One member of our team routinely stops at Subway for lunch when traveling. The food is consistent, fresh, good quality and healthier than a lot of food that is available on the road. And no matter what sandwich is ordered the routine at the cash register goes something like this: “Chips and a drink with that?” followed by “Would you like a cookie?” If the answer to the cookie question is “yes” they follow up again, “Just one? They are three for only $1.49.”
Why is this notable?
Subway is consistently among the top rated small franchises for new business owners. They train people well and they are among the most consistent performers in the food market. And they have discovered a simple truth – your best new customers are your best current customers. In other words, Subway knows that if they are going to sell cookies it will be to people who have already bought a sandwich. People don’t stop there for cookies. They come for sandwiches. But once they have a customer and a conversation the chance to sell you a cookie is real. And they have learned to ask.
Last week at our A.R.E. team meeting, like in a lot of small businesses these days, we were strategizing about how to meet the challenges of an economic downturn. We agreed the number one strategy is simply continuing to do a good job for our clients and friends. One lesson we are learning is that satisfied people are happy to look to you for something else. Do good work and people will want you to do more work for them again. Perform well and there is no reason for them to look elsewhere for future needs. They will prefer to come back to you and let you do good work with them again. We simply need to remember that when we go to do work we also need to make it clear: we would be glad to do more things for them and with them.
We need to look at the work we do as not just an end in itself but also as a chance to share what else we could do to help our clients and friends meet their goals and pursue their dreams.
Subway has learned, the way to sell cookies is to sell sandwiches and then ask customer if they would like something else. We are learning that we need to help our clients to see what else we can do and to ask the question, “Is there anything else we can help you with?” Whether you are a church, a non-profit organization or a small business your best future clients may be coming in your door already. Are you asking them what else you can do for them?
Asking this question will benefit your organization. But more importantly it will benefit the people you care about, your clients and friends. Few things are more deadly to an organization and the people in them than the kind of apathy that develops because everybody has just gotten too comfortable. Asking "what more can we help with?" encourages people to think about what's next for them. It discourages them from settling for the status quo and encourages them to keep learning & growing. It invites them to keep dreaming, keep planning ahead, keep seeing possibilities for themselves and the work they love.
Part of our job - and maybe yours, too - is asking the right kinds of questions. Speaking of which, what's next for you?
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