by Darren Hardy
This past Monday I had dinner with Misty Lown, owner and CEO of Misty’s Dance Unlimited (and come to find out SEVEN other successful companies). More about Misty below.
How she is implementing breakthrough ideas in her business is awe-inspiring. I know you would benefit from her ideas, so I am passing them along to you.
To set the proper stage (no pun intended… dance joke, get it?), Misty is in her mid-thirties, has FIVE children, has built a $1,000,000+ business in an industry where the average studio does $50,000-$60,000 in net revenue… and she does it by spending less than 4 hours a week IN her business. How’s that for ‘WOW’ already, right?
Okay, with all that in mind, I forward you the strategy that is having a big impact on raising her game even further with her dance studio.
“Here is the one thing transforming my business since HPF:
“Darren Hardy says there is no competitive advantage in a satisfied customer: no word of mouth, no buzz, no loyalty. Customers have to be loved. To love is to ‘WOW’!
“I own a dance studio with over 700 students. After I came home from HPF, I made it my goal to turn every interaction into a ‘WOW’ experience! After HPF, I went through my organization from top to bottom looking for ways to elevate our client experience.”
‘WOW’ the client. ”We evaluated every client (parent’s) touch point and every process they engaged in. We have made leagues of improvements to all of our processes, including online ticketing for recitals, automating all client accounts with software, online booking of private lessons, and adding a new enrollment management office. The leadership team was challenged to take every client interaction as an opportunity to make things right, better, or exceptional for students and their families.”
‘WOW’ the end user (student). ”To our elevated systems and customer service, we added ‘WOW’ opportunities for our students for the upcoming school year, including new performing groups, a guest choreographer from the hit TV show ‘So You Think You Can Dance,’ the opportunity to perform ‘Nutcracker’ live with our local Symphony (first time ever in our city!), hosting a regional dance competition featuring studios from three states, a free 15th Anniversary Celebration and Alumni Event, and a trip to NYC for our high school students so they can study with the best of the best!”
‘WOW’ the entire brand experience. ”Even the physical building, which is only five years old, didn’t escape the microscope. We repainted the entire building, remodeled the dressing rooms, filled the children’s lobby with the best in children’s literature, got new tables and chairs for our cafe, updated the stock and fixtures in our store, resealed the parking lot, and added a snack bar.”
‘WOW’ the community. “And, we didn’t stop with our clients. We included the community by starting a non-profit foundation called ‘A Chance to Dance Foundation,’ which will provide scholarships for financial need, talent, and diversity so every child in our community will have ‘a chance to dance’!
“The event has raised over $280,000 for the local chapter of the Red Cross in the first six years ($95,000 of it was raised last year). The results have been phenomenal! Last month we had over 4,700 people come to our Spring Recitals, and at our recent Fall Registration, we had people CAMPING OUT overnight to secure a premium spot in line. My daughter and I went out at 6:30 a.m. in white aprons to serve our families fresh pastries and coffee while they waited. The first person in line was surprised with balloons and a free registration, and everyone walked out with a free geranium that day. People ate it up…they love to be loved on!”
‘WOW’ Life. “Best of all, I just spent 10 days with my family in Florida, and am not due back in the office for two and half more weeks. Since attending the HPF, I have found that I can run my dance business remotely on about 4 hours per week of staff contact/communication for the times I want to travel or spend at home with kids. This kind of ‘time wealth’ is not only giving me precious memories with my family, but also the ability to pursue the new licensing business with vigor.
“Our motto at Misty’s Dance Unlimited has always been ‘More Than Just Great Dancing!’ Thanks, Darren, for helping me make it so!”
Okay, now it’s your turn…
How can you add “WOW” to every one of your client touch points, throughout the entire client experience, with your brand and business? The answer to that question is what will allow you to have a “WOW” life, too.