Last month I needed to go to New York for a few days to present at a jewelry show. It's roughly 225 miles from my house to Times Square.
Here were my transportation options:
1. Airplane. Definitely the fastest option, although that could depend on the traffic from LaGuardia to my hotel. The total cost with taxi and parking at Boston's Logan airport is around $350.
2. Train. It's by far the easiest and most comfortable way to travel but it does take longer than flying. I could work while traveling and even use the Wi-Fi. Total cost would be in the vicinity of $250.
3. Car. A little faster than the train but more effort on my part. Gas and parking total about $150.
4. Bus. By far the most cost effective but also likely to be the most challenging. The bus lines all had varying price and some would require a cab once I got in to NYC. We'll average it out and say that the total cost for the bus trip is $50.
What would you have chosen, and why?
But what if you were going to book my travel? Which option would you have chosen for me?
Don't worry, I'm not turning the Weekly into a travel newsletter; here's where I bring it back to retail.
If this had taken place in a store some retail employees would have:
* Assumed I was inquiring about a trip, not that I was there to book it.
* Offered me the bus first because it was the least expensive. One of the biggest impediments to success is believing that all anybody is looking for is the least expensive product. People want the most value. In my particular case value is time, effort, convenience, and cost.
* Started telling me about whichever transportation option I was looking at that moment. If each transportation mode had a section in the store and I was standing in front of "driving" I would have heard about the different places to park.
* Told me what they would do. Maybe the salesperson doesn't like to fly so they would never suggest that option. Someone else's dislike of flying has nothing to do with me, but it's amazing how many salespeople think it does.
Helping me book this trip is no different than helping me buy something in your store. The more you know me and what's important to me, the better you can match me up with the right product you sell that is the best value for me. The more you do this the more likely it is that you'll make a sale.
Telling me my options would not have helped at all. I already knew my options. What I would have being looking for is an expert to tell me what was the best way for ME to go from Boston to New York.
You would need more information, don't you? I'm going to guess that you would want to know things like the following:
* Are you in a hurry?
* Is there any particular time you need to arrive in New York City?
* Will you need to be back in Boston by a certain time?
* What is your preferred mode of transportation?
* Are you traveling alone?
So let me ask, do you take the time to get to know your customer before showing them products, or do you just tell them about what you have to offer?
By the way, I was going to take the train but at the last minute I decided to bring my family so we drove. That was the fifth question. That's why it is important to know as much as you can before recommending a solution.
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