The Energizer

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A Piece of Cake Cements A Customer Relationship

by Eileen McDargh, Chief Energy Officer - Monday, July 09, 2018
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Let’s face it: there are many groceries we can chose from. Within close distance, I have Gelson’s, Albertson’s, and two Ralph’s.  Costco and Trader Joe’s are also nearby. (Yes, I can eat my way around the neighborhood!)

But it was Ralphs’s off Camino del Avion in Dana Point, CA that just got as much business as I can give them.

All about the cake.

Tomorrow is my sister’s birthday and she loves—though rarely gets—bakery cakes with butter crème icing. Actually, make that yellow dough cake with butter crème.

Not being much of a dessert eater, I had not explored that section of Ralph’s. Two days ago, I went in to order her cake. There will only be four of us, so I didn’t need a sheet cake. The array of baked goods was breathtaking in imagination, confectionery temptation, and variety. I was tempted to bring home slices of red velvet cake with crème cheese icing—a throwback from my days of teaching in the South.

Today, a young baker named Tina Lapple called to ask about my cake.  Seems it is so small that "Happy Birthday Susan" will not fit.  I told her to just use the nickname Sueso! In the order, I had referenced a cake I saw with a butterfly and lots of flowers.That cake had been sold so the young baker had no idea what I meant.

“Can you just put on the butterfly?” I asked. “That brings our wonderful deceased Mom to memory for us.”

“Ahh, sweet. And what was your mother’s favorite color?”


“Done—we will have it ready for you tomorrow at 11am.”

Tina called again. She clarified. And the cake: $5.99.  Imagine what she would do for a larger order.


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Eileen McDargh Keynote Speaker Blog Author

About Eileen!

Since beginning her consulting and training practice in 1980, Eileen has become noted for her ability to speak the truth with clarity, wisdom, humor and compassion. Long-standing clients and repeat engagements attest to her commitment to make a difference in minds, hearts and spirits of organizations and individuals. She draws upon practical business know-how, life's experiences and years of consulting to major national and international organizations that have ranged from global pharmaceuticals to the US Armed Forces, from health care associations to religious institutions. Executive Excellence magazine selected her as one of the top 100 thought leaders in leadership and among the top ten consultant providers of leadership development.

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