The Outside Caterer's Product Blindness Mistake
I want you to think for a moment about something crucial in your business: Are you delivering just a product, or are you delivering an experience?
This became particularly clear to me during a conversation I had with a client in the catering industry.
We were discussing the services they provide: weddings, parties, corporate events, and more. They cater for all sorts of events, providing food and optional extras like table service, chairs, linens, decorations, and waiting staff.
We've all been to events where an outside caterer was involved, weddings, corporate gatherings, or private parties. And as I was working through the value proposition with the team, I asked a simple question:
What do we do?
The reply, as you might expect, was straightforward: “We do outside catering.”
I responded, “What does that mean?”
The team explained: they provide food, set up at events, and pack up once the event is done.
But I asked again, “Can we understand the client’s emotion in this?”
There was a bit of silence, and the answers varied.
People were talking about the logistics, cooking meals, serving plates, drinks, packing up afterward.
But something was missing.
Missing the Client’s Point of View
Let’s dive deeper into that: the catering company was focused on what they were doing, the service they were delivering.
But what about the experience they were creating?
When you’re delivering something, it’s not just about getting the job done. The real question is, how do you make the client feel?
What’s their experience?
Here’s an expanded example:
How many times have you heard people talk about their experience at an event, not in terms of the number of plates served, but the way the food was presented or how the chefs interacted with guests?
People don’t remember how many plates were served; they remember the experience, the delicious food, the friendly staff, the special touch like those thoughtful party favors or a beautifully presented dish.
That’s the experience.
That’s what makes your service memorable.
Focus On The Experience
This is something too many businesses miss. They focus on the what = the product, and overlook the how = the experience.
To get focused on this, I want you to take a moment. Sit down, whether it’s in your office, at your desk, or during some quiet time in your day, and ask yourself:
Are we just doing what we do, or are we delivering an experience that will make our clients come back for more?
Walt Disney once said, “Do what you do so well that people will want to see it again and bring their friends.” Disney nailed it, and so can you.
The Project Funnel Experience
Take my recent experience with a client. They came to us wanting our agency to implement a lead generation funnel. They asked us to take care of everything: strategy, persona development, assets, paid traffic, and optimization.
Sounds straightforward, right?
But I had to ask the crucial question: What’s your role in this?
The client didn’t have an immediate answer.
You see, our job isn’t just about building a funnel. It’s about creating an experience that aligns with the client’s goals.
We don’t just take the money and provide the service; we care about the end result.
We make sure the sales team is ready to handle the leads and move them through the sales process. It’s not just about delivering what they asked for, but about creating a seamless experience for both the client and their future customers.
Why Does Experience Matter?
Because it’s the experience that sticks. Whether you’re working in a service-based business or delivering a product, your clients don’t just want results, they want to feel something.
They want to be part of an experience that speaks to their needs, values, and expectations.
And here's the key: When people feel they’ve had a positive experience, they remember. They’ll tell their friends, they’ll come back for more, and they’ll trust you with their business.
So, here’s the takeaway for you: Whether you’re catering at an event or building a complex sales funnel, remember that what your clients talk about is not just the product or service, they’re talking about the experience.
Focus on creating an unforgettable experience, and you’ll see the long-term rewards.
Always here to help you start, grow, and thrive. Let me know how I can support your next big move.
