{"id":2899,"date":"2014-09-16T23:42:42","date_gmt":"2014-09-16T23:42:42","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=2899"},"modified":"2019-02-14T20:48:42","modified_gmt":"2019-02-14T20:48:42","slug":"prawo-niespodzianki","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/prawo-niespodzianki\/","title":{"rendered":"Prawo Niespodzianki"},"content":{"rendered":"<p>Zawsze kiedy tankuj\u0119 na bezobs\u0142ugowej stacji benzynowej, r\u017cn\u0105 mnie niemi\u0142osiernie. <\/p>\n<p><a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2014\/09\/20140917-014124.jpg\"><img decoding=\"async\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2014\/09\/20140917-014124.jpg\" alt=\"20140917-014124.jpg\" class=\"alignnone size-full\" \/><\/a><br \/>\nZaciskam w bezsilno\u015bci usta, bo nawet wy\u017cy\u0107 si\u0119 nie ma na kim. Tylko pomacha\u0107 \u015brodkowawym do bezdusznej kamery. Na ile? R\u00f3\u017cnie. A to na grosz, dwa. W my\u015blach liczysz i mno\u017cysz te zaoszcz\u0119dzone grosze na Twojej krwawicy i widzisz szyderczy u\u015bmiech w\u0142a\u015bcicieli sieci wygrzewaj\u0105cych si\u0119 na Seszelach. Kiedy jest na cztery grosze chce si\u0119 jak Miko\u0142ajek skopa\u0107 sof\u0119 czyli dystrybutor. Fakt, cz\u0119sto jest superata na par\u0119 groszy, ale kto by si\u0119 przejmowa\u0142 drobiazgami. Wra\u017cenie to wra\u017cenie. A z\u0142e to koniec marki. <\/p>\n<p>Kiedy zabior\u0105 Ci grosz na tankowaniu wyrzucisz z siebie ca\u0142\u0105 frustracj\u0119 dnia w dziesi\u0119\u0107 sekund. Kiedy Ci grosz dolicz\u0105, nie zwr\u00f3cisz na to uwagi. Ale gdy b\u0119dzie to kilka groszy wi\u0119cej, poczujesz si\u0119 zwyci\u0119zc\u0105, kt\u00f3ry mia\u0142 czystego farta zyska\u0107 dzi\u0119ki niedok\u0142adno\u015bci systemu. Tak dzia\u0142a Prawo Niespodzianki &#8211; <strong>dostajesz co\u015b, czego si\u0119 nie spodziewa\u0142e\u015b<\/strong>, co mo\u017ce wp\u0142yn\u0105\u0107 na pierwsze wra\u017cenie Twojego klienta. Bilans jest zerojedynkowy. Odejmiesz grosz, foch na oszust\u00f3w. Dodasz grosz foch, \u017ce za ma\u0142o. Polak-szarak jako klient to wyj\u0105tkowo cwana bestia. <\/p>\n<p>Owo &#8222;wra\u017cenie&#8221; to specyficzna kwestia. Nigdy nie mo\u017cna mie\u0107 drugiego. Najcz\u0119\u015bciej liczy si\u0119 to pierwsze. Spotkanie, rozmowa telefoniczna, e-mail, strona www, zam\u00f3wienie, us\u0142uga. Zadbaj o to, by zadzia\u0142a\u0142o tu Prawo Niespodzianki. Drobnej, zwyk\u0142ej, \u017cadnych wodotrysk\u00f3w i szpaler\u00f3w z szablami. Zaskocz czym\u015b drobnym, pozytywnym, daj co\u015b od siebie, wymy\u015bl co\u015b niebanalnego &#8211; bezp\u0142atn\u0105 przesy\u0142k\u0119, gad\u017cet dorzucony do zakup\u00f3w, mi\u0142y akcent personalizacyjny. Co\u015b, czego nikt si\u0119 nie spodziewa. Ale nie jest to te\u017c standard zawarty w Twojej ofercie. Niespodzianka by by\u0142a skuteczna, musi po prostu by\u0107 ni\u0105 z samej zasady. Mi\u0142e zaskakiwanie klient\u00f3w, to jedna z cech sprzyjaj\u0105cych budowaniu prawdziwej lojalno\u015bci, nie wymuszanej punktami, zdrapkami czy specjalnymi ofertami jak\u017ce pospolitymi. Od Twojej kreatywno\u015bci i znajomo\u015bci specyfiki lead\u00f3w i targetu, zale\u017cy co to mo\u017ce by\u0107 i ile b\u0119dzie kosztowa\u0107. <\/p>\n<p>Ciekawe ile by kosztowa\u0142o, gdyby dystrybutory stacji benzynowych zawsze i obligatoryjnie dodawa\u0142y klientom od grosza do pi\u0119ciu w formie superaty. Ale nigdy w d\u00f3\u0142. Kwestia wra\u017cenia. Kiedy\u015b czyta\u0142em pi\u0119kn\u0105 histori\u0119 o sta\u0142ej klientce serwisu samochodowego, kt\u00f3rej z\u0142ama\u0142 si\u0119 kluczyk do stacyjki warto\u015bci dwunastu z\u0142otych. Ale technik, \u017ceby jej pom\u00f3c, musia\u0142 jecha\u0107 w \u015brodku nocy kilkadziesi\u0105t kilometr\u00f3w. W\u0142a\u015bciciel warsztatu nie zainkasowa\u0142 za to ani grosza. Wa\u017cniejsze by\u0142o dla niego wra\u017cenie klientki zamiast kilku z\u0142otych za kluczyk, paliwo i chwil\u0119 pracy mechanika. Zyska\u0142 tym jej wdzi\u0119czno\u015b\u0107 i lojalno\u015b\u0107. Nie o pieni\u0105dze bowiem tu chodzi\u0142o, ale o empati\u0119 i wybawienie z k\u0142opotu. Zdarzenie <strong>nie mia\u0142o miejsca<\/strong> w Polsce. W polskich warunkach mog\u0142aby zadzia\u0142a\u0107 zasada &#8222;\u015bmier\u0107 frajerom&#8221; czyli cena kluczyka wzros\u0142aby pi\u0119ciokrotnie, stawka mechanika dziesi\u0119ciokrotnie, a i tak przyjecha\u0142by pewnie o \u00f3smej rano bo kto normalny pracuje po nocy?<\/p>\n<p>Diabe\u0142 tkwi w banale. Je\u015bli b\u0119dziesz wrzuca\u0107 do zam\u00f3wie\u0144 s\u0142ynne, chi\u0144skie srebrne gad\u017cety, nikt nie b\u0119dzie zwraca\u0142 na nie uwagi. Kluczem do sukcesu-niespodzianki staje si\u0119 dzi\u015b cho\u0107by personalizacja. Jest te\u017c najtrudniejszym elementem systemu. Najbardziej wymagaj\u0105cym. Tutaj nie mo\u017cna si\u0119 pomyli\u0107. Je\u015bli u\u017cywasz imienia i nazwiska &#8211; uwa\u017caj na niuanse. Ju\u017c kilka firm z pana Ka\u0142kusi\u0144skiego uczyni\u0142a Kutasi\u0144skiego, a anegdotyczny prezes Kotas stawa\u0142 si\u0119 prezesem &#8230; Prawda? <\/p>\n<p>Detale i drobiazgi w sztuce marketingu decyduj\u0105 dzi\u015b nie tylko o pierwszym wra\u017ceniu. Cz\u0119sto decyduj\u0105 o relacjach wog\u00f3le. Dlatego zawsze CMO trzyma w swoich magazynkach konkretne gad\u017cety IAS czyli tak zwane &#8222;<em>I am sorry<\/em>&#8222;. Uwierzcie, ratuj\u0105 cz\u0119sto cztery litery. Nie szefom marketingu &#8211; ich prezesom.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Zawsze kiedy tankuj\u0119 na bezobs\u0142ugowej stacji benzynowej, r\u017cn\u0105 mnie niemi\u0142osiernie. Zaciskam w bezsilno\u015bci usta, bo nawet wy\u017cy\u0107 si\u0119 nie ma [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt 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