We had our first family camping trip last year and it was a lot of fun BUT a bit of a learning curve for Team Norbury. This Summer was going to be different, more preparation and equipment. Luckily, last year we went with friends and had to borrow so much. Not going to make the same mistakes this year.

Delivery after delivery started to arrive from Amazon containing everything you may need for our family trip, yes, I covered every eventuality, rain, the wind, sun, storms, blizzards, medical stuff, lots of games, food stuff, cooking utensil, clothes.  Basically, we were prepared for any situation. OK, maybe a bit too much.

It was at this point I realised it would be easier to just tow our house to the campsite.  But I had a slight problem, we didn’t have a tow bar or a trailer!

Well, we had 5 days to go, Google to the rescue, and a two-page list of companies that will fit a tow bar – guaranteed.

I am not sure about the tow bar market, but some of these websites were amazing, making my journey so easy. You could see a lot of thought about the customer journey had gone into these through the user interface.

All I had to do was type in my registration number and the screen refreshed with my actual car, the make, model, colour and year of manufacturer. Then followed by a list of tow bars that were relevant with all the upsell options. I am sure these websites owners must have been Entrepreneurs Circle members, we will see after they read this!

Following the simple process, I could then choose my date and also the time of the day for my fitting, this was really good. That’s when I encountered my first challenge as the first available date was the middle of the following week. However, it did mention if I needed something outside this to phone this number with the following reference. To say I was impressed was an understatement, multi million pound corporations did not have this level of understanding about their customers’ needs and wants.

So, I rang the number and received a very courteous response, with great questions being asked. They really did understand all the nuances of buying a tow bar. They checked the make, model of car and year of manufacturer. We have a private plate so it appeared a different year. This company really knew their stuff.

I explained we were looking to go camping a few times over the summer holidays and wanted it fitted in a few days.

“You want it for this week!! – Sorry we are busy until the end of next week”.

OK, I thought, let’s try another company, I thanked them. Then moved on to the next one.

My quest then began, phone call after phone call starting at the top of Google and working my way down with the same outcome.

“You want what, a tow bar for Thursday (laughs), sorry mate totally booked out, earliest we can do is September” – hangs up or responses along these lines.

A few of them also mentioned that NOBODY would be able to help us, this was their busiest time.

Now I am not saying that any of these companies should magically produce a tow bar for our Range Rover and then find a slot in their over stretched diary if they didn’t have one. But they were all missing a trick.

I wonder what you would have done if you were one of those tow bar companies?

Stop reading and answer this as though it is your business. Bearing in mind that a tow bar plus fitting in nearly £2k.

The reason I ask is that one of them did something that made them stand out from all the others, even though they were in the same position.

Tow Bar Man South (good positioning) probably had the worse website of them all, very uninspiring, not interactive and a bit dull. But I was desperate, so called them.

Like their competitors, I received a very courteous response that they also were busy, but they had really listened to my request.

They knew I would not get one fitted that week, but they knew this was ONE of a few trips we had planned for the summer holidays. They suggested I may want to reserve a spot next week or I may find myself in the same situation. They suggested I reserve a date and if I find something else then they would be happy to cancel and they would even price match. They had covered all basis.

After provisionally reserving a date for the following week, still a little disappointed I put the phone down.

I then received a call on my mobile within a short time and recognised the number, it was Lydia from Tow Bar Man South.

“Mr Norbury, after I spoke to you I called our supplier and asked if they could do a priority delivery for your first camping trip. I also spoke to one of our team who lives near you and asked if they could fit you in on their way home. Great news, we can do it THIS Thursday, is this OK?”

Of course, you know my response.

This company employed the right person at the right point of contact. Now, I am not sure if this is their process to under promise and over deliver, but they got my £2k of business.

Any one of those other companies could have done the same, but Tow Bar Man South stood out from the crowd, they really cared and were not complacent.

Do you care, do you over deliver, do you know what your competitors are doing and can you stand out by finding that slight edge others don’t have?  Or do you suffer from the biggest disease in business – complacency?

This month why don’t you examine your customer journey and work out are you out in front or are you being towed by your competitors…