What have you done for your customers lately? I mean other than provide an outstanding product or service at a fair price, when and where they want it with knowledgeable, courteous service; other than that, what have you done for them lately?
If you don’t know, or the answer is ‘nothing’; maybe it is time to thank your customers simply for being your customers.
Here’s the example the started me thinking about this topic: at the end of my block there are two deli/convenience stores. The Convenience Store on the Left has been in the same location for over 20 years, and has gained a city-wide reputation as having the a largest selection of microbrews in the area. They also have a sizable wine selection, limited deli and a few convenience store items. The owners work the counter daily, and are pretty well-known around the neighborhood; they advertise in all the local papers and have been part of the community for years. However, this Convenience Store on the Left, has not updated their interior or offerings in years; their prices are remarkably higher than the competition; and they aren’t open either early or late.
The Convenience Store on the Right is brand-spanking new; and arguably it is a ‘Cadillac of Convenience Stores’; architecture to match the neighborhood charm, a coffee bar, 24 hour freshly made deli food, courteous & knowledgeable staff; plus a good selection of wine and beer. During construction of Convenience Store on the Right; the neighborhood was inconvenienced for months with construction vehicles, noise & dust, closed streets. However, the owner of Convenience Store on the Right hand delivered (with an apology) to every homeowner in the area a bottle of wine.
In the words of my next door neighbor: “I’ve been spending at least $25 a week at Convenience Store on the Left for the last 10 years; and they’ve never given me a bottle of wine!” So today, the parking lot at Convenience Store on the Right is always packed, they’re happy to special order anything requested, the staff is friendly and I always see my neighbors in there – probably spending much more than $25 per week on food, drinks, coffee, etc. And the old Convenience Store on the Left is usually empty. The owners are always at the counter now after laying off several long-time employees; the parking lot usually empty, the prices are still too high, the interior sadly out of date and it feels awkward just being in there.
People don’t have as much money to spend today as they had just a few years ago; and if you and your business are lucky enough to get some of their hard-earned dollars, an extra word of thanks might just be in order.
A few free bottles of wine, or their equivalent, to apologize for an inconvenience; a free service to say thanks for the loyalty; a special concession or product offering might make all the difference between a vibrant future for your business and a bewildering struggle. The rules of the game have changed, especially for small and medium-sized businesses. Those that thrive in the future will have built, over time, the most loyal & loving relationships possible with their clients. Show ‘em the Love!
Suzanne Andrew, founder of SMA Solutions, is a Business Leadership Consultant, Corporate Trainer and Health Zealot! Contact her today for an exploratory discussion about how she could help your business with planning, strategy, marketing or client relationships. SuzanneMAndrew@gmail.com
