How do your experiences affect your expectations when you go about your daily activities? How do your experiences affect your expectations when you do business with someone? I thought so.
Have you seen the ads by CarMax? Here is a car dealer that understands how our experiences shape our expectations. For those who don’t understand what I am referring to, CarMax is running an advertising campaign where people experience a seemingly unending series of minor disasters/catastrophes, where the actual service or products delivered come nowhere near the promises made or expectations set. Witness the ad where the two prisoners escape prison only to find life outside is SO horrible that they actually beg to be allowed back into the prison. Likewise, there is the ad where the couple gets married and goes on the proverbial “honeymoon from hell”.
The message in the ads is that CarMax understands that shopping for a new and used car is not a happy memory for most people and full of mental caricatures of the fast talking, high pressure salesman with bad hair, bad breath and the proverbial loud, plaid suit. As a personal aside, my wife’s brother was a car salesman for many years and laughed ruefully at the caricature while making a VERY good living selling new and used cars.
What do CarMax and my wife’s brother have in common? Both provide laid back experiences where the customer is allowed to freely look through the lot and inventory at his/her own pace. Full disclosure on the vehicle’s background is freely provided and an effort is made to make the customer feel relaxed.
Talking with my wife’s brother about it, he commented that he tries to match the customer with cars that will meet their needs instead of the dealership’s needs. He resists trying to sell the most expensive vehicle on his lot if it does not meet the customer’s needs and lifestyle.
The payoff? He has built up a loyal clientele that comes back year after year and tells others about the excellent service he provides.
Can you say the same about your business?