A couple of weeks ago I got my radar on a new book I wanted to buy. I thought about ordering from Amazon but didn’t want to wait for it. But then I found myself day after day not finding time to get to a store either. Finally, one night, I found myself free of work at 8:30 PM and decided to run out to get the book. I quickly opted out of the Mall/Barnes & Noble mess in favor of a local book and music store I wanted to support. I got on their website to check closing time (9:00 PM) and make sure they actually had the book (yes, “in stock”).
I jumped in the car and headed downtown, mercifully catching all the traffic lights just right, and actually finding a parking spot right in front of the store. I was in-the-door at 8:58 PM. Since it was right at their closing time, I went straight to the checkout desk to ask for the book rather than go hunting for it.
I walked up to the counter where there were two guys, one standing up and the other sitting behind looking at his watch. I asked for the book by title and author. Standing guy thought for a moment, turned to sitting guy and said “I believe we sold out of that a couple of days ago.” Sitting guy nodded his head and said “Yeah, sold out.” “Your website says it’s in stock” I said, ” I checked just before I came.” Standing guy gets on his computer, studies a minute, and says “Yes, it does.” He turns to sitting guy while shrugging his shoulders and sitting guy says “Yeah, we only upload inventory once a week. And it’s been about a week. We’re sold out.”
Realizing I was not going to get my book again tonight, and after flashes of internal disappointment and anger, I quickly put on my best “marketing mentor” face and said “I know you guys probably just work here but you might wanna pass this along to the owners. This is a perfect example of why retail stores are struggling. I chose your store out of loyalty, to buy this book. I went out of my way to drive into downtown, hoping I could find parking, skipping Amazon and the Mall, and checking your website for availability. At a time when retailers stress, strain and struggle to get consumers’ attention, I gave you mine and you have squandered it. You’ve lost a customer and it will cost you money to replace me with another one. I was a customer already giving you my attention, for free, and you did not deliver. Simply conversing with me accurately via your website would have kept me for another day.”
Sitting guy, in an almost apologetic voice responded “You can always call us to check and we’ll set aside a copy until you can come in.” And I said, “I’m thinking that your young, local, “social media” active customers are waiting for you to get it right. They’re not thinking about making a phone call.” I nodded a quick “thanks” and walked out of the store.
And then I had another thought, turned around, walked back in, and back to the counter. “If you worked for me, in a situation like this, I would be very disappointed to know that you did not ask for the customer’s name and how to contact him and, maybe, offer some kind of incentive to ‘keep’ him as a customer. Instead, you let a disgruntled customer just walk away with no attempt to “keep” him and no way to follow up.” With that, I left. For good.
Standing and sitting guys said nothing.
If you’re reading this article, you are probably involved in some kind of “marketing” endeavor: with fans, with customers, with a congregation, with readers (of your blog), with concert ticket buyers, or some other grouping of people. And you are making some kind of effort to “get” and/or keep their attention for your enterprise. Attention is very hard to get these days and you should know that it is your most valuable asset. You “pay” in the form of money or time to get people’s attention. “Your” people are very busy and they don’t just give their attention easily. When they do, you should recognize they have given you something very valuable–they are now paying attention. You’ve asked for it and now you have it–they are paying you (attention).
When people pay for something, they expect to get something back that they want. What are you giving them for what they paid?
Do you know exactly what you have of value you can give them in return for their paying you with their attention?
And, once getting their attention, what do you do if you don’t have what their attention has paid for–what they want? What’s your “plan B” and how will you keep their attention if you don’t have what they want?
And consider this. Your attention back to them just may be what they want most. Not your CD. Not your tickets. Not your articles. Not your sermons. Maybe not even your singing.
