This is a marketing and business story from the road.

If you live in Wisconsin, you know Kwik Trip. It’s a gas station and convenience store. Nothing revolutionary about that.

But here’s what sets them apart: I’ll go out of my way to stop at Kwik Trip.

Why? Because they hit all the touchpoints. And they seem little, but in aggregate, they’re gigantic. Massive. Like a called strike three in the bottom of the ninth.

A Tale of Two Stops

I just stopped at a non-Kwik Trip because I needed something on the spot and there was no Kwik Trip around.

Here’s what I noticed immediately:

Way too much salt all over the sidewalks. Like they threw it down without even a care in the world about it. It looked like the bag might have even broken apart and no one bothered to clean it up.

I go to check out. The woman said hello to me on the way in, which was nice. But at the counter? She’s in a conversation with another staff member behind the counter and can’t even stop that conversation to actually engage me. No “thank you for your business, sir.” No “we appreciate you coming.” No “we hope to see you again, soon.”

That’s what they always say at Kwik Trip. Every single time. They always leave me wanting more…

The Kwik Trip Difference

No matter when you go in. No matter how busy it is. No matter what’s going on in the world.

The people are extremely friendly and they make you feel welcome and appreciated as a customer. Like you’re the only one there.

That seems like a simple thing. But it’s so interesting how often it’s missing.

Clean sidewalks. Genuine engagement. A real thank you.

Little things. But they add up.

The Question for Your Business

There’s no doubt there are places in your business where you’re guilty of not honing in on all of those little touchpoints. We all are.

It seems small, right? Who cares? I just stopped into this place to get something real quick and I’m on my way.

But the next time I’m down the road and I see Kwik Trip versus Road Ranger?

You know which one I’m gonna choose.

Where are the touchpoints in your business that you’re overlooking? The small details that, in aggregate, become the reason people choose you over everyone else?

Find them. Fix them. Make them unforgettable.

Watch your business grow…

-johnny renaissance

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