Losing a Customer is This Easy

Last week, my husband and I revisited a restaurant in Kennebunkport, Maine that we have enjoyed for about 10 years. The food is good, the prices are reasonable, and the casual, friendly atmosphere is right up our alley. I always look forward to their “Lazyman’s Lobster”, which they remove from the shell for you and serve in a bowl, doused in butter. Ah, what a sinful pleasure!

As I perused the menu, I realized that there was no Lazyman’s Lobster being offered. I decided to ask about it. The answer I got, “Well, we can do it if you insist… But we prefer to serve it whole, in the shell.” This was delivered with a sigh, a squirm, and a notable lack of eye contact.

I was not only disappointed, but annoyed with the response. Here was the unspoken conversation that did the real damage to our “relationship”:

HIM: “I’m really going to hate it if you insist.”
ME: “Of course you prefer to serve lobster whole, because it’s easier for YOU. But isn’t this supposed to be about ME?”
HIM: “I told the cooks they wouldn’t have to prepare Lazyman’s Lobster anymore.”
ME: “Don’t you have to take lobster out of the shell to prepare all this other stuff on the menu, like Lobster Rolls, Lobster Stew, and Stuffed Lobster? Why should this be a big deal?”
HIM: “I hate it when these tourists are too lazy to take apart a lobster themselves.”
ME: “Why didn’t I go down the street to ABC Restaurant, where they still have what I want on the menu and don’t make me grovel for it?”

It’s that easy to lose a customer. A bad decision, rolled eyes, the arrogance to ignore what your competition has to offer, and the inability to consistently make your business about delivering what your customers really want. This restaurant in Kennebunkport will probably never notice when I don’t return or recommend their establishment again, but I have to think that they are slowly and silently losing market share with this attitude. It’s a slippery slope.

Differentiate Yourself to Win

Happy New Year, and welcome to 2011. The U.S. economy continues a slow rebound, but the general consensus is that the recovery won’t be truly complete until the unemployment rate is reduced to a healthier (lower) level. For many companies, a new calendar year brings shiny new budgets and staffing plans. People return from their winter holidays ready to tackle a whole new set of challenges…and they may need you!

Job hunting today is a very competitive activity. So many qualified people are looking for good positions. Tension is high for those who have been unemployed for any length of time. It’s a “buyer’s market” right now, and employers can be choosy to make sure they hire the right people.

A friend of mine is currently competing with three other finalists being considered for an attractive position. They have been asked to prepare a presentation for the management team of the hiring company. Although the situation is a little nerve-wracking, she has been given a great opportunity to differentiate herself from the other candidates.

If you are up against multiple candidates, what might you do to differentiate yourself?

• Research, research, research the hiring company. Scour their website, the annual reports (for a publicly-traded company), blogs, reviews, and product descriptions. If your network contains anyone already employed by the company, take them to lunch and pick their brain. Use the information you gather to insert knowledgeable commentary during your interview(s), and to ask informed and insightful questions.

• If asked to do a presentation, don’t just do a boring PowerPoint presentation with a bunch of bullets that you read! Try something different, such as all graphics as a mere backdrop for you (which is where you want them to focus their attention anyway). Or introduce yourself using another presentation product, like Animoto (animoto.com), where you can create a free 30-second presentation with original music and photos you choose. It’s easy, and different.

• Think about ways to showcase your unique personality. You want to draw people to you so they can imagine how pleasant it would be to have you around. Tell an engaging story, spice up your interview suit with a colorful tie or scarf. Don’t forget to smile! Appearing too serious, or even grim, can be a real turn-off.

• Be sure to tell your prospective employers how excited you are about the opportunity, that you appreciate their time, and that you really want the job. They have the gift of employment to give, and expect a little appreciation and enthusiasm.

• Follow up any face-to-face interaction with a “Thank You” communication. Hand-written notes are still always appropriate, and I personally don’t think there’s anything wrong with a creative digital thank you sent via email.

Good luck, and keep your chin up! There’s a good job out there for you.