Thursday, September 29, 2011

The Last 30 Seconds

At a seminar in Minneapolis last year, Seth Godin said: "People judge their entire colonoscopy experience based on what they remember from the last 30 seconds."

If you can envision a colonoscopy, I think you will agree with Seth.

Now, envision your business.

No matter what you do, it's exactly like a colonoscopy.

Let me explain ...

A few years ago, I took my car in for an oil change. The service guys did a great job -- it was fast, friendly, and the price was right.

Below is a picture that represents my experience up to that point ...

They finished and brought my car around. I got in and found a big, fresh stain on the passenger seat.

I motioned the technician over asked him: "Hey, can you tell me what this is about?"

He looked at the stain and said, "Oh, yeah," like he'd just remembered. "You shouldn't put a can of STP in your glove box in the summer. It can overheat and burst open. I guess that's what happened."

I said, "Well, did it levitate out of the glove box and hover over the seat before exploding?"

He had no answer, of course. One of his guys must have been going through my glove box -- why, I don't know -- and spilled the STP can on the seat.

No apology, no attempt to fix it. They thought I would drive away and not notice.

So, based on the last 30 seconds of my experience, here is my lasting mental picture of that company ...

How many people do you think I told about this? EVERYONE.

I made it my hobby for the next 6 weeks to tell any English speaker within 3 feet: "You don't want to go to Hick & Brothers Auto Shop because they'll screw you over!"

Now, think: What are the last 30 seconds of your clients' experience with you?

It it:

  • a phone call?
  • an email?
  • a letter or box in the mail?
  • your technician wiping his feet and closing the door on the way out?

Whatever those last 30 seconds are, they pretty much define:

  1. what your clients think about you
  2. what your clients say about you

Worth obsessing about, no?

You'll find more ideas like these in my Free Report, Guaranteed Marketing

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