Ever been to a NASCAR race? If you have, then you know those are special events well-attended by a special brand of people.
Having partaken in a couple NASCAR race-day events at NH Motor Speedway, I can testify that racing is alive and well, and New Hampshire is certainly not alone in attracting the masses to its local NASCAR events.
The first thing a novice attendee (like me) notices is just how far away from the track you have to park – so far removed that I couldn’t even remotely see the track from our parking spot. So you need good walking shoes.
As you trek the five or so miles to the track, the next revelation is the sheer magnitude of campers you encounter along the way. I lost count at 1,271 or thereabouts. And the fascinating thing is almost all of the campers are not locals. Taking in the license plates, you realize the whole country is here and accounted for, from as nearby as the New England states to the South, West, and everywhere in between.
Who are these people? And, more importantly, why did they travel all this way for this?
The answer is they’re enthusiasts, and, like NASCAR, your tire and auto service business is dependent on them to grow and prosper.
At a NASCAR event, these enthusiasts are loyal, devoted, committed followers who happily march the miles (and pay the fees) to attend each event – essentially, doing business with NASCAR as often as possible.
What a concept!
I also learned that there are not only NASCAR race enthusiasts, but more often than not, NASCAR race driver enthusiasts. Case in point: As I was sitting there watching the cars warm up before the flag dropped, the clearly southern gentleman next to me screamed at me, “Who ya here to see?” I wasn’t there to see anyone in particular, but using my keen powers of perception, I noticed he had a Jimmie Johnson hat, shirt and banner so I shouted back, “I like Jimmie Johnson.”
The guy turned to his pals and screamed, “He’s here to see Jimmie!” I was now part of the club, an insider enthusiast among true insider enthusiasts. Coincidentally, Jimmie Johnson went on to win the championship that season, a fact that likely earned me ‘fortune-teller’ status with my new friends.
A Winning Team
People love winners. Which brings me back to you and your business. Have you created a winning team at your business? As I wrote in my article “Eight Great Practices for Creating a Winning Team Culture”, your business must live “winning team” every day with leadership consistently demonstrating, communicating and reinforcing the company’s commitment to excellence.
Above all else, enthusiasts are enthusiastic. Winning teams are much the same in that they look like winners and act like winners. There’s an old saying in sales: “success breeds success.” The same is true for business.
Have a look at your staff. Are they communicating success or distress? Success looks a certain way. It has a good mood, stands tall, looks people in the eye, is attentive, confident and engaging.
Conversely, failure has an unmistakable look all its own. Disengaged, depressed, foot dragging, off-putting. If your business is the only one in town, a monopoly, none of this matters. I bet that is not the case. Given that consumers likely have many choices for your products and/or services, yours better convey “winning team.”
Buying is primarily an emotional experience. Customer loyalty is driven by emotional engagement. You need only be at a NASCAR event for 10 minutes to realize there is a very high level of emotional engagement there. It would take the Hulk to pry the typical fan away from the track.
Emotional engagement and creating enthusiasts is all about how customers feel when they do business with you and, more importantly, how they feel when they’re done.
Enthusiasts’ feel good about doing business with you and take it upon themselves to promote your business at every opportunity!
Steve Ferrante is the Grand PooBah & Trainer of Champions of Sale Away LLC., providing Pinnacle Performance Sales, Customer Service and Winning Team Culture training, speaking and professional development services to success-driven businesses throughout North America. For detailed information visit Sale Away. Steve can be reached directly at 866-721-6086 ext. 701 or via email at email@example.com