2. Disclaimer:
• We are naming names and calling people out.
• This is for educational purposes only
• The views expressed by the host are not
necessarily those of Area48, ASU
SkySong, Gordon McConnell, ASU
OKED, ASU, ABOR, Governor of Arizona, Chris
Zane, Rush Limbaugh, Barack Obama, or
anyone else.
10. How do I compete with Big Box stores?
• Have a great atmosphere
• Have a crazy service plan
• Do whatever it takes to get the customer to
buy their next product from you.
11. How do I compete with
Big Box stores?
• Have a great atmosphere
• Have a crazy service plan
• Do whatever it takes to get the customer to buy
their next product from you.
Go BEYOND what your customer believes is
reasonable
19. How did Chris compete with
Big Box stores?
• Great atmosphere
• Crazy service plan
• Creating Lifelong Customers
Go BEYOND what your customer believes is
reasonable
29. • Never let a customer leave
unsatisfied – Fix complaints
• Hire nice people, teach them
bikes
• Create continuity between
employees and customers
• Drive the competition NUTS!
Still more advice…
30. Before you leave tonight…
• Write down your 5 closest competitors and how
each falters in their service model.
• Write down 5 ways your SERVICE MODEL can
supplement BUSINESS MODEL.
• Consider how the numbers work financially…
BURY THE COMPETITION WITH CUSTOMER SERVICE
Loved bicycles. At age 16, he borrowed $23,000 from his Grandfather to open a bike shop (15% interest)Four years later he’s a $100k revenue companyOpened Zane’s Outdoor in the local New Haven mall
Invested $100,000 in inventoryKnew in 2 weeks he was in troubleClosed down in 3 months, $100k in the red.Moved back to the bike shopDecided to call it quits, and had a weekend blowout saleHuge turnout - Made $35k in one weekend
Smell of coffee and new rubber is quite appealingCoffee is hot so people move slowPeople are more likely to stay and browseCoffee is an ice breaker and tension reliever
Flats fixed freeFree new tubesAll parts under $1 are given away for free
Average kid needs a new bike every 2-3 years. 100% trade in credit for bikes bought at Zane’s Model: they buy back the bikes then donate them to philanthropic programs, writing off the donation.
The drill making business or the hole making business?If you are in the hole making business, you may have a broader view of solutions. Chris sells the experience of bicycles. We all have great memories of our new bikes… Make every experience as exciting as the first one.
Holiday Inn express was the first hotel to offer free breakfast … Now I get pissed off when I have to pay for breakfast.
90 psi? Don’t assume your customer knows what psi is, go the next step, tell them why it’s important.
How to talk to women… Steve Carrel, Elizabeth Banks, and Seth Rogan…
Providing helmets to PTAs at cost. Sponsoring youth sports teams. Being visible in the community.
Empower your employees to fix problems. Provide consistency so customers know any employee can help them.