In almost all the business and marketing books I have read the main thing that is always asked: what feeling is your product trying to sell?
On Saturday, while I was discussing a call with one of my officers, an older lady came up behind me, pulled on the sleeve of my suit, and gasping for air she asked where the Mach machine was. Not knowing what she was asking me, I repeated “Mach Machine?...More importantly, do you need some oxygen?” The older lady grinned and my officer pulled up a chair for her. Once the lady was able to regain her breath we started talking and I found out the Mach Machine was the ATM.
I asked if she wanted me to get a wheelchair and I could take her there. I got the sternest look and she stated, “even though I am 79 I am still able to get there on my own two feet.” She stood up off the chair, grabbed my arm again, and told me to take her to the ATM. (Knowing from my own grandma’s independence, you do what they tell you, no questions.)
En route to the ATM she asked me, “Do you know Donald Trump? He comes to Las Vegas a lot. I do not care what people say about him, he is a wonderful man.” I replied, “I briefly met him one day at the opening of a casino here, but I do not know him.”
She told me she worked for him at the Taj Mahal and Trump Tower for many, many years. She was his seamstress and he always took care of her and her family. When she was hungry he ordered and paid for the room service bill. He knew she needed a ride home one day, so he had his limo driver take her home. Her medical insurance was always paid for, yet she never saw it taken out of her pay. Chuckling, she stated, “ I think my husband was secretly jealous of him.”
With money in her hand from the ATM, she asked, “now where are those lucky machines?” “Ma’am, if I knew that I would not be working here.” I replied. She began laughing and could not stop. She started coughing through her laughter and hit her chest saying “stupid emphysema” as she lit up a cigarette. I apologized for making her laugh and she grabbed my wrist and stated how much Donald would make her laugh too. She went on, “You know, he is not the mean guy people see him as, he is a real genuine and funny guy. The way he took care of his family and me is something I will be eternally grateful for.” She continued on and on about how much she loved Donald Trump.
Walking the casino floor after meeting this beautiful lady, I thought of the book, Delivering Happiness by Tony Hsieh, CEO of Zappos.com,Inc. He talks about over delivering beyond a guest’s expectations. Even through this lady worked for Donald Trump she remains a loyal employee today because of the over delivery of care “The Donald” provided for her.
This story if proof that it is all about selling a feeling. What feeling does your product give?