subject: How An Unusual Airport Experience Presents A Powerful Marketing Lesson [print this page] During a recent trip home from a marketing workshop I arrived at the airport, and as all passengers do, I waited patiently to board my flight. As I sat at the gate, my attention was drawn to the pre-flight boarding announcements made by the gate attendants. Having flown for over 25 years, both domestic and international flights, something about this was so different that I started to really pay attention. And having just attended a marketing workshop, I realized this was actually a great lesson and experience to give to my clients.
In the pre-boarding process, the gate attendants not only reminded everyone to have their boarding passes ready, but also described each piece of information on it so that it was clear. During each subsequent announcement, they made sure you knew where to look on your boarding pass for the information. They were also very clear about what was happening once the plane arrived at the gate it was being serviced, cleaned and readied for our flight. Travelers with young children or needing extra time were given early notices to be prepared when called to board and advised to check in early to get instructions for strollers and other bags. There was a pleasantness that accompanied each announcement, which Im sure kept passengers from being anxious or stressed about their flight.
So what lessons can we take from this to better serve clients? Here are three, which can set you apart from your competition with the help of an unusual airport experience!
Lesson #1 Set expectations early, to ease any anxiety
The gate attendants explained what was happening with the plane and with the boarding process, early and consistently, so that everyone at the gate knew what to expect.
Your clients want to know exactly what they should expect of your offering and what they should expect of you. But this cannot be the discussion in the enrollment phase of working with you and then never heard again. Just like the attendants continued to keep us informed throughout the boarding process, so too, should your clients be made aware of expectations throughout their work with you.
Tip Check in at regular and irregular intervals to see if expectations are being met it will ease their anxiety and yours.
Lesson #2 Explain the process, in enough detail, so they know what to do
Going through each piece of information on the boarding pass may have seemed too detailed for most, but it proved to be a great teaching point for me and a stress reducer for the passengers.
When youre working with your clients, they want to know each step, part or piece of the process so that they know exactly what to do. They really dont want to think about it, otherwise why did they hire you? Giving them the step-by-step and reducing their stress in this way creates tremendous value for your product or service.
Tip Create a blueprint for how your clients will achieve the results they seek and explain it to them like theyre a two year old. (This is not meant to be disrespectful; Im referring to a line Denzel Washington uses while playing a lawyer in the movie, Philadelphia great film!).
Lesson #3 Handle things in an orderly fashion
The gate attendants were calm and clear when they explained the boarding process. Its a full flight so were unable to change seats, have your boarding pass in your hands, check the lower right section of the boarding pass for your zone and please wait until your zone is called. Orderly.
Your clients want order, not chaos when they come to work with you, so be prepared to not only take them through the process to their desired results, but to maintain a sense of order throughout their entire time with you and your business.
Tip Follow your blueprint with your clients and any changes, which can happen, should be reviewed prior to making them. This way your clients continue to know where theyre going and are confident that you will help them get on board and to their final destination!
We know that the process of boarding flights is not always this smooth and pleasant, but can you see how this one experience can create a lasting memory? Given the opportunity, I would eagerly go through this particular airport in the future. I wish the same experience for your clients when working with you!
