You Cannot Advertise This

You Cannot Advertise This

29 Jan

The best way to increase your customer base is to give clients more than their money’s worth. Reducing price or cost does not add value or solve problems; it merely reduces the cost of the product and can actually diminish perceived value.

Has anyone delivered you a truly “wow” experience within the last 90 days? I expect the answer from most of you will be no.

People today are so accustomed to poor or mediocre service—both before and after the sale—that when they get something a few notches above mediocre, they are certain to notice the difference. It’s very rare for people to deliver at levels that really create an exceptional experience and positive impression. Ask yourself what percentage of the time you even remember the person who served you. If you did remember them, what percentage of the time did you remember them because they “sucked”? I expect that you forget more than you remember—and when you do, it’s because it was a bad experience, not a good one.

Without positive word of mouth, you have no chance of sustaining yourself—much less conquering market share. And the best way to retain your clients or customers is to please them beyond their expectations and to keep doing so—before, during, and after the sale. If you truly want to satisfy them, make sure they’re impressed before the sale; otherwise, you won’t have a chance to impress them later!

You don’t want customers just to be satisfied; you want them wow-ed! The wow moment occurs when you present the product, let customers know how it can solve their problems, and figure out how it makes them feel as well as how you present, service, and deliver that experience.

Price is never the way to create a wow experience.

Look for every opportunity to go the extra mile and give that little bit of additional service; it can mean the difference between merely satisfying the client or customer and dazzling them. Just in the way you greet someone, answer the phone, or get them a cold drink can create the wow experience.

When I was in my twenties, I was selling a highly competitive product. I was meeting with a prospect on a very hot day, so I asked him if he would like something to drink. He said, “I would love a Diet Coke.” I left him and came back with a silver platter, one glass with ice and one without, straws in both, and a can of Diet Coke. As I pulled the tab and opened it for him, I smiled and asked, “How would you like it—in the can, a glass, or over ice?” The client looked at me and said, “Wow, nobody does that. You should be selling luxury yachts or something!” We made a deal on a highly competitive, high-margin product, and I closed the transaction without discounting the product.

Don’t seek to satisfy; seek to wow. The more you wow, the less you have to promote—because others will do it for you! If they give you a dollar, ask yourself, “How can I deliver 10 times that in terms of wow?”

I talk more about the wow factor and so much more on my online sales training platform, Cardone University. I promise it will wow you.

Be great,

GC

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