 For
Just 30 cents of Salad...
Simon
sent me this lunchtime message:
‘Whilst waiting for my toasted foccacia, a young
man came into the shop and asked for a salad sandwich.
‘While the shop owner prepared the sandwich, the
young man kept saying “Give me heaps of carrot”,
and “Give me heaps of beetroot”, etc.
‘When it came time to pay, the shop owner rang
up the transaction and said, “That’s $3.50.”
The customer replied, “But the price says $3.20.”
‘The shop owner explained that the customer had
requested “extra” salad. The customer was
dismayed and replied, “I wasn’t aware I
had to pay extra.”
‘The shop owner became angry and stood his ground,
insisting on the higher sandwich price. The customer
said he did not have any more money and left with the
shop owner giving him a filthy look.’
Of course, that customer will never return – and
I’m quite sure he will tell others about his bad
experience. Those he tells may avoid the sandwich shop,
too.
The shop owner should have checked whether his menu
pricing reflected a surcharge for ‘extra’
toppings. I looked, and it didn’t.
For the sake of 30 cents, how much business has this
shop owner lost?
It’s quite true that customers will ‘take
advantage’ every chance they get. But there’s
nothing wrong with that! In fact, it’s why customers
come to you in the first place. They have made their
comparisons and decided that you offer best
value for their money.
Why, then, should you be upset when customers try to
get everything they can? After all, you offered it.
The problem is not the customer, it’s the company
that lacks clear and attractive communications.
A simple note on the sandwich shop menu reading ‘Extra
Items = 30 cents’, would have neatly solved the
problem.
What would solve the problem at your place
of business?
Key Learning Point
Full-bodied communication
with customers leads to understanding and delight. By
contrast, sparse or misleading communication leads only
to distress.
Action Steps
Do
a complete review of your marketing materials, product
and service guidelines, purchasing instructions and guarantees.
Make sure every promise you make is crystal clear, and
everything you offer is completely and gladly delivered.
Next Article in Customer Service Education >>
Where on the Floor is 264?
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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