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 Dear Reader,
Being the last sales ezine of 2010, I'd like to take this opportunity to thank all of you who have read our articles and supported Progress-U in becoming what we have become and are going to become.
We have a clear vision where we're heading: Becoming the biggest in our industry is not our aim, but to become the most respected company in our industry in Asia. We believe that we can achieve that by continually and consistently delivering high quality services and by keeping innovating our approaches to assist you in achieving what you want to achieve (and more). That's what makes us get up every morning and go the extra mile.
What's the vision of your company? Are you inspired by it? Do you have your own inspiring personal vision? If not, perhaps it's a good time during the holiday season to gain more clarity on that.
Wishing you a peaceful holiday season, some inspiring insights and the very best for 2011!
Let’s keep progressing!
Charlie Lang
Executive Progress Expert and Managing Partner of Progress-U Asia Group
Author of The Groupness Factor
BLOG: http://progressu.blogspot.com
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Episode II: What is the hottest “item” on your shopping list this year?
By William Ho
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 So, are you happy that you have finally got all the gifts ready to be delivered for the holiday season?
You might now regret taking the coolest “item” off your shopping list, when “i” becomes the hottest “item”.
You are almost tempted to tell your spouse “Honey, can I exchange the diamond ring for an iPhone?” You might harbor envy for that person who won that iPod during your company’s annual dinner.
You feel bad that you haven’t tried hard enough to get the bonus this year: the iPad.
Probably most of you don’t belong to the Generation Y (born after the 1980s), but you might know someone who does, or you might want to pretend you are one who needs recognition of his personal identity while belonging to a certain group or who needs to be accepted by his peers and the society.
You remember you might have read the November 2010 ezine for Episode I and still wonder what the other buying motivators are.
You recall that there are four main buying motivators:
• Need for recognition
• Gain Instinct
• Security instinct
• Convenience instinct
Then where are the other three instincts that are there in the “i”-magic, other than the “need of recognition”?
What are you gaining by getting the Apple products? Where are the security and convenience? You say.
The saga now continues... and it does come where size does matter: the size of the customer satisfaction index.
Aside from surpassing the value of Microsoft, Google, IBM and Intel, Apple also won the prize for the 7th straight year in the recognized University of Michigan American Customer Satisfaction Index (ASCI) released on September 20, 2010.
One of the oldest and most successful books on military strategy “The Art of War” (孫子兵法) written by Sun Tze (孫武)-- considered the greatest war strategist of the 6th century BC – has suggested that “Success comes from winning the heart of the opposition: not by conquering the fortress”.
Winning the heart of customers is the key to success in any business, and Apple is of no exception.
Turn of the event? It almost happens. Remember the “Antenna-gate”?
Yes, to save Apple's iPhone 4 from antenna scrutiny, all it took was the promise of free, bumper cases and a dose of Steve Jobs' magic – and he actually delivers on time.
You see, selling does not finish when the deal is done. Selling probably has just started, and it may just be a very small step to winning your customers. It triggers the chain of all reactions including commitment being fulfilled; promises being kept; loyalty being built; habits being created; and satisfaction being achieved; and further sales, and continuous sales will then be facilitated. Every one of these heart-building (or heart-breaking) events are so critical that any slight turbulence will switch your biggest customers (and fans) to be your worst nightmare (and enemies).
For one thing, you might notice that there is indeed a big second hand market for Apple products, and you wonder whether it has something to do with the solid performance of the Apples.
Innovation and product diversification, along with strong customer service, have long been at the center of Apple’s success. Customer service is a cost, some might say, but it does make customers loyal, especially when you get a real human who can actually help you and shows some care. You see, when you decide to buy an Apple product, you trust that you are in good hands, and they will be there for you even after you pay and leave the i-store, or any stores.
The way to really look at this: the customer is not just buying Apple: he is buying the whole package: the gain, the security and the convenience.
Perhaps that is the real reason why there is a big second hand market for the Apple products - the unspoken understanding that they are going to be well-maintained and serviced and almost become worry-free. This is so much so that that second-hand users like the additional form of security and gain, on top of the solid performance.
Just almost, but then again, who’s perfect? Not even Apple. Not even Santa.
Yet that is also how Apple built up their fan base.
You bring trust with your customer, and in Apple’s case, they almost become disciples.
And in Santa’s case ... well, he’s not coming to give you presents as you behave naughty (and not nice) this year. A Christmas joke!
... and don’t you want your customers to behave like a disciple and worship you; not just on Christmas eve, but every time when you have the products and services readied for them to become the hottest item on their shopping list. You match the customers’ buying proposition – and hopefully a lot of them.
... and that is how the war is won – by winning the heart of the customers, and their trust.
... and remember: receiving the customer’s order is not the end: it is only the beginning.
So, what’s your hottest item on your shopping list? Maybe, just maybe getting your customers’ loyalty and trust, and delivering it to them – every time, including every Christmas Eve.
For more information related to Progress-U's Stop Selling! programs including our negotiation program, please click here.
 The Author: Mr. William Ho, Executive Coach & Sales Trainer
For more information about the author of this article, click here. |
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