Photograph by Todd Quackenbush
THE RIGHT TOOL FOR THE JOB:
One of your responsibilities is to provide value to your customers when they want to hear it. But, in 2016 this isn’t so simple. We’ve all become far too unpredictable. Between Facebook, blogs, email or walking around the city; we no longer know where to find our customers.
So, what’s the right tool for the job? How do we best reach your customers and provide value to them? Ask yourself, “When and where do your customers want to hear about you?” Let me share with you a story.
When I first told my father I was moving to NYC; the first words out of his mouth were, “You have to get a pastrami on rye at Zabar’s Deli. He hadn’t been to the world famous deli in 20 years, but he remembered the experience. This was good information, but I didn’t step foot into Zabar’s for 2 years. The question is, “Why?”
I heard about them at the wrong place and the wrong time. I was on the verge of making a life altering decision and not really interested in a sandwich a thousand miles away. So, when and where do Zabar’s customers want to hear about them?
Zabar’s sells food; so, obviously before lunch and dinner. But, what are Zabar’s customers doing right before they eat? Well, about 15 minutes before lunch; they check their Facebook. Because, starting a new project would prolong their break and that’s not going to happen. So, 15 minutes before lunch Zabar’s should send them a little reminder that Zabar’s sells a pastrami on rye they’ll remember for next 20 years.
Different businesses’ customers want to hear from them at different times and different places. That’s what you need to think about. Then, provide that value and experience for your customers at the right time and medium.