Make 'Service' Extraordinary –Farquharson/Tedesco
Him: "Okay. What's the deal on breakfast and, more importantly, coffee?"
Them: "What do you mean? The power is out. Sorry for the inconvenience."
Him: "Got it. Thanks."
Our question: Why didn't the manager on the night shift ask, "What can I do to anticipate my guests' needs? Dunkin' Donuts sells a 'Box of Joe' that holds 25 cups of coffee. There's a Dunky right across the street and, miraculously, their lights are on. Perhaps I might send someone over with $50. Heck, the hotel is going to lose that and probably much more in refunds anyway." When the man went down to the front desk to pose that question, he stopped upon seeing the night manager talking with the morning manager, laughing over the coffee that the former had bought the latter on the way in.
The lesson: Anticipate.
On a motorcycle ride through Cape Cod this past July, Bill stopped by a gift shop where he found the perfect Christmas present for his best friend. It was a special order item that, he was told, would come in by the middle of September at the latest. No problem. The order was placed and Bill was told to wait for a phone call.
September came and went without that call. October was racing by as well, and Bill felt the need to check in:
Bill: "Hi, I'm just checking on my purchase."
Them: "Oh. We haven't even ordered it yet."
Bill's thinking: &^%$#$%&
Bill (through gritted teeth): "And why is that?"
Them: "Because we need to wait until we have $2,000 in orders and we don't."
Bill: "Why didn't you call and tell me that?"
Them: "Why would we? It's a Christmas gift, as I recall. You've got plenty of time."
Our question: Regardless of the fact that, yes, there is plenty of time, if a customer was told that the order would be ready by the end of September and it wasn't, why didn't someone at the gift shop anticipate the frustration of the customer and pick up the phone to relay that information? Is that kind of anticipation really that extraordinary?
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.