Ari Weinzwig, cofounder of Zingerman's delicatessen in Ann Arbor, Michigan ("That Place Up North") which generates $10 million in annual revenues describes to his staff the importance positive emotional experiences have in the day-to-day operation of his business…
"I tell our people that you want the customer to think they're the best thing that has happened to you all day. We're not here to sell a loaf of bread or a sandwich or an apple. We're selling them an experience. It's not enough to sell people a great bottle of olive oil. Who cares? You've got to give them a great experience. People are going to go where they have a great experience, where it's fun, where they are appreciated."
Now, I know we aren't in the delicatessen business. In fact, I'm glad we're not in the delicatessen business! What we do is much "cooler" than that. What we do ought to spark some passion within each of us. That passion translates into a genuine care for what we do…and who we serve.
Think about it for a moment. We help keep hopes and dreams alive in the midst of material loss, or worse yet, the loss of a loved one. We help keep families together that might otherwise succumb to the financial strains that can so often break the human will and spirit when tragedy occurs. We help people keep their self dignity and self respect by providing them with choices through the things that we do, particularly when it comes to our health products. We help people maintain peace of mind by taking the worry from them. We help people with a good conscience through the insurance, investments, and services we provide. We are cool…and what we do matters.
So, if a delicatessen owner understands the "business" importance of a good customer experience and how EMOTIONS factor into the decision to buy and stay with a particular sales professional or place, then why can't we?
Researchers tell us that 60% of the customers who leave a sales professional or place of business is not because of the quality of the product. In fact, only 14% truly leave or switch for that reason. No, the primary reason that the great majority of people "defect' or leave us is because of the way they are treated. Or you might say, they leave because of how we make them feel! Ah oh! You mean I need to evaluate my office systems to include making the customer "feel good"; to have a "positive experience?"
Yep! That would be my advice.
Customers are Always Emotional When Buying or Transacting Business.
Buying is NEVER an Emotionally Neutral Event. Turn it to the Positive Side of Things.
"I tell our people that you want the customer to think they're the best thing that has happened to you all day. We're not here to sell a loaf of bread or a sandwich or an apple. We're selling them an experience. It's not enough to sell people a great bottle of olive oil. Who cares? You've got to give them a great experience. People are going to go where they have a great experience, where it's fun, where they are appreciated."
Now, I know we aren't in the delicatessen business. In fact, I'm glad we're not in the delicatessen business! What we do is much "cooler" than that. What we do ought to spark some passion within each of us. That passion translates into a genuine care for what we do…and who we serve.
Think about it for a moment. We help keep hopes and dreams alive in the midst of material loss, or worse yet, the loss of a loved one. We help keep families together that might otherwise succumb to the financial strains that can so often break the human will and spirit when tragedy occurs. We help people keep their self dignity and self respect by providing them with choices through the things that we do, particularly when it comes to our health products. We help people maintain peace of mind by taking the worry from them. We help people with a good conscience through the insurance, investments, and services we provide. We are cool…and what we do matters.
So, if a delicatessen owner understands the "business" importance of a good customer experience and how EMOTIONS factor into the decision to buy and stay with a particular sales professional or place, then why can't we?
Researchers tell us that 60% of the customers who leave a sales professional or place of business is not because of the quality of the product. In fact, only 14% truly leave or switch for that reason. No, the primary reason that the great majority of people "defect' or leave us is because of the way they are treated. Or you might say, they leave because of how we make them feel! Ah oh! You mean I need to evaluate my office systems to include making the customer "feel good"; to have a "positive experience?"
Yep! That would be my advice.
Customers are Always Emotional When Buying or Transacting Business.
Buying is NEVER an Emotionally Neutral Event. Turn it to the Positive Side of Things.
Copyright © 2010 - Tony Cefalu
