Bad Roast Beef
Not too long ago my family and I went to a local restaurant for dinner. We ordered dinner, waited and waited some more. After waiting for what seemed like a much longer time than normal, our dinner arrived. I ordered a roast beef sandwich. Now where I come from roast beef sandwiches are made with very thinly sliced pieces of roast beef, piled high on a Kaiser roll with a slice of provolone and maybe some horseradish. What I received was nothing like my expectations.
What I was given was a sad excuse for a sandwich indeed. The slices of roast beef were thrown on my sandwich. Even if it was presented neatly, the slices were so thick and tough I couldn’t chew through it. It was hands down the worst sandwich I’ve ever eaten.
So, what did I do? Well, under certain circumstances I would complain. In this case, we were under a time crunch and I didn’t have time to wait for another sandwich so I suffered in silence.
Eventually the waitress came back to give us our check. Upon seeing an unfinished sandwich she asked “Is everything ok with your meal?” to which I replied, “No, it was actually really awful.” She shrugged her shoulders not quite sure what to say next and left to get our check.
So where is this all going? Why am I telling you this story? Simple, I’m telling you this story because I have an audience. I’m an influencer.
Think about any time you’ve had a good or bad experience at a store. You probably told at least one person; especially if your experience was lousy. You can bet that I told quite a few people about my lousy andwich. In fact, if I told you the name of the restaurant you would think twice about going there. I’ll spare the restaurant the embarassment though because that’s not the point.
Your Customers Have Influence
The point of the story was not to bash the restaurant. It was to remind you that customers carry influence. In today’s world their influence has never been greater.
Let’s go back in time a little bit, say twenty years ago. If I had the same roast beef experience who could I influence? Well, suppose my bad roast beef sandwich was delivered to me in 1991. The next night, I was out with a couple of friends and happened to retell the story. I’ve influenced maybe three or four people.
It’s possible that the experience was so bad that those people went and told one or two more other people. The maximum number of people that likely heard about my bad roast beef sandwich is twelve. Not too many people, certainly not enough that the restaurant has to worry about losing any business.
Let’s fast forward now to today. Now, instead of talking to some friends I immediately come home, hop on my computer, fire up Facebook and type the following status update “Wow, worst roast beef sandwich ever. Waitress clueless. Stay away from (name removed).”
Maybe I didn’t even make it home. Using my iPhone I likely could have taken a picture of the sandwich and updated my status all while I was chewing through the fatty meat.
What kind of impact might that have? Plenty.
The (Social) Network Effect
Same lousy sandwich, same unhappy customer, unbelievable influence and reach. A single bad experience could cost your business hundreds or thousands of dollars. This is because of the explosion of social networking sites like Facebook and Twitter.
Over 96% of the US Internet population uses a social network. Over 70% are on Facebook alone. These people, your customers, have the ability to influence dozens of their friends just by simply posting how much they loved or hated their experience on their social networking profiles.
Each of one of these customers also has a pretty big group of people that they can influence. The average # of “friends” that a Facebook user has is 130.
You read that right — 130 friends.
More importantly, this stuff doesn’t go away. A good or bad comment about your business that used to be part of a conversation among a group of friends has become an online testimonial about your business that is around forever.
All is not doom and gloom however, in fact, it’s really the best time ever to be a small business owner. With a little marketing savvy you can tap into the conversation that your customers are having about you, influence it and use it to build your business in ways that were not possible twenty years ago.
It all comes down to loyalty.
Will they recommend your business to their friends or family?
The easiest way to find out if a customer likes your business is to ask them if they would recommend your business to a friend or family. It’s easy to understand why. When someone makes a recommendation they put their name on the line. Most people don’t do that lightly.
Think about your own behavior. If someone asks your opinion on something you’ll probably answer one of three ways:
- You’ll give a glowing recommendation. “I love this widget you should totally get your-self one!”
- You’ll give a scathing criticism. “They f*ing suck.”
- Or, you’ll be ambivalent. “Eh, it gets the job done.”
Turns out, we can quantify these three types of answers in a way that will help you improve the quality of your business.
In the next post, we’ll look talk about how.
Have you shared good (or bad) experiences with local businesses on a social network? Share your experience in the comments.