From A (Amway) to Z (Zappos), the Power of a Positive First Impression

Zappos shoes-great serviceThere is real power in a first impression—and smart businesses recognize that they are in the business of making first impressions on a regular basis.

One of the most remarkable first impressions I have ever had with a business came yesterday morning, when the order I had placed for my son’s shoes arrived.

I had placed that order at 10:30 a.m. Tuesday—less than 24 hours earlier—at

I had heard about Zappos before, and whenever its name would pop up in conversation, my husband, like something out of a Pavlovian plot, would instantly say, “That’s the company that pays people two thousand bucks to quit.”

But until Tuesday, I had never even been to its website, let alone bought anything. Something tells me that this first order won’t be my last, especially considering Zappos, which started out as a shoes-only website, has smartly expanded to other product lines such as clothing and housewares.

Contributing to this prediction is the fact that Zappos offers free returns, no questions asked and no strings attached, for a full year (as long as the purchase is in the same condition as when you received it).

With that generous return policy, Zappos approaches Amway’s outstanding return policy of 180 days, which allows for returns of products that have been partially or, even in some cases, completely consumed.

My experience with Zappos brings to mind one of the lessons that leaders with World Wide DreamBuilders (WWDB) have communicated for years: that everyone has value, not because of the money they generate, but simply because they are fellow human beings.

In my son’s case, the shoes that he bought cost $18, a tiny amount no matter how you look at it, but especially so when you consider the speed of delivery and the fact that there was no delivery charge.

That certainly fulfills Zappos #1 Family Core Value: “Deliver WOW Through Service.”

WWDB and its leaders, starting with Amway Founders Crowns Ron and Georgia Lee Puryear and extending to the likes of Matt & Sandee Tsuruda and Glen & Joya Baker, operate in much the same way. Thanks to their leadership and example, we don’t consider ourselves “salespeople” who are taught A-B-C (“always be closing”) tactics.

Instead of pushing for one-time sales, WWDB emphasizes long-term relationships built on treating people the way you’d want to be treated.

It’s for a reason that the Puryears, Tsurudas, Bakers and so many other Independent Business Owners still have customers who began decades ago with small orders way back at the start of their respective business journeys. Whether they are a retail customer or a Diamond in their organization, everyone is valued.

Related Posts:

Why American Express Has My Loyalty
In Midst of Consumer-Company Tensions, Amway’s Return Policy Stands Apart


Leave a Reply

Your email address will not be published. Required fields are marked *