BPMG - Business Partner Marketing Group

Pretty much speaks for itself ...

But let's clarify nonetheless.

A new counter-argument is that, "in today's era of near-zero profit margins, über-competitive pricing from Online giants AND customers who ONLY care about low price (but not service) there is no reason or margin for (i.e. to afford) the Extra Mile."

This is just a poor excuse to justify laziness, apathy toward & , and an unwillingness to appropriate even a fraction of time/money to invest in one's via .

It is BECAUSE traditional 'Stores' (and other businesses) have consistently & drastically reduced - even eliminated - ANY semblance of "extra effort and care" over the years (or decades) that has driven (prospective) and (actual) customers AWAY and to Online sellers.
Further, "Discount" and "BigBox" Stores/Sellers have reduced the level of consumer expectations to (near-) "Zero" while STILL delivering good VALUE via low pricing, to the point where CUSTOMERS now no longer actively seek out or expect 'Added Value' in the channel and process.

BUT, when presented (dare we say 'confronted?') by it, they WILL appreciate, remember and (most importantly) give preference to THIS factor in future purchase decisions as well as in recommendations to others.

To (re-)gain, or at least 'entice,' shoppers and buyers - ESPECIALLY where a noticeable price-gap exists vs. other sellers or providers, the *PROMISE of MORE* MUST anchor the service experience. Often even at higher price-points.

Crucially, the assurance of Service MUST be integral to & synonymous with one's , which is ONLY achievable through a long track record of such user experiences, AND the resulting reputation from willing & eager .

Ergo a long history of even small efforts with many customers over a long period of time becomes a notable investment of Goodwill that often pays sizeable dividends in the form of Top Consumer Mindshare, increased traffic/inquiries, ease of sale, reduced 'need' for expensive high-visibility advertising, and higher demand - even at a higher selling price.

So, the next time you ask yourself: "why even bother; what's the pay-back here?" in a low-profit, high-effort transaction will be: They WILL tell 2 friends and those 2 will also tell 2 friends ...

Heed, Practice & Pass it on; after you return from that 2-mile trip!
DO the "carry-out, the price-match, that little 'Extra Bonus' ... and do it with a friendly smile and only a factual mention of "here's what ELSE we'll do / have done:__"

Let us know how WE can help YOU plan & practice it.

DHK