Since we chose a restaurant with multiple locations within 15 minutes of our house, we began discussing which location to visit. I suggested the one closet to our home, to which my son mentioned the awful service we continually get there. He suggested another location not much further away, to which I reminded him how that location seems to always mess up our order. We finally agreed on a location further away, but where we seem to get good service and our orders are correctly filled, less one or two minor issues.
Same food, same brand, far different experience based on location. Why? The people. My bank has three locations the same distance from my home, yet I always go to the same one. Why? The people. You had a choice of five different firms to help redesign your office, but you chose one over all others. Why? My guess, their people. It’s ALWAYS about the people.
Now, if we’re talking “Big Box Chain,” the issue is muted. They will still get your dollar/their money, just from one location over another. But suppose you’re a local pizza joint, and people are avoiding your business due to employees, and instead, are spending their money at another local pizza joint nearby. Not so good for you, great for the other pizza place.
Whether you serve pizza, sell shoes, design websites, clean carpets, or offer tax preparation services, the single most important marketing factor is your people. A great owner with a great business needs to hire great employees to ensure great service and a great experience. I understand many other factors help determine the success of a business – location, pricing, competition, etc. – but the core value of your business is always your people.
You don’t need a degree in consumer behavior to know when you’ve received excellent or terrible service. The right people make all the difference, regardless of the industry or the situation, and will always be the best marketing asset for your business.
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Random thoughts, comments & opinions.