I recently stayed in a very upscale hotel in Phoenix.  Why is it the more expensive the hotel, the less value you receive?

My room had a wet bar that was stocked with candy, beer, and soda.  I noticed that if I drank the bottle of Diet Pepsi I wanted, the hotel would be happy to charge $2.95.  I’m sure you would agree that seems a little pricey!

I figured that there must be a vending machine somewhere in the hotel, so I headed to the front desk to ask.  When I asked the desk clerk where I could find a pop machine, he replied, “Your wet bar is stocked with soda.”  I told him that I was aware of that, but still wanted to know if they had a vending machine.  He informed me that the hotel had one vending machine on the 5th floor.

It was definitely worth my elevator ride because a bottle of Diet Pepsi was only $1.50 from the vending machine.  In other words, by riding the elevator I was able to save about 50%.

That kind of made me mad.  The impression that I had of the hotel was that they are trying to rip me off.  I can’t trust this place.

The extra $1.45 that I would have paid from the wet bar is a bad profit.  As Fred Reichheld says in his book “The Ultimate Question,” there are good profits and bad profits.

Bad profits occur whenever a customer feels misled, mistreated, ignored, or coerced.

Other examples of bad profits include:

• The baggage fee assessed by airlines that was implemented to offset the high fuel costs, which have now dropped substantially.
• The Internet fee higher end hotels charge.  These fees are especially frustrating because most average priced hotels provide free Internet service.
• The complicated bills I get from my cell phone provider.  I always feel like they’re trying to slip something past me.

I’m sure you can think of many more examples of times you have felt misled or mistreated.

On my way home from Phoenix I had a two hour layover in Denver.  I was pleasantly surprised when I realized that not only does Denver International Airport offer Internet service, they actually provide workstations with electricity and comfortable desk chairs for FREE!  That was truly unexpected joy.

Think of how you treat your customers.  Are there some fees that your organization charges that could be interpreted as less than fair?  If so, eliminate them.

People remember how they feel and how they were treated.  Making bad profits will hurt your business in the long-term.  Making new friends by earning trust is the best policy for success.

Note:  This is an excerpt taken from Gary’s brand new keynote, “How to Get the Staph Out of Your Team.”

Check out what is happening behind the closed doors of American companies and you will see low productivity, low work standards, and even lower leadership skills.

However, there are high levels of whining and complaining about low pay, time off, and better benefits!  Staph is an infection that is spread throughout the office by large doses of negativity and the neglect of what is truly important to make the office world-class, not second-class.

Answer the following:

• Is the boss a leader or a follower?
• Is the workplace a staph or a team?
• Is the office passion centered or problem-driven?
• Are the clients seen as a pain or a gain?
• Do you look forward to going to work, or are you in an exit mode as soon as you get out of your car?

Check back soon for the 5 great cures for a “Staph Infection…”

This is the third of my eight-part series - Marketing Lessons from Walt.  As my family and I enjoy Walt Disney World, I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

The moment you cross onto Disney property, the magic begins.  Yes, there are billboards touting the newest attractions.  Sure, you might catch a glimpse of one of the signature structures like Epcot’s giant ball or Cinderella’s castle at The Magic Kingdom, but really it starts with their traffic signs.

Yup, the traffic signs.  We all know what they look like, right?  Not Disney’s.  You know you have crossed the threshold when you see signs like the one below.

The purple signs with mouse ear directional arrows are Disney’s way of signaling that a remarkable experience lies ahead.  An experience where the attention to detail will delight and surprise you.  Could they have the standard street signs?  Sure.  But there was nothing special in doing it that way.

How do you signal your clients that something special is about to happen?  That you and your company are extraordinary?  What happens in your meetings or on your website or when your phone is answered that promises delights to come?  Or are you just using the standard street signs?

 http://www.youtube.com/watch?v=tWy7J6hAxIY

On February 24, 2009 I had open-heart surgery to have my aortic valve replaced, just like Barbara Bush and Robin Williams.  I guess I am in pretty good company.

About two weeks prior to my surgery, I had my annual dental checkup with my dentist, Dr. Bob Hoffman.  Dr. Hoffman has been my dentist for at least 25 years.

While having my dental work performed, I mentioned that I would be having open-heart surgery in two weeks.  Dr. Hoffman asked questions that showed he was concerned for my health such as “Where are you having it performed?”  “How long will you be off of work?”  “Is there anything we can do to help you through this journey?”  It was obvious he really cared about me.

A couple of days after the surgery, while I was still in the daze of the hospital, Dr. Hoffman called me to see how I was doing.  WOW!  That’s going the extra mile.  I can’t tell you how much his call meant to me.  He actually remembered when I was going to have my surgery and then cared enough track me down in the hospital and make the call.

Three weeks after the surgery I got a very nice card that was signed by everyone who works in Dr. Hoffman’s office, wishing me a quick recovery. What a nice surprise.  Dr. Hoffman and everyone who works with him really made me feel important.

Do you think there is any chance that I would even consider visiting another dentist?  I don’t think so.

I hear people complain when they have to go to the dentist.  My dental team is so great that I actually look forward to seeing my friends at the dental office.  They all make me feel important.  I can tell it’s not an act.  It’s coming from their hearts, not their heads - and that makes all of the difference.

The moral of the story:  Treat your customers, clients, patients, and guests as if they have “MMFI” (Make Me Feel Important) tattooed on their forehead.  I guarantee you will build the loyalty required for long-term business success, and more importantly, you will feel great because you did something nice for another person.

This is the second in my eight-part series - Marketing Lessons from Walt.  As my family and I enjoyed Walt Disney World, I’m going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.

I witnessed an amazing sales lesson today.  I watched the Red Raider Band from Uniontown, Pennsylvania proudly march in the Magic Kingdom’s parade.  I am sure for some of them it was the highlight of their band career to date.  But let’s look at what happened, from a sales perspective.

The buyer (the school) contacted the seller (Disney) unsolicited and asked to buy. 

The seller said, “Maybe, but prove your worth.”

The buyer send in an audition tape and application to Disney’s officials.  The buyer received an acceptance letter and ticket order form in return.  The buyers (students) paid for their own airfare, Disney lodging, and entrance into the theme parks.  The buyers helped Disney provide entertainment to their guests.  The buyer no doubt also brought family and friends… who also stayed on Disney property, bought Disney tickets (have to video record the performance!) and Disney souvenirs. 

And I doubt they only stayed for the day of the performance.  Was that a cash register cha-ching I just heard?  And they were thrilled to be the buyer.  They’d do it again if they could.  (The Rose Bowl and many other events handle the band appearances like this too, by the way.)

Think only Disney can turn buying into a privilege?  How about Harley Davidson?  How about the consultant who only takes on two new clients a year?

Of course, the bigger question is this:  how can you turn some aspect of doing business with you into a privilege that your potential consumers would pay a premium to have and be thrilled to do so?  (Don’t underestimate that part of it.  If they aren’t thrilled to do it, then you’re just too expensive.)

Rob celebrates great service and has some comments about a visit to Marcella Ristorante in Scottsdale last week. Take a look at Rob’s first “Reminder from the Road”  and check back for more posts from Rob on the Road.

http://www.youtube.com/watch?v=3XLg5dt0364

I love to listen to people and hear their stories.  No matter what state you are from, many of the stories are universal in theme.  We all have ups and downs, highs and lows, and middle of the road days.

I believe that the key to reacting to any given day is to find at least one good thing in it before the day is done.  It really is what you want to focus on.

I went into the three day weekend with the goal of selling each day, at least one more book than the day before.  I reached, and exceeded my goal each day, but not without a little extra effort.  On day two, I had to stay an extra hour to reach my goal.

Many times, it is a matter of attitude and willingness to do what it takes to reach your goals.  With a down economy, jobless rates rising, as well as everyday issues that need to be dealt with, you must stay focused on the result you want and you will end up where you want to be more often or not.

Talk soon…

In my talk on social media, I used this graphic as one of my slides and talked about my cocktail party rule of social media.

I thought you might find it of interest as well:

Imagine we meet at a cocktail party and strike up an initial conversation.  As soon as we introduce ourselves, I begin talking.  And talking.  And talking. 

The topic?  Me.  And then a little bit more about me.  For some variety, I then tell you some great stories….staring me. 

You’d be running for cover in about 5 minutes, wouldn’t you?  No matter how fascinating I am.

Social media is a lot like a cocktail party.  Imagine a large room, filled with interesting people.  There are many conversations happening at once.  People are talking about themselves, asking questions about the other person and then a common thread is discovered.  Something that both people have in common.  That’s when the conversation gets very lively and a connection is made.

And yet, when some businesses foray into social media, they are still operating under the old broadcast methods of marketing and communications.  I talk about me (sell) and what matters to me (selling you stuff) and pretty soon, you’re tuning out or desperately looking for the exit.

That doesn’t work at a cocktail party and it doesn’t work on Twitter, Facebook, your blog or any other social media venue either. 

If you want to be a part of a community or build a community — you do it online just like you’d do it offline.  You mix and mingle.  You share what you have — interest, expertise, connections, and your attention.  

    Then, when it’s your turn to talk — they’ll actually be ready to listen.