Do you nail it when it comes to your product or service offerings? How compelling is your offering? Are you clear, concise, and, most important, consistent? Regardless of your business, this article will give you some pointers to nail it.
I was getting my manicure and pedicure the other day. The nail technician/owner, Min, offered me several cards. He asked, "Which manicure do you want today?"
He handed me several cards and each one outlined the difference and price between the services.
As my manicure started, I began thinking about the many nail salons where I have had my nails done. I could not recall any of them prior to this handing me cards (like a menu) to help me select my service. Yes, sometimes various services are listed on a board, or tucked away in a brochure, or described verbally…but this was different.
So, curious, I asked him, "What's the reason for defining the numerous choices in such a thorough manner?" and "How does it work for you?"
We conversed for nearly an hour about his business philosophies and I gleaned some valuable pointers that could apply to any product or service offering.
He explained the benefits of his method:
1. Every client gets the same quality service. Min wanted me to understand that even when a client selects the least expensive service, the quality is parallel to the most expensive choice. Does every client consistently get the same quality of your service or products?
2. Consistency is the key to success. We have heard this many times. McDonald’s success is defined by the company’s ability to be consistent, regardless of where you access their products. What do you do to ensure consistency occurs in your business?
3. Create an elegant and easy upsell. He placed the choices in front of me. Each manicure choice increased the length of time for the service. The basic did not include warm towels or a paraffin wax. He provided an easy opportunity to give his clients more. What can you offer to provide your clients the little extra? How can you make it easy for the clients to consider which option best fits their needs and wants?
4. Give your customer choices and let them decide. Thinking ahead to anticipate your client needs and desires will help you increase your business and give your clients the opportunity to make the best selection. Let them contemplate what will work best for them. If you are a service provider, give your client what they ask for and then think ahead to what else they might want.
5. Make it easy to train your new employees or team members by writing down your options. Even in the very large companies, there is often a caveat or practice that is left to interpretation. When you offer products or services, make sure the options are clearly identified in writing. Small businesses tend to skip this step, which often leads to preventable troubles down the road.
6. Ensure that your client understands what they are buying - what is included and what is not. If you have a physical product, this is easier to accomplish. In the case of service providers, it is critical to detail what your fees include and additional preferences that your client may want as an add-on.
7. Eliminate the temptation of favoritism. Min explained that he did not want his nail technicians to be influenced by favorite clients or big tippers. He proactively avoids this from happening by determining in advance the various service levels.
In other words, everyone gets the same level of selected service.
Follow these seven pointers on consistency in your business and you will ‘nail’ it just as Min has.