In this GrowthEngine episode, I'd like you to think about whether you're just delivering a product, or you're actually delivering an experience.
It came to mind recently when I was working with a client in the catering business, and we were chatting around what do they do.
As an outside cater, we were also talking a little bit about the type of services and packages that they deliver and they do catering for weddings, parties, corporate events, the usual event types that require catering with or without table service.
They do food only, with optional table and chairs, tablecloths, decoration, waiting for staff, et cetera.
We've all been to a corporate event or a private event that's had a private caterer.
As we were talking, and getting down to the value proposition, I asked the team,
"What do we do?"
And usual, "Well, we do outside catering."
So me playing Devil's advocate, "What does that mean?"
The reply was "Well, we go out to people's events, and we cook or pre-prepared food, and we deliver that."
I covered at the end of it, is that a job well done? And there were various discussions around that.
Different people said they do weddings, people said they do parties, corporate events, all the things ... Automotive dealership events, festival events, those type of things.
They actually even do food trucks as well for those type of concerts where you there are hamburgers as well.
I said, "So at the end of the day or the end of the product or the end of the service delivery, what actually have we achieved?"
And again, varying answers around the room.
Some people were saying that we've cooked so many meals or served so many plates, associated drinks, comes as part of the outside catering, from that side.
And then a lot of people said,
"Well, the events are broken down. We pack up, we clean up, we go from there."
I'm saying, "Well, what have we missed?"
And this is what I want you to think about today: What have we missed?
This outside catering company did outside catering.
And it was totally and utterly focused on delivering what is sold, instead of delivering the experience through what is sold.
Let me give you a little bit more of an expanded example.
I sit down with the team and I said,
"Well, at the end of the day, what do people see?”
Yeah, we ordered X number of plates or X number of drinks or X number of food trucks, for X number of hours, and we served that product.
Is that enough?
No. What you should be thinking about is, what experience did people have?
How many people came up to the chefs or the service staff after and said,
'You know, the way you cooked that beef or the way you presented that was phenomenal."
People don't talk about what you do, they talk about what they experienced ...
When people say to you, "What did you do this weekend?", You can say, "Oh, we had this party and outside catering company, and we had this party and we did this, this, this, this."
They don't talk about,
"Oh, we hired this company to serve 300 plates or 300 drinks or put five food trucks outside." They don't talk about that.
They talk about, Oh, wasn't the hog roast great?
Or the taco stands great, or the way that that catering company presented the food. It tasted delicious.
They all gave us a little favours bag or doggie bag as you want to call it to go home with, with some new recipes in.
They gave us an excellent service, oh and the food was great too.
You're creating that experience.
And too many businesses are focused on what you deliver instead of the experience that you create.
And that's what I want you to think about.
I want you to sit down with your teams, or ... Like me, I do a lot of my thinking here in the car.
That's when I record these GrowthEngine episodes.
I do an hour and 10 minutes to work most days, and this is my thinking time.
For you it may be something different, so maybe you sit down, find that quiet space, and ask yourself a question: are we just doing what we're doing, or are we delivering an experience that the client would remember, and would want to buy again?
There's a great saying by Walt Disney:
“Do what you do so well that people will want to see it again, and bring their friends.” - Walt Disney
Wow, look at that quote, it is right up there for sure. Disney is a dollar-making machine, so think about that.
I look at it in our agency and recently we had a client who recently asked us and said,
"Mike, will you put a funnel in place for us?"
They didn't want to come into a full retainer which is fine, no problem. We're always happy to do a piece of project work to start with as a test case to prove the concept, providing there's an opportunity to do a retainer afterwards.
But the point I'm getting here is, "Will you put a funnel in place," so I cover "What are you trying to achieve?" the answer was "We want to get leads." I say "But why? For what end goal? Are we trying to increase leads, are we trying to increase revenue?"
Whatever it would be, there is a deeper goal.
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