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©2011 James Feldman All Rights Reserved
D-A-T-I-N-GD-A-T-I-N-GYour Your
CustomerCustomerJames D. Feldman
D-A-T-I-N-G Coachwww.ShiftHappens.com
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©2011 James Feldman All Rights Reserved
Are your families Are your families satisfied?satisfied?
Think!
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©2011 James Feldman All Rights Reserved
What matters most?What matters most?Why do I care?Why do I care?
Make it short and sweet.
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©2011 James Feldman All Rights Reserved
Start hereStart here• Craft your message• Present ideas• Generate excitement• Deliver Meaningful Memories• Create evangelists
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©2011 James Feldman All Rights Reserved
Become an Become an environment where environment where
excellence is excellence is expectedexpected
Not just celebrated
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©2011 James Feldman All Rights Reserved
Voice of the Voice of the families evolutionfamilies evolution
1980-90: cheaper, better product 2001-05: better product, nicer service 2006-11: faster, better buyer process
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©2011 James Feldman All Rights Reserved
What am I What am I selling?selling?
Take a moment
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©2011 James Feldman All Rights Reserved
Create an Create an experienceexperience
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©2011 James Feldman All Rights Reserved
Establish a common ground
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©2011 James Feldman All Rights Reserved
Listen more than you talk
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©2011 James Feldman All Rights Reserved
Treat families as friends
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©2011 James Feldman All Rights Reserved
Turn prospects into Turn prospects into friends.friends.
Families into Families into evangelists.evangelists.
Create a relationship.
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©2011 James Feldman All Rights Reserved
Dazzle customers with your service
D-A-T-I-N-GD is for DAZZLE
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Dazzle & Delight
Family service is NOT a department…
Family service is an ATTITUDE!
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Dazzle & Determine
• Treat your families the way you want to be treated
• Honor the uniqueness of each family
• Give your family 100% of your attention
• Listen more• Talk less
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©2011 James Feldman All Rights Reserved
Dazzle & Differentiate
• Under promise and over deliver• Determination is what family
service is all about• Recap the discussion• Always invite your family to
refer to other families • Become their resource
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©2011 James Feldman All Rights Reserved
Dazzle & Discover
• Replicate what is working• Create re-touching tools• Nothing or no one is disposable• Nothing is too caring• Think about developing the
family long term relationship
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©2011 James Feldman All Rights Reserved
Dazzle Families by:
• Anticipating their needs• Focus on their desire to do
business with you
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anticipate
D-a-t-i-n-gA is for Anticipate
Anticipate the needs of your family
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anticipate
Acknowledge
Embrace change & manage it…the best
way you can
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anticipate
Accept
Do not resist the idea of change or the
implementation of change
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anticipate
Attitudes
Attitudes are caught… not taught!
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anticipate
K N O W L E D G E
96%11 14 15 23 12 5 4 7 5
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anticipate
H A R D W O R K
98%8 1 18 4 23 15 18 11
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anticipate
A T T I T U D E
100%
1 20 20 9 20 21 4 5
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Have the right attitudeHave the right attitude
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anticipate
B U L L S H I T
103%
2 21 12 12 19 8 9 20
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anticipateY O U R W I S D O M
162%
25 15 21 18 23 9 19 4 15 13
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D-A-T-I-N-Gt is for treat
Be problem solvers for your families
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treat
Teach• Give priority to family needs• Empower employees• Emphasize improvements rather than
maintenance• Commit to quality
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treat
Training
Excellent family service must be developed with proper focus and spotless
coordination of people and procedures
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treat
Timeliness
Deliver answers & solutions when the family needs them
NOW!
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treat
Tackle
Deal with problems in real time
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treat
Teamwork
It takes a T-E-A-M to consistently produce superior family service:•T – Talent•E – Enthusiasm•A – Attitude•M – Motivation
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treat
Tenure
To ensure a long-term, beneficial relationship, handle your families:
• Respectfully• Individually• Attentively
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D-A-T-I-N-GI is for
InnovationUnderstand most rules should be flexible
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innovate
Innumerable
• Wealth flows directly from innovation
• Wealth is not gained by perfecting the known, but by seizing the unknown
How many pens can we use?
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innovate
Important
• Everyone likes to be thought of as important.
• Make your family feel important and they’ll make you feel the same way.
• Did anyone thank your family for their business?
• Did anyone ask them if they were happy with their service?
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©2011 James Feldman All Rights Reserved
innovate
Ignite
• The family is KING & knows it• New ways of doing business
are being created each day• New products are not an
option• New uses for existing products
win new business• Families vote with their dollars • The playing field has changed--
you must change with it
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innovate
Identify
• Management must foster a climate open to innovation
• The management team must set the stage for innovation and creative thinking
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innovate
Insecure• Every company that plans to compete in
the 21st century needs to develop new ideas and next-generation approaches.
• Families are no longer stuck with one resource or supplier.
• The Internet has opened the entire world to families who can surf and find what they want, for the price they want, with the service level they expect.
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innovate
Inoculate
• We work best these days when we function as thinkers -independent problem solvers - rather than waiting for higher levels of management to do our thinking for us.
• Employees and management need to stay in alignment with the objectives of your organization.
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Failure and innovation are related
Success only truly comes when you learn from failure
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You must be better or lose the competition
You must be better than your competitors
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D-A-T-I-N-G N is for NurtureTreat your employees with the care and respect you’d like them to give to your families
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The Best Employees are:
•Dependable •Trustworthy•Relationship oriented•Solution minded•Action oriented•T•E•A•M Player•Take Direction•Great Attitude•A Family advocate
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nurture
Negligence
• Is the greatest reason employees leave a company!
• Not for better pay…but for more recognition.
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nurture
Notify
• Increase each employee’s awareness of their need to EXCEED co-worker expectations
• Build a T-E-A-M• Talent-Enthusiasm-Attitude-
Motivation Together-Everyone-Achieves-
More
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nurture
Needs
• Co-workers must interact before they can act on behalf of a family
• Employees must work together to form a cohesive group
• YES must replace NO• CAN DO must replace “that’s not my
job”• A people-approach results in profit
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nurture
Needs
• Recognize employees have practical information and power.
• Treat each employee as an appreciating asset…appreciate your assets!
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nurture
Nourish
• Create clear rewards• Include recognition• Build excitement• Repeat & refine
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D-A-T-I-N-GG is for guarantee
Exceed the expectations of both employees & families
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guarantee
Grateful
“Never forget the customer owns the store” – Sam Walton, Wal-Mart
“If you can’t please your current customers…you don’t deserve the new ones” – Scott Cook, Intuit
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guarantee
Give
Find continuous ways to give to others around you, especially your:•Families•Employees•Suppliers
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guarantee
Garnish
• Your family service with unexpected, pleasant extras to let your families know they’re special to you
• It’s guaranteed to get their attention
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guarantee
Gifts (free)
• Listening• Affection• Laughter• Compliments• Advice• Favors• Cheerful disposition• Handwritten notes
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guarantee
Gush
• Set yourself apart from the competition
• Eliminate non-productive tasks
• Concentrate on those people that suggest your service to others
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Top 10 most profitable Top 10 most profitable
phrases:phrases:10. “1 apologize for our mistake. Let me make it right.”
9. “Thank you for your business. Please come back again.”
8. “I’m not sure, but I will find out.”
7.“What else can I do for you?”
6. “What is most convenient for you?”
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©2011 James Feldman All Rights Reserved
Top 10 most profitable Top 10 most profitable
phrases:phrases:5. “How may I serve you?”
4. “How did we do?”
3. “Glad you’re here!”
2. “Thank you”
1. “Yes”
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Focus on the family, Focus on the family,
not the competition.not the competition.
• Families are ALWAYS looking for better alternatives.
• Become the FIRST choice and not the last.
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©2011 James Feldman All Rights Reserved
Focus on new benefits, not features.Focus on new benefits, not features.
Families are not looking for a miracle—they just want their loved ones to be respected!
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©2011 James Feldman All Rights Reserved
Focus on new benefits,Focus on new benefits,
not features.not features.
Find new ways to INNOVATE: •Substitute topics•Redefine your category•Retarget•Promote•Eliminate•Recreate
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©2011 James Feldman All Rights Reserved
Update your products Update your products
before your competitionbefore your competition
Setting the pace means leading the competition.
Once a client asks for a feature--it has already been provided by someone else.
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©2011 James Feldman All Rights Reserved
D-A-T-I-N-G Your FamilyD-A-T-I-N-G Your Familyis like any other is like any other
investmentinvestment
• One size does not fit all• Solutions need to be
personalized• Form Alliances• Be flexible• Be responsive• Focus on your ROI
Return on your Ideas
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©2011 James Feldman All Rights Reserved
Don’t follow paths, create trails.Don’t follow paths, create trails.
• Define the end result, then create your path to reach it.
• Dare to be different.• Learn from other industries.• The most important part of your
marketing plan is your message.
What is yours?
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©2011 James Feldman All Rights Reserved
Don’t follow paths, create trailsDon’t follow paths, create trails
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©2011 James Feldman All Rights Reserved
D-A-T-I-N-GD-A-T-I-N-GYour Your
CustomerCustomerJames D. Feldman
D-A-T-I-N-G Coach
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©2011 James Feldman All Rights Reserved
Talk To MeTalk To MeLinkedIn: www.linkedin.com/in/jamesfeldman
Twitter: @ShiftHappensNow
Hashtag: #shifthappens
www.shifthappens.com
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©2011 James Feldman All Rights Reserved
““Of the 100 largest United States companies Of the 100 largest United States companies at the beginning of the 20th century, only 16 at the beginning of the 20th century, only 16 are identifiable today. Considering more are identifiable today. Considering more recent history, of the companies in the recent history, of the companies in the Fortune 500 in 1970, one-third had ceased to Fortune 500 in 1970, one-third had ceased to exist by the early 1980s. And during the exist by the early 1980s. And during the 1980s, a total of 230 companies 46 percent 1980s, a total of 230 companies 46 percent disappeared from the Fortune 500. Obviously, disappeared from the Fortune 500. Obviously, neither size nor reputation guarantees neither size nor reputation guarantees continued success or survival." continued success or survival."
- Strategy & Business Journal - Strategy & Business Journal