March 2013

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Page 23 of 67

Sales Overwhelming Your Customers With... The Wow Factor By Jeffrey Gitomer What is Wow? Maybe the easiest way to describe it is to answer the question: Who Wowed you? If you can recall that story – and recall how many times you have re-told it – you're on your way to understanding the process of Wow.
Here are the elements that can set the stage for Wow in your dealership business: Everyone is friendly. It seems too simple to just say, "Everyone needs to be friendly." What it really means is there is good enough morale inside the company to make friendly possible. If attitudes are down, friendly is impossible. If customers are angry, attitude is challenged. If you are not training attitude proactively, then attitude will be sporadic and friendly will follow suit. If you teach your people to be defensive and allow them to hang up on an angry customer (rather than learn from an angry customer), your reputation will suffer. For the past decade I have proclaimed, "It costs no extra money to be friendly." It's still true. Everyone is helpful. Here's the help strategy that will work 100 percent of the time: "Tell me what you can do, not what you can't do." Most companies take pleasure in telling you what is not possible, telling you what their policy is, and giving some lame excuse for what cannot be done. Every time you tell a customer what you can't do, it drives them closer to the competition. Eventually they will jump. It's important to understand that just because you can't do it doesn't mean they no longer need it. When I'm in a hotel and I call room service at 10:30 in the evening because I'm working on my next day's project and I'm a little hungry, and they say room service closed at 10, I respond with, "Oh, I guess that means I'm not hungry anymore." It's no different with your customers. Get them what they want, when they want it. That's your definition of help. Everyone is available. My company has no voicemail, on purpose. If someone is on a call, someone else helps the customer. No one in my company or in your company is too busy to help a (continued on page 24) 22 | www.cedmag.com | Construction Equipment Distribution | March 2013 22_WOW_feature_N&I_index_KP.indd 22 2/27/13 2:40 PM

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