What Are You Selling (And We All Sell)
In one of my favorite idea books – Make Your Ideas Matter by Bernadette Jiwa, I’ve read this story a few times now. It’s important. I’ll abridge.
Once upon a time, a hair salon opened its doors. They hired a stylist named Carmel. She quickly became the most asked-for stylist in the shop.
One Saturday, Bernadette, (author), arrived one hour before the shop opened. She had heard of Carmel’s reputation. Fifteen minutes later, another lady showed up to wait. Then a grandmother with her two grand-daughters. Before the shop opened, six people were waiting for Carmel, only Carmel.
By 9:05, there was a 3-hour wait for Carmel.
Was there no other stylist? Did she have the market on how to do hair styling? Was her price lower than the others?
No. The other employees were just a trained, just as talented as Carmel. And they all charged $20 bucks. What Carmel offered was four ingredients.
She cared about each customer and it showed.
She connected, because she asked personal questions, remembered significant events about each customer’s family, birthdays, holidays, illnesses, and life events.
Her following was loyal to her because they all belonged to a secret club – the Carmel Club.
And Carmel loved her clients. Oh, not in a gushy, oey-gooey way. She loved because she cared, and she cared because she loved.
What an incredible way to develop a following.
The, my friends, is called “Service” with a capital “S”.
Good, old-fashioned personal service still works.
P Michael Biggs