Hot Button Marketing: Keep On Giving
“Always give more than the value received.”
Hot Button Marketing by Barry Feig, page 77
When I underlined this phrase, I thought of the word “lagniappe” which I believe to be a Cajun French term that means more than expected. You may recognize this practice as “putting the cherry on top.” Regardless of what you call it, it is becoming important to exceed the value your customer has come to expect.
The sad news is that in many instances, today’s customers do not expect much. In theory, this is an indication that you don’t have to do much to impress today’s customer. But that’s not the route I’m taking today. I’m suggesting to take that extra mile to not only satisfy the needs of your client, but to do so in a way that encourages them to refer you to their friends, associates, and acquaintances.
Introducing the lagniappe principle to your customer-oriented game plan is no longer a luxury… or an option. It truly can be your differentiating strong suite.
You are probably better at this than I am, but here are a few ideas to help stimulate your imagination:
1. Provide a map of the location with special attractions highlighted. This job can be made easy with the help of Google Maps.
2. Furnish a “Special Road Safety Report” that you compiled over the months to remind them of the importance of remaining vigilant regardless of their final destination.
3. Remind them that you are there for them 24/7 for any reason at any time. Make sure they realize that this is a genuine offer.
4. Supply a ticket of admission to a hard-to-get attraction.
Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.
For information on Mike’s Fourth Annual Training Cruise, email Mike at firstname.lastname@example.org with the word “cruise” in the subject box.