Two Minutes to Delight or Disappoint

by | Business mindset

A small thing can make a big difference in the eyes of a customer. The smallest exchange can be a delight or a disappointment.

It was 15 minutes before the show closed. I was looking for a specific potter, to replace a mug that got broken months ago — only a week after I bought it.

She’d already started packing up. I quickly explained what I was looking for and why, aware she was tired at the end of the three-day event. I understood because I’d been in her shoes, running a business of my own.

I also wanted a mug.

The conversation probably took two minutes. She didn’t stop what she was doing. She barely made eye contact.

The mug I wanted was out of stock, and when I asked if I could order one from her directly, she turned away and suggested I check with a shop in the city that carried her work.

I bought one from someone else. I didn’t like it as much, even though my conversation with the second potter was much more pleasant.

The experience was memorable — for the wrong reasons. 

Two minutes to delight or disappoint. That’s all it takes.

Two minutes to tell a story about what you stand for as a professional.

The briefest conversation can create something to share in a newsletter or on social media, about that last customer who waited months to do business with you again because she liked your work so much. That’s not a small thing.

That story could be written by a happy customer, about their triumphant quest to replace that special something that only you can provide.

Or that point of contact could turn into disappointment.

There will always be a last customer of the day. Sometimes that person will appear just before closing time. But if you’re open for business, they should be treated as if they’re the first customer — and the best customer.

People remember how you make them feel. It’s not about always providing the perfect solution. It’s about sending a clear message to your customers — that they matter, and you’re committed to doing your best.

It takes no time at all to let your customers know they matter.

Photo by Kira auf der Heide on Unsplash