Saturn...out of touch and going out of business

Did you ever see the ads? I would laugh every time I saw them. A man in a bright green shirt said "Saturn builds cars that people want to buy" as argument against the idea being professed that America couldn't build cars that people wanted to buy.

Are you kidding me? I was supposed to believe that Saturn built cars that I would want to buy just because some employee said so? There was nothing compelling in that ad; nothing touched on what I would get out of such a purchase. Instead, the ad seemed to be saying that if I was smart, I would know that Saturn was the brand to buy.

I'm not saying anything good or bad about Saturn or the cars they make. I know plenty of people who've been very happy with their Saturn vehicles. My point is that, in order to stay profitable and moving forward in business, we have to stay in touch with our customers. We have to understand what they want. Consumers buy based on their perceived value (their WIIFM -- see my post on WIIFM here). If they feel what they are purchasing is of value to them, then they're happy to move forward.

Inside any organization that has customers, it's our job to help the customers imagine the value they will receive when they purchase what we're selling. We have to help make their imaginations come to life (like "if I buy that car, I will never have to worry about breaking down again" or "if I buy that car, there will never be another person as cool as me...everybody will want to be like me"). Many experts will tell you that most purchases, especially large ones, are made based on emotion (the heart decides and the brain rationalizes) and we have to tap into that. If we're not providing the value that our customers want, we need to realign our value proposition to meet the wants and/or help the customers realize (imagine) why they need our products or services.

I'm sure there are a lot of very smart people at General Motors. They know all the right business ideas and probably know way more than I will ever know about marketing. It's just that this knowledge doesn't seem to have translated into reality.

What am I missing here?

Smiling

Are you kidding me? Smiling? We're going to write about smiling?

Yes, of course. If you have customers, and all of us do (of one kind or another), then we want our customers to be happy and we want them to WANT to be involved with our business or operation.

When's the time to start smiling? It's when you answer the phone. Customers start making judgements about us, our teams, and our business as soon as they hear a voice (really, it's before that if you do any advertising or they've seen your web site). A voice can definitely convey a smile if we want it to.

The next smile has to be at the front desk. You know, typically the front desk person is the lowest paid in the office, but she or he often has the most important role. This person is the one who can give the first face-to-face smile a customer sees. Your front desk person has to be free to focus on the customers as they come in and should know that a "live" customer is always the first priority over customers on the phone or on email. The front desk person should really be happy to see customers coming in and that's not always easy to do. Maybe the answer is to fake it sometimes if we're not "feeling it", but often we're not that good as actors.

I can go through the list of staff in your office in reference to smiling, but the key is to be smiling all the time. Smiles are infectious and they make other people feel better. They can help our customers feel glad that they chose to come and see us.

I'm smart enough to know that a smile isn't what gets us business...it's bringing value to our customers that gets them in our doors. Still, if we bring value with a poor attitude, then is it really valuable at all? Most people like to be around others who are glad to see them. It's the same with customers.

If smiling isn't a natural expression for you or your people (it's not always for everybody...some people are just serious), then you need to practice and get the team members to help by letting their coworkers know when the smile slips a little.

You may think this is all silly, but I'm deadly serious. Our customers should expect our best and they should get it. To do business with you (unless you're in business based totally on price), they're going to want to receive value and receive it in a positive atmosphere.

So, SMILE!

A Man of Success

Albert Einstein once said, "Try not to become a man of success but a man of value."

When you are a professional, whether it be in business, in the government, or part of another organization, you are often pushed to be successful at just about any cost. You've seen it. You've seen people so focused on success that it's all they can do, all they can think about.

How do you measure success? Many of us measure from a perspective of:

• Fame
• Fortune
• Power
• Influence

So many times, these measurements are focused almost solely on ourselves. They can be very selfish and self-serving. I think Einstein is saying that the focus of our lives can't be primarily or even mostly about ourselves. It's just that a life focused totally inward seems kind of an empty existence.

I've mentioned it before: most all the motivational speakers out on the circuit today (people like Zig Ziglar) will say you can't be a true success until you've helped people around you be successful. For the majority of people, possessions don't really make them happy, not long-term, anyway. It's the people around us, people we care about, who do that. It's about relationships and being valuable to others.

"Try not to become a man of success but a man of value." In the end, that's where true success lies.