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Guy Kawasaki: How to enchant consumers

Guy Kawasaki: How to enchant consumers

This is part of NRN’s special coverage of the 2011 Multi-Unit Foodservice Operator conference, or MUFSO. The conference is taking place Sept. 25-27 at the Gaylord Texan in Grapevine, Texas. Follow all coverage on NRN’s ‘At the Show’ section, check out NRN blogs, Reporter’s Notebook, and Tweet with us using #MUFSO.

Companies can get more from their employees and customers if they “enchant,” rather than coerce them, business guru and motivational speaker Guy Kawasaki told MUFSO attendees.

Kawasaki — formerly chief software evangelist for Apple and author, most recently, of Enchantment: The Art of Changing Hearts, Minds, and Actions — has a “business is personal” perspective. As the MUFSO keynote speaker, he shared with operators techniques for “enchanting” people, and how it can benefit businesses.

“The three key points of enchantment: You need to be likeable, trustworthy and [offer] quality.

“You want the quality of Apple; you want the trustworthiness of [online footwear peddler] Zappos; and you want the likeability of Richard Branson [of Virgin Atlantic Airways], who gets down on his knees and polishes your shoes so you will fly Virgin,” Kawasaki said.

Enchanting people involves everything from how many muscles you use when you smile to how carefully you consider the words you use to convey important concepts.

When smiling, it’s bad to use only your jaw, as it signals insincerity, Kawasaki said. It’s better to use both your jaw and eye muscles. As for word choice, think in terms of stating “annual fuel cost” versus the number of “miles per gallon,” he said.

Kawasaki’s key factors to achieve enchantment:

• Launch times are critical. “The key to a great launch is to tell a great story [about your move or business],” he said.

• Overcome resistance by changing the perception of a product or service.

• Endure by taking steps such as invoking reciprocation, or doing things for others so that they may feel a need to likewise assist you or your business.

• Use technology, but remove roadblocks to using those tools.

Contact Alan J. Liddle at [email protected].
Follow him on Twitter: @AJ_NRN

TAGS: News
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