You attract more customers with sugar (or honey)

Earlier this year, I read a book where the main character put some honey and cream in his coffee. While I tend to prefer my coffee black, I was intrigued by this combination.

Later in the year, I found a creamed honey with added espresso product at a local produce market. It turns out this honey is produced from local bees, but a human adds the espresso. I saw different flavour products in another shop and felt compelled to research the Winnipeg-based company.

The John Russell Honey Co. has its own hives and makes all its flavoured honey locally. It is sold at its storefront in the Transcona neighbourhood, online and in an increasingly wide network of local stores.

It is a terrific case study for the concept of differentiation while providing value for customers: I have always liked honey in my tea; who knew a certain flavour existed that was also good in coffee? With its array of 38 (and counting) flavours, I have found ones I enjoy on toast, as dip for chicken fingers and in yogurt.

John Russell Honey Co. also sells more than 100 other honey-related products. Due to all these factors and options, I contacted the firm’s owner and asked how he determines flavours, tracks customer preferences and sets the business up for success.

“I love playing with blending different ingredients with honey. I’ll try almost anything just out of sheer curiosity and if I like it, we will do a small run of it and solicit feedback from a group of our longtime customers,” John Russell said.

“I don’t track preferences, as sales will indicate the winners and the soon-to-be retired. The secret to success is in the people. Be kind to them. Listen to them. Be helpful and accommodating and thankful that of all the honey that could be on their table, they have chosen yours,” he said.

“That’s a privilege and not one to be forgotten … Your crew, your team, your family? Treat them like your most precious resource, because that’s exactly what they are.”

Building on this success story, I believe there is a three-step process every successful organization utilizes, which can be summarized as follows:

First, confirm what you are good at and make sure you have something customers will value and purchase. This requires a willingness to try something that might not initially succeed, but creativity and innovation are always worth pursuing.

Second, build a team of people who see the vision and opportunity of your company and empower them to deliver exceptional customer experiences.

(When I visit Russell’s sales office, I always enter with a, “Honey, I’m home” greeting that elicits a laugh for my dad joke. The staff smile, fill my order and let me know about new products or container sizes. I also appreciate its new display area that highlights the range of products.)

Third, continue to deliver a quality product and overall experience in each customer transaction.

(While I have never been disappointed in any of the John Russell products, please note: this is not a paid endorsement — no product or payment was received. I am writing this to demonstrate that the principles of delivering value exist today and are a framework for your success, too.)

A familiar line is “lather, rinse, repeat” when referring to a process that delivers exceptional results. This phrase is appropriate for every company to follow to reinforce the superior value your product delivers plus the overall customer service experience you create. You must always be mindful that, if you digress, someone may provide superior value and take the customer from you.

Look at your business from a customer’s perspective to learn what they value and then from inside your organization to ensure products, processes and people are aligned to meet those value expectations. This is a winning approach that works in any business.

Tim’s bits: Winning game plans are built to encourage customers to select you over any competitor. Your plan builds on insights, innovation and experiences to ensure delivery of superior value is accepted as the standard. When you establish the standard, competitors can only try and keep up. And as the category leader, this is good for you and hard for them.

Tim Kist is a certified management consultant, authorized by law, and a Fellow of the Institute of Certified Management Consultants of Manitoba

tim@tk3consulting.ca