Warning: Creating default object from empty value in /home3/kevint/public_html/beyondimaginationcoaching.com/wp-content/themes/simplicity/functions/admin-hooks.php on line 160

The Experience

I took my family to a professional basketball game the other day. For those wondering, it was the Utah Jazz, my local team. I was given some comp tickets for the game, in a spot in the arena with not a lot of upside left. (I guess there were about 5 or 6 rows of upside left to the top of the area from where I sat.) From my seat I could make out the players, and read their numbers. I could see the ball even at the far end of the court. But the view was nowhere as good as it would have been on a big screen TV. In fact my view of the court was not as good as my view of the big screen TVs in the arena. It got me wondering, why do people go to live games when the view is so much better in their own home?

Convenience 

IMG_4579

The view from my seat at the game.

I realized that people don’t go for the convenience. Catching the train alone destroyed that idea. (Side note: the ticket kiosk screen was broken, so I couldn’t even by tickets until I got off the train. I did buy a round-trip ticket once I got to the arena to be honest about my use of the train.) Other times when I’ve driven, the fight for parking, then the struggle to get out of a parking lot disprove this idea equally well.

Price 

It’s not the price. Even with free tickets, I still paid for the train ride (or I would have ended up paying for parking), I bought a $5 hot dog for my kids. Nope, it’s not about the price.

View 

Like I said earlier, it’s not for the better view of the game. Aside from sitting several floors above the court, I also had to look around the big hair on the person in front of me, blocking my view of a significant portion of the court.

Experience 

So, why pay more for a less convenient way to watch a game less effectively than you could from home? Two words: The Experience.

The Experience of a game is something that you still can’t replicate in your basement. Even with great surround sound and an 80” TV, you’re still watching the game in your basement. You can even pour your microwave popcorn into a big bowl, and it’s not the same.

There’s an excitement as you walk up to the arena (that is broken up a bit at the security check point at the doors). The hundreds of fans swirling around the ticket scalpers (“I need tickets. Wanna buy a ticket?”) with eager anticipation of the coming event starts the experience. As you walk the brightly-lit, noisy concourses that experience is enhanced. The hurried fans trying to find just the right, overpriced dinner  or snack before rushing back to their seats from the far side of the building create a buzz of excitement that you just can’t replicate on your own.

IMG_4582

That smile is what The Experience feels like.

Then you finally step into the arena to the deafening roar of the crowd as the first basket of the game is sunk. For all of the technical advances in broadcasting you just can’t experience that at home. The feel of the noise; the wave of energy, even on the upper level of the house is real. You become part of the action. You become a part of the game. You almost become a part of the team. You are a part of the event.

And I still hadn’t made it to my own seat yet. Granted, climbing the 19 rows from the portal to my seat, with the arena getting darker as I went did lessen the energy I felt. However, at the first dunked ball, that energy surged back through every corner of the house.

I went to the game for the experience.

The Experience Is Your Business 

I believe that is the reason that customers come to a business. Your business is The Experience you offer. I’m not – and I hope this is obvious by this point – talking about the years you’ve been in business, but about what customers feel when they meet you, when they walk through the door. It doesn’t matter what product you’re selling, or what service you’re offering. Anyone can sell the same product or offer the same service. What experience are you creating in your business that will cause customers to overcome convenience objections, price objections, or technical issues to choose your business over the competition? That experience is yours to offer, and yours alone. Every sports franchise has to create Experience of their arenas would be empty while we all watched the games at home. You have to create it or your business will be empty while customers search for free or lower-cost solutions at home as well. It doesn’t have to be a sports arena experience. It may be a secluded escape, or anything else you and your customers want it to be.

Just create the experience. Own the experience. That is your competitive advantage.

Follow Us

Follow us on the following social networks to receive updates.

No comments yet.

Leave a Reply