Loading In Michael Gerber’s The E-Myth Revisited, Gerber tells the story of a hotel he stumbled upon while on his way to San Francisco. While describing his walk to the hotel restaurant he writes, “In the distance I could hear the hushed, rhythmic patter of the Pacific Ocean surf. Or was it my imagination? It scarcely mattered; an aura of magic surrounded the place.” Wouldn’t you like to stay at a hotel like that? Every time I read the E-Myth I tell myself that the next time I’m in the area I will look that hotel up.
What was it about this hotel that had Gerber so enraptured? In his words it was “a match, a mint, a cup of coffee, and a newspaper.” But why? Because someone had taken notice of the details. Someone had heard him. And they heard him “every single time!” They had created a system in their business to ensure that they knew the details about their guests that matter most when you are away from home, and they never forgot them.
As I’ve written before, details matter and your noticing them and taking action on them can be the difference between a blah experience and a “magical” experience. Do you know what kind of coffee your customers prefer? Or perhaps they prefer tea. What about the newspapers, magazines, or blogs that they prefer to read? Favorite wine? Favorite kind of food or restaurant? These details, when orchestrated correctly, can make a customer sing your praises and come back time after time. As Walt Disney once said, “Do what you do so well that people can’t help telling others about you.”
