Stop Selling. Start Dating Your Customers w/ Hunter Myers

What if the reason people aren't buying has nothing to do with your offer?

Many business owners spend their time trying to generate more leads, create more content, or improve their sales process. But according to Hunter Myers, the problem may be much simpler. You're treating customers like transactions instead of relationships. In this episode, she shares her Matchmaker Method and explains why businesses should start thinking about customer relationships the same way they think about dating.

Hunter walks through her four-part client connection framework and explains why buyers may need as many as 50 to 100 touchpoints before making a purchasing decision. You'll learn how to attract better-fit clients, reduce friction throughout the buyer journey, create stronger customer experiences, and build relationships that continue generating loyalty and referrals long after the initial sale. 

So, if you're ready to learn how to attract the right clients, create stronger customer connections, and turn buyers into loyal advocates, this episode is for you. 

Connect with Hunter:

LinkedIn: https://www.linkedin.com/in/hunter-myers-cnxncreativeco/

Youtube: https://www.youtube.com/@cnxncreativeco

Website: https://www.cnxncreativeco.com/

Brand Attractiveness Assessment: https://forms.gle/N4Btymx7y3uGz7V59 

Chapters:

00:25 Why you should start dating your customers

02:20 How to define your ideal client

03:45 The exercise for finding your best-fit clients

04:50 How to create chemistry with buyers

06:00 How Woxer solved a customer problem 

07:10 Why buyers need more touchpoints than ever

08:05 How to reduce friction in the buyer journey

09:00 Creating content that answers questions before sales calls

09:45 Why representation matters in your marketing

10:35 The touchpoints you may be overlooking

11:40 Why most businesses fail after the sale

12:20 The referral strategy most businesses skip 

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Transcript

SPEAKER_00 0:01

Welcome to the Business Chaser, your quick pour of strategy, clarity, and momentum. We skip the small talk and get straight to the strategy here in these bite-sized episodes. We're here to help you grow smarter, market better, and chase what matters all in 15 minutes or less. I'm your host, Lauren Najar. Tune in and let's chat.

SPEAKER_01 0:24

Hey there everyone, and welcome back to Business Over Cocktails. My name is Hunter Myers, and I am super duper excited to be talking to you guys about my brand matchmaker method. Now, if you caught the episode earlier in the week, I touched on this a little bit and I'm really, really excited to dive into it more with you. So as I said earlier, it is really, really important that we start reframing the way that we are viewing our customers. And when I tell people I want you to start dating your customers, they oftentimes give me the craziest look. But I want you to think about this. Okay. I want you to think about a time that you were on a bad date and what that felt like for you and what you experienced. And then I want you to also think about a time that you were on a good date and what that felt like. And to think that your customers and clients experience the exact same thing each and every day. The only difference is it is a business on the other side of the table from them instead of a person. And as business owners, it is our responsibility to be good dates for our clients. Like our clients and customers are what keep our businesses going. Like without a client or a customer, like you just have an expensive hobby, right? And so it is so important then that we are showing up for our clients and customers in a way that is mutually beneficial for them. So they're paying us, but we are also making a really strong experience for them. And so in the episode on Monday, I talked about this four-part client connection framework. And I want to walk you through that so that you can hopefully start implementing some of this into your own business. So the first step is all about understanding and defining your type. Now, oftentimes you'll hear people say, like, who is your ideal client or your ideal buyer? And this is really where this is happening. So the same thing with dating, right? Like you aren't going to go into a bar and willingly go home with anyone there, right? Like you are going to think about who it is that you want to be attracting. And we need to be doing the same thing in our business. We need to be figuring out who our services and ourselves, right, are best for. And we need to get really specific about that. And when I so when I started my business, I thought like I had it all figured out. And I was like, well, I serve, you know, service-based women-owned businesses. And then I would stop there. And the problem with that was like there were a bunch of service-owned uh or service-based, gosh, I'm stumbling, service-based women-owned businesses who weren't the right fit for me. Just like there are plenty of people, let's say that you like people with brown hair and blue eyes that also aren't the right fit for you. And so in this defining your type phase, you've got to get very clear on who specifically these people are. Now, if you've worked with clients or customers before, one of my favorite activities to do is to actually make a side-by-side list of like clients or customers you loved working with and those that you didn't like working with and write down the characteristics of those people and start to use those to figure out more about your people that are in the love category. So you can try to attract and appeal to more of them and start to avoid some of those ones in the not so much category. So that would be a tip there for defining your audience or defining your type. And so the next phase is all about creating chemistry, which is about positioning you and figuring out how you can show up and what you offer specifically that is very, very appealing to your type, to those ideal buyers. How can you differentiate yourself? What is it that you do or you offer? And how can you frame that for people that really resonates with them? And the key here is to make sure that they stay the focus. And so one of my favorite examples is actually a women and non-binary boxer brand. It's called Walkser. And they did something that I think was really freaking cool. So they found that a number, so let's they attract women who like to wear boxers, right? They'd attract people who have periods who like to wear boxers. And when you own a pair of boxers, traditional boxers, you cannot put a pad in the boxers. Like they're not designed to hold a pad. And so anyone who was having a period who was wanting to wear those boxers for oftentimes a week out of every month would have to purchase a different kind of underwear. And so what Walkser did is they knew this problem that their people were experiencing. And they're like, how can we solve this to make sure that these people stay with us, that we can serve them so well that they don't have to purchase something from anyone else. They don't have to purchase underwear from anywhere else. They can purchase it from us. And they developed a special pair of boxers that have an additional lining in them that can hold a pad, which I think is really freaking cool. And it was such an amazing way to create chemistry with their buyers and become truly the go-to for that audience. So I want you to think about ways that you can be a go-to. Like why would someone choose you? What can you do to make sure they choose you over anyone else? Now, once you have figured those two things out, you can move on to the third phase, which is all about setting the mood. Now, you may have heard of buyer journeys and buyer touch points, and there's been some really interesting research that has come out recently. So people used to say that it takes about seven touch points before someone is ready to buy from you. But new research has come out that it can take anywhere from 50 to 100 touch points before someone is comfortable enough to purchase from you. And so the setting the mood phase is all about thinking of the different touch points that your type could be going through. Where are they going to be interacting with your brand? What are they feeling at each of these phases as they are interacting with your brand? And how can you reduce as much friction as possible to make it easy for them to move to the next touch point and ideally reduce the number of touch points that they have to experience before they're ready to buy from you? So, some examples of this could be providing FAQ videos. So if you have questions that your clients and customers ask a lot, maybe on sales calls, what are ways that you can be answering those ahead of time in your content? Another one is thinking of the visuals that you're using in your brand and making sure that your clients and customers feel represented. So, for example, if you work with, let's say you're in the wedding industry and you want to work with queer couples, making sure that you have imagery on your site, on your socials that represent queer couples will make them far more comfortable coming to you and trying to work with you than if you only had like heterosexual couples represented on your site. So things like that that will make your type more and more comfortable as they interact with your brand. And know too that these touch points aren't just someone coming to your website. They could be hearing about you from someone else, like hearing about your brand from a client who really liked working with you. That's a touch point. It could be seeing you speak at a summit, a touch point. It could be hearing you speak on a podcast. That's a touch point. Like all of these are ways that they are interacting with you and your brand. And they are things that I recommend you think about when you are showing up and kind of courting these customers. And then we talked about on the podcast on Monday this happily ever after phase. And this is where most businesses fall off. And if you can do this, this is a great way to then position. So if we go back to the creating chemistry part, to position your brand as something that stands out from the competition. And this happily ever after is all about maintaining the relationship post-sale. How can you continue to serve the people that you are trying to target and that you are trying to help past the time of purchase? So, for example, what I do with my clients is I've if I've got a branding client, after we've done a branding project, I will send them a pack of stickers with their new logo. I don't tell them that we're going to be doing this, but it is just a special gift of like, hey, thank you so much for partnering with me. This was so much fun. Like I'm here to support you. I will also keep checking in with them. Like, what are your goals? What are you working on? Like when clients work with me, I feel like whether it's to my detriment or not, like I become a part of their business and they become a part of mine. It's kind of like this little family that we're building. And I want to continue to support you, even if it is not from the lens of me doing design work for you, even if it's just me cheering you on, if it's me like seeing how you're using your design assets and being like, damn, you are killing it. Like this was freaking awesome. Or, hey, I saw this resource and thought of you, this might be a good idea to test out. Like things like that where we can continue to serve the people who have already invested in us. Like we are returning that investment into them and letting them know that even though you aren't paying me right now, you are still valuable. I still value this relationship. And in doing so, I have been able to create some phenomenal referral partners, some amazing relationships that have opened a number of doors and have increased my own customer lifetime value because of those relationships that I maintain and keeping them from being transactional and instead making them relationship and human-based. Now, I know that this was a lot of information. And I hope, though, that in relating it to dating and thinking about your own dating experience and the process of courting someone, that you can start to slowly implement some of these examples and some of these pieces and steps of this framework into your business. I do have an assessment as well that kind of helps you pinpoint where you're at. So you are welcome to take that too. It is free just to help you kind of gauge which of these sections you are in. But again, like you can absolutely do this. You have either been on a date before, you have seen them on movies or on TV. And so now all you have to do is start applying it to your business. And if you have any questions, definitely reach out to me. Like I am here to support you. Continue to connect with me. Reach out on Instagram, find me on YouTube. I talk about this even more if you want to learn more. Just let me know what you're up to, and I will keep cheering you on as well.

SPEAKER_00 11:43

That's your quick hit of clarity and momentum for the week. If it sparks something, share it with a friend or tag us in your stories at Business Over Cocktails and or at Lauren Najar. We love seeing what resonates. Don't forget, Mondays are for full-length episodes with rich conversations, and Fridays are the Business Chaser episodes. These are bite sized insights pulled from our guests to keep you inspired and aligned throughout the week. Do you have a question or takeaway? DM us at Business Over Cocktails. We just might feature it in a future episode. Cheers.