Guilt your customers into doing business with you – Colin O’Brian
This is my second article on this topic. My assessment is that we only care about local businesses when it is not costing us more money. It is hard to be the lowest cost provider when competing with the whole world online, local companies need to find ways that will make them more competitive than online businesses. One way to do so is through providing exceptional customer service.
Colin O’Brian has exceptional service and fine menswear.
Colin O’Brian has become known as one of the finest menswear stores in Regina. I travel a lot, and I don’t shop at Colin O’Brian exclusively. In fact, less than 10% of my wardrobe is purchased there, and it is mostly by my wife. Regardless, every time I stop by they greet me by name, make me feel valued, and even know every item my wife or I have purchased.
IMPRESSIVE CUSTOMER SERVICE
Last week, I was in the neighbourhood and decided to stop to see if they could recommend someone to fit my suits.Their manager, Aaron, immediately said:
We can do that for you free of charge
I explained that these are not the suits that I purchased from them, and that they may need a substantial amount of work since I’ve lost 20 pounds. Aaron was unphased. “That’s not a problem at all, Zlatan. You see, our guys are not that busy at this time of the year and it will keep them busy for a while,” he replied.
I told Aaron that he is crazy not to charge me, to which he replied, “we probably are, but that’s what we do for our customers.”
So I took Aaron up on his offer and brought my suits to him. While in store, I booked a custom suit to be made for me, purchased new pants a shirt, and bought a few gift items for other people. I run a small business and know that everything costs money. Even more importantly, I would feel guilty not to do more business with someone who went out of his way to provide me with extraordinary service. Perhaps Aaron wasn’t crazy after all. Instead of spending his money on advertising, telling the world how good their service is, he demonstrated it to me first hand and got another loyal customer in exchange.
Exceptional customer service is the best marketing tactic.
If you want to see growth in your business, I’d urge you to put customer service first. It is the least expensive and most effective marketing tactic.