I went to lunch today to a nice restaurant in town and got something I have never had before: a salmon burrito. The meal tasted pretty good and I was having a good time with friends when I felt a small bone in my mouth, so I took it out. I thought to myself, “Well, it was an honest mistake, no big deal.” A few minutes later, I bit into another small bone. That was it. I was done with my meal. The important part though, is that I was done with the restaurant, probably for life. From two bones.
How often do you think about the basics? If you’re not executing perfectly on the basics, how can you expect to be executing at any higher level? Two bones in my burrito and you lose me as a customer for life. That’s potentially thousands of dollars. You might lose other customers at just one. Those bones just became pretty damn expensive for you. Quality is not just free, it’s money in the bank.
Of course, I’m not just talking about burritos and bones here. As your customers get more educated on what you do, they’ll begin to notice those bones. They’ve noticed them before, but just couldn’t pinpoint them. Now they can. What are you going to do?