Prior to retirement my Dad was an active volunteer firefighter who helped fundraise annually by volunteering his time working at the fireman’s carnival. Our family operated the Tic-Tac-Toe game in the early years then later on joined another family in operating the Nickel Pitch. (Yes, I’m dating myself because it’s been many, many years since people tossed nickels into glassware to win a glass, cup or plate.)
Some of my first business lessons were learned at age 8 (and re-enforced annually through my mid-20s) by working at this annual fundraiser. Lessons like:
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- Great customer service will keep people coming back. The duties of working most of these carnival games are to give change (converting dollars to nickels as I did for the Nickel Pitch) and giving people a fair opportunity to play the game. Plus to give them some pointers (tips and hints for holding the nickel in your fingertips, how hard or light to toss the coin, etc.) on how the game works and what others have done to succeed in snagging a prize.
The business lesson: Customers come to us for three main reasons: to learn how to do something [a desire], to solve a problem they are having [a need], and for pleasure or entertainment [to satisfy a want]. If you can meet any one of these three reasons, you will have repeat business. If you meet more than one, you strengthen their customer loyalty with you.
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- A smile defuses many situations and can be a door opener. As an enticer a $5 or $10 dollar bill would be placed under a shot glass on the top tier. When the ante was raised the hands raised for getting attention and getting change. Everyone wanted nickels and their turn to toss and win the cash. Nickels were flying through the air like bullets at a Civil War battle. Should you make an error and walk in front of someone tossing on your way to make change, a smile plus handing the tosser a couple extra nickels was a quick way to defuse. I usually gave five nickels to replace the one that hit me when I walked into it. Not only was the person happy to be given a second chance but was pleased with the bonus of a few more bonus tries.
The business lesson: In your business fix mistakes quickly and whenever possible restore the customer to a whole state prior to the mistake. Do this with grace and without blame. Mistakes happen. Fix and move forward. If it’s feasible to bonus, then do it. Think of it as the baker’s dozen – the customer gets 13 or 14 for the price of 12.
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- Always be confident and make eye contact. Speak directly to the person standing in front of you. At that moment no one else should have your attention. Meet their immediate needs before rushing off to take care of the next customer. Trust that you are the person they need to provide what is needed.
The business lesson: Being genuine in business is never a wrong choice. Sure it takes effort to get to know the customer’s needs and listen with both your ears and your full being. The results are that the individual will always sniff out false claims and insincerity – never cross that line. If you need additional staff or support then secure that in your business so every customer feels like they are your one-and-only – feeling like they get your undivided attention each and every time.
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- Talking to masses never works. Carnival barkers earn the stereotype of calling out to the masses in hopes of getting one or two to take a step closer. It only takes one to pause, turn, and bring the masses towards you. Then the carnival barker does a shift in presentation and begins speaking to that one because he understands that where one goes, and has a good experience, the rest will follow. Speaking to the masses is really ineffective accept to create noise.
The business lesson: Always direct your marketing messages to the “one” because it only takes one happily satisfied customer to send waves of referrals to your business. Think about it. If you’re happy with a product or service you automatically tell others. You may even blog about, post on social media, or write directly to the company to tell them. When others learn of the great experience they naturally want some for themselves. It’s magnetic. Others want to participate. Speak to the “one” and the masses will follow that “leader.”
In my story of volunteering at the annual carnival you probably picked out the same pattern that repeated over and over and is applicable to businesses of any kind. Speak to the one. Market to the one. Interact with the one. Form friendships with the one. For where there is one, he will bring his friends to follow and reap the experiences.