How can “The Philosophy of Google” double your business? (part 4 of 11)

From the desk of Roy Furr, Thursday, 6:31 am

From “Ten things Google has found to be true:”

3. Fast is better than slow

In search especially, people want what they want and they want it now. Google is constantly working to break their own speed records by giving users their search results even a fraction of a fraction of a second faster.

They tested networked PCs vs. powerhouse servers and found they could serve search results faster with the networked PCs. So they use networked PCs.

The old search algorithms were being pushed to their limits, so search couldn’t work any faster (or so said others). So Google re-wrote their search algorithms.

They’ve shaved every bit and byte and computer decision away until they’ve become a lean, mean, search-serving machine. And arguably the fastest search engine on the planet.

But how does this apply to your business?

First — how fast do customers get product after they order it?

I recently was given the choice between a couple places to buy a book and my deciding factor was based on shipping time. One gave a free upgrade to priority shipping, while the other shipped ground when you paid for ground.

Guess which one I chose…

That’s right — the one that delivered my book faster.

Look for ways to deliver your product faster — even, I’d argue, if it cuts slightly into your profits. It will build customer loyalty and increase the lifetime value of your customer.

Maybe all it takes is adding an overnight delivery option, that the customer can optionally pay for. The customers that want instant gratification will pay for this premium and be happy about it.

Some service businesses may have trouble figuring out exactly how to do this.

But think of this. Some auto mechanics offer an “oil change while you wait” vs. you having to drop off your car in the morning and pick it up at lunch or at the end of the day. Some even change your oil without you having to get out of your car. Which is more convenient? If the price is the same, which do you choose?

If you’re providing business consulting services, maybe you offer an on-site intensive session early in your relationship with a client. That way, you can give them actionable strategies they can start applying right away, while you go back to your office to develop a more thorough plan for their business.

Just use a little creativity and look at ways you can give the client or customer the gratification they need sooner.

It’s worth every ounce of effort.

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