Ask yourself this question, a “Mini Poll” if you will….
WHAT IS IT I WANT?
When you walk into the mall – aside from specific items on your “To Buy” list – what is it you are looking for?
For instance, why do I find myself standing in the Starbucks line time and time again? What am I seeking to get from them?
Ridiculous!, you say. You’re clearly jonesing for caffeine. But I look deeper and realize that what I really want is…
Warmth.
Intimacy…
That “coffee house” feel of friends gathered round, wittily dissecting the week’s political events and celeb scaries, deconstructing America’s economy and offering their two cents on who will be its savior, sharing laughs and lingering over lattes….
Aha, I’m exposed! I go there for the warm fuzzies Starbucks gives me! This explains why, time and time again, my eye’s drawn to the stack of cheesy holiday knick knacks and displays this coffee chain is famous for…. and why I fall for the “yummy of the day” 60% of the time, every time.
So try this on for size: Dress like a citizen, a normal window shopper who would waltz into your store/ company/ bureaucratic red tape infested global conglomerate. Pretend you’re “one of them” today and ask yourself, What am I looking for? What do they need from your business that draws them into your orbit in the first place?
Oh no, these things are often more than what’s simply tangible. Yes, perhaps they do want your cutesy, overpriced, 100% organic doggie treats! But what else are they hoping to get from their purchase? First ask yourself, What kind of person spends exorbitant amounts of money on items their canine will swallow whole and vomit on the carpet in under 10 seconds? Why, lonely women of course! And Granolas, those passionate environmentalists who equate animals with humans. Once you’ve nailed the WHO – that you’re appealing to Paris Hiltons and PETA people – you are well on your way to discovering WHAT they want.
Next step: Wrack your brain – and your staff’s – for every conceivable way you can deliver these goodies (the customers’ values!) to them. And not just the doggie treats my friends. We’re talking the bag they go into, the checkout girl’s friendly smile, the warmth that floods their hearts knowing their Princess Poodles is getting the best of the best.
Then press these buttons as often as you can.
In essence ~ Give your customers what you want. Warm fuzzies. Attention. And thoughtful additions (free chew toy per 12-treat order)! Now go get ‘em, tiger!