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>Doubter, Dennis, Ladies, Gentlemen & Extinguished >Guests: > >I’d better clarify more points for our host. > >Some people may wonder what a process about taking >phone calls has to do with marketing. Everything in >business should be related to marketing because it >affects customer’s experiences. Even Accounting? Yep! > >Anything that affects how much money is invested in >serving or presenting merchandise & service to >customers is related to marketing. Whatever influences >customers’ perception of a business is related to >marketing. Employees loudly chewing gum matters too. > >Do you think, “Answering a phone & other simple things >are no-brainers”? > >After you have a good process, it can be a no-brainer. >A big reason for having processes to make some things >so routine they’re almost no-brainers. But if you or >employees completely disengage your brains, you’re apt >to make mistakes. > >Some people want to multitask, others would prefer >not, but feel forced to do it. Develop processes to >make multitasking a viable option—as long you’re not >face-to-face with customers. Even if your conscious >mind is totally focused with them while your hands & >subconscious are doing something routine, customers >aren’t apt to feel you’re not paying attention to >them. It’s true, even if they multitask while they >talk to you. Double standard? Sure. Unfair? Probably >so. > >Think of baseball games & other childhood events. >Somebody supplied a ball & bat or other necessary >equipment. That person demand that the others follow >his/her rules, right? > >If the others didn’t accept his/her rules, they didn’t >play because its owner took the necessary equipment >back. > >(Oh Gees! Did I just use an analogy like our host >does?) > >The necessary equipment is in this case is the money a >prospect will pay you if you follow his/her rules. If >you want him/her to pay, you’ve got to play—by their >rules. > >Ego-strength?! As a business owner, you may have >enough under normal circumstances. But if you’re >frustrated by playing by others’ rules, things going >wrong, complaints, high expenses & low income, etc. >Your confidence may be still be strong, but shaken. > >Another analogy: Rodney Dangerfield said something >like: “This morning I picked up my shirt…a button fell >off. I picked up my brief case…the handle fell off. >I’m afraid to go to the bathroom!” > >Going to the bathroom probably wouldn’t cause a fall >off, but it can seem like it would. It’s an example of >shaken confidence. > >Why would a process make a difference? Because holding >it in can cause medical problems. Seriously though, >when you have a successful way to do something, you’re >apt to be successful with it again. If you make it up >as you go along every time, you won’t always have the >same level of success. After a few strike-outs, it’s >harder to get back up to the plate & be confident of >hitting a homerun or even just a base hit. > >Subconsciously, if you keep making mistakes, those >mistakes can become habits. This makes it more >imperative to set up successful processes—even for >mundane tasks—to get your brain on a successful track. > >Have you noticed anybody making a mistake, then be a >bit miffed & make the same mistake again. After that, >he or she is angry, but his/her subconscious is >focused on the mistake instead of the desired results. >So, he or she makes the same mistake again. (Somewhat >like coming back this blog.) 8^} > >It’s like the story of the baseball team manager who >told a pitcher which pitch not to throw because the >batter hit many home-runs off that particular pitch. >The pitcher then threw that pitch & that batter got >another home-run. Why? > >The pitcher focused on the wrong pitch instead of >focusing on a right pitch. > >Successful processes focus people’s subconscious minds >on doing what’s right so the right things block >thoughts of the wrong things. > >What Dennis wrote about the cobbler & interrupting >calls from customers is an example of a business owner >& customers in a contest of wills. Dennis got lucky >again by suggesting a good compromise. > >This message is getting long so I won’t elaborate >much. But read what Stephen Covey in “The 7 Habits of >Highly Effective People” about synergistic Win/Win >solutions that are better & mutually beneficial. > >Develop ways for customers, employees & business >owners to benefit. But when there are slight >inconveniences for business owners & employees when >they make things convenient for customers, deal with >it. That’s business. Do you think it’s convenient for >me to contribute to this blog just to benefit you? >(8^{ (8^} > >Customers aren’t always right. Business owners & >employees have rights too. But if you want customers >to pay, you’ve got to play—by their rules.

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