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The Real Value of Social Media Hinges On These 3 Words

2014-02-03T08:50:00.000-05:00

By Patrick Mahan

I just received this question on Google+

"Would you say the value of social media is more in improving general brand awareness rather than directly generating sales?"

I would say the real value of social media is none of the above (improving brand awareness or directly generating sales).

The real value of Social Media hinges on three words:

Familiarity
Affinity
Trust

We'll dig into those more in a minute. But first, I'd like to address the question and give my opinion on the real value of Social Media.

Increasing Brand Awareness?

As you know, people are bombarded with commercial messages all day, every day. The last thing they want is more noise in their Social Media streams from brands trying to sell them something.

I would not recommend using Social Media as a bullhorn, or another broadcast platform to yell at people in a moment they don't want to be yelled at ... about things they don't want to hear about ... in hopes of increasing awareness of your brand.

If you believe lack of awareness is the problem, then Social Media is not the solution.

Social Media is about connecting with people and building relationships. It's about making friends, not sales. It's about educating and entertaining. It's about knowing your audience and delivering valuable content that is personal, timely and relevant to that audience.

It's an opportunity to turn strangers into friends. And then - once you earn their attention (Note: There is a BIG difference between attention and awareness) - you have the opportunity to turn those friends into customers... and eventually into advocates.

And that is the ultimate goal. Advocates. Fans. Loyal customers. Why? Because loyal customers are the world's greatest salespeople. And your company's greatest asset. When you have a devoted group of followers, they do the selling for you. They sing your praises. They spread the word. And "awareness" is no longer an issue.

In fact, I would say that Awareness is never the problem. Awareness is a symptom. A symptom that your product or service isn't worth talking about.

So try this ... make something remarkable. A product or service that people can't wait to experience again. And they can't wait to share that experience with their friends and family. If you focus on that, then I believe you will find the 'awareness issue' will take care of itself.

Directly Generating Sales?

I'm a big believer in the idea that you must sow before you reap. You should always give people something of value first before you ask for anything in return. And Social Media gives you the ability to do that at a scale that was never before possible.

But first, you have to get comfortable with the idea of giving your knowledge away for free. That is what people want and expect from brands on Social Media. They don't want to be pitched. They want to be educated and entertained. They want coupons, discounts, exclusive opportunities, and incentives. In short, they want to get to know you first, before they buy from you.

So use Social Media to build rapport and establish your authority and expertise. Then, when the people consuming your content are ready to make a purchase, you will have positioned yourself as the go-to source.

But even then, I wouldn't recommend using Social Media to directly generate sales. Use it as a tool to gently guide prospects further down the sales funnel. Then, when the time is right, direct them to your website (preferably a landing page) where you will give them an opportunity to place an order.

Familiarity, Affinity and Trust

Social Media is all about building relationships. And all relationships are built upon these three words ... Familiarity, Affinity and Trust.

Since the beginning of time, people have made it clear that they prefer to do business with people they know (Familiarity), like (Affinity) and trust.

All three are elements of Rapport. And that should be your ultimate goal in Social Media ... building Rapport, not collecting "Likes".

Social Media gives you an opportunity, like never before, to get to know your customers - and potential customers - on a personal level. An opportunity to become more than a faceless corporation.

"If you would win a man to your cause, first convince him that you are his sincere friend. Therein is a drop of honey that catches his heart, which, say what you will, is the great high-road to his reason, and which, when once gained, you will find but little trouble in convincing his judgment of the justice of your cause." - Abraham Lincoln

Social Media is a place to make friends, not sales. A place to create relationships, not transactions. But if done right - and with sincerity - those friendships can certainly lead to sales. Lots of sales. Because at the end of the day, Social Media is just a new spin on an old concept ... Word-of-Mouth Marketing. Treat customers right. Give them something worth talking about. And they will spread the word. Social Media just gives them a much louder voice.

So step out from behind the corporate logo and speak to people in a friendly, conversational tone. This is what builds familiarity, affinity and trust ... the three things that should be top priority in your social media marketing strategy.

A Prescription For Closing More Sales

2014-01-27T13:56:00.000-05:00

By Patrick Mahan

Salesmanship isn't what it used to be. Consumers today are more distrustful of sales people than every before. Fast-talking, slick sales people using outdated manipulation techniques are being replaced by "service professionals" who listen more than they talk.

Consumers have made their preference clear: They want to be served, not sold.

In the old days, the Sales Cycle began with the first interaction between buyer and seller. But today, with the abundance of information available to consumers online, buyers are now nearly 60% along the path to a purchase decision before they ever meet a salesperson.

Times have changed. And as consumers become more informed and more educated, the balance of power will continue to shift in favor of the buyer.

The question is, as a salesperson and a marketer, are you adapting to these changes in consumer behavior?

I believe it all begins with re-framing the way you approach sales.

"You know you are running a modern sales team when selling feels more like the relationship between a doctor and a patient and less like a relationship between a salesperson and a prospect.

When you go in to see your doctor and she asks you about your symptoms, you tell her the truth. You trust that she can diagnose your problem and prescribe the right medication.

When she says, "This is what you have. Take these pills," you don’t say, “Let me think about it” or “Can I get 20 percent off?” You take the medication.

It's no longer about interrupting, pitching and closing. It is about listening, diagnosing and prescribing." - Mark Roberge, SVP Sales and Services at HubSpot

I would add this...

In order for this approach to work, you must position yourself (and/or your company) as an Authority Figure. Authority is one of Cialdini's 6 Principles of Persuasion.

People follow a doctor's advice because he has established himself as an authority on the subject. An expert. A trusted advisor.

How do you establish yourself as an Authority?

Write: The root of the word Authority is Author. We view authors as authorities on the subjects they write about. Blogging, YouTube videos, white papers, writing articles for magazines, etc. are all great ways to demonstrate your knowledge of a subject. And position yourself as a thought leader. The go-to expert in your industry. And Social Media gives you a platform - and an amplified voice - to spread your message like never before.

Testimonials: In terms of marketing, nothing in the world is more powerful than a third-party endorsement. The more endorsements you earn, the more your Authority grows.

Furthermore, endorsements provide Social Proof (another one of Cialdini's 6 Principles of Persuasion). People like safety in numbers. If everyone is doing it, then it must be okay. Now more than ever, consumers are turning to the Internet to read reviews posted by others before making a decision [*]. The more Social Proof you have backing your brand, the more your Authority grows.

[*] 90% Of Customers Say Buying Decisions Are Influenced By Online Reviews

What Is "Corporate Patriotism" And Why You Need It

2013-11-29T16:47:00.000-05:00

By Patrick Mahan

What Can "Corporate Patriotism" Do For Your Company?

There is a lot of talk about Company Culture these days. A strong company culture seems to be the glue that holds a company together and also the fuel that drives it forward.

What is Company Culture? I believe it is a collective emotion similar to patriotism (the love and devotion one feels toward their country).

CEO's strive to create a similar emotion within their company, where employees feel a love and devotion to each other, their customers and the mission of the company.

Those who get it right reap huge benefits. The stronger a company's culture, the more magnetic it becomes... attracting and keeping the most talented employees, attracting and keeping the best customers, attracting and keeping bigger profits.

Companies with strong cultures are inspired. Their employees are inspired to do better work, and their customers are inspired to keep coming back for more.

And another benefit ... the stronger a company's culture, the less need there is to implement strict policies, rules, organizational charts, endless meetings, and procedures.

Now, a few questions for you...

What are your thoughts on Company Culture? Which companies are getting it right? What are you doing to facilitate an inspired culture within your company? To what extent should the marketing department be involved?

And lastly, can "Corporate Patriotism" be manufactured? Or is it something that needs to occur more naturally?

Rethinking the Elevator Pitch

2013-07-23T15:40:00.000-04:00

By Patrick Mahan

You never know who you might bump into. A chance encounter on an airplane could lead to your next big sale. Or the person in line behind you at the grocery store just might be the strategic business partner that helps take your brand global.

As they say, "Luck is what happens when preparation meets opportunity." The question is, how prepared are you when opportunities like these arise?

For years, you've heard of the importance of having a succinct, well-crafted "elevator pitch". A short summary that explains who you are and what you do. A "personal, 30-second commercial" that can be delivered quickly at a moment's notice.

The idea is to pitch yourself in hopes of making a connection. A connection that could open a new business relationship.

But what worked in the past isn't guaranteed to work in the future. Human behavior has changed. Today, people are much more guarded against strangers. And in most cases, the person you bump into on the elevator is looking down at his phone. And the last thing anyone wants is for someone to interrupt them while checking Facebook!

So if the traditional elevator pitch is dead, what can we do to resuscitate it? How can we break through and communicate with the "digital zombies" that we've all become? After all, what you have to offer is important, isn't it?

If you truly believe in yourself - and your talents and products and services - then you certainly wouldn't want to deny a stranger of this chance to benefit from your offering.

The problem is, people don't want to be pitched. You, me and the guy on the elevator are tired of being harassed by the constant influx of commercial messages flooding our lives. And we've made this clear. The rise of caller ID, call block, TiVo, spam guards, pop-up blockers and other filters have sent a resounding message to salespeople that we don't want to be interrupted.

This is a problem for people making their living in sales (which we all do in some form or another).

So there must be a better way. As salespeople and marketers, we can't just resign to the fact that we're becoming a society of anti-social cynics that don't want to be interrupted.

Stop Pitching and Start Attracting

If people don't want to be pitched, then stop pitching! If someone hires a bouncer to guard their front door, how mad will they be when you try to sneak in the back door? This is essentially what marketers are doing when they invent clever ways to sneak past commercial filters (like TiVo or Caller ID or spam guards or secretaries). The same applies to someone looking down at their phone, which is often a non-verbal cue saying, "Leave me alone!"

So what's the solution?

Well, if pitching is synonymous with pushing, then the opposite would be pulling, right? So maybe we could switch tactics and start pulling (or attracting) prospects to us, rather than pushing ourselves on them.

As best-selling author and sales guru, Jeffrey Gitomer, says: "In today's world, it's not who you know, it's who knows you." He goes on to explain that cold calling has proven to be the least effective sales tactic of all and begs the question, "Why are you calling them instead of them calling you?"

Here's a scary exercise... Have you Googled yourself lately? What shows up? If a prospect Googled you... do you appear to be someone worth knowing? If you don't have a blog, start one. Make sure your Facebook, Twitter and LinkedIn accounts are completely up-to-date. And above all, make sure nothing appears on your social media sites that you wouldn't want a prospective client to see.

The New Law of Attraction

Everyone wants to do business with people they know, like and trust. But you already knew that, right? It's common sense. But common sense doesn't always equal common practice.

The key to success in the New Economy (one in which people are more guarded than ever before) is to start attracting people to you. This is essential because the rules have changed.

What are the Rules of the New Economy:

If I want something, don't come to me... I'll come to you.
I never buy anything until I've read reviews online and consulted my social network.
As a salesperson, you no longer have an advantage over me, because I've done my homework on the Internet and I probably know more about your product / service than you do.
Don't pressure me to buy
Don't "assess my needs". Unless you're selling oxygen and I'm turning blue, chances are I don't "need" whatever you're selling
No, you can't have my email address because all you want to do is spam me.

With these rules in place, it's awfully hard to breakthrough. That's why attracting people is so critical to your future success. As they've said, if they want something -- they'll come to you. So make them want to come to you!

How?

Here are 10 simple suggestions to stop pitching and start attracting:

Talk about their favorite subject - THEM
Sow before you reap. Give something of value before you ask for anything in return. Ask, "How can I CREATE value for this person?" rather than, "How can I EXTRACT value from this person?"
Ask more questions. Make fewer statements.
Be a problem solver, not a product pusher.
Be interest-ed, not interest-ing. As Zig Ziglar famously said, "People don't care how much you know, until they know how much you care."
Become a "forensic listener". You have two ears and one mouth, which means you should listen twice as much as you talk. Good salespeople are good talkers. But great salespeople are great listeners. Focus on what the other person is saying, rather than focusing on what you're going to say next.
Mirror and Match the other person's body language and rate of speech. We do this naturally whenever we fall into rapport with someone. But doing it consciously speeds up the process. And it puts the other person at ease. Remember, most sales situations begin with high tension and low trust. So do whatever you can to lower their guard and make them feel comfortable from the beginning.
Adopt the mindset: "How can I serve this person?" rather than, "What can I sell this person?" Look at every encounter as an opportunity to open a relationship... not just close a sale.
Rather than focusing on the product itself, focus on what the product can do for the person
Always strive to meet a new prospect through an introduction by a mutual friend

But above all else... always practice the Golden Rule: Treat others the way you want to be treated. That means sell to others and market to others the way you want to be sold and marketed to.

Breaking the Ice

The hardest part for many people is opening the conversation. Here are a few tips for breaking the ice:

Never approach a person from behind and never charge at them face-to-face. Always try to approach them from the side. It's much less threatening.
Say, "You look really familiar. I wonder where I know you from?" You'll be amazed how effective this line is at getting people to open up. Most people will reveal all kinds of information trying to "help" you remember where you might know them from.
Compliment them in some way.
Ask them for directions.
Ask them a question such as, "I noticed you have the new iPhone... I've been thinking about buying one. Do you like it?"
Ask for a recommendation: "I'm looking for a good restaurant to take my wife for a special occasion do you have any suggestions?"
Try what I call the BORED technique. It's an acronym for Born, Occupation, Recreation, Education, Destination. This is a great way to open and carry on a conversation. Using the acronym as your guide, ask questions such as: "Are you from here? Where were you born? Have you always lived here? Where do you work? What do you do for a living? What do you like to do for fun? Do you have any hobbies? Where did you go to school?" The final letter in the acronym pertains to destination. You can ask, "What are goals, dreams, plans? Where do you want to go from here?"

These questions help loosen the person up and lower their guard. And by showing a sincere interest in them, they will usual respond in kind by asking you similar questions.

When they ask, "What do you do for a living?" This is your chance to shift from "pacing" the conversation to "leading" the conversation. Respond with a statement that makes them want to ask "How?"

For example:

Prospect: "So what do you do for a living?"
You: "I help people sleep better a night."

This response begs the question, "How do you do that?"

In this case, you could be an insurance salesman who helps people sleep better by providing them with peace of mind knowing they are covered in case of an accident. Or, you could be a sales rep for a mattress manufacturer.

Another example:

Prospect: "What do you do for a living?"
You: "I teach people how to save money."

That sounds much more interesting than saying you are a financial planner, or tax consultant, doesn't it?

Either way, the goal is to formulate a response that encourages the other person to ask,"How do you do that?" This shows they are engaged in the conversation. Essentially, they are giving you permission to carry forward.

Final Thoughts

Before "stepping off the elevator" be sure to give them a business card or some other means of carrying on the conversation. Ideally, your business card contains a link to a website where they can download something of value, such as a free e-book or a free sample. Just as important, try to get their business card. And if you've done a good job earning their trust, you may be able to get their email address.

And the final question you should always ask...

"Is there anything else I can do for you?"

Even if you didn't "do anything" for them specifically, this question implies that you did. Especially if you spent the majority of conversation listening to them talk.

I hope you've found some of these suggestions helpful. I'd love to hear your thoughts.

Have you discovered any techniques for breaking the ice and opening up conversations? Any tactics for turning strangers into friends and friends into customers? Feel free to leave your comments below.

Dare to Say "Yes!"

2013-07-05T18:51:00.001-04:00

By Patrick Mahan

If you want to be right 90% of the time, then say "No" to every new idea.

But don't expect to grow or move forward or reach new heights.

Think back to all the times in your life when you felt most fulfilled. Think about your greatest achievements and happiest moments...

Chances are, those moments were only realized because you said "Yes!" to something.

Is there a decision you've been putting off?

Are you stuck in a rut, saying: "Someday I'll do this... Or someday I'll do that"?

Every day you choose NOT to take action, you are essentially saying "no." You have a calling or an urge or a desire, but what are you doing to advance it and set it in motion?

Nothing. Or at least not today. Maybe tomorrow? Maybe someday I'll take that first step.

But at some point, don't we have to say to ourselves: "Someday is either NOW ... or never."

Do you have something weighing on your mind? Something pulling you in the direction of your dreams? What if today you stopped saying "no" and instead dared to say "Yes!"?

When Different is Better

2013-03-10T19:03:00.000-04:00

By Patrick Mahan

Taking on the well-established, industry leader? Don't try to be BETTER than them. Aim to be DIFFERENT.

History shows this tactic works better than trying to beat the leader at their own game. Southwest Airlines is a good example. They entered a competitive space dominated by Delta and American Airlines. Now they have become the envy of the airline industry.

Rather than asking: "How can we do the exact same thing as Delta and American Airlines, but better?" they asked the better question: "How can we be different?" And what a difference that has made.

By focusing more on being DIFFERENT and less on being BETTER, ironically, Southwest has made being different, better!

Now take a look at your own business... are you focused on beating the competition at their own game, or differentiating yourself?

Sometimes, running in the OPPOSITE direction is better than trying to catch up and overtake your competitors.

Do you have any examples of this from your own experiences?

Golden Rule of Email Marketing

2013-02-05T17:13:00.000-05:00

How to increase your email open rates and minimize unsubscribers.

By Patrick Mahan

Email marketing is one of the most effective and personal forms of marketing.

Why?

Because not everyone reads your industry's publications looking for your ads. Not everyone watches television at the time you run your commercials. Not everyone listens to the radio or drives past your billboard. Not everyone subscribes to your blog's RSS feed or checks your Facebook Page or visits your website each morning. But ... everyone checks their email inbox.

And that's why email marketing is so powerful. However, as they say, "With power comes responsibility." And your responsibility is to NOT wear out your welcome.

The Eblast

One of the hottest trends in marketing today is the "eblast." And apps such as MailChimp and Constant Contact make it super easy to send mass emails to your list with just a few clicks. They are easy to use and for the most part, cost little to no money. But because of the ease of use and low cost, email marketing is often abused.

Before sending an eblast, do you carefully scrutinize your list, making sure this particular email is relevant to EVERY person on the list? If not, you're taking a huge risk. A risk that could lead to people clicking on the big "opt-out" or unsubscribe button that is required by law to appear at the bottom of every eblast.

Once they push that button, you have lost them forever. So I encourage you to think about this ... Every time you send an eblast, you are asking the recipient for a favor. You are asking them to open and read your email. And once they read it, there's a good chance you're asking them for another favor ... to take some sort of action that benefits you more than them.

What happens when someone repeatedly asks you for favor, but never returns the favor? Eventually, you start to ignore and avoid that person. You dread seeing them because you know they're gonna ask you to do something for them. And you know—based on past experience—they have little or no intention of doing something for you in return.

Same goes with mass emails. Once you adopt the mindset that every email you send is like asking for a favor, then—I hope—you begin to feel obligated to find ways to start returning the favors. How?

The 80/20 Rule

A good rule of thumb is to apply the 80/20 Rule, where 80% of your email correspondence is crafted to GIVE value to the recipients without trying to make a sale. As you give value, you build trust and rapport. And as a result, they'll become much more receptive to the remaining 20% of emails you send asking for something in return.

Remember: Give your audience so much value up front that they feel obligated to at least listen to and consider your offer when it comes time to ask. This is the Law of Reciprocity in action. And reciprocity makes the world go 'round!

But the key is to establish trust and build rapport before asking for anything.

You know, sales and marketing is really no different than any other social interaction. Would you walk up to a girl at the bar and shout, "Can I get your number?" You could, but how well does that work? And if it does work, what are the chances of it blossoming into a meaningful, long-term relationship?

Sales and Marketing works the same way. And most salespeople and marketers make the same mistake as the creep in the bar. They interrupt people and shout in their face, "Hey, would you like to buy my product?"

No! You've got to wine and dine them a little first. Prove your value. Prove that you are trustworthy. Don't interrupt them (timing is critical). And always give more value than you expect to receive.

Now here's a checklist. Make sure every email you send meets the following criteria:

Valuable
Personal
Timely
Relevant

Valuable: Does your email contain something (a product, a service, a coupon, information) that will truly benefit the recipient?

Personal: If your email begins, "Dear Valued Customer" you lose.

Timely: People are busy and preoccupied. They value their time and don't like when others waste it. If you send them a coupon for Christmas trees in August, there's a good chance they won't open your next email. On the flip side, a new home owner may appreciate a coupon from a plumber or lawn service.

Relevant: Our inboxes are already overloaded. Don't add to the clutter. Review your mailing list and make sure you're sending emails to the right people. People that can actually benefit from your offer. If you own a landscaping company, you're not gonna go door to door in an apartment complex offering your services. Yet, many email marketers make just as a big a mistake when sending irrelevant emails to the wrong people.

Bottom line ... people appreciate emails from those they know, like and trust. Emails that are truly valuable, personal, timely and relevant.

So if your emails are generic, poorly timed, irrelevant and are aimed at EXTRACTING value from your audience rather than creating and GIVING value to your audience, then don't be surprised when people start opting-out. Fast.

And once they unsubscribe, you've lost their trust—and possibly their business—forever.

Like most things in life, email marketing boils down to one thing. The Golden Rule. Treat others as you want to be treated. Give people something of value, be respectful of their time, and don't use email as another platform to yell at people about things they really don't want to hear about.

What are your thoughts? How carefully do you scrutinize your list before hitting SEND? What have you done to increase your email open rates and minimize the number of unsubscribers?

Which would you rather have: Employees or Followers?

2013-02-04T09:00:00.000-05:00

By Patrick Mahan

In his bestselling book, Tribes, author Seth Godin says:

"Managers have employees. Leaders have followers."

Are you a Manager ... or a Leader?

Do you have employees ... or followers?

These are important distinctions. And your answer may be the single greatest predictor of the success - or failure - of your business.

Why? Because people don't want to follow orders. They want to follow a passionate leader. They want to be led, not pushed. They want to be inspired, not directed.

Do you want to get the most out of your team? Then stop giving orders and start becoming someone worth following.

When you inspire people to rally around a common goal and encourage them to become part of something meaningful and bigger than themselves, then together you will create a synergy that is capable of producing extraordinary results!

I think this quote says it best ...

"If you want to build a ship, don't herd people together to collect wood and don't assign them tasks and work, but rather teach them to long for the endless immensity of the sea." - Antoine de Saint-Exupery

What are your thoughts?

Check Below the Surface

2012-12-26T09:00:00.000-05:00

By Patrick Mahan

Last summer, I wanted to make the grass in my front yard look like a baseball field (or golf course). I tried all kinds of strategies. Aerate, overseed, water, fertilize... but the grass wasn't growing like I wanted it to.

I asked an expert and he told me the pH balance in the soil was off. It was too acidic. He said you can try all sorts of strategies and tactics, but if the underlying chemistry isn't right, then nothing will grow.

I think this is a good business analogy. If the chemistry isn't right, nothing can grow.

So dig below the surface and look at the chemistry of your team or company. Is it acidic?

You can try all sorts of "topical treatments"... bonuses, incentives, corporate restructuring, mergers, acquisitions, new marketing campaigns, strategic planning, etc. But the real roadblock to growth and sustainability often lies below the surface.

And the solution may be changing your chemistry rather than your strategy.

"Synergy comes before strategy." - John Calipari, head coach of the University of Kentucky Wildcats, 2012 NCAA Men's Basketball National Champions

Powerful Marketing Lesson from Miracle on 34th Street

2012-12-25T09:00:00.000-05:00

By Patrick Mahan

Miracle on 34th Street is not only a classic Christmas movie, it's also one of the most powerful marketing lessons of all-time.

In the movie, Macy's department store discovers their Santa Claus is sending customers to competitors. If Macy's doesn't have the item, or if a competitor sells it for less money, Santa Claus tells the parents where they can go to get it.

This outrages the manager of the toy department. But when Mr. Macy receives hundreds of telegrams from thankful parents expressing their gratitude for placing customers ahead of profits, Mr. Macy quickly embraces the radical new policy. The store becomes the talk of the town and sales shoot out the roof.

This is a powerful lesson in customer service, the power of word-of-mouth marketing, and the impact front-line employees can have on the success (or failure) of your brand.

Below is the dialogue from the movie...

Mr. Macy speaking to his executive team:

"On the face of it, I admit this plan sounds idiotic and impossible. Imagine, Macy's Santa Claus sending customers to Gimbels. But, gentlemen, you cannot argue with success. Look at this. Telegrams, messages, telephone calls. The governor's wife, the mayor's wife... over 500 thankful parents expressing undying gratitude to Macy's. Never in my entire career have I seen such a tremendous and immediate response to a merchandising policy. And I'm positive, if we expand our policy, we'll expand our results as well. Therefore, from now on, not only will our Santa Claus continue in this manner, but I want every salesperson in this store to do precisely the same thing. If we haven't got exactly what the customer wants, we'll send him where he can get it. No high pressuring and forcing a customer to take something he doesn't really want. We'll be known as the helpful store, the friendly store, the store with a heart, the store that places public service ahead of profits. And, consequently, we'll make more profits than ever before."

Are you brave enough to implement this "customers first" strategy? Or do you believe this stuff only works in the movies?

Marketing Lesson from The Master of Suspense, Alfred Hitchcock

2012-12-24T01:07:00.000-05:00

By Patrick Mahan

In the new movie, Hitchcock, Anthony Hopkins plays the role of Alfred Hitchcock, the Master of Suspense, in a behind-the-scenes look at the making of Psycho.

I saw the movie today at the old Kentucky Theater downtown. (If you're gonna watch a movie about Hitchcock you might as well watch it in a theater built in 1922. Something about it adds to the experience).

Hopkins was brilliant as usual. And the movie was pretty fascinating. Several things I didn't realize...

The big studios thought Psycho would be a flop, they thought Hitchcock had lost his mind, and they refused to finance it. But Hitchcock believed in the project so strongly that he mortgaged his own home and financed the movie himself... about 800,000 dollars.

He fought the studios and he fought the censors and in the end, only two theaters agreed to show the movie.

Hitchcock knew his only hope to make money, keep his home, and prove the naysayers wrong, was to get people talking.

So he came up with several brilliant, perfectly orchestrated, publicity stunts to promote the film and generate the word-of-mouth buzz that made the film such a huge commercial success.

Hitchcock gave strict instructions to theater managers not to allow anyone to enter the theater once the movie began. He wanted to protect the ending and the many "shocks and surprises".

He even posted armed guards at the doors to keep the crowds under control and enforce the no late admission policy. Of course the armed guards just added to the tension and hype surrounding the movie.

To avoid being late, movie-goers lined up around the block waiting to get in. And when people were denied admission, it made them want in even more!

Hitchcock also made his cast and crew take an oath of secrecy, swearing not to reveal the plot. He kept the set locked down and wouldn't allow any outsiders in, not even the executives from Paramount Pictures.

And to keep the ending a secret, he wouldn't allow critics to preview the movie. They had to watch it at the same time as the general public.

In the end, the movie grossed over $50 million at the box office and is now considered one of the greatest and most revolutionary films of all-time.

But it never would have happened if Hitchcock hadn't believed in the film (and himself) so strongly. And if he didn't have the guts to fight the censors, break the rules, and challenge the status quo.

A few take-aways:

1. Trust your gut instincts and follow your passion. If you really believe in something, you can find a way to make it work. Even if everyone around you says otherwise.

2. Don't be afraid to go against the grain. Be bold. Be daring. Be different. Be brave. Conventional is boring.

3. Never underestimate the enormous power of word-of-mouth marketing and a well-orchestrated publicity stunt.

The Perfect Subject Line for Emails

2012-12-19T09:00:00.000-05:00

By Patrick Mahan

Every marketer is looking for the perfect email subject line to increase open rates.

Lots of How To articles have been written on the topic. Most recommend writing subject lines that invoke curiosity. Or ask a question. Or speak directly to the reader. Or announce breaking news.

One research study concluded that the most successful subject line of all-time was the phrase: "You are not alone."

But what if we take an entirely different approach?

We spend our time and energy trying to craft creative (and sometimes deceptive) subject lines in an effort to get more people to open our emails.

But here's the thing ... you should be more concerned about the NAME that appears in the "From" line and less concerned about the CONTENT that appears in the "subject" line.

I receive newsletters from several authors that I have come to know, like and trust. When I see their name in the From Line, the Subject Line has little influence on my decision to open their email.

So... as usual, it all comes down to building a reputation for yourself (and/or your company) as someone people know, like and trust. Develop a reputation for delivering content that is personal, timely, relevant and valuable.

When you focus your efforts on becoming someone of value, offering something of value, then you'll discover the "subject line" is the least important part of your email marketing strategy.

Pick Any Two

2012-12-17T09:00:00.000-05:00

By Patrick Mahan

Instant coffee. Instant downloads. High-speed internet. One-hour cleaners. Microwave ovens. Overnight shipping... We live in the Age of Instant Gratification.

Customers want it NOW! They want it better, they want it faster - and unfortunately - they want it cheaper.

And that puts you in a tough spot. How can you deliver higher quality, faster, friendlier service AND slash your price?

You're already bending over backwards for your customers. You're working 60 plus hours a week. And what do you get in return? Insatiable customers who want a lot more for a lot less.

So what's the answer? How do you keep up with increasing customer demands without losing your mind... and your business in the process?

Unfortunately, there's no magic bullet. You can't be all things to all people. You can't make everyone happy, no matter how hard you try. So stop trying. How's that for an answer?!

Now you're probably thinking... "That's great. I'll be out of business in less than a week!"

But stick with me. There's a way to work through this dilemma. And it's all about MANAGING EXPECTATIONS.

You can offer the highest quality, but if you do, then you can't offer the lowest price. Or, you can offer the lowest price, but then you can't offer the highest quality... or the fastest delivery... or provide Ritz-Carlton type service.

The challenge is communicating this to the people who want it all... your customers.

So the solution is managing expectations. What does that mean? It means NOT over-promising. It's means communicating upfront exactly what you can and cannot deliver. It means letting your customers know exactly what to expect from the very beginning. It means positioning yourself clearly in your market.

When you buy jewelry from Wal-Mart, you're not expecting Tiffany-quality. And you're certainly not expecting Tiffany prices. Why? Because Wal-mart manages expectations. They brand themselves as the low price discount seller. You know what to expect when you walk into Wal-mart.

In the same way, when you walk into Tiffany's, you're expecting high prices. But you're also expecting high quality and world-class service (and that fancy, iconic little blue box!). As a result of setting these expectations, customers understand that "haggling" over price isn't an option when buying a diamond ring from Tiffany's.

KNOW YOUR ROLE

In today's competitive marketplace, you have to be an outlier. You have to position yourself clearly in the minds of consumers. Are you the cheapest or the most expensive? Are you focused on selling quality or quantity? Are you relationship-oriented or transaction-oriented?

You really have to move toward one end of the spectrum or the other. If you stand in the middle of the road - trying to be all things to all people - you're going to get run over.

Rather than positioning yourself (or your company) as a jack-of-all trades, it's time to become a master of one. Don't make the mistake of diluting your product or service by adding more and more bells and whistles trying to please a wider range of people. Focus on what you do best. Trim the fat. Price yourself accordingly.

The world wants specialists, not generalists. Think about this... cheap restaurants have tons of items on their menus, but five-star restaurants offer a limited menu. Why? Because they know every item added to the menu dilutes the quality of every other item. So they eliminate the fluff and pour their heart and soul into preparing the dishes they make best. Could you apply this same philosophy to your business?

Bottom line...

You can't be all things to all people. So stop trying. Pick the things you are really good at. Communicate clearly what you can do, can't do and won't do. And manage customers' expectations accordingly from the very beginning.

Put Customers Second?

2012-12-14T09:00:00.000-05:00

By Patrick Mahan

Employees first, customers second. You can build the world's best wagon, but if the horses aren't motivated to pull it, it's useless.

Is it the Mousetrap or the Cheese?

2012-12-13T09:00:00.000-05:00

By Patrick Mahan

Every business wants to build a better mousetrap, but what they really need may simply be a different kind of cheese.

It is in Giving that we Receive

2012-12-12T09:00:00.000-05:00

By Patrick Mahan

This is when businesses start brainstorming how they can EXTRACT more value from their customers in the new year.

But the businesses brainstorming how to create and GIVE more value to their customers are the ones that really get it.

Strategist vs. Chemist

2012-12-10T17:10:00.000-05:00

Sports and business are a lot alike. Some of the best coaches in history were not the best strategist, but rather the best chemist. They knew team chemistry was more important to success than individual talent or even X's and O's. They knew how to get everyone pulling in the same direction toward a common goal.

Unfortunately, most business strategy often neglects team building and focuses more on profits. But profits are like wins, a by-product of great chemistry.

"Synergy comes before strategy." - John Calipari, head coach of the University of Kentucky Wildcats, 2012 NCAA Men's Basketball National Champions

Steve Jobs Best Marketing Advice

2012-11-23T00:21:00.001-05:00

Some of the best marketing advice you'll ever hear in this 7 minute speech by Steve Jobs to Apple employees in 1997.

As he explains, it's not about features and benefits. And it's not about comparing yourself to the competition. It's about discovering your core value—who you are and what you stand for—then communicating that clearly and passionately to your target audience.

Example: Nike sells a commodity. Shoes are boring. But when we think of Nike, we feel something different than a shoe company. Why? Watch the video and find out...

Video link: http://youtu.be/vmG9jzCHtSQ

Who Else Hates Fine Print?

2012-08-20T11:00:00.000-04:00

By Patrick Mahan

"Read the fine print."

Have you ever been told that? It's a line used by businesses that don't love their customers.

Everyone hates fine print. Your customers hate it. And you hate it—when the tables are turned and YOU are the customer. So get rid of it!

Consider reviewing your policies, contracts, procedures, hand books, terms of service, conditions of sale, etc. at least once every year and put yourself in your customers' shoes. Is there is anything that would irritate you if YOU were on the other side of the table? If so, weed it out. Is all that legal jargon really necessary? And (big question) would you actually enforce it? If not, toss it.

The key to earning and retaining customers is making their experience enjoyable and hassle-free.

I got a coupon in the mail recently from a retail store offering 20% off. But the fine print pretty much excluded everything in the store. What's the point? Why bait people with a misleading headline? Sure, you might hook a few fish. But fish don't like to be hooked. And neither do people.

Airlines are notorious for their fine print. You work hard to build up frequent flyer miles, but when you're finally ready to cash them in what happens... black out dates! You should have read the fine print.

The used car salesman promises you the world, but when your car breaks down, the service department says the warranty doesn't cover it. You should have read the fine print.

The opportunity here is for you to remove your fine print and set yourself apart from the competition. If your competitor is notorious for their long list of restrictions, then you should turn their weakness into your biggest strength.

Example: Airline A charges a $25 baggage fee for the first bag, $30 for the second bag (as long as the bag is under 45 pounds. Anything over 45 pounds constitutes a $20 surcharge and a dirty look). Oh... and there will also be a $5 convenience fee. Why? Because we can.

Now, Airline B has an opportunity. They could advertise no hidden fees and—as long as they stand behind their promise—they come out looking like a hero.

And if you're going to offer a money back guarantee... then do it. And don't attach three pages of stipulations and asterisks.

I also got a free movie ticket recently. But when I got to the box office window they said, "Sorry, you can't use this for new releases". So I picked an older movie. Then they said, "Sorry, you can't use this on weekends." I guess I should have read the fine print typed in 3 point font, upside down on the back of the coupon.

I like the slogan of Outback Steakhouse... No Rules, Just right. Too bad more businesses don't follow their lead. But then again... no one every goes to Outback Steakhouse because it's always too crowded.

So when it comes to setting and enforcing your rules, consider acting more like Mayberry's Sheriff Andy Taylor and less like the Gestapo.

I appreciate it when businesses make things simple with no strings attached. Don't you?

When is the last time you reviewed your fine print? Do it today. And make sure you are looking at it from the customers' perspective. And you might want to review the Golden Rule while you're at it.

6 Steps to Turn a Wish into Reality

2012-08-10T08:01:00.000-04:00

By Patrick Mahan
In order to turn your wishes into reality, it's important to understand the evolution of a wish.
Step 1 = WISH
Everything begins with a wish. A thought enters your head such as, “I wish I had a new house.” A wish is an important first step, but a wish is weak.
Step 2 = DESIRE
A wish must evolve into a desire. The stronger the desire, the more likely you are to achieve it. Look at the word desire, de- (meaning from), sire (meaning father). So, in a spiritual sense, a desire comes "from the Father". When a wish pops into your head, believe that it wouldn't have popped into your head unless you had the power to achieve it. To give your wish strength, you must emotionalize it. Emotions provide the fuel to mobilize your wish. Charge it with emotions until it becomes a burning desire, something you crave.
Step 3 = INTENTION
The next stage is Intention. Once you have a burning desire, you must set a clear intention. “I intend to purchase a new house.” An intention is an anticipated outcome. It is a strong declaration. At this stage, you have fully internalized and visualized the accomplishment coming to pass.
Step 4 = CONVICTION
In the courtroom, you need EVIDENCE to get a conviction. It's the same in life. In order to achieve your dreams, you must turn your "weak wishes" into "strong convictions". At this stage, you are firm in your belief. So firm that you carry forward despite what others may say to dissuade you. You'll need strong supporting evidence (past successes, examples from your own life and the lives of others, that this goal is possible to achieve). In 1954, Roger Bannister become the first person EVER to run a mile in under 4 minutes. But then, within a year, 20 more people broke the 4-minute mile barrier. The barrier wasn't physical. Like most things, it was mental. Once Bannister presented "evidence" that it could be done, others were then filled with a conviction that they could do it too. And they did.
Step 5 = INSPIRATION
The final stage in the evolution of a wish—leading to fulfillment—is inspiration. When you reach this stage, your wish has fully matured. Dr. Wayne Dyer said, “Motivation is when you grab hold of an idea and carry it through to the end. But inspiration is when an idea grabs hold of you and carries YOU through to the end.” You must be fully inspired to make your dreams a reality.
Step 6 = FULFILLMENT
This is where you take ownership of your “gift” and most importantly… show gratitude. You'll find the more gratitude you show, the more wishes will be fulfilled.

5 Step Business Plan

2012-08-08T08:30:00.000-04:00

Things don't have to be complicated to be effective.

I've been thinking a lot lately, trying to pinpoint the basic ingredients that make some businesses great. Here's what I came up with—a very basic five step business plan...

1. Employees come first. You can't pull the cart all by yourself. So treat your team members like gold and they'll pull harder for you.

2. Create something (a product or service or idea) that is truly remarkable and wrap it in a story that people can relate to and want to share.

3. Get it into as many hands as possible (give it away at first if you have to).

4. Reward the people who are telling your story. Treat them like royalty and they'll reward you with loyalty.

5. Profits start flowing when loyal customers begin evangelizing for you. Take a big chunk of those profits and re-invest it into improving the Customer Experience.

What do you think? What would you add (or change)?

How to Grow Your Business the Seth Godin Way

2012-08-06T08:30:00.000-04:00

By Patrick Mahan

Seth Godin is a marketing genius. Pick up any one of his best-selling books and it will change the way you think about marketing forever.

I found a video on YouTube, an interview in which Seth talks about how to make your small business indispensable. It is packed full of game-changing tips that will help you take your company to the next level. It's also a great primer if you've never read any of Seth's books, as it gives a brief overview of some of his most important philosophies.

I've included the video at the end of this post so you can watch it for yourself. But first, I'd like to share with you some of the key take-aways from the video.

As Seth explains, the old way of marketing is broken. The old way, "Interruption Marketing", was all about standing on the mountain top and broadcasting your message to the masses and hoping to capture their attention while they were busy doing other things. The theory was: If you yelled at people loud enough and often enough, then you would make enough money to pay for all that yelling.

"[Marketers were] yelling at people who didn't want to hear from them about stuff they didn't want to hear about." - Seth Godin

But today, technology has changed everything. People can screen their phone calls with Caller ID. They can skip television commercials with tools like TIVO. They can block internet pop-up ads. And SPAM filters help keep annoying marketers out of your email inbox.

Yet it seems that the harder consumers try to lock marketers out, the harder marketers try to pick the lock!

Think about how misguided that strategy is... If someone slams the front door in your face, then they're going to be really annoyed when you start knocking on the back door! And that's what a lot of marketers are essentially doing. Trying to beat the system. Trying to invent clever ways to "slip past the doorman".

Well, guess what? People don't like it! They've made that clear. So quit marketing to people in ways they don't like to be marketed to!

Personal, Timely and Relevant

As Seth says, your message must be "personal, timely and relevant." When you craft your message in a way that speaks directly to your prospect (like a one-to-one conversation vs. a public broadcast) and you deliver that message at a relevant time (like a plumber offering a coupon to a new home owner) people will appreciate that. And by giving them something of value, they are much more likely to grant you permission to continue marketing to them—as long as you don't violate their trust (by sending impersonal, poorly timed, irrelevant messages).

So earning permission is crucial. It's the equivalent of being invited into someone's home. And it's the polar opposite of the old, broken down "Interruption Marketing" strategy. You can learn more about this important distinction in Seth's landmark book, Permission Marketing. It will change your entire approach.

So how do you grow your business?

The key, based on Seth Godin's principles, seems to be a three-pronged approach:

Create a remarkable product or service that people like, trust and believe in
Wrap it in a story that is worth telling
Attract a tribe of like-minded individuals that will tell your story, spread the message, and attract more people into the tribe.

Read that list again. (I believe there was a carpenter who used a similar strategy about 2000 years ago with incredible success.)

"If you can lead a tribe, then the marketing will take care of itself." - Seth Godin

The tribe will spread your message for you (as long as you have a message worth spreading ... a story worth telling). It's word-of-mouth marketing at it's best.

"Turn strangers into friends, friends into customers, customers into salespeople." - Seth Godin

Make a Connection

Large businesses can afford to spend millions on mass marketing. Small business don't have that luxury. But they do have a distinct advantage. They're more human. And people like to connect with other people, not a faceless corporation.

Apple has been so successful thanks to the leadership of Steve Jobs. He gave Apple a human face. He created a brand image—a story—that Apple is created "by people, for people." As a result, people can connect with Apple in a way they can't connect with a corporation like IBM.

What about your company? Does it have a human face? Or is it just another impersonal, faceless corporation? Have you ever noticed that at the center of most great companies is a charismatic, highly-visible leader? A face people can connect with?

Tribes Don't Have to be Big to be Effective

"If you have 1000 true fans and those 1000 people are willing to drive across the country to watch you perform and those 1000 people tell their friends, then that's enough to make a big impact." - Seth Godin

How to Create a Tribe

Rule #1 is to be a person. Be authentic. Show off your personality. Tell the truth. Create remarkable products / services that people want. Things they genuinely want because they want them... not because you pushed it on them.

Rule #2 is ... Don't try to be all things to all people. A tribe is a group of like-minded individuals. And tribe members want to feel like they are members of a club. They want to be "insiders". And as Seth says, in order to have insiders, you must have outsiders. That means, you must be willing to say that your product or service isn't for everyone. If you play it safe and try to be all things to all people—and if you don't want to risk alienating anyone—then you'll find yourself standing in the middle of the road. And the middle of the road is where you get run over.

You must go to the edge. Be extreme. Don't be just another bland, vanilla brand that caters to the masses. It's okay if some people HATE your product, as long as a tribe of people LOVE it. And as long as you remain true to that tribe and continue weaving a story that your tribe members will evangelize (not just on your behalf, but on their behalf as well).

Social Media's Role

In the following video, Seth says there is good news and bad news regarding the rise of social media. The bad news is too many marketers are using social media as another way to SPAM people—don't do that! Social Media is not another channel to yell at people. Instead, use the power of social media to build a social network—a gathering place for your tribe.

The Interview

Now feel free to watch this video featuring Seth Godin. This is an interview I found on YouTube posted by BusinessZone.co.uk editor, Dan Martin.

Video link http://youtu.be/3vzuLbaMAF8

Clearly, I'm a big fan of Seth Godin. I've read most of his best-selling books and plan on reading the rest. I hope I've done justice to interpreting his marketing philosophies in this blog post! And I hope you'll find some of this useful.

Are you a fan of Seth Godin? Have you been able to implement any of his strategies into your business plan? I'd love to hear your comments.

Why Nobody Reads The Scarlet Letter

2012-08-03T08:01:00.000-04:00

By Patrick Mahan

I recently read that the CliffsNotes version of the classic novel, The Scarlet Letter, outsells the real version three to one. What does that mean? It means people like shortcuts. The easy way out. The path of least resistance.

Here are a couple of take-aways...

1. If you own a company... make it super easy for customers to do business with you. Eliminate all barriers and friction. Remove the hurdles. Spoon feed them. That might mean filling out the paperwork for them. Removing the old appliances when delivering new ones. Having a real person answering your phones. Coming to them instead of them coming to you. Offering a finance plan. Eliminating the fine print. Offering a money back guarantee. Maybe a free trial period. How about no blackout dates? Do whatever it takes to create a path of least resistance and your customers will gladly follow that path.

2. If you work for a company... become a "shortcut" for your boss. Offer to do the things he does not want to do. Make his life easier. Rather than giving him a 20 page report, distill it down to something that is quick and easy to digest. A CliffsNotes version. When the boss needs something done, he turns to Cliff. Because Cliff gets things done. And he's willing to do things that make his boss's life easier. Be like Cliff.

Now... take a look at your company's processes, policies and procedures. Is there any way you could simplify things for your customers? Are there any rough edges that could be smoothed out?

If you step into your customers' shoes and walk through the entire buying process, chances are you will find a particular area where the road gets bumpy. It may be your check-out line. Or maybe your customer service department. Or maybe a hard to navigate website. Or poorly designed directional signage in your store making it hard for customers to find what they're looking for.

Remember, people don't like to jump through hoops. If any part of the buying process causes your customers frustration—or slows them down in anyway—they will start to look elsewhere. So don't waste their time. Your product may be superior (like the real version of The Scarlet Letter) but in today's world, if a customer can get a similar product or service faster and with less effort, they will choose the easier alternative. Probably three to one.

Dump trucks, Diamonds and Customer Service

2012-08-01T12:12:00.000-04:00

By Patrick Mahan

Once upon a time, I worked for the largest furniture store in Texas. I was young—fresh out of college—and it was the beginning of my career in Sales and Marketing. Selling and delivering furniture wasn't much fun and I realized quickly that it was not something I wanted to spend the rest of my life doing.

But the lessons I learned in that furniture store will last a lifetime. And I owe a big heap of gratitude to the owner of that store, an eccentric businessman known throughout Houston as "Mattress Mack".

I've never met anyone with a mind like Mack. A marketing genius with a flair for wild promotions and an obsession with customer service. His commercials run every two minutes in the Houston area. If Disney built a furniture store, they would model it after this place. He greets customers at the front door. All day. Every day. And he signs autographs!

Inside the store—which is about the size of a Super Walmart—you'll find live monkeys, parrots, Elvis Presley's Cadillac, Jeff Gordon's NASCAR, Princess Diana's diamond neckless ... and of course, lots of furniture.

I could fill an entire blog with the lessons I learned at Gallery Furniture, but I'll just share a few here. Starting with Mack's "Dump Truck Story". I may not tell it exactly as I heard it years ago, but you'll get the idea...

Imagine a dump truck driving down the road. It is filled with gravel. If a tiny rock jumped out of the truck bed and bounced down the street, no one would give it a second thought. No one would even notice. But what if that same dump truck was filled with diamonds. And a diamond jumped out of the truck and bounced down the street? People would dive on top of it! The driver would slam on the brakes and come to a screeching halt. He would fight off all the people and do whatever it took to get that diamond back in the truck.

The lesson here is that most business owners treat their customers like gravel. If one gets away, so be it. There's plenty more where that one came from. But a *real* businessperson, one that cares about his customers, the livelihood of his employees and the survival of his business, will treat each customer like a diamond.

When one jumps ship (because they are disgruntled or just want to get a better price down the road), do whatever it takes to get them back on board. Customers aren't that easy to come by these days. Your competitors are just a click away—and ready to dive on top of that diamond that just bounced out of your truck!

When you treat your customers like royalty, they will reward you with their loyalty.

The moral of this story applies not just to current customers, but prospective customers as well. When someone expresses interest in your product or service, keep them on the hook. Don't let them leave or hang up without trying to capture their email address. This is the best way to stay in touch. They may not be ready to buy today, but if you can stay in front of them (with a newsletter, coupons, promotions, etc), then when the time is right, they'll come back to you.

Just be absolutely certain that you give them something of value. Don't expect them to give you their email address for nothing. You must earn their trust, get their permission—and NEVER abuse it.

A recent example: A new restaurant opened in town. A small, independently owned restaurant that serves beer and buffalo wings. I went there for lunch. It wasn't bad. I ordered my food and left. I walked out the door in the same way that piece of gravel jumped out of the dump truck. There was no effort to make a connection with me. They could have enticed me to give them my email address, or Like them on Facebook, or give me a loyalty card, or maybe a coupon... something to stay connected... but I got nothing. And I noticed the place is now abandoned. They lasted all of about 3 months.

On the flip side, what if they had treated their customers like diamonds? What if they had made a connection with every customer that walked in the door before they bounced away down the street? They could have built an email list and reached out to those people with something of value to get them back in the restaurant. But instead, their profits dwindled, they had no one to reach out to, and the place closed.

Now look at your business. Are you treating your customers like diamonds or gravel?

I'll leave you with a few of my favorite words of wisdom from "Mattress Mack"...

When someone was complaining about doing a job, he said: "Don't tell me about the labor pains, just show me the baby!"

When times get tough: "Never give up! We're gonna fight till hell freezes over, then give them one more round on the ice!"

"Some people see the cup half full, some see it half empty... I see that sumbitch over-flowing!"

"Some of these customers have never been to Gallery Furniture before... treat it like a first date."

"These customers can buy furniture at 100’s of other stores, but only at Gallery will they be treated like Kings and Queens. Treat every customer like they are your last."
"Every week when you get your paycheck realize that’s the customers’ money that allows you to make your car payments and house payments. Take care of the customer and they’ll take care of you."
"Today is gonna be the greatest day in the history of the store because we’ve put ourselves in a position to win and most of all we deserve it. No other furniture store on the planet works as hard as we do to take care of these customers."
"Promises made, promises kept. You break a promise and you’ve lost credibility forever."
“Cut out the complexity. Make everything better, faster, cheaper, simpler."
"The #1 question people want to know is: 'What’s in it for me?'"
"Set apart some time to recharge your batteries. Even the best attack dog in the world can’t be on attack 24 hours a day."
"Imagine that everyone has M.M.F.I. tattooed across their forehead... Make Me Feel Important."
Now here's a P.S. While your mission should be to treat every customer like a diamond, there are certain times when it is okay to "fire" a customer. Mack said, "Run to good customers and run like hell from bad customers." I wrote about that in another blog post: Insatiable, Abusive Customers Need to Be Fired!

Another related post talks about the importance of giving customers a "take-away". That is, something like a gift or souvenir that they can keep. Something that will remind them of you later. Read a great example of that here: A Priceless Marketing Lesson from My 18-month-old Niece.

Save Your Customers from Voice Mail Hell

2012-07-30T08:34:00.000-04:00

By Patrick Mahan

Quick rant...

If you own a business and like having customers, then STOP subjecting them to an automated answering machine. Especially one with a million menu options.

Remember the golden rule? Do Unto Others... I'm sure you hate it when YOU call a business and a machine makes you jump through a hundred hoops before you can talk to a real person. So why would you ever put your customers through this?

EVERYONE hates it. And EVERYONE wants to speak to a real person.

I guess the rationalization is... it saves money. Maybe? Maybe not? Staying in business and GROWING your business is all about creating a remarkable, amazing EXPERIENCE for each and every customer.

"Voice Mail Hell" is NOT a remarkable, amazing experience. It is hell. Especially when you select the wrong menu option and have to start over.

If you think this type of system saves money, then think about this... Your customers (aka the key to your survival) are getting restless. In today's world, competition is more fierce than ever before. And you are one of a million options. Customers can and will leave you if you do ANYTHING to frustrate them or make them feel anything less than the most important person in the world.

You may think you're saving money, but how much is it costing you? Because as soon as your competitor wakes up and pays a little extra to have a real person answer the phone, then your customers will gladly jump ship. And pay a little extra themselves to get real customer service.

If you want to be remarkable and if you want to distinguish yourself from your competitors, then answer your phone.

If you agree with this, then Press 1 for English. Press 2 for Spanish. If you do NOT agree and enjoy automated menus, Press 3. Now enter your account number, followed by the pound key. And then—after wasting 20 minutes of your life—when a real person FINALLY answers the phone... you get to repeat all of this again!

Does your company use an automated answering machine with menus? Please tell me why. I'm genuinely interested.