As a vet, I always check to see if a business offers any benefits for military personnel. It’s not a requirement for me to shop there, but it’s nice to feel appreciated. And I can always tell when a program has been put in place to check a box versus show genuine appreciation.
That said, I’m also willing to give companies the benefit of the doubt and say they might not notice the same things we do. So, whether you already have a military program or are thinking about starting one, here are the top five things vets will judge you by.
- Size Matters
This sounds a lot more callous than it is, so let me start by saying that any discount is appreciated, full stop. But, when it comes to measuring the impact of a program, the size of the company and the size of the discount play a part. For example, my 10 percent discount at Target isn’t going to endanger their bottom line: it’s hardly a drop in the bucket. However, 10 percent off at a mom-and-pop shop really shows their offering means something. Sacrifice is part of service, so when I see a business willing to give up more to show appreciation for what I have given up, that carries a lot more weight than the dollar amount I saved.
- Authenticity vs. Performance
As a service member or a vet, you quickly learn to spot when someone is using your service for their gain, doubly so when you’re a disabled veteran. Obviously, programs need marketing and promotion to grow awareness, but there is a very fine line between authenticity and performance. Two immediate red flags are the heavy use of business leadership in promotional material and content that focuses more on the company versus the cause.
- Word of Mouth
The veteran community is a tight-knit group, and we like to talk. We easily become some of your biggest supporters when we find an amazing program or initiative. However, we can also become your biggest critics when a program pretends to be something it’s not. Connecting and engaging with the veteran community from the start is a good way to build awareness for your program and on-the-ground support.
- Customer Experience
A discounted purchase shouldn’t come with a discounted experience. I always pay close attention to service when using a military discount or benefit. Am I getting the same amount of attention as those around me paying full price? If I have a question or need to change something, how hard is it to get a hold of someone? How many hoops do I have to jump through to receive a benefit? Are there additional restrictions for things like returns or benefits? Too often, programs are billed as the same product at a cheaper process, but then you end up with a cheap knock-off.
- Calling Attention
You know how some restaurants will have servers come out and sing when it’s a customer’s birthday? Some programs can feel like that, too. Appreciation comes in many forms, and it’s okay and oftentimes preferred if it’s subtle. When I show my ID at a restaurant, I don’t want a 21-gun salute to arrive with my meal. I just want to eat in peace. I am a veteran. I am disabled. But I am more than those two things.
Ultimately you need to strike the right balance of appreciation and subtlety. On top of a generous discount, our fitters at PXG also work with disabled veterans to fix them up with accessible clubs. When you arrive at your fitting, there is no fanfare. There are no long explanations for the accommodations made for you. They treat you like any other customer and ask if you need anything else. Maybe it’s not a noticeable difference to civilians, but to us vets, it can make all the difference.
Thank you!