What accountants can learn from kids’ club
It’s a strange title but bear with me.
I recently brought my family for a weekend away, and I learned some really valuable lessons from a hotel and their kids’ club.
These are mistakes that I see both accountants and business owners making on an ongoing basis and it really got me thinking. I hope this gets you thinking, too.
The lesson that I learned on my family weekend away is the hidden value in the services that you provide that you may take for granted. That there are elements of your service that make a difference for customers but you may not be showcasing them as you engage with potential new clients.
When you engage with new clients, do they fully understand all the value?
So this is for accountancy firm owners who are serious about generating more bottom line profits. and working with their customers in a more meaningful way.
Last weekend, I decided we do a special three-day surprise trip and go somewhere that they wanted to go for a long time.
On Wednesday night I started ringing hotels. It’s last-minute and prices are a little bit higher than I would have expected, but I’m going with the flow now. The first lesson I learned is the first four hotels I rang really weren’t very welcoming.
I’m ringing after hours, but that’s the only time I have. I get through to reception. On the first four hotels, the pattern was all the same. They could give me indicated room rates, but they said they couldn’t help me.
They would take a message, and reservations would ring me back the following day. I don’t know what your days are like. My days are busy and I don’t take mobile calls during work hours, so calling me back wasn’t really an option.
The fifth hotel I rang though, was different when they said to me well there’s nobody on reservations and I explained that callbacks the following day didn’t really suit me. The lady on the phone jumped into action. She gave me the options, she gave me the room rates, she gave me the packages and she let me book.
She wanted my business and was flexible in terms of engaging me. That’s lesson one because I booked. I didn’t wait for the four callbacks.
As she was taking my booking I commented on how the cost was a little bit higher than I would have expected. She gave me a very simple answer to that, and she said, well, the prices are good value, and I believe you will enjoy the trip.
She explained to me how they were different from many other hotels their hotel was ideally set up for me and my family. So I booked and paid. It was that Wednesday night? I was going away Friday, Saturday and Sunday night.
I am an accountant after all so, I kind of continued to grumble about the cost to my wife, Caroline, that evening.
I was asking questions like, what does she mean? “We’re different from other hotels?” Surely, all hotels are basically the same. There are beds, there’s breakfast, there are swimming pools, there are rooms.
I got over my grumbling and we embarked on our Friday adventure, and we headed off to the hotel.
What we didn’t understand until the second day of our trip was that this hotel ran a kid’s club.
The lady on the phone that took the booking didn’t mention it when we checked in. They didn’t talk about it at reception. On the second day, we overheard another couple talking about how brilliant it was and how much their kids loved it.
Now, our kids in the past had tried kids club, but it really wasn’t their thing. So we made some enquiries. We took the plunge and we sent the kids in for a three-hour session.
The kids, they actually cried when we took them out, they were having so much fun. With that positive experience under our belt. We sent them again that evening for another couple of hours.
Now we loved it because I got to bring my wife on a romantic walk. You can’t put a price on that, can you? A relaxing meal some time at the spa. All the time with the peace of mind that our kids were being looked after.
We got to have a real family break. Fun for kids, time together, time for myself, time for my wife.
The price I was quoted and the price we paid for the break suddenly became seriously good value. We had such a positive experience that we’ve booked a return trip. For anyone in Ireland with kids like our kids, I would highly recommend the Skellig Hotel in Dingle.
Here’s the lesson. They never convened the value when we first engaged. If I hadn’t been a bit desperate to get a result, I would never experience their service the way I did. They did not showcase the full experience.
Now that I’ve experienced it, I love it, I want more. But it was a close thing.
As I was leaving, I complimented the manager on his business and his business model. I’m a customer for life. I’m a referer, but I didn’t really understand the value of what was in their price, and they had two chances when I booked on when I went into front reception.
There are two lessons here for accountants. When you engage with prospects of possible customers, do you go the extra mile to make them feel wanted?
That girl who booked me that night made me feel wanted and booked the business. The other four hotels who were a bit aloof they didn’t get the business. Now I’m a customer for life.
Secondly, do potential customers appreciate the value of you and your service? Do they understand this in a way that is relevant to them?
Here’s my question for you. What is your equivalent off Kids Club?
Is there something embedded in your service that may not be a headline service, but the fact that you do is in the way did you do it just makes everything else better and easier.
If you don’t have a kid’s club offer, do you need to create one?
If you do have a kid’s club offer, are you showcasing it to new and potential new customers reminding existing customers of the value?
So what’s your kids’ club?