Customer Experience Is Marketing

When owners think about marketing, they think about ads, posts and promotions: everything that happens before a customer walks in. What happens once they’re inside usually gets filed under operations, not marketing.

That’s a mistake, especially for a new business. One of the most powerful things a new small business owner can do is take the time to introduce themselves to every new customer and thank them for coming in. It costs nothing, and it does more for word of mouth than most owners realize.

Introduce yourself and say thank you

A new customer has just taken a chance on a business they’ve never tried. Meeting the owner, and hearing a genuine thank you, turns that first visit from a transaction into a moment.

It doesn’t need to be long. A name, a handshake and a thank you for coming in is enough to make someone feel like more than a sale.

Ask a few simple questions

The introduction opens the door. A question or two keeps it open. Ask something simple, like “Where are you from?” or “What did you order?”

These simple questions open the door to a real conversation about them and your product. You learn who your customers are and what brought them in, and they get to know the person behind the business.

Why small gestures go a long way

Most businesses don’t do this. That’s exactly why it stands out.

A customer may forget exactly what they ordered. They’re far less likely to forget the owner who came over, asked where they were from and thanked them for coming.

How a thank you turns into word of mouth

People talk about experiences that surprised them. When someone feels welcomed, they’ll tell their friends, family and coworkers about how thoughtful you were and how welcomed you made them feel.

That’s word of mouth, and it’s some of the most valuable marketing a new business can get. It comes from someone the listener already trusts, about an experience they had firsthand.

How to make every new customer feel welcome

1. Be thereIn the early days, be present where customers are, not only behind the scenes.
2. Introduce yourselfTell every new customer who you are and that you own the place.
3. Thank them for coming inMean it. They chose you over everywhere else they could have gone.
4. Ask a simple question“Where are you from?” or “What did you order?” is all it takes to start.
5. ListenLet the conversation be about them and your product, and remember what they tell you.

Customer experience is marketing

For a new business without a big name or a big budget, how you treat the people who walk in is one of the strongest tools you have. Every customer who leaves feeling welcomed is a customer who might bring someone else next time.

If you’re planning an opening, this is one part of a bigger plan. We lay out the rest in The Six-Month Grand Opening Playbook.