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MapleRipple's

BETWEEN THE DEVIL AND THE DEEP BLUE SEA

 
 
 

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Getting close to your customers  

2009-07-17 23:21:06|  分类: biz insight |  标签: |举报 |字号 订阅

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I had today's supper at a chain restaurant near the city bus station. The overall environment of that restaurant was so so and the decorations were acceptable without anything special. In short, that was not an impressive place to dine.
As I was nibbling away at the not-so-delicious food the restaurant catered to me, the audio stereo started to play a long-in-memory song called "I really miss you so much".
That song simply brought me back to my teenager time when I walked back and forth between my house and the school, the song was all over the streets. My child life was pressured and I was stressed out due to a variety of reasons. There was the school picking on me, there were my parents pressurizing me and the endless homework choking me. It seems that everything had got me then. During that sad and long period, every time I passed by the streets I heard that song over and over, I loved it. Its tender melody and the singer's mild and warm voice was softly touching me, relieving my stress and softening my heart. Thank god the restaurant gave me that gift today, it simply washed away all of my dissatisfaction with the bad catering and cold service.
This made me think back to my college time when in the classes teachers always stressed the importance of getting close to the customers as often as they listed out ways of approaching your customers. Although we all recognize the significance of closing customers, we hardly understand how to make that happen. Some of us might say that shop's decoration is the best way, while some others might argue body language is pivotal. I ain't say they are wrong, but the key isn't there. The key to make friends with your customers is simply to cast yourselves into there categories, to fit into their mindsets. Let's take this restaurant, the price of the food is on average 15 RMB which is seen acceptable to white collars. White collars are almost 30 or so, and they love fashion while in the mean time they also feel quite nostalgic. And the song "I really miss you so much" has both of them. Songs like that would be the perfect collections for that restaurant. Playing those songs during business time would attract lots of customers and most importantly make many regular buyers.
That's the very reason why I was satisfied with that shop although it was not a perfect business. Getting close to customers is simply to touch their hearts, to feel the way they do, to put yourselves into their shoes. Product quality, decoration, delivery, service are all of vital importance while here we have to appreciate that only the understanding of what customers are thinking is imperative.
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