I’m a fan of the Classic Italian sandwich from Europa Cafe. Expensive, but tasty.  I usually grab one every Saturday on my way to the office.

Here’s what usually happens when I step to the counter:

Ken:  “I’ll have a Classic Italian to go, please.”

Sandwich Guy:  “Is that for here or to go?”

Ken:  “Uhhh . . . to go, please.”

Sandwich Guy:  “Ok, thanks.”

This happens, oh, at least three times out of four.  And it’s not only at Europa. When I grab a fountain coke from McDonalds (why does their fountain coke taste so dang good?), the cashiers usually ask the same repetitive question, even when I’ve already indicated what my plans are.

Why?

The cashiers are on customer service autopilot.  And that autopilot, which was designed to speed things up, actually slows things down.

You’ve got to tune in to your customer.  You’ve got to listen closely to everything they are saying and everything they are not saying.

So when you’re selling tickets, or selling your script, or selling your show to try and get investors, make sure you listen to every word your potential buyer says.

Because if you’re not listening, they aren’t going to listen to you when you need them to.