make love to your clients - hot executive tops

8/8/2019 Make Love to Your Clients - Hot Executive Tops

1/5e Secret Guide Series Make Love To Your...Clients Copyright Business Unlimited

Make Love!To Yo u r

...ClientsCopyright

Guide by Dr. Salim Hajje Ph.D.,Strategy Consultant - Business Unlimited -

From making a pitch to building a brand, designing a logoto closing the sale, this is a field guide to take with you tothe front lines of todays business battles.

From the author of the Hot Executive Tops comesanother guide filled

with lessons learnedfrom rea l - l i festories in thecurrent businesse n v i r o n m e n t .Designed for thebusy executivet h i s g u i d eexplores howthe little details

really matter in the art of keeping a fruitful and long-termrelationship with clients.

Drawing your blueprints

Your possible business:Ask, What would people love?

Never mind what clients say they want. The truth is thedont really know what they want! Its up to you to makthem realize that what you have to offer is exactly whathey want. No client ever thought of the ATM, oDisneyland, or Starbucks. These were concepts created bbrilliant businessmen who sensed what clients would lovif you gave them a taste of it.

Other helpful tips at drawing your blueprints:

Ponder over how you would beat your own business you were in your competitors shoes. Then work aeliminating that weakness.

Ask yourself If I could start from scratch, how woulddo things differently?

The value of planning is in the process. It teaches yomore about your colleagues, clients, and your market.

Find the white hot center. Every industry has one. This the key area where influencers who will endorse youproduct to followers are located.

These are the editors whose reviews dictate the trendof the industry.

Nike found the white-hot center of running anlater on, in basketball.

They chose Michael Jordan, who wasnt even firchoice in that years pro draft of college playersNikes earliest contact with Tiger Woods was whehe was playing golf as a freshman in high school.

The 14 Principles of Planning: Forget the future. A lot of predictions an

prophecies dont come true. Peopthought TV would eliminate the nee

for radio. It hasnt. Plan arounwhat you can predict: wha

people will love.

Stop listening. Malaudiences will never adm

they shed tears oveRemains of the DayPeople do not reveathemselves easily.

It is up to you to let thesee something abou



themselves that they cannot. When you research on themarket, look for what is hidden.

Celebrate foolishness. Why do people pay $3.75 for a cupof coffee? Why would people want to watch a weekly showabout a dozen people on an island? To see who survives all

the backstabbing? Your idea may sound foolish, so it justmay work.

Resist authority. Put 8 people in a room and watch howthe Alpha personalities take over. If you are an Alpha,learn to keep quiet so the others can air their ideas.Alphas have powerful personalities but it doesnt meanthey have the best ideas.

View experts skeptically.

Beware of science and the research shows. It rarelyreveals what the clients really love.

Mistrust your experience and memory. Sometimes weremember things that never happened. Ninety per cent of

eyewitness identifications of crimes are wrong. Mistrust confidence. Dont allow other peoples strongconvictions to sway you. They use confidence as a tool ofpersuasion.

Avoid shooting for perfection. Strive for professionalexcellence.

Common sense will keep you out of trouble, butbreakthroughs require imagination.

Embrace impatience. Big organizations suffer frominertia. Keep moving.

You never know where the water is until you find it.Spend less time and money on Plan A, and dispatchsmall teams off in different directions.

The service company (Yes, we all live in the age ofservices now) that waits for guarantees is doomed.Nothing in business is guaranteed. Past success is noguarantee of a future one. To learn, just keep doing.

Search for the investment that will bring greater re-turns. Keep looking for the one that will increase re-turns not just by tenfold but a hundred times what youput in.

Forget about the mission/vision statement.

Most mission/vision statements are stuck to a wall inthe office with no one really paying much attention tothem. Rename your mission to your Passion, or OurPurpose, Our reason for coming to work each day.It cant just be about making money. A powerful state-ment attracts clients, inspires employees, and pro-duces results. Go deeper than the mere bottom line.Create and communicate your vision, but rename it.Remember how JFK concretized his vision-mission:American will put a man on the moon.

Avoid nice.

If everyone feels comfortable with your idea, chances arit isnt good enough or bold enough. A distinctive idea wialways make a few people feel uncomfortable.

To get to the truth, get on the phone.People speak honestly when they are on the phone for thsimple reason you cannot see them. It is similar to the wapeople are in a confessional booth. The customer will bmore candid on the telephone and you will be more liketo get an accurate insight on your service.

To understand business, read Classic Literature.Why? Because timeless works, like those by Shakespearereveal something about human nature that no businesbook can ever teach you. Novels reveal what clients loveExamples of classics to read are Hamlet, Macbeth, ThGreat Gatsby, works by John Updike, and Arthur MillerDeath of a Salesman.

For nine businesses out of ten, the Internet is customer service tool.

If your business was not specifically conceptuaized to be an Internet business like Amazon oeBay, then dont expect it to suddenly boom thday you upload your site. The Internet is merean aid and never the answer.

The economy is new, but the people arold.The Internet gives but takes. Electroncommunication will never replace the value o

face-to-face contact. The Internet leads us tneglect our relationships.You must become more personal wi t h clientsnot less.

Four Building Blocks

1. Clear CommunicationsWe are living in the age of information anoption overload. In the seventies, you only hato choose between a black phone unit and aavocado one. Today,your choices to your phone unit and all itpossible functions are infinite: call waiting, caforwarding, caller ID, etc.

Because the average persons mind is clutterewith information and options, your message hato be absolutely clear, simple, and visual.

Quick information bites:

What images would you use to convey youmessage?



Do you create the expectation that you are trustworthy,reliable, and skilled?

Does your advertising distinguish you?

Are your materials made of better quality?

Have you mastered the art of the great first impression?

Do you fall under a negative stereotype?

Simplify everything. The future is bright. There is onlyone number to call for customer service. Clarity andsimplicity comforts people overwhelmed by all theinformation in this world.

Do not cold call or send direct mail. It annoys people.Let them hear about your in the papers or on TV.Advertise.

Get publicity. One article can go a long way. Editors inlocal papers are always looking for material to fill up their

space. Retain a professional writer with magazine-writingexperience. Its an investment in your public relations.

Beware of testimonials. They only work if the persontestifying has credibility and authority.

Avoid using words like world class, ISO certified,superior quality. Instead, replace them with proof. Avoidsuperlatives. Avoid clichs.

Use the direct address, You in your advertising copy.

Be specific.

Brevity is the key. People want their information fastand in quick bites. If you cannot describe what makes you

different and excellent in twenty-five words or less, dontfix your copy. Fix your company.

Edit your message until everyone understands it.

Make your model the Absolute vodka campaign. Simple,visual, implicit, different, and brand-obsessive. Absolutebrilliance.

2. The Velvet Sledgehammer

A compelling message

The decline of trust

Watergate. Janet Cooke. John DeLorean. Barings Bank. JimBakker. Enron and Arthur Andersen. These are just some of

the big events that exposed the corruption that exists isociety.

A generation is coming of age internationally that doesntake the news straightit sees giant con games everywhere.

A service company has to win its customers trust. Even year-olds know that a sale sign is just put up in a windowto make you come in and buy stuff. Make sure your message is honest and modest. Admit your weakness. Sometimes unselling can be your best strategy. When you adma weakness, the client tends to believe you and trust youbecause you arent hiding anything.

How to gain trust?

Sell yourself first. Then sell your company, your serviceor product. Sell your price last.

Cultivate yours - as well as your peoples - relationshiskills.

Position yourself in every presentation. Studying youprospects shortlist will help you.

Wielding the velvet sledgehammer translates to Sesoftly.

Just like in any relationship, you cant hurry it. Two people achieve a strong relationship by reaching beyonboundaries they usually maintain between themselves anstrangers. A party moves into the others boundary onlwith the others consent. Even together, people must remain separate to thrive. Sell slowly. Dont cross anboundaries without getting the clients consent first.

Sell like you date.

Perfect your storytelling.

Find the Force, or the strongest link in the organizationand sell to that person.

Treat subordinates aequals.

Sell youp r e sen te r

before yopresent, tcreate great expec

tation. This expectation makes a client believe you argood already.

Use visual aids, not Power points filled with too mucinformation.

Keep the lights in the meeting room on during the preentation. Cut the number of slides. You must speak, noread during your presentation. Edit your slides down to



minimum number of words per slide. Present one thoughtper slide.

If you use visual aids, they have to be Visual. Have a lay-out artist or graphic designer with experience help youcreate a professional presentation.

Package bold ideas conservatively, and conservativeideas boldly. Package yourself by wearing a funky watch ifyou are presenting a conservative idea. Wear a conserva-tive gray suit when presenting a really cutting-edge cam-paign.

Dress honestly and a little bit better.

Accentuate the positive. Avoid the negative.

Use uncommon ways to say common things.

3. Blue Martinis

A reassuring brand

The Rise of Invisibles and Intangibles

Clients are buying a relationship with you. Make yourbusiness and your excellence tangible throughyour name, packaging, and price.

Make sure you have a really great name. Youneed a proper noun. Not a description.

Your symbol or logo should be distinctiveand instantly recognizable.

Your brand has limits. Dont leap outside of

your area if it is one you are well known foralready.

Try an unusual name, a contradictory name,or a little oddness.

To find an uncommon name, take your firstset of names and then free-associate.

Test your name. Ask 12 intelligent and ar-ticulate people from different backgroundswhat they think of your initial list of names.

Dont use an acronym.

A geographic name might work.

If you are a lawyer, an established architect,designer, and have a very good reputation,use your own name.

Yahoo! is a very evocative name. Think out-side the box.

Checklist for name creation:

Is it musical or easy to pronounce?

Can you say it without being asked to spellit?

Is it short?

Is it negative?

Is it interesting? Is there a story behind it? Is it sensory?

Do a few people dislike it? (A good sign)

Does it imply more than one meaning?

Your package/environment is your service.From the way your people dress, to the letterheads, faxesand memos you send out, to the space and design of youoffice restrooms, the environment is what your clients seeThe environment is the experience. Make youexceptional.

Here are some examples of great service environments

Restrooms at the Felix restaurant, Hong Kong

Cirque de Soleil stage, Bellagio Hotel, Las Vegas

MyExcite customized home page, Exite.com

Institute of Contemporary Art, Boston

Priority letters, FedEx.

Sephora department store, Paris

The Smithsonian Air & Space Museum, Washington D.C.

4. Caring serviceGreat businesses connect.

Create opportunities for clients to connecand this will connect them to you.Have open houses, seminars, and other excuseto gather. People are natural social animals.

Service tips:

Your clients are buying satisfaction.

Always assume your service needs fixing.

Nurture every clients sense of importance.

Clients want service from people, not machines.

Serve your best customers passionately.

Show that you are making time for them.

Make use of handwritten, personalized notes

Clients want speed of service. Answer thphone after one ring. Call them back withiten minutes. Design your space so they cafind things easily.

Cut your service time in half.

Master the art of the welcome. Hire a real



remarkable receptionist. This is your business front linerwho warms up calls before they get to you.

Praise all clients. Even past ones.

Keep your clients secrets.

Put every promise in writing.

Ten Rules of Business Manners:

Always wait a second after a person finishes speakingbefore you speak.

Listen with your entire body.

Be positive.

Speak well of others.

Memorize names.

Never try to impress. The effort shows and diminishesyou.

Never make your cell phone conversations public.

Praise but never flatter.

When in doubt: be kind.

The Traits Clients Love

Humility. Never praise yourself or criticize a competitor.

Generosity/Sacrifice. Give up something and you will getmore back.

Openness. Tell the truth even when it hurts. Risk your-self to earn their trust, the foundation of a great relation-ship.

Integrity. Integrating words with deeds, promise and per-formance. Quality is integrity.

Clients love comfort.

Give clients comfort and you will keep them. A familiarbrand makes people comfortable. Clarity comforts. Agenuine interest in a client, and your strength of passion inwhat you do are great sources of comfort to a client.

Parting words:

Your greatest asset is your passion and belief in yourself.Clients love that.

Business UnlimitedT h e o f f i c i a l b u s i n e s s g r o w e r

Business Unlimited, Internationally CertifieConsultant will help You Successfully Design, Plan &Run a Long Term Customer Service Strategy

Formulating Marketing Strategies

Enhancing Corporate/Personal Image

Increasing Sales Effectiveness

Running a CRM Strategy

Developing Loyalty Programs

Reducing Time to Market

Developing Distribution Strategies

Conducting Market Research

Identifying New Opportunities

Training sales Forces

Rationalizing Product Ranges

Improving Customer Service

Good Work!

Now if youre serious about running your busineseffectively based on good up-to date managemenstrategy; you really need to know more about howBusiness Unlimited can help you reach your goals.

Its where top professionals go to become moresuccessful...

Please contact us at;

Phone: + 961 4 416061

Direct: + 961 3 [email protected]

This is truly a risk-Free call

Salim HajjePh.D.

make love to your clients - hot executive tops

Documents