The Lobby or the Lounge

November 19, 2008

“Right this way, please. You may wait in the lounge. May I get something refreshing for you while you wait?”

“I am so glad you came! Come in, put your feet up by the fire and have some coffee. I can’t wait to hear what you’ve been up to!”

“The lobby’s that way. We’ll call you when it’s your turn. There’s a vending machine down the hall.”

All three of these interactions occur everyday in businesses all around the world. They could even describe the same situation, such as waiting for car repairs, interviewing for a job, or buying your first home. However, there are distinct differences between these environments.

They each create a distinct expectation.

Setting the Stage

Creating the right environment is crucial for any business. Consumers seek out goods and services that meet a particular need. Often, that need is purely emotional. They want to feel good about themselves, they want to purchase a product without feeling guilty, they want to feel important, popular, loved, or beautiful.

Figuring It Out

What motivates consumers to buy? What impression do your customers receive when they first visit your website or office? What are your customers looking for? If you don’t know these answers, you are hurting your business.

Creating the Right Environment

Why should you bother with creating an ideal environment for your customers?

If your customers receive what they are looking for emotionally, they are more likely to return, and will recommend your business to others.
You can charge more for the same products or services because of the implied value created by the right environment. Don’t believe me? Go read about Lance and his dentist.
Creating the right environment can significantly increase your ROI.
Customers are more at ease in the perfect environment, placing them in an optimal position for buying.

Do customers pay more for the right environment? You bet they do. Ask any Web designer.

The Lobby or the Lounge

Do your customers want to spend time in a lobby or a lounge? Does your website present this optimal environment? Who is your target audience, anyway?

If you don’t know, ask. Men With Pens offers Drive by Shooting Sundays, where they provide a professional evaluation of your website, complete with recommended changes, for a small fee.

Read up on marketing and sales. “But I’m not a salesperson! I hate sales.” Well, if you are in business to make money, you are a salesperson. Even if you are writing your first novel, you are peddling your words to an agent or potential readers, even as you put those first words on paper.

Go read Graham Strong’s post on the Art of Perception. He has some great tips and insight into what helps create that optimal environment.

Be smart about crafting your business. Your competitors are.

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Posted by Jamie | Filed Under Blogging

Comments

Lance

Hi Jamie,
This is timely, with some ideas I'm bouncing around in my head right now - and how I want it to all play out - or really - how I really make this happen. I'm going for the lounge...

And...maybe I should give the "drive by" a try...hmm....

It's all great stuff to think about - the environment we try to create...

<abbr>Lance´s last spectacular blog post..Don’t Worry, Be Happy</abbr>

Graham Strong

Hey Jamie,

Thanks for the props!

That's an angle I didn't really cover in my series, but it is an important one: people perceive their costs up front based on how you present yourself. Open warehouse-like stores with 12-foot shelves and yellow everywhere says "discount". Small, cozy shops with hardwood and tile say "chic and expensive".

That's why it is so important to have the right look. If you have a discount façade with hardwood rates, people aren't going to connect with you...

(Incidentally, the opposite is also true...)

~Graham

<abbr>Graham Strong´s last spectacular blog post..The Art of Perception (Part IV): What Colours People’s Perception of You?</abbr>

Jamie Simmerman

Hi Lance, I figured many might be rummaging around for ideas in the next few weeks. Just so you know, I prefer the lounge, too. Not for things like buying toilet paper or oil filters for the truck, but for the things that matter. :)

Hi Graham, I always find some interesting nugget on your blog. This is a great series you've written. Thanks!

Writer Dad

These are wise words, Jamie. I loved Lance's anecdote. A thirty cent cookie makes all the difference in the world. As I find myself in transition, your outlook has tremendous value.

<abbr>Writer Dad´s last spectacular blog post..Redbook… An Excerpt</abbr>

Jamie Simmerman

Those must be some really good cookies.

Tomorrow is part two. We'll see how that one hits you, hehe. :)

Matthew Dryden

Applying this to my blog, I wonder what kind of enviroment I'm creating for my readers. Hmm...interesting, interesting...

<abbr>Matthew Dryden´s last spectacular blog post..How Did HE Get a Girl Like THAT?</abbr>

Jamie Simmerman

Hi Matthew, Your blog is one of my favorites, despite the violent atmosphere, drugs, booze, and foul language going on over there, just kidding. ;)

You website really is one of my favorites, but because you write it. Your talent and intensity shine through through the environment.

I think you'd only need to alter it if you want to attract a different audience with the intent of making money from your blog. Otherwise, just run with what's working for 'ya. :)