Fries,
Demise and Goodbyes...
Dear
Associate,
Back
in the 1990's when I enjoyed my breaks in San Francisco, I
ate at Sue's Terminal Foods. The restaurant was located inside
a bus terminal and therefore the basis for its name. I remember
the U-shaped counter, the greasy aroma and the colorful derelicts
roaming around the depot. It was fast, filling and cheap.
And
everyone liked Sue. She was a social butterfly who created
a friendly atmosphere. She'd make an attempt to greet and
meet with everyone sitting at her counter. And she was generous
with the portions. She spoiled us. I was hooked. I became
one of her many regulars.
Then
Sue sold her restaurant...
That
was the beginning of the end. The business went south. It
was never the same.
Susie
(one of the cooks) bought the restaurant. Although Susie was
a genuinely nice person—being nice alone won't cut it
in that business. She made two critical errors.
She
wasn't customer conscious. That's mistake one.
She
brought a job mentality into her new management role. That's
mistake two.
Susie
didn't know how to create a customer-friendly culture. She
wasn't aware about taking care of her regulars. She was an
adequate cook, but inexperienced at customer relations. Business
is not only about dollars and cents—it's about relationships
with people. Her business soon got out of balance.
After
Susie took over, the head cook quit. The atmosphere became
rather cold. The portions were reduced. The quality was inconsistent.
Fewer patrons were seated at the counter. I noticed her countenance
changing. To counteract the reduction in business—she
raised her prices.
A
big no-no...
All
the reasons why I became a regular: vanished. There was no
single reason to return. I dropped by once in a while as a
token gesture, but my heart and patronage had departed. As
a regular I felt betrayed, unappreciated and eventually I
never returned.
What
were the differences between these two opposing business models?
The
food was the same:
There
were no new specials. The menu didn't change to accommodate
an upscale cuisine. And the price increase was minor.
The
service remained the same:
Other
than a few new faces filling in the shifts, there's not a
whole lot of change here. The takeaway point being no one
had the gift of gab that Sue possessed. Sue was a mistress
at breaking the ice.
The
decor didn't change:
No
expense was spared for remodeling. We ate from the same plates,
shakers and silver. And the name change to Susie's Cafe was
obviously a plus.
The
environment didn't change:
Tourists,
commuters and transients all went about their business. On
chili days you could feel a cold draft wafting through the
depot. The foot traffic, pigeons cooing, and noisy hustle
and bustle of city life remained constant throughout the station.
With
only a few nuances, why did Susie lose her customers?
It
boils down to making her customers feel appreciated. Susie
gets a huge zero. When you can make your customers feel special,
they'll return many times over for that feeling.
It's
actually not about the product or service. People can patronize
other restaurants. It's the appreciation and satisfaction
they feel that keeps them returning for more.
Here's
how powerful this is...
When
I stroll into the local donut shop: Kit would always greet
me, create small talk, and pour my coffee from the fresher
of the two pots. He made an attempt to make me feel special.
(Similar to the welcome Norm received when he entered Cheers.)
Because of Kit, I often went back. Sometimes buying coffee
and a croissant just to shoot the breeze with him.
But
when Kit left the shop, I no longer felt special. They poured
my coffee from the blended pot. And you could barely get a
greeting from anybody. The customer-first culture Kit created
didn't transfer to the rest of the staff.
How
do you create this culture with your customers? How do you
make them feel special? How can you entice them to think about
you first?
Seven
Surefire Strategies for Sustained Sales:
1)
Advanced notice of an upcoming sale. Let them know it's
an advanced notice. Your customers get to prepare, budget
and look forward to arriving early at your store. Make it
a specific one-day only sale to nudge those sitting on the
fence to rush in.
2)
Rewards and members only discount. Your customers have
joined your membership and are qualified to receive benefits.
Credit card companies and airlines have grown their memberships
by awarding points and free miles with every purchase. A few
of my credit cards offer cash-back for making gasoline purchases.
Sign me up!
3)
Free product after so many purchases. This keeps them
coming back again and again. The 7-11 clerk issued me a card.
After purchasing six beverages, I get the seventh one free.
Since I seldom go to 7-11, this offer keeps me looking forward
to completing the cycle. It's pure brilliance. The card has
me thinking about 7-11 even though they are not on my radar.
4)
A holiday bonus or special gift. This incorporates the
surprise element. And everyone I know loves surprises. I received
a coffee mug as a holiday gift from a publisher where I contribute
articles. The mug sits around blasting the publishing company's
name. I get a nice mug and they get free exposure.
5)
Volume discount. This rewards your customers for making
multiple purchases. And it retains them to come back to you
instead of seeking your competitors. I purchased a six-pack
of speaking workshops in advance to receive a 20% discount.
As long as I'm in this loop, I have no reason to search for
another workshop.
6)
A nice card or autoresponder. Sending a thank-you autoresponder
after a purchase helps reduce buyer's remorse. A stick letter
inserted with the product will also help. Another strategy
is sending out a thank-you card or post card. Please jot a
short message with a personalized salutation instead of a
canned script as this increases the personal touch.
7)
Advanced announcement of a special or limited edition product.
Back in my college days when I was a classical percussionist,
Gene at Drum World called me about a specially made, single-ply
solid rock maple snare drum from Noble and Cooley. The Civil
War era wood bending process giving the snare drum a vibrant
"whack" was so unique that I ordered two. Gene was
probably lots happier when he added up his commissions for
that month.
Making
your customers feel special is critically important for repeat
business. Sometimes all it takes is a simple greeting as you
walk through the doors like the tellers do at my bank. Other
times you create that feeling through a special offer, gift
or bonus that shows them you think highly of them.
Warm
Regards,
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