Dear {FirstName},

We hope you've been enjoying your Monday Morning Motivator. If you've received this issue for the first time - welcome aboard! It only takes a couple of minutes to start your week off right with the MMM! Be encouraged by the success or great ideas of others in your business community. The MMM has community of 34.593 subscribers.

Up - Serving

This week we share a powerful message from Jim Cathcart, Up-Selling vs Up-Serving. This change in focus will lead you to better business, profitability and more importantly, loyal customers.
 
If you sell more to each person, you will increase your income without increasing your work, right? Great idea. But there are two ways to approach this.

• Up-sell each customer. Get them to buy more. Increase the transaction: “You want fries with that?”

• Up-serve each customer. Make them even more satisfied with their purchase decision. Increase their satisfaction. “And here is another benefit we will provide for you!”

Many years ago, I was asked by Joe Willard to conduct a seminar on goal-setting for his insurance agents at their annual retreat. Being a relatively new speaker, I did everything I could to give the best seminar possible. I did my homework, showed up early, took an interest in each person, memorized their names, participated in their social events and made myself available for individual coaching on-site. This not only pleased the audience but also impressed Joe, and he asked me to come back in a couple of months to do another seminar for his staff.

When I arrived to discuss the next seminar, Joe said he had changed his mind. He wanted me to move into their offices and become a part of their team. I told him that I didn’t want an insurance career; I wanted to be a speaker and trainer.

He countered, “Well, you have to office somewhere. Why not here with us? You can set up shop here in our penthouse suite, use our conference room, kitchen, full-time cook and even our office machines. In return for your help in training my agents, advising me and doing some personal coaching, I will provide for all of your overhead expenses and pay you a small salary.”

I almost fainted. This was a dream come true. Not only would I have an elegant office and all the resources of a large consulting firm, but I’d also have my own team of protégés to train and develop. I jumped at the offer.

That contract lasted six years and led to my being hired for seminars by the home office, as well as 30 of their other agencies. That led to more training for hundreds of clients in the financial services industry. Why?

Because I had up-served Joe’s agency from the first time I worked for them. I didn’t let the newness of the contract, nor the small initial fee, influence me. I simply looked for the optimum ways to be of service to them.

The problem with most sales thinking is that it focuses only on the sale or purchase, not on the value of the customer. Change your thinking.

People who pursue money often produce money, but they don’t create an ongoing flow of money. Customers sense your intentions. When the money is your main focus, they know it, and they don’t see any reason to cultivate a connection with you. After all, you’d only be a vendor to them, not a business friend.

But when you up-serve them without requiring an added purchase, their sales resistance drops, and they will not only tend to buy more, but also seek your advice on other decisions. They will feel more deeply connected with you and grateful to you. That increases your edge over any potential competitors who might merely offer a lower price. Price is always relative to the value received. So, by increasing the value you deliver, you increase the satisfaction of your customer and their resistance to your competitors.

Ask yourself, “How can I do more for this customer without adding extra cost for them or me?” Up-serve them.

To practice Up-Serving first take a look at each step in your sales cycle. Then ask yourself, "How could this step be made more satisfying for our customers?" This simple process is what the world's finest service organizations have done in order to earn top rankings. It sounds deceptively simple and it is but it is not easy, except when you do it one step at a time. To transform your company, find every opportunity to Up-Serve and become the "Four Seasons Hotels" of your own category.

Have a great week unless you choose otherwise!

Drago

PS - Our goal is always to Up-Serve, and with the help of our partners at The Extraordinary Leader we will be doing that by providing you with an opportunity to hear from David S. Ridley, Senior Vice President for Southwest Airlines. Southwest Airlines has an examplary reputation for service, they are an 11 Billion in revenue / 34,000 employee airline and they have been profitable since 1973. 

In his current job, Dave is responsible for building and maintaining the brand while maximizing Company revenues. This includes leadership and direction of Southwest's pricing; inventory (seat) management; advertising and promotion; loyalty program; and southwest.com.

Since joining Southwest in 1988, Dave has served as Senior Vice President, People and Leadership Development; Vice President, Ground Operations; and Vice President, Marketing and Sales. He has been a member of the Executive Planning Committee, the CEO led committee responsible for Company strategy and policy, since 1998.

Please join us for this COMPLIMENTARY ONE HOUR CALL with David on Wednesday, April 21st at 12 noon pst (3 pm est)    

To register for the call email janeradams1@comcast.net and you will be emailed your call in number and access code.

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Success Profile

This week's success story is Melanie Alsager and her team at Sunshine Coast Health Centre.

Sunshine Coast Health Centre officially opened on the 15th of March, 2004, as a 16-bed drug and alcohol rehabilitation facility designed exclusively for men. Original ownership saw the need for privately-funded addiction rehabilitation and had the land, buildings and experience in residential group care to make it possible. The first two years were difficult but, over time, referring health professionals and the general public took notice of the benefits of an intimate, male-only facility that offered an extended stay (longer than 28 days) in an exceptional setting.

Today, Sunshine Coast Health Center continues to combine the basics of recovery with the latest in innovative addiction therapies, visit www.sunshinecoasthealthcenter.ca for more details. 

Can The Adam Advertising Group help your business, or do you have a success story we should hear about?

Contact Drago Adam at drago@AdamAdGroup.com
or call 604 937 - 8886 or 866 923 - 6477

PS :Thank You for sharing your Monday Mornings with us. The MMM started three years ago with 35 subscribers, today's issue is going out to over 34,593 Weekly Subscribers.

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