Delivering
your service is one thing, but how to you create what I call 'The
WOW Factor' to increase sales and profits?
Keeping your clients is one of the most important parts of running
your service business.
The longer you hold on to your clients the more profitable you'll
be (no prize there!), and the less money you'll have to spend to
get more new clients to fill the voids left by those leaving.
Volumes of information has been written on relationship marketing
and its effect on service, however, I don't specifically want to
talk about service in general, but concentrate more on the 'little
things' that make BIG DIFFERENCES and help you create The WOW Factor.
* * * * * * * * * * * * * * *
Unseen Service Leverages Make
A Startling Difference
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I call these the 'unseen service leverages.' They are things, which
are spontaneous acts of unprecedented service that make the client
feel you've gone the extra mile.
Whenever one of these spontaneous acts of service occurs, I guarantee
you'll keep that client indefinitely, and they'll become one of your
best referral sources.
Unfortunately there's a flip side of the coin to consider.
These spontaneous acts of relationship marketing can be either immensely
positive, or extremely negative. Your acts can either create the
WOW Factor, or 'KILL' your relationship completely.
Let's first look at acts of service that 'KILL.' I've got a great
personal example to share with you that demonstrates this perfectly…
* * * * * * * * * *
The 'Killer Effect'
* * * * * * * * * *
Helen (my wife) and I eat out almost every weekend. (Luckily we've
got two great baby sitters!). Every other week we try a new restaurant
that people have recommended to us.
A few weeks ago we went to a restaurant called 'The Peckelton.'
Helen had booked the table a week in advance.
Here's what happened…
We entered the restaurant and were greeted very politely by one
of the waitresses, who took our coats and asked if we'd like a drink
first or if we'd prefer to go to our table. So far so good.
Expectations were being met!
We sat down at our table and the waitress brought the wine list
and asked what we'd like to drink. We ordered shortly afterwards
and the drinks arrived promptly. Already Helen and I were relaxing
and thinking the meal was going to be of the highest quality. (Famous
last words!).
Then to our amazement a man came storming over to our table (I'm
not exaggerating) with his arms crossed (if you know anything about
body language - this is a very aggressive / closed stance).
The first thing he said to us was this... "You've caused us
a problem. You haven't booked, and quite frankly I think you're trying
it on."
I must admit I was absolutely stunned, and Helen got straight out
of her chair to leave. I'll spare you the rest but you get the picture.
For whatever reason our booking hadn't been put in their reservations
book. So what? Do I care? No!
The result could have been a WOW Factor, but instead it was a relationship
marketing KILLER.
We will never patronise that restaurant with our business and we've
already told dozens of our friends never to set foot in the place
ever again. Plus I'm now telling you.
The cost to the Peckleton Restaurant for this one stupid act of
'customer service' could and will cost them thousands of pounds.
If you're wondering who the person was who came strutting over to
our table - he was the owner and manager of the restaurant! It beggars
belief!
* * * * * * * * * * * * * *
The WOW Factor In Full Flow
* * * * * * * * * * * * * *
Here's how to create the opposite feeling and create the relationship
marketing WOW Factor...
One of my clients is a franchise company called O'Briens. They run
a coffee/sandwich bar and also have a very successful outside catering
service.
This story comes from the owner of one of the franchises. It concerns
their retail outlet which serves sandwiches and coffee. One sunny
afternoon about a month ago, Rosemary (the owner) was doing her usual
chit chat with the customers, when one of them asked her if she served
Guinness.
Obviously it was a tongue in cheek request, and the customer joked
that Rosemary could hardly call the store an 'Irish Sandwich Bar'
if she didn't serve Guinness.
At this point I guess most people would just leave it at that. But
Rosemary asked the customer if he really would like a pint of Guinness.
He said "yes."
Rosemary told him to wait for a moment and she'd see what she could
do. Within a couple of minutes she came back to the table with the
customers pint of Guinness.
Of course she charged him for it - but he was astonished. He couldn't
believe that Rosemary had gone the extra mile. See had created The
WOW Factor!
I guarantee he has since told all his friends about this and will
always return when he needs a sandwich or a coffee. As you can see
these 'hidden' spontaneous actions don't take any real time or effort.
They are amazing opportunities.
* * * * * * * * * * * * * * * * * * *
The Key Is Making Unspontaneous Acts
Seem Spontaneous
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The good news is you can 'falsely' (but ethically) create these
opportunities which seem spontaneous to the client.
Here's a good example...
Let's say you've just been on an appointment. Five or ten minutes
away is another client. Why not pop in unannounced and stop for a
quick chat. You'll be surprised how much extra business you can get
from this 'spontaneous' act.
The client really appreciates you coming to see him/her, and you
may just get some more business out of them. You must however make
it clear that you won't be charging them for your visit.
It's just you were in the area and thought you'd stop to see how
things are going. I guarantee if you make a habit of stopping at
one or two of your clients on the way back from a meeting, your average
order value and frequency of purchase will soar. Better still - the
client gets the WOW Factor from YOU, and will find it harder to leave,
when or if a problem occurs.
This is what I call 'World Class WOW Factor Service.' And your profits
will reflect your actions!
© Hackney Marketing Ltd
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Steve Hackney has spent 10 years and over $800,000
to
discover the secrets of how service businesses
can generate
5 or 6 figure profits every single month.
Better still he reveals every closely guarded secret in his
amazing free mini-course titled, "How To Skyrocket The Sales
And Profits Of Your Service Business - Closely
Guarded
Secrets Revealed."
You can get Steve's FREE 5 part mini marketing course by
clicking...
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Tel: 01202-257423