driving growth in challenging times€¦ · remarkable, don’t show up! mediocreville . february...

February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA

DRIVING GROWTH in CHALLENGING TIMES



When was the last time you

surprised and delighted a customer?



If you did, did it work?



Remarkable



Surprise & Delight

• Thanks for Being Our Customer/Employee

• The Game’s on Us!



The General



The Hotel



Lexus



British Rail



If you aren’t doing anything remarkable, don’t show up!

Mediocreville



How remarkable are you?



The Pope



WHAT DO YOU SEE?



561.650.1315

Nine Horse Stalls



T

E

N

H

O

R

S

E

S



If it takes 5 machines 5 minutes

to make 5 widgets, how long

does it take 100 machines to

make 100 widgets?



SOLUTION: 5 minutes



Oh, by the way!....



Turn on your cell phones



561.650.1315



“Something very important must be at risk before most people change.”



Change what needs changing. Not what’s easy!



Don’t try to change the way the game is played.

Change the GAME!



Prepare to win

Or

Lose to someone who is.



Marketing is the Message,

Human Beings with Heart and

Soul are the

Messengers.



The sole purpose of marketing is to get…

more customers to buy

more of your services, more often, for

more money



Neighborhood Marketers Are Top-line Driven



I Predict



YOUTWITFACE



Your ‘TO DO’ list is not your job

Your job is your people and their feelings.



Why are you making it so hard for me to give you my money?



Service is so awful, customers expect to be abused.

• Cold Food • Dirty Bathrooms • Lazy Staff It’s all normal. Bottom line, people expect bad and rude service.



“Give ‘em junk and they’re not surprised. Just what they expected.

…As long as the abuse isn’t any worse than they expected, they’ll be back for more.”



Institute of Higher Learning



Service fulfills a need. Hospitality fulfills people.

You can get service from a vending machine or an ATM, but not hospitality



Your Location is Your Media Store



Customer engagement are your new 30 second ads



Your Front Line Is

Your Bottom Line



BRANDING IS… Forget your: • Logo • Location

•Mission Statement •Vision Statement

Just for a moment



BRANDING IS…

How does your BRAND make people feel about themselves?



“Life is too short and too hard and too serious not to be

humorous about it. We look for attitudes, people with a

sense of humor who don’t take themselves too

seriously. We’ll train you on whatever it is you have to

do, but the one thing Southwest cannot change in

people is inherent attitudes.”

- Herb Kelleher, Co-founder of Southwest Airlines



80% of your customer base lives or

works within a 10-minute drive of your location.

Research Shows


You can’t raffle off a dead horse.

DID YOU KNOW?


Key Marketing Tools Inside Your Four Walls


4 Key Marketing Tools

1. Products & Services Offered

2. Internal Customer



What’s the #1 Responsibility of a team leader

in running their operation?

RECRUITING!



“If you hire the wrong people, all the fancy management techniques in the world won’t bail you out. The most important decisions I make are hiring decisions.” Red Auerbach (Former President of the Boston Celtics)



Business is no different than sports. The teams with the best players

WIN!


Hire Sunshine!

We’re in the caring business

and some people are as

warm as sunshine and as

welcoming as sunrise.

56



Your net worth is determined by

your self-worth. It’s all about the

internal customer’s self-esteem.



The more money spent on

recruiting and training…the less

you need to spend on marketing!



Don’t expect long-term changes

when you train only at orientation,

and then maybe twice a year

thereafter at large meetings.



Always over-train …because

most of your employees will

under-learn and over-forget.



“Engaged work places

yield a 38% increase in

productivity and a 27%

increase in profitability.”

-Gallup



Business is a game. In sports, players become skillful at

handling the ball.

As managers, your skill is defined by how you handle

conversation.



You score points by

having conversations that

make a difference.



To the degree that you

become masterful at

conversing, you can

become a star player in

your business.



Set high workplace

standards for your internal

customers to adhere to.



A workplace with high

standards attracts workers

with high standards.



Even better, the

environment with high

standards repels people

with low standards.



Those who choose

mediocre standards have the

largest support group.

Those who choose high standards

discover a real support group.



Mediocre people support

each other by buying each

other’s excuses and letting

one another off the hook.



Eagles?

Turkeys?



The most expensive person you’ll ever hire – Is the one you have to FIRE!

561.650.1315



“The system will give you

100% of what the system is

designed to give you.”

- W. Edwards Deming Quality Guru



If you have stupid people on

staff, it means your hiring

system is designed to hire

stupid people.



They hire individuals for what they know, and then fire them

for who they are.

Most Companies have difficulty finding top people because:



The best hiring questions

What’s the biggest misperception people have of you?

Why I ask: It’s interesting to see how self-aware candidates are.




How do you unplug? Why I ask: People are eager to show employers how they’ll work themselves to the bone. That’s not good for them or the company.




What’s most important to you in your work? Why I ask: It gets to the point of what I want to know, beyond skills and experience.




Why wouldn’t I hire you? Why I ask: You get the most honest answers – because it’s not a question people anticipate being asked.




Describe a recent project and how you could have done it 10 times better. Why I ask: We want people who can always think bigger.




What have your parents taught you? Why I ask: It gets to the core of people and what make them tick.



It’s easier to change course than to start right.



You don’t build business; you build people. People build business.



Focus your energies on

retaining your good people, and

you won’t have to worry about

finding new ones.



What’s the most important position in your operation?

First contact with customer



Make them qualify for the position

- Pay them an extra $2.00. - Give them a special uniform.

- Make them a business card with a special title.



You’ll Both Win

- Motivate the entire team. - Reduce turnover to 22%. - Boost average ticket 8-10%.



Power of Perception



Pet Store




2. Internal Customer 3. Internal Merchandising





2. Internal Customer 3. Internal Merchandising 4. Data Capture




The real sales comes after the sale. Establish an emotional bond with customers and build their loyalty.



It’s not your customers’ job to remember you. It’s your job to make sure they don’t have

the opportunity to forget you.



“What you learn after you know everything is what

really counts.”

John Wooden Former Basketball Coach, UCLA



Great ideas are huge and they get you to the 50-yard line. Outstanding execution gets you into

the end zone.



Claim This Guy



Lost Baggage



Curley’s Auto Body & Paint Shop

February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA 86

4 Ways To Increase Sales

1. Build Trial

2. Increase Frequency of Visits

3. Boost Items per Market Basket

4. Build Group Size



HALF – Y BIRTHDAY TO YOU! You may be a half-year older but you’re at least a whole year wiser. And that’s a good a reason as any to celebrate. Grab some friends and head into Topper’s Pizza. Here’s a little something help get the party started.

PRINT $20 CERTIFICATE This email is not your certificate and cannot be redeemed.

Please click the button above to print your certificate.

If you have any questions, please visit our website or call us.



New Residence Postcard



Businesses/Consumers at Work



Grand Opening

Join us for a GRAND OPENING party March 8, 2014 8 pm 37 North Avenue Norwalk, CT 06851 TEL 203-847-4068

Bring this card for a free gift



Direct Mail – Saturation

THE FRIENDLY STAFF AT ClockWork WOULD LIKE TO OFFER YOU A

FREE ESTIMATE

We would like to offer



Internal Customer Business Card

1000 Lake Saint Louis Blvd. Suite 325

Lake Saint Louis, MO 63367 Phone: (636) 625-8611

John Doe “At Your Service”



Employee’s First Day Dinner



Employee’s First Paycheck



Bounce Back Promotion

50% off D A S H F O R C A S H

Receive half off any ice cream purchase When you return within 24 hours of today

See You Tomorrow!



Just in case…



Suggestive Selling

Oil Change



Employee Attitude Smile Button



Corporate culture at its simplest.



Turn Your Bathroom into an extraordinary experience



Toilet Paper Certificates



Bathroom Merchandising



Dart Board Game


Platter Program



Progressive Card

$10 Off $1 $2 $3 $4



www.tomfeltenstein.com 561.650.1315

Worst Table in the House

http://www.tomfeltenstein.com/



Picket Your Own Location



Pit Bull Marketing



Dear Tom, For the last departmental picnic, management decided that due to liability issues, we could have alcohol, but only one (1) cup per person. …I was fired for ordering the cups! (Brooks Church)

The Employee Pick-nick



Who’da Thought



www.tomfeltenstein.com 561.650.1315

Customer of the Month

http://www.tomfeltenstein.com/



Cards for Hire

John Doe Manager

123 Main Street Anytown, USA 01234 Phone: (561) 555-5555 Fax: (561) 556-5566


Outrageous Marketing


The Power of a Headline



Happy 100th Birthday



What are you afraid of?



“Someone else is already doing that” Or

“My idea is not brand new” “Oh, no, now we’ll have competition”

#1 Reason people give for giving up on something great



One piece of news

Competition makes decisions about pricing easier because you have someone to compare against and lean on.



Never give up There are lots of good reasons to abandon a project. Having a little competition is not one of them. Even if it’s Google you’re up against.

S

YOU



If Howard Schultz gave up after being turned down by banks 242 times,

There would be no



If J.K. Rowling stopped after being turned down by multiple publishers for years,

There would be no



If Walt Disney quit too soon after his theme park concept was trashed 302 times,

There would be no



One thing is for sure:

If you give up too soon, You’ll never know what you’ll

be missing.

Keep going and NEVER quit.



At the end of the day, it’s your people that you count

on, not strategy.



Yes, I’m going to use these tactics to conquer the world?



OR

No, I am not and my profits will dwindle and I’ll live in a cardboard box

Why didn’t I listen to TOM! His tactics are AMAZING.



You don’t have to be great to start, but you have to start to be great.



If you want certain survival on a camping trip, who better to recruit as your guide…



…than a battle scarred but successful survivor of journeys through the most dangerous jungles on earth?



In Closing…

• Never engage in institutional advertising.

• Every marketing program should pay its own way.

• Perfect execution IS the BIG IDEA.

• Business education without execution is just entertainment.

• Any problem you can solve with a check isn’t a problem, it’s an expense.



Give Us Your Feedback! • Log on to the IFA App. • Find our session under the appropriate day on the Schedule Tab. • Click on the green button that says “Tap

here to take a survey for this event.” • Follow along with the instructions. It will take just a minute or two but will help us for future programming! Thank you!!

driving growth in challenging times€¦ · remarkable, don’t show up! mediocreville . february...

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