Under Your Nose

Let's face it - as marketers we've all done it. We've spent a large part of our marketing dollars on trying to capture the potential customer.

How many months or years have marketing budgets focused on the masses with mediums that target large numbers? The more people you get your message in front, of the more people that will come through your doors, right? Not necessarily so. Focusing on new customers is only part of the equation. The other part is building business through current customers. Your greatest earning potential could be right in front of you.

Here's a story to illustrate the point.

Last Friday night, a small group met at Anthem Country Club in Anthem, Arizona. Since it's May, the nights are still warm but not unbearable (it's a dry heat). The country club was not serving dinner or drinks on the patio since its (quote - unquote) summer. So we opted to sit outside anyway and enjoy the sunset -- with each of us taking turns to go inside for refills. The bartender and waitstaff never checked on us, never offered us dinner, and never mentioned that the kitchen was closing. Again, we knew they were not serving outside so our expectations were tempered -- but the country club restaurant and bar did not appear busy as the evening progressed. And we could see four or five servers standing in a group visiting with one another. Doesn't anyone want to make money here?

Little did the management the country club know, but friends in our group are considering a membership. The club is currently open to the public, but as soon as membership quotas are met, it will turn private. At $20,000 + dollars a year (for the membership fee only) how many people are going to consider this a good investment when they've been ignored by the waitstaff? A $100 night of bad service could cost this country club approximately $100,000 in membership fees over the next 5 years.

Restaurant operations, golf management, and club management should be working from the same page so every employee is aware of the club's sales goals.

Bottom line...Remember to take care of the people who are currently spending money with you. You don't have to spend money marketing to them -- they are already on their way to being loyal customers.

Oftentimes your best customers are right under your nose.