As many of my readers know, I am constantly saying that we learn our best marketing lessons when we are the customer. I had a great reminder this past week. My wife, Michelle, had to undergo a rather serious abdominal surgery. It doesn’t matter how busy you may be, or who you are, such news will make you stop and take pause.
Upon completion of the procedure, the surgeon visited with me for a few minutes to advise me of how the process had worked in language that I could understand – complete with color photos! She told of how there were five small incisions and that the process was largely robotic. All I could say was “WOW”!
I then commented how lucky Michelle was to have this surgery performed in this hospital by her today! She looked at me with a puzzled expression. I quickly related how a close family friend had a similar procedure done not too long ago that was much more evasive which required a significantly different recovery schedule. The doctor replied; “Thanks for the reminder. When you do this every day that is an easy lesson to forget”.
I realize that contrary to what some of our customers seem to believe, the flooring business is not life and death. However, I believe that the same message applies. We take ongoing advances in everything from ease of maintenance to installation procedures for granted, but often forget that the customer may not have purchased a new floor in over a decade. What may not seem newsworthy to us is all new to her. Remember to explain how fortunate these changes have been and how she will benefit. Speak in terms that the customer can understand – and use color photos! But most of all, don’t forget to say “WOW”!
PS. (For those who know her, don’t be concerned. Michelle is doing well).
Tom Jennings
