Whatever your status we all buy stuff, whether its products or services, for personal or business use. The money we give is in exchange for the product or service, however what keeps that purchase in the memory is something that is intangible but nonetheless as valuable.

The 90’s was all about take take, the noughties was about customer service, the twenty teens is about the customer experience. Following a talk given by Royston Guest some weeks ago, he explained what needs to happen if we are to gain more customers. It is an old sales and marketing adage, that it is easier to sell to your existing customers than to sell to new customers. Royston talked about the difference between customer service and customer experience.

This got me thinking. What are the kind of services/products I have stopped going back to and which ones do I keep on buying, and in a lot of the cases it was about the experience.

By shifting your focus to ensure the experience of your existing customers is so good, that they NEVER go anywhere else, is the holy grail of increasing your sales. We need to change our focus from offering good customer service to giving the ultimate customer experience. Customer service is about doing enough so that no one can be accused of not doing that little bit extra. But customer experience is going beyond the call of duty and doing something that stays in the memory of the customer.

An example where this is demonstrated perfectly is the hairdressers I go to. I have been going to her for the last 22 years. What I remember was the very first time I went to her she made a point of knowing my name, then everytime I went back, she would greet me by my first name, always offered me a cup of tea and all the useful niceties. Now you maybe saying, great customer service, and yes it was, but she ensured that my experience was something that I would want to repeat again and again.

She moved to different Salons and I moved with her, there was a time when she worked from home and she kept most of her customers, ensuring the experience was as good as ever. She could have easily saw me as another haircut, but if you think about those first few experiences it meant I stayed with her for the last 22 year.

So thinking about the customers you have now, what kind of experience are they getting from you? Is it the kind that will mean they will still be with you in 22 years time? Will they need/want what they buy off you today in 22 years time? If the answer is yes, look at the kind of things you can change that will ensure your customers like what they experience when dealing with you.

The difference between customer service and customer experience, as Royston explains (and I agree!!!) is as follows

1. Tangible needs – with the hairdresser example, the quality of the cut, styling etc
2. Informational needs – Hairdresser gives me more of what I need/want, appointments when I want, tea, advice on products etc.
3. Intangible needs – Meeting my emotional needs, making me feel wanted, calling me by my first name, letting me know when she is available, telling me when she moved salons
4. Affiliation needs – does it make me feel good to be part of something that regards me as special and visa-versa

To gain customers, we focus on the tangible needs of the product or service we are selling, and hope that we are given the opportunity to show what informational, intangible needs we can also offer. However it is often the case that once the sale is done, we fall into the trap of thinking the job is done and don’t focus on what makes the customer experience that much special.

Social media is all about experience, whether you are exchanging conversations with friends or prospective customers, if you make the experience enjoying, the relationship will be that much more solid making the likelihood of any business relationship that much more concrete.

So, looking at the sequence Royston described above, its vitally important that you provide the INTANGIBLE NEEDS to a customer BEFORE they buy. Wow, then once they buy, it will be partly because you met their emotional needs first. Commonly it is the smaller and medium size companies that get this social media thing and big corporates are slow on the intake, not all I must say but most. Social Media allows us to give that customer experience before they buy.

Looking at your own business what can you do with your marketing and sales, to ensure you give intangible needs that your customers crave?

Reading many personal development websites, as you do, I came across Jack Canfield’s 7 tips for success, and reading through them, it struck me how these are the steps I took,in various forms to get from the 9-5 job to running my own coaching and training company 2 1/2 years on.

Tip 1

Take 100% Responsibility for Your Life.

What Jack says – “One of the greatest myths that is pervasive in our culture today is that you are entitled to a great life-that somehow, somewhere, someone is responsible for filling our lives with continual happiness, exciting career options, nurturing family time and blissful personal relationships simply because we exist. But the real truth is that there is only one person responsible for the quality of the life you live. That person is YOU”

Back in 2006 I knew I had to leave my 9-5 and start my own business, it is then I really tool responsibility for my life 100% and started to create an environment to leave on MY terms, as opposed leaving without no clear vision. Some people I have met who wish to start their own business, say they wish they could be made redundant, so then they have no choice but to do something, this is not taking 100% responsibility for their own lives, be brave and take a decision that is going to empower you.

Tip 2

Be Clear Why You’re Here.

What Jack says – “I believe each of us is born with a life purpose. Identifying, acknowledging and honoring this purpose is perhaps the most important action successful people take. They take the time to understand what they’re here to do-and then they pursue that with passion and enthusiasm.”

My 9-3 was in Sales and I was earning good money, but it didn’t feed my soul. The last few years in my job I stopped getting excited by the challenge. As time went on, I became more and more clear about what my purpose was and helping others, challenging them to achieve and getting others to realise their potential. This is why I am here

Tip 3

Decide What You Want.

What Jack says – “One of the main reasons why most people don’t get what they want is they haven’t decided what they want.  They haven’t defined their desires in clear and compelling detail… What does success look like to you?

What i wanted is to live life on my terms. 2 1/2 years in I can honestly say that I love working. I get a buzz when I am with clients. This may not have rung tru a few years a ago, however what I would say now is that, even if I didn’t need to earn,  I would still do what I am doing now.

Tip 4

Believe It’s Possible.

What Jack says – “Scientists used to believe that humans responded to information flowing into the brain from the outside world. But today, they’re learning instead that we respond to what the brain, based on previous experience, expects to happen next…In fact, the mind is such a powerful instrument, it can deliver to you literally everything you want. But you have to believe that what you want is possible”

As soon as I decided I was going to leave and really believed I could make thus happen, everything changed, my confidence, opportunities, people around me, all of it. As soon my aura was one of making this happen the energy around me flow in the same direction.

Tip 5

Believe in Yourself.

What Jack says – “If you are going to be successful in creating the life of your dreams, you have to believe that you are capable of making it happen…Whether you call it self-esteem, self-confidence or self-assurance, it is a deep-seated belief that you have what it takes- the abilities, inner resources, talents and skills to create your desired results”

This for me is linked with Tip 4, as soon as I believed in myself, I started to believe it was possible. I used to think, these things only happen to others, you need a lot of luck for it to happen, you need lots of money. All of these things became true as soon as I started believing in myself. I became the others, started getting luckier, and money started coming!

Tip 6

Become an Inverse Paranoid

What Jack says - “Imagine how much easier it would be to succeed in life if you were constantly expecting the world to support you and bring you opportunity. Successful people do just that.”

This is what I started doing, if things started to happen to me, how would I react? i.e. would I allow the success to come. People hold many fears, two prominent fears, are fear of failure and fear of success. If I wasn’t ready, would I have been fearful of the success?

Tip 7

Unleash the Power of Goal Setting

“Experts on the science of success know the brain is a goal-seeking organism. Whatever goal you give to your subconscious mind, it will work day and night to achieve… To engage you subconscious mind, a goal has to be measurable. When there are no criteria for measurement, it is simply something you want, a wish, a preference, a good idea.”

My first goal was to know how much I needed to survive for a year, without earning, while i was setting up my business. Once i got this figure, i then looked at ways of getting this money, my method was property investing and within a year of this decision, I got the amount I needed and left my job. Achieving this goal gave me the confidence to achieve any goal I set from the on.

What are your current challenges, go through each of Jack’s tip and see if you are playing full out and if you are holding back!

Paulo Coelho, author of the bestselling book The Alchemist, has written a boo titled Warrior of the Light. It is a collection of short notes on accepting failure, embracing life and rising to your destiny. The Warrior, as Paulo describes is someone who knows that he is free to choose his desires, and he makes these decisions with courage, detachment, and sometimes with just a touch of madness.

On the surface to approach life as a Warrior may seem impractical. The focus, as a Warrior is on what you have control over, what you can do and let go of the things you cannot control. Stress is often caused by the y we choose to react to outside events. The Warrior is all about accepting these stresses and then letting them go.

Living life with the mindset of a warrior takes some skill. However the pursuit of this way of living can open many doors, the first of which is in our minds.

One such note in the book talks about the two columns on either side of the door he is trying to open.

One is called Fear and the other is called Desire. The Warrior looks at the column of Fear and on it is is written: “You are entering a dangerous, unfamiliar world where everything you have leaned up until now will prove useless.”

The Warrior looks at the column of Desire and on it is written: “You are about to leave a familiar world wherein are stored all the things you ever wanted and for which you struggled long and hard.”

The Warrior smiles because nothing frightens him and nothing holds him. With confidence of one who know what he wants, he opens the door.

So what we can learn from this? That whatever choices we come across in our lives, whatever choice you make will be the right one. How many choice have you made in your life that looking back were based on fear?  Courage is doing something or making a decision when fear is present. Desire is dictated by how much you want it. When you want something bad enough and you act on it, it is amazing how the feeling of fear subsides.

Do you have a decision to make? If you knew you would succeed what would you do?  Think about Usain Bolt, the 100m Olympic Gold medallist. He knows he is the fastest man of earth. Does that mean he doesn’t train, eat the right things or get enough sleep? Absolutely not. He wants to make sure that when he is standing at the staring line he is in the best condition possible, that the actual race result is a forgone conclusion. So, Usain, knowing he will succeed, puts in all the work necessary to get the result he wants.

What can you do today, to ensure your success tomorrow?

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Since the turn of the year, most of my thoughts about taking my business to the next level have focused around social media. Thinking about this objectively, this got me thinking, is this just a fad or is it here to stay?

Some facts…

1. Average person spent five and a half hours on social media sites in December 2009, up 82 percent from December 2008. AC NIELSEN

2. Marketers will also be spending more time and money on social media sites in 2010 – Alterian

5. Facebook is still by far the most popular social networking site worldwide, with 206.9 million unique visitors in December

6. 67% of global social media users visited the site during that month, spending an average of about 5.5 hours there per month, up from just three hours in December 2008.

7. Twitter received 18.1 million unique visitors in December 2009, up from 2.7 million in December 2008 (a remarkable 579 percent rate of growth).

8. Time spent on blogs and other social media sites increased 210 percent year-over-year, and the average time spent per person increased 143 percent.

9. Australia led the world in time spent on social media sites with 6 hours and 52 minutes per person, United States was second (6 hours and 9 minutes) with the United Kingdom close behind (6 hours and 7 minutes)

10. 20 million people are online on SKYPE at peak time, 445 million subscribers in Q1 2009, 30% usage for business purpose, 3.1 billion call to mobiles and landlines in Q3 2009, More than 190 certified hardware products.

11. Facebook available in more than 70 languages with 900+ employees. Facebook banned in Syria and 70% users live outside US. Features more than 350,000 application. Over 2.5 Billion photos uploaded monthly and faster growing demographic is women over 55. More that 300,000,000 users.

12. Approximately 150,000,000 videos on YouTube. 70% of the registered users are the American. Every minute 20 hours of video is uploaded. Localized versions for over 22 countries in 19 languages, total times of videos watched in 9300+ years. Estimated revenue of between $120 – $500 Million.

13. 54% of respondents said social media was ‘increasingly important’ to the overall marketing mix, with only 14% believing it to be ‘critical for success (Alterian Research Study)

14. Social Media has overtaken porn as the #1 activity on the Web

15. If you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour;

16. 25% of search results for the World’s Top 20 largest brands are links to user-generated content.

17. Hitwise UK reports indicate as top three sites for the week ending 16/01/2010: Facebook (51.60%), YouTube (16.10%) and Bebo (2.26%) (social networking category).

18. 51% of journalists read blogs for story ideas.

19. 28% of top search engine results are Social Media sites.

20. Universal McCann reports that 77% of all active internet users often read blogs.

21. Delicious (bookmarking site), has more than five million users and over 160 million unique bookmarked URLs.

22. According to Compete, In Q4 2009 Digg saw a 91% increase in traffic, while Stumbleupon and FriendFeed recorded a huge increase of over 180% and 3100%, respectively, as compared to 2008.

23. Wikipedia currently has more than 13.5 million articles in more than 250 different languages. The site attracts over 60 million unique visitors a month and it’s often hotly debated that the information it contains is more reliable than any printed Encyclopaedia.

24. There are overall 234 million websites as of December 2009. 126 million blogs on the Internet (as tracked by BlogPulse)..

Data compiled by Sorav Jain: Social Media & Digital Marketing Blog

I love going to workshops and seminars, for several reasons. While I was in my 9-5 I went to many, both paid and free. However the reason I am in the fortunate position I am now, of running my own business, and being my own boss, is that I took MASSIVE ACTION (as I am sure many of you will be familiar!).

This last weekend I went to a workshop around attracting more clients, and I must say, I learnt a lot. However I made a commitment to myself that  I wouldn’t go to another until I followed up on my commitments I made and take MASSIVE ACTION around my goals.

This got me thinking,  what is the reason you go to workshops/seminars?

I see three reasons

1. Knowledge
2. Reinforcement
3. Networking/Joint Ventures

The title of the workshop and what it is going to give you is the obvious reason most people go to a workshop. We live in a society where we feel that we need more knowledge, “I am currently not getting what I want, so I must be lacking knowledge.”

Is this the case? Think of the last 5 workshops you have attended, did they give you ‘information’ that you already knew, but just not applied? I can certainly say this has been the case for me sometimes.

So what is it that makes us go back? Do we need constant reinforcement for what we already know, or is it more about developing our current knowledge? For me it is often the case of developing and fine tuning what I already know.

A few years ago I differentiated between whether I was consuming my time or investing my time, and I must say the percentage wasn’t in my favour. This for me was a light bulb moment, as soon as I consciously investmented my time, i.e. reading, networking, researching, communicating, listening, being a teacher, being a student, doing what I love, and not comsuming my time, i.e. TV, procrastinating, finding things to do to avoid what needs to be done; things started to change, I took MASSIVE ACTION.

What was a massive eye opener for me was the people you meet when you go to these workshops/seminars. By the very fact that they are there, their mindset would be very similar to yours, hence the opportunity to network with like-minded people is fantastic.

The opportunity to develop new connections for Joint Ventures is also great. Joint Venturing can take many forms, from joint marketing activity to promote complementary services, to looking for mentors who have already achieved what you are looking to develop.

These are some of my ideas. I would love to hear why you go to workshops and seminars.

Last weekend I went to a seminar run by my friend Deepak Lodhia and he remined me of the famous saying that Bruce Lee Coined – Be Like Water.

This puts what we strive for, in perspective. A great metaphor, if we adapt to situations and events and be our true to our self we will get more of what we want

Image via Wikipedia

Getting more clients is what we all strive for. We go networking, make cold calls, and go to workshops to learn the secrets from the ‘experts’, however if we apply the Yoda principal to getting more clients we will get more than we need.

The word ‘try’ is often heard when in our language, when we look to attempt something, ‘I want to work with that blue chip company, I will try and call the CEO’

TRY!!! This allows for failure. By trying we give ourselves a get out clause.’ Well I did try and call him, but he was busy, he is already working with XYZ‘

Next time you say you will try to do something, just change it to do. Even saying this will change the energy around your intention and make it more likely to happen.

When you are committed to something it is amazing how often opportunities occur. When I coach, whether in schools or in business, if I had a penny for the number of times I hear people say the word try, well, let’s just say, it would be easy money. Yoda’s response to Luke when his ship immersed in the lake was, all about intention.

Is your intention to fail or succeed. Is it an option that you fail? No, so why allow it to happen. By doing, your intention is all around succeeding, and history tells us as soon as we decide on something our intention changes and we get closer to what we want.

Go on try it, sorry DO IT, you never know it might just be true!

So what has undiluted orange squash got to do with anything.

In life we are forever told we must do that, do this, use these words, do this action, don’t eat this, do more exercise, buy this product. However, how many times do you actually listen to your inner self. Some call this intuition, awareness, gut instinct, any numerous definitions.

Does listening to your inner self make a difference, well if you listen only once or twice, maybe not, however if you trust it and listen the results may surprise you.

What would a glass of undiluted orange squash taste like? Bitter, strong, not very nice. Now the easiest thing to do is put water in it and drink it. Wouldn’t it be good if life was like that, i.e. when we come up against something that is bitter and not very nice we can just add something to it to make it better.

Just imagine if you put just one drop of water in the undiluted orange squash, would it taste any different, would it look any different, would it smell any different, no it wouldn’t. Now if you gave it to a scientist to see if it was different, what would they say? Yes there is, however only you and the scientist can know there is a difference.

That drop of water represents the small change we could all make to get the things we want in life. That small step that takes us nearer to our goal, that one small change of thought that makes us see those seemingly impossible things, now just really difficult.

What would be the implication if you allowed yourself to add one drop of water each month, each week, each day, or even each hour? For the first few drops only you (and the scientist) know you have made some changes, however the outside world will not know until, much, much later.

As humans one of our “want’s” is that we look for approval so when we make some changes we like it acknowledged, and when we don’t get that outside validation we lose self-belief  and give-up. The outside world will notice the great glass of orange juice only until several drops have been added and then the outside world can see the differnece.

This is the same when we do something different. It may take days, weeks, or even months before others see the different. But does this matter. If you knew that by adding a drop of water each day, you would achieve your goals, tackle near impossible tasks and increase your self-belief, would it really matter, if others notice the differenece?

By making sure you add one drop of water each day and being consistent you will start to get the results you want, and if you’re lucky others may see the difference as well!

Image by epicnom via Flickr

We often hear marketing professionals asking us about our USP (unique selling point) is, and many misinterpret this as  how are you better than the competition, when actually what they are is how are you DIFFERENT than the rest.

What is it that stands you out from the rest of the crowd? Think about it, you tend to remember the things that are different from the norm. Does your marketing and sales pitch lend itself to this? What is the impression that people are left with when they have either met you at an event, or experienced your services? What do they remember?

Ask yourself this, are you constantly trying to show how much better you are than the others or how you are different? Whatever profession you are in, people will choose you because you relate to them and because you have something different that they like.

Don’t kid yourself, whatever your profession, (unless you are the leader of a country!!!) there are thousands of people doing what you do. The following video perfectly demonstrates this. Getting over 38 million hits, it’s all about being different not necessarily better.

How can you be different? Please leave a comment and let others know what is different about you.

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When December comes the thought on most peoples minds is where did the year go? All the things I planned to do, I never got done. How frustrating!!!

So what are going to do that will make 2010 your best year yet? What plans do you have for 2010 that mean you can’t wait for the new year to begin?

A wise man once said if ‘…you keep on doing the same things expect the same results!’

The new year brings optimism and a sense of a new beginning. Why wait? What’s stopping you doing what you want to do now.

By starting now you give yourself a months head start. If its working, great carry on in the new year, if not, change it.

5 Questions to Ask Yourself before the start of 2010

1. What can I start to do now, that I am waiting for the new year to do?

2. Who do I need to connect with NOW to ensure my year starts on the right foot?

3. What are the things that I can start to delegate to ensure I focus on what I do best?

4. What’s the most important thing I want to achieve in 2010?

5. What am I worth?

To really kick start you year come see me here