WOWEDFactor Differentiators: Shell Station and the Helium Balloon"Mom, let's go to McDonald's and let's go to the Shell station!"

While doing an Experience the Difference - You Make the Difference workshop in Michigan, a dealer approached me and explained how he was selling more full-service gasoline than anybody in town and that he was charging a higher price. I was intrigued and inquired how this was happening. He answered with an explanation of an occurrence that happened with regularity every Saturday: A car pulls into full service with kid in the back seat; attendant taps on the back window; kid brings the window down and is presented with a helium balloon, replete with the station’s name. (WOWEDFactor alert!) Needless to say, a happy kid begets a happy parent, which begets a fill up, drinks and repeat business.

Further, the dealer told me that the following parent-child conversations happen with regularity on Saturday mornings in that Michigan town: kids get in the family car and state their requests for the day: “Mom, let’s go to the park; let’s go to McDonalds; and, let’s go to the Shell Station!” This service station owner redefined who his customer was and differentiated his product by giving his “customers” a WOWEDFactor experience. He transformed the customer mindset from “we’ve got to go to the service station” to “we get to go”! Did that dealer’s gas work any better than anybody else’s? Hardly.

Interested in a WOWEDFactor Opportunity Audit?  Contact me.  We'll determine where your "helium balloons" opportunities are.

Firestone
firestone@wowedamerica.com
314-863-4000

Ask WOWEDAMERICA Letters: Options to Compete Other Than Lowering Prices

I received an email recently from a retailer who felt her only option in this market was to drastically cut her prices in order to keep pace with the competition.  She questioned whether there were alternatives. 

My response was there are other options to evaluate.  First, take a step back and ask who are your "Promoters," those customers who, if asked, would refer you to others.  Promoters buy more, pay their bills on time and are responsible for 80-90% of referrals.

WOWEDFactor Essential: Employees Need to Have a "Piece of the Rock"

There is amazing opportunity for businesses to differentiate their offerings when employees regularly deliver WOWEDFactor experiences.

(WOWEDFactor Definition: a customer service experience that was so extraordinary, "humanizing, engaging or connecting," your perception of the person you were dealing with, and consequently the business or organization, became significantly enhanced)

In order for employees to want to deliver the WOWEDFactor, they have to have a sense of ownership; they must have a "piece of the rock." 

AT&T Technicians: Delivering the WOWEDFactor = Success In SellingCase Study

•  Question One: Is it possible to teach service technicians to sell effectively?  My answer: Absolutely YES.

• Question Two: Would the best strategy be to teach conventional selling techniques, like "how to close a sale" and "how to handle objections"?  My answer: Absolutely NO.

Had an opportunity to develop and deliver a series of seminars for AT&T technicians on how to sell extended warranty agreements to their business customers when they were on a repair call.  Initially the request to us was: "Teach our people techniques to get clients to buy the agreements."  In essence, the request was for the zero-sum manipulative selling stuff. (e.g., "The 10 key words to get people to buy now!"  "The 5 most effective closes."  "How to handle objections.") My take on these approaches: they only service to compromise the perception of trust and integrity - not enhance it. 

WOWEDFactor: $1.39 Bootie Investment at Walgreens

In one of our Pullingahead/WOWEDFactor workshops, I had a distributor of home entertainment systems approach me and say he was challenged to differentiate because as a distributor he provided the same products at basically the same price points as his competition.  He thought that lowering his prices was the ticket to a competitive advantage.

Certainly the easy solution, but not the way to go.

Instead, we looked for ways to "de-commoditize" -- focusing on all the crucial touch points that made up his service image.  He concluded that how his home entertainment systems were installed could significantly impact his service image.

WOWEDSighting Certificate of Sighting: Ed Mass, Yes It's Organic

Certificate of Sighting: February 21, 2011 - 2:00 pm

WOWEDSighting Recipient, Tim Holley:

“I have been a loyal customer of Yes It’s Organic for several years now, and for good reason, too! The owner of this online store, Ed Mass, is nothing short of amazing! Ed is kind, courteous, professional and genuinely cares about his customers and their satisfaction! I make the majority of my purchases online (for a variety of different reasons) and I can honestly say that Mr. Mass offers a level of customer care and satisfaction that is second to none. He has gone out of his way to educate me about the world of organic products, provided me with unbiased opinions/suggestions (regarding different products), provided me with the lowest prices available, and has been a true “man of his word” and stood behind every product that he has sold to me. I purchased an Organic comforter (duvet) from Yes It's Organic. For various reasons, I needed to return it well past a reasonable amount of time. Mr. Mass was sympathetic and easily (and quickly) allowed an exception for a full refund. I am truly grateful for Mr. Mass’ honesty and his dedication to customer satisfaction! WOWEDFactor delivered!”