Retailers often ask me for the magic bullet; that one thing that will make them a lot of money.
In a word, it is being remarkable.
Remarkable is doing a job so well your customers have to talk to someone about it.
They engage their friends and describing their exceptional experience, are marketing your business in ways you can’t imagine. That is the power of being remarkable.
Case in point, when I was in Mexico, I discovered Explore Cancun Tours offered an all-day bus tour from Cancun to the Yucatan peninsula. They provided onboard snacks, lunch at a local restaurant complete with local girls dancing native dances, expert narration, ice-cold Coronas waiting for us as we re-boarded the bus all with a hospitality and graciousness rarely seen.
It was remarkable.
At every turn the expert tour guide recommended books by title and author, writing one down for me specifically noting the similarities between the Egyptians and the Mayans. He knew his stuff and could explain it in four languages.
On the way back from the Mayan ruins of Chichen Itza, he asked if we had a good time. All 53 passengers enthusiastically clapped. “Great,” he said. “Now we’re going to be passing out evaluations, please let us know how we did and leave in your seats. If you did like us, can you do me a favor? Can you tell your other friends staying at the hotel about us? Can you tell anyone you see in the elevator about the great time you had? When you get home can you tell your other friends about the trip to the Mayan ruins with our company?
Wow, if all businesses had that much pride and concern in making custoemrs feel special, I wouldn’t have a job any more!
Store owners, when was the last time you went out of your way to ask for a referral, a recommendation or a review of how satisfied your customers were with you?
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