Customer enthusiasm instead of discounts: 5% growth at Pappas

Today, medianet—Austria’s business newspaper for marketing and sales—published an exciting article about my collaboration with Pappas Austria. The focus is on a new understanding of customer experience, which is increasingly proving to be a real sales driver. This approach is particularly noteworthy in an industry where sales strategies traditionally rely heavily on discounts. Pappas, Austria’s largest Mercedes-Benz commercial vehicle dealer, is deliberately taking a different approach here.

Creative sessions to redefine the customer experience

Customer enthusiasm has always played a central role in my keynotes. I was therefore all the more delighted to introduce this topic at Pappas and to develop it further in targeted creative sessions with the employees. The starting point was an honest analysis of existing processes and customer contacts.

A quote from Robert Haberkorn, Sales Manager Vans and Authorized Signatory, sums up the attitude:

“Everyday life is the death of perfection, which is why we must constantly reinvent and question ourselves.”

That’s exactly where our work began. Together, we identified key emotional moments along the customer journey and developed new ideas on how to consciously shape encounters with customers.

The result: an emotional customer journey

These sessions gave rise to a process that not only informs customers, but also appeals to their emotions. From a souvenir photo taken when purchasing a vehicle, which is later sent in a frame, to personal gifts with individual messages, numerous measures were developed and integrated into the customer journey. Small gestures with a big impact that make appreciation tangible.

The effect: measurable growth without discount wars

Pappas is already seeing the first successes of this strategy. Above all, the increasing loyalty of existing customers is having a positive effect. Recommendations are on the rise and ensuring additional growth. The company estimates the further potential of this approach at at least a five percent increase in sales – without any classic discount wars.

A practical example with a signal effect

The medianet article clearly shows that even in highly price-driven industries, sustainable growth can be achieved through emotional customer experiences. I would like to thank the entire Pappas team for allowing me to be part of this development process, and I am delighted with the visible results of this joint effort.

Does your company already have an “emotional customer journey”? How do you engage your customers emotionally? Write me a comment. I look forward to hearing from you.