Humour is Attractive But So Distracting!

Author: Selina Frederick View other articles by this author here.

"Before you put on a frown, make absolutely sure there are no smiles available." -Jim Beggs
Humour is very attractive!
All of us prefer to work with a pleasant, fun person. In fact, we are all attracted to those who have a sense of humour and use positive humour in their lives.
A positive sense of humour in the workplace guarantees better productivity, job satisfaction, morale, creativity, and teamwork. It also helps to reduce stress and therefore reduce absenteeism.
Humour works by distracting us from those negative things that are causing us both physical and emotional harm. Staying in a good frame of mind, and nurturing a good sense of humour, makes us less likely to get sick and heal faster, if we do end up with an illness.
Injecting a bit of humour is like pushing the reset button. It allows us to take a step back and look at the situation in a more realistic and rational way.
When we take things too seriously, the small things in life grow into imaginary mountains of anxiety and we get sick, become bitter, give-up hope, or burn out.
"Laughter is an instant vacation from everything that troubles us." -Milton Berle

Why should you incorporate humour into the workplace?

Author: Selina Frederick View other articles by this author here.

For an answer to that question, read this sign which appeared in an Optometrist's Office: “If you don't see what you're looking for, you've come to the right place.”
How about this sign, which appeared at a passport office: "If you feel as bad as you look in your passport picture, you are too sick to travel." Common sense tells us why humour should be part of your workplace. Humour is good. Work stress can be bad. Humour makes stress seem not so bad. There are also lots of studies, which support the need for humour in the workplace. Dr. William Fry, from Stanford University, found that 20 seconds of intense laughter, even if it is faked, can double the heart rate for three to five minutes. It would take three minutes of strenuous rowing to do the same thing. I don't know about you but I would pick the laughter over the rowing any time. Dr. David J Abramis, a psychologist at the California State University's School of Business Administration, in Long Beach, studied 341 workers and found that those, who had the most fun at their jobs, were likely to be the most productive. Humour distracts us from the stresses in our day. Injecting a bit of humour is like pushing the reset button. It's like stepping back to catch your breath ---- only you follow through with a good guffaw. Think of the times when you had fun at work. Was humour not present? When humour is sucked out of a situation, out goes the fun. Are you really surprised when you read that healthy people tend to be more productive? Laughter contributes greatly to mental and physical health. Laughter improves circulation, stabilizes blood pressure, and changes the body's chemistry. Encouraging humour in the workplace creates a fun atmosphere. It relaxes mental tension and, ultimately, allows employees to focus more intently on their work. How can I effectively incorporate humour into my workplace?
Using humour does not mean you have to be a stand-up comedian. It doesn't mean you have to have people laughing all day or be telling jokes every time you see them. Many people fear using humour in the workplace because they are afraid of encouraging a lazy attitude or a lack of focus on important work. They think it will take away from the productivity, if the workplace is fun. But, worry no longer. It is possible to create an enjoyable place to work without losing credibility. Just remember that humour is like seasoning. If you put too much in your soup, you can’t swallow it. Just a sprinkle and it is delicious. As a manager or leader, you have influence over your work environment. If you are responsible for hiring new staff, ask candidates if they like to have fun. Ask them how they might use humour on the job. Look for positive attitudes in potential employees. Successful companies hire people for attitude and then, teach them the skills.As a manager, you can also add humour to meetings, presentations, newsletters, emails, and bulletin boards. The more fun you add, the more your staff will want to be there. Here are some simple ways to add humour to your workplace: • Use a light, playful tone when writing memos. Your memos may be the only ones that get read all the way through! • A little self-deprecating humour can do wonders. Say, "I don’t make stupid mistakes. Only really, really clever ones.” Don’t say, "Oops". Say, "Hmm... now, that is interesting.” • Keep a file of the funny things you find. Then, if you need something humorous for a presentation or meeting, you have a ready resource file. • During the next staff meeting, stand up and say, "I have forgotten to bring my lunch today and I want a standing ovation." • Page yourself over the intercom. Don’t disguise your voice • Designate a bulletin board as the humour board and post it in an area where employees gather. Encourage people to submit cartoons, jokes, and other funny items for consideration for posting. • On a piece of toilet paper, write a list of all the people who have angered you. At the end of the week, flush it down the toilet. To end, I want to share my favourite humour tool for the workplace --- a red clown nose. I have often put it on during a tense situation. The ensuing laughter relieves the tension and offers a break in the stress. Rather than losing focus, we regain it. Often times, great creativity and problem-solving flows out of the laughter.

Humouris Communication Made Easy!

Author: Selina Frederick View other articles by this author here.
"The greatest problem in communication is the illusion that it has been accomplished." -George Bernard Shaw
Good communication is often complicated by the fact that we are stressed and overloaded. We often have to compete for attention and interest.
Good communication is all about "Getting Their Attention" and "Making a Connection". There is no better tool than humour to achieve this.
Get Their Attention
Teachers, managers, supervisors, and leaders, can expect barriers to exist between them and those with whom they are trying to communicate. Humour breaks barriers to acceptance. It overcomes objections. It creates a positive emotional disposition towards both the message and the messenger.
Humour relaxes listeners and helps open their minds to the possibilities being expressed. This state of relaxed alertness is the most effective environment for communication and learning.
Humour is an effective tool for easing into sensitive or awkward topics. Used appropriately it can be usedful for "testing the waters" before delivering bad news or dicussing topics that might cause anger or frustration. Humour can be used to get a negative message across in an inoffensive way.
Make a Connection
Connecting with people is all about being able to "sell" your thoughts and ideas and have "buy in". This is especially important if our goal is to motivate people into action.
Humour triggers memory and facilitates the retention of subject matter. When something is funny, we tend to repeat it both verbally and through our actions. We do this to recall the good feelings generated by the laughter within ourselves and with others.
Research into sales techniques has shown that a buyer was willing to pay a higher price when the seller used jokes and verbal humour.
Humour is motivational. When we laugh, we feel physically better and emotionally stimulated. This creates enthusiasm for the subject.
"The shortest distance between two people is through humour." -Victor Borge

Positive Humour vs Negative Humour

Author: Selina FrederickView other articles by this author here.

Humour has the power to build up or tear down; to harm or to heal. It is essential that we use this power responsibly.
Negative humour clashes with the needs and self-esteem of others, causing personal injury.
It is positive humour that we want to incorporate into our daily lives. To do this, we must be careful when poking fun at something that cannot be changed. By ensuring that our humour is about situations rather than people, we can realize and share humour's many healing benefits.
The myth that laughing is disrespectful, was created and is fed by the misuse of humour.
"Humour is like salt. If you put too much in your soup, you can't swallow it." -Selina Frederick

The Many Benefits of Humour

Author: Selina FrederickView other articles by this author here.
Over the last ten years, we have witnessed a change in attitudes towards humour. It was not too long ago when humour was considered "not appropriate" or "silly nonsense". Today humour has become a topic that is studied and welcomed throughout society. Many professions and organizatons have come to appreciate and acknowledge the power of humour and its benefits.
Humour is one of the most powerful tools to heal, create rapport, reduce tension, build bonds, persuade others, deflect criticism, remove barriers, reduce burnout, bolster trust, boost morale, elevate self-esteem, create motivation, manage conflict, sustain positive attitudes, reduce stress, stimulate creativity, and trigger memory.
The exciting thing is the list of benefits grow almost daily as we continue to research and study this topic!

Customers Views Helps Firm Find New Revenue!

Customers Views Helps Firm Find New Revenue!
Author: Robert (Mr. Bob) Cassels View other articles by this author here. Discuss this Article For more details click here.

This article is based on an interview with Joan Milne of the Taylor Enterprises by Editor George Appleton, Appleton Communications and accurately relates her comments and sentiments. Printed in Business Bits'N'Pieces Magazine November 1995


Taylor Enterprises sells business management services to associations. When its President, Joan Milne wanted to evaluate how those services were being received, she did not go to her own staff. She hired Bob Cassels of The Cassels Corporation.

Milne says, "You get better feedback if somebody feels they can be totally honest with the answers. Perhaps, to us, they might hold back a bit."

Milne describes Taylor Enterprises' services as everything needed to make a non-profit organization run smoothly.

She says the results of Cassels' survey showed the company was already doing a good job. Milne says the survey provided an opportunity to sit down with board members from the 20 associations Taylor has on contact.

Milne says, "We brought all of our clients together. They all sat around a table and talked about what they do, what their association is all about. Then we had a think-tank on how you attract new members. It was very interesting to see the directors actually helping each other. They actually came up with ideas that Taylor could use to help them more, which would ultimately give more fees as well."

Milne says the exercise yielded very positive results. "I think what came out of it, more than anything, is that the associations want us to be more proactive and that's the one single thing I found out about the survey. A lot of times we are reactive because of the business we are in. We are dealing with volunteers. We are having to pick up a lot of things that have been allowed to fall through the cracks by the volunteers. We put everything together so it seems like everything ran very smoothly"
She says she had some concerns going into the think-tank but adds they didn't last long. "I don't need to be afraid of bringing our clients together in one room. It is a positive thing. It is good for the clients to speak to each other and get a better feeling that Taylor is the focal point of success for their organization."

When asked if the same results could be reached without the Cassels survey, Milne replies, "I have to honestly say I don't think so. If I hadn't had the survey, I would never have brought the associations' board members together under one roof to have the think-tank session. All the reports I received from them were that it was dynamite."


She says Bob Cassels brought a great deal of valuable experience to this project. "Bob has worked as a volunteer in a lot of associations. I think that Bob's background within the volunteer sector made him able within the volunteer sector made him able to come up with the sensitivity needed and the right questions to ask."

Milne says she is very happy with the results of the Cassels survey. "It was very beneficial. It was certainly a worthwhile exercise to go through and it is something I will probably do again in a few years."

The Cassels Corporation helps organizations grow and prosper by meeting their needs in an affordable and efficient manner.

Research or Public Relations

Research or Public Relations? Author: Robert (Mr. Bob) CasselsView other articles by this author here. This article appeared in Business Bits’N’Pieces magazine Interview with Bob Cassels – April 1995

Research has traditionally been a one-sided endeavour. An organization decides to find out information on a particular product/service. They either perform this function internally or hire a research firm.
But times are changing. Organizations are now realizing that they need to identify what their customers want and how their employees view their role in the organization. This represents a major shift in the way we do business. Click here! The most acceptable method of obtaining this information is to perform a customer survey or, in the case of identity how motivated your staff is, an employee survey.
At this stage organizations approach their traditional suppliers – internal or external and give them the responsibility of conducting the research. Because time is at a premium and the organizations executives recognize the importance of having a third party perspective and leave the details to the experts.
Again, times are changing. Executives are recognizing the importance of survey – to identify solutions within their organizations. They understand the need to actively participate in the development of these surveys, prior to passing them on to their survey suppliers.
Here are some Issues to consider:
Before doing a full-scale research project, do a test or overview customer survey, to identify the key issues that should be addressed. You can’t fix everything at once, so zero in on what’s most important.

• A third party or independent supplier offers your customers and staff a confidential way to voice their real views and opinions. Don’t waste time on what are not real issues.
• Training has traditionally been broken down by subject matter – i.e. time management, motivational seminars’ etc. The current trend is to do a needs analysis by surveying your customers or employees, then build the relevant training programs around the results.
• Customers and employees appreciate that senior management has not lost touch with their needs. So grab this opportunity and make sure that the “Captain of the Ship” authors the survey. By showing that the captain cares about customer and employee relations, credibility and added value will be gained.
• Sales presentations have traditionally been one-sided affairs – “Let me tell you what a wonderful product/service we have for you…” Instead, asking your customers about their needs allow your sales staff to focus on ways to better serve them. The results are that you work together, as partners.
• Do you want all the details, or just the facts? Busy executives are looking for the overall picture – a concise executive summary - rather than long, detailed reports. Don’t buy what you don’t need.
• Determining the effectiveness of your customer and employee relations programs can be difficult. A survey will identify how programs are performing , and will establish a Benchmark to measure progress.

The bottom line, customer and employee surveys are much more than “just research”. They allow an organization to accurately access customer needs, as well as to discover ways to ensure that their employees are working effectively to meet those needs.

A recent survey by consulting firm Bain & Co., separates the fads in management tools from the systems that really pay off. After surveying 463 companies, Bain found that of 25 commonly used management tools, the two most popular were mission statements, with a whopping 94% usage rate, followed closely by customer surveys at 90%. Total Quality Management, or TQM, came in third with 76%. Bench making and re-engineering was next.

Customer surveys, the second most common tool, provided the most financial benefit . What matters most is applying the right tool to the right job.

Maintaining control of these projects is essential to the success of your enterprise. A properly conducted survey can serve as a springboard to increased sales and customer/employee relations. So are surveys research or public relations?

Secrets of Successful Networking A Small Business Person’s Guide

Secrets of Successful Networking A Small Business Person’s Guide
For more details go to http://www.mrbob.ca/
To improve your info-mercial go to http://www.mrbob.ca/bob

Do you ever watch someone walk into a meeting and immediately connect with 10 other people? Ever wonder how they do it? Probably, they’ve developed strong networking skills. They know the value of the direct, face-to-face connection – business to business. And it usually takes continuous learning and insights to develop those skills.

Networking means differing things to different people. What might be important to you may not be important to someone else. For most of us, networking results in direct referrals for business – whatever your business might be. Many business people believe networking is more effective than advertising – it focuses your efforts on current customers and new high potential customers – rather than scattering your message over large numbers of uninterested prospects, or your competitors’ customers.

Everyone has a network – contacts and people who care for them. On average, the number is about 250 people. They are the ones who will praise you, give you testimonials and referrals. How do you make this network work for you?

One way that I have found works is my Personal Networking Questionnaire – PNQ. I run through these questions regularly to make sure I’m on track and focused.

Do I have a destination?
With over 35 years marketing experience, I have discovered that the most successful networkers have a clear destination and are relentless in going towards that destination.
When I stray off the path, I go back to basics. A great resource is a book by Jim Collins, ’Good to Great’. His hedgehog concept –the hedgehog knows one big thing – is the driving principle. Check his website: http://www.jimcollins.com/.

Every day I check that my activities and efforts are based solely on this question – does the activity support my one big thing.

Who do I spend time with?
Word of mouth or relationship marketing is based on trust. Of my 250 contacts, who are my biggest supporters? I must remind myself that the contacts that know me best are often overlooked as my free sales force. Dr. Ken Blanchard (http://www.kenblanchard.com/) calls these super contacts ‘Raving Fans’. Use them as your free sales team. The more time and effort I spend with my ‘raving fans’, the more referrals I get and the more successful by business becomes.

Do I have a consistent message?
Inconsistency does not build trust. With a clear destination, I am always on stage, in costume, ready to go. My brand is the total package – my clothes, my vehicle, my sales materials – all convey the same message. Am I buzzworthy? When contacts and prospects meet me, do they tell others about me and my message? What is my attitude? Another example in Collins’ book, ‘Good to Great’, is the fly wheel. It is a mechanical device that, once enough momentum is built up, will generate power with little effort. The trick it to build up to that state. If you stop in the initial stages, it will stop and you will have to start over.

• Building word-of-mouth attitude takes lots of energy, but the rewards can be huge.


• Consistency and enthusiasm are always noticed.


• Stay positive. If your dream and your destination are true, then it will happen. Your raving fans will become an endless source of referrals.


• What is my elevator speech?
  The real secret to effective networking is to have ‘one big thing’ to anchor your message.


• Once I had that message, I told stories, made my message memorable.


• Presenting what you do to your contacts is a skill.

You can fine-tune your skills through a couple of organizations:

• BNI is the foremost authority. There are over 5,000 BNI chapters world-wide. They produce millions of referrals, billions of dollars in sales. (http://www.bni-ocn.com/ )


• Toastmasters International in another way to increase your skills in effective networking. (Ontario district site: http://www.toastmasters60.org/ ) Pick your destination, know your one big thing and pursue it consistently. My secrets to successful networking.

Better Communications Equals Better Service

Better Communications Equals Better Service go to http://www.mrbob.ca/bob
Author: Robert (Mr. Bob) CasselsView other articles by this author here.

This article appeared in Customer Service Excellence –
Interview with Bob Cassels Volume 1 – Issue4


Motivational speaker Anthony Robbins says the quality of communications is equal to the quality of our life.

This statement also applies to the world of quality customer service when you consider that 94% of internal or external customer service problems are caused by faulty communications, according to a Dunn & Bradstreet report.

Your ability to communicate, which means listening, understanding, and responding to your customers’ needs in a manner that makes them feel that you truly care, will certainly make you stand out from the crowd. It will give your business a competitive edge. This is especially valuable in the 90’s reality of global marketing and multi-national companies operating in a global economy.

In this international marketplace, you may have to serve customers from around the world and also be competing with businesses around the world that are trying to take a share of your local customer base.

Shopping by mail, for example, a customer can flip through a mail-order catalogue and buy a computer from California or Mexico, by using 1-800 numbers, fax machines, or modems communicate with the seller as if they were in the same neighbourhood. Cable TV shopping channels, and free-trade agreements are other ways that the borders to competition are being eliminated.

Here are some tips to help you achieve effective communications with your customers:

- The first step toward open communications is eliminating negative emotions. You need to defuse your customers’ fears and anxiety before meaningful communications can begin, For example, a customer buying a VCR may be intimidated with the technology and therefore embarrassed to explain what they really want. By asking probing questions like “What feature do you want your VCR to have?” you help to build a relationship where the customer eventually will feel that they can trust you and your opinion.

- Listen to your customers and read the emotions between the lines. Do not make assumptions as to what your customer needs. Ask questions and confirm the answers.

- Allow your customers to talk freely. Create an atmosphere that is comfortable.

- Demonstrate your responsiveness by acknowledging your customer’ concerns and offer to solve their problem.

- Work to make the exchange with your customer pleasant and productive.

By employing better communications in your dealings with customers, you build customer loyalty. When you have earned the customers’ loyalty, they will be more inclined to buy from you first and give you referrals.

Communications is like good manners. Be polite and invite your customers to discuss their needs. Customers want respect. They want to tell you what their special situation is. Please don’t assume that you know what the customer wants – avoid jumping to conclusions.

Get More Business From Your next Networking Event

Get More Business From Your Next Networking Event at http://www.mrbob.ca/

At networking events, many entrepreneurs stand in the middle of the crowd not recognizing that there is a great deal of business waiting for them…if they only knew how to get it.

…it doesn’t matter if you’re shy or unsure, you can learn how to make networking events work for you.

One of the key purposes of my Free “Let’s Get Connected” networking events is to provide a networking environment that has been staged to give you a practice field that is fertile, safe and fun. Many people use the Mr. Bob’s “Let’s Get Connected” events to practice and hone their networking skills and I devote a good deal of my time there to help people get connected and get more business.

The next “Let’s Get Connected” event is September 14 at the South Shore Community Centre in Barrie. I challenge everyone to make it a goal to go to this networking event with the conscious decision that they will practice their networking skills and get appointments from the event. I will be there to do whatever I can to help you succeed with networking.

As you plan on going to a networking event, you may be asking yourself “What do I need to do to get ready and get more business from it?”

The best thing you can do is PREPARE! You want to go to the networking event with the mindset of someone out to find new business.

Here are some suggestions to help you go to the event prepared to get more business:

(1) Set an objective: This not an event, it is beginning of a process.

For example my goal is to find businesses: that are looking to grow, want new sales, find effective ways to promote their business, and pay less for advertising.

So, my objective is to set up 10 appointments.

(2) Go Ready. What do I bring to the event? I am shocked about how many business owners tell me they forgot their cards and brochures. This is what I bring: Business cards, my appointment calendar and fliers for the free networking table.

(3) Be Approachable. While you’re at the event, I am wandering around. I find that being easily identified makes me like a sign. Other attendees come up and speak to me because they now know who I am. That I am approachable and I can connect them with what they need.

In advance of your next networking event, I’d be happy to mentor you on going ready and with a “Get More Business” mindset. The people I’ve worked with on their networking skills find that not only do their apprehensions about networking fade away, but that they get more business!

Cassels Profile Can help Improve your bottom line!

Cassels Profile Can help Improve your bottom line! Go to http://www.mrbob.ca/bob
: Robert (Mr. Bob) CasselsView other articles by this author here.


This article appeared in Business Bits’N’Pieces magazine Interview with Bob Cassels - February 1996

The Cassels Profile® works. Those who have used the services of Bob Cassels and The Cassels Corporation are happy to talk about how the Cassels Profile® increased their business and their revenues.

“We have expanded our business,” says Cathy Crosbie of Best Message Centre. “We have installed the voice mail equipment and we are already making money on it.”

Scott McCammon is Executive Director of the Burlington Chamber of Commerce. He Says, “It has given us an opportunity to look long and hard on every aspect of our operation and make sure that it is clearly focused on what the members want.”

Joan Milne, President of Harold Taylor Enterprises hired Bob to find out how the company’s clients felt about the services her company provides. “We brought all of our clients together, (as suggested in the report)… They actually came up with ideas that could use to help them more, which would ultimately give us more fees as well.”

The Cassels Profile® will provide you with a marketing tool that will help you answer key questions about where you want your business to go.

Cassels says, “Most businesses believe that their customers know all the products and services they offer. In fact the majority only know about their favourite product or service, thus depriving you of easy additional sales.” He says that changes when the Cassels team goes to work for you!

Bob reports that “I produce a management report to each client. The Cassels Profile® is based on the needs of the needs of customers surveyed.”

“The results show where their time and advertising money can be best spent. We create a large public awareness of the products and services for our clients. We are in the business of working with organizations to help gain more business and give them a competitive edge.”

When you hire The Cassels Corporation, you are telling your existing and potential customers that you value their opinion. In return, they will show you how to improve your business and reward you with increased sales.

The Cassels Corporation works with business, organizations and individuals to position their products and services to increase sales by meeting market and customer needs.

Cassels Programs:

• Find out how your customers rate your products or services


• List all your offerings in a unique format so potential and existing customers can easily select what they need


• Help to identify new customers, revive old ones and open new markets


• Expose them to your full offerings and increase sales in areas they were not aware of


• Target advertising and marketing programs to meet the demands of each market niche


• Improve performance of advertising dollar by focusing your efforts
  


• Author: Robert (Mr. Bob) CasselsView other articles by this author here.
  
  
  This article appeared in Business Bits’N’Pieces magazine Interview with Bob Cassels - February 1996
  
  The Cassels Profile® works. Those who have used the services of Bob Cassels and The Cassels Corporation are happy to talk about how the Cassels Profile® increased their business and their revenues.
  
  “We have expanded our business,” says Cathy Crosbie of Best Message Centre. “We have installed the voice mail equipment and we are already making money on it.”
  
  Scott McCammon is Executive Director of the Burlington Chamber of Commerce. He Says, “It has given us an opportunity to look long and hard on every aspect of our operation and make sure that it is clearly focused on what the members want.”
  
  Joan Milne, President of Harold Taylor Enterprises hired Bob to find out how the company’s clients felt about the services her company provides. “We brought all of our clients together, (as suggested in the report)… They actually came up with ideas that could use to help them more, which would ultimately give us more fees as well.”
  
  The Cassels Profile® will provide you with a marketing tool that will help you answer key questions about where you want your business to go.
  
  Cassels says, “Most businesses believe that their customers know all the products and services they offer. In fact the majority only know about their favourite product or service, thus depriving you of easy additional sales.” He says that changes when the Cassels team goes to work for you!
  
  Bob reports that “I produce a management report to each client. The Cassels Profile® is based on the needs of the needs of customers surveyed.”
  
  “The results show where their time and advertising money can be best spent. We create a large public awareness of the products and services for our clients. We are in the business of working with organizations to help gain more business and give them a competitive edge.”
  
  When you hire The Cassels Corporation, you are telling your existing and potential customers that you value their opinion. In return, they will show you how to improve your business and reward you with increased sales.
  
  The Cassels Corporation works with business, organizations and individuals to position their products and services to increase sales by meeting market and customer needs.
  
  Cassels Programs:
  
  ü Find out how your customers rate your products or service
  
  ü List all your offerings in a unique format so potential and existing customers can easily select what they need
  
  ü Help to identify new customers, revive old ones and open new markets
  
  ü Expose them to your full offerings and increase sales in areas they were not aware of
  
  ü Target advertising and marketing programs to meet the demands of each market niche
  
  ü Improve performance of advertising dollar by focusing your efforts

More Than Just a Place to Buy Stuff

More Than Just a Place to Buy Stuff on http://www.mrbob.ca
Author: Robert (Mr. Bob) CasselsView other articles by this author here.

Henry Miller, a car salesman, was not having a good day. As a customer service representative and sales associate for a large company, he dealt with clients and looked for new prospects on a daily basis. But today, nothing seemed to be working. He had used his regular sales pitch of emphasizing the value of the products his company offered, the reasonable prices, and the easy payment policy. No one was buying and he couldnt understand why. He was relatively new to this company, and didn't want to lose his job, but he couldn't see how he'd be able to make any commissions selling products that everyone else seemed to carry. Thoroughly frustrated, he put his head into his hands and tried to think of what he'd been doing wrong.

Frank Simes was Henry's supervisor. He'd been monitoring Henry's calls and watching Henry's frustration mount and, deciding to do something about it, called Henry into his office.

"This is it. I'm going to be canned," Henry thought, as he followed Frank into the inner office. Surprisingly, instead of being fired, Henry found himself being invited to lunch.

As they walked to lunch, Frank asked about Henry's family and how he liked working for the company. Henry talked animatedly about his wife and children and more cautiously about his job.

"Here we are," Frank said, stopping suddenly in front of a corner grocery store. The store was small and well kept, with bright signs proclaiming, "Welcome" and "Come on in".

For the second time that day, Henry was confused. He hadn't even known the grocery store was there. He usually went to the larger chain grocery store around the corner. And he never would have thought that they served lunch.

Looking around curiously, Henry saw that, even though it was a small store, the cashier's line was full and people were milling around filling their baskets. Henry couldn't believe that this store had such a steady clientele. He would have thought the larger store around the corner would have drawn all the customers away.

Settling down at the cafe tables near the deli counter, Frank began to talk. "I'm sure you're wondering why I brought you here for lunch," he began.

"It had crossed my mind," Henry said, swallowing nervously.

"When you look around, what do you see?" Frank asked. Sensing a trick question, Henry hesitated, trying to find the "right" answer.

"Let me tell you what I see," Frank said, letting him off the hook.

"I see rows upon rows of neatly arranged, and easily obtained food products. Products that can be purchased at the larger chain store around the corner, and are probably cheaper than here. I see nothing special or significantly different in the layout of the store, or the quality of the produce. Yet the store is full of happy and purchasing, customers." Henry listened quietly, his eyes following Frank's hands as they gestured about the store.

"You have to ask yourself then, as a sales professional, how this small, ordinary store has survived the appearance of a larger, flashier chain store around the corner." Frank paused to take a sip of his drink.

"Let's look again and try to figure it out. See there, near the cashier. That sign on the wall that says "Ask about our Birthday Club". There's a clue for you."

"A clue? The Birthday Club is a clue? What is The Birthday Club?" Henry asked, amused and a little intrigued.

Frank smiled. "So glad you asked. The Birthday Club is a program the owner set up to give a little something to his customers on their birthday. Mr. Bob, that's what everyone calls him, collects his customers' information, what they buy and sends them a gift and a gift certificate on their birthday. Sometimes it's a little bookmark or other such trinket, but always something he feels the customer will like. He includes a gift certificate for a certain amount and chooses a birthday card to go with it. It's been a big hit with the customers, and it gives Mr. Bob something valuable at the same time."

"What does Mr. Bob get in return? He gets to know his customers, their likes and dislikes, and their buying needs."

"How is that information valuable?" Henry asked.

"Once the chain store moved in a few years ago, Mr. Bob knew he'd have to offer something to his customers that they couldn't get in the other store. He realized that people today were not buying products in the same way any longer. Many stores carried the same products with minor variations. So how did customers choose whom to buy from? He determined that people were buying personality, not product. He began to get to know his regular clients, and to try to reach his occasional ones. He tries to greet them by name, if possible, and suggest products that match their interests. A funny thing happened when he started doing this. He noticed that more and more people were discovering his store.

He hadn't spent anything more than usual on traditional advertising, but his sales had increased. He began to send thank you cards out to people who referred their friends and family to his store. Little things that didn't cost him very much, but that made the customers feel good about shopping here and remembering his store."

"So, what you're saying is, instead of concentrating on attracting the customers to what the products had to offer or which of them he carried, he concentrated on how his customers felt about shopping in his store?" Henry asked, wondering if it was that simple.


"Exactly!" Frank said, smiling. "He knew that he would never be able to compete by only emphasizing his products and prices. But if he could establish a relationship with the customers, and make them feel good about where they bought their products, then they would want to come back."

Henry thought back to the frustration he had felt earlier. Had he been looking at things the wrong way?

"People want to buy from someone they feel is attentive and honest. They don't want to be just another order number on someone's books. They can get that feeling anywhere," Frank said, finishing the last of his drink.

"Hello there, Frank, how have you been?" Mr. Bob approached them with a smile.

After introducing Henry and talking for a few minutes, Frank mentioned that they should be getting back to the office.

"Frank, thank you for bringing Henry in. Oh, and Henry, if you'd like to join The Birthday Club before you leave, here's the form. Have a wonderful day gentlemen." Mr. Bob produced a short questionnaire from the deep pockets of his apron.

"Look forward to seeing you again, gentlemen." He waved as he walked away.

Henry smiled and began filling out the form. "Hey Frank, I'd like to pick up some "Thank You" cards before we head back, if that's okay with you."

In summary:
Build a database: collect your customers' information
Research shows that many customers buy personality, not product
Get to know your customers by name and what they like to buy
Do little things like birthday cards and thank yous instead of advertising
People want to buy from someone they feel is attentive and honest
Say thank you to customers who have referred new customers