The line at my local Chipotle looks like this each and every day at lunchtime, with 20+ people on line and more streaming through the door. And each time I’m there, I’m in and out in 7 minutes or less.
Conversely, there’s a lovely little bakery across the street from my office called Amy’s Bread. Most everything there is delicious (though wildly expensive), and I’d be there once a week if it weren’t for the fact that if Amy’s has anything more than four customers working their way through the line at the same time, their system grinds to a halt and it can take 10 minutes to get a salad and a piece of bread (let alone a hot pannini – 15 minutes or more!).
What’s going on here? The fact is, it’s easy for us to spend our time time and energy focused on what went wrong: the customer that got away, the sale that didn’t close, the photo that we sent that didn’t pop as much as it should have, the pitch meeting that got off track and ended before it really started. What about the value we can create by making sure that everything goes just right when things go exactly the way they’re supposed to go?
What do we do when we come across a funder (customer) for whom our story completely aligns with their worldview, someone who jumps in quickly with both feet ready to help in a real way? Do we go above and beyond to make her experience more extraordinary, more remarkable, and more worth talking about than her wildest expectations? Or, right after “closing the sale,” do we run around after the next potential customer or, worse, are we too busy breaking a sweat doing backflips for our loudest, most disgruntled customer – never mind that they might be the wrong customer for us – that we don’t pay enough attention to anybody else?
Step 1 is figuring out who, exactly, we are trying to serve, what their worldview is, the emotional change we expect to happen when they come in contact with our story, and what action we would like them to take when we’ve succeeded in making that change.
*phew* we say. Success. We did ALL of those hard things.
Yes, it’s success, and it’s just the start. The most important, value-added part we can do is to make sure that our perfect customer is beyond delighted after they become our customer.
Chipotle knows exactly what to do when 10 hungry people walk through the door on the hunt for a hot, fresh burrito.
Are you also ready to delight your best customers when they say “YES, I’m buying what you’re selling”?