The Best Way To Get Repeat Customers + Referrals

The Best Way To Get Repeat Customers + Referrals

“We all need people who will give us feedback. That’s how we improve.”
~ Bill Gates

I want to talk to you about something that many business owners overlook in their business and what you might be missing out on as a result.

In order to maximise your chances of having people buy from you again and again, as well as tell others about you, you’ll need to be creating regular opportunities for your clients and customers to give you feedback so that you can make improvements to your products and services. 

Take a moment now to consider when you last asked your customers or clients for feedback. If you can’t remember or if you never have, then read on, this is for you. 

If you are a business owner, then it follows that you have products and/or services. Not asking for regular feedback as to how those products and services are landing for your customers and clients means you have no idea whether or not they are fit for purpose. Whether or not they are serving your clients needs.

Creating a positive customer/client experience is crucial if you want repeat business and word of mouth referrals. When people buy something from you and it has a positive impact on their life, it follows that they will tell other people about you and/or will be back to buy more from you in the future. If the experience was less than satisfactory, at best they’ll never buy from you again and at worst they’ll share with others their negative experience. 

Now I get it, even though asking for feedback seems straightforward enough – I mean how hard can it be to send out some feedback forms – it’s actually something that a lot of business owners put off. Why? Well my best guess, based on my own experience, is that it feels vulnerable to ask people what they think about what we created for them.

It’s significantly easier to bury our heads and avoid the possibility of hearing from someone that we could do better. Believe me, I know from personal experience just how much it can sting to hear from others that we fell short of their expectations. And….

It’s absolutely crucial to ask for feedback if we are to have any hope of offering the best product or service possible.

Now that I’ve made the case for feedback, allow me to share with you just some of the ways I have created opportunities for feedback in my own business.

My two primary offerings – where I spend most of my time and generate the most income – are my 1:1 coaching subscription and my Conscious Business Mastermind.

With my 1:1 coaching, to overcome the natural resistance to asking for feedback, I’ve created an automated off-boarding system that kicks in when clients finish up with me. What this essentially means is that when someone’s subscription comes to an end, I have a templated email ready to go that shares a few things. A gift coaching session for them to use whenever they feel the need over the next 12 months, a link to a feedback form and an invitation to share a testimonial with me.

In my post-coaching feedback form I ask 9 questions including the following: 

What situation were you in before working with me? What were you struggling with?

What results have you achieved since we started working together? What is different for you now, how would you describe the change that happened?


Is there anything you would have liked to see done differently or any improvements I could make to my coaching service? If so, what?

As you can see, I’m trying to get a solid picture of the impact our coaching together has had, as well, of course, insight into any improvements I could make to my offering. 

When I used to offer a 3-month coaching package, I also sent clients a mid-program review, which contained questions designed to understand if the program was working as the client hoped it would and to offer an opportunity to course correct if it wasn’t. 

Since moving to the subscription model, I don’t do this, as I never know how long a client will stay with me. Based on my experience with subscriptions, it could be anything from 3 months to 2 years plus but as I write this, I’m contemplating ways to incorporate opportunities for feedback within the subscription itself, rather than just waiting until the end to hear how it went, which is too late to course correct if needed. 

In my yearlong Mastermind offering, I also have an end of year feedback form and an automated mid-year form that gets emailed in June. In terms of how I automate this, I use Dubsado (this is an affiliate link which means you’ll get a discount and I’ll get a credit if you use it), using Dubsado allows me to set up users when they become clients or Mastermind participants and then set up automations as needed.

For the Mastermind, this means that an email with the mid-year feedback form will automatically get sent out in June without me having to remember to do it. A cheaper approach than using a software tool is just to create a reminder in your calendar and use gmail templates for the email.

I should probably mention at this point that I use Google Forms for all of my feedback (and application) form needs. 

Now even though I have my end of year feedback form and my mid-year feedback form, a year is a long time to go with only one check-in. So to deal with this, I’ve also created a Suggestions spreadsheet in our shared google folder and regularly remind the women to add to it if they have any suggestions for improvement. I’ll also check-in on a fairly regular basis inside our private Facebook Group, to see what people are wanting and needing support with, which informs which content I create and teach.

I’ll also hop on calls with any of my existing or former clients and mastermind participants to dive deeper into what they think about how I can improve my offerings. Sometimes a form just doesn’t go deep enough, so when I see something worth digging into deeper, I won’t hesitate to set up a time to talk. 

Another area of my business where I feel feedback is a must is when I’m contemplating creating something new, like a workshop for example. If I don’t know what to create then I’ll conduct audience research (different from feedback) but if I already have a good sense of what my audience needs from me, then I’ll present possible options to my people (on social and in my newsletter) and ask for feedback on those options and or names. In terms of live workshops, I will of course ask for feedback after the event to see how it landed and to identify ways to improve. 

Even though I have all of these things in place, I definitely think I could do more when it comes to creating opportunities for feedback. I genuinely don’t think you can ask for feedback enough.

Now having made the case for asking for feedback, it does come with a warning. It’s important to remember that you can’t please everybody. What one person might love and value highly, another might be completely disappointed by. Your job in analysing feedback then becomes to work out who your ideal clients are and what they are saying about your work.

If someone buys something from you but you don’t feel they are a fit for what you do, then you can to some extent disregard their feedback, but there is still gold to be mined here. Why did a less than ideal client or customer buy from you? Are you failing to hit the mark in your marketing or sales copy? Could you make improvements that will help to prevent wrong-fit people coming your way? There’s so much to learn here. 

So there you have it, why I think asking for feedback is so important and some tangible examples of how I do it in my business. If this is an area you know you need to improve on and would love some guidance on how to implement it, let me know in the comments so we can explore how I might support you with that. 



Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.

5 Pieces Of Sales Advice I Choose To Ignore (+ Why)

5 Pieces Of Sales Advice I Choose To Ignore (+ Why)

Trust is like love. Both parties have to feel it before it really exists.”
~ Simon Sinek

I want to share with you 5 pieces of mainstream sales advice that seriously bug the hell out of me. I’m pretty sure you’ll recognise most of these and maybe you already sense that they’re not exactly ethical, but in this piece, I want to illustrate why they won’t work for your kinds of clients and what to do instead.

Typically the type of business owner I work with is what I call a conscious changemaker. Somebody who wants to make a difference in the world, who runs a purpose-driven business that helps people. They are typically (although not always) introverted and identify as highly sensitive, not surprisingly, just like me. It follows then that their clients have similar traits and characteristics. Like attracts like and all that. It also follows that mainstream, manipulative and aggressive sales and marketing tactics don’t sit well with these sorts of people, which is why it’s so important to understand the damage that they do to your business and your reputation.

1. Hide Your Price

Oh my goodness, this makes top of the list, not only because it infuriates me so much, but because I genuinely don’t understand how this can help you make more sales. The advice goes, don’t put your price on your sales page and have people “apply” or enquire about signing up for your service. You must have seen it, a ridiculously long sales page with tons of testimonials and details on every single aspect of the service and no price, it particularly gets me when they even have a FAQ section and yet there is no “how much does it cost?” question. No, to ask that question, you have to enquire or get on a call with the person, talk about manipulative!

Why I don’t think this works. Personally, if I don’t know the price of something I am not going to go through the effort of applying or reaching out or getting on a call with someone only to have to back out if I can’t afford it. Nobody wants to have to admit that they can’t afford something after they’ve already told you they want it. It can feel uncomfortable and embarrassing and for that reason, I think many people just don’t bother. Also, in my experience, the people who typically employ this tactic charge high prices and so it follows that when people see this, the assumption is that it’s going to be too expensive. I once had a new client come to me who was using this tactic and her prices were great — affordable and accessible — I wonder how many people she lost because they assumed no price meant high ticket.

It also flies in the face of one of my most dearly-held values, which is transparency. Transparency fosters trust and trust is the foundation for a more meaningful and, in the context of transformational work, impactful relationship. Who wants to be coached by someone who hides something as important as price? Not me.

The ethical alternative. Display your price prominently. My awesome copywriter and long-standing client Lauren Van Mullem suggests a “need to know” section at the top of the page with all the most important details so you don’t have to scroll to find them. What a breath of fresh air — to see an example from one of her sales pages head here. Making people scroll for the price and putting it after a ton of testimonials is also a form of manipulation so make it easy for people to find.

2. Charge premium prices

Closely linked to the last point (because why would you need to hide your prices unless they are extortionate?) is the advice to charge premium prices. This advice isn’t linked to years in business, skillset or qualifications, in fact, it’s blanket advice for all coaches, even those fresh out of training.

Why I don’t think this works
First of all, not all services are premium. This obsession in the online business world with premium and high ticket offerings is, in my opinion, unhealthy and unhelpful for most business owners. To charge premium pricing, people expect a premium offering. What pains me is when I see business owners, with little experience, a DIY’d brand and image charging the same as the six-figure marketing coaches they hope to emulate.

It also goes without saying that the more expensive you price yourself, the less accessible you make your service and the harder it becomes to get the sale.
To charge premium pricing as a beginner in business is a dangerous trap to fall into, both for the service provider and the client. If you, as a business owner don’t believe in your price, you’ll never enrol clients at that price. There has to be alignment and integrity when we state our prices. We have to believe that it’s truly a sound investment for the person before us if they are to believe it too.

My advice. Don’t charge premium prices unless you feel ready to and you want to position yourself as a premium service. And remember, not all online services have to be premium or only be accessible to those who can afford them. You can still offer high value services and charge more accessible pricing (and make a good income to boot!).

The ethical alternative: Charge less and make your service more accessible or if you want to offer a premium service, increase your prices in line with your increased experience and expertise and be sure that what you offer is in fact premium. To read more on my thoughts around pricing head here.

3. Charge for discovery calls

Yes, unbelievably this is a thing. There are business coaches out there who will encourage you to charge a fee for people to get on a call to find out more about your paid service. I’m lost for words on this one to be honest. I’ve heard the argument, from coaches who use this strategy, that it’s so that their time doesn’t get wasted by people who aren’t serious about working with them but I don’t buy it (excuse the pun). My hunch is that this is just another way to create a sense of exclusivity and that feeling of “if it costs money, then it must be valuable” or “if I pay for it then I must be committed” neither of which I think is necessarily true.

Why I don’t think this works
I would imagine that it’s pretty obvious why this wouldn’t work. Of course, if you have a six-figure coach who employs the full range of manipulative tactics out there and has got people to a place of serious fomo, then people in their audience may well feel that “getting to” speak to this coach is worth paying money for, even if there is nothing of value being exchanged, in fact, what’s typically happening is that you are paying to be sold to. But for the newbie coach with a fledgling audience, the chances of people paying to get on a sales call with you are slim to none, making this one of the worst pieces of sales I’ve come across over the years.

The ethical alternative: what I suggest is the complete opposite of this tactic and that is to offer a whole gift session to people interested in working with you, with no pitch and no obligation to buy. It’s been my experience and that of many of my clients that when we operate with this kind of generosity and a deep desire to serve rather than simply get the sale, people really notice and as a result, sales are in fact much more likely.

4. Overcoming objections in sales calls

The idea behind this is that when people say that they can’t buy from you for reasons such as affordability or it not being the right time, you overcome those objections essentially by helping them see things differently. If you google “overcoming objections in sales calls” you’ll find plenty more examples of objections and how to overcome them.

Why I don’t think this works
In my experience when people raise objections about working together it’s because they just don’t want to do it, whatever the reason. Perhaps the reason is that they don’t feel like it’s a fit but find that hard to say. Maybe there’s something about us that they don’t quite gel with but would never dream of saying that to our face. “I can’t afford it right now” is a great way to say no, without saying anything that might offend. So if we start to try and coach that person on their money mindset, it can start to get deeply uncomfortable for all involved very quickly.

Having coached hundreds of people, I can safely say that the people who are what I call a “hell yes!” are the clients who show up with the greatest levels of commitment and enthusiasm for the work. If I have to convince someone to say yes, it’s a sign to me that they’re not a fit.

I remember a year or so ago, someone on a work together call said to me, I’m not totally sure I want to do this. To which I replied, me neither. She seemed quite taken aback until I explained that one of my key criteria for fit (yes I am checking that potential clients are a fit for me) is that they are 100% sure they want to move forward. Anything less and I don’t believe the coaching relationship will be powerful enough to weather the inevitable ups and downs of the business growth journey.

The ethical alternative: Slow down the sale. I give people as much time and space as possible to make the right decision. I would never dream of trying to overcome an objection, but I will give people the time they need to get to a place of certainty about working together themselves. Offering a gift session to potential clients is the best way I know to give someone as much information as you can about what it would be like to work together, thus allowing them to make a truly informed decision. For more on slowing down the sale head here.

5. Give people a false deadline

We’ve all seen this one. We’re asked to make a decision by some arbitrary date or face a much higher price. I’ve seen this for group programs and 1:1 services and it just feels downright icky. The tactic plays on our fear of missing out on a good deal but here’s the thing, the discounted price is the one they want to charge you anyway. The inflated post-deadline price is there just to manipulate you into saying yes.

Why I don’t think this works
Simply put, it feels gross. These days most buyers are on to this tactic and even though it still works on many, the result is the undermining of trust. I can’t tell you how many people have signed up for pricey programs that promise big results only to seek me out months or years later feeling tricked and ashamed of themselves for falling for dishonest tactics. They never got the results they were promised and feel betrayed by the whole process. It makes me so sad.

When I first started to see this tactic for what it was and understood the manipulation involved, I started to identify how it felt in my body when it was happening to me so I could become more conscious in my own purchasing decisions. These days whenever I see something for sale and I feel anxious or torn about buying it and I feel pressure to buy because of a deadline, I know that I’m being manipulated and I can now breathe through it and move on.

The ethical alternative: Only use real deadlines, like when there is an actual start date for a live program. If there is limited availability or you need to use a deadline, then let people know when or if you might be offering it again. Do what you can to put people at ease around their purchasing decision rather than have them buy out of anxiety or fear.

So there you have it, 5 tactics you may have experienced or even employed (there is no judgement here) and why I don’t use them and what you might consider using instead. In essence, I believe that these tactics eradicate trust between you and your would-be client, my hope is that the alternatives provided show you a new way to foster greater levels of trust between you and your clients.

I hope you found them useful. I’d love to know, is there anything you would add to this list? Feel free to let me know in the comments below.



Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.