The third secret of marketing

The third secret of marketing strengthening your other number one asset—your customers through Customer Experience Management (CEM).


“Bad Service is death for a Company. Not dramatically, but more like a thousand small knife cuts.”
—Dan Hill, Body of Truth


To illustrate this fact consider the following ad.
“Who’s Fault is it When Your Customers Use the Word ‘Good’ When Referring to Your Service?”

“You don’t know me. I’m your customer. I’m the customer who says “Good” when you ask me how everything was. I wanted to inform you… because it has become obvious by your poor service that you think “Good” is a good thing. It’s not!
You see, when I say “Good” I am being nice… what it really means is that I will tell my circle of influence, 52 people on average, what crappy service I really received and that I would never buy from you again.
I am willing to trade my hard earned money for your products/services but only if you respect my time and give me some “real value” for it. I am really a nice customer, but you have taken advantage of me, I will not take it anymore.
I can get similar products/services anywhere… but what I really want is a relationship. I want someone who will cater to me, someone who will remember me when I come in, someone who will make it worth my while to come in again and again and again.
But, I can see, by the way you treat me you don’t really want my money or my friend’s money either.”

Your customer

P.S. I’m off to see your competitor… And, Oh, “Good” is the most dangerous word you could hear from me. If you ever hear it again please start asking probing questions to find out the truth… which I am willing to tell you… but only after you show me that you really care about me, my money and my friends.

If you really care about your business’ success and want to avoid this from every happening to you again... immediately begin an employee training and a customer service training!

Your success depends on three things.
1. Strengthening your #1 asset—your employees.
2. Strengthening your other #1asset—your customers.
3. Rewarding your customers for buying from you.

How do you strengthen your assets? How do you reward your customers from buying from you? And why is this a valid strategy?

“The true value of the brand for the consumer lies not only in the product’s performance, but in the product’s support and service.”
—Kristine Kirby Webster

The Second Secret of Marketing

The Second secret of marketing is strengthening your number one asset—your employees—through Employee Training

Though there are hundreds of topics you can and should be covering make sure you review the basics on a regular basis. Items like: having an attitude of gratitude, service, eye contact, communicating, being a good listener, how to ask engaging questions, how to build value, how to make emotional contacts with every customer, how to check their positive attitude and how destructive gossip is.

These basics will help set the stage for their other success and help make them great employees.

“Measure customer service as the most important aspect of an employee's job performance.”
—Debra J. Schmidt, The Loyalty Leader

Of the hundreds of people I have interviewed one thing stands out like a sunburn on a farmers back. Almost without exception, every boss has relied on the training of past employers rather than spend money and time on training their employees—your employees—how to excel in your workplace.

This poses a huge problem for small and medium sized businesses. You think you can’t afford to train your employees beyond “this is how to use the cash register,” “don’t be late,” “read this booklet of do not dos.” and “smile at the customers.”

First, your competition, the big guys, like LL Bean, Convergys, hospitalities (, and) know the power of employee training and the absolute damage it does to your business if you ignore it. Remember the quote that opened this special report. It was no accident that I chose it and lead off with it!

“For every five sales you make, another nine customers who had hoped to buy from you will leave your store disappointed and empty-handed. This means your existing store traffic can give you 2.8 times your current sales volume, if you sell only those customers who are ready to buy. The only thing more expensive than hiring a sales trainer is not hiring one. Any investment in sales training is an investment in your own gross profits.”
—Roy H. Williams

LL Bean trains each new employee for 40 hours before they ever are let to deal with a customer! Why is that? They know that to be successful at business, not just making a living, but to be a business that makes every leader wealthy, training is the first rule of marketing.

Take the time to prepare your employee to meet and greet your employees. It will pay in huge dividends.

Secrets of Marketing - #1 part V

• The fifth thing to look for is a commitment to Lifetime Learning or Self-education.

“The actions of men are the best interpreters of their thoughts.”
—John Locke

What has your potential employee done in her life that proves her commitment for lifetime learning? What does he read? What does she study? What are his long-term and short-term goals? Answers to such questions will reveal how much they will contribute to your business, your company culture, and your success!

Determine if your interviewee has the right attitude by asking questions as these that will show their character,. This is the best way to separate an average employee from a great employee.

How To Keep Them
Remember a great employee is worth 1,000 times more than an average employee! Consider that in your hiring, retention plan and pay.

A recent study states that it costs in excess of $13,000 to loose an employee, Money lost in productivity, experience, customer relationships, retraining and expertise. This is startling, an area where all can improve.

It is in your best interest and your customers’ to develop or extend your retention plan and provide incentives to keep great employees longer. Most employers tell me they can’t afford to pay their employees more… I believe they can’t afford not to pay a great employee more and the statistics prove me right.

This secret of marketing, hiring attitude not aptitude, sets the stage for all other interactions you have with your customers. Ignoring your number one asset—your employee is tantamount to ignoring your business!


“Winners create their own atmosphere.”
—Gerhard Gschwandtner

Secrets of Marketing - #1 part III

• The third thing to look for is Initiative.
“Employees with initiative are needed, they are needed badly. They are needed in every business in America. They are needed because they find solutions for the problems pointed out by the merely ambitious. They are the glue that hold a business together.”
—Roy H. Williams

This skill is invaluable. A resume can show it, but only if the employee recognizes it as being important. Probe to find if your interviewee has initiative.

What To Look For:
• Try to discover what he/she has proposed without being asked
• How does he feel about putting forth an idea?
• Ask what steps she would take to get her idea accepted in a bureaucracy?
• Ask about planning and goal setting


More later...

Employee Essentials—Attitude is Everything!

Employee Essentials—Attitude is Everything!
I'd like to share with you my Top 10 Employee Essentials - essential skills to being
a great employee. Skills that if your employees have will increase profits for your company and make each employee more valuable.

NOTE: This is written to the employee.

“Skill and confidence are an unconquered army.”
—George Herbert

Consider This.
• What skills do you have that an employer needs? How do/did you get these skills?
• Do you have confidence in those skills?
• What are the basics you need to know to get your dream job?
• What skills does your current job require?
• How do you get those basics?
• What price needs to be paid to get the skills needed?

“Your job is to make something happen.”
—Seth Godin, Free Prize Inside

Download and read: AttractTheBest.pdf before you go on to the following section.
Keep in mind it is the way you attend to the needs of others that directly affects you success in your career. Even if you haven’t started you career it is these basics that determine how successful you will be.

What do you consider to be the Top 10 employee Essentials? Make your own list before you read on. Then compare it to the following.

In following posts I will give definitions to each.

Top 10 Employee Essentials
1. Attitude of Gratitude
2. Service
3. Eye Contact
4. Communicate
5. Be a Good Listener
6. Ask Engaging Questions
7. Build Value
8. Schmooze
9. Adopt a Positive Attitude
10. Never Gossip About Others

Change

When I lived in China, it was rural. But over the five years that I lived there, great changes happened. The country went from very rural to the feel of a large city. The average home went from having no ice or refrigeration to almost every home having both. The country went from 25-50 motorcycles for every car on the street to 5-10 motorcycles for every car on the street. This entry is about change, being ready for the inevitable—Change! Those that can change will be ready for the future! Those who cannot change will be left behind.

You must embrace change…you must do things to be a valuable asset to your boss, your job and the company you work for.

Consider These Questions
Honestly ask yourself the following questions:
• Who likes change?
• Do you like change?
• How do you feel about change?

Most people don’t like change but it needs to happen for us to be successful and for us to remain competitive. This entry will require commitment from you, especially in the area of change. What you learn might go against many things you have been taught. But it is all-important for your growth. These things aren’t hard, but they are difficult! What does difficult mean? It means that it takes guts to accomplish.

Many people feel that changing is not effective because they are “just one person.” In a recent, hotly-contested local election, one candidate won by just 53 votes. In another one candidate won by just 3 votes. That is a very slim margin and it goes to show that all of us can make a difference. We can and must make a difference! Each of us has the capacity to make change happen. Just like 53 and 3 people changed these elections, you have the power and ability to change your future.

• We must always be ready for change! We must facilitate change. You can.

To make a difference, there are basics we must cover first.

For those who are leaders now, to facilitate change in your workplace, you need to make your employees experts in all of the products or services you sell. You need to establish reward systems that foster excellence and you must prepare for excellence.

Some of you are the leaders of the future. You might not be today, but you are a leader in training. We need good leaders. The only way to get there is to learn about change and how to promote it within yourself and in those around you. You need to learn strategies that engage and inspire yourself, your coworkers, and your customers.

For those future leaders, you need to become the expert on all of the products and services you sell. You may even have to create reward systems to reward yourself, if you need motivation.

“Your greatest opportunity as an employee is in making things…something…anything happen.”
—DCF

Hire Brighter!

Are you hiring the brightest people you can find? Or are you worried that they will replace you and don't hire them? Successful leaders don't let their fears stop them! They are brave, optimistic and full of positive beliefs. They know what David Ogilvy knew and hired the best.

*Each of the 217 times David Ogilvy opened a new office for Ogilvy & Mather he’d leave a set of Russian nesting dolls on the desk of the incoming manager. When the manager removed the top half from the largest of these bowling pin-shaped dolls, he or she would find a slightly smaller doll inside. This would continue until the manager came to the tiniest doll and retrieved from its interior what looked to be the note from a fortune cookie: “If each of us hires people smaller than ourselves, we shall become a company of midgets. But if each of us hires people bigger than ourselves, we shall become a company of giants." — David Ogilvy.

Better advice could not be written. This shows vision and strength of character and will help you grow like no other thing you can do. Good luck this year.

*Found on The Monday Morning Memo for Nov. 5, 2007 - Ronald, Bill and You