All The Small Things

By April 16, 2019Blogposts

How many times does this happen to you?  You pick up your coffee and the name is spelled “Kark”?  You said, “it’s Mark.  With a ‘K’.”  The barista acknowledged, but that’s how it came out.  Simple misunderstanding?  No. 

See- you’re a regular and have been for quite some time.  There’s staff turnover, of course.  That’s to be expected in most industries.  But processes can always be implemented in order to remedy this.  If there was any confusion (spurred by a moment of second thought, whereby the person writing this name infraction would ask themselves, “have I ever met a Kark before?”), the barista could simply have asked for clarification. 

Getting a name, pronunciation, what your client likes and dislikes, or any other detail isn’t minor.  It can mean everything. 

Pay attention to the details.  It matters.  Here’s why:

  1. It shows that you care.  Simply looking up the phonetic pronunciation for a name on a Google search, prior to the client meeting, instead of just telling them you can’t say their name, or perhaps remembering how they spelled or pronounced it means that you respect them.  If they mention to you that they’re going to Hawaii next month for their nephew’s wedding, remember that.  It’s not information they just volunteered for no reason.  They’re comfortable around you and if you ask them about their trip in the next meeting, it will show them that you listen to them, and acknowledge their needs as clients.  This will strengthen the relationship beyond your beliefs.
  • It will separate you from everyone else.  It’s true.  You think your competition will be your competition, if you’re doing what they’re not?  They bring donuts to meetings.  You pre-order pastries from a 4.5 Star Yelp reviewed boulangerie.  A customer’s meeting goes well.  They don’t hear from their contact again.  Another customer’s meeting goes well, and you sent them a thank you card, and scheduled a follow-up meeting.   They’re not you.  Don’t be so hard on yourself with regards to competition.  It’s only competition if they’re pushing you to do better.  And if not- they’re making you look good by being less than awful.
  • Going above and beyond for someone acknowledges the fact that you went out of your way for them.  Your client mentions a family wedding in Hawaii.  You send them off with a bottle of champagne to bring as an additional gift, or for their own enjoyment.  Perhaps you arrange for a snorkeling excursion for them, or even send them off with a voucher for a ride to and from the airport.  It’s that easy.  And it goes a long way to show them that you will go to great lengths to earn their business.  They’ll presume, “…if they treat us this well, imagine how they’ll treat our business moving forward!”

These are just few, of many examples of how you can drive business by paying attention to the details.  They may be small, and seemingly minuscule, but they’re are truly meaningful to the big picture of driving your business.

In the aforementioned example of the barista getting the name wrong, let me close by saying this:

If customer service, quality of product offering, and value are all there, people will continue to frequent your business.  If the quality or value are inconsistent, but the details and the service are on point, then most likely, the customer will give you the opportunity to salvage the relationship, treating it as a one-off.  However, if the details are forgotten, and other aspects fail, then the relationship will too.

It’s time for you to give a damn.  Focus on the big picture.  We’re here for the details.

By @MarkPavelich CEO The Mark Consulting & Marketing

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