The umbrellas are huge (3 people can fit underneath), colorful (in IKEA's signature blue and yellow with a big company logo), and made of good quality materials (strong cloth, steel shaft, large wooden handle). Exactly the kind of umbrella you want to carry when it's raining.
A small sign hangs nearby:
IKEA UMBRELLAS
Sunny Day .............. $ 10.
Rainy Day .............. $ 3.
I did a double-take, then smiled. Rainy days are when you really need an umbrella. Common sense says a smart retailer could raise the price. But IKEA is even smarter.
IKEA wants you to enjoy the convenience of a big umbrella when you need it. They want you to remember the unusually low price. They want you to help promote their stores with a huge IKEA umbrella.
Key Learning Point
IKEA wants you coming back. And with treatment like this, you will.
Action Steps
What "rainy day" situations hurt your customers? Equipment failure? Supplies out of stock? Last-minute delivery needs? Do they expect to pay more for urgent, special or last-minute attention? That's the moment to turn common sense upside down and give your customers more than they expect, at less than they expect to pay.
Your income may be lower for a moment, but your revenue will be healthy for a lifetime.
Ron Kaufman is an internationally acclaimed educator for quality service. He is author of the bestselling series "UP Your Service!" and founder of "UP Your Service College".
www.RonKaufman.com and www.UpYourService.com
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