Arriving only to be told to go away again…

Yesterday I decided, rather last minute, to get a hair cut.

I took the boys with me, and went on a hunt for a suitable place.

Their usual place was shut, y’see, and I’ve gone off my old usual/local place.

It’s filled more and more with undesirables, holding loud vulgar conversations, and whilst that doesn’t really bother me, I’m find it a bit off putting taking my kids to a place filled with awful language and where you’ve got the barbers happily ‘vaping’ etc.

I’m not having a go – by the way – each to their own, and they can run their business how they like, but I guess I’m not their target market and that’s absolutely fine.

I found a place in the Broadway that was open. It was a few minutes before 1pm, and as I entered, both people cutting hair said “Oh, sorry, we’re closed, it’s 1 o’ clock..”

Fine.

As infuriating as that was, I understand their decision. They have opening times – rules… effectively.

Your business, your rules.

The likelihood is, I won’t bother going there again – simply because it annoyed me. They could have let us in, put a closed sign up and turned their outdoor lights that were literally flashing “OPEN” so that I didn’t make the mistake of looping around twice to find a parking spot, getting the kids out the door and arriving only to be told to go away again…

So I went to my “usual usual” place. It’s about a minute’s walk from my office, so it’s very convenient.

And the service there is ridiculous compared to other places.

Inside there’s no loud conversations – it’s quiet, calm and relaxing. It’s the sort of place I’d prefer to be, as well as the place I’d happily take my kids. And I think they market themselves that way, too. That’s why targeting and “knowing your customer” is so important…

So it’s quiet.

It’s friendly.

It’s clean.

I mean, it looks showroom style clean – like they have a cleaner going around 24/7.

It looks modern, with everything looking “new” – and it’s been there a while, it’s just well maintained.

And they’re open seven days a week – bonus.

Basically, they’re back to being my “number one” place.

(But why did it drop off being my number one place? I’ll get to that…)

BUT… and here’s a bit but…

They’re making a huge mistake.

HUGE.

So huge it’s probably costing them… bah, I have no idea. HUGE.

What is it?

Well, I’ve been there I don’t know how many times.

Loads, over the last year or so.

But only when I remember they’re there.

Quite simply… I’d gone to the local-to-my-house place a couple of times just for convenience/timing.

I’d gone somewhere else because I’d simply forgotten about my favourite place.

For no other reason.

I was at home, so I went to the one nearest to my home.

Not because I preferred them, but because they were the ones I thought of.

I used to see the new-favourite place them more often, when I’d get the train to work – so they were almost always in my mind.

Lately, I get dropped in after I’ve been to the gym.

So I don’t see them, they’re not front of mind, and when I think of hair cut, I think of the local-to-my-house place because it’s right near to me right then.

But imagine if I’d been receiving follow up from them?

Reminding me, perhaps, that they’re open seven days a week.

Reminding me, perhaps, of how clean and lovely their place is.

Reminding me, perhaps, of how great they are at kids haircuts (and I think they’re head and shoulders (pun intended) above the rest actually).

Simple answer: they’d have had twice, maybe three times as much money out of me as they have.

Because hair cuts are one thing we always need, unless you’re bald, I guess.

Either way, they could do with reading a copy of my book… because I talk about all this stuff in there.

I talk about all the ways to get more business out of new and existing clients in a simple, straight forward talking book.

And because it’s Christmas and I’m feeling Christmassy, you can have your copy for just £7.

That covers the printing of the book, and the postage and packing to you.

Isn’t that nice o’ me?

Grab yours here.

Meet the Author

Ben Waters

With over a decade worth of marketing experience and 2 books currently under his belt, Ben has grown to become an expert in his fields. In his spare time, he runs The Magnetic Tribe a private, exclusive group for high performing business owners and entrepreneurs who want to grow their business. The Magnetic Tribe allows Ben to mentor other business owners, with tried and tested strategies, that work.

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