Going the extra mile

Wow your customers by going the extra mile.

A few summers ago my wife Elizabeth and I took a vacation through Northern Michigan, starting out from the town of St. Ignace very early one morning.

As there were several places we wanted to visit that day, we decided we wouldn’t stop for breakfast until a few hours later — except for the cup of gourmet coffee my wife just had to have before we hit the road. Problem was, it was so early that none of the coffee shops were open.

After a search, we finally spotted a place called the Colonial House Inn Bed and Breakfast. By the looks of things it wasn’t open, but Elizabeth decided she would take a chance.

Upon entering she discovered a most delightful man who just happened to be the owner. He explained to her that no, they weren’t quite open yet, but he had just finished brewing up some of the B and B’s special gourmet coffee and poured her a cup. When Elizabeth asked him how much she owed him, he replied, “No charge, have a great day!”

What the owner of the Colonial House Inn Bed and Breakfast did that day for my wife was unexpected and kind. It gave her an extremely positive feeling about this man and his establishment. This proprietor’s act reminds me of a famous quote by humorist, essayist and novelist Mark Twain: “Always do right. This will gratify some people and astonish the rest.”

Make an unexpectedly positive gesture toward your existing and potential customers and witness the surprise and delight it evokes.

There are lots of bed and breakfasts in tourist towns, just as there are lots of gift and souvenir stores in a very competitive marketplace. What this man did with one simple gesture put his business ahead of the pack. You can follow this owner’s example. Make an unexpectedly positive gesture toward your existing and potential customers and witness the surprise and delight it evokes.

Ideas that fall into this category include:

• Open your store a few minutes earlier than your posted sign indicates and/or close it a few minutes later.
• Round off the extra few cents on purchases so buyers won’t have to break another dollar.
• Acknowledge customers as soon as they walk in the door with a cheery hello and a “We’ll be right with you.”
• Make patrons feel truly welcome in your store, and let them know that you really care about meeting their wants and needs.
• Recommend another store where they can find what they’re looking for if you didn’t have it.
• Ask them if everything was alright with their shopping experience and purchase — and mean it by doing your best to correct anything that was amiss.
• Thank them with a smile for stopping in as they leave your shop — whether they bought anything or not — and tell them that you’re looking forward to seeing them again next time.
  

Doing the unexpected for your prospective and recurring customers will exceed their expectations and build goodwill, which can only help your business thrive. Give it a try.