Tom Feltenstein

Not to sound like Forrest Gump, but your business is just like a box of chocolates.

What you’re selling, in most cases, is a commodity — like chocolate or sugar (even if what you provide is a service). But a box of chocolates is presented as much more than simply the basic ingredients. They come in a specially-designed box, often covered in shiny paper, wrapped with a bow, and lined inside with tissue. And the intricately shaped candies are neatly arranged in their own cubbyholes in fluted wax paper cups, all in a shiny plastic tray. Opening it is an experience; it feels special, and there are delightful surprises once you’ve gone through the ritual. You should think of your business the same way.

The elements that go into making your business a memorable or special experience — one that leaves your customers wanting more — include you, your staff, your physical location, your delivery vehicles, your promotional pieces, how you answer your phone, how you greet people who come into your business, how you treat people who are unhappy with you, and the overall mood you create.

Look at your business as a total package — from the curb or parking lot, to your interior space, to your restrooms… it all matters! Think of it as a design and traffic flow, right down to the look of your promotional pieces, and the way your people dress and interact with each other and your customers. By working to make your business be “the whole package,” you’ll start to pay attention to details that are so easy to overlook, but that make an important difference in terms of how your customers see you and what they say about you.