What insignificant thing brings people back again & again?

By MARK RIFFEY for the Flathead Beacon

Last week we talked about what it takes to be the perfect place. Not really “perfect”, but something that feels perfect. Thing is, perfect is quite often different for each person. That’s why it helps to decide who your ideal customer is and zoom in close to eliminate who they aren’t, AND more importantly, zoom in super close to determine who they are, what they do, who they do it with, and so on.

When you zoom in that close, you’re far more likely to notice the small things that are important to them. Whether you look through a telescope or a microscope, you have to pay very close attention to what’s in view in order to know what to do next, what decisions to make about what’s important and what’s not.

Under the microscope

When examining something under a microscope, you’re looking at tiny little things, but in the context of the viewing area, they’re still important despite their size. The same goes for little things that your ideal client cares about.

While the lack of those little “insignificant” things might be ignored by your ideal client, the situation changes when those insignificant little things exist. It might not make sense, but here’s what happens: That little insignificant thing isn’t expected in most situations, so it doesn’t count against the business that doesn’t provide whatever that little thing is.

However, those customers are always looking for those little things. They might not be disappointed when they don’t find them, but their sensitivity to their presence is always high. When that tiny item IS present, everything changes. The ideal customer is looking for it and the presence of that item, no matter what it is, is transformational.

It changes their opinion. It changes everything because it changes the lens they see that business through. Suddenly, that business “gets” them. It understands them. They know that this business understands the minute little things that “fussy customers” are looking for.

You don’t miss what you don’t care about

Like a rest area on the highway, people who aren’t looking for them don’t miss the ones that don’t exist. Even when one appears after many miles, they won’t necessarily appreciate it if they don’t use it. Likewise, those who have been waiting for that rest area are thrilled to encounter it, even though it’s only a rest area.

It’s a bathroom and maybe a place to have a picnic and walk the dog.

Even so, it’s what you want, when you want it. You can probably name a few examples of this kind of appreciation that you have in your world.

Horseradish?

Here’s a simple example: horseradish. Years ago, I stopped into a barbecue place for the first time with a couple of friends. This place had a special take on things. All the walls in this place were lined with three rows of various hot sauces, barbecue sauces and the like. I had never heard of most of them, but I surely tried a few.

That, however, was not the thing that brings me back to this place. Their barbecue is excellent, but even that is common in the southern midwest.

What brings me back every time is the fact that in addition to their barbecue and vast array of sauces is, of all things, the cole slaw. While this is not uncommon given that you can get into downright religious arguments about cole slaw (acidic, on the sandwich, on the side, etc), what’s different about this place is that their cole slaw contains the perfect dose of horseradish.

Yes, horseradish. That’s it. I drove by this place today, as I happened to be in the same town for the first time in 16 months.

Of course, I haven’t quite perfected this touch on my own, as simple as it might seem, so that makes it even more of a draw. Anytime I’m in this town, I MUST visit that barbecue place (For those hankering for detail, it’s Buckingham Smokehouse in Springfield Missouri).

This is a perfect example of a trivial little detail that raises your business’s game above others every time. Do I have high expectations of them as I do every business I return to? Sure, but that detail is what pulls me back.

That is how a tiny insignificant thing can pay off & make your place “perfect”.

Want to learn more about Mark or ask him to write about a strategic, operations or marketing problem? See Mark’s site, contact him on LinkedIn or Twitter, or email him at mriffey@flatheadbeacon.com.

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Want to learn more about Mark or ask him to write about a strategic, operations or marketing problem? See Mark’s site, contact him on LinkedIn or Twitter, or email him at mriffey@flatheadbeacon.com.