Roy's Blog: January 2011

January 24, 2011

This is how to really evaluate sales performance

Long term sales success is based on intimate relationships built with customers.

Its not about transactions based on pushing products and services.

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.

Customer report card

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 they screw up

— acts like my partner in business

— takes ownership of me inside their organization. There is no question that they are my champion inside theor company

— is a service recovery addict.  When their organization has made a service blunder with me, they take 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


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

How 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.

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

3 proven ways to make marketing incredibly successful

These strategic drivers should guide how you market in today’s world.

— Remarkability

— Indispensability

— Gaspworthiness

— Unforgettability

— Uniqueness

— Distinction

Incredible marketing

You won’t be successful if you continue to practice marketing in the traditional way.

Product push is ignored. A focus on what you produce makes you invisible. Catering to the mass market makes you irrelevant. Mass market media purchases defines you as being the same as every other organization.

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

1. Create VALUE as opposed to continuing to push products and services down people’s throats. Its about defining the value that’s delivered to people rather than the fancy gadget with lots of cool capabilities.

It’s about the problems solved for people The experiences created. The happiness generated. The memories produced.

2. Focus on your FANS, the people who really care about what you 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 your word around and expand your customer baset? How do they communicate among themselves? How can you be unique and distinctive in the VALUE created for them?

Growth occurs when you provide more value to your fans and expand your fan base, not by trying to attract new customers through mass market advertising.

3. Offer packages. Emotional memories, mind-blowing experiences and happiness usually happens when people experience a number of elements rather than a single one. For example, a “Mountain Adventure” is more likely to delight someone with a combination of a hotel room, a daily breakfast, a spa and a guided horseback ride rather than if a horseback ride alone were provided.

Define the experience. Assemble the package components. Integrate them seamlessly into a value proposition that will resonate with your fans.

That’s the process. And it will make you different.


Check out my BE DiFFERENT or be dead Book Series

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

This is what happens when you get goosebumps

A key strategy to distinguish your organization from the competitive crowd is to constantly dazzle your customers; blow ‘em away and eave them breathless.

Serve them don’t service them — you service automobiles but you serve people.

The most important way of achieving this objective is to recruit people who “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 being lovers from the fish, or “the grinners” who have been through some type of customer service training program.

First, ask the prospective employee “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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