Monday, September 19, 2011


Choice is a very powerful tool. I just had to rent a car for a one-way driving trip from LA to San Francisco and National Rental had the best one-way drop-off deal. It had been a long time since I had rented from them and I expected the same old routine as any other car rental place, but when I got the to the counter in LA, I was very surprised. Within 30 seconds of me giving them my driver's license and credit card, they handed me back my rental sleeve and directed me to an area called, "The Aisle" and said I could choose any car that was parked under that awning. Around the corner and out the door, there was that section with at least 50 cars/SUVs, etc. to choose from. After asking a very nice attendant who was standing near the cars, which car got the best gas mileage, I was choosing from three different colors of a Honda Sonata. As I drove out of the lot, I was a satisfied customer and it was all about choice. I am sure I am not alone in having been assigned a rental car and being disappointed because I would have preferred the car style next to the one I was going to rent. Choice is a powerful force and in our businesses we should remember that giving the consumer a choice, even if not a big choice, can be the difference between satisfaction and not.