Life gets in the way of what we really want to do. There is work – that’s a given. Then there are all the peripheral activities that just eat up every spare moment that we have. It is very selfish of these peripherals to do that.
It’s why we love going on holidays; sipping martini’s by the pool of a tropical island resort, basking in the sun with a good novel, the most challenging decision is deciding what to order from the restaurant menu.
For me the most relaxing thing to do is tap away on my keyboard chronicling and observing other people’s lives, how they interact, what they could improve, etc. For you it might (and probably is) be something else. Fact being is that today we have less time to do the things that we want to do because of the things that we need to do. Chill time is being squeezed big time.
Your goods and services profile should, if possible, take this into account. If incorporated, then the attractiveness goes beyond the core function or purpose of your product or service. Make t easy for your customers and you have value-added to it without actually doing anything different.
Some practical examples:
If a trade service makes me jump through hoops just so that they can come in to perform a job, then I will not use them again. This can be as simple as a flexible appointment time or alternative payment methods – having in-van EFTPOS facilities makes payment significantly simpler for the end user and it is a readily available and cost effective service.
Is your complaints handling something that resembles government red tape? Does your staff take ownership of the problem from initial handling through to resolution? Do they have the authority?
In the food game, how difficult is it to assemble a special order for a particular time of day or a date in the future.
You can bet that if you don’t do these things, someone else will, and as a result, even if you got the first sale, as soon as alternative service and goods suppliers are known of, your customers will jump ship quicker than a rat off the titanic.
An absolute classic example is individually wrapped cheese slices. This has been travelling around a lot. When first conceived, the nah-sayers said that it would not work – who would be too lazy to slice their own cheese. A quick look in the dairy section of any supermarket will quickly dispel any doubt that this is successful, even at double the price of regular unsliced block cheese.