Continuing the theme from last week’s blog…it was McDonald’s UK’s 40th birthday last month. 40th? …really?! Don’t know about you, but it made me feel old!
Anyway…as a (rather talented, if I say so myself) ex burger flipper, I thought I’d mark the occasion by revisiting one of my favourite books – ‘Grinding it Out’, by McDonald’s Founder, Ray Kroc.
It’s a really good read, full of gems, and if you haven’t read it, I highly recommend that you do.
There’s a sentence fairly early on in the book that struck a chord with me, and may well resonate with you too. It comes when Kroc is talking about his time as a ribbon salesmen, and how he became a big success by getting to know his customers and understanding what each individual needed.
‘No self respecting pitcher throws the same to every batter’, he says, ‘and no self respecting [business owner] makes the same pitch to every client.’
Talk about ‘hitting home’! That sentence really did, as I realised that I had been pitching the same ball to all of my clients for the last few months.
Ok, so I’m really passionate about what I do, and I want my clients to benefit from everything I have to offer – even when they don’t want everything (ring a bell?). Those words from Ray Kroc made me recognise that I’ve not been listening…or only half listening to my clients…letting my passion and enthusiasm cloud my judgement.
As a result I’ve not tailored my offer sufficiently to my clients needs…suggested that they invest in a meal at The Ivy, when what they were after was burger n fries.
And guess what the outcome has been?
Yup. Lost customers.
Expensive wake up call…but I get it now! My eyes are open and, more importantly, so are my ears…both of them!