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