TheWiseGuy
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So last night I arrived at the train station car park to find my car's battery was dead. With no jumper cables or people around, I walked my way home.
This morning, I awoke early with a problem on my mind: I need to get a jump to get my car started because I need to go to work.
There's a mechanic store literally right beside the car park, literally a 5 second walk. I gave them a call "hey guys, do you by any chance have a set of jumper cables? My car battery is dead and I'm in the car park next to your building. Don't worry, I can just flag somebody down and get a jump, and I'll return within 5 minutes".
So, the lady passes me on to another department within the same building. A man answers the phone in a tone that makes me think he's in a rush. "We don't have jumper cables, but we have a jump starter (which means I don't need a vehicle to hook up to) we can send somebody out for €25".
Now, I can purchase my own set of jump cables for €27 at a store nearby. And considering I'm penny pinching right now, this is my last resort. I kindly said I'll let them know & eventually got a pair from a neighbour. Happy result, car works.
Now here's where it gets interesting from a marketing perspective. If I was the top dog at this mechanic, I would send somebody out to start the car and refuse any pay. Why? Because next time something breaks, it likely won't cost me €25. And where's the first place I'll have in mind? Ah yes-- the helpful mechanic named Mick, I remember how helpful he was when my car battery died and I was desperate!
In my opinion, this was a missed opportunity. The time to do this would have accumulated to POSSIBLY 5 minutes, and the end result could have been a new customer for life.
Now, don't mistake me-- I'm not complaining about not getting freebies or feeling I'm entitled to anything. My mindset shifted long ago from "consumer" to "producer", so I'm observing things from a producers point of view.
Sure. He could have made €25 for 5 minutes work, this is capitalism after all. However, could missing out on a measly €25 result in much more returns in the form of a recurring customer? I think that "risk" is worth taking.
I'd like to hear what you guys think. This was an everyday encounter that got the cogs in my head turning. Marketing isn't all about flashy advertisements or brochures, it's also about seeing opportunities like I described and sinking your teeth into them.
The point I hope to convey can be summed up as: If you're a business owner, think twice next time. Don't fall over dollars chasing pennies.
This morning, I awoke early with a problem on my mind: I need to get a jump to get my car started because I need to go to work.
There's a mechanic store literally right beside the car park, literally a 5 second walk. I gave them a call "hey guys, do you by any chance have a set of jumper cables? My car battery is dead and I'm in the car park next to your building. Don't worry, I can just flag somebody down and get a jump, and I'll return within 5 minutes".
So, the lady passes me on to another department within the same building. A man answers the phone in a tone that makes me think he's in a rush. "We don't have jumper cables, but we have a jump starter (which means I don't need a vehicle to hook up to) we can send somebody out for €25".
Now, I can purchase my own set of jump cables for €27 at a store nearby. And considering I'm penny pinching right now, this is my last resort. I kindly said I'll let them know & eventually got a pair from a neighbour. Happy result, car works.
Now here's where it gets interesting from a marketing perspective. If I was the top dog at this mechanic, I would send somebody out to start the car and refuse any pay. Why? Because next time something breaks, it likely won't cost me €25. And where's the first place I'll have in mind? Ah yes-- the helpful mechanic named Mick, I remember how helpful he was when my car battery died and I was desperate!
In my opinion, this was a missed opportunity. The time to do this would have accumulated to POSSIBLY 5 minutes, and the end result could have been a new customer for life.
Now, don't mistake me-- I'm not complaining about not getting freebies or feeling I'm entitled to anything. My mindset shifted long ago from "consumer" to "producer", so I'm observing things from a producers point of view.
Sure. He could have made €25 for 5 minutes work, this is capitalism after all. However, could missing out on a measly €25 result in much more returns in the form of a recurring customer? I think that "risk" is worth taking.
I'd like to hear what you guys think. This was an everyday encounter that got the cogs in my head turning. Marketing isn't all about flashy advertisements or brochures, it's also about seeing opportunities like I described and sinking your teeth into them.
The point I hope to convey can be summed up as: If you're a business owner, think twice next time. Don't fall over dollars chasing pennies.
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