Four Ways to Optimize For Surprise

When YOU know what’s next, set the table for your client’s need

Anticipating a next question -- and telling them what to expect -- creates huge trust

After a home renovation project, a contractor (who was not selected) emailed to say that he comes back to every client after six months for up to two years. He does that follow-up because HE knows that grout will crack, paint will need touchups and every client will have questions.

Building that high level of trust, meeting needs BEFORE they become complaints means a service difference that creates a competitive edge.

It tells the client / prospect / visitor what to expect and that you care enough to consider THEIR needs after they leave your store, office, project or income stream. Ideas large and small make a tremendous impact when you plan ahead.

How are you setting the stage for a next move? Via a check-in with past clients or enabling a smooth handover to ensure success in the near-future?

Since 2007, Sharon Whitley has made a business of flavored, delicious popcorn from her Indianapolis HQ. Bags of her treats come with a toothpick behind the label so that customers are prepared for the inevitable – very predictable – needs when they’re done. It’s On & Poppin makes sure that a wrapped, unflavored toothpick on every package.

In my travel business experience, this advice translated in ways that clients may never have noticed: Returning flights were shorter than outbound flights and, whenever possible, a non-stop, direct flight. Reduce travel time and less chance for missed connections or problems yields a better experience and the illusion of greater ease and control.

When departing to a new travel destination, you never know how long it will take, what issues may arise. The anticipation of adventure can smooth over airline delays or other travel hassles. On the return trip, however, you surely will compare it to the outbound time and all you want is the fastest, easiest route home to sleep in your own bed. A good travel agent knows that, doing everything to speed the trip.

Be clear in explaining that care and concern. Earn a next conversation, problem to solve or referral. It’s simplest in the food or hospitality world, where there is always a next meal or need (and as obvious as a moist towelette from a BBQ shack).

So, make it unusual. An attention-getter.

1 – Anticipate a question and offer an answer in advance.

2 – Prepare your client or prospect by telling them how a workflow or after-purchase service will make THEIR choices easier.

3 – Find a way to reduce problems, the customer will thank you. 

4 – Clearly say what you will, and won’t, do for next action steps, maybe even the reasons WHY.