|
Yes, It's all about ME!
There is a place where customers
are the center of the universe; it just doesn't happen to be
the universe I am shopping in lately. And don't blame the
mall! The creation of the mall did not kill service as we know
it. Malls are just the most current manifestation of long-ago
marketplaces from more ancient times where buyers and sellers
would mingle and talk and sell and connect in truly meaningful
ways. So, no excuses, okay?
Now that we've got that out of
the way, here's what I want and need: I need salespeople who
are on my side. I want sales associates who will be an
advocate for me. Help me. Protect me. Keep me
safe from both physical and monetary harm.
Inspire me with your enthusiasm and caring. Light
my flame. Connect with me. It's an
invisible thing, but when you go out of your way to connect
with me, I know it! If you get
excited about the merchandise, I'll get excited, too! But it's
your job to go first - not mine! Entertain me by telling me a story about your company, product or
service. Or, better yet, tell me
about you. You might be shocked when I return the favor by
telling you about me - and what I
want to buy from you!
Shopping experiences that lack a
real emotional connection feel hollow to me. Ask me
questions. Help me see a better
me, and do it without making me feel stupid or inferior for what I
don't know. Make it easy for me to
buy. Do whatever you can to keep me
out of your "enter-here, rope-guided, football-field-length,
never-ending" cash register line!
If I want to stand in a line for
an hour I'll go to DisneyLand on a Saturday in July! And if I
do get trapped in your line, talk to me, not each other. Distract me. Entertain me if you can! It's not that hard, it
just takes the desire on your part to make me happy and comfortable.
When I get confused and can't
make up my mind, don't abandon me.
Help me make the right decision for
me. If I didn't want your help I'd
order this stuff on the internet!
And listen to me, really listen! Get to know me. The world revolves around me, I admit it! I know it sounds
outrageously selfish, but I can't help it - I'm human. I am
not a commodity, so don't make me
feel like one. Also, it may surprise you, but I have a name!
Find it out before I hand you my credit card to pay, and use
it often! Don't make me travel to
Boston to go to the Cheers bar so that I can feel that
everyone knows my name. It's not rocket science, its common
courtesy.
And if you're going to have a
greeter at the door, would you please hook them up to a 9-volt
battery and send some electricity through them? You're wasting
your time with that policy-driven welcome. You can't fool
me (or anyone else) with a robotic,
mandated-pleasantry. Maybe everyone could just say "hello" to
me as we pass and make me feel like you mean it.
And could you please give me something out of the ordinary?
Surprise me! And, no, I don't want
or need a free gift! Sure, a free gift never hurts, but what I
really want is your full, undivided attention. Am I asking to
be killed with kindness? Yes, except for the killed part.
And when I check out would it be
too much to ask that you offer me a
warm "thank you for shopping with us?" Yes, I know it says
thank you on the receipt, but I want more. I'm tired of being
the one who thanks the cashier for ringing up my sale! Say it
now to yourself, it's easy. Thank you. Thank you. See, that's
not so hard! And it makes me feel great!
And when you make a mistake,
could you please apologize to me? I
understand that mistakes happen, so I'm not asking for
perfection. I just want some reaction, and then some action. I
need to know that my business matters to you beyond the sale
you've just made. You may have my money, but not my
satisfaction - not until you fix the problem!
So get to know me. Work harder to understand me. Take charge and lead me. Help me.
Serve me. Sell me! I know that I can be an overbearing,
demanding, cheap and disloyal pain in the butt. But, hey -
that's me! If you want my money,
realize that (as Popeye used to say) "I yam what I yam." And
what I yam is someone who demands more than I'm currently
getting.
Let's get one thing on the table
right now - your company does not pay you. I do. Me. True, I do not sign your check, but
make no mistake - it's me who puts
the money in the bank that check is drawn on! And someday, if
you don't start treating me like I
matter, that well will run dry.
Finally, I understand that I am
not a celebrity. But in my small little world, I am the star
of my stage. I know I don't look like Paul Newman (more like
Randy Newman, actually) but couldn't you just pretend? If you
did, I would never shop anywhere else for the rest of my life.
Really.
Do you want me to be a loyal customer? Well, here's
the secret to gaining my loyalty; give me yours first. Treat me like I am the center of your universe,
and I might just tell everyone I know about it. Treat me like I am not, and I promise that I
absolutely will.
Yes, my business is yours for the
taking - as long as you understand it really is all about
me.
| 
