Take Your Services To Your Customer

Shortly before I gave a guest lecture at the University of Washington last month, the prof told me, "[the students] seem to be inhibited about talking to their prospective customers to find out what they want". I said that I've seen lots of businesses over the years with that same problem!

Some segments of customers place a higher priority on price than color. Some need reliability and will pay a premium price. One thing common to almost everyone in almost every segment and every industry is convenience. Life just seems to keep getting busier, so we need more convenience when we eat. When we shop. When paying bills. And on and on.

A couple years ago, I counseled a good friend on his struggling massage therapy business to buy a "Brown" UPS Van and go to where the clients are. The top of many of those vehicles is translucent so there's lots of light -- he could have some plants, music, beverages, and do a killer "scheduled" business.

Just look at the precedent: it worked for the Library Bookmobile and the local Blood Banks. You could even say that Pizza Delivery falls into this category.

So I was not at all surprised to find another personal service heading down this path. Bay-Area-based www.OnsiteHaircuts.com brings the stylist to you! (And 97 friends). You see, they target major employers. The Google headquarters on Thursdays; eBay on Fridays.

You can walk up and wait, or schedule timeslots online. And that gives them a 1:1 online relationship most hair salons have yet to cultivate. Imagine that compelling monthly email... "it's time for your haircut and we'll be waiting in your parking lot"! Can you say "end run" around the places struggling to pay rent anymore?

Now, bring this principle back to your business: how can you take your services to your customer?