Live from the 2022 Transformer’s Summit, keynote speaker John DiJulius categorizes the automotive industry as a ‘grudge buy’ for customers when they are at their most vulnerable. How is this an opportunity for your business to be the ‘hero?’ How do you make price irrelevant?
John DIJulius, John Robert’s Spa, The DiJulius Group. John’s had the privilege of working with world class companies like the Ritz-Carlton, Lexus, Starbucks, Nordstrom, Nestle, Marriott Hotel, Pricewaterhouse Coopers, Cheesecake Factory, Bausch & Lomb, Progressive Insurance, Harley Davidson, State Farm, Chick-fil-A, Entrepreneurs Organization, YPO, Aveda, and many more. Listen to John’s previous episodes HERE
- Drove for UPS- his wife was a hairdresser, and they opened a salon. John started getting involved in the business.
- “We aren’t going to be the best salon, we will be the best experience of your day.”
- Chambers of commerce businesses started asking John for business consulting.
- 20 years ago John’s first book came out and took him to the next level
- Business and Artistry Pengeleum
- Making price irrelevant- based on the experience your brand consistently delivers, your customers shouldn’t have an idea what your competitors charge because they aren’t window shoppers.
- Who is more expensive? Why are they?
- “We do $10 haircuts” vs “We fix $10 haircuts.”
- Give the experience before you charge for it and justify it -“What does a $1,000 haircut look like? What is that greeting like? How is the massage during shampoo? What does a $1,000,000 keynote speech look and sound like?”
- Grudge buy and losing time- automotive repairs. When you can come to the rescue when a customer is at their most vulnerable, there is an emotional connection and memory made.
- Customers asking about price- opportunity
- The biggest cause of anxiety is uncertainty- no update update for customers
- Level 1 through 10 hairdressers based on expertise
- “Discounting is the tax you pay for being average.”
- Things that make a brand something customers can’t live without- the quality of work, consistency, employee evangelism (educate vs sell), how do you make me feel,
- Capitalize the ‘C’ in Customer to show the emphasis in your policies and procedures
- Building relationships with FORD- family, occupation, recreation, dreams
- Disney- know your role and be ‘on’ when you’re on, leave your problems at the door
- The Customer Service Revolution: Overthrow Conventional Business, Inspire Employees, and Change the World- John DiJulius
- The Relationship Economy: Building Stronger Customer Connections in the Digital Age – John DiJulius
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