Unexplored Territory
"Have the nerve to go into unexplored
territory. Be brave enough to live life
creatively."
--Alan Alda
Have you noticed how many companies have
started adding services that are not part of
their regular offerings? McDonald's is now
renting videos in the drive-thru lane.
Wineries have started providing tourism
opportunities. Air-conditioning companies
are offering alternative and green energy
products (visit my friends at Air-Stream)
Starbuck's started selling music
and Borders is selling coffee.
Amazon's model
Amazon started this trend by going from
selling books and music to selling
everything. In the last year, I've bought
audio speakers, toys for my grandson, an
electric razor, and a pedometer as well as an
assortment of books.
What about your company? Is there territory
you can explore? Are there additional
products or services that you can offer to
your customers? Understanding your customers
and their needs can be beneficial to you as
well as the customer. Walk through a typical
day in your customer's life. What can you
offer that will add value to your customer's
experience? Is there an additional product
or service that might fit nicely with what
you already offer? Or is there a product or
service that doesn't really fit, but is
something additional you can provide? After
all, McDonald's is not a video store, but a
large number of McDonald's customers get
ready for an evening by picking up a meal and
a video. McDonald's saves their customers
the extra stop.
Finding your unexplored territory
How do you find these additional services?
Ask. Ask each customer what else he or she
needs. If you can't add the service, become
a connector. Put your customers together
with businesses that can provide the
additional products and services that they need.
I had an opportunity recently to add a
service to my offerings. I have done
training for businesses and government
agencies for years, including
train-the-trainer and presentation skills
training. I have also provided writing
services to all sorts of clients. One of my
clients asked me to attend their new employee
orientation and evaluate it. I've done a
large amount of research to uncover the best
practices to bring new hires onboard quickly
and efficiently, while helping to reduce the
ever-pervasive disorientation and uncertainty
that comes from starting a new job. It was a
natural addition to my offerings, but one I
wouldn't have thought of if I hadn't had a
conversation with my customer.
From your customer's viewpoint
Think about your business from your
customer's viewpoint. What else does your
customer need? Is it something you can
offer? If so, add it to your services. If
not, find someone who offers that product or
service and team up. You may find some
additional income to balance out this
economy. Unexplored territory can reap volumes!
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