Roy's Blog: January 2011

January 24, 2011

The customer report card for sales


Long term success is based on intimate relationships you have with your customers. Its not about transactions based on pushing products and services. You have heard this rant from me before.

So, how does an organization move from a Flogger to one that believes in a healthy dose of humanity to take itself to the next level of performance? It’s all very well to SAY that sales should be focused on developing deep customer relationships; it’s another thing to put the tools in place to ensure that it happens.

Sales is driven by their Compensation Plan, so we need to re-vector the plan to measure Relationship-Building Behaviors.

What does the measurement tool look like? I have had amazing success introducing what I call The Customer Report Card (CRC) as the vehicle to determine the extent to which Sales exhibited the behavior necessary to bond the customer to the company.

The CRC consists of not more than six relationship-building behaviors that you consider critical. The rating scale for each behavior is ‘A’ - Excellent (exceeds expectations); ‘B’ - Good (meets expectations) and ‘D’ - Poor, Unacceptable (falls below expectations). You can also include a Comments Section to get added information from the customer to explain their rating.

The Customer does the rating of the salesperson every month. Active engagement of the customer quite often sends the sales individual into therapy when they are suddenly confronted with the truth about their ability to get intimate with their Fans.

To get you started, here are twelve potential Relationship-Building Behaviors to consider in developing your CRC:

- listens actively to what I say; asks questions to clarify her understanding of what I have said;
- is genuinely interested in my problems and issues I am dealing with;
- always returns my calls or e-mails promptly;
- takes the time to get to know me personally;
- never breaks a promise made to me;
- talks to me in common language rather than using internal jargon;
- actively participates in helping to solve the problems in my organization;
- pro-actively send me unsolicited information on solutions that I should consider to my problems;
- says “I’m sorry” when he screws up;
- acts like my partner in business;
- takes ownership of me inside her organization. There is no question that she is my Champion inside her company;
- is a service recovery addict. When his organization has made a Service blunder with me, he takes total responsibility for the matter and will stop at nothing to get the matter resolved FAST and to my satisfaction.

One other benefit of the CRC: the act of having your customer engaged will bring them closer to you.

They will love you for asking them to be involved and they will tell others how HUMANE you are.

Give it a shot. You have everything to gain.


Check out my BE DiFFERENT or be dead Book Series

Other articles you might like…
Bonding is In; Flogging is Out
Three Elements of BE DiFFERENT Marketing

  • Posted 1.24.11 at 10:00 am by Roy Osing
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January 17, 2011

The formula to be ReMARKABLE and UnFORGETTABLE

Competitors are entering markets at a breathless rate. Consumers are empowered more than ever before, flexing their muscles to get what they want and punishing those who fail to deliver.

So, how does an organization win in this world? How do you capture the hearts, minds and soul of the people you want to attract?


There IS a formula for this and it is really quite simple and straightforward:

Deliver VALUE that is RELEVANT (something that your fans really care about) and UNIQUE (something that ONLY you provide). Worth repeating…

Deliver VALUE that is RELEVANT (something that your fans really care about) and UNIQUE (something that ONLY you provide).

VALUE is not what you produce or supply; it’s the experience what you supply creates for your your customer. It’s not about technology and the cool things you can do with it. It’s about Feelings, Happiness and Joy people experience when you make use of whatever
you produce.

RELEVANCY describes the extent to which the Value created fits with the person’s worldview (the complex set of bias, interests and beliefs we all have when making a buy decision).

UNIQUENESS. If you are the ONLY ones who do what you do you will be noticed and paid attention to. AND you will build a fan base that will fuel growth and prosperity.

The fact of the matter is:

If you’re not ReMARKABLE, you’re CoMMON, IgNORED and InVISIBLE;

If you’re not DiFFERENT, you’re DiSPENSABLE;     

If you’re not DiFFERENT, you’re DEAD (or soon will be).

Check out my BE DiFFERENT or be dead Book Series

  • Posted 1.17.11 at 11:27 am by Roy Osing
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January 10, 2011

The skinny on marketing


These strategic drivers should guide how we market in today’s world:

- Remarkability
- Indispensability
- Gaspworthiness
- Unforgettability
- Uniqueness
- Distinction

We won’t get there if you continue to practice marketing in the traditional way. Product push is ignored. A focus on what we produce makes us invisible. Catering to the mass market makes us irrelevant. Mass market media purchases defines us as a member of the faceless herd.

Here are the three essentials to create the change we need in our marketing strategy if we really want to make a difference in people’s lives and stand-out:

1. Create VALUE as opposed to continuing to push our products and services down people’s throats. Its about defining the value that we deliver to people rather than the fancy gadget with lots of cool capabilities. It’s about the problems we solve for people The experiences we create. The happiness we generate. The memories we produce.

2. Focus on our FANS, the people who really care about what we do. Who are they? What are they all about? What do they need, want and desire? Who are the “Sneezers” who have enough social power to spread our word around and expand our tribe? How do they communicate among themselves? How can we be unique and distinctive in the VALUE we create for them? Growth occurs when we provide more value to our fans and expand our fan base, not by trying to attract new customers through mass market advertising.

3. Offer packages of Value . Emotional memories, mind-blowing experiences and happiness usually happens when we experience a number of elements rather than a single one. For example, a “Mountain Adventure” is more likely to delight us with a combination of a hotel room, a daily breakfast, a spa and a guided horseback ride tan if a horseback ride were provided on its own. Interesting that a Value Pak can be provided by anyone. You don’t have to be in the horseback riding business to offer this Pak.

Define the Experience. Assemble the Pak components. Integrate them seamlessly into a Value Proposition that will resonate with our Fans. That’s the process. And it will make us DiFFERENT.


Check out my BE DiFFERENT or be dead Book Series

Other articles you might like
How to create a strategic game plan for your organization
How to cut the CRAP that gets in the way of executing your way forward
How to start a new business that DOESN’T fail

  • Posted 1.10.11 at 11:10 am by Roy Osing
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January 3, 2011

Hire for goosebumps

Dazzle your Fans. Blow ‘em away. Leave them breathless. Mesmerise them; a key strategy to Distinguish your organization from the faceless competitive herd. SERVE them don’t SERVICE them. You SERVICE automobiles but you SERVE people.

THE most important way of achieving the Dazzle Dream is to recruit people that love human beings! People that have the instinctive desire to serve their fellow homo-sapiens. To take care of them. To satisfy them regardless of what they want. A person can’t be trained to love people; they are either borne with the nurturing attribute or they are not.

The real issue then becomes how to find these invaluable folks. How to discover people this natural desire to serve.


Here’s a rather simple but so effective way of separating the Human Lovers from the Fish (or the Grinners who have been through some type of Customer Service Training program).

First, ask the prospective employee this question: “Do you love human beings?”.

They will realize that this a bit of a trick question but will not know where you are going with it. Fun as the interviewer to say the least. Most people will say “yes” in varying ways, ranging from the declaration “Absolutely” to the positive inference “Sure”. You need to dig deeper.

Next, pose this: “Tell me a story that will show me that you love your fellow humans”.

The responses you get from this request will be of two types: One, “The Intellectualizer” or two, “The People Lover”. The Intelectualizer has figured out what you are up to and will conjure up a story that quite frankly will leave you COLD.

The natural-born People Lover, on the other hand will thrill you with a story that will leave you warm all over. Their story will paint a vivid picture of someone who cares about people and who is creative at finding ways to create unforgettable memories for them.

The People Lover will leave you with goosebumps.

Hire for goosebumps and you will never go wrong. Do it. Your fans deserve them.

Check out my BE DiFFERENT or be dead Book Series

  • Posted 1.3.11 at 11:00 am by Roy Osing
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