Lasting Last Impressions

A fable....

David was wrapping up his lunch at the food court inside Hill Wood Mall. Kids had already started back to school so the foot traffic was light but there was still a steady stream of moms, grandmothers, and baby strollers making there way in and out of the stores. David had hit the lunch crowd at just the wrong time and he was hungry.

Trying to decide which vendor he would buy food at quickly became a decision of who had the shortest line. It was the Big Apple Pizzeria.

The meal wasn't extraordinary and wasn't anything to be remembered but it was good nonetheless. It served its purpose by filling David's appetite.

As he enjoyed his meal he noticed that several of the vendors were handing out samples of their food. The Japanese Kitchen, the Sub Shop, and The Sombrero were all competing for people's attention as they walked by. David thought he would have liked some Japanese food.

Once he finished his meal, he went to get a refill in his Big Apple Pizzeria cup. Then he rounded the food court venue to the Japanese Kitchen where a man in a red chef's hat was holding a tray of chicken with toothpicks, giving away free samples.

To the gentleman in the chef's hat, it was obvious David had already eaten. He was holding a cup that was not from his establishment. As David approached, he turned and looked for someone else. Someone who hasn't eaten. This gentleman was looking for a customer.

David stepped up to the man and said "May I try one?"

The worker ignored him, still searching for other customers. So, David asked again, "Excuse me, could I have a bite?"

"No" replied the worker, "You already eat."

So, David left wondering if he would eat Japanese the next time he came to visit.

I was at the mall the other day wondering if something like this ever happens. Then it occurred to me that if you have the opportunity in business to make the last impression, make it a positive experience. Your competitors may not have made an impression at all - positive or negative. It's your chance to move in and take the king position in the marketing four-square game. It's also good to think about return customers.