 My New Hat Makes Me Information Rich
I
bought a new hat to shield my balding head from the
summer sun. The store had over 200 hats, but only one
hat offered as much information as protection. My new
‘Tilley Hat’ cost me plenty. It was worth
every cent. What other hat comes with a four-page Owner’s
Manual complete with illustrations, explanations and
detailed instructions on how to wear it, tie it, wash
it and stretch it back to shape? What other hat comes
with history, legends and lore all provided?
What other hat explains inside that the cloth is ‘100%
USA cotton duck’, the fittings ‘British
brass’ and the sewing done with ‘Canadian
persnicketiness’?
What other hat comes with a life-long guarantee against
destruction or loss and the directive (I’m not
kidding!) to ‘include this hat in your will’?
What other hat gives you eight water-protected ‘brag
tags’ concealed inside the crown for you to pass
on to admiring acquaintances. These brag tags are not
just where and how to buy the hat. They include notes,
quotes and anecdotes to turn new acquaintances into
friends.
Tilley Hats are worth buying. They are well made and
faithfully guaranteed. The owners of this company deserve
to get rich. Tilley Hats are also worth studying. This
product makes the customer rich – information
rich.
Key Learning Point
Information about a product or service can add
tremendous value to that product or service.
Action Steps
What useful information
can you provide about who you are, what you do, where,
why and how? What insights can you collect to teach, tell,
instruct, advise, inform, arouse or entertain?
Next Article in Customer Service Education >>
Why is This Information Hidden?
First Article in Customer Service Guarantees >>
Are You Pulling in the Same Direction?
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
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