Two weeks ago I took the alleged girlfriend ( who may or may not exist )… in all her various states of increasingly dubious odds of actually being real…
To our favorite branch of Nandos for a fine meal of murdered chicken and potato salad.
Now here’s where shit gets weird:
We walked into the restaurant… and it was packed as usual… However there were only two checkout points. Each of them was staffed by one of the girls who work there.
But only one of them actually had a line.
The other point?
It was empty. With the girl staffing it just checking her phone out because she had no customers to serve.
Yet it gets even dumber:
The line where everyone was?
It just kept getting longer. Now after assessing the situation..
I was like “fuck it” and just skipped to the front of the empty line… where the girl laughed when she realised I saw her line was empty but her co-worker’s line wasn’t. I asked her:
“Why is it that your line’s empty but the other one’s full”
… her answer?
“I have no idea. But I appreciate the lack of traffic.”
After which I made my order, and sat my ass down on my table to wait for my meal of incinerated chicken… murdered chicken. Moral of this story?
Don’t try to make sense of why customers prefer to go where the line is.
Show them you have a line for them to join, and watch the sales roll in.
It doesn’t make sense…
But it does pay the bills.
… Till the next wave of madness…
PS: And also ( and I have to thank Joe Sugarman for this one ), your customers are much more likely to justify and stick with a decision they made than to just change their mind right after… which partially explains why buyers are more likely to return to buy again once they’ve decided to purchase from you.
Nobody was stopping the people who went into the longer line to move to the shorter one.
But something about moving to the shorter line would have meant admitting they were “wrong” about their first choice to themselves. Something which causes so much mental pain they’d rather avoid it… even if it means their choice is often the worst one.
Furthermore… and I’m being rather generous today:
This all just shows that your customers are really looking to have most of the tough decisions made for them.
They just want to follow the yellow bricked road and turn their brains off to all the other little choices out there. And the easiest way to do that is to simply see where everyone else is going and follow suite.
You’ll see this all the time… where customers will all make a series of puzzling decisions and purchases not because they make sense…
But because everyone else is doing them and making the more sensible decision just seems stupid.
This is why testimonials… especially highly specific testimonials have such power when you’re persuading your customers to go for the sale.