What do customers want?

My family frequents Lake of the Ozarks in Missouri, where my parents own a little summer getaway. For several years there was a restaurant and bar down the lane that constantly struggled to get customers through the door. This past spring, a new owner took over. Shortly thereafter, cars and boats began lining up all day and night to frequent the establishment.

Same location. Same type of business. What made the difference? The new owner clearly understood what his customers wanted.

Customers want to frequent a clean, welcoming place. The unsightly, rusted out trailers that lined the entrance to the building began to disappear. The building and the grounds were cleaned up. Instead of getting barked at regarding where you could and couldn't park, a spacious parking area was provided.

The lake is a family getaway. The new owner added a small beach area with volleyball and lawn chairs where families could enjoy the water while they ate and drank the summer afternoon away.

People want a fun time. The grouchy, old cronies behind the bar were replaced with a young, friendly staff. Simple favorites like pizza were added to the menu. Multiple televisions for viewing a variety of sporting events were added. A gift shop with fun items for all ages was added.

Too often, businesses take a Field of Dreams attitude: "If you put out a blue and red 'OPEN' sign, they will come." But, you're only dreaming. If you want customers to come, you need to know what they want - then take a tip from another movie: Stand and Deliver!

Creative Commons photo courtesy of Flickr and Tribalicious