Why I will always come back

Nancy has been my hair dresser for more than 10 years but with a few attempts to change, not because I don’t like her services but because I find her a bit expensive.  While the change has costed me less I have always walked away disappointed; needless to say, then, that each attempt has been with a different hair dresser. Nancy  has never been offended by  this and when I return to her, after each unsuccessful try, she gives me a warm welcome going out of her way to make sure she has dressed all the ‘wounds’  I  bring from my wanders.

I took time this week to reflect on what is so unique about my hair dresser of more than 10 years. Mark you I am not the only client who has tried to abandon her with no success; we are a number of us. These few points came to mind and they stand out as key Business lessons for you as an entrepreneur; Value proposition, Value delivery, Market focus and the Customer buying criteria.

Value proposition; Nancy has set herself apart from others.  She understands what I want, when and how. It is not once she has behaved like a ‘doctor’; “Mary ‘our’ hair feels a bit tired, I am going to treat it gently for the next two visits”, “Please check your diet Mary, what you eat affects your hair too”. No matter how comical it may sound, she helps me realize how much she knows what I value. She is in synch with my wants and needs something that every customer yearns for.

Value delivery; When you propose value you must work at delivering it.  I met Nancy at a time when I was desperate to get a good hairdresser. She promised me a list of ‘good things’; a unique touch (“each one’s hair is different and must be treated as so”, she says), quality & safe hair products, cleanliness and availability. This was value proposed and I decided to test if she will deliver on the proposal, she did!

Market focus; “The secret to failure is trying to please everybody” Bill Cosby. One day I asked Nancy, ‘how comes you don’t get offended when I try other hairdressers.  She confidently answered; “I work hard to make sure that I serve you to your satisfaction so that in case you try someone else you will have a reason to come back”, “ My plan is not to have very many customers, I have few who I serve well and that is how I keep them” she adds.

Customers’ purchase criteria; Having been with one hairdresser for more than a decade and with failed attempts to ‘runaway’  I can confirm that she totally understands why I  go to her(buying criteria); personalized treatment, quality and safe products, clean services and availability of the person/service.

Can you take some time to reflect on your Business? Think about your Value proposition, Value Delivery, Market Focus and your Customer’s Buying Criteria. What needs to change? Can that ‘wandering’ customer find a reason to ‘come back to you’?  Thank you Nancy for giving me a reason to ‘always come back to you’!