1. Hide information - Make sure that the information people often need is hidden or out of date. People should be forced to call you because you know they are too dumb to read.
2. Do not (under any circumstances) call back or allow people access to you - People need to know that you are a rare a valuable commodity and they will be lucky to reach you. When they do, they should feel privileged.
3. Limit payment options - You know what? People should have to pay cash because 2-3% of credit card revenues get taken from you when they use VISA. If they didn't remember you are "cash only", too bad. They should read the web site better (oh, wait, they are too dumb to read.)
4. No modifications - do not let people make any choices. You know what's best for them anyway. Options just confuse the "dimly-lit" peasants.
5. Provide what you want - Choose the products to carry that you like best. Sure, people will ask for other things, but don't listen to them. They don't know what they are talking about.
Roadblocks. If I hear another comment such as "In this economy..." followed by an excuse, I'm going to scream. I talk to a lot of business people and many of them are setting new records in this "down" economy.
With technology and connection to customers getting easier, many of the things that are making people successful have less to do with being clever and more to do with identifying and eliminating roadblocks to doing business.
I want it now. This is the way of the world. People want it now. I was reading a super article about "leaving instant money on the table" by Denny Hatch. In the article he wrote about his experience getting all fired up about a new book that he immediately wanted to buy on his Amazon Kindle reading device, but the publishing company had purposely not allowed a Kindle version. They lost instant money because they didn't want to sell on the Kindle platform. They made it hard to do business.
Our customers and guests are the same way. They want it now. Often it's as simple as directions, prices, coupons, descriptions, available booking dates, party times, fruit available, etc. They don't want to call you, they want to know NOW.
Work at work. At the IAAPA convention, talk amongst the birthday party operators was about people doing 'work' at work. Working parents were taking a quick often unsanctioned break at work to book their child's birthday party online quickly before the boss walked pass their cubical.
They were saying that online party booking was a necessity because these parents would only book at sites hat let them plan without making a phone call! We've got to sense and adapt to that market as well, or risk being left behind.
Top five ways to make it easy to do business with you this fall.
1. Review and update information - Read your own web site! It's probably dreadfully out of date, even if you think you've updated it. Update your phone messages. People still call, so get them good information on your machine, so maybe you don't have to return the call AND they don't have to wait for you.
Have someone outside the office review each page for mistakes, broken links, contact information, prices (a big one!), hours, etc. Spend the time and money to get it right! We're moving to a live google embedded calendar so we can update dates and times on the fly.
2. Respond - Assign different people to respond to different inquiries, so no one is overburdened with call backs. Our market girls make market call backs, Michelle handles groups, I handle big gigs or fund raising partnerships.
3. Accept (nearly) all payment options - Take VISA, MC, DISC, Cash, DEBT at least! AMEX if you do a lot of business to business, WIC, Food Stamps, Senior Produce Coupons. We do not accept checks from the public anymore, but we sure do take church, scout, school, YMCA group checks because that's how they do business. Expand the number of locations you take credit card payments too. We went from front desk only to market, snack bar, gift shop, and I'll add Miner Max Gemstone mining this year too!
4. Modifications - Package your options well and you'll allow up-selling, choice, and satisfaction. You do not need a full a la carte suite of a million combinations, but you do need to guide and direct guests with your packaging program. No matter what package they pick, give your front desk staff clearance to "make it happen" for the guest/customer. In the end, you should be glad they came and glad to make it happen for them.
5. Provide what they want - Choose the products to carry that your guests ask for. If 25 people a day are asking for tomatoes - carry tomatoes. If no one can ever get the directions to your farm right - review/change/modify the directions.
Building your business is often less about being clever to attract new customers than it is about making it easy for people to do business with you.
Have a great week.
Hugh
Have a great week. - Hugh
PS If you want to make it easy for groups to book your school tours and parties online, check out our online booking system at www.BookMyGroups.com. See it in action on our home website at www.MazeFunPark.com
PPS If you missed the "Goal without a plan is a wish" live event, we recorded it for you to view anytime!
Reach us at: www.mazecatalog.com
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