How can an investment of less than a dollar make someone feel good about spending $250 with you? Do you think that such knowledge could shorten the sales cycle with your customers or convince people to give you more of what you want?
It happened on a recent airplane flight. You probably know that in a sea of fees, cramped flights, and frustrated flight attendants, air travel has lost some of its magic.
But when it was time for the beverage service, I got a surprise. The flight attendant handed me the full can of my fizzy drink of choice. I was expecting to just get the usual “Dixie Cup” sized portion. The generosity was extended to all passengers and not just me.
So a small gesture had a big impact. It made me feel good during an otherwise busy day.
Will getting a full can of a soft drink convince me to fly on this airline again? Tough to say. I tend to look first at the price, then the overall flight time with connections. But after those things, amenities do enter the equation. Hmmm, I thought. For an investment of less than a dollar, an airline may have improved its chances of getting my return business. That’s not a bad return for your marketing strategy.
In a complex, ever changing business world, can you pass up anything that can give you an edge over your competition? To Clear the Path to your “Give the Can” moments, keep these tips in mind:
Surprise
Can you deliver the unexpected? It’s an extra perk or experience you can provide.
Maybe it’s offering your clients high quality coffee in a place where they would never expect it.
Create an Experience
Some car dealerships have their customers bang a gong after they just purchased their new vehicle. I’ve seen ice cream parlor employees sing a song whenever someone gives them a tip. Neither of these are hugely expensive endeavors. But they can easily separate you from your competition.
Exceed Expectations
This one is a bit tricky because it requires you to not just give something to someone. You have to give of yourself and sometimes that requires a change in your business culture.
Do you ask people if they have any additional questions or are you so focused on getting what you want that you don’t think to ask? Do you alert people to a potential problem, even though you won’t profit from it? And are you trying to make one sale or get someone to keep coming back, again and again.
Bottom Line: Giving the Can is a practice that can boost your profile and your business.
