A daily email about monetizing your corporate expertise. Give me ~1 minute a day, and I'll help you turn what you know into your most differentiated and lucrative asset.
đź’ˇ Free tire repair
|
Driving around over the weekend, I finally heard it. The first “da-DUNK da-DUNK da-DUNK” in my six-month-old car. I turn off the radio. The noise persisted. I turn onto a different road. The noise persisted. Once home, I take a look at the tires, nothing was noticeably off. Maybe it’s nothing. 🤞 ​ No such luck. The next day, the tire pressure light goes off on my way to a haircut. Well there goes my afternoon. I happened to mention it to my barber who immediately said: “Just go to Les Schwab. They’ll look at it and if it’s a simple flat, they’ll patch it up for free.” ​ So, once my coif was in check, I headed that way. And sure enough the friendly team took my info and my car key and said they’d call me. Two hours later, they had checked it out, found a screw in my front-right tire, patched it up and sent me on my way. All at no charge. ​ Driving away with my problem solved, it struck me what a textbook example this was of positioning and client service every step of the way. ​ People experience symptoms before knowing their problem. ➡️ I didn’t know I had a screw in my tire. But I knew I had urgent symptoms. We talk about our symptoms to others. ➡️ I mentioned it to a friend (read: barber) who I trusted. A business develops a reputation for a specific type of problem. ➡️ Based on my symptoms, he instantly recalled Les Schwab Tires by name, as a place that solves this exact situation. The business publicly differentiates on approach and service. ➡️ He relayed the details of their unique value proposition from memory. The business then delivers on their brand promise. ➡️ The shop triaged the situation, found the real problem, and solved it quickly. And values lifetime customer value over immediate monetization. ➡️ They offered a high-value service for free as an investment in a client relationship and future higher-ticket services. Producing a loyal customer, even pre-revenue. ➡️ I’ll definitely go back there when I need future work. And yet another point of social proof ➡️ I immediately wrote a Google Review as my way of saying thanks. ​ And the loop continues… Pretty straightforward, no? ​ 💡 -Wes |
đź’ˇ The Lightbulb
A daily email about monetizing your corporate expertise. Give me ~1 minute a day, and I'll help you turn what you know into your most differentiated and lucrative asset.