You are driving in the rain and experience a flat tire. Pulling over and whipping out your cell phone to call emergency, you notice two tire repair locations within easy walking distance. The one on the left looks clean with proper landscaping, well-lit signage, and a covered entrance. The one to the right has weeds growing in the asphalt of the parking lot, missing lights in the main sign, and dirty windows. Which one will you choose? When will price and brand selection come into your decision? The short answer, after you decide on appearance. Does it really matter if one or the other is advertising a special or offers to pick you up on their parking lot signage? A little bit but not enough to sway your decision. It is common knowledge that people want to obtain the best “service” in the cleanest environment possible. This creates value.
Profits build from customer experience
Restaurant mishaps
Taking the idea of outside maintenance inside, let’s look at the effect of a “clean and properly maintained” bathroom in your favorite restaurant. Even with the choice of several locations, your favorite eatery keeps competition at bay through a clean bathroom. Ask yourself how often do you go into a restaurant and head for the bathroom to wash your hands or freshen up prior to eating (hopefully, regularly). After the outside visuals, greeting staff and bathrooms are critical to customer experience. Dirty bathrooms mean dirty food habits in my book. Just saying… Along the same lines, visiting a restaurant to “just” use the bathroom because it’s clean puts pressure on the customer to buy something or at least look at the menu. Everyone knows that nothing is truly for free.
Strip mall shenanigans
Going to the mall can be a ritual for the weekend and often entails selecting where to go over what to buy. The selection process starts with availability of parking and products but also rests on adequate displayed directions, properly maintained grounds, and ambiance. How many times do you go back to places that appear grungy and unkempt with peeling paint, weeds, filthy signs, or poor parking lot directions? Not often is my guess. Business owners maintain competitive advantage by being part of well-oiled retail machines not pushing clunkers. All aspects of the buying experience have to be addressed regularly including maintenance, cleanliness, and organization to truly impact customer service. If they are not, people will simply not show up anymore.
Power of contracts
As leasees, small business owners have the power to make demands right up until the leasing agreement is signed. After that, they are at the mercy of their landlords or leasors. Signage, environmental upkeep, security services, parking services, utilities, policies and fees can be defined or challenged during negotiation and are the responsibility of the business owner. They all can cost either party money and personnel but should not be the sole responsibility of the tenant. Contracts should be the basis for a successful relationship defining roles and responsibilities to ensure that potential customers always see small businesses in their best light.
