How To Engage People: The Story of Hand Dryers

Hand dryers — the bane of rest rooms. When you see them, there’s an unstated credo: “We’re too cheap to pay for paper towels, which cost money, have to be refilled, wind up on the floor or, worse, clogging the plumbing.” So instead there’s a hand dryer on the wall, usually with some green tree design on the front, and a large chrome push-button. After giving the button a whack, and listening to the asthmatic wheeze of the motor, you’ll notice a statement of purpose.

“This dryer saves trees and protects the environment.” With still-drying hands, everyone knows the the organization that put the stupid thing on the wall hasn’t ever evinced much interest in the environment (usually with scads of disposable containers just outside on the sales floor, as part of their business model.) Love of the environment is a rationalization for cheaping out.

Then there’s another type of hand dryer. The Dyson air blade is a neat, interesting way to dry your hands. When you put your hands between two plastic bars, jets of hot air begin drying both sides. Move your hands up and down, soon they’re dry.

I love the Dyson. It’s fun. I’m sure the store that installed the Dyson shares the same distaste for spending money on paper towels (and the resulting maintenance problems), but they turned a chore into something engaging. They also paid a premium for the Dyson product.

So, hand dryers to your business? It’s simple: if you want to engage me as a satisfied customer, show me that you care. Obviously going all-out with close personal attention and regular follow-through — the paper towels — is most desirable. Sometimes, though, that isn’t feasible, either in terms of time or funds. The next best choice is to admit implicitly that you’re taking a less-expensive route, but make it fun and engaging. That’s the Dyson air blade. It gets the job done, makes a chore into a game, and leaves me satisfied. The last thing you want to do, though, is BS me and claim some altruistic reason for your business model — the typical air hand dryer. People can see through that a mile away, particularly millennial generation customers.

Dyson is a company known for inventing exceptionally creative solutions to mundane tasks, from vacuum cleaners to room fans. When I see a Dyson product, I know it’s like a trip to a maker’s fair — interesting, effective, and engaging. Are you seeking (and using) creative solutions that address common client needs? It’s the difference between acceptable and wonderful, the cynical hand dryer versus the memorable experience. It’s an expression of how you value yourself and your clients.