Low-cost amenities can win you customers for life
By Gordon Hecht, YSN Contributor
When I was a schoolkid, “Pretty please, with a cherry on top” made any ask a little sweeter. But it’s pretty much gone today.
You go to a fast-food restaurant. Stand in line for a $15 value meal. Punch in the order yourself. Walk back to the counter to get the slop. Walk to a different counter to fill your fountain drink. Then go to another area for straws, napkins and condiments. Wipe down a table. Unwrap and chow down, then take your trash to the garbage pail.
And the restaurant’s motto: You deserve a break today!
A Little Something Extra
However, there’s been a 180-degree turn from the ordinary in retail and services these days. Hotels, eateries and shops are adding in extra services. Little niceties to make their shoppers’ day a little brighter.
It’s the repair shop that washes your car before they hand you back the keys. The supermarket that sends a free cake coupon to their loyal customers on their birthdays. The jewelry store that giftwraps every purchase, even if you are buying for yourself. The medical office that calls you the evening after a visit to make sure you are OK. (And they call back the following day, too!)
There’s a two-pronged positive result from adding a cherry on top: First, it converts customers into raving fans. And next, those fans will share their experience. I have! We share it with friends, co-workers and the ever-powerful social media sites.
When your business gets positive remarks, it becomes remarkable.
Try This
We sell big-ticket items. But you don’t need to spend tons of cash to deliver that cherry. Here are some free or low-cost ideas:
- Pack a 3-by-10-foot red carpet on the delivery truck. Roll it out in front of the customer’s home when delivering. They get the real red carpet treatment.
- Bring a rechargeable stick vacuum and a Swiffer broom on delivery. When removing the old mattress or fridge, take a few moments to vacuum the carpet or dust mop the hard floor. Finish cleaning the rest of the floor in the room before leaving.
- In cooler months, deliver some small chocolates. Place them on the pillow. Your customer will have a sweet night of sleep.
- Almost any hotel priced north of Motel 6 has disposable slippers. Why not get a gross of them? Invite your shoppers to wear them while shopping in your store.
- Order refrigerator magnets in the shape and design of your delivery truck. Be sure your logo, phone and web address are on it. Leave white space to write in their delivery date. The magnet holds the date. It will also hold little Hunter’s or Kennedi’s pre-K artwork until they graduate medical school.
- Lavender sachets or comfy sleep socks are a gift your shopper will love.
- Call, text or mail a thank you to every shopper.
- Follow up via text or call, just to make sure they love their purchase.
Raising the value of doing business with you gains you loyal, raving fans.
All things being equal, shoppers buy from people they like and trust. All things being unequal, shoppers buy from people they like and trust.
Don’t wait. Start today. Pretty please!
Gordon Hecht is a business growth and development consultant to the retail home furnishings industry and a regular contributor to YSN. You can reach him at Gordon.Hecht@aol.com.
