I was asked to appear on CNBC’s “Power Lunch” program a few weeks ago, to discuss customer service and customer satisfaction, and I was told I’d be debating a fellow who is also a consultant.
“Have you ever heard of him?” the senior producer asked.
“No, I haven’t,” I replied in all honesty.
The debate went off without a hitch, my clients and family said I won the argument, so it was a happy event, from my viewpoint.
Still, I can’t remember this gent’s name, and it has nothing to do with memory loss, I assure you.
I had only been exposed to it once, and I have never heard it again.
Contrast this with a fellow who has me on his email list, who used to be a real nobody.
He runs communications seminars for companies, and every week I receive one of his “newsletters,” which is little more than a single-paged puff piece.
I believe this fellow is a lightweight; without any original ideas of note, yet I have to hand it to him.
I REMEMBER HIS NAME, and if a producer ever asked me I could say I know of him.
Moreover, because his photo always appears on the e-letter, I could pick him out of a lineup.
Despite the fact that his credentials are practically non-existent from what I can determine, he has more credibility than my TV debate foe if only because HE IS MORE FAMILIAR TO ME.
This is the power of exposure.
My accountant’s firm, consisting of three CPA’s and a few helpers, is doing something similar.
Positioning themselves suddenly as “wealth managers,” which is a real hoot, I’m gradually starting to wonder if they know something that I never appreciated.
This change of view about their credibility is a simple byproduct of REPEATED EXPOSURES TO THE SAME MESSAGE:
“We’re not just numbers crunchers!”
Fair enough.
One of these years I might risk my nest egg and ask them for a little of their financial wisdom.
Interpersonal attraction theory is an area of research that asks a basic question that should be of vital interest to anyone in client relations:
Under what conditions can I attract people and influence them?
There are two ways: (1) Serendipity, and (2) Propinquity.
The former is based on luck, a haphazard crossing of one’s path with another, as occurred with my TV debate partner.
Propinquity is based on the FREQUENCY with which we encounter a person and his message.
We can control the second through our efforts, alone.
Have your clients seen something positive about you today, this week, or this month?
If not, it can be corrected, and part of our consultancy is helping our clients to do just that.
Dr. Gary S. Goodman is the best-selling author of 12 books and more than a thousand articles. A frequent expert commentator on radio and TV, he is quoted often in prominent publications such as The Wall Street Journal and Business Week. President of Clientrelations.com and Customersatisfaction.com, his seminars and training programs are sponsored internationally and he is a top-rated faculty member at more than 40 universities. Dynamic, experienced, and lots of fun, Gary brings more than two decades of solid management and consulting experience to the table, along with the best academic preparation and credentials in the speaking and training industry. Holder of a Ph.D. from the Annenberg School For Communication at USC, an MBA from the Peter F. Drucker School of Management, and a J.D. degree from Loyola, his clients include several Fortune 1000 companies along with successful family owned and operated firms. Much more than a “talking head,” Gary is a top mind that you'll enjoy working with and putting to use.
He can be reached at: gary@customersatisfaction.com
Article Source: http://EzineArticles.com/?expert=Dr._Gary_S._Goodman
Wednesday, July 11, 2007
Client Relations - Downsize Client Rewards At Your Peril
For years, I could count on my CPA to send me four Dodger tickets, a pass good for admission to the Stadium Club restaurant, and a free, privileged parking voucher.
I wasn’t that fond of the Cincinnati Reds, but I suppose my cipher wasn’t either, because almost always I’d see the Reds demolish the Blue Crew, a spectacle he smartly spared himself.
Anyway, it was fun, and during some seasons because of my travel schedule, I was only able to make it to one game, and that one was usually spiffed by my accountant. So, it felt like a splurge on his tab, though if the truth be told, I suppose his fees had the bonus built in.
The other day, just as the All-Star break was arriving as it always does at mid-season, I received an envelope from my accountant.
There weren’t any Dodger tickets inside, nor the customary restaurant or parking passes.
There was a $5 gift card to the Coffee Bean & Tea Leaf.
Now, I don’t want to sound mercenary about this, but there is a significant difference in the value that envelope contained this year, versus preceding years.
Specifically, the Dodger seats would be worth about $200 or more, the parking about $15, and the Stadium Club is literally priceless. You cannot get in unless you’re a season ticket holder, which means you cannot luxuriate in its reasonably lavish pre-game buffet, nor indulge in its wine list.
And, if status matters, you forego enjoying the ambiance of being an insider.
In perk-denominated dollars, is my accountant saying, this year, I’m worth only 1/40th of my past value?
Is my business more trouble to him than it is worth?
Should I read some ulterior motive into those Coffee Beans and Tea Leaves?
Be careful when you inaugurate a customer rewards program of any kind. If you decide to scrimp on it later, your clients will notice, even if they aren’t Dodger fans.
Dr. Gary S. Goodman is the best-selling author of 12 books and more than a thousand articles. A frequent expert commentator on radio and TV, he is quoted often in prominent publications such as The Wall Street Journal and Business Week. President of http://www.Clientrelations.com and http://www.Customersatisfaction.com his seminars and training programs are sponsored internationally and he is a top-rated faculty member at more than 40 universities. Dynamic, experienced, and lots of fun, Gary brings more than two decades of solid management and consulting experience to the table, along with the best academic preparation and credentials in the speaking and training industry. Holder of a Ph.D. from the Annenberg School For Communication at USC, an MBA from the Peter F. Drucker School of Management, and a J.D. degree from Loyola, his clients include several Fortune 1000 companies along with successful family owned and operated firms. Much more than a “talking head,” Gary is a top mind that you'll enjoy working with and putting to use. He can be reached at: gary@customersatisfaction.com
Article Source: http://EzineArticles.com/?expert=Dr._Gary_S._Goodman
I wasn’t that fond of the Cincinnati Reds, but I suppose my cipher wasn’t either, because almost always I’d see the Reds demolish the Blue Crew, a spectacle he smartly spared himself.
Anyway, it was fun, and during some seasons because of my travel schedule, I was only able to make it to one game, and that one was usually spiffed by my accountant. So, it felt like a splurge on his tab, though if the truth be told, I suppose his fees had the bonus built in.
The other day, just as the All-Star break was arriving as it always does at mid-season, I received an envelope from my accountant.
There weren’t any Dodger tickets inside, nor the customary restaurant or parking passes.
There was a $5 gift card to the Coffee Bean & Tea Leaf.
Now, I don’t want to sound mercenary about this, but there is a significant difference in the value that envelope contained this year, versus preceding years.
Specifically, the Dodger seats would be worth about $200 or more, the parking about $15, and the Stadium Club is literally priceless. You cannot get in unless you’re a season ticket holder, which means you cannot luxuriate in its reasonably lavish pre-game buffet, nor indulge in its wine list.
And, if status matters, you forego enjoying the ambiance of being an insider.
In perk-denominated dollars, is my accountant saying, this year, I’m worth only 1/40th of my past value?
Is my business more trouble to him than it is worth?
Should I read some ulterior motive into those Coffee Beans and Tea Leaves?
Be careful when you inaugurate a customer rewards program of any kind. If you decide to scrimp on it later, your clients will notice, even if they aren’t Dodger fans.
Dr. Gary S. Goodman is the best-selling author of 12 books and more than a thousand articles. A frequent expert commentator on radio and TV, he is quoted often in prominent publications such as The Wall Street Journal and Business Week. President of http://www.Clientrelations.com and http://www.Customersatisfaction.com his seminars and training programs are sponsored internationally and he is a top-rated faculty member at more than 40 universities. Dynamic, experienced, and lots of fun, Gary brings more than two decades of solid management and consulting experience to the table, along with the best academic preparation and credentials in the speaking and training industry. Holder of a Ph.D. from the Annenberg School For Communication at USC, an MBA from the Peter F. Drucker School of Management, and a J.D. degree from Loyola, his clients include several Fortune 1000 companies along with successful family owned and operated firms. Much more than a “talking head,” Gary is a top mind that you'll enjoy working with and putting to use. He can be reached at: gary@customersatisfaction.com
Article Source: http://EzineArticles.com/?expert=Dr._Gary_S._Goodman
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