February '17

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6 THE SHOP FEBRUARY 2017 \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ © 2016 National Business Media, Inc. All rights reserved. THE SHOP (ISSN 2380-7415) is published monthly by National Business Media, Inc., 2800 W. Midway Blvd, Broomfield, CO 80020; (303) 469-0424; FAX (303) 469-5730. Subscription rates in the U.S.: One year, $45; Two years $80; Three years $108. Canada: One year, $76; Two years, $142; Three years, $201 (U.S. Funds). Mexico/International: One year, $98; Two years, $186; Three years, $267 (U.S. Funds). Periodicals Postage Paid at Broomfield, CO 80020-9998 and additional mailing offices. USPS/National Business Media Automatable Poly. POSTMASTER: Please send address changes to THE SHOP, PO Box 460651, Escondido, CA 92046-0651. All items submitted to THE SHOP become the sole property of THE SHOP and National Business Media, Inc. and may not be reproduced without the written consent of the publisher. Advertisers and/or their agencies, jointly and severally, assume all liability for printed advertisements in THE SHOP. Opinions expressed in THE SHOP may not necessarily reflect the opinion of the magazine's editor, its management or its advertisers. Letters, photographs and manuscripts welcome. n his article on the art of enchantment, Jason Sakurai offers tips for building a fairy tale relationship with your customers. Different than the magic of a Disney princess, this type of business enchantment is based on ideas from former Apple exec Guy Kawasaki and his book Enchantment: The Art of Changing Hearts, Minds, and Actions, and involves "voluntary, enduring and delightful change." The premise is to go beyond a customer's expectations by delivering more in a transaction than they would originally expect. Not only do clients get the product or service they're seeking, but they begin to build trust in—and an affinity for—your company as well. Is enchantment as simple as putting in a little extra effort? Many of Josh Poulson's tips in his excellent series on building a better business center around surprising customers with an enhanced experience. Maybe it's just logo pens and company T-shirts that lend an air of professionalism. Or maybe it's a win-win approach where kindness extended is returned via loyalty. "For instance, think about the cost to build a project car and then rent a booth at a local trade show, and then man the booth for days handing out business cards. This can be very expensive with an unknown return on investment," Josh writes. "Now, think about taking some snacks, pens and calendars to some of your best clients and/ or potential customers and having a quick conversation about the services you render or could render. With a fraction of the cost involved, the ROI would probably be a much higher percentage." Did Dino Perfetti and Automotive Concepts achieve a level of enchantment with Urban Recon, a project Jeep that showcases aftermarket upgrades including a variety of lighting options? Its otherworldly blue hue certainly grabbed plenty of attention at the SEMA Show, as visitors were impressed with its more-than-meets-the-eye appeal and suitability for a variety of terrains, from city streets to mountain trails. Meanwhile, with a prominent place at the SEMA PRO Council booth, it also served as a gateway to bigger discussions about important legal issues facing the industry. In that way, it became more than just another way to sell parts. The big test, however, was when it got back home to Minnesota and rolled into a dealer's showroom. Sure enough, a visitor took one look and wouldn't go home without it. Like any good enchantment story, they were destined to live happily ever after. Land of Enchantment I \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ DRIVER'S SEAT PUBLISHER REGAN DICKINSON ASSOCIATE PUBLISHER MICHAEL MURRAY EXECUTIVE EDITOR JEF WHITE MANAGING EDITOR EDDIE WIEBER DIGITAL CONTENT EDITOR ANTHONY BOWE ART DIRECTOR IVETH GOMEZ GRAPHIC DESIGNER LINDA CRANSTON EASTERN TERRITORY SALES MANAGER MICHAEL MURRAY WESTERN TERRITORY SALES MANAGER RYAN WOLFE SALES SUPPORT KRISTINA STEINER TECHNICAL CONTRIBUTOR MIKE MAVRIGIAN CONTRIBUTING WRITERS JOANN BORTLES, JOHN CAROLLO, JOHN GUNNELL, JOHN F. KATZ, RON KNOCH, NASEEM MUADDI, DINO PERFETTI, JOSH POULSON, JASON SAKURAI NATIONAL BUSINESS MEDIA PRESIDENT & CEO ROBERT H. WIEBER JR. VICE PRESIDENT/INTEGRATED MEDIA JOHN BENNETT VICE PRESIDENT/PUBLISHING DAVE POMEROY VICE PRESIDENT/FINANCE KORI GONZALES, CPA VICE PRESIDENT/NBM EVENTS SUE HUEG, CEM, CMP VICE PRESIDENT/AUDIENCE DEVELOPMENT LORI FARSTAD DIRECTOR OF IT WOLF BUTLER MULTIMEDIA PRODUCER ANDREW BENNETT Jef White Executive Editor

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