Everyone wants a discount. Everyone wants a deal. Everyone wants a coupon. Or so you might be led to believe.
One of my employees went to a fast food restaurant and said, "I'd like a three-piece strips, a biscuit, and a small drink."
The employee answered, "The drink isn't included with that."
She responded, "That's okay, I want a three-piece strips, a biscuit, and a small drink."
He replied, "But the drink isn't included."
She said, "I don't care if it is included or not, I want a three-piece strips, a biscuit, and a small drink."
He replied, "But the drink isn't included. You'll have to pay extra for the drink."
This went on for several more exchanges until the clerk finally got her what she wanted. He had no concept of how to take care of a customer if it didn't fit into his special value meal buttons.
Unfortunately, his actions aren't far from his experiences. There are many customers out there who would have not gotten the drink because it wasn't part of the bargain. They would have ended with the strips and biscuit or chosen something else that included a drink.
That is the Discount Mentality that has taken over much of America. And it is reinforced and fueled by retailers all across the country who only offer customers the bundles, deals and specials.
Don't be that store.
There are also a large swath of shoppers who are more like my employee, who know exactly what they want and how they want it. They are willing to pay extra for the drink, because to get it any other way is to not get what they want.
While the rest of the world caters to the Discount Mentality...
- You need to find and hire employees who don't think that way.
- You need to train your team to first give the customer exactly what she wants (and then worry about any specials or deals).
- You need to create a store where falling in love with the product is more important than fitting a budget or a price.
You do that and you'll have plenty of customers willingly paying extra for the drink. They're thirsty for a store that gives them exactly what they want and how they want it.
Be that store.
PS For those of you who have read Dr. Ross Honeywill's book One Hundred Thirteen Million Markets of One, you'll know that I am talking about selling to NEO's. I'll show you how to get customers to fall in love with your products in the next post.