Success is Often One Step Beyond the Expected

measuringsuccessWe all intuitively know that one of the keys to success or at least one of the the cures for mediocrity is going that extra little distance that makes all of the difference in the eyes of our customers or audiences.

Part of my business practice has me helping solopreneuers and small professional services practices improve their marketing effectiveness, and it never ceases to amaze me that the people that are seeking help are already good or even great. Regardless of their current level of expertise or performance, they still want to improve.  They are seeking to go one extra step.

It’s exhilarating to work with people focused on growing from great to greater.

I talk with clients of clients to gain insights into opportunities and to better understand impact, buying cycles, ideas for improvement and other issues key to the marketing process.  One client of a client could not say enough about the extra effort that was invested in understanding and personalizing a program for his business.  That extra effort to learn and then tailor what is already priceless guidance and content to the unique needs of the client was the difference between good and great. The hard work had been done…creating the original training material.  It was the extra effort to tailor it that made the difference.

It’s the little things that you do at key moments of truth that leave the lasting impression.

  • It’s the effective resolution of a customer problem.  Send a client away feeling like he or she received remarkable help and you may have earned a referral customer for life.
  • Another example of the extra-step might be the smile and direct eye contact that the receptionist makes with you when you walk into a place of business.  Compare being treated like an important and welcome person versus the all-too-common won’t make eye contact, won’t look up from the keyboard…push the sign-in sheet in front of you approach practiced in so many establishments.
  • The extra effort is never misleading your client about repairs needed and going out of your way to show and educate on the what and why. We all are uncomfortable when the repairperson starts describing all of the technical reasons why we have no choice but to spend a lot of money.  Change the tone and tenor of that discussion to one of educating and you’ve got a client that will gladly engage and refer you.

We all face a million opportunities to take that extra step or make that extra effort that makes all of the difference for the client.

Teach your people and remind yourself to go one step further than anyone else and you will find success much closer than you thought.

Capturing Talent and Creating Great Customer Experiences: They Go Together

The Poor Interviewing Habits of Many Managers

You would think that we would have this problem crossed off the list by now.  I wonder how organizations and leaders in good faith can let managers recruit talent without teaching them HOW to interview and holding them accountable for executing this task effectively. 

Most organizations offer some cursory training in the compliance and legal issues of interviewing, but I’m hearing from too many job seekers with hilarious (sad, but true) examples of miserable interviews.  Consider the slob that took two smoke breaks while interviewing a talented professional.  In-between breaks, his focus was on convincing the individual that he should come to work for the firm, even though they could not pay him what he was making now.  Great recruiting!  Impressive.  This person has no business interviewing. 

Questions to consider:

  • Are the interviewing skills of your managers helping or hindering when it comes to recruiting talent?
  • Do you know what your managers are saying in interviews?
  •  What’s your organizational batting average on landing the top recruits (and then keeping them)?

Great Marketing: Building Value with The Complete Customer Experience

I received my new 24” Apple iMac yesterday and once again, marveled at how hard this company works at creating an incredible experience for the customer.  The unpack to on-the-internet time is about 4 minutes, but the experience transcends the simplicity of set-up.  My wife helped me with the unpacking she marveled at the detail and quality of the packaging materials.  “It feels like we are unwrapping something very special,” was her comment.

It’s hard not to be awestruck by the beautiful design and the spectacular display on your desk, and I’m going on five years with our stable of Macs growing as our two sons head to college.  The products always work and it’s still exciting to use one. 

Questions to Consider:

  • Are your customers saying the same things about your offerings?
  • Are your employees obsessed with creating great customer experiences?

The Bottom-Line: Talent Fuels Performance:

There’s no way that an organization that accommodates sloppy interviewing habits is landing and retaining the best and brightest.  As a business leader, you want your customers to constantly be surprised and delighted.  A manager that takes mid-interview smoke breaks and badgers a talented candidate about salary expectations is someone that I want working for my competitor. 

My suggestions:

  • HR, get it in gear as the trustee of talent and create systems and tools to ensure best interviewing practices are developed and reinforced. 
  • Leadership Team: It’s not all HR’s job.  Set high standards and demand excellence at all levels in the hiring process. 
  • Managers at all levels: evaluate the interviewing habits and track records of your managers and supervisors. 

There are no excuses for getting this wrong and just one reason for getting it right: success. 

The Raw Marketing Power of Passionate People in the Workplace

For those of you drawn to this post in the hope of finding something juicy about workplace romance, keep on clicking.  This is about romance of the professional type.  It’s about the powerful impact that someone with passion for his or her job has on the working environment and ultimately on the success of the enterprise.

A passionate employee is like rocket fuel for your organization.  These rare and valuable people build your brand, strengthen client loyalty, stimulate repeat business and energize your workplace just by their daily participation in your business. 

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Product Manager does not Mean Product Emperor (and other helpful suggestions for success as a Product Manager)

It’s long been my opinion that the Product Manager has one of the tougher jobs in an organization (see my post: In Support of the Product Manager as MVP).  This position is one of those "all of the responsibility with none of the power" roles that grind up and spit out mere mortals with alarming frequency. 

There are a number of common mistakes that I’ve observed both new and experienced Product Managers make, that if understood and avoided, might increase the survival and success rate of this endangered species.  In no particular order, these common mistakes and hopefully, helpful hints, include:

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Why Strategy is the Leader’s Most Potent Tool

As a leader, imagine having a metaphorical tool at your beck and call that was capable of catalyzing action, focusing the collective energies of your team members and providing a greater sense of purpose to everyone around you.  This tool is strategy and all too often and for varying reasons, this tool is left idle in the bottom of the leadership toolbox, brought out only for special occasions like the annual off site or in preparation for budgeting.  The best tool misapplied is no better than a crude implement.  Unfortunately, strategy as a leadership tool is widely misunderstood and rarely or poorly applied.   

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