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Entrepreneurs - What Can You Learn From Dolly Parton?
Written by:Article Overview: Dolly Parton is an extremely well known and very recognizable business women. She has built an international multi dollar business from her great singing voice. What can we learn from the way she does business? Well let's have a look at the Dolly Parton Dinner Show experience and my visit there one Christmas.
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Entrepreneurs - What Can You Learn From Dolly Parton?
First of all thought that it was a little expensive, but had been before so I knew what great value it was. When I entered the massive building I was immediately immersed in the Dolly Parton experience and funneled through to get my photo taken. No mention that it would cost me $10 to buy the photo (no sale by the way!).
The funnel then took us through the gift shop into the saloon where we were entertained whilst drinking very expensive beers or wine.
Lastly we were called into the show and there was one server for every 6- 8 people. Food was superb and served quickly during several natural breaks in the show. We were also given several choices of drinks to suit all. Flags and goblets were offered for sale.
So what can we learn from this.
* Dolly builds on her brand image of "Southern Hospitality", quality and friendliness. Dolly only appeared on screen for a very short thank you and Happy Holidays and little of her music was played – but you still felt as if you had been invited by Dolly.
* She extracts the highest amount of money possible as an entrance fee, relying on the reputation of her company to ensure that people will pay. (There are several other lesser dinner shows and thousands of restaurants competing.)
* She ensures that the customer is totally immersed in the experience and offered every opportunity to have a pleasant experience.
* The customer is funneled through several opportunities to spend more money without feeling pressured to purchase more. I am sure that the many visitors to the dinner show who were on vacation purchased more that the "locals" who are a little more financially constrained.
We can translate this into business terms and learn from the experts:
* Ensure that your company and what it stands for is instantly recognizable and that it makes visitors and potential purchasers comfortable with dealing with you .
* Ensure that the customer's total visiting and buying experience is pleasant, efficient and comfortable and that everything reflects your company image.
* Think of everything that your customer could possibly want to do on your web site, in your shop, in your office or on the end of your telephone line – and make it happen.
* Make sure that your visitor has every opportunity to spend money with you - whilst not feeling pressured. Offer little up sales such as Dolly's flags, souvenir mugs etc.
* Make that buying a pleasure by entertaining your visitors, making them feel special or important to you.
* Make some of the extras at a low price to help everyone.
* Ensure that many of the items have your logo on them -especially the lower price items. This ensures that everyone sees where they were bought from as well as spreading your brand.
* Make sure that visiting your store or site and purchasing is an efficient, comfortable and quick experience. No waiting in long lines, no insecure payment areas, no waiting to get the product or service and definitely no surprising extra costs as you get to the check out counter
Good Luck.
Article Tags: amount of money, beers, brand image, business terms, choices, dinner show, dolly parton, drinks, entrance fee, flags, friendliness, funnel, gift shop, goblets, happy holidays, locals, natural breaks, reputation, southern hospitality, wine
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