One of my core beliefs is that all people are good. I’ve been shafted a couple of times but in
the main that principle has served me well.
My immediate thought was that the poor milkman hadn’t noticed his out of date dairy disaster and I’d better help him out and give him a call.
Here’s the
conversation, word for word.
Me: Hi is that Gary the milkman?
Gary: Aye, who’s that?
Me: I’m a concerned potential customer. You see, this morning I found your price list and free sample on my wall and, I don’t know if you’ve realised, but the sample is past the use by date. I think you may want to check in case you’ve accidentally left others that are old.
Gary: That’s not a sample. I use them to hold the leaflets
down.
Me: So you know they’re out of date?
Gary: Aye.
Me: And it’s a kids’
carton of milk with a straw on the side and a cute cartoon image of pandas on the front?
Gary: Aye. But you definitely shouldn’t drink it.
Me: I see. Gary can I share something with
you?
Gary: Aye.
Me: Have you considered that as a milkman, people may think you’re leaving them a carton of milk as a free sample? That you’re showing your potential customer the joy of having fresh milk delivered to
their door every day? But instead it’s actually just a sour milk paper-weight?
Gary: Nah. But thanks for letting me know.
Gary! I’m with you on your mission to restore the traditional business of the doorstep
delivery but come on.
What message are you putting out there? Have you stopped to think what people may be saying about you, your company or brand?
The message we send and the message received can be poles
apart.
The secret? Ask. Listening to the voice of your customer is worth more than any marketing or advertising campaign.
