Everyone I know loves control. Control seems to reduce anxiety and simplifies life. In fact, we all put up with less than ideal situations that are predictable. That seems to be easier than trying to improve our situation by moving to something less predictable. Wayne Dyer, a self-help speaker, refers to “suffering in comfort”. (Yes, I tolerated that pain-in-the-rear boss just like you did!).
The travel industry is using love of control to their advantage. Wouldn’t it be great to control the weather on vacation? Sure! The solution: Indoor water parks. “At least a dozen indoor water parks are opening this year- and a further 240 are on the drawing board”. Some have retractable roofs, like sporting venues. Selecting an indoor water park takes the weather variable out of the equation.
Think about your best clients: One reason they buy your product or service is predictability. Everytime they visit your store, buy your product or talk to your staff, they have an expectation that is satisfied. Maybe it’s pleasant staff, prompt help with questions, or quality products.
The Lesson: Since clients love control, use it as a selling point. Your marketing and advertising should reflect the fact that you consistently deliver a good client experience. Repeat customers are more profitable, so why not make more effort to keep them coming back?
Your Homework: Ask your top clients what they like about your business. See if predictability comes up during the conversation. Consider asking clients for testimonials to use in your marketing and advertising.
(Source: “Summer Vacation: Inside Edition”, Wall Street Journal 5/5/07)
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