OK I admit it. The digital age of “get it when I want it and that means now” has made me more impatient. I won’t wait for coffee if there more than 3 people in line. And I dial the next company on my search engine page if the first home repair outfit doesn’t pickup. However most consumers (including myself) will wait if your product or service is truly outstanding.
Take custom cakes at Cake Nouveau in Ann Arbor – their cake orders are booked through the summer. For my last birthday my husband went in looking for a “nice pretty” cake and came away with a custom kayak cake in tribute to my favorite hobby. That’s over the top outstanding.
Even in business-to-business marketing we tout the benefits of differentiation. But are you REALLY differentiated? What has your company done that’s out there or over-the-top whether it’s PR, customer service or your latest product? People will wait for the best.