Turning Customer Satisfaction Into Profit Makes You Rich
Let’s say you own a general store. You carry everything a person might need from baked beans to toilet rolls. You have regular customers who come in each day and on average spend $10 - $20.
One day a customer comes in and says, “Do you sell balloons?”
You point to a corner of the store and say, “Yes, just over there,” and the customer gets his packet of balloons and makes his way to the checkout.
He makes his purchase and wends his way into a black hole!
On the other hand what may well happen is this.
One day a customer comes in and says, “Do you sell balloons?”
You say, “Yes, my friend, let me show you.”
With your help he makes the decision to purchase the more expensive already filled with hydrogen balloons. Devoid of your assistance he would just buy the cheapest, but he doesn’t as you identified his need by saying, “Is there a special occasion?”
He replied, “My wife just passed her driving test and we wanted to celebrate the event. I thought balloons floating above our dining table would give it a special feel.” That’s when you suggested the hydrogen filled balloons because they actually float; and you pointed out there is a CONGRATULATIONS message printed across it. “They cost a tad more, but then you are celebrating a very special moment”, you add.
But now you’re in. You say, “I’ve got some gorgeous chocolates in, I’ll knock a bit off if you like! What about a bottle of wine? You can raise a toast to her accomplishment.
He says, ”That’s a first-rate idea. Oh yes, and I nearly forgot, I need to get some champagne as well. Have you got any of that?”
See the difference? He’s just spent $30 instead of five.
