Tomorrow is Father's Day, and my four kids are brimming with confidence that they have the perfect gift for me. And why wouldn't they? They know me better than anyone ...
Hold that thought.
ToddS at A Penny For has an interesting post on his blog called How Design Conference Disappoints. Read his post and the links associated with it. It's all about using product design to build a business. Makes sense: Remarkable products gets remarked about in the marketplace. Or as Seth Godin says: A company's products should be buzzworthy. No argument here.
Now, go back to Father's Day.
The gift is a means to an end -- not an end unto itself. My kids are trying to make me smile ... to give me a lift ... to show me how much they know about my secret desires (and love me just the way I am). They want to surprise and delight me.
This should be the goal of any product or service.
In his new book All Marketers Are Liars
So here's my thought:
- If you were going to GIVE your Top Fifty customers a personal gift, what would it be? Make a list right now.
- What are their secret desires?
- What are their top three daily frustrations?
- How can you make them smile ... give them a lift ... show them that you know all about them and love them just the way they are?
- How can you surprise and delight them?
Analyze your list. What are the similarities between customers? The differences? What trends emerge? Now for the (hypothetical) acid test ...
If you called each customer's spouse, would their answers be any different from the ones on your list?
Assuming the answers are not of a private nature, what if a reoccurring answer seems unrelated to your business? Well, if you can't address it cost-effectively through your core product or service, then at least make it part of a special offer.
Example: You own a GM dealership and you learn that your customers dread weekend yard work. (Hey, it could happen.) Here's the offer ...
Attention North-Atlanta Husbands:
Do you hate yard work -- busting your can in the blazing hot sun while you could be golfing, fishing, or just watching TV? Us, too! That's why now through July 1st -- when you test drive a 2006 Chevy Impala -- we'll give you a gift certificate good for $50 worth of yard work!
Wouldn't you rather spend 20 minutes behind the wheel of a brand-new six cylinder Impala than pushing a lawn mower all afternoon? You can -- and we'll help!
Don't waste another beautiful day: Call (404) 555-1122 to schedule your visit now. Appointment times are filling up fast!
Don't laugh. According to direct marketing legend Dan Kennedy, very often the customer will buy your product or service just to get the bonus. Happens all the time in infomercials and home shopping, two of Kennedy's most profitable media.
My point is this: To be successful, treat your customers like family. Marshall Fields did it. So did Cartier. Love your customers for who they are -- not for who you want them to be. Understand that truly selfless service requires humility -- what St. Augustine called "the gemcasket of all virtues."
Realize that "love" is an action verb: You can't just have some bullshit tagline that says "We treat our customers like family" and leave it at that. In business, talk is not only cheap, but if it's in-authentic, it will actually destroy value for your firm. Your customers will see right through it.
Give the people what they want.
You have to develop your products, services, and offers with a gift-giving mentality; as if each were going to be a gift to the customer; as if money were not the primary issue (because it never is in gift-giving, which is why we take the price tags off the gift). It's gotta be something that they want -- not need.
People buy feelings -- not features.
The fact is, your customers care less about what a product costs than how it makes them feel. They have more money -- and insecurities -- than time. If you can develop products and services that address this fact, then you'll have more ... loyal ... higher-margin ... and buzz-creating customers to show for it. Their lives will be better, and yours will too.
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Q: Need the number of a recruiter who "gets it?"
A: Download Harry's contact info for future reference.