CED

January 2014

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Sales (not our satisfaction, but rather on building loyalty). Andy and I began to talk after Gabrielle returned for a second visit to the playground. "What is it about this place? Why are we so enthralled with it? Is it the service? Is the playground? Is it the friendly people?" Certainly all of the above are contributing factors to the overall ambience and experience. But in the end we decided: it's the quality of the food! We agreed that all of these extra elements would fall short of the mark if the quality of the fast food was inferior. What Chick-fil-A has done is add amazing services, conveniences, and happy people to a core of quality food. It sounds pretty simple, but their competitors, including the Burger King next door – which was almost empty at lunchtime – have failed to understand that quality is the attractor, not price. Chick-fil-A's ad campaign of "Eat Mor Chikin" is immortal. The fact that they're closed on Sunday, and all holidays, has created a new standard in business, not just in restaurants and not just in fast food restaurants. They're dedicated to family, and prove it by offering excellent benefits, total diversity, and the opportunity for their employees to spend quality time at home. For some reason, all the people at Chick-fil-A seem both happy and bright. Not just happy to serve, but rather, happy as people. Whatever they do to train their people is working. Whatever their competitors do to train their people is not working as well. Whoever creates the menu is on the money. Whoever creates the recipes is also on the money. Whoever is in charge of consistent quality is really on the money. And whatever their competitors are doing is not nearly as effective. Many people have told me, "Chickfil-A is the only fast food restaurant I'll go to." That's a pretty powerful statement considering the fact there are hundreds of options. I cannot make the same statement because I also frequent In-N-Out Burger when I'm in California, and I have a very difficult time resisting the seasoned fries at Bojangles. Ok, now it's your turn. Think about this story as it relates to your business. What's the centerpiece at your place? Is it quality? I challenge you it's most likely not. Most businesses focus on the ridiculousness of customer satisfaction. Or try to sell things at the lowest price. Or put things on sale to attract onetime buyers. Or have weekly specials. Or present some other message that does not focus on the central issue that has put Chick-fil-A at the top of the fast food empire: "Customers will pay more for quality, and return if the experience was great." If you're focusing on experience, and your quality is not superior, you will lose to someone one cent cheaper. If, however, your focus is on superior quality, and you add superior service, or should I say superior, friendly service, you will not just dominate your market place, you will also dominate your bank account like never before. Want my formula for creating loyal customers? Go to www.gitomer. com, and enter the words LOYALTY FORMULA in the GitBit box. JEFFREY GITOMER is the author of many sales books including The Sales Bible, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, and The Little Platinum Book of ChaChing. His website, www.gitomer.com, will lead you to more information about training and seminars. He can be reached at salesman@gitomer.com, 704-333-1112. © 2013 All Rights Reserved January 2014 | Construction Equipment Distribution | www.cedmag.com | 33

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