"Push on the Back of the Car" - What I Learned from a NJ Shell Dealer About Perceived Value

So, I'm doing an "Experience the Difference - You Make the Difference" workshop for Shell Oil dealers in New Jersey and we're talking about how the WOWEDFactor could be an effective differentiator.  A dealer approaches me and says he differentiates the full-service experience by having his people clean the back window -- something that is valued by his customers and that his competition doesn't do.  He goes on to explain, however, that perception is everything -- if the customer doesn't know he's cleaned the back window, he hasn't.

He pulls me over to a table to demonstrate how he teaches his process.  "Let's assume we're at the back of the car driver side and that you've got the squeegee in your right hand.  Before you start cleaning the window, you want to take your left hand and push on the back of the car.  Customer turns around and you've got on a big smile as your squeegee goes to work."

Brilliant, I thought -- a subtle, not in your face way of saying, we've differentiated our offering. Since that time, I've shared the WOWEDFactor "push on the back of the car" approach with many groups, including CPAs, Postal Service employees, Southwestern Bell technicians and Ph.D. scientists at DuPont who did molecular modeling.  Everybody gets it!  Once you've delivered a WOWEFactor experience or other differentiator, for that matter, that your customer/client might not be aware of, what's a subtle way you let them know you'd done it.

Interested in a WOWEDFactor Opportunity Audit, call me.  We'll have a great discussion!

Firestone
firestone@wowedamerica.com
314-863-4000