Winston's e-Newsletter - September 2006

Getting People To Say "Wow!"

In your business, what are the most critical factors that influence your customer's perceptions of your business? What are the vital factors that make them say "Wow!" because, when they do, they'll become advocates for your business and refer others to you.

Well, one certainly is the tangibles which are the physical facilities, equipment, and communications, how your people look and so on. And the second is the way your people go around doing whatever they are supposed to do in their role of delivering your products or services to your customers, clients, patients, patrons or guests.

More thinking. Suppose, just suppose, that your business is the best of its type in your area, or your state, or even in Australasia. Now, come on, think about it. What would your answers be to these questions (and any others your fertile brain may create) if you were the best?

What would be unique, special and different about your business?

1. The team who operate the business and what they do?
2. The impression created when a customer (a) first walks in, or (b) telephones your business?
3. The way the product or service is explained to the customer?
4. The way the product or service is delivered or rendered to the customer?
5. What happens after the delivery of the product or service?
6. The way you deal with your suppliers, other business people and competitors?
7. How you maximize the value of each sale to the (a) customer, and (b) your business?
8. What the team does to ensure that the customer will (a) recommend you to their friends, and (b) make a return visit?
9. What your team members would say when they are asked where they work?
10. What a team member would say if they were asked why your business is the best in the area (or state or Australia)?

And finally, what do you and your team do to make every interaction with your clients, customers or patients memorable?

When you differentiate your business from others in some or all of these areas you'll start making your clients, customers or patients say "Wow!"

The Success Factor

In each of us there is a certain amount of invincibility that we need to bring out from time to time. Whether it's in the business world or in our personal lives, we need to be able to cope with tough times, learn by them and bounce back.

US military officer, Captain Gerald Coffey, who was incarcerated in solitary confinement for years in a dungeon like prison cell in Hanoi during the Vietnam conflict, expresses his view of the concept of invincibility in the following words:

"Invincibility really means how we bounce back from the defeats that we suffer, from those setbacks that we hadn't anticipated, because we certainly cannot win every battle. Invincibility means how we come back with what we've learned from that setback and the sum total of all those rebounds, and how we apply those lessons for the future challenges in our business lives."

Remember that we all suffer setbacks from time to time. The real test of character is how we move on and learn from those experiences.

As motivational speaker W Mitchell says, "It's not how many times you fall down that matters. its how many times you pick yourself up that counts."

New Post Codes for New Zealand

If you mail to New Zealand the new postcodes introduced by New Zealand Post on July 1st represent a complete change to every existing postcode in existence and mean that every mailing database is out of date overnight.

In addition, every home, property, and PO Box that NZ Post delivers to, now also has two new features: a standard addressing structure and a DPID. If you ever post, you will want to grasp these simple concepts.

While you may be aware of the new post codes, it is not yet common knowledge that with them come the requirement to present addresses correctly. NZ Post has guidelines posted on their website following the accepted standardized address structure. They deal with layout, suburbs, flats, and all other structural changes, and rules that make a vast improvement to delivering a letter.

Adoption of both the new postcodes and the addressing structure will become an essential part of a business continuing to enjoying bulk mail discounts. Additionally, there will be penalties gradually introduced over the next 2-3 years on returned mail that has been lodged at bulk mail rates, to cover the cost of return (as they do in Canada), for inaccurate lodgments.

Assia Salikhova, a professional colleague of mine, on (NZ) 04 977 7877 or www.whoiswhere.co.nz can give you help in fixing your database.

One of the beaches of the world!

We are used to seeing the amazing buildings that are going up in Dubai but the Japanese are no slouches when it comes to magnificent edifices. This is the ocean dome in Miyazarki, Japan and as you can see its an enclosed artificial beach that obviously holds thousands built quite close to the sea but without of all the pesky inconveniences of actually having to go there!

Making a Billboard Work!

The general rule for billboards is that about 12 words is the maximum if you want to make sure of getting your message across. But, just to prove that every rule is made to be broken, here's one that uses lots more words but I'm sure the message would work gangbusters, at least for Steven. It only goes to prove that, if you want people to read your message, first of all you've got to get their attention.

Here is a mid 1800's help wanted sign for the Pony Express:

It always generated a huge response. Why? Well quite simply it targeted the market it wanted with an almost irresistible challenge and, although downright honest about the dangers, the young blokes whom it was seeking were excited by the risks and believed that they wouldn't get killed since they felt (as the young do) 10 feet tall and bullet-proof.

The other lesson is that it spell out exactly who is wanted. often a great idea for your adverts. For example, "Wanted - Couples between 45 and 55 who both work, own or nearly own their own home and are thinking about buying an investment property."

If the kids starve I may have to slash my wrists!

Forced by the limited space we have in our new office I’m making an irresistible offer to you to pick up 10 great marketing CD’s at huge savings. It may mean that, on their rare visits home, my kids will starve but I do it unselfishly for you in the interests of your premature retirement to the beaches of the world. You’ll find details here...

Open House Wins Business

In the September edition of my Business Marketing program I interview a canny Chiropractor from Brisbane, Travis West, who put together a fun promotion that generated lots of referrals from his happy patients. The idea he used is transferable to almost any business and is one that you should look at adapting and adopting for your business. Have a look at the invitation letter he wrote and listen to part of the interview:

Making Marketing Easy

A while back I ran into Daniele Lima co-author with Chris Lee of the book “Marketing Works” which gives some very, very useful tips about basic marketing and will help you get your marketing plan and activities together. The authors claim that you only need to read any five pages of the book to discover that its one you can’t do without! Certainly I reckon that its one that you should have in your library so take a cybertrip to Bobs Books to find out more. to find out more.

The Magic of Video

Recently Technology Whiz, Terry Brock www.terrybrock.com one of my mates from the USA was in Australia to update clients on how to use the great cyberspace technology tools that are available to help win business. He was also filming reports that he pasted at his web site to keep his clients up to date with discoveries on his travels. Amazed at the cost of gas when we filled up my car, he filmed a video spot about it and the filming continued into the recording studio where we talked about how to use video technology in business.

See the video Terry make with Winston in Australia

Always great to recognise winners!

I had the pleasure of MC’ing the Choice Hotels Australasia Annual Conference in Perth, WA Australasia recognised three of its top properties from each of its Comfort, Quality and Clarion brands with ‘Awards for Excellence’. Some of the winners are pictured showing off their awards, from left: winner Roger Whyte and Chris Owen from Comfort Inn Raglan, Vic; Choice Hotels Australia MD David Bayes; Anna Owen, Comfort Inn Raglan; winner Jye Segboer, Quality Hotel Powerhouse; Iain Gunn, CHA; winner Karen Klein, Clarion Hotel, Mackay Marina; and Aileen Cobern, CHA. (Reprinted from Travel Daily)

Business Growth Centre
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Postal: 110 Coleman Road, Boronia, Vic, 3155, Australia
Phone: +613 9887 5511   Fax: +613 9887 5581

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