Tag Archives: advice

April 17, 2017 · 10:36 am

Lose The Ego Or Lose The Customer

It bewilders me that some businesses can’t put their customers‘ needs ahead of their own. I’m going to tell you yet another horrific tale of business stupidity but first, a little data to support my point.

The folks at Marketing Sherpa did some research and they found the following:

When asked about the marketing of the company they were highly unsatisfied with, the top way unsatisfied customers described the company’s marketing was — not customer-first. This description was more frequent than complaining about privacy issues or intrusive, boring or irrelevant marketing. “The company does not put my needs and wants above its own business goals” was chosen by 35% of unsatisfied respondents.

With that as context, let me show you this in action. A friend of mine bought a car recently from a car dealership with which she had done business in the past. Her previous experience was good enough that she went back to them to buy from them again. This time, things were quite different.

The car died in her driveway after a few weeks of use. The battery died and the car wouldn’t jump-start. When she bought the car, she was told to bring the car to the dealership in the event of any issues and they’d take care of her. She did as she was told and had the car towed to the dealership. Despite the lip-service paid to a customer-centric focus, the service department said they’d charge her $165 for a new battery even though the car is still under warranty. If she wanted it fixed under warranty, it would have to be moved to a Ford dealer. Strike one.

The dealership said they’d arrange for the car to get to the Ford folks “as a courtesy.” That was Thursday. It’s now Monday morning and the car still hasn’t moved. Strike two. My friend has been calling and emailing to no avail. She is in the process of renting a car – the dealership didn’t mention a loaner. Strikes three and four.

I’m beginning my search for a new car – do you think this dealership is under consideration? Do you think my friend will tell her friends to rush over to purchase from these folks or will she caution them to avoid the dealership like a plague? The dealership had its main need addressed – they sold a car, in part by doing a great job in addressing the customer’s needs and wants at the time. They are unwilling or unable to focus on the customer beyond the sale nor can they put the customer’s needs above their own goals (servicing a car that’s under warranty takes time and reduces margin). This is a perfect example of what the research cited above shows since in my mind customer service (or lack thereof) is part of the marketing mix – a critically important part. Do you see the problem?

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April 12, 2017 · 9:23 am

The Right Fielder

There’s an old song by Peter, Paul, and Mary that contains a few lines that were 100% true when I was a kid:

‘Cause the fastest, the strongest, played shortstop and first
The last ones they picked were the worst
I never needed to ask, it was sealed,
I just took up my place in right field.

The kid whose fielding skills were weakest ended up playing right. The thinking was that most batters, if they got it out of the infield, would have to pull the ball and nearly everyone seemed to hit right-handed. Ergo, the right fielder would not have a chance either to make a play or to make an error.

Right fielder position on a baseball diamond

(Photo credit: Wikipedia)

What does this have to do with business? I suspect that some of us look at our teams and mentally assign one or more of our team members to right field. Rather than demanding that every player meets the high standards needed to play any position, we stick them in a place where we hope nothing important get hits their way. Needless to say, this precipitates an entire series of problems.

First, the rest of the team knows who the weaklings are and can’t understand why they’re still on the team. After all, when the team wins a championship, everyone gets a ring, including the player who was more of a liability than an asset. That breeds resentment.

Second, the weak players are often held to a different standard. There is a lack of accountability since they aren’t as skilled. That’s a huge mistake as well. A team has one set of standards, not different standards for each person. If your business unit is to function as a team, it must be one and not just a collection of individuals.

There are going to be balls hit to right field, wherever right field might lie on your particular field of play. As managers, our job is to be sure that there are no weak spots anywhere and that each member of the team is on the same page, communicating clearly and backing one another up. That’s how we win, right?

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April 6, 2017 · 11:45 am

Clear Headed

I’ve been MIA from this space for a few days (hopefully you’ve noticed). I caught some kind of a bug and it pretty much laid me out for a few days. Body aches, a little congestion, and a foggy brain. I had zero energy and just wanted to sleep. More importantly, I couldn’t really focus my thinking on anything.

This may come as a shock to you but I do put a fair amount of what I hope is clear-headed thought into the screed. While I might have been able to force myself to spend a lot of extra time to write something, I thought it a better course of (in)action just to give it a rest. I’m a big believer in doing nothing when one’s head is foggy and let me explain why.

“Foggy” to me just doesn’t mean the state I’ve been in over the last few days. Foggy is when things are unclear at all. It may be because you’re distracted or it may be because the information you need to make a decision is incomplete, unclear, or inadequate. Jason Day, for example, withdrew from a golf tournament a couple of weeks ago because he was distracted by the fact that his mom was having surgery (she’s fine) and he couldn’t focus. Rather than making bad decisions on the course, he made a great one and left it.

Each of us needs to think along the same lines. Sure, sometimes fuzzy logic is called for because we can’t get enough information. In and of itself, that’s a clear-headed decision you make. Oftentimes, however, anything from a cold to a hangover to a family matter to office politics can reduce or eliminate your ability to focus. Those are the times when we need more time because I don’t concur that a bad decision is always better than no decision.

What do you think?

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