A few months ago I found myself stuck in London before a meeting, and because I was feeling a bit scruffy, I walked into a small, independent barbershop.
No appointment, no Instagram check, just a door that was open and a sign that said: “Walk-ins welcome.”
The place was spotless. The guy who ran it greeted me with a smile, sat me down, and while trimming my beard, asked questions.
Not just small talk, but business questions.
How I spent my day.
What kind of work I did.
What I liked and didn’t like about other barbers.
I left with a sharp trim and a coffee, but more than that....I left feeling understood.
About a month later I was back in my local barbers.
No smile. No chat. No notes from last time. In and out in 20 minutes.
The cut was fine. But that was it - just fine.
Here’s the thing: both charged the same. But only one gave me an experience.
It’s reminded me of something I share with clients all the time: people don’t just remember what you did. They remember how you made them feel. (Don't believe me? Read Maya Angelou!)
There are two types of businesses:
The ones that deliver a product.
And the ones that build a connection.
Guess which one gets the repeat business?
James