I recently reviewed a “Lead Generation Survey” by CSO Insights and found the following. “In 2007, customer acquisition ranked number two on the list, where 65% of the firms surveyed listed it as a key priority for marketing.” (CSO Insights 2010)

Perhaps I am mistaken but isn’t the reason to be in business customer acquisition and retention? Was I sleeping? If acquisition and retention of clients is not a priority what on earth can be first?

This statement conjures three very specific issues:

1.     Firms that are avaricious and favor profits rather than customers.

2.     Firms that lack a solid strategy with a core driving force.

3.     Poor leadership.

The major goal for business is customer acquisition and retention. Customer to customer influences is stronger than ever. Simply put, customers become marketing avatars espousing the organizations’ value. In fact, nothing happens in a company without a customer! Therefore, there only priority is customer acquisition.

©2010. Drew Stevens PhD. All rights reserved.

Drew J. Stevens Ph.D. (Dr. Drew) is the author of Split Second Selling and the soon to be released Ultimate Business Bible and six other business books on sales, customer loyalty, self mastery and business development solutions. Drew helps organizations to dramatically accelerate revenue and outstrip the competition. He conducts over 40 international keynotes, seminars and workshops per year. Dr. Drew is the founder of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Acceleration. To discover how Dr. Drew can assist your organization visit his marketing and sales website or call 877-391-6821.

My family and I were having issues with our television service and called our provider for assistance. After being placed on hold and conducting numerous tests a technician was dispatched to our home 12 hours later. Considering, this is not bad,

The following morning a technician arrives and conducts a battery of tests to determine the source of the issue. We speak for a few moments and without hesitation he returns to his truck and begins to replace every cable box we have. No questions, no further tests, nothing. More importantly, there was more interest in moving from my home to the next and just getting through the day. The technician illustrated little passion, little interest and little customer connection. This was simply a job.

Service providers have an obligation to perform higher than those with products. With a myriad of competitors the only line of differentiation is customer service. Customers are the purpose of business not an interruption. Remain attentive to customer retention or risk facing a power outage.

2010. Drew J. Stevens PhD. All rights reserved.

Drew Stevens is one of the world’s leading authorities on Sales Marketing & Business Development Solutions . Drew is the author of the successful sales process book Split Second Selling. He is also the creator of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Acceleration. To discover how Dr. Drew can assist your organization visit his marketing and sales website.

The odds of your business surviving five years are 50-50 according to David Birch, former head of a research firm specializing in studying small business data. (Isen 2007) There are many reasons why a business will fail. Much research is available to denote which factors are the most important, however, it appears that most business fail because they lack focus on the organization’s most vital asset – customers.

Solo practitioners begin a business for two reasons; money and passion. Business professionals desire to take their passion and make money from it, and there is little harm in this. There is no better way to enjoy your time on earth than to do the thing that you enjoy.

However, with passion there is a need for focus. Presently with the cacophony of noise due to the Internet and social media resources, consumers are overwhelmed with messages. Consumers today require differentiation to denote whom to shop and whom to avoid. Unfortunately the Internet’s ubiquity hinders variety so that only option remaining the builds brand and business success is customer service.

Customer service is simply the organizational culture and processes that entrepreneurs create to ensure allure. Consumer decisions are driven by emotion. Service must be enculturated into the organizations so all staff become dependent on the client. This is an important construct; there is little difference from one retailer to the next or one restaurant to the next with one exception- customer service. When treated correctly, customers inform others of their experience helping to manifest the organizations brand and announce it to others. No marketing tactic in the IMC process is as cost effective as a word of mouth.

When customers believe and trust their vendor they tell others helping to create brand differentiation. Exemplars include Apple whose retail outlets are the busiest of any mall and Zappos.com whose unblemished customer service helps helped to brand to proliferate.

If there is little belief in customer service think again. According to both Dun and Bradstreet and the Small Business Administration, businesses with fewer than 20 employees have only a 37% chance of surviving four years. Customer service can provide the life raft of success if used correctly. In reviewing the success statistics, would you rather be a follower or a leader?

©2010. Drew Stevens PhD. All Rights Reserved.

Drew Stevens is one of the world’s leading authorities on business development and sales. Drew is the author of the successful sales process book Split Second Selling. He is also the creator of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Fitness. To discover how Dr. Drew can assist your organization to increase their business development skills visit him at www.stevensconsultinggroup.com

Like many individuals that suffer from time and talent, my green thumb lacks color so I prefer to use the services of a lawn care company. It is one thing to use a lawn care firm to save time but another to waste time for poor service.

During the past two years, the organization delivers services I did not request. Within 72 hours of application the company hands off to a Call Center that repeatedly calls my home seeking payment! . Worse yet the firm has my private cell number and has contacted with me during business meetings to obtain payment for services I did not order.

Although I explain the concerns of fees- their sole purpose is to get the money. They are very aggressive.

For the third time in two years my wife and I terminated the service of TruGreen. In early April 2010, I returned from a business meeting to find a technician once again applying chemicals to my lawn even though services were cancelled. Once again I called to cancel. Suffice to say it is easier to catch a taxicab in New York City on a rainy day then get a manager to return a call.

With the inherent lack of customer service and leadership from my local office I wrote a brief note to the President and CEO of TruGreen to have my issues immediately corrected. He never called or wrote. He had a manager in the local office call me five days later to amend the issue.

The reason why service today in many firms like TruGreen is so poor is because leadership is poor. Leaders in many organizations do not serve as exemplars. Organizations exist for one reason- acquisition and retention of clients. When there is little or no service there are few customers.

Companies wonder why there is no loyalty and why brand suffers. Organizations do not create allure when poor management places a pall on culture.

More ironic is that ServiceMaster owns TruGreen. Ironic when the sister organization cannot extol the company name. Service Blaster is more suitable.

There are seven secrets for selling effectiveness. Click here For a Free Report 7 Secrets to Selling Success

Drew Stevens is one of the world’s leading authorities on business development and customer satisfaction. Drew is the author of the successful sales process book Split Second Selling. He is also the creator of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Fitness. To discover how Dr. Drew can assist your organization to increase their business development skills visit him at www.stevensconsultinggroup.com

In the last several weeks I have solicited over 20 vendors for a variety of reasons; restaurants to home improvement centers. There is a stark contrast in treatment from one establishment to the next. Most bewildering is the general lack of focus and respect for customer service. The simplest issue for any business is retaining clients by treating them well. Research over many years proves that it is less expensive to maintain your current client base rather than acquire new.

As a business development and customer service consultant I am more sensitive to the issues. However let me offer some free advice that will save organizations money, time, stress and most of all, customers.

• When a customer walks into an establishment or walks to a cashier please have your staff smile and say hello. The world’s icebreaker is an empathetic smile.
• Remember customer’s names. The sweetest sound customers hear is the name of their name, do not screw it up, repeat it the name if needed.
• Have nametags available for all employees. Nothing is more bothersome than to not know the name of staff.
• Eliminate the ready, fire, aim approach to service. Start having employees listen and question. Nothing can be heard when both sides are speaking.
• Check the baggage. Consumers do not care if employees received a ticket before work; have a toothache or the myriad of other excuses. It is about the customer not the worker. Bad attitudes are to be left at home.
• When possible have all employees wear ubiquitous uniforms especially in service establishments such as doctors, specialists, etc. It is helpful to know staff from vendors or perhaps other customers.
• Have staff address me formally unless told otherwise. Respect is the better part of valor no matter the generational differences.
• Inform staff that cell phones and the rude act of text messaging are off limits during work hours. Attention must be given to the customer not the evening date.
• Ensure background checks on delivery personnel. In the last several weeks I have noticed seven traffic infractions. The most notable – Stop sign avoidance!
• Stop the banter. When clients arrive undivided attention is to be given to them. Refrain from rumor mongering and speaking ill of the previous client.
• Offer frequent customers some type of VIP service. The most treasured become your greatest marketing avatars.
• Create a customer culture all hired need to be focused on your greatest asset- customers.
• People remember the first thing they hear and see and the last. Make a positive first impression and a memorable last.

©2010. Drew Stevens PhD. All Rights Reserved.

There are seven secrets for selling effectiveness. Click here For a Free Report 7 Secrets to Selling Success

Drew Stevens is one of the world’s leading authorities on business development and customer service. Drew is the author of the successful sales process book Split Second Selling. He is also the creator of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Fitness. To discover how Dr. Drew dramatically accelerate your business development and sales skills visit his sales and marketing website.

One of the most common trivialities amongst business professionals is the inane desire to conduct thousands of things but do nothing well. Traction is not gained by conducting a plethora of things without focus. Developing business requires focus on two things- customer acquisition and retention. Doing so requires focus on sales, marketing and customer service. Beyond that not much else is required. Look around you and review items that withhold you from business development. Your labor can be severely decreased by conducting a few things well.

Quote of the week – Every organization is on business for one reason- the customer. – Peter Drucker

©2010 Drew Stevens PhD. All rights reserved.

If you want to know how to obtain 7 ways to become more productive in less time, click here for a free report.

Drew Stevens PhD is one of the worlds leading experts in business development. Dr. Drew is the author of six books including Split Second Selling and the soon to be released Ultimate Business Bible. With over 25 years of sales experience and business leader, Dr. Drew has extensive experience in assisting both entrepreneurs and sales professionals to experience higher efficiency and effectiveness. He is also the creator of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Fitness offering tips and techniques that immediately improve selling performance.

It is the age of information and knowledge, but it is ironic how lazy many have become. Each day I am amazed over the emails, newsgroups and other electronic media requesting innovative methods to sell. Folks if you or others like you are not making your numbers and seek answers to your selling woes look within! If you seek The Secret, here it is… there isn’t any. There are four issues prevalent in today’s society:

1. Selling is a relationship business. And, your relationships should be with buyers not gatekeepers. I suggest a quick review of your address book and CRM system. As they say in the database world; garbage in, garbage out. Further look around you and determine whom you speak with and whom you network. Filter your network to only include those that can make a purchase decision.
2. Selling requires a process. If you have never been taught how to sell and your organization does not provide training- invest! There is nothing more sickening then the person that wanders in the woods without breadcrumbs. The process of selling is similar to a GPS system; it guides you toward your markets, your buyers and your eventual contracts. Research shows that failure to have a solid process negatively impacts your closure rates. I am amazed and those that desire results but refuse to invest in expertise. Do you join a gym yet never exercise?
3. If you build it they will not come. I tire of stupid organizations that believe their product and service sells itself. Recently a young man approached me about coaching and he requested reimbursement from his structural engineering company. The President stated, there is no need to invest in training since engineers do not need to know how to sell. This pomposity ruins organizations and profits because they will not or ever will invest in their greatest asset- sales. If you work for such an organization or your present manager shares such beliefs- leave. Trust me the business will not be around long.
4. So many even those reading this post feel victimized by customers, competition, the recession, etc. These are excuses not solutions. Stop hiding behind rocks, rugs and rooms and begin to invest in things that help you become innovative. While there is much uncertainty during a recession, there are assurances. 1) Growth and innovation spark during recessionary times. 2) Those that move are not captivated by fear. 3) Those that go against the tide thrive. Start learning, growing and educating not getting stuck in the malaise of Internet promises. Create your own original opportunities. By gosh do something!

There are 12 techniques you can use daily to assist you sales efforts. If you seek a quick 12 step tip sheet for selling efficiency email me today. And ask about our Free 30 Minutes “Sales Acceleration Coaching Clinic”.

©2009. Drew J. Stevens Ph. D. All rights reserved.

Drew Stevens PhD works with organizations to dramatically accelerate revenue. Dr. Drew is the author of six books including Split Second Selling and the soon to be released Ultimate Business Bible. He is also the creator of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Fitness with Dr. Drew. To gain a free 30 Minute Coaching Session or to request Secrets of Ultimate Business Success contact Dr. Drew today get the proper prescription for your success.

Quote of the Day

A man can be as great as he wants to be. If you believe in yourself and have the courage, the determination, the dedication, the competitive drive and if you are willing to sacrifice the little things in life and pay the price for the things that are worthwhile, it can be done. – Vince Lombardi

Thought for the Day

At one point in my life I was moderately overweight, not very athletic and lacked much self-esteem. In high school I was an introvert and never socialized. It took some deliberation for me to find a hobby in track and field. I was not very good at first but once I set my mind on the end I got better. I did not focus on those things that held me back. I did not focus on limiting beliefs. I use the same principles in my business today.

Our beliefs influence our behavior. They motivate us and shape our present and our future. Beliefs are similar to an internal GPS. Contrastly a limiting belief is something that demotivates and indicates we cannot do something. It limits our thinking, our creativity and our destiny. The technique is to focus on those things you do very well and diminish those things that hold you back. Limiting beliefs are very powerful and manifest through the years. Limiting beliefs will stunt both your professional and personal life. You must focus on your future not your past. It is what is in front of you that is important.

Best Practice for the Day

1. Focus on your strengths not limitations, focus on the things you want to be not on those that withhold you.
2. Imagine yourself in a mirror looking are yourself based on your beliefs. What does the picture illustrate? Revisit the mirror without limiting beliefs what does the present and future show? Illustrate or anchor this picture so it manifests in your current worl.
3. Visualize. There is proof that visualization works for athletes. The more clarity the visual the better you can create it.
4. Invest daily. Give yourself rewards for jobs well done. There is proof to illustrate that if you provide opportunities you will eliminate limiting beliefs.
5. Write down the one to two things that made each day terrific. Illustrate your value to the world. Focus on items and circumstances that allow you to thrive.

If you want a quick method to eliminate your limiting beliefs send me an email and I will send you my one page tip sheet that helps to eradicate them. Or, email for a free 30 Minute Sales Acceleration One on One Coaching Program focused on three things to help eliminate limiting beliefs.

© 2009. Drew Stevens PhD. All Rights Reserved.

Drew Stevens PhD works with organizations to dramatically accelerate revenue. Dr. Drew is the author of six books including Split Second Customer Service and the soon to be released Ultimate Business Bible. He is also the creator of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Fitness with Dr. Drew. To book Dr. Drew for a workshop or keynote or to obtain his Secrets of Ultimate Business Success email him today at www.drewstevensconsulting.com/contact

If you’ve been struggling to
close enough sales and you’d like
a major breakthrough, then I’d like
to invite you to take advantage
of a special, “Split Second Selling” personal, 1-on-1 coaching
session where we will work
together to…

=> Create a crystal clear vision
for the sales success you desire
(we’ll set targets for prospecting
activities, and ‘close ratios’ that
will give you the lifestyle you
desire)

=> Uncover hidden challenges
that may be sabotaging your
sales success (we’ll pinpoint
specific areas that cause
breakdowns in the sales
process so you can make
immediate changes)

=> Leave this session renewed,
re-energized, and inspired to
break your personal sales
records and enjoy a great
income.

If you’d like to take advantage
of this very special, very limited,
and totally FREE 30 minute
“Split Second Selling” coaching
session, click reply and answer
the questions below…

1. How long have you had your
current sales position?
2. What kind of product/service do
you sell?
3. What are your sales commission
goals for the next 12 months?
4. What were your sales commissions
from the last 12 months? (ballpark)
5. What do you see as the major
challenges holding you back from
selling as much as you want?
6. On a scale of 0-10, how important
is it for you to overcome your
challenges and achieve your sales
and lifestyle goals today?
7. Full Name
8. Email Address
9. Phone #
10. Time Zone

Check off the areas you’d like to work on…

__ Finding a Great Prospect List
__ Prospecting
__ Assessing Needs
__ Presenting Your Offer
__ Overcoming Objections
__ Closing the Sale
__ Getting Referrals & Up-Selling
__ Other

Since we’re making this offer
for the first time right now and
we don’t know how intense the
response will be, we can’t
guarantee a coaching session
for everyone.

We’ll take as many people
as we can and then start a
waiting list. You can expect to
get contacted by our team to
schedule your session within
the next 3 business days.

If you don’t hear from us,
it means we’ve received more
requests than we can handle
right now and if something opens
up we’ll get in touch with you
at a later time.

Again, to take advantage
of this offer, simply email me
and answer the questions
listed above.

Warmest Regards,

Dr. Drew

PS: The sooner you send us your
answers, the more likely you are to
get a session. Click reply now.

(St. Louis, MO)  Business expert, Dr. Drew Stevens provides cures for new chiropractors just starting a new practice. One of the most important concepts for entrepreneur business survival is having an articulate strategy that provides the vision and mission for organizational success.  Tuesday June 23^rd, Dr. Stevens will be visiting Logan College to give a seminar to upcoming chiropractors to present them with successful practice management strategies.

Dr. Drew will be speaking about the three strategic pillars for any successful chiropractor.  According to Dr. Stevens, the most important of these pillars is customer service, because in an age when competitive differentiation is required; customer service is vital to organizational success.

“I am honored to be asked by Logan College to come and speak to their future generation.  A point of expression is that chiropractors, like many other business owners need to be marketers.”  Dr. Drew states, “My emphasis will be on the three pillars of success; sales, marketing and customer service.”

Stevens Consulting Group is an international consulting organization specializing in business growth.  Dr. Stevens is a business growth and selling specialist having served over 60,000 professionals around the globe.

For more information on Stevens Consulting Group, visit www.stevensconsutinggroup.com or call Saisha Judd at 281-546-5094/877-391-6821.

It is the best of times it is the worst of times, famous words from Charles Dickens. These words are echoed today with the current recessionary woes. The current recession has drained savings, diminished revenues and dampened spirits. However, while many are dampened by the woes of the economy, the truth is this, the economy and the recession is not that bad! In fact, much of the current economic recession is based on fear.

Media is bombarding us with stories of economic doom and gloom, but everywhere you look there is proof that people are spending money! From restaurants to ball games, food and clothing is continually purchased. So what then is the issue? The issue is simply a fear of the unknown. Epitomizing the most famous quote on fear President Franklin Delano Roosevelt stated, “The only thing we have to fear is fear it’self – nameless, unreasoning, unjustified, terror which paralyzes needed efforts to convert retreat into advance.” Americans are paralyzed over the uncertainty, unknown and unfamiliarity.

Here are facts that can dispel the uncertainty:

1.    The current unemployment rate is 8.5 percent. Flipping the figure this denotes that over 92 percent of Americans in the United States work. Not taking into consideration passion for their jobs and other financial reasons, the majority of this country is employable.
2.    The insidious banking system even with the financial issues still extends credit to many Americans. Each day new cards and accounts are opening and borrowing is still possible.
3.    Individuals and families are still spending money. The current Elton John and Billy Joel tour is sold out. Baseball stadiums are doing considerably well and the movie industry continues to set records at the box office and have a banner year for attendance.
4.    People are more prudent with their finances but they are spending.
5.    There is less time waiting in line. There is a sheer pleasure in not having to wait in long lines at my favorite restaurants and shopping centers. Employees are generally nicer and customer service improves.
6.    Recent purchases for concerts, the symphony and other family outings have allowed for better seating and availability. A recent attendance at a play enabled me to sit front row, center!
7.    Time with family is more prevalent. Nothing is better than renting a movie or cooking a nice meal for all family members without a desire to go out. With my fiscal responsibility, more time with family is available.
8.    Relationships. With more time and a bit less stress people are more willing to stay and chat. The subtle return to conversation and socialization is a blessing.
9.    Customer needs do not disappear during a recession. Recessions provide the opportunity to strengthen relationships with clients. Now is the time to get closer to clients. As others compress, now is the time for expansion.
10.    The best times for innovation are during the worst economic times. Uncertainty creates fear and panic. While competition becomes worrisome now is the time to overtake them. The best of times come when others believe it is the worst.

©2009. Drew J. Stevens Ph.D. All rights reserved.

Get to know your Customers Day

Whether you are an entrepreneur or selling professional the biggest asset to your business is your customer. As Peter Drucker once said the only purpose of any business existence is the customer.

Although January 15 is “Get to Know Your Customer Day”, this must be proclaimed each day. Lights do not function, cash registers do not open and phones do not ring without a customer. Here are some tips to illustrate customer appreciation:

1. Send a thank you note to every client past and present. Do not attempt to sell them anything, simply thank them for the business.
2. The use of CRM, (Customer Relationship Management) tools are common. Ensure success by including key dates such as anniversaries and birthdays. One of the greatest examples of CRM is Southwest Airlines. Every year they send a personal thank you card to their customers.
3. Provide a special sales promotion. Retailers constantly provide sales promotions but what have you done for your customers. They are the ones that truly keep you in business.
4. Depending on the size of your operation call your clients if they have not visited. A call from you just might prompt a surprise visit.
5. I mentioned the use of CRM, use paper or computer tools to recall family, pet names, spouses and significant others. Customers will think you have the memory of an elephant but they will admire the attention.
6. To help acquaintances offer your customers something free. They will appreciate the additional attention and good will.
7. Get your employees and freelancers involved. Customer appreciation and knowledge is a cultural shift. The more prevalent the culture of customer service the better the productivity, the better the morale and the better the patronage.

Today’s tight competitive market creates a dire need for customer service. With numerous competitors and a myriad of distractions, customers believe there is ubiquity and they obtain similar services from any vendor. The key to competitive differentiation is customer service. Appreciation from your greatest asset takes no time, little investment and pays a huge return.

©2009. Drew Stevens. All rights reserved.

The year has gotten off to a fast start and many sales managers and sales representatives are trying to get a jump on the year to offset losses from recessionary woes. Since the beginning of the year, my email has become inundated with questions about lead generation and cold calling techniques. Selling professionals are hitting stonewalls and getting nowhere.

The art of cold calling is serious business. Cold Calling requires patience, persistence and professionalism. The trick is to remain constantly positive and vigilant. More important, you must remember that cold calling is meant to generate leads… not business! Too many of you reading this believe that when you cold call you are to sell something, this is far from the truth. Whether stocks, insurance or any other product the concept behind cold calling is to generate a prospective lead that results in another appointment.

I want to give you some tips on generating leads and cold calling in this article. However, I want to get you in the proper framework so that before you pick up the telephone you remember the proper cold calling techniques. The comedian Jeff Foxworthy uses a moniker with every joke that states, “You might be a redneck if”. Before you read each of the ten tips say to yourself, “You might be a cold calling nuisance if…”

1. You pick up the telephone and have no idea who you are calling. Someone called me recently and asked for the proprietor. Know whom you are calling.
2. After hello you begin with chitchat. Speak with conviction and have a purpose for every call.
3. You call and have conversations with gatekeepers. Call only decision makers. Stop wasting time with gatekeepers that are paid to detain you. Research the person you want to reach before you pick up the phone.
4. You do not know anything about the business or industry you call. I had a gentleman call me this morning to sell me a copier without an iota of knowledge of my business. Imagine the shock when he discovered I was a sales trainer.
5. Start your call with information about your company. Begin your call with a purpose and a value proposition. If you cannot articulate the value to the recipient do not make the call.
6. Begin your calls with inane questions. Questions such as “How you doin’” is for Joey Tribiani from the series Friends. Unless you desire a data dump comparable of being in a therapist office, stop. If you want conversation then speak articulately.
7. Operate each call without a clear purpose. Use a checklist for each call and have a path. A call should have a beginning, middle and an end.
8. Get over the myth that you are calling to sell something. NO YOU ARE NOT. You are simply calling for an introduction and to gain an appointment, any other reason is a mistake on your part.
9. You fear rejection. Get over it. Lead Generation whether you conduct it for your business or other complex organization is about the rejection business. In order to be successful get out of your comfort zone and deal with it.
10. Commence from call to call. I know of an organization that requires representatives make over 50 calls per day. This is unrealistic. What should be measured is not the call volume but the calls that lead to appointments. Success is should be measured by quality over quantity.

Lead generation is not for the faint of heart but from time to time is required for business development. Success is achieved with patience and most of all a plan. Do not fret rejection, set goals, provide value and do not fall into the trap of selling anything but an introduction and a second meeting.

© 2009. Drew J. Stevens All rights reserved.

Customer service training is almost always undertaken to address some problem or achieve some goal that has been eluding a business. The problem is that most businesses wait too long to do it, contends Drew Stevens, a St. Louis-based consultant who specializes in helping businesses acquire and retain customers. He estimates that almost 90 percent of clients he has worked with fall into that category.

Read more…

After a recent teleseminar, a participant requested information about motivating his fitness trainers. Apparently, when members arrived, his trainers offered little appreciation. Members felt more of an intrusion then an asset.

I encouraged the owner to develop his staff. If your gymnasium as similar issues here are four methods of assistance.

1.    Hiring is a key success factor. It is imperative to hire the best people for particular positions even if you pay them more. Do not sacrifice on this issue. Personnel are the linchpin between members and utility bills. Review your staff and ensure you have the proper people in proper positions.
2.    Customer Focus. Peter Drucker’s famous quote, “A business exists for one reason- the customer” is paramount to the fitness business. If the mission and vision is to alter the lives of others, it is not rocket science to lose focus. However, many gyms do. All personnel must maintain focus on the client with eye contact, relationships, telephone inquiries, etc. Anything and everything the fitness center does must revolve around the customer.
3.    Customer Loyalty. Develop your staff; ensure they understand the importance of proper customer service. Provide foundational customer service skills such as smiling, telephone replies, relationships with clients, service to clients, focus group, etc. Ensure your staff knows that failure to conform to customer service can result in member loss and fitness center closure.
4.    Reward Programs. Reward those that set and establish best practices. Employees love recognition. Let them know you appreciate customer service efforts. Perhaps the best performers will encourage others to do so.

2008. Drew J. Stevens. All rights reserved.

Peter Drucker once stated that the purpose of every American business is one thing – creating customers. Research by the American Management Association show that your average HAPPY customer will tell 3 people about her experience with you. Research shows that, out of 25 dissatisfied customers, one customer complain, 24 are dissatisfied but do not complain, and 6 of 24 non complainers have serious issues with the organization. More importantly for selling professionals, customer service is included in 40 percent of every client interaction.

I remember the greatest words I ever heard when seeking to repair my computer after a 3 hour conversation, the representative getting tired stated, “You are a customer, and I will get this repaired for you no matter what”. When you supply grand slam customer service, your business costs are lower and your success greater.

Great Service Requires Great Solutions

After doing some research, I have discovered that the key to grand slam customer service is practicing it. Just like an athlete practices for an event, or the musician practices for a concert, the service provider must practice. Here is my seven-step protocol to enhance your service delivery.

PRACTICE ™ Customer Service

•    Positive First Impression – you must be genuinely interested in assisting others. passion and empathy separates the athletes from the spectators.
•    Rapport – 98% of every interaction involves trust and respect. Ensure you establish rapport with every client.
•    Assess the Issue – Asking provocative questions is the only way to get to the heart and soul of every issue.
•    Communication – The best communicators listen first and speak second. Athletes know when to ask and when to tell.
•    Time Management – Customer Service representatives are trained to expeditiously respond to issues but can you do this qualitatively too?
•    Interest – Gaining interest requires an understanding of the multi generational and cultural issues that assist in building rapport and becoming genuinely being interested in others, a famous Dale Carnegie and biblical trait.
•    Closing on a Positive Note – Always close your calls on the positive side seeking to address any open issues and questions.
•    Evaluation  – Customer service requires conviction and passion to aid others. Once complete with your calls ensure you also evaluate to carry these themes from call to call.

No Clients are the same

You must adjust this process to fit your business and strategy. Ensure success by evaluating your clients, and your staff to closely align the staff with compelling client needs. Document your successes and discuss these with your team, so that your game plans adjust as new needs arise.

© 2008. Drew J. Stevens. All rights reserved.

Let us face it clients can be frustrating. Clients are demanding, clients are wasteful and clients desire more from you than you give. With economic turmoil many companies, solo practitioners, and even medical practices focus on one thing- new clients.

The cost of producing business today is too high. The proliferation of both the Internet and globalization cast a pall over profits. Conducting business today is more expensive, more demanding and requires more innovation. Focusing on new acquisition is vital to success, but so too is profit margin. Most businesses fail in this endeavor, focusing on internal costs such as employees. Perhaps it is time to review client margins. Simply put if clients are an expense and your business is not making profit, terminate them. Businesses terminate employees if unproductive, why not clients?

There are some guidelines to follow:

1.    What does the data show. One of the miscalculation in business is a failure to review the data. Sales and service representatives aggregate information daily into expensive databases yet few review it. Ensure success by understanding your profit per client to denote necessary moves.
2.    Relationships. Are the relations with clients strong or arm’s length? There is a fear that divorcing clients creates panacea amongst the core. If current relationships are as thick as a piece of balsa wood, then there are more issues beyond margins.
3.    Take a Stand. Explain to the client that the cost of doing business is not longer profitable and requires an assessment of the relationship. If a client continually calls your service area and sways attention from other clients, it is time to fold in the towel. A major multi-level marketing firm needed to conduct such measures when a major independent constantly called suggesting incorrect and damaged shipments. The calls, researching orders and re-shipment cost the firm seven times the original order. The firm currently uses 25,000 independent representatives, imagine the expense as issues multiple.
4.    Code of Conduct. There will always exist rude clients. Consumers today seek “What is in it for Me” and desire spontaneity. Develop an Customer Ethics Policy and distribute to your clients. Similar to terms and conditions of sale, clients must be bound by acceptable principles. Your organization must disavow obnoxious, unprofessional and unethical behavior and language. It is plausible to develop a “Zero Tolerance” Policy for clients.
5.    Laws Under Review. The customer is not always right. We live in a country that prides itself on innocence. Maintain proper documentation. Use this documentation to prove validity. Our electronic world provides tremendous implicit backup, maintain these records, you do not know when you might need them. Good record keeping just might reverse the customer is always right proverb.
Business operations require innovative and cost productive ideas. Every business must be in business to create customers but when they cost more to maintain, they are nor worthy keeping. Review your margins, reduce expenses and stress, create resolve and if prudent fire your customers.

© 2008 Drew J. Stevens Ph.d. All rights reserved.

Upon completing a recent article, I am perplexed. I advocate much like Peter Drucker that the reason to be in business is to create customers. The article I am referring, “How CEOs Should Work with Customers” appears to suggest that CEO’s do not have the time to spend with customers due to a myriad of other items on their agenda. I concur they are busy, we are all busy, however, if executives lose focus from the most vital asset of any organization then it questions strategy.

With recent economic volatility and exasperating increases in customer pay, it is imperative to note that perhaps the eye has gotten off the ball. Organizations today must practice and exemplify customer orientation. It is the customer that pays the utility bill and the customer that supplies salaries. That said why is the client not the focus of all activity within organizations.

Organizations today must conduct themselves thus:

1.    Refrain from the mission statement foolishness. Stop paying lip service to customer experience and live it. Mission statements are as useful as the paper scribed if they are not abided. Decrease the chasm but developing a customer service culture.
2.    Time. Executives and all staff must spend time with clients. There is no metric establishes percentages, however it is useful to spend time and as much as possible with clients. Customers require vendors they can trust and respect. The relationship grows when customers know you.
3.    Talent. Executives must begin to hire talent and create customer services exemplars. Organizations such as Southwest Airlines and Apple exist for one thing- the customer. All talent work synergistically to provide a proper customer experience.
4.    Focus groups. Many companies utilize these effective feedback loops and others not. One cannot build product without client involvement. Apple’s success in both the iPhone and iPod stems from insightful feedback.
5.    CBWA. Customers by Walking Around. A tremendous concept exemplified in the early 1980’s and since forgotten. Executives gain insightful intelligence by meeting with differing clients, with a variety of needs to decide future products, development and marketing strategies.
6.    Communicate. Avatars of successful customer service consistently strive to communicate messages. The proliferation of the Internet and other technologies facilitates communication customers welcome the competitive intelligence.

Customers are assets and require that treatment. Giving them time, understanding their needs and listening to concerns are methods all executives must use to remain competitive.

2008 Drew J. Stevens Ph.D. All rights reserved.

This week Drew Stevens will have featured his article “Love my Alliances, Hate Negotiation” on Salesopedia Home Page. Click here to read Drew on Salesopedia Now!! find this article on how to get what you want and negotiate anything.

Salesopedia is one of the strongest reference forums on the Internet, devoted, engaging and providing introspective information on the profession of selling.




The Customer Engima
Finding Solutions that otherwise puzzle organizations

Drew Stevens Ph.D.

Organizations believe that they provide exactly what customers desire. Ask any firm and the Paretto Principle prevails. 80 percent of most organizations believe they deliver exemplary customer service. Ironically, less then 20 percent do. According to research by consultancy Bain and Company, only 8 percent of companies really deliver on customer service.

Our present environment exists with a gap in delivering service. There are numerous reasons for the gap, however, we believe two issues contribute to this gap, a) greed and b) the inability of customer relationships.

Greed
Many statements by management consultant Peter Drucker are famous. However, in the book The Practice of Management, Drucker clearly states, “There is only one valid definition of business purpose: to create a customer.” Organizations today are trumped by two fundamental issues- competition and productivity. The focus is so acute that raising revenue, higher profits and increasing productivity all ignore the necessary myopia of customer concentration.

Exemplars of avarice include Starbuck’s, the airline industry and retail establishments. Anytime an organization believes they can achieve higher growth they raise fees, not one CEO or analysts stops to ask what the impact of the client is. Prior to heightened fees, customer remain for two purposes 1) either first mover advantage in the case of Starbuck’s or 2) value such as American Airlines. Yet when fees increase, customers tend to jump ship for cheaper and more appealing alternatives.

The solution for any firm is to thoroughly conduct an impact analysis to determine potential market losses. New revenue means nothing when you lose a core customer base. Customer dissonance cannot be taken for granted.

Customer Relationships
Customer connections are very difficult to build- that is to say unless you are focused on your core asset. First, as mentioned earlier, an organizations entire strategy must exist for the client. Strategic questions to ask are, “Who is the customer? Why does the customer buy? What is the value that our firm provides? How do reach disseminate product, service and announcements to our customers? These questions all told focus all beliefs, all values and all attitudes for the company asset. Further, it is imperative to treat the client as such- an asset. Nothing happens, no one gets paid and the electricity does not provide power to the plants unless a customer is involved.

Herein are several techniques to align with your clients-

Refrain from CRM. We do not challenge the power and functionality of Customer Relationship Management. Yet too much resource is placed into these trivial software systems. Stop trying to augment human interaction with software. Just like a political candidate if you desire to press the flesh then do so, do not leave an email to chance.

Interaction. The proliferation of the Internet and technology has taken away the most precious asset of any relationship- interaction. Avatars such as Proctor and Gamble and Southwest Airlines discovered long ago that the better part of customer service is being there! Get off your carcass and stop administering start speaking. Make it a plan to meet with your clients as often as possible.

Enculturation. The entire organization must holistically focus on customer service. Everyone must focus on one thing, why you are in business. Exemplars here are FedEx where the culture suggests, everyone’s employment is based on guaranteed overnight delivery.

Value and Brand. There is little doubt that a housewife buys appliances for service. She buys because of the experience others have had. Speed, cost and service become part of the customer experience relative to value. Cadillac and Coca Cola have become industry standards because of this success. Not many claim to be the Taurus of the business.

Avatars and Advertising. When the service you provide is so strong, your established customer base speaks for you. When the time arrives that prospective clients speak higher than your advertising creating new customer arrivals, your customer gap is immensely narrowed. Crocs the apparel company created a billion dollar entity with little advertising.

Value Again it is so important. What does the customer consider value? The default is price but this is untrue. Price is only part of value. The concept of value is complicated and rather than surmise, the only person to respond is the customer himself. Management must refrain from board meetings and speculation, if your organization desires the response then ask the customer.

Feedback loops. In addition to client visits, ensure success with Customer Briefings, Focus Groups, Interview, 360 feedback and other imperative mechanisms. Customer Service is not one-dimensional and requires that organizations connect the dots between what they learn about customers and what they currently offer to customers. This also includes organizational functions and customer response times.

The roads to customer service and customer loyalty are rocky, uncharted and complex. And, today’s competitive matrix further complicates the issues. There are numerous paths to take and numerous bridges that must be built to close the gaps. However, the most imperative is not discussing matters in the boardroom and leaving the issues amongst the silence. Broken promises are the missing puzzle pieces as they become the keys to future growth. Customer gaps are filled when the culture of the organization from top to bottom, exemplify with admiration and energy an emphasis to a key corporate asset- the customer.

©2008. Drew Stevens PhD. All rights reserved.

About Drew Stevens PhD
Drew Stevens PhD is sales, marketing and customer service expert. Drew assists organizations to dramatically accelerate business growth. He is a consultant, speaker and author of seven books including Split Second Selling and Split Second Customer Service and Little Book of Hope and is frequently called on the media for his expertise. Drew was recently nominated as one of 50 Top Sales Experts. Visit www.drewstevensconsultng.com to download his FREE Sell Well Kit now!

Please review my latest thoughts on customer service in the healthcare industry as authored by Mr. Ed Rabinowitz.

While most if not all training organizations spin their wheels trying to identify good and bad clients perhaps it is time for a contrarian approach and depict the illustrations of a good client. In my 27 years of sales and customer service, I am finally discovering the effects of long standing clients and will explain them in the paragraphs to follow.

However, one item that requires clarification is the need for all companies to focus on customer relations. Simply put good clients, lower the cost of market acquisition and provide needed marketing hype. The tangential benefits of client relations reduce capital, improve sales and enable more profitable organizations. If you do not believe the work of this expert review the exemplars, Staples, Starbuck’s Southwest and UPS all believe that consumers are job one. Cherished consumers tell others and provide a gravitational pull to an organizations marketing success.

These are some of the items I have found most effective to good vendor/customer relations:

Recognition.     One of my favorite all time mentors Dale Carnegie stated, “Be genuinely interested in other people”. There are many consumers that bring their baggage into retailers, vendors and suppliers. I walked into my physician’s office and by body language alone one can tell how agitated the patient was prior to speaking with the receptionist. Treat your vendor, as you want to be treated.

Stop Negotiating.    The best consumers understand the value a vendor provides. I pay 80 dollars for a hair cut because I trust my vendor and do not question fees. The best consumers rely on sound advice, understand value and reduce agitation.

Generosity.     During Sunday service my pastor states prior to Communion Service, “It is Right to Give Thanks and Praise”. How true this is. Imagine, consumers giving gratitude for a job well done. Most vendors obtain threats and grievance, however, it is best to turn the other cheek and provide gratitude for a job well done. Grandma always did say, “You get more flies with honey”.

Loyalty.     Most vendors and service providers enjoy getting to know their clients. My exterminator constantly questions me about family, illnesses and business. Curt knows more about me then some of my immediate family. Take the time to get to know people. Communities are built around networking and communal knowledge, good consumers treat vendors like extended family.

Communicate, Communicate, Communicate.     It is deplorable that many customers do not allow others to get to know them. A beneficial circumstance about sales and marketing is building relationships with others. There exist too many distractions today, between electronic communications and running offspring to their variety of after school events. Stress reduction comes from stopping and smelling the roses.  Consumer exemplars are those that can relate and communicate.

©2008. Drew Stevens PhD. All Rights Reserved.

Customer Loyalty at Starbucks

According to a recent New York Times article, Starbucks seeks to maximize the client experience with a loyalty program. This is a terrific idea and one that is long overdue. As my readers know customer loyalty programs are efficient as long as two points occur 1) clients are compelled to use the service and 2) there is ease of use or ubiquity in the process.

Exemplars of these points raised include a clients desire to frequent an establishment. Many restaurants provide a loyalty program but if a restaurant is not established in your regional area, what is a customer to do. Second, there are numerous instances where franchisees do not accept loyalty cards and certificates. A recent client of mine had won a loyalty card for a coffee house (not Starbucks) and it contained restrictions.

Further, let’s face card or no card loyalty begins with the experience. What happens from the moment a client walks into an establishment until the time they leave. The issue is not the card, the coffee or the clients, it is the staff. Yes Talent! In the past when I entered a Starbuck’s a smiling barista greeted me with an enthusiastic hello. They were friendly at the cashier and expeditiously got me my beverage and checked me out. If I waited because the coffee was not prepared I received a FREE cup of coffee! My impression was one of concern, commitment and collaboration. Starbuck’s was the only place for me.

I do have several locations in my area that treat me as a loyal client, they know me by first name and by the time I hit the counter my drink is waiting. Yet this is not true for every Starbucks. There is little ubiquity. There are times whether a franchise or store owned when employees could care less if I were breathing. While entering one of my frequent locations, I noticed a new employee reading a training manual; she looked once at me at proceeded to ignore me pretending to read the manual. This is not loyalty this is ludicrous.

Loyalty begins with an empathetic smile and a devotion to assist the customer. Starbuck’s I love you but you must begin to get talent to love me in return!

Yet business growth is more than money. It’s about creating value for those that request it—your customers. Unfortunately, too many businesses and their leadership team focus on new acquisition and not on existing clients. There is no better way to remain competitive, produce a strong brand, and lower cost of acquisition then customer fidelity.

From Emotion to Devotion
Creating a loyal client base with no acquisition cost

By Drew Stevens

Ask an organization why they are in business and they instantly state, “To make money.” Yet business growth is more than money. It’s about creating value for those that request it—your customers. Unfortunately, too many businesses and their leadership team focus on new acquisition and not on existing clients. There is no better way to remain competitive, produce a strong brand, and lower cost of acquisition then customer fidelity.

Today most businesses clamor for customer satisfaction. There is so much literature on the subject that tips are as frequent as channels on cable television. Customer satisfaction is a bromide. The more important issue to focus is the customer experience The customer experience starts at the initial reception, goes through the purchase and ends with the follow-up. Presently, organizations operate in an acute microcosm looking solely at customer satisfaction by reviewing sole interactions with clients. Customer experience is a constant and repetitive occurrence that illustrates accurate and consistent trends.

Some companies don’t understand why they should worry about customer experience. Others collect and quantify data on it but don’t circulate the findings. Still others do the measuring and distributing but fail to make anyone responsible for putting the information to use. In a recent survey by Bain and Company only 8% of clients believe they had experienced superior service. The reason for its importance is the multiplicity of potential new clients.

Key exemplars engage their clients and understand how to keep them engaged. A consumer and frequent client for a local UPS store requested brochure copies. The copies were promised for delivery late on a Friday. Through a series of unfortunate events the store missed the deadline. Defying defeat, the store operator personally completed the order. The client received a telephone call at 9:30 PM on a Sunday evening. The owner was personally dropping the brochures.

Other exemplars are Starbuck’s where Baristas remember not only names but the drink orders of repeat clients. Southwest Airlines personally developed a culture of customer experience with its communication. Further, Apple Computers for decades enraptures customers with flexibility, ease and personal commitment. These companies purposefully engage clients and create a customer culture. The mantra for each assists to lower marketing costs, yet multiply clients due in large measure to personal success stories. The clamor for assistance, the desire for personal attention and the yielding of profits to performance creates a devoted and loyal fan base. Satisfying clients achieves numerical goals, however translating them into an experience is a lesson in long term business success.

About Drew Stevens PhD
Drew Stevens PhD is known as the Sales Strategist. Dr. Drew creates more revenues in less time. He is the author of seven books including Split Second Selling and Split Second Customer Service and Little Book of Hope and is frequently called on the media for his expertise. Sign up for Dr. Drew’s newsletter The Sales Strategist at (drew3-143901@autocontactor.com) and review his new book Split Second Selling at www.gettingtothefinishline.com/products.asp A