In these tense economic times, job seekers are constantly told by experts to bring something extra, stand out from the crowd. “It’s the added value that’s the difference,” they’re reminded, between being hired and being forgotten.

Of course the experts who haven’t been “out there” have wacky ideas on standing out. One newscaster reminded job hunters to “wear a clean shirt” and “share your experiences about backpacking in the Amazon.” Wait, let’s write that down!

An enterprising job seeker had a better method. The company he’d targeted needed to launch a quarterly newsletter, but they’d left the post open for a year. “I’ll show you how I’d do it if you’ll give me a tryout,” he said. Dubious, the hiring manager agreed to the audition and was instantly impressed. The job seeker showed his immediate worth, drafting a newsletter format and suggesting ways to promote it. His bold move showed the company the value of its newsletter idea – which was upgraded to a weekly edition – and the value of having someone experienced to handle it.

“Show me the money,” Jerry Maguire yelled. More likely, show me the value…of a product, a service, or a better way to go. Your employees illustrate that every day.

Have you paused lately to consider and comment on their value, for the moment and for the future?

I hate sappy New Year messages and if I read one more blog, article, letter, card, or email wishing me a Happy New Year, I am going to scream! I would say that I am going to cry, but it seems that John Boehner, United States Speaker of the House, has the market cornered in that regard!

It seems like people have a hard time being creative at this time of year. Maybe they used up all of their creativity over the holidays. My point is this, those messages for success and profitability in 2011 are all the same after a while.  To capture my attention (and the attention of a lot of other people) you need to be different in the way you do business and that includes the way your reach your customers and the messages you send. In case you haven’t noticed, there’s a lot of competition out there.

So instead of my wishing all of you who are a part of this blogging community a “Happy New Year”, let me tell what my hopes are for you in 2011:

As a part of our blogging community, I hope…

• all of your customers become raving fans of your products and services
• all of your customers tell all of their friends on Facebook and Twitter how great it is to do business with you
• your customers can readily see the value in what you sell and never quibble about price
• your vendors, clients, contractors, and employees call or email you back within 24 hours
• every resource you need is within your reach
• all of your customers are repeaters
• every experience a customer has with you is fabulous
• all of your employees are top performers
• 2011 is your best year yet

What do you hope for your customers?

Customer experiences and breakfast are not usually two topics that I would logically pair, but I have to share the experience I had at a networking breakfast the other morning with a good friend and colleague of mine. We went through the usual mechanics of emailing each other trying to find a day, place, and time that worked for both of our schedules. We finally decided to meet at one of the popular national chains that specializes in breakfast because it was conveniently located at a half-way point for both of us. We had been there before and while we had a productive meeting we found the food to be bland, the waitstaff to be sleepy and disinterested, and the general decor and environment to be “corporate blah”.

At the last minute, something happened that was going to take one of us in the opposite direction after we met for breakfast so we decided to change the venue to a little mom and pop place that serves up breakfast and lunch and a fabulous customer experience.

Here’s how they do it:

This great little cafe understands the value of food that has personality. They have items on their menu that are different, unique, fresh, and fun.

The other thing that the owners of this cafe understand is the importance of having a fun quirky waitstaff. Our waitress, on this particular morning, was memorable in a very good way. Her appearance and personality were fun and funky and her demeanor indicated that she is as definitely a “morning person”.

And the environment…what a great place to hang out! The decor of this cafe is “island shabby chic”. It’s a visually enjoyable environment that invites the customer to chill out and relax.

My friend Jane and I left that cafe and meeting feeling a sense of accomplishment and so much more. It affected the rest of our day. The infusion of delicious creative food, a beautiful environment, and that quirky waitress into my day was so memorable that I can’t wait to go back for more! The choice of the national chain is out and the quirky cafe is in!

So let me ask you…what are you doing to be a little bit quirky in your business? What are you doing to be memorable?

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A bright magazine ad caught my eye, drawn in by a familiar name.  I’d first come across this company long ago when it offered mail-order craft patterns.  Colorful but slim mailers appeared sporadically and I idly wondered how the place survived.  Cute items, but minimal selection that catered to a specific, if limited customer base.  I’d have described the company as a small business with a definite niche.

So how’d they end up with a full-color, prominently placed two-page ad,  dotted with descriptions such as “exclusive”  and “exciting”,  in a national, mass-appeal magazine ? The ad was not for the old reliable craft products, but a new, “captivating series” of original mystery novels—published by the company I recalled as the small craft business.
The books, shown with handsome covers and intriguing titles, employ a crafting theme, and invite readers for a free preview of these “exclusive” stories.  The combination of crafters— always on the lookout for something new—and mystery readers—who readily embrace “series” characters and adventures—added up to a fresh product for the company.  Steady customers will be ready to pre-order, and the allure for new customers is enhanced by a “special introductory half-price” offer.
Whether the books are page-turners or merely pleasant diversions, they’re already “must-haves” for curious customers.  They’re lured by the promise of continuing diversion in a pattern of “what happens next?” That could almost be a theme of the company’s move. Instead of just a new line of patterns, or affordably priced supplies, it went for an unexpected challenge, publishing original books. No matter that even big publishers and booksellers are in a quandary these digital days, the crafting mysteries, catering to a select and eager audience, are now reality.
Can you offer your customers something unexpected yet welcome, whether a product or a surprising service? Look to their interests, and yours, to plot that offbeat chapter.  It could become your new best-seller.

Tell us about something you did for your customers that was unexpected yet welcomed!

With spring in the air, who wouldn’t welcome a little extra brightness? If only we could bottle sunlight and shake out a handful or two.  But if natural sunshine is in short supply, offer some of your own, by sharing something new that you’ve done.
Excitement over any accomplishment is contagious.  Just hearing about someone’s long-sought promotion or a great new business deal makes us feel energized, almost as if it’s happened to us, too. Oh, but you hate to brag about your business savvy or personal smarts, right? What would people think of someone who’s so full of himself?  So channel a favorite celebrity.  Bold-face Hollywood names are masters at sounding sweetly modest while blowing their own horns. When they talk up their most recent roles—even if it’s in a box office bomb headed straight to the DVD bargain bin—they’ll sing its praises as if it’s an Oscar-contender, a forgotten Shakespearean masterpiece.  And they’ve always got a ready-made answer when asked “What have you done lately?” No self-effacing doubters on the red carpet. They’re always eager to shine that light, giving themselves, and their listeners, a lift.
When you let others know what you’ve done and are doing, you’ll get an instant boost of confidence in yourself, crowding out any little doubts that edge in.  Focusing on what you’re proud of sparks others’ confidence in you, too.  About to add a new promotional slogan? Solved a thorny problem, big or small? Even if you baked a cake that drew compliments all around—congratulate yourself, out loud!  And then let others know, from your staff to your customers.  They’ll feel special upon hearing it, and glad they’re wise enough to do business with you. And they’ll carry that sunny state of mind forward, recalling what you described, and perhaps tallying some bragging rights of their own..

So what accomplishments have you realized lately? Let us know! We want to be as excited as you are for your success!

To learn more about how spreading a little sunshine translates to your customer service efforts, give Market Viewpoint a call and we’ll be happy to help!