Bestselling author and entrepreneur Seth Godin has an uncanny ability to illustrate the simplest of marketing concepts in ways that really drive home the point.

In a recent blog post “The bad table,” he gives a first-hand account of receiving the “bad table” at the back of a restaurant, and the marketing challenge that ensued:

“Hence the marketing dilemma: who should get your best effort? Should it be the new customer who you just might be able to convert into a long-term customer? Or should it be the loyal customer who is already valuable?  Sorry, but the answer is this: you can't have a bad table.”

He continues to explain how no one wants second-rate service, products or salespeople – and that there are creative ways to turn bad tables into good tables.

He concluded with, “Treat different people differently. But don't treat anyone worse.”

In this world of Web 2.0, consumers have the ability to share opinions and influence behavior like never before, leaving no room in business for a bad table.

As public relations and marketing consultants, we have the responsibility to make sure our clients are providing only good tables to their customers, and in turn, every one of our clients, no matter how small the account, has a seat at the good table.

Bad Tables Turned Good

Whether through pricing, promotions or positioning, organizations are constantly finding ways to alter perceptions and make their bad tables look good (think baseball bleacher seats).

Every organization needs to take a critical look at its products, services and employees, and find creative solutions to change perceptions, strengthen customer loyalty and grow their business.