WOWEDFactor and Shell Dealers

A few years ago I was doing a series of “how to add value” workshops for Shell dealers across the country. I always started off with the question: “Is service good or bad today?” The overwhelming response: “It’s bad.” My follow-up question: “Is that good or bad for you?” Overwhelming response: “It’s bad.” My response: “It’s good.” Overwhelming response: perplexed looks … which, by the way, is not an unusual response in my workshops!

Applying the core – outer core model, I explain that if the core is small – people don’t expect much from the typical service station experience, what an opportunity to stand out, to differentiate .

Differentiation Strategy: Foundation for WOWEDFactor

• Do you believe your company has a competitive advantage?
• Do your prospects perceive your company has a competitive advantage?
• Do you know that you’re more right for your prospects than your sales numbers reflect?

Alka-Seltzer time?

If a business or organization continues to do what it has always done, it will get what it has always gotten. As demand for your category increases, your numbers will grow as long as you continue to get your share of the market. If, however, demand shrinks in the category, which so many have in this economic down-turn, in order to thrive (or survive), you have to take somebody else’s share. Businesses and Organizations pull ahead of the competition by further differentiating the customer experience.

The first step is to clearly establish compelling reasons why your offerings are more right for your prospects than the offerings of your competition. Whether one’s business is accounting, gasoline, groceries, healthcare, finance or insurance, clients/customers place value in two areas. They place value in your ability to solve a problem they’re experiencing. And, they place value in a client/customer experience that delivers on the EthicalFactor – trust (genuineness), credibility (believability) and partnership (client/customer focus and accountability).

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.  

Jack Buck and the WOWEDFactor

For two years, I had the opportunity to get to know the late, great Hall of Fame Sportscaster, Jack Buck.  Jack was the honorary chairman of the St. Louis Chapter of the Cystic Fibrosis Foundation, of which I served as Executive Director.  For all his “fame,” he was one of the most down to earth, caring individuals I’ve ever had the opportunity of knowing.  He consistently delivered the WOWEDFactor in his personal interactions by providing those he hardly knew with a “humanizing, engaging or connecting” experience. Three incidents come to mind.

• Whenever we would go to lunch, the first thing he would do, as soon as we sat down, was to give a few dollars to the bus people – not the wait staff.  He engaged these people and they responded in kind. Great move, Jack.
• Jack did a book signing at a local bookstore for the benefit of the Foundation.  There must have been 200 people lined up for his autograph and it must have taken a good two hours to do the signing.  I watched him for the duration and he never failed to talk “with” not “at” each individual.  What a gem.

WOWEDSighting: Kurt Chambers - USBank Ladue, MO (Kurt's Certificate of Sighting pictured here)"When I spoke with Kurt about the issue, his response in effect was ‘I’ll take care of it as if it was my account.’ Wow."

Kurt's Certificate of Sighting

WOWEDSighting Recipient's Testimony: "Within the last year I moved a business account to USBank, where I had some personal accounts. I have been extremely satisfied, in large part, because of my relationship with Kurt Chambers, Customer Service Manager, extraordinaire. Case in point: Recently, my accountant had a problem in assembling my business tax return because I inadvertently paid some business bills on-line from a personal account and recorded them incorrectly. When I spoke with Kurt about the issue, his response in effect was ‘I’ll take care of it as if it was my account.’ Wow. His detective skills in figuring out went wrong, coupled with his very timely response to my concerns and his focus on sincerely and genuinely wanting to help, makes USBank a pleasure to do business with. He is the brand. WOWEDFactor delivered - USBank value enhanced significantly. If you’re looking for an interaction with your bank … not merely a transaction, call Kurt @ 314-889-1724.”

Shoe-Swap Man

I’m always asked for a favorite WOWEDSighting. My pick Brent Zorensky, a manager at an up-scale hotel. A guest called the front desk and was frantic because he was supposed to attend a black-tie event in a half hour and he had failed to pack his dress shoes. All he had were his beat-up running shoes. He wanted to know where he could buy the shoes in the neighborhood. Brent explained that there was no place nearby, but finding they wore the same size, set up a shoe-swap for the night. What a move. WOWEDFactor delivered; business value enhanced.

Firestone
firestone@ethicalselling.com
314-863-4000