Free Air

I had a flat tire not long ago. It was enough of an annoyance to change it in the face of an incoming snowstorm, but the spare was low on air, too. After crawling under my pickup to jack it up, spending half an hour to change the blowout and then limping into town on a spongy spare tire, I set out to find a convenience store or gas station with a Free Air machine.

The people at the first place I came to were surprised to learn that their air machine valve wasn’t even on the hose. The second had a fresh “Out of Order” sign taped on their device.

The next stop was at a grocery store with a fuel station on the corner. I object to paying 75¢ for what others call “Free Air,” so I don’t know if their machine worked or not. I drove past another gas station that had no visible air machine.

On the other end of the main street was a name-brand gas station. “I’m in luck. This is a brand I trust,” I thought. Their “Out of Order” sign had to be a year old, as tattered and faded as it was. Management had given the sign some thought, though. They had slipped it into a plastic sheet protector, so it would last a long time.

The next convenience store’s air machine had no sign. No hose. No valve. No air. No deal. And that was at the end of town. I turned around and went back toward the middle of town.

I pulled into the sixth location, another name-brand station. I saw no evidence of an air machine for my tire, so I went inside to ask if they knew where I could find some air. I was directed to another convenience store. The two employees at the station agreed that was the place in town to get air in my tire. Absolutely.

Filled with their assurances, I hurried to the convenience store. Air machine, check. Hose, check. Valve, check. No button to push to turn it on, though. That had been pried out.

Finally, I decided to go to the local tire dealer that was open. The manager met me at the door, heard my story, waved me into the service bay, and got my tire filled, at no charge. On my way out the door, he handed me his card and told me they had just opened a new store in the town where I live. Thanks, Keith. I know where I will be shopping for tires next time I need them.

Is there a lesson in this story that you can apply to your business? Think of the “Free Air” in your kind of business. Is there something your customers expect or count on? An estimate, free hour of consultation, ballpoint pen, advisory hotline, free supplies or warranty, regular supply of hot coffee? If you are out of supply on anything your customers have come to expect, you need to fix it, fill it up or freshen it.

Customers decide who they will do business with based on many factors. But, if you mess up on the easiest, most basic factor in your field, you’ll never have a chance to compete for the business on product quality, customer service, warranty, price, selection or any other dimension. You lose before the race begins.

Don’t be a loser. Fix your “Free Air” machine and be ready for the chance to win new customers and keep old ones coming back to you.

Jim Reser provides management and marketing consulting for small businesses hungry for improved profits. He has a Master’s degree in business management and organization, and has helped thousands of small business owners start and fuel their profit engines. You can reach him at 479-280-9798.