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!

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