“Being on par in terms of price and quality only gets you in the game. Service wins the game.!” Tony Alexandr
During a recent call that I co-host on a monthly basis with George Ross for a select private group of business owners and entrepreneurs, we discussed how to create the “wow factor” in non-real estate businesses like a convenience store or hardware store. George advised all to focus on the personal touch. Sure appearances and merchandising are important. Getting to know your customer, demonstrating a sincere interest in the person is what keeps people coming back.
I have no favorite stores any longer. I mostly shop on line and even the on line experience is mixed with ease of shopping. I do have a few favorite restaurants and as a business traveler I have a few (very few) favorite hotels. However, nearly every day there is an opportunity for a business to provide memorable service and they do. Trouble is the memories are not very positive in most cases.
Here is a recent example. It happened this morning. Jos A Bank is offering a two day buy 1 get 2 free special. There are a couple items I really like from that store. This is a great opportunity for a deal. However, their on line shopping cart is not working properly for the special. So I called and a pleasant lady helped me by phone. When I received my order confirmation, it was wrong …very obviously wrong since there was only one of an item I order instead of three. I called back to customer service and hopefully the order will be correct now.
Look at all the steps and look at the additional time and look at the impression I have of this business. Now I will shop again when I see a great deal since there are items where I like the fit and quality. Guess what there are many places where I can get the right fit and quality. I am not finding places where I feel I am honored as a customer. See the opportunity?
I know if I were to visit certain specialty stores I would receive personalized attention. However, I do not have the time and neither do a lot of other people. There are a growing number of businesses that promote deals: Groupon , Deal of the Day and many more. Nobody is promoting service…big opportunity.
Speaking of service ….that’s my business. Actually your success is my business.
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About: Steve Pohlit CPA,MBA has been the CFO and COO of major domestic and international companies. Steve has extensive business ownership experience having purchased and started off line and on line businesses.
Steve offers his build business profits expertise to companies and entrepreneurs with business coaching and business consulting. His focus is on building business profits and net asset value at above average rates. Steve incorporates health and wellness plus relationship guidance in his work as they are at the foundation of achieving all goals.
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