Opening up about our personal lives via email isn’t easy, especially with people we may not talk to on a daily basis.
Marianne Mernick-Sullivan, President of
Consignments Ltd., had difficulty getting personal in her weekly newsletter. She stuck to interior design and what was on sale in her store. But once she opened up about being a type 1 diabetic, she built a new connection with her customers.
“I wrote about my reasons for gratitude, and it was totally off-topic,” she says. “I had people crying, saying to me,
I'm so glad you shared that. My brother's a diabetic, or
I've had a health challenge.
It just opens the customer relationship up to something bigger.”
Marianne was no longer just a shop owner to her customers—she was a person. She didn’t intend to share openly as a strategy, but it became a great tool to connect her business to her customers.
On this episode of Constant Contact’s Be a Marketer podcast, host
Dave Charest, Director of Small Business Success at Constant Contact, talks to Marianne about the importance of community connection, why you should have high standards for your business, and how to hire the right people.
Meet Today’s Guest: Marianne Mernick-Sullivan of Consignments Ltd.
☕ What she does: Marianne is the President of Consignments Ltd. Her 6,400-square-foot brick-and-mortar store sells furniture, lighting, china, handbags, and jewelry to customers in Rhode Island.
💡 Key quote: “I was basically told,
This is the most stupid idea that a person has ever had, and
you're going to lose this money on this. It sounds hokey, but if you believe in it and you're willing to work hard at it, you have to be willing to go for it.”
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