If money is the root of all evil, then it surely makes sense that the devil is in the details. It’s not about what you sell, rather it’s how you sell it, support it, and stand apart that takes the books from an infernal red to a glorious green. 

As a consumer, you can buy your new fancy refrigerator from any distributor you please, you can board a plane and get somewhere warm on your carrier of choice, and you can buy a remanufactured transmission from your preferred vendor (obviously I hope it’s ETE). 

As a business, you hope like heck that those customers pick you over the others and do so time and time again. 

As a mom of a quite persuasive boy, you easily get convinced that Saturday afternoon is the perfect time for a sushi lunch and a couple hours at the bowling alley. 

Xander decided how I was spending my money that day, but as the one that holds the wallet I got to choose where. The sushi joint was an easy pick (all-you-can eat always wins), however with a day packed full of plans and the urge to enjoy some early faux Wisconsin spring weather, I had some tough choices to make. The goal was to have as much fun as possible, not spend a tremendous amount of money, and somehow create more hours in the day. I had to be economical, efficient, and energized in order to call the day a success. 

There is a bowling alley fairly close to home, along the same route as the intended lunch spot. Its cost is slightly less than the other facilities in the surrounding area. This venue has lanes, bowling balls and shoes, decent music and a full bar. What seemed like a no-brainer, had me wavering like the wind on a blustery day. 

The other place is twenty-three minutes out of the way and costs a smidge more, but has previously impressed us. I mentally wrestled between the importance of having a blast or losing forty-six minutes of potential outside time. 

Quickly, (with the input of the not only convincing but opinionated boy) I chose to let fun trump sunshine. I decided on the place that is fully staffed, and attends to our lanes swiftly when my son undoubtedly gets a ball stuck, or a pin lodged the wrong way. We opted for an almost guaranteed open lane, instead of being pushed away due lack of availability. We settled upon happy, friendly cashiers, smooth lanes, unchipped balls, and clean bathrooms. Even with other options that were acceptable and ultimately more convenient, I chose experience over all other factors. 

How do you build a customer base that remains loyal and chooses your product or service religiously and repeatedly? 

Sell It: The best advertising is word of mouth, however you have to attract and impress those that will do the talking. Educate potential customers not just about your product but why they should buy it from you, instead of the other guy. Focus on the benefits that money can’t buy, such as warranty, service level, and any additional perks.

Support It: If you onboard a hundred customers and leave just one out to dry when an issue arises, you will have a bad reputation and an empty bank account. It is not how you sell the product, but rather what actions you take when there’s a problem. Supporting your customers in the dark times establishes you as a true partner, builds trust, and creates a value your competition can’t touch. 

Stand Apart: Be different. Have a unique voice in your industry. Offer something the other guys haven’t even thought about yet. Dare to be edgy and let your charismatic personality show through marketing, direct interactions and every step of the process. Necessities, products or services can be boring but you don’t have to be. 

Customers aren’t looking for “fine”. They aren’t satisfied with mediocre service or an underwhelming experience. Businesses that chose to cut corners on product quality and proper staffing, those that focus solely on profitability and crave money over customer loyalty risk a purgatory of silent phone lines and empty waiting areas.   

I will save my minutes of contemplation from here on out and simply stick to the lanes that satisfy. I may be a less than mediocre bowler, but I will not accept service that doesn’t woo or wow. 

Aim to be the guiding light, the savior of the service world, spare no opportunities for greatness and strike it rich through the experiences you offer.