True Story
I actually was going to include this in an email but like usual, I got a bit long winded so here is a little post…..
My walk turned into a Marketing Case Study
I met my girlfriend in the center of town yesterday for our daily exercise walk, since the kids are home from school, we went super early before everyone was awake. We stopped for a coffee before returning home and as we were in the coffee shop the customer behind us approached the counter, put down her money and began a quick little “Good Morning” conversation with the ladies behind the counter.
It was a very brisk, only a few lines but my girlfriend and I laughed and joined in the conversation stating how that is great customer service. After all, the lady behind the counter handed the customer her coffee without even the word “I want” or “coffee” coming up.
Then this is exactly what the customer said to us,
“oh yeah, I come here every morning because these ladies are great. They talk to me and remember what I like. I actually work in the same building as another coffee shop and after five years of working in that building, that coffee shop still doesn’t acknowledge me or know what I want so I would rather come here”.
Well, I admit, I’ve been rather “addicted” to reading & learning various marketing methods but on the way home I couldn’t help but think about this 2 minute exchange and realized that it was the perfect example of how marketing is changing.
So, for those that are wondering what my point is, I’ll put it like this…
1. This was a Dunkin Donuts- there was nothing out of the ordinary about this Dunkin Donuts, actually we have FIVE of them within my small town and this is the only one that is in the heart of shopping plaza and does not even have a drive thru. This took place at 5:45 a.m when nothing in the plaza was even open yet.
2. The personalities of the both the worker and customer were friendly and open and included my girlfriend and I into the conversation. Within seconds, we all had a little connection and community feeling.
3. The coffee place that is in the same building as the customers? Another Dunkin Donuts. This point is huge to me, because …
They didn’t get the Sale
The Customer passed on the convenience of waiting an extra few minutes until she was already at work to stop and get her coffee and she didn’t go to a drive thru of one of the other locations.
She made it clear it wasn’t about the coffee, after all it’s the same price as the other DD’s, what made the difference of the sales was the CONVERSATION and PERSONALITY of the people that worked there that lead to a RELATIONSHIP with the customer that kept her returning and giving them money every morning.
The foundation had been laid with this customer, not only did the workers fill her exact problem (the need for caffeine 
) but they had a relationship with her addressing her emotional needs. And these aren’t even the owners, they are a couple women that make min. wage busting their patooties off making & selling a product under $5.00, that take the time to TALK and be personal with their customers.
Isn’t it interesting? Welcome to the world of Conversational Marketing, as they say in the Secret “The Universe is at your Service”….
I would love your comments or thoughts on this story, go ahead and leave one!
June 27th, 2008 at 2:42 pm
I absolutely agree with you. First the product or service must be good…then it is all about people…..
Concentrate on others.
It is NOT about what can they do for you.
It IS about what can I do for them.
June 27th, 2008 at 2:43 pm
Great story!! Any suggestions on how to use “Conversational Marketing” for online use? I know you can’t speak face to face but any ideas of how to get that friendly, welcoming feel for customers online?
June 27th, 2008 at 3:02 pm
Makes perfect sense! Now, to incorporate that into my own business. It is definitely a change in my thought process…I don’t know why, I always made the assumption that getting too personal can be a bad thing, but you are absolutely right…I would rather buy from some one that makes me feel “at home”.
raelynn
http://www.kidzcomfort.com
June 27th, 2008 at 5:44 pm
This is so true. I’ve always been afraid to ask people for their name/number when talking with them…figured they’d tell me to get lost.
I was amazed lately when 2 different ladies were interested in my biz and eagerly gave me their name and number when I asked for future contact. I almost fell over!
People in general are nicer than we think, and in this day and age are starved for REAL personal contact!
June 27th, 2008 at 6:59 pm
I think great customer service is the key to success. This is why I take all returns & make people happy no matter what. In the end I believe that it pays off.
June 27th, 2008 at 10:25 pm
I definitely agree with great customer service. I am always willing to wait a bit if I know the person helping me knows me and my likes, has patience with my questions and wants to please even if I walk away….you never know, I may come back. Now I wonder how do I apply that to online. I try to answer immediately and personably but what else?
June 28th, 2008 at 5:04 pm
Great observation!
After talking to people or while talking if I’m on the phone I jot down bits of information they share with me so I can remember for the next time we talk. It also helps me serve them better in the future. If they mention a passion for cleaning up the environment, or a desire to loose weight or have more energy I then can send them some information about something that they care about not something I think they need.