I was on the Chesapeake shore recently
looking for one night on the waterfront
before sailing the next day. I found a Hilton
practically surrounded by water and told the
receptionist I wanted a balcony and the best
view. She was excited to quote me a great
special rate and checked us in.
The room was excellent but the view from the side
of the hotel was disappointing. How could
they not have rooms with balconies on the
back where the view would have been spectacular?
Walking before dinner, I saw that they did.
Why weren't we given one of those obviously
vacant rooms? Why was this receptionist deaf
to my request? Was she so convinced that
price is paramount that she couldn't hear? I
essentially told her I wanted to pay
more and I was ignored.
This is not an isolated event. Many times in
the last few months I've had to push clerks
to tell me about something other than their
cheapest offering. In fact, this has happened
so many times, my husband is tired of me
pointing it out.
Check your own assumptions and those of your
employees! Have you convinced yourself that
price is all your customers care about?
Now, more than ever, with the economy in a
slump, I hear people talking themselves into
this doomed mentality.
Focus on your customer and what they value,
not on price. Listen carefully to their
wishes. Remember this Hilton:
Learn from their mistake!
- They left money on the table
- They made me unhappy
Not sure if your assumptions are
deafening? Want some help shifting your
company's focus to value, not price?
Wondering how you could offer more value to
your customers and get out of the price wars?
Give us a call at 413-527-3737.