Lagniappe (pronounced LAN yap) is a word that is used primarily in southern Louisiana and southeast Texas and refers to an "unexpected something extra."
Lagniappe is giving your customer a little unadvertised, unexpected, unasked-for extra. This little extra is often remembered long after the purchase.
Here are some great examples of using lagniappe to turn customers into raving fans...
The Car Dealer and the movie tickets:
I brought a new car many years ago. Three weeks after the purchase I received two free movie passes from the car dealer; along with a short note thanking me for my business.
When I brought this car; I was regularly speaking to several hundred business people a month at live seminars. I told all these people about my delightful little added value bonus from this car firm. I also went back two years later and bought another car from the same firm.
The machinery for farmers with the personal notes:
This is a story of a business in NZ that started a short time ago, with very little capital, and that's now turning over $3 million a year and exports internationally.
The business designs, makes and sells special equipment for handling sheep.
One factor that played a big part in their success was in how they involved their people in the company's development and growth.
Here's an example of the kind of thing they did:
Let's say you're a woolgrower and you've just bought one of their machines.
Within a week you get a 'thank you' letter. Naturally, you're impressed that someone cares enough to do that.
But then two weeks later, you get another letter, this time from the person on the production floor who actually welded up the machine!
The letter talks about how "it's good to know you've bought one of our machines" and how "I really hope it's working out well for you".
The letter even suggests that "...if anything at all looks like it's not exactly right, please give me a call because I helped make it and I'd hate for the machine not to be performing exactly right for you".
The effect was amazing. The owner reported, "I've had farmers on the phone almost crying with emotion they can't believe that anyone could be so human".
"The guys on the factory floor say it's terrific, too. The effect on their motivation has been incredible".
What a way to build a team. What a way to get everyone involved with the customer.
The Dentist and the phone call:
I was on holiday in another town a few years ago and had a tooth ache. I went to a local dentist who fixed my problem. What was unusual was this same dentist phoned me that night in my hotel to make sure I was okay. He also phoned me a few days later, when I was back in my home town, just to make sure I was fine. I was very impressed with this great follow up service and have told dozens of people about it.
How many times have you ever had a follow up call from any business let alone a professional services firm like a dentist?
As you can see there are many simple ways of providing customers and clients with lagniappe.
The key is to pick one or two things that you could do and then start doing with your own clients and customers.
Providing your clients and customers with lagniappe or that little unexpected bit of added value is all you need to create dozens of raving fans.
And with dozens of raving fans actively recommending your business it's very easy to get new sales and higher profits with very little effort.
"Do what you do so well that they will want to see it again and bring their friends."
- Walt Disney
Action Exercise:
Write down five simple ways that you could use the principle of lagniappe with your clients this month. Then use some of these things with several dozen clients and notice what happens.
Graham McGregor is a consultant specialising in memorable marketing.
You can download his 396 page 'Unfair Business Advantage' Ebook at
no charge from www.theunfairbusinessadvantage.com
