I wrote this piece Father’s Day back in 2007. The feedback was enough to warrant a repost. It’s worth the read.
Originally posted June 18, 2007
Does this sound familiar? Does this come into your head or out of your mouth when you look to get into a market?
Today is Father’s Day, and I was relaxing in the sun having a visit with my dad. The visit was a little one-sided since he past away in 2003. As it often does, inspiration comes at odd times. Let me share with you a story that I was just reminded of . . .In the early 80s, when I was in high school, a man moved into the house across the street. We didn’t have many move-ins as our neighborhood was very stable. My father made me go with him to welcome our new neighbor to the area. Hey, I was a teenager, I didn’t want to go, but I was fortunate, as it was an introduction that I would long remember. In the conversation, my father asked our new neighbor what he did for a living.
“I sell pianos and I am opening a piano store in the area,” he replied.
This interested my father. Even though he was a school teacher, he loved discussing business. It was a passion of his.
“We just bought a piano,” my father followed. “There are three piano stores in the area already and I visited each one. Each store was empty when I went in and business seemed to be very poor. In fact, we got a great deal on our piano because of it.”
The picture my father was painting was why in the world would this man relocate from out of state to open a piano store in an area that was overly saturated with piano stores? This statement, of course, was according to the observations of my father. The next statement has stuck with me ever since. Our new neighbor replied:
“Just because someone is in the piano business doesn’t mean they KNOW the piano business.”
He went onto explain that he had visited each store my father spoke of, acted like a customer and was shocked by the poor treatment he received and the incorrect information he was given. He knew he could capitalize in the market. And capitalize he did.
One of the first things he did was each piano purchase included delivery, setup, an “in home” lesson and free lessons for life. The competition thought he was crazy. His prices were higher and his store wasn’t the easiest to get to, but he started gaining market share rapidly.
Taking time away from business to travel to a home to give a free piano lesson would seem like “business suicide” to most business owners. However, when the owner is invited into the home of the customer there is a level of trust that is instantly built. The owner is able to answer question directly, give a lesson and spend time with customers, as every owner of a business should. And best of all, it takes place in the customer’s home, where they feel safe.
Was it a waste of time? Hardly.
New customers to his store would often state they were there because of the “crazy story” they heard from their neighbor or friend. Each story was a little different, but usually was:
“My neighbor said that you actually came to their home and gave their daughter a free personal piano lesson? Is that true?”
The owner said to me just before I left for college that any business owner will tell you that a referral from a satisfied customer is the easiest to sell to. “But,” he said, “the customers that walk through my door already have their credit card in hand or check books out. I rarely have to try anymore to sell pianos.” People who bought a piano from him only went to his store, they rarely, if ever, shopped around.
And why did he offer free piano lessons for life? Simple. When you walked into his piano store, there was always a piano being played by a real person, not a salesperson. You could see a “lesson” was being given which set them apart even more. How did he do it? He hired local piano teachers and the amount he paid was a fraction of what he made from the customer trust that was gained.
Take this example to heart. Just because there is a lot of competition doesn’t mean that the competition is doing things right. Look for ways you can improve the market, look for “points of difference” that can set you apart in the mind of the customer.
Do this, and you will dominate as my neighbor did.
Thanks Dad, for taking me across the street when I didn’t want to go. You may have been an English teacher, but I learned one of the most valuable business lessons because of you, and for that, I will be ever so thankful. Happy Father’s Day.
Daniel E. Friedman says
That’s a very entertaining story. It’s amazing how the business mind works. Happy father’s day.
Jack Humphrey says
Very good post. Thanks for digging it up again! Its so simple that people can look right at someone doing something like this with their business and not even see why they are such a success.
Jerry West says
Hey Jack,
It’s been too long … a year ago at Dr. Mike’s conference. This was my first example of seeing someone successful because he had such a strong passion. Others were in the piano business for the money. He was in it because he loved to play and teach others to play. Money was just a bonus from it.
Teresa Nelle says
Aloha,
This is an excellent article; mahalo for sharing your story!
Teresa
Jack Humphrey says
Hey Jerry!
Heading BACK to Vegas this week. Going to SuperConference at the Mirage. Yay!
Thanks for the kind words. Hop a plane and let’s see another show!
trade show display says
hi Jerry, This is one of the best posts I have read in a long time. Your piano business story nicely summarizes how a business that realizes the value of customer service and customer referrals can do well. The piano guy was smart. I was a little puzzled by the free “lifetime” piano lessons (that would cost a lot and be an unlimited liability because I assumed they were at the customer’s home). When I then read they were at the shop I realized the brilliance. Yes, having real customers playing music in the store is just what you want! We sell portable trade show display booths and find that satisfied happy customers lead to repeat sales and more word-of-mouth sales, so we really focus on CUSTOMER SERVICE. Still, I think there is something to learn in the post. One always has to keep thinking outside the box and asking how you can add even more value to your product for your customer.
Do you know if this piano store is still there, and what happened to the other three stores?
~ Steve
mma zone says
Jerry,
As always enjoyed the read of this post. Thanks for sending it out this morning great way to start the day out. So many business try to cram products down out throats when it is an experience we are paying for.
Thanks,
Tony
Daniel Murray says
Nice lesson Jerry thanks ;-)
Joyce Brister says
I love this story. To build a sustainable business you have got to over deliver.
ed says
Lovely story. I think of a paralled.
I am starting to sell in markets at fairs. I’ve noticed what it is that makes one trader be ultra busy while nearby traders are pretty much idle. Very idle. This piano post has rekindled my thoughts on the subject. Very important post. Thanks a lot jerry.
Ken Muys says
Very good story, and a timeless reality check.
We all get caught up in what we are currently doing and get side tracked from our original path and goals. A story like this makes you take a step back and refocus on what we should be doing. Thank You Jerry
Yisel Guajardo says
Thanks for this great story Jerry.
It’s a great reminder that business success principles apply to ANY medium, even online.
Gregory says
Thank you Jerry! What a Great Lesson to learn. I was stuck in that too much competition trap of thinking.
My Dad just spoke right in this post through you. It is just magic how life works. Its the Relationships in our lives that count. Personal and Business.
Have a Great Day everyone!
gregory
Robert says
Jerry,
Thanks for sharing this story and reminding us that in order to have a great business we must provide a great customer experience. Help others get what they want, or give them something cool wtih value that they never expected. When the customer is happy you are happy. Know your business. Provide a great service. Work on your business everyday.
Happy Fathers Day,
Robert
Inisheer says
Very nice – as one writer once said: “There’s nothing new under the sun…but there are lots of old things we don’t know.” Great basic stuff to keep in mind.
Anthony says
thanks Jerry, and happy father’s day.
Anthony
Tito says
What a great post, I have to say that your story is one hundred percent on target identifying what I would consider the number one failure of business to prosper, how sad that business forget that they exist to serve the customer if they are to come back.
Sherman Hu says
Hiya Jerry! Happy Father’s Day to you, my friend!
Thanks for sharing about the precious time you spend together with your late Dad. It’s simply amazing the legacy of Dads (good or bad). What your Dad taught you the day he brought you to see your new neighbor is brilliant in so many ways!
Thanks for the business lesson, Jerry! I guess they’re right when they say…
“Life is like a piano… what you get out of it depends on how you play it.”
;-)
Linda Sherman says
Thanks Jerry. I enjoyed this post. The lesson learned is specially relevant in a recession.
It is interesting that Google AdSense picked up Music Lessons to display here (during my visit). Apparently Google search spiders love crawling through every word on your site.
George Williams says
Thanks for that Jerry. I just read it while sitting on Grand Beach on a spectacular Manitoba summer day. Here with my wife and daughter on Father’s Day. Your father taught you well. Your products and service have always been excellent. And now I know why you write so well :) Especially loved the ending.
Happy Father’s Day!
George
Craigslist Search says
Happy Father’s Day everyone
Thanks for sharing the story. It is great example of how doing the right thing makes big difference and helps you to win customers.
Tom Wilkerson says
Jerry,
Right on the mark as usual. Sometimes the simplest reminders inspire the best new ideas.
Got me one. Thanks.
TomW
Rafael Montilla says
Great one!!
We must make the difference to get more customers.
Thanks for the story.
PD: Where is my free piano lesson? lol
Spyware Doctor Expert says
I heard Perry Marshall talk about something similar to this. He said there is always holes in a market that many others have not exploited. I think this is also what Ed Dale means when he says to go from “Market Research” to “Market Understanding”
Mark Savage says
Great story Jerry. Reminds me of the mindset I adopted to start my business. Attracting repeat & referral business by making clients feel special & offering them extra benefits and a sincere personal service adds real value which I believe is paramount to any success.
Sharon says
Thanks for sharing, Jerry!
This is so true. I actually experienced this first-hand while working at a music store whose mission was to sell organs and teach seniors how to play music.
Being “in” business is not enough these days. A person needs to know their business, know their competition, and also provide outstanding customer service!
Save on Gas says
Ya, death sucks, Very good story of memory of your dad.
Good insight on the part of the music store. “Put the Kirby into their hands.”
Ya, I would add to the last statement that understanding the people was huge. Everyone probably would want to give their child a shot at music lessons. Many just need a nudge over the edge.
Michael says
What a goldmine of a post that has very usable aspects…even for those of us who predominantly do business online.
Reminds me of an offer Dan Kennedy had to offer two free critiques to those who bought one of his products.
One little told aspect of this type of offer that the piano dealer likely didn’t tell you was how few people will either take you up on the offer for free lessons, or how quickly they fall off.
Dan mentioned that very few people ever took him up on his offer, but were sold merely because it was available, and they intended to one day take advantage of it.
Adrian Bold says
Thanks for sharing this Jerry. It’s these kind of anecdotes that say so more than some of the BS that gets trotted out…
Mark Archer says
There is a old saying that says this:
“Do The Common Thing Uncommonly Well.”
Great Post, Jerry.
Möbel in Hamburg says
stories like this are really very rare and good thing that you have considered sharing this to us, it inspire me more to be a good father to my children.
Bali Apartments says
There is so much wisdom in the sentence: “Just because someone is in the piano business doesn’t mean they KNOW the piano business.”
The fact is that looking at the areas where your competition is failing can be a very good indicator of what you can and should do to succeed. It’s the idea that learning from the mistakes of others will save SOOO much of our own time (and money!)
Bali Villa Rentals says
Thank you this is really great info.
Mosaic says
Well said, thanks for sharing this wonderful story.