Do you “get” what your clients want?

When you understand what your clients really want, you’re certainly in a better position to deliver it. That of course, always leads to more satisfaction for them and for you. And more money.

You cannot be this guy & have a thriving biz

The thing is, I find a lot of business people only want to give clients what’s easy, what’s already on the menu. Don’t go and ask for special orders.

The businesses unwilling to customize may have to learn a hard lesson in the form of decreasing sales. Not many can operate in the way of the Soup Nazi.

Here’s a testimonial I received last week from fab client David Wolfe, President of Lupine Partners. I share it with you not from an egotistical place, but because I’m excited he’s validating one of Zen Rabbit’s prime tenets for serving clients.

Lori Saitz, and her gratitude program, has been a strategic partner of mine since February, 2011. I first heard of Lori while listening to a GKIC CD that she appeared on. I sent her an email while I was listening to the program and requested a meeting. The response from her came very soon after my initial email. I was interested in a custom program that would allow me to tailor my ‘gratitude’ on an as-needed basis with no restrictions. In other words, I wanted the gifts to my customers to go out immediately as soon as I thought of it. I fully expected Lori to tell me what her rules were and how my request did not fit any of her programs.
Instead, she gave me exactly what I asked for. Sent the contract that day and I signed it. Call it the cookie bizarro world…
Despite my sometime curmudgeonly leanings, I feel like she gets me and does a very good job of trying to provide solutions to the scenarios I bring her. I like the way she thinks.

Listen. Let your clients tell you what they want and then deliver it. Seems pretty simple. Makes me wonder why more businesses aren’t doing it.

I would never do that

Incongruent: containing disparate or discordant elements or parts. Synonyms include conflicting, contradictory, contrary, incompatible, inconsistent. None of these are words you would want associated with your marketing. Yet the word incongruent is what came to mind when I was thinking about my recent car-buying experience.

My new car, a 2012 Genesis Coupe

I’d submitted an online form expressing my interest in a particular car. That prompted a barrage of emails and phone calls from several area dealerships. Not to bash car dealers; I think they get enough of that, but from a marketing standpoint, wow, I saw some room for simple improvement. Sure, you might think “I would never do that!” Still, there are lessons here for you no matter what your business.

First point of contact

The first email or phone call sets the tone for the rest of our relationship. One guy called me and was very friendly. He engaged me in a conversation and I had a good feeling about him until he said something to the effect of “girls don’t usually like the manual transmission” or something like that. I called him on it and he backpedaled. The damage was done. In a later conversation he told me there were no cars in the model I wanted with a manual transmission in a 400-mile radius. He had checked for me. Apparently he didn’t do a very good job of checking because I found one to test drive 30 miles away. If you’ve already guessed I didn’t buy from him, bonus points to you! The one thing I will give this guy is that he, more than most of them, was persistent in his follow up.

Other sales people called me and started out with “I saw you’re interested in this car. When do you want to come in?” Hey guys (all but one was a guy), a little foreplay might be to your advantage. How about asking for more details about what specifically I want and why.

Then, after a conversation, I’d get an email. Clearly I’d been entered into a database and sent a generic email. Several of them from different dealerships said, “I haven’t been able to reach you by phone…” Wha???

Or I got emails from three different people at the same dealership with, “my name is… I got your inquiry and am eager to help you.” And a couple of, “I’m the manager and so and so is the sales person with whom you can speak…” and the person the sales manager or GM put in his email is not the same as the one who sent me an email two hours ago. Incongruent marketing!

Make sure the right hand knows what the left hand is doing. Get everyone in your business on the same page so you don’t look foolish and give the impression no one there knows what they’re doing.

Provide requested info
When I was finally ready to buy, (from submitting that online form to purchase was 44 days), I sent out an email to about 10 area dealerships clearly outlining what I wanted and asking for their best price. Only half of them answered and one of those tried selling me something different. The salesperson where I’d test-driven the car didn’t ever respond. In fact, he never even followed up with me after I walked out his door. I’d told him I loved the car, but that particular one wasn’t the right color. Major missed opportunity for him.

If someone is asking you for information, it usually means they want to buy. Answer their questions and the probability you will make a sale, get a client and start a long-term relationship goes up tremendously!

Make me want it more
How can you create an eagerness to buy now or help your client see herself owning or using whatever it is you’re providing? One of the things the sales person from whom I bought the car did that I thought was brilliant was he took a couple of pictures of “my” car in his lot and texted them to me with the message line “your car.” This was smart for two reasons. One, he was cementing ownership of this vehicle in my mind. Two, he was confirming to me that he actually had the car in the color I wanted (because most of the other dealerships did not have it on their lot). And three, he was building the relationship, creating a higher level of comfort, since we hadn’t met in person yet. I asked him about this tactic and he says he uses it especially when he’s doing internet transactions because people need visuals.

Give your customers the ability to see and feel and get comfortable with all the qualities of your product or service. Help them imagine what it’s like to use and own or implement what you’re selling. Give them the ability to “own” it before they actually buy and your job of selling is done.

It’s Too Easy

The theme for 2012 is IMPLEMENTATION! In the past, I’ve been great at coming up with amazing ideas and plans. Implementing said ideas and plans, um, not so much. This is the year of finally implementing the good stuff. No one succeeds in life by just thinking about doing things. Implementation is the key. I know this. You know this. And yet still…

Even when you’re really passionate and committed to a business, a cause, a purpose, it’s possible to be distracted. Not only possible, I’d go so far as to say, likely. Why is that? Too many cool things going on around us? Maybe it doesn’t even have to be something cool, there’s just so much distraction, it’s too easy to lose focus.

I’m starting to think that as long as we’re aware this tendency happens, allowing ourselves to be a little tiny bit distracted isn’t all bad. Think about it. There’s SO much going on in this big, wide world we live in, so much to explore. If you put blinders on all the time, you might miss something that could enhance your life. At least that’s my positive spin on the deal.

Yes, I agree, if you are intent on a goal, you don’t want distractions to lead you off your path. So if you expect to be led astray occasionally by random shiny objects, you can take measures to minimize the effects. For example, it can be hard for me to write. I’m good at writing. I like to write. I especially like to have written. But the act of writing sometimes feels like opening a vein. (Ugh, that’s an ugly analogy! Whoever came up with that?)

To counter my tendency to find 217 things to do besides sitting and writing, (Make a cup of tea! Update the address on my CVS account! Read a random blog post!) I realized I need to allow myself a few minutes of distraction. Then close down the email, the web pages, the phone, everything that could lead me away from the writing. And write.

I’ve started the year scheduling everything into my calendar. Not just meetings or phone calls with others. I mean scheduling the writing time, the web site updates, the strategy sessions. So don’t call me on Monday mornings between 9:00 and noon because I will be writing. If you do call, and I answer, you have permission to harshly admonish me.

Guess what? More productivity. More implementation. It’s even gotten easier for me to start the writing and the words are coming to me more effortlessly – as long as I have my mug of tea at hand. Stay tuned because those ideas from past years are being brought to life.

What is your theme for 2012 and what are you doing to make sure you follow through?

Think You’re Too Old to be an Entrepreneur?

You hear all the time about the young, innovative entrepreneurs who are creating giant tech based enterprises and becoming multimillionaires before they’re 25. Could make someone who’s 40 think he/she is over the hill, too old to create a successful business; missed the boat.

Fortunately for you, that’s not really the case. Ben Franklin invented the lightning rod when he was 44; discovered electricity at 46; and helped draft the Declaration of Independence at 70. Henry Ford was 45 when he introduced the Model T. Sam Walton opened his very first Walmart when he was 44. Ray Kroc was in his 50s when he started building McDonald’s.

Vivek Wadhwa and his team researched the backgrounds of 549 successful entrepreneurs and found that the average age of male founders in this group was 40, and the average age of female founders was 41. Other researchers discovered the average age of U.S. entrepreneurs is increasing, with the 55–64 age group as the most active. See the rest of his article from yesterday’s Washington Post here.

So now you don’t have that excuse any more.

Tis The Season To Spread A Little Joy Among Retail Clerks

The elves and I have been super busy packing holiday orders, so when I saw this article by my associate Ross Reck on his blog, I thought it was so very kind of Ross to write something that would save me from having to write my own post today. Remember, my friends, show a little kindness and gratitude for the clerks!

This is the time of the year when retail clerks catch a lot of undeserved verbal abuse from the people they’re trying to serve.  Stores are crowded, people are in a hurry, check-out lines are long and tempers are short.  Under these circumstances, a kind word or gesture from you can brighten a retail clerk’s day.

I read where one person carried small packets of M&M’s in his pocket to give to clerks as he was going through the check-out process.  He would simply put it in their hand and say, “I hope your day is going well.”  Showing an interest in their welfare can also brighten their day.  During last year’s holiday season, I was checking out in a grocery store and I asked the clerk how her day was going.

She responded with, “Wow!  Somebody asking me how my day is going; now there’s a switch!”  We then proceeded to have a very pleasant conversation.  Several days later, I was back at that same grocery store and the check-out lines were long.  That same clerk spotted me and said, “I’ll open my register for you. Come with me.”  I then let her know how much I appreciated her kindness.  She looked at me and said, “We always remember the nice ones.”  So, take the time to spread a little joy among retail clerks this holiday season.  It will brighten their day and yours as well.

Dr. Ross Reck is the coauthor of Instant Turnaround!, REVVED! and the best selling The Win-Win Negotiator.  He is also the author of Turning Your Customers into Your Sales Force, The X-Factor and his very popular newsletter:  Ross Reck’s Weekly Reminder.

Why Gratitude is Good for Business

Right on is what I said when I saw this article posted by Fortune magazine on CNNMoney. It’s always a good thing when people are talking about the importance of gratitude in business, even if they’re not quoting me. Ha ha.

In fact, two of the people they did quote, Kristina Bouweiri/Reston Limousine and Heidi Kallett/The Dandelion Patch, are strong business women in my local circle of contacts. How cool is that?!

The article totally supports what Zen Rabbit is all about – building appreciation into a business’ daily and weekly plans and strategies and doing it year-round instead of just for the December holidays. Of course these business people are seeing benefits to this approach in terms of more engaged workers and more loyal customers.

See the whole article here, at http://management.fortune.cnn.com/2011/11/23/why-gratitude-is-good-for-business-year-round/

Worthy of the Time of Your Life

I saw a TV commercial yesterday for a new movie coming out in a few weeks, called In Time, where time is the currency. It looks like everyone has a certain bank account of time that they can spend. So for example, a cup of coffee costs you four minutes of life. I’m sure there’s more to this action movie than that, but the commercial, on top of all the articles about and tributes to Steve Jobs I’ve read this week, got me thinking.

What if you measured the value of everything you did against how much of your life it would take? Would you make different decisions or decide differently? Think about evaluating a new project not by how much money you’ll make from it, but by how many hours of your life you’ll be giving up for it.

What if instead of assuming you have “forever,” you came from a place where you worked on a shorter time frame that makes weighing every decision on the time factor real, let’s say one year. So you have one year to spend – 8760 hours – 525,600 minutes. Would you use your time more wisely? Spend it more on what really matters to you and what brings you enjoyment?

Is trolling the aisles and racks of Ross for a bargain a good trade of your time for the savings? It might be if you enjoy the hunt. Is Facebook worthy of the five or ten hours of your life you give it each week? Is working an extra two hours tonight more fun than playing with your child? Constantly ask yourself if what you’re about to do is worthy of your life.

“For the past 33 years, I have looked in the mirror every morning and asked myself: “If today were the last day of my life, would I want to do what I am about to do today?” And whenever the answer has been “No” for too many days in a row, I know I need to change something…” ~ Steve Jobs

People who’ve been diagnosed with life threatening diseases go through this process of evaluation, but you don’t have to have a diagnosis to put it to work. Maybe a year is even too long a time frame. Start with a month, or even a week. Evaluate from this new perspective and see what happens. See how your choices change. It’s your life. How will you spend the currency?

It’s Customer Service Week

This is Customer Service Week. Now you might think that every week, or every day, is about providing excellent customer service. That’s what I would say too. But this week is actually more about recognizing the people on your team who work with your customers and help ensure that they are properly taken care of.

If you have people who service your customers, this week is a great time to:

• Boost morale, motivation and teamwork.
• Reward frontline reps.
• Increase company-wide awareness of the importance of delivering super customer service.
• Thank colleagues in other departments for their support.
• Remind customers of your team’s commitment to creating raving fans.

There are a million ways to show your appreciation for your fantastic team members. Here are just a few ideas:

• Throw a party and provide breakfast, lunch or afternoon treats.
• Hand out certificates of appreciation.
• Bring in a massage therapist to provide seated or chair massages.
• Play games or other fun activities and award prizes.
• Give away special gifts (Gratitude Cookies or Zen Crunch make an especially nice gesture).

It’s not so much about what you choose to do, as much as that you do something to recognize the efforts of your customer service team.

The Power of Paying Attention to Your Environment

Yesterday I was out running through the forest. Okay, not so much a forest as the Custis and W&OD bike trails. But it may as well have been a forest. I first saw a rabbit frolicking amidst a grassy side area. As you might guess, with a company named Zen Rabbit, rabbits are my totem animal. I LOVE seeing rabbits.

And then about 20 minutes later, I saw a deer! There was one biker who also saw the deer enjoying her mid-afternoon snack in the foliage. Then there were a whole bunch of other people on the trail who didn’t even notice. They zoomed right by, not paying any attention to what was around them.

That experience got me thinking about how many times people don’t see what’s right in front of them. How many opportunities are missed because they’re too busy getting where they’re going to pay attention to the cool stuff that shows up unexpectedly? I admit I’ve made this mistake many times and will likely make it again. You get caught up in getting stuff done, staying focused on the task at hand and not allowing any outside distractions. At times, that’s the only way to operate and it ensures that you reach your goals.

Other times, though, like a beautiful Sunday afternoon, you need to allow yourself to meander. To be distracted. To get out of your head and into the moment. To allow your attention to wander to whatever is playing on the sides of the trail right now. Who knows what you might suddenly see or what great ideas may come to you.

Going the Extra Degree

Sunday, July 31st is the 212th day of the year. This may only be relevant to people who know about the 212 concept, about pushing things the extra degree. As Sam Parker (originator of the message) says, “212 is a simple message that reminds us of how a small amount of extra effort and attention can have a big impact on results.”

It starts with the basis of water being hot at 211 degrees. Once it gets to 212 degrees, it boils. When water boils, it produces steam. And with steam, you can power a train. That one extra degree makes all the difference.

Challenge yourself. To what can you apply ONE extra degree of effort and make a huge difference? Just when you think you can’t do anymore. Is it one more phone call, one more push up, one more minute of listening to a friend? C’mon, you can always eat just one more (yeah, now we’re talking, right?).

Have you seen the three minute 212 movie preview? Take a look here, (never mind the commercial) and watch it the whole way through.

Then share. What are you pushing one degree further?

Oh, and if you want to know more about 212, the extra degree, see Sam’s website: http://bit.ly/pjVajT