What does the cucumber do in the can?
A single cucumber from the Spree in an aluminum can reminiscent of an energy drink. The new iPhone, beautifully packaged. A mineral water from the brand "Solan de Cabras" in a blue, elegant, and angular bottle. A coffee-scented candle from Nespresso. A table from the solid wood furniture manufacturer Team 7 that provides a sensual experience right from unpacking. This list could go on for a long time. It has to do with products that inspire. Simply because someone has thought something through in the design, in the manufacturing. "Something"? That may be an understatement. Many creative minds are involved in the process of design, development, many good ideas are discarded because there are even better ones, and that's a good thing.
Basic requirement for enthusiasm
Ideally, every product is easy to use, high-quality in processing, and - here comes the icing on the cake - fun to use, maybe even right from unpacking. How many products are there that annoy us because they don't work properly? We then return these, have to find the receipt or invoice beforehand, and explain to a more or less friendly lady or gentleman why it's not our fault that "it" doesn't work. And then we buy the more expensive, because better, model. For the joy of performance, special products and services are needed, presented by special employees.
The bitten apple sets the example
Of course, performance should and can cost something. And companies should be left with something, otherwise they would not be able to fulfill their mission next year and the year after. It doesn't have to be in the billions, as Apple's quarterly profit shows. Speaking of Apple: It seems that someone here must have done something right. The devices themselves have been technically "copied" and even improved upon by the competition. But Apple devices simply work. And they are beautiful. That was the drive and vision of Apple's founder and sadly deceased CEO Steve Jobs. Often enough, he sent designs back because they weren't good enough for him. This was surely not easy for the employees either. But the result is convincing. That's why there is also a dedicated Apple fan community, to which one belongs the moment they purchase one of these products. Beware, this Apple virus may be highly contagious! The principle of excellence is demonstrated here.
The chain of success
It all starts with an excellent product, an idea. The dissemination, the image, the cult is created by savvy PR and marketing departments but also by customers who ensure the company's success when they recognize the benefits for themselves. They become effective brand ambassadors, whose word of mouth makes every mailing and glossy catalog look old. From this point on, the employees come into play: How is the sales process experienced? How are complaints and claims handled? Is someone available on the hotline and how do they treat me as a customer? Vera Birkenbihl, the "mother" of all trainers, once put it aptly: "Every customer contact is a moment of truth." How are these moments perceived and experienced? Ultimately, our goal must be to turn customers into fans. With top products, top executives, and top employees. Then, the price does not play the role we have all put it in through all possible and impossible discount actions. Because it is less about the price, but much more about the value we receive. Otherwise, we wouldn't spend 800, 900, or even 1,100 EUR on a new iPhone. Or 200 EUR on a solid wood chair. Good luck with your future customer contacts and even more success on your way to success, together with your employees! Because more and more often, I see and work with teams where this word stands for "Together Everyone Achieves More" instead of "Toll Ein Anderer Machts." And the latter approach is all the more important in times full of digitization and transparency.
About the Author:
Gabriel Schandl is a performance researcher, keynote speaker, business trainer, and coach. As an author, he wants to make his personal contribution to bringing people closer to their individual joy of performance. The motivation coach of the new generation is a Constantinus Prize winner and teaches Social Skills at the Puch-Urstein University of Applied Sciences near Salzburg. The concept of performance happiness, which he impressively presents in his lectures, comes from him. For over 20 years, the Top100Speaker has been working with companies, teams, and executives to optimize their performance.
