Lately, my inbox is filled with requests from folks who want to maximize their customers’ experiences. They want to go beyond mere satisfaction and instead, nurture and develop the “ecstatic, yell from the rooftops, sing your praises,” customer. To do that means a relentless focus on the little things that’ll drive BIG results! With that in mind, It’s appropriate for us to revisit...
Massage magic — Part 1
Ain’t it great when the unexpected pleasure slaps you upside the head and reminds you of the little things that really matter in business? Well, I had one!
It wasn’t a mere raise-the-bar experience. It launched the bar. It was a moon-shot! A few years ago, I was in Dallas for a five-day business trip. On day four, I was pooped! So, at 3 p.m., I decided to sneak up to my room for a well-deserved nap. However, a better idea hit me. I approached the concierge and said, “Hi Machelle, could you please help me schedule an in-room massage within the next 90 minutes?”
She replied, “Hmmm. We usually suggest that guests simply go to the health club, but I know who to call.”
She reached for the phone and said, “Hi Sandra, it’s Machelle at the Anatole. Mr. Blackman would like an in-room massage, at 4:30 or earlier. Are you available? Not ‘til 5. Mr. Blackman, will that work?”
I requested the phone and said, “Hi Sandra, I’ve got a commitment this evening and would really like to start at 4:30, is that possible?”
She answered, “Mr. Blackman you have my commitment, I’ll be there at 4:30 or earlier.” (Smart marketeers commit to a deliverable.)
At 4:25, there was a knock at the door. It was Sandra. (The great ones honor their promises.)
She greeted me with a big smile and a firm handshake. She then asked, “Mr. Blackman, where would you like me to set up your massage table.”
(This was now my table, not hers. I suddenly had vested ownership! She used the words you and your, vs. I, me, mine or my.)
Sandra then said, “How long have you been in Dallas? What’s the purpose of your visit? Tell me more about what you do…” (She immediately took an interest in me by asking questions.)
Sandra then made the following request, “So I can assure you the best results, could you please complete this form.”
She then handed me a form with questions, similar to ones I had completed when visiting my chiropractor or physician.
Over the years, I’ve had lots of massages, but never one that started like this. So I asked, “Sandra, what do you need this information for?”
She responded, “Mr. Blackman, the best way for me to help your future is to understand your past, for the body never forgets!” (Whoa! I wanted to know what time her workshop started! She had a valid reason or justification for her request.)
When my homework assignment was completed, Sandra studied it. She then said, “I see you’ve had lots of athletic injuries and you’re still very competitive, with your weekly softball games and workouts. Here’s what I suggest, why don’t you take a hot shower to wake up your muscles. Then, I’ll stretch you before we begin, to create positive energy for your massage.” (Who am I to argue with a trained business pro, who uses benefit statements?!)
As I headed for the invigorating waters of Dallas, Sandra asked, “Oh, Mr. Blackman, which do you prefer, classical music or jazz?” I said, “Classical,” to which she responded, “Classical it is!” (Once again, she was focused on a simple pleasure that would maximize my experience.)
In part two, you’ll learn more about how a simple massage, evolved into a series of valuable business lessons.
Jeff Blackman is a speaker, author, success coach, broadcaster and lawyer who lives part-time on Marco Island. His clients call him a “business-growth specialist.” Send an e-mail to email@example.com or go to jeffblackman.com to subscribe to his free e-letter.