How I Used the WOWEDFactor and Two Five-Cent Mints to Get On a Southwest Flight

I read in one of Tom Peters’ books about the individual who hurried into Beltramo’s Liquor Store in Palo Alto, Calif., told the clerk what he wanted and threw down his American Express card.  He wanted the clerk to move. That day American Express’s processing time was inordinately long. Customer became extremely frustrated. At whom -- American Express? No. His anger was directed at the clerk behind the counter. Finally, Amex approved. The clerk realized the customer’s frustration and how Beltramo’s service image was in jeopardy. He reached behind the counter and brought out two five-cent mints and put them in the customer’s bag. He thanked the customer for his business and asked him to accept mints as a small token of appreciation for the customer having to wait so long. His sincere words and action went beyond what the customer expected. The customer walked out feeling good about the clerk and Beltramo’s.  The clerk differentiated Beltramo’s by delivering the WOWEDFactor at a crucial touch point.  

Two five-cent mints can make a difference. I was waiting to board my Southwest Airlines flight. An announcement was made that the flight was canceled and that passengers should check in with the gate agent to secure a spot on a future flight. I got in line and saw what seemed like miles of people in front of me, all with a ticket and all with an “attitude,” silently fuming about the inconvenience and the implications of not reaching their destinations on time. I recalled the Beltramo’s incident. The similarity struck me. I was selling and the ticket agent was buying. Other than valid tickets, the only other thing the buyer/ticket agent expected from our line of disgruntled passengers was a lot of “venting of frustration.” It occurred to me that if I could engage the ticket agent in a WOWEDFactor experience, I could differentiate myself and have a better chance of being on the next flight.

I happened to have had two five-cent mints in my coat pocket. Finally, my turn. As I presented my ticket, I put the two mints in her hand, told her not to misconstrue my actions and inquired whether there might be a seat on the next flight for me. She looked at the two mints and with a deadpan expression said, “For four mints, you’re first on.” We struck a deal. The fact that the clerk expected an “attitude” to accompany each ticket worked to my benefit.   If she expected some form of "two mints" from every customer, it wouldn't have constituted a WOWEDFactor.

Firestone
firestone@wowedamerica.com
314-863-4000

©2010 Ethical Selling Institute. All Rights Reserved.
©2010 Fred Firestone. All Rights Reserved.