Via loop_oh on flickr
Are you open for business?
Every day I walk past vacant restaurants and half-empty shops, “victims” of the recession, of tough economic times, of changing priorities and values. Well, to all of that I say “Hooey!”*
*Yes, apparently I’ve turned into a cranky octogenarian.
For every restaurant that has seen its customers dwindle away, there’s another one out there welcoming them in. Offering specials that are amazing to the palate and sensitive on the wallet. Getting out of the kitchen to talk with (and listen to) their customers. Taking advantage of opportunities to try something new or to partner with like-minded businesses. Yes, some of them are using technology (newsletters, Twitter, Facebook), but that’s only a piece of the puzzle.
Think about it. What do your customers want? Not what they need, what they want. I need to eat breakfast, I want to eat my favorite breakfast burrito from Udi’s.
How can you let them know that:
You have what they want.
Menus are helpful. Menus with detailed descriptions are more helpful. Menus with detailed descriptions, plus pictures, plus write-ups from you and your customers are the most helpful.
You will help them get what they want.
How many obstacles do you place in your customer’s path? Can they easily find out where you are? When you’re open? If you’re kid-friendly/vegan/gluten-free/etc… (Hint: Communicate, communicate, communicate.)
They will feel confident and successful during (and after) this process.
What? Is talking about your customers’ feelings too woo-woo* for you? Remember how you felt ordering the first time at Starbucks? (or insert your favorite coffee shop here.) After countless visits, you now feel comfortable and confident.
*Note to self: try “too woo-woo” phrase with 3 yr old daughter tomorrow. Take bets whether I get fits of toddler giggles or the scarily pre-teen eye roll.
Most people will continue to frequent those places where they’ve learned the routine and know what to expect because it’s more comfortable knowing your expectations will be met than taking a risk on something new that might be a disappointment. No one goes to the Red Lobster in Times Square because they want great seafood.
Although, I’d recommend starting with the first two steps, don’t underestimate the importance of this final element. If you’re customers are buying a product/service that they want and feel good about buying (not just the product, the whole experience), you’ve just put yourself miles ahead of your competition. Now “I want a hot dog.” becomes “I want to go to Steve’s Snappin’ Dogs” or “Let’s go out for brunch.” becomes “Let’s go to Satchel’s.”
So, let’s say our farewell to those businesses that have been “victims” of these “tough economic times” and a hearty hello to those who continue to give us what we want while putting a smile on our face.*
*You know what I meant. Get your mind out of the gutter.
What do you think? What are examples, good and bad, that you’ve seen lately?
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Earlier this month, I wrote about a non-profit who wanted to jump onto the Twitter bandwagon without really understanding the tool or having a strategy for using it.
