The Milk Man

One afternoon a representative from Smith Brothers Farms knocked on our door and asked if we’d be interested in having milk delivered to our home.

We’ve never done this before, but make several unplanned trips to the grocery store each week to purchase milk, so it seemed like a good idea. Kim signed up on the spot.

A few days later a small milk cooler showed up on our porch which lead to our kids calling dibs on who would be the first to retrieve the milk.

Thursday morning rolled around, and the kids were up before the milk arrived . It wasn’t long before our milk man slipped four half gallons into our cooler.

That was a few weeks ago and we’ve enjoyed having fresh milk in our home which has resulted in fewer trips to the store. The milk costs a bit more, but it tastes better. Their website touts, “from the cows to your table within 24 to 48 hours” and I believe it.

But as much as our kids have enjoyed the Thursday morning excitement, and we’ve enjoyed the quality of milk, that’s not what made this local business stand out.

What impressed me most was hand written note that arrived before our first order. It wasn’t written on corporate letterhead, and it certainly wasn’t written by a PR department, nor did it contain the typical corp-speak that says everything but means nothing.

Instead the note included a list of items we ordered and the day and time we should expect them. He thanked us for supporting his business and signed his name.

No list of products. No upsell. No corporate approved title or signature in place of his first name. This is a business that stands out not because they do one big thing. No, instead they have made many small decisions that add up to something memorable.

Compare this to hundreds of letters I receive each year from DirecTV, Comcast, & AT&T promising me the world if only I’ll send them a few more bucks each month.

Some will say this personalized business model does not scale. Why not just have a computer send a confirmation slip by mail? Wouldn’t that do the job and cost less?

It would and it wouldn’t.