Starbucks wins everyday with one great question – What can I get started for you today?
Sure that’s similar to “how do you like your coffee”, but that question only has two answers (regular or decaf). On the other hand, the question that Starbucks proposes has hundreds of thousands of options.
When is the last time you asked a customer what you could start for them today?
How often do you ask a customer his/her preference with things like phone calls, texts, email, surveys, tweets, etc.?
You don’t have to be a barista to see that even with something as simple as coffee you and your customer probably have varying definitions of why you’re connecting to do business.
Ask. Then cater to the response.
Your fancy cappuccino machine means nothing to a guy looking for a latte.