| Probably the most frequently asked question I hear | | | | only see the stacks and piles, and then, only when they |
| when people approach us for the first time is: "Why do | | | | are prominently displayed, not an inch lower or higher |
| you have a 500 dollars minimum trade order? I like | | | | than eye level. |
| your jewellery and I am sure it will sell well. But before I | | | | This is the reason why (unfortunately) the WOW |
| place a larger order, I would like to trial a few pieces | | | | effect can no longer be guaranteed, even with $500 |
| first, ask my customers for feedback, and then I would | | | | worth of jewellery! Your 30 or 35 piece display may |
| be ready to order more". | | | | not be enough to capture the imagination of your |
| Fair question. And almost impossible to answer in 10 | | | | buyer. No, there is nothing wrong with your product - |
| seconds. | | | | you just need more of it before you start being |
| Before I answer, let me ask you something. Have you | | | | noticed. And before you start selling it. |
| noticed how some businesses do very well while | | | | From time to time we have overseas visitors. We |
| others struggle to break even? And not only do they | | | | always make sure to take them to "our" butcher, even |
| appear to make more profit and expand regardless of | | | | if they are strict vegetarians. Why? Because we |
| economic trends, but it also looks like they are having | | | | know they will be impressed. The WOW effect is |
| fun while making lots of people happy by taking their | | | | contagious. It simply works. |
| money? | | | | Regardless of what kind of business you run, you |
| Four years ago we relocated to Sydney's lower North | | | | should constantly ask yourself the most important |
| Shore. During the first week in our new suburb we | | | | question: do I have what it takes to make my |
| started checking basic service providers. It was easy | | | | customers happy and satisfied, to make them come |
| to decide which baker was going to be 'ours' - there | | | | back again and to bring their friends? Am I offering |
| was only one within walking distance, as well as only | | | | them a range of product that should satisfy their |
| one fruit shop and one hardware store. But we | | | | curiosity? Do they have a choice of colours, sizes and |
| immediately noticed we had a choice of no less than 5 | | | | styles? What makes my jewellery special and |
| butchers! All of them had a nice clean shop, with a | | | | different from competitors? |
| very decent range of meats. However, one shop | | | | After 12 years of retailing jewellery I have yet to find a |
| stood out 'head and shoulders' above the other four: | | | | customer who woke up in the morning, grabbed the |
| there was something very special about that place. | | | | Yellow Pages and started looking for his/her local |
| What made them very special? They had twice the | | | | "fashion jewellery provider". Although Yellow Pages |
| range of products; everything on display was | | | | browsing may work perfectly well for essential goods |
| presented in a very special way; looked fresh, smelled | | | | and services, the harsh reality is that fashion and luxury |
| superb; and customer service was the best we had | | | | are not essential to anyone. It's up to YOU to create |
| ever received in any butchers shop. Their butchers | | | | that magical feeling about your product, in the hope it |
| wore a clean white shirt and bow-tie, and smiled at us | | | | will be recognized and appreciated by potential buyers. |
| even when we spent just $2.50. In other words, they | | | | I see on a daily basis customers who say 'no' to 20, 30 |
| had created what I call the WOW effect. | | | | or 50 designs in a row. And then, all of a sudden, they |
| What is the WOW effect? Well this is something that | | | | say 'yes' to the following 3. The tricky thing is that I can |
| cannot be easily measured and described, but you can | | | | rarely guess what someone else finds attractive or |
| feel it the moment you walk into a business. It is a | | | | pretty. But if I have enough designs in stock they will |
| magical combination of what's on display (product) and | | | | eventually say 'yes', and that will make all the |
| the way the business satisfies your needs - customer | | | | difference between making a deal or losing a |
| service. | | | | prospective customer forever. |
| Today, we consumers are programmed to expect | | | | In other words, when it comes to fashion, glitz and |
| nothing but the best - the largest, greatest, most | | | | glamour it's never 'about me'. It's always 'about them' . |
| efficient, timesaving product. And even if we only need | | | | The best you can do as a seller is to satisfy their |
| one super gadget we expect it to be presented in a | | | | needs, taste and style, by offering a wide range of |
| range of colours, shapes and sizes. Our senses no | | | | designs and providing professional and friendly service |
| longer notice and react to one-piece-of-whatever; we | | | | - and the WOW magic will follow! |