There are two bakeries in my neighborhood that sell the same type of bread, cakes, and pastries. But one always has a long line of customers, while the other hardly has any. Why is that so? I wondered for a long time.
One day, I decided to visit both bakeries to buy some bread. Allow me to expose what I observed and what I learned.
My observations
I noticed that the first bakery had a great ambiance, with warm lighting, soft music, and a cozy seating area. The bakery smelled amazing, and the bread was freshly baked, still warm from the oven.
The staff greeted me with a smile and offered me a complimentary sample of their newest cake.
The second bakery, on the other hand, had dim lighting, a dusty floor, and the aroma of stale bread. The bread was hard and looked like it had been sitting on the shelves for days.
The staff barely acknowledged me and seemed more interested in chatting with each other than attending to customers.
From that day on, I always bought my bread from the first bakery, even if it meant waiting in line. The experience of buying bread there was pleasant, and I felt appreciated as a customer.
So, what are the lessons here? Let’s break them down into three different points.
Leverage your USP.
USP stands for Unique Selling Proposition. It’s the thing that sets your business apart from your competitors. The first bakery’s unique selling point was the ambiance, the freshness of their baked goods, and their customer service.
They knew what made them stand out, and they made sure to showcase it. That might seem like a small thing, but it was enough to make me run back to it after testing the second bakery.
Now what do you think I would have done if my experience with the second bakery was even better than the first one? The USP makes a huge difference. Keep that in mind.
What’s your USP? More specifically, what sets you apart from your competitors? Maybe it’s your customer service, your product quality, or your pricing. Whatever it is, make sure you’re communicating it to your customers.
Be willing to go the extra mile.
The first bakery went above and beyond to make sure their customers had a great experience. From the warm lighting to the complimentary cake, they showed that they valued their customers.
On the hand, the second bakery appeared unwilling to go the extra mile and make sure that its customers felt treated. Maybe they did not have enough personnel. Or, maybe they did not see the value in it. Whatever the reason, it cost the bakery its customers.
As the second bakery made the significant move to improve its customers’ experience. Such effort paid off in increased sales. Going the extra mile sometimes appears to be a small price to pay, but its impact can be significant.
What can you do to go the extra mile for your customers? Maybe it’s providing free samples, offering a loyalty program, or delivering products directly to their homes. Whatever it is, make sure it’s something that your customers will appreciate, and your business will grow!
Level up and stand out.
The second bakery had the same products as the first one, but they didn’t put in the effort to make their bakery stand out. They were content with being average and didn’t invest in improving the customer experience.
In other words, don’t settle if you can do better. If you want to stand out from your competitors, you need to be willing to work towards it. That might mean investing in a better equipment, hiring more staff, improving your marketing efforts, etc.
Whatever it is, make sure you’re always striving to be better. That’s how you’ll keep your customers coming back and attract new ones. Averageness is a business killer.
In conclusion, the success of a business is not just about having a great product, but also about creating an excellent customer experience. Find your unique selling point, go the extra mile for your customers, and don’t settle for average.
How about you? Have you spotted other marketing related differences between the two bakeries in my neighborhood ? If you were to improve the second one, what would you do? I’d like to read your views in the comment section 🙂
Through the example of the two bakeries in my neighborhood, this post aimed to help you avoid some mistakes business owners do. Feel free to comment and share.