Last year, our national sales director visited me and asked for my help in creating a “wow” first impression on a new buying group who would be visiting our facility right around Halloween time. This was a buying group who had ENORMOUS potential for us. Their group of 20 would be hosting their regional meeting at our headquarters, and we would have part of the first morning to present our benefits and give a tour. What would make their visit truly memorable? Boy, was this right up my alley!
Well, I won’t give away ALL of our secrets. But I will tell you that the single biggest impression we made was not what we said, but HOW we said it. We made it all about THEM.
As the group pulled up, in dribs and drabs, each person was greeted by one of our near-500 team members wearing a Halloween themed T-shirt featuring not OUR name… but THEIRS. It was a bright orange tee with a two-sided imprint:
Serving [group name] is a real treat.
Boo-dek and Rhodes
Home of Boo-tiful apparel.
We didn’t announce in advance that the entire company-from top to bottom-was wearing our customer’s name. We let it speak for itself, as our guests navigated the building, and progressed on the tour. As team members from every department smiled, waved and interfaced with our visitors, you saw the jaws drop as to the number of people wearing the orange T-shirts who greeted them so warmly, and understood their importance during the visit. (You see, along with the T-shirt came a company-wide thorough explanation of this group, what makes them different and important, and how each member of our team would be a part of the welcoming committee.)
And on the next day this group customers returned-a second T-shirt, a black one with a ghost artwork, was worn…
Boo-dek and Rhodes teammates
have real spirit.
And on the back of the shirt, our company motto appeared…
Boo-dek and Rhodes
Where we “boo” the right thing
Again, jaws dropped. A new long-term relationship was launched. And it was because we made it “all about them” from the start of the presentation to the finish. Ah, the power of a simple T-shirt.
So, the next time you truly want to wow your VIP customers, make it not about YOU, but about THEM. Wear THEIR name on the shirt you and your team model. It just might make the difference between you and that other competitor just as hungry for their business-but YOU walked a mile in THEIR shirt. (And will probably get an order for them afterwards!)
Boo-tiful holidays ahead…
Mary Ellen Nichols, MAS
P.S. Something personal to share with you-I tried making my boyfriend Joe’s birthday “all about him” a few weeks ago, hosting a big Italian dinner with his family and mine. But he turned the tables right after dinner and made it “all about me,” POPPING THE QUESTION right before the birthday cake. Boy, was I surprised! I shouted out a big euphoric “YES,” and I’m now ENGAGED! And let me tell you-it feels GREAT when it’s all about YOU!
