What time is the 3 O’clock Parade?
When I was a cast member at Walt Disney World, working as a senior manager at the Contemporary Resort, this was just one of the wacky, almost daily questions I got from our guests. This question was usually preceded by “Do you work here?” (As I stood there in full business suit, Mickey Tie and Name Tag among a sea of sunburned tank top wearing guests).
And when I was a nightclub manager at the now defunct Pleasure Island (Disney’s failed attempt at mixing booze and nighttime entertainment) the questions were even more off the wall. Many thought that since they were at Disney, all state and federal laws for the consumption of alcohol were somehow suspended and that it was alright for little, 14 year old, Johnny to have a beer.
From the eyes of a cast member, Disney World really brought out the goofiness (pun intended) in people. Where else would you see a grown man (me) wait in line to have his picture taken with the Disney Princesses, much to his mortified daughters chagrin. Heck, I even saw a couple of Hasidic men, cheerfully bashing into the car a Rabbi was driving at the Tommorowland Grand Prix Raceway. But I digress…
What time is the Three O’clock Parade? It is not a stupid question.
While on the surface this question could be down right hilarious, guests at Disney generally had a question behind their question. And as a dedicated client service professional, seeing past the original question is part of the game. In this case, guests just wanted to know what time the 3 o’clock Parade passed a certain area of the park. Since the parade started at one end of the park at 3:00 PM, and traveled down Main St, it did not make it to other spots up to 30 minutes later.
Now think about your business. Describe some common, yet really bizarre, questions or behaviors your clients, patients or prospects ask or display in your business. This should be easy, we all have them. Now once you have a few of them down on your list, think (or better yet, ask a client) “What is the question behind the question?”
For more on Disney Style Service and small business marketing, check out my free special report “Systematic MAGIC, How to Disnify Any Business”. Vance Morris is a Walt Disney World Resort Management Alumni, having spent 10 years as an executive in the Resorts. He runs the only Disney Service & Direct Response Marketing business on the planet. Here he coaches companies to create Disney Style Service Systems and then monetize them through direct response marketing. He is also the GKIC 2015 Marketer of the Year. He can be reached at www.DeliverServiceNow.comor firstname.lastname@example.org .