I have been really aware lately just how much effort some companies are putting into the presentation of their sales offer and wondered whether the presentation or the content was more important. I know that while I am attracted by presentation if the content fails to meet expectations then I am quite unforgiving, compared to a service for which I had no expectations.
We met up with my daughter at her university in Kingston at the weekend and decided to go out for a meal. As we wandered through town we checked out restaurants to make our choice. First we stopped at Pizza Express – it was the first place we came to; an old favourite so we wandered in. Bob and I both headed up stairs to avail ourselves of the facilities while Charlie waited to be seated. When we returned she was still waiting as were another 3 groups. She had not been acknowledged and another guest was complaining about the service when presented the bill. We left!
Next we walked past a Tapas Bar, curious we read the menu. Bob is a “proper” vegetarian and I am a “wanna-be” vegan (ie not very good at it!), so that meant his options were limited to an omelette and some potatoes – we moved on.
As we headed closer to town we passed Jamie’s Italian and crossed the street to check it out. Italian is easy – pizza, pasta you know where you stand, although personally I was looking for more adventure than that. As we read the menu with “black angel hair pasta”, Spaghetti fritters, Truffle risotto and a bruschetta made with Beetroot ripple, smashed pumpkin and Scamorza and cavolo nero, I knew I needed a dictionary and a table.
The food was very well presented, and I thought a significant price. The service was very good but not relaxed or funny or particularly attentive just alright. In fact the whole experience was alright – it lacked the wow factor I had hoped from the menu.
Business is booming, 2012 is an amazing year for growth and development for those willing to do the work and seize the opportunities presented to them and there will be many. Getting the balance between presentation and substance is crucial.
How to attract customers and still focus on content delivery – any ideas??
In my new book Make More Money From Property I discuss a new approach to investing in property – to come from a position as a business owner rather than just an investor, to think about the market, the customer, the service that you provide. It has really helped my rethink the way I am doing business with positive effects on my turnover!