In real estate, or in sales for that matter, we only get so many chances to exceed the expectations of our clients. Are you recognizing and acting on your opportunities?
Recently, I received a Mission Control email from Jimmy Vee (Five Foot High Marketing Guy) and Travis Miller (The Big Idea Guy) of Gravitational Marketing. Have you ever heard of them? I always read their emails even if I have to leave them in my inbox for several days until I have the opportunity to pour through their reflections, thoughts, and ideas. Like many, this too sat for a few days until I could give it the attention it deserved. I wasn’t disappointed. Here is what it said:
“A few years ago the transmission went out on my Acura TL. No bueno. Thankfully it was under warranty. I only had a few months left on my lease anyway.
I was going to be without my car for about 2 weeks. Last time this happened, Acura paid for a rental (that's part of the deal). But I ended up with a Dodge Neon or something. No bueno #2. You feel a little silly driving a Neon and making an Acura payment.
Anyway, I fully expected to get the same deal this time - and was not looking forward to it.
I called the dealership and let them know I was coming down - they said they would have a car waiting when I got there.
Sure enough, I meet the guy right at the curb and he says the car is waiting - and he has it started with the AC on so it's nice and cool when I get in.
The only difference was this time it was not a Neon - but a brand new Acura TL. Yeah!!
He explains that they felt bad about the problem and wanted to take care of me. Whatever. I was just mucho happy that I didn't have to drive the Neon again.
Then it occurred to me. I'm not sure if they did this on purpose or not, but this was a brilliant marketing ploy.
First of all, they get to look like heroes by taking good care of me.
Second, I get a 2 week test drive of the brand new model. Since my lease was up in a few months, "what to get next" was on my mind.
I didn't foresee any other dealership giving me a 2 week demo. So if the product had proven to be exceptional I would have been that much closer to closed when I turn it back in.
If they're really smart, they would have called me in a week or so, and ask how I like the car. Maybe suggest that I just leave my old car with them, they'll take care of the remaining few payments, and I just keep the car I've got. "We'll mail you the paperwork, Mr. Miller." I wasn't expecting that, but it would have been pretty clever.
Didn't happen.
Anyway, it's a great example of thinking a few steps ahead, turning adversity into pleasure, and using any customer interaction as a chance to build value.”
Recently, I received a Mission Control email from Jimmy Vee (Five Foot High Marketing Guy) and Travis Miller (The Big Idea Guy) of Gravitational Marketing. Have you ever heard of them? I always read their emails even if I have to leave them in my inbox for several days until I have the opportunity to pour through their reflections, thoughts, and ideas. Like many, this too sat for a few days until I could give it the attention it deserved. I wasn’t disappointed. Here is what it said:
“A few years ago the transmission went out on my Acura TL. No bueno. Thankfully it was under warranty. I only had a few months left on my lease anyway.
I was going to be without my car for about 2 weeks. Last time this happened, Acura paid for a rental (that's part of the deal). But I ended up with a Dodge Neon or something. No bueno #2. You feel a little silly driving a Neon and making an Acura payment.
Anyway, I fully expected to get the same deal this time - and was not looking forward to it.
I called the dealership and let them know I was coming down - they said they would have a car waiting when I got there.
Sure enough, I meet the guy right at the curb and he says the car is waiting - and he has it started with the AC on so it's nice and cool when I get in.
The only difference was this time it was not a Neon - but a brand new Acura TL. Yeah!!
He explains that they felt bad about the problem and wanted to take care of me. Whatever. I was just mucho happy that I didn't have to drive the Neon again.
Then it occurred to me. I'm not sure if they did this on purpose or not, but this was a brilliant marketing ploy.
First of all, they get to look like heroes by taking good care of me.
Second, I get a 2 week test drive of the brand new model. Since my lease was up in a few months, "what to get next" was on my mind.
I didn't foresee any other dealership giving me a 2 week demo. So if the product had proven to be exceptional I would have been that much closer to closed when I turn it back in.
If they're really smart, they would have called me in a week or so, and ask how I like the car. Maybe suggest that I just leave my old car with them, they'll take care of the remaining few payments, and I just keep the car I've got. "We'll mail you the paperwork, Mr. Miller." I wasn't expecting that, but it would have been pretty clever.
Didn't happen.
Anyway, it's a great example of thinking a few steps ahead, turning adversity into pleasure, and using any customer interaction as a chance to build value.”
My first thought after reading this article was of Earnest Thayer's "Casey at the Bat"
"Oh, somewhere in this favored land the sun is shining bright;
The band is playing somewhere, and somewhere hearts are light,
And somewhere men are laughing, and somewhere children shout;
But there is no joy in Mudville - mighty Casey has struck out."
"Oh, somewhere in this favored land the sun is shining bright;
The band is playing somewhere, and somewhere hearts are light,
And somewhere men are laughing, and somewhere children shout;
But there is no joy in Mudville - mighty Casey has struck out."
