On Sunday morning I watched a news story on CBS about an amazing relationship between an elephant and a dog. The story took place at an elephant sanctuary in Tennessee. As the reporter remarked, "An elephant sanctuary in Tennessee? That sounds like a story in itself!"
This sanctuary rescues elephants that are no longer wanted or have been abused. When an elephant arrives at the sanctuary, it immediately bonds with another elephant. The elephant in this story, Tara, did not bond with another elephant; she bonded with Bella, a stray dog which had shown up at the sanctuary. They go everywhere together. Last year when Bella got sick and had to stay in the sanctuary office for three weeks, Tara stood outside the entire time, waiting. To appease Tara, Bella was carried out to see her. Since then, this unusual twosome go all over the sanctuary together.
Evidently, CBS had reported on this story previously and the report that I watched on Sunday was a follow-up piece because the owners of the sanctuary referenced the first story and what had happened after it aired. "After that story aired," remarked the wife of the husband and wife owners, "we were bombarded with calls. We had request after request about Tara and Bella. Disney even called and wanted to do a film about them starring either one or both."
"Disney!" the reporter exclaimed. "So what happened with that?"
"We thought about it," she continued. "Our reason for having this sanctuary is to give the animals here an opportunity to live life for themselves and to be the creatures that they are rather than be performers for the entertainment of humans. For them, just being who they are has intrinsic value. That is our goal with this sanctuary. We turned Disney down."
The reporter was stunned, and so was I. They turned down Disney. They turned down a great deal of money. Most amazingly, they stuck to their objective.
Sticking to an objective is not easy. It's easy to forget your objective. It's easy to be swayed from your objective by lucrative offers. It's easy to rationalize out of your objective by the temptation of an offer. Diverting from your objective is much easier than following through on it.
That's why you set objectives. Objectives state what you want to accomplish. They require a great deal of thought to formulate. Once written, they are a ready reference and best when reviewed consistently. They help you maintain your focus. They keep you on the path toward achieving your goals.
The elephant sanctuary stayed on its path by following its objectives.
How are you doing following your objectives?
Friday, July 3, 2009
Friday, June 26, 2009
Reduce Your Frustration
As I was walking my dogs early yesterday morning, I witnessed a spectacular sight. The high humidity had spawned a heavy dew which clung to everything. Wherever a spider had spun a web, the beauty of the web in minute detail was exposed for all to see. The sun filtering through the heavy haze glinted off the dew, acting as a back light to further accent these spinnings.
Everywhere I looked, I saw webs. I was amazed at the number of them. There were more than I had ever imagined! Their uniqueness fascinated me. One was very deep, about six inches horizontally. Others had long, single-strand anchors. Some were softly draped and swung with the slightest movement. No two were alike.
However, all had something in common.
Beyond the fact that they were all created by a spider, all of these webs were a part of a system. As my dog moved past one into the ditch to sniff, I worried that on her way back out of the ditch she would ruin the web, forcing the spider to flee. I hated to see such hard work disrupted.
Looking closely at the spider, I realized that the spider was unconcerned about its web being disturbed. It had created a system and was patiently working it in anticipation of a meal.
That prompted me to think of the similarity between the spider and its web and a business and its marketing. Just as the spider anchors its web, a marketing plan is the anchor to a marketing system. Those businesses who have a marketing plan have a place to start in developing their marketing system which directs their focus toward their revenue goals. When they encounter tough economic times, they continue to work their system. Not only do they do much better during tough times than those without a system, but they come out much stronger afterwards, too.
A marketing system allows a business to build on what works rather than reinventing the wheel, or the web, periodically. It establishes historical documentation of marketing efforts, which, similar to historical accounting data, offers information that can be reviewed and adjusted as necessary. It sets up a continuity of marketing which reduces frustration and produces better results.
Businesses who have a marketing system and work that system are like the spider working its web. They are not subject to being disrupted. They are not worried about what to do next. They are not frustrated with their marketing. Instead, they are maximizing their revenue by staying focused on their system.
How do you develop a marketing system?
Start with a marketing plan.
Everywhere I looked, I saw webs. I was amazed at the number of them. There were more than I had ever imagined! Their uniqueness fascinated me. One was very deep, about six inches horizontally. Others had long, single-strand anchors. Some were softly draped and swung with the slightest movement. No two were alike.
However, all had something in common.
Beyond the fact that they were all created by a spider, all of these webs were a part of a system. As my dog moved past one into the ditch to sniff, I worried that on her way back out of the ditch she would ruin the web, forcing the spider to flee. I hated to see such hard work disrupted.
Looking closely at the spider, I realized that the spider was unconcerned about its web being disturbed. It had created a system and was patiently working it in anticipation of a meal.
That prompted me to think of the similarity between the spider and its web and a business and its marketing. Just as the spider anchors its web, a marketing plan is the anchor to a marketing system. Those businesses who have a marketing plan have a place to start in developing their marketing system which directs their focus toward their revenue goals. When they encounter tough economic times, they continue to work their system. Not only do they do much better during tough times than those without a system, but they come out much stronger afterwards, too.
A marketing system allows a business to build on what works rather than reinventing the wheel, or the web, periodically. It establishes historical documentation of marketing efforts, which, similar to historical accounting data, offers information that can be reviewed and adjusted as necessary. It sets up a continuity of marketing which reduces frustration and produces better results.
Businesses who have a marketing system and work that system are like the spider working its web. They are not subject to being disrupted. They are not worried about what to do next. They are not frustrated with their marketing. Instead, they are maximizing their revenue by staying focused on their system.
How do you develop a marketing system?
Start with a marketing plan.
Tuesday, June 16, 2009
Make Communication Powerful
As I was enjoying a Pepperidge Farm cookie (or two) this morning, I read the side of the package. I liked the writing so much that I wanted to share it with you. Here is what it said:
The Art of the Cookie
by Pepperidge Farm
Begin with a baker’s soul. Seek the finest ingredients. Explore nature’s infinite variety of flavors and textures - sweet, crunchy, rich…oh, and chocolate.
Entertain inspirations. Embrace decadent cravings. Reward yourself.
Open…Taste…Delight.
Thank you for letting us share our creations with you. Gratification guaranteed.
Notice how each sentence opens with a verb. These are not just any verbs, but ones which have been carefully selected by an talented writer. Begin, seek, explore, entertain, embrace, reward, open, taste, and delight are verbs which intrigue, invite, and ignite the reader.
In addition, beginning the sentence with a verb sets “you” as the subject of the sentence. That pulls in the reader and personalizes what he or she is reading. Involving the reader delivers the message effectively.
Most importantly, the verbs tell the reader what to do. They start by explaining how Pepperidge Farm creates these cookies, “Begin with a baker’s soul….” They continue by getting lost in the experience of enjoying one of these cookies, which are scrumptious. They end with a “Thank you.” After reading this, I felt that the writer was sitting at the table indulging in one of these cookies along with me.
This was written from the customer’s point of view.
Writing from the customer’s point of view is an effective way to connect with your customer. These words share that Pepperidge Farm is giving the customer what the customer wants. They show how Pepperidge Farm begins with the customer’s wants in mind, creates what the customer wants, and appreciates the customer’s business. They tell the customer what the customer gets when he or she savors one of these cookies and that this experience was deliberate. They communicate that the customer’s enjoyment was Pepperidge Farm’s goal.
Are you doing this with your communications? Are you sharing why and how you do what you do? Are you telling your customer that you understand your customer’s point of view?
Take a look at your communications with your customer. If you are not doing this, adjust so that you do.
Remember, using the customer’s point of view makes your communications powerful.
The Art of the Cookie
by Pepperidge Farm
Begin with a baker’s soul. Seek the finest ingredients. Explore nature’s infinite variety of flavors and textures - sweet, crunchy, rich…oh, and chocolate.
Entertain inspirations. Embrace decadent cravings. Reward yourself.
Open…Taste…Delight.
Thank you for letting us share our creations with you. Gratification guaranteed.
Notice how each sentence opens with a verb. These are not just any verbs, but ones which have been carefully selected by an talented writer. Begin, seek, explore, entertain, embrace, reward, open, taste, and delight are verbs which intrigue, invite, and ignite the reader.
In addition, beginning the sentence with a verb sets “you” as the subject of the sentence. That pulls in the reader and personalizes what he or she is reading. Involving the reader delivers the message effectively.
Most importantly, the verbs tell the reader what to do. They start by explaining how Pepperidge Farm creates these cookies, “Begin with a baker’s soul….” They continue by getting lost in the experience of enjoying one of these cookies, which are scrumptious. They end with a “Thank you.” After reading this, I felt that the writer was sitting at the table indulging in one of these cookies along with me.
This was written from the customer’s point of view.
Writing from the customer’s point of view is an effective way to connect with your customer. These words share that Pepperidge Farm is giving the customer what the customer wants. They show how Pepperidge Farm begins with the customer’s wants in mind, creates what the customer wants, and appreciates the customer’s business. They tell the customer what the customer gets when he or she savors one of these cookies and that this experience was deliberate. They communicate that the customer’s enjoyment was Pepperidge Farm’s goal.
Are you doing this with your communications? Are you sharing why and how you do what you do? Are you telling your customer that you understand your customer’s point of view?
Take a look at your communications with your customer. If you are not doing this, adjust so that you do.
Remember, using the customer’s point of view makes your communications powerful.
Monday, June 1, 2009
Caught Up in Creativity
As I was driving to an appointment the other day, I passed a billboard which caught my eye. The prominent scene on the billboard was a photo of kids jumping off a rock into water. In large, capital letters “Vacationville” spread across the top. A small logo was tucked in the lower right corner.
“Whose logo is that?” I wondered as I peered back at the billboard, almost driving off the road in the process.
At the last second I thought that I discerned “Johnsonville” on the logo.
“Wow,” I exclaimed out loud. “Why do businesses do that? I can’t believe that a business of Johnsonville’s size would make that mistake.”
What was that mistake? The biggest mistake made on that billboard was making the logo too small. I am always amazed when businesses and advertising agencies add the name of the business onto a billboard, a print ad, a radio spot, or a television commercial in an insignificant manner. The name appears to be an afterthought. It is displayed too small in print, said only once in radio, or shown only at the end of the television commercial.
Isn’t the name of the business the principal reason for the advertising? Isn’t the purpose of most ads to prompt customers to buy from that business? How does minimizing the business’s name promote the business?
It doesn’t. When the business’s name is prominently featured, customers get the message easily. In fact, they get the most important part of the message easily: the business’s name. I recommend that in any print piece, whether billboard, magazine, or newspaper, the business’s name is as large as the headline. The headline and the business’s name together give the message of a print piece. If that’s all a reader sees, you have communicated what you wanted to say.
In radio or any audio communication, say the business’s name at least three times in thirty seconds. Repetition is critical. Merely saying the business’s name at the beginning and/or the end of the spot is not enough. The listener needs to hear the name during the spot, too, in order to absorb the business’s name.
Television commercials are the biggest abusers of minimizing the business’s name. Often, the name of the business is only at the end for three to five seconds. When the business is paying for thirty seconds, why not have the business’s name on the screen for the entire length of time? Why not tell the viewer at every point in the commercial who the commercial is promoting? Why not make a big deal about the business’s name?
Having worked in radio and TV and having created print ads, I can answer those questions. Just like the agency who designed the Johnsonville billboard, copywriters and graphic designers get caught up in creativity. They are so into writing something different and thereby getting the viewer’s, listener’s, or reader’s attention that they forget to promote the business’s name. Pay attention to the national commercials; they are often the most flagrant abusers. Many of the commercials show the name of the product for such a brief time that the viewer must pay very close attention to find it.
Do you think that happens? I don’t, either.
I once read that many writers at large advertising agencies are “wanna be film makers.” If you pay attention to their output, you will see this. I also know from first-hand experience, however, that business people frequently encourage this creativity. As a radio and TV sales rep I often heard a business person say “get me a commercial that is creative and different from my competition.” The business person did not know the unique selling proposition for his or her business and, therefore, could not communicate that information to the copywriter or designer. Instead, the business person hoped that the writer or designer could make the business stand out with creativity.
Creativity is not a substitute for substance. Customers want to know what’s in it for them to do business with your business. Tell them. When you do so, be sure to let them know in a big way who is telling them.
“Whose logo is that?” I wondered as I peered back at the billboard, almost driving off the road in the process.
At the last second I thought that I discerned “Johnsonville” on the logo.
“Wow,” I exclaimed out loud. “Why do businesses do that? I can’t believe that a business of Johnsonville’s size would make that mistake.”
What was that mistake? The biggest mistake made on that billboard was making the logo too small. I am always amazed when businesses and advertising agencies add the name of the business onto a billboard, a print ad, a radio spot, or a television commercial in an insignificant manner. The name appears to be an afterthought. It is displayed too small in print, said only once in radio, or shown only at the end of the television commercial.
Isn’t the name of the business the principal reason for the advertising? Isn’t the purpose of most ads to prompt customers to buy from that business? How does minimizing the business’s name promote the business?
It doesn’t. When the business’s name is prominently featured, customers get the message easily. In fact, they get the most important part of the message easily: the business’s name. I recommend that in any print piece, whether billboard, magazine, or newspaper, the business’s name is as large as the headline. The headline and the business’s name together give the message of a print piece. If that’s all a reader sees, you have communicated what you wanted to say.
In radio or any audio communication, say the business’s name at least three times in thirty seconds. Repetition is critical. Merely saying the business’s name at the beginning and/or the end of the spot is not enough. The listener needs to hear the name during the spot, too, in order to absorb the business’s name.
Television commercials are the biggest abusers of minimizing the business’s name. Often, the name of the business is only at the end for three to five seconds. When the business is paying for thirty seconds, why not have the business’s name on the screen for the entire length of time? Why not tell the viewer at every point in the commercial who the commercial is promoting? Why not make a big deal about the business’s name?
Having worked in radio and TV and having created print ads, I can answer those questions. Just like the agency who designed the Johnsonville billboard, copywriters and graphic designers get caught up in creativity. They are so into writing something different and thereby getting the viewer’s, listener’s, or reader’s attention that they forget to promote the business’s name. Pay attention to the national commercials; they are often the most flagrant abusers. Many of the commercials show the name of the product for such a brief time that the viewer must pay very close attention to find it.
Do you think that happens? I don’t, either.
I once read that many writers at large advertising agencies are “wanna be film makers.” If you pay attention to their output, you will see this. I also know from first-hand experience, however, that business people frequently encourage this creativity. As a radio and TV sales rep I often heard a business person say “get me a commercial that is creative and different from my competition.” The business person did not know the unique selling proposition for his or her business and, therefore, could not communicate that information to the copywriter or designer. Instead, the business person hoped that the writer or designer could make the business stand out with creativity.
Creativity is not a substitute for substance. Customers want to know what’s in it for them to do business with your business. Tell them. When you do so, be sure to let them know in a big way who is telling them.
Tuesday, May 26, 2009
Establishing Value by Contact
Last week I talked with a CPA who related an interesting experience that a current client of his who I will call Bob had had with another firm. The first time that Bob walked into that firm’s office, he was greeted by the receptionist. As she greeted him, she stepped out from behind the desk and offered to hang up his coat. Turning to doing so, she asked him if he would like a cup of coffee and offered him his choice of four flavors. Along with the cup of coffee she brought several magazines. “You may find an article in one of these magazines interesting to read while you are waiting,” she suggested.
He was not finished with an article that he did indeed find interesting when the person he had come to see was ready to meet. As he rose from his comfortable seat, the receptionist once again came over to him. “I noticed that you were engrossed in the article that you were reading,” she began, “but that you were not finished reading it. Would you like me to make you a copy of it that you can take with you?”
Taken aback at her offer, he murmured, “Yes, thank you. I would like that.”
What particularly surprised the CPA was Bob’s admission at the end of the story. “That firm was expensive,” Bob confessed, “but it was worth it.”
After hearing this story, the CPA had been so impressed by this handling of a customer that he had had his office staff set up their own unique version.
While Bob cited that the firm saved him money and helped him, what stuck in his mind about the firm was his initial encounter with the receptionist. Her actions were focused on him and what she could do for him. She made him feel special. She went the extra mile by offering to copy the article for him. She laid the groundwork for his perception of the firm and the price that he was willing to pay for their services.
She established value for the firm by her contact with the customer.
The impact of initial customer contact on securing a customer’s business, getting a price, and setting the tone for future customer interactions is often overlooked by businesses. Since marketing is any communication that you have with a customer, this initial communication is critical to the success of your marketing system.
As I write this, I am reminded of a question that I received from an attendee to a workshop that I gave at a bed and breakfast association gathering. “How do you handle price resistance over the telephone?” he queried. “Should I not give out a price?
“Whether you are encountering price resistance over the telephone or in person the reason that you are doing so is the same,” I answered. “In your initial contact, you are not providing information about your bed and breakfast before you give the price. Price alone tells a customer nothing. Customers want to know what they are receiving for that price. Always tell what the customer is receiving before you quote a price. Tell them about the experience that they will have at your bed and breakfast. Make them understand what’s in it for them to stay with you. Understanding what they receive gives them a basis to justify the price.”
That is just what the receptionist had done for her firm. She had justified in Bob’s mind that the price the firm charged for services rendered was worthwhile. His attitude had been formed by the receptionist’s actions because she had established the value of the firm during her initial contact with him.
What is your customer’s initial contact with your business? Does that contact make your customer feel special? Does that contact establish the value of your business?
He was not finished with an article that he did indeed find interesting when the person he had come to see was ready to meet. As he rose from his comfortable seat, the receptionist once again came over to him. “I noticed that you were engrossed in the article that you were reading,” she began, “but that you were not finished reading it. Would you like me to make you a copy of it that you can take with you?”
Taken aback at her offer, he murmured, “Yes, thank you. I would like that.”
What particularly surprised the CPA was Bob’s admission at the end of the story. “That firm was expensive,” Bob confessed, “but it was worth it.”
After hearing this story, the CPA had been so impressed by this handling of a customer that he had had his office staff set up their own unique version.
While Bob cited that the firm saved him money and helped him, what stuck in his mind about the firm was his initial encounter with the receptionist. Her actions were focused on him and what she could do for him. She made him feel special. She went the extra mile by offering to copy the article for him. She laid the groundwork for his perception of the firm and the price that he was willing to pay for their services.
She established value for the firm by her contact with the customer.
The impact of initial customer contact on securing a customer’s business, getting a price, and setting the tone for future customer interactions is often overlooked by businesses. Since marketing is any communication that you have with a customer, this initial communication is critical to the success of your marketing system.
As I write this, I am reminded of a question that I received from an attendee to a workshop that I gave at a bed and breakfast association gathering. “How do you handle price resistance over the telephone?” he queried. “Should I not give out a price?
“Whether you are encountering price resistance over the telephone or in person the reason that you are doing so is the same,” I answered. “In your initial contact, you are not providing information about your bed and breakfast before you give the price. Price alone tells a customer nothing. Customers want to know what they are receiving for that price. Always tell what the customer is receiving before you quote a price. Tell them about the experience that they will have at your bed and breakfast. Make them understand what’s in it for them to stay with you. Understanding what they receive gives them a basis to justify the price.”
That is just what the receptionist had done for her firm. She had justified in Bob’s mind that the price the firm charged for services rendered was worthwhile. His attitude had been formed by the receptionist’s actions because she had established the value of the firm during her initial contact with him.
What is your customer’s initial contact with your business? Does that contact make your customer feel special? Does that contact establish the value of your business?
Saturday, May 9, 2009
Teaching Respect by Example
One of the most shocking examples of bad customer service happened in Eau Claire last week when a Radio Shack employee punched a customer who was attempting to return an item. While I don’t know the circumstances, these actions on the part of the employee were not warranted. Many jokes have been made of the incident, but treating a customer in such an angry fashion is not funny. This is cause for grave concern.
About the same time as this incident I had the privilege of accompanying one of Monarch Tree Publishing’s authors, Nancy Bjornson, to Colfax Elementary School. Our reason for visiting the school was for Nancy to talk to the students about the first three books in her Jesse and Cash series. We were welcomed at the office by the secretary who shared, “The students are very excited about your visit.”
Her statement was the beginning of a day in which Nancy was made to feel very special.
As we walked down the hall to the classroom, Nancy remarked, “Isn’t that great? I am always amazed when students are excited to see me.”
They were. Their teachers had thoroughly prepared the students for Nancy’s visit. First, they had read the books to the students. While doing so, the fifth grade students had summarized each chapter and then compiled their summaries into booklets with hand-drawn pictures for covers. The fourth grade had drawn a picture of their favorite part of the book. At the end of her talk, the teachers asked Nancy if she would sign each booklet and picture. Nancy was very complimented and took the booklets and pictures with her to look them over carefully as she signed them.
Then the teachers did more. They went off campus to buy Nancy and me a delicious lunch. While we were enjoying the lunch, they handed Nancy a gift which was a beautiful plaque that said “Let joy bring a smile to your face and let your smile bring joy to others. Thank you for bringing joy to our school. Colfax students and teachers.” They thanked us profusely for our visit, and, after Nancy had arrived home, she received a delivery of an arrangement of cut flowers which the teachers had forgotten to give her at the school.
Through their actions, the teachers showed their gratitude for our visit and made Nancy feel special. They taught their students respect by their treatment of us. They led by example.
Contrast the teachers’ treatment with that of the Radio Shack employee. The difference is night and day, isn’t it? Having been a manager, I know that you cannot always control how an employee will act, but you can set the tone for how customers are treated. The teachers set the tone for our treatment. Likewise, owners and managers set the tone for customer treatment.
Just like students, employees follow the example of those in authority.
In the day-to-day operation of a business, we can get caught up in a flurry of activity and become irritated with customers because they interrupt other work, ask “stupid” questions, or make unreasonable requests. Often the irritation is not caused by the customer but rather a result of our having too much on our schedules. Customers sometimes are that interruption that comes at the wrong time. Expressing frustration over a customer to employees sets a tone of disrespect. How this tone will be used by employees is unknown. Perhaps they will be less tolerant of customers. Perhaps they will treat customers with less respect. Perhaps they will act toward customers in ways that are unacceptable.
The next time that you are tempted to speak poorly about a customer to an employee, remember how the teachers treated Nancy. Follow their lead and teach respect by example.
About the same time as this incident I had the privilege of accompanying one of Monarch Tree Publishing’s authors, Nancy Bjornson, to Colfax Elementary School. Our reason for visiting the school was for Nancy to talk to the students about the first three books in her Jesse and Cash series. We were welcomed at the office by the secretary who shared, “The students are very excited about your visit.”
Her statement was the beginning of a day in which Nancy was made to feel very special.
As we walked down the hall to the classroom, Nancy remarked, “Isn’t that great? I am always amazed when students are excited to see me.”
They were. Their teachers had thoroughly prepared the students for Nancy’s visit. First, they had read the books to the students. While doing so, the fifth grade students had summarized each chapter and then compiled their summaries into booklets with hand-drawn pictures for covers. The fourth grade had drawn a picture of their favorite part of the book. At the end of her talk, the teachers asked Nancy if she would sign each booklet and picture. Nancy was very complimented and took the booklets and pictures with her to look them over carefully as she signed them.
Then the teachers did more. They went off campus to buy Nancy and me a delicious lunch. While we were enjoying the lunch, they handed Nancy a gift which was a beautiful plaque that said “Let joy bring a smile to your face and let your smile bring joy to others. Thank you for bringing joy to our school. Colfax students and teachers.” They thanked us profusely for our visit, and, after Nancy had arrived home, she received a delivery of an arrangement of cut flowers which the teachers had forgotten to give her at the school.
Through their actions, the teachers showed their gratitude for our visit and made Nancy feel special. They taught their students respect by their treatment of us. They led by example.
Contrast the teachers’ treatment with that of the Radio Shack employee. The difference is night and day, isn’t it? Having been a manager, I know that you cannot always control how an employee will act, but you can set the tone for how customers are treated. The teachers set the tone for our treatment. Likewise, owners and managers set the tone for customer treatment.
Just like students, employees follow the example of those in authority.
In the day-to-day operation of a business, we can get caught up in a flurry of activity and become irritated with customers because they interrupt other work, ask “stupid” questions, or make unreasonable requests. Often the irritation is not caused by the customer but rather a result of our having too much on our schedules. Customers sometimes are that interruption that comes at the wrong time. Expressing frustration over a customer to employees sets a tone of disrespect. How this tone will be used by employees is unknown. Perhaps they will be less tolerant of customers. Perhaps they will treat customers with less respect. Perhaps they will act toward customers in ways that are unacceptable.
The next time that you are tempted to speak poorly about a customer to an employee, remember how the teachers treated Nancy. Follow their lead and teach respect by example.
Friday, May 1, 2009
Just a Sample
After finishing a late lunch at Culver’s the other day, a client and I were sitting and discussing business when one of the staff came up to our table holding a tray. On the tray were small paper cups with a spoonful of frozen custard inside each one.
“Would you like to try a sample of our maple nut custard?” the tray-holder asked. “It’s our flavor of the day.”
“Sure,” we replied in unison, and the tray-holder promptly placed a small cup and spoon in front of each of us.
As we savored the frozen custard, I offered, “This is delicious.”
“I agree,” my client replied. “I think that I will have a dish. Would you like one, too?”
“I would. Thank you.”
While he went to get a dish for each of us, I mulled over what had just transpired. The management at Culver’s had taken the opportunity to increase the amount of money that customers already in the restaurant spent by offering a sample of frozen custard. This was an excellent example of one of the three ways to grow your business, which is to increase the amount that a customer spends each time the customer does business with you. By offering the sample of frozen custard, Culver’s had directly tickled our taste buds, thereby prompting us to buy more. Culver’s had increased the amount that we spent that visit, and we had enjoyed the frozen custard.
As I reflected on this, my mind skipped back to another recent example that I had experienced of sampling. I had received a sample of Grammy’s Pot Pie flavored dog food in a shipment of dog treats. After I dropped a handful of the Pot Pie into a dish, my border collie had dashed to the dish and growlingly had driven my shepherd away. You see, my German shepherd readily eats almost any food, but my border collie mix is a very picky eater. Therefore, I was amazed.
“Wow, she likes Grammy’s Pot Pie,” I commented.
Thinking her reaction may have been a one-time event, I offered her some Grammy’s Pot Pie kibbles at her next feeding. She hungrily devoured them.
At that point, I went to the company’s Web site and decided which size bag to order.
By inserting a sample into the shipment, the company increased how much I spent with them on my next purchase. Just like Culver’s, the company grew its business by increasing how much a customer spent on the next purchase by offering a sample.
Sampling is an effective marketing technique to employ but one many of us forget to use. Offering a sample is an easy, noncommittal way to get a customer to try a product or a service. Every business has ways to offer a sample. Even if you sell a big-ticket item, you can sample doing business with you by offering a customer advice or information on how the product can be used to the client’s benefit. That is a sample.
Do you offer samples to increase your customer’s purchase? What samples can you offer? How can you add them into your marketing plan to increase your customer’s purchase?
Remember, just a sample leads to an easy sale.
“Would you like to try a sample of our maple nut custard?” the tray-holder asked. “It’s our flavor of the day.”
“Sure,” we replied in unison, and the tray-holder promptly placed a small cup and spoon in front of each of us.
As we savored the frozen custard, I offered, “This is delicious.”
“I agree,” my client replied. “I think that I will have a dish. Would you like one, too?”
“I would. Thank you.”
While he went to get a dish for each of us, I mulled over what had just transpired. The management at Culver’s had taken the opportunity to increase the amount of money that customers already in the restaurant spent by offering a sample of frozen custard. This was an excellent example of one of the three ways to grow your business, which is to increase the amount that a customer spends each time the customer does business with you. By offering the sample of frozen custard, Culver’s had directly tickled our taste buds, thereby prompting us to buy more. Culver’s had increased the amount that we spent that visit, and we had enjoyed the frozen custard.
As I reflected on this, my mind skipped back to another recent example that I had experienced of sampling. I had received a sample of Grammy’s Pot Pie flavored dog food in a shipment of dog treats. After I dropped a handful of the Pot Pie into a dish, my border collie had dashed to the dish and growlingly had driven my shepherd away. You see, my German shepherd readily eats almost any food, but my border collie mix is a very picky eater. Therefore, I was amazed.
“Wow, she likes Grammy’s Pot Pie,” I commented.
Thinking her reaction may have been a one-time event, I offered her some Grammy’s Pot Pie kibbles at her next feeding. She hungrily devoured them.
At that point, I went to the company’s Web site and decided which size bag to order.
By inserting a sample into the shipment, the company increased how much I spent with them on my next purchase. Just like Culver’s, the company grew its business by increasing how much a customer spent on the next purchase by offering a sample.
Sampling is an effective marketing technique to employ but one many of us forget to use. Offering a sample is an easy, noncommittal way to get a customer to try a product or a service. Every business has ways to offer a sample. Even if you sell a big-ticket item, you can sample doing business with you by offering a customer advice or information on how the product can be used to the client’s benefit. That is a sample.
Do you offer samples to increase your customer’s purchase? What samples can you offer? How can you add them into your marketing plan to increase your customer’s purchase?
Remember, just a sample leads to an easy sale.
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