The Celebrity Experience & Giving Personal Attention

This is a guest post by Donna Cutting, Author of The Celebrity Experience: Insider Secrets for Delivering Red Carpet Customer Service.

When you come right down to it, red-carpet customer service is about giving more personal attention to the people who do business with you. The great news is that Small Businesses are well positioned to do just that! Giving your customers The Celebrity Experience is about mastering the service basics, and then adding the “and then some.”

Be sure that you and your entire team master the service basics like:

• Smiling and Making Eye Contact with Customers
• Being the First and Last to Speak (thank you Gaylord Opryland Hotel for that one)
• Listening and Responding to the Customer
• Providing Timely Service and Quality Products
• Owning Your Customer’s Question Until it is Fully Answered
• Owning and Making Right Any Errors on Your Part

Once you’ve mastered those, add the “and then some…” or what I also call “movie moments.” Those are the moments you create for your customer that make them stand up and take notice, make them say ‘WOW,’ and prompt them to come back again and again…with friends!

Here are some examples of Small Business Owners who have added the “and then some.”

• At Wilsey Automotive in St Petersburg, FL you will be delighted to find that not only has your car been repaired, but it has been completely cleaned inside and out at no additional charge. WOW!
• Terry Booth, Realtor, doesn’t drop her customers once she’s made the sale. She emails them at least once a week for a month, checking in to be sure all is well, and sending recommendations for restaurants, dry cleaners, etc. in the neighborhood. She also brings a gift for your children or your pets at the closing. WOW!
• When a couple in Chicago got to a restaurant just after closing, the manager didn’t shut the doors on them. He invited them in and proceeded to have his staff bring out every dish that was still left in the kitchen. They enjoyed a fabulous meal while the staff cleaned up around them. WOW! (Note: That restaurant now has no less than 30 new regular patrons because that couple buzzed about their experience.)

Works so that you and your team have mastered the basics – then add a little “and then some!” You might find your customers buzzing about the Celebrity Experience they received from you!

Donna Cutting is the author of The Celebrity Experience: Insider Secrets to Delivering Red-Carpet Customer Service (Wiley, 2008), and a full-time keynote speaker on the topics of customer service and employee engagement.

This guest post is part of a book blog tour.
You can also go to Phil Gerbyshak today who displays a book excerpt from Donna’s book.

Yesterday the blog tour stopped at the following places:

- Sept 18th -

Beverly Mahone / BAM Enterprises

Terry Booth / Nashville Real Estate Blogger

Denise O’Berry / All Business Operations Section

and tomorrow the blog tour continues at:

- Sept 20th -

Michelle Waters / Watersweb Solutions

Terri / Pop Art Diva

Dawn Goldberg / Write Well Me

 

Purchase the book here —–>The Celebrity Experience

Do you use Paypal on your website?

Happy about Website Payments with Paypal is a free download eBook that answers 40 of the most commonly asked and some unique questions about adding or integrating Paypal to your website.

Some of the questions answered in this eBook cover:

• Shopping Cart Basics
• Subscriptons - reoccuring billing for product or service
• Shipping and Sales Taxes
• Payment Date Transfer
• Intant Payment Notification

Much of the content is taken directly from Paypal’s developer network. The book is written by Stephen Ivaskevicius, and Patrick O’Neal - developers that work at Paypal. It’s a quick and easy read at only 28 pages. There are links that take you to broader explanation of the topic for further research.

Even if you use another merchant card service you need to think about adding paypal to your options, as many of your potential clients may come to you because they only pay using their Paypal account.

If you do not have an account set up, you can start today. It’s really simple and this eBook is a great start in providing answers to get set up.

Influence, The Psychology of Persuasion

 I’ve been re-reading Robert Cialdini’s book Influence: The Psychology of Persuasion. As I read about the six “Weapons of Influence” … Weapons, that’s what Cialdini calls them…I prefer to call them “Tools of Influence” I don’t operate my business like I’m going to war…anyway, as I read about the Tools of Influence - I’m more aware of either using them myself or watching them be used in the market place around me.

Cialdini observed in his research “the nearly mechanical process by which the power within these weapons (tools) can be activated, and the subsequent expoitability of this power by anyone who knows how to trigger them.”

The first tool is The Rule of Reciprocation - This rule says that we should try to repay, in kind, what another person has provided us. If some one does us a faver or shows us a kindness, we should then return the favor. There is a force in our human nature that compels us to be obligated to the future repayment of favors, gifts, invitations, and the like. This rule is so pervasive and widespread, that studies show there is no human society that does not subscribe to this rule.

The second tool is The Rule of Commitment & Consistency - which says that if people commit to something verbally or in writing - especially in writing - they are more likely to honor their commitment. And, if the person commits to one agreement they are more likely to continue commiting with other agreements to remain consistent.

Third tool is The Rule of Social Proof - People will do things because they see other people doing them. The power of this rule can be seen in how groups of people dress - or more specifically how people that dress the same tend to hang out together. We laugh when someone else laughs, even if we not sure what’s funny, we look up if we see a group of people standing by looking up.

The fourth tool is The Rule of Authority - We are all deeply programmed to obey those that we recognize as authority, even if it means carring out an objectionable act.

And next we have The Rule of Liking - People will buy from someone more readily if they like them. You’ve heard marketers say, “People will more likely buy from people they know like and trust.” This is the rule that makes the home party plan so successful. Friends inviting friends over for an evening of like snacks, a little bit of chat and laughter to go along with shopping is a very powerful sales tool.

Finally, the last tool is The Rule of Scarcity - If we perceive that there is limited supply we can be persuaded to make a decision to buy now rather than later. You’ve probably heard or read the phrase “these won’t last long, there is a limited supply! Buy today.”

It is possible to use these powerful tools to activate the human compulsion to act accordingly when the rules are properly applied. These tools can be tremendously powerful when used to build relationships that result in profitable transactions. No manipulation is necessary to enjoy the benefits of human nature, however these tools must be understood to reap the most long term benefits.

It goes on SALE today!

Today is the day that Bob Burg and John David Mann release their book to the market. What book am I talking about?

Today is the release of The Go-Giver.

A few days ago I interviewed Bob Burg, co-author of the book The Go-Giver. What a book!  And what an enjoyable interview! The book is based upon the concept that “the true secret to success is giving.” The book is an easy to read parable and is very touching. I cried in a couple of sections as the story touched my heart.

This engaging parable addresses the belief system that most people have. The belief system that says there are two kinds of people - those that are rich or those that do good - and these two traits - being rich and doing good are rarely in the same person. Read The Go-Giver and discover how you can be both rich in money and rich in good deeds.

Over a five day work week, Pindar (the Chairman) shares with Joe (an ambitious young man, hungry for success) the following Laws of Stratospheric Success. Each law is illustrated poignantly in the parable of “The Go-Giver”

1. The Law of Value: Your true worth is determined by how much more you give in value than you take in payment.
2. The Law of Compensation: Your income is determined by how many people you serve and how well you serve them.
3. The Law of Influence: Your influence is determined by how abundantly you place other people’s interest first.
4. The Law of Authenticity: The most valuable gift you have to offer is yourself.
5. The Law of Receptivity: The Key to effective giving is to stay open to receiving.

If you want to read a great book to kick of the theme for your own personal and business growth for the new year, I would recommend “The Go-Giver”. Order this book now.

Listen to the interview podcast today when you have a chance at www.GetMoreBusinessPodcast.com. Psst, I’ll tell you a little secret. Bob Burg revealed to me that the character Pindar was modeled after my business mentor, Bob Proctor (of the Secret). Read the book and tell me what you think.

The Five Laws of the Go-Giver

Bob Burg, will be on the Get More Business Podcast.

Bob Burg shares information on topics vital to the success of today’s business person. He speaks for corporations and associations internationally, including fortune 500 companies, franchises, and numerous direct sales organizations.

Bob has shared the platform with legends such as Zig Ziglar, Jim Rohn, Brian Tracy, Denis Waitley,   Debbie Fields, CNN’s Larry King, Mary Lou Retton, the late Og Mandino and former U.S. President Gerald Ford, and countless others.

He is perhaps best-known for his book “Endless Referrals: Network Your Everyday Contacts Into Sales” which has thus far sold well over 175,000 copies and is still going strong.  His newest book, “The Go-Giver” is a business parable that will both touch hearts and build bigger bank accounts.

Bob is a staunch advocate, supporter and defender of the Free Enterprise system, believing that the amount of money one makes is directly proportional to how many people they serve.

On Friday’s podcast (12/21) he’ll share with us the 5 Laws of “The Go-Giver”

Here’s the “stock” summary of the book. Watch for the “prime time” review from my own keyboard to your screen in a few days.

“The Go-Giver” tells the story of an ambitious young man named Joe who yearns for success. Joe is a true go-getter, though sometimes he feels as if the harder and faster he works, the further away his goals seem to be. And so one day, desperate to land a key sale at the end of a bad quarter, he seeks advice from the enigmatic Pindar, a legendary consultant referred to by his many devotees simply as the Chairman.

Over the next week, Pindar introduces Joe to a series of “go-givers:” a restaurateur, a CEO, a financial adviser, a real estate broker, and the “Connector,” who brought them all together. Pindar’s friends share with Joe the Five Laws of Stratospheric Success and teach him how to open himself up to the power of giving.

Joe learns that changing his focus from getting to giving—putting others’ interests first and continually adding value to their lives—ultimately leads to unexpected returns.

Imparted with wit and grace, “The Go-Giver” is a heartwarming and inspiring tale that brings new relevance to the old proverb “Give and you shall receive.”

The BUZZ is happenin’ on Get More Business Podcast!

Ron Mc Daniel will be my guest on this Friday’s podcast at 9 am. I will interview him about his book Buzzoodle. I am so excited about this topic. “Buzz” is intentional, planned word of mouth marketing for your business. It’s you and your employees becoming “evangelists” for your company - even better your customers and clients become evangelists for you and your company.

Do you ever go a day without recommending a restaurant or an automotive repair shop, or even where to purchase gas for your vehicle? Unless you live in a cave you’ve probably connected withsome one and recommended some brand or some business that has taken good care of you. And you spread the word without any benefit to yourself other than feeling like you’ve just done a good deed for the day.

I’ll be reviewing Buzzoodle, Ron’s book on this blog in the next day or two. I’ve been reading it; and guess what? it’s really a simple concept. The ideas are Golden Rule, Pay it Forward kind of advice.  Ideas that build a culture that keeps employees and attracts the best customers.

Watch for the post of more about the book and join me live on Friday at 9 am Pacific - Listen on your computer at work if you have to - it’s easy listening to “seeds of great ideas” that will grow your business!

Word of Mouth “Buzz” Marketing

Let’s face it, small business owners pretty much live and die by word of mouth marketing. If our customers and employees don’t become evangelists for our business some of us just don’t set aside the budget for advertising - and well, if we can get all the business we can handle with word of mouth business then why spend the money? What many small business owners don’t think about is actually formulating a plan for word of mouth marketing. Word of mouth just sort of starts on it’s own right? Well not according to Ron McDaniel of Buzzoodle.

Technically I’m falling right into Ron’s Plan for creating a buzz for his website. His first lesson of his 20 buzz marketing exercises basically starts with creating a goal for your word of mouth buzz. I’m not going to give his messages away because you should go to his website and sign up for his free course.

Better yet buy his book. I’ve invited Ron McDaniel to be on my Get More Business Podcast. Let’s see if his response is the affirmative.

Career Day at Western Mennonite - Small Business Basics

Last week I was invited to speak to a class of seniors at a local private school in my town. The Careers teacher had a segment to cover on Entrepreneurship. Not a surprise, but half the class came from homes where one or both parents had their own business. Let me rephrase that…the parents of these students were “self-employed.”

One of the emphasis I placed on the topic is the difference between business owner and self employed. Using Robert Kiyosaki’s book Rich Dad, Poor Dad: What the Rich Teach Their Kids About Money–That the Poor and Middle Class Do Not! as an explanation the basic concept I pointed out that self-employed individuals are still “employees” of the business; they just might like their boss better. The business owner does not usually participate in the day to day operations. A business owner hires people to do the daily operations. The owners job is to oversee the management of the operation. I think perhaps this was a concept that most of these students hadn’t previously given much thought to.

The two books that affected me the most on this particular topic of owning the business versus being employed by yourself were first of all Michael Gerber’s book The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It and E-Myth Mastery. It took a while for the “working ON your business not IN your business” to finally sink in.

If you don’t have these books you should add them to your library.

Back to School

I have three children who, after a thrilling summer of Disneyland, swiming and camps are now bored with too much fun and cannot wait to get back to school. My oldest who is nearly 13 is still weighing the benefits of seeing all his school buddies everyday vs the drudgery of homework that comes with going back to school. I think he’s decided since there’s no other way to see some of those friends on a regular basis it’s worth it to do some homework if he has to just to go back to school to see them.

I remember when I was a kid I LOVED getting ready for a new school year. For me then and now for my kids, it means new fall clothes and lots of cool supplies. I loved getting new notebooks full of fresh paper, newly sharpened pencils, and a vibrant set of markers.

Guess what I still love getting ready for a new school year! I also love to learn. I never want to stop. Every year when I start getting my kids ready for the new school year it motivates me to want to get some new tool to increase my own knowledge.

One of my favorite website for business building and motivational knowledge building materials is Brian Tracy’s website. Right now he has a back to school special for us grown ups who want to “go back to school.” You can order anything from his website at a 10% discount.

Read a previous post in my blog to entertain the concept of what 1 hour per day of furthering your own education in your chosen field can do for you

The Winning Difference

Do you ever feel like you’ve gone as far as you can with what you now know? Maybe your business is struggling at best, and you can’t seem to push past some unseen barrier to the level of success that you desire.

Yet all around you there are successful ventures.

Could it be time to learn something new? Could it be time to implement changes that would allow you to practice new and different things to take you to a new level of success?

It is insanity to think that if you just keep doing what you’ve been doing only harder that you’re going to achiever better or different results. Yet that is what most people do day after day.

High achievers, those that always seem to win at whatever they do, have a commitment to ongoing personal and professional development.  The basic difference, the winning edge, is that high achievers view themselves as “works in progress.” Rather than becoming too attached with the way that they’ve always done things, these winners seem to stay on top of every wind of change and use it to their advantage.

I just read a great article by Brian Tracy which inspired this blog post. He says in this article

Earl Nightingale said many years ago that one hour per day of study in your chosen field is  all it takes. One hour per day of study will put you at the top of your field within three years. Within five years you’ll be a national authority. In seven years, you can be one of the best people in the world at what you do.

Wow! Amazing, a “national authority,” but what a commitment, one hour per day.

I don’t know if that is such a hard choice if I really believe that. One hour a day is a pretty insignificant trade off for the outcome. I’ve been reading this article over and over, the more I read it the more excited I am getting about this comment

One hour per day of study will put at the top of your field…In seven years, you can be one of the best people in the world at what you do.

Want to know what excites me the most about this statement? Most people don’t believe it. Doesn’t it have to boil down to the bottom line - they don’t believe it can happen to them? I think it has to be belief, because if the average person would read this statement and act on it the results would be phenomenal! It’s amazing but true, most people would not set aside 1 hour of their day to study their chosen field in order to be a national authority and one of the best people in the world at what they do. So…what’s so exciting about that? If I choose to act on this statement, it gives me the winning edge in my field and reduces or all but eliminates my competition.

The method of study recommended by Brian Tracy in this article is to read for one hour a day from books recommended by those who are already successful in your field. He explains that 1 hour a day would probably average out to one book a week, and 50 books per year…Keep going…50 books over the next 10 years would be 500 books in your chosen field. That’s a lot of books, that’s a long commitment, but where would you be if you read 500 books in 10 years? You’d be

…one of the best educated, smartest, most capable and highest paid people in your field.

What if you don’t make that level of commitment over the next 10 years? What if you just let life happen, where do you think you’ll be in 10 years?

I’ve heard and read that the top earners in this country invest a percentage of their annual income back into their own personal and professional development - some say 3% annually, some say 5% - but the point is that the top producers of income invest in their development on purpose.

One of the reasons I opened The Small Business Guru Membership Website is to give committed small business owners the opportunity to educate themselves in the core competencies to becoming a Master Small Business Owner. The Small Business Guru is a website committed to creating an environment for building on current knowledge and growing beyond where you might be today. There are competencies that are vital to your success. It is important to master these competencies to secure a place of success. There is so much information for small business owners, I believe, there is only one main reason for not being able to achieve success in your small business. The main obstacle to most small business people’s success is their lack of committment to continue learning foundational basics insure their success.

This is a subject that I am very passionate about. I could go on forever, but I’ll save that for another post. In the future I want to discuss the dicipline of becoming a “master” at something. It is more about consistency than lots of hard work.