But what if you don’t have a dentist or a plumber? Who would you call? Why would you call them? How would you know if they were reputable? That they could do the job?

Would you call a friend and ask for a recommendation? Would you consult an on-line service such as Craig’s list or Angie’s List?

If you have the time, yes. But if your tooth aches badly enough…? Or if your drain is overflowing and you are knee-deep in…?

Who you gonna call? Ghostbusters?

Seth Godin has, as always, a very good post on this topic – “My tooth doesn’t hurt.”

Plumbers and dentists usually don’t have trouble attracting customers – as long as there are lots of “aching teeth” and “overflowing drains.”

“…On one hand, dentists have no trouble whatsoever getting business from people with toothaches. They hardly have to try. Just show up, I’ll find you. On the other hand, when my teeth don’t hurt, you’re invisible. No amount of signs, service and wonderful marketing is going to get me to pay you to drill my teeth when they don’t hurt. ” – Seth Godin

 

Increase your visibility

Are you invisible? If you sell a product or offer a service, how do you gain visibility? How do you let potential clients know about you and what you offer?

• How do you gain “top of mind share” with your target audience?
• How do find ways to stay in front of customers and clients when they don’t need you?

If you are visible enough, you will increase your value.  And the probability that customers will call you when they need you. But… your visibilty must offer value. Visibility, alone, is not sufficient.

• Billboards and radio ads? – Not enough value. Recognition, perhaps.
• Yellow Page ads? I doubt it. I throw mine into the recycle bin as soon as they are delivered.

Can you create new products or services – for those times when your customer’s teeth don’t ache? Or when their drains drain? Seth Godin cites the “Teeth Whitening” services that dentists now offer. 

What additional services can you offer? 

What services can you offer? How can you get clients to come into your store or to visit your website? At times when they don’t need your products or services?

Blogs are one way – to get customers to learn more about you. And for you to offer something of value to your customers and potential customers.

As I develop my training and speaking business, I am finding that offering short, free, and focused video lessons is a great way to build awareness of what I offer – and how I offer it. I have also started posting these Excel video lessons on YouTube. I’ll also open up MySpace and Facebook sites soon.

People ask me, “Why are you giving away something for free?” Because I believe that by doing something good to others (offering something of value with no expectation of repayment) you will end up doing good for yourself.

Increase your value. Increase your visibility!

I had to work hard to get my friend to even consider reading my blog (he told me that he avoided “blogs” as a matter of principle – he is a journalist by way of explanation.) 

He did visit this blog and then he (attempted) to offer me his comments. Unfortunately, I had made it too difficult for him to add his comments. I had required readers to “register” on my site before they could add a comment.

No longer!

I have opened the doors. Anyone can now contribute comments on any of my blogs – without having to register!

I need to thank my friend for bringing this customer irritation to my attention. I just wonder how many other readers I needlessly irritated.

I heard the complaint and I responded – I made the change. It made perfect sense to do so!

1. An “expected” $1,000.00 bonus at the end of the year
2. An “unexpected” bonus of $100.00 along with a handwritten note of thanks

Certainly, option #1 has a greater monetary value. But option # 2 is likely to be remembered – and valued – more. Simply because it was unexpected and it was personalized.

Seth Godin has a wonderful posting on his blog today – “When you least expect it” – that illustrates this point. He shares a very useful formula with us:

“Formula: The value of a perk is inversely related to the expectation of that perk.”

 

Quite often, when we receive the expected service or perk we are disappointed. We expected it. But we were hoping for a little more. Sonething extra. Something different.

What remains in our subconscious is “disappointment.”

When we receive something “unexpected” it is special. It is memorable. The memory stays with us – for a long time. We value the moment. We value the unexpected gesture.

The right words – of thanks, of appreciation, of recognition – at the right time, are valued greatly.

It is not what they cost. It is the sentiment that they convey.

“Formula: The value of a perk is inversely related to the expectation of that perk.”

Try it. At home or at work. It is a winning formula.

- John Wooden

“No!” “We can’t do that.” “Our policy says…” “You must…” “You will have to…” “Sorry…”

You just told me what you can not do. What you will not do. What you don’t feel like doing.

You also told me what I must do. What I will have to do.

No I don’t!

I resent it when someone tells me that I must do something. I suspect that you feel the same way.

“Don’t let what you cannot do interfere with what you can do!” – John Wooden

Rather than saying, “We can’t do that,” try saying, “Let’s see what we can do to make this happen.”

Don’t tell your customers, “You will have to fill out this form.” Tell them, “Let’s get started! I’ll need to gather some information first, so tell me…”

Never. I repeat, Never, hide behind your company policy. The customer doesn’t care about your policy!

And … unfortunately, the people who write company policy frequently do not care about the customer.

“Customer service people give excuses about why they didn’t and why they can’t (stuff about them) instead of what will be done about it, and how to solve the problem (stuff about the customer).

When serving, the secret is “think other guy” first.” -  Jeffrey Gitomer (Customer Satisfaction is Worthless. Customer Loyalty is Priceless)

Think about this for a minute. No, actually think about your customer for a minute.

Think about what you can do for your customer. Remember why you are in business…

Because your customer has a problem. And you provide a product or service that solves that problem. You are in business because your customer wants something. And your product or service satisfies their wants and needs.

If customers didn’t have problems there would be no need for your product or service. You are in business because customers have problems. Invite them to share their problems with you. That is your business – you solve your customer’s problems. And they will pay you to do so!

Think about what you can do. Emphasize what you will do. Don’t hide behind the “doo-doo” that is your company policy.

Here is a link to a related article on customer service: “Empathy – Serve it to your customers”

Do you have a favorite customer service story? Please share it with our readers.

• They continue to purchase your product
• They talk about your product – in person and on-line
• They send you detailed reviews about your product after each purchase
• They even purchase stock in your company
• And they drive you “nuts” because they will never be completely satisfied – and they tell you that (in so many words and actions)
• And they tell others (in so many words) on Internet websites and chat rooms

What would you do?

Well here is what Royal Caribbean Cruise Lines told a couple from Cleveland, OH – “We do not want your return business – EVER! You are ”banned for life” from our cruise ships.” True story – click here to read it.

In other words, “You will swim with the fishes” before you ever step foot on our ships!

Now, this couple did complain constantly. And… Royal Caribbean showered them with discount vouchers and cruise ship credits if only they would give them another chance. And they did. ..

They claimed the vouchers and cruised again. Then they complained – again and again. And Royal Caribbean gave them even more vouchers to come back… And this continued for several years.

The bigger problem, however, was that the Cleveland Cruise Couple wrote about their experiences on the Internet. To some – including Royal Caribbean – it seemed that they were bragging about how they were (almost) able to cruise for free twice a year – simply by complaining about the service!

“Hint, hint,” they seemed to say, “why don’t you try it too?” It worked for us! It can work for you!

That was the last straw for Royal Caribbean. They telephoned the couple and “deep-sixed” them!

What would you do in a similar situation?

1. Tell them to “take their business elsewhere.” Perhaps you could even give them the phone number of your competitor!
2. Do exactly what Royal Caribbean Cruise Line did – push them overboard! And pray that they never write about this experience on any website. (Hey, maybe the Internet will stay down… forever!) After all, cruise ships know that all storms, no matter how severe, eventually pass on. What do you think – “This, too shall pass?”

My own feeling? I think that Royal Caribbean was “embarrased.” They felt that they were taken advantage of and humiliated in public. And… they lashed back in anger. They poured fuel on the fire. They threw a tantrum.

Oil and water will never mix. The Cruising Couple from Cleveland and Royal Caribbean will never mix.

If I were the Customer Service head at the cruise line, here’s what I would have done. After reviewing the client history file, I would have answered their next letter of complaint with a simple, “Thank you! I am sorry that we did not meet your standards.” No discount voucher, no plea to give us another chance. Just say, “You’re right! We did not meet your expectations.”

Here is a related post that I wrote earlier this year on this topic. http://www.thecompanyrocks.com/blog/2008/04/22/empathy-serve-it-to-your-customers/

What would you do? Please share your customer service stories with our readers. Add your comments below:

- Jeffrey Gitomer

I recently discovered Chris Garrett’s Blog – “The Business of Blogging and New Media.” His recent post, “Engaging Readers,” could just as easily been titled “Engaging Customers.” And the same principles apply whether you are writing a blog or operating a retail business.

So, by adapting Chris Garrett’s article, here are 10 solid tips for engaging your customers:

1. Motivation – When you clearly understand what each of your customers want, they will eagerly buy what they need.
2. Attraction – Engage you customers on as many levels as possible: how your store looks, feels, smells. What “vibe” do you generate. How “open” is your store. Are your customers magnetically drawn to visit your store or website?
3. Incentive – As Jeffrey Gitomer says, your customers want you to “tell me what you are going to do for me now.”As in an “internet-minute!”
4. Encouragement – Ask questions that encourage your customers to talk about the thing they love the most – to talk about themselves. To talk about what they need. To talk about what they want.
5. Interaction – Remember – you, too,  love to talk about yourself and your products. Don’t do this! Involve your customers – see point #3.
6. Value – How much value do your customers receive from your business? Remember, your customer defines what is valuable – to them! Ask them. What do they find to be most valuable? Least valuable? You may be surprised.
7. Community – People do want to be connected with others who share their interests and values. What are you doing to encourage this connection. What events  or social gatherings have you scheduled for your store? What are you doing to reach out to the larger community?
8. Loyalty – Read Jeffrey Gitomer’s book, “Customer Satisfaction is Worthless; Customer Loyalty is Priceless.”
9. Connection – Do a self-assessment. Do you still love what you are doing? If not, it will be difficult to be “present” for your customers. How “visible” are you to your customers? Are you interested in your customers? or … merely interested in your customer’s business? Do you show them that you care about them personally?
10. Experience – View your business from your customer’s point of view. How easy is it to do business in your store? How friendly is your staff? How well do you exceed your customers’ expectations?

OK – whether it is your blog or your business, remember:

A blog without readers, isn’t.

A business without customers, isn’t.

Engage your readers. Talk with them, not at them.

Engage your customers. Show them that you care about them personally. Make it clear what you are going to do for them now!

What makes one restaurant stand apart from the others? Is it the food? The ambience? Or the people?

This afternoon, my wife & I were finishing up our trip to Boston. We had our minds – and appetites – set on sitting at an Oyster Bar and slurping away. We took a cab downtown only to find the restaurant closed because of a natural gas leak.

To put it mildly, we were greatly disappointed.

But just a few bloks away was Hanover St. – a street filled with Italian restaurants. We had dined on this street earlier in the week and thought that we should try another one of the many Italian restaurants crowded in this area of town. But which one to choose?

Our choice was made for us! By Guilio- a wonderfully vital 70-year old man. He saw us looking at the menu from the street. And then … he just appeared and said,”If you come into my restaurant, I promise that you will have a wonderful experience.” And it was!

Guilio sat us by the window and quickly said, “Michael, come over and take care of our new friends!”

Both Guilio and Michael took very good care of us. Lots of good-natured banter; lots of insider tips about the menu; lots of personal care. The food was great. But Guilio and Michael turned this into a truly memorable meal – one that my wife and I will recount to our friends and colleagues for many years to come!

We will send them lots of business based up our recommendation. Wouldn’t you like to have lots of unsolicited referrals for your business?

You can – just delight your customer. Make thier experience with you a memorable one. Those memories will turn into stories told. Those stories will in turn become referrals for your business. The best advertising you caan’t buy - word-of mouth recommendations!

The best part of the day with Guilio & Michael? Easy!

My wife wanted to take a box of Cannoli’s back to our family. There is a great Italian pastry shop up the street from the restaurant. But there was a problem – a line of 25 people waiting to get inside to join another line to order some Italian pastries.

That’s when Michael took charge of the situation. He took my wife by the hand and said, “Come with me.” He went into the pastry shop and went right to the front of the line, He whispered a few words to the owner. Within a few minutes, he presented my wife with a perfectly wrapped box of Cannolis - specially packaged for the plane trip home.

By the time they returned to the restaurant, I had already decided that Michael was going to receive a very large tip from me. And my recommendation that all of my friends patronize his restaurant.

The food was great. The ambience was warm. But it was the people – Guilio and Michael who made the meal memorable. You can bet that we will return there soon – and often!

Why do business people argue with their customers?

It happens all of the time. Why? What’s the point? Who actually “wins” this argument?

It doesn’t matter who is (technically) right. It doesn’t matter that you can prove that the customer is wrong. What do you have to prove? That you can turn an angy customer into an enraged – and most likely – former customer? What’s your point?

I hope that, by now, you see that the only answer you should give is, “You’re right!”

When you manage a customer complaint by saying, “You’re right!,” you are practicing empathy. Empathy is not sympathy. Empathy is not admitting that you are wrong. Empathy is not capitulation to a customer’s demand(s).

Empathy is saying, “You’re right, that is frustrating.” Or, “You’re right, I can see that you are disappointed.”

Sympathy is saying, “Oh, that’s too bad,” and then walking away from or hanging up on your customer.

Empathy enables you to connect with your customer – on an emotional level. Empathy also validates the customer’s feelings. He or she is angry; they are disappointed; they did not receive what they had expected.

You are saying, “You’re right…” You are not saying, “I am wrong.” You are seeking a solution – together. Even if that solution is to recognize that you should not continue to do business together in the future.

A classic example of the latter comes from the book, “Nuts! Southwest Airlines’ Crazy Recipe for Business and Personal Success,” by Kevin and Jackie Freiberg. The story is on page 269. I first heard Jackie Freiberg relate this story more than 10 years ago and it resonated with me:

A regular customer, one who frequently wrote in to complain, sent a particularly nasty letter to Southwest Airlines. The letter writer complained about their boarding process, their lack of meal service, the lack of a first class cabin, the cheerful attitude of their flight attendants, etc. In short, she complained about everything that Southwest Airlines did and did not do.

The customer service department was not sure how to handle this particular letter so they “bumped it upstairs” to Herb Kelleher, the co-founder and “colorful” CEO at the time. After carefully reading thie letter, Herb calmly wrote,

“Dear Mrs. ____, we will miss you!”

Sincerely,

Herb Kelleher

Great story! Great strategy! Great customer service!

What’s your story? What experiences – or nightmares – can you share with our readers?

Add your comments below.

Click here to read The New York Times’ article, “Record Stores Fight to Be Long-Playing,” by Ben Sisario. Here is a brief excerpt:

“The hole-in-the-wall specialty shops that have long made Lower Manhattan a destination for a particular kind of shopper have never made a great deal of money. But in recent years they have been hit hard by the usual music-industry woes — piracy, downloading — as well as rising real estate prices, leading to the sad but familiar scene of the emptied store with a note taped to the door.”

So, if you thought that it was difficult to compete against “Free!” – as in illegal downloading and file sharing – try to compete against 300% rent increases:

“Rent is up, and sales are down,” Malcolm Allen of Jammyland said as he sold a few Jamaican-made 45s to a customer last weekend. “Not a good combination.”

One strategy for survival is to diversify the range of merchandise that you offer for sale. Another is to sponsor more in-store community events – concerts, meet-the-artists, lessons, clinics, etc.

One such (nation-wide) event took place yesterday – April 19, 2008 was proclaimed “Record Store Day.” And an impressive roster of artists, record labels and community organizers joined forces to create fun events to give visibility to the value of the neighborhood record store.

I enjoyed reading some of the quotes on the site. Some are from artists like Peter Gabriel:

“I was introduced to lots of great music through my local record store. It was a place where people knew music and they knew me, and could make great suggestions and discoveries. Whether it is in the physical world or on-line, the value of a great and knowledgeable record store has not gone away”

Others are from the owners of independent record stores like Mike Manly From “Hot Dog Music” in Sacramento, CA:

“I just opened my store a couple weeks ago because I believe indie record stores are important – now more than ever. Music is personal to people and (given the option) most people prefer to buy it from a store that has a personality. Indie record stores care about the music and people are learning to appreciate that again. Buying music at the same place you get your dog food is a totally empty experience. Indie record stores fill you up.”

But the quotes that I love the best come from the actual record store customers like Mike Fortunato, a DJ in Boston, MA.

“As a long-time disc jockey in the Boston market, the independent record store was (and continues to be) a vital part of my existence since 1970. I have found very few retail experiences where the owner and/or staff (and usually the owner – almost by definition, these are hands-on entities) have such intimate and passionate knowledge of their product and of their customer’s needs.

A case in point:

In the 80’s, a local record distribution outlet named “Peter’s Records One Stop” (PROS) used to open up early on Saturday mornings for local Disc Jockeys. It was totally unadvertised, but the owner developed a solid loyal following in the mobile, nightclub, and FM communities that way. In 1987, I moved out of the area, and returned home in 1992. On a whim, I met a friend at PROS on a Saturday morning…and as soon as I walked in the door, the owner flagged me down and started waxing enthusiastically about a brand new CD which would be “perfect” for me – as if five years hadn’t elapsed since my last visit! And as it turns out, he was dead-on with his recommendation.

As the Internet has turned music buying into a singles-driven experience, independent record stores serve an important function in their ability to not only stock and sell albums, but to also be staffed by knowledgeable people who help keep the spirit of the music industry alive. That unique combination of entrepreneurial spirit fueled by genuine enthusiasm is a rarity in today’s world, and for all to whom the music speaks, should be valued as the treasure that it continues to be.”

Amen!

I firmly believe that the strongest asset in any business is the quality of their “people” – the staff members who are passionate about the products that they sell and equally as passionate abut the people that they serve – their customers.

Locations may change – they may have to when the rent becomes untenable. But don’t let your passion for what you do dim and die. That’s when your customers desert you.

An event like “Record Store Day” is helpful – it helps to build awareness of the value of independent, neighborhood record stores. But it is just that – an “event.” Cultivating and building the relationship between music lovers and music store operators is a process. And an understanding about what you both want.

Take a lesson from Joni Mitchell’s song, “Big Yellow Taxi:”

“Don’t it always seem to go
That you don’t know what you’ve got
Till it’s gone
They paved paradise
And put up a parking lot”

The worst of times? “Retailing Chains Caught in a Wave of Bankruptcies” – a story in the NY Times.

“The consumer spending slump and tightening credit markets are unleashing a widening wave of bankruptcies in American retailing, prompting thousands of store closings that are expected to remake suburban malls and downtown shopping districts across the country.”

The best of times? “It’s All About Experience,” an article in Business Week Magazine.

“There is still one frontier that remains wide open: experience innovation. This is the only type of business innovation that is not imitable, nor can it be commoditized, because it is born from the specific needs and desires of your customers and is a unique expression of your company’s DNA. Yet the design of an experience is often overlooked in the rush to market.”

The key phrase – “… because it is born from the specific needs and desires of your customers and is a unique expression of your company’s DNA.”

How do you address your customers? Do you meet both their needs AND their desires? Are you sure? How do you know?

What do your customers experience when they visit your store? When they contact you by phone? When they visit your website?

What are you doing to create a memorable experience for your customers? What are you doing to differentiate yourself from your competitors?

There are three areas for a business to compete; three areas to differentiate your business - people, products and price. Trying to compete on products or price puts you into a vulnerable position. Look at a few stores that are caught in the wave of bankruptcies:

• The Sharper Image - Once, it was a pioneer in both product selection and direct mail marketing. Its “sharper image” dimmed over the years due to a combination of competition (Brookstone, etc.), and products (Oreck Air Purifier, etc.) Their product offerings were now commodities. They made numerous operational mistakes.
• Linens ‘n Things-  Drowning in debt. Ubiquitous – its stores are everywhere; but not where people want to go – today. I could never tell the difference between the multitude of home furnishings stores. Obviously, I am not alone in this assessment.

What about the other side of the coin? What about the “Companies that try to create holistic experiences by emotionally engaging their consumers are flourishing?” How do they do it? And what is a holistic approach?

“Companies intending to be relevant today must learn the art of creating experiences that genuinely engage their customers. Choice-fatigued consumers are not looking for another product that hasn’t taken their true needs and desires into consideration. They are looking for companies in which to believe and give their allegiance. They are looking for experiences that cater to their deep-seated desires. This type of engagement requires much more than the latest technological breakthrough: It requires emotional engagement.”

Emotional engagement – this brings us back to competing on the basis of people. How do you, and your people, differentiate your product or service? How do you meet your customers’ needs while “creating experiences that cater to their deep-seated desires?”

You can compete on people, price or product. It’s your choice. Increasingly, your customers are looking for “experiences” when they shop. That can only come from people. You can start to create a unique experience for your customers by addressing them by name. By remembering them. By making them feel welcome. Just that one small step will start to differentiate you from the sea of mediocrity that marks the world of retail.