Changes Coming to Bennett's Blog

Sportsmanship – An Amazing Video

I received this link from a friend of mine and had to pass it on. In a world too often filled with competition, back-stabbing, and bickering, we sometimes get a glimpse of true heart and character...and in situations that catch us by surprise. I hope this story inspires you as much as it did me. Take a peek.

Game Winning Homerun Turns Tragic - Inspiring Display of Sportsmanship

Have a superb day and let your best heart and character shine!

jkl

A Day in the Life...

We see it on TV, in magazines, even on the web. “A Day in the Life…” Whether the focus in on the president, business executives, celebrities, teachers, Olympic hopefuls, Miss America, or some other interesting character…you name it, we seem to be obsessed with a day in the life of those we don’t know.

But are we obsessed with knowing what a day in the life of our customer looks like? I’d venture a guess to say few of us are. I find it interesting that we care so much about the lives of people we’ll never touch and yet ignore the lives of our customers who we may touch every single day. Instead, we tend to assume what that day looks like. And you know the risk with the tendency to assume.

So if you want to improve your ability to be relevant to your customers, what are you to do about it? Here’s a thought: find out what a day in the life of your customer looks like. You can shadow them, much like reporters do with those people whose lives we read about…but that might get kind of weird in some situations. For instance, if you’re a dentist, your patients may not get all excited about having you follow them around, watching what they eat, how often they brush their teeth, how often they “forget” to floss.  A viable alternative might be to ask them. Focus groups and traditional customer research are great for this, as are intentional conversations. Ask your customers what a day in their lives are like. Actively listen, ask questions, be present in the conversation, and you’ll be amazed at how much insight you gain.

Having these conversations will help you understand the critical objectives of your customers and the challenges that keep them from reaching their objectives. That allows you to develop and position solutions that address the pain points and message in the sweet spot – that area where your customers have needs that you can address with differentiated solutions.

You can assume all you want, create personas until your brain bursts, and dream the loftiest dreams, but until you are obsessed with a day in the life of your customers, you will be guessing at the solutions and messaging that are relevant to them. But once you get a picture of a day in their life, you’ll be able to focus on them with pinpoint accuracy. And though "a day in the life" of your customers may not be TV-ready, what you find will be pretty interesting and exciting for your business.

jkl

 

The Magic of Roy's

My husband, Don, has a penchant for Roy’s Restaurant - Hawaiian Fusion Cuisine. His penchant is so great that he has a goal to visit all 33 locations across the US. We had the pleasure of meeting Roy Yamaguchi, world-renowned chef and founder of Roy’s, last fall during a visit to Hawaii.  He and his team members have been intrigued about Don’s quest, as he’s the first person they’ve met with such a goal. As such, this quest has given rise to a “challenge of the restaurants” since he reached number 15.

A couple months ago, I was with Don when we visited Roy’s number 29 and 30, and we were treated to phenomenal customer experiences both evenings. I have to tell you the stories.

I should start this by telling you that Bryson Keens, Managing Partner of the Roy’s in Baltimore, has become a champion of my husband’s quest and now calls each Roy’s prior to Don’s visit to let them know they have a Roy’s aficionado coming. Whatever he says to his colleagues tends to bring out the absolute best creativity in them. So, the first night, we dined at Roy’s in Bonita Springs (#29), Sondra Hon, the Managing Partner there, came to greet us and get to know us. We received a special appetizer, compliments of Sondra, and gifts of two beautiful martini glasses and Hawaiian motif USB drives. We were treated like royalty the entire evening and felt like we were dining with good friends all around us.

The second evening, we visited the Roy’s in Naples (#30). Upon arrival, we were seated at the “seen and be seen” table, which was reserved for us and overlooked the entire restaurant. We began talking to the Managing Partner, David Lamarca, who graciously came to welcome us. Jerry, our waiter, was anxiously watching us and when we finally stopped chatting, he immediately came over and said Chef Eric (Delano) was waiting for us with a special appetizer. We thought the appetizer was prepared and waiting in the kitchen. But no, indeed Chef Eric was waiting to come out and create this appetizer tableside for us. What a treat to watch him prepare seared tuna, lobster bisque, and marinated mushrooms as he described the ingredients and the preparation of each. We had a lovely conversation with him until he had to return to the kitchen! Following a fabulous meal and glass of wine, Jerry brought out dessert for us – Roy’s molten chocolate cake. Our tab, to our amazement, was nearly zero as the restaurant had provided most of our dinner with their compliments. Before the evening was over another waiter, Carlos, stopped by just to say hi and thanks for the loyalty. Carlos wasn’t our waiter; he simply saw a special experience and made a decision to “up” the ante a bit. More martini glasses (we now have a set of four), a photograph for posterity, and we were sent home very full and very happy.

So, great story you say, but what are the take-aways? Consider these three:

1. If you’ve never been to a Roy’s, you need to go – fabulous food, amazing atmosphere, and wonderful people.
2. Each Managing Partner and Chef Partner we’ve met (and we’ve met quite few) lives the Roy’s brand. We see how Roy’s managers and chefs emulate the spirit he personally brings to his conversations and, obviously, his career. For example, how fun is the rivalry Bryson Keens has evoked among the partners based on his enthusiasm over Don's quest?
3. Living the brand through the customer experience goes beyond the Managing and Chef Partners to every employee. Carlos took it upon himself to come over to us, even though he wasn’t our waiter. He’s not the first Roy’s waiter or hostess to do that…they all make us feel special.

Feeling special, feeling valued…isn’t that what we want our customers to feel? But in the throes of the workday, how many of us make the intentional decision to do that? It’s easy to forget. But remember, what your customers see, what they hear, what they touch, and how they interact with you defines their customer experience. Roy’s gets it and has made the decision to make customers feel valued.

Don will make it all the Roy’s restaurants…and honestly, we can’t wait to see what’s in store at each one along the way!

Wouldn’t it be great if your customers felt the same way?

jkl

Are You Buzzword Bingo Worthy?

Have you ever heard of Buzzword Bingo? It’s a game, somewhat prevalent in corporate America, which was conceived to poke fun at the overuse of buzzwords in place of meaningful concepts or information. It’s not a difficult game to replicate in your workplace – simply create bingo cards and fill the boxes with the corporate jargon you hear every day. When you hear the word, block it out – when you block out an entire row, you’ve got a bingo.

Are you Buzzword Bingo worthy? Consider the following questions:

• Is your product or service real-time, scalable, and user-centric? 
• Do you have the bandwidth to take on more and still reach milestones?
• Is your company uniquely qualified to offer a particular service?
• Do you provide world-class solutions to mission-critical challenges that result in a win-win-win situation?

If you tend to use the highlighted words in your sales and marketing materials and language, you’re pretty Buzzword Bingo worthy - and that's not good! In essence, you tend to use jargon in place of relevant words. And that means you're not creating a clear message for your prospects and customers about how you can help them solve their challenges or meet their objectives. Rather, you’re throwing overused buzzwords against the wall to see what sticks…and, by the way, so are most of your competitors. 

So if buzzwords are the confusing norm in the market, think how easy it can be to differentiate your company simply by clarifying your message. And you can clarify your message in three steps:

1. Choose your words carefully and define them.  People define words and phrases differently…make sure you and your prospects are on the same page by defining the buzzword rather than actually using it. For instance, what does real-time mean?  Is it instantaneous, within an hour, perhaps within half a day or even an entire day…or longer? Who’s to know unless you define it?
2. Rather than using a buzzword, tell what you help your clients do. For instance, what can your clients do because of the instantaneous information you provide them that they couldn’t do before they had it? Can they plan ahead, react faster, save time, or save money?  Say that! Take that next step and tell what getting that instantaneous information means to them and their business.
3. Tell a story that proves your claim. Nothing sells like a story. What story brings your claim to life? Tell that story – but no buzzwords please! 

Are you Buzzword Bingo worthy?  Please, please, please pass on that “honor!” Clarify your message, tell it in simple, descriptive language, and toss a story, rather than a bunch of buzzwords, to your prospects. Let your competitors win the bingo, you focus on winning the sale!

jkl

 

Focusing on You

So it's really all about you...at least in messaging. In my last blog, I asked you to look at your current sales and marketing materials and see if you were "we-ing" too much. Most companies are. So how do you turn your attention from "we" to "you," to your customers? For starters, do these three things:

1. Get into your customers' minds. What are they on they trying to achieve...what are they on the hook to deliver...what keeps them up at night?   
2. Realize that your solution, although a legend in your own mind, is only good in the minds of your prospects if it helps them sleep again at night.
3. Identify how your solution helps your prospects overcome their challenges.

Once you have these identified, you can start to get your mind – and your words - around your customer. Do this by focusing your words, whether verbal or written, on your customer rather than on your company, products, and services. Instead of "we developed the greatest [insert product] on the planet, " try something like this:  "you can overcome the challenge of [insert client challenge] and improve your ability to [insert what they can do better now] with [your solution]. 

See the difference? The first is all about "we;" the second, all about "you." And I didn't just change "we" to "you;" I changed the entire positioning of the solution. As a prospect or client, which would entice you the most? That's a very simple example, but you get the picture. Take a couple shots at this and see if your message resonates a bit differently, and better, than it did in the past. 

jkl

 

Stop We-ing So Much!

No, this is not a blog about drinking too much soda! It's about a different kind of we-ing. This blog is about the habit "we" all have of using the word "we" incessantly in marketing materials.

Take a look at your sales proposals, your marketing materials, your presentations.  How many sentences start with the words "We," "Our," or the name of your company?  I'd be willing to bet more than 50% of them, perhaps maybe even nearly 90%. And that's a symptom...a symptom of being egocentric in your customer messaging. 

The default of most companies is to talk about "our history, our product offering, our people, our technology, our solutions, our [fill in the blank]." We do this, we do that, we have something unique. Here's the problem with that...your customers don't really care what you have, they care about what you can do for them, how you can fix their problems, how you can solve their challenges.

Try rephrasing your language to focus on your customers. It's not as easy as it sounds. You can't simply replace the word "we" with "you." Rather, you really have to change your mindset. You have to get into your customers' shoes and understand what they need and want. Your have to realize that your solutions are a means to an end for them. Once you get your brain around these things, you're off to a good start, but you can't stop there. Use words your customers use, develop a rapport with them, write to them as if you're talking to them. 

I'll write more about this in my next blog...until then, take a look at your customer-facing materials. Are you we-ing too much?

jkl

What Great Companies Have That Others Don't

I ran across this article yesterday...it's a great synopsis of brand traits that separate companies that attract Raving Advocates from the rest of the companies out there. Take a peek...

http://www.mycustomer.com/topic/customer-intelligence/shaun-smith-eight-brand-traits-separating-best-rest/121029

jkl

 

A Lesson From Apple - Living Your Brand

I just got an email today from Apple. The new iPad2 comes out March 11^th, thinner, faster, and lighter than the “old” model.  This email followed on last week announcing the new MacBook, which followed the new Verizon iPhone, which followed…which followed…which followed. Apple just keeps churning out innovation. And that makes sense. The company has set its sights on being the innovation leader; to provide the coolest, easiest-to-use, cutting-edge computers and electronics.

But the idea of innovation doesn’t stop there. It permeates Apple’s entire brand. Look at the logo – sleek, shimmery, and simple…just like you’d expect. Look at the advertising:  “I’m a PC; I’m a Mac.”  Just as when they first hit the media, the ads stand out among a crowd of underperforming 30-second spots. I still like them years later. And have you visited an Apple store? From the moment you step into the store, you know you’re somewhere different. Little kids play on computers sitting tables 18” high, big kids play on iPads, iPhones, iPods, and MacBooks. Here’s a store where you’re encouraged to mess with the merchandise. Employees are dressed in Tshirts and jeans, just like the Mac guy on the ads. Appointments for the Genius Bar (tech support) or training classes are checked in on iPads. And if you purchase something, you don’t walk to a cash register. No! You stand right where you are while a Mac employee runs your credit card through their phone…and then asks if you want the receipt mailed to you. It’s an experience like no other, and it’s all about innovation.

Talk about a lesson from Apple! Find your market leadership position and let it permeate your entire brand. Bring your brand to life not only through your product or service, but also through what you say and what you do.

jkl

 

Crowd vs. Tribe

Do you foster a crowd or a tribe in your customer relationships? The difference is ownership, care, and defense.

Visualize a crowd. There are crowds all over the place. We’ve all been in the midst of them. In a crowd, people tend to their own business, think about they have to do, typically look down as they walk or move forward. Picture a crowded street in Manhattan. Each individual is there as an individual, each owns his or her own agenda and space; each cares for their own needs.

Now think about a tribe. The word tribe is typically used to describe a community. But not just any community – one united by common traits or interests. In a tribe, people are connected to each other, watch out for each other, look around as they move around and interact with each other. In a tribe, an individual is part of a whole, shares a common agenda, and cares for each other’s needs.

And there’s one more huge difference. A tribe comes after you if you mess with one of their own.

So I go back to my original question. Do you foster a crowd or a tribe in your customer relationships? 

• Do you treat your customers as a crowd that transact or a community of customers that share a common business or personal need or purpose?

Big Star Performer: Starbucks, who created a business around community, not coffee, and built that into the design and atmosphere of their stores.

Small Star Performer: “Pilates with a Purpose,” a weekly Pilates class at my church that sends 100% of class fees to the Haitian Timoun Foundation to build a better world there.

• Do you watch out for yourself or for your customers?  Do you want prospects and customers because they’ll help you – or because you can help them?

Big Star Performer: Zappos, an online shoe and clothing store, which offers free shipping both ways and a 365-day return policy. By helping their customers, they’re helping themselves.

Smaller Star Performer: My bagel guy in Manhattan, who operates a street vendor cart.  It takes about two visits to become a regular; then he remembers your order and prepares it while you plunk down your money and make your own change from the quarters lined up on the counter. He has a line about 20 customers long throughout the morning.

• Do you look at your customer experience from an internal perspective or from an external customer perspective?

Big Star Performer:  Nordstrom, which engages customers in conversation about why they are in the store and for what they are looking.

Small Star Performer:  My dentist, who has a small office that is warm and inviting, whose receptionist calls you by name, and who goes the extra mile to solve her patients’ challenges on their terms.

• And finally, do you go after someone who messes with your own? Do you show them that you consider them a valued member of your tribe through your actions?

Big Star Performer:  Ritz Carlton, whose ladies and gentlemen welcome regular guests “home” when they arrive and then make “home” happen during the entire visit. That’s a hard act for any other hotel to follow.

Small Star Performer: My hair stylist, who calls if I haven’t made my regular appointment to see why and ensure I’m back in within the following week, even if that means arriving early, staying late, or coming in on a day off to accommodate my schedule.

You don’t have to be a big business to have a tribe. But you do have to be intentional about your mindset and actions. Crowds will come and go...tribes will stay and grow. So which would you rather have…a crowd or a tribe?

jkl

 

Building a Buzzworthy Brand Workshop

It’s Judy here.  As you may know, I not only work with Greg but I also founded a company called The Zoelby Group which focuses on what I call practical branding. Practical branding is all about bringing your brand to life through your marketing messages and customer interactions on a daily basis...it's making your brand work for you to drive more business. 

I’ve teamed up with Pecanne Eby and Ann Lillie, two other brand and messaging consultants in Denver, to offer a one-day workshop that will help you make your brandbuzzworthy in 2011.

This workshop is ideal if you are a business owner, executive, marketing or sales professional who is...

• Tired of "dabbling" in branding and want to really understand how to develop a successful business brand
• Losing business to competitors or are stuck in "price wars"
• Struggling to create a brand with meaning, whether that's launching a new business or repositioning an existing business
• Striving to be a recognized name and leader in your market
 
• Or, just needing some "fine tuning" of your brand strategy, marketing communications or customer experience.
 

You'll learn brand-building fundamentals in this information-packed and interactive day at the Denver Athletic Club in downtown Denver.

The workshop is $199 per person and includes lunch and all materials. And if you're a past or current client of Bennett Sales & Customer Experience Consulting, join us for $159 per person.  Click on the link below for more information and to register.

http://www.zoelby.com/TheZoelbyGroup/Zoelby_Group_Workshops.html

Join us for a fantastic, information, productive, and fun day!

jkl