Susan Schneider’s Blog

You Cannot Live Under Water

It used to be that when we said people were “Upside Down” in their homes, we were referring to a person’s negative equity position. If you listen more closely you will hear people now using the phrase “Under Water.” While you may just see this as semantics – think about the difference in the meaning…a person can SURVIVE living “Upside Down” but they CANNOT LIVE “Under Water.” When did we become so dire?

I, of course, would love to tell you that I came up with that clever quote but recognition goes out to Jo Lay, VP of Coldwell Banker in Chicago, who mentioned this new trend as she was addressing the attendees at the National Relocation Conference. Jo Lay was right, we need to make sure that our actions and intentions are facing due north as we continue through this economic challenge – and this includes our language.

I know that many of you were unable to attend the conference due to travel restrictions, so I thought I would note some of the highlights:

• Homes are selling – maybe not for top dollar but they are moving. This is great news!
• The lens of the corporate eye is still focused on cost containment and adaptability. Do you have the right solution?
• Corporations are saying that they don’t see an immediate change in relocation volume domestically, but that global mobility is still on the rise. Are you ready?
• Corporations still need assistance from all suppliers; they just aren’t quite sure what it looks like yet and what it is they need. Thank goodness we can lead them through this journey!

Some positive news if you couldn’t make the conference, Worldwide ERC® is going to be posting audio and video tapes from the sessions; I will keep you updated as the information becomes available.

Just-in-Time

Last week, I had a great time at the Worldwide ERC® Convention in San Diego, California. During the activities, I was reminded of how critically important networking relationships are, especially in our current market. We need each other. It also made me think about when I began writing "Wednesday's with Susan" to stay in touch with people in my industry. My goal was to pump out ten or so posts at a time, but I soon realized that the information dated itself as quickly as a loaf of bread. Really, information is only as good as the week in which it exists. To be truly pertinent, I found that I needed to write each and every week.

I think we can apply the same principle to customer relationships. We need to take a just-in-time attitude. If we are really focused on our customers, timely and relative information is critical. Most everyone has a customer relationship plan of some sort, whether that is through periodic updates, newsletters, e-alerts and so on. But the real value comes when we get the customers what they need...when they need it...and in order to do this, we have to be disciplined enough to have an intimate relationship with those whom we work.

I will go back to the 80/20 theory for listening over talking. Someone once told me that if you really listen to your clients, they will tell you everything you need to know, to either win or keep their business. So the challenge for us becomes listening intently enough to know how to serve them in the future. My theory is that if you can walk away from a cup of coffee or even a phone call centered around this theme, you can begin planning your just-in-time relationship. Now, when you send off that e-mail with a recent article or trend, it will be received with a sense of connecting to your customer's personal needs.

There is a reason that marketing companies have focus groups and target certain people; they know that they are meeting the specific needs or wants of individuals. Is there a reason you can't do the same? I am not saying to throw away direct marketing campaigns, but I am confident you will see strong results in taking a personal relationship approach.

Ghost Writer

One of the great benefits of writing a blog is all of the comments and ideas you get from readers. Sometimes it is directly on the site, other times through email. Last week I received this great parable from Marcus Carey, who is the VP of sales for his company. He forwarded this in response to last week’s 8/16 Rule, so I thought it would be great to share with the rest of you. I will be spending the week in San Diego at the Worldwide Employee Relocation Council meeting and looking forward to sharing my learning’s with you over the coming weeks.

Break the Rules

An Army general met with the representatives of two companies bidding for a contract to support field equipment. Faced with solving a real problem that came up that morning, he decided to put each vendor to the test.

Our system is down, and we don’t have any replacement fuses,” he said. Both companies made standard fuses that would fit. “Whoever gets the system up and running gets the first contract."

The rep from Company A began processing the paperwork, pushing it through the system. Thanks to his diligence, within seven days, instead of the usual 30 days, a replacement fuse was shipped to the Army base. He called the general, who thanked him for his prompt response, but said he had awarded the contract to Company B.

“Why?” asked the rep from Company A. “I happen to know their standard order-to-ship cycle is 30 days, and we got it to you in seven.”

“Yes,” said the general. “But after you left our meeting, your competitor drove into town, bought one of his company’s fuses at a hardware store, and brought it back to the base within 30 minutes.”

The moral: Policies work well during standard operating conditions. But, when extraordinary performance is required, don’t let policy stand in the way of solving the problem, serving the customer, or making the sale.

The 8/16 Rule

I must be in need of structure or discipline in my life because I tend to be blogging a lot lately about “rules.” Or perhaps I am falling on to a lot more conversations about customer service, which isn’t such a bad thing. Now most of you may be familiar with 8/16 rule, but last week was the first time I was introduced to this concept; do something great with your customers and they will rave about you to 8 people, do something poorly and they will warn 16. Apply the same principle to communication through technology such as Twitter and those numbers could easily reach numbers in the 1,000’s.

So for the sake of today’s post, let’s focus on the first number, the one that has created raving fans. Let’s consider how we can turn that into future opportunities. The simple truth is that better than advertising, marketing gimmicks, or good giveaways at a trade show, your best referrals for new business are your current clients. Think about how you feel when you go to a great restaurant, buy a new cell phone, or even get your hair cut. If you have great service, you want and are emotionally inclined to tell others. So why should your clients be any different? All you have to do is ask!

It may seem awkward at first and if you can’t quite get up the nerve, start by asking them why they like working with you or what makes your service better than others. Once you start the conversation, the rest will come naturally. I am sure if the tables were turned, you would be happy to provide the referral, perhaps even flattered!