Using positive reinforcement to win customer loyalty

22 02 2007

We respond positively to positive feedback, recognition, and reinforcement of our behaviour and activities at work or home.

We get angry or lose interest in an activity, goal or organization if we don’t receive this “pat on the head” or “cheer-leading” on a continual basis.

Our customers also need reinforcement and recognition in order to maintain their motivation and good feelings toward your company or products.

What are you doing to make sure they get it?

Does the customer feel like you are just “going through the motions”?

Does it feel real?

Are you really showing that you care?

What sets you apart from your competitors AFTER the sale?

Related Links

27 Great Leadership and Management Ideas

The power of something extra

What defines an exceptional leader

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What can we learn from the piracy business model

10 10 2006

Here is a interesting way to view, prepare for and compete against businesses copying and pirating your content or products.

Piracy is a business model. Anne Sweeney, co-chair of Disney Media Networks and president of Disney-ABC Television Group, announced during a keynote address at MIPCOM. While her focus was on the pirating of media content, the same message applies for manufactured goods.

“It exists to serve a need in the market….. Pirates compete the same way we do – through quality, price and availability. We don’t like the model but we realize it’s competitive enough to make it a major competitor going forward.

What’s so amazing about this?

Taking the piracy is a business model approach allows us to analyze the business model and how it is acting or reacting to the economic fundamentals in the market.

Instead of locking up our company secrets and seeking punishments for the pirates, we can analyze why and where our “competition” is taking advantage of us in order to strengthen and modify our business model.

None of this changes the actual situation. But it might change business strategies and planning when you realize they are competitors and they are here to stay.

What are the advantages of being a pirate, and the disadvantages?

Why are there opportunities for them? What should I be doing that I’m not?

How can I change my organization to take back the market from the pirates?

Once weaknesses in the piracy business model are identified they can be exploited. When strengths are discovered, they can be integrated into our own business model.

The fight against piracy should begin with a focused analysis of the market environment, existing business models and new strategies on how to adapt to the changing market conditions and exploit them to your advantage.

We can stop focusing on the individual “pirates” and their control or capture, and move toward competing intelligently against them.

Related Links

The easy way

The power of something extra

Netribution – Disney Co-Chair recognizes ‘piracy is a business model’

Boing Boing – Disney exec: Piracy is just a business model

@MIPCOM Piracy is a business model


 





The easy way

9 10 2006

Despite all the attention on the power of marketing in order to create and maintain a successful product and business, there are still many organizations and people who don’t want to, or don’t know how to market their products.

They want others to buy their product because they are less expensive than the competition.

It’s the easiest way to sell, requires no planning, no marketing, no effort on the part of the salespeople or the organization. Quick short term results.

Everyone is in the market with the same goods, all screaming and shouting for the customers attention. The customer finds the seller by accident or luck, and proceeds to bargain and negotiate for the lowest price in the market. Very colorful.

It shows a lack of responsibility, lack of marketing, and lack of imagination on the part of the seller.

The owners say: “We need more profit, cut costs and sell more”.

The sales managers say: “We can sell more, but the product is a commodity, what can we do, cut the costs and we can corner the market”.

Production says: “We’ll cut costs, get cheaper raw materials and tweak the design”.

Buyers tell suppliers: “We can try your raw materials or products and see if the market accepts that price, but you have to give me a better price if you want me to buy more”.

Salespeople tell the sales manager: “I don’t know if I can meet that sales quota, it’s not up to me, it’s up to the market to decide”.

Salespeople tell the customer: “We’re cheaper than the competition, buy now”.

The competition is doing the same thing you are.

The customer faced with similar products and lack of information says: “Give me the one that costs less”.

Where was the marketer during all this?

What should they have been doing and saying to the organization and the customer?

If your product isn’t distinct, different or better than the competition. If you are not educating your customer about the advantages of your products and services. You will never have to the chance to market your products.

You will only be able to offer them for sale.

Related Links

Seth’s Blog: Cheaper

The power of something extra

Sales and marketing terrorism





Showtime – how do you want to live your life?

8 09 2006

I’ve had limited experience in show business. The highlights of my entertainment career include the magic show I produced and starred in at age 8, various band performances, and a walk-on supporting role as a wise man in a Nativity play. Oh wait, I forgot to mention, my biggest show business role. I was involved in retail sales.

Retail sales can be a limiting and brutal environment, physically and emotionally. But it is one of the best environments for learning and practicing how to perform with and for others.

Retail sales is all about people, it is not about merchandise. Listening to what people want and helping them find it. You are performing all day, and when you realize this, it can be an exhilarating and fun experience. You can prepare, rehearse and modify your performances daily.

What am I talking about? Performing? Exactly. If you assume the role of an enthusiastic, informed and helpful person you can give something to each person you encounter during the day. You will feel great about yourself and the client or co-worker walks away with an unexpected gift of meeting and connecting with a positive human experience.

I was involved in the fresh flower industry. Olga and I opened a “bucket-shop”, which at the time was an innovation, and dedicated ourselves to making every customers experience distinct and important.

No one buys flowers because they have to. They are sought when one wishes to celebrate a birthday, anniversary, birth of child, graduation, religious holiday, or wedding. They might be using the flowers to recognize an illness or death, as a thank you, to recognize a special person, to say I love you or I’m sorry, or as a emotional pick me up.

Flowers are objects that represent an emotion. Customers were not buying flowers. They were seeking a symbol of their feelings or the feelings they wished to transmit. Isn’t that true about most consumer items?

Understanding this, how can you NOT be enthusiastic about coming to work and giving your best performance?

During the time clients were in our environment, we were part of their search to represent their emotions, our advice was of great importance in order to find the right symbol, the perfect flowers. It was much more than a commodity transaction.

It’s important to recognize that false enthusiasm isn’t going to work. You have to believe in yourself, your abilities and knowledge. You have to believe that you are going on-stage everyday, and that your “performance” has to be genuine. You have to listen to the people around you, and determine what they are really seeking, and help them get it.

People used to stop in and visit us to get a shot of enthusiasm and positive attitude. There was always a smile, a greeting. The environment was light, fun, open, accepting. It was an amazing experience for us and for the clients. We gave a positive attitude, and customers gave us back more positive attitude.

All it took was our dedication to providing the best “performance” we could manage, everyday, no matter who was in the audience.

It’s “showtime” in your life every morning (remember Rob Schneider’s performance in “All that Jazz”?). It’s your decision to assume the role you are going to play. Will it be the angry, grumpy, distracted, negative you? Will it be the upbeat, enthusiastic, focused you?

It’s “showtime” right now.

It’s always “showtime”.

Related Links

Change your life – change your attitude

Passion – Enthusiasm – Common Sense?

Motivation, what gets you out of bed?





Long hours at work can kill you

30 08 2006

Long hours at work can lead to hypertension and death. A study of over 24,000 workers in California by reseachers at the University of California has found that working over 40 hours a week has a direct relationship to higher blood pression and hypertension. Link

The Pope announced that too much work can lead to “hardness of the heart”. He advises that more time should be spent on reflection, meditation, contemplation. Link

What’s the real message here?

Become more efficient. Get the same work done in less time.

Think and plan your work, work SMARTER not HARDER.

Slowing down does not mean being lazy. It requires planning and discipline, and these take time.

Take more time to enjoy life and family, adjust your priorities.

If you are in a leadership position, find out why your people are working consistent overtime, and intervene. You could be saving their lives and improving their health.

Related Links

Pope says don’t work too hard

Long hours lead to high blood pressure

High blood pressure statistics





How to systematically analyze any situation for better decision making

24 08 2006

The ability to analyze and make decisions is one of the most important qualities of anyone in a leadership and management position.

How to systematically analyze any situation

  • What does the information I have really mean or reflect?
  • What are the questions I should be asking in order to increase my understanding of the situation?
  • Who are the people who have the information and answers to my questions?
  • Ask the questions and accumulate the required information.
  • What are the fears, expectations, limits and points of view of the involved parties?
  • What have I learned, and what am I going to do about it?

Example: Imagine that your salesforce reports that customers are demanding delivery of your products to their store two times a day, at 9:00 AM and 4:00 PM, instead of the current delivery schedule of 3 times a week. What do you do?

Begin the analysis.

What does this mean? The customers needs or desires have changed. Our salesforce has detected a change in the marketplace.

What questions do I need to ask to understand this? Why is the customer requesting the change? Who requested the change, is it driven by costs, lack of inventory space, new management, competitors? What do our people think about this? What customers are requesting the change?

Who are the people with the information and answers to my questions? Your sales-force and logistics department. The CEO, purchasing managers and warehouse managers of our customers. Who is going to contact them and get more exact information about the situation?

Expectations and points of view of those involved? The sales-force knows that without this change they will lose customers and market share. The customer’s executives and purchasing managers have found an method to reduce inventory and stocking costs with your competitor. The warehouse managers are losing personnel and control and are unhappy. There are significant costs associated with implementing and operating the program. Your competitors are aggressively investing in order to take away your market share.

What have I learned and what am I going to do about it? You discover that a competitor is providing deliveries twice a day, and stocking the customers shelves, reducing costs for the customer. They have made significant investments in trucks and personnel in order to provide this service. Your top 20 customers are affected now. Failure to provide equal or improved service will result in the loss of the customers and your market share. It’s time to bring in the company decision-makers and create an appropriate solution and response.

Related Links

Was Peter Drucker right, is it all about attitude?

9 Steps to better decisions





Build your organization, don’t destroy it

14 08 2006

Pragmatic business people know that strategies must be reviewed before, during and after implementation. Difficult questions must be asked and answered throughout the organization. Results analyzed and reviewed in order to identify flaws and errors.

Many times this exercise can push us into seeking and identifying problems instead of solutions. Too much time spent on what can go wrong and not enough focus on what can be created. Gridlock sets in, no solution is good enough, there is always a flaw.

All to often we find ourselves criticizing the work of others and the efforts that did not succeed as expected. We spend time taking things apart to find out what went wrong, and seeking to identify who was responsible for the “failure”. Our days are spent destroying the ideas of others.

Why not focus an equal amount of time on the positive aspects?

What did or will work, and why?

Creation is much more difficult than destruction. Support the creation of ideas and solutions in your organization, make your first analysis focus on the successful or positive aspects.

Ask yourself, “what am I creating today”.