The ‘ Wow!’ Factor: an Article on Motivation by Charles Marshall

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The 'wow!’ factor
     When competing for business in a struggling economy, “good enough” is not good enough.
     My wife and I drove by a new restaurant in our neighborhood a few nights ago. Through the windows, we could see the workers putting the final touches on the interior. Signs on the outside of the building announced the business would be specialize in hot buffalo-style wings.
     Immediately my business senses started humming as I analyzed their location, street appeal and product. I wondered what kind of marketing campaign the owners would employ and how aggressive they would be in doing so.
     But then I remembered all that means nothing if they don’t possess the “Wow!” Factor. The “Wow!” Factor is that unnamed quality in a product or service that elicits a “Wow!” from the customer the first time they encounter it.
     It’s true that the “Wow!” Factor alone won’t ensure success for a business, but it is very difficult, if not impossible, to survive (much less succeed) without it.
     Several years ago my wife and I were offered a free dinner at a new steakhouse on opening night. Never ones to pass up a free meal, we attended and were very impressed with the delicious food. In addition to the menu, the customer service was excellent. Since both value and good service are important to us, we were absolutely wowed with our first experience there. So much so that, since that night, we have dined there scores of times and have introduced many of our friends to the restaurant.
     How about your business? What are you doing to elicit a “Wow!” from your customers? It’s hard to tell sometimes because the “Wow!” usually happens when you’re not around. Are people talking behind your back? Are they saying the right things? Are they saying, “Wow, that was amazing! We’ll have to do that again!”
     How do you produce the “Wow!” Factor in your business? Start by asking yourself what would impress you. After you answer that question (and this is the scary part), poll your trusted friends and customers. You might not like all the answers nor will all of them be on target. But it would behoove you to pay close attention to alternative options that might not have occurred to you.
    When thinking about what you have to offer your customers, don’t think in terms of what level of quality or service you can get away with. Think instead of what will produce the “Wow!”
     Make it your mission to search for the “Wow!” every day in the faces of your customers. The “ho-hum” expression is your enemy and will drive you out of business. Leave your customers feeling as though they are the ones who have made a valuable discovery and you will not want for business.
     © 2004 Charles Marshall. Charles Marshall is a motivational speaker, motivational author and president of M Power Resources, LLC. Visit his Web site at www.MPowerResources.com or contact him via e-mail at charles@MPowerResources.com.