Mr. Marketing: For want of a doughnut

While dashing between appointments last week, I stopped at an area deli.

It wasn’t busy, and I ordered a sandwich. Then I wanted a soda.

Once seated, I desired some chips, and paid for those separately.

Each transaction was separate because I initiated it. The owner never tried to sell me anything extra, preferring to talk with his employees.

If he’d suggested a full meal when I placed my original order, I’d also have bought dessert.

Instead he suggested nothing, losing opportunity, goodwill and money.

Big deal, right? But what if 30 people walked through his door daily and each bought a $2 dessert. He’d have just added $300 to his weekly sales.

That’s $15,600 per year, which could make a big difference in his annual profits.

Shakespeare wrote of a kingdom lost for want of a nail.

It forces the question: Could a business be saved by selling just one more item to each customer?

The answer is obvious.

As a customer I find myself alternately lazy and distracted. The deli owner didn’t suggest I buy more — so I didn’t.

Plus he barely engaged me, minimizing reasons to be charmed, recommend him or return again.

It typically takes 7 to 10 “touches” to get a new customer in the door of any business. It costs 6.5 times more to acquire that new customer than to service an existing one.

But if customer experiences with you are less than stellar, getting them to return can be, at best, problematic.

Alternately, servicing your current customers well is the best strategy for acquiring that incremental piece of business. It’s the old 80/20 rule in action.

Sales are driven by many things, including branding, customer loyalty, pricing, quality, service and location.

The deli had pricing, quality and location on its side. Sadly, its service was lacking. I’m not sure I’ll go there for lunch again anytime soon.

That deli owner may not realize it, but if he’d worked just a little bit harder he’d have sold me that dessert. If he’d shown any interest in me I’d have put him on my “must return” list.

But for want of a doughnut, a sale was lost. And for want of enough sales, a business may be lost.

With that said, I wish you a week of profitable marketing.

For more about Mr. Marketing, see www.askmrmarketing.com.