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How To Improve Customer Retention

How To Improve Customer Retention

This week, guest writers Steve Clegg and Debbie Frakes talk with readers about how to improve customer retention. This is one of the best ways to build successes: keep the customers you already have!

Retention is critical for the long-term success of any business. It’s crucial because it is far less expensive to keep your existing customers than to acquire new ones, and customers will buy more products and purchase more often from you the longer they work with you. Zintoro business analytics will tell you what your overall retention rate is and if you are in danger of losing specific at-risk customers. Armed with that information, you can take the right steps to ensure they keep working with you. 

Why customers leave you. 

Customers will stop working with you for any number of different reasons. But the primary cause is mismanaging their expectations and not keeping them proactively informed of good and bad news. The second most common reason that a customer leaves a business is a change in the employee contact or the customer contact. The third cause is having employees that are not adequately trained or knowledgeable of your products and services. Despite popular belief, price is not typically the thing that drives customers away. In fact, on the list of most common reasons, price is usually fifth or sixth. 

There are several strategies you can implement to retain more customers over the long term. In this article, we’ll look at what they are and how Zintoro helps you put them into practice.

Retain more customers with Zintoro and their partners. 

Offer exceptional customers service. 

The key to providing excellent service is understanding customer expectations and being responsive to their questions and concerns. Your team should be proactive and reach out to customers before they contact you in order to answer the questions you anticipate them asking. 

Zintoro uses Winsby Inc.’s customer satisfaction and benchmark survey programs to determine your customers’ expectations and any issues they are having. Your team can then act on this information. For employee customer service training, Zintoro relies on Ron Slee’s Learning without Scars’ online and in person training programs.

Personalize the customer experience. 

Zintoro AI tracks each customer to determine their next purchase, what industry, and market they are in, and whether they are at risk of being lost. Using that information, your sales team can personalize customer interactions and tailor offers and recommend services to meet their needs, based on their past purchases and preferences. Zintoro also works with Winsby Inc. to keep your master lists up to date with the correct contacts, phone numbers, and email addresses, as well as to segment your lists and tailor messaging to specific groups. 

Build strong relationships with consistent communication. 

Improving customer retention depends on engaging with your customers and supporting them beyond the point of sale. Zintoro can help in several different ways: 

  • Provide the customer purchase data you need to reward long term customers with discounts, exclusive offers, or special access. 
  • Create and distribute high engagement emails, blogs, newsletters, and social media content through our partner, Winsby Inc. 
  • Zintoro works with most CRM systems to integrate analytics data with your sales and marketing messaging. They have found that Constant Contact’s Sharpspring CRM program supported by ClearTail marketing is one of the best because it is easy to use, automates much of the sales and email process, tracks customized information to help the customer experience and sends scored sales leads to your sales team. 

Collect and act on feedback!

The key to understanding your customer expectations and issues is to regularly ask for feedback. Implementing customer satisfaction surveys from our partner, Winsby Inc., provides insights into how customers feel about your company and how well you provide for their needs. You’ll discover issues with your sales process, products, and other aspects of your business before they turn into major problems and customers leave you for the competition. 

Know the signs that a customer may leave. 

Zintoro tracks the products, frequency, and consistency of customer purchases to identify who is at risk. Your sales team can then act on that information and reach out to those customers, ask about their needs, and even provide a special offer or other incentive to encourage them to stay with you. 

Highlight social proof and testimonials. 

Showcasing positive customer experiences in your emails and on your website helps you convert more prospects and keep your existing customers. Zintoro AI tracks the online customer satisfaction scores, and Winsby Inc. posts your verified customer reviews online and on your website.

Zintoro is the key piece of the puzzle for customer retention. 

Increasing retention is an ongoing process. By consistently providing value, personalization, and outstanding service, you can build long lasting relationships with your customers and increase their loyalty to your brand. Zintoro provides the data and information you need to understand your customers, and our partners give you the tools required to retain them and grow your sales. 

Schedule a Zintoro demo to find out how they boost your customer retention, track, and accurately forecast business performance, and determine the ROI for your marketing and customer satisfaction efforts.

Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.

Just Say YES: It Confuses People

Just Say YES: It Confuses People

This week, our founder Ron Slee walks us through how to answer customer questions with, “Just Say YES: It Confuses People.”

Just Say YES: It Confuses People.

Nike started it, didn’t they? Just Do lt. How could you forget it? It was and continues to be everywhere.

I was reminded of that yesterday during a Zoom meeting with Steve Clegg at Winsby. We were discussing finance and forecasting when the discussion turned to questions that are asked of dealers. Steve opined that there are too many answers to questions that are posed by customers to dealers. Many are met with a response of additional questions — seeking more information or clarity. Steve suggested that there was a better approach to the questions that are asked of dealers. The questioner is just asking for help. So why not respond with a simple “Yes, I can do that for you. I can help. I will get it for you. ” Take the problem or the concern away from the customer.

A few weeks ago, in another discussion with Mets Kramer and Stephanie Smith, the same point came up from a different direction. When the customers come to your website, what are they doing? At Learning Without Scars, we changed our website to ask a question on the landing page — right in the middle of the page, and it zooms toward you and away from you so you can hardly miss it. We ask, “Need Help Finding Something? Click Here.” And you are taken to a series of choices available to the visitor from the website.

It is making a difference for our website visitors. I had not taken into consideration that there is a such a large volume of information on our site. I know where everything is, so why shouldn’t everyone else? That is what in the teaching profession we call the curse of knowledge.

Our customers are looking for solutions not answers.

Recently I wrote an article about us living in a “The golden age of information.” We can get answers to anything. Just ask “Google” or “Alexa” or “Siri.” Our access to information is amazing to consider. Information used to be a barrier to entry to our industry – dealers in the capital equipment world. That is no longer true. One of the problems is that too many of us are still thinking that our sales force is available to give information to customers; that our sale force is a group of people that function as if they were a “walking brochure.” Our customers do their own research at their convenience, and when they are ready to do something they call us. Alex Kraft has understood this and created a wonderful tool for customers and dealers and the sales force. He has created an internet-based tool that uses text messages to announce that a customer has a need and is looking for a machine. That information is texted to clients of his company, Heave. He answered the question with “Yes.” Going further, he is asking the sales force who receive the texts, “Do you want to help?”

Taking Yes to Yet Another Level

Dale Hanna and Foresight Intelligence eliminate the need for questions with their SMS program, which sends text messages to customers that are having work done on their equipment. Rather than playing phone tag to find out the status of a repair between the customer and the dealer service department, which typically requires a few calls to connect, Foresight has a system that sends a text to each customer, at their choice, regarding any action concerning their machine. It could be an inspection, it could be a quotation, it could be pictures – it is slick, if you ask me. There is no longer the need to ask questions to get a status update. You get that update at the “speed of text.” That doesn’t eliminate the customer’s ability to talk to the dealership, but it changes what the conversation is about.

A Simplistic Approach to What Concerns Your Customers

Simon Sinek has become famous with his question “Why?”

This is part of one of the most viewed TED talks, “Start with Why.” He poses three questions in his Golden Circle: What do you do? How do you do it? Why do you do it?

It has become commonplace now for people to explore the answers to these three questions. The magic is that the why is not for the money. It is for some deeper meaning. It goes to the heart of who you are and what you believe. If you haven’t already watched the TED talk, I strongly urge you to take the time and do it.

That talk touches the same point as the “Just Say Yes” message here. The customer is looking for help. For something. Whatever it is, just say Yes. I used to respond to customers when they called me and said they had a problem “No, Sir, you don’t have a problem, I do.” It caused a few pauses I know, but the customer got it. I was taking on their problem — I was going to find an answer. I was going to solve it for them. I say Yes. What do you do?

The Time is Now.

Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
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Just Say Yes!

Just Say Yes!

Founder and managing member Ron Slee modifies the Nike slogan in this week’s blog, as he asks readers to “Just Say Yes!”

Nike started it didn’t they? Just Do It. How could you forget it as it was and continues to be everywhere? I was reminded of that yesterday during a Zoom meeting with Steve Clegg of Winsby. We were having a discussion about finance and forecasting when the discussion turned to questions that are asked of dealers. Steve opined that there are too many answers to questions that are posed by customers to dealers. Many are met with a response of another questions. Seeking more information or clarity. Steve suggested that there was a better approach to the questions that are asked of dealers. The questioner is really just asking for help. So why not respond with a simple YES. I can do that for you. I can help. I will get it for you. Take the problem the concern away from the customer.

A few weeks ago, in another discussion with another group of people, Mets Kramer and Stephanie Smith the same point came up from a different direction. When the customers come to your website what are they doing? We changed our website to ask a question on the landing page. Right in the middle of the page and it zooms towards you and away from you so you can hardly miss it. We ask “Need Help Finding Something? Click Here.” And you are taken to a series of choices available to the visitor from the website. It is making a difference for our website visitors. I had not taken into consideration that there is a such a large volume of information on our site. I know where everything is so why shouldn’t everyone else? That is what in the teaching profession we call the curse of knowledge.

Customers are looking for solutions not answer. That was my take away when Steve presented that thought to me.

Recently I wrote about us living in “The Golden Age of Information.” We can get answers to nearly anything. Just ask “Google” or “Siri” or “Alexa.” Our access to information is amazing to consider. It used to be a barrier to entry to our industry, dealers in the capital goods world, information. That is no longer true. The problem is that too many of us still are thinking that our sales force is available to give information to customers. That our sales force is a group of people that act as if they are “walking brochures.” 

Our customers do their own research at their convenience and when they are ready to do something then they call us. Alex Kraft has understood this and created a wonderful tool for customers and dealers and the sales force. He has created an internet-based tool that uses text messages to announce that a customer has a need and is looking for a machine. That information is texted to the clients of his Company Heave. He has answered the question with YES. Going further he is asking the sales force who receive the texts “Do you want to help?”

Dale Hanna and Foresight Intelligence eliminate the need for questions with their SMS program which sends text messages to customers that are having work done onf their equipment. Rather than playing phone tag to find out the status of a repair between the customer and the dealer service department, which typically requires a few calls to connect, Foresight has a system that sends a text to each customer, at their choice, of any action of their machine. It could be an inspection, it could be a quotation, it could be pictures, it is rather slick, if you ask me. There is no longer the NEED, to ask the questions to get a status update. You get that update at the “speed of text.” That doesn’t eliminate the customer’s ability to talk to the dealership, it changes what the conversation is about.   

Just say YES. A rather simplistic approach to an issue of concern to your customers.

Simon Sinek has become famous with his question “WHY.” This is part of one of the most viewed TED talks “Start with Why.” He poses three questions in his “Golden Circle.” What do you do” How do you do it? Why do you do it? It has become rather commonplace now for people to explore the answers to these three questions. The magic is that the WHY is not for the money. It is for some deeper meaning. It goes to the heart of who you are and what you believe. If you haven’t already watched the TED talk, I strongly urge you to take the time and do it.

 That talk touches the same point as the “Just Say YES” message here. The customer is looking for help. For something. Whatever it is just say YES. I used to respond to customers when they called me and said they had a problem “No Sir, you don’t have a problem, I do.” It caused a few pauses I know but the customer “Got It” I was taking on their problem I was going to find an answer. I was going to solve it for them. I say YES. What do you do?

The Time is Now.

Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
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Are We In a Golden Age of Information?

Are We In a Golden Age of Information?

Are we in a Golden Age of information? I have to admit that I am being spoiled almost every single day. Every day, 99% of everything I can think of for which I do not know the answer I can find the answer. It is remarkable. I can Google darn near everything and find it. I can search through a “magnifying glass” on most of the website I use. I don’t have to go to the library or “call a friend.”

So that is a wonderful thing. I can get answers to almost all of my questions. But there are several questions I still struggle with on a daily basis. The most important one is “WHY?”

And no, the answer is NOT why not. That is much too easy. It is being lazy. Although I still think I have lazy tendencies most people don’t equate the word “lazy” with me. I do too many things, poorly perhaps, but a lot of things get done. Every day. And be fair to yourself too. You get a lot done every day as well.

But the WHY questions haunt me. Constantly. I have been cursed I suppose because I never got over the “why” phase of my life when I was growing up. Do you remember those days yourself? Why is the sky blue? Why is clear water in a lake black? Or as George Carlin made famous “why do we park in a driveway and drive in a parkway?”    

Alex Schuessler coined a phrase I can’t get out of my head. We have gone from “Paper to Glass.” We have taken most “computer improvements” and moved from a six-part paper form (PAPER) we filled in with a pen and put the document on a computer screen (GLASS).

 I have been involved with computerization all my work life. I took “computer science” as a minor at university. We used punch cards, FORTRAN and COBOL programming languages. I wanted to get a job as a computer programmer but IBM wasn’t hiring when I finished school. When I started in the business in 1969. I was hired to find and fix a problem with a computer software installation. The Parts Inventory, which was managed with a “Double Exponentially smoothly Poisson mathematical statistics model (Phew). I didn’t know it at the time but that turned out to be an unbelievably wonderful opportunity for me both professionally and personally.

Of course, we found the problem and fixed it. From that point on I was put into areas where there were some problems or difficulties or situations that needed to be solved. Looking back, I couldn’t have designed a better training program for my work life as a consultant. I was involved in “CQI” – Continuous Quality Improvement or “TQM” – Total Quality Management right from the beginning. Typically, however, is I had a question that I needed to have answered I either had to ask someone and they gave me their opinion or I had to start my own research. I did both and I had many men who were mentors or helped me along the way.

So today I don’t need to ask anyone other than my phone or my computer. But the WHY question still lurks out there.

I talk to a lot of people in the industry. I talk to leaders, managers, workers everybody. They are normally asking me questions. As in my classes and our employee development business, Learning Without Scars, I use the Socratic method of teaching. I rarely answer questions. I typically flip the question and ask what the person asking the question thinks is the answer. And normally they have a very good answer. BUT they lack confidence. That is a learned response. When we challenge the status quo, and want to make a change. There are a lot of people that are vested in the current methods and approaches. They dismiss your ideas out of hand. Many times, they make it personal and disparage you. In a normal manner we start complying and fitting into the current mode of doing things. That is really disappointing to me.

As a consultant I am being paid for my opinions. As an employee you are being paid to do a job. There is a real difference there. Happily, those days are coming to an end. We are on the cusp of a generational change in almost all aspects of our society and workplace. The Alpha Generation, Gen Z and Gen X and even the younger millennials will not accept the status quo. That is part of the reason for what Sonya Law calls “The Great Reshuffle.” That is what we call in America the “Great Resignation.” That somehow changes the onus of responsibility, doesn’t it? It isn’t because we wanted to have a more challenging job. It is that we quit.

We have many opinion surveys, from watching television with the Nielson ratings to the famous Gallup Polls. We seem to want to have reasons for everything. We want to understand why things happened. Gallup says that employees are leaving their jobs because they don’t feel that they are engaged at work in what they do. I liken that to a tool box. An employee has a “task” that needs to be done. They define the kind of tool that is required to perform the task. Think of a job description and performance standards and job prerequisites. They interview people for the job. They hire the person that they think is best for the job. In my way of thinking they “bought a tool” to perform the task. Then someone teaches them (they call it on the job training) how to do the job. Then they have the employee practice it and get faster and faster at it. They want efficiency in performance. That means speed. Then business establishes performance criteria – they call them metrics, for what productivity should be for any specific aspect of their businesses. One common metric is sales per employee. This is measured in terms of currency. Money. And the common thinking is that the higher the number the better it is. That might be applicable in some areas but how do you think it works in a customer service environment? The higher the sales per employee, that means there will be fewer people to do the job. That means customers will wait. It first became evident to me when we introduced “Call Waiting.” The phone would ring and ring because we didn’t have enough people to answer the phone. Do you remember “Can I put you on a brief hold?” Then we got to “Voice Mail.” We were told there would be a wait but would you like to leave a message and someone will call you right back. Remember that? Then I found some dealers had a radio type of message running while the customer was on hold. Some dealer actually had every call listen to the commercial before the call was answered. I was only 30 seconds that won’t hurt anything. Who are we trying to satisfy here? The company or the customer.

I am asked often – “why aren’t customers loyal anymore?” Or I hear “Customer Loyalty is a thing of the past” To both comments I ask – “What have we done to make our customers loyal to us?” 

My conclusion is that we haven’t done very much to make our customers loyal.

Yes, we are in the Golden Ago of information. We can get answers to almost all of our questions. We still don’t have the answers to the most important questions. What does our customer want and need and desire? Until we start focusing on those questions pertaining to our share of the after-market business, parts and labor, will continue to decline. And please don’t forget. That is where you make all of your money.

I would hope that there is a tingling somewhere in your body. YOU are at RISK. Unless we start to concentrate on making our customers happy more than we concentrate on making money WE all will be at RISK. I think we need to get to work.

The Time is Now.

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Likes and Dislikes

Likes and Dislikes

Founder and Managing Member Ron Slee talks about the significance of like and dislikes when highlighting the ways we listen to our customers.

We Listen to our Customers.

We are all in the customer service business. Everyone that I know and have worked with is in a constant state of asking for help. We all ask our customers – what do you need and want from us.

In the Employee Development world, we have to listen many different influencers. The education world as to what the latest and greatest advancements in learning and retention of skills and knowledge. The Learning Management Software world to a stay current with everything going on in internet-based teaching tools. The Dealer Business Systems to be aware of the latest developments in what operational tools are available to dealers, wholesalers, manufacturers and OEM’s so that our subject specific classes are always exposing our students to what systems and processes they will be working with. The specialized software suppliers from Sales Force and CRM, Telematics and Sensors in equipment that can monitor the health of a specific piece of equipment, Maintenance tools to determine when each service interval is expected and schedule parts, labor and equipment to be available when necessary. Artificial Intelligence and all of the Data Management tools to allow information to be obtained that is useful and timely. And many more.

Most importantly we want to listen to our CUSTOMERS.

I learned that early in my life when I was being coached as a swimmer. My coach was constantly asking me to do different things with my head, my arms, my hands, my legs, my hips and my feet. He was looking for the right place for my body in the water for all of these “things.” I would be giving him my feedback and the clock would be giving us another piece of information.

It seemed so natural to me to ask questions. Then when I started teaching, I was constantly asking questions. I didn’t think anything of it until one of my bosses told me that I was using the “Socratic Method” in teaching. I had to research that and found he was right. I never really gave my class the answers to the questions I was asking. I would keep asking questions and in the dialogue that we had, teacher and students, we would come up with the answer together. I thought then, and continue to think the same today, this is the way that I would teach and that this method was a better learning tool for my students.

In my years at dealerships, I was probably a real pain as I was constantly asking why. Why do we do it this way? Why not this way? I used to ask my team members what they liked about how I worked with them. What they liked, what they didn’t like, and what didn’t matter.

When I started in our Consulting business nothing changed, although it was now expected with the job that there would be questions.

It seems that I like to know what other people are thinking about almost everything that they deal with in their lives.

When we set up our first employee development business, Quest, Learning Centers, in 1994 I started with the creation of our textbooks and our class structures. Then I ASKED.  I asked a group of executives and owners and managers to come to a class that I had created, at their expense, and get their feedback. Our first classes were three days long, it was twenty-four hours of learning. We called it “What it Looks Like When it is Right.” After all the discussions and suggestions and comments we ended up with two-day classes providing fifteen ours of learning. I will be forever grateful to those individuals for their help.

Today we offer Blogs, Podcasts, Newsletters, Audio Learning and Suggested Reading Lists as Resources to our students, our CUSTOMERS. We now have at the bottom of each screen a question for the reader

It’s a LIKE button, for feedback – thumbs up or down.

I most humbly ask each of you to let us know what you think. It would be really very helpful. You will see this on most every page that you could look at on the website.

The Time is Now.

Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.

 

 

 

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Using Time Purposefully

Using Time Purposefully

Using Time Purposefully

In “Using Time Purposefully,” guest blogger Ed Wallace continues his relationship with Max, in talking on the rides to and from the airport, about how his time gets taken up very quickly if he doesn’t take great care. Max asks him to think about the number 168. Ed then takes us on a journey of sorts.

We all have the same amount of time. We also have a great amount of freedom in how we use that time. And the trouble is we rarely review how valuable the use of that time was for us, personally or professionally. In our relationship ladder we started with “establishing common ground with our clients, employees, friends and families. That took us to the next level in displaying integrity and trust with those people with whom we have relationships. Now comes the critical element of time. Time is one of the few things in life over which we have no control. I don’t mean how we control it; I mean what is available to us. In his book, Ed gives us many examples to consider. They are all worth the time to think about and act on. He also continues in his use of acronyms. Remember G(goals) – P(passions) – S(struggles)? This time it is POP.

POP is the acronym he uses for Purpose – Outcomes – Process. It is wonderful to have these acronyms to remind us of what needs to be done or happen. Everything starts with a PURPOSE, doesn’t it? A goal, an objective, a destination, a deal, a date, whatever. Without a purpose it would not be very interesting. Think about going to a grocery store without any idea of what you were going to buy. Can you picture yourself wandering about aimlessly? Not going to happen is it? So, we start with a PURPOSE. That is good, I am going to try and do something which makes sense, but what is it I’m going to try and accomplish. Of course, you are aiming at an OUTCOME. A result. Alright then the next question is how are you going to do that? What is the PROCESS?

Nice and simple isn’t it? A Purpose leading to an Outcome following a Process.

Relationships are critical in our lives. We are social animals we need each other. In our family lives and our work lives we need people to become successful. More importantly we need people in our lives to make us happy. Imagine if you will if our lives were to continue to be in the state of the past fourteen months with the Pandemic. Compare that to your lives prior to the Pandemic. Society as a whole, is in a lot of stress for whatever reason, financial, schooling, mortgages or rents, loss of jobs, unable to get proper healthcare and all the rest. No one knows the answers or the solutions. Depression has never been at a higher level on the country. It is very significant that at times like these we become more focused on the use of our time. The professor from San Diego State University, James A. Belasco, the coauthor of the important book Flight of the Buffalo, says “people don’t lack motivation – they lack focus.” Ed brings us this smart yet simple approach – POP. Purpose – Outcome – Process.

As with any interaction with people; a phone call, a meeting, a sales call or a talk with your children there are some simple questions to ask yourself:

  • What am I trying to accomplish?
  • How will the other person benefit from it?
  • Is this the right time?
  • Do we have enough time to do this properly?
  • Is it meaningful and appropriate?

Peter Drucker, a famous business teacher and author says – “The clearer the idea you have of what it is you are trying to accomplish, the greater the chance of accomplishing it.” CLARITY is critical and Ed is giving us a very real and clear plan to better succeed at accomplishing our goal of the “purposeful use of our time.”

If managing time is something that you would like to pursue further our Learning On Demand Class on Time Management would be a “purposeful use of your time.”

For more information and thoughts on pursuing your individual potential, please visit our blog for further posts.

You can purchase Ed’s book “Business Relationships That Last” at Amazon and other prominent book stores.

 

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The Future Is Now

The future is now

The Future is Now

In his guest blog this week, Ryszard Chciuk reflects upon his years with his service management team and considers that the future is now.

Once upon a time, I and my new service management team decided to create the best after sales organization in our country. I am not going to tell you how to build something from scratch. It is about the most important thing: how to explain to all members of a team what we are going to achieve together within the next several years. Some authors of books for managers call it vision. I have a problem with this word because in my native language we sometimes have visions, usually after too many drinks. Also, I don’t recommend using that word while speaking to the front-line people. Instead of vision, I talked to them about our common long-term goals. Why?  Terms like vision, mission, values and strategy are irritating to many managers and plenty of employees. They become anxious about the future of their companies – and mostly they are right – when the highest management starts to talk about new market strategy based on new values, new vision and new mission. One can ask oneself: in the end, what’s it really all about? Is it about closing our decent business? Contrary to myself, in the story for English speaking readers I will use the word vision. Maybe you were luckier in your encounters with the prophets without true vision.

At that time, our parent company vision was To be the Model of Excellence and Care. Sounds nice, but how to present it to newly employed field technicians, mechanics, service supervisors, as well as parts and administration personnel? Unfortunately, the vision of our corporation was not translated into more specific version, understandable for all employees of the dealership.

My service team decided to work out the vision just for ourselves. Why?

I knew my department would grow very fast. It would be no time for an individual coaching. Written procedures did not exist. Creating a company culture was in progress. Our plan to build the best after sales organization could not be executed if we employed people having bad habits. As the result of that assumption, most of my new colleagues were very well educated, but totally inexperienced. And even worse, they were to work in the field, mostly out of a supervisor’s eye. They were allowed to make mistakes, if they did it with good intentions. How were they to discern what was right and what was wrong? They needed to know the main, long term goals of the after sales department, our vision of our future.

N.B. Few years after we implemented the idea of vision, I found a confirmation that it was a proper approach. In his Strategy Navigation-A Systems Approach to Business Strategy, H. William Dettmer mentioned: … the military has learned an important lesson that most businesses haven’t: how to shorten response time to unexpected developments and build flexibility into the system. They do this by avoiding detailed policy and guidance from the highest levels – micromanagement – concentrating instead on establishing the overall objectives and rules of engagement alone.

How did we achieve it?

To propose and discuss long terms goals for a team, its members would have to find the answers to the following questions:

  • Which long term goals of our dealership and corporation am I able to support as a member of the after sales department?
  • What is my greatest professional dream?
  • What would make me proud in 3-5 years from now?
  • What are the main competencies of our team?
  • What differences do we have and what will make our team different from the competitors in the future?

First draft of our vision was agreed by the core members of the service management team. Then it was discussed in details, during Q&A sessions with all of our people. We did it because people are more eager to follow the agreed rules if they had a chance to define them.

Finally, our after-sales department vision was as follows:

  • most of our customers recognize us as the best construction equipment service in the country
  • we generate profit which covers cost of employees’ personal development and provides financial liquidity of our dealership, when the demand for new machines is reduced significantly
  • the best employees and the best suppliers want to work for us or collaborate with our team
  • we are always prepared for unexpected changes and we implement them in the proper time.

Please notice: those four sentences are written in the present tense, because the future is just now. Every day, each worker can assess approximately how far we are from our goals. Every month or every quarter, employees get more accurate data about the performance of their small teams in that matter. It happens if you have worked out balanced scorecards for teams and single employees.

Next time, I will tell you, what it was for.

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Strategic Planning for Key Accounts

Strategic Planning for Key Accounts

Strategic Planning for Key Accounts

Virtual Selling Tips related to Vital Selling Regimens by Don Buttrey, President of Sales Professional Training, Inc. In this week’s guest blog, Don shares with us some strategic planning for taking care of key accounts.

Dealing with market potential becomes a challenge in the virtual world as well. Using data and information is critical. Your business systems can help you here. Take advantage of these condition and circumstances to become much smarter on how you manage you time and business.

Strategic Planning for Key Accounts 

  1. Focus primarily on accounts that are less impacted by the pandemic to assure quicker results in these accounts that already have a long selling cycle.
  1. However, it may be wise to pick at least one or two strategic accounts where business may be stalled short-term –but that have significant long-term potential. Now is an ideal time to do the legwork and create a path for future business. Now is a chance to build trust and solidify relationships. (whereas before, they had little or no time to spend with you.) Giving them time and offering creative ways to prepare for future growth now, proves that you are not just a partner in the good times. Show them that you are focused on their business in good and bad times – instead of just taking orders selfishly and forgetting about them! In difficult economies, focus on expanding influence and growing your market share. When it picks up again – you are well positioned!
For more information on our classes and assessments, please visit us at Learning Without Scars.
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Prospecting and Account Penetration

Prospecting and Account Penetration

Prospecting and Account Penetration

Prospecting and Account Penetration: Virtual Selling Tips related to Vital Selling Regimens. By Don Buttrey, President of Sales Professional Training, Inc. For today’s guest blog, Don shares with us the unique challenges of prospecting and account penetration in the virtual world. In the world of “before,” it was a given that we could meet with our customers. This new normal challenges us to innovate our processes.

Not being able to drive around and see what is going on in the field is a problem today. We have to be creative with how we do our prospecting. Using the phone is much more effective in numbers it is the quality not the quantity that gives us some trouble.

Prospecting and Account Penetration

  •  Now is the opportune time to find and develop new accounts and new relationships within existing accounts!
  • Slower markets put pressure on ‘price’. But you can overcome that with good fundamental selling. One of your best negotiation strategies is to increase your prospecting. Having more deals in process (better participation/market awareness) gives you more power. The more deals you have in the pipeline – the better!
  • Have thick skin. Do not take rejection personally. Be carefully persistent. If they are a potential customer, they will appreciate your proactive effort!
For more information on our classes and assessments, please visit us at Learning Without Scars.
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Max and the Little Extras

Max and the Little Extras

Max and the Little Extras

In this latest abstract from Ed Wallace’s book, Business Relationships That Last, Ed and Max, the remarkable taxi driver, remind us that it’s all about the experience that we create for our customers and colleagues and many times that experiences is manifested in doing all of the ‘little things.’ “Max and the Little Extras” is a great reminder of that.

Three weeks later, on the morning Max had agreed to pick me up, I was running a few minutes behind schedule. I kept checking out the front window, hoping to catch him before he rang the doorbell. At exactly 5:00 a.m., I heard a gentle tap on the screen door. As I walked to the taxi with Max, I imagined how many people had probably ridden in his taxi over the previous three weeks, yet despite that large number, he had remembered I had an infant son who was most likely sleeping at such an early hour. Max’s thoughtfulness and ability to remember details about my life impressed me.

During my next several rides to the airport in Max’s marvelous taxi, we talked almost entirely about my life. (Notice that I was no longer driving myself to the airport!) He asked about my work, where I was traveling to, my ambitions, my family. I could hardly believe how at ease I felt opening up to him. I was more comfortable telling Max things about myself than I was telling people I had known much longer. The more time I spent with Max, the more interested I became in learning how he was able to make me—and most likely all of his customers—feel so comfortable.

When asked, he told me a few things about himself, his business, and his day-to-day schedule as a taxi driver and small business owner. His clients could not be easily categorized. They were local CEOs and their colleagues. They were sales professionals going to the airport and elderly people going shopping. They were groups of ladies going to the city for a day at the art museum, lunch, and a nice tour of the historic district. I finally asked how he had developed such a long list of loyal customers, hoping he would provide me with a “secret to success” that most client-facing professionals dream about. “Simple, Ed,” he answered, holding his thumb and index finger about an inch apart. “It’s the little extras that turn fares into friends.” I thought about what Max meant by the “little extras.” Sure, it was great fun riding around in his taxi; it was the only one of its kind in the area and attracted a lot of attention. But that was only a “It’s the little extras that turn fares into friends.” That’s a small part of what made Max a success—and he was a remarkable business success.

After a few minutes, I realized that his entire business philosophy was based on friendship, and the little extras that friends would do for each other. So, I asked, “What are these little extras? Are they the on-time arrivals? The courtesy and warmth? Treating everyone equally? The impeccable upkeep of the taxi and the quiet environment it provides? The bottled water? Listening, remembering, and having a genuine interest in the riders’ lives? The gentle tap on the screen door at five o’clock in the morning?” Max answered, “Yes.” “Which one?” I asked. Just as the words were coming out of my mouth, I got it. Of course, how could I not get it? Max was skilled at identifying and aligning with each rider’s specific needs and situation. But how did he do this? I believe that Max woke up every morning thinking not that he was going to work but that he was going to spend the day with his close friends. This is obviously a very different approach from viewing business as a series of transactions in which both parties want something from each other. If we define friends as “parties who help one another,” and if you consider everyone you interact with your friend, then adding the little extras in your business relationships would be as easy as including them in your personal life, which you do naturally. On the simplest level, Max’s job was to provide a ride from one place to another. Any driver could do that, and do it on time, safely, and courteously. But when you rode with Max, the quality of the relationship, the conversation—the whole experience—was so enjoyable, supportive, enlightening, and pleasant that you didn’t want the trip to be over. He had mastered the art of taking his so-called simple business from a merely transactional level to the It’s the Little Extras!

The Time is Now

For more information on our classes and assessments, please visit us at Learning Without Scars.