Any time you can make a process easier for a customer, they are more likely to buy from you in the future. Take for example the episode of "Undercover Boss" about Great Wolf Lodge, the CEO of the company got to experience firsthand the checkin process, complete with long lines of cranky kids and parents.
Then she said those words that consultants (OK, at least me) love to hear:
"There's got to be a better way."
Oh yes there has. And that better way will definitely help the bottom line. For example, I'm sure that once a family gets to the check in desk, there are some upsell options, perhaps a dining plan if they didn't opt for one, extra activities, etc. Would you be willing to purchase an add-on that was offered to you if you just spent three hours in line with hot, hungry, tired kids? Probably not. The better your experience, the more likely you are to keep saying "yes."
What are you doing to keep your clients saying yes? Please comment and let me know.
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Rob Wallis is The Marketing Outsider, a speaker, author, and consultant who helps business owners increase their profitability by improving their visibility. Contact him at The Wallis Group
