Archive for the ‘Referrals’ Category

« Older Entries

Posted by Tom on August 24th, 2012 | Permalink

The Promise

August 24th, 2012

Promises are easily made but not always easily kept. Ask any parent!

The reality of running a business, be it large or small, is that you have a responsibility to keep your promises to clients/customers. How many times have you personally run across a business where you have said “it just isn’t the same anymore” or “what has changed, that is not what I remember it being”. Classic examples of a business owner who is looking to make more money by cutting costs or has innovated without paying attention to their end user. Worse yet it could also be the result of a business changing hands. The end result of course is lost business. When the promise of the Experience changes for the worse your customers/client will not come back and worse yet they probably will not tell you.

The only conclusion we can draw from all of this is that a brand is a promise kept. After all is the promise not why they decided to associate with you in the first place. If you cannot keep your implied promise (the core of how and what you deliver) to your customers/client then your brand will not be worth much.

Social Share Counters

Posted in Blog, Business Management, Experience Economy, Good Marketing, Referrals |

Posted by Dennis on June 29th, 2012 | Permalink

It’s The Details That Make You Different

June 29th, 2012

If I operated a ski resort I would ensure that every member of my staff who A. works on the hill and B. interacts with guests, wear a fanny pack with duct tape, ski baskets (for the bottom of poles), chap stick, a screw driver, a lighter, two spare trail maps and a few power bars and one emergency bottle of water, to hand out to whomever might need them.

This awesome innovation in the client experience is incredibly easy to do and affordable to implement.

I was in Banff last winter skiing and I lost a basket off the bottom of my pole which makes it pretty useless, and right or wrong most of us can’t ski without poles.  After all, without poles what would I lean on when I groan “Geeeeeeeezussssssss” while my knees recover from a pitch of moguls?

When I lost the basket I was miles from the chalet and I wanted to avoid wasting up to an hour to go replace it. I saw a patroller near a little shack at the lift and I asked him if he might have an extra basket.  He didn’t.

“What? What did you think I was going to do about it?” is what he asked me, then, “We have baskets in the store … We’re in the business of selling baskets (buddy) not  giving them away.” This is where he and I disagree.

I think he is in the “Making people happy” business. I think to a certain extent that’s the business we are all in. Imagine if Mr. Patroller would have spun his pack around, rooted around in there for a moment and handed me a basket – he would have been my hero.

Clients have crises every day and while they may not ask for it, they need and appreciate help. You can’t always help them – but when you can, and when it’s easy, you have to as these are the best opportunities to demonstrate your commitment.

When someone pays you they are saying “I expect you to do what you said you would do. It’s a deal.” When you deliver, when you perform, when you produce you shouldn’t expect a standing ovation, or anything above a polite thank you when you complete your work.

However, when you bring art to your delivery – when you master the basic game then add top spin, then you have something that is worth talking about.

I once spoke about my painter Dan and I’m going to bring him up again.

I hired Dan to paint a rental property that I own. Dan showed up and toured the house. The next day he gave me a proposal outlining what he would do, when it would be completed, and finally what I would pay.

At the time I was also showing the property to prospective tenants, and each time I would apologize in advance for the painter, imagining ladders and buckets and paper coffee cups all over the place.

However, every single time I went into my house, usually after 5 to show it to potential renters the house would be spotless. All of Dan’s tools were laid out, like a surgeon, on a single drop cloth. None of his instruments were touching. He was careful and precise.

This happened a few times over the week, and I’m sure that his work space made enough of an impression to actually help me rent it out.  When he completed the project, on time, he sent flowers to my house to thank us for the contract.

Dan understands something that a lot of entrepreneurs don’t. It’s not what you do, but how you do it that matters.

Do what you say you are going to do. Get it completed on time, or early if possible. Complete the work with attention to details, and process.

Social Share Counters

Posted in Blog, Building a CLAN, Business Management, Client Service, Experience Economy, Good Marketing, Referrals |

Posted by Dennis on June 1st, 2012 | Permalink

What Is A Brand?

June 1st, 2012

I ask this in every session – the answer is “A promise kept, or a promise broken.”

Your brand is what people think you are. The NIKE swoosh is associated with victory (or at least noble attempt) and athletic achievement.

Starbucks – quality coffee, and also that you are a part of the culture.

The Ritz, Luxury.

The Mercedes Benz is associated with quality and also the suggestion of discerning taste.

We can’t always leave our mark like that. We don’t all sell shoes, or cars, or luxury hotel suits. Not all of us have a product to sell. Many of us sell services, or experiences.

For many of us, I suspect our name is our brand.

We are our promise kept, or our promise broken.

Your brand isn`t your product, it’s the emotional connection that people feel about your enterprise. Your brand is non-tangible. Your brand is what it feels like to be your client.

Every interaction anyone has with your company – from the website to speaking to an actual person – is an opportunity to drive home and reinforce your brand.

National Arts Centre (Canadian spelling)

In Canada we spell “Centre” with an ‘re’, not an ‘er.’

I have been a member of the NAC for a few years now. We have season’s tickets, and last year in addition to the seats we donated some money.

Without boring you with the play by play – let me assure you that the NAC is a really nice night out. Certainly it’s a little upscale, and the setting is magical, across from the parliament buildings, along the Rideau Canal and there is usually a restaurant added to the mix. It’s a great night.

I don’t know why they use a “robo-call” service to sell tickets.

I don’t think having a “robo-call” service call NAC members to renew their subscription is consistent with the NAC brand. I get “robo-called” daily by telephone services, dubious electricity re-sellers and every time I cringe. People the world over are trying to get off these lists, yet the NAC uses the service.

It’s the only part of my relationship with the NAC that is unpleasant, because the “robo-call” is inconsistent with NAC experience and brand. I have never listened to the message for more than 5 seconds.

How about this innovation instead, rather than rely on the “robo-calls”, the NAC contacts season ticket holders and asks us to volunteer to call other members on behalf of The NAC, to renew tickets, promote fund raising, and also to create a greater sense of community with other members of the NAC.  . Can you imagine how much better having other members call each other would be?

“Hello Mary, my name is Dennis and like you I am a member of the NAC. I am volunteering tonight, calling other members on behalf of English Theatre to ask if you will be renewing your seats this year.”

It’s doubtful anyone is going to hang up on me.

Far more likely is that Mary and I are going to get along fine. She may or may not renew her ticket with me on the phone but that isn’t the point. The NAC could use this as an opportunity to have me inform Mary about how she can volunteer to help the cause, or perhaps I could ask Mary what plays she attended and which events she might like to see in the future?

The NAC could easily innovate their strategy on this. They could eliminate the robo-call system and organize some volunteers – I’m willing – and bring their sales department in line with their overall experience. This is a great night out with world class entertainment.

I doubt Mercedes Benz uses robo-calls from their service department.  “Hell-OH. This IS Day-vid-ah, from Kap-it-ol Merced-eeez Benz (pause) your car is red-ee, and your bill is ex-pen-sive. Thankyouverymuch.” That’s not their brand. People of discerning taste don’t use “robo-calls.”

The foundation of any brand is trust. Inconsistency undermines trust. When any aspect of your brand is out of line with your business, you will create confusion and suffer the costs.

Social Share Counters

Posted in Blog, Building a CLAN, Business Management, Client Service, Good Marketing, Referrals |

Posted by Tom on May 22nd, 2012 | Permalink

The Story Behind Marshall Amps

May 22nd, 2012

I love to play the blues on my electric guitar. As a result articles about icons from the music industry are of interest to me. I recently read an article about Jim Marshall the legendary founder of Marshall Amplifiers. Marshall was affectionately knows as ‘Dad’ in the community that he served.

So what does this have to do with anything? Well lots…..

First, Marshall was known as Dad because he cared for his company and the people that used the equipment he made. For him it was about more than making great gear. Making great gear was the easy part. For Marshall it was all about the experience of what it meant to have great gear. Until he was debilitated by strokes in his late 80s, Marshall was the first one to the factory everyday for the sole reason that he wanted to open the mail and be the first to hear about any complaints. As well, people who bought a Marshall amp got a letter from Marshall welcoming them to the ‘family’. These were not just hollow words. Marshall demonstrated everyday how much he cared.

Second, Marshall went the extra mile because he knew it was more about the experience than the product. There is a famous story about how Jimi Hendrix came to exclusively use Marshall amps. Hendrix was looking for a certain sound and tone and was able to find it with a very shortlist of amplifier builders. One of which was Marshall. Hendrix asked Marshall if he would provide service and support anywhere in the world. Marshall of course said yes. The rest is history and there are countless famous photo images of Jimi Hendrix playing in front of his Marshall amplifiers. This type of exposure entrench Marshall amplifiers in the world of amplified music.

For Dad it went beyond just making something great. It was more about what it meant to be a part of a ‘family’ of people who shared a common interest. He was willing to play his part in creating amazing music but his willingness to show he cared earned him the affections of an industry.

Social Share Counters

Posted in Blog, Building a CLAN, Business Management, Client Service, Experience Economy, Good Marketing, Referrals |

Posted by Tom on May 16th, 2012 | Permalink

Getting it All in Perspective – Sales

May 16th, 2012

It is all about your intention.

In the Experience Economy your sales process is not about ‘closing’ or ‘doing business’. Instead, consider that what you do is guide a client through a process of commitment.

If you believe that actions speak louder than words then you have to accept your client commitment process will leave a lasting and indelible imprint on the overall impression you make on a client.

What impression do your actions make?

Hint: just because you ‘closed’ someone does not mean that you made the right impression.

Social Share Counters

Posted in Blog, Building a CLAN, Experience Economy, Good Marketing, Referrals |

Posted by Dennis on November 23rd, 2011 | Permalink

Advisor Interview – Heidi Helmeke

November 23rd, 2011

The day I met Heidi, I was working in Minneapolis, and my client had arranged a personal meeting with some advisors. I was told ahead of time that they have a great business, and that I would enjoy meeting them.

Charles (Chuck) Blossom and Heidi Helmeke are fantastic financial advisors, and the entire team at Prestige Wealth Management come together to offer a fantastic client experience.

They take a complete and comprehensive approach to their financial planning process, but they are as passionate about their client relationship which is what sets them apart.

As Heidi put it “For sure we have a complete financial planning process, and every client we have understands it, so yes we do a great job of caring for them from a strictly technical perspective – but we put a lot of effort into ensuring that we create a sense of family or belonging here. We want people to look forward to seeing us; and to having their meeting – those are two separate things”

In addition to the photo albums of client events, Prestige Wealth Management also hosts several impressive client events including a Holiday event where they book an entire movie theatre, and for Halloween they delivered pumpkins to over 20 houses that had grand kids. “People love it, and our movie day for many of our clients has become one of their family traditions – which is really nice for us.”

Name: Heidi J. Helmeke

Family: Married to Rob Helmeke and have two children Garrett age 7 and Brooke age 5

Current Position: Senior Vice President, Prestige Wealth Management

Years in Business/Brief History: I have been in the securities business for approximately 20 years originally to start up an investment program within the bank where I was acting vice president.  I later moved into the independent RIA channel with Prestige Wealth Management 12 years ago.

Staff: Prestige Wealth Management has three support staff, an operations director and the President of Prestige Wealth Management who is the other Advisor in the office.

Assets under Management: 51,000,000 and growing steadily.

DMW: How did you get into this line of work?

HJH: My path into this line of work started at age 16 when I was hired as a bank teller.  My work experience in the financial arena continued through out my pre-dental scholars’ program years at Marquette University.  After 2 ½ years I realized that my financial burden for undergraduate and then Dental school would leave me in debt until I was at least 40 years old even with a dentist’s income.  That was not what I wanted out of life and changed my degree to psychology in order to be able to finish in 4 years.  I had no idea at the time how valuable that degree would be for me in the future.  I took the first job out of college that would pay me enough so I would not need to move home.  That meant I would be working in finance since that is where a majority of work experience was concentrated.  After making my way up the banking ranks into a vice president I was asked to start up an investment department.  In doing so I was able to see that I wanted to explore this avenue that was very new to me.  Once I started working with clients I realized I needed more information to be able to assist them in their financial decisions and therefore obtained my certified financial planning certificate.

DMW: To what do you most attribute your success?

HJH: My dad.  He not only had a strong farm work ethic that he passed on to me he was also an incredibly smart man who did not go past the 6th grade.  He could add and subtract in his head faster than I could with a calculation however because of his lack of education he never had confidence in his ability to understand finance.  He started his own successful business and was able to provide for our family however he died without ever writing a check.  I continually see “dad” every day meeting with clients whether they are scientists, engineers, executives, lineman, or school teachers.  It doesn’t matter what, if any, education they have the complexity of the financial world creates a need for me to bring confidence and education to their world.

DMW: What would you say are the five key elements for starting and running a successful financial planning practice?

HJH:

  1. Health – Both mental and physical
  2. A Strong family relationship
  3. Passion for your clients
  4. Establish a business plan that will withstand the ups and downs of our industry similar to the plans you do for clients.
  5. Continual personal growth – never stop learning

DMW: If you spoke to a squeaky new fa on his or her first day……

HJH: Get to know your client one conversation at a time.

DMW: I really like that – one conversation at a time – it sort of suggests that you should be patient. Seek to understand your clients. Know them intimately.

DMW:  What keeps you interested about this career?

HJH: The desire to assist my “business” family with every new challenge and opportunity that occurs daily.

DMW: People’s lives are always changing – I always think about me, my own financial life and how semi-complicated it is, financially speaking. Granted I run a business, but most of my friends don’t and their lives are financially complicated too – mortgages, investments, retirement, promotions, layoffs – everyone is always in flux.

HJH: Keep connected with your clients – you have to check in, that is how you find your place to help.

DMW:  Tell me about a time when you had to overcome difficult times in your practice, and what you did to get through it.

HJH: In looking back at some of the most difficult times in my practice they have always happened when my focus strayed away from the client toward outside influences that I could not control such as the markets, economy, political environment and competition.

The first step was to recognize what had occurred.  The second step would involve revisiting my goals and reasons for being in this business. Finally I would take action to make the client my primary focus again using various top of mind tools or simply mentally shutting the door on outside influences.  The future will always involve difficult times however experience has proven to me that the time involve in recognition and resolution of the challenge keeps shortening.

DMW:  Why do you think you do so well – and can other FA’ duplicate your success by embracing your philosophy?

HJH:  I think I do so well because for me this is not a job or even a career.  It is my passion and purpose.  If a new FA truly cares about your clients above all else the success will follow.

DMW:  What kind of culture exists in your organization?

HJH:  Our organization strives to create a feeling of family both internally and externally.  This is accomplished by establishing relationships that involve more than finances.

DMW: What 3 pieces of advice would you give to an FA who wants to realize…….

HJH:

  1. Find out if you have the internal desire for this business beyond the external gains of money, success, education etc…
  2. If #1 is true then cultivate that desire by enhancing your client relationships and in turn their experience with your firm.  (If not be honest with yourself and either accept you position in the field or do what you are passionate about)
  3. Surround yourself with positive influences both personally and in your business.

DMW: How do you go about marketing your business?  What has been your most successful form of marketing?

HJH: We market through introductions, workshops and client events.  Our most successful marketing is small client events where they bring a guest to introduce to our firm.

DMW:  Excluding yours, what company or business do you admire the most?

HJH:  I would say solely based on recent experiences as a consumer I would say Starbucks and Ann Taylor.

DMW: Yeah, I have a nice Ann Taylor pantsuit … wait did I say that out loud?

Bonus Round

DMW: Do you have any idea what Poutine is, and do you think it should be legally recognized?

HJH: No idea, so I am not sure.

DMW: Did you hear that Governor Rick Perry signed a pledge against Poutine?

HJH: (laughing) No I did not know that.

DMW: Well he did, or at least he is pretty sure he did.

HJH: Well … Is that a bad thing?

DMW: Depends I guess on what your feelings are about complex carbohydrates. I don’t want to get all political on you, but the way I see it all carbohydrates are created equal.

DMW: Ever been to Canada?

HJH: No.

DMW: What? Are you kidding me? I thought for sure … you live in Minnesota?!

HJH: I know, but no, I have never gone.

DMW: Well there goes my next question … So, what’s your favorite part… of Canada?

HJH: I have a lot of dual citizenship clients, so I am going to say “wherever they are from, and wherever you are.”

DMW: Oh that’s sweet – and that’s going in the interview.

 

DMW: Okay where would you go if you went anywhere in Canada?

HJH: Honestly … I probably wouldn’t go.

DMW: What? We are your largest trading partner … we’re right here, we like you guys, and we look like you. Is it our liberal opinions and radicalized support for Poutine?

Social Share Counters

Posted in Blog, Experience Economy, Good Marketing, Referrals |

Posted by Dennis on June 20th, 2011 | Permalink

Anchors Away

June 20th, 2011

Some things you buy because they are cheap, and you are not emotionally invested. Deodorant. Toothpaste. Tires. RAM for your computer. If you sell these sorts of things – then you are going to compete on either price or service. “Buy 3 tubes of toothpaste, get the 4th for free”, or service – “We can get you in, get your tires changed, and back on the road in less than an hour!”

However, if what you sell has an emotional element to it – that is to say you don’t compete on price but rather value, then you will want to consider some kind of post investment process to anchor the relationship.

The client becomes an advocate.

In previous blogs I have mentioned that I love Starwood Hotels. Well you would too if they did for you what they do for me. Every single time I check in to a Starwood the following events happen – guaranteed.

1. I skip the line and get my own special counter …
2. My folio is already out and waiting at the desk – like they are expecting me, and …
3. They give me a gift (bonus points, movies, or room service) and …
4. I get early check in to my …
5. Complimentary room upgrade which are often out of this world, where I drop off my bags before going to …
6. The club lounge to think about what I will do with …
7. The bonus points I earn on each stay because I am a Platinum member – this year it was Whistler for a week, compliments of Starwood.

When I stay at a hotel that isn’t a Starwood I’m always a little disappointed because while its nice, its not my place. Last week I stayed at The Four Seasons in Boston but would have preferred The Liberty Hotel (A Starwood Property), and then The Ritz Carlton in Tyson’s Corner VA but I would have preferred The Westin next door. When staying at a Starwood means I have to walk a little, or get up a little earlier these routine bonuses are enough to ensure that I don’t regret it.

After Boston and D.C. I was in Pittsburgh, I stayed at The Westin although my meeting was at The Omni, which is a very lovely place but it doesn’t mean anything to me. I don’t feel especially connected to them – there is no community, no sense of membership.


Keep your eye on the prize.

Before heading out last week for this mini tour (Boston, D.C., Pittsburgh) I received a cool gift in the mail from my eyewear provider. The gift was a box of fine teas, various selections etc. and a nice card thanking me for the confidence and trusting them with looking after my new glasses.

A few months ago I picked up new specs and of course I have had a lot of people compliment me – they are new, my face looks different. But pretty soon nobody is going to ask comment about them – they won’t be new anymore. The novelty will fade.

The frames I bought were really expensive but I am certain now that when I buy my second pair of frames (I like to have a few pair at the same time for variety) I will get them from IRIS in my neighborhood. The gift they sent was a really nice touch and it will ensure that they remain top of my mind when I go looking.

What is your process?

When someone buys into you or your business what do you do? Do you let them leave? Just walk out and take your chances that they will come back or do you make the experience memorable?

A card? A book? A follow up call when its appropriate? A client event? A special sale where you invite your preferred clients to come in after hours, or on a Sunday and shop at a special price?

Its pretty hard to stand out. Its pretty hard to compete on price when eBay has changed the way we shop, so I will just remind you of this old saying compliments of my friend Sam in New York City.

Similarities don’t sell. Differences do.

Social Share Counters

Posted in Blog, Business Management, Client Service, Experience Economy, Good Marketing, Referrals |

Posted by Dennis on June 11th, 2011 | Permalink

Whatever, Whenever – W Hotel San Diego

June 11th, 2011

You may like to read this blog if you missed my last post about amazing customer service at W Hotels.

I was standing in The Marriott Marina Hotel in downtown San Diego.

This hotel is right beside the San Diego Convention center, I had flown out to speak about increasing sales by improving the client experience at a conference hosted by HD Vest.

Coincidentally I had sat beside a National Sales Manager for a golf supply store from Toronto to Phoenix.

Sometimes you get lucky with your seat mate, and this was a really good ride. He and I shared our stories and our opinions about better business development, client loyalty, increasing sales, ideal clients and of course through all of these efforts – distancing yourself from your competition.

We both agreed that a successful sales career is pretty simple – it helps when you have a good product, but at the end of the day the products are usually secondary to the distribution model, and the client experience that the client receives at the point of sale – either the salesperson, the front desk agent, or the sales rep in the field.

Can you press my suit?

It was 1230 PM, and the front desk person told me that it would be impossible to have my suit pressed, and returned to me the same day, and it might not get back before I needed it in the morning.

There wasn’t a lot of interest coming from the other side of the desk as far as helping me out, so I finished checking in and went to the concierge – I thought that for sure this person would point me in the right direction, help me, save me, at the very least have a suggestion.

No such luck, the concierge confirmed that there is no onsite dry cleaning service, and after some discussion she pointed out on a map where a dry cleaning store is. Getting my suit taken care of was my problem. So you know, if I were at a little satellite hotel by an airport, or if it were 10PM I wouldn’t expect to get my suit pressed but this wasn’t the case. It was the middle of the day.

I couldn’t believe it. First of all not having on site dry cleaning at this particular hotel is just dumb. That I was left to solve my own problem was disappointing, and a real missed opportunity in my opinion to win me over and anchor this relationship.

Similarities don’t sell – Differences do.

I needed help. I needed this situation solved. At this point all I had was a map to a dry cleaning store and it was still in doubt as to whether or not they would be able to help me in time.

In the elevator I figured out what to do, and I relaxed. I knew it was all going to work out.

I went up to my room, put my bag down, and looked up the number for The W Hotel in San Diego. I spoke with Alejandra and explained my situation, and I asked her if she had on site dry cleaning.

“Of course” she said “bring your suit over and ask for me, I’ll have it taken care of right away.”

Now it gets funny … well funny in a tragic sort of way, like watching someone walk into a parking meter (I’ve done it).

I walk back down to the concierge, suit over my arm, and ask for directions to The W Hotel, which is about a 10 minute walk away. Nobody batted an eye. It must happen all the time – people asking them where other hotels are?

When I went to the W, they were waiting, took my suit and I went upstairs to The Beach Bar and had lunch, and had a great conversation with Chris, who was the bartender.

The story ends really nice – I loved my lunch, enjoyed talking hockey with Chris who told me fun stories about some of the hockey players who have been guests, and of course The W pressed my suit and didn’t charge me.

Anticipate your client’s needs. Little things mean a lot.

As I have said probably a million times – we all get paid to do one thing, but we earn the money doing something else that is typically not in our job description.

I think I paid $280 to sleep at The Marriott that night … the one beside the 2.6 million square feet of convention centre next door (where people probably wear suits).

All the Marriott had to say was “leave your suit with me, I’ll take care of it.” There are probably all kinds of dry cleaning shops in down town San Diego that would handle my suit and bring it back within a couple of hours. I would have happily paid a premium for it – no problem. In fact, there is probably a dry cleaner that would love to set up shot inside the hotel itself, pay rent and take care of all the suit wearing Marriott guests who would otherwise have to trek through the pretty people of San Diego to The W Hotel to get their suit done.

Think about your own business.

What do you get paid to do?

Now what do you do that nobody expects you to do?

How easy is it?

How affordable is it?

How do you make sure it happens all the time?

How can you make this kind of thinking part of your corporate culture?

We are ramping up to a nice long summer, a perfect time to sit down, kick your own tires, and look for some easy opportunities to improve your client experience.

Bonus Story!

The parking meter … I was in Montreal, I had just spoken at a big conference and was walking back to my hotel, The W in Montreal. Someone from the audience had seen me and chased me down. They were telling me how much they enjoyed my session and wanted to know about hiring me for a meeting in Australia. Just as he said “I mean this, I have been in the business for 36 years and I have never heard a speaker like you – you are amazing.” On cue – I walk right into a parking meter, and fall over gasping for breath.

The look on his face, in retrospect, was hysterical.

Never did hear about that meeting in Australia …

Social Share Counters

Posted in Blog, Business Management, Client Service, Good Marketing, Referrals |

Posted by Nick on April 15th, 2011 | Permalink

Cost Vs. Experience – Cycling

April 15th, 2011

I stood on my balcony looking out at one of the first days of dry pavement in Ottawa, anticipating the arrival of my new bike.  I had ordered it a few weeks ago hoping it would arrive as quickly as possible. I had tracked it, and knew it would arrive that day.

When I told Dennis that I had bought my bike online, he was instantly skeptical. You may have read his blog My New Bike, he has strong opinions on buying local. Then again, I have strong opinions on saving money.

Fear of loss is greater than hope for potential gain

My friend Tim had found a group of guys who were selling bikes; bikes with a story. Fixed Gear Bikes by Solé (www.solebicycles.com) was started by two college guys who couldn’t figure out why a bike was so expensive. So they “trekked the globe” to create a well built, fun to ride, affordable bike.

They came up with a bike that cost $310 (plus shipping), and included some very good components. Depending on where I lived in the USA they said it could be here in 2-10 days. I live in Canada, so I added a few days to my estimate. I knew I could get a similar bike at a local bike store, and would have it faster, but I also knew it would cost me a little extra, and at the time, I wanted to save the few bucks.

Plus – this story excites me. Young entrepreneurs, in a dorm room dream up a company, raise capital and get if off the ground.  I love it. As a company they are trying to stay as green as possible, their website is fun and easy to navigate, and the bikes are cool looking with great pictures and the promise is great – I wanted to get that bike, and build it with the one tool they said I would need.

Dennis has since rode his bike 5 times … and won’t shut up about it

There were problems with shipping. I had to pay extra for shipping to Canada. It took time for the payment to go through, and for the shipping process to start.

My bike finally arrived at 4:59pm and I was super excited. The first thing I noticed was there were holes in the box. I showed the delivery person, and signed for a broken box.

The box wasn’t the only problem. The pedal arm was through the spokes, and had bent one. This had also scraped the paint pretty badly.  I couldn’t attach one pedal because the hole was too small to catch the thread. The other went on fine. I tried to put the front tire on, but the slot on one side wouldn’t accept the bolt. Again, it was too small. Lastly, as I tried to attach the seat, the seat clamp was missing, and the stem wouldn’t fit into the slide… too small.

Later I noticed that the logo was glued on crooked.

I was bummed out, and this was before I had to confess it all in this blog and post it.

What do I do?

At this point, all I want to do is bicycle. Even if they do have a return process, and don’t charge me for the extra shipping costs, I still will have to wait at least two more weeks to even get on the trail. I wasn’t even able to get a hold of anyone there. I had to email, and wait (no response this evening). Had I gone to Tall Tree like Dennis suggested, I would have been on some of those rides with Dennis.

At this point I wish I had given the extra hundred dollars and had someone local that would just fix my bike. More importantly, would have made sure I left with a bike that wasn’t broken in the first place.

Success comes from constant refinement

We are always working to improve here – all the time. I like that SOLE just sells bikes, now work on making it the best experience possible.

SOLE needs tighten up a few things, and build a little community.

They need to pack a little more carefully – come up with a cheap solution to keep the bike from banging around. You can’t allow a bike to show up with a broken wheel, or seat parts missing, this eliminated the crucial “instant” aspect out of “instant gratification.”

They need to get a better handle on quality control so that bikes show up with all the parts, and so that the logo of their company is at least stuck on straight.

They should create community with their clients by allowing us a place to post photos of our bikes around the world.  I’d like to hear about, and hear from other SOLE bike owners – a community.

And finally … they should send me a new bike. Let me have it. Let me keep the other one too. Then this story would truly have an amazing ending.

Now what I need to figure out is whether or not I can write this off…

 

Social Share Counters

Posted in Blog, Client Service, Experience Economy, Good Marketing, Referrals |

Posted by Dennis on March 3rd, 2011 | Permalink

Is there anything better than an upgrade?

March 3rd, 2011

In a previous blog I wrote about an observation I have had which is that businesses place to much of an emphasis on the importance of prospecting, versus growing the businesses through referrals that come as a result of creating an exceptional client experience for your existing clients.

Specifically I feel that it is completely inappropriate for a business to give products and gifts away to strangers while ignoring an existing client. My bank was giving anyone who would open a new account an iPod.  They were asking me to subsidize the cost of the iPods through my service fees on various accounts, and mortgages.

How about your mobile telephone provider? Mobile telephone companies are possibly the only business that has managed to find a way to both ‘suck’ and ‘blow’ at the exact same time.

I feel like a hostage, certainly not a valued client. They constantly roll out new offers, more competitive fees but if I want the same deal as a stranger (read – someone who isn’t paying them already) then I have to renew my contract.

In other words – “If you want the deal that will help you save a little money, you have to agree to pay us for a little longer, which means you won’t actually save any more money. Thanks for your business.”

I won’t belabor the point – I’ll just point out that every business would get a lot more new clients and good will if they gave me an iPod and said “thanks for being our client.”

Imagine if my mobile phone provider sent me a letter saying “we are going to be charging you less from here on in because we have brought in more competitive fees. This does not in any way effect the term of our agreement. You are a valued client, and we want you to remain with us for years to come.”

An upgrade says “we get it.”

In an effort to get more clients, businesses offer all kinds of incentives to bring more bodies in the door. Often this involves price discounts or some kind of “2 for 1” offer.

We all have businesses that we like to spend our money at – I love to spend my money in my neighborhood and I rally around local entrepreneurs who are doing what they can to make it on their own, I have written about it.

What I like about the small independent business experience is that you know that you matter to the owner, and I often get a hand shake or personal attention which adds to the experience, it makes me feel important, it makes me feel like a preferred client, and it keeps me coming back.

We all want to be recognized and belong to some sort of community. We all want a place to go where everybody knows our shame, oops, I mean ‘name.’

When you get upgraded, the business is telling you “we get it”, “we recognize you”, “we appreciate you” and finally “we really want you to keep coming back.”

From the consumers point of view – you get more value for your dollar. You get the product, and a reminder that you matter.

“Best Clients” want to help you, they want to bring their friends in and introduce them.

A best client isn’t necessarily the client who pays you the most, or spends the most in your store. A best client is often the person who appreciates all that you do. Your best clients appreciate being part of your story, and they appreciate how you treat them.

Best clients are the cheapest form of advertising.

In the Financial Services Industry there is a 47%* chance that your next client will come to you via referral so investing into your business, specifically into your client experience is critical to your success. That is, if you want things to constantly get easier and more enjoyable.

How can you upgrade your client service experience?

Here is a short list of suggestions.

1.       Treat the people who work for you really nicely. They are ambassadors of you, and what you do. If your staff is happy, your clients will feel it. People want to do business with kind, decent people.

2.       Work with an ideal client profile and communicate this to your clients- let them know that you don’t just work with anyone. You are special, and by association so are they.

3.       Prospects check in, clients we wait for. Have a staff member wait for your clients in the lobby. You know when the appointment is, so you should be able to guess when they will arrive. Think about how much better that is versus having your clients check in with the receptionist.

4.       Meet in the boardroom and not the office and make sure that the room is set up nicely for the visit with refreshments, glassware, china, and have all your materials ready and prepared.

5.       Spend the appropriate amount of time with the right clients based on revenue to your business.

6.       Always give your client a gift. It doesn’t have to cost a lot, but good business is about manners as much as it is about delivering services. I give my clients books, or CDs of music that I like that I think they might like too.

7.       Keep your clients on a service schedule, and communicate it to them so that they know what to expect next.

8.       Focus on the small details. As a speaker, one thing that I do (all the time) is that I check in with my client during my travel day, just to let them know where I am at, and that there are no delays etc. I then email them or call them the moment I am at the hotel, and I confirm that I know when my speaking time is, and I tell them that I will be there early to see the room etc. I figure that they probably have a list of things to check in on, and I am probably one of those items – so I take one item off that list for them. May not seem like much, but it’s the first thing the client says to me after good morning “and thank you for your messages yesterday.” Its one of my secrets – feel free to have it.

9.       Don’t feel like you always have to make your lists 10, sometimes 9 is fine.

Let me take this moment to thank you for reading my blog. I really like being a speaker, I like being a coach, and I work as hard as I can to make my blogs something worth reading. So thanks. I like to think I’m getting better all the time.

*SpectremGroup, 2009 Ultra High Net Worth Report

Social Share Counters

Posted in Blog, Building a CLAN, Good Marketing, Referrals |

« Older Entries