INSIGHT / BELIEF

There is a big difference between ‘branded’ and ‘personal’.

CHALLENGE

How to act when it is raining outside and your customers are about to go out?

SOLUTION

Offer your own umbrella instead of a branded one. Compensate colleagues for umbrellas offered.

BENEFITS
  • Satisfaction
  • Returning visitors
Raining cats and dogs

It’s raining cats and dogs outside and your customer or client is about to leave your store/office and to get fully utterly soaking wet. So, what do you do? Good companies take an umbrella from the pile of umbrellas with the company name and logo on it and hand one to the customer. Great companies offer their own umbrella.

I recently had a chat with Werner van Disseldorp, one of my favorite entrepreneurs. He is the kind of entrepreneur that will always be looking for new and better ways to make his customers happy. And he takes he is the owner of a company who takes great pride in this. He insists his colleagues offer their own umbrellas to customers. In return, he will buy his employees a new one.

Because there is a huge difference between getting a second-hand, worn-out umbrella that once belonged to a person now genuinely wanting you to accept this gesture or getting a sparkling new fancy branded corporate umbrella. There is a big difference between ‘branded’ and ‘personal’.

It’s not the steak it’s the sizzle.

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