I was thinking about one of my customers the other day and it reminded me of a story Nido Qeubin, president of Highpoint University in High Point, North Carolina, tells of looking out his office window one day and noticing where students were taking a shortcut between two concrete walking paths.
The students had actually worn a path through an island of trees, shrubs and flowers.
Nido called the maintenance supervisor to his office. When the maintenance man arrived, Nido pointed out the window to the path.
“Look…the students have created a path between the walkways?”
The man replied, “Yes. I just don’t know why they do that. They should stay on the walkways and stay out of the flower beds.”
Nido replied, “I want you to get some concrete and pave that path they have created.”
Somewhat shocked, the maintenance man replied, “But sir, they already have a concrete walkway.”
Nido said to him… “But they don’t want to walk on the concrete path that goes all the way around the island. They are showing you where they want to walk…and it is through the island. So…give them what they want!”
This story is a great small business marketing message for YOU and YOUR COMPANY.
Are you giving your customers exactly what THEY want…or are you giving them what YOU want them to have?
Most small business owners are guilty of this to at least some degress.
Remember: You are not your customer. Don’t presume to know what they want.
If you will take the time to really observe your customers and listen closely to them, they will show you exactly what it is that they really want.
And then it is up to YOU to give it to them.
If you are trying to force them to walk on a different path, they will soon create a path of their own…and it will most likely lead to one of your competitor’s front door!
Thanks for allowing me to share this story…and I hope you have a great day,
PS. Find FREE Small Business Marketing Tips, Secrets, Strategies and Techniques at my website, http://www.TheNetworkingNinja.com
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Or feel FREE to call me at 770-993-0004 or email Hal@HalColeman.com