What do your customers want?

Everyday, people line up at a coffee place, order their coffee in some totally different language, and pay three times as much money. And most people brag about starting their day there.

(A side note, for full disclourse, I am not a fan of this place and I realize the troubles they have had with stock prices -- but they are a great example of customer service and for the point I am trying to make with this entry)

The people who are customers of this place are intelligent, nice, the type of people you really should know. (I have shared a quarter of a century of my life and rasised two kids with one) So why would they pay that much money for coffee?

The real answer is I don't know - it never has made sense to me. But what they tell me is the customer service, the consistent taste of the product and how they are treated; how after only a couple of visits, the staff recognizes them, calls them by name and knows their order. They can't wait to get there.

Here is another question. Why would someone spend more than twice as much on a motorcycle to get a certain legendary brand? That one I can answer but it may not make sense to you.

Because of that look and that sound. The look of the bike and the look in other people's eyes when you tell what kind of bike you own. That sound, when the other guys ask you to wait to start your bike until after they get theirs started becaue they can't hear when your bike is running, that's why. When you take off and feel that sound that's why.

Now, why do people do business with you? Find that answer -- it probably is not becuase of your friendly staff and low everyday prices. It's because. Find the because, give it to them and they will be back and they will bring others.