Two Minutes to Delight or Disappoint
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.