Bite-The-Apple Time!

     An Amazon 5-star selection book that I wrote (DOCTOR BUSINESS…How To Boost Your Practice And Build Long-Term Relationships, for physicians) presents an example of a dentist who was running an expensive series of totally ineffective newspaper sports section ads headlined: “Yes, now we have mucosal blade inserts!” (Well, at least he used the magic number of seven words you always hear me harp on!)

     When I asked him about the message, he explained that the mucosal blade inserts were mushroom-shaped devices that he surgically implanted in the jaw to anchor dentures more securely than with the use of adhesives. He said patients would have much stronger use of their teeth.

     I redirected his ad into a major senior citizen news publication (at a much lower rate than he had been paying), and revised his ad to say, “Now you can bite an apple again!” My seven words outperformed his seven words by an astronomical amount. In fact, his phones wouldn’t stop ringing. Denture-wearers were lining up to be evaluated for the procedure.

     So, yes, choosing the right audience and the right vehicle to reach that audience is half the battle, so to speak, and simplifying the message to sell the benefit is the other half.

     What are your sales messages saying right now? Are they focused on product features or customer benefits? Are they running in inappropriate print environments or inappropriate broadcast environments? Are you making the best possible use of the Internet? Website(s)? Links? Blog(s)? Emails? Webinars? Podcasts? Social networks? Business networks?

     Did you know that most of these suggested Internet vehicles can be free, and can actually have more impact than pricey traditional advertising approaches? If you’re not at least actively exploring these options, you either have very deep pockets, an influential relative in traditional media sales, no budget, or (hopefully not) you’re invested in growing yourself a reputation for reckless spending!

     If you are exploring all this, but having trouble with the confusion crunch, or with sorting out the high-priced smoke and mirror SEO specialists from the outdated email database suppliers, who are looking to rent you their email lists that include prisoners, newly-born infants and 27,000 dead people… or you’re simply not sure that your message is the best it can be… send me an email Hal@TheWriterWorks.com with “Confusion Crunch” in the subject line. I’ll respond promptly.   

Good Night and God Bless You!  halalpiar     

 # # #

  CLICK ON  Posts RSS Feed FOR YOUR FREE SUBSCRIPTION TO THIS BLOG

    ADD TO THE DAILY GROWING 7-Word Story started 206 days ago (inside a coffin).  Click on the link to the right, or go to “BOOKS” tab at the top of this page, then to the top headline link.

Here, Mr. President:

Take this and run with it!

     Okay, all you government and big-business corporate executives, take this! Everyone except you guys knows that small business is the lifeblood of America, and that small business is the single greatest and most important creator of jobs. For now, we’ll forget about why you don’t know this, and just move forward.

     Here is what we need to straighten out the crooked economic path that you folks all contributed to and nurtured and reinforced. We need to present every American small business (1-20 employees) with a choice of 5 stimulus options. Before you laugh up your respective sleeves, re-read the first paragraph.

Here’s the select-one-only choice that needs to be offered:

1) You choose OPTION A and receive an outright, no-strings-attached grant from the government for $5,000 to be used against pay off of bills over 60 days old from the date of application. I shouldn’t need to spell out all the resultant benefits; just think about it for 30 seconds!  OR…

2) You choose OPTION B and receive a $15,000 payment for $15,000 retail value worth of your products or services, which you deliver to any government agency you choose that can use what you sell, or any charity of your choice if no government agency can use your products or services. Surely you need not think about what this would accomplish.  OR…

3) You choose OPTION C and receive $30,000 in two $15,000 payments, six months apart for creating one new parttime (20-hours/week) job with no benefits, and—using pre-determined criteria—prove the job’s existence and value after twelve months.  OR…

4) You choose OPTION D and receive $70,000 in six equal payments for creating one new fulltime (40-hours/week) job with benefits PLUS one new parttime (20-hours/week) job with no benefits, and—using pre-determined criteria—prove the existence and value of both jobs after twelve months.  OR…

5) You choose NONE of the above, and receive a $10,000 tax credit.

     Oh, but how would this ever be administered? Use the Energy Department which performs next to zero value services at any measurable level. They have enough personnel to oversee and monitor such a program. 

     You don’t like the details of this proposal? Then change them. Do anything you want with them, but do SOMEthing with them. Show small business the respect small business deserves!                                                                                                          

Here, Mr. President,

is the bottom line:

     You want to reverse the economy? You want people to be happier and healthier? You want to see new jobs created? Then stop asking other government employees with no business experience and corporate executives with no realistic sense of business operations how to do it.

(These people are corporate management operations experts; corporate management operations has nothing to do with the kinds of day-to-day small business activities that made this country great and that hold the key to today’s present need for economic recovery!)

     These people haven’t a clue. Their ideas are lethargic and unrealistic, and just plain won’t work because they don’t understand the down-to-earth dynamics of how to dig out of a hole. It takes a shovel and an I-can-do-it attitude.

     In our country, the only people with these tools are entrepreneurs and small business owners. Give them shovels (the 5 options above) and they will dig! All the corporate and government resources in the world will not get down in the trenches and get the job done.

Why? Because you cannot dig out of a hole while sitting

in a tower or the backseat of a limo or private jet.

     We are past the point of pretending. Politics aside for just one minute, if that’s possible, why is it that the people most capable of turning things around are not being given meaningful opportunities to do exactly that?

     If you, Mr. President, are willing to take what is a more-than-reasonable risk and charge small business with the solution, you will be astonished at how many of us will rise to the occasion and get the job done. I hope only that this thinking makes it to your doorstep while there’s still time to act on it.  

Good Night and God Bless You!  halalpiar     

 # # #

  CLICK ON  Posts RSS Feed FOR YOUR FREE SUBSCRIPTION TO THIS BLOG

    ADD TO THE DAILY GROWING 7-Word Story started 205 days ago (inside a coffin).  Click on the link to the right, or go to “BOOKS” tab at the top of this page, then to the top headline link.

As communication continues

to experience convulsively

explosive change, so do the

methodologies we use to sell.

     Playwrite Arthur Miller clearly had something else in mind at the time he wrote and titled his classic Death of a Salesman, but there could never be a more apropos expression for what’s happening today, right this very minute, that is about to forever extinguish the “sales process” as we have known it since the day anyone reading this was born. 

     What, for example, does it suggest to you that even as recent as a year ago, effective sales communication was commonly reported to consist of as much as 87% nonverbal ingredients–gestures, posture, tone of voice, appearance, eye contact, active listening, etc.– and today major companies are talking about the sales process in terms of “digital body language”?

     Except for those salespeople who haven’t caught up (or, on) yet (and you surely know who they are and where they breed), business is at the crossroads of revolutionary change, and savvy salespeople spurred on by the blinding speed of technological advances are quick on the heels of entrepreneurs worldwide in leading the way.

     With entrepreneurial base-camp entrenchments established, salespeople will be muscling their way up the mountainside and serving the rest of society and the business world as the catalysts of change who will ultimately shake our depressed economy back into place. But this will only happen if those engaged in sales careers are able to fully grasp the dynamics of what’s going on around them.

     Entrepreneurs are spirited innovators who start enterprises, and who find the fuel and who get the engines fired up, and who get that initial forward thrust to happen (which is probably the most monumentally difficult and underrated task in all of business), but it is the world’s salespeople who who are responsible for revenues and growth and profits more than any other entity.

     Ah, but therein lies the potential problem. Salespeople who don’t see what’s happening, who don’t jump at the chance to instantly and dramatically shift into higher gear, who think they can keep doing the same old things in the same old ways, will fall by the wayside and die. And there won’t be any mercy rules!

The bottom line for salespeople:

• You must adjust your mindset to become more of a marketer and less of a sales representative.
• You must provide prospects/customers with new buying process experiences that are anchored by product/service/idea and market knowledge.

         You must rely more heavily on proving performance with demonstration and testing and sampling.

• You must increase your focus on benefits and ways of integrating purchases with existing products/services/ideas.
• You must spend more energy sitting on the same side of the prospect/customer’s problem-solving table and working as a partner instead of as a representative.

HIGH TRUST/credibility, proven performance and database marketing are now the three kings of sales! Are you making it happen, or is it happening to you? 

# # #

Good Night and God Bless You! 

Make today a GREAT day for someone!    

VIOLATORS WILL BE TOWED!

     Imagine coming here for a business meeting from a small town in another country. You’re just starting to learn English. Your host picks you up at Newark Airport and–intent on getting you to her office in “The Big Apple”–heads for the New Jersey Turnpike and the Lincoln Tunnel into midtown Manhattan. Great Guggamuggah! Talk about culture shock!

     You’ve struggled with deciphering the difference between driving on the parkway and parking in the driveway. You read signs: “CASH” and “NO CASH.” You get cash at this little booth? No, it must mean you give cash. Then why go to “CASH” and pay if you can go to “NO CASH” and act broke and get by for free?

     “EXIT” or “NO EXIT” or “EXIT ONLY” present intriguing options. Then, just to screw up your brain, is “LAST EXIT BEFORE TOLL” (so why not take it to avoid having to choose between “CASH” and “NO CASH”?). Aah, then there’s the whole question about whether “U TURN” or “NO U TURN” that’s just past the “CASH” “NO CASH.” 

     I mean, why would U turn and have to pay again and why would U not be allowed to turn (especially if U needed to re-turn to the little booth to use the bathroom or something)? And wouldn’t your curiosity be aroused in 90-degree July weather about “BRIDGE FREEZES BEFORE ROADWAY”?

     This doesn’t even compare to the questions the signs raise about your head.

     Uh, “CURVES AHEAD” and “STOP AHEAD” are puzzling, but you start to wonder about what kinds of animalistic creatures would urge you to “BRAKE AHEAD.” Then you see “JUGHANDLE AHEAD”…whew! And the radio blames traffic on “RUBBERNECKERS”???

     Standing still next to the “KEEP MOVING” sign in the middle of the tunnel, your host tells you how many hundred feet you are under the Hudson River and then notes how old the tunnel is and that it periodically springs a leak or two but that you’d probably only have to be there awhile. YUGZOWIE!

     So you finally get to the office. The 35th floor reception room with 4-inch thick buzzer entry glass doors next to the elevator has 6 plastic potted palms complete with strategically located yellowing leaves, a plastic-looking gum-chewing receptionist with spike heels, a 6-inch skirt and a plastic tube and a half’s worth of lipstick plastered between her nose and her chin.

     The coffee table sports three ragged copies of PEOPLE magazine from 1997, a National Geographic with the cover missing, and a few odd pages (aren’t they all?) of last week’s New York Times. The carpet has a large stain that resembles a Law & Order murder scene without chalk lines.

     There are dozens of moving black things breeding in the overhead fluorescents. Something piped out of ceiling speakers that resembles music is playing under the static. The coffee maker in the corner looks and smells like it’s been cooking for two days.

     Are you ready for your return flight yet?

     The business road to reception is filled with stuff we all take for granted. We’re used to rushing through this crummy airport route filled with confusion and traffic congestion. We’re used to rushing into office buildings and through disgusting and completely inhospitable reception areas every day without ever stopping to take inventory of what it must look like to a first time visitor.

     We KNOW there are no second first impressions, but we get ourselves in the mindset of thinking no one notices or cares about these things. They do and they do!

     When you take a customer, client, patient, prospect, associate, vendor, employee, friend or relative into your community and work environment , be sensitive to what that person is experiencing (especially someone from out of town!) and take the trouble to clean up the act before that individual’s arrival. Please note the word “before.” Thank you.   

# # #

Your FREE subscription: Posts RSS Feed

Hal@Businessworks.US or 302.933.0116

 “The price of freedom is eternal vigilance!” [Thomas Jefferson]

Thanks for visiting. Go for your goals. God Bless You.

Make today a GREAT day for someone!

 Networking Is Selling.

Belt-tightening times require business, organization and professional practice people to get more done with less. But you already know that. Let’s zero in on something you don’t know (or have thus far chosen to not admit by owning up to the fact that…

No matter what your job is–whether you work with a church, a healthcare facility, a bank, the government, an educational or nonprofit institution, a trucking company, a restaurant, professional sports team, senior housing development–no matter WHAT your job is: YOU ARE IN SALES!

Got that? Okay. Next:

The secret of sales, marketing, advertising and public relations news releases and events is embodied in the acronym AIDAS, which stands for attract ATTENTION, create INTEREST, stimulate DESIRE, bring about ACTION and ensure SATISFACTION. 

[Hey, you’re doing fine out there, all you doctors and plumbers and camp directors and computer techies, chicken pluckers and grocery store checkers. Stay with this another minute.]

In years past, traditional salespeople who are out selling for a living have usually had the luxury of field houses full of expensive support tools and programs designed to drive prospects to their feet. You’ll find these eyeball-to-eyeball presenters hovering about abundantly in retail settings and trade and professional shows.

You’ll also find that these same folks are discovering with almost the same swiftness and embarrassed sense of loss one might experience with suddenly having his or her pants pulled down, that businesses and organizations are now and have been rapidly withdrawing budget support for advertising,  promotion and merchandising.

Therefore (Aha!) ingenuity must rise for salespeople to survive. And where do they turn? To networking of course, to the very most commonly understood and used sales promotional vehicle that all the non-salespeople have been using to sell themselves and their services and ideas for centuries . . .

Networking. Networking is a fancy term for meeting and greeting and staying in touch and asking for referrals. But guess what? If you don’t apply the AIDAS acronym to your networking efforts, even as a floor sweeper, you’re not likely to survive the mainstream media’s economic rumor mongering that’s sucking the life out of our families, friends, neighbors, and communities.

     So, before you go on stage each day, clean up your act, pull back your shoulders, take a deep breath, tell your mirror image that you are the greatest performer in the job that you do, that ever lived, and that you are going to sail through the day making good things happen at every turn.

     Then recite to yourself that you will attract ATTENTION, create INTEREST, stimulate DESIRE, bring about ACTION, and ensure SATISFACTION with every task and every person you encounter. Do that and you’ve got my 100% money-back guarantee (oh, right, this was all free!) that you will astound yourself. You WILL astound yourself! And that’s a good thing. 

                                             

# # #

Your FREE subscription: Posts RSS Feed

Hal@Businessworks.US

“The price of freedom is eternal vigilance!” [Thomas Jefferson]

Thanks for visiting. Go for your goals. God Bless You.

Make today a GREAT day for someone! 

SPIT: Rarely the object of

attention in a tender love story

     If we laugh out loud the first time we see a child’s bib block lettering proclaim “SPIT HAPPENS,” it may be because those of us with little kids in our lives know it does.  Or perhaps the humor surfaces as our minds flash unwittingly to the bumper stickers (with the adult version of the saying) and know instinctively for it to be true grit more often than not.  Isn’t it, after all, simply the unsophisticated, Americanized version of C’est La Vié?

     Spit.  We do it in disgust.  We do it in relief.  We watch baseball players do it on TV 14,397 times every game.  Boxers have their own buckets.  Spit conjures up thoughts of adrenaline, mucus, repulsion and sinusitis.  Sometimes we miss the spittoon, the gutter, the car window (yucht!) and end up with it on our sleeves, the fronts of our shirts, the tops of our shoes, rivuleting uncontrollably down our cleavages or hunkering down somewhere deep inside the thickest of our beards.

     Spit is swapped and mopped, and comes in all shapes and colors and levels of viscosity (yucht again!).  Then there’s the specialized version of spit we all know as flem.  Flem—having once been front and center in the embryonic form of a booger that got sniffed back—usually originates as a kind of loose stalagtite structure hanging mercilessly from the back recesses of the nasal passages. 

     Flem can be lumpy, smooth, or intricately woven into kiwi and mustard colored strands, occasionally available in nasty deep brown globs.  The thickest and most projectile-worthy of these is probably preceded by a throat ravaging clearance effort that sounds like a lot of little haagggt, haagggt, haagggt noises—or one death-rattling H-A-A-A-A-A-G-G-G-G-G-G-G-G-G-G-T !!!

     Tough guys spit from atop their horses, tanks, and tractors.  Adolescent boys (and some adolescent-minded men!) will dry themselves up by having distance and closest-to-the-wall contests.  But many of the winners move onward and upward to the higher challenge of launching their spittle from rooftops, movie balconies, and prime bridge locations over passing cars, boats, and trains … and unwary pedestrians.  Tomboys and other masculine females use it to draw their lines in the sand, and don’t dare step past the bubbly little puddle!

Anyway, one thing’s certain: spit has rarely been the object of attention in a tender love story. Until now. 

Stay on this site and just click here for (in the words of the immortal Paul Harvey) the rest of the story (just a few very short paragraphs!) :

http://halalpiar.com/?page_id=30  

Good Night and God Bless You!  halalpiar     

 # # #

  CLICK ON  Posts RSS Feed FOR YOUR FREE SUBSCRIPTION TO THIS BLOG

    ADD TO THE DAILY GROWING 7-Word Story started 192 days ago (inside a coffin).  Click on the link to the right, or go to “BOOKS” tab at the top of this page, then to the top headline link.

What’s blocking

your success

right this minute is

INSIDE YOUR HEAD!

     Ellen Degeneres says she wants a million Twitter followers. Good for her! That’s her goal. She believes in and sets and has consistently achieved her goals. That should have absolutely nothing to do with you except to set the stage for inspiring you to set and achieve YOUR own goals.

     Remember to make sure your goals are realistic, specific, flexible and have a due-date. Without all four criteria, you have only a wishlist!

     Pay attention to Ellen. You don’t have to like her (I do) or like her politics (I don’t) but she is teaching us all some important life lessons that we never got in school. When you believe in yourself and in your ability to achieve what you want in life, you will achieve it.

     There are skazillions of great motivational and inspirational sayings out there, and –by the way– you need only watch Twitter updates for about 10 minutes to see hundreds of these being tossed out like grass seed. There is no shortfall of resources or words of wisdom.

     The shortfall that is blocking your success right this minute is INSIDE YOUR HEAD! Either directly or indirectly, you are doing something to prevent yourself from making the things happen that you need to make happen in order to reach the point where you consider yourself to be a success.

     If you REALLY concentrate on this, you should be able to figure it out and step over the roadblock. If you simply can’t come up with what and where that roadblock is, get a professional to help you. What that means is a professional shrink, psychologist, psychotherapist, Gestalt therapist, reality therapist, counselor, tutor, traditional physician, nontraditional healthcare professional, lawyer, accountant, investment specialist, personal and professional growth group facilitator, etc.

     If you can’t get or afford professional help, start up or join a group dedicated to serve as a sounding board for business leaders. I ran one of these for years, meeting regularly on Sunday evenings for awhile, just business owners interested in giving and getting ideas and input to/from other business owners.

     Meet. Find one person who can facilitate discussion and buy her or him coffee. Recruit one other person to be the organizer, to get attendance at the meetings, circulate agendas, and publish master contact lists for everyone. It’s that simple. Try it.

     Make it like Twitter LIVE. Just by trying, you will be moving yourself and your business ambitions forward. Stay open-minded, and see what you can learn from others who are experiencing similar dynamics. If it’s not working, call me 302.933.0116. I’ll help you get on a roll.  

# # #

FREE blog subscription: Posts RSS Feed

Hal@Businessworks.US 302.933.0116

Open Minds Open Doors

Many thanks for your visit and God Bless You.

Make today a GREAT day for someone!

Twitter Is What It Is. Period.

     Hardly a day passes anymore when I don’t hear some business or professional practice owner or operator or manager, or an entrepreneur talk nervously about “not getting the Twitter thing.”

     Usually, the fearful comments end with some justification for not dipping a toe in the water by cavalierly tossing off a laundry list of non-business-related “Tweets” that they saw or heard about. Twitter won’t have any value to you if you start out seeking for it to BE something.

     Twitter is what it is. While there appear to be some basic Twitter Etiquette guidelines, they seem to me to only be for the benefit of those who want them. And many Twitter users simply don’t care what those folks want. Other than for legal purposes, and in abiding with contractual agreements, there is no right or wrong Twitter use. The medium is free to flow as those who use it choose for it to flow for themselves.

     So, unlike any other media, Twitter has a mind all its own and those who work and play with it find it far exceeds what most people would probably define as a “social” vehicle. It is both one-way and two-way (and actually a multiple-way) form of communication.

     Many believe the whole purpose of Twitter is to acquire and constantly add as many “followers” as humanly possible so that every statement they make will be seen by 88 skillion people that they’ve attracted. Many others could care less about massive followings and are looking instead for people with similar interests. And so it goes on and on, varying according to human nature and whimsy.

     Twitter participants can be categorized (some steady and ongoing, and others changing with the wind) as sometimes or all the time or alternatingly or multiplicitingly fitting what we might characterize, in no particular order, as:

Parent~~Adult~~Child~~Crusader~~Politico~~Professor~~

Preacher~~Motivator~~Problem-Maker~~Problem-Presenter

~~Problem-Solver~~Popularity Contestant~~ Control Freak

~~Bitch~~Networker~~Tree-Hugger~~Active Adventurer~~

Business Promoter~~Teeny Bopper~~Flake~~Peacenik-Hippie (yeah, still a few of these around)

~~Animal Lover~~Mystic~~Goofball~~Irate Egotist~~Joker

~~Gay Pride Activist~~Black Rights Activist~~Womens

Rights Activist~~News Reporter~~Rhymer~~Dear Abby

~~Counselor~~Advisor~~Consultant~~Game Player~~

Headline Writer~~Cartoonist~~Recruiter~~ Solicitor~~

Salesperson~~Shrink~~Sports Fanatic~~Political Fanatic

~~Religious Fanatic~~ADD YOUR OWN 80 OR 90 MORE

TO THIS LIST!

     The point is that if you have a business or professional practice and the above cluster of characters have scared you away from making good solid business use of this social media phenomenon, you are not thinking like a true entrepreneur.

     You need to try it before deciding it’s not for you. Isn’t that what you would do with anything else? Don’t choose to feel intimidated by Twitter just because you don’t get it. It’s really quite simple. And, in fact, as I noted many months ago, it forces you to strengthen two major communication tools: Conciseness and Persuasion, plus it requires high level focus on the “here-and-now” present moment, which is also a critically strong business building block.

     There is no rule about having to get addicted to Twitter, though many apparently are (and even brag about it)! You can plug and promote business and professional practice ideas, products and services in a way that gets response– in just 10-15 minutes a day! (Yes, I’ll tell you how for free if you call me: 302.933.0116)

 # # #

  FREE blog subscription: Posts RSS Feed

  Hal@Businessworks.US   302.933.0116

  Open Minds Open Doors 

   Thanks for your visit and God Bless You.

  Make today a GREAT day for someone!

Happy St. Patrick‘s Day!

What happens for you on this day every year? Do you get up and put on green clothes? Pig out on corned beef and cabbage? (This “traditional” meal is an Americanism, by the way. Like pizza not coming from Italy, the Irish eat spareribs and sauerkraut on St. Patrick’s Day!)

     Maybe you eat green bagels (ah, many of these in New York, but positively not an Irish thing!) Can you even find a florist with any green carnations left? Do you get smashed on green beer and end up with a hangover on March 18th?

Or is today just a day like any other?

     Y’know what? I think that if you think this day is just like any other, you have a problem needs fixin’ because what you’re really saying is that everyday is just like every other one, that nothing much changes and that nothing much is special, except maybe Fridays at 5pm and your birthday, right?

     Well, hopefully this isn’t you we’re talking about, but maybe you know someone who fits that description? And if you do, maybe wish her or him Happy Birthday more often!

     The secret of a prosperous business is to practice the secret of a prosperous life. The trouble is that practically no people get this until they achieve AARP status. The secret, after all, of a prosperous life only comes with the hindsight and wisdom of age and the kinds of genuine appreciation and gratefulness that only come from deep, deep inside.

     To me, it’s a lot like learning the positive and productive life changes that come from discovering the simplicity, value, consciousness and energy flow that come from deep breathing.

~~~~~~~~~~~~

Click this link for a free, 60-second, 4-step “how to” that can change your life. No sales pitch. No gimmicks. Just a valuable “how to” that you’re likely to wish you’d learned long ago!       

~~~~~~~~~~~~

     What can we do to come to realizations like this sooner in life? Maybe nothing. Maybe we just need to be grateful to have finally grabbed the brass ring (whoops! showing my merry-go-round age again!). and we should just take it and run!

     Well, breathing and running can get us nowhere if we’re living on a treadmill and afraid to step off. Breathing and running won’t take us where we want to go if we don’t believe in ourselves. and believe that we have the ability to get there, wherever “there” is for each of us.      

The point is that EVERY day –St. Patrick’s Day and the day after St. Patrick’s Day included— is a new opportunity to be the best that we can be, to do the best that we can do!

It’s a new opportunity to move another step closer to the “there” that we want to get to, the “difference” we want to make.

     Making your life happen the way that you want it to happen is 100% in your mind. It is your CHOICE! When you find your brain falling out and weakening and upset feelings coming in, STOP! Take a deep breath, focus your mind on where you are and what you want and start going there.

     Dump the upset baggage and go forward. Make today and tomorrow and the next day, and the next, EACH the special day that you deserve to have. Choose it! Use it! STOP with the excuses! Do it!

God Bless You and

Happy St. Patrick’s Day

EVERY DAY! 

 # # #

Make today a GREAT day for someone! 

Aloha Hal!

What better way can I say thank you for such an earnest and thoughtful response to my 3/11/09 blog post criticizing the U.S. Postal Service, than to reproduce the complete (as received, with no editing) comment… and extend my heartfelt appreciation to Postmaster Tom McCarthy? THANK YOU, TOM!

(Special thanks too to my good friend Judy Vorfeld for facilitating this exchange.)

Oh, if only our government could practice this kind of give and take which helps achieve both improved productivity and improved customer relations!    

Well, It’s good to see we have customers who care enough about the Postal Service to offer their ideas on how we can become better. [RESPONSE AND REFERENCE IS TO 3/11/09 BLOG POST BELOW, OR IN MAR ’09 ARCHIVES ON THIS SITE]

Here’s my spin—point by point.

1. Wasting time and money on surveys? Totally agree. We spend an enormous amount of money on surveys. However, the real problem is that we do not act on customers’ comments, or for that matter, lack of comments. For example: We have a Voice of the Employee survey that goes to each of our 650,000 employees every year. Although employees are paid on the clock to take the survey, I believe our response rate has never gone over 72%. Non-response says a lot.
2. Because most district managers have little-to-no background in sales and marketing, they fail to realize the other side of the budget equation—revenue generation. Most managers were promoted because of their ability to cut workhours. They really haven’t a clue about sales and marketing. Fortunately that mind-set changing. But we are so far behind that it’s going to be hard to catch up.
3. I’m not exactly sure what you are referring to about bad products. There are some products that not very popular, and the Postal Service is constantly evaluating them. Some customers feel we shouldn’t sell retail merchandise, that it’s a waste of time, and we should concentrate on selling stamps. But in 2007, Official Licensed Retail Products generated over $70 million. However, I will agree that often we fail to take innovation to completion.
4. I don’t know any FedX or UPS driver that has the time to market and sell. They constantly under the microscope. FedX even has wireless video tracking their drivers and making sure they are under a strict time schedule. A few years ago the Postal Service initiated Carrier Connect, Business Connect and Carrier Pickup. These programs encourage city and rural carriers notice what businesses use our competitors and then forward those leads to our Business Development Team, who will then contact customers to sell our products and services. A few years ago the Postal Service created the Postal Ambassador program. In each of our 80 districts across the nation, a select team of city carriers, clerks, and postmasters were sent to Chicago for intensive training in media, marketing and sales. I was fortunate to be selected as the Hawaii district Postmaster Postal Ambassador. The idea was to have districts take advantage of Postal Ambassadors to market and sell products and services to businesses, train clerks, and act as a public relations person for the media. But as you stated in #3, we failed to take it to completion and as a result, the program fizzled, mostly due to managers who could only see value in cutting costs.
5. Email delivery service sounds something like a service we offered years ago with fax. A customer could fax a letter to a post office, and then the letter would be placed in the customer’s mailbox. It didn’t do well, so the service got axed. But I certainly would like to hear your idea.
6. Social media is powerful but I can tell you this: Most postmasters are fried by the end of the day. We are micromanaged to the tenth degree. There is little room for innovation or creativity, and many must endure 2, 3, and 4 hour telecoms that are unbearable.
7. Customer service training is where we really fail. We desperately need sales training. But the powers that be see it as a huge expenditure. We actually have a number of web-based training, but for the most part, I feel they are useless. There is nothing that compares to real-life class situation with interaction and Q & As.
8. PO box in every box? Hmmmm do we charge double???
9. Recruiting community groups to garden and landscape sounds great until the lawyers look at liability issues that come with it—not to mention contract issues with employee unions. However, here in Hawaii we have had a post office on Kauai have a grammar school paint a beautiful mural on the post wall. But we needed all sorts of approval from higher sources.
10. I’m all with you on community events. It is one of the best ways to network and connect with customers. And here in Hawaii we do those type or activities. Many postmasters across the nation are involved in community events such as the American Cancer Society’s Relay for Life, Marrow Donor program, and many, many other events, including community fairs, parades, and business expos. I personally have manned marketing booths at conventions, Kona coffee festivals, Ironman World Triathlon Championship in Kona, and given workshops to coffee and mac nut farmers here on the Big Island of Hawaii. I know of many other postmasters who do similar kinds of sales and marketing in their communities.
11. Most of us would love to sell advertising space—especially on postage stamps, but we are regulated by the Postal Rate Commission, Postal Board of Governors, Congress, and some very limiting laws—lobbied no less by our competitors.
12. Same as above.
13. Every office should have some type of table for customers to rest their heavy parcels on. If your office doesn’t have one, I suggest you request the postmaster to install one. Tell your post office that if they can’t afford one, you’ll go to the competition—if nothing happens, write to the district manager. .
14. Music? Don’t you love hearing the clerks singing their song: Is there anything fragile, liquid, or perishable? Would you like to send it Express? Would you like insurance or delivery confirmation? etc, etc. Did you know that some offices have a television set to keep customers mind off the wait time in line. Many offices do have music but I’ve experienced situations where the customer complained about the music. Maybe we should hand out iPods while waiting in line to listen to your preferred music?
15. Our goal is to make it a positive experience. That’s why we hire Mystery shoppers and put a huge amount of pressure on offices who do not achieved the 5 minute wait time in line goal. There are all sorts of other things that an office is evaluated on, too.
16. A little note slipped into a mail box? I’ll tell you a story. One of my carriers had slipped a letter into a customer’s mailbox and the customer complained because there was no postage stamp on it. They said we were violating our own law—that anything in a mailbox must have postage on it. Strange but true. However, we have many carriers who very much care about their customers. I had a rural carrier who would deliver mail to one of her customers, and then after work go shopping for groceries for her, because the customer was elderly and could not drive or go outside. If you only knew the good and heartwarming stories, you’re thoughts would surely change.
17. Barter? That could become dangerous. Besides, we’ve got rules and regulations regulated by red tape regulators.
18. We do direct mail training workshops. You can also go online to our website and practically get a masters degree in mailing. We also have a small business development team in each district. Ask your postmaster for more information or go on usps.com website and search for direct mail….coffee not included.
19. We have over 7 million customers visiting our retail outlets every day. That’s real-time blog. And if you consider we have something in the neighborhood of a million hits a day on our usps.com website, that would be one big blog.
20. USPS.com has the whole spiel. If you want more information, ask your postmaster to give you the phone number for the business development team in their district. They’d be more than happy to help.
21. We have publications with direct mail information, rates, and tips on how to use direct mail to grow your business. I regularly order these pamphlets and place them in our business customers’ mailboxes.
22. For years Congress and postal laws had our hands tied. We could not give discounts. Fortunately, a few years ago, congress passed the Postal Reform bill. We now have more freedom to offer discounts and make special deals. Unfortunately, we are not moving fast enough.
23. This could possibly be under consideration. We do offer discounts for business customers who prepare their mail properly and comply with automation requirements.

Well, there it is. And I agree. It would be a terrible waste of assets, resources, and some super-nice people if we don’t listen to our customers and become better at what we do.

Thanks again for your thoughts.
Tom McCarthy tmpm@mac.com
Postmaster
Holualoa HI 96725

                                                                              # # #

  CLICK ON  Posts RSS Feed FOR YOUR FREE SUBSCRIPTION TO THIS BLOG

    ADD TO THE DAILY GROWING 7-Word Story started 183 days ago (inside a coffin).  Click on the link to the right, or go to “BOOKS” tab at the top of this page, then to the top headline link.