Give your customers a moving experience.*

Many thanks for your responses to Part 1.

Your input really supercharges these everyday topics.

Now for the chequered flag!

Form guide

I thanked Neil for his technical update.

I then asked why my car was surging, gurgling and gasping if it wasn’t due to the things I described.

Neil politely posited another Delphic insight: that I used standard unleaded fuel.

Correct again.

He then patiently explained how my German-made car was designed for the European market, which had higher-octane fuel than Australia.

All I had to do was run my car on one of the premium products and I’d be right as rain. Improved efficiency would more than offset the higher price.

Sceptic tank

Having grown up with racing drivers who endorsed novel gizmos that promised miraculous performance boosts, I wasn’t convinced.

Then, I figured running a few tanks of super through the engine was a lot cheaper than tearing down and blueprinting it.

So I ... Continue reading]]> Give your customers a moving experience.*

Many thanks for your responses to Part 1.

Your input really supercharges these everyday topics.

Now for the chequered flag!

Form guide

I thanked Neil for his technical update.

I then asked why my car was surging, gurgling and gasping if it wasn’t due to the things I described.

Neil politely posited another Delphic insight: that I used standard unleaded fuel.

Correct again.

He then patiently explained how my German-made car was designed for the European market, which had higher-octane fuel than Australia.

All I had to do was run my car on one of the premium products and I’d be right as rain. Improved efficiency would more than offset the higher price.

Sceptic tank

Having grown up with racing drivers who endorsed novel gizmos that promised miraculous performance boosts, I wasn’t convinced.

Then, I figured running a few tanks of super through the engine was a lot cheaper than tearing down and blueprinting it.

So I took Neil’s word, booked the service and filled my tank.

Two days later, Fonnie reported a much smoother airport run.

Race day

The service happened last week, without a hitch.

The team also washed and vacuumed my car, gave me a free one-year roadside assistance card and sent a thank-you SMS asking me to flag any problems.

There are none: I’m happy and will be going back.

I may well get my car serviced at City Ford for its entire life.

Then buy a new one from them.

But this love machine wouldn’t have left the pits without Neil.

Driving lessons

The previous (much younger) person who investigated my engine ‘problem’ effectively said I was imagining things.

By contrast, Neil:

• Listened carefully.
• Asked intelligent, non-threatening clarifying questions.
• Respectfully built rapport.
• Politely suggested a solution.
• Was right.

So simple.

So effective.

Yet so rare.

Happily, this old-school service is well within our power to deliver.

And because so few businesses do, we’ll stand out a mile^

and leave our competitors in the dust.

That ought to set hearts

racing.

* Photo by me.

^ 1.6 km.

Paul Hassing | Founder & Senior Writer – The Feisty Empire

Service with a smile!*

I’ve worked in and been a customer of the car industry.

Over the years, I’ve found that positive experiences in this field are rare.

So I had to report this one immediately, that we may distil its lessons for our own use.

When I phoned my Ford dealer’s service department last week, I got Neil^.

I said my Fiesta was due for its 10,000 km service.

Neil politely begged to differ, saying that my model’s next scheduled service was 15,000 km.

He added that he hated it when car places over serviced their customers.

This certainly got my attention.

He then consulted the manual and worked out that the service I needed was time-based (1 year) not distance-based.

I was worried that being a month overdue would void my warranty.

He assured me that I was, and would remain, completely covered.

A relief.

I asked Neil if his staff could collect and return my car.

He said yes.

I ... Continue reading]]> Service with a smile!*

I’ve worked in and been a customer of the car industry.

Over the years, I’ve found that positive experiences in this field are rare.

So I had to report this one immediately, that we may distil its lessons for our own use.

Ring in

When I phoned my Ford dealer’s service department last week, I got Neil^.

I said my Fiesta was due for its 10,000 km service.

Neil politely begged to differ, saying that my model’s next scheduled service was 15,000 km.

He added that he hated it when car places over serviced their customers.

This certainly got my attention.

He then consulted the manual and worked out that the service I needed was time-based (1 year) not distance-based.

I was worried that being a month overdue would void my warranty.

He assured me that I was, and would remain, completely covered.

A relief.

I asked Neil if his staff could collect and return my car.

He said yes.

I asked how soon.

He said Thursday.

I felt even better.

Old school

With my decision to book imminent, I told Neil about a problem I’d been having with the car.

Not being technical, I used words like ‘surge’, ‘gurgle’ and ‘gasp’.

Rather than laugh at me, Neil encouraged me to keep talking.

So I dredged teen memories of servicing my ’67 VW Beetle with my dad.

There I found terms like ‘points’, ‘hunting’, ‘timing’, ‘dirty plug’ and ‘spark advancement’.

Neil paused to compose his next sentence carefully:

‘I may be wrong, Paul, but my guess is that – like me – you’re aged over 40.’

‘Yes’, I said. ‘How did you know?’

‘Those words you’re using don’t apply to today’s vehicles. There is no spark advancement. And plugs get replaced at 105,000 km, not dirty every 5,000 km. These days, we just connect your engine to our computer and let diagnostics sort everything out.’

I marvelled at Neil’s tact. (A trait for which automotive professionals are not renowned.) He’d corrected me twice, yet I was still on the line.

It was time to see if he could perform a hat trick and secure my booking.

Pit stop

Before we commit, do you have a car sector experience to relate?

We value diamonds as well as stones, so feel free to add your thoughts from either side of the chain-link fence.

With our service histories shared, I can steer this tale to your maximum utility and pleasure.

That we may finish with flying colours!

* Photo by me. My other (actual) car is here.

^ His real name.

Paul Hassing | Founder & Senior Writer – The Feisty Empire

Who do you think we are?

Customers.

They’re our world.

Without them, we’re nothing – and our business folds.

Small wonder there’s so many names for these pivotal people.

But are some terms better than others?

Let’s see.

Customer is nice and generic.

You can’t really go wrong here.

Unless, of course, your customers see themselves as clients.

I have clients, as I feel this name has a more professional tone.

Some of my clients have customers, but they call them consumers.

I think this is a mistake: it makes them sound like machines or cattle.

Buyer, shopper and purchaser are marginally better, but disparagingly one dimensional.

Dentists and other medicos have patients, though sometimes they make you feel like a file, number or even case study.

(You may recall the ultrasound receptionist who yelled, ‘Your 12.30 pelvis is here!’)

Virgin Australia calls their customers guests.

I think this point of difference sounds nicer than travellers or passengers.

Some firms use partner or business partner.

This can work, ... Continue reading]]>

Who do you think we are?

Customers.

They’re our world.

Without them, we’re nothing – and our business folds.

Small wonder there’s so many names for these pivotal people.

But are some terms better than others?

Let’s see.

Good

Customer is nice and generic.

You can’t really go wrong here.

Unless, of course, your customers see themselves as clients.

I have clients, as I feel this name has a more professional tone.

Some of my clients have customers, but they call them consumers.

I think this is a mistake: it makes them sound like machines or cattle.

Buyer, shopper and purchaser are marginally better, but disparagingly one dimensional.

Dentists and other medicos have patients, though sometimes they make you feel like a file, number or even case study.

(You may recall the ultrasound receptionist who yelled, ‘Your 12.30 pelvis is here!’)

Better

Virgin Australia calls their customers guests.

I think this point of difference sounds nicer than travellers or passengers.

Some firms use partner or business partner.

This can work, but it’s getting common.

And unless it’s true, it sounds like new-age drivel.

Patron has a respectable ring.

Regular is chummy (barring exceptions).

In the right field, fan can work too.

I once read of a dealer who sold million dollar cars to … friends.

Worst

While user may be technically correct, it can sound mechanical.

Calling customers punters is fun, but dangerous.

Calling them bunnies is worse.

Muppets is definitely not a good look.

So what’s in a name?

If it’s the wrong one, quite a bit.

Name calling

What do you call those who put bread in your jar?

How come that?

When you’re a customer, what do you like to be called?

They say names can never hurt us.

And that our own is the world’s sweetest word.

So maybe we should ditch the generics and get personal.

Or would that be impolite?

Kindly address us

by inserting your given and preferred name/s

here.

Paul Hassing | Founder & Senior Writer – The Feisty Empire

From someone old to something new.

Thanks SO much for reading Parts 1 and 2.

Yet again, your interest has transcended my wildest hopes.

Now to our climax and conclusion.

I believe all pain is bearable, if known to be of finite duration.

Sue did me a favour by saying my ordeal would be sharp but short.

I toughed it out and was astonished that she really was twice as fast as my old dentist.

But with the cleaning done, there loomed the spectre of my sore tooth.

Having not bitten with it for years, I was sure it’d have to be pulled or filled.

Sue disagreed.

She said my tooth was sensitive because gums retreat over time – exposing nerves.

(One of the joys of middle age.)

The tooth itself was sound.

I didn’t know whether to mourn my youth or celebrate my stay of execution.

Sue then advised that my obsessive chewing with granulated gum was eroding my ... Continue reading]]> From someone old to something new.

Thanks SO much for reading Parts 1 and 2.

Yet again, your interest has transcended my wildest hopes.

Now to our climax and conclusion.

Tears for fears

I believe all pain is bearable, if known to be of finite duration.

Sue did me a favour by saying my ordeal would be sharp but short.

I toughed it out and was astonished that she really was twice as fast as my old dentist.

But with the cleaning done, there loomed the spectre of my sore tooth.

Having not bitten with it for years, I was sure it’d have to be pulled or filled.

Respite

Sue disagreed.

She said my tooth was sensitive because gums retreat over time – exposing nerves.

(One of the joys of middle age.)

The tooth itself was sound.

I didn’t know whether to mourn my youth or celebrate my stay of execution.

Product placement

Sue then advised that my obsessive chewing with granulated gum was eroding my teeth.

As I told her I’d heard about it on TV and picked a brand at a supermarket, I realised these weren’t the most authoritative sources.

Sue said she couldn’t fathom why abrasive gum and teeth-whitening products weren’t banned, given their deleterious effect on enamel.

She said plain, sugarless gum was helpful – if confined to three ten-minute sessions a day.

I was starting to get value.

Cut

Sue next asked if I flossed.

I said no, as my tight gaps had produced unfortunate slicing in the past.

She asked if I’d heard of interdental brushes (pictured).

I had not.

Producing one, she showed me how to clean between my teeth without cutting my gums to shreds.

Doing so minimises tartar (calculus), gingivitis and dentist visits.

For the first time I thought, ‘Why didn’t my old dentist tell me all this stuff?’

Perhaps it was simply because he, like me, was getting on.

Paste

When Sue heard I brushed with Sensodyne, she said I could apply it topically (i.e. rub some on my sore tooth before bed) for greater benefit.

This was welcome news.

She then said that, had I rubbed it on all my teeth nightly for two weeks prior to my visit, I would’ve felt far less pain.

This was ANNOYINGLY LATE news.

Sue asked if I had more questions.

I carefully inquired about her experience and ethnicity.

She’d practised dentistry for six years and been an Australian citizen since age two.

I felt foolish for doubting her and asked if I could write her up in this blog.

She happily agreed.

She even gave me two bucks off a pack of interdental brushes in lieu of stickers.

Pot of gold

Back at reception, I learned with joy that the practice had a preferred supplier agreement with only one insurer: mine.

I paid merely $40 of $145.

Having just taken extras insurance, I’d been worrying about this too.

I left tired, but reasonably happy …

All write

Sadly, when I emailed my drafts to the practice, I got no reply.

Nor does it have a workable website I can promote.

My experience had hallmarks of success, marred by unforced errors and very poor sequencing.

Unlike MacArthur, I may return.

Would you?

Paul Hassing | Founder & Senior Writer – The Feisty Empire

Into the jaws of Death. Into the mouth of Hell.

So there she was, my new dentist.

She had a kind, wise face that spoke experience.

I offered my hand with relief. ‘Hi, Sue!’

She shook her head. ‘No; I’m Kath. Sue will be with us shortly. We’re in Surgery 2.’

The word ‘surgery’ rattled in my head as I entered and scanned the room.

Each wall boasted signed paintings of decisive military engagements. Perhaps Sue was my kind of woman …

When she arrived, it was a shock.

My old dentist was an aging Caucasian male.

Sue was a (very?) young Chinese female.

As a former equal employment opportunity officer and part-time feminist, I was surprised at my rising fear.

I fought it, sat down and shut up.

Kath gave me tinted glasses – better than the clear ones I was used to. I could see, but there was less unsettling eyeballing.

David Attenborough smiled from a ceiling-mounted ... Continue reading]]>

Into the jaws of Death. Into the mouth of Hell.

So there she was, my new dentist.

She had a kind, wise face that spoke experience.

I offered my hand with relief. ‘Hi, Sue!’

She shook her head. ‘No; I’m Kath. Sue will be with us shortly. We’re in Surgery 2.’

Shock & awe

The word ‘surgery’ rattled in my head as I entered and scanned the room.

Each wall boasted signed paintings of decisive military engagements. Perhaps Sue was my kind of woman …

When she arrived, it was a shock.

My old dentist was an aging Caucasian male.

Sue was a (very?) young Chinese female.

As a former equal employment opportunity officer and part-time feminist, I was surprised at my rising fear.

I fought it, sat down and shut up.

Testing time

Kath gave me tinted glasses – better than the clear ones I was used to. I could see, but there was less unsettling eyeballing.

David Attenborough smiled from a ceiling-mounted screen. Another improvement.

Sue opened my mouth and reeled off an authoritative inventory which Kath transcribed.

Words like lateral, anterior and amalgam flowed for so long, I wondered how I could chew at all.

Sue sounded calm and confident; not at all like a student.

When she was done, she asked why I’d come.

I blurted my story with far more emotion and detail than necessary.

She listened, asked questions and even invited me to expand.

Being used to pack-‘em-in medical appointments, I found her generous, unhurried approach very comforting.

She opened my file and studied the last x-rays my old dentist had done.

To my surprise, she didn’t think another set was needed.

Relieved at this significant cost saving, I remarked at her penchant for martial art.

She laughed. ‘Oh no; this isn’t my surgery; I’m just borrowing it.’

As I pondered how this might affect me, she set to work.

New broom

My old dentist had used a grappling hook with separate water cannon.

Sue’s weapon combined the two.

It hurt.

My back arched and my feet arrowed to a flaming Messerschmitt 262.

Kath said, ‘Gee, I’m not managing your pain very well am I? Just raise your hand if it gets too bad.’

I gurgled that I was unable to ungrip my fingers.

Sue immediately stopped to explain that while her combo method was more painful, it was much faster as she only had to go round once.

I replied that while working with her was new and unsettling, I wasn’t seeking to replicate my old dentist.

(This wasn’t strictly true. But, as it was impossible to do the latter, it was necessary to accept the former.)

I said she should use her preferred method and that I’d roll with it.

I then asked if there’d be a lollipop when it was all over.

Sue replied that confectionary had been phased out as an inappropriate reward for brave kids. It was all stickers these days.

With encouraging words she pressed on.

I then realised I’d forgotten to pray.

Cut!

Talk about emotional whiplash!

Do you see the pros and cons of this first service provider experience?

Point ‘em out.

Tell us what you think.

How would YOU have handled this new-client interaction?

Whatever you do,

don’t miss our blood-curdling conclusion.

Paul Hassing | Founder & Senior Writer – The Feisty Empire

How should we transfer a client?

You know how twitchy I am about grocers.

Imagine how I felt having to change dentist!

This field report has lessons on how to transfer (or receive) a client, patient or customer.

I treasured my old dentist, as evidenced here and here.

When he retired for good, I was bereft.

He said he’d sold his practice to skilled people who shared his approach.

I wasn’t convinced.

A few weeks later, I got letter from the new practice.

It talked in friendly, familiar terms about:

So far so good.

It also mentioned that my records had already been transferred for my convenience.

This was welcome news. A medical franchise I’d left years ago had been very snarky about sending my records to a new clinic.

Finally, the letter said the new dental practice would retain my old dentist’s fee schedule for a ... Continue reading]]> How should we transfer a client?

You know how twitchy I am about grocers.

Imagine how I felt having to change dentist!

This field report has lessons on how to transfer (or receive) a client, patient or customer.

Goodbye Mr Chips

I treasured my old dentist, as evidenced here and here.

When he retired for good, I was bereft.

He said he’d sold his practice to skilled people who shared his approach.

I wasn’t convinced.

Letter drop

A few weeks later, I got letter from the new practice.

It talked in friendly, familiar terms about:

• Continued dental philosophy.
• A leafy suburban oasis.
• Getting to know me.
• The stress of the unknown.

So far so good.

It also mentioned that my records had already been transferred for my convenience.

This was welcome news. A medical franchise I’d left years ago had been very snarky about sending my records to a new clinic.

Finally, the letter said the new dental practice would retain my old dentist’s fee schedule for a generous period.

My teeth needed cleaning, and one was sensitive to cool air. I needed a dentist.

All things considered, I decided to try this one rather than search from scratch.

So I rang, and was booked with Sue*.

Day of reckoning

When the day dawned, I was very nervous.

The longish drive gave me ample time to picture all that could go wrong.

Outside the practice, a sign bore three names with lots of letters.

When I saw Sue wasn’t on it, I figured I’d been given the work experience kid. And why not? They had nothing to lose.

Gritting my teeth (while I could) I forced myself into the reception area.

Form guide

The receptionist handed me a clipboard with a form.

I was puzzled. ‘Your letter said all my files had been transferred.’

She smiled. ‘Yes, but we still need you to fill this in.’

I sat to concentrate; it was hard.

Playing quite loudly was a heavy duty cover of Michael Jackson’s Smooth Criminal:

Annie are you OK? Are you OK? Are you OK, Annie?!

[Repeat. A lot.]

I felt for Annie, who didn’t sound OK.

I was pretty freakin’ far from OK too.

My hand shook as I waded through the form:

Q.   Please name any aspect of dental surgery you feel anxious about.

A.   ALL.

Then, as the urge to flee threatened to consume,

the surgery door opened …

Intermission

Tune in next time to see what happens when I come face to face with Sue.

Meanwhile, what do you think of this process so far?

Have you been either side of a customer transfer?

Have you been transferred?

How did it go?

Did it hurt?

Where, exactly?

Open up …

It’s time to

drill

d

o

w

n

!

Paul Hassing | Founder & Senior Writer – The Feisty Empire

One of my favourite maxims is  – “If you want a better answer … ask a better question.”  I love it so much it appears in the header graphic of my own blog . If you don’t believe me, just look up whatdoclientsreallywant.com.

Clients are impressed by accountants and advisers that ask questions they weren’t expecting or that they haven’t been asked before. It shows preparedness on the part of the questioner that he/she has invested time and effort in understanding the clients business and circumstances.

One of the best questions one can ask is “why?” If asked in the right way, the question of “why” can uncover a treasure trove of insights. There is a school of thought that claims that asking “why” at least 3 times in the one meeting or conversation can uncover the root cause or motivation behind any aspect of business activity undertaken by people both internal ... Continue reading]]>

One of my favourite maxims is  – “If you want a better answer … ask a better question.”  I love it so much it appears in the header graphic of my own blog . If you don’t believe me, just look up whatdoclientsreallywant.com.

Clients are impressed by accountants and advisers that ask questions they weren’t expecting or that they haven’t been asked before. It shows preparedness on the part of the questioner that he/she has invested time and effort in understanding the clients business and circumstances.

One of the best questions one can ask is “why?” If asked in the right way, the question of “why” can uncover a treasure trove of insights. There is a school of thought that claims that asking “why” at least 3 times in the one meeting or conversation can uncover the root cause or motivation behind any aspect of business activity undertaken by people both internal and external to an organisation.

For example, a business owner may be asked the question, “Why are you in business?” The first response would most likely be “to make money” Further in the conversation, the business owner may then be asked “Why is it important for you to make money?” The next reply could be something along the lines, “so I can invest in my business and grow” At a later point in the same meeting, the owner can then be asked, “why is investment important to you?” The answer may well be, “my core market is declining and I need to develop offerings to new markets.”

By asking “why?” just 3 times the questioner has moved from the reason to make money to the business surviving. How interesting. The quality of advice that can be given based on the last response rather than the initial answer is chalk and cheese!

The above of course is an obtuse example but you get the idea.

I used to think (until a few short months ago) that another great question to ask a client or prospective client was  “What keeps you awake at night?” or something close to that. However, back in October I read an article on the Harvard Business Review blog (no less) that poured cold water on the idea of asking anyone that question.  Although the article specifically refers to salespeople, it is important to note that all professionals, including accountants, have to be skilled at “selling” their offering to current clients and prospects. Some great lessons can be learned from what these chaps write about.  Here is just one quote:

To understand what makes this question so destructive, we need to first understand where it comes from. For years, most sales training has focused on a single core principle: the shortest path to sales success is a deep understanding of your customers’ needs. If we can understand what’s keeping customers up at night, we can build tight linkages between their problems and our solutions, thereby improving our chances of selling something.

As a result, companies have poured money into teaching their reps to ask better questions. But while it sounds great on paper, this approach suffers from two major problems. First, improving reps’ ability to diagnose needs on the fly proves colossally difficult — especially among average performers. Second, and more to the point, this approach is based on a deeply flawed assumption: customers actually know what they need in the first place.

But what if customers don’t know what they need? What if customers’ single greatest need, ironically, is to figure out exactly what they need? If this were true, the better sales technique might be to tell customers what they need.

The full article is well worth reading.

Your challenge in your business – for your clients, prospects, staff and suppliers go ask them a better question because you’ll get a better answer!

James Evangelidis | Principal Consultant – Envoy Professional Search

Did you hear about the rather lucrative printer cartridge deal?

The highlight for me was the public servant who:

‘… bought enough black toner cartridges to supply the government department for 40 years — despite toner cartridges expiring after two years.’

As my taxes paid this person’s salary, I felt encouraged by her initiative and commitment.

Then I wondered if you’ve been stung by either end of the corruption cattle prod.

Tagged & Bagged

There are two sides to every story. And difficult times tend to throw these into high relief.

On one side, we have flawed humans with the power to make purchasing decisions.

On the other, hungry companies desperate to make a deal.

If a wad of loot were to find its way into a brown paper bag, and that bag were to find its way into a pocket, and the owner of that pocket were to award ... Continue reading]]>

Money talks. Has it said anything to you lately?

Did you hear about the rather lucrative printer cartridge deal?

The highlight for me was the public servant who:

‘… bought enough black toner cartridges to supply the government department for 40 years — despite toner cartridges expiring after two years.’

As my taxes paid this person’s salary, I felt encouraged by her initiative and commitment.

Then I wondered if you’ve been stung by either end of the corruption cattle prod.

Tagged & Bagged

There are two sides to every story. And difficult times tend to throw these into high relief.

On one side, we have flawed humans with the power to make purchasing decisions.

On the other, hungry companies desperate to make a deal.

If a wad of loot were to find its way into a brown paper bag, and that bag were to find its way into a pocket, and the owner of that pocket were to award a lucrative contract, who would be the wiser?

This is a new area for me.

Whenever I’ve been desperate for business, I’ve been way too desperate to contribute to anyone’s slush fund.

When I’ve been in positions of power, the most I ever got was a bag of lollies from a printing firm.

Guilty!

Actually, now that I think about it, those lollies worked a treat.

They were red, like raspberries, but in the shape of a K.

Even better, they had a hard, chewy consistency (like the long-discontinued, sadly missed battleship lollies of my youth).

The flavour was intense.

The company was …

… it’s coming to me …

Kwik Kopy!

Yes! That’s right: that’s what the K was for!

A little bag of red jelly Ks came with each Kwik Kopy print order delivered.

It was a mere handful, but the effect was profound.

Enough, even, to make a man forget his aversion to phonetic spelling.

Whenever these arrived in the design studio, we fell upon them like orphan zombies.

After a few sugar hits, I started hassling the Production Manager to use Kwik Kopy

all

the

time.

Mea Culpa

And so I stand before you, a corrupt and broken citizen.

Will you flay my flesh or sympathise with my human failings?

Maybe you have even more shocking tales to tell.

Don’t be shy; there’s a lot of it about.

To get you thinking, I’ve provided some interrogation questions (sorted in decreasing likelihood of you ignoring them).

Confess!

Have you (or anyone in your business) ever:

• Taken a bribe?
• Offered one?
• Seen one change hands?
• Been beaten in a pitch because of one?
• Suspected as much?
• Been tempted to ‘grease the rails’ in your favour?

For the record, I once considered bribing my ‘builder’ to do what I’d paid him to.

But since he already had all our money (plus a lot more that didn’t belong to us) I realised the effect would be negligible.

It’s now down to you.

Think carefully.

And tell all!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

All this hit my letter box in just two days!

I must get a proper NO JUNK MAIL sign.

Each time my home-made one falls off, I have a Brazil moment.

Someone, somewhere, must benefit from this bumf.

But who?!

Certainly not me. How about you?

Do you like receiving unsolicited print advertising?

Is (or was) it part of your business marketing mix?

Captive Audience

Keep Australia Beautiful and Eco Voice want us to read catalogues online

A fine idea. So far, they have … six.

Either it’s early days, or we really like ads in our letter box.

I’ve heard older people look forward to them as bona fide reading materials.

Perhaps the appeal is more widespread.

Perhaps I’m missing the point.

Here’s Australia Post’s take, with a handy link to Do Not Mail.

I wish they cared as much about their rubber bands.

My Do Not Fax registration ran out recently, but that’s another story.

Sign of ... Continue reading]]>  

All this hit my letter box in just two days!

I must get a proper NO JUNK MAIL sign.

Each time my home-made one falls off, I have a Brazil moment.

Someone, somewhere, must benefit from this bumf.

But who?!

• Client companies?
• Ad agencies?
• Graphic designers?
• Printers?
• Paper mills?
• Plantation foresters?
• Walkers?
• Dogs?
• Customers?
• Australia Post?

Certainly not me. How about you?

Do you like receiving unsolicited print advertising?

Is (or was) it part of your business marketing mix?

Captive Audience

Keep Australia Beautiful and Eco Voice want us to read catalogues online

A fine idea. So far, they have … six.

Either it’s early days, or we really like ads in our letter box.

I’ve heard older people look forward to them as bona fide reading materials.

Perhaps the appeal is more widespread.

Perhaps I’m missing the point.

Here’s Australia Post’s take, with a handy link to Do Not Mail.

I wish they cared as much about their rubber bands.

My Do Not Fax registration ran out recently, but that’s another story.

Sign of the Times

With regard to stickers, I could move to Willougby where they’re giving ‘em away.

Maybe NO JUNK MAIL is too terse.

Perhaps I should go with the softer No Advertising Material Please.

I wonder if it makes a difference.

Boxed in

In one of my lean years, I tried a casual brochure delivery job.

By faithfully obeying NO JUNK MAIL signs, I had many brochures left over.

The distribution firm:

• Accused me of not doing my job.
• Ordered me to ignore the signs.
• Threatened to do spot checks in my territory.

When I later found great bundles of fliers dumped in vacant lots, I realised why I wasn’t trusted.

I also saw other ‘walkers’ in action. (Never any kids, though; unlike decades past.)

Some posted so carelessly, the merest zephyr strew their stuff across the street.

Not a good look for the firms who’d paid to feature.

I wrote to several, flagging their wasted budgets.

A couple replied, but without enthusiasm.

Here & Now

As our world hurtles to ruin, I feel the need to query unsolicited print advertising once more.

Therefore, do you:

• Make it?
• Get it?
• Use it?
• Love it?
• Hate it?

We’re at a crossroads.

Show us your papers!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

Blink and you may miss it.

Here’s a business tip I learnt the hard way:

If you get a gig, job, order, project, piece of work or commission, do it NOW.

If you don’t, it may not be there tomorrow.

For several reasons.

Unkind Cut

A large IT firm gave me 100 recruitment ads to critique.

I toiled for much of Easter, getting 50 done.

Then I rewarded myself with a couple of days off.

When my client returned to work, he found his budget slashed by overseas corporate masters.

He was forced to cancel the project.

He paid me for what I’d done, which was half of what I could’ve done, had I pressed on.

As this happened when I was just starting out, I felt the revenue loss keenly.

Mind Altering

I was asked to source radio jingles for an automotive firm.

I offered the job to Adam, who quoted $3000.

The client approved the quote and Adam pulled several ... Continue reading]]>

Blink and you may miss it.

Here’s a business tip I learnt the hard way:

If you get a gig, job, order, project, piece of work or commission, do it NOW.

If you don’t, it may not be there tomorrow.

For several reasons.

Unkind Cut

A large IT firm gave me 100 recruitment ads to critique.

I toiled for much of Easter, getting 50 done.

Then I rewarded myself with a couple of days off.

When my client returned to work, he found his budget slashed by overseas corporate masters.

He was forced to cancel the project.

He paid me for what I’d done, which was half of what I could’ve done, had I pressed on.

As this happened when I was just starting out, I felt the revenue loss keenly.

Mind Altering

I was asked to source radio jingles for an automotive firm.

I offered the job to Adam, who quoted $3000.

The client approved the quote and Adam pulled several all-nighters to write, perform and record some rippers in double-quick time.

But before I could send them to the client, she abruptly changed her mind and tried to cancel the project.

Fortunately, I still had her email approval, so we had her cold.

Had Adam waited a few days, he’d have missed out on a lucrative gig.

Off Balance

Of course, this hot-iron-striking advice flies in the face of all our warm fuzzies about taking care of ourselves in business.

We’ve had wonderful suggestions about negotiating realistic deadlines, operating within our limits, maintaining work-life balance and so on.

But as GFC II threatens, I wonder if we can afford to dawdle on such shifting sands.

Vexed issues are best handled by the fine minds that inhabit this space.

And so I put it to you.

Your View

When you get a piece of business, do you:

a)    Luxuriate in the prospect and do it as, and when, you see fit.

b)    Seize it as if it were your last meal on earth and devour it on the spot.

c)    Attend to it fairly smartly, but without unseemly haste.

d)    Handle it some other way (please describe).

?

The clock’s ticking.

Let’s get to work!

…

No?

…

How about later?

…

…

Never mind.

Paul Hassing, Founder & Senior Writer, The Feisty Empire