From a Sale to An Experience
Walt Disney said, “Do what you do so well that people can’t resist telling others about you.”
Does that quote apply to your business? Does your business do things so well that people can’t resist telling others about you?
What I’ve found is you want to change the basic attitude of selling. You’re not just generating a sale. You’re creating an emotional and memorable experience for your clients.
Let’s look at it from the Disney perspective. When you go to Disney World, you’re not just buying a ticket to a theme park. You’re buying memories. They do everything they can to create the “Disney Experience.”
Not only do they do this at their theme parks, but they also make every effort to combine that same experience into their hotels, restaurants, and stores. The more they can move you into the same emotional state of mind you’re in at the theme park or through their movies, the more they can get you to spend with them. Underpromise and overdeliver (promise something on Thursday and get it done on Wednesday).
Almost every industry is now being turned into a commodity. Customers call around to get “the best deal.” Companies specialize in having the lowest prices. Take a look again at the Disney experience. Do they have the cheapest prices? They’re not even close to being the cheapest.
Do you visit Orlando and call around to see which theme park is the most cost effective? Do you go to the Disney store looking for a bargain? No…you don’t. You pay the prices they ask…and for decades their business has endeavored to provide the same experience to one generation after another.
You have a choice. You can be a commodity or you can become unique…and a business that has raving fans for your service. If you do business exactly like everyone else, you can expect the same results as everyone else. If you take additional steps and create raving fans, then you can expect to excel in your market.
What can you begin doing right now in your business to turn what you do from a commodity into an experience? What can you do that will cause your clients to want to immediately tell someone else about you?
You can’t expect to create raving fans for your business if you simply do what is expected of you. In most industries, you won’t create raving fans from simply providing great customer service. Although most companies don’t really provide great customer service anymore, just having great service isn’t going to be enough.
You have to do something or a series of things that makes people want to talk about you. They had an experience with you they simply didn’t expect.
What will that experience be in your business? Again, take time to think back to people you’ve given your own personal business to. Who has stood out in your mind as someone you wanted to tell others about?
Sometimes it might be something as simple as a handshake or a smile. Other times, it might be a simple gesture they make such as a gift while you’re waiting or a discount when they did something wrong. What can you build into your system to always “Wow” your clients with your service?
An automotive place tells their mechanics to always look for something small they can fix for free on any automobile they check. Then they put a note on the invoice about what was fixed for free. A service business sends out a small free gift the day after they meet with any client. The dentist or doctor has a courtesy call done later on in the day to make sure their patient is OK.
The real estate agent takes the time with every new home owner to show them important elements of the home such as the gas or electric meter. Then they prepare a map with listings for the nearby stores, churches, and schools…along with their phone numbers. A car dealer sends monthly thank you cards to all their clients. The hotel provides some in room gift for free (chocolate on pillow – courtesy call, etc.).
After service, do a follow-up call to find out how things went for their client. Ask simple questions such as, “Is there anyway we could make your experience even better?” The concept behind this call is to have your clients themselves giving you ideas about how to better create the buying experience with your company.
One children’s dentist even redesigned his whole office to appeal to his little customers. This included lowering the room behind the counter to put his staff near eye level for the children, offering gifts to children who get good grades, and providing a picture of the dentist to the children.
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