What’s it feel like to be excluded?
This clipping shouts NO WAY loud and clear. So imagine if you’re a check. Or a woman. Or whatever… Communication that states you’re distinctly unwelcome is discouraging at best.
As I get close to completing my first book on marketing beer to women, this little slip of paper I have kept for a few years seems to have jumped out at me today. “Use me!” it screamed….and aptly so.
Some establishments that serve beer welcome women. In fact some don’t look at “who” at all. Kudos to them.
Others judge us when we walk in; female, male, whatever. And that sets an unhelpful, disrespectful tone which holds us all back – and very much on purpose. If you’re plainly advertising that some element of society is not just unwelcome – that you’re excluded on purpose, then hell. It’s time to immediately turn around and find an environment with open arms.
Last week I was delivering a very lively and interactive presentation on the customer experience. At one point I told the audience, “Look – change is coming at you every day, no matter what you do. You may as well open up your arms and welcome it.” With a big nod to Mike who shared this brilliantly right insight years ago, it’s so damn true.
The choice to adapt – aka Change – is yours. The choice for beer makers, sellers, and purveyors to welcome women is theirs. Yes, we can scream bloody murder, we can rant, rave & protest.
Change will happen when the powers that be realize that change is marching forward whether they want it to or not – and then open their arms.
The place where I got this snippet of paper is closed today. While it might perhaps be a stretch to say their demise was based on not welcoming personal checks, I do believe that any time you choose to put up barriers to customer engagement, you’ve intentionally shot a hole in your own balloon.
Besides, checks are still very easily navigable at your banks. Sign your name, cash it – and then deposit the cash. (props to Mike Wagner for that tip). No risk, all deal, easy. Plus they’re not “unable” – they’re choosing not to. Big difference here.
Welcome your customers and how they transact. After all, what’s next after no checks?