This is our first blog and to be fair we are cheating by posting someone else's blog. It's not all bad though as the blog is about our business. Have a read and see what you think...
This week’s story comes courtesy of Paul’s parents, who are currently drifting around The English Canal network…
It’s a bit of an odd story, (it often is with Mum and Dad!) but it is one that is far too common in the world of business – and I find it hugely frustrating, but it shows the gap between business who just don’t get it and those that will be successful.
So I’ll spare you the whole holiday details but in essence, they are on a narrow boat holiday and it’s Dad’s turn to sort supper. So he decides to rustle up his world famous Spaghetti Bolognese. They have moored in Pershore, one of the finest Georgian Towns in the UK so he wanders off search of a shop. Luckily enough not too far from the canal he comes across a lovely little deli and wonders gazing at all the lovely fresh ingredients and asks if they have any Bolognese Sauce.
“No sorry, we don't have any, I might have something similar but I can’t find it. Try the restaurant across the road, as they also have a small deli shop”.
So off he trots to their closest competitor…
“We make Bolognese ready meals but we won’t do the sauce separately (!!)”
“Is there anywhere else?” - Says an increasingly amused father.
“Yes try the deli@Pershore but I doubt whether they can help you”. He is a stickler my old man – if he wants Spaghetti Bolognese not much is going to get in his way. So he heads further to and eventually finds the Deli – its not a good start as they don’t have any signage, (although he learns that they are brand new and awaiting planning permission).
With a familiar ring to it, the lady says, "No, we do not have a Bolognese sauce in stock but I have spaghetti and I would be happy to make you a sauce with sun dried tomatoes etc. In fact, if you can give me a couple of hours I will cook it for you. Just pop next door to the butcher and get some mince”. Dad was so blown over by her willingness to help he did just that, popped next door bought some mince dropped it off and headed for the pub.
Interestingly, he never asked about the price and there is a big lesson here – people will ALWAYS pay for an experience – and the service you give is a big part of that.
Dad was so impressed he took the rest of his diners back to the Deli to pick up the sauce an hour or so later and inevitably much more than just a true home made sauce was bought.
So what is the point of this ramble? I think there are 2 key points that other two Deli’s are forgetting.
Firstly there are far too many business doing everything, too many accountants, too many builders, too many everything – there were 3 Deli’s on this one road. Your customers have more choice than ever before. Which means that it is very, very easy for them to decide to go to one of your competitors and the wise thing to do is not to try and help them!
And obviously I am sure it’s not black and white here – the first deli didn’t have a sauce, (although they had the same ingredients) so they were trying to be helpful. And there may well have been a reason why the second deli couldn’t sell a tub of the sauce they must have had if they were making ready meals.
But the other BIG thing that the first two deli’s missed was the possibility of repeat custom. Sure in many cases the customer transaction is a one off, but the reality is it isn’t any harder to at least TRY and give an experience or service that might get people to buy again or at the very least cause what is happening here – some priceless word of mouth marketing but for some reason most businesses just don’t think about it.
So my question to you is what would happen in your business? Would you send people to your competitors or would you at least try and see if you could “salvage” something?
This week’s story comes courtesy of Paul’s parents, who are currently drifting around The English Canal network…
It’s a bit of an odd story, (it often is with Mum and Dad!) but it is one that is far too common in the world of business – and I find it hugely frustrating, but it shows the gap between business who just don’t get it and those that will be successful.
So I’ll spare you the whole holiday details but in essence, they are on a narrow boat holiday and it’s Dad’s turn to sort supper. So he decides to rustle up his world famous Spaghetti Bolognese. They have moored in Pershore, one of the finest Georgian Towns in the UK so he wanders off search of a shop. Luckily enough not too far from the canal he comes across a lovely little deli and wonders gazing at all the lovely fresh ingredients and asks if they have any Bolognese Sauce.
“No sorry, we don't have any, I might have something similar but I can’t find it. Try the restaurant across the road, as they also have a small deli shop”.
So off he trots to their closest competitor…
“We make Bolognese ready meals but we won’t do the sauce separately (!!)”
“Is there anywhere else?” - Says an increasingly amused father.
“Yes try the deli@Pershore but I doubt whether they can help you”. He is a stickler my old man – if he wants Spaghetti Bolognese not much is going to get in his way. So he heads further to and eventually finds the Deli – its not a good start as they don’t have any signage, (although he learns that they are brand new and awaiting planning permission).
With a familiar ring to it, the lady says, "No, we do not have a Bolognese sauce in stock but I have spaghetti and I would be happy to make you a sauce with sun dried tomatoes etc. In fact, if you can give me a couple of hours I will cook it for you. Just pop next door to the butcher and get some mince”. Dad was so blown over by her willingness to help he did just that, popped next door bought some mince dropped it off and headed for the pub.
Interestingly, he never asked about the price and there is a big lesson here – people will ALWAYS pay for an experience – and the service you give is a big part of that.
Dad was so impressed he took the rest of his diners back to the Deli to pick up the sauce an hour or so later and inevitably much more than just a true home made sauce was bought.
So what is the point of this ramble? I think there are 2 key points that other two Deli’s are forgetting.
Firstly there are far too many business doing everything, too many accountants, too many builders, too many everything – there were 3 Deli’s on this one road. Your customers have more choice than ever before. Which means that it is very, very easy for them to decide to go to one of your competitors and the wise thing to do is not to try and help them!
And obviously I am sure it’s not black and white here – the first deli didn’t have a sauce, (although they had the same ingredients) so they were trying to be helpful. And there may well have been a reason why the second deli couldn’t sell a tub of the sauce they must have had if they were making ready meals.
But the other BIG thing that the first two deli’s missed was the possibility of repeat custom. Sure in many cases the customer transaction is a one off, but the reality is it isn’t any harder to at least TRY and give an experience or service that might get people to buy again or at the very least cause what is happening here – some priceless word of mouth marketing but for some reason most businesses just don’t think about it.
So my question to you is what would happen in your business? Would you send people to your competitors or would you at least try and see if you could “salvage” something?