In my business I have occasion to visit lots of car stereo retail stores. In so doing, I often visit these retail stores by car. Lots of times it’s my car. I have indeed, more than once, been the beneficiary of the proverbial screw in the tire. Then as I am driving back to my office I experience the flat tire. Then I experience the changing of tire. Then during the changing of the tire, I split my pants or tear out the pant knee or some other memorable travesty. Then after changing the flat tire, I have to visit the tire store to have the flat repaired or often buy a new tire because I drove the side wall to hell. All of these lasting impressions because I visited a car stereo store. In my case I was gathering knowledge and transferring information in consideration of a business relationship with the store. Before reading further, please take a quick glance at your parking space now. Then…
Consider what lasting impressions the consumer will drive home with. If the store is lucky, the consumer will return and give the store a chance to create a set of more positive lasting impressions by doing the right thing and reimburse the consumer with apologies and a commitment to insure the parking spaces are kept in a more hospitable condition. On the other hand the consumer might be received by a defensive clerk (or worse a defensive owner) who demands all manner of proof. In reality a quick review of the parking spaces might reveal the strong likelihood of the screw actually coming from the store’s parking space. The ensuing “discussion” adds even more to the lasting impression held by the consumer who shares his impressions with everyone at the bar or office or gym this afternoon. This, generally speaking, is not the kind of word of mouth that adds to the store’s traffic count tomorrow. Unless the consumer returns with his posse and weapons.
What to do…? Sweep the %#@!^ parking space before you leave the store in the evening or before you open the store in the morning. While you are at it, you may notice the beer bottles, fast food trash, cigarette butts and weeds. These are pretty easy to remove too. Such removal may even add to a quality lasting impression as opposed to the alternative discussed above. You may also be surprised to notice what else is left outside or on the shop floor destined for eventual discard. Wire ties, fuses, butt connectors, screws, lost car keys, sockets, small tools, left over parts that were omitted as the dash and door panels were put back together (remember the cost and time it took to track down that rattle last month), etc, etc, etc…
To avoid the negative lasting impression and help create a more positive lasting impression, takes only a few moments of paying attention at the end or at the beginning of the day.
If as you read this note, you found yourself in a defensive demeanor, go look in your parking space again. If you are impressed with finding no screws, trash, weeds, wasted parts and tools, etc… Pat yourself on the back and keep it up. If on the other hand, your review of the parking space reveals screws, trash, weeds, wasted parts and tools, etc… Stop being so defensive. Clean it up. Teach all of your people to follow your lead and why they should do so.
Then as important; take a look at all of your business practices and try to imagine what kind of lasting impression is left on the consumers who have experienced these practices, who have listened to the way your phone is answered, who have visited your website or who have talked with you and your staff. It is a worthwhile business exercise.
At your service,
Ray Windsor Facebook: GermanMAESTRO Germany
President Twitter: raywindsorlsc
