Changing Paradigms

There are some industries that have been around for a long time that haven't really changed.  The secretaries may have computers on their desks instead of typewriters, but the basic way that business is conducted hasn't changed

Rethinking how to you do your business takes courage and foresight.  If you succeed, you are seen as a visionary and a leader.  If you fail, well, you are not.

To change the paradigm of an industry takes an ability to not confuse interim goals with end goals.  That visionary leader will be able to remember that the ultimate goal is not more sales, but more profits.  If the company can make more profits in a way that doesn't require so many sales, it is worth consideration.

Take for instance the company profiled in the video that is linked below.  CFS II is a collection agency in Tulsa, OK.  Sorta.  Its owner, Bill Barman, is a visionary leader.

You see, Mr. Bartman realized that the end goal of his company is to collect on past due debts.  He could do it like all of his competitors, by browbeating the people in debt until they forked over a little bit.  Or he could act on his realization that "people in debt don't have money."

So instead, CFS II and its leader changed the paradigm.  Instead of usual collection agency tactics, CFS II helps debtors to consolidate debts, to find jobs, to secure housing and government assistance. All for free. Mr. Bartman doesn't hire debt collectors, he hires customer service professionals. They help people get out of debt.  Because, as Mr. Barman points out, when they are out of debt, they can pay him back.

His results are very positive.  I encourage you to watch the video.  As you do, I encourage you to think about what your organization's ultimate goal is and what are the paradigms that can be changed regarding reaching THOSE goals!

http://youtu.be/SrON4uh6T1k

Make 'em Laugh, Make 'em Cry...

"I have learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."  Maya Angelou

Marketing is a business of feelings and emotions because people are driven by emotions and feelings.

To be successful, a marketer must connect with the customer on an emotional level.  Actually, to be successful, a business must connect with the customer on an emotional level; it is, however,  typically the job of the marketers to establish that connection.

All of our decisions are driven by emotions.  You buy the same soap as you have for years because it is a safe decision and no one at home will complain about it.  You covet a sports car because it will make you look successful, or sexy, or at least not quite so middle-aged.  You hire an assistant because you like him, he reminds us of yourself when you were his age, or he will bring skills to the team that will cover your backside.

Emotions can swing both ways.  I won't go into a certain store because the person behind the counter was rude to me.  I don't stop at Dairy Queen because my wife will chide me for not sticking to my diet.  I found a different mechanic because the technicians were not honest with me the last time I asked questions about my car repair.  I won't hire that accountant because I heard my neighbor got ripped off by him.

This is one of the reasons it is so important to address bad customer experiences as quickly and completely as possible.  When people have a bad experience, and it isn't addressed quickly and sincerely, the tell people.  When people hear bad things about a product or service, they tend to take it seriously.  Fearing a bad experience themselves, they stay away or at least think twice before making a purchase.

The bottom line is that when you connect with a customer's emotions, you connect with them.  Good or bad.  Make them laugh.  Make them cry.  Make them feel something.  But do it deliberately and with a strategy.

Otherwise, you may be the one crying.

Wounds

Skinned knees heal.  Broken arms mend.  Wounded feelings and damaged trust don't often repair themselves as easily or reliably.

In business, as in  relationships, you cannot count on nature or time to heal wounds.  Despite the saying that time heals all wounds, smart  businesses seek out customers (or former customers) who are feeling wounded.  They seek them out and talk to them.

Talking to disappointed customers has many benefits:

• You have an opportunity to right the wrong.  This can often turn a bad experience into a good one for the customer.
• You learn quickly what isn't going right so you can address the problem before it disappoints more customers.
•  By reaching out to customers, and making this a routine practice, you help to evolve your culture into one that is more caring and customer-focused.
• After you have shown a customer that you care enough to learn about their problems and concerns and take steps to address them, you are likely to increase the loyalty of that customer.
• You are also likely to turn negative word-of-mouth into positive testimonial.  This is powerful in two ways.  First you get someone talking positively about you and your brand.  Second, because negative word-of-mouth spreads many times faster than positive word-of-mouth, you stem a tide of mind-changing bad publicity.

Often times, when you take time to listen to customers' concerns, you will find that the problems are not ones that you were aware of before you listened.  And sometimes they aren't hard to fix.  Furthermore, you will find that most customers understand that you cannot change everything.  They will understand that even when you can change something, you might not be able to make the change in time to impact their personal experience.  They also understand that because you took the time to listen to them, that they are important to you.

I had a boss and mentor once who said that the customers who complained were our greatest friends.  "They are taking their time to tell us where we made a mistake and how we can get better.  We pay consultants lots of money for the same advice!"

Related articles

• 10 Ways to Make Customers Fall in Love with Your Business
• "Please complain"