Are You Selling the Sizzle?
Most people agreed with last week’s post in regards to selling your customers benefits and experiences, not mere stuff and things.
However, a couple folks did mention that building that “experience” could be costly, and as such is prohibitive to those of us who are a little bit cash strapped at the moment.
Let me give you an example of how selling an experience has little to do with money and more to do with “sizzle”
The Story
There is an Italian restaurant in my city that I absolutely love. Anytime I get a chance to take friends or family out to dinner this is the place I choose. The food really is good, but the experience is what keeps me coming back time and again.
Let me explain.
First, walking into their restaurant is like strolling into a street side café in Venice or Milan. As soon as I step through the door I feel like I’ve entered Italy – not the Olive Garden’s version of Italy, real Italy.
Soccer jerseys hang on the the walls, and one lone TV in the corner is always playing a soccer match from somewhere around the world.
The deli counter is in plain site of the dinning room, where the prosciutto, cheeses and breads are kept. All mouth wateringly fresh, and homemade.
You are greeted warmly by enthusiastic staff as well as the aromas of an Italian kitchen.
Every waiter and waitress is Italian, and even if they are faking a bit of their accent, there is something uniquely satisfying in having them explain the specials to me with such passion for each ingredient, and an intensity and love for the flavor of food.
The owner is always on site, and is 80 years young if he’s a day.
On a recent visit he danced with my wife in the middle of the dining room to an Italian waltz. Then stopped by our table 2-3 times during the evening to check on us, and tell us stories about when he was a child in Italy.
Now not only were we dining in a street side café in Venice, we were part of the family. Having dinner in our Italian grandfathers dinning room.
The food is wonderful, but to be honest I can’t separate it from the ambiance, and the experience they craft. And honestly if they were just serving up food in a ho-hum setting I don’t know if I would continue to go back time after time.
When you leave for the evening everyone wishes you a “Buona Sera” (good night). Usually the owner walks you to the door — handshakes and hugs for everyone. You’re part of the family.
Sell the Sizzle
This restaurant is selling the experience of being in Italy without my ever leaving home. They know this, and they are good at it. And it doesn’t cost them a dime.
They understand that most of us do not know the joy of having a large Italian family, so they provide one for us.
It’s why I go back there exclusively. I can get Italian food anywhere, and can even cook a decent Italian meal in my own kitchen, but I can’t recreate their experience.
For a couple hours they transport me to another place and time. The food is ancillary to the experience, and that’s what they are selling me.
What makes your business sizzle? What makes your product sizzle? And is that what you’re selling?
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Interesting. Some industries may have a harder time finding “sizzle” than others, but I think there’s always something that can be added to improve the customer experience.
In my line of work, computer repair, a good example of this is what the Geek Squad does. Their whole business is built around a spy mystique, making the customer feel as if they are being serviced by a group of ellite secret government agents. On a smaller scale, those in my profesison can add “sizzle” by being extra friendly, personable, and not being condescending or speaking too technically about computer issues. this all goes a long way in improving customer experience.
Sadly, here’s the real deal. While you and a few other people were enjoying the no doubt wonderful atmosphere and food at this restaurant, the McDonalds around the corner served more customers and made more money, probably a lot more, with it’s sub-par food and generic fast-food atmosphere.
@Frank Carr
You bring up a good point, and McDonald’s is a good example of what I’m talking about. Not the McDonald’s we know today, but the McDonalds that sold the sizzle in order to grow to a 30,000+ resturant operation.
When McDonald’s first started…what were they selling? If you said hamburgers, you’re only ½ correct. They were selling convienience first and foremost. At the time that was their sizzle, and it worked big time! There were plenty of places where you could get a better burger than Mickey D’s (and a lot more places today), but at the time you’d be hard pressed to get one quicker. In fact the founders “Speedee Service System” in 1948 paved the way for fast food as we know it. They were so good at selling the sizzle back when they were a small business that they now are able to sell sub par burgers from 30,000 locations, to millions of people every year.
So while the McDonalds down the street proabably made more money that Saturday night, they didn’t start there. And while our favorite Italian resturant may never get to McDonalds size (they probably don’t want to) it is because they sell their own version of sizzle that they stay in business. There are literally hundreds of Italian resturants in my metro area, but this one gets my money everytime. My point is if you want to compete – know what you’re selling.
Matt
This is amazing! I could feel the Italian warmth and love bursting from each word in this post–you really did those folks justice in this post. Kudos to you for capturing what they’re selling and allowing us a peek into that amazing experience!
I’m a writer and it seems I’m doing at least a decent job because my editors and clients always offer up praise–even in their constructive criticism. They seem to appreciate my willingness to learn and grow and be flexible, and they thank me for my enthusiasm and passion.
I learned customer service at a very young age–when I was just a kid and was trained to answer the telephone for my parents’ business. I think that training has helped me tremendously throughout life.
Awesome post! I really enjoyed it. I’m giving it a stumble so others can enjoy it, too!
*smiles*
Michele
This story actually reminds me of an Italian restaurant I used to go to when I was younger. Point well made and great post as always.
I would hope that folks know enough to create ambiance with their websites. Someplace folks want to come and visit time and again, because it makes them feel so good.
That is exactly how I feel about SmallBizBee.
Cheers, Matt. Well done.
George
This post totally hits the mark! One of the issues I see is people not knowing and trust their market. The Italian restaurant is not in competition with McDonalds. They know their market and are creating an experience that caters to THAT market. Starbucks is a good example of a company who initially understood they were not selling tea and coffee but an experience. They lost their way by over expansion and failing to continue to sell the experience. Now they are trying to compete with others on price and it’s not the same.
@Michele
There really is no substitute for customer service, and really that goes so far in creating the experience I’m talking about here. Take the time to know your customer, don’t treat them like just another $$$ in your pocket, and they will reward you with more biz and word of mouth marketing.
Matt
@Gerald
As always I appreciate your kind words. If you’re ever in Portland, OR you know what restaurant we’d be hitting.
Matt
@Tumblemoose
You make a great point for all the people selling online. Part of how you build and experience online, when I can’t touch and feel your product is through the appeal of your webpage. A dumpy webpage doesn’t scream “BUY MY STUFF!”
Matt
Ah, I’ve never been a greedy person, Matt. I cherish my clients and editors and strive to make their experience with me the most pleasant possible.
I’m loving your site, by the way–you always have such great stuff here! And, I’m like George (aka Tumblemoose), I simply love your little cartoon guy.
*smiles*
Michele
@Karen Swim
Starbucks is the perfect example of a company who lost their way a little bit when it comes to creating an experience.
They wanted to be known as people’s “third place”. We had home, work, and our third place would be a comfy Starbucks on the corner. Now that they are selling Starbucks in grocery store kiosks it doesn’t fit with the experience of a “third place” that they built the business around.
It’s classic brand dilution, and even though they have been successful in expanding, they are now paying a bit of the price in this economic downturn. I’m not saying they could have completely escaped needing to downsize in a recession, but maybe not to this degree had they kept their way with the brand?
Thanks for coming by and adding to the conversation!
Matt
This engaging article was very well written and on the mark. This is my first visit to your site. I will certainly be back for more.
hi Matt,
I don’t know how you do it.
I want to eat at this restaurant!
It reminds me of our local Italian restaurant, but even better. That said, our local place gets over half our eating-out business, just because they know what they’re doing and serve good food in a friendly, family environment.
I think Frank missed the point, not that there’s anything wrong with what he said.
To me life is about more than making money, it’s about enjoying what you do. The fact that this guy (your restaurant owner) is still in business says he has probably done just fine. It also sounds like he loves what he does, and he has plenty of happy employees and customers, which is something that is very hard to put a value on.
Anyway, I want to eat there. ~ Steve, trade show marketing
PS. You missed posting on the 8th and 12th… sorry, just giving you a hard time.
Hey Matt, this article was very well done and the restaurant sounds amazing. Thanks for the post.