I have a favorite shop where I buy almost all of my clothes. The reason I mention "almost all" is that I also shop around but the experience at Guus' pulls me to his shop. This because all the other shops are selling clothes while Guus creates an experience of selling clothes. I do not buy clothes I apparently buy the experience. Which experience do I buy?
1) When I enter his shop, Guus is almost always running around enthousitatly with sometimes his measuring tape around his neck. Experience/underlying message = I am a professional. I am ready to take the first step towards selling you a new pair of clothes.
2) As soon as he sees me. He acknowledges me with enthusiasm and offers me a cup of coffee and calls out "have a look around, if I can help you let me know!" Experience = I feel acknowledged/welcome as an recurring customer. I feel special!
3) After a little while if he is not with another client he would come around and say. "I just want to show you what I got from Italy recently. I think you will like it." Then his picks up a shirt/pant and describes what he likes about it. I can feel the passion he has about this new product. I can feel that he has gone through a number of things at his suppliers' shop and choose this item due the reasons he mentions. It is always about the details of the item in question. for example: the cloth is fantastically soft, it has a stretch fit etc. Experience/underlying message= I went to Italy (capital of fashion, I went through a lot of possibilities, I really like this there fore you should also have a look).
4) If I decide to have a look, he says. "Try it on, I think it will look nice on you." The way he says it, does not sound salsy. If I try it on, he asks, how do you think? If I like it, he puts pins everywhere until it fits me totally and it has the shape I want it to have. Then I am wearing something I like and it fits me as I want it. Once more, he does it in a way where I do not feel strange if I say no, I do not want it. In that case he offers me more coffee and we talk about things which we both like, Italy, design, international upbringing of our kids, Experience/underlying message = I am not buying a pant but I am put in a position that I am looking at a pant which fits me totally. I can say no. That does not make him less enthusiastic as he is doing something he really likes and we are connecting at a deeper level than the transaction.
5) Every now and then I want a custom made suit. That is like a treat. We stand around the counter going through the possibilities of cloth, the buttons, the thread, to make a long story short we go through all the details of the suit. He has my size form the past but if need be the measuring tape comes off the shoulders and we know for sure that the suit which is coming is going to fit me like a glove fits my hand. Experience/underlying message = He has all the time for me, while other clients in the shop also need his attention, we are co-creating something in all the details. He knows what my size is which means he is the only shop in the whole world who can offer me the best fitting suit.
What can you learn form all this?
Is Guus doing what he does too give his clients an experience? I do not think so! The experience is a "downstream" product of his passion for his work. If you have passion for your work, you radiate it. You go farther than people who are doing it to earn a living! This makes people "experience" it. What they experience is your USP. This also applies for your companys' USP, if everybody shares the passion. If you live your passion, USP's come naturally like cold comes naturally form ice!So if you are in the process of defining your USP's:
- Step 1: Do what you really like!!
- Step 2: Ask yourself what do you really like exactly in what you do. Which activities, moments, parts of the service.
- Step 3: Make that big! Give it more detail!Make it an experience!
De laatste vacatures op isensejobs.nl
- ERP Applicatie Supportmedewerker voor internationaal bedrijf Glencore Grain
- Sr Servicedeskmedewerker voor stabiel bedrijf dat flink in IT aan het investeren is
- Account Manager Software met een netwerk in de AAK die wil pionieren
- Customer Service Medewerker B2B Internationaal
- Sales Manager FMCG EU Retailers
- Junior Account Manager B2B FMCG
- Sales Manager HR Business Intelligence die wil pionieren
Berichten
0 reacties:
Een reactie plaatsen