The Happiest Place on Earth

I recently spent the day at Disneyland, Anaheim, California, where it all started. We had a terrific day in the Park. The weather was great. The attractions were great. The food was great (I do have to admit here that we ate at Club 33 which was the reason we were at Walt’s world to begin with) and in general it was a perfect day. So I would also be inclined to agree that it was the “Happiest Place on Earth”. But why is that nearly universally held to be true?

I have studied the Disney affect for many years. As a retailer, Disney is a shinning example of how to retail right. I have studied their, visual display, merchandising, marketing and guest services all in the design to improve my own company. But why do the guests feel that they are truly in a magical kingdom?

I believe it is that Disney exceeds expectations. What ever it is, they go one better. The stunning gardens and vegetation is a very good example. The flowers and plants are always at peek. Why, because they are changed out at night so the next day’s guests are presented with the optimum floral effect.

Why is the staff so helpful and downright cheerful? They are called cast members for a very good reason. When they are in front of a guest they are playing a role. That role is carefully scripted and rehearsed to illicit the desired response from the audience/guests.

So how can this apply to your business? First, look at everything you put in front of your clients with a new vision. From your business card to your store/restaurant/vehicle/etc. does each component: A Carry your message, and B. Exceed expectations?

Secondly, can every person in your organization (including you) articulate your company culture, what your company stands for, what makes you special? And even more importantly do you and everyone on your team practice and rehearse to ensure a flawless performance each and every time you are in front of a client?

If you can do and continue to do these two things you will find that not only may your sales grow, but you will be much happier with your business, your staff and probably yourself. Indeed, you will be at the “Happiest Place on Earth.”

Comments?  Do you agree or disgree?

What Would You Do?

You are making a pitch to a new customer. You know that two of your most direct competitors have already been in a head of you. You know that your product is very close to the others and the buyer may not even discern a difference between the three. There is very little margin to play with.

The buyer has multiple locations in multiple states and has a single distribution center. The buyer has been in business a very long time and prides their selves as being the quality player in their arena.


Based on this scenario which of the following tactics will you use to secure the sale?

A. Under cut whatever price is on the table.


B. Offer to match the price on the table and freeze the price for 2 years.


C. Low ball the price but only if bundled with another product with margin.


D. Offer co-op marketing dollars.


E. Offer to drop ship at each location.


F. Pass.


G. Something else. Which is....


Please comment on these sales tactics or post your own solution to this sales quiz.

What Is A Good Deal?

What is a good deal? I guess that depends on a lot of things. When Secretary of State William H. Seward purchased Alaska from the Russians for $7.2 million he was branded a fool. Who would say today that he was wrong? Obviously, no one. It is much easier today to see the value proposition that it was in 1867.


Or, what about the stories of lawn sale or estate sale items that went for a few bucks and turned out to be rare and quite expensive pieces of art. I guess you would say that “Art is in the eye of the beholder.” No truer words have ever been spoken. Both buyer and seller looked at the same object and saw two totally different items worth very differing amounts to each. Each held a different value to be true.


And, to take this analogy even further afield....what about the value of a relationship? Yes I know there are many types of relationships. So let’s just focus on customer relationships. Do you have some customers that you do more business with than others? Most often that is the case. And it would most often also be true to say the customers that you do more business with you probably have a better relationship with as well. It sort of goes hand in hand. Give me more business and I in turn will give you more of my attention is generally the way it works.


So as you can see, there is also a value proposition to relationships. Good customers mean good relations. Pretty straightforward. But this is only part of the equation.


I would suggest that you strongly consider rethinking the axiom. I would suggest that if you really want to grow your business that you change the sequence. Reverse it. Good relationships mean good customers. Everyone would rather do business with someone they know verses a stranger, and the better you know someone and they know you, the more they can trust you, ergo: more business.


What I am saying is build the relationship first, the business will soon follow. You show you are worthy, your value proposition, and others will invest their trust in you. Give it a try; you might just be surprised at how many new friends and customers you will have gained. Now that is a good deal.

Do you agree or disagree with me?  Please comment.

Hey Jude...

Yes, I do mean the “Hey Jude” of Beatle fame. I went to a Beatle tribute concert tonight performed by a band named, The Fab Four. I liked the Beatles in 1964 and I still do. A quick look around the venue and it is obvious that I am not alone in my appreciation of John, Paul, George and Ringo.

The auditorium was crowded with a wide spectrum of age groups. This was definitely an 8 to 80 fan base. Personally I was very happy to see that I was not the oldest in the audience. Everyone was having a good time rocking out to tunes that were more than 40 years old. That included my good friends Ed and Helen who were my hosts for the evening. This was the eighth time they had attended a concert by this band. They told me they thought The Fab Four was the best Beatle tribute band out there.


I’m thinking they “really like this band” to pay to see them eight times. I have never seen the same movie eight times, let alone the same band eight times. OK, so maybe I did see Caddy Shack eight times, but that is different, isn’t it?


But, I was wrong, or sort of wrong. You see Ed and Helen do love going to The Fab Four concerts but they also have gone to Rain and other Beatle cover groups. What they really love is the music of the Beatles. And so did about a 1,000 others in the auditorium tonight. What I witnessed tonight were people reacting to the messages in the songs. Love songs, fun songs, touching songs about life.


Because many in the audience were not alive during the Beatle years it could not be a generational thing. It was the fact that the lyrics touched everyone there, no matter what their age. Everyone there could relate to the songs. Songs with emotion. Songs about people.


About now you are probably saying to yourself, “I thought this was a business blog? What gives?”

I will get to my point. I think it is vital to understand this lesson from the Beatles when it comes to communicating. Whether the message is crafted for your customers or potential customers I think that it must include emotional content. A sales message that is strictly about price or product specifics is missing the mark. No matter how high tech the product offering and no matter how attractive the price if you are not connecting with your customers on some emotional level you are falling short. You must remember that in the end it is about a human being making a decision to buy your product, try your restaurant or contact you for more information. Find a way to connect with people and you will find that price, product specs and everything else is secondary.


The Beatles said; “All you need is love.” Remember that the next time you create a message to you customers. Find a way to touch them and to show the human side of your company.


Do you have any examples of how you communicate with emotion?  Please share your examples by posting here.

Pickles On My Burger.

I had been thinking all day long about eating a juicy cheeseburger. Have you ever had a day like that? A day when you seem fixated on one thing. I admit that it would more politically correct to have my psychic energy focused on world peace or finding the cure for cancer, but sometimes "A Cheeseburger in Paradise" is just that. Paradise!.

On my way home I pulled off into the drive-up lane of my favorite hamburger stand. I ordered cheeseburgers for Vickie and me. Hers without pickles and mine with. I like pickles.

I got to the house and immediately went to the kitchen. I pulled out our burgers and made sure Vickie’s was sans pickles and then chomped down on mine. Instead of biting into the burger I had been dreaming about I got a mouth full of pickles. Like I said, I like pickles, but upon inspection I found all the pickles on this burger to be stacked like poker chips in the middle of my burger. I rearranged all the pickles to cover the patty and settled back to eating my dinner. While I was eating I came to two conclusions.


The first was that I ordered a burger with pickles and I received a burger with pickles. Though my burger was complete as ordered there was something wrong. I kept thinking, “How hard is it to put the pickles on the burger the right way?” Slapping a handful of pickle slices on my burger demonstrated to me that the person that made my meal did not care much for the quality of his/her work, the reputation of the burger joint or my satisfaction.  As a customer my expectations were not met.


The second conclusion was that I must be equally focused on delivering not just the ”pickles” to my customers but pickles just the way my customers want them. How do you do that? This sounds like a tall order.  The reality it is pretty basic stuff.  It starts with asking, then listening, then finally delivering.


This is applicable to whatever business you are in. Are you just filling orders, or all you giving your customers what they want, how they wanted every time? Small details like how the pickles are put on a burger can be the difference between losing and keeping a customer because it shows how you feel about your product and how you feel about your customer.  It is all about meeting expectations of your customers.  You created those expectations via your marketing efforts.  The question is are you delivering on your promises?


What examples do you have of little things like the pickle that can make a difference? Let’s hear from you. Please post your comments.

Service Lesson: The Really Hard Stuff is the Soft Stuff

Tom Asacker, business author and speaker, said, “People will forget what you say, but they will never forget how you made them feel.” The question we always need to ask is…”How am I making my customers feel?” The bottom line according to Tom is this, “The really hard stuff is the soft stuff”. It’s the feelings of your customers and employees.


I certainly have been the recipient of some really good “soft stuff”. Not the least was a restaurant that stayed open just for my wife and me on a very special wedding anniversary where we were running incredibly late. The place was empty. We were the only customers in the entire restaurant, and they kept the whole staff on to make sure we had a memorable night.  That was for our 15th wedding anniversary...our 40th is only a few months away!  How's that for a lasting impression!


So with that in mind…please share your extraordinary customer service experiences by posting a comment here.

The Customer is Always Right…right?

I can’t tell you as a retailer, how many times that I have heard that statement. I heard it from retail consultants, read it in trade publications and heard it from the lips of virtually thousands during my nearly 50 years in retail. I even had the fortune to see it not just as a catch phrase but as a core strategy during the years I called on Nordstrom buyers. Nordstrom being the poster child for being the ultimate, customer centric retailer. I have my own amazing stories to add to fabled tales such as the customer that returned an automobile tire to Nordstrom which was gladly accepted without a receipt, or the fact that Nordstrom does not sell tires!
Nordstrom department stores certainly put their money where the mouth is when it comes to “The customer is always right.” This holiday season Kohl department store is promoting something similar with a “no receipt necessary” policy. Is this a strategy that you should include in your business?

It certainly depends on what business you are in. There are of course many products where it would be impossible to restock or return the item to inventory to be resold because of health issues or quality assurance. But, there is a more basic question at hand that goes beyond the just the return of merchandise. What about meals in restaurants, movie tickets for disappointing movies, or a cruise on the Love Boat that did not have an amorous ending? The product or service was consumed/used and a request of a refund in submitted. Is the customer right, no matter what?

We have all heard stories of the customer that purchase an expensive gown, wears it and then returns the garment. Was that customer right? What about those scammers that find a way to abuse the system…your system, are they right?

Does the customer is always right set the standard for customer service or open the door for abuse?

What do you think? Let’s hear from you on this subject. Please post your comment.