The other day I was reading a blog by the acclaimed college educator, author, speaker and marketing consultant Mark Shaefer. It was all about how enthusiasm sells. It really was a ‘Wow Factor’ story about how one business person, Randy Gilson, is beating his competitors hands down. Find out more at http://www.businessesgrow.com/2013/08/01/the-hidden-business-skill-you-can-ignite-today/ . It’s well worth the read.
This got me thinking about other types of behaviour that has in the past given me the ‘Wow Factor’ and made me buy from or give more of my custom to a business.
Here is where my mind is heading with this one:
The ‘Wow Factor’ is usually rare and therefore a great competitor beater!
There are only a few that spring to mind because they are so rare (especially in the UK!). One occurred when I went shopping for an outfit for my daughter’s wedding, a few years ago. As a lady of the larger persuasion it can be hard to find something special that I feel a million dollars in. So I decided to go to one of our large department stores, Debenhams, as I knew they had a personal shopper. I eventually found the immaculate and manicured lady. When I told her what I was searching for she looked me up and down and told me “We have very little that would fit you” and walked away.
Close to tears with anger and embarrassment I headed back to where I had parked the car. The excitement and joy of shopping for a special outfit for my daughter’s wedding had been destroyed with one short sentence.
On the way I passed Monsoon, a shop I had never bought from because I thought their clothes would not fit me. To this day I do not know what made me walk in. Maybe it was because I thought of the scene in Pretty Woman where the snooty shop assistant would not serve Julia Roberts. Then how she bought clothes elsewhere and went back to show how much commission she had lost. I was beginning to feel defiant and my head was full of thoughts like “I’ll show her!”
This is when the magic of the “Wow Factor” started working………
‘Wow Factor’ 1 – Take a Genuine Interest in the Customer
As I walked into the changing rooms one of the assistants asked me if the dress I wanted to try on was for a special occasion. That had definitely never happened to me before. When I told her what it was for she wanted to know all about the wedding. Her genuine interest surprised and delighted me.
‘Wow Factor’ 2 – Make the Customer Feel Special
With each dress I tried on this lovely lady gave me her honest and open opinion about how it looked on me. She gave me lots of positive feedback, discussing like Gok Won what styles suited me best. Then she would scurry off and come back with another dress that she thought I may like. I had never before had anyone take such interest in me when shopping for clothes and it made me feel very special.
‘Wow Factor’ 3 – Be Enthusiastic
Her enthusiasm for fashion and making me feel special was refreshingly different from any clothes shopping experience I had ever had before. When I found a dress that made me feel a million dollars she enthusiastically discussed with me the type of jewellery, shoes and handbag that would go with it. Surprisingly she was not trying to sell them to me either!
‘Wow Factor’ 4 – Take Responsibility
This lovely lady took full responsibility for my shopping experience. Her time and attention was purely on me the whole time.
‘Wow Factor’ 5 – Go the Extra Mile
I had chosen a light jacket to go with the dress. The assistant though, was not completely happy with the overall look. Then she remembered a new consignment of clothes that had been delivered that morning, but not unpacked. Off she went asking me to be patient as she would be away some time. She was convinced there was a jacket that would match more perfectly. Sure enough there was and I was even more delighted with the whole outfit.
Needless to say The “Wow Factor” worked as I am now a committed and loyal Monsoon customer. As for Debenhams I have never stepped inside the store since that day!
