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here are only a few ways to gain market share - which is always a good
strategy - in a slow growth or flat market:

1.    New product development or product line extension. Think apple
computers; new product category (I pod); product line extension, Mac Book
air (the new thin one)

2.    Great customer service to differentiate your product from others in
your category.  Think Southwest Airlines or Nordstrom's.

3.    Price reductions; in the short term because long term, you become
Montgomery Wards. Think Lexus when they introduced their flagship vehicle
UNDER their cost to initially steal share from Mercedes and BMW and the
domestic brands like Lincoln and Cadillac.

Of these strategies, the one that you can control the most is #2, customer
service.

But let’s break it down a little more. Lets call it “touch point” strategy.
A touch point is any place in your business where the customer has an
opportunity to have a memorable experience.  Think about where the customer
is most likely to engage your staff

Some people make the memorable experience at the front desk/customer area.
Others make a memorable experience in the restaurant.  Others make a great
experience in the entry way. And still others focus on the bathrooms.

In the entry way, have you put a “welcome to our fun place” sign or a voice
activation system that’s says hello every time someone comes in?

At the front counter, is your staff dressed in bright fun costumes or are
they still wearing a ‘hasn’t-been-cleaned-recently- golf shirt with your
logo?

Is your restaurant a fun place where kids can get crayons, adults can get
engaging waiters and waitresses and where the food is presented in an eye
catching and mouth watering way?  Do you have a mascot greeting the
customers and kids?

Is the bathroom a different experience? Check out what the Las Vegas Hilton
did.

If you cannot access this picture, here is the link for it.

http://lindaloo.com/node/143
(Embedded image moved to file: pic26743.jpg)


In a city known for “over the top experiences,”  the Las Vegas Hilton
actually had people coming to their casino to see the bathrooms. And
according to sources at the hotel, the attribute this innovative touch to
increasing sales!


Kind of gives new meaning to a “touch point strategy??”

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