010 The Invisible Touch – The Fallacy of Best Practices, Part 2: Nordstrom
Fallacies of Marketing
Harry Beckwith ends this section by saying "Don't copy. Your business is more complex than that."
How true.
Most people see one small part of someone else's business and think they can copy that to make their business better… but what they DON'T see is all the underlying structure and support that make that one thing viable in that business.
Nordstom – legendary for it's marketing and service. You try on a pair of shoes but they don't have it in your color, they will go GET your color. Have a problem with something you purchased? They will make it right or replace it. Need to visit the store on a lunch break? They will schedule a time for you and be ready when you come in.
Nordstrom also has their sales people on commission – they reward their people for doing a great job. Others have copied that and have THEIR people on commission too, but they don't follow up with the superior customer service.
If you have never read the book Raving Fans, you must: I consider it a must read for ANYONE in business. (And I have put the link below, so now you have NO excuse for either reading or listening to the CD – this will open your eyes to FABULOUS service and how you can provide it!)
In it it exposes how we have become satisfied with poor to lousy service.
How would you feel if you drove into your local gas station, they greeted you warmly, filled up your tank, washed your windshield (and I mean CLEAN, not some half-hearted streaky mess), checked the pressure in your tires, and topped off the fluids in your car?
Would you fall over in SHOCK? I know I would!
Now THAT is service.
That's not what others are doing. It's not the "best practices" in an industry that provides NO service (heck, we're happy these days if there isn't grease all over the pump nozzle when we have to pump our own gas).
You, like Nordstrom, need a full system that benefits your clients… but don't copy part (or all) of someone else's system… but DO look around to see how well others are doing and figure out how you can do better!
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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010 The Invisible Touch – The Fallacy of Best Practices, Part 2: Nordstrom
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