I remember getting a lesson in marketing back in the 70's.

A Can't Miss Sale
I managed a conventional men's retail retail shop and had recently purchased some preppy, Ivy League shirts, exactly the type of merchandise my clientele was used to seeing in my store. I marked them at $9 and strategically placed them, professionally folded, pinned and packaged, in a classy display case right up front so customers could see them as soon as  they walked in. 

A can't miss sale, I thought.

I proceeded to watch all of them continue to go unsold day after day, (except for the one I bought) week after week. Not one shirt left the shelf.  

Out Of My Hands Means Out Of My Stock
A close friend of mine who owned his own counter-culture, typical 70's styled store, a "boutique," was passing through my store.  After a brief discussion about these "winners" of mine (who were actually losing), my buddy rescued four dozen of these shirts from me, saying, "wow, I can really use these in my shop." 

Now, I wasn't entirely sure what he intended to do with them but out of my inventory means not my problem. I carried them to his car quickly and thought I had heard the end of it. 

One Man's Trash...
About a week or so later I get a call from him, this very hip(pie?) merchant buddy of mine, and he says, "I need more shirts, Larry. They're blowin out the door!"

Says me, "fantastic! How much did you have to mark them down?"

"Mark 'em down? Are you crazy? I marked them up to $15 and only got a few left...Get me more shirts!" 

I had another dozen or so of these beauties way way way back in my stockroom. So curious to see this chapter of Marketing and Merchandising 101 was I that I personally delivered the remaining stock to his store. 

There's ALWAYS An Opportunity
Here's what I learned that day: Jerry had unwrapped and unpinned these gorgeous shirts and tied them in knots. 

He washed and dried them in that condition and hung them on a clothesline...A CLOTHES LINE!...in his store. 

They were disheveled, atrocious, and just plain unattractive. Standing next to this display was a hand painted sign (forbidden, by my standards) that blared in deep red:  WILL SOMEONE BUY THESE F_______UGLY SHIRTS?  ONLY $15! 

He sold every one...including the dozen I delivered.  And I'm still not over it.

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The operative word in all the literature out there about client relationship management is "care." Every consumer wants to feel cared for. They want to believe that their best interest is being considered as they make their purchase. But caring for your clients entails authenticity. And impostors are sometimes easy to spot.

Creating Moments of Truth
The opportunity to help create authentic caring moments is one of the reasons why I love coaching. Hall of Fame stories, like the one I share below, demonstrate that there is always room to create a Moment of Truth for the consumer, always a place to hook 'em for life. And it starts with genuine, authentic care. 

Making Us Sweat
So, get this: some time ago, a physician - internationally recognized for both his professional skills and success in outcomes - is now an hour and forty five minutes behind schedule. My wife and I are among the many who are frustrated and angry in the over-crowded, TV blasting, full-of-four-month-old-magazines waiting room. Moreover, we're a bit nervous because of the reason for our visit: the swelling in her neck, which we just know is a malignant lump. 

At that moment, it was rather hard to be impressed with this super human, first-cousin-to-the-Almighty, positive-results doctor. We had one thing on our minds and nothing among our surroundings was helping to create a positive environment for us.

Make no mistake about it: he had lost us as customers. When you keep your clientele waiting for this long, you will lose business.


Genuine, Authentic Care
From the depths of darkness, however, things turned around. 

The doc walked into that ready-to-explode waiting room (there were actually fears worse than ours waiting frantically), plants a chair in the middle of the floor, sits down and declares, "I know how aggravated you all are about this huge delay. You've been sitting and waiting. You're nervous. You're behind your own important schedules and obligations. I don't have to imagine that you're hungry and probably just plain mad!"

He went on.

"I am truly sorry, but you know, I am a specialist, seeing serious and severe conditions. I take my time with every single patient. And you will be no exception. When you walk into my office, I treat you as if you are the only patient I have; I answer every question in detail; I try to diagnose, treat, and comfort, all with the utmost sensitivity. This takes time, an amount of time that I cannot and will not predict. My receptionist is going to take lunch and beverage orders and get what you need at our cost. And when your name is called, I will not hurry."

This a WOW! moment. That was "my doctor" talking.

A Meaningful Relationship
He owned us...then and forever. We would have waited another two hours. Because, when it comes down to it, he cared for us. And was authentic and empathized with us. That's all we needed.

A relationship was cemented.

My wife's swelling was not a lump. But I tell everyone I can about my doctor's waiting room speech...even before I tell them about our blessed result.

Are you creating Moments of Truth for your customers? Do you let them know that you care?

I’ve been enjoying writing this blog and have been flattered by your responses and emails. As I continue to write and share some of the best practices I’ve encountered over the course of my professional life, I intend to dive deeper into subjects and topics you’re interested in; I will continue to offer guidance and experience that will spur new thoughts, ideas, and strategies that you can implement to help you grow.

But the truth of the matter is that while this blog can serve as a thorough resource, it is specifically through life coaching that I can be of most help to you.

The Key To Success
Where the blog provides general direction, coaching provides specific attention and focus. The most frequent question I’ve been getting is “what can coaching do for me?” My answer is always the same: Coaching, simply put, is the catalyst that will enable you to uncover solutions to your problems and achieve your goals. 

Coaching is about you. It takes place when it's convenient for you, over the phone or in person, regardless of geographics.

What obstacles are in front of you? What is stopping you from doing more business, from forming deeper connections to your clientbase that will inevitably result in a higher return? No matter if you’re a sales rep, member of the clergy, fundraiser, or in the interview stage of your next job…coaching can help you overcome the challenges in your way.

I Can Guide You
I work with fundraisers a lot. And when I do, I teach them how to develop stronger relationships with their donor-base, which leads to consistency, retention, and growth.

When I coach salespeople and retailers, I teach them about techniques and practices that will increase the volume of both sales and customers. And when I meet with clergypersons, I help them create stronger allegiances with their congregants; it leads to more people in their pews and a growing following.

Whether you’re a healthcare professional or real estate mogul, you want more people in your waiting room and in your properties. I can help you “get ‘em the door” and keep them coming back.

Put Me To The Test
Coaching is about redefining the overused and underachieved words “customer service.” In fact, those words will become taboo and a new standard will become your mantra. 

You can become the benchmark of excellence. Let me help you get there. 

Contact me today to schedule a coaching session or to learn more about the process. It begins with one phone call; you'll be inspired by the results.

Sometimes You Can’t Scream Over The Competition
When you sell a product or service, one of your key battles is jockeying for your clients' attention. We are in the midst of a busy, busy attention economy and sometimes we don't have loud enough voices to simply scream over the competition.
 
That's why I tell the folks that I coach that there are other ways to win the war for your clients' attention. There are ways to cut through all the noise, like being edgy, doing the unexpected, and finding creative paths into your potential clients’ consciousness.

The Problem: Too Much Inventory
I faced a daunting situation many years ago when I had my own retail men's clothing store.

So was the case one early Autumn: I had the right merchandise but way too much of it. See, fall isn't exactly "sale" season; in fact, it's more-often-than-not "full price" season.  And I was getting nervous. With inventory high, I was heading toward overstocked at way too fast a clip.

I needed to "bring 'em in," get customers through the door, and give them a reason to do it now.  Simply put, I needed a Washington Birthday's Sale in September.

The Solution: Martha Washington
I did some research about the time of year and discovered a detail I nearly overlooked. Martha Washington's Birthday was right around the corner.  Aside from "revolutionary" good pricing, I added a band in my emptied storefront window and had them play songs like Yankee Doodle Dandy in addition to favorites by Paul Revere and the Raiders...anything to get people through the door.

The store stayed open until midnight. My brother, dressed like Uncle Sam, handed out gifts and favors all night long. For one night, it was more than a men's retail store: it was a party, a happening, a next-day-water-cooler story in the making.

And it was all thanks to Martha.

The volume was brisk. The margin: better than anticipated. The attention, the newcomers, the happy and enthusiastic customers: it was all a thrill and a rush.

What’s Your Martha Washington’s Birthday Sale? Get Creative!
I share the story with you simply to demonstrate that sometimes you need to be edgy when preparing your arsenal in this war for attention. Sometimes our ideas stick, sometimes they don't. But the important thing is to think strategically about ways to cut through the clutter and to try something new.  

Otherwise, just lay down your sword, wave the white flag, and get used to the fact that the British are coming. Because in this economy, behind every great man, there's a great woman's birthday ready to be unearthed and celebrated.

I always tell my clients, "sometimes you gotta get in the door; get noticed; then you can sell yourself or your product."

Opportunity Knocks
My Dad was so ahead of his time with regard to this mantra. He owned and operated a full-service, truly-customer-care store in a small town in Western Pa, sort of a  Mom and Pop store, carrying work clothes, dry goods, hunting gear, some men's and women's wear, and Boy Scout uniforms and equipment. 

One November, in the early 1950's he was the first merchant in the area to become aware of, and have in stock, something revolutionary...cutting edge, practical, desirable, the golden ticket of merchandise: men's thermal underwear. 

So, what to do with it? Display it in his window? Run an ad in the local paper? Give it prominent floor space? Yeah, eventually, but not at once...not my Dad.

Getting Attention The Old Fashioned Way
The first thing he did was rent a freezer from a local appliance store, remove its lid, put it on the sidewalk right in front of his store. He hired a high school student, fit him up with some thermals, put him in the freezer, filled the freezer with ice, and placed a large sign next to the kid: I AM WEARING THE NEWEST THERMAL UNDERWEAR. I AM NOT COLD....AND WE'RE THE ONLY STORE THAT HAS IT! 

Here's a "pop"quiz for you: How long did it take for my Dad's stock of long johns to sell out? His next two orders went faster than his first!


Tried and True Is Just Plain Tired
Now, here's what I coach my clients to do when writing cover letters, follow up thank-you letters, answering the standard interview questions: it's ok to be edgy...a little out there. 

I implore sales people, fundraisers, professionals, and anyone with donors, customers, patients or their own, clients, even congregants: tried and true is just tired. Be edgy with style and class. Capture and keep their attention.   Once you have, then, it's your time to fulfill your purpose and achieve your goal.