It’s The Experience

People like experiences. When they go to a restaurant they want good food AND great service. But, they will pay even more for ambiance and to feel special (think The Melting Pot).

 

When people go to a hair salon they want a style that is flattering. But they will pay extra if the salon offers perks (i.e. soothing music and an extra five minute scalp massage).

 

Think about the experience your clients have when they interact with you and your products/services. Then think about how you can make it better.

 

You’ll not only have satisfied customers, you’ll have brand loyalists. People like a brand because they know and like the experience that comes with it. And they’ll talk about it if that experience makes them feel special.

 

Towanda Long aka The Café Lady

 

Hurry Up and Wait

The other night I was shopping when a cashier gave the twenty-minute warning. You know the “XYZ store will be closing in 20 minutes. Please bring your final selections to the register” warning.

 

This sounds like a reasonable request, right? Yeah, I thought so, too. That was until I got to the checkout area.

 

First of all, there was only ONE register open, but there were FOUR employees organizing merchandise on the floor. Okay, do they not see the long line wrapped around the magazines? Do they not see the customers looking at them like “WTF, open a register already.” Is there a reason no one can open another register?

 

Secondly, why does the cashier keep making those announcements every five minutes? Why is she rushing customers to get in line? Her line is already too long and the other employees are STILL organizing the floor… I mean it’s only been 10 minutes, but who’s counting?

 

And lastly, since when did it become more important to clean up the store than to service the customers? I mean really, can you fold those t-shirts when the line gets a little shorter?

 

Here’s the lesson. If you’re going to spend your time, money and energy designing a great store environment and marketing your products, take the time to provide a great shopping experience. And this experience includes everything – from the time your customers enter the store until the time they get in the checkout line until they leave your parking lot and carry your products home. And no one likes to hurry up and wait.

 

Towanda Long aka The Café Lady

What Does Your Follow-Up Say?

A few weeks ago I worked a tradeshow exhibit booth at a convention. While taking my afternoon stroll around the exhibit area (mostly to check out the competition and to find inspiring ideas) I chatted with a possible vendor that was also exhibiting.

 

Her business was a great fit for one of my future marketing projects. I was excited at the possibilities and gave her my contact information. She was to follow-up with me after the show to schedule a meeting.

 

When I hadn’t heard from her in two weeks I figured she must have forgotten about me. I considered calling her, but never got around to it. Over four weeks later she contacted me, but my excitement was gone.

 

Why? Because a call within a week says, “I am on top of my business and I look forward to working with you.” A call within two weeks says, “I am an efficient business person, but not overbearing.”

 

But four weeks? That makes me ask questions. Can I trust her to respond in a timely manner? Will she value my business? Will my products arrive on time? Will she call me with updates? Is she on top of her business details?

 

I’ll still consider a meeting, but my enthusiasm to work with her is gone. Her follow-up has shown me some unflattering things, and she has to overcome that.

 

What does your follow-up say about you?

 

Towanda Long aka The Café Lady