My friend, Jim Armstrong, of Jim Armstrong Marketing Systems, works mainly with retail floor dealers on building a profitable and systemized business. He shared with me a great story while interviewing me for his monthly member audio.
Dan Ginnaty, of Flooring America, based in Great Falls, Montana, read the story in John David Mann’s and my book, Go-Givers Sell More, about Marie Jakubiak, the owner of a Birmingham, Michigan-based CPA firm.
When welcoming new clients, Marie communicates her Appreciation by highlighting their name on a sign surrounded by flowers in the reception area.
Hmm, but how could a flooring company emulate that; especially when so many people come in without appointments?
Thinking creatively, Dan saw how he could utilize that type of welcome (sans flowers) in order to encourage people to make appointments. The first few people who set appointments were greeted by the following sign:
This is unusual for a flooring company. And, the customers felt good about it. Several commented that while they usually feel good about coming into his store, this brought it to an entirely new level. They felt extra appreciated! And, other customers desired that same feeling. Word soon got out and more and more people were calling in to set appointments.
Key point: a good idea is a good idea; a clever marketing strategy is a clever marketing strategy. It does not have to be duplicated exactly…in order to be duplicated effectively!
Good for Dan. And, Jim. And, Marie. And, for every one of you who continue to find more ways to increase the value you provide to more and more people.
Have you ever done something similar to Dan; learned about an idea that worked in a completely different industry and applied it to yours? How did it work out for you?
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Hi Bob,
Sorry for not having an example, but I think you touch an excellent point!
One of my guiding principles is that the more you can implement a principle in different areas of your life, the better this principle is.
The better we are at treating our family, bosses, employees, customers, prospects and strangers in the same manner, the better life we’ll have.
Most people are obsessed with tricks and techniques. As crucial as these things are, we have to take the time to learn the values and principles behind them as well!
As Jim Rohn says, “You got to work harder on yourself, than you do on your job”.
I’m glad to be learning life lessons from the likes of Bob Proctor, Jim Rohn, Alfie Kohn, Krishnamorti, Jack Canfield, yourself, and many other…
Your friend,
Idan.
Idan, all great points. Thank you!
Hey Bob,
Thank you for your post today. Being creative in business is the key to standing out amongst your competition. In the wildly cut-throat industry of real estate, I made it my mission to offer outstanding service to my clients and prospects. Since my office was my vehicle, I equipped it with a library of DVD’s for the kids, I had a small cooler retrofitted in the backseat console and filled it with juice boxes, gummy treats, and more.
Before pulling up properties to show my clients, I got to know them personally and encouraged them to bring the kids. (this was frowned upon by many of my colleagues). I found out what the kids’ favorite movie was and I made sure I had it in the car and all geared up ready to start as soon as they got in the car. When printing out the property information for the parents, I made sure that I included the kids. This made them feel like they were part of the decision making process, and it warmed the parents heart to boot. Before long, I was known as the “kid-friendly” Realtor.
It took extra time for me to work with families as opposed to just adults, however I made sure to make it a family outing. Often times the dad would sit in the back and watch the movies with the kids. It was wonderful!
Not only did this personalize service make my phone ring off the hook, it also grew my bank account tremendously.
When you allow yourself to think creatively for your client/customers sake and take that extra step, it is noticed and appreciated.
Thanks again, Bob, for opening this discussion!
Kelli, all I can say is WOW (okay, how about, WOWEE WOW WOW!). That is terrific. What an awesome example of finding ways to provide exceptional and extra value to the customer experience. By the way, the fact that many of your colleagues frowned upon it is usually a good sign that you’re doing something really gooood) 🙂 This is a great story and I’m sure it will get noticed by many of the readers who are in real estate sales. The key question though, for you non-real estate professionals is…how can YOU Utilize Kelli’s exceptional idea in *your* business? Kelli, thank you again!!!!!
Bravo! Wonderful story. Who does not want to feel appreciated in this day and age? Such a simple concept which encouraged customers to make appointments. At my seminars, I spotlight businesses or valuable services of friends/colleagues. This minor yet unique gesture encourages my participants to write/say testimonials of how helpful the seminars are for their business or social growth: ) Thanks again for adding value, Bob!
Great thoughts, Chi Chi. Keep on doing what you’re doing, my friend!