Don’t Be a Big Mac, Be a PrimeTime Joint

The difference in the two names in my article title are huge.  One is a nationally branded burger that will do when in a pinch or forced to eat with toddlers; the other is an EXPERIENCE.  I didn’t start this article to write about food, but I’ll tell what you what prompted this burger themed thought:

My Phone Died

Gasp!!!  I had an appointment about 45 minutes from my office, didn’t plug my phone in the night before, and used the GPS to get there.  Now, leaving the appointment at 12:45, my stomach had waited long enough and I found myself in a somewhat unfamiliar part of town.  There are obvious choices…McDonalds, Wendy’s, Taco Bell, etc. located at just about every corner I pass as I try not to get lost on the way to the highway.  But as hungry as I was, I really just wanted something good, not something cheap and fast.

Then it hit me: there’s this awesome spot downtown that serves ridiculously delicious burgers (even veggie ones!).  It isn’t a chain, it’s not the cheapest, and it certainly wasn’t on my way home.  Heck, I didn’t even have my phone to call to see if they were open.  I ordered a “PrimeTime Joint” burger, which is by and far the most ridiculous sandwich I’ve ever eaten and I paid $14 for it.  Happily.

An Illogical Decision

Why am I telling you this, you may ask?  BECAUSE IT HAS TO DO WITH YOUR BRAND.  The choice to drive 10 minutes out of my way, passing numerous options, while paying twice as much for the same quantity of food is illogical.  I had only ever been there once, and I wasn’t even entirely sure they were open.  Why would I choose to do such a thing?

Because it was awesome.

People make irrational, illogical decisions every day.  There are numerous options for every cleaning service that you can think of.  My point is, be the “PrimeTime Joint”.  There are plenty of Big Mac’s out there.  Make your service the best thing they’ve ever experienced.  If it takes you 30 minutes longer, and costs $25 more to do it that way, DO IT.  Your customers will pay you more money and come back despite the other options in their face because they know what they’re going to get:

• Can you do a walk-through to address all their concerns?
• Could you take the time to answer all their questions with respect (even though you have put those answers on your website) so they feel comfortable and confident with you?
• What about call backs the day after the service, or even that evening to make sure they are satisfied with their service?
• Can you send them a preparation email the afternoon before their appointment to see if there is anything else you can help them with?
• Can you call or email them BEFORE their next service is due so that they don’t have to go searching for your number?
• What if you made that experience so easy and wonderful that it is a no-brainer to call you next year?

Make Your Service An EXPERIENCE

I conjured up a memory of an experience of a mouth-watering hunk of beef and bacon, and made the illogical decision to get one by driving past at least 11 competitors and paid 2-3 times the money for it.  AND I WAS HAPPY ABOUT IT!  People respond to people and experiences.  Make your service an EXPERIENCE.  Don’t be the necessary to-do item that will get them by; they will likely forget your name the moment you drive off.  No one remembers or cares about their stop at McDonalds.  Don’t be a Big Mac.  Be a PrimeTime Joint.