Roy's Blog: March 2013

March 25, 2013

How to get people to pay attention

We are overloaded these days.

We are bombarded with too many messages flogging stuff to buy, events to attend and causes to support that after awhile nothing resonates with us. We don’t stir. We don’t react. We become numb.

The lines that distinguish one source from another get blurred. Everything blends into one big NOISE. Our Individual wants and desires are ignored. The Herd speaks with a common voice to everyone. We turn our backs.

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If WE are getting desensitized to our environment, think about what we are doing to our customers. Do their eyes glaze over when we speak to them? Do they shut our “buy requests” out because they can’t relate to what we are saying?

“Customer fatigue” can and must be avoided if we want have people respond enthusiastically when we reach out to them. And if we want to give them meaning when they engage with us.

Here are 7 Steps to avoid lulling people into dreamy land:

1. Don’t speak to the crowd. Speak to ME. I am like no other. I’m not “average”. Unless your words address ME, specifically, they go in one ear and out the other.

2. Speak about the things that are important to ME. I’m not interested in listening to stuff that I don’t care about. And I’m less interested in stuff that appeals to others.

3. Speak to the problem you can solve for me or the VALUE I will receive. I could care less about “how it works”.

4. Don’t insult me by thinking that I am only interested in price. Pitch a “lowest price” claim to me and I will tune you out FAST.

5. Your pitch must clearly state how you are different than the plethora of others competing for my attention. I will respond to uniqueness; you are invisible to me if you are like all others.

6. Show me in words that you are socially responsible and that your support and kindness lines up with my ideals.

7. Prove to ME that you believe in keeping humanity in your organization. That you care about engaging with me personally. Encourage ME to speak with a real person - not a machine.
Welcome my calls rather than siphon them off to a chunk of technology that is there to reduce your costs.

Do these things and I might just stick around, pay you and spread your word to others.

Cheers,
Roy

Check out my BE DiFFERENT or be dead Book Series

  • Posted 3.25.13 at 09:45 am by Roy Osing
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March 23, 2013

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“Roy does an incredible job diagnosing one of the major challenges leaders face today - competitive mediocrity.  Being different and providing over the top customer service are not easy or inexpensive, but they are your best chance at long term success.  Roy’s work is mandatory reading for every FROGBOX Manager”—Doug Burgoyne, CEO, FROGBOX, Vancouver BC

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Cheers,
Roy
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  • Posted 3.23.13 at 05:05 am by Roy Osing
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March 18, 2013

This is what happens when you chase “yummy incoming”

You have created your strategic game plan.

You declared your HOW BIG growth goals.

You crafted your ONLY Statement to separate your organization from your competition.

You decided WHO to SERVE — those customers who you believe have the potential to deliver the revenue growth you want. The ones you intend to “mindlessly” focus your scarce resources on.

You pledge your commitment to The WHO as opposed to many other customer choices you had on the table. You take these other customer groups out of your limelight and place them in the shadows.

Yummy incoming

You begin the execution phase of your game plan.

Then, out of the blue comes someone who is not a target customer — a “NON-WHO” — reaching out to you to ask for your attention. They want to explore doing business with you. They have questions to demand if you. They require access to your scarce resources.

This happens all the time. A client of mine decided to focus on the Vancouver market where access was easy and market growth was attractive. Then they received a call from an organization in South America who wanted to explore opportunities with them.

Clearly not on strategy. But oh so tempting to chase!

What do you do when this happens?

Here are your choices in dealing with “yummy incoming”:

1. Change your decision on the customer group you decided to target. If Yummy really does have good growth potential to give you a good shot at hitting your growth goals, welcome them to your WHO crowd and focus on them.

2. Deal with Yummy quickly and with a view to maximize short term margins. But don’t treat them the way you treat your target customers. Give them less attention and service and charge them premium prices for whatever you decide to do for them.
Make them deal with you on your terms.
Remember, every minute Yummy consumes of your time is a minute less you have to spend on your WHO, so opportunity costs with Yummy can be huge and could rob you of hitting your revenue growth goals.

Chasing stuff is not healthy. Busyness may be comfort food for you, but you created a game plan to avoid eating it.

Cheers,
Roy

Check out my BE DiFFERENT or be dead Book Series

  • Posted 3.18.13 at 09:57 am by Roy Osing
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March 11, 2013

Should you really say these stupid things to people?

How many times have you heard people in business make comments like these?

— It’s not in my area
— You can’t sit here, this section is closed
— Booths are only for parties of 4
— I already told you
— I’m going on my break
— For parties of 6 or more we have an automatic gratuity of 20% added to your bill
— It’s our policy
— You can’t do that
— I’m new here
— I don’t know

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— I have no idea
— It’s over there
— We can’t do that
— No
— The special deal doesn’t apply to you
— The sale is over
— I’ll have to talk to my supervisor
— The clothes in the Mannequin not for sale. They are are for display purposes only
— Can you eat that much? (actually asked of me at The Sentosa Golf Club in Singapore)

I am sure you can add to the list from your own experiences.

When I hear any one of these, I leave the premises quickly.

Cheers,
Roy

Check out my BE DiFFERENT or be dead Book Series

  • Posted 3.11.13 at 07:48 am by Roy Osing
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