Remember that when a customer does business with you it may be routine for you because you have probably done similar transactions hundreds of times for many customers, but it may be a rare experience for the customer.
As a case in point, consider a customer purchasing a new motor vehicle. You may sell scores of new vehicles every month but maybe that customer has never bought a new vehicle before and may only do so a couple of times again in their lifetime. So, naturally you want to make the experience memorable for two reasons…
- So that the customer is delighted and tells all their friends about the experience which may begin a chain of referrals.
- To delight the customer so much that you will be their first port of call when they purchase again.
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Here’s what a car dealer did to delight the wife of a friend of mine when they went to pick up her new vehicle. They were told it wasn’t quite ready, and asked to step into the showroom to wait for a moment. They hadn’t even noticed the red draped vehicle until she was asked to “just step over here and pull the cord please!”
The sequence of pictures tells the story. Was she delighted? Betcha? Did both of them tell lots of friends? Betcha! Did they send the photos to everyone? Betcha! Would they go back? Betcha?
The question for you is what do you do to make that buying experience memorable?
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