Front - AZ Teambuilding sro

PUSHING TO THE FRONT
It dawned on Uncle Frank all those years ago that all the car dealerships
buy the same cars from the same places, pay the same for them and
they all look just alike. So – if everything was the same – what could
he do to set himself apart, to stand out from the others?
He wanted to be “different” – unique, noticeable and memorable. He
also wanted to sell more cars. So he started to do things that made coming
to our dealership an experience rather than just a trip to buy a car.
He opened a gourmet “All-You-Can-Drink” coffee bar in the car dealership.
He provided a free ‘new school’ arcade for the kids – complete
with an X-Box – and he provided an ‘old school’ arcade for the youngat-heart
adults – complete with a Ms. Pac Man and Donkey Kong.
He also added flat screen televisions featuring a FREE Family Movie
Night – popcorn included for everyone, whether they bought a car from
him or not.
It certainly made the dealership stand out from the competition, and it’s
an idea that can easily be copied by many other businesses, especially
those – like retailers – that depend on building strong long-term relationships
with customers.
Being diFFerent
Some of the most successful businesses around today have discovered
the importance of creating a great customer experience and have grown
to dominant positions because of it. There are few products that are
more of a commodity than a cup of coffee, so when Howard Schultz
decided he wanted to open coffee shops all over the world, he knew he
had to do something different.
Now, it costs about 3 cents to buy enough beans to make a cup of coffee.
Maxwell House converts those commodity beans into a product
and charges 20 cents for enough ground beans to make a cup of coffee.
If you prefer to pay someone to brew the coffee for you, you can pick
one up at your local cafe or convenience store for about $1 a cup. Yet,
thanks to Howard Shultz, there’s a Starbucks on virtually every corner
where you pay $4 and up for a cup of coffee. And there’s almost always
a line of people ready to buy.
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