Are Your Bagels Hot? (modified from an excerpt from Jeff’s book, Coloring Outside The Lines: Business Thoughts on Creativity, Marketing and Sales) The other morning I was sitting in my local bagel shop enjoying my coffee, bagel and newspaper. I am not sure what prompted me to look up, but the first thing that struck me was that this establishment obviously did a booming morning business. People stood in line 15 deep and didn’t seem to mind the wait. As I was pondering the idea of having people stand in line for what I have to offer, another curiosity struck me. It had nothing to do with the customers or even the counter personnel. It was the bagel maker who got my attention. I watched as he carefully manipulated a tray of steaming hot bagels into the metal bins with appropriate labeling according to the flavor. He then proceeded to add a little sign–bright red with white letters–to those bins to which he had just contributed. The sign? “HOT”. Nothing extraordinary in and of itself, but the reaction was immediate. The very next patron to order, demanded some of the ‘hot’ bagels. And so did the next. And the next! Soon the bagel maker re-appeared with another tray and followed the same routine with another flavor. And guess what? The same results. The customers switched their “flavor-of-the-minute” and their attention to the new bin labeled “HOT”. This little ritual went on for the next 45 minutes and I felt like I had discovered the marketing idea of the century. I got up the nerve during a lull in the action (there was a few minutes when there were no ‘hot’ bagels available) and I approached a young lady donning the ‘Manager’ nametag. When I inquired as to this phenomenon, she threw back her head and laughed. “You caught us! You uncovered our entire marketing strategy.” My new marketing guru explained to me that the powers-that-be in her company had always subscribed to the idea that to market, one must appeal to as many senses of the customer, or prospective customer, as possible. “Sense of smell and taste were taken care of in this environment,” she explained. “But bagels are bagels and they all pretty much look the same.” She went on to detail how they had discovered the “HOT” strategy completely by mistake. Originally, they had put the signs on to warn store personnel of the impending danger in handling steaming hot bagels. What they discovered was a huge increase in demand, by their customers, on any particular flavor that was adorned with the little sign. She finished rather defensively by explaining that they did not manipulate their customers, but simply appealed to another sense–sight. I suddenly understood the reason why the shop did not seem to anticipate daily consumption and bake bagels in advance of the rush. The obvious lesson I took from this is that we must figure out ways to appeal to our clients’ senses. Some have it easier than others. A restaurateur, a caterer or a florist for example, have a great ‘one-up’ on the broker, manager or planner. The ‘outside-the-lines’ marketing idea that occurred to me was this. How can I entice my customers with what’s “HOT” about me vs. anyone else? Now, I can’t use a little red sign, but I could do it a little more tactfully to give the same impression. The possibilities seem endless. Take a look at your organization and ask, “Does a potential customer perceive my ‘bagels’ as being HOT???” Now, don’t get me wrong. I am not referring to anything personal, I am referring to what it is that you have to offer over any other qualified competitor. If you see your business through your client’s eyes, you may just see the way your client “buys”! ----------------------------------------------------------------------- Jeff Tobe, CSP is the Primary Colorer at Coloring Outside the Lines in Monroeville PA and can be reached at 1-800-875-7106. He is the author of the book, Coloring Outside The Lines: Business Thoughts on Creativity, Marketing and Sales. For information about his books, his presentations or for FREE business newsletters, visit his website: www.jefftobe.com