I read a post by Seth Godin, that got me thinking about my recent trip to an Apple store. Apple stores aren't like Starbucks, there isn't one on every corner. My point being I had to go about 20 minutes out of my way to get to the store.
I was excited to go for a couple reasons: 1.) I would get to look at a bunch of shiny and pretty techy things and 2.) I was going there to get something special for my wife's "29th" birthday.
Once there, I bee-lined to the super shiny product I made the special trip for: the Ipod Touch. On my way I was greeted by a lovely lady named Ethel or Edna, I couldn't remember because of the "tech-induced" stupor I was in. She asked me my name and sincerely wanted to know how she could help. I told her I was looking at the Ipod Touch. Great, she would get someone to help. She made a call on her invisible radio (as if she's in the FBI or Secret Service) for assistance. No response.
I was in a bit of a hurrry, because I'm 20 minutes from home and I needed to be back in 30 minutes. So I headed to the front of the store and was greeted by "Todd" asking if he could help. Sure! I told him I'm looking at the Ipod Touch and could he answer a question or two about it? No problem. Hmmm. I couldn't help think, why didn't he come when Ethel, or Edna, called before? I noticed he wasn't wearing a super-spy device though.
"Todd" answered my question, or more appropriately, removed a concern I had about getting email on the device and I was ready to make the purchase. Cash or credit. You kidding "Todd?" I don't have that much cash in my account, credit;-)
Then I asked about the custom engraving. "Todd" looked at me....Oh, I'm sorry you can only get custom engraving when you order it online. Huh?! Ok, maybe I misread the very very fine print when I was on line, but I don't remember it clearly stating that engraving was only offered when you purchase the Ipod Touch on line. Hmmm. I stood there looking at the shiny and beautiful Ipod Touch for what seemed like 8 of my remaining 9 minutes.
What I was trying to do was give "Todd" a chance to make the most of this opportunity. I clearly wanted to buy this product and I clearly wanted to have it engraved for my wonderful wife. I was also standing in a store with a gazillion products that could get on line in the matter of seconds. Hmmm. "Todd" missed his opportunity and I walked out of the store without making a purchase. Perhaps even more important, I walked out of the store thinking of how much a simple "out-of-the-box" gesture could have radically changed my experience. But alas, all I could think of was the amount of time I had just wasted because of Apple.
So, when Edna or Ethel asked me about my experience as I was heading to the door with my head down, I had to think fast. I simply said everything was fine, knowing that not to be the case and knowing that the odds of me coming back to this Apple store were greatly reduced by this experience. But I didn't want to complain, because my alloted time for this trip was up. Hmmmm. I wonder if that's the experience Apple wanted me to have?
The trip got me thinking about how I run my real estate business. Each client has their own unique hot buttons, and each one gives me opportunities to either dazzle or dim. What I need to do is constantly realize that I've been given the privilege to help them. With that comes the responsibility to consistently impress. I have to be looking for ways to "Wow" them and "touch" them whether it's through technology or simply using the "human touch." That human touch can get lost amidst all this social media web 2.0 stuff. The point: technology isn't the end all be all, it's the means to improve and enhance a relationship.
Technology is great, but not if you can't put your own imprint on it.
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