How To Create Real Customer Attraction For Your Business

Author: Liza Othman

Does your business look like just about any other business in your market or does yours rise above the sea of sameness?

What is the WOW factor that distinguishes you from your competitors?

When a customer or client needs a particular product or service, do they immediately think of you?

Do you know that a great service or product alone is not enough to attract prospects to you?

If you struggle to answer any of these questions, the solution is actually very simple.

We all have competitors and we often believe is that a business is like a commodity. A business is never a commodity. There’s always some way to differentiate, some way that we can inspire, or to WOW a customer.

Why would you and I deal with anybody? Why would we deal with an Internet service provider? Why would we visit that website? Why would we buy that bar of soap?

We may not realize this, but often, we choose a particular service or product to fulfill our needs because in some way, shape, or form, that service/product is hitting us in the heart, not in the head. And so, the whole process of WOW is about moving from the head to the heart, and it’s very simple to do that.

Ridderstrale and Nordstorm in a book called "Funky Business" say, "We are afloat in a sea of sameness. It’s high quality sameness, but it’s sameness just the same. And to succeed, we have to stop being so god damn normal because in a winner-takes-all world, normal equals nothing."

That’s the key thing - normal equals nothing!

"We are afloat in a sea of sameness." Do you realize how true that statement is?

Why is it that all hotels look the same? Why is it that all banks look the same? Why is it that all real estate offices banks look the same? Why is it that everything looks the same?

A book entitled called "Inside Steve’s Brain" tells a story about how Steve Job himself looks at even the packaging of the product, and the opening. The way in which people would open that package. It’s just concentrating on little, tiny things because it’s always those little tiny things that makes the profound difference to lead us away, or above, the sea of sameness.

Do you notice how for companies who take the trouble to ask for feedback from customers, the feedback form is almost the same? They would ask you to rate a number of criteria and you are to rate it "Poor", Satisfactory", "Good", or "Excellent".

One particular airline changes it slightly and this little change made a lot of difference. Their feedback form asks you to rate a few aspects of their service, such as check-in experience, how easy was it getting to your set, the in-flight entertainent. That sounds normal enough, but what's difference is how they ask you to rate it.

For each criteria, there are 5 boxes where you are to mark you you felt about the experience. The left hand box, this is from left to right.

The left hand box is, the name of that one is "Abysmal". If you were flying at 35,000 feet and you felt like ejecting, this is the box you would tick.

The next box is called "Poor", which is kind of a starting place for most people.

And then third box, is called "Satisfactory". There is a real problem if what you’re doing is setting out to do is to satisfy the customer. There are studies that show that as many as 70% of customers who are "satisfied", will go somewhere else because satisfaction is just a sea of sameness.

The fourth box is called "Delighted". It’s like, I was delighted by the level of service that I receive. There is a distinction between satisfaction and delighted.

Lastly, the fifth box is, "Wow!". It’s like,you really stunned me today. WOW, it was extraordinary!

The great thing about a company that understands this is that if you were an employee, or as a team member of that company, you know that your job is to WOW people. Which, by the way, also means that the company also understands that their job is to WOW their employees. That is to provide an environment in which you and I as employees, can truly feel inspired and truly feel WOW.

When employees understand this, they then can carry that to people called customers, with whom they connect, in that particular day. So companies really get that WOW is not just something that you do with the product or the service. It’s a holistic process.

More examples of how tiny, little things can make a huge difference in your business and create a WOW factor and real customer attraction at http://CreateWow.MazlizaOthman.com.