“Customer service begins

after the sale is made!”

–IBM, the early days

Is it just me? I hate the put-stuff-together, 46-fold-road-map-style directions printed in fading gray ink on tissue paper (but in 27 languages!) for products I purchase. Like the Christmas toys that even your child can assemble that kept you up half the night, HO! HO! HO!

And then there are those great power tools from Mexico with instructions that challenge your English-Spanish pocket dictionary left over from trying to deal with the landscapers last summer, when you offered them –por favor– a bowl of eyeballs instead of ice cubes.

You got the tools for putting together that great “Early American” furniture set from China, with instructions in broken English and diagrams to match? Oh, and only 89 of the 92 parts?

Or how about those “E-Z Steps” that accompany the new services you signed up for? You know, the “techy” ones with 11 disclaimer paragraphs of .4 type that protectively entomb a microscopic 800 phone number to call for further information about account activation?

Right! It’s that number you’re allowed to call between 9am and 11am or 2pm to 4pm, Pakistani time. Yup, the same one included in the box of Mexican power tools and Chinese-American furniture, that by now you’ve learned to not mind being left on hold for 45 minutes for the privilege of finally connecting with a non-English-speaking, unintelligible “counselor.” 

Of course by this time, you full well know where you’re going to plug the thing in, and what your plans are for the new drill and saw set as soon as you can Google the counselor’s phone number to get a street address and take the next flight out.

I’m not being multi-cultural-diversity friendly, you say?

Sorry, I don’t think it should have to be a huge time-wasting political struggle just to be a customer… a paying customer no less!”

Don’t underestimate the sales power of product and service directions. You need to exercise at least as much care in thinking through and writing (and printing) instruction information as you do for your marketing, advertising, promotion, and sales materials.

A well-written business plan might help you wrangle some financial backing, and some super website content and marketing materials might help you drive customer traffic to your products and services, but customer service (the real thing) starts the minute a customer settles in to figure out how to best use and care for your products and services.

Customer service doesn’t mean you smile and handshake and backpat people through the orientation period that needs to frollow every purchase. (Why do assembly and activation instructions have to be more complicated than frozen food package directions?)

Whatever credibility, integrity and branding value you may have worked hard and spent much to achieve will go out the window in a heartbeat when your customer spreads out the paperwork and finds small-type loopholes in the warranty, a missing or damaged part, no clear diagrams or explanations, stickers that don’t come off…

Make it hard for customers to not be thrilled!

If manufacturers or suppliers aren’t doing their jobs, don’t represent them, OR do their jobs for them because–in the end–your customers are your customers who will boost your repeat sales numbers when you boost your attention to after-sale details, like directions.

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Hal@BUSINESSWORKS.US 

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

Make today a GREAT day for someone! 

Bosom-Bumping,

Chest-Thumping Websites

     Is your businessthe greatest thing since sliced bread and bottled beer? Do you consistently remind your customers and prospects that you and your business are the best there is and that your competitors should just fold up their tents, throw in the towel, take their footballs and go home to sit on the couch and eat bon-bons while they watch global warming creep in?

     Nah, you might say. Whaddayathink, I’m some kinda whack job? you might ask. I play it low-key with customers and competitors, you offer timidly, because, says you, your website does all that rowdy outta-control stuff!

     Well, if your website is bumping bosoms and thumping chests, it is BIG-time out of step with reality. Websites are NOT 24/7 TV commercials!

     Websites are your only round-the-clock opportunities to be engaging and deliver consistent sales messages, to stimulate 2-way interactive exchanges of information without prejudices or emotions getting in the way, without shooting yourself in the foot.

     Done right, your website gives you a dimension of control that’s not possible in personal selling. No, it comes nowhere near replacing personal selling, but it absolutely does enhance and accentuate the sales function in every industry on Earth if it has the right ingredients, especially (says all the research) great copy/text/writing/words.

     And if it does have the right ingredients, you need only to attract attention to it and generate visitor traffic (a task generally best left to Internet marketing specialists).

Here’s what your website should do: Educate, entertain, create interest, stimulate desire, bring about action, generate sales inquiries and leads, and promote increased awareness of how great you are not by saying it, but by demonstrating the benefits your products and services provide … not the features, the benefits!

     Does it matter that you’re a nonprofit organization or government agency? Of course not. It doesn’t make any difference if you’re the fading-off-into-the-sunset US Postal Service, the local community college, a church or service dogs organization. People buy benefits.

     Use your website to sell benefits. Do it serious or do it with humor, but do it by helping the customer solve a problem or address a need, not by bumping bosoms or thumping chests or telling everyone how great you are.

     Because when it comes to sales, except for maybe your mother, nobody really cares how great you are. And, in the end, integrity speaks for itself.   

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 LOOKING FOR LEADERSHIP? See Hal’s Guest Blog Post at TBD Consulting’s Jonena Relth’s HIGHLY-RECOMMENDED site http://bit.ly/XhN1h

 WONDERING WHEN NO is Better Than MAYBE? See Hal’s Guest Blog Post in BonMot Communications’ Angelique Rewer’s FREE HIGHLY-RECOMMENDED e-zine www.thecorporatecommunicator.net 

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“Leadership is not

just telling people

what you want…it

is getting people to 

do what you need 

them to do.”

– JON ALTERMAN, Senior Fellow,

Center for Strategic & International Studies

     There’s a classic leadership-style story about (pre-US President) General Dwight David (“I Like Ike”) Eisenhower on the battlefield during WWII, when he was addressing his team of officers at a makeshift table with a piece of string.

     He first pushed the string across the table with thumb and forefinger and demonstrated the end result being a tangle. Next he took the end of the string between the same two fingers and shook it a bit before gently pulling it, demonstrating the straight-line formation of the string…and made his point clearly that troops who were pulled by their leader from the front would outperform those whom the leader pushed from behind.

Are YOU 

p~u~l~l~i~n~g  

or   P U S H I N G ?

     Because you own or manage a business or part of one, you are responsible for motivating your troops. You set the example. If you are pushing people, others below you are pushing people. Pushed people get resentful, uncooperative and disruptive.

     People who exhibit these attitudes will cost you untold amounts of money, time and effort. In fact, such behaviors have been known to cause and lose wars. Surely, they will lose your customers.

     If you are always the first to step up to the frontlines and then pull others along, you will inevitably gain and retain the respect and loyalty of those below you. They will believe in you, trust you and follow you. They will be more productive more often.

     This thinking and approach is as critical for government as it is for multinational and Fortune 100 corporations, even Mom & Pop stores and your own family! Every organization can gain from Eisenhower-style leadership.

     In fact, small and mid-sized companies are places to ignite the kinds of larger, global applications that will eventually revitalize and bolster world economy. Managers in giant corporations who lead by pulling, succeed at cultivating more entrepreneurial, innovative solutions to chronic problems. 

     It matters not that you sell pizza, luxury automobiles, chickens, well-drilling, website designs, media advertising, crabs, healthcare services, insurance, pickles, legal services, clothing, real estate, or microchips…you will be more successful “getting people to do what you need them to do” by pulling instead of pushing.

     What does matter is that you keep working every single day at making your leadership style better because the solidity of your customer base is only as good as the day-to-day performance of those who work for, with and around you.

     Your people’s performance is only as good as the constant attention you give to the kind of leadership you provide. We are living in a low-trust business climate. Raise the bar!

     Remember that “integrity” is doing the right thing even when no one else is looking. Your integrity is your brand and people buy the benefits they believe are attached to your brand. It all starts and ends with how effectively you motivate others…

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Kiss Staff Infections Bye-Bye!

     By now, all of us know, or have heard (or we believe instinctively) that the majority of hospital deaths are the result of complications compounded or initiated by staph infections. These can be traced back to caregiver professionals and support staff not properly and frequently enough washing their hands. 

     Who woulda thunk it?  Such a simple thing.

     Well, not only is it true, but I believe it’s even truer (though never researched) in business.  It’s no secret that the majority of business failures, corrupted products and ineffective misguided staffs and services come from poor management. 

     Management (even when it’s more task than people-oriented) is all about interfacing, interacting, and encountering.  It’s about keeping a clear and receptive mindset.  Open doors open minds! SO WASH YOUR HANDS!  

     Now I’m not talking about hot water, soap, scrubbing and towel drying.  I’m talking about:

1. Closing your eyes for just 10 seconds (perhaps 5 if you’re telemarketing, and not at all if you’re driving!) before and after every customer/employee/vendor/investor encounter,
2. Taking a deep breath http://bit.ly/Bb1Tw (to focus and maintain blood pressure) and
3. Mentally (imagining yourself) washing your hands, like a doctor between examinations. 

     For many who try or maintain this practice, it helps to go through a 2-3 second physical action of briskly rubbing your hands together.  The action sends a reinforcing mental message to your brain.

     Do it before and after EVERY meeting, conference, phone call, email, letter, overnight delivery, and text message exchange, you are after all being a doctor, aren’t you? 

     You ARE examining, aren’t you? 

     You ARE listening, exploring, considering, assessing, recommending, deciding, weighing, evaluating, checking and re-checking, sizing up, assuring and reassuring, projecting, planning, strategizing, and predicting, aren’t you?

     And what happens to your brain when you’re on the fly and go straight from one encounter to another without –it sometimes seems– even breathing?  Go on, answer this last question.  I’ll wait.  Okay, and how does that stress translate to your body? 

     Headaches, backaches, toothaches, stiff neck, upset stomach, constipation, diarrhea, short temper, edginess, leg cramps, burning eyes, skin rash, urinary infection, or worse — cancer, heart problems?  Bottom line: is it worth it? 

     TRY THIS 10-SECOND APPROACH for just one week –January, 2010, is a perfect test period.  Try it and see what happens. 

     Here’s what you’ll get:  IF you’re honest with yourself and IF you actually follow the prescription, you will be more tuned in to each person you communicate with; you will be noticeably more productive; you will GUARANTEED feel better – mentally, physically, and emotionally; you will more positively affect others around you. 

     Put “WASH YOUR HANDS” reminder notes on a sign over your desk, stuck to your phone and computer screen.  Ask a co-worker, friend or associate to ask you: “Did you wash your hands?” before and after you turn a doorknob, before and after you lift and replace your phone, start or end your meeting . . . improvise here; just keep making the effort. 

     You will, I promise, astound yourself! 

More on 2010 “LEADERSHIP”? Come visit me and comment on my Guest Blog post at TBD Consulting’s Jonena Relth’s site http://bit.ly/XhN1h

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“We cannot afford another

year like last year, and survive!”

                                                                                                             –A farmer, a doctor, and two retailers

     Whether America’s Federal Government is small business ignorant, or small business hostile –and surely it has proven to be at least one of these — makes little difference.

     In the end, you need to accept that politicians with zero business experience surrounded by advisors with zero business experience are on the cusp of running America’s businesses into the ground.

     Accept it, dismiss it, and get on with life.

     Why? Because this isn’t football. The more energy you expend worrying and fretting about the opposition — the more attention you divert from growing your own business — the less effective, less productive, and less efficient you and your people become.

     This isn’t football. It’s rape. Over-dramatic? No.

     Small business people are being violated every day by political zealots who haven’t a clue about the daily outpouring of blood, sweat and tears that go into owning and operating and managing and growing a business.

     We are about to be overrun by a healthcare reform plan that forces increased government control on our lives, even to the point of imposing fines on those who don’t buy in and that force us to see providers we don’t choose.

    This so-called “healthcare” plan in fact addresses just about every subject under the sun except healthcare. And it fails to foster (or even acknowledge) the necessary lifeblood of effective healthcare reform: free market price competition. Oh, and we’ll all be paying for it for decades. 

     We are looking at a cap and trade plan that forces increased government control on our lives, even to the point of preventing us from selling our own homes unless they measure up to expensive and meaningless government imposed standards. Oh, and we’ll all be paying for it for decades.

     We are days away from an utterly meaningless Senate jobs bill which pumps up government jobs and puts some totally confusing tax-credit bait on the end of the fishing line for all those small business owners who have nothing to do except pour through paperwork trying to figure out how to qualify (or who will have to pay through the nose for CPAs and tax attorneys to do it for them).

     Maybe small businesses should get subsidized for creating work for CPAs and lawyers?

     So, what’s the way out?

     There’s one way out and very little choice involved. Here’s the solution: Charge forward with your head down and work your butt off at customer cultivation and customer service. Remember how you felt when you started your business or manager job? Kinda like that.

     What else? You need to take even more innovative approaches to developing your products, services, markets and ideas.

     Anything more? Yes, you must continually add value to everything you sell.

     And, above all, you need to do whatever is necessary to maintain high-level trust and integrity reputations with every customer, prospect, associate, employee, vendor, referrer, visitor, and community you serve … with every encounter, every day.

Your personal authenticity and the authenticity of your business will rise above the tumolt and threats and deceptiveness and empty promises. And when you succeed for yourself, you will be succeeding for many. 

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More on 2010 “LEADERSHIP”? Come visit me and comment on my Guest Blog post at TBD Consulting’s Jonena Relth’s site http://bit.ly/XhN1h

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“Consumers are statistics.

  Customers are PEOPLE.”

–Stanley Marcus, Chairman Emeritus, Neiman-Marcus 

     In case somewhere between the thin divider line between 2009 and 2010, you might have lost sight of what’s important and instrumental to boosting business in these bleak economic times, I give you (Ta-ta-ta—-ta-ta!) the CUSTOMER!

     Former Ford Truck Operations Gen. Mgr. E.P.Williams is quoted in Tom Peters and Nancy Austin’s book, A Passion for Excellence, as saying:

We must always think the customer is in the middle of the thrust of what we’re trying to do.”

     Does that apply to small business too? Absolutely! Does it matter what kind of business you have or how old or new it is? Absolutely not!

     The challenge then is not in thinking, “How do we make more money?” It is in thinking (and acting on) “How do we get and keep more customers?” OR “How can we do a better job of providing the products and services that will attract more new customers and more return customers?”

     We already know that people buy benefits, not features. We already know that people buy products and services because of an emotionally-triggered buying motive (not a logical, rational, unemotional one!). We already know that every behavior (including buying motives) is a choice.

     And we already know if you’re reading this, you probably own or operate your own business or manage one, or part of one and/or that you’re an entrepreneur … so LEADERSHIP is also important to you.

     If you could lead the business or part of business that you’re responsible for into an ongoing, daily pattern of catering to customers and prospects with innovative new and value-added products and services that provide genuine benefits, wouldn’t that be a great beginning?

     If you could do that, you need only find a great writer/marketer (not just a marketing writer, mind you; there’s a big difference!) who has a proven track-record for triggering emotional buying motives and helping to attract the kinds of new and repeat customers you want. 

     Well, here’s the good news: You CAN do all that. It’s easier than you think. It means not accepting that the economy is a hovering doom. It means having the courage to cast off the past and the constraints that mindless politicians continue to force on small business.

     It means taking the road less traveled. This is not just empty talk, or hype. This is reality.

     If you’re serious about your customers, listen to them … and lighten up. Then watch what happens.  

More on 2010 “LEADERSHIP”? Come visit me and comment on my Guest Blog post at TBD Consulting’s Jonena Relth’s site http://bit.ly/XhN1h

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Throw Up. Clean Up. Sit Up. Step Up!

     1. It’s that time. Dump Pelosi, Reid, Frank, Schumer (and all the other big misguided tax and spend abusers who are killing small business) into your trash bin. Rid yourself of all the 2009 stress, upsets, ill-feelings, lost sales, financial worries, ego-maniacal do-noting politicians and half-hearted employee efforts by simply throwing up!

     Go ahead; get it over with; tickle your throat; I’ll wait.

     Done? Good. Next…

     2. Clean up the mess. While you’re at it, clean up your email files, your desk, your accumulated piles of paper, your truck, business cards, and phone messages. If there’s any time left, attack your most discombobulated file.

     Then…

     3. Sit up! Look around and make sure your work setting and all first impression views, items, furnishings, windows, equipment, and signs are glistening and free of clutter and performing at optimum level. You’ll never get a second chance at a first 2010 impression!

     Finally…

     4. Step up to the plate and get a good grip on the bat. Prepare to send the next pitch flying into the centerfield stands. Also, write your 2010 goals down on paper (you know, with a pen!) and make sure each goal is specific, flexible, realistic and due-dated.

     Remember that — no matter what your business is — your integrity and your people are your greatest assets. And remember too that you have what it takes to achieve your goals. It’s all about choice. Choose to make it happen. Choose 2010 to be your year!

To all my great friends and blog visitors:

My very best wishes for you that 2010 is the happiest, healthiest, most prosperous year ever for you and your families! Thanks for visiting. Go for your goals! God Bless You! Make it a GREAT Year!

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More on 2010 “LEADERSHIP”? Come visit me and comment on my Guest Blog post at TBD Consulting’s Jonena Relth’s site http://bit.ly/XhN1h

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Your card must speak

for itself in 2 seconds!

     Do NOT underestimate or undermine the value of your business card. People will size you up and decide if they want to do business with you in the first 7-1o seconds that you meet. If your first impression isn’t crispy sharp AND warm and friendly at the same time, you lose.

     Your business card is as important as the genuineness of your eye contact, smile and handshake. A business card will often be a 2-second focus of attention out of that first 7-10 seconds! [Many similar characteristics accompany your email signature; be careful with what it says and how it’s used; it may sit in a file for years before being re-visited!] 

    Your business card is probably more important than any other factor in making a favorable first impression, because once your meeting, encounter or presentation is over, it’s your card that customers and prospects take away with them. It’s your card — and sometimes your email sign-off — that people will remember you by (or not).

     It’s your card that must stand on its own two feet and command acknowledgement over the trash basket. It will not succeed if it is bent, dog-eared, faded, coffee-stained, dirty, boring-looking, or failing to present as many contact options as possible. The all-time worst scenario (and you’d be amazed at how many business owners do this) is to have no cards available.

It should be sufficient to say that the only thing business cards sitting in a box will succeed in attracting is dust! 

     Take your cards everywhere all of the time. There are no boundaries for discussion openers or follow-ups that prevent you from discretely handing a card to someone at a wedding or funeral with just the suggestion to “please contact me here when you get a chance” instead of a sales pitch. Take them on vacation, on your honeymoon, to family gatherings. Laminate some for beach and gym visits. Timidity never made a sale.

     One standout tactic for using cards, by the way, that many successful salespeople practice, is to intentionally not print their cell phone number on the face of the card and to instead hand write it on the back.

     This practice gives the recipient a feeling of having an “insider” contact option; this is especially effective at a trade or professional show where time is at a premium for establishing a sense of confidence. And the extra couple of seconds to do it rewards the recipient with an iota more personal attention than 99% of your competitors and other exhibitors will bother with.

     Oh, one other thought: The famous theatre producer David Balasco always made a practice of requiring salespeople to write their “story” on the back of their business cards before he would consider seeing them (most reportedly failed at this task!).

     It has always seemed to me that this is a good practice for every business owner, manager, entrepreneur, and sales professional to do on a regular basis as a “brush-up” for themselves. It’s what some corporate gurus have called the “elevator speech” or one sentence explanation of “what your business is all about.” The exercise might surprise you! 

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Hal@BUSINESSWORKS.US or comment below.

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

Make today a GREAT Day for someone! 

Get your fingers out

 of other people’s pies!

You may be the boss. But don’t stick your nose into the creative process that’s being strategized or implemented by the writer(s) and/or designer(s) YOU hire. When you’re paying an individual or team to create your branding message, advertising, packaging, promotion, public relations, website, or Internet marketing: Back Off The Process!

If you’ve done your job up front by hiring top talent to begin with, leave it be. You risk losing personal respect, leadership control (including the ability to motivate), sales, and even market and industry stature by interfering in his, her, or their work in progress.

I’m NOT suggesting you don’t VERY carefully explain the perspective and posture you want to see be used in representing your business at the very beginning of the creative process. You need also to insist on a “How Goes It?” review / inventory / status or progress report half-way through the creative process.

And you positively must review every word and every graphic treatment BEFORE it’s released or launched or distributed, and offer an honest critique … which, btw, is usually better accomplished with questions than with judgement statements.

It’s your company and YOU are ultimately responsible for every verbal and every visual message conveyed. [And ad agencies and marketing groups — even in-house — love to walk the thin line of public acceptability and appropriateness; it wins them awards!]

But just because you think you’re a “creative whiz” and know how to write a nice email or drum up some sizzling topic for your kid’s science fair entry, or can draw cute pictures that always amuse people, do NOT think that you can match those you’ve entrusted to do the job!

If you were that talented at design or writing, you’d be a designer or writer. It’s just another way of expressing the old management theorem: Stick To Your Knitting! Creative people are not likely to be able to match your entrepreneurial drive and management / organizational and financial know-how. Tech people are, incidentally, the least creative.

Get the best people you can find to do the job, give them your input, take their pulse at the fifty-yard line, double-check their final product, but let them do the job.

I have seen countless great marketing, sales, and advertising campaigns be ruthlessly and unwittingly aborted by well-intentioned top management who haven’t a clue about how to connect their messages to their target markets.

No time to do all that creative process management stuff? Lacking the sensitivity to deal with the writers and designers? Not sure how to best direct or coach them? Call me. If I can’t do it for you, in a consulting role, I’ll find someone who can. [302.933.0116]

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You’re going to work for a

living SOME where, right?

Recommended: Print & pass to a business hopeful attending or considering college

     So you’ve earned a PhD, an MBA, LLB, MD, MS, MA, and all kinds of bachelor and associate degrees. You are Mr. or Mrs. (maybe “Dr.” ?) Joe (Josephine?) College, in the flesh. And the academic credentials got you a decent job. Now what? Do you seriously believe your 4.0 grade average means you’ve got what it takes to thrive … even survive?

     After your punishing (and expensive!) labs, coursework, exams, thesis papers and consulting with so-called “Academic Advisors,” if you have learned anything less than HOW to put ALL of the following to work, you’re in big-time trouble, and college put you there.

     Can you honestly say you have learned how to practice (and hopefully excel at) ALL of these attributes?:

• Making Decisions
• Managing Stress
• Managing Time
• Managing Customers
• Communicating Clearly
• Being a Leader
• SELLING
• Delegating
• Innovating
• Being a Team Player
• Listening and Giving Feedback
• Organizing
• Empathizing
• Respecting Others
• Being Genuine, Honest and Transparent
• Valuing Experience
• Accepting Criticism
• Setting and Pursuing Goals
• Being Accountable and Cultivating Trust
• Avoiding Political and Psychological “Games”

     Give or take perhaps a couple of the above items, these are the attributes that add up to being effective in business or professional practice (ANY business or professional practice) and without which, your road to success will be a long one indeed, especially if you aspire to a forward-moving or productive management position.

     Good leaders do all of these things well. So do good salespeople. All good leaders are also, not incidentally, good salespeople [SEE TOMORROW’S POST ON THIS SUBJECT!]  

     What’s sad about all this is that institutions of higher learning (other than a very small handful that do in fact address a number of these subjects as part of academic platforms on, for example, nursing and entrepreneurship and some behavioral sciences like human development) not only scoot around these issues; they outright reject them.

     Colleges and universities (again with rare exception) fail to value reality. They are invested in fantasizing on the past which will never come again, or the future which hasn’t yet arrived, and may never. They refuse to acknowledge their hands in front of their faces.

     So YOU end up losing out to an arcane system of learning that fails to deal with preparing students for life in the real world. It’s true.

How do I know? I’ve worked extensively in creative roles with Fortune 500 companies, as a consultant with entrepreneurial businesses and professional practices, as a management trainer for over 20,000 business and healthcare executives, and as “Professor of the Year” at a major university and two colleges. I’ve been in the thick of it.

     You DO have a way out. There IS hope. You need to first accept that you’ve been taught subject matter, not real life applications, not how to succeed. Second, you must commit to yourself to learn as much as you possibly can about yourself as possible.

The more you know about what makes you “tick,”

the more skilled and successful a leader you will be.

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