Kordell Norton - Business Charisma: The Magnetism of Personality, Presence, and Customer Engagement

There is a place in everyones heart for a select group of people and organizations. They changed your life in significant ways. Theirs was a magic that inspired. They lifted you with their ability to coach, mentor, and educate. Their presence and personality is almost entertainment. If questioned, you would most likely say they were part of what is best in your life. They have charisma. In a hyper-connected world, it seems that everyone is desperately searching for connectedness. We are looking for inspiration, for someone who gets us and can transport us to a better place. We look for those magical others who can inspire, lead, educate, and become admired fellow travelers.

This book is about the skills that will give you additional presence and personality. For your business, it looks at charismatic organizations that connect with customers in such a way that a relationship is celebrated.

Based on research and surveys, it identifies organizations that the customer feels are not replaceable. They have taken the customer experience to the next level. Customers do not buy from them; they have a relationship with them. How powerful these words are: from and with . The from business struggles with price competition, morale, and commoditization. The with business is different, connecting in a deeper way. Its customers are engaged and are often described as rabid fanatics. What makes them that way? What makes these businesses so connected that customers refer to them as my business ? They say things like, I need to stop at my Starbucks on the way.

They, the fans, are passionate about their Harley-Davidson motorcycles, Trader Joes, Disney vacation, and Apple Computer products. In a world of mass customization and with the best price found instantly on any smart phone, your competition just got tougher. Customers want an ardent and personal relationship. They are imploring for a connection that brings something greater. Transactions fade just like the stuff we acquire. On the other hand, experiences, memories, and relationships find special places in our lives with their transformation abilities. These relationships with business and people transform in emotional, spiritual, and almost religious ways.

Consider the customers of one business who do unnatural things because of this relationship. In pictures, they are grinning. Their smiles reflect fun and conquering. They are standing on the Great Wall of China, or in front of the Pyramids of Egypt, or atop Ayers Rock in the center of Australia, or in the Himalayas with Mount Everest behind them. Their photos all have the same ingredient: people are holding a bag from Stew Leonards in Norwalk, Connecticut. Their pics eventually make it back to the store to reside on a Hall of Fame inside the doors of this fan-favorite grocery store.

Imagine your customers creating a user group with other customers. They gather and mount motorcycle steeds and ride off for the weekend with your logo splashed all over their clothes. How do you make one of the worst quality products on the market and have the best customer relationships in your realm? Charisma. How do you compete in a world where Customer Service has morphed into an imperative for Customer Experiences? What comes after the experiences that make word-of-mouth-buzz explode? Charisma.

Charisma for a business is a magical power that attracts customers like a moth to a flame. This connection is like the Pied Piper who seduces and recruits. Once under its influence, the customer brings others to share that magic. This special something vacuums up customers with its warmth and personality.

After decades of helping organizations create experiences in sales, customer service, and leadership, we asked the question: What comes after the customer experience?

The Baby Boomer generation, gazing at the approaching twilight years, has a focus on meaningful life connections. Those under forty likewise, with their Muppet like view, want connections with the charismatic !

Charisma is found in the medical practice of Dr. Shelby Cash of Hudson, Ohio. The warmth of his bedside manner is legendary to the point that his office staff tries to keep him from accepting new patients. Somehow, they get through only to discover a quality of care that creates more ranting fans.

Charisma in business is a Wendy's Hamburger franchise in Oakwood Village, Ohio, where the local octogenarians gather on Tuesdays and Thursdays. On this particular Thursday, the parking lot is completely full. One of their members is turning 102 years old. Once the food order is politely taken and delivered, you might find yourself in a packed dining room. I was offered cake along with everyone else in the dining room, many of whom were not guests of the festivities. In how many fast-food restaurants will you find a six-piece bluegrass band playing, its members (very good by the way) made up of members of the birthday party? This is a Wendys! Isn't Wendys one of those plastic and cookie cutter businesses? The wait staff is beaming as they stand in birthday pictures. The manager discloses that he regularly goes to the baseball games of the kids of his customers. Charm and personality ooze from this restaurant. Like most businesses, one location can have charisma while the sibling location a few miles away is so... plastic. Can I have fries with that, maybe a Hallelujah"?

The Blue Door Caf in my hometown of Cuyahoga Falls, Ohio, is a charismatic business. On those select days when they are open, the parking lot is crammed. People wait in line to partake of the fresh and changing menu. In fact, there is not a sign for the business to be seen anywhere. Anywhere. You would only go there because others raved and gave you directions. You will know it, they say. Just look for the... blue door.

Such examples of business charisma are within driving distance of my home. They exist within minutes of you as well. These are examples of that special quality to attract with this divine gift (from the Greek charisma , its origins taken from the Greek kharis , meaning grace, beauty, kindness). Charisma in individuals is intriguing (allegedly possessed by one of Aphrodite's three attendants, Charis).

Charisma for your business is imperative. Other words phrases used to describe charisma are: evoking appeal, allure, fascination, captivation, enchantment, and magnetism. Such qualities for a business become the ultimate marketing tool, creating a sharpening stone for honed leadership, and bringing the intensity of gravity to suck in customers.

You do not have to be Apple, Disney, or the Ritz Carlton to have magnetic quality. Developing charisma in a business or a person is like the piano student or medical intern studying to be a professional in their field. Once they have learned the necessary skills, such professionals produce a quality that is magical.

As we journey into charisma, we will first look at business based on surveys and research of the author. Then in the last portion of the book, we will explore personal charisma. I invite you to turn up your own personal magnetism with attention to a few new behaviors and skills. While you are at it, make your business the envy of the competition. It is time to amp up your culture and your personality.