Remember “The tipping point” the best seller from Malcom Gladwell from a few years back ?
How the combination of Connectors, Maven and salesmen in the right context and with a good “sticky” story ( For that “Made to Stick” is a must read.) can help you create a powerful “epidemic”, a tidal wave of interest for you product or service ?
A new book, “The Power of Pull” adds an interesting layer to that whole concept. Covered by Schumpeter in “The Economist” , the theory behind the book is that the answer you are looking for lies on serendipity.
By getting Access to the right people, then Attracting them and achievement with, thru wide array of contacts (think Social Media “friends” here…) you multiply your chances to gain the knowledge you need faster, because, precisely, things change so fast ! You have to cast a wider net
The author recommends to attend a mix of specialized and more eclectic conferences to maximize the effect. Hang out with people who thrive in change, in changing environments.
If Schumpeter concludes on the importance of letting some of your employee use social networks, a given for me, It brought to mind the link with the Tipping point. In your “gathering up” the information phase, start looking at/asking for the connectors, the mavens and the salesmen that will make the best use of that new information. Make sure to add-up a few I.O.U’.s along the way. YOUR tipping pointt might be closer than you think.
Those who know me personally, know that the last few weeks were busy trying to replace my BlackBerry smart phone that had decided to learn to swim ;-(
As many freelancer, this is a mobile office. Friends wanted to help by giving me their “old” BB but there was always some technical reason to justify not being able to use it
So after many attempts to find a suitable solution to my problem, I had to buy my way out of the contract I had going with Telus. Which I did and was freeing me for acquiring any kind of phone. Having switched to MAC more than a year ago, the natural choice was to go with the IPhone.
The night I bought back my contract, I was willing to buy a IP 3GS. But none were available…so it seemed…
So I was in for a 2 weeks wait, to get my hands on the new IP4. So I spent many nights tossing the idea of going for an Android Phone, but the Nexus is mo more available thru Google and some well connected friends we’re not recommending the Motorola Android phones available at the time at TELUS
So like a bunch of groupies, I was there the morning the Jesus Phone was “born”…
After a rather long wait I finally get my hands on the little marvel. Suddenly the guy at the counter is typing feverishly on his keyboard, then he picks up the phone, has an argument with the lady at the other end…Understand here that this guy was beside me 2 weeks before when I bought back my contract, and he was the one I had all my conversations with around the Android Phones…
He looks at me and turns rather pale (for a black guy)…
“I can’t sell you the phone sir…”
I politely ask why…
-”You can have ANY phone except the IP4″….
-Pardon me!??!?
-You heard me correctly sir…
-And what’s the logic ?
-Keeping the phone for new clients….
-You’re telling me that TELUS will do this to a 6 year, well paying client, to get a new one ?
-One moment I’ll go talk to the manager…
He comes back rather quicly…l
- Can’t do anything sir, those are the rules…You can take another phone and in 15 days, if you are not satisfied you can always come back and see if there are IP4 available then…
- Find me a solution here my friend, The Bell guys are just on the other side of the corridor…
- You could always take….a IP3 GS but you won’t be able to upgrade!!!!!!
Me fuming…
-(I can,t translate the french expression that I used here) Are you kidding me ? Where were they when I was ready to buy one 2 weeks ago…
-My friend I like you, and I know it’s a corporate decision here. but let,s do a quick overview. The records show that I give you an average of 100$/months on phone/data bills, that 3600$ on a 3 year contract, plus 300$ for the phone, that’s 3900 $ plus an easy overflow of at least 100$ in 3 years. SO, that is a MINIMUM of 4000$ that you guys are leaving on the table. I’m throwing you a lifeline here…
- I can’t…..
-Well tell your manager that he loss that…Thanks for your time and effort.
———————
Now the 4000$ plus question here
“Anyone at TELUS knows the concept called “Lifetime customer value” ?
Of course TELUS called me a week later to try to “fix” things….
All businesses aim for that illusive goal. Customer satisfaction
How do we measure satisfaction? What is satisfaction for one person can be quite different from another one! And then what? Do you adequate satisfaction with loyalty? If so, you are doing one big mistake! Here’s why.
Studies have shown that : 68% of clients go elsewhere because of the poor way they were treated. Loyalty is only obtained at the outstanding levels of satisfaction. And Loyalty is 3X stronger in clients that are “Totally satisfied” from “Somewhat satisfied” : So, go overboard on satisfaction.
But Satisfaction, is only the starting block. Satisfaction is ground level and only a moment in time. As William Neal put it « Satisfaction is an attitude, Loyalty is a behavior »-
It’s that behavior that you want to get, right ?.
Behavior comes from emotion. So, the real target is having products, services and employees that generate “Positive” emotions in our clients. Think about it, we do remember more. the things and events that have emotion attached to them.
One big challenge is that you have to stir up those positive emotions; before, during and after the relationship with your company. Let’s take each of these in turn;
Before: We all know that we do business with people we know, like and trust. So, you should strive to go from Encounter to Relationship. Business Relationships are based on trust and trust issues are paramount. A loss of trust equals very strong emotions. A client could be satisfied with the product but if or for any reasons, you’ve over promised you will lose in loyalty…
Also remember to diagnose the problem/need WITH your clients before starting to sell TO them. It will help build a strong relationship.
During : Imagine an emotional bank account. You have to have money in it to be able to withdraw. So in order to have some leeway with your clients, make sure you pile up those emotional dollars right from the get go.
After: Now think the situations where emotions for your customers are real high….when they complain ! Think of it this way; They are giving you one last chance to keep doing business with you!. Now, if you take care of the individual before taking care of the complaint, offer them exceptional service, a choice of solution and you’ll win a Customer or life.
Develop a culture of seeking feedback in your company, that way you’ll always be one step ahead of the competition on “customer satisfaction”.
The more time we spend trying a find a solution to some problem, we usually wind up with a complicated solution, it’s even called Parkinson’s law. Sometimes it’s we can’t see the forest because we are so damn close to the tree.
So this morning coming back from my usual Saturday morning jog, I looked at my magnolia tree and came up with this Vlog.
As an entrepreneur you want to be swift on your feet, be able to adjust to the context, to the variation in the environment. Being able to turn around quickly is a must. At the same time you have to be able to ACT quickly, taking advantage of that fleeting moment in time when opportunity knocks.
Jab your first clients with a new service or product, check the reaction, when a niche shows up, go for a one-two combination, give a sharp hook to your niche until the market starts to be weak in the knees. When it opens enough, a strong uppercut to the market should put you in control.
