People Smarter Than Me

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The Art of Recovery

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The art of recovery is truly an art, and not to be taken lightly. Mistakes lead to opportunities...a chance to show how smart you are...or, sometimes how dumb. Starbucks recently fell victim to the mass production of an e-mail coupon intended as a benefit for their employees (and their families). Well, as you could of guessed (and they should have), the benefit quickly outgrew its intended audience. So, what did Starbucks do? They posted this sign in their stores...

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As Seth points out, this is not the way to fix a problem you created...it sends the wrong message, and offends people, especially those loyal to you (like me).

It's just like this sign Holiday Inn posted in their rooms (previous post)...

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Think before you leap.

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The Front Line

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A very relevant post by Seth...Receptionists.

I've been ranting about this same subject for years...our industry doesn't perform so well when it comes to investing in the people who really make our business go...those on the front line. We notoriously pay just enough to keep warm bodies in positions which ironically get the most guest touches of anyone on the staff. I know leadership and experience are valuable and that some properties are exceptions. But, there is definitely an inequity in a good chunk of our industry. How much do you pay a front desk agent, a housekeeper, a steward? Do they particpate in an incentive plan, profit sharing or some other reward for performance program? We need to rethink our compensation models...for the most part they're broken, paying people for function vs. great service. If you pay people just enough to keep positions filled, it's likely you're going to receive performance that's "just good enough" to get by.

Spend more on people than anything else and show them you care...it works better that way.

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Why Stories Matter

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Here's an excerpt of a great Ad Age article which precisely drives home my point about why stories matter...

Today's traditional brands are under growing pressure as cheaper alternatives and look-alike products invade the global marketplace. A brand is no longer just a matter of top quality or great design. Physical and rational attributes are easy targets for copycats. Companies that want to maintain brand status in the future must justify to consumers what makes them so special. Does your company have an original story to tell? A story that is so honest, captivating and unique, that we are willing to pay a price premium to become part of it?

Click to read the entire article

Thanks to Chris of Magellan Strategy Group for the pointer.

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Sales Job

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Telemarketer


Most people will tell you that “sales” is a tough job. Not really. It just depends on how you define “selling”. If you believe sales is the act of trying to convince someone you’ve never met to buy a product or service they have never heard of…that’s extremely challenging. But, I don’t call that selling. I call that a waste of time. It hardly ever works. And, in the process, you end-up alienating the vast majority of the people you reach. That’s what makes cold calling, junk mail and most of advertising such a dreadful experience…for everyone involved. Just remember the last time you hung-up on the late evening telemarketer.

Sales is not about forcing a non-buyer to be a buyer. It’s about making people feel comfortable…with you, and the idea of purchasing something they are already interested in. In a recent post, Seth points out that sales is an art form…I completely agree. Do the wrong things…and you never get past hello. Make people feel at ease and earn their trust…and you’ve got a real chance.

Dalai Lama Marketing

Read this while catching-up on Seth's blog. A very appropriate list for both your personal and professional endeavors...Happy Sunday.

1. Take into account that great love and great achievements involve great risk.
2. When you lose, don’t lose the lesson.
3. Follow the three R’s: Respect for self, Respect for others and Responsibility for all your actions.
4. Remember that not getting what you want is sometimes a wonderful stroke of luck.
5. Learn the rules so you know how to break them properly.
6. Don’t let a little dispute injure a great relationship.
7. When you realize you’ve made a mistake, take immediate steps to correct it.
8. Spend some time alone every day.
9. Open your arms to change, but don’t let go of your values.
10. Remember that silence is sometimes the best answer.
11. Live a good, honorable life. Then when you get older and think back, you’ll be able to enjoy it a second time.
12. A loving atmosphere in your home is the foundation for your life.
13. In disagreements with loved ones, deal only with the current situation. Don’t bring up the past.
14. Share your knowledge. It is a way to achieve immortality.
15. Be gentle with the earth.
16. Once a year, go someplace you’ve never been before.
17. Remember that the best relationship is one in which your love for each other exceeds your need for each other.
18. Judge your success by what you had to give up in order to get it.
19. Approach love and cooking with reckless abandon.

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Customization

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Jackie and Ben hit the nail on the head...again! Using two highly regarded wine country restaurants as examples (French Laundry and Cyrus), they give us some excellent insight into what makes these establishments so extraordinary.

I'll follow with my own little formula:

1. You've got to get the basics right. An overabundance of cleanliness, smiles and quality is a must.
2. You've got to be interesting...better have a story, one that strikes an emotional connection with your prospective guest.

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3. Customize. Like Jackie and Ben, I believe this is a key if not THE key to getting people to talk about their visit. People want an experience that's tailored to them. That's what makes it special, interesting and fun to talk about. Why would you tell your neighbor or co-worker about an average stay at an average business hotel?...you wouldn't. But, you might feel compelled to talk about a restaurant that called the kitchen upon your arrival and tailored the offerings around your tastebuds.

Make your guest experience interesting by telling stories and treating people differently, just like you would your friends if you were inviting them to your own home.

The Art of Recruiting

More good stuff from Guy…this time on recruiting talent to your organization.

I like all the points he makes sans the hard sell of the prospective candidate…the pull-out all the stops tactic. Rather, have the candidate interview as many people within your company and maybe even a client or two to see how great you really are.

Part of the problem (no, THE problem) with the hiring process is all the selling that is going on by both sides. Ask questions…shut-up, listen and take notes. If you hear something that raises a red flag, ask more questions about it. And, by all means, tell the truth…about everything. If you don’t, they’ll find out anyway.

The Art of Schmoozing

I’ve often promoted the idea that we are in the business of building relationships. Nowhere is this more true than in our sales efforts, no matter if you’re the GM, the Director, the Sales Manger or the Receptionist.

Guy Kawasaki recently posted his ideas about relationship building…schmoozing. I especially like these two:

1. Understand the goal. Darcy Rezac in his book, The Frog and the Prince, wrote the world's best definition of schmoozing: “Discovering what you can do for someone else.” Herein lies eighty percent of the battle: great schmoozers want to know what they can do for you, not what the you can do for them. If you understand this, the rest is just mechanics.

2. Ask good questions, then shut up. The mark of a good conversationalist is not that you can talk a lot. The mark is that you can get others to talk a lot. Thus, good schmoozers are good listeners, not good talkers. Ask softball questions like, “What do you do?” “Where are you from?” “What brings you to this event?” Then listen. Ironically, you'll be remembered as an interesting person.

So, before you head-off to your next trade show or sales call, read Guy’s notes…then, read them again. I did.

Improv Wisdom

Improvwisdom


I recently finished this book by Patricia Ryan Madson called Improv Wisdom. It’s a short and to-the-point offering about how to deal with life…which inevitable does not go as planned.

Here’s my best takeaway…the five rules which are essential for the successful entrepreneur…from page 135

1. Show up on time
2. Be nice to people
3. Do what you say you’ll do
4. Deliver more than you promise
5. Work with enthusiasm and passion

Friday, January 20, 2006 at 07:38 AM

People Want To Be Different

I haven’t been reading as much lately. Too busy involved in my own little world…creating podcasts, making websites, taking care of kids, etc. I just started meandering through the backlog of material to find this most recent post by Mr. Godin. He makes a very good point about how Google helps you turn prospects into customers. But, for me, the most important message came from the very last sentence,

“And treating different people differently is what consumers demand.”

That’s the bottom line to being successful in our business…period. And, I wouldn’t spend so much time on making the physical attributes of your property different. Rather, find ways to make sure people are treated differently…so they get their own, customized experience. Talk to them, understand them…and deliver. Figure this out, and you’ll be a mile ahead of most.

Be Innovative

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Learned this from a new friend while discussing the finer points of guest service this evening.

When attempting to be innovative, follow these simple guidelines:

Eat like a bird- eat from many different sources and listen to radicals (those that are passionate to the extreme)
Play like a fool- get information and play with it, turn it around, upside down, try the opposite of whatever it is your doing.
Poop like an elephant- deliver, deliver, deliver

Thanks to Gui for the inspiration…I especially like that last one.

More Mooing

Another takeaway from the Big Moo…

From page 165…

If the race goes to the swift, not the large, then this is good news for anyone who’s not listed on the Fortune 500. The race is getting faster, and clueless big companies continue to miss the boat.

Access to assets is no longer the key to success. The will to implement is.


And, a relevant excerpt from my upcoming article “vanished”…

Smaller groups and smaller environments usually foster better teamwork and more effective communication. That simply leads to more adaptive and better service.

Smaller is better in almost every case…at least for the customer. So, if you have a big company, break it down onto more manageable parts. Otherwise, you’re probably going to get out hustled by the little guy at some point.

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Discipline

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When tasked with opening a new property and spreading the word, it’s easy to get into a frenzy about media coverage…taking and enjoying anything that comes your way. I mean, who wouldn’t be happy with just about any insertion as long as it didn’t show up in some tabloid. Well, it turns out, Tony wouldn’t. And, he’s absolutely right. Here’s a link to Tony’s story thanks to Doug, who gives us many great thoughts over at Imagine.

You need to be more like Tony, disciplined enough to recognize your audience, focusing your energy, creativity and passion on serving them, and only them. Media placements, whether paid or non, require the same discipline and a very targeted approach. Sometimes, as in Tony’s case, that means not accepting any. For most, however, it means resisting the temptation to use the “take anything” approach. If you do that, you’re likely wasting money chasing the wrong folks to come to your party.

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Genius

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This from page 88 of The Big Moo in describing Apple’s Genius Bar concept…

Apple creates the chance for an intimate, powerful conversation. The stores are not just profitable, they are extraordinarily effective ambassadors…
This is a very rich and significant idea, especially in our so called “people” business. So, as you finalize your marketing plan for next year…change it. Reduce the ad and direct mail budget by at least 50% and spend more money and time getting to know your customers…and their friends. Don’t just send sales people to trade shows. Get some (or all) of your key leaders involved. Host exclusive parties for your best clients…offer to do it in their homes!

Find ways to start conversations.