No matter how perfect of an operating system we have in place, how quickly we respond to emergencies, how perfectly we manage our budgets — all it takes is that one team member to turn off your client forever.
Recently I was shopping on Fifth Avenue in New York, on a mission to pick up a specific Breitling watch for a gift. I admired several watches and jewelry displayed in a gleaming storefront that dazzled window shoppers with its shiny precious metals, rich gemstones and sparkling diamonds. Of course, being in our industry, the facilities eye immediately took over. You know what I mean when I say we can’t shut “this” off. I recognized and appreciated everything from how clean the storefront metals were, to the spotless, streak-free glass windows, to the still glistening dew of the power washed sidewalk. The greeter/door man inside immediately opened the door and welcomed me in as I approached. And as I entered — noticing the perfect temperature of the store’s air conditioning, the voluminous height of the ceilings, the opulent light fixtures, the specific selection of lamps that magnified the sparkle of all the jewelry, the layout of jewelry display counters with the cushy velvet seats for the clientele and the polished marble floors — the physical space screamed, “Yes, buy your watch and jewelry here. Experience our perfect pampering store environment we’ve built and maintained for you to maximize the best shopping experience you’ll ever have.” In my own head, I replied back: “Hmm, yes indeed — this is the perfect place to buy a nice watch.”
Unfortunately, this store design nirvana and all its greatness was instantly shattered when the salesperson approached me. He was aloof and acted inconvenienced when he took out that one specific watch to show me. Because this was a gift and my time was limited, I knew if I did not buy the watch now, I would risk not finding this specific one in another store. Then it hit me like a ton of bricks: “Wait a minute. This jerk would be getting commission on this very expensive watch. Done, I’m buying this elsewhere.” And in an instant this store lost a sale, and ultimately disenchanted a potential client.
This made me think of our business — that no matter how perfect of an operating system we have in place, how quickly we respond to emergencies, how perfectly we manage our budgets — all it takes is that one team member to turn off your client forever. As a certified coach I see it all the time: the wrong people in the wrong roles. Simply make sure you have the right people that enjoy serving the client because no matter how perfect the business is, when it comes down to it — it’s always all in the approach.
— Grace Daly is an industry leader in retail design, construction and facilities, as well as an avid career coach. She is currently the Executive Director of Construction & Facility Conferences for InterFace Conference Group.