The thought that counts

Sam Leader It's a marketing no brainer, but I was recently reminded of the remarkable effectiveness of good customer service.

I am someone who takes food seriously. I love cooking almost as much as I love eating. As a result, finding a good food shop is my idea of a thrill. It's sad but true.

There is one deli, for example, that I can't get enough of. This is in spite of the following:

1. It's not particularly local. This from someone who usually cares about shopping locally. To make up for this, I try and tie in other things to do in that area when I feel the urge to go to the deli. I did say it was sad.

2. The range is not exclusive. I know I can pick up much of the food it sells elsewhere.

3. Its prices aren't knockout. I've seen cheaper Parma ham around, but still the deli represents great value to me.

So if it doesn't win on location, produce and prices, how does it have the edge?

They are just so darn thoughtful.

For example, customers waiting at the deli counter are always encouraged to sample various cheeses, olives and so on, so that when your turn comes, you end up taking a spoon of this, a wedge of that. Gets me every time, anyway.

Secondly, more often than not the man behind the counter throws in a handful of extra sausages for nothing. This makes me inordinately thrilled, although I know deep down they'd only ever give away the ones they'd plan to chuck at the close of business.

Thirdly, on a recent trip I couldn't decide what coffee beans to buy. One of the staff recommended a particular brand, then whizzed behind the shop's coffee counter to make me a cup to sample. Once again I was sold.

This kind of approach may seem overwhelming, but the fact I have never felt pressure to buy shows they're striking the right note.

Every one of these gestures costs very little, yet must work wonders for business. Marketing efforts don't have to be expensive or extravagant to be appreciated, just thoughtful.

So what are you doing in your business that works...or what could you be doing? Maybe you've witnessed actions that have really made an impression.

Share your learnings and discover what others have to say below.

Until next week.

Love your work,

Sam Leader is a director of Flying Solo and its editor. She is the co-author of Flying Solo - How to go it alone in business.

13 comments | Add your own 1 2 3 | Next» View all»

I'm a huge fan of this sort of thing. The other day we had our lawn mown. On his way out the gardener climbed up and pulled down all our old palm fronds (quite large) and threw them on his trailer. For him it's 2 minutes work, but for me it's 1/2 an hour while I chop them up and try and fit them into our tiny garden waste bin. Just that thoughtfulness and helpfulness left a huge impression on me. It made me think I'd got superb value for my money. Peter Crocker from Flying Solo | Read my articles
Bring it on! Its all about showing people that they are special. Self esteem for the most of us can be fragile, and this style of interaction helps support a culture of sharing and caring.. When we eliminate any form of 'attack' on others, we are given the opportunity of seeing them at their best, ready to cease opportunities as positive rather then being suspicious of 'being had'. or pressured into a sale.. It's a model we can copy and apply across all our people to people interactions.. let's do it and help make living in this world a magical experience. Dianne from Melbourne
This add the extra step always works. It is like the laws of abundance, give and you receive.
BTW, Can you email me the deli location, I would like to check it out - thanks David from Chatswood
You made a very good point Sam. I always find a smile and an "I'll be with you in a minute" costs nothing and makes a huge difference. Janet from Gordon, NSW
I agree Sam. It's something I'm looking for more ways of doing in my design business. I've received some good feedback when I offer information to clients that is about the bigger picture of promoting their business - not just about the brochure /poster/logo I've been contracted for. So I also tell them about stuff such as networking opportunities AND your site actually! Jacquie from Nairne SA
This subject has more to it as ‘just’ customer service. It reminds us that small business is more flexible and in a much better position than the larger companies. It’s clear that cost is no issue for your deli. As long there is a win-win scenario nobody is under served. Bon appetit. Peter De Laet, Pajamanation.com.au from Brisbane

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