The Salesby5 Blog

Recently we had a meeting with Alan Weinkrantz, Ryan Kelly and Steve Patti.  During our discussion, we were talking about how important it is for companies to live their brand on the inside of the organization before taking it to the public.  This ensures that everyone is on the same page as far as what’s being sold, what’s been promised and what the experience should feel like.  Steve put it into his words by saying that the gap the customer feels between the brand promise (what the customer expects) and the experience (what the customer actually receives) is what ends up affecting the perception of the brand.  The closer the brand promise and the brand experience are to one other, the better the client feels about having done business with the company and the more likely they are to return.  Conversely, the further the gap, the more damage is done to the brand.

Consider if you went to Wal-Mart (low prices) and you purchased an item, then later found that Target actually had lower prices.  What if you were to go to a Ritz-Carlton Hotel and not experience remarkable, world class service?  These experiences would clearly cause a disconnect between the brand promise and brand experience.

Have you had a similar experience or the complete opposite experience, where you expected less and got more?  Share with us in the comments.

photo by dustin

This past weekend, my wife and I traveled to Corpus Christi to visit friends and family.  Yesterday was a miserable day weather-wise in Corpus, 30+ mph winds, drizzle and chilly.  Before returning to San Antonio, I pumped my gas and awaited my receipt, then I saw the frustrating “RECEIPT WITH CASHIER.”  As I made the annoying walk, I was greeted by two ladies behind the counter.  One provided me my receipt, the other said “I’m so sorry you had to come in, may I get you a coffee or hot cocoa?”  I was so pleased with their attitude, I went back to the car and told my wife the story.  Then, when we joined our friends for lunch, I told them about the experience as well.  This company bought my admiration with a cup of coffee.  What small things can you do for your customers and clients to make their day a little more pleasant?  Can you keep the holiday spirit going year ’round?

Last night, my wife and kids went to a good friend’s restaurant for the first time, Tiago’s. I had heard great things about the food. Here is what I did not expect, at the end of the meal, after very good food and excellent salsa we came to the end of the evening. The waiter brought my kids push pops right before the bill arrived. The kids (5 and 7) were ecstatic and both loudly said "this is the best restaurant ever!" They actually kept saying it and began to disturb others until we calmed them down. The push pops were devoured. We brought food home and had some of it for breakfast. Today, we almost went out for lunch and all my son and daughter could say is Tiago’s! I asked my daughter why and she gave me the following reasons exactly in order:

1. Great food
2. Great restrooms, she love the purple tile in the restroom. (she is 7 and very much a designer).
3. Great dessert (the push pops)
4. Cool coloring book that was part of the menu that came with crayons.

We had an experience, not a meal. My food was fine, the salsa (I love salsas) was incredible/remarkable. The kids, do not understand why we do not just move in and eat there. That is an experience that sells. That push pop probably cost about 30 to 50 cents. How much does advertising cost versus making a visitor’s first impression amazing?

The tip was big, the bill was not. What can you do to get people to talk about your service, your restrooms and your product?

Soon to come, my friend who owns Mercedes-Benz of Bourne and how he proves that your restrooms tell how you take care of and feel about your guests and customers.