A man’s place!

I was out with a friend of mine recently when a coat in a shop window caught her eye and she asked if I minded if we went in so that she could try it on.  Well what does a gentleman do in such circumstances?  “Of course not”, I replied cheerfully.

While she went off to try her coat I did what most men do on these occasions; try to keep out of the way, not look too bored, and of course say the right thing when asked (only joking).

So, I had a look around. The shop was certainly full of some beautiful clothes, but that wasn’t what had got my interest.  It was the fact that this business owner really knew their stuff.

They had some very nice looking shoes; expensive.  However, it was the sign behind them that was just brilliant.  It said that they only purchased a small number of shoes so that they remained exclusive and when the shoes were gone, well that was it, they were gone.  So if you loved the shoes you had better buy them.  They had covered it all; quality, fashion, scarcity and fear of loss.

David Wimblett Shoes

However, it was the next thing I spotted that I really liked.  A magazine, lying on a small table. On the cover was a beautiful woman in a red dress (I love red).  On two sides of the table were chairs and they were out of everyone’s way.  I sat and picked up the magazine.  Underneath was a magazine about motor racing, under that a magazine on shooting, and then one on sport.  This was just perfect.  And then ‘the penny dropped’.

What a brilliant idea!  Keep the man happy and guess what? The lady will spend more.  And she did.

But, there was still one last thing to come.  The loyalty card. And even this was clever.  Firstly, my friend had already earned four points and she only needed ten points to get her first reward, but the really smart thing was that the card stayed in the shop.  Therefore she could never forget it and miss out on those valuable points. But even better, anyone could use it for her; so even more custom for the shop.  Now that’s very clever.

Obviously my friend would return, she also had a place where people could buy her presents (and she would earn extra loyalty points), and of course those people might buy for themselves and the whole process would start again.  As I said – very clever.

So, what could you do in your business that would have the same result?

Smashed!

Work progresses well in our lovely new home in the Surrey Hills. In our garden we have the more usual birds but also ducks, pheasants and a heron (I think he is fishing).

Currently we are working on the design of our en-suite and have spent a great deal of time choosing the furniture, tiles, fittings and taps. One of these items was a lovely white ceramic counter top basin chosen to go with a lovely oak vanity unit found on the internet.

The unit arrived well packed on a pallet but without the basin. This it turned out was coming from another supplier. A few days later a delivery man arrived at our door and, as he handed me the box he was carrying, I heard the sound of broken ceramic. I suggested he take the box back but he replied that his was to deliver not take returns (not the best customer service).

When I opened the box my fears were realised as the basin was smashed to pieces. What surprised me was that a ceramic bowl could just be placed into a standard cardboard carton without any additional packing.

smashed sink

A quick phone call, resulted in the company apologising for the mishap, that they would get a replacement basin sent out immediately, with extra packing.

Pretty good customer service and I have to say that I was pretty impressed. After all, mistakes happen and it’s how they are put right that makes the difference.

A couple of days later another delivery man knocked at my door and as he handed the box to me I heard the same sound of broken ceramic.

When I opened the box, there was the smashed basin. Again just placed in a cardboard carton; the extra packing consisted of a layer of bubblewrap wrapped around the outside of the carton.

Needless to say I didn’t ask for a third bowl to be sent but instead asked for a refund (given) and sourced, as it turned out, a far more beautiful basin locally.

But this is what I don’t understand. How is this business making any money? Two basins delivered and smashed and no sale – no income at all.

Even more mystifying is what sort of manufacture puts a delicate ceramic basin into a plain cardboard carton without any packing? I’m sure a little polystyrene would have done the job.

I can only assume that these basins are normally collected (even that doesn’t make any sense) and not delivered by courier, with no thought being given to the extra requirements of that service. But even then, when pointed out, no proper thought was given to a process that clearly wasn’t working.

So, are you providing a service that may have changed in some way that needs some extra thinking to ensure that you are providing the best possible service?

I love this mailing!

It’s taken me a while for me to write this blog because I didn’t want you, my reader, to think I was easily taken in. But I just love this mailing.

It arrived on my doormat some months ago and I knew exactly what it was; someone was trying to sell me something. In fact I put the envelope, un-opened, straight into the recycling. As I say, I knew exactly what it was. But something at the back of my brain was nagging me. ‘You’re not average’, it was saying. But I knew it was just a ploy. ‘Forget it!’ I told myself.

Envelope Mailing

I did forget it for a while but finally succumbed, retrieved the envelope from the re-cycling and opened it. And, of course, I was right. I was trying to be sold something I didn’t want.

But, that’s the point of great marketing – or, more importantly, a great ‘hook’.

You have to get opened whatever it is that you are sending out. You have to get the next paragraph of a letter read or the line in an advert. And the way you do that is with a brilliant ‘hook’. Be it a Subject Line of an email, the Headline in an advert, the title of a letter, the first words on your website, and yes, the words on an envelope.

Your most important job is to get people to read about whatever it is that you are selling and the better your ‘hook’ is, the more enquiries, and therefore sales, you will get.

Do this right and people will just have to open (read) and see what comes next. Almost against their will!

One tip, write your copy first and then work on the headline until you get it right.

Networking – the biggest mistake: selling!

I was at a networking event recently with well over two hundred other business people.  About half way through the evening there was a speaker. He asked us all a question.  ‘How many of you are here this evening with something to sell?’  Just about every hand went up.  He then asked us another question.  ‘How many of you are here to buy something?’  For the second time my hand didn’t move, but what was more to the point, only a few hands went up.  The speaker then said, ‘Well you are all pretty much stuffed then aren’t you!’  Everyone laughed, but he had made his point!

So, what’s the point of networking?

Well, it’s certainly not to sell.  If you think about it logically, what are the chances of someone you don’t know, wanting to buy what you are selling, just at that exact moment?  Answer: just about zero.

There is only one reason to go networking and only one.  Forget collecting business cards, eating great food, or not so great food, and having a glass of wine.

Networking is all about the beginning of a relationship.  Finding people that are also interested in exploring the possibilities of a future relationship and who are happy to meet at a later date for a coffee.  That’s it! Nothing more.

So, forget all of your sales brochures and samples, and instead find out who is at the networking event, who may be a good contact for you, and how you in turn may be a good contact for them.  Locate them, introduce yourself politely, ask lots about them, ask interesting questions, listen intently and see if they would like to meet another time.

I promise you, you will soon have a diary of appointments, and not just a desk piled high with soon forgotten business cards.

Introduce Yourself

Often you will not have the luxury of someone else introducing you at a networking event, so it is important that you are practised in doing it yourself.

What makes this even more imperative is the fact that most of us make assumptions about the people we meet within the very first few seconds of meeting them.  What’s more, that first impression is hard to shake or to change.

So, what can we do to ensure that the first impression we give is the one that we want those that we meet to form?

Well, the answer, as with most things in life, is to prepare: to practise.

You need to define your message.  However you introduce yourself is what will be accepted by the other person.  Will it be with confidence and energy, or just dull?  What will make you interesting?  Please don’t say’ “I’m a – whatever you are”.  It’s just so boring!  Make yourself stand out from the crowd: be different from the masses and you will be remembered.  Another very important thing is to ask great questions.  Once you have passed the opening small-talk (but interesting) stage ask great questions.  People love to talk about themselves, so be interested in them; don’t just talk about you.

Then what about your appearance?  Do you look as you want to be thought of?  Do you look like people in your profession should look?  You may not think it is important, but remember those first few seconds.  It’s their judgement that counts, not yours, and that will gain you more business. Do you look successful; someone they would want to do business with?

Also remember that a great deal of communication is non-verbal: your mood can be picked up.  So imagine that you are on stage.  Before you enter any room, be it networking, a sales meeting, whatever, stop and calm yourself, put everything other than what is about to happen from your mind, imagine what you want to be, and then enter the room.

Make your introduction interesting and you will have better conversations. And, better conversations will lead to more opportunities.

Has your business already closed for Christmas?

I was at a networking event last week when one of the people I was chatting with said that they wouldn’t be doing much work the week before Christmas.   I asked why and I have to say that their answer astounded me!

Well, the person explained, I won’t want to be out working, the people I work for will be winding down for Christmas; no one will be interested in doing any business… His reasons seemed endless.

I pointed out that I would be working right up until Christmas Eve, certainly until the lunchtime.  Also, that I wanted new business right up until then and I certainly wanted work early in January.  Not working Christmas week could mean that it would be the second week, maybe even the third week, of January before things really got moving again.  It happens every year.  Think about all of that lost business; the sales momentum lost.

So, my question is a serious one.  Has your mind-set already closed your business for Christmas?  Are you thinking, no point looking for new business? No point contacting existing clients? No one will be interested in doing business?  If you are, you have already closed for Christmas.

Really successful people don’t follow the herd, they do something different.  So, instead of closing early for Christmas, why not make sure your business is well and truly open and ensure that not only do you have a better December than most but also a far better start to 2019?

Will It Make The Boat Go Faster?

I have to say that I love this book and if you haven’t read it I highly recommend that you do.

The book was introduced to me some years ago at an Entrepreneurs Circle event where Ben Hunt-Davis was the main speaker. Ben was part of the GB Men’s Rowing Eight that won gold at the Sydney Olympics in 2000. It is the story of how after years of winning little they changed the way they worked and the result it had; a gold medal.

David and Ben BW
Me with Ben Hunt-Davis

I remember one of my fellow attendees saying that listening to some bloke talking about winning a gold medal in rowing (for an hour) had nothing to do with their business and it was a complete waste of their time. They couldn’t have been further from the true value of his story. But no amount of trying could convince them otherwise.

You need to read the book but this, in a few words, is the basis of the story. After yet another defeat the crew sat down to discuss what they could do about it; how they could change things. And that is where, ‘Will It Make The Boat Go Faster?’ was born.

The premise was that they would measure everything they tried by – Did it make their boat go faster?

Fighting amongst the crew – did it make their boat go faster? Not surprisingly – No.

Lack of sleep – did it make their boat go faster?

A certain training method – did it make their boat go faster?

Everything they did was given the same test. Did it make their boat go faster?

If the answer was ’Yes’, they did it again and if the answer was ‘No’, they didn’t. It was that simple.

So, if you haven’t got it already, what’s that got to do with your business?

Well, you can run exactly the same test on your business; whatever your goals are. More sales, more profit, better training of staff, it really doesn’t matter what it is. Just run the test.

For example: you produce a new sales advert. Did it make the boat go faster? In your case did it generate more sales? If ‘Yes’ you run the advert again, if ‘No’ you change the advert. You run a workshop. Did it make the boat go faster? In your case did it have the result you were hoping for? If ‘Yes’ the workshop was a success, if ‘No’ it needs to be changed or dropped.

Many things in your business will be done the way they are, just because that’s how they are done. Most without any real thought as to if it’s the most effective way of doing whatever it is.

I was at a large office block recently where at the beginning of the day, when most people are arriving for work, the lifts don’t stop at the first two floors. Why? Because it gets people into the building faster.

So, why not try ‘Will It Make The Boat Go Faster?’ on your business and see what results you get? You might even win a ‘Gold medal’!