Earlier this week I had one of those "trips from hell" that happen on occasion for those who travel frequently for business. To make a long story short, I spent a long week one afternoon and evening in the Mobile (Alabama) regional airport. Due to circumstances beyond anyone's control, my flight was ultimately cancelled and I was forced to spend an extra night that I hadn't packed or planned for. Out of the misery of my experiences came a few wonderful lessons on how to deliver value even if business is tough, your customers are not happy to do business with you and you become the scapegoat for everything from the economy to what your customer had for breakfast.
Lesson #1: There are some customers that no matter how hard you try you can neither deliver value nor make happy. There was a woman who by the time the evening was over had blamed everyone at the airlines, airport and even fellow passengers for all her troubles. My advice to the worn out gate agent was to essentially fire this customer and get on to the business of serving the customers who actually needed and wanted her help. Eventually that's exactly what happened and EVERYONE was much better off as soon as it did. Does this bring any particular customer(s) to mind for you?
Lesson #2: No matter how difficult things are, no matter how hard your customers are struggling, there are always opportunities to create and give value to your customers. The best way is to take time to listen to their needs and then address them as directly, impactfully and positively as possible. This is exactly what all representatives of the airline did not only for me as an elite member of their frequent flier program but for each and every (rational) customer that was affected. They explained the situation, they gave us options on how best to meet our travel needs and made sure that (eventually) everyone got to their destinations. I wish I could say that this type of service happened all the time in the airline industry but we all know different. What creative ways can you think of to bring value to your customer - even if it means giving business to the competition?
Lesson #3: Go out of your way to meet your customer's needs. After a long and rather exhausting afternoon and evening I was booked in to a nearby hotel, compliments of the airline. Upon my arrival I was greeted by an ultra friendly front desk clerk who seemed to almost know I was coming and who once I gave my name to used it a number of times to tell me about the hotel and the services offered. By now it was getting late in the evening I inquired as to how long the hotel restaurant was going to be open. Her response not only eased my fears of eating dinner out of a vending machine but it down right shocked (and delighted) me. Get this: "the restaurant closes at 10:00 but you go to your room, relax, change, whatever you want to do. I will make sure they are ready for you whenever you arrive." I would like to tell you that the airline had put me up at a luxurious hotel that is nationally known for outstanding service (at a luxury price) but we all know different. What silly company policies or procedures keep you from doing what is ultimately best to earn customer loyalty and trust?
Lesson #4: Going above and beyond will earn future business. I was also given a voucher for a free cab ride to and from the airport. At the end of my long ordeal I was just thinking about getting to the hotel, getting out of my business suit and getting something to eat. Little did I ever expect to receive anything more than mindless chatter from a local cabbie. It was pouring rain at the point I came out to get in the cab. The driver quickly jumped out and ran around to meet me at the curb and said "sir, please step down the walkway underneath the awning so your suit doesn't get soaked!" Nice gesture, especially since she herself got soaked in an effort to keep me from doing so. Not only that but again seeming to know my situation on the way to the hotel she asked what time my flight was the next morning and what time I wanted to be picked up. Knowing I had to be picked up at 5:00 a.m. and the fact that it was 9:00 p.m. at the time I tried to decline her offer and have the hotel arrange transportation for me. She would have none of it and the next morning was there right on time. I now have her business card logged in to my contacts and can assure you if I ever need cab service in that city again I know who to call. I will also refer any friends who live in Mobile who might need taxi service. I would like to tell you that's just what I expected but we all know different. How can you give sacrifically of yourself to inspire customers to keep coming back and refer you to their friends?
WOW!
There are many more lessons that I am leaving out in the interest of brevity. Think about it though, how can you apply each of these lessons to working with and creating value for your customers? It's not magic, it just takes the little one extra degree of effort (212 degree reference again). Each one of them not only made what might have been a terrible experience better but I can assure you they earned my future business when I return to that town again. Business may be tough, things may not be going your way, customers may be demanding more than ever but you can ALWAYS find a way to make a positive difference for your customers that they will long remember.
I'd like to tell you that you can try to stay the course, ride out the tough economy and that business will eventually come back and your old way of thinking and selling will earn back your customer's business when it does - BUT WE ALL KNOW DIFFERENT.
Thursday, June 23, 2011
Thursday, June 16, 2011
Give Me Value
As I have mentioned, I have been in sales a long time. Since the day I began selling paper subscriptions when I was 10 years old I learned and studied the basics of selling. I learned over and over again to show up early, outwork my competition and above all else sell FAB's! Features, Advantages and Benefits, that is. While there is nothing really inherently wrong with the way I was taught and the style I developed, the world has changed.
As the economy turned and all of us are learning to live with less it has squeezed the salespeople who are still out there selling the same way they have their whole careers. As a result, for many, many reasons customers have a lot more buying power and salespeople are left to compete primarily on price. It's a difficult and frustrating way to make a living.
To succeed in sales today you have to be able to quickly, clearly and concisely show your customers where and how you provide value, whether you provide a product or a service. The more tangible and quantifiable the benefit(s), the better. It sounds easy but it isn't.
It's easy to stick to the tried and true FAB's and indeed it may continue to work - on a much smaller scale. I believe to not only survive but also thrive in today's marketplace we all need to be crystal clear on what our value message is and why it makes a difference.
Why do I say it isn't easy? Because I am living it first hand. I own and help manage a very successful independently owned business that for three decades survived on making FABulous products. Like everyone I know in sales, however I have far too many competitors and not nearly enough customers to maintain my business in status quo mode. I am forcing myself to change the way I think about doing business because I am not ready to settle for good (the enemy of great). I want to work along with my committed stakeholders to make our business greater than it has ever been.
One of the ways I have started thinking about creating value is by authoring a meaningful blog and sharing my value message with others. To that end and as always, I hope you will share your comments, ideas, success stories and opinions with me and that you will pass this post along to your friends, coworkers and contacts who will see the value in following me.
This week consider:
1. What is my value message?
2. How can I most clearly communicate it?
3. Why does it matter to my customers?
If we answer these questions correctly greatness will be knocking on our doors!
As the economy turned and all of us are learning to live with less it has squeezed the salespeople who are still out there selling the same way they have their whole careers. As a result, for many, many reasons customers have a lot more buying power and salespeople are left to compete primarily on price. It's a difficult and frustrating way to make a living.
To succeed in sales today you have to be able to quickly, clearly and concisely show your customers where and how you provide value, whether you provide a product or a service. The more tangible and quantifiable the benefit(s), the better. It sounds easy but it isn't.
It's easy to stick to the tried and true FAB's and indeed it may continue to work - on a much smaller scale. I believe to not only survive but also thrive in today's marketplace we all need to be crystal clear on what our value message is and why it makes a difference.
Why do I say it isn't easy? Because I am living it first hand. I own and help manage a very successful independently owned business that for three decades survived on making FABulous products. Like everyone I know in sales, however I have far too many competitors and not nearly enough customers to maintain my business in status quo mode. I am forcing myself to change the way I think about doing business because I am not ready to settle for good (the enemy of great). I want to work along with my committed stakeholders to make our business greater than it has ever been.
One of the ways I have started thinking about creating value is by authoring a meaningful blog and sharing my value message with others. To that end and as always, I hope you will share your comments, ideas, success stories and opinions with me and that you will pass this post along to your friends, coworkers and contacts who will see the value in following me.
This week consider:
1. What is my value message?
2. How can I most clearly communicate it?
3. Why does it matter to my customers?
If we answer these questions correctly greatness will be knocking on our doors!
Thursday, June 9, 2011
How Able is your Value?
I have been in sales my whole life. I started out at 10 years old knocking on doors to sell subscriptions to the local community newspaper and haven't stopped since. I've received hundreds of rejections and experienced some of the greatest highs in my life throughout my sales career by successfully winning and earning business from my customers. There is a trend that is unlike anything I have ever seen in my 35+ years of sales. It's changed the sales landscape with the force of a mighty storm. And I contend sales will ever be the same again.
Today's customers live at a more frenetic pace than at any time in history. I know because I am one. Traditional ways of marketing and advertising have lost their effectiveness. If you have fallen in to the rut of trying to sell on price (and who of us haven't) or trying to impress people with your incredible list of product features I wish you the best of luck in your new career once you figure out that you can no longer survive in the sales world.
The key to succeeding in sales over the next many years is creating VALUE for the people who buy from you. Otherwise, they do not have the time to waste listening to your same old canned (and boring) sales pitches. If you are not perceived as a ValueABLE resource to your customers I suggest you figure out how or like I said good luck doing something else.
Maybe you disagree. But I am finishing up a week in New York where I have talked to many, many customers and observed what I believe is 100% confirmation that I'm right. If you agree with me then I suggest the following 5 applications that you can start working on TODAY.
1. Spend time with your customers
2. Ask great questions
3. Study their business and buying decisions from every possible angle
4. Find out what are the key drivers to their success
5. Tailor yourself and your products and services towards creating VALUE based on what you
learn
Sounds easy enough? Then why don't more people do it? Because it takes extra effort (remember the 212 degrees analogy), because it is a different way to approach sales and because it's an entirely new way of selling that most of us have not been trained to excel in. I am learning every day from places I never imagined could contribute to a sales career.
Next week I will endeavor to define what I mean by value. What it is and what it isn't. Meanwhile I suggest you get to work and make sure you are ABLE to create VALUE for all of your customers in a way that will make in an invaluable business partner and one of those who will begin seeing amazing results no matter what conditions you're competing in.
Today's customers live at a more frenetic pace than at any time in history. I know because I am one. Traditional ways of marketing and advertising have lost their effectiveness. If you have fallen in to the rut of trying to sell on price (and who of us haven't) or trying to impress people with your incredible list of product features I wish you the best of luck in your new career once you figure out that you can no longer survive in the sales world.
The key to succeeding in sales over the next many years is creating VALUE for the people who buy from you. Otherwise, they do not have the time to waste listening to your same old canned (and boring) sales pitches. If you are not perceived as a ValueABLE resource to your customers I suggest you figure out how or like I said good luck doing something else.
Maybe you disagree. But I am finishing up a week in New York where I have talked to many, many customers and observed what I believe is 100% confirmation that I'm right. If you agree with me then I suggest the following 5 applications that you can start working on TODAY.
1. Spend time with your customers
2. Ask great questions
3. Study their business and buying decisions from every possible angle
4. Find out what are the key drivers to their success
5. Tailor yourself and your products and services towards creating VALUE based on what you
learn
Sounds easy enough? Then why don't more people do it? Because it takes extra effort (remember the 212 degrees analogy), because it is a different way to approach sales and because it's an entirely new way of selling that most of us have not been trained to excel in. I am learning every day from places I never imagined could contribute to a sales career.
Next week I will endeavor to define what I mean by value. What it is and what it isn't. Meanwhile I suggest you get to work and make sure you are ABLE to create VALUE for all of your customers in a way that will make in an invaluable business partner and one of those who will begin seeing amazing results no matter what conditions you're competing in.
Thursday, June 2, 2011
True Value
No, I'm not talking about the Hardware Chain. I am talking about YOUR business. More than just mine and yours I am also referring to your suppliers - the people you do business with to help you meet your customer's needs. Of course I am ultimately talking about your customers as well.
Here is my question for all of us: is what we are doing all day every day creating VALUE for our stakeholders and customers? How about what you're working on right now? You see whether you are the President of the Company or one of the many behind the scenes people who feel you don't get noticed nearly enough everything you do should create value. It certainly will determine the amount of success the company you run or work in will enjoy in the future.
Let's face it folks, technology has not simplified our lives. It has made it go 1,000 times faster. Just trying to keep up with the latest news, the latest technology and the latest developments in our industry is enough to send us into a panic. And it's all happening in real time. What most of us really need is some "white space" in our days to be able to sit back reflect on the past and plan for the future. While keeping ourselves sane in the present!
Why does this matter and what does it have to do with value? Everything! The only way to get noticed and be relevant in today's terabyte, light speed world is to do something to simplify your customer's lives while giving them something they value - and get this - will gladly pay more for. Look around at how many companies and even industries have been created in the last decade. Why? I'll save that discussion for next week!
I want to invite you to share what it is that you value most in a business partner, company you do business with or supplier? Think clearly about what it is they do or how they do it that would make it impossible for another company to come in and take their place. Now, isn't that how we all wish all of our customers felt about us? More on that next week...
I want to have a little fun with this and incorporate some of your answers in to next week's and subsequent week's blogs. To encourage your thoughtful feedback I will select the Top 5 Answers I receive by 12:00 p.m. Central Time Monday, June 6th and send a special little gift that could pay you back in more ways than one! Who knows, your great idea might pay off big time!!
Feel free to send your answers via my Twitter account (@JReneeEric), reply to my blog (http://www.remacink.blogspot.com/), reply to the post on my Linkedin page or e-mail, erich@ remacinc.com.
Each week I hope to provide you with some insight that will resonate with your business and will add VALUE to all of your business and personal inter workings. I hope this will encourage you to share, like, retweet, post and comment so that more of your contacts, customers and stakeholders might benefit as well.
To yOUR Success,
Eric
Here is my question for all of us: is what we are doing all day every day creating VALUE for our stakeholders and customers? How about what you're working on right now? You see whether you are the President of the Company or one of the many behind the scenes people who feel you don't get noticed nearly enough everything you do should create value. It certainly will determine the amount of success the company you run or work in will enjoy in the future.
Let's face it folks, technology has not simplified our lives. It has made it go 1,000 times faster. Just trying to keep up with the latest news, the latest technology and the latest developments in our industry is enough to send us into a panic. And it's all happening in real time. What most of us really need is some "white space" in our days to be able to sit back reflect on the past and plan for the future. While keeping ourselves sane in the present!
Why does this matter and what does it have to do with value? Everything! The only way to get noticed and be relevant in today's terabyte, light speed world is to do something to simplify your customer's lives while giving them something they value - and get this - will gladly pay more for. Look around at how many companies and even industries have been created in the last decade. Why? I'll save that discussion for next week!
I want to invite you to share what it is that you value most in a business partner, company you do business with or supplier? Think clearly about what it is they do or how they do it that would make it impossible for another company to come in and take their place. Now, isn't that how we all wish all of our customers felt about us? More on that next week...
I want to have a little fun with this and incorporate some of your answers in to next week's and subsequent week's blogs. To encourage your thoughtful feedback I will select the Top 5 Answers I receive by 12:00 p.m. Central Time Monday, June 6th and send a special little gift that could pay you back in more ways than one! Who knows, your great idea might pay off big time!!
Feel free to send your answers via my Twitter account (@JReneeEric), reply to my blog (http://www.remacink.blogspot.com/), reply to the post on my Linkedin page or e-mail, erich@ remacinc.com.
Each week I hope to provide you with some insight that will resonate with your business and will add VALUE to all of your business and personal inter workings. I hope this will encourage you to share, like, retweet, post and comment so that more of your contacts, customers and stakeholders might benefit as well.
To yOUR Success,
Eric
Subscribe to:
Posts (Atom)