Five Guys Burgers — How to Absolutely ensure Customer Happiness

 In yet another great and revolutionary statement “5 Guys Burgers” does it again!!!!   This is the sign in the famous eatery.YOU DESERVE TO BE 100% SATISFIED– If not please inform the manager who will make things right.  I love that last part “WHO WILL MAKE THINGS RIGHT” there is no doubt to what their intent is when it comes to your satisfaction. All small business should adopt this very strong stand when it comes to the customers experience while they are guests in your establishment.

How many customers have you lost in the last year?

This is a question that focuses one the harder facts in business but shouldn’t be avoided out of fear. Actually this tough question has the enormous potential of really growing your business once again. It stems from that quote” you don’t know what you got till its gone”. You need to find out what your attrition rate is.If you are adding new customers to your business but not looking at the ones you are losing and more importantly the reasons why they are leaving then its like catching fish in a boat that has a leak in it (it does you no good cause you will still drown.)

The first part of this inventory is looking at how big that leak is and then determining what it will take to fix it. Find out what percentage of customers are leaving is crucial to putting programs in place to find out what you are doing wrong in their eyes so you can make your business stronger. There are only a few reasons why they left and often times the fix is so simple it will amaze you. #1 reason they don’t feel they have a need for your product or service anymore. In this case all you need to do is follow up with them and show them they are still important to you and how they can still use you business to their advantage in their life. It’s strange how the only thing that businesses FAIL to do is follow up with existing customers to find out what is it going to take for them to purchase another product or a second time . All you need to do is create an AUTOMATIC process for you business to do this. If you write to me at tom4change@gmail.com I can show you exactly how to do this to get the best return of customers possible. 

As we all hold our collective breath… for two days

I stopped in my favorite store to possibly purchause an Ipod touch. The person there actually told me to hold off!!!???

Now we all know that Steve Jobs will introduce new products(3g Iphones+ one more thing..) on Monday at WWDC but the rumors have been they wouldn’t be available right away. Judging from that statement I gather they are going to all be available WORLDWIDE instantly. Now that would be a first even for Mr Jobs. When has any company ever released a physical product and launched it worldwide INSTANTLY? TRY NEVER.  That would be the absolute logistics feat of the century because none of us know what it is yet and he would have been shipping them under our noses for the past month at least. Now to me even though it not the new product we are expecting would be the most amazing magic trick ever in my eyes. We’ll see though what happens on Monday I could be wrong but if I’m right……

 I was wrong new Iphone comes out July 11 but the cost reduction and mobile me is definitely going to pay MASSIVE dividends for Apple. Everybody is about to find out how easy to  keeping ALL devices up to date— email, address book, pics, schedule, to-do list……. INSTANTLY– I don’t know of any Blackberry that will do that do you?   

How much is it REALLY Worth? A guide for SERVICES pricing PART 1

I have many clients that all the time undercut their value to give customers great pricing. Unfortunately it completely BACKFIRES on them and here is why. The job you do is directly tied to your price. Customer can’t see a service so they HAVE NOTHING to compare it against except itself. What I mean is this — if a customer has had the same service done in the past then they will judge your price and quality against that. However that being said if they have never needed a service like you offer in the past (and the majority of the time they haven’t) them they have nothing to compare it to. They can’t SEE the product before you complete the work they can only see the problem or challenge that they need to be solved. So they are really trying to your compare price against the RESULTS that you will produce for them.  The old FEAR about “you get what you pay for” is definitely true in the service sector your clients are scared that you are not going to be able to solve their problem to their satisfaction AND they will have to pay for your services. 

So when you undercut your price it direct correlates in their mind to the quality and your ability to deliver. Customers do not shop around for services the way they do for products because they do not understand what it will take to resolve their challenge (that’s why they are calling you). So NEVER EVER say to the customer you are the cheapest . What you perceive as helping them out actually does the opposite it provokes fear. This is why you may find customers don’t end up choosing you. So what do you do?

First of all spend more time with your customers understanding how much solving this problem is worth(more on this in future parts). Show them how you can solve their problem a little better then they expect(fear reducer). Guarantee your RESULTS (not enough service people do) it builds serious confidence in your potential customers in your ability because you are TAKING the risk(fear) away from them. Then OVER DELIVER and ask for referrals when they feel that you have.

 

Why Steve Jobs and Apple’s success has NOTHING to do with the Ipod,Iphone,Imac or any Iproduct they make

Yep you heard me right. The reason why they are growing so fast has (almost)nothing to do with products they make. Tom Titlow  you have officially fallen off your rocker I can hear you now– no I haven’t just hear me out. What I am about say will blow your mind then make so much sense.  Then you can use it to grow your business with same exponential power that Mr. Jobs has used to grow Apple from pretty much broke to $165 Billion dollar company in less then 10 years. He used and continue to use a very few extremely simple rule to grow his company which EVERY business owner should be LIVING everyday they open their doors and yet they DON’T. Hopefully this post will show you why right now is the time for change. But first things first … the Apple products.

Do you realize how many amazing products are created every year that would have a greater impact on your life than your iphone or ipod and yet you never see them?  Hundreds if not thousands. 

So why don’t you find out about them somebody along the way lost the TRUE BENEFITING VALUE or the idea. They started believing in the product and lost sight of the abilities of the idea they had at its birth.

For example the idea of the cellphone was to be able to get in contact with people you wanted to WHERE you wanted and when you wanted. So to define this– it made human communication monumentally easier than it was when you had to use a landline phone. Then over the next 20+ years they added features to that device that made it much more than a phone (speakers, colors , internet, camera.. there are thousands of new features) these manufaturers[yes thats right becausue they just added fat to the idea if the phone--no true value to the original concept]. All the while because they where giving you all this stuff they made it HARDER to use so you were less likely to go to a competitor when a new feature arrived. They put so much on this thing you stopped using it for the original idea –Easier Communication. Finally somebody got frustrated enough to do something about it and he asked one question that NOBODY had bothered to in twenty years. How can I make this device Simple, easy to use and  give people back the ability to communicate with each other? Really dumb question but has caused epic shifts in a several industries. The key to what Steve Jobs does is this he look at things at the purest level of human interaction and has pretty much one goal how can we make this as simple yet universal as possible. Just goes to show you that the greatest ideas are usually those that rely on simple, profound truths that we all experience as human beings.  

OHH just wait for the SDK then your WHOLE idea of what a computer is will change too!!!

NEXT UP the IPOD- Getting music OUT of the Physical world–Finally  

It’s official I’m a switcher — lessons to learn from an Imac

It is no secret that I have been a Mac fan for years. Well for christmas I was finally given my dream — a get out of jail free card from PC hell. My new Imac is so great I should have done this along time ago. The one thing I have always loved about Apple is their ability to take technology and make it MORE valuable to you than anybody else. See creating new technology isn’t the same as it was 10 where if you had the next cool idea people would flock to it. Today with so many products on  the market its about convergence — products are about making your life easier and making thing work together. The philosophy in the tech industry has to be the same with your business which is this. What can you do to make your customers lives easier and more value from using what you sell?The greatest part of my new Imac is the same as my ipod — the technology gives me more time by using my computer.Let me give you my 1st case in point my digital camera. I got a Cannon ELPH for christmas a few years ago and of course I had to get the software for my PC loaded, then the PC had to recognize the device, then I had to open the Cannon program, then hit a button on the camera to let the PC know that it had pictures to upload on it, I then had to hit acquire to get the program to pull them off, after 3 minutes I closed the program because I could never find the pictures I just uploaded and finally go to the my pictures folder under todays date to see the pics in windows preview. I thought thats what you had to do all of those steps to get your pictures until 2 weeks ago. After setting up my Imac which literally took 4 minutes the system asked me if I wanted to see tutorials on Leopard OS I said yes. I was okay until I saw iphoto then I almost had a heart attack. All I needed to do to get photos off my camera was to plug it in to the USB in my Imac and then photos appeared INSTANTLY. No software, buttons to hit , recognizing devices just my photos on my computer. Hell I didn’t even launch Iphoto it did it for me. Now I thought my Ipod was easy but this blew it away. Now my life and learning this new OS is mostly realizing that Apple has made Leopard much simpler than I’m used to which is what we all need. My new Imac saves me a TON of time with the steps I no longer need to take doing routine tasks(more on this in later posts)My lesson for today is this look at the ways that your customer expect their lives to be hard what can you do to make it easier. A great example is this when people need customer service treat them better than you treat new or potential customers. Send them a Thank you letter or a discount certificate when anybody has a problem. Tell them you are GRATEFUL they brought this to your attention so you can make sure it doesn’t happen to future customers. Reinforce that you are truly sorry that they have had this challenge and do what it takes in their eyes to resolve it. Basically be HAPPY when people have challenges because they are giving you the opportunity to make your company stronger and probably more PROFITABLE for future interactions. I’m going to be posting on this next question in detail soon but ask yourself this everyday.WHAT CAN YOU DO RIGHT NOW THAT WILL ADD MORE VALUE IN YOUR CUSTOMERS LIFE?     

5 steps to the BEST customer service EVER!!!

Do these SIMPLE things and customers will rave about your business to their friends.1. DON’T make them wait AT ALL — people that already own your product take precedence over everything because they have the most to gain from your expertise in solving their problem and you have the most to lose if they aren’t happy(that sale, customer and risk anybody they talk to about it). When you are agitated already WAITING just makes it worse.2. Understand how they are feeling because of this complaint. Identify then empathize with how they are feeling now. NEVER EVER act , say or think that it is their fault(unless you really want to lose a customer without any chance EVER of getting them back and a badly bruised reputation too). Remember the more they feel YOU APPRECIATE what they are going through the more willing they will be toward letting you solve their problem3. Your goal is to build the trust that has been destroy as quickly and STRONGLY as possible. You want them to feel GLAD for having this complaint because it make them a better more informed customer of yours. You want the customer to see you as a friend that is trying to help you instead of connected to the product they are having an issue with. Here’s a simple way to build trust — be humble enough to take the blame (whether your wrong or not) while giving the customer all the credit for all the right decisions. People trust those who allow themselves to be willing to take on fault and don’t to those who always act like it’s never their fault but yours. The next part is your can never genuinely build peoples worth in themselves without them inherently trusting you. In both cases your putting the customers first and yourself second which is rule#1 for earning trust in any area of business.4.Separate out their emotions and the actual challenge that you are both facing. Should be mostly done if you did the last two steps correctly. Ask them specifically what the problem is. Ask if its okay if so your both clear if you can repeat your understanding of it back to them. It’s unbelievable how many complaints remain unresolved just because of mis-communication. Remember if the customer feels like you don’t understand they can’t and won’t let you resolve their issue(s). 5. Solve the problem to the customers expectation not yours. Give them something above and beyond they don’t expect for their inconvenience. Call them to make sure that they have made the right decision. A week afterwards send them a gift certificate or exclusive coupon for them to use the next time they make a purchase. The most important thing is to give them a great reason for them to comeback into your store so that they can remember again why it is that they love doing business with you. If you have the ability to go out of your way to make them feel special when they make that next trip in.  

Promotional Tip#1 — How use your top seller to get a new product the attention it DESERVES

I just was trying to help a small business owner market a brand new product so people would try it. Now this a product that once they try it once they can decide from there but we thought they would like it. So what I suggested was simple– launch the new product but to take away some of the risk tell the customer that you’ll discount the top seller if they try it. I am going to add here that over 50% of all the customers purchased the top product so the people would be purchasing the top product regardless. This way if they were willing to try something new they could have it at a lower price.

In this case it worked with great success because once people tried the new product they loved it almost as much as the old one. The idea was to generate interest to see if the customer would like it as much as we thought they would or not. The key here is that we were able to speed up the feedback by discounting the favorite product. Now they have two top sellers that don’t compete with each other directly but actually complement each other so now customers come in an ask for BOTH products.

It’s like getting 2 sales for the price of 1.

Yet another reason why Steve Jobs and Apple are the best ever

I love the Apple stores I always have. However I was walking through the mall today and I saw one of the greatest ways of show potential customers that we have plenty of staff here to serve you , they are easy to find(even from clear across the mall), and even with a completely packed store potential customers saw there was plenty of staff on hand that are HAPPILY serving their current customers in the Store. So the million dollar question is how did I get all that information will just a GLANCE at the Apple Store on my way to the Food Court at Christiana Mall. I’ll give you a hint it has to do with topic that I wrote about four weeks ago on this blog about Macy’s Department Store and their utter stupidity of how they present their employees. Do a quick read I’ll wait here if you haven’t yet you’ll understand what I’m about to share. So as I was saying before what colors your eyes use to make decisions on what to pay attention too.

Now NOT only did I pay attention but it ALMOST drew me into the store just because all the employees looked like they where having so much fun helping customers I wanted to feel like those customers felt– positive and relaxed (did I mention the store was PACKED– It’s less than 4 weeks till Christmas on a rainy Sunday at the mall ). SO I have 4 questions for you about my experience that I help to see why this was so amazing. First how was I able to see ALL the employees from across the mall? Second How could I tell that they had enough staff help a packed store? Third what the employees attitude was before I entered the store? and Fourth How could I have gotten all that info with just a quick glance? The answer was the color that all the employees where wearing got me to do that in like two seconds flat. I one of those colors that gets you to stop what you are doing and say whats that. With the backdrop of the apple store being clear it easy to see through.

The color is RED yes Stop light RED. We all do what we are taught as consumers or people. The rules that we have been taught when it comes to that color are plentiful. Our mind makes INSTANT associations when we see fire engine RED. It SCREAMS pay attention to me –your life my depend on it. So they used the color to send the same message but for a different reason. Who ever in Apple designs these little strategies is an absolute genius. Your eyes also reflect off of RED when you see it to determine its meaning. in other words you look for whats around it to determine its meaning. That’s how I was able to see the smiles because my eyes pulled off the shirts. It also allowed me to see how many employees where there compared to customers. Now that’s a Message that display ultimate shopping confidence– the one thing we are all looking for this holiday season–a reason to believe and trust in ANY retail business.

Giving meaningful gifts to your employees to show your appreciation of their hard work

I’m sure that you would agree the the two most important things in your business are your employees and customers. You know the great ones are rare and hard to find and only after you lost one do you see the impact they created to overall well being of your company. So finding ways to show them how much you value what they contribute to your success as a small business owner is of extremely high importance. If your one of my regular readers you probably have read my other post on customer value so here is the other part of the equation. If you haven’t read my primer on understanding my view points it is here.

I wanted to save this post because this is the time of year most SBO’s are looking for gift giving ideas for the most important people in their business or professional life. Finding unique and powerful way to show employee how much you value them can truly create less employee turnover and a more positive work environment than you may realize until it happens. This is truly something that giving once in the right ways can last you for the rest of the year … and next year. The power to make a difference in someones life with just a small but well thought out token is something that may last for their lifetime you never know. However it has to be WELL THOUGHT OUT _-not expensive to gain full effect. Most employers give bonuses and I say when they see the benefit to this way they wouldn’t never give a bonus again as a way to show employees you care. Why? it’s only money and it will be forgotten about two minutes after its spent so shelf life is a week max. I show you reasons/thoughts, others examples and a simple way to create your own way of starting to give thought–fully. Don’t get me wrong employees should definitely get bonuses but not a way to say thank you but rather as pay for the work they accomplished. The two should NEVER be confused with each other.

So getting back to the gifts– the personal the better shows how much you are really paying attention to them. Try your best to give memories not things. What I mean by that is anybody can get you something off a list so your goal is to be powerful and unique. You want the memory of the experience to last for the next 180 days at least. However if you do have to pick a present get them something that nobody else would think to get them. For example you notice that once every two weeks your co worker goes to the same place for lunch because they like it get them a gift certificate for two lunches at least. You save them money and they be thinking while eating those lunches.

Now for the great gifts the memories. Find favorite activities of hobbies that your employees have. Or sometimes if you find other things they are passionate about. Then give them the experience as a gift. So let me give you an example –I found out that one of my employees favorite baseball player was Tony Gwynn how ironic the same as mine. So I found out when the Padres where in Philadelphia playing the Phillies then I got us field seats. Now for the great part the surprise. When I scheduled I overstaffed he thought it was because of a big shipment coming in. When he showed up I handed him a Padres cap and said lets go needless to say he was blown away. One afternoon that YEARS later we still reminisce about.

Now he was a good employee before but afterwards if their was anything I needed he volunteered –I didn’t even have to ask. I can honestly tell you that $100 gift made and saved me a couple thousand. Now that’s not what I had in mind but after it happened I realize the magnitude of my gratitude combined with my thoughtful gift giving. When ever I do it the benefits FAR outweigh the cost. Whenever I need something my employees want to help me out because they know how much I care, how much of an impact they have and that I’m willing to sacrifice to show them that.

So the lesson is this give with your values and heart instead of just with your money and your company will grow in ways you can never imagine.

AS always if you need any ideas for your employees PLEASE email me — Tom Titlow Jr @ Tom4change@gmail.com

Do this one thing and your customers will become “Raving Fans”

Take personal responsibility for giving your customers the best experience possible.  Simple sounding but hard to transfer to Real Life you say? Yes and no. Yes because it will have you make fundamental changes in every aspect of your business to get started. No because once you go from ‘delivering customer service to creating an positive experience for your customer no matter what the circumstances are the mindset the work takes care of itself. Most people don’t stop and notice that changing your perspective about any aspect of your life is completely free and all you have to do decide to. Just remember this –there is nothing a customer appreciates more than somebody that understands THEM and seeing the world from their perspective. People love to talk about experience that they were expecting a negative and you create something positive for them where there wasn’t something previously. So step out and take RESPONSIBILITY for them and then watch all you gain from it.

Why you need to look at Apple retail stores if you want to run a great(and hugely profitable)business

Here are a list of just some things that you need to incorporate into your business Right NOW. I have picked them all up from Steve Jobs design of Apple retail business but they run a better business then anybody on the planet and it’s not because they make great products(wait that’s another post). Instead they understand what all customers want more than anything. An experience that literally transcends any other business (or human) interaction you have had before. Just look at this ever growing list of things they have given society.

1. The close when the last customer(s) leave not when a clock tells them to<shows customers they are #1>

2. The don’t sell they educate <people are mature enough to know when they are ready to buy>

3. They have instore classes all the time <even though you own their product that are not satisfied until you are in using it>

4. The use the clearest and lightest colors in their store <to make it some place you want to come in for the atmosphere and show you they HAVE nothing to hide>

5. You can stay as long or as little as you want with or without an employees help<please make yourself at home and I’m ONLY here if YOU would like me to be–to make your visit more ENJOYABLE >

6. All employees are armed(literally) with a credit card device that is ready where ever you are WITHOUT HAVING TO STAND IN ANY LINE(that’s a 1st–no waiting in line imagine that one)

7. They make ALL APPLE Store grand openings the EXPERIENCE of a life time. <Just like Disney World once in your life you have to attend an Apple store grand opening —you WILL feel the same emotion that YOU are KING>

8. If you Ipod breaks under warranty they replace it <they Don’t make you suffer because their product is defective or breaks–others try and find a way to put the blame on your actions and not honor the warranty–They feel it’s more important doing whatever it takes to keep the customer happy>

9. All employees are HAPPY to be there <makes the fact that you might need help less threatening because they WANT to give you anything you desire, instead of making you feel that they are only there because it’s their job requirement(ahem WALMART excuse me).

I’ll continue this list as I think of more great ideas

How can you make your customers lives easier this time of year?

we all how extremely stressful this time of year can be. However for small business owners it can create several opportunities that the benefits of can last the whole next year though. People remember the intangible things you did to create VALUE in their lives. what did you do out of the ordinary for them? What did you give they they couldn’t find anywhere else?( ex muscle relaxation through having a massage therapist on site as a free service on busy days, holding your customers gifts until they find a way to hide them or having a gift wrapping party –you supply the wrapping paper free of charge they get to wrap their presents in a fun environment where they are away from home and getting to network with other customers) I have tons of other ideas for you just email me. The overall idea is this–

In what completely UNIQUE ways can I make my customers lives more fun, less stressful and /or more productive during the holiday season?

Five guys Burgers–Audacity to increase desire

One of the greatest things about 5 Guys burgers is how in your face upfront they are. First the burgers are made literally right in front of you (imagine if your auto mechanic did that–let you watch what he was doing). Then as your waiting for your order they have at perfect eye level every review of their burgers for all over the US. What that says to me is our burgers are great PERIOD.  Remember I haven’t taken a bite yet but I saying how confident is that–how do they know if I’LL like it? I was ALMOST waiting to prove them wrong because of how OVER the top they are saying they are. I just love the concept –we are so sure you’ll like it that we are willing to show you what others are saying. By the way it’s not one magazine this display covers the whole eating area. The nice part is after you bite into one and you look along those walls  and then you realize how ABSOLUTELY right they all were.

NOW the busiest time of year don’t forget this

Most business pass or fail for the WHOLE year in the next few weeks. i’m sure that you’ve prepared for the busiest time of year. However I just wanted to share a big hint that business owners forget about or think they can live without(the Superman principle). SALES Support or Support in ANY busy area of your business during the holiday rush. Your goal is not only to have what your customer needs but to make your customers lives as easy as possible. Why? because everybody else is stressing them out.

Then there are your employees they matter most because if the are stressed it shows straight thru to your customers almost immediately. So the people you have that are supporting your frontline staff are extremely important to your success. The reason why is simple when things get crazy and hopefully they will they will be the silly putty that holds it all together. You have to make sure they are strong and cross trained in all area of your business customer service, sales, etc. So many times its the littlest things during those rushes that completely back things up  the last thing you want is lost sales this times of year . You never will get the chance again.

Great support will cover breaks, replish register tape, or answer phones when everybody is busy and the list goes on. They can’t truely make your break your best selling season.