Enchantment – Are You Enchanting Your Customers?

Mar 2012

Enchantment – Are You Enchanting Your Customers?

Posted by Tracy Staniland

This was the theme of Guy Kawasaki’s keynote at the recent Parallels Summit 2012 held in Orlando, Florida last week.  Guy delivered a memorable keynote – if you have not heard Guy speak – you need to seek out an opportunity to hear him – he is an awesome speaker.  His delivery is short, concise and makes you feel as though he is speaking to you as if you are the only person in the room. 

Guy’s presentation related to his book Enchantment The Art of Changing Hearts, Minds and Actions – which were autographed and distributed to the Summit attendees.

What is enchantment?  According to the Webster dictionary enchantment is the act or art of influencing by or as if by charms and incantation; to attract and move deeply; rouse to ecstatic admiration.  

Guy’s presentation outlined the three key pillars of Enchantment as:

  1. Likeability: who doesn’t like Sir Richard Branson for his philanthropy, his charisma and for his unique personality
  2. Trustworthy: Zappos is a great example of a business model that has enforced trust with its customers
  3. Quality:  Apple has achieved the reputation for delivering quality products

The presentation continued to provide deeper insights into ten aspects of enchantment:

  1. Achieve likeability by accepting others no matter the color of their skin or their nationality.  Don’t accept to be liked if you are not liking.
  2. Achieve trustworthiness with your customers.  Bakers are more trustworthy than eaters.
  3. Perfect your product by delivering a deep, intelligent, compelling, empowering and elegant (DICEE) product offering to the market.
  4. Launch your product by telling a story and planting many seeds by using salient points.  Marketing 2.0 requires you to put a lot of seeds out there making it easy for others to test drive your product.
  5. Overcome resistance by providing social proof.
  6. Influence the influencers.
  7.  Be a good presenter by selling your dream during your presentation.  An effective presentation consists of ten slides and uses a 30 point font.
  8. Use technology to remove the speed bumps.  Engage fast, flat and frequently.
  9. Enchant up by impressing your boss.  If needed deliver bad news early.
  10. Enchant down – empower action.  Suck it up and be willing to do the dirty job.  The book Drive by Daniel Pink provides further reference to how to empower action by providing your employees a purpose, autonomy and a roadmap.

Let’s start the conversation.  

How are you enchanting your customers and prospects?  Are you likeable and trustworthy?  Are you creating a memorable, unique experience for your customers today?  How do we become more enchanting in how we do business with others?

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