We Messed Up FAR TOO OFTEN

I became a customer service GEEK in 1981 when I read Tom Peters and Robert Waterman’s book, In Search of Excellence.  I was then thrilled to hear they made a documentary on the book and it was going to be shown on PBS.  I recorded the show onto my VHS.

Every employee I’ve had (that’s well over 300) since then has watches the customer service sections of that documentary.  Since I wore out my recording, I eventually bought the VHS and then the DVD.

From 1981 on, we were REALLY GOOD at listening to our clients, putting ourselves into every client interaction and make things right when we messed up.

By 1991, we had grown dramatically, and while we did a great job of making things right when we messed up, we messed up far too often.  We wasted a bunch of time and money fixing things and I was totally burned out being the know- it-all King Solomon.

I had become a slave to my business.  It seemed like I was always responding to things and taking care of problems.  I had no time for myself.  It was not fun.

I decided I didn’t want my business to grow anymore.  It seemed like the only things that grew as fast as my business were my headaches, and I sure as heck didn’t want any more employees… talk about headaches.  I might as well have been a babysitter.  I in fact, considered throwing in the towel and going back into sales.

Happily, that wasn’t the end of the story.

By 2005 I owned 5 profitable businesses and loved what I did.

But what happened?

How did I go from a guy who didn’t want to expand his business, who had more headaches than he could handle, to a guy whose business has grown dramatically, added four more businesses, loves his work, has the time he wants to spend with his wife, kids, and grandkids, has time for his many hobbies, and recently sold that original business for millions more than like businesses?

Now, since 1995, when I go on vacation, I never get interrupted.  I come back refreshed and excited to get back to work.  Instead of problems, I come back to a business running as well, or better, than when I left.

Before I sold my big business, I went on a 3-week Mediterranean cruise, with no cell phone and no email.  I told my Vice President of Operations the ship I was on, and I told her “You’ll have to figure out how to get in touch with me if you need me.”  I knew she wouldn’t need me.  Like I said, since around 1995 when I go on vacation, I never get interrupted.

How does the business get better while you’re gone?

It’s the system.  The entire system is designed for continuous improvement whether you’re there or not.

I invented THE small business management system that made me more money, made my job infinitely easier and more enjoyable… a system that our employees love and in fact led to us being named “The Best Small Business to Work for in Washington State” by Washington CEO Magazine.

It’s a system that creates great clients who love doing business with you.  At the same time it gives you, the owner, more time to work on the important things in your business: more time for your family, more time for your friends, more time for yourself and it is simply a lot more fun.

What they teach in business school doesn’t work for small businesses – I know, I’m and business school graduate.  I was using that crap when I was burned out!

Do you think this system just might work for you?  Frankly, it’s not right for everyone, so why don’t you schedule a free 30 minute consultation with me to see if it will work for you.

Don’t worry, I’m not going to sell you anything.  We’ll simply have a conversation.  If it’s not right for you, it’s not right.  I’ll learn about you.  You’ll learn about me.  We’ll still stay in touch and remain friends.

Go here to pick a time to schedule our 30 minute consultation https://keith12.youcanbook.me/

Live Your Bucket List Now

One of the things that I’ve added to my “Live Your Bucket List Now” presentation is to make sure you have items on your bucket list that require you to stay in shape as you get older.  That way, instead of working out and eat right just to stay in shape you’ve eating right and working out to LIVE YOUR BUCKET LIST

Follow this link to discover how you can Live Your Bucket List Now

If you have items on your Bucket List that require you to stay in shape you won’t be working out and watching what you eat to just stay in shape, you’ll be doing those things to Live Your Bucket List.

My bucket list included back country skiing with my daughter Jenny. That’s where you hike up the mountain and ski down.  I’ve skied to 49 years and I’ll continue to ride the chair lift and ski in bounds, but AT skiing looked pretty darned awesome.

So, about a year ago I checked, “Become an AT skier” off my Bucket List by taking a 3-day avalanche class with Jenny.

They say a picture say a thousand words, so I’ll share some with you as I go

The Make-You-Happy Management System is about YOU
Living Your Bucket List Now… are you!

I took a 3-day avalanche training class with my daughter Jenny.  In the class we learned how to be safe in the back country and how to find someone should they become buried in an avalanche.  After the class I’m confident that I can travel in the back-country safely and have a great time skiing.

Jenny’s friend Christy joined Jenny and me in the class.

Day 1

We drove up a windy private dirt road to about the 4,000 foot level of Downing Mountain outside of Hamilton Montana.  From there we skinned up the road to Downing Mountain Lodge at 5,500 feet.  (Skinning – You attach a synthetic ‘skin’ to the bottom of your skies so you can walk up the mountain without sliding back).

We didn’t know what to expect for accommodations but it turned out great.

We got our gear settled in and started our first classroom session.  We learned how to use our rescue beacons to find someone buried in the snow.  About 2pm we went outside, skinned up about 1,000 feet and practiced finding buried beacons.  As the sun was setting we skied back to the lodge, had dinner (great lasagna) and another class room session.  We started learning how to read the terrain, weather, and other things so we could have fun and STAY OUT OF AN AVALANCHE.

Day 2

Got up, had a great breakfast and another classroom session.  Then it was time to head up the mountain, learn how to read the terrain, snow pack weather, dig our avalanche pit, test the snow and ski!

We skinned from 5,500 feet to the summit of Downing Mountain at 8,000 feet.  Oh my GOD!  I don’t know if Jenny keeps me young or not, but I was sucking air and feeling every bit of my 61 years.

But… I felt absolutely incredible as I ate lunch with Jenny at the summit.  Here I am with Jenny eating lunch at 8,000 feet.  I’m the black blob leaning on the tree to the left of Jenny.

Here is most of the group getting ready to ski down and dig our avalanche pits to test the snow.

Jenny – Taking a measurement in our pit.

After a great run down to the lodge, it was time for a little relaxation, and a shot-ski.  Get it, doing shots with holes drilled into the ski to hold the shot glasses.  Daddy-daughter bonding at its best.

Day 3

This was our (the students) day to plan the ascent and the path to ski down.  The previous day got us to the summit quickly and safely so we decided to take the same route up.  On day two we skied down the same way we went up.  Today, we wanted to see if we could safely ski the huge bowl to the south of our ascent line.

Our plan was to test the snow at the top near the bowl and if it was as stable as day 2, or better, we would go to bowl, measure the inclination of the slope, and if it was 35 degrees or less, we would ski down that way.

We found that the snow was actually more stable than the previous day and the slope was about 30 degrees.  So  YESSSSSSSSSSSSSSSSSSSSSSSS!!!!

Remember, one of the main reasons to implement the Make-You-Happy Management System is so you can Live Your Bucket List NOW!

Follow this link to discover how you can Live Your Bucket List Now

You can get my hardcopy book (not an e-book), How to Control Your Business and your Life, Proven Secrets to Creating Highly Productive Teams at www.HowToControlYourBusiness.com.  Your cost is $2.97 and that includes shipping and handling.

“Do What You Do So Well
That People Can’t Help Telling Others About You” 

Keith Lee
www.keithlee.com

How to Succeed

 

When I started working at Thompson Marking Service (I later changed the name to American Retail Supply) in 1978 I knew nothing about,The Mind Stuff I’m going to discuss today.  Fortunately, Dick Thompson, the founder of the company was into The Mind Stuff.

Each week started with us meeting at 7:00 am, Monday morning, at Video Training Center in Seattle.  This place had hundreds of training video of all types.  This was long before VCRs.  These were big expensive videos, played on big expensive video tape players.

Our weekly meeting training was mostly about the mind stuff, motivation, self-confidence, setting goals, creativity, relationships, proper thinking.  If I had not been introduced to people like Zig Ziglar, Earl Nightengale, Tom Hopkins, Mike Vance, Brian Tracy, Dennis Waitley, Jim Rohn, Murray Raphel, and others in my early 30’s I would have never had the self-confidence to become the general manager of Thompson Marking Service at 27 years old.

As I started Keith Lee Business Systems and our Inner Circle Membership I knew I wanted to include The Mind Stuff.  I found out about Lee Milteer’s Millionaire Smarts Mind Set Coaching Program and saw that it is exactly what I was looking for, so I added full access to Lee’s Program for my members.

I’ll let Lee explain… from Lee.

Choice and Not Chance Determines Your Destiny

Remember when you were a kid, and you used to dream about a time that you would be in charge of your destiny and nothing could stop you from being exactly what you wanted to be?  Now as an adult, you have the authority you wished for as a child, but things aren’t going the way you had planned.  

Does your life seem to be all work and no play?  Do you feel uneasy about your future, or anxious about your financial security?  Have you given up on your hopes and dreams without realizing it?  You’re not getting the sense of gratification that you had hoped for? For many of us, the dream of a great life has somehow faded away.

Within each of us lies a massive amount of potential.  We all have dreams and the desire to live the good life.  Here’s the problem:  how do we do that?  Just wanting to be successful doesn’t always mean we can find our way alone to achieve our dreams.  Success Experts say human beings only use 5 to 15 percent of our natural potential. That means we have as much as 85% more potential within ourselves to manifest the life and financial security that we want.

Most people talk about what they want but only a small number of people actually take action on making their dreams become a reality. The truth of life is that if you don’t take action you will not achieve exactly what you want in life.

As a professional coach for the last 25 years I can personally share with you that to be able to utilize that 85% potential, you need a mentor or a coach to accelerate your progress by providing focus and awareness of how to use your life energy.  As Woodrow Wilson once said, “I not only use all the brains I have but all the brains I can borrow from others.”  In our coaching program, I will be sharing wisdom from many of the most successful people that I have studied over the last twenty-five years to give you new perspectives and resources to make your life easier and more fun.

We have five types of life energy: mental, physical, emotional, spiritual, and financial. How you spend your life energy determines what outcomes you get in life.  To change your life, you must use your life energy in an effective and efficient manner.  In my coaching sessions I will provide you with proven Success Principles and a Holistic approach to assist you in breaking past any mental and emotional blocks to reach your personal and professional goals.

As your personal mentor, it’s my job to assist you in producing extraordinary results in your life and as an entrepreneur.  The purpose of this Coaching Program is to assist you to transform the QUALITY of your life in all areas.  Our goal is to be happy throughout the journey—not just go for a destination of money or wealth.  Using the proven techniques, I am going to share with you in my monthly mentoring program, you will improve your professional performance and enhance the quality of your personal life.  My goal is to give you solutions to build a solid foundation so that your greatest potentials for learning, achievement and success can be utilized.  This is what I call your “Intellectual Capital.”

This exciting program will help you determine where you want to go in the future.  It will help you determine how to create intentions, choices and actions that will help activate the remaining 85% of natural talent and potential within you that is just waiting to be used.

We only have 24 hours per day and as a society, we have become so reactive to the needs of life we often times forget to use some of our life energy towards our real goals.  We are reactors instead of actors. Being part of a coach’s process will give you the opportunity to break free of the daily reactive cycle.  The real power of being in a mentoring program is that you get the support you need; however, you are accountable for you making sure you get what you want.

A coach can supply you with value to help you get in touch with your passion, dreams, hope and purpose.  In other words, help you reclaim your own childhood dream of the good life.  Having a coach can help you overcome your fears and doubts and give you the necessary motivation, tools and resources to keep you taking the necessary steps day by day until you reach your goals.

The bottom line is that belonging to a mentoring program will help you set clear intentions and goals.  As your success coach, I will give you new insights about how to think and act. My monthly calls will assist you to uncover and remove any limitations, fears, and doubts so you can create the life you really want to live.  As your personal mentor it’s my job to assist you in producing extraordinary results in your life and as an entrepreneur.  Using the proven techniques, I am going to share with you in my monthly coaching program will improve your professional performance and enhance the quality of your personal life.

Having a coach in your life will create a solid foundation from which you can maintain integrity with yourself.  Having someone who will challenge, stretch and empower you to have a bigger income and to truly go for the financial independence you want as an entrepreneur is priceless.

As your coach I can provide you with an outside view to see life from another perspective. During my coaching teleconferences you will uncover skills and resources, find direction, and discover insight.  My guidance will allow you to move past blocks that have prevented you from reaching your goals, both in your personal and professional life. My goal as your coach is to give you solutions to build a solid foundation so that your greatest potential for learning, achievement, and success can be utilized.  This is investing in your Intellectual Capital.

The bottom line is that choice and not chance determines your future. The choices you make today will create your future.  To really be in control in your life, you must become an actor to life and not a reactor to the circumstance.  It’s true that you may not have any control of outside events, but you do have the power within you to control your internal reactions.

It has been said by wise teachers that the day you take complete responsibility for yourself, the day you stop making excuses, that’s the day you start to the top.  Your power of choice is your one true personal power, and it is your greatest ally as you design your destiny. It is your destiny you are ultimately shaping with the results of the choices you make every single day of your life.  In fact, your power of choice is the only power you have that can ensure you will create a life that fits your own unique personality and needs.

As a mentor and professional success coach I believe more than anything else, it’s our decisions, not the conditions of our lives that determine our future and destiny.  You must realize that you are responsible for the fulfillment of all your dreams.  The power to succeed or fail is always yours to choose.  Make the choice today to be a student of success principles and to be a lifetime learner.   None can take knowledge away from you. Wisdom with the power of action is the true secret to wealth in life as an entrepreneur.  All top executives and athletes use coaches; so, why not you?

My book, How to Control Your Business and your Life, is all about you choosing to do the specific things you need to do to take control of your life.  You can get my hard copy book for free at www.HowToControlYourBusiness.com.  I simply ask that you pay $2.97 for shipping and handling.

Do What You Do So Well
That People Can’t Help Telling Others About You.

 Keith Lee
www.KeithLee.com

Email Sucks

In many cases, email is an absolutely terrible way to communicate effectively.  In the The Happy Customer Handbook I discuss “Putting You into Every Client Contact”. 

I discuss the fact that communication experts say that body language and intonation account for 90% of effective communication.  How does email fit into body language and intonation?  It doesn’t.  Often, email communication should be called email miscommunication.

I’ve actually had people tell me they didn’t like the tone of an email they received from someone.  I asked them to send me that email.  As someone not involved in the issue I saw no tone what-so-ever.

Sure, a great writer can put tone into their writings, but to expect that a particular email, that may or may not have been hugely important to the sender, that may have been composed in a matter of seconds was sent with a particular tone is, at best, a guess. 

I often remind our team at that “Email Sucks”.  If you have something important to say and it could be taken incorrectly, “Email Sucks!”

Also, unless you’re willing to upset the recipient much more than you can imagine, you should never send an email that is negative or critical.

Another, rule of thumb that we’ve found that works is, “If you go back and forth about something with email quit typing and get on the phone, or go see the person.”

 You can get my hard copy book (not an e-book), The Happy Customer Handbook, 59 Secrets to Creating Happy Customers Who Come Back Time and Time Again and Enthusiastically Tell Others About You for free at www.HowToControlYourBusiness.com.  I just ask that you pay $2.97 to help cover shipping and handling.

 “Do What You Do So Well
That People Can’t Help Telling Others About You” 

 Keith Lee
www.keithlee.com

That Complainer May Be Your Next Great Leader

Here’s an excerpt from John C. Maxwell’s book, The 360 Degree Leader.

 

“Have you ever found yourself saying something like, “You know, if I were in charge, we wouldn’t have done this, and we wouldn’t have done that. Things sure would be different around here if I were the boss”? If so, let me tell you that there’s good news and bad news. The good news is that the desire to improve an organization and the belief that you’re capable of doing it are often the marks of a leader. 

 

Andy Stanley said, “If you’re a leader and leaders work for you, they think they can do a better job than you. They just do (just like you do). And that’s not wrong; that’s just leadership.” The desires to innovate, to improve, to create, and to find a better way are all leadership characteristics.

 

So next time you’re complaining about that complainer, you might want to consider that she may just be what you need as a leader.

I tell our mangers in our divisions away from the home office that they, at times, need to be a pain in the butt for me.  It’s easy to tell who is and who is not really trying to improve things and grow.  They are the people who tell you things you don’t always want to hear.

 

Here’s an excerpt from an email I sent to one of our division managers who, in a previous email had apologized for “causing a problem”.

 

“Remember I told you a good division manager would be a pain in the butt at times.  You do that well. 

 

Seriously, thanks for the great comments.  I don’t need a yes lady and I certainly don’t want the responsibility for coming up with all the good ideas or fixing everything myself.”

 

Now, I wouldn’t say it like that to a newer person who didn’t know me, but I could with this division manager.

 

With The Make-You-Happy Management System you don’t just allow someone to complain, you require them to help with a solution when they see a problem.  If they are constantly coming up with problems but don’t have solutions, they just may be an immature complainer and not a true helper.  If that’s the case, you need to quickly train them to have a solution when they see a problem or fire them.   

 

But if it is someone who is uncovering true problems and opportunities to improve, that’s what the Make-You-Happy Management System is all about.  With these people, do not always require them to come up with a solution.  A huge principle in the Make-You-Happy Management System is that a few heads are better than one in solving problems and taking advantage of opportunities. 

 

But does that complainer have what it takes to be a leader?  Sure you want a leader that can recognize problems and opportunities, but they also need to be tactful.  So keep your eyes open (or maybe better yet, your ears) for that person who thinks they can do the job better than you.  You just might have a great leader.

 

Follow the link below and discover How to Control Your Business and your Life with Proven Secrets to Creating Highly Productive Teams

 

https://americanretailsupply.wistia.com/medias/jl3pr8dbpk

 

Exposed!!! Owner of Company Named, “Best Business To Work For In Washington State” is a “Ruthless Manager

It was reported today that Keith Lee, the owner of American Retail Supply, which was named the Best Small Business to Work for in Washington State by Washington CEO Magazine is a Ruthless Manager.

How is that?  How can the owner of the company named “The Best Small Business to Work for in Washington State” now be revealed as the co-author of the New Edition of No B.S. Ruthless Management of People & Profits?

It was revealed today that Dan Kennedy, the author of numerous No B.S. books, chose Keith Lee as the co-author for his newest edition of No B.S. Ruthless Management of People & Profits.

Our intrepid reporter, Lois Lane, caught up with Mr. Lee as he was sneaking into his office today and asked him how he could head the Best Business to Work for in Washington State and be a Ruthless Manager.

Mr. Lee replied… “I don’t choose the names for Mr. Kennedy’s books, and Dan and I don’t agree on everything, but when it comes to managing a business and the people in it; we agree much more than we disagree.”

Keith pointed to page 14 in the No B.S. book where Dan Kennedy writes about business owners, “And one thing they all have in common: gripes, complaints, disappointments, frustrations, pain and agony with regard to their employees.  Much of this has to do with unreasonable expectations and a misunderstanding of the actual nature of employer-employee relationships.  Some of it lies squarely at the fault of the business owner for failing in one or more of the Three Requirements for Having Employees: Leadership, Management, Supervision.”

Mr. Lee continued, “While I don’t think the nature of the employer-employee relationship need be as adversarial as Dan, the expectations and the nature of the relationship needs to be addressed during the employees’ first day of employment.  With our DVD training business owners who use our Make-You-Happy Management System set those expectations during the first hour of employment.”

Mr. Lee agrees wholeheartedly with Mr. Kennedy’s statement that business owners failing in one or more of the Three Requirements for Having Employees is the cause of many of their headaches.

Mr. Lee says, “Business owners usually lead, manage and supervise as they were led, managed and supervised, or how they learned in business school; neither of which work very well.”

Performance Reviews Suck

Mr. Lee pointed to Performance Management.  Every business owner knows that they need a Performance Management System but the only type of system they know about is Performance Reviews and they know that Performance Reviews Suck.  With this the business owner continues with Performance Reviews knowing that they suck, or they stop them altogether, and are left with no Performance Management System.

Mr. Lee informed this reporter than Dan Kennedy agrees that Performance Reviews are “like looking in your rearview mirror to drive your car.”  Mr. Kennedy’s tells the story of how the late Mike Vance, who worked personally with Walt Disney on the original Disney University and other projects, laughed and scoffed at standardized annual or quarterly ‘performance reviews.”

Mr. Lee’s management system replaces Performance Reviews with Personal Development Interviews.

Mr. Lee went on to explain.  “Just listen to what they’re called.  Which would you rather give… a Performance Review or a Personal Development Interview?  Would you rather review someone’s performance, or develop someone?

What if you’re on the receiving end?  Would you like your performance reviewed or would you rather have someone work proactively to develop you?

Which do you think gets better results, developing people and coaching them or reviewing their performance after the fact?

Traditional management focuses on catching people doing things wrong.  If every time I do something wrong the boss catches me, but he doesn’t catch me when I do things right, my creativity is stymied and I stop using my creativity, stop stepping out front, and stop helping the organization grow by using my creativity.

Conversely, when we start catching people doing things right, we encourage empowerment.  People start to do things in the organization.  Productivity improves on an ongoing basis.  Improvement doesn’t just come from management but from the whole organization interacting with each other and picking each other up.  The organization is permeated with a motivating environment.

Another benefit of this type of management is you create a learning organization.  Researchers tell us that as we move forward, people are going to stay with organizations where they have an opportunity to grow and learn.  There are going to be many more skilled positions than there are people to fill them.  And if there are a lot of skilled positions and not enough people to fill them, money isn’t going to make the difference.  Money is going to be a given.  You’re going to have to pay in the competitive market to get good people.  But they want to work in a place where they can grow, where they can enjoy themselves, where they can use their creativity to help the organization grow, and that happens in a learning organization.  That’s exactly why my company, American Retail Supply was named the Best Company to Work for in Washington, by Washington CEO Magazine.”

You can get Keith’s hardcopy book (not an e-book), How to Control Your Business and your Life, Proven Secrets to Creating Highly Productive Teams at www.HowToControlYourBusiness.com.  Your cost is $2.97 and that includes shipping and handling.

What Do Customers Want?

What Do Customers Want?
A survey of 1 million consumers provides valuable insight for today’s marketers.

By Keith Lee

This article was adapted from an article Murray Raphel wrote.  You can find out more about Murray and his works at the end of this article.

In the immortal words of Andy Rooney, “Didja ever wonder…..?”  Today’s question is whether or not you read those weekly polling reports from The Wall Street Journal, ABC News or the bottom left-hand corner of USA Today and wonder how accurate they are?

If you look at the tiny print at the bottom, most say they are based on interviews with about 1,000 people and have a plus or minus factor of 5 percent.  One thousand people?  To tell me if we should have a health plan, how the President’s doing, how many diet Cokes are sold in one day, and how many angels fit on the head of a pin? (Only kidding.)

How can that be?

And so I always look askance at the results of this small sampling.

But when I ran across a survey taken by Brit Beemer and America’s Research Group, I sat up, took notice and read everything very, very carefully.  What made me sit up?  This sentence: ‘The statistics are based on over a million interviews giving valuable insight into consumer behavior and how stores match the needs and values of customers.’

“Whew” — 1 million interviews.  Now is the time for all good merchants to come to the aid of their business by knowing what the customer really thinks of your business — well at least one million of them…

Here are some conclusions from the interviews:

“Customers decide if they feel comfortable to buy in your store.”

And: “4 out of 10 customers judge how much you know by how professional you look.”

What does that have to do with your store?  What is the first impression your customers get when they walk into your store?  What is the first impression they get when you mail them something?

“Most customers know very little about the product you have to sell.”

We recently went shopping for a DVD player.  We asked the salesman in the appliance store this question:  “This VCR is $89.  And this one over here is $149.  What’s the difference?”  And he said, “fifty dollars.”  (now you can’t make that  up).

What does that have to do with your store?  The old adage of, “the more you tell, the more you sell” works for your business.  The more specific you are about what you sell, stressing the benefits you offer, the greater degree of comfort you give your customers.  The same is true with your direct mail advertising.

Years ago, Murray Raphel did a mailer to his customers on children’s yellow raincoats that had a place to write the child’s name on the inside collar.  Since most children at the time wore yellow raincoats to school they are often mixed up and switched.  We emphasized this benefit in a mailing and sold out the coats in three days.

“Most customers say all consumer ads look the same.”

In his advertising class Murray would often place five ads from local supermarkets, with their name cut out, on the board.  Each student is given a sheet of paper with the names of the five supermarkets.

“Match up the name of the supermarket with the ad?” Murray asked.

No no one ever got it right!

What does that have to do with your store?

You need to avoid what Dan Kennedy calls Marketing Incest!  In almost every industry everyone copies everyone elses advertising so it all looks the same and nothing is effective.  Get a Free Trial to Dan Kenndy’s newsletter at www.nobspugetsound.com to find out how to avoid Marketing Incest.

“Customers expect a specialty store to have the largest selection in their chosen product area.”

Many years ago when Murray first started in business, his annual volume was around $20,000 a year.  He couldn’t afford to advertise… anywhere.  But he knew people would shop with him if he had the biggest selection of… something.  He chose children’s hats and gloves because they were so inexpensive.  He put hand-lettered signs on his windows: “We have the largest selection of children’s hats and gloves!”

He soon became known as the store to go to for children’s hats and gloves.  Not big sales, but once in the store the customer might buy a snowsuit – which was like selling 20 pairs of gloves.  They became important, well-known, and business grew.

       What does this have to do with your store?

Be a specialist in what you sell.  It does not have to be merchandise… it can be service.  Murray once asked an elderly woman why she shopped the local pharmacist when the chain store’s prices were lower.  Her explanation: “They say hello to me when I come in.”

The customer is reassured when you offer an in-depth selection of any item.  It makes them feel you are an expert in that field and gives the perception you are an expert in other areas as well.

When Murray bought clothing in Europe the total inventory was less than 10 percent of what he carried.

He promoted, advertised and talked about the European clothing so much that it became the main emphasis of his inventory.  Soon the customer felt everything in the store was imported from Europe.

“Half of America buys with credit, half buys with cash.”

Some of the best and smartest marketers are the credit card companies.  First came the cards.  Then came the affinity cards.  (When you use your credit card you are giving money to your alma mater.  Or the humane society.  Or building mileage on your favorite airline.)  Now there’s co-branding, where the name of your business appears with the name of the credit card.

What does that have to do with your store?

This: The more ways you offer the customer to pay, the higher the return.  Offer cash.  Or check.  Or credit card.  Or lay-away.  Or monthly payments.  Or your own co-branded card.  Better: offer them all and then be sure to include the internet.

“A private sale flyer must scream value.”

Retailers have negatively impacted between 25 percent and 40 percent of their core customers by sending false pretense private sale mailers.  Many businesses are mailing more often and giving less value.

Here’s what customers see as real value: real lower prices.  Deferred credit promotion.  Free delivery.  Free vacation promotions.  Free gifts.  First choice at a warehouse or clearance sale.

What does this have to do with your store?

An old and works-every-time adage: “Make sure the story isn’t better than the store.”  Another one (Cont. P.6 – What Do Customers) to remember: “Promise a lot.  Deliver more.”

If your product has six good selling points, only tell five.  Have the sixth featured when the product arrives at the house or is purchased at the store.

This gives the customer even greater confidence that their purchase is even better than “what you advertised.”

Some other guidelines from the survey:

  • “The number one reason for buying a big ticket item is No Down                      Payment.“
  • “The number two reason for buying is No Interest.“
  • “A very low interest offer will beat out a ‘6-month interest deferred’ offer.”
  • “Radio reaches the youngest audience, newspaper the oldest. Radio is the best medium to create a personality for your store.”
  • “The word ‘FREE’ in an ad has the greatest impact.”

How much attention should you pay to all this information?  A lot.  Remember the basic rule in selling is only one sentence: “Find out what the customer wants… and give it to them.”

For more great tips on customer service, go to TheHappyCustomerHandbook.com and get a FREE copy of my book. I reveal 59 secrets to creating happy customers who come back time and time again… AND enthusiastically tell others about you.

Remember, Only Happy Customers Come Back
Keith Lee

Murray Raphel has been telling the retail direct mail story as a columnist in Direct Marketing for more than 30 years.  He has developed Gordon’s Alley, a multimillion-dollar pedestrian mall in Atlantic City.   

       You can reach Murray at Raphel Marketing Inc., 12 S. Virginia Ave., Atlantic City, NJ  08401.  His phone number is 609-348-6646.

Leading & Motivating by Brian Tracy

*Note from Keith:

Brian Tracy is an absolute living legend.  Brian’s goal is to help you achieve your personal and business goals faster and easier than you ever imagined.  His exciting talks and seminars on Leadership, Selling, Self-Esteem, Goals, Strategy, Creativity and Success Psychology bring about immediate changes and long-term results, and you can bet his articles will inspire the same in YOU to bring about huge, long-term success.

Here is an article from Brian Tracy that reinforces the principles in the Make-You-Happy Management System.

Leading and Motivating

By Brian Tracy

It’s been said that Leadership is not what you do, but who you are.  This, however, is only partially true.  Leadership is very much who you are, but it cannot be divorced from what you do.  Who you are represents the inner person, and what you do represents the outer person.  Each is dependent on the other for maximum effectiveness.

The starting point of motivational leadership is to begin seeing yourself as a role model, seeing yourself as an example to others.  A key characteristic of leaders is that they set high standards of accountability for themselves and for their behaviors.  They assume that other are watching them and then setting their own standards by what they do.  In business, there are several kinds of power.  Two of these are position power and ascribed power.

Position power is the power that comes with a job title or position in any organization. If you become a manager in a company, you automatically have certain powers and privileges that go along with your rank.  You can order people about and make certain decisions.  You can be a leader whether or not anyone likes you.

Ascribed power is the power you gain because of the kind of person you are.  In every organization, there are people who are inordinately influential and looked up to by others, even though their positions may not be high up on the organizational chart.  These are the men and women who are genuine leaders because of the quality of the people they have become, because of their characters and their personalities.

Over the years, we have been led to believe that leaders are those who stride boldly about, exude power and confidence, tive orders for others to carry out.  However, that is old school.  The leader of today is the one who asks questions, listens carefully, plans diligently and then builds consensus among all those who are necessary for achieving the goals.  The leader does not try to do it by himself or herself.  The leader gets things done by helping others to do them.

This brings us to five of the qualities that you already have to a certain degree and that you can develop further to stand out from the people around you in a very short period of time.

The first quality is vision.

This is the one single quality that, more than anything separates leaders from followers.  Leaders have vision.  Followers do not. Leaders have the ability to stand back and see the big picture.  Followers are caught up in day-to-day activities.  Leaders have developed the ability to fix their eyes on the horizon and see greater possibilities.  Followers are those whose eyes are fixed on the ground in front of them and who are so busy that they seldom look at themselves and their activities in a larger context.

The most motivational vision you can have for yourself and others is to “Be the best!”  Many people don’t yet realize that excellent performance in serving other people is an absolute basic essential for survival in the economy of the future.  Many individuals and companies still adhere to the idea that as long as they are no worse than anyone else, they can remain in business.  That is just plain silly!  It is prehistoric thinking.  We are now in the age of excellence.  Customers assume that they will get excellent quality, and if they don’t, they will go to your competitors so fast, people’s heads will spin.

The second quality, which is perhaps the single most respected quality of leaders, is integrity.

Integrity is complete, unflinching honesty with regard to everything that you say and do.  Integrity underlies all the other qualities.  Your measure of integrity is determined by how honest you are in the critical areas of your life.

Integrity means this: When someone asks you at the end of the day, “Did you do your very best?” you can look him in the eye and say, “Yes!”  Integrity means this: When someone asks you if you could’ve done better, you can honestly say, “No, I did everything I possibly could.”

Integrity means that you, as a leader, admit your shortcomings.  It means that you work to develop your strengths and compensate for your weaknesses.  Integrity means that you tell the truth, and that you live the truth in everything that you do and in all your relationships.  Integrity means that you deal straightforwardly with people and situations and that you do not compromise what you believe to be true.

The third quality is courage.

It is the chief distinguishing characteristic of the true leader.  It is almost always visible in the leader’s words and actions.  It is absolutely indispensable to success, happiness and the ability to motivate other people to be the best they can be.

In a way, it is easy to develop a big vision for yourself and for the person you want to be.  It is easy to commit yourself to living with complete integrity.  But it requires incredible courage to follow through on your vision and on your commitments.  You see, as soon as you set a high goal or standard for yourself, you will run into all kinds of difficulties and setbacks.  You will be surrounded by temptations to compromise your values and your vision.  You will feel an almost irresistible urge to “get along by going along.”  Your desire to earn the respect and cooperation of others can easily lead to the abandonment of your principles, and here is where courage comes in.

The forth quality of motivational leadership is realism.

Realism is a form of intellectual honesty.  The realist insists upon seeing the world as it really is, not as he wishes it were.  This objectivity, this refusal to engage in self-delusion, is a mark of the true leader.

Those who exhibit the quality of realism do not trust to luck, hope for miracles, pray for exceptions to basic business principles, expect rewards without working or hope that problems will go away by themselves.  These all are examples of self-delusion, of living in a fantasyland.

The motivational leader insists on seeing things exactly as they are and encourages others to look at life the same way. As a motivational leader, you get the facts, whatever they are.  You deal with people honestly and tell them exactly what you perceive to be the truth.  This doesn’t mean that you will always be right, but you will always be expressing the truth in the best way you know how.

The fifth quality of motivational leadership is responsibility.

This is perhaps the hardest of all to develop.  The acceptance of responsibility means that, as Harry Truman said, “The buck stops here.”

The game of life is very competitive.  Sometimes, great success and great failure are separated by a very small distance.  In watching the playoffs in basketball, baseball, and football, we see htat the winner can be decided by a single point, and that single point can rest on a single action or inaction, on that part of a single team member at a critical part of the game.

Life is very much like competitive sports.  Very small things that you do, or don’t do, can either give you the edge that leads to victory or take away your edge at the critical moment.  This principle is especially true with regard to accepting responsibility for yourself and for everything that happens to you.

You become a motivational leader by motivating yourself.  And you motivate yourself by striving toward excellence, by committing yourself to becoming everything you are capable of becoming.  You motivate yourself by throwing your whole heart into doing your job in an excellent fashion.  You motivate yourself and others by continually looking for ways to help others to improve their lives and achieve their goals.  You become a motivational leader by becoming the kind of person others want to get behind and support in every way.

Your main job is to take complete control of your personal evolution and become a leader by becoming the kind of person others want to get behind and support in every way.

Brian Tracy is legendary in the fields of Management, Leadership, and Sales.  He has produced more than 300 audio/video programs and has written over 40 books.  www.BrianTracy.com

Ya Sure…George S. Patton Was a Make-You-Happy Leader

"George S. Patton 1919" by U.S. Army - https://www.ftmeade.army.mil/museum/archive_patton.html. Licensed under Public Domain via Wikimedia Commons - https://commons.wikimedia.org/wiki/File:George_S._Patton_1919.jpg#/media/File:George_S._Patton_1919.jpg

Ya Sure…George S. Patton Was a Make-You-Happy Leader

by Keith Lee

Managers in the Make-You-Happy Management System are coaches, cheerleaders, facilitators, and nurturers of champions, rather than cops, referees, and nay-sayers.

This leadership principle is from the magazine “Armchair General” available from Armchair General, LLC 386-246-3456.  Let’s learn about management from Old Blood & Guts, George S. Patton, America’s greatest World War II battle commander.

General George S. Patton Jr. studied – and practiced – leadership all his life.  What “Old Blood & Guts” left behind is a priceless leadership legacy containing a wealth of material for today’s military and business executives.

Providing “Mission-Type” Orders

An organization benefits from both the individual and collective intelligence and experience of its members.  Too often, leaders attempt to provide a solution without tapping into the wisdom and abilities of those in the command structure.  Patton’s rapid, slashing, war of maneuver campaigns in World War II were propelled by issuing “mission-type” orders – assigning broad objectives and letting subordinates work out the details.

He advised, “Never tell people how to do things.  Tell them what to do and they will astonish you with their ingenuity.”

The Make-You-Happy Management System was created out of my frustration in having no time for myself, no time to work on the important things in my business because I was babysitting employees and making every King Solomon decision in the company.

In order to alleviate this you need to issue “mission-type” orders:  Assign broad objectives and let subordinates work out the details.  You’ll be amazed at the results and the freedom you achieve.

Demand Discipline

Discipline is the bedrock characteristic of any successful military unit or corporation.  Commanders and executives who want to win must teach it to subordinates and then demand that they act accordingly.  The fiery and headstrong Patton may have suffered lapses in regulating his own behavior from time to time, but he always understood that the controlled actions of his units remained the key to battlefield success.  “You cannot be disciplined in great things and undisciplined in small things,” said Patton.  “There is only one sort of discipline – perfect discipline.”

As this article suggests Patton may have suffered lapses in his own behavior in this regard, but we can still learn from this principle.

While I’m not suggesting peeling potatoes or forcing your Team to run miles when they don’t perform, I think that it is absolutely imperative that your Team understands your core beliefs and they understand that those core beliefs are unwavering.

Here’s an example.  Everyone in our company understands that the minimum level of Customer Service that is acceptable is “truly appreciative service.”  And while we may fail at this at times in the eyes of our Client, everyone understands that indifferent, or heaven forbid anything approaching rude service means immediate termination of employment.

Another example is seen in our company values.  Again, everyone understands that one of our values is, “We will do nothing illegal or unethical.”  If someone decides to consciously do something illegal or unethical they will be dismissed.

Take Timely Action

Perhaps because they fear failure, commanders and business leaders often become timid in their decision making, delaying final orders until the plan in “perfect.”  Patton, however, recognized that seizing the unforgiving moment is vastly more important to success than postponing an action until the ideal plan is devised – too late to produce positive results.  Remember Patton’s admonition, “A good plan executed now is better than a perfect plan executed next week.”

One of the basic tenants of Make-You-Happy Management is empowering your Team to make decisions.  You’ll obviously want to give some guidelines concerning those decisions, but as you and your Team understands the system and each other, those guidelines can be very broad.

For instance, while using our L.E.A.R system to take care of upset Customers, after finding out what the Customer wants to make them happy, the guideline for our front line Team member is unless it’s NUTS, do it!”

Instill Self-Confidence

Self-confidence on the battlefield of in the boardroom is crucial for success.  Patton created within his Third US Army a tradition of winning and a corresponding leadership climate that let his Soldiers know they were second to none.  The proudly exclaimed, oft-heard cry of the Third Army Vets, “I fought with Patton!” testifies to his ability to encourage and instill faith in oneself.  Patton wrote, “The most vital quality a Soldier can possess is self-confidence; utter complete and bumptious.”

When you empower your Team to make decisions and take care of Customers, they will have the confidence they need to create Happy Customers.

But what happens when your Team Member makes a bad decision?  In the Make-You-Happy Management System the first thing to do is look at your systems to make sure they are not getting in the way of making a better decision.

Once you find the system is OK, then you need to RETRAIN and not beat up the Team Member.  The first thing you need to do is thank the Team Member for making a decision.  Then and only then, discuss how a better decision might have been achieved.

Motivate Subordinates to Excel

The notion that Patton merely drove his men to excel through fear and intimidation is a gross misinterpretation of both his motives and his methods.  Few contemporaries understood as well as Patton how to motivate and get the most out of the American Soldiers.  His leadership philosophy regarding this point is best summed up in his characteristically blunt saying, “We herd sheep, we drive cattle, we lead people.  Lead me, follow me, or get out of my way.”

Remember, managers in the Make-You-Happy Management System are coaches, facilitators, cheerleaders, and nurturers of Champions; not cops, referees or nay-sayers.

L’audace, L’audace, Toujours L’audace!

Finding and adhering to a core belief, as Patton certainly did, will help guide leaders both professionally and personally.  One of Patton’s favorite French sayings, ” L’audace, l’audace, toujours l’audace!” translates to “audacity, audacity, always – audacity!”  Both military and business leaders would be well-advised to follow Patton’s guidance and never fear to act promptly and decisively on reasoned, calculated risks.

The Make-You-Happy Management System starts with your Company Vision which is the combination of your values and Beliefs.  Whatever those Values and Beliefs are it is critical that they are strong enough to carry you through tough decisions.  Often, when I have a hard time with a decision that answer is clear when I review our Company Vision.

Beating The Odds – Part 2

Beating The Odds – Part 2

We’re picking up our conversation on one of our great clients at American Retail Supply, McLendon’s Hardware, which has seven locations throughout the Seattle area.  To review part one, refer to the last blog post (Beating The Odds).

Competition Makes Them Better

I’ve done a lot of research over the years on how to compete with the national chains.  I’ve been sharing that information with my clients in my monthly newsletter for 21 years and my bi-weekly email retail tip since 2004.  In my research I found that those companies that survive and thrive look at the new competition as a challenge to get better themselves.  McLendon’s has done this also.

For years McLendon’s knew they should be looking into better automating their inventory and point-of-sale computer system.  When the retail giants came to town they made the investment in their future but also were sure to invest in new software that really helped them stay focused on their customers and not allowing the software to take away from their exceptional customer service.

Other areas in which McLendon feels the competition has made them better are display, advertising and pricing.  McLendon says, “We never really concentrated on end caps other than to put things on them.  Now we have a person in every store hire just to do that.”

McLendon’s realizes that with the big guys right down the street they need to be much more aware of price competition so they can be seen as having “good” prices.  Their advertising person consistently pushes to have “hot buys” in their ads.

What can you learn from the competition to make you better?

Variable Pricing Structure

McLendon refers to his variable pricing structure as A item, B item, C item pricing.  “A” items are very competitive, commodity items, that everyone uses and everyone knows the price.  McLendon knows his prices must be “good” on these items.  They don’t need to be the same or lower than the retail giants, but they need to be very close.  “B” and “C” items are not as competitively priced and the company can get better markups.  Sadly, too many independent retailers refuse to accept this type of pricing strategy.

Buy Right

McLendon’s, like many who compete well with the mass merchandisers, is a member of a buying group.  They buy a lot of their product though True Value.  With the exception of direct import items, McLendon feels their costs are in line with the retail giants.  But he believes the retail giants often get advertising allowances that he does not get.

Don’t Compete Directly With the Retail Giants

McLendon’s knows their niche-huge selection and great service.  In addition, McLendon’s now very carefully considers location as a niche when opening a new store.  When opening a new store McLendon asks, “Is it their market?”

The retail giants in the hardware business like to be near freeways and locations that attract large number of people.  McLendon’s looks for a niche that is not close to freeways, has a good population base, but isn’t a place that the retail giants are likely to put a store that requires a huge population to support.

This is huge.  How can you position your product and/or services to go where the competition ain’t?

Brand Names

A strategy retailers like to use to compete with the retail giants is to carry brands that the giants don’t carry.  In the past, McLendon’s tried to carry brands that the big guy didn’t carry.  With the number of competitors now in the market, and the huge popularity of a few brands in the hardware business, that strategy doesn’t really work.  As a whole, McLendon’s tends to carry quality brand products.

Hours of Operation

Historically hours of operation for McLendon’s shows the company’s long roots and reflect the work ethic in the community – early to bed, early to rise. The company has always opened early and closed early.  Today they’re finding they need to extend those hours.

Store used to close on Sundays.  Today, Sunday is the company’s second busiest day of the week.  McLendon’s stores used to close at 6:00 PM.  Now they close at 8:00.

Temporary Sales Decline

McLendon’s has found that retail giants moving into their market is a cause for concern and an opportunity to improve, but it is not a cause for panic.

Like retailers across the country, McLendon’s has found that stores sales drop somewhat when a retail giant opens a store close to McLendon’s.  but like many independents, McLendon finds that within nine months sales are back to where they were before and growing… maybe not growing as fast as they did before the big guys moved in, but growing.

You Can Thrive

Mike McLendon and McLendon’s Hardware have proven that yes, you can thrive in the shadow of the retail giants and compete with them, but not directly against them.  McLendon’s focuses on a broad product line, great customer service, and a niche location to not only survive, but thrive in the shadow of retail giants.

Discover more ways to improve your business by requesting one of my free books: How to Control Your Business and Your Life and The Happy Customer Handbook

by Keith Lee