Uncover Your WOW Factor and “Milk It” for More Sales

In my last post, titled “ What’s the WOW Factor That Make’s You Stand Out In the Crowd?”, I asked you to give a small description of why people should work with you or visit their website. I was a little surprised to see only 4 comments, and I know there are a few of you who have websites who didn’t submit. Oh well…

Anyway, I still had something to work with. As you read (or scan) through these list, notice which descriptions catch your eye or make you think twice, and why.

I will link to each website within each description as either “My Site” or “The Website” or “Our Blog”. This way, we’re only looking at the descriptions. That being said, I encourage you to please click on the links if you are interested

(Generated in a Random Order) 

1. My WOW factor is my personal service and commitment to my client to make every experience with my company a memorable one. This is shown by cross marketing. My concierge website, http://www.tdtheconcierge.com and http://www.tdsandersandmore.com.
2. People should visit My Site because my unique factors are my focus on value and my understanding of self-employed business. I’ve been a self-employed business owner my entire working life–across many industries and professions I’ve started seven businesses. I’m an avid networker and I make it a practice to be around other self-employed business owners, get to know their businesses and their WOW factor. I then create an ebook that elucidates that WOW factor in the most dynamic way possible.
3. Even though I have defected and become an employee for someone else, People should visit My Site because I still maintain my personality through continued social networking. My next project is to create a new Wordpress.org blog just for me, not for any more businesses. Then I’ll be able to explore, explain, promote, refer, recommend, share, describe and write about what I think in the world of marketing and design, free from the constraints of trying to make a business work. Meanwhile read all my posts, which have been amalgamated into my http://alicedesigns.wordpress.com blog for the time being, to see what I’m really like and what I have to say!

Discovering your WOW factor is the first thing you need to complete to get more clients to work with you. For any business to survive in this challenging period you need to answer these two questions:

1. Why do people buy from you?
2. If they aren’t buying from you, why should they

A business should have some competitive advantage, this is what sets us apart from the competition or makes us unique in the eyes of our prospects. How we are positioned in their mind will determine whether they should do business with us or not. Our WOW factor must be a true reflection of what our clients will experience with working with us.

For example how will you feel if you walked into a £1 shop and found their prices to be the same as Mark & Spencer’s? Conversely, how will you feel if you walked into Debenhams and receive the same quality of product and services that you normally find in your local department store?

These stores have different WOW factors. £1 pound shop promotes itself has price leader while Mark & Spencer’s – quality product and services. Yet both of these stores make money and satisfy a particular market demand.

A WOW Factor Can Be Any of  These Four Types. It can:

• Be the Price Leader: You can have the lowest price amongst your competitor. It can be a great thing, if you can maintain this WOW factor – I’m not saying it’s easy. If you can’t compete on this level don’t play it.
• Differentiate: You might want to create an advantage by creating something better or different than your competitors. It could be in a form of more hours, better guarantee, higher quality, more selection, or even more of your exclusive time, etc.
• Focus on a Certain Niche: You might want to zero in on only one small segment of the market and then become the price leader or provide more in some way better than your competitors
• Extra Value Proposition: You can also provide more value, more quality, more services than you competitor and provide it in an extraordinary way.

What Makes an Effective WOW FACTOR?

• It should be short, simple and straight to the point
• It should quantify the benefit as much as possible
• Be specific in the areas of quality, service, selections, guarantee, etc.
• It must fill a void your competitors are not filling
• It must matter to your target audience
• And, you must be able to execute your WOW factor.

Debenhams has done a good job in distinguishing “their high end items”. They have emphasized this strongly and their sales people are clearly trained to promote this concept. If you are unhappy with your order, you can bring it in for a prompt exchange or refund. They also have personal shoppers programs. You can call up the store, tell them what you want and a personal shopper will gather your clothing options, saving you time to shop around.

If you want similar success in your business, find out what voids are not being filled by your competitors and fill it.

Example of a Successful WOW Factor

Domino’s Pizza did a terrific job in identifying a void in the pizza industry. Their WOW factor was “If you don’t deliver you pizza within 30 minutes or less, it’s free”. This was communicated in all the advertisement. It was clear to all people that Domino’s had the fastest delivery. This is what they really needed in the beginning of their business to really get things moving, and it worked. Even though Pizza Hut has now matched it, they are the one that started it.

I helped an Auto Repair Company create a WOW factor based on guarantee. It says “If there is any problem with your car after XYZ Mechanic has worked on it, bring it back for an immediate no cost adjustment” and this has improved their sales by 80% over the last 8 months.

Take not of not having a WOW factor that you can not follow through with because this will make you loss credibility.

Conclusion 

I’m sorry I didn’t get to mention everyone’s website, but honestly I was really impressed with all of the descriptions. Thanks again to everyone who commented on this article.

Let Me Tell You This:

As you can see, it’s very important to understand why your business is unique. How you market your business is affected by this. Go back and re-read the article, then go create a WOW factor for your business.

Remember, it’s supposed to be an experience for your prospect.

I might do another exercise like this in the future, so be ready for that.

 

by .michael.newman.

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Related posts:

1. What’s the WOW Factor That Make’s You Stand Out In the Crowd?