The “WOW” still works

Posted: August 3, 2011 | Categories: Networking, Sales

With social media, internet marketing through websites, pay-at-the-pump, ATM machines, and voice mail technology, we can begin to think that the personal touch is not as important as it once was. That thinking can be costly. If we went to increase our client base and profitability, there is not shortcut: We have to deliver our product or service with excellence.

A study conducted in October, 2010 by the Global Association for Marketing came up with these findings:

• 85% of customers said they would be willing to pay more over the standard price of good or service to ensure a superior customer experience
• 82% of consumers have stopped  doing business as a result of a negative experience
• 40% of consumers have switched to a competitive brand simply because of its reputation for exceptional service

In a teamwork meeting early this week, participants were asked to reflect on an exceptional customer experience they have had. One remembered a simple follow up phone call after he bought a computer. It was a very personalized phone call – not one of those monotone series of survey questions. Another recalled a time when his father was interested in a boat. The salesperson had shown enough interest in the customer to know what he was going to name his next boat. He had that name painted on the boat, and when his customer came in to look at it, it was a done deal. That’s going the extra mile!  (There are no traffic jams there)

I have been around long enough to remember when GM had nearly 50% of the US auto market share and Sears was the nation’s largest retailer. Much has changed since then, while one thing remains the same: We have got to commit ourselves to “amaze” our customers. If we do this, planning and executing a successful sales strategy is on solid footing.

What amazing story do you have to share?

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