THE SHOP

February '17

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60 THE SHOP FEBRUARY 2017 A ccording to business guru and Apple alumnus Guy Kawasaki, enchantment is the process of delighting people with a product, service, organization or idea. The greater your goals, the more you need to change the hearts, minds and actions of people with whom you interact. The degree of difficulty increases the need for enchantment, but this isn't about making money or getting people to do what you want. It is to fill your distribu- tors, dealers, suppliers and customers with great delight. "I love the idea of enchantment. I think it comes from an honest place and a shared passion," says Cyndie Nelson, OEM sales manager for Mitek, an Illinois- and Arizona-based auto sound manufacturer. "When I started my career in marketing I remember thinking, 'the last place I want to be is in sales.' Well, it's been almost 20 years now and most of my career has been in sales. I realized that sales in the automotive sector is more about sharing the opportunity to experience something special in an industry of people who are genuinely excited to participate," Enchantment isn't quantifiable, but it does work. If the ideas presented here interest you enough to try them, that's great— although you may find they need to be modified or adapted as you go. As Kawasaki writes in his book Enchant- ment: The Art of Changing Hearts, Minds, and Actions, his aim is to show how to change the world; not to understand it. Here's how it can be implemented in our industry. STEP 1 LIKEABILITY Achieving likability is impor- tant because it's hard to enchant someone who doesn't like you. As Kathryn Reinhardt, marketing manager for MagnaFlow, says, "When I think of enchantment I think of charm. I grew up in the South, Georgia to be exact, and having charm was a requirement of habitation. "Enchantment" means to surprise and delight your customers by giving them more than they expect. A Delightful Experience 'Enchantment' is an important key to customer satisfaction. By Jason R. Sakurai Our industry is more than just sales—it's about sharing the opportunity to experience some- thing special with people who are genuinely excited to participate.

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