If you’ve ever shopped at one of those bath and beauty stores, you’ve experienced the “add on” push at the cash register. Just buying one item? The sales clerk will suggest something else in the same scent.  Getting a collection of products for gifts? “But you need something for YOU,” comes the gently insistent tone.  Because those added, impulse “extras” tally lots more profit.

You can find an even better illustration at any big-name coffee shop.  Sure, lots of customers are ordering their standard caffeine-to-go, in sizes to fit the adrenaline lag. But many more are getting a sandwich, or pastry. The oversized to-go cups are popular too, not to mention the small plush teddy bears, greeting cards and even sets of colorful mugs. On a recent snowy morning, I sat in a suburban Starbucks and in half an hour, saw at least 12 customers who didn’t buy a coffee, tea or cocoa. To the musical accompaniment of quiet jazz, they purchased the “extras,” from CDs to gift cards, spending significantly more than they would have on a venti caramel macchiato.

By contrast, a local “independent” coffee shop a block away sat nearly empty, despite much lower prices.  Customers could buy only coffee or tea.  The floor bore traces of slush, and the silence—not even a radio— told me why the place wasn’t filled.

What struck me was the realization that the “big-time” coffee giant, not the struggling little guy, was the one offering an ever-expanding inventory of items. You’d think an internationally successful brand already profited nicely just from those coffee drinks. But rather than rely on the basics, they “added on,” displaying more and different products to keep customers interested.  You’d think the “little” coffee place would try to do the same, just as bookstores have added coffee bars.  But it just seems to shrug, “we sell coffee, take it or leave it.”

Do you go beyond the basics and offer customers an “add on”? Think about what “impulse” might appeal to them.  The lure of “something special” can be irresistible, and brings them back to see what else might be in store.

As managers who are responsible for customer service, we’ve all got those To-Do lists.  There’s always at least one in our Blackberry.   And another in our heads, in constant revision mode.  Maybe a few more, from long range fitness to Friday’s grocery run.  And of course, the list of ways to increase our business, from attracting new customers to pumping up that cash flow.  We dutifully cross out each completed item, or try to.  Then we add more to-do’s to the ongoing to-do list. That turns it into more of a never-ending story than a list of tasks done. Because there will always be more to do! And honestly, we know too well, that to-do list is never going to be done.

Instead of always running the To-Do marathon, why not change the scenery? Make a wish list for yourself.  We associate those with kids writing to Santa, and starry-eyed brides-to-be, or even our own birthdays. Usually a wish list is defensive: we compile a list of gifts we’d enjoy getting to make sure we don’t end up with  drugstore perfume in a bottle shaped like Hannah Montana, or eleven crock pots.

But those wish lists are for others.  A wish list for ourselves should come from the heart, not the accessories department.  Instead of “I wish I had a new pair of Ugg boots,” try “I wish I could polish my public speaking skills.” Rather than wishing for a new tennis racket to improve your serve, you may wish you could emulate a colleague’s organizing ability. Then look for a way to make that wish come true, whether it’s making practice presentations, or asking a co-worker’s help.  When you get your wish, you’ll feel  energized, confident—and capable of tackling any To-Do list on the planet.   Keep adding new wishes to your private list. You’ll find that “wishing” can boost “doing” every time.

February may be the shortest month, but it’s always reminding us how strong it is, with icy fingers and frosty breath.  Never mind what the groundhog says, spring always seems at least six months distant. But this year, we’ve got the Olympics to brighten February’s horizon. Much more than the Summer Games, the Winter Olympics tend to mesmerize us, with daredevil ski champions and precision figure skating, not to mention, our once-every-four-years reminder of what “luge” is.  Secretly, some of us may wish we too could pull off a triple Salchow, or glide down a mountain at breakneck speed.  Never mind the gold medal, we’d just like the thrill and the appreciative applause, thank you.

But even if we’ll never zigzag down a slope or whirl around an ice rink, we can still borrow some of that Olympic stardust. Every athlete in Vancouver started with only a dream.  Without the dream, without seeing themselves fly down the mountain or land a perfect double-axel, they’d be watching the Games at home, no matter how many chilly hours they’d spent practicing.  Sometimes, you really have to see it to make it happen.  See yourself in a challenging situation. How do you handle it? Do you come through like a winner, choosing the right words to get your message out?  Walk through it again, adding as many details as you need, from the confidence-building outfit you wear to the way your customer addresses you. How can you change the picture to be sure you win in the end?   Athletes thrive on “visualization”, mentally watching themselves score goals, cross finish lines, achieve victory.  They’ll replay it endlessly, tweaking their performance until they see no other possibility but a win. If they falter, showing even a whisper of doubt, they’ll all tell you that’s when they lost their chance.

Practice seeing yourself win, in small conversations and on bigger stages. Like the Olympic athlete, you’ll soon see yourself strictly going for the gold.

Happy Bing-a-Ling

No, that is not the new politically correct way to greet during the holiday season – it is my elf name! I learned it at one of those cute websites you come across when doing research for blogs! A silly thing it is, of course, but something that got everyone laughing and joking in the office.

Are your employees laughing? Are they pumped up for the busy holiday rush, the end of year number crunching, or the planning for the new year marketing program? Employee perspective is as important as is customer perspective – for if you don’t have happy employees, you undoubtedly will not have many happy customers.

Take for example the young teen in the grocery store who would much rather be home playing on his video system than bagging turkeys and eggnog. Aside from the need for cash for more video games, what can an employer do to keep this individual returning to work with a smile?

If you only teach him to bag groceries, he will likely lose interest quickly. If he is trained to understand he is part of a larger whole, if he is taken through the process so that he know what goes on behind the scenes, as well as on the front end, if he understands that properly bagging for a customer according to their wishes brings that customer back, and if he knows for sure a smile and hello can go a long way to customer satisfaction, his outlook and performance can be very different. People like to know the job they do is important – and showing them that every link in your chain is a necessary part of the organization will make them feel that way.

Mystery shopping can help you to identify the people in your organization or areas of customer service that need a little TLC – Training, Listening, and Concern. Then include a training program or two in the new year so that all of your ‘elves’ will be whistling while they work all year long!

By the way – you can learn your elf name at: http://www.jokesunlimited.com/christmas_elf_name.php

Sincerely,

Happy Bing-a-Ling

Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as a she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.

It’s upon us! THE HOLIDAYS! Remember when you would say that with glee? Now many of us take a deep breath, poise in starting position, and approach December as a race to make it through. If your business is retail, delivery or catering, some of your staff may not think there is anything gleeful about these next few weeks – just a lot of work dealing with your needy, impatient customer base. However, for many businesses, it is also the month that means the most to your bottom line. So how are those customers being treated?

We can’t tell you how many clients have said, “It’s not fair to mystery shop our people in December – things are not normal.” “Exactly!” we respond. For many consumers, this might be the only time of the year they step through your door in an attempt to find the perfect gift for Aunt Olga or Cousin Ted. Or your dining establishment is convenient to where they are shopping, and they decide to ‘try you out.” Or because they have time off, they decide to open a new savings account or start a search for day care for their child for next year.

Now is your time for you to identify that bright star of the season on your staff who dares to deliver excellent customer service to those weary, information over-loaded people who are seeking your product. The kind of customer service clients will remember and tell others about. The kind of customer service that you want to recognize and reward.

Just because your staff is in holiday mode does not mean that service should suffer or the client should ‘understand that it’s the holidays’.  Do you know if your employees are making your clientele sing “It’s the Most Wonderful Time of the Year?”

Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations with our firm. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.