at that time because that happened September 28th, and you think about those two months going into Black Friday. So so number one communication that is absolutely critical. If your customer's in and out and then they never hear from you again, you are going to have a very hard time and you're going to have to replace that customer.

Jennifer Johnson:

And I love what you said because people do. I mean, I've done the CEO letter too. People love that because they want to hear from the owner, they want to hear from the founder, the person that started the whole thing.

Deanna Wallin:

Yeah, so we started that during COVID. You know it was a way to to reach out and, um, you know a lot of major companies dealt with it, they all did it and and I read them. I would read them all because, especially as a business owner, I want to go. What are other people?

Jennifer Johnson:

doing.

Deanna Wallin:

Yes, we don't know. We were all looking around. What are they doing? We don't know what to do, so we didn't. We don't want to say too much, but we're like, help us. And so we learned from each other as leaders during that time period. Um, but that outpouring uh post Ian was just that was a massive um attribute to our customer loyal, loyalty of our customer base. And they didn't care. And every order that came through there was a note with it. There was a personal note with it saying some people would send in a $500 order, some people might've sent in a $25 order and said this is all I can spend right now. I'm sending you prayers and love, that kind of stuff. Or please, please, never close. Your stuff changed my life and my skin. The messages that we got were unbelievable. So that communication goes both ways. It does, and it's about fostering the relationship.

Deanna Wallin:

So, that's number one. Quality in your product number two. There's nothing that goes on our shelf that I do not try on my body extensively. I reject tons. My bathroom looks like Willy.

Jennifer Johnson:

Wonka's science lab.

Deanna Wallin:

It's embarrassing. It is embarrassing because I get body care samples, shampoo samples I mean, I have samples till the cows come home. But it's about providing quality product. If you have a great product, people will come back. They will continue to use it, they will buy it if it works. And making sure that you have quality product is paramount, because I could have the best customer service. But if my product sucks, I'm done. I'm done it doesn't matter.

Deanna Wallin:

And then, third thing that we've talked about so we've got communication, quality and consistency. So there's your little rhyme for me. So consistency when they come into the store they know what to expect. And I am very particular even in our merchandising In the south. Here we have a grocery store chain called Publix. I'm a huge fan and I study Publix. Okay, publix knows what they're doing from a grocer standpoint.

Deanna Wallin:

Their customer service is exceptional. They are consistent, the quality. You don't go into Publix and find something that's funky right, you just don't. And during any type of crisis or catastrophe they are so um community oriented and philanthropic and I have taken so many cues from Publix heart, love you.

Deanna Wallin:

Publix, but they are. You know they're a retailer, they're a grocery but you're still a retailer. They're a mass retailer. They've expanded up into the East and the Carolinas and stuff. But I study Publix and I look and I it's really funny because I've moved a couple of times in the last 10 years and I have gone before and driven past the closest Publix to my old Publix. Why? Because I knew where stuff was Sure. I knew where stuff was Sure.

Jennifer Johnson:

I knew the map.

Deanna Wallin:

So when I merchandise in my stores we have core product and then we have what I call ancillary, so that's kind of like the cute seasonal stuff that rotates in and out. But when we place core merchandise I try to keep it consistent in the same spot. So when people come in, it's not necessarily boring, but they know what.

Deanna Wallin:

If it's a regular customer, it's not confusing, because I go into some boutiques sometimes and every time I walk in I'm like completely disoriented, you moved it all. Yeah, I'm like, where's the such and such? It used to be on the left wall, oh no, we moved back here. And so not that you have to leave everything exactly where it is, but ease of navigation and that consistency. Whether it's consistency in your floor placement, in your fixtures, even your lighting, like I look, if there's a light in the front that's a bulbs a different color than in the back that break in.

Deanna Wallin:

Consistency. Whether it's training, it is your training as your customer service consistent. So those are the things that I look for. Is that consistency in the experience, because they know what to expect Exactly. It's like coming home. My daughter comes home for Thanksgiving. She's 30 years old, she's a plastic surgeon at Stanford. Anytime I get a chance to throw it in, you just throw it in. It's great, I just threw it in. But the funny thing is she's this wonderful, successful person way out in the world and she comes home for Thanksgiving. Why?

Deanna Wallin:

She knows it's familiar, it's consistent and for her that's personal. So I think when you make that connection with your customer and they walk into your place and it feels like home, it feels consistent, they know it and they're comfortable there, I think that's really a huge testament to the business owner and that is going to form a connection and all these, all three of these are scalable, correct, with you know, within your company and how you do it.

Jennifer Johnson:

I love our conversation.

Deanna Wallin:

I know that our, our, we have great we do, we have a great conversation.

Jennifer Johnson:

Our listeners are going to get a lot out of this, Deanna. If our customers want to get in touch with you, they want to shop your store and they don't live in Southwest Florida. How can they do that?

Deanna Wallin:

They can visit us online at NaplesSoapcom. That's N-A-P-L-E-S-S-O-A-P. Naplessoapcom. Everything is on the website. There's some ancillary stuff that are in stores, but we've got a store locator there. We've got 13 in the state of Florida. But we ship all over the US, not to Canada or outside the US at the moment. But yeah, you can visit fabulouscom, wonderful.

Jennifer Johnson:

Thank you so much for being on today.

Deanna Wallin:

Well, thanks for having me. I love talking business and helping other business owners as well. Absolutely, and thank you to all of my listeners.

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Jennifer Johnson

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