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People often change their minds in an instant, especially when shopping: originally planning to buy a tube of toothpaste, they walk out of the mall with shampoo, a toothbrush, gum, and possibly a different brand of toothpaste than intended. Every customer is fickle when making purchase decisions. When the customer is just one meter away from your product, it is the most critical and decisive moment. You have invested so much manpower, material resources, financial resources, and energy to bring the customer to your doorstep, only to have them pass you by at that final meter—what a loss! All your previous efforts can be imperfect, can have flaws, but if you get that last meter right, the customer is yours. The final meter decisive battle is the lifeline of your business.
How can a company win the final meter battle? Based on long-term research and the practices of excellent companies, I have summarized the following four effective methods.
Delegate decision-making to the front line. In war dramas, we see that troops have a mechanism for temporary replacement of commanders: if the regiment commander falls, the battalion commander takes over; if the battalion commander falls, the platoon commander takes over. This maintains combat effectiveness and cohesion, making the troops unbreakable. The same applies to the final meter battle. Customers have a habit of bargaining and a desire to get a good deal. They may not be particularly interested in your public promotions, but they often remember extra gifts or discounts negotiated with sales staff, giving them a sense of achievement. Once a deal is made, they may become loyal customers and spread positive word-of-mouth. This requires companies to delegate decision-making to the front line to fully satisfy customers' sense of achievement. This is why many companies ultimately choose a management-forward operating model. The more forward the management, the easier the battle and the higher customer satisfaction.
Boss on the scene, beware! The best salesperson for a company should be the CEO. Every iPhone launch was led by Steve Jobs. Imagine if the iPhone launch had been led by someone else from the start—would it have accumulated so many fanatical Apple fans? Readers of "Romance of the Three Kingdoms" know that Cao Cao personally led every major battle. When he didn't lead, most battles were lost. Similarly, which is more effective: a president's signing event or a manager's sale? Definitely the former. For the final meter battle, when the boss and president are rolling up their sleeves and rallying the troops, if you are still just a regional manager or store manager sitting in the back, how can you not lose? If your executives are still just talking and boasting, you need to be wary of the danger in the final meter battle.
Management frontline growth plan. Since opportunities come from the front line, it's not just about market growth opportunities, but also about talent development and salary growth plans. The management of Haidilao and Uniqlo come from frontline sales staff, which is why their service is exceptional and why they have grown into excellent companies through service. An orderly frontline employee growth plan and incentive measures can cultivate employee enthusiasm and creativity, provide high-quality service to customers, and make you the winner in the final meter battle.
Attractive visual system. What do people like to look at most when walking down the street? Beautiful women, because they are pleasing to the eye. How can you make your product the beautiful woman on the street, more attractive and eye-catching? Beauty is the first element that triggers shopping impulses, followed by price. If your product can make women beautiful enough, will they care about the price? The product visual system typically includes: packaging, specifications, color, and texture. So, get creative around these four elements.
By doing the above four things well, you have firmly grasped the odds in your hands. Only by completing the final meter battle can you pass the life-and-death test of your business.
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