IT IS ALL ABOUT THE CUSTOMER

© May 2010-Joel Johnson

When you see the golden arches sitting on top of the pole, you know it means there is a McDonalds close by.  You have been programmed to know exactly what they do, how they do it and why they have achieved success; fast service, good food, low prices and a toy for the kids.  Your child recognizes the sign and knows what that means to them; a free toy, a playground and yummy food.  If you asked a child what they want to eat for lunch, you often hear them say, “McDonalds”.  

McDonalds understands the psychology of creating the right model that focuses and delivers its products in a unique way to the targeted consumer. Early on McDonalds understood the importance of giving its targeted consumer a REASON to come.  They also know that if you want to capture the adult, you first capture the child.

McDonalds management recognizes that they have to go above and beyond the norm of selling hamburgers and fries if they are to beat the competition.  While creating and selling good tasting hamburgers and fries is important, they know they have to separate themselves from the crowd.  McDonalds does this by building a total product, which includes the entire package: consistently delivering the same store appearance, product and service, etc.

Surely you have noticed that all McDonalds look pretty much the same no matter where you go—in the states or in another country.  All the associates wear the same uniform, the food is the same, and the toy is the same.  You know what to expect when you see the golden arches.

You’ve probably recognized the same model in Wal-Mart, Lowe’s, Best Buy, Office Depot, Books-A-Million, Amazon.com, just to name a few. No doubt you recognize these names and could easily name the things that separate them from their competitive crowd.  But, what you may not recognize, on the surface, is that each of these businesses has their own individual personality, character, and a focus on the customer.  They never forget what made them successful…customers.

What is your model?  What separates your business from the competitive crowd?  What can you do to assure repeat business?  After all, nothing happens until something is sold and nothing remains sold until your customer returns on a consistent basis.  If you only make one sale to one customer that never returns, your business is a dead business and you will soon join thousands of used-to-be businesses that are now in the business failure grave yard.

A manufacturer of metal products invites their customers on an annual bird hunt, an annual fishing trip, with fish guides and a great fish fry afterwards, with all the trimmings.  The following day they are invited to tour the facility, where the customer can see how their orders are manufactured and they get their questions answered honestly and transparently. 

During the manufacturing process the customer is kept informed of their order progress.  After every order is completed, the customer gets a personal note of thanks from the president of the company. The customer gets the feeling they are part of the family and they know they will get the best quality and service every time.  The company guarantees every order to be free of defective material and workmanship.  This company recognizes the fact that “people buy people first, then goods and services.”