We have been down this road before. Its early November and we are hoping the weather will turn and our open play business will pick up. So we send out a bevy of emails, direct mail, facebook and twitter communiques and maybe even use some traditional advertising and "hope for the best."
What if it doesn't pick up? What will you do now?
The answer is not simple but rather it involves the word "better". Better is relative. Are you better than your competition, better than you were yesterday or better than you expected?
The real better is to get "better customers, better prospects and find better people who believe in your product" and will buzz 25 other people about your product and how much fun they had at your center.
Customers who see the value of your product; customers who understand that it doesn't have to be cheap to be a good experience (In fact, it doesn't have to be cheap at all) are customers who are better. Simply because they are different. So stop treating all customers the same. Is there a gold level of service and appreciation for your most gold level customers?
Some of your league bowlers are better customers because they come to your center so often, and in their way, appreciate your facility and the fact that you are providing a quality recreation experience for them. The trick is to find those league bowlers that really love your product and cater to them; hug them if you have to! Just treat them differently.
League bowlers are hardly ever spoken to outside of a quick "how you doing?" When was the last time any of them spread the word for you? When was the last time they really invited some other person to bowl with them in another league or in their existing league? And if they did, did you know about it and thank them, reward them or show your appreciation for their effort? Do you know who they are?
There may also be some open play bowlers out there as well that are loyal and happy about your product. Find these people and find them now; treat them differently because they are better. Cater to them. Appreciate them. Love them
And stop worrying about the weather turning.
Subscribe to:
Post Comments (Atom)
Well said. Got the point. But, I need to measure and count and follow through. Plus, I don't often see all of the better customers. How can I communicate this to my staff? How can I start a routine of talking to my better customers? What can I give my better customers? I deal with so many people everyday that sometimes I just want to go into the office and shut the door. I got the message I just need some more nudging..... Wood
ReplyDeleteIn response to my blog about getting better customers, here's what Wood Foss said; "Well said. Got the point. But, I need to measure and count and follow through. Plus, I don't often see all of the better customers. How can I communicate this to my staff? How can I start a routine of talking to my better customers? What can I give my better customers? I deal with so many people everyday that sometimes I just want to go into the office and shut the door. I got the message I just need some more nudging..... Wood
ReplyDeleteNovember 3, 2009 2:19 PM
Any body have any suggestions for Wood. I do but I want to hear what some of you have to say. Thank you
fred