Brainstorm: How can you provide Unreasonable Hospitality to your customers?

[Pesso]

Hey Square Readers, 

We hope you’ve started to dive into reading Unreasonable Hospitality by Will Guidara! Last week we kicked things off with a baseline discussion on your own experiences with exceptional hospitality. Today we’re covering what Unreasonable Hospitality is, and exploring how to provide it to your customers.

What is Unreasonable Hospitality?

The author explains that providing small acts of hospitality can absolutely thrill your customers, make it feel like you’re performing magic, and make their experience with your business a story that they’ll remember forever. Delivering incredible service for someone in a time of need can transform their day, relieve sorrow even for a minute, and create a deep emotional connection for them with your business. 

It’s thoughtfully putting your customers needs first in a way that is deep and meaningful to them to create a catered experience. It can be something as small as giving a genuine welcome and having a meaningful conversation, a personal touch of remembering a birthday or a family detail, an act of service like feeding their parking meter, or a Surprise & Delight gesture of providing a welcome gift or thank you goodbye gift. It should be something thoughtful and meaningful to your customers that fills a need that they have, and references a conversation you’ve had together. 

How can you provide Unreasonable Hospitality?

Now let’s brainstorm ideas for our own businesses, and give each other some suggestions too!

Again, this is a pure brainstorm here, no idea is too big or extravagant. This is Unreasonable Hospitality, after all. Only after you’ve found some big ideas that you like, then next time we'll figure out how to do it in an affordable, scalable, and realistic way. 

Share your answers in the comments:

1. Tell us about your business: What is your industry? How do you currently serve your customers? What common needs do your customers have? What are the deeper reasons they come to you? 
2. What are some new ideas of ways you could provide incredible tailored experiences for your customers? No idea is too big!
3. Reply to other members’ comments and share some ideas that could help them. Having an outside perspective is extremely valuable! 

Feel free to share any other thoughts you have about this book. We can’t wait to hear your thoughts in the comments below!

Don’t forget to:

• View and Subscribe to all threads about this book

Happy reading,

Pesso

[CareyJo]

We're an HVAC service company, so we're mobile.  People come to us for heating and cooling needs.  The deeper reason we got a lot of our customers is because my husband has spent the last 26 years of his career in our area, in his field and he's become well known.  As we all know, these kinds of services are expensive, especially when equipment has failed.  People don't want to pay two or three different companies to work on their system, it's a waste of money.  They want it fixed right, the first time, for a fair price.  That's what we do and we're known for it.

I have yet to come up with a new idea that would go beyond what we're already doing.  We tailor our service to the need of the customer, whether it's residential or commercial.  We offer specialized services for commercial clients so that we can care for their equipment.  Each building is different.  The contract for each of them is different based on what they need.  The filters, the frequency, the cleanings, etc.  Once we have that contract, we are the ones with our foot in the door when something goes wrong.  Equipment will eventually wear out and need replacing.  Then we get to replace it.

Sometimes when you impress your residential clients, they refer you to their work, their church or other people.  We had one client last year that has two systems in his home that needed replacing.  Their church had been looking at replacing all of their equipment and actually had the money to do it.  He insisted we get the job.  So much so, that he told us what the other two bids were that they received, so we could be lower.  However, we were able to point out to them that their bids were higher for several reasons - they weren't quoting the correct equipment, they bid for multiple workers to be on the job and they didn't account for special accommodations that needed to be made that would cause problems and more money later.  We got the bid not just because we were already the lowest anyway but because we provided them with the correct service.

I've been at this a very long time, so I've reviewed a lot of ideas over the years, but I'd love to hear some ideas from a customer perspective.  In your home, for your equipment or your business, what would make you feel set apart by your HVAC company?  

[GoalGetter]

@CareyJoto be completely honest, I don't know much about HVAC, but I do know when people come to my home offering a service I do appreciate it when they take the time to explain the process of their service. Maybe not everyone needs the explanation, but I want to feel that the individual is competent and knows what they are doing. 

Also, I appreciate it when they respect my home by wearing covers on their feet and cleaning up after their work. I've had several service people track mud in and not clean up their mess; it's so disappointing and unprofessional. 

Some other ideas that I would appreciate as a customer would be priority scheduling as a return customer and maybe offering free estimates for repairs. Also, is there any chance you could do a loyalty program with exclusive discounts for loyalty members?  

Just a few ideas, you may already do these things, but that's what came to my mind.

[CareyJo]

Thanks for the ideas!

We always strive not to track mud and snow into any home or business.  We live in MT so our weather here is brutal.  We always educate our clients on their equipment and how to use it because our goal is to serve our clients to the best of our ability.  We always do free estimates unless we have to charge for travel.

Unfortunately, priority scheduling is not an option in our line of work and 90% of our business is repeat customers.  We can't do any sort of loyalty program as it's not a frequent service.  That being said though, we know our repeats well and remember them every time they call.  We do have a lot of commercial contracts and manage quite a few properties for clients.  We take care of them very well and go out of our way to make sure they stay up and running.  When a commercial client goes down, we make that a priority and push back the scheduled appointments until the emergency has been handled.  We have the highest education for our industry and we've been in the field for 26 years, so any client who has patiently waited 6 weeks to 3 months for an appointment with us shouldn't be bumped for another client, unless it's a true emergency, and we get plenty of those....  We choose to treat all our clients the same and give them all the same service.

[Pesso]

Shoe covers are huge, @GoalGetter ! I always notice and appreciate when providers (rarely) put them on -- it really shows a level of attention to detail and care about coming into my house! 

What else could show care like that? 

Maybe bringing a vacuum to clean up the room that work was done in, even if no mess was made -- leaving customers' homes even cleaner than you found them.

[Pesso]

Every time you share about your business, I learn something new and get a deeper understanding -- thank you so much for all the details @CareyJo !

I think because of the expense (often being unexpected and sudden), having some type of free gift could be a nice touch to lessen the sting of the cost. It always seems to happen at the worst time, right? Around holidays, or before/after a vacation -- when else and what are the other typical circumstances? These are just regular people who are facing this challenge.

Maybe leaning into the "I understand and am sorry for the inconvenience" aspect of it. What could you give that could play into that? Maybe a box of gourmet cookies/candies around the holidays, if someone says "of course this would happen on my birthday/anniversary!" you have some greeting cards or other tiny gifts ready to go to just sign and leave with the invoice.

What else like that could work specifically for you based on your experiences of your customers' needs?

[CareyJo]

I think this is a great suggestion and one I've played with a little bit over the years.  The biggest problem is I don't often know their circumstances behind the scenes.  I don't often hear, we just got home and found this....  I will definitely try to hone in on those things when I hear them.  Maybe I just need to start asking the question - "you sound really stressed about this, I know having no heat is frustrating but is everything else ok?" to our regulars who I know I can have conversation with.  I would have to word it a little differently for new customers or people I don't know well enough.

A number of years ago, I started giving thank you gifts to clients at Christmas - ones who'd gotten new systems from us that year and our commercial clients who had offices.  So, for example, one of our clients is a chiropractor.  His office is an old home that was converted into a building and added on to.  His office is one side and apartments are the other side.  We maintain the whole building.  He also owns two other properties we maintain.  So each year, I take something to his office as a gift.  A plate of cookies, a Scentsy warmer with bars, etc.  These clients are the ones who end up spending money with us because we've had to replace things.  I want to show them that appreciation.  We had another client who's the largest pediatric dentist in our area and his building has 3 other doctor businesses in it.  I've done the same for his office.

We have one commercial client that we've been maintaining for several years and when his equipment began to fail, we told him and gave him a bid.  He had another company do our work.  Not going to pursue that with a thank you gift.  From day one he has not had the belief that we're an install company and know everything there is to know about this line of work.  He thinks we're just that filter guy...

When we pick up a new commercial client, I try from the start to show them why choosing us matters and that we will take care of them.  When you begin with UH, you don't have to make up for things later.  He talks about this in the book.  I had a manager at Pizza Hut decades ago tell me (just like Will says) that he'd rather hire a wet-behind-the-ears teenager and train them right the first time, than to hire a server who's got 10 years experience and un-train them.  This is true in many situations.  You don't get a second chance to make a first impression and I think that is a lot of what this book is about - starting out on the right foot and staying there.

[Pesso]

I love that idea of asking those questions @CareyJo  -- both to find out more, but also to forge deeper connections and conversations with your clients! Asking "Is everything ok?" seems like it could be a great idea, even for new customers that you haven't built rapport with -- it could be a great way to do so-

Those gifts sound like wonderful ways to give back to those big customers. How could you expand it to lower level customers, to hopefully build up their loyalty and appreciation of you even more?

I don't know -- maybe even giving a thank you gift to the one who didn't come back could keep the door open for something in the future -- and encourage him to hear/see what else y'all do. I think that's what the author would suggest! I think it's about treating every single customer (present and past) like your best customer. Could you imagine that guy's reaction and surprise receiving a thank you gift & card from you after NOT picking you? Could be amazing.

That is all so true and such great points! Starting off on the right foot, and keeping up the good makes such a huge difference.

[GoalGetter]

I sell educational children's books, puzzles, games, & toys for newborns to young adults. I do local events and book fairs at schools & child care facilities.

My goal is to discover the individual needs of each customer. I ask questions to get to know them and the children they are shopping for, whether they are looking for a fun gift or seeking resources to improve specific skills like reading, math, social, or science.

I also offer a chance to come together as a community through fundraisers. These events are a great way to raise money for organizations like dance teams, schools, and churches, and allow me to give back to my community.

I'm truly passionate about what I do, and I do prefer to talk and share my products with people in person rather than on social media.
I started my business two years ago, and I've been working hard to share content on social media that I believe is helpful. I invite parents & caregivers to join my Facebook page, where I share tips, resources, and book reviews. Here are a few examples of my weekly posts:

Make It Monday Activities: I provide step-by-step instructions on fun crafts that go along with one of my products.
Tuesday Teasers: I show images or a video of books and give a review
Wednesday Wisdom: I provide family reading time tips

I also create posts around national holidays and share my products. For example, on National Popcorn Day, I shared a science book and gave an example of how, with popcorn, there are three different ways to learn about heat transfer: conduction, convection, and radiation. 

I have many more ideas that I'm excited to share, and I'm always looking for ways to improve. However, it's a slow process, and I don't have much of a following yet, so I get discouraged and tend not to be as consistent sharing on social media as I know I should.

[CareyJo]

You will get there!  Just keep being consistent!  I was in the home party plan with five different companies over the course of 30 years.  Consistency is always key and you have a great opportunity to offer UH to each of your clients because you have the gift of working with them one on one.  Even if you're doing a home party or similar style event, you still get to make one on one connections that are priceless.  Best of luck in your growth!

[Pesso]

I love all of this, @GoalGetter -- thanks for sharing! 

Maybe make a list of all of the typical things & occasions that people come to you for, like what you started with gifts and learning -- then taking that and seeing what you could do that's repeatable for each of them. 

Maybe it's throwing in a free fun pencil/eraser, or learning flash card for each subject, for those who come in for learning resources. Or having a grab bag of tiny 5 cent toys, or small greeting cards (either signed by you, or blank for the buyer to sign so they don't need to make another stop to buy a card), to give one for those coming in to buy a book as a gift for a child. 

Those social media posts are great -- are they ways that you can incorporate that more directly into the experience of buying with you?

I love those craft instructions and reading time tips! Maybe you can have those printed up on cards to give out to your customers for free with certain purchases, too. 

I'd love to hear any other ideas you have!

[GoalGetter]

Thanks for the suggestions; it has reminded me of some additional things I do give away and gave me some ideas to try for future events. 

I forgot I give out free bookmarks with every purchase, and sometimes, when a child stops by and really wants one, I give them a bookmark. 

Also, we have special books that use flashlights to see the images on the next page. So, I do give out a free flashlight with each purchase of that type of book.

I love the idea of having some sample cards printed out of crafts or reading tips; I think I will put together some for different ages and interests.

Thanks!

[Pesso]

That's so wonderful that you do all of that, @GoalGetter ! It really is the small things like those that make an experience truly fantastic. 

I'm looking forward to hearing what you come up with seeing some of those cards in action! 

[ryanwanner]

Being in the coffee biz, it's tough to get to the levels of UH that Will did with his restaurants. People don't have the same level of understanding of coffee as they do restaurants. There's a definite difference between a local fine dining place than a drive thru fast food joint, but in coffee there really isn't that kind of identifier--yet. At least, not to the average consumer. A venti Caramel Macchiato should be able to be purchased at any Starbucks or indie coffee shop, right? It's just coffee, right?

To me, that's where we can take it up one step towards Unreasonable Hospitality. Show the difference between the chains by focusing on quality, education (when requested), and not having the snobby barista attitude when someone comes in and tries to order their venti. After that, I firmly believe in knowing regular's names, finding and spoiling first timers, and embracing the community where the shop is located. Coffee shops are a dime a dozen anymore, so I feel it's my job to make people embrace what I'm doing. Going beyond into Unreasonable levels though? That's a toughie. At home pourover bars? Coffee workshops? Taking some of the uber-regulars on trips to coffee growing countries? All that can come at a significant price, which is harder to absorb with $7 drinks than it is with $100 plates.

[schaefferjosh]

Ah yes, the typical venti with a side of eye roll lol. I can absolutely see how it differs and UH is not a one size fits all. This is part of the reason I like our small local coffee joints. They generally know you and give back to the community they serve as well. We had a coffee shop donate black coffee for a warming house here in michigan a while back. Did they have to? No, but they did. And that kind of action sticks with people. 

[CareyJo]

We have a small, local coffee shop in our town who also happens to be a bakery.  She has a few of her grandma's vintage recipes that she baked and she makes all kinds of things.  She started out all by herself, no employees and has grown to two locations.  She still bakes fresh donuts every morning.

One of the things that she started when she opened was giving a small cookie for free with each coffee.  It's in a flat paper bag, one of those white ones, with her rubber stamp 'seal' on the outside.  She took the time to write a quote on each bag.  Some of them were out of this world, but all genuine and she put the author's name on them.  I saved quite a few of them and created a collage of them on a huge board that I decorated for her one year anniversary.  There were times that she would look at the stack of them and choose one based on the customer.  She has given me a few that she knew specifically represented me as a person.  She also took pics of a lot of them and used them as a daily post on FB for promotions.

It was huge and everyone loved it!  I don't think she's doing it anymore because she's too busy now but it really got her noticed and it felt like that UH that we're all looking for - it was a special and personal touch!

[ChickenRacer]

That's a great story!  That's the kind of thing people remember. My business has hit a point where this is more difficult to emulate small things, but not big enough to have the budget to do it easily haha

[CareyJo]

Well, just remember what he talks about in the book - those small things may cost a lot over time but the value you get from giving the UH is priceless.  Put it in the budget!!

[Pesso]

I love that, @CareyJo -- thanks for sharing! It really hits on a few things from Unreasonable Hospitality:

• A free gift -- going above and beyond to give something that the customer isn't expecting, but goes really well with what they're coming to you for already -- what goes better with coffee than a cookie?
• A personal touch -- having quotes handwritten is incredible and shows the effort and care involved, and picking out a quote individually that fits the person is huge!
• Repeatable -- batching them to have a full stack ready to go is super efficient and a great way to cut down effort and cost in the moment.

Such a great example to share, thank you!

[Pesso]

That's so true, @ryanwanner -- it's a lot "easier" to do it in expensive fine dining than it is for quick-serve coffee. And I agree with you that there are definitely ways to do it!

Quality, education, and positive attitude are such a great foundation -- and I love that idea of spoiling first timers. What does that look like? Can you take that and use it to spoil non-first timers too, just any and everyone? 

I love that you're thinking about the big ideas!

Maybe there are other things you can offer that can be on-demand and lean into unreasonable:

• Could short roastery tours/peek-ins work? It could feel like an exclusive experience and peek into behind the scenes, and cheaper than a flight to Colombia.
• Maybe giving 1-3 free chocolate covered coffee beans with every cup? Or even just a non-chocolate one, that folks could see & feel & smell the work you put into each cup.
• Why not do workshops? You can absolutely charge $$ for them! You can also do specialty tastings, either for free or for a fee.
• If you don't want to get into tasting sessions, offering up a free tiny 2-sip taste of a new roast/varietal on certain days / every day. 

[ryanwanner]

Novel thinking my friend!

All four of your ideas are percolating in my idea book already, it mostly comes down to the best way to successfully implement them into the bar. I especially like the 2-sip taster day idea.

[Pesso]

So glad that they resonated a bit and lined up with ideas you've already had, @ryanwanner !

Well this thread is just for brainstorming, we'll do a scalability & practicality thread in a few weeks, haha. 

But I think they're totally doable in some shape or form!