Roy's Blog: October 2011
October 31, 2011
we basically have our needs satisfied these days; purchase products and services on the basis of what we WANT and DESIRE.
Wants and desires, in turn, are driven by the secrets we hold as unique individuals. And if we can discover the secrets of our prospect we will be in a good position to deliver something that she wants or desires.
What’s a SECRET? What are the dimensions of a person’s life that matter the most to them?
What are the emotional drivers that make her who she is? What makes her happy?
All questions that lead to secret discovery.
A secret reveals itself as a habit, bias, dream, hope, skill, competency, lifestyle choice. family priority, ego drive, friendship affinity, recreation or entertainment choice.
A secret speaks to who she is and what makes her tick.
Dig and discover. Ask questions. Learn. Use secrets to power your marketing machine.
Reap the rewards of a fan who will shout you to others.
- Posted 10.31.11 at 10:41 am by Roy Osing
October 27, 2011
The odds of winning at Blackjack are low. And hitting a jackpot at the slots is but a remote possibility.
But businesses that continue to target the ‘average’ customer through traditional mass market media have even a LOWER chance if success.
These organizations continue to invest ridiculous sums of money in this shotgun method hoping their message will land on someone who will fall for their value proposition and buy their product or service.
The reality is that products diluted to try to appeal to everyone and marketing messages pushed to huge audiences resonate with no one.
Those who continue to follow this approach are taking a HUGE gamble with their money.
Save it for Blackjack.
You should at least have fun losing your money.
- Posted 10.27.11 at 10:33 am by Roy Osing
October 24, 2011
“I Have No Idea”
I ask “I notice you no longer carry the orange Mirage hat. What’s the scoop”“?
Answer “I have no idea.”
Not exactly what you want to hear when you ask a customer service person a question.
Of course she has an idea! Saying you don’t is a lazy way of trying to avoid the work involved to answer the question. It’s a brush-off and a de-dazzler of ultimate proportions.
Here are some options when you don’t know the answer.
Remember, above all you want to acknowledge and validate the question being asked. It’s a good question. An observant one. An insightful one. Well done customer for asking it.
1. “Gee I’m afraid I don’t know. Let me check into that for you.”
2. “Wow, I’ve never had that question before. I don’t have an answer for you but let me look into it and get back to you.”
3. “That’s a great question. I will get the answer for you as soon as I can.”
4. “I think I know, but let me check to be sure.”
5. “I wondered that myself. Let me get the answer for you.”
6. “Sorry, I guess we are all sold out. Let me check our inventory.”
However you say it, make the customer feel you are interested in their question and that you care about getting them an answer.
And don’t be ashamed to admit you don’t know.
It’s ok not to know.
It’s NOT ok to say you “have no idea”.
- Posted 10.24.11 at 10:00 am by Roy Osing
October 20, 2011
Creating a dazzling service experience requires a single ingredient, without which, it is impossible to deliver.
Ever been in a store or restaurant and have been ‘served’ by someone who you are convinced would prefer not to have to deal with you? Body language, attitude and tone all suggest they would rather be doing something else other than taking care of you and your wants.
You can’t be dazzled if the person dealing with you prefers taking inventory over taking care of another human being.
If no love, then no dazzle. It’s as simple as that.
Can you train people to love humans?
NO! You can get them to ‘grin’ but that’s as far as it goes.
You want a Human Being Lover? You have to spot them and recruit them. And the interview must look different. Ask the candidate straight out “do you love humans?” and, when he says “yes”, follow up with “Tell me a story that would illustrate just how much you care for your fellow human beings.”
Those that really don’t want to be caregivers leave you cold with their response. Those that were borne to serve leave you with goosebumps.
Hire for Goosebumps.
- Posted 10.20.11 at 10:29 am by Roy Osing