WD-40 and WIIFM

My husband Tim and I participated in Ride the Rockies earlier this month and in the process came across a great example of a company that not only had a strong customer-centric brand message but a pretty much flawless verbal delivery of the message. From a service technician.

I’m sure you’re familiar with WD-40 but you may not know that the company recently expanded their product line to include a selection of bicycle care products, including a chain lubricant. We noticed a large tent at the event area for WD-40 and went to check it out one evening. They were offering a free bike wash and chain lube to attract attention to their new products.

While chatting with the service technician who washed our bikes, Tim mentioned he was following their stock and wanted to know whether the technician had heard that the new products had positively impacted their stock price.

bikephotoThe technician, grease in fingernails, occupied with dirty bikes said: “Actually, we created this product line because we listened to our customers and they told us 2 things: 1) They trusted our brand and products and 2) our best customers were two to three times more likely to ride a bike than non-customers and they were not confident in the chain lubricants they currently used on their bikes.

He went on to say that “hearing this we thought “we can help them out with that” – so we spent time developing and refining our products until we were sure they were up to our highest standards.”

Did you hear his key messages?

  • Asked, profiled and listened to customers
  • WD-40 was a trusted brand
  • New products were developed based on customer feedback
  • And the key messages were not delivered by a corporate mucky muck but from a front line service technician who washed our bikes. Wow.

So ask yourself:

  1. Are you asking, profiling and listening to your customers?
  2. Do you have key messages when you launch new products, change fees or pricing or procedures?
  3. Can everyone throughout the institution confidently and credibly deliver the key messages?
  4. Are your messages customer-centric – so not about you and why you changed what you did but how it impacts them?
  5. Are you in the right place with the right people, delivering your message?

Remember, at the end of the day all the customer really cares about and makes decisions by is their WIIFM – “what’s in it for me” – and that’s what they need to hear from you at all times.

For more information about how to get your message across, click here -http://oconnellconsultinggroup.com/articles-what-is-it-you-wanted-to-sell-me.html. Or, if you’d like to refine your key messages and evolve them to be more customer-centric – or learn how to instill them with your team so they can share them with confidence, contact me at 303-795-3539 or lauren@oconnellconsultinggroup.com.


Now I Get It
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