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One Person Can Make a Difference
1 May, 2009 By: Harvey Goldglantz Pest Management Professional
As the economy continues to founder and the battle for those precious expendable dollars becomes ever more heated and cerebral, I want to share a story that I read some time ago that demonstrates the fundamental precepts and simplicity of smart marketing.
Harvey Goldglantz
During a recent business trip, a group of colleagues had dinner together at a not-so-famous restaurant in Manhattan. After being seated, a waiter approached the table and said, "Good evening everyone and welcome. My name is Raj and I will be your waiter tonight."
As the meals were in the process of being ordered, a few in the group noticed that Raj didn't take any notes. When someone made mention of this to Raj, he offered to repeat everything once everyone was finished ordering. He did so flawlessly.
The meal and the service that evening were outstanding. So much so, in fact, the group agreed to return to the restaurant for dinner the next night. Of course, they requested a table in Raj's section and once again, he didn't disappoint.
When the kitchen took too long to cook a meal for one of the diners, Raj provided a complimentary cocktail and appetizer, and boxed the dinner for later — at no charge. Everyone at the table had become a Raj fan.
The next night — you guessed it — it was back to their favorite New York restaurant again. And of course, they asked for Raj. This time, though, they were disappointed to hear there was more than an hour wait to get into his section. It had been a long day, so they decided to opt for a shorter wait. They went over to the bar, asked the bartender for a dinner menu and ordered a round of drinks.
Upon finishing the round of drinks 25 minutes later, a member of the group requested the bar bill. To his astonishment, the bartender said, "Your bill has been taken care of," and pointed to a young man, carrying a tray of food, heading toward a table at the back of the restaurant.
As the members of the group stared at each other in disbelief, they immediately went back to the headwaiter and demanded to be seated in Raj's section.
As they were seated, Raj arrived with a Diet Coke in hand for one of their group members — addressing him by name. Raj then proceeded to take the dinner order in his customary respectful fashion.
He returned with the meals and placed a glass of Pinot Noir in front of another group member. "I thought you might enjoy a glass of Pinot Noir with your steak, sir," Raj said.
Everyone was astounded and impressed by Raj's magical, mystery marketing skills.
His acumen can be explained fairly simply:
- The memory thing was a learned method.
- Bringing a Diet Coke to the table: The businessman had Diet Coke all three nights.
- Addressing an individual by name: That person paid with a credit card.
- The Pinot Noir: The person had a glass of Pinot Noir on the very first visit to the two days earlier.
- Buying a round for the guys: priceless.
Lessons Learned & Applied
Differentiate Yourself. This one individual, and his ability to cultivate relationships, was a powerful tool to attract repeat business.
Know Your Client. Come to understand their needs and wants. Deliver personalized service to your customers. Learning the small details about your client can make all the difference.
React Quickly To Control Damage. Rectify service mishaps quickly. This builds good will and makes for loyal customers.
Never Stop Selling. There is unlimited potential for add-on sales and repeat business once the initial sale is concluded.
Imagine where your company could be if it was staffed by employees with Raj's work ethic.
You can reach Goldglantz, president of Elkins Park, Pa.-based Pest Control Marketing Co., at 215-782-1150 or e-mail hgpcmcinc@aol.com.
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