TITLE: “How to create more trust with your customer or client, and turn that trust into influence! ” (Episode 225)
BONUS EPISODE: 225
THIS WEEK’S TOPIC:
One of the most important components for building a real connection and relationship with your customer or client requires that you establish credibility and trust — something that is also important for building and sustaining influence. That means: doing what we say we’ll do, being honest, being who we really are, standing by our products, and doing our best to do the right thing where others — especially those we want to build some type of relationship with — are concerned. When we allow these pillars to guide us, we also increase –exponentially– the opportunity for building both trust and real influence with our intended client or customer, our employees, our partner or spouse, our children, and our neighbors.
THIS WEEK’S GUEST:
This week’s conversation is a little holiday bonus — I’ve repackaged a conversation from earlier this year with BURU Founder Morgan Hutchinson. Morgan and I recorded this conversation as part of She Said/She Said Podcast’s collaboration with The Southern Coterie in 2022.
She Said/She Said Podcast will be the official podcast sponsor again in 2023, and I’m so excited about the incredible content that we’re working on for you as part of that!
As I work on those plans, it seemed like a perfect opportunity to share one of my favorite conversations from last year’s Summit.
Morgan is the founder and chief designer of Shop BURU. You’ll find her on Instagram @ShopBuru, and if you are looking for great fashion inspiration and incredible items, look no further!
BURU is a women’s clothing line made primarily in Morgan’s factory in downtown Los Angeles, CA. Together with Brett Hutchinson — Morgan’s cofounder, business partner, and husband — Morgan has built a unique and innovative brand with a very clear view of: who her customer is, what she’s concerned about, and how she’ll help her customer solve a problem.
As a mother of three young kids, Morgan’s journey into motherhood provided the initial inspiration for the BURU brand. In fact, breastfeeding — specifically — inspired the initial designs, but she’s continued to evolve the brand as her life and motherhood journey have evolved.
I had a great time hosting Morgan for a BURU pop up for a few friends just before Thanksgiving — something I hope will become a regular tradition because it was the perfect way to pick up a few great holiday items to complete holiday outfits!
Morgan focuses on establishing a high level of trust with her customer. You see that in her marketing efforts, especially on Instagram and on her blog, and you’ll feel that in today’s conversation. There’s also a level of vulnerability she shares with her customer and that she shares with me and ultimately with you as you listen.
KEY TOPICS IN THE CONVERSATION:
TRUST: Morgan and I talk about what creating trust with your customer (or potential client) looks like.
ENTREPRENEURSHIP JOURNEY: How her earlier experience starting her previous company “Passport Panties” informed how she and her husband Brett created BURU.
PARTNERSHIP: We talk about why Morgan and Brett make good partners and what each brings to the table.
FUNDING YOUR BUSINESS: We talk about why the choice she and Brett made to bootstrap BURU has been an important factor for balancing family, work and life. This is a really fascinating part of the conversation, and if you are trying to build a product-based business you won’t want to miss this!
MENTAL HEALTH: Morgan is incredibly candid in our conversation and talks with me about her struggle with bipolar disorder. I was particularly struck by this part of the conversation and think you will be too because it further underscores the importance of showing vulnerability in building trust with her customer. As she tells us, she shares her story to give others who are struggling hope, while also helping to change the stigma associated with mental illness. If you or someone you love or care about is struggling, I’ve included some helpful links below.
MORGAN’S BEST MOM TIPS: Morgan shares a couple of her favorite tips for both prioritizing and for traveling with little people!
COLLABORATION SERIES WITH THE SOUTHERN COTERIE: I recorded this conversation as part of our She Said/She Said Podcast / The Southern Coterie Collaboration in 2022. If you missed any part of this collaboration, I hope you’ll go back and listen. We’ve featured some amazing women (including Morgan) who are part of the Southern C network. They’ve included: fashion designer Lela Rose, business coach Sallie Holder, designer Mignonne Gavigan, Red Clay hot sauce CEO Molly Fienning, Partake Food CEO Denise Woodard, and Sandra Campos . We’re gearing up for another amazing lineup in 2023!
If you are interested in learning more about The Southern Coterie and The Southern C Summit 2023 – Feb. 1-3, 2023, click here.
I WOULD LOVE TO HEAR FROM YOU!
Friend, I hope you found this episode a great investment of YOUR time! I’d love to know what you thought of this or any of our she said/she said podcast episodes! DM me @lauraCoxKaplan on Instagram, or reach me via the contact link on my website. I’d love to hear from you! And, if you are feeling generous, please be sure to leave a review on iTunes or wherever you listen to podcasts.
MENTAL HEALTH AWARENESS RESOURCES & LINKS: