Performance Tips
Are You Creating a Portfolio of Memories?
My good friend Jeff Blackman who is a columnist and speaker sent me this great story about Mark Cuban.
Several years ago, I was in Dallas, conducting results-sessions for some of the top financial advisors. The night before I spoke, I attended a reception and dinner, where the featured guest speaker was Dallas Mavericks owner, Mark Cuban.
Cuban is a self-made billionaire. Before he bought the Mavericks in 2000 and became an NBA (National Basketball Association) team owner, he made a boatload of money by founding two companies, broadcast.com, which he sold to yahoo and Micro Solutions.
Now I’ve seen Cuban interviewed lots. He’s a frequent guest on sports broadcasts and has been featured/profiled in numerous newscasts. Cuban is also the owner and chairman of HDNet and is a “shark entrepreneur” on ABC’s hit TV-show, Shark Tank.
As one of my radio producers used to say, Cuban “gives good air!” Meaning, he fills the airwaves with entertaining anecdotes, quotes and opinions.
Cuban’s detractors would say he’s brash, arrogant and cocky.
Well, okay, he may be all of those things, yet after hearing him speak (really answer questions for seventy-five minutes) and chatting with him briefly, I also found Cuban to be extremely likable.
Dressed in blue jeans and a baggy white shirt, Cuban sat comfortably answering questions and sharing stories about his humble beginnings, work ethic, customer commitment, charitable donations, player negotiations and new business ventures.
He was direct. Smart. Funny. Honest. Entertaining. And memorable.
Being memorable is something Cuban especially values.
Here’s why.
When he was asked, “What’s your goal for your team/franchise?” he replied with what I’ll label as an un-rehearsed burst of brilliance:
“My business really isn’t about basketball or for that matter, winning games. My purpose is to create memories, so fans will forever remember their experience at a Mavs game. The next day, I want their throats to still be raw from screaming. Their hands, still red from clapping. And their feet, still sore from stomping.”
That’s brilliant!
Cuban is singularly focused on the outcomes, results, benefits, advantages, value and memories his “product” produces. Of course, he knows the importance of winning, yet it must be in a unique and memorable environment. One that’s unforgettable. One that generates positive word-of-mouth. One that helps sell, over 17,000 seats per game.
Cuban knows that memories drive revenue. To best create those indelible mind impressions, Cuban is an active participant. He can be seen cheering his players and screaming at refs from the sidelines. Or, cueing the audio engineer at a Mavs game to pump up the volume. He knows music that’s loud, thumping and stirring revs-up the crowd.
Cuban is also easily accessible. He answers hundreds of e-mails from fans. He knows this type of “personal relationship” with customers also creates the right memories.
What memories are you creating for your clients AND prospects?
To learn more about creating a distinct and memorable business,
Order my new book:
The Power Of Why: Breaking Out In A Competitive Marketplace
from Amazon.com
We welcome your comments to the blog, or reply privately to Richard@WeylmanConsultingGroup.com.
Changes in Today’s Marketplace #14
This is the fourteenth and final in a series of what has changed in customer perceptions and resultant buying behaviors.
Change #14 – Value is Defined Solely by the Buyer, Not the Seller
This change may at first glance seem out of synch with current sales processes. If that is your thought, you are correct. Current sales processes rely heavily on the articulation of (and well-worn) features and attendant generic benefits of various products and services. In the past, these were usually enough to move consumers to a purchase decision. Not any more! Sales presentations today must fully articulate that you have what buyers really want as an outcome, if they are going to recognize the value and not object to the price or fee.
Consequently, in this new “the consumer rules” era, sales presentations and mindsets then must shift fully to the consumer perspective. In every presentation, only one perspective matters – theirs. Not yours, not the company’s, only their perspective. The challenge, of course, is to know what changes need to be made to actual sales presentations to fully integrate the consumers’ perspective and to articulate value in their language.
Consumers today want a truly personalized and humanized presentation that focuses solely on what they can functionally accomplish and how they can benefit personally, from the features/attributes of your product or service. Consequently, to communicate value in a way that it is clearly defined for the prospect in their language requires the change to an advantage based selling approach. An advantage based approach means listing every feature/attribute of your product/service and then identifying what consumers actually accomplish functionally with that attribute/feature. This is then followed by crafting the real emotional benefit they will receive as a result.
As an example:
If you provide “A certified financial plan” then what people actually accomplish functionally is, “we organize your assets in a tax-efficient manner” and the emotional benefit is, “you can focus on your life’s passions.”
This is far, far different than a feature/benefit approach, i.e.: “we provide a certified financial plan so you can focus on your life’s passions.”
Make no mistake, people buy what they will accomplish.
Or
If you sell copiers: the feature/attribute is “We have a 5 year, all-inclusive, service plan and warranty on this copier,” their advantage, i.e. what they will accomplish, is “You will not have any additional expenses for maintenance, service during the next 5 years,” and the personalized benefit is, “You enjoy worry-free and expense-free ownership!”
No expenses for 5 years? Wow!
By listing every feature or attribute of your business and its products and services and then defining from the customer’s perspective what they actually accomplish with it functionally, you convey value from their perspective they “see the value as they define it.” Then by articulating the emotional benefit they receive, you ensure acceptance.
You must make sure every functional advantage of your products and services are crystal clear to the buyer. It is critically important to leave nothing to chance. There is no room in this noisy hectic world in which you market and sell, to “hope they get it” or “assume they do.” Rather take your time with each prospect. Emphasize the advantage! If you do, they will get it and buy from you.
This concludes this series of things that have currently changed in today’s marketplace.
To learn more and to execute brilliantly, order my new book:
The Power of Why: Breaking Out in a Competitive Marketplace at
We welcome your comments to the blog, or reply privately to Richard@WeylmanConsultingGroup.com.
Changes in Today’s Marketplace #13
Changes in Today’s Marketplace #13
This is the thirteenth in a series of what has changed in customer perceptions and resultant buying behaviors.
Change #13 – Consumers Expect Ongoing Improvement Both Experientially & Functionally
Even if you have a promise-driven business model and a distinct presence in the marketplace, consumers expect that you will constantly find and implement new and better ways to interact, support, and service them. A quick glance back only a little more than a decade ago illustrates this expectation. The use of the web, Facebook, YouTube, Twitter, and LinkedIn which is now nearly normal to reach and serve customers were only then just getting started.
To win more customers and retain existing ones requires the relentless pursuit of improvement in every aspect of your business. If improvement is not a priority and agenda item for you and your team, the risk of becoming mediocre is very real. Complacency leads to mediocrity which ultimately leads to disastrous results in business as well as in life.
To constantly focus on and deliver ongoing improvement both experientially and functionally requires the development of a culture of ongoing excellence in every facet of your business.
This culture of constant improvement and excellence internally and externally on the customers’ behalf is not something you simply install, rather it is an ongoing process. It must be seeded, nurtured, and developed. The Ritz-Carlton really is the model in this area. Every employee knows and is constantly reminded of the need for the ongoing improvement of services to their guests. They are constantly educated throughout their career on how to constantly elevate the Ritz-Carlton guest experience, and not with just one lesson. Areas to explore and improve upon are constantly integrated into every training component. Consequently, every team member really sees themselves and are “Ladies and gentlemen serving ladies and gentlemen.” As a result, their culture and promise is one of an ongoing refined experience.
Every business has an existing culture of some kind. The challenge then becomes how to change or improve the culture of your business or team to consistently exceed the consumers’ expectations? No matter what your role, it begins with you! In a leadership role, it is paramount that the first step is to paint the vision and explain the organizational benefits of constant improvement on the customer’s behalf. You alone provide the ongoing inspiration and empowerment to continually raise the desire of your team to raise their own bar of performance. Make no mistake, as the leader you set the tone and reset the priorities.
Taking this step and then getting their tactical commitment to constantly improve on behalf of the customer has a profound effect on your people and their understanding of the importance of consistent enterprise-wide delivery of elevated customer experience. Whether you are a Fortune 50, or just you and your spouse, everyone needs to know and understand how constant improvement will affect the organization’s future and ultimately theirs.
In addition to vision and the resetting of expectations, there are many other components that inspire a culture of constant improvement. The appearance of your office, store, plant, or even the way you and your employees dress or are uniformed has an effect on a desire to improve. As does having a clear set of ethical principles by which you and your team operate every time. Principles that reflect your business values and promise of value even if it means turning down business. Is your team empowered to make real decisions on the customer’s behalf, or are they bound by the nebulous “It is our policy”?
When you are culturally aligned at every customer touch point with your promise of value and ongoing improvement of the customer experience, magic happens. Team members constantly and proactively find many, many creative ways to improve and reinforce the value your business delivers.
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Changes in Today’s Marketplace #12
Changes in Today’s Marketplace #12
This is the twelfth in a series of what has changed in customer perceptions and resultant buying behaviors.
Change #12 – Curiosity Far Outweighs Convincing as a Traffic Building Strategy
Prior to 2008, convincing customers to inquire and buy was the way to do business. Every business focused on growth was constantly exploring and creating new ways to convince consumers to inquire and buy from them. After the economic downturn when no amount of convincing was working as effectively, the focus by many shifted and was and continues to be lower prices or fees to build traffic and inquiries. As a result, value has been reduced to near zero and commoditization grips nearly every industry sector. Conversely, many business people and professionals have seen the light and are using curiosity over convincing to increase inquiries and sales. They are conveying in the consumers’ language the promise of value that they will receive by doing business with them.
By communicating the value consumers receive from their business or practice, they are stimulating curiosity and thus inquiries on two levels:
1) An emotional curiosity to find out how this business can actually deliver the outcome their promise of value is making, and
2) Curiosity on how their functional needs can actually be met whether it be to solve, identify, experience, or any myriad number of things.
There are hundreds of examples of this successful use of curiosity as a traffic building strategy. A few are:
- Lazy Boy Furniture – their promise of value: “Live Life Comfortably”
- FedEx – their promise? “When You Absolutely Positively Need It Overnight”
- Michelin – articulates their promise of value as “A Better Way Forward”
- Dollar General – conveys real value with “Save Time. Save Money. Everyday.”
Note that they don’t talk about their products and services or expertise or perceived dominance, as in “We are #1.” They don’t talk about who they are or how they do things or their attributes. Instead, they message in every way possible what they will do for the consumer solely from the buyer’s perspective. Following this path of declaring value and outcome from the buyer’s perspective creates definitive consumer responsiveness beginning with curiosity. And this curiosity leads to inquiries, and ultimately to purchases. Consequently, these customer-centric firms are winning new customers. They have recognized that a selling proposition is about convincing. A promise of value and real outcome is compelling. Why? Today’s consumer knows the difference between a promise and a proposition!
In every case listed above, their conveyance of value creates curiosity and compels consumers to inquire and buy.
Ask yourself, are you still using a selling proposition to convince people to inquire and buy or a clear delineation of value to be received?
To determine how you can use curiosity over convincing to capture new business,
Contact me personally at:
We welcome your comments to the blog, or reply privately to Richard@WeylmanConsultingGroup.com.
Weylman DVD Closeout Sale
Get off to a flying start in 2013. Inventory closeout sale on DVD systems while supplies last.
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Changes in Today’s Marketplace #11
Changes in Today’s Marketplace #11
This is the eleventh in a series of what has changed in customer perceptions and resultant buying behaviors.
Change #11 – The Consumer Voice is Fact and Trumps Your Perception
In today’s world, the consumer rules. They ultimately decide why they want to buy something, be it for emotional, functional, or a combination of reasons thereof. This requires that organizations and individuals connect with them by communicating in and from the customer’s perspective. This is not just in the sales process but throughout every facet of your business model. Long gone are the days when touting who you are as a business or how or why you are good will generate more inquiries or sales. Consumers want and in fact demand relevance. They have neither the time nor inclination to sort out how doing business with you will be good for them.
Many if not most business people and professionals believe and perceive that they are communicating and delivering from the consumers’ perspective. They have done surveys, followed their best instincts, even studied consumer dynamics and believe they know what customers want. In many cases, they do but that knowledge alone does not ensure that it is used effectively. To ensure every facet of your business is valued from the consumers’ perspective requires a reset of current me, us, I, we thinking. The consumer’s requirement for all communications to be in their voice is fact. If any hint of you as the seller’s voice is in your messaging it is dismissed or at the very best, is looked upon with skepticism, delaying the inquiry and purchase process.
As you assess your messaging, sales process, service, and all other customer interactions are you in their voice? Unsure where to begin? Look at your marketing messages, are they in their voice, i.e.: about what you do for them or about you and what and how you do things?
A classic example of a company who realized they were in their own voice and perception was McDonalds. Their perception and voice was to justify their products as in “several billion sold.” Once they realized the consumer and their voice alone rules they rebranded, remessaged, and repurposed their organization worldwide. Today, they speak to what they do for consumers at every interaction – “Several Billion Served.” What voice are you using and delivering?
For more insight into how to learn the consumers’ voice and utilize it in every interaction, inquire directly to me at:
Richard@WeylmanConsultingGroup.com
and visit at:
www.WeylmanConsultingGroup.com
We welcome your comments to the blog, or reply privately to Richard@WeylmanConsultingGroup.com.
Weylman DVD Closeout Sale
Get off to a flying start in 2013. Inventory closeout sale on DVD systems while supplies last.
https://richardweylman.com/product_category/dvds-and-cds/
We welcome your comments to the blog, or reply privately to Richard@WeylmanConsultingGroup.com.
Changes in Today’s Marketplace #10
Changes in Today’s Marketplace #10
This is the tenth in a series of what has changed in customer perceptions and resultant buying behaviors.
Change #10 – Growth Requires Leadership Not Ownership
Thousands of pages have been written on leadership principles, processes, and how to lead. Some have stood the test of time, while others have been essentially fads. However, the core issue that the heads of organizations, whether they are in the corporate environment or an entrepreneurial-based business is not how to lead. That varies by individual as everyone has their own style and strengths as well as areas of needed improvement.
The core issue then that every organization leader faces is to ensure that they have the mindset that is needed to execute leadership effectively. Many organizational heads demonstrate a mindset of ownership of their area or enterprise versus leadership. While this is understandable given their responsibilities, pursuing or demonstrating ownership often translates into actions that prohibit or limit growth of the business and/or their team.
To be successful in leadership requires that leaders adopt a mindset of fleeing ownership and pursuing leadership. What is the difference?
An ownership mindset is: to be the author of solutions.
A leadership mindset is: they set the stages and tone for their team to find and execute solutions.
An ownership mindset is: they require change at their pace.
A leadership mindset is: to learn how to help others change the way they work and facilitate accordingly, which often delivers change at an accelerated pace.
An ownership mindset is: to focus on running the business or organization.
A leadership mindset is: a focus on educating people to run the business, so they can focus strategically on growing the business or streamlining operations.
An ownership mindset is: to determine who they want to be in the marketplace.
A leadership mindset is: to clearly articulate their vision as a positive affirmation, i.e.: who they are in the marketplace versus who they will be, to inspire extraordinary performance and high expectations NOW.
An ownership mindset is: a singular focus of driving and tracking results.
A leadership mindset is: to coach, counsel, and inspire team members so that they can and want to deliver real sustainable results.
An ownership mindset is: do more with less.
A leadership mindset is: invest in services and people to free the organization to do what it does best.
An ownership mindset is: systems are not as important as getting the work done.
A leadership mindset is: with systems you have fewer personnel, accuracy, or work completion problems. They know without systems you can pretty much have a day challenged with nothing but problems.
Those that make the shift from ownership to leadership discover that leading people and not just managing them elevates business performance across all aspects of the organization. Are there areas of ownership that require a leadership mindset in your business?
Make a confidential inquiry to our chairman, C. Richard Weylman at:
Richard@WeylmanConsultingGroup.com
We welcome your comments to the blog, or reply privately to Richard@WeylmanConsultingGroup.com.
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No matter what markets you are targeting there are many nuggets here to help you elevate business performance in today’s marketplace.
Please feel welcome to inquire about coaching or consulting by sending an email to Teri@richardweylman.com
Let’s make 2013 your best year yet.
Blessings,
Richard Weylman
We welcome your comments to the blog, or reply privately to Richard@WeylmanConsultingGroup.com.
Changes in Today’s Marketplace #9
Changes in Today’s Marketplace #9
This is the ninth in a series of what has changed in customer perceptions and resultant buying behaviors.
Change #9 – Word of mouth is driven by elevated experiences rather than expected good service
Consumer Fact: People expect good service
Business Perception: Good service is enough to drive word of mouth
Consumer Fact: Elevated experiences create the emotional responses that drive word of mouth
Now some have argued only large businesses can really elevate the customer experience or conversely just small ones. In reality, with clear open-minded assessment and a commitment from you and your team any business in any industry or market can elevate current customer experiences and interactions. As an example, I needed shirts laundered in one day in Port Charlotte, Florida. I stopped at Greener Cleaners and inquired. “Sure, they will be done by 5:00pm,” they said. The challenge was, my flight was at 5:00pm. No problem they replied, “What time do you need them?” I said, “By 3:00pm at the latest.” Their elevated answer? “Let’s make it easy for you, we will have them done by 1:00pm and we will just deliver them to you today by 1:30.” Having never set foot in the place before, I was struck by their helpfulness and their commitment to elevate their service and my experience.
So how about your business: what can you do to improve and elevate the customers’ experience? If you’re a provider like Grande Aire in Boca Grande, Florida – can you set as they do a two hour window instead of just morning or afternoon slots for when your service technician will arrive? Can your technicians call 20 minutes before they arrive to inform your customer they will be there shortly as Grande Aire does? The little things you do, creates a portfolio of memorable and elevated experiences for your customers.
Elevating the customers’ experience is not done overnight. By determining what your customers’ experience is like now and then deciding what you can do to elevate their interactions and experiences, you are on the right road. To be successful, assess every nuance of customer interaction you currently have from how the telephone is answered to how the customer is cultivated after the sale.
Realize that by making small changes each month, incrementally you will achieve a consistent elevated experience for all customers. To ensure the changes needed are clear and do get made create an elevated customer experience team. Look at every customer interaction and think outside the box. Put everything on the table. Focus them on what things need to be elevated and improved. List even the smallest items you can improve upon to provide an elevated experience for all. Satisfied clients are loyalty neutral. Elevate every interaction and you will have clients who are delighted advocates.
Need assistance with elevating customer experiences? Inquire at:
www.WeylmanConsultingGroup.com
