We Did it!

Big thanks to those of you in The Baer Facts community who voted for me in the annual Global Gurus rankings of the world's top Customer Experience gurus. Made the list again! 

Offer Your Customers a Fast Pass

In my new research - The Time to Win - about how speed is a competitive business advantage, I found one of the best (and easiest) ways to increase revenue and profits...

Offer your customers a fast pass. 

TSA Precheck is an example. Pay more: wait less.

1 in 4 customers will spend as much as 50% more to not have to wait, according to my national research study.

It worked on me just a couple weeks ago. 

I was in Vegas doing a speech at Caesars Palace. 

I arrive at 2:30pm. The Vegas standard check-in time is 4pm. Usually in this scenario, the front desk says "your room isn't ready. Check back at 4pm and we'll give you a key." 

But this time? FAST PASS!

"Mr. Baer, your room will be ready after 4pm. However, for an additional $30, we can put you in a room right now. Would you like to take advantage of that opportunity?"

I WOULD INDEED! 

After getting my keys, I loitered near the front desk to monitor the fast pass conversion rate.

My eavesdropping indicated that yes, about 1 in 4 guests forked over the $30.

That's nearly $2 million in pure profit for Caesars, annually:

• 3,960 rooms
• average stay = 3 nights
• = 1,320 check-ins per day
• half arrive early = 240,000 fast pass decisions per year
• 1 in 4 say yes at $30
• = $1.8 million+ in profit

Not every customer will want a fast pass, but those who do...they want it BAD.

And it will work in every business: chiropractor, dog groomer, attorney, software company, manufacturing, accountant. 

How can you offer a fast pass this year? 

(and if you already are, or know of an example, please write back as I'm actively collecting new stories for my speech on this topic)

The Books Report

Joe Pulizzi teamed up with Brian Piper to complete one of the toughest assignments in publishing: write a second edition of a great book.

The new Epic Content Marketing (second edition) is FANTASTIC. 

Debuts on March 7, but will likely sell out first run on release, so pre-ordering now is a good idea. 

Here's what I said about it (you'll see my quote on the cover):

Jay's Faves

I'm not proud of this research project, but it was fun!  

During my recent drive cross-country, my wife and I stopped at Shake Shack, Five Guys, and In-N-Out on consecutive days.

Sorry, cardiologists! 

I'm a fan of all three, but this little "experiment" made it clear to me that I definitely prefer Shake Shack. 

You? I'm curious. Reply to this email and let me know. I'll publish results in the next edition of The Baer Facts. 

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