Effective communication with customers

Just as cake decorating is a skill; talking to customers is a skill. Why?
Because talking to customers is what helps get or loose business.
It's what helps keep your customers coming back even when they do not order a cake from you.

Use the sentence "It's just cake" to a cake decorator and she will get very sensitive,  be emotionally worked up and exercise all her energy to explain in detail how it's not just cake. 


Of course all this sensitivity comes from the most important subject pricing which we will discuss in more detail on another post.

Recently, I've been reading a lot of comments and post on Facebook where cake decorators are finding ways to get back at the customer in an attempt to show the customer 'It's not just cake'  - honestly some handling it very unprofessionally too.

Just like any business; cake decorating also has to be conducted professionally.
No matter how rude you think the customer is, you must remember that the customer speaks for himself as an individual not for all customers, you on the other hand speak for your business. What you say is perceived as you speaking on behalf of your business.

We all know there are various types of customers that will come to order a cake,
Some have not clue what they want,
Some will want everything but can't afford anything,
Some will want everything but do not appreciate or value the efforts that go into making it.
Some will know exactly what they want and are willing to pay for it.

Here are three scenarios that summarize most of the cake inquiries I get . Please read them and think of what you would say or should have said to the customer.

Scenario 1 

Customer - Hi Veena, I want a Basket ball cake for my son on the 13th. Chocolate cake with Chocolate Buttercream. Can you make it on the board that looks like a basketball court.
Me - yes of course  would be happy to.. The price is XXX and it serves 24.
Customer - No reply!
Me - Hi do you still need the cake?
Customer - No, I think the price is too high, so I will pass this time. Thanks
Me - I understand, perhaps another time. Thank you so much for your inquiry. A very Happy Birthday to your son.


Scenario II

Customer - Hi - I'm looking to order a cake for my daughters birthday. She's four and wants a Princess Castle. Can you tell me how much it will cost.
Me - Yes, of course, would be happy to make a Princess Castle for your daughter. Let me get more details from you and we can discuss the pricing.
Customer - Cake for 50 persons, Vanilla cake with Oreo cookie filling and vanilla Buttercream. Fondant decorated with a Sugar Princess, a little garden, a flower garland suspended over the door, bla bla bla,.....
Me - Absolutely - it's all possible and my dates are available. The price for the castle is XXXX
Thank you.
Customer - wow.. so much? dont' you think it's a bit too much for just a cake?
Me - Oh no, that's not for the cake. The cake is not expensive, the cost of the cake is really not much, you can find one at the bakery too.  This price is for my time, skill and expertise to take cake and make it look like a castle. The sugar princess, the flowers etc are going to have to be made much in advance and it's going to take a long time and not to mention skills.
So yeah, if you looking for just cake - perhaps the local cake shop might be the best place to look.
If you still choose to have the Castle for your daughters birthday -I'd be happy to make it at the above price mentioned. Thank you. 


Scenario III

Customer - Hi Veena, I was referred to by your friend xxx. My son wants a cake. He wants a bottom cake inspired by his Ninja lego. With the Ninja Sword and a Nina flying in the air..
A top cake inspired by his Superman theme. He wants Spider man sugar figure on the cake and in action perhaps with a leg kicking or so. I need the cake this weekend (4 days) serving 38. How much will it cost.. Do I get a discount because your friend referred me.
Me - Yes, certainly would be happy to make your cake. However it is short notice so we will need to expedite the order process so I can work on the figures. My basic pricing starts at XXX plus all the above included. All cakes are charged depending on the amount of workmanship required. So the Price of your cake will be XXX including a 5% discount for friend referral.
Customer - OK, Wow that is way beyond my budget. Can I just do the cake without Spiderman figure and only one figure - will that make it cheaper?
Me - Yes, sure - the price is XXX
Customer - OK How about if we remove both the figures.
Me - Yes, sure the price will be XXX
Customer -  Ok - how about we do only the bottom cake. what can you do to reduce the price of my cake.
Me - The basic price of my cake starts at xxx - the rest is all added or minused after that..
Customer - I see, I think I will  pass on the cake this time, we will think about it perhaps on another occasion. 
Me - Definitely, thank you so much for your inquiry.


What do you think of the above three scenarios. What would you have said and how would you have reacted? These are just to give you an idea of how frustrating customer inquiries can be. It is very easy to go off course and explain to people why  you charge so much for your cake.
But ask yourself - is it worth it? Will it get you the order? Sometimes you do need to educate a customer like I did in scenario II but most other times; it's best to just let go.

Communication is key to your business and it is important to understand that even when you do not get an order that person will go out and talk about you should your business come up in conversation. But hopefully that person will say something similar to - Yes, I was suppose to order a cake for my son's birthday which did not work out but she sounded really nice and professional. Her work is gorgeous. Someday hope to order from her.
and not - Oh I called her for a cake and things got ugly by the end of the discussion. She's really expensive and when I asked her to lower the price she gave me all this crap about how much time she puts in to her cake.. ! bla bla bla..

Last be not the least, most cake decorators are mom's. We are women of the heart, juggling between home, kids and business. It's easy to get emotional and even more easy to get upset  but we are also professional and just as we do everything in our power to make our cake professional let's make our communication as professional too.
Let's make cake decorating a business run by professionals not mom's while still maintaining that softness where it matters most.

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