UnitCoach

Your customer will say you deliver a quality service if you can meet these two things - their needs and their expectations. Here’s why. I shopped in two very different stores recently - Costco and Nordstrom. Costco is one of those huge warehouse stores that offer products in large containers or sold bundled in bulk packages. There are pipes hanging from the high ceilings, products are piled up in bins, or displayed down wide aisles on 50-foot shelves.

You can purchase just about anything there, from fresh salmon to a washing machine, new jeans to shampoo. The store was packed with people and the lines were long at the check out counter. All the carts were full and everyone exuded a sense of victory at having found just the right item at just the right price - they were happy customers.

Later that week I stepped onto the marble floors of Nordstrom and was met with the sound of live piano music, expensive clothing displayed extremely well, and employees who were willing to go to any length to help me. Nordstrom is known for its customer service - you can return anything, no questions asked. Customers are waited on literally hand and foot, and they leave the store with fancy little bags containing a choice item or two.

They too are happy customers.

Now Costco and Nordstrom are nothing alike. I shop in both and am happy in both. In Nordstrom, I enjoy being treated like royalty surrounded by beautiful and expensive merchandise and amenities. When I purchase something there, I know it is expensive but it makes me feel very special.

In Costco I know I will be able to purchase items in bulk at a great savings. I feel like I’m getting a great bargain. Each store meets my needs and my expectations and, therefore, I would call each of them a quality store.

But what would happen if I walked into Nordstrom and it looked exactly like Costco? Well, I’d walk out of course because it satisfied neither my need to be pampered nor my expectation of a well-appointed store. And if Costco looked like Nordstrom I might think I was being ripped off.

So the question to ask yourself is this:

What do my customers need and expect from me as a beauty consultant, and how can I better deliver on those things?

If you don’t know what they need or expect, ask them. “I want to be your personal resource for all your skin-care needs, therefore, what items or services do you need and expect from me? What additional things would you describe as quality services? (Weekly emails, coupons, referral bonuses, holiday goodies, articles on skincare, connection with other customers - delight them!)

Now go have a POWERFUL day!
- Ann Vertel, UnitCoach

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