Revenue Moments: Making the Rubber Meet the Road

At Aria, we’ve spent a great deal of opining the importance of taking advantage of every possible revenue moment. Revenue moments are all the customer touchpoints and events that occur in the recurring revenue cycle that generate more profits and help you retain happier customers.

And while the digital world enables these moments to be automated, a face-to-face parallel occurred to me while attending last month’s B2B Marketing Exchange conference in Scottsdale, Arizona. This real-world example illustrates how revenue moments pop up and be utilized to benefit both businesses and their consumers.

For context, I had made two bike reservations at Arizona Outback Adventures (AOA) so that fellow content guru Owen Ray and I could take in a bit of Arizona sunshine before heading to the conference’s evening reception. We anticipated that we’d get at AOA at 1 p.m., affording us an afternoon of cycling above North Scottsdale. Life intervened. Planes were late. Hertz lost my reservation. Hunger ensued. Our mid-ride lunch was moved up. All of this meant that we didn’t arrive at AOA until 20 to 4. No problem. We were all geared up and still had over two hours of light.

“No problem” until we were informed AOA closed at 4 p.m. Here’s where Jon Colby, the outfitter’s crafty manager on call and on the ball kicked his cycle sales game into high gear. With the store’s closing, we had no way to return the bikes. I looked at Owen and suggested we take to the roads on another day. “No problem” assured Jon. “You can just return the bikes tomorrow. We’ll even give you a quick 10-mile route so you can get some miles in before your event.” “Uh-huh,” I replied. “But how am I going to store the bikes overnight?”

My rented Chevy Cruze wasn’t outfitted for bike transport. “How about we craft a route back to your hotel?” Setting across the urban jungle wasn’t so appealing. I nodded in the negative and started backing out the door. “How about we throw in a rental rack for free?” countered Jon. “Hmmm. I guess. Oh, Gawd. I don’t have gloves.” “I got some clean ones I can also loan you,” snapped up Jon as he walked toward the warehouse. Owen added, “And, can you throw in a water bottle? I left my Camelbak in Cali.” “Grabbing that, too.” Soon Jon reemerged with water bottles, gloves, two bikes and some added citrus GU because Owen’s blood sugar was running low. I thanked Jon for the free rental rack and he noted, “I had to because you were going to back out of the reservation.” Which, of course, I was totally trying to do.

While not delivered on the digital plane, Jon and his crew provided a master class course in leveraging revenue moments. Three times I tried to skulk away. Three times Jon gave me another opportunity to engage and buy, which I eventually did. In the process, Jon saved the sale and our collective day. Minutes later we out the door and were able to grab the last miles of sunlit road as this photo attests.

 

The only thing that prevented 100% satisfaction was our inability to navigate a route sheet in low light at 30 mph. Still, getting momentarily lost did have the unintended benefit of extending the trip by ten miles and giving us unplanned views and deeper appreciation of the northern Scottsdale hills.

All’s well that ends well. And if I’m ever back in Scottsdale and hankering for some cycling time, AOA is going to get my repeat business.