The Tea Centre Where You Can’t Get A Cuppa!

In the world of marketing, there’s a lot to be said for exploiting “obvious synergies.”
It makes sense for a surf board shop to sell board shorts and bikinis.

Likewise, it makes sense for a Garden Centre to sell wheel burrows and hoses.

This is why I find it intriguing that The Tea Centre chain of retail stores doesn’t sell cups of hot tea in their shops!

You’ve possibly seen one of these stores in the big shopping malls and they boast hundreds of tea pots, accessories and of course, brands of tea.

They boast teas from around the world and highlight that their teas are air freighted to Australia every 6 to 8 weeks to maintain the finest quality and freshness.

They have morning teas, afternoon teas, aromatic teas, evening teas, light teas, low caffeine teas, medium teas, strong teas and lots more!

If you’re a tea drinker, your mouth is probably watering by now.

But guess what?

You’ll never get the chance to taste any of these fabulous teas when you visit The Tea Centre, as it doesn’t sell any cups of tea!

Yet, let me repeat that.

The Tea Centre doesn’t sell any hot cups of tea!

Nor does it provide any “taste-testing.”

Yes, I’m sure you’re shaking your head from left to right questioning the logic in all of this.

Surely if it’s The Tea Centre, it realises the most powerful form of selling such a beverage is “taste-testing.”

Having had Madura Tea as a client, I know that a consumer’s decision to buy can be hugely influenced by having a taste of the beverage.

So it amazes me that this retail outlet doesn’t have any taste-testing of its magnificent range of teas.

Can you imagine the huge marketing opportunity which is being missed by this company?

Of course, they’re not alone.

I’ve seen lots of ice cream shops not offering samples of their ice cream to passers-by.

And when was the last time you saw a fish and chips shop handing out samples of their calamari at lunch or dinner time?

And I bet you’ve never seen a fruit shop providing small sample tubs of fruit salad.

My suggestion to The Tea Centre would be to take a leaf out of the main street butchery (excuse the pun when I say “leaf!”) and provide sample tastings to visitors to their shops.

At least they are some entrepreneurial butchers who have a sausage sizzle or barbecue outside their shop during busy periods – and I take my hat off to them for doing so.

It just makes sense, doesn’t it?

I’ve seen a number or butchers stage such barbecues outside their store, giving prospects the opportunity to “taste” a bite-sized portion of their meat products with various sources.

It’s just hard to believe that a product which relies heavily on the persuasive power of “tasting,” doesn’t exploit the opportunity that’s so obvious.

John Dwyer, CEO
www.theinsitituteofwow.com.au
Phone: 07 55 919 566
Email: john@theinstituteofwow.com
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Why it is important NOT to market on price!

One of the biggest mistakes business makes, particularly “small businesses,” is to market their products or services on price.

The last thing you want to do is to position your products or services in a price war.

Yes the big Discount Department Stores and the likes of Crazy Clarks market themselves on price.

For the rest of us, “price discounting” should not be part of our regular marketing strategies.

Why? Because it is simply not sustainable.

Ask yourself if you can continue to offer a 25% or 50% every week of the year and I bet your answer is “no way.”

When you market “on price,” you are immediately open to the easiest comparison on earth.

Take McDonalds - do you think those hamburgers, fries and shakes are the cheapest in town?

Of course not.

Go to a local hamburger shop and you’ll pay a lot less for arguably better tasting food.

However, McDonalds have been very successful in creating “an experience” and “fast service,” therefore building its business on things “other” than price.

Do you know the price of Macca’s’ Happy Meal?

I often tell the story of my wife and myself having 6 children under 12 years of age at one stage.

During this period, we probably spent $5 billion on McDonalds Happy Meals, but I couldn’t tell you the price of the product!

Why?

Because Macca’s were clever enough to take our eyes off the price and onto the free Disney toy (which quickly pacified the 6 screaming kids on the back of the Tarago!).

Don’t play the price game, but rather play the “value” game.

At the end of the day, your clients want “value.”

I could show you lots of Australian and international research studies that demonstrate very clearly that less than 15% of people actually buy on price.

Have a look around you and see how many people are driving BMWs, Mercedes and other upmarket vehicles.

Did they buy on price?

No, they bought on “perceived value” and “brand loyalty.”

Is Disneyland the cheapest amusement park in the world?

Not on your life.

You pay premium prices for everything, including admission tickets.

But do you get value from the moment you walk through the gates?

You betcha!

If you’re a hair salon, why not offer a “Free Guaranteed 10 minute Head Massage” to every client?

Such a bonus takes their eyes off the price and onto the value.

Why don’t car mechanics provide you with a fully washed and vacuumed vehicle when you pick your car up after a service?

Can you imagine if the lawn mowing guy also cleaned the outside of your home’s windows each time he mowed your lawn!

It would take him 20 minutes with a hose and squeegee and you’ll be talking about it for days!

Port Macquarie butcher catapult sales by 34% because of value-add offer!

One of my clients, Wiggly Tail Butchery in NSW, has skyrocketed his sales by 34% in the last 6 months!

Has he done this through price discounting?

No. He is offering fuel discounts via my Fuel For Less program, offering his customers 10 cents, 20 cents, 50 cents and up to $1 per litre petrol savings when they provide him with their loyalty.

For every $50 someone spends in any of his 3 butcheries, they receive 10 cents per litre fuel discount, up to 50 litres.

When you do the maths, 50 litres x 10 cents = $5.

So in fact, he’s simply devoting 10% of his sale price to a “value-add bonus.”

Do you think if he has advertised a 10% discount, that he would have enjoyed the same customer reaction?

Of course not.

But by value adding he has created a customer attraction and loyalty system that is blitzing Woolworths and Coles!

Details of his fuel discount program are at www.fuelyoursales.com.au

In my own instance at The Institute of Wow, I’ve never marketed my services and ideas on price.

I go out of my way to deliver “knock your socks off” value to business owners and charge accordingly.
Do the same for your business and don’t fall into “the price war” marketing trap.

John Dwyer, CEO
www.theinsitituteofwow.com.au
Phone: 07 55 919 566
Email: john@theinstituteofwow.com
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Ten Ingredients Of A Powerful Marketing Recipe That Attracts New Clients!

No matter what industry you’re in, when creating your marketing plan, make sure you position your business as “the UN” of your industry - “UNlike” any of your competitors.

You know that the vast majority of players in your industry look the same.

Their marketing is in “a sea of sameness” and most of them are invisible.

Having provided marketing “wow factor” marketing advice to over 27,000 businesses, I’ve written quite a few marketing plans in my time – and all of them have contained ten important ingredients which I have termed my “Wow Manifesto.”

So here’s the recipe:

  1. Determine your target audience very clearly.

    Sounds like a pretty obvious first step, doesn’t it?Why then, do so many businesses spray bullets with their advertising money and spend a fortune communicating to everyone?

    That’s right, determine who are your most profitable customers and what they look like – and then go looking for more people who look like them!

  2. Be the expert!

    We all want to deal with person who is seen to be the foremost exponent of their industry, whether they be a chiropractor, lawyer, accountant, landscaper or hairdresser.

    So if you believe you’re the best in town at what you do, then make sure you position yourself as “the expert.”

    Just like Steve Irwin, Don Burke and the MasterChefs, you need to position yourself as the go-to-person in your industry.

  3. You need to create a wow!

    As consumers, we are reportedly exposed to over 3,000 advertising messages a day.So this is why you need to inject some “wow factor” into your marketing recipe.

    So just like McDonald’s created the toy in its Happy Meal product, you need your own “wow factor” to distinguish you from your competitors.

    Woolworth’s and Coles have their “fuel discount program” driving repetitive trade for them every day of the year, a hugely popular “wow factor.”

    I’ve just launched a fuel discount program on steroids, one which blitzes the supermarket versions.

    It’s at www.fuelyoursales.com.au and businesses that are using this “wow factor program” are quickly reaping the benefits.

    If you’re a hair salon, why not give a free 10 minutes scalp message.

    If you’re a car mechanic, why don’t you wash and vacuum your clients’ cars.

  4. Use the problem/solution formula.

    One of the most powerful ways to solicit an instant response from prospects is to highlight their problem and show how you are providing the solution.

    I’ve nicknamed this strategy as the “Panadol formula” for obvious reasons.

    If your client has a headache, give them the quick solution!

    The weight loss industry uses this formula exceptionally well, but sadly, not many other businesses follow suit.

  5. Dump your boring website as quickly as possible!

    The vast majority of business websites are just woeful.

    Most business owners had their website created by a “tech-head” who didn’t have an ounce of marketing skill in his or her body.

    Your homepage is the most important section of your website and yet for most businesses, this page lacks theatre, content and sales language.

    Grab a popular women’s magazine and compare the vibrancy and attention-getting devices on the front of the magazine to the homepage of your website.

    Your website is simply an electronic sales catalogue or magazine for your business.

    If you don’t capture them on the homepage, they’re not going to look further into your website!

    Your homepage needs a:

    • Solution headline
    • Compelling graphics
    •  A Free Report to capture data
    •  A welcome video
    •  Client video testimonials
  6. Do events!

    Start holding seminars, expos, cocktail parties, breakfasts and lunches.

    Look around you and you’ll see the likes of gardening expos, travel shows and pet forums happening every week.

    The great thing about holding such events is that you get to sell once in front of a larger number of prospects.

    Tupperware and Nutrimetics are not so silly, are they?
  7. Use video testimonials!

    Despite the fact that it has been proven that video is the most powerful form of communication on websites, hardly any businesses feature videos on their sites!

  8. Get free publicity.

    Forward media releases regularly to online and offline publishers, targeting the media which captures a good portion of your target audience.I believe you need to have one or both of the following components:

    • You need to be provocative – in other words, “shake the cage” a little … or perhaps “lot!”
    • An announcement of a breakthrough or invention!
  9. Deliver extraordinary customer service!

    If you’ve been to Disneyland, you would have experienced “knock your socks off” customer service.

    Disney highlight that they’re not satisfied with delivering great customer service.
    Their aim is to deliver an extraordinary, unforgettable experience! Do the Same!
  10. Build repetitive trade.

    You don’t want one customer and one sale.

    You want multiples of each and the way to do this is to create an incentive for clients to return over and over again, becoming loyal advocates.

    So why not consider creating a simple Loyalty Scheme for your own business?
    The simplest one I’ve seen is where cafés give you a Loyalty Card – and after 9 coffees, you get the 10th one for free.

    People are naturally “creatures of habit” and once you get them into a repetitive visitation pattern, there’s a good chance they will simply continue coming back regularly.


John Dwyer, CEO
www.theinsitituteofwow.com.au
Phone: 07 55 919 566
Email: john@theinstituteofwow.com

 

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DOES YOUR WEBSITE SELL?

Let me ask you a question.

Have you ever dealt with a web person you thought was capable, talented and an all round "straight shooter" ...only to find out he (or she) really didn't know the best ways to help you.

Whilst they knew how to "talk the talk" and provide a service that's acceptable, you quickly realised "acceptable" just doesn't cut it anymore.

You see the above scenario is the number one mistake I see business owners make when it comes to their website!

They trust a well meaning designer or "geek" to put together a pretty website - when what they really needed was a marketer to create a Website That Sells!

Because that's exactly what you need to compete in today's cut-throat online environment - a system that generates leads, sales and repeat income for you.

And that's exactly what David Krauter and I are going to reveal at our upcoming webinar tomorrow, Tuesday 29th October at 6.30pm QLD time (that's 7:30pm NSW and Vic time).

Go to http://www.worldwebdynamics.com/webinar

You see, over the last couple of months, we've been in touch with many of our clients, providing them with adjustments to their websites.

After analysing their results, we realised we had created a cash generating formula!

We perfected a website sales system which consistently boosts sales by a minimum of 33% in just 90 days!

That's some pretty outrageous results right?

Well... when you attend our webinar tomorrow night you'll see exactly how we did it!

We'll share real world case studies like:

  • How an eager entrepreneur selling skin care products went from ZERO lead flow to 30 leads a week!She TRIPLED her monthly sales in under a year and SHOCKED HER ACCOUNTANT when she announced sales had increased a MASSIVE 1,000% in the second year of putting her Website That Sells "Profit System" to work.

    Wait for it - there's more!

    She took advantage of the Websites That Sell "Profit System" to boost her repeat sales from 5% to a massive 50%!!

  • How a regional butcher built a list of over 5,500 laser targeted prospects and in the process, increased his already successful business by an extra 34%!
  • How a doctor took her business global - doubled her prices overnight, quadrupled her referrals and what really counts, tripled her income after following our website advice!

These are everyday business owners just like you - the only difference being that they got serious about making more money online!

So if that's you too -  if you're sick and tired of seeing your competition eat up all the online profits, leaving you with just a few scraps, then you must attend this webinar tomorrow night.

http://www.worldwebdynamics.com/webinar

When you attend, you'll discover:

  • How to turn your website into a 24/7 Sales System (in other words how to convert visitors to customers!)
  • How to lead your prospects through our proven 3-Step Website Profit System.
  • And how to position You or your Business as the "Steve Irwin" expert of your industry.

You see, people gravitate to experts.

Just look at Don Burke, Gordon Ramsay, Jamie Durie and the Masterchefs for evidence of that.

You'll get access to the secret strategy which lets you create "a brand persona of expertise" throughout your website and gives you a magnetic attraction to your prospects.

And it's totally free to attend! Yes, you read that correctly - FREE.

So register right now at the link below:

http://www.worldwebdynamics.com/webinar

I can't wait to share all these website secrets with you and look forward to seeing you on the webinar tomorrow night.

Cheers!

John Dwyer
john@theinstituteofwow.com

 

 

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How To Distinguish Yourself From Your Competitors

Let’s make one thing really clear at the outset – most of your competitors look and sound exactly the same.

Why?

Because they are like 95% of all businesses – they are “followers.”

It is often said that “95% of the world’s wealth is held by 5% of the population.”

And there’s a very good reason for that.

Michael Gerber summed it up in his famous book, The E Myth.

He said that most of us have “technician skills,” some of us have “management skills” - but very few of us have “entrepreneurial flair.”

So if you feel that you fall into the categories of “a good technician or good manager,” recognise that’s not enough.

There are a million good hairdressers, accountants, landscapers, dentists, butchers and bakers.

Most of them fall into a “sea of sameness” when it comes to marketing their services, as they are “followers” and simply stick to what is comfortable, even if it is boring and mundane.

Given that my business is called The Institute Of Wow, it will come as no surprise to you when I say, “The quickest way of distinguishing yourself from your competitors is through wow factor marketing.”

You see, if you don’t have a product advantage like Apple’s iPhone and you don’t have a systems advantage (like Disneyland or McDonald’s), then you need to do what Richard Branson does and create “a marketing advantage.”

After all, Richard Branson’s planes are exactly the same as those at Qantas and other airlines.

However, Richard Branson has cleverly positioned his Virgin brand as “very different” from his competitors by using “wow factor marketing techniques.”

Have a look at your products and services and if you believe that you don’t have a “product advantage or systems advantage,” then you certainly should seriously consider spending more time on learning the craft of “wow factor marketing.”

The “online world” makes “price comparison” easy and instant.

So if you think you are going to distinguish yourself from your competitors by “price,” get ready to be beaten by a competitor (either online or offline) 5 minutes later.

Start thinking outside the square.

Stop being a “me-to” business and start being bold, creative and “unlike” everyone else and appreciate that the big money is made in “marketing.”

No one gets rich keeping books, mowing lawns, changing light bulbs or cleaning tools.

The money is made in creating “marketing systems” that deliver a predictable result.

In other words, don’t be “technician driven” and continue being a slave to your business.

Create a marketing “system” that not only distinguishes you from your competitors, but also is easily repeatable and doesn’t involve your “hands-on participation.”

Here are some tips and examples:

  • Consider making things bigger – home theatre television, Biggest Hamburger in the land, Biggest Ever Guarantee, Biggest Number of Features.
  • Make it smaller – the iPhone, mini jelly beans, mini scooters and skateboards, mini vehicles, smaller hairsprays for handbags, mini children’s book and mini battery razor.
  • Make it different  - add stuff to your products or services so that it’s difficult for consumers to do “price comparisons.”

An example would be vehicles with free DVD, GPS and vibrating seats.

Or free coffee with a sandwich, bonus conditioner with the bottle of shampoo, complimentary Disney toy with the packet of disposable nappies, free coffee table with every lounge suite and a free toy with your Happy Meal!

  • Make it faster - Netflix online movies, 60 minute dry cleaners, 2 hour car service, hospital “fast executive physicals” and drive through coffee shops.
  • Make it slower – “hand-wash” car washes with cafes, 60 minute massages that go 90 minutes and 5 day holidays that go so slow, they stretch to 7 days!
    Cruise companies promote “slowness” to their advantage!
  • Make it a “cult” – people love being members of tribes, so take the lead from Nutrimetics and Jenny Craig – and create your own loyal followers.

Apple have been extraordinarily clever at creating their worldwide tribe of “raving fans,” even creating their own language.

Members of tribes will pay almost anything to remain one of the family.

Spend some time creating “wow factor marketing differentials” for your products and services and reap the benefits of being one of the 5% of worldwide businesses that stand out from the crowd!

 

John Dwyer, CEO, The Institute Of Wow
Phone: 07 55 919 566
Email: john@theinstituteofwow.com

 

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Your Signage can Be Your Director Of First Impressions!

Have a look at this crazy signage outside a Gold Coast men’s hairdressing salon.

They obviously want to scare off customers by telling them that they are going to pay more on a Sunday!

Ridiculous signage is one of my pet hates, as day after day we always seeing crazy negative messaging from retailers, hotels and car yards.

When will business owners realise that their signage is the “Director Of First Impressions?”

This silly hairdresser is essentially telling everyone that if you have to get a haircut on a Sunday, get ready to dig deeper into your pocket because it’s going to cost more!

Wow what a great lead generator that is!

If you drive from Sydney to the Gold Coast along the Pacific Highway, you will see equally as tragic signage outside some of the Motels – making each look like the Bates Hotel from the Psycho movie.

I often say that I could improve any hotel’s occupancy rate by at least 50% by simply creating a Disney type sign outside their premises.

Signage is one of the most important marketing tools for any bricks and mortar business.

Brilliant signage promoting The Big Guy upstairs!

Here’s one that gets 5 stars, a very clever “wow factor” sign outside a church at Burleigh Heads on the Gold Coast!

Now this is clever “wow marketing!”

But then again, perhaps the Pastor got some divine intervention when it came to creativity?

 

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You don’t want this real estate agent selling your house!

I snapped this photo last weekend outside a house and land development on the Gold Coast – it’s 2013 and this is the best that this agent can come up with?

They’ve got to be kidding!

Do they really think that in the age of iPads, Million Dollar Giveaways, Big Festivals and Expos, that a lame burger sizzle is going to attract prospective real estate buyers to this weekend offer!!!

Unfortunately this lack of marketing savvy is right across the real estate industry, as 90% of agents don’t have any marketing skills at all. They tell you that they “market homes” – but ask anyone of them for evidence of the marketing qualifications and you’ll hear the crickets in the background!

Next time you’re choosing a real estate agent to sell your home, ask them that very question – “Show me your marketing qualifications.”

Pretty fair question when these days most of them insist upon you giving them thousands of dollars for advertising.

For the record, I drove into this estate in the middle of the day to see how many people had rushed in there for the free burger – and surprise, surprise – all I saw were tumbleweeds on the street.

I know I am biased because I preach “wow factor marketing,” but this really is kid’s stuff – and they are advertising it on Gold Coast radio would you believe!

Real Estate Agents continue to promote themselves as marketing experts, yet they show photographs of empty homes without any images of their target audience.

The first rule for any advertisement is to show images of your target audience in order to increase the magnetism of your message.

If a burger sizzle and a slippery dip is the best that this agent can do, I’m glad he’s not marketing my home!

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Political Parties Don’t Have A Clue When It Comes To Marketing!

When was the last time you sung along to a political party's campaign jingle?

I bet you just can't remember.

I'm absolutely amazed at how poor the marketing is for all of our political parties.

With the exception of Barack Obama's "Yes I Can" campaign of 2008, political campaigns worldwide leave a lot to be desired.

Barack Obama knows what marketing is all about and his team and himself orchestrated a brilliant campaign back in 2008.

On the Australian front, 95% of our political campaigns over the last 20 years have been woeful.

The only exceptions to stand out are Gough Whitlam's "It's Time" campaign back in 1972 and the 1978 NSW Labor Party campaign for Neville Wran, being "Wran's Our Man."a

I can't believe how uncreative ALL of the political signs are the ones on the side of the road at election time.

Just a photograph of the candidate and his or her name and party logo.

 

 

 

Surely someone will wake up one day and decide to include a promise or two on the sign?!

Oops …… forgot ……politicians don't like making "promises!"

Obviously the campaign offices of candidates have never heard of the "problem/ solution" tactics of the emotional direct response marketing formula.

If ever you are personally nominating yourself for any elected position, be it at the local council or on the committee of a business body, make sure you always consider a "wow factor" and use emotional direct response tactics.

Tell your constituents what their problems are and 'how' you're going to fix them!

Exactly the same advice I give businesses!

IMAGINE IF WOOLIES USED THE SAME RIDICULOUS STRATEGIES AS LABOR, LIBERAL & OTHER POLTITCAL PARTIES!

Can you imagine Woolies, Coles or Bunnings sticking placards all over suburban streets, showing the store manager's face and their business name?

It would be "marketing madness" – and quite laughable.

So whoever is responsible for the lame, childish, plain stupid marketing campaigns of all of the political parties for this 2013 election SHOULD BE SACKED.

And the fact that Tony Abbott, Kevin Rudd & co actually ACCEPT these nonsense marketing initiatives shows you their level of marketing savvy!

Such signage is a complete waste of resources and I doubt if anyone is influenced by such corny tactics.

GOUGH'S 1972 CAMPAIGN IS HOW IT 'SHOULD' BE DONE!

Anyone over 45 can probably remember the Labor Party's incredibly clever campaign back in 1972, when Gough Whitlam's team gained the support of a large amount of TV and sporting celebrities who agreed to sing the "It's Time" catchy theme song with gusto!

They had the hair standing up on the back of our necks with a political version of Michael Jackson's "We Are The World" video!

Most political parties simply dream up a boring tagline which is generally a motherhood statement that means very little.

Perhaps you wouldn't expect the smaller parties to have sophisticated marketing campaigns.

But in the case of Labor and the Liberal parties, surely someone in their organisations can appreciate how woeful their marketing efforts are.

Of course, the parties need to build their motherhood brand and therefore develop the personality of their political party, but they also have to understand that people are resistful to change unless you present them with their problem and then give them your solution.

I often refer clients to the very successful TV advertorials for weight loss programs and fitness equipment. Putting aside the corniness of some of these infomercials, the actual tactics are very powerful. They show you the problem, they aggravate the problem, provide you with the solution – and then add proof via testimonials from real people.

No political party uses this "Wow Factor Direct Response Formula" in their marketing and I believe that the first to do it will sweep the floor.

SO WHAT'S THE FORMULA THEY SHOULD BE USING?

Smart marketers understand that in 2013, everyone's attention span is that of a goldfish and therefore it's vital to use "emotional direct response tactics" to grab the target market's attention.

My direct response marketing formula revolves around a problem/solution scenario which follows the following sequence:

  1. Highlight the problem
  2. Aggravate the problem
  3. Provide the solution
  4. Give proof (normally "real people" testimonials.)
  5. Call to action

I was having a creative brainstorm session with some of my clients last week and during the forum, a bold and provocative idea for the Liberal Party campaign arose.

It was highlighted that until the recent Labor Party leadership coup, a classic campaign for the Liberal Party could have been an image of Julia Gillard and Wayne Swan driving a famous fur-covered van from a 1993 classic movie starring Jim Carrey and Jeff Daniels!

Given the escalation of the budget deficit in recent months, we all know what the headline above such an image would read! (Dumb and Dumber!)

I'm not saying that I would endorse cheekiness to this level, but it demonstrates the type of creativity which would command attention and is sadly missing in the boring marketing campaigns of both parties.

I nickname my "problem/solution formula" the Panadol Answer.

In other words, highlight your prospects' headache and give them an instant solution.

I was being interviewed on a city radio station last week and the talk-back host asked me "if I could magically deliver a landslide win" to either of the big parties with my "wow factor marketing formula?"

I replied "yep, probably – because I'd be able to tap into the emotions of most Australians and instantly differentiate one party from the other."

The radio station's switchboard jammed with callers pleading for me NOT to provide advice to the Labor Party!

 

Remember, you can tap into this sort of “wow thinking” for your business – my programs are at http://www.theinstituteofwow.com/products/

 

 

Watch This Video! Apple Customer Service Is All About “Problem Solving and Delivering The Unexpected!”

Play the video above and put a smile on your face – because this short video of my 15 year old son in an Apple Store is pure "customer service magic!"

Young Shane had convinced my wife and I to shout him a new computer, so before we knew it, we found ourselves in an Apple Store.

When he chose his computer, Shane was asked by the Apple assistant if this was his first purchase from an Apple Store?

Shane's answer was 'yes' – therefore activating the "over-the-top standing ovation celebration ritual" that all virgin customers receive!

I knew what was coming and therefore captured it on video!

(See Shane's somewhat embarrassed face as he leaves the store!!)

Now THIS is what I call "WOW!"

Take some lessons from this for your business.

More people visit Apple's stores than the Walt Disney Theme Parks!
How do they do it?

Obviously great products, but also great training for staff, as they are told that they must provide great customer experiences.

My teenage son's unforgettable experience is an example!

Their employees are trained not to sell, but rather to help customers solve their problems!

They have no sales commissions and no targets!

Apple's guidelines are:

• Approach customers with a personalised warm greeting
• Probe politely to find out customers' needs
• Present a solution for the customer to take home today
• Listen for and resolve any issues
• End with a friendly farewell and an invitation to return

Hey – and how's this for a wow?

Apple stores have a Genius bar, where you can make an appointment with a Genius, who will work with you to fix your problem.

During your session, your Genius will gather information about your problem and answer your questions.

If your product requires repairs, the Genius will discuss repair options, explain any charges and prepare your equipment for repair.


Most sessions last about 15 minutes, but some may take longer, depending on the issue.

Now THAT'S what I call VIP "wow" customer service that knocks your socks off!

And that's the type of "wow" you need to consider for your business, so that your extraordinary service becomes water cooler conversation tomorrow!

DELIVER THE UNEXPECTED!

Like Disney, Apple Stores aim to deliver a stunning "customer experience" – not just good customer service.
There is a big difference!

We all expect "good customer service."

In my Marketing Coaching Programs (http://www.theinstituteofwow.com/products/), I teach businesses to "deliver the unexpected."

Can you imagine how you'd feel when you put your vehicle in for service, if the car mechanic actually went the extra mile and washed and vacuumed your car before you picked it up!?

Or just imagine if he went one step further and put a surprise gift of a box of Cadbury chocolates on the passenger seat!

Now THIS is delivering an unexpected "customer experience!"

Think about how YOU can do the same for your clients.

…..And if you need help, check out http://www.theinstituteofwow.com/products/

 

An Extraordinary Customer Experience

A colleague of mine had purchased a new vehicle only 12months before his starter motor decided to pack it in.

Well of course, it would be covered in the 12 month warrantywouldn’t it?

Yep, it would, except the starter motor decided to collapse just 2 days after the warranty had finished.

He decided to try his luck and take it back to the dealer who had sold him the car, fully expecting that he would cop the standard response of “Sorry Sir, it’s out of warranty.”

The dealer was a reputable business entity and here’s what happened:

The salesman who sold my colleague the car was no longer at the dealership, but his replacement completely understood the frustration of my friend.

So he offered my pal a coffee whilst he spoke to the principal of the dealership and five minutes later, gave my friend the good news that they would honour the spirit of the warranty, regardless of the fact that legally they didn’t have to.

My colleague was understandably elated and thanked them for their “fair play attitude.”

It gets better. Because they needed the vehicle for a couple of days to fix the problem, they provided my colleague with a courtesy car with a full tank.

The salesman constantly left my friend voicemails throughout the two days updating him on the status of the vehicle repairs.

When my friend picked up his vehicle a couple of days later, it had been washed, polished and the interior vacuumed.

My colleague’s reaction was“Wow I cannot believe this!”

When my friend decides to purchase a new car, probably sometime in the next year or two, where do you think he might go?

And aside from that, hemust have told 50 different people already about hisextraordinary customer service over-delivery.

When he picked up his vehicle after the repairs, the principal of the dealership asked if they had exceeded his expectations.

His reply was of course“Yes,” to which the dealership principal responded,“Well, we have successfully done our job then.”

I must confess the only cardinal sin that was committed bythe vehicle dealership was that they didn’t capture a videotestimonial from my friend at this moment of gratification.

Imagine how powerful a video testimonial would have beenon their website, when they had just knocked the socks offa customer by delivering the unexpected.

This dealership had certainly gone the extra mile to createan extremely happy client, but unfortunately had not fullyexploited the opportunity by being able to theatricallycommunicate that wonderful gesture to a wider audience.

And whilst the cheapest form of advertising is a satisfiedcustomer, don’t rely on that client telling all of his/her familyand friends about the experience.

Rather, capture on video his/her elation at the time of the nicesurprise, so you can then feature that on your website andother marketing collateral that reaches a larger audienceof prospects.

© The Wow Central