The SmartCarte
August 27, 2009
Are there solutions to problems just sitting around your office waiting for a bit of ingenuity to unlock them? Use your own cleverness and imagination and see what solutions you come up with.
Ingenuity is one of the most important characteristics for succeeding during challenging business cycles. Having an inventive skill or imagination can be helpful in many situations like the one below.
I was returning from a trip to the West Coast and found myself, as I frequently do, in the Dallas-Ft. Worth Airport. For those of you who haven’t had the pleasure of visiting that particular airport, it can be a bit confusing during connection times.
And if it’s complicated for a “seasoned traveler” like me, imagine how it would be for a mother travelling alone with three school-aged children. Three very tired children. Children who looked as if they had been awake far too long.
Apparently, this family had to make a connection at the other end of the terminal, but the kids looked much too tired to make it there. But since they were too old to use a stroller, the mother came up with a unique approach. She rented one of the SmartCarte luggage carts that are available in the airport, put her kids on the cart, and proceeded to her destination.
It was quite a sight: the mother racing through the airport with three kids laughing and waving their hands as if they were riding on a roller coaster at an amusement park!
How about using this type of approach in your own organization? Are there solutions to problems just sitting around your office waiting for a bit of ingenuity to unlock them? Use your own cleverness and imagination and see what solutions you come up with.
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.
Hot Tuna
August 26, 2009
It’s always a struggle to know when to keep working and when to move on. Similarly, what’s the right balance between learning and application – how much do you need to know about something before you start actually applying what you learn?
In one of my regular attempts to resurrect my long-dormant and very rusty guitar playing, I happened to come across the web site for the Fur Peace Ranch in Southeast Ohio.
Founded by legendary guitarist Jorma Kaukonen (Jefferson Airplane, Hot Tuna) and his wife Vanessa, it offers a variety of intensive guitar-study weekends, along with a host of concerts featuring many of Jorma’s old friends from “back in the day.” (In case you don’t know – or can’t remember who Jorma is, click here for a quick video with an instantly recognizable song he originally recorded way back in 1966.)
He’s truly one of the masters of what’s now known as “fingerstyle” guitar. When asked in an interview a few years back how he described himself as a guitar player, he said, “I consider myself an intermediate-level guitar player with a lot of experience.”
Now part of that was genuine humility, but part of it was a somewhat accurate assessment of the level of his technical expertise on his instrument. I’m not saying he’s not a good guitarist – he’s outstanding, and his acoustic album, “Quah” with Tom Hobson is an absolute masterpiece. But he’s not lightning fast like, say, Spanish guitar legend Paco de Lucia, or Tommy Emmanuel from Australia.
The point is you really can’t just pick up a guitar with no training whatsoever and be truly successful. On the other hand, though, you can’t study theory your whole life and never actually play the instrument.
In business, people fall into these two traps all the time: either starting a business without a clue of what’s involved, or spending so much time on business plans that they never start the business at all, falling victim to “analysis paralysis.”
By all means, take advantage of the opportunities you have to sharpen your skills. But there’s no better classroom than the real world. Find the right balance, and you’ll make beautiful music in your business.
The Mall Map Theory
August 25, 2009
A corporation finds itself in a problem situation and instead of wondering how it happened, it must now answer the question. “What Now?”
With all the complications facing us today, many times we find ourselves focusing too much on “how did this happen” and not enough on “what now?”
Several months ago I was meeting with a vice president of a large corporation to plan a series of sessions that I would present to his organization.
When I asked him about the major problems facing his group, he told me that through a series of events – some beyond their control – they were now facing a very difficult situation. What’s more, his group was spending way too much time pointing fingers and not enough time resolving the situation.
He then discussed with me an approach he often uses when he finds himself facing similar challenges. He calls it the “Mall Map Theory.
At the entrance of most large malls, he explained, you’ll find a large map showing the locations of all the stores and, perhaps, a listing of the stores by category. More importantly, you’ll find a large red circle with the words “You are here.”
You see, it really doesn’t matter how you got to the mall – whether you drove, took a bus, or caught a ride with friends. It doesn’t matter what compelled you to go to the mall in the first place. What does matter is that at this point in time, “you were here” and the next decision you need to make is “what now?”
Handling difficult situations is similar to facing the mall map. It isn’t always necessary to understand why a problem occurred, or how you got into the situation in the first place. You can take time to analyze this when the crisis is over. Instead, the immediate need is to answer the question, “What now?”
The next time you find yourself facing a difficult problem, don’t ruminate over why it happened. Instead, take a step back and look at the big picture. This may offer you some insight on how you can resolve the issue. Then perhaps, you’ll have a little extra time to see how this theory really works at the mall. Happy shopping!
Here’s Your Chocolate!
August 20, 2009
A hotel creates a favorable impression on a customer by resolving a maintenance problem and offering a gift of candy.
Despite our best efforts, we sometimes fall short in our attempts to meet our customer commitments. It’s how we deal with these situations that can make a lasting impression.
I had the opportunity to speak to about 700 people at a large conference in Hershey, PA. Yes, that’s Hershey as in Hershey’s candy. You walk downtown, and the entire area smells like chocolate!
Upon arriving at the Hershey Lodge the day before my program, I took a walk around the facilities, looking for the fitness center. As I was checking out the equipment, I noticed that one of the weight machines was not functioning properly.
I pointed this out to the attendant, who said she would call maintenance and have it fixed right away.
When I returned the next morning I discovered that the machine had not been fixed – or even looked at – the night before! I mentioned this to a different attendant who apologized and explained that there must have been a communication problem the previous day. Normally, these things were addressed immediately, he explained.
It really wasn’t a big deal; I simply continued on with my workout and skipped the defective machine.
Imagine my surprise when I returned to my room 30 minutes later and found a very large gift basket overflowing with virtually every product Hershey manufactures. I’m not talking about small sample portions; these were jumbo-sized bars and bags of candy! The attached card from the staff of the Fitness Center read, ”We’re sorry for the inconvenience with the weight machine this morning.”
The attendant at the fitness center took a minor inconvenience and, with a simple phone call, turned the situation around completely. I was delighted to find the basket of candy in my room. (Actually, my kids were ecstatic, since they got the candy when I returned home!)
Sometimes, it doesn’t take much to turn a disappointed customer into a glowing reference. A little creativity and proactive effort can have a lasting impact. Think about how you can sweeten up problem situations in your organization, and you’ll keep your customers delighted as well!
Are You Dining Alone?
August 18, 2009
Many businesses spend considerable amounts of money putting into place complex customer satisfaction programs. But many times the most effective ideas are also the simplest.
The real challenge in retaining customers is to find innovative ways to “go the extra mile” and exceed your customers’ expectations. Sometimes the best approach to accomplish this can be fairly straightforward.
I was at a hotel earlier this year to present a program on organizational effectiveness. One of the perks of being on the road is that I get to enjoy a variety of great restaurants. One of the drawbacks is that I have to enjoy them alone.
When I entered the restaurant in the hotel that evening, I was promptly seated at a table for four and watched as the waitress removed the other three place settings.
Shortly thereafter, a woman approached the table holding three or four magazines. She introduced herself as the manager of the restaurant and asked if I was dining alone. I said that I was. She then asked if I would like something to read during dinner, and offered me a selection of business magazines. This was a nice surprise, and I took a few of them to look through.
I have been traveling extensively for several years now. Yet in all that time, in all the restaurants where I have eaten alone, no one has ever recognized that I might like something to keep me occupied during dinner.
I asked the manager where she got the idea to do this, and she smiled broadly and said that she had thought it up herself. I thanked her for her thoughtfulness and mentioned her creativity to the hotel’s general manager the next day.
Many businesses spend considerable amounts of money putting into place complex customer satisfaction programs. But many times the most effective ideas are also the simplest. Take a good look at your customers. See if you can find ways to help meet their hidden needs. You’ll be amazed at how easy it is to delight your customers.
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.
What’s It Worth?
August 14, 2009
When making purchase decisions, cost isn’t always the most pressing consideration – sometimes there are other factors that take higher priority.
We’ve been playing “musical cars” at our house recently. Our son’s 2003 Camry recently died, just shy of 200,000 miles (precisely the reason we bought another one last year for ourselves.)
Our daughter starts college this week, so we’ve been trying to find a reliable and affordable car for her to use. And the “Cash for Clunkers” program had us considering replacing an old 1995 Jeep Cherokee that was beginning to show its age.
Teenagers and cars make for a complicated mix, so a few years ago, we decided to let our son drive the old Camry, and we’d replace it with an inexpensive “basic transportation – gets you from A to B” kind of car that we’d keep until both kids were out of the house.
We asked our mechanic to keep an eye out for something, and he found one for us – a 1995 Subaru Legacy that one of his customers was selling. The mechanic had been taking care of this car since it went out of warranty, and his recommendation was good enough for us to consider it.
We dutifully looked up the Blue Book value of the car and came up with a figure we were willing to pay, and contacted the owner. After a test drive, we made our offer, but she was unwilling to budge from her original asking price which was about $600 more than our number. We said, “thanks, but no thanks.” and drove back home.
On the way back, though, Lorie and I talked about it and arrived at these conclusions:
* The car had been maintained by a mechanic we trust
* It was what we needed to hold us over until we were ready to get newer cars
* We would have to spend more time and effort to find something comparable
It was this last point that convinced us to call the woman back and tell her we’d take the car at the price she was asking. (Our son is now driving this car until he finishes college in December.)
You see, it’s not only a matter of cost; sometimes you have to consider opportunity cost – the value of your time and what you’re not accomplishing when you choose to do something else.
We could easily have spent more time and effort looking for other cars or waited until our mechanic heard about another option, but then there was the issue of what we wouldn’t be getting done while all this was going on – activities that would have generated significantly more than $600.
Sometimes you have to consider the big picture when determining how to use your time. Make sure you understand what an hour of your time is worth, and make decisions that will maximize your earning potential – even if it means spending a bit more elsewhere. Remember: how much you make isn’t as important as how much you keep.
Welcome to Our House!
August 13, 2009
A warm, friendly greeting at a hotel makes guests feel right at home and helps build customer loyalty.
The way you view your product can have a profound influence on how your customer perceives it. A recent trip to Switzerland helped reinforce this concept for me.
I was on the final leg of a long business trip that involved stops in Baltimore, Maryland; Northern Ireland; and Switzerland. I was particularly tired at this point in my schedule because the earlier part of this trip had involved a delayed flight, a missed connection, a diversion to another airport and, finally lost luggage that didn’t reach me until 2:00 a.m.
Needless to say, I was relieved when I finally arrived at the Hotel Panorama in Feusisberg, Switzerland, about an hour outside of Zurich. Upon arriving at the hotel, I parked my car, dragged my luggage up the ramp, and trudged up to the front desk to register.
A cheerful young woman greeted me with a big smile and said, “Welcome to our house!” I should point out that this was not a matter of mistranslation, as her English (one of her four languages) was flawless.
When I asked about this curious greeting, she explained that the entire staff views the hotel as their home and anyone who stays there should be treated as a special guest. During my stay, I witnessed this approach from everyone—the meeting services manager, the restaurant waiter, even the housekeeping staff.
Do you have this same view of your own company? Look at the way you and your employees view the products and services you offer. Do you offer a unique approach to meeting your customers’ needs? Do you view your customers as guests in your own home?
Remember, the right approach can truly make a difference and can ensure that your customers are frequent guests of your business.
Change for Good
August 11, 2009
Travelers donate extra currency from countries they are leaving and make a significant impact on a charity organization.
We all try to do the right thing; but frequently, the “right thing” seems to take an incredible amount of effort. Sometimes, however, a little effort by a large group of people can have a dramatic effect.
I was recently on a British Airways flight in Europe and was leafing through the magazines in the seat back pouch in front of me. I came across a small envelope describing a program called “Change for Good.”
Here are the instructions that were on the envelope: “Please put your donation, in any currency, in this envelope and hand it to a member of the cabin crew.” These contributions are donated to UNICEF, the United Nations Children’s Fund.
The hope is that travelers who have local currency left over will donate it upon leaving the country when they head back home. I put about four British Pounds into the envelope and left it with the flight attendant.
Now four British Pounds is worth a little less than $6 US. And while this might not seem like a lot, I was fascinated to learn that this program has raised over ten million pounds – nearly $15 million – since its inception.
As you go through your own workday, there may be opportunities to make a difference that seem insignificant. But if you and the people you work with choose to look for those opportunities and act upon them, the impact you can have can be profound.
