Make New Friends, But Keep the Old
September 17, 2009
You may recognize that title from the Girl Scout song that goes, “Make new friends, but keep the old; one is silver and the other is gold.” I happened to come across these lyrics recently, and they seem to be particularly appropriate now.
This weekend we’re going to do something very special – we’re attending a wedding. But not just any wedding, this is the wedding of someone we’ve known since she was born. Actually since before she was born, if you want to get technical.
When we lived in New Hampshire, years ago, we had a close group of four couples, all about the same age, and all together for just a few years. We knew each other from work, and got together frequently for a gourmet group where we would pick a theme, select and assign dishes, and show up at one couple’s house to cook the meal and have a great time.
Over time, we all started thinking about starting families, and Lorie and I were the first to make the announcement – at a dinner, of course. We told the other couples that they needed to get on board, and – wouldn’t you know it – the two other couples that were trying got pregnant shortly thereafter.
Our son, Jason, was born that December, Meghan was born six weeks later, and Zach was born two weeks after that. It’s Meghan’s wedding that we’re attending this weekend.
After the company we were working for closed the facility, three of the four couples left New Hampshire. We still got together every year to see how the kids had grown and to bring ourselves up to date on what was happening in our lives. But as happens so frequently, time, distance, and the general demands of life made it a bit more challenging to get together, and the annual get-togethers became less frequent, and ultimately stopped.
The good news is this wedding is going to give us an opportunity to reunite (at least three of the couples – the fourth, unfortunately, can’t make it). And these are the kind of friends where you get together after a long gap and it’s as if you had just seen them yesterday. Make new friends, but keep the old…
Time flies by if you let it – one minute three babies are propped up against a couch, and the next minute one of them is getting married. If you can, try not to let everyday demands get in the way of important relationships.
Fame Can Be Disappointing
August 26, 2009
I was out running some errands on a Saturday morning, flipping through the radio stations when I stumbled on a familiar voice. It was Elvis Costello, the English musician with a 30-year career spanning back to his early days in the ’70s as part of the emerging New Wave style.
He was being interviewed on NPR’s Weekend Edition program, and Scott Simon, the host, was asking questions about his roots in music, the different styles he’s embraced, and his long and successful tenure in the industry – an uncommon feat in the face of the public’s fickle tastes in music.
When asked what advice he’d have for aspiring young musicians today, Costello remarked that they should be acutely aware of why they’re playing. Are they doing it to become rock stars, or to make great music, because, he continued, “Fame can be disappointing, but music is rarely disappointing.”
Similarly, you should be acutely aware of why you’re in business. Unfortunately, too many people seem to be confused about this and it affects every aspect of their companies. If you’re a non-profit, out to save the world – or at least a small part of it, fantastic! Nothing wrong with that. You still need sound fundamental business practices, of course, but you can take a different path in some areas than a for-profit business can.
And if you are a for-profit business, then your key decisions and processes should all be focused on maximizing profits while abiding by our three rules: don’t do anything illegal, immoral, or unethical.
Keeping a clear focus on why he’s writing and playing has kept Elvis Costello both active and successful for over 30 years. Maintaining a similar focus can have great results for you as well.
It’s All a State of Mind…
August 14, 2009
Sometimes, the obvious solutions to a marketing challenge can’t be easily implemented. A few years ago, when I was speaking for the National Funeral Directors Association, I had a perfect illustration of this.
I had just given a presentation on our Outrageous Marketing strategies to a packed room of funeral directors (yes, you can use our marketing strategies in the funeral profession – it just requires a bit of creativity and a lot of finesse) and was on the shuttle bus back to the hotel.
For those of you who have been at one of my live programs, you know that I’m completely exhausted when I’m all done because I put so much energy into making the session fun, exciting, and, well, useful.
So I’m sitting quietly in an out-of-the-way section of the bus when someone spots me, sits down next to me, and says, “I was in your marketing session – it was great! I was wondering if I could ask you a few questions.” Since I do love talking about marketing and encourage initiative, I really couldn’t turn him down.
He was from New Jersey, and specialized in cremations. He asked me about my favorite strategies for the funeral profession, and I told him one of the most effective tools – in any profession – was to use testimonials.
“Can’t do it,” he said, “it’s not allowed in New Jersey.”
Disappointing, but not the end of the world. How about a referral program where you pay a “finders fee” to nursing homes that recommend your services?
“Can’t to that either – it’s illegal in New Jersey.”
I’m beginning to think that New Jersey isn’t the most friendly place to do business, but we still had other options.
Then try this, I told him: the next time someone comes in, do something extra. Anything extra, really. If they order four plants, put out eight, for example. And don’t even make big deal out of it – in fact, don’t even mention it to the family. He thanked me, and I got off the bus fairly convinced that he was going to try what I had just recommended.
A few months later, I got a call from the very same person explaining that by doing that one simple idea, he had gotten four referrals that turned into business for him.
So by all means, don’t abuse any laws governing your business or profession, but also keep in mind that there’s always something you can do to attract and retain new customers.
You Can Do Something…
August 5, 2009
Life and experience are always the best teachers, and this last weekend was no exception.
Always looking for a greater challenge, I’ve moved up from the shorter sprint distance triathlons to the longer and more demanding Olympic-distance races.
The distances for the race this weekend were:
Swim: 1500 meters (.93 miles)
Bike: 28 miles
Run: 6.2 miles
A few comments on the distances. Even though the swim is 1500 meters, because it’s an “open-water” swim (on a lake, ocean,or in this case, a river) you always end up actually swimming more than the posted distance. That’s because you’re seldom swimming in a straight line like you do in a pool with lane dividers and a solid line that you can see on the bottom of the pool.
Second, you’re doing these events one immediately following the next, so there’s not much chance to catch your breath.
And third, preparing for three very different events requires a rigorous and disciplined training regimen. And that’s the one that got me this time. You see, between work, travel, and a nagging knee injury, I had to sit out the run. And since Lorie had been even busier with our daughter’s graduation events, she wasn’t really up to doing the complete race either.
So we decided to compete as a relay team. Normally, three people participate in the relay, each one completing one of the events. We had done this at a recent Half-Ironman event with our friend Lisabeth doing the 1.2-mile swim, Lorie doing the 56-mile bike leg, and me doing the 13.1-mile half-marathon segment.
This time, there were just the two of us, so Lorie did the swim; I did the bike; and Lorie finished up with the run.
Now let’s get down to business and see what this all means for you. (I figured you might be wondering that by now…)
First, either one of us could have decided to drop out of the race entirely. Certainly we both had enough going on to justify that decision. But in our minds, that would have been simply giving up, and that’s not really our style. Instead, we found a solution that took our circumstances into consideration, but still let us compete.
Too many people hit a major roadblock – or even a minor bump in the road – and simply give up. Then they blame an incompetent boss, the bad economy, or an unhappy childhood for their lack of success. In all but the most horrific situations, there’s usually a solution. Not always an ideal solution, but a solution nonetheless.
More importantly, sometimes these “alternate solutions” provide an unexpected opportunity to excel. And that was true in this case: because I didn’t do the swim (my weakest event) and didn’t have to hold anything in reserve to do the run, so I basically went all-out on the bike ride, turning in an average speed of 20.5 MPH – by far my fastest time ever.
Sometimes having just one task to focus on lets you perform extremely well in that area. Similarly, eliminating unnecessary distractions in your work and in your life may be just the thing you need to excel at what’s truly important to you.
And even if there’s no one timing you and no finish line to cross, you can still experience the personal victory of a job well done.
Now, All I Need is a Man!
July 23, 2009
A few weeks ago, our daughter had her tonsils out. The procedure is straightforward, and recovery is generally fast. That is, if the patient is four years old. It’s a different story altogether if she’s 18 and has a low threshold of pain.
But that’s a whole other story. When we were staying with our daughter in the recovery room immediately after the procedure, we were talking with one of the nurses. In the conversation, it came up that Lorie and I had recently celebrated our 25th wedding anniversary. (Go ahead, you can say it: “She put up with you for that long?” – it’s pretty much all I’ve been hearing – especially from my own family)!
She asked what the secret was to our relationship (it’s “fighting fair” if you’re interested, but, again, that’s another article) and after we offered a few other tidbits of advice, she smiled and said, “That’s really helpful. Now, all I need is a man!”
In a way, she was putting the cart before the horse, not unlike what many people do with their marketing: creating a product or service before identifying and qualifying a market with a definite and satiable need.
I won’t pretend to have all the answers about relationships, but I do know a thing or two about marketing. Be sure you know whom you’re selling to before you decide what to sell them.
Enjoy the Ride!
July 10, 2009
Last month, we attended the Drama Banquet at our daughter’s high school. She has been involved in theatre for many years, and had participated in virtually every production during her four years as a student there.
This banquet was an opportunity to recognize the graduating seniors and give them a nice send-off as they begin the next phase of their lives.
Paul Orsett, the theatre teacher, called up each senior, told which plays they had been in, and made a few comments about the person. Since he had decided to present the seniors in order of increasing participation, our daughter was near the end.
Some of these students had been in so many productions that Mr. Orsett practically ran out of breath reading them all off.
When he had called them all up, he made an interesting comment to the parents in attendance:
“I just don’t get how the math and English teachers can enjoy their work – they just get the kids for one or two semesters, and then they move on to the next group. In contrast, I’ve had many of your kids from the 9th grade through the 12th grade – some of them even longer if they had roles in our plays as middle school students. I’ve watched them grow from kids into fine young adults. I can’t imagine a better job!”
Sometimes we get caught up in the day-to-day pressures of simply getting anything done – much less everything. Try to take some time to recognize the journey you’re on, the progress you’ve made, and the path you’re taking.
We’ve gone from having two young children in the house to being just weeks away from taking our youngest off to college. Trust me it goes fast – make sure you’re enjoying the journey!
Living the Dream!
July 1, 2009
Some things seem glamorous and exciting at first glance, but can become tedious and old after a while if you let them.
I was on a shuttle bus taking me from the airport to the hotel I was staying at for a conference. At the second pickup stop, the crew from an arriving flight boarded the bus, and sat together in the back: two pilots and three flight attendants.
One of the flight attendants apparently was using the calculator on her phone, and, after a few keystrokes announced to the other flight attendants, and to pretty much everyone else on the bus, “Well, that was a 13-hour day, so that means we made…$12 an hour. “Living the dream, girls, we’re living the dream!” All this was said with more than a healthy dose of sarcasm.
I guess the starry-eyed image of a glamorous jet-setting lifestyle had finally deteriorated into the reality of four flights a day with full planes, impatient adults, and screaming children.
In this month’s Inner Circle newsletter, we talk in depth about the three choices you have in any difficult situation: change the situation, change your perception of the situation, or leave the situation.
I don’t think they’re going to be able to change the scheduling of the flights or the type or number of passengers on the flights on which they’re working. So that leaves #2 or #3: accept what you signed up for, make the best of it, and be cheerful about it, or quit and do something else.
The beauty of this life is that we have the ability to make choices – even in the face of challenging situations. You have the same choices in how you deal with the fallout from the current economic climate. You can complain, or you can take deliberate action to reposition yourself and your marketing to take advantage of unique opportunities and an expected future landscape. Choose wisely…
The “Flight Attendant Special”
June 10, 2009
I had to make an unexpected trip to New York City last week. My mother had a very bad infection and had to be admitted to the hospital. It was actually touch and go for a few days before the IV antibiotics finally kicked in. Thankfully, she’s out of the hospital now, and is recovering nicely.
After three days of hospital vigil, I was heading back home, both physically and emotionally drained. The flights between Raleigh and LaGuardia Airport are on small regional jets. And because I had to book these tickets at the last minute, I didn’t get my customary, roomy exit-row seat.
So there I am, fatigued and cramped into a small seat on a small plane. I knew it was going to be a long two hours when the person in front of me reclined his seat all the way, nearly breaking the screen on my laptop computer in the process.
Then, after we were airborne, things started to look up as the lone flight attendant on the flight came on the PA system to tell us about the beverage service.
“Welcome aboard American Airlines Flight 4716 with non-stop service to the Raleigh-Durham International Airport. I’m not going to bring the beverage cart down the aisle because we’re expecting some choppy air along the way, and the cart is a little tricky to put away when it’s bumpy. Besides, I think that wheeling a big metal cart down the aisle is kind of impersonal, so here’s what we’re going to do today:
Since most people order water or Diet Coke, I’m going to bring those out first. Then I’m going to bring my “Flight Attendant Special,” which is cranapple juice, orange juice, and ginger ale.”
I had to wait a bit since I was sitting somewhere in the middle of the plane, but I’ll tell you, that flight-attendant special was actually quite good! And, as an unexpected bonus, she served it on a paper napkin on which she had hand-written: “Enjoy your drink! – Lynn” – not just for me, mind you, she did this for every passenger she served on that flight!
When she passed by later, I complimented her on her creation and asked if I might get another glass. Not only did she mix up another batch, she also came back on the PA system and taught us all how to make the drink, complete with the correct ratios of cranapple juice, orange juice, and ginger ale, and even two variations some people preferred.
Naturally, I gave her one of the special recognition coupons American sends to its frequent flyers so they can recognize outstanding employees.
More importantly, the whole experience brought a smile to my face when just a few days earlier it looked like we were going to lose my mother.
Hopefully your customers, clients, patients, and members won’t find themselves in the same situation I was in up in New York, but people’s lives are extremely busy, and they’re continually stressed, fatigued, and overextended.
Anything you can do to brighten up their days and bring a smile to their face is a good thing. It may not directly lead to trackable sales and increased revenue, but it’s nice to do and it will make you both feel good.
Is Your Chocolate Too Sweet?
June 4, 2009
Is it possible for chocolate to be too sweet? Absolutely. But that’s not necessarily a bad thing, unless trying to resolve the problem leaves you disappointed.
I surprised my wife with a getaway trip to celebrate our 25th wedding anniversary. We left early and drove the 4-1/2 hours to Charleston, South Carolina. We had gone there about 15 years ago; had a great time; and though I’d been there on business several times since then, it was Lorie’s first trip back.
We booked a really nice Bed & Breakfast (more on that in an upcoming Inner Circle issue), had some great meals, and saw some wonderful architecture. We also did the mandatory walk through the booths on Market Street, and stopped into Market Street Sweets, largely because they were shouting “Free Samples!” from within the store.
I had been in their sister store, River Street Sweets, in Savannah, Georgia, and brought back some treats for my family that they really enjoyed. Especially Lorie who is a big fan of dark chocolate.
Once I made the connection between the two stores, I suggested that we pick up some chocolate to have later that evening on the piazza outside our room. Dark chocolate and good red wine go really well together, so we were looking forward to a nice after-dinner treat.
That is, of course, until we actually tasted the chocolate. Dark chocolate is supposed to be more subdued, and certainly not as sweet at the mass-produced milk chocolate we’re accustomed to here. (For really good chocolate, by the way, try Matthew’s Chocolates in Hillsborough, North Carolina!)
This batch, for some reason, was sweet. And not just a little sweet, but really sweet – more sweet than a Hershey bar. And on top of that, it had a really nasty aftertaste – not at all what we had in mind to end the evening.
So the next day, I called the 800 number on the nice full-color brochure we had picked up when we were in the store and called to offer our feedback. To their credit, someone called us back almost immediately.
She asked some questions about when we were in and what we bought. I explained the whole romantic anniversary wine and chocolate thing, and how disappointed we were in the quality of the product. She said, “Well, if you have your receipt, you can bring it back and get a refund or exchange it for something else.
That was it. Well, the chocolate only cost about $5.00, and it wasn’t going to be worth the time and effort to take it back. As for exchanging it, I was at a loss as to why I’d want to exchange bad chocolate for other bad chocolate, so I thanked her for the call and let it go.
On the one hand, it wasn’t really a big deal – just $5.00 in chocolate. On the other hand, that chocolate was part of a nice evening we had planned for a special occasion. So two important concepts to consider this week:
1. Features vs. Benefits – Features are what you offer, in this case the chocolate. Benefits are what the customer gets, in this case, a romantic evening on the piazza of a bed and breakfast. Make sure you always understand how people are using your products and services, and let this drive both your marketing and your customer service.
2. Service Recovery – When a problem does arise, your ability to resolve the issue quickly and definitively can make the difference between a satisfied customer and dissatisfied customer. In this case, something like a $20 gift certificate would have gone a long way…and led to a completely different story.
Make sure whatever you do helps you build an army of raving fans, instead of creating a situation that leaves a bad taste in the mouth.
How About a Cold, Clammy Towel?
May 28, 2009
Having 3-Million Mile status on an airline has its good points and its bad points. On the minus side, earning that many miles means you probably are traveling more than is really healthy for your brain and any personal relationships.
On the plus side, it means you get upgraded to first class a lot. Okay, that’s a really good “plus.”
In the “olden days,” first class was something really special with truly exceptional meals served on white linen, and lots of nice amenities. Nowadays, it’s more a matter of having a comfortable seat in case you get delayed on the ground or have to circle for a while in the air.
Still, there’s one thing they still do that’s one of my favorite parts of sitting up front: the hot towel.
As soon as the airplane hits 10,000 miles, and the flight attendants start preparing the meal, they make their way through the cabin with the tray of hot towels. These are more like miniature washcloths that were rolled up, and then drenched with hot water so when you unroll one and lay it across your face, well, it really feels great.
Unless, of course, the water they poured onto it wasn’t really hot, or if they left it sitting around a bit too long. Then it’s nothing more exciting than draping a cold, clammy napkin over your face – actually more annoying than soothing.
The thing is it’s not really that much of a temperature difference between the hot towel and the lukewarm towel. And yet the difference in the experience is both dramatic and profound.
In most businesses, it’s the little things that end up making a big difference in how customers perceive their experience. If you’re going to offer a figurative “hot towel” to your customers – something you offer that makes the experience of doing business with you extra special – then make sure it’s actually hot – a couple of degrees in either direction can completely and totally ruin the experience.
