How To Increase Sales (Part 4)

January 3rd, 2014

ToiletsThis is the final installment of a four part series on how to increase sales.

This one will be a shocker to most of you. One of the most underrated tactic for increasing sales is perhaps one of the simplest: paying attention to details.

I don’t eat at restaurants with dirty bathrooms

A mentor of mine, a former CEO at a global advertising agency, once remarked that you can judge the cleanliness of a restaurant’s kitchen (and it’s food!) by looking at one place: their restroom. If there’s a filthy restroom, you can guarantee the kitchen is in worse shape. If a restaurant can’t keep clean an area that the customer’s can see, how can you expect them to maintain an area that customer’s can’t?

This one’s a no brainer for me. If a restaurant can spend 1% of their day keeping their bathrooms clean there’s no flippin’ way I’m going to trust them with cooking my food.

Now here’s the problem: restaurant managers who don’t pay attention to how clean their bathrooms are do so because it’s too small of a detail. They’d rather focus on making money, which is fine – but if you don’t focus on the important details that can really impact your business then you’ll lose in the long run.

The challenge

The hard part about details is they tend to become invisible. There are so many things jockeying for position in our minds that sometimes we lose sight of the little things that really matter.

For example, I’ve created a ton of presentations in my life. I used to have a manager that was brutally focused on what seemed to be the insignificant parts of presentation. Font size, alignment, font type, etc. So much so that you seriously wondered if he ever actually read any part of them!

One day I decided to point out his penchant for details. I thought it was silly that he was so obsessive about presentation details that seemes so trivial.

It turns out he had a method to his madness. And it made perfect sense…

If you neglect the little things and your clients or customers notice, they won’t be able to focus on anything else. They’ll be so distracted by a misaligned bullet point or a misspelt word that they’ll lose focus on what really matters – the presentation itself.

Whoa.

And worse, a client or customer of yours will extrapolate those little detail mishaps into other areas of your presentation, business, product, etc.

People love to make assumptions.

If you give your clients the ammo to make assumptions about the big things in your business based on the seemingly insignificant, then you’ve got a problem on your hands. One that could end-up costing you dearly.

Wrapping it up

Go spend 10 minutes today thinking about the details of a specific part of your business. The important thing here is that you don’t get bogged down in the details or focus on the trivial – that isn’t healthy. Instead, think about the details that actually do impact your business. Think about what your client’s see regularly. It could be a bathroom, website, menu, invoice, furniture piece, etc.

Next, imagine how your business might improve if you took these seemingly small details up a notch… then, go do it.

I know you’ll see a difference.

Your friend,

Dennis Paresa

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