I’m so proud of my team at Whiskers Resort & Pet Spa. We opened the luxury pet resort in the fall of 2007. We’ve managed to bi-pass the worst of our current economy. Instead, we continue to grow. Why? This team goes out of their way constantly, doing things like this.
Day Care was our slowest area of growth at the resort – until recently. In the past few months, we have been experiencing up to a 50% growth rate over last year’s sales. How are we doing that? By creating the WOW factor.
We don’t do it every day, but occasionally, the Whiskers team ramps up for a day like today. Valentine’s Day – on a ho-hum Tuesday. How were they going to make that day ‘exciting?” They opted to toss a Day Care Valentine’s Day party – a party for the dogs. The dogs all got special attention and yummy treats. That’s not that unusual for this team to a great party for our canine guests. But with this party, the team opted to highlight the owners too.
As John Jantsch says in his book, The Referral Engine, “People don’t get emotional and passionate about ordinary products, a satisfactory result, or a fair price. They talk about things that surprise them or make them feel great about themselves – and, in effect, remove the feeling of risk they might have about doing business with that firm…. If the market place isn’t talking about you, there’s a reason. The reason is that you’re boring.”
We have used this concept with great success over the past few years at Whiskers. We want folks to TALK about us when they leave. This is one of those marketing tasks that was downright FUN to do. Not only were the clients delighted – the staff had a blast preparing the 100 roses for our guests AND passing them out! Whiskers had the largest day in Day Care they had ever had – Over 70 dogs took part in the party! Talk about creating the WOW factor.
So my challenge to you is:
What are you doing to encourage referrals with your business? What are people saying around the dinner table, the cocktail party, at the gym or the water cooler at work? Are they talking about YOUR business in an energetic, positive way? If they aren’t, how can you change that?
If you want to learn more about some of our marketing tactics or how we create enthusiasm within our teams, make sure you catch my lectures at the Atlanta Pet Fair coming up the first weekend of March.