Why Customers Buy: It’s In the Details

In 1955 when Disneyland opened, the Disney people conducted exit surveys of the many customers asking them what they felt was the most memorable thing about the new park. With all the fun things to do and see, the #1 thing that impressed the customers was the cleanliness of the rest rooms.

In a competitive business environment, it could be the smallest detail or first impression that wins or loses a customer’s business. When my family and I were relocating from New York City to Chapel Hill, my wife and I interviewed salespeople from three moving companies. The one we hired was not the cheapest by any means. We hired the company whose salesperson bothered to be on time for the appointment.

Not only did he give us the feeling that he wanted our business, but I figured if someone from a moving company can’t be on time to take my business, what chance do I have of my furniture and possessions arriving on time. What really clinched it was when one of the salespeople told us the reason she was late was because she was very busy. Needless to say, her appointment didn’t last very long since it was obvious we were not important to her.

Just because something might not be important to you, doesn’t mean it won’t be important to your customers. Things like being on time, returning calls in a timely manner and sending out thank you notes might seem small to some of you, especially since they’re so easy to do. To me, when someone is willing to go the extra mile to make sure the smallest details are covered that tells me they value my business. Besides, if you’re not willing to do the easy things, what would make a customer believe you’d ever be willing to do the big things?