Easier to Lose a Customer than to Gain One

In Touch - Newsletter - #2

Dear Reader,

Welcome to the second edition of "In-Touch". As always, feel free to reply.

Success Story of the Week

Since you never (ever) fail to collect…why do you fail to connect?

I walked into the confectionery a few days ago to pick up my son’s birthday cake. It was decorated with his favourite heroes, which means paying premium.

There was no greeting, other than the one I initiated, and obviously no smile (yes, a smile can be seen and felt even under a face mask).

The young lady brought out the cake, placed it in an extra-large box and took my credit card. End of story.

How could (and should) this story have played out?

I walked into the confectionery to pick up my son’s birthday cake a few days ago and was greeted by a very polite young lady. Not even her face mask prevented me from seeing her broad smile and feeling the positive energy she radiated.

She took my son’s birthday cake and, before placing in an extra-large box, made a point of turning towards me so that I could admire the design and show my pleasure.

Before taking my credit card, she asked if I was related to Rolando (whose name was all over the birthday cake). When I proudly answered, “I’m his father!”, she congratulated me on my son’s 8th birthday. Needless to say, I walked out of the confectionery with a wider smile than the one I had walked in with.

Now tell me, honestly. Which version is the better? Is it too much to wish for the person who is collecting my money to make an effort to connect with me?

Words of Wisdom

Vince Lombardi on the importance of customer retention:

"It takes months to find a customer and seconds to lose one."

Our reader Andreea Stoinescu demonstrates how making an effort to visit ends up in sales:

"In 2014, I was trying to lease the restaurants in the food court of a shopping mall I was working for. I called the owner of the restaurant chain I wanted to attract and asked for a chance to present him the project. I drove 5 hours to see him in a city in the north of Romania where he was based. He told me he was pleased because I was the only one who had come to visit him at his headquarters. All the others had insisted that he should go and meet them.

Even now I don't feel that I did anything special. I was just doing my job. Anyway, he signed the contract, the shopping mall got a good rent and the food court is still a great success."

A Question to Ponder, dear friend

What can you do to make sure your customers have a lasting good impression of their interactions with you and your company?

More Resources

  • Every Friday I go live to answer your questions. Click here to send me your question.
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Best Regards,

Michael R. Virardi