The Secrets of
Business and Marketing Wizardry Newsletter
Volume 8, Issue 3, Date 3/7/2004
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THE SECRETS OF BUSINESS AND MARKETING WIZARDRY
Volume 8 Issue 3 March 2004
Publisher: Joe Trevison B.S/ MBA/CPA
Co-Publisher/Editor: Cheri Carlson
Co-Editor: Jim Trevison
“Making Your Business in the Category of One”
Author: Joe Trevison.
Here is a powerful question. How many places can you name that goes the extra mile to help you? This is not about advertisements, logos or USP. You cannot talk about it or advertise to get it.
These are the companies like Disney. You know what they represent just when someone says the name: Great Wholesome Entertainment. Is it their advertising? Is it their logo? Or is their USP?
Other companies have it:
Lens Crafters
Les Schwab Tires
Quill, a Subsidiary of Staples Inc.
Starbucks Coffee
CST: A Service Company
Ruchasfilm
Four Seasons Hotel
Tractor Supply Company
So what is it? I am glad you asked!
It is something that our company does. It is something that our company is.
Here is an example: I think it is so great I want to tell the world. It is only a retail store. It is Nordstrom. This is not about hard work. It is about attitude if anything. Nordstrom had an irate customer that brought back bad car tires. They gave the customer his refund.
So what is so great about that?
You see Nordstrom does not sell tires. But they take care of their customers with an attitude only the best companies have. In doing this Nordstrom’s had a happy customer.
In telling this story they had many happy customers. This store gives a subtle message, no matter how out of this world your problems, no matter who caused your problem, just bring it to us will take care of for you.
That is powerful.
How can you use it? I just told you, give the client what they want…. give them more. It is an attitude. I once had a partner who asked me what I wanted. He was cheating me. I told him but he would not give me what I wanted. Our partnership ended that day. He knew the questions but he did not have the right attitude about the answer.
What about Nordstrom’s? Well, it has the highest profit per square feet of its store. This is higher than any other retail store, even Wal-Mart.
If you want more information I would suggest the following books: “Becoming a Category of one” (How Extraordinary Companies Transcend Commodity and Defy Comparison) by Joe Calloway and the story about Nordstrom’s can be read in
“The Synergetics Sixty Success Wealth Guidebook”. These books can change your business and your life.
P.S After the newsletter was written the Northstrom store was contacted by e-mail to verify the story. Unfortunately, it cannot be verified as true or false at this time. However, this store has a great service, you can tell by their site on the net. If you do not believe me go to their site: NORDSTROM
Here are the e-mails for your study. The e-mails should have been sent before the article was written but if it’s true that is the way business should be…if the customer is always right and that is the rule. That is the first rule. If he is wrong see the first rule. It is that simple
Dear Nordstrom Customer,
Thank you for contacting Nordstrom.com regarding the story you heard about Nordstrom.
Although I cannot confirm whether or not this story is true, I have heard the story before. It may originate from the level of customer service Nordstrom strives to maintain. We may not take back items that we do not sell, but we will do everything possible to assist our customers.
Thank you for visiting with Nordstrom.com. I'm sorry I was not able to confirm this story for you, but I hope you understand the level of service we want to provide our customers! If I can be of further assistance, please e-mail me or contact us at 1-888-282-6060.
Have a great day!
Regards,
John
Internet Customer Service Specialist
Nordstrom.com
Visit us at http://nordstrom.com
Find out what's new, what's next, what's fabulous for the season! Select the link below to view our fall fashion guide:
http://store.nordstrom.com/category/boutique0.asp?category=2376776~2374327~2382743
-----Original Message-----
Sender: JoeTrevis@aol.com
Tracking Number: ERR20031209000007862056626
Pool: Online Comments
Sent to: contact@nordstrom.com
Date: 12/9/03 9:20 AM
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I read an incredible story about your store. I am trying to see if it is true: A customer had a set of bad tires and returned them to one of your stores. You gave him a refund.
What makes this Incredible, great and fantastic you do not sale tires.
Did this really happen?
Thank you for any help in this matter.
This is a better story than Macy & Gimbals on "Miracle On 34th Street the 1947 picture.
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You might want to visit my website: http://www.Joetrevison.com it has a new look but even more important a bookstore. It has a link to Joe’s Store. Just take a browse. What have you got to lose?
Your comments and questions are always welcome: at Joetrevis@aol.com or call 814-456-2601 8:30 AM to 4:00 PM EST
April Issue:
How we started Kraus & Trevison Inc. with little money.
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| Copyright Joseph J. Trevison Not to be reprinted, resold, or
redistributed for profit, except with written permission, but may be freely distributed electronically provided that the entire
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