King David wanted to make things right with the Gibeonites, a tribe Saul had wronged.  Scripture says that “David asked the Gibeonites, ‘What shall I do for you? How shall I make atonement so that you will bless the LORD's inheritance?’" (2 Samuel 21:3, NIV) 

Every business and the individuals who run them will occasionally fall short. A key question is what we do in those circumstances. In the situation scripture notes, David did not just walk away or make an arbitrary decision based on what he felt the wronged tribe should receive. He asked. He wanted to know what they thought should be done to make reparation for the wrong. 

Jerome McCarthy identified four priorities in marketing.  He called them the four P’s: product, price, place and promotion. In marketing we do well to follow them because when any of these elements fails, the marketing campaign falls apart.

Product

In my view, the product or service delivery is the most important.  The best marketing materials will fail to generate repeat business if the product or service delivery falls short of expectations. Remember, expectations minus reality equals disappointment.

Quality is subjective to some degree. Quality partly depends on our expectations and the price we pay for them. If I walk into a McDonald’s for an Egg McMuffin, my expectations are considerably lower than if I go to a resort serving a wonderful breakfast for $25. Either option may fall short on quality. The McDonald’s breakfast may sit in the warming tray for 45 minutes or the resort breakfast could be disappointing, but our expectations are different in each situation.

Many businesses struggle with the idea of offering free estimates. However, since businesses have different business models; the wisdom of offering free estimates versus paid estimates will differ.

I checked prices with local carpet cleaners.  One had a flat price of $129 for any three rooms. Another posted a price list of any three rooms for $119 but specified that each room must be under 250 square feet.  The same site posted pricing for halls, steps, walk-in closets, moving furniture, etc.  Both sites were designed to avoid sending someone out for an estimate. The flat price company might lose money, but an occasional loss is less than the $40 cost the business assumes with each free estimate. Plus, the estimator makes no money for the company while making the estimate. 

Large commercial properties need to be treated differently. Most carpet cleaners I know don’t make use of estimates.  They simply quote a flat price.  Their experience gives them confidence that the flat rate price will be correct. Then, when a customer calls; the carpet cleaner has an opportunity to close a sale.  If time slips by after the phone call, the deal may expire.  It is much better to set an appointment and send the cleaning crew than set an appointment and hope that an estimate brings a sale.

I walked into the office of a business and the receptionist had a sign on her desk, “Director of First Impressions.”  I’ve seen the term before but seeing it in on a receptionist’s desk made me think about its appropriateness.  It was the receptionist who greeted people in person and represented the business when someone called in.  It struck home the point that receptionist “Mary” understood that her business expected her to leave a lasting impression on each person who contacted the business.

Every time a prospective customer contacts us by phone, email or by walking through a door; they receive a first impression of our organization. We have the responsibility to ensure that the impression is positive and helpful. I have had some business encounters where my first impression was so negative, I never proceeded forward except to end a phone call or step out of the business.

When my phone rings, I may be focused on something or having a difficult day. However, I understand that the person calling will receive a first impression of me and the business. My responsibility is to ensure their first impression is positive, regardless of the circumstances I face.