What I Learned at the Zoo about Sales

I may be getting a little off topic with this week’s post but I would like to share how a trip with our granddaughter to the Zoo has me thinking that a zoo may be the perfect sales and business model.

This past weekend we decided to take our granddaughter along with her mom and dad to the Zoo. She is only 18 months old so we had some reservations on how the outing would go but with grandma being a huge animal lover we figured the nut wouldn’t fall to far from the tree. Besides it’s never a bad day if you can spend it with your kids and grandkids.

So after a good breakfast and a little sunscreen we’re off to see the animals.

When we arrived we were nicely greeted with free parking. The other, much larger zoos in the area begin their fundraising in the parking lot but not here. After a short stroller ride we reached the pay window which was manned by a young man who graciously asked if I qualified for the Senior Citizen discount. I’m not sure that was the perfect question to ask while trying to make a sale but for a couple of bucks off I’ll let it slide.

Once inside the Zoo I noticed how clean and well kept the grounds seemed and without much thought the walkway led us down to where we needed to start our adventure. First up was the Pink Flamingos. As we got closer you could see our granddaughter’s eyes light up, her finger starting to point at the pink birds and that big mostly toothless smile came across her face.

That excitement and smile stayed on her and grandma’s face for the entire time we were in the Zoo. At times it was almost a dash to see the next exhibit.

While in the park I began to notice how happy and relaxed everyone seemed. There were lots of grandparents with their grandkids just like us but also many couples both young and old and of course mostly parents with their kids all having fun.

Even the workers appeared to really enjoy their job. I realize many of them may have been volunteers but they were all very friendly and helpful. I had no doubt they cared about making the Zoo experience as good as it could be for their guests.

But I guess what really got me thinking about this being a great business model to study was when we finished with the tour and had to walk through the gift shop to exit. As I’ve said in previous posts I’m no shopper but this time it was different.

The Zoo had provided so much pleasure and enjoyment (value) that in a weird kind of way I felt obligated to buy something to help pay them back. We paid to get in but they exceeded our expectations and over-delivered and seemed to deserve more.

As a business owner, manager or salesperson what more could you want than to provide your customers with an experience so good that they feel obligated or at the very least wanting to buy what you are selling because of the value you have provided them.

This Zoo (business) made it very easy to do business with them. From the very start I knew they were in the customer satisfaction business and not the selling tickets and parking space rental business. When we got to the pay window they began building trust by offering discounts without being asked.

The layout of the park was such that you didn’t have to worry about which way to go. We could just take our time follow the path and enjoy ourselves. The employees and volunteers seemed as though they enjoyed being there as much as we did.

Then after they had met and exceeded our expectations they brought us into their sales area so we could buy a little something to remember them.

I think this is the key to every business and where many business and salespeople fail. We try to make the sale before we gain the trust and show/prove the value to our customers. We fail to create a working environment where our employees and co-workers are just as happy and engaged as our customers. And many times we don’t come close to exceeding our customer’s expectations.

I would suggest if you can find the time go to a Zoo and just sit back and observe. I think you will see a very good business model that you may want to incorporate into you business.

I feel bad about waiting till the end to give this Zoo the ultimate business compliment – a referral.

I recommend the Frank Buck Zoo in Gainesville, Texas. Gainesville is about 60 miles North of Fort Worth on I-35. There are bigger and more famous Zoos in the area but the Frank Buck Zoo was outstanding.

One more thing, before you go to the Zoo get a roll of quarters. You will need them for the goat petting area.

Thank you for taking the time to read this article. If you would like, please leave a comment below or you can email me at feedback@wewaonthenet.com.

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Now let’s get out there and over-deliver!