What does it mean to be a Trusted Advocate in Customer Service? To be truly successful in delivering service, it is necessary to understand and support the many collective individuals who are part of the complex chain in delivering customer satisfaction.
As an executive in the service organization of a global manufacturer, it was relatively easy to admit that it would be impossible for me to personally handle every customer complaint or escalation. Even with excellent quality product, the sheer number of consumers and potential for escapes in a well run process were more than any single individual could juggle. Fortunately, the quality of the people in the service organization, and the quality of the service provider network, was commensurate with the renowned quality of the brand. This complete circle of quality relied on integrity, honest communication, and trusted collaboration.
Advocate for the People
Mark Blevins put it best when he said, "service pays for the sins of the past." Service organizations do not design the product, the process, or the promise, but service organizations have to fix the problems when one of those three preceding perspectives fails to perform. Quite often, the problems do not appear until long after the marketing, sales, and revenue are long gone. Service organizations continue to provide solutions for items that the sales and promotion pipeline have long since forgotten. Of course, these problems can not be overlooked. There is a stated or implied commitment to the consumer, there is a relationship with the customer to be maintained and preserved, there is reputation, and there is future business to consider.
It takes a very special kind of person to work in a service organization. Each day is full of commitment to understand and resolve numerous consumer complaints. Typically there is very little warning about what type of issues will escalate, or the perceived severity of each one. Most often, problems carry a considerable amount of emotional baggage. It is difficult, if not impossible, to circumvent the emotional baggage on the route to the root cause of the problem. So, customer service associates have the additional burden of assisting the customer with carrying that baggage until the problem is resolved. It takes a tremendous amount of compassion and patience to be a bellhop for emotional baggage on a daily basis, while simultaneously being a detective to solve the problems with a very limited number of clues. Needless to say, customer service associates can be identified by big hearts, broad shoulders, and an incredible sense of humor.
A primary function for any executive or manager in a customer service organization is to give these associates as much support, understanding, and protection as possible. Sometimes the burden of the emotional baggage may become too great. Sometimes the problem or the resolution may be too elusive. Sometimes the associate just needs a helping hand, or someone to refuel the compassion and patience that they have just spent on customers. Sometimes the group just needs a little protection when the policies that they are trying to defend are not keeping pace with other changes in the environment, and the associates are caught in the current of change. A leader of this group must be an advocate for the people, listening intently to their needs and providing the necessary tools. A true advocate will provide not only tools and empowerment necessary for customer service associates to satisfy the clients, but will also provide tools and empowerment for the customer service associates to develop and achieve personal professional goals as well.
This commitment to advocacy is not limited to management. This advocacy is expected and portrayed in the camaraderie that is displayed within the trenches. As the threats, complaints, and abuse fly overhead like so many misdirected bullets, the customer service associates support and defend one another in the trenches. It is this commitment to one another that gives strength, when the satisfaction of assisting a thankless consumer is sometimes not enough.
Advocate for the Service Provider Network
Beyond the confines of the ivory tower are the people in the field. Many organizations enlist the support of network of authorized service providers, field service agents, or similar representation that is much closer to the actual consumer. This closeness is often face to face with the consumer, and quite often is the only face of the organization that a consumer will ever see in person. These faces may belong to retail or reseller associates, detailers, installers, delivery personnel, or technicians. These individuals have power beyond reckoning, because these are the people who are closest to the consumer and have immediate impact by decision and action. The reputation of the brand, the torch of compassion and competence, is carried in their capable hands.
Just as a manager or leader has responsibility for the welfare of the people in the service organization, so too does the entire service organization have responsibility for the welfare of the field service network. To be a successful service organization, it is necessary to advocate for the service providers. This means providing education, training, information, and assistance to enable the service network to satisfy customers, and it is more than that too. The service organization should also study and learn what the service provider network needs to be successful as independent businesses and individuals. The success of the service organization is intertwined with the success of the field service network and external service providers. If you are in a position to hand off a customer relationship to another entity, then learn everything that you can about what you can do to make your service partner successful. This relationship works both ways, and it relies heavily on honest communication and trusted collaboration. With collaboration, all of the partners can succeed and endeavor to work together for the benefit of the mutual customer.
Acting in partnership with service partners is more than a focus on pay. While reimbursement is an essential element of the interdependency, a relationship as a trusted advocate is based on mutual obligation to understand the goals and requirements of the other. It is very much like the relationship between a manager and employee. While adequate compensation is an expectation, employee satisfaction is not based purely on pay. Employees typically desire a career path, opportunity for personal development, a sense of belonging, and self-worth. Managers typically seek cooperation, creative ideas for improvement, and collaboration. Why should the partnership between a service organization and the field service network be any different? Communication with active listening is crucial to developing trusted collaboration.
Advocate for the Consumer
Whether the role is with the central service organization, or with a service partner, it is necessary to have harmony in the aligned efforts to advocate for the consumer. Designing and developing customer services policies and procedures should be based on information and insight gained from listening to consumers. Gather the feedback and you will learn about competition, industry, environment, expectations, issues, and opportunities. Being truly committed to customers does not necessarily mean that every customer is right, or that every customer can be satisfied. Being obligated to customer satisfaction means listening to each consumer with an open mind, identifying the real issues behind the emotional baggage, and acting accordingly. It also means learning from each experience as an opportunity to repeat or improve performance, working in concert with coworkers and service partners to produce excellence.
The excitement and allure of customer service is that there is no finish line. It is a perpetual race to stay ahead, but it is a race without an end. The delight of one customer provides a spark of enthusiasm that carries us to the next one. The camaraderie in the trenches gives us companionship. The challenge to continually adapt and improve, as the industry and the environment continue to change around us, is like a puzzle that can only be solved temporarily. Everything that we have learned in the past can only prepare us for what we will learn today, and give us fresh ideas for tomorrow. By advocating for one another, and for the mutual clients that we serve, we can savor the sense of achievement in our dedication as each new challenge comes along.
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Words of Wisdom
"Service pays for the sins of the past."- Mark Blevins
"The crisis of yesterday is the joke of tomorrow." - H G Wells
"Everything that we have learned in the past can only prepare us for what we will learn today, and give us fresh ideas for tomorrow."- John Mehrmann
"Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has." - Margaret Meade
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You may distribute this article freely, print it, sell it, or include it as part of a package as long as it is intact, unchanged and delivered in the original format with acknowledgement to Executive Blueprints Inc.
About the Author:
John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital. www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, educational articles and references to local affiliates for consulting and executive coaching. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.
Showing posts with label Trusted Advocate. Show all posts
Showing posts with label Trusted Advocate. Show all posts
Monday, September 22, 2008
Year of the Customer
The rules have changed. The Internet has made it easier, faster, and more convenient for consumers to compare prices, quality, features, and previous customer experiences. With a suddenly level playing field for brand comparison of commodities, what is the new differentiation? Trust, confidence, and relationships the new differentiation. How well you connect with customers in marketing, sales, and customer service excellence are the essence of success.
Relationships are most important at either end of the spectrum, high price luxury, and low cost commodity. Most organizations rapidly acknowledge the importance of relationships for high price luxury items. There is an expectation that customers who pay more will receive a better customer service experience. It is expected that marketing and sales efforts will be more selective and personalized for the discerning consumers who are willing to pay a premium for a product or service. It is assumed that the relationship is part of the total package and price of purchase. So why is it so important to focus on relationships at the low cost end of the spectrum?
A consumer electronics manufacturer conducted a survey of existing customers to gather statistical information. When the results were returned, the manufacturer discarded the initial results as unbelievable and inaccurate. The survey was modified and conducted again, but the results were the same. After the third set of results were calculated, the customer opinion could not be denied. According to the customer survey results, nearly 65% of consumers who purchased the most expensive televisions indicated that price was more important than features in determining which product to buy. At the high end of the price spectrum, where product cost the most and the gap in prices was most significant, the most significant consumer buying decision was based on price and the perceived anticipated support associated with that price tag. By contrast, 78% of consumers who purchased the low priced commodity products indicated that features and anticipated support were more important than the price. Once the average selling price eroded to commodity level, the variation in price became less significant, and the importance of value became increasingly important to the consumers. The value of relationship and support was assumed with the premium price tag, but became the primary differentiation as the prices eroded and variation in cost decreased. How often to organizations mistakenly believe that relationships mean less to the consumers who invest in lower cost commodity items?
The value of a relationship is just as important when prices erode. Perhaps this is due to the phenomenon that relationship marketing, relation ships in sales, and relationships in customer service become less evident as the price diminishes. Simply being the lowest cost commodity is not enough, and it certainly is rarely a strategy to protect profitability. To preserve profitability and combat competition, develop and sustain relationships with your most loyal customers, not the most expensive ones. Expensive customers are those consumers that cost the organization the most money that is not offset by equivalent revenue. Demonstrating appreciation and reinforcing customer relationships does not require a significant monetary investment, but it does require a significant investment in integrity, honesty, and commitment.
There is a distinct difference between loyal customers and consumers willing to pay a premium price. It is not safe to assume that a consumer who pays more is also more likely to be a repeat customer. Technology, style, fads, and limited time discounts can play a significant role in the decision making process for consumers who are willing to pay premium prices. Loyalty exists in consumers who are willing to make repeated purchases, ignoring or distrusting the competition, and continually investing in your products or services. Loyal customers create repeatable business, and typically influence other individuals to try your brand. Loyal customers can be found at premium prices, and at rock bottom commodities, if a relationship is established with the consumer.
How can you influence loyalty and create the opportunity for your customers to bring friends, family, and peers flocking to your doors? It is all about establishing and maintaining relationships through communication, and acting with authenticity as a trusted advocate. Marketing relationships, sales relationships, and customer service relationships are the keys to sustainable growth. Measure the cost to acquire a new customer compared to the cost of keeping an existing one. Identify the financial value of a repeat customer, especially one that remains loyal for a lifetime of purchases.
2008 is the Year if the Customer
2008 has been cited as the year of the customer according to the third annual New York Stock Exchange CEO Report. With this in mind, it appears essential for companies to take focusing on and utilizing customer-related metrics seriously. The following statistics illustrate the current state of attention.
- 2/3 of the 140 business executives and marketing professionals surveyed, include metrics in marketing plans
- only 8% track or measure share-of-wallet
- less than 10% measure customer lifetime value, customer advocacy or customer tenure
- 78% track leads to conversion, but only 25% track and measure rate of customer acquisition
- only 25% measure marketing's impact on business goals.
--VisionEdge Marketing/CustomerTHINK
Recognizing the importance of relationships is the first step to success. This is not a new paradigm shift, but it is merely a fundamental truth has become more evident with the increased consumer awareness available through Google, Yahoo, MSN, Blogs, and social media. The importance of relationships to sustain loyal customers and repeatable sales is a reality that has existed as long as sales and customer service have been around. The difference is that the value of the relationships can now be communicated, quantified and measured more rapidly than ever before.
The second step after recognition and acceptance is to create the metrics to measure the business on acquisition, conversion, loyalty, and advocacy.
Once metrics have been established, create strategies for developing Relationship Marketing, Relationship Sales, and Relationship Customer Service for advocacy, loyalty, and sustained profitable growth.
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Words of Wisdom
"Assumptions are the termites of relationships."- Henry Winkler
"Relationships of trust depend on our willingness to look not only to our own interests, but also the interests of others." - Peter Farquharson
"Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. This is incompetence. Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality."- Peter Drucker
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Read why marketers must really tap into customer metrics.
http://www.customerthink.com/article/marketers_must_tap_year_customer
Monday, September 8, 2008
The Teacher and the Vase
We are never too late to thank our teachers, and never too old to learn from children.
Wide eyes stared with rapt anticipation as the teacher strolled between the rows of desks. The teacher carried a stack of construction paper in her arms, handing a single sheet of fresh clean paper to each child as she gracefully made her way around the classroom. As the paper landed on the desk in front of each child, little hands eagerly selected a preferred color of crayon and hovered over the paper, awaiting the first instruction. The children hunched over their desks, leaning forward in their seats as if they were in starting blocks and waiting for the sound of the gun to start the race.
As the last page fluttered effortlessly to the settle on the small wooden desk, the entire room seemed to take a breath as one. The teacher walked to the front of the room, cradling the remaining paper in her arms. She paused for a moment to stare into the eyes of the expectant children, drinking deeply of the warmth and enthusiasm in the anticipating gazes.
"After you have completed your art project," started the teacher. She paused for dramatic effect, to assure that she had the complete and undivided attention of everyone in the room. "After you have completed your art project, then you can go out to the playground. You will hand in your drawings to me, and then you may walk quietly outside. You must stay in the playground until everyone has finished. Is that understood?"
The children rose up in their chairs and nodded their heads enthusiastically. Some smiled and looked at one another. Others stole glimpses out the window, already making plans for the type of games that they would play in the sunshine.
The teacher explained the project, "I want each of you to draw a picture of a vase that represents your family. I want you to think about your family. Then, I want you to draw a picture of a vase that you think your family would like."
The teacher walked to her desk at the front of the room. She put down the stack of papers, and picked up a vase from the top of her desk. She had brought the vase from her home and filled it with fresh flowers that very morning. Holding the vase aloft, she walked to the center of the room. "This is my vase," explained the teacher. "I like to keep it on my table at home, because I like the beautiful smell of flowers that fills my house. What kind of vase makes you think of your home?"
"Draw a picture of a vase that reminds you of your home. We will put them up on the walls, so you will always have something beautiful in here that will remind you of your home. When you are done, bring your artwork up to me, and then you can go outside." Placing the vase back on her own desk, the teacher reminded the class, "Don't rush too quickly. Remember that we are going to put your vase on the wall for everyone to see. You may begin."
The room was filled with the soft sounds of crayons on paper, little feet shuffling on the floor, and an occasional thoughtful humming sound from one of the students. It was a symphony of movement. Small fingers traced outlines with careful precision, and swept back-and-forth to fill the designs with color. Pages would be lifted, turned, and inspected from different angles to perfect flowers, stems, leaves, and the intricate designs that adorned the carefully crafted images.
One by one, as each child finished, the pages were carefully carried to the front of the room. Each child waited eagerly for the confirmation, radiant smile, and compliments of the teacher. Not a single child was disappointed. The teacher accepted each project as if it were a priceless gift. The teacher shared a personal comment and excitement with each child, identifying something unique and individual about each vase and assortment of flowers. Some of the vases had images of people, like urns that had been adorned with images of Greek Gods. Other vases contained intricate patterns, as if inspired by Easter Eggs. For some of the children, the vase was small and indistinguishable amid the bountiful flowers that filled the page. Each project was unique, and each was beautiful.
The room emptied except for one child who toiled in silence. The little hands did not sweep across the page in a glorious burst of colors, but rather traced shadows of lines with diligence and care. Every once in a while, the child would rest his head on one hand, as he studied the page and contemplated the next move of the crayon.
As the minutes slowly passed, the child became gradually aware that he was the only person remaining in the room with the teacher. He put down the crayon and picked up the page. He stared at the vase for a few moments, as if contemplating to bring it up, or to continue working on it. After much deliberation, the child shuffled to the front of the room and placed the page in the hands of his teacher.
The teacher was eager to see the outcome of this studious and thoughtful work of the student. Thinking that this would be the most stunningly beautiful drawing, she had imagined the things that she could say to reward the inspiration of the young artist. But when the page was in her hands, she stared quietly in confused silence.
"You don't like it," said the child in unmasked disappointment.
"Of course I like it," rebuked the teacher. "I love it."
"Your vase is absolutely beautiful," exclaimed the teacher. "Did you want to draw some flowers in it, too?"
"It won't hold any water," replied the child wistfully.
The teacher thought about this and laughed a little. "Of course it will not hold real water. It is only a drawing," she said.
"My vase cannot hold water, because it is cracked," explained the little boy. Wide brown eyes met the teacher's gaze. She followed his finger to trace the carefully drawn fissures that nearly split the vase in two.
"My parents argue all the time," continued the little boy. "I know that it is not my fault, but our vase if broken. As long as it is broken, we cannot put the beautiful flowers in it, because they will die."
The teacher stared in stunned silence at the image in her hands. She wanted to reach out and pick up the child in her embrace, and to tell him that everything would be alright, but the gesture would feel inadequate in comparison to the deep thought that had gone into this drawing. Despite the emotional surge, the teacher knew that she had to respond appropriately to the precious gift in her hands.
"I have an idea," said the teacher, carefully selecting an assortment of yellow, orange, and brightly colored crayons. "Can you add a candle inside your vase?"
The little boy turned his big brown eyes back to the eyes of the teacher. He could not disguise his confusion and interest.
The teacher continued, "The candle will illuminate the cracks in the vase, so you can see them better. When you can see the cracks clearly, then you will know what you need to do about them. In the meantime, the candle will shine its light through the cracks, and it will fill the vase with warmth. It does not have to be full of flowers to be beautiful in some other special way."
The little boy thought about what the teacher said, and a smile lit up his face. With a twinkle in his eye, the little boy excitedly collected the vibrant colored crayons from his teacher and raced back to his desk. He stared at the page carefully, contemplating his new approach to this project, and then worked furiously to illuminate even the farthest edges of the paper.
As the child deposited the revised page in the hands of his teacher, he did not wait for her comments. Rather, he reached up placed his arms around the neck of his teacher, and gave her the most gentle of hugs. Then he raced out the door to join his fellow students on the playground.
As promised, the artwork was diligently posted around the classroom. The drawings of flowers adorned the walls, but the teacher kept one particular drawing closest to her own desk. Sometimes, after the children had gone home for the day and the classroom was quiet, she would stare at that picture and reflect on the insight of the little boy. She wondered what she would say to the parents when the time came for them to visit the classroom, as would inevitably occur. It did not take long.
As the teacher walked into the classroom, she saw the little boy standing in-between his parents, pointing at his artwork on the wall. She was stunned. She had often thought about how she would address his parents, and how she would explain the only empty vase. Looking at the expression on the faces of the adults, she knew that she would not have to explain, for the little boy had already done it. One of the most powerful gifts of children is the ability to be unashamedly honest. Although the cracked vase was never specifically mentioned, the conversation had the uncomfortable thin veil of politeness that concealed the deeper thoughts which remained largely unspoken between the adults.
One afternoon a few days later, after all of the children had left for the day, the teacher once again let her mind and her eyes wander to the drawing of the cracked vase. She immediately noticed something wrong with the picture, and leaned over to get a closer look. Someone had colored in the bottom of the crack. It was very subtle. In fact, it had hardly changed at all, but she had stared at the picture so often that she could tell even the slightest change. Surely, someone had snuck into the room and colored the bottom of the crack.
The teacher hoped that the little boy would not notice the act of vandalism. She carefully raised the picture a little higher on the wall, in an effort to keep it out of reach from any further abuse. Then she made it a point in her routine schedule to check on the vase every single day. To her amazement, someone continued to color-in the crack. It was never very much, just a little alteration every couple of days, but she could see the difference. The crack was slowly being filled.
After several more days had passed, the teacher made a concerted effort to discover the person who was gradually altering this artwork. She had watched carefully in the morning and afternoons, but had been unable to catch the vandal at work. She decided to check on the room during the playground break, and was amazed to discover the same little boy as he walked quietly and diligently to his desk in the classroom. He carefully selected a handful of crayons, and then pulled the teacher's chair up against the wall beneath his drawing. Concentrating and gently biting on the tip of his tongue, he colored in the last of the fissure at the top of the vase. Then, he pulled out a green crayon and drew a long stem from the top of the vase, a stem that nearly reached the top of the paper. At the top of that long stem, he began to lovingly create soft orange and yellow petals. The boy completed his task without a word or a glance to either side. He was completely absorbed in his loving craft.
The little boy put the crayons back in his desk, put the chair back at the teacher's desk, and walked toward the door. "Thank you for letting me use your chair, I could not get there on my own," said the little boy. "How do you like my sunflower?"
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Words of Wisdom
"I have learnt silence from the talkative, toleration from the intolerant, and kindness from the unkind; yet strange, I am ungrateful to these teachers."- Kahlil Gibran
"The true aim of everyone who aspires to be a teacher should be, not to impart his own opinions, but to kindle minds."- Frederick William Robertson
"An understanding heart is everything in a teacher, and cannot be esteemed highly enough. One looks back with appreciation to the brilliant teachers, but with gratitude to those who touched our human feeling. The curriculum is so much necessary raw material, but warmth is the vital element for the growing plant and for the soul of the child."- Carl Jung
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The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available now online in hardcover and paperback from www.Amazon.com (Hardcover), www.Amazon.com (Paperback), www.BarnessndNoble,com, www.Borders.com, www.Target.com, www.Buy.com, ,www.iUniverse.com, and many other fine booksellers.
About the Author:
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, the fundamental guide to achieve extraordinary sales and sustain loyal customers. John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital. www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, and educational articles. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.
Wide eyes stared with rapt anticipation as the teacher strolled between the rows of desks. The teacher carried a stack of construction paper in her arms, handing a single sheet of fresh clean paper to each child as she gracefully made her way around the classroom. As the paper landed on the desk in front of each child, little hands eagerly selected a preferred color of crayon and hovered over the paper, awaiting the first instruction. The children hunched over their desks, leaning forward in their seats as if they were in starting blocks and waiting for the sound of the gun to start the race.
As the last page fluttered effortlessly to the settle on the small wooden desk, the entire room seemed to take a breath as one. The teacher walked to the front of the room, cradling the remaining paper in her arms. She paused for a moment to stare into the eyes of the expectant children, drinking deeply of the warmth and enthusiasm in the anticipating gazes.
"After you have completed your art project," started the teacher. She paused for dramatic effect, to assure that she had the complete and undivided attention of everyone in the room. "After you have completed your art project, then you can go out to the playground. You will hand in your drawings to me, and then you may walk quietly outside. You must stay in the playground until everyone has finished. Is that understood?"
The children rose up in their chairs and nodded their heads enthusiastically. Some smiled and looked at one another. Others stole glimpses out the window, already making plans for the type of games that they would play in the sunshine.
The teacher explained the project, "I want each of you to draw a picture of a vase that represents your family. I want you to think about your family. Then, I want you to draw a picture of a vase that you think your family would like."
The teacher walked to her desk at the front of the room. She put down the stack of papers, and picked up a vase from the top of her desk. She had brought the vase from her home and filled it with fresh flowers that very morning. Holding the vase aloft, she walked to the center of the room. "This is my vase," explained the teacher. "I like to keep it on my table at home, because I like the beautiful smell of flowers that fills my house. What kind of vase makes you think of your home?"
"Draw a picture of a vase that reminds you of your home. We will put them up on the walls, so you will always have something beautiful in here that will remind you of your home. When you are done, bring your artwork up to me, and then you can go outside." Placing the vase back on her own desk, the teacher reminded the class, "Don't rush too quickly. Remember that we are going to put your vase on the wall for everyone to see. You may begin."
The room was filled with the soft sounds of crayons on paper, little feet shuffling on the floor, and an occasional thoughtful humming sound from one of the students. It was a symphony of movement. Small fingers traced outlines with careful precision, and swept back-and-forth to fill the designs with color. Pages would be lifted, turned, and inspected from different angles to perfect flowers, stems, leaves, and the intricate designs that adorned the carefully crafted images.
One by one, as each child finished, the pages were carefully carried to the front of the room. Each child waited eagerly for the confirmation, radiant smile, and compliments of the teacher. Not a single child was disappointed. The teacher accepted each project as if it were a priceless gift. The teacher shared a personal comment and excitement with each child, identifying something unique and individual about each vase and assortment of flowers. Some of the vases had images of people, like urns that had been adorned with images of Greek Gods. Other vases contained intricate patterns, as if inspired by Easter Eggs. For some of the children, the vase was small and indistinguishable amid the bountiful flowers that filled the page. Each project was unique, and each was beautiful.
The room emptied except for one child who toiled in silence. The little hands did not sweep across the page in a glorious burst of colors, but rather traced shadows of lines with diligence and care. Every once in a while, the child would rest his head on one hand, as he studied the page and contemplated the next move of the crayon.
As the minutes slowly passed, the child became gradually aware that he was the only person remaining in the room with the teacher. He put down the crayon and picked up the page. He stared at the vase for a few moments, as if contemplating to bring it up, or to continue working on it. After much deliberation, the child shuffled to the front of the room and placed the page in the hands of his teacher.
The teacher was eager to see the outcome of this studious and thoughtful work of the student. Thinking that this would be the most stunningly beautiful drawing, she had imagined the things that she could say to reward the inspiration of the young artist. But when the page was in her hands, she stared quietly in confused silence.
"You don't like it," said the child in unmasked disappointment.
"Of course I like it," rebuked the teacher. "I love it."
"Your vase is absolutely beautiful," exclaimed the teacher. "Did you want to draw some flowers in it, too?"
"It won't hold any water," replied the child wistfully.
The teacher thought about this and laughed a little. "Of course it will not hold real water. It is only a drawing," she said.
"My vase cannot hold water, because it is cracked," explained the little boy. Wide brown eyes met the teacher's gaze. She followed his finger to trace the carefully drawn fissures that nearly split the vase in two.
"My parents argue all the time," continued the little boy. "I know that it is not my fault, but our vase if broken. As long as it is broken, we cannot put the beautiful flowers in it, because they will die."
The teacher stared in stunned silence at the image in her hands. She wanted to reach out and pick up the child in her embrace, and to tell him that everything would be alright, but the gesture would feel inadequate in comparison to the deep thought that had gone into this drawing. Despite the emotional surge, the teacher knew that she had to respond appropriately to the precious gift in her hands.
"I have an idea," said the teacher, carefully selecting an assortment of yellow, orange, and brightly colored crayons. "Can you add a candle inside your vase?"
The little boy turned his big brown eyes back to the eyes of the teacher. He could not disguise his confusion and interest.
The teacher continued, "The candle will illuminate the cracks in the vase, so you can see them better. When you can see the cracks clearly, then you will know what you need to do about them. In the meantime, the candle will shine its light through the cracks, and it will fill the vase with warmth. It does not have to be full of flowers to be beautiful in some other special way."
The little boy thought about what the teacher said, and a smile lit up his face. With a twinkle in his eye, the little boy excitedly collected the vibrant colored crayons from his teacher and raced back to his desk. He stared at the page carefully, contemplating his new approach to this project, and then worked furiously to illuminate even the farthest edges of the paper.
As the child deposited the revised page in the hands of his teacher, he did not wait for her comments. Rather, he reached up placed his arms around the neck of his teacher, and gave her the most gentle of hugs. Then he raced out the door to join his fellow students on the playground.
As promised, the artwork was diligently posted around the classroom. The drawings of flowers adorned the walls, but the teacher kept one particular drawing closest to her own desk. Sometimes, after the children had gone home for the day and the classroom was quiet, she would stare at that picture and reflect on the insight of the little boy. She wondered what she would say to the parents when the time came for them to visit the classroom, as would inevitably occur. It did not take long.
As the teacher walked into the classroom, she saw the little boy standing in-between his parents, pointing at his artwork on the wall. She was stunned. She had often thought about how she would address his parents, and how she would explain the only empty vase. Looking at the expression on the faces of the adults, she knew that she would not have to explain, for the little boy had already done it. One of the most powerful gifts of children is the ability to be unashamedly honest. Although the cracked vase was never specifically mentioned, the conversation had the uncomfortable thin veil of politeness that concealed the deeper thoughts which remained largely unspoken between the adults.
One afternoon a few days later, after all of the children had left for the day, the teacher once again let her mind and her eyes wander to the drawing of the cracked vase. She immediately noticed something wrong with the picture, and leaned over to get a closer look. Someone had colored in the bottom of the crack. It was very subtle. In fact, it had hardly changed at all, but she had stared at the picture so often that she could tell even the slightest change. Surely, someone had snuck into the room and colored the bottom of the crack.
The teacher hoped that the little boy would not notice the act of vandalism. She carefully raised the picture a little higher on the wall, in an effort to keep it out of reach from any further abuse. Then she made it a point in her routine schedule to check on the vase every single day. To her amazement, someone continued to color-in the crack. It was never very much, just a little alteration every couple of days, but she could see the difference. The crack was slowly being filled.
After several more days had passed, the teacher made a concerted effort to discover the person who was gradually altering this artwork. She had watched carefully in the morning and afternoons, but had been unable to catch the vandal at work. She decided to check on the room during the playground break, and was amazed to discover the same little boy as he walked quietly and diligently to his desk in the classroom. He carefully selected a handful of crayons, and then pulled the teacher's chair up against the wall beneath his drawing. Concentrating and gently biting on the tip of his tongue, he colored in the last of the fissure at the top of the vase. Then, he pulled out a green crayon and drew a long stem from the top of the vase, a stem that nearly reached the top of the paper. At the top of that long stem, he began to lovingly create soft orange and yellow petals. The boy completed his task without a word or a glance to either side. He was completely absorbed in his loving craft.
The little boy put the crayons back in his desk, put the chair back at the teacher's desk, and walked toward the door. "Thank you for letting me use your chair, I could not get there on my own," said the little boy. "How do you like my sunflower?"
______________________________________________________
Words of Wisdom
"I have learnt silence from the talkative, toleration from the intolerant, and kindness from the unkind; yet strange, I am ungrateful to these teachers."- Kahlil Gibran
"The true aim of everyone who aspires to be a teacher should be, not to impart his own opinions, but to kindle minds."- Frederick William Robertson
"An understanding heart is everything in a teacher, and cannot be esteemed highly enough. One looks back with appreciation to the brilliant teachers, but with gratitude to those who touched our human feeling. The curriculum is so much necessary raw material, but warmth is the vital element for the growing plant and for the soul of the child."- Carl Jung
______________________________________________________
The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available now online in hardcover and paperback from www.Amazon.com (Hardcover), www.Amazon.com (Paperback), www.BarnessndNoble,com, www.Borders.com, www.Target.com, www.Buy.com, ,www.iUniverse.com, and many other fine booksellers.
About the Author:
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, the fundamental guide to achieve extraordinary sales and sustain loyal customers. John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital. www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, and educational articles. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.
Monday, September 1, 2008
The Most Valuable Source for Leads
Would you like to tap into the most valuable source for leads? You might be surprised to discover that you are climbing over the low hanging fruit in an effort to get to the top of the tree. In your haste to shout your message to the masses, you could be shouting over the heads of the potential business that is already in a queue at your door. Slow down and reflect for just a moment. Then tap into the most valuable source for leads.
The Chief Marketing Officer (CMO) Council has just completed a study of channel executives, distributors, resellers, and other channel representatives. The results of the surveys may not surprise you, but the contrasts of the responses provide a shocking insight into the sheer volume of missed opportunities. This is good news for you, because missed opportunities by others can create new opportunities for you. While you may agree with the initial results of the survey, consider how you can adjust your approach to the market and leverage these opportunities.
According to the survey results by the Chief Marketing Officer Council, most valued source of leads is from customer referrals.
54% Customer Referrals
14% E-Mail or Direct Marketing
8% Internet
7% Events
7% Leads from Vendors
3% Third Party Lead Generation Organizations
8% Other
Would you agree that the best leads come from the referrals of satisfied customers? Is it surprising that customer referrals were ranked as four times more powerful and valuable than E-Mail or Direct Marketing campaigns? Customer referrals were ranked nearly seven times more likely to result in sales and new business than leads derived the Internet.
Customer referrals are a means of providing immediate credibility. With the increasing ability for consumers to share personal expression on the Internet, Blogs, E-mail, and word of mouth, the ability to communicate has enhanced the voice of the customer. In business-to-business transactions, a customer referral is more likely to lead to an appropriate contact with a relevant message, which is far more powerful and likely to result in success than a cold call from a third party lead generation. Events and trade shows can be a powerful platform to market a brand, but fall short in delivering valuable leads.
With all of this insight, how did the same channel executives, distributors, resellers, and channel representatives respond to the survey by Chief Marketing Officer Council with regards to tactics for generating new leads in the coming year?
14% Plan to use Direct Marketing and E-mail campaigns
13% Plan to use Sales Brochures and collateral
10% Plan to focus on Tradeshows for lead generation
8% Will use Seminars to generate leads
7% Will rely on Print Advertising
7% Plan to use Public Relations and Article Placement
7% Plan to use the Internet and Online Advertising
6% Will revert to Telemarketing
6% Plan to invest in Internet Search Engine Marketing
5% Plan to engage customers in User Group Gatherings
4% Plan to rely on Yellow Page Advertising
4% Will experiment on the Internet with Blogs and Social Networking
3% Will use Online Directories
3% Will create Webcasts
1% Plan to use Content Syndication
2% Will try something completely different
The results of the survey regarding lead generation tactics for new business acquisition are hardly surprising. Very little has changed in the planning and tactics as conveyed by the survey response, and yet, the contrast in comparison to the most effective and valued leads is staggering. Even though 54% of respondents acknowledged that the most valued leads are based on customer referrals, the first mention of leveraging this goldmine occurs in the 4% of respondents that plan to engage customers in user group gatherings.
Fortunately, it would appear relatively that fourteen percent of respondents believe the most valuable lead generation comes from Direct Marketing or E-mail, and fourteen percent plan to use this tactic for lead generation in the coming year. However, even though only seven percent believe that the best leads from from trade shows, there are ten percent planning to take this tactic, and another eight percent who will augment this activity with seminars.
Although only eight percent believe that the highest chance for success comes from leads acquired by the Internet, there is a staggering number of diverse plans to leverage this channel of communication. The tactics include seven percent Internet and Online Advertising, six percent investing in search engine marketing, four percent using blogs and social networking, three percent using Online Directories, and another three percent experimenting with webcasts. The Internet provides an exciting vehicle to be creative, showcase the brand, and communicate to a very large audience. However, is it targeting the most valuable audience by engaging the most valuable leads that come from customer referrals?
As you can see, the tactics are not groundbreaking or unusual. On the contrary, the approach to market is contrived on establishing a brand, shouting a message to the masses, and hoping that the merit is recognized by the appropriate lead. The Internet, Trade Shows, Brochures, and Advertising, provide effective, if not innovative vehicles for spreading the slogan. While it may be necessary to invest in these channels of communication to maintain competitive placement, there remains untapped opportunity for higher rates of success when tactics engage customer referrals.
Stop what you are doing right now and imagine how referrals from satisfied customers could generate valuable leads and grow your business. It does not matter what kind of business you are in, or what responsibilities you have in the organization. Every member of an organization contributes directly, or indirectly, to customer satisfaction. Your actions may results in testimonials, endorsements, or positive word of mouth. If you could harness the power of customer referrals, your sales force would blossom with representation from independent trusted advocates.
So, how do you encourage and empower customers to grow this incredible pipeline of valued referrals? You ask them, of course. However, before you make such a bold request, your customers must know that you are fully engaged and obligated to their aspirations. When customers are assured that you are a trusted advocate, committed to customer satisfaction, they have the confidence to share referrals and recommendations.
Once customer confidence is established and the relationship is mutually rewarding, then it is just a matter of creating the appropriate opportunity for referrals to occur. This can be as simple as asking for referrals, or as formal as creating gatherings for existing clients and potential prospects to meet and exchange experiences. Introducing existing clients to potential prospects demonstrates immense confidence in your own relationship with your customers, because you are not fearful of losing the mutually rewarding relationship. Group gatherings and communications creates a unique opportunity to endorse your customers, grow their circle of influence, and for them to provide a third party endorsement of your efforts.
There are many ways to empower customer referrals by engaging individuals in group gathering or discussions, leveraging the Internet or Advertising, or by collecting a powerful collage of testimonials. The tactics for getting the most out of this goldmine pipeline are as diverse as the markets and customers in them. It all begins with recognizing the most valuable source for leads, acknowledging the value of these resources, and creating specific action items in a plan to unleash these untapped opportunities. Actively and effectively mining the most valuable source for leads will give you an advantage over 95% of your competition.
______________________________________________________
Words of Wisdom
"Everyone has talent. What is rare is the courage to follow the talent to the dark place where it leads."- Erica Jong
"Whatever you do, do it to the purpose; do it thoroughly, not superficially. Go to the bottom of things. Any thing half done, or half known, is in my mind, neither done nor known at all. Nay, worse, for it often misleads."- Lord Chesterfeild
"Electronic communication is an instantaneous and illusory contact that creates a sense of intimacy without the emotional investment that leads to close friendships."- Clifford Stoll
______________________________________________________
The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available now online in hardcover and paperback from www.Amazon.com (Hardcover), www.Amazon.com (Paperback), www.BarnessndNoble,com, www.Borders.com, www.Target.com, www.Buy.com, ,www.iUniverse.com, and many other fine booksellers.
About the Author:
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, the fundamental guide to achieve extraordinary sales and sustain loyal customers. John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital. www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, and educational articles. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.
The Chief Marketing Officer (CMO) Council has just completed a study of channel executives, distributors, resellers, and other channel representatives. The results of the surveys may not surprise you, but the contrasts of the responses provide a shocking insight into the sheer volume of missed opportunities. This is good news for you, because missed opportunities by others can create new opportunities for you. While you may agree with the initial results of the survey, consider how you can adjust your approach to the market and leverage these opportunities.
According to the survey results by the Chief Marketing Officer Council, most valued source of leads is from customer referrals.
54% Customer Referrals
14% E-Mail or Direct Marketing
8% Internet
7% Events
7% Leads from Vendors
3% Third Party Lead Generation Organizations
8% Other
Would you agree that the best leads come from the referrals of satisfied customers? Is it surprising that customer referrals were ranked as four times more powerful and valuable than E-Mail or Direct Marketing campaigns? Customer referrals were ranked nearly seven times more likely to result in sales and new business than leads derived the Internet.
Customer referrals are a means of providing immediate credibility. With the increasing ability for consumers to share personal expression on the Internet, Blogs, E-mail, and word of mouth, the ability to communicate has enhanced the voice of the customer. In business-to-business transactions, a customer referral is more likely to lead to an appropriate contact with a relevant message, which is far more powerful and likely to result in success than a cold call from a third party lead generation. Events and trade shows can be a powerful platform to market a brand, but fall short in delivering valuable leads.
With all of this insight, how did the same channel executives, distributors, resellers, and channel representatives respond to the survey by Chief Marketing Officer Council with regards to tactics for generating new leads in the coming year?
14% Plan to use Direct Marketing and E-mail campaigns
13% Plan to use Sales Brochures and collateral
10% Plan to focus on Tradeshows for lead generation
8% Will use Seminars to generate leads
7% Will rely on Print Advertising
7% Plan to use Public Relations and Article Placement
7% Plan to use the Internet and Online Advertising
6% Will revert to Telemarketing
6% Plan to invest in Internet Search Engine Marketing
5% Plan to engage customers in User Group Gatherings
4% Plan to rely on Yellow Page Advertising
4% Will experiment on the Internet with Blogs and Social Networking
3% Will use Online Directories
3% Will create Webcasts
1% Plan to use Content Syndication
2% Will try something completely different
The results of the survey regarding lead generation tactics for new business acquisition are hardly surprising. Very little has changed in the planning and tactics as conveyed by the survey response, and yet, the contrast in comparison to the most effective and valued leads is staggering. Even though 54% of respondents acknowledged that the most valued leads are based on customer referrals, the first mention of leveraging this goldmine occurs in the 4% of respondents that plan to engage customers in user group gatherings.
Fortunately, it would appear relatively that fourteen percent of respondents believe the most valuable lead generation comes from Direct Marketing or E-mail, and fourteen percent plan to use this tactic for lead generation in the coming year. However, even though only seven percent believe that the best leads from from trade shows, there are ten percent planning to take this tactic, and another eight percent who will augment this activity with seminars.
Although only eight percent believe that the highest chance for success comes from leads acquired by the Internet, there is a staggering number of diverse plans to leverage this channel of communication. The tactics include seven percent Internet and Online Advertising, six percent investing in search engine marketing, four percent using blogs and social networking, three percent using Online Directories, and another three percent experimenting with webcasts. The Internet provides an exciting vehicle to be creative, showcase the brand, and communicate to a very large audience. However, is it targeting the most valuable audience by engaging the most valuable leads that come from customer referrals?
As you can see, the tactics are not groundbreaking or unusual. On the contrary, the approach to market is contrived on establishing a brand, shouting a message to the masses, and hoping that the merit is recognized by the appropriate lead. The Internet, Trade Shows, Brochures, and Advertising, provide effective, if not innovative vehicles for spreading the slogan. While it may be necessary to invest in these channels of communication to maintain competitive placement, there remains untapped opportunity for higher rates of success when tactics engage customer referrals.
Stop what you are doing right now and imagine how referrals from satisfied customers could generate valuable leads and grow your business. It does not matter what kind of business you are in, or what responsibilities you have in the organization. Every member of an organization contributes directly, or indirectly, to customer satisfaction. Your actions may results in testimonials, endorsements, or positive word of mouth. If you could harness the power of customer referrals, your sales force would blossom with representation from independent trusted advocates.
So, how do you encourage and empower customers to grow this incredible pipeline of valued referrals? You ask them, of course. However, before you make such a bold request, your customers must know that you are fully engaged and obligated to their aspirations. When customers are assured that you are a trusted advocate, committed to customer satisfaction, they have the confidence to share referrals and recommendations.
Once customer confidence is established and the relationship is mutually rewarding, then it is just a matter of creating the appropriate opportunity for referrals to occur. This can be as simple as asking for referrals, or as formal as creating gatherings for existing clients and potential prospects to meet and exchange experiences. Introducing existing clients to potential prospects demonstrates immense confidence in your own relationship with your customers, because you are not fearful of losing the mutually rewarding relationship. Group gatherings and communications creates a unique opportunity to endorse your customers, grow their circle of influence, and for them to provide a third party endorsement of your efforts.
There are many ways to empower customer referrals by engaging individuals in group gathering or discussions, leveraging the Internet or Advertising, or by collecting a powerful collage of testimonials. The tactics for getting the most out of this goldmine pipeline are as diverse as the markets and customers in them. It all begins with recognizing the most valuable source for leads, acknowledging the value of these resources, and creating specific action items in a plan to unleash these untapped opportunities. Actively and effectively mining the most valuable source for leads will give you an advantage over 95% of your competition.
______________________________________________________
Words of Wisdom
"Everyone has talent. What is rare is the courage to follow the talent to the dark place where it leads."- Erica Jong
"Whatever you do, do it to the purpose; do it thoroughly, not superficially. Go to the bottom of things. Any thing half done, or half known, is in my mind, neither done nor known at all. Nay, worse, for it often misleads."- Lord Chesterfeild
"Electronic communication is an instantaneous and illusory contact that creates a sense of intimacy without the emotional investment that leads to close friendships."- Clifford Stoll
______________________________________________________
The Trusted Advocate: Accelerate Success with Authenticity and Integrity is available now online in hardcover and paperback from www.Amazon.com (Hardcover), www.Amazon.com (Paperback), www.BarnessndNoble,com, www.Borders.com, www.Target.com, www.Buy.com, ,www.iUniverse.com, and many other fine booksellers.
About the Author:
John Mehrmann is author of The Trusted Advocate: Accelerate Success with Authenticity and Integrity, the fundamental guide to achieve extraordinary sales and sustain loyal customers. John Mehrmann is a freelance writer and President of Executive Blueprints Inc., an organization devoted to improving business practices and developing human capital. www.ExecutiveBlueprints.com provides resource materials for trainers, sample Case Studies, and educational articles. http://www.InstituteforAdvancedLeadership.com provides self-paced tutorials for personal development and tools for trainers. Presentation materials, reference guides and exercises are available for continuous development.
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