HUMAN MARKETING®… OWNING CUSTOMERS FOR LIFE… FOUR POWERFUL STEPS TO INCREASING LOYALTY, SALES AND PROFITABILITY!! Presented by: Donald Cooper, M.B.A. Certified Speaking Professional Prepared for Ingram Micro Canada Tour 2000
Copyright 2000 - All rights reserved by: The Donald Cooper Corporation
2287 Lakeshore Blvd. W., Suite 1502, Toronto, Canada M8V 3Y1 Tel: (416) 252-3704 Fax: (416) 252-3705 E-Mail:
[email protected]
This copyrighted material is not to be recorded or duplicated in any way without prior written authorization
The Human Marketing® Learning and Implementation Support Materials Please send me …
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The Donald Cooper Corporation EXCELLENCE THROUGH HUMAN MARKETING® 2287 Lakeshore Blvd. West, Suite 1502, Toronto, ON M8V 3Y1 Tel: (416) 252-3704 Fax: (416) 252-3705 Toll Free: (877) 601-1001 E-Mail:
[email protected] Visit our web site at www.donaldcooper.com The Donald Cooper Corporation, 2000
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The 7 Key Insights of Human Marketing® As we start the process of Human Marketing®, consider these 7 key insights. Think about them and test them out against your business and your life experience. Once understood, they will be powerful in understanding your relationship with your customers . . . and how to become their Preferred Supplier!! 1. Every action that we take, everything that we say and do . . . and ultimately how our life will turn out, is based on assumptions about ourselves, about others and about the world around us. If our assumptions are wrong, our actions will be wrong and our results will be wrong. NOTE: “Research” is anything that we do to improve the quality of our assumptions. 2. It is the stress in people’s lives and their assumptions about what will make some of that stress go away that determine what and where they buy. The only real value that we bring to any other human being on this planet is in our ability to make some of their stress go away! 3. To become the Preferred Supplier of what we sell, we must: (a) understand our customer’s stress… better than our competitors, (b) make some of that stress go away… better than our competitors, (c) and then effectively communicate that powerful message… better than our competitors! 4. “Confidence” is the #1 factor in people’s decision to buy or not to buy. Look at every part of your business to see if you are creating or destroying confidence. 5. Many business people think that there’s only one ”currency” in their customers’lives . . . “money” . . . so they can think of only one way to compete . . . cut their price. But when you understand that there are four currencies in people’s lives . . . money, time, feeling safe and feeling special . . . there are hundreds of ways to compete that are not cutting your price! 6. Most businesses define themselves by what they sell and how they sell it today and their focus is on their need to sell more. When we simply, but powerfully, redefine our business by how we help people, our focus is on helping more . . .we will sell more by helping more and we will “own” customers for life! 7. Becoming the Preferred Supplier of what we sell is a process. Everything that we do in our business should contribute to our being . . . So that we will be … NOTICED
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REMEMBERED
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TRUSTED
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HUMAN MARKETING® “KEEPERS” Note: Using the space below, create your list of Human Marketing® “Keepers” that will make the biggest difference in your business!! “KEEPERS”
WHAT CAN I DO WITH THIS IDEA?
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“KEEPERS”
WHAT CAN I DO WITH THIS IDEA?
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“KEEPERS”
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NOTE: You can only focus on 3 or 4 “keepers” at a time. Review your “keeper” list and prioritize them using the empty boxes beside each number, then attack them in order of importance. The Donald Cooper Corporation, 2000
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Human Marketing®
Implementation Guide 7 Steps to Business Success!!
Prepared for Ingram Micro Canada Tour 2000
"It's so easy to be consumed by the day-to-day problems of running your business. These 7 Steps To Business Success will guide you through a powerful process of proactively managing your business. Parts of the process will challenge you to seriously rethink your business and your relationship with your customers. The goods news is that if you commit to the process, and complete it with discipline & passion you will be delighted with the results!" ...Donald Cooper PS: Even if you aren't prepared to commit to the entire process of these 7 Steps, I strongly suggest that you read through them, starting at page 3, to gather the key insights which will help you move your business forward.
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The 7 Step Human Marketing® Implementation Guide Here are some simple coaching instructions to help you make effective use of this Implementation Guide ... 1. This 7 Step Guide will help you develop and implement powerful marketing and service ideas that will increase market share and profitability in your business. 2. Create a small “Task Force”of 4 to 6 of your brightest and most caring people to start the process of implementation. Set aside 2 to 3 uninterrupted hours for you and your Task Force to start working through the following 7 Steps. At the end of the first session schedule another session, not more than one week later, and ask each Task Force member to be on the lookout for, and make notes of, ideas that they come up with between meetings. Their heightened awareness, through participating in the first session, will result in their generating dozens of great observations and ideas between Task Force sessions. 3. Continue the weekly sessions until your most valuable ideas have been implemented and then plan follow-up and “fine tuning”Task Force sessions once a month to keep up the momentum that you’ve created. Remember, reinventing and improving your business is ongoing! The process that we’re helping you to put in place will ensure that ideas and innovations will continue to flow and be implemented.
HERE'S A TIP: Experience tells us that your Implementation Task Force will be much more effective if they've seen our 2½ hour Video Seminar to inform, focus and energize them about the process of Human Marketing®. Then, part way through the process, to refresh the group’s focus on what you’re trying to achieve and to jumpstart their creativity, have them watch the Video Seminar a second time. They will be amazed at what they missed the first time and seeing it again will move them to a whole new level! If you do not already have our Human Marketing® Video Seminar it can be ordered by contacting us using the information at the bottom of this page. It's well worth the very modest investment. Another possibility is to book Donald Cooper to speak to your team, in person, followed by a facilitated session to create hundreds of ideas, begin implementation and generate commitment to the powerful process of redefining and reinventing your business! 4. As the Task Force Leader, you should set aside two hours before your first Task Force meeting to familiarize yourself with the 7 Steps. 5. You want your Task Force to be as creative and positive as possible, but there is a natural tendency in creative sessions for some people to evaluate or criticize every idea that’s suggested and this kills everyone’s creative juices. Because creativity thrives in a safe, positive environment, set this simple rule at the very beginning … “When we’re in our ‘creative mode’to generate as many ideas as possible, no judgment or criticism of ideas will be allowed. Evaluation and prioritizing are important, but they will take place at a later date”… Then, gently intervene any time that the creative process is being threatened.
OUR GUARANTEE … AND AN OFFER OF SUPPORT!! If you will take the time to work through this 7 Step Implementation Guide with a Task Force of your best people you will create marketing and customer service breakthroughs that will increase market share and profitability … we guarantee it! If you have specific questions or need quick coaching at any time, call us at (416) 252-3703 and we’ll be delighted to help!
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The Donald Cooper Corporation Excellence through Human Marketing
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The 7 Step Human Marketing® Implementation Guide "Our objective is to redefine and reinvent our business to ... •Understand, •Serve, and •Communicate with ...our customers so much better than our competitors that we actually "own" our customers for life and they become our most effective advertising! By following and implementing these 7 Steps we will increase market share and profitability in our business!"
1. The first step in Human Marketing® is to UNDERSTAND our customers better than our competitors. Note: "It is the stress in people's lives and their assumptions about what will make some of that stress go away that determines what and where they buy!" What this means is that people, in both their business and their personal lives, buy things based on their assumption that this course of action will make some of their stress go away better than some other way of spending their money. Therefore, your job is, first, to understand your customers' stress and, then, to make some of that stress go away, better than your competitors. Thinking and feeling like a customer, answer the questions below.
(A)
What are people’s stresses about buying what we sell?
1. 2. 3. 4. 5. 6. 7. 8. Note: If you have more than 8 points, please write them on a separate piece of paper & attach it to this page.
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(B)
What are people’s stresses about buying specifically from us? What do we do that causes them stress, confusion or doubt? (Think about all of our customers and consumers) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
Note: If you have more than 12 points, please write them on a separate piece of paper & attach it to this page.
(C) Note: Additional question for you if you're a Manufacturer or Distributor. What are the stresses of the companies that buy our "products" for further processing or resale? (Think about such issues as staff training, product knowledge, inventory control, marketing, display, shrinkage, cash flow, etc.)
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Note: If you have more than 10 points, please write them on a separate piece of paper & attach it to this page.
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(D ) What are our customers’major stresses about life in general? (Think about all of our customers and consumers)
1. Lack of time. 2. General lack of knowledge about what's best for them in this fast-changing world. 3. Keeping up with technology. 4. Concern about cost. 5. Concern about safety. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28.
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2. REDEFINING OUR VISION: “Where there is no vision, the people perish” –
Proverbs 29-18
Note: Your Vision is your “dream”as to the very best you want to be for.... (A) Your customers... and, (B) For yourself. By completing the three sentences below you will develop a clear Vision for your business. (A)
Redefining our business by how we will HELP our customers. Note: Most businesses make the mistake of defining themselves by what they sell … and their focus is on their need to sell more. In Human Marketing®, we define our business by how we help people and then our focus is on helping more. We will sell more by helping more as we “own”customers for life and they become our most powerful advertising by recommending us to others!! For example ... a mortgage company would typically define itself as "being in the business of selling mortgages." But, by redefining themselves by how they how they HELP people they would now say that they are "in the business of helping people buy a home!" In the space below, redefine your business by how you help our customers.
We are in the business of helping people ... 1. 2. 3. 4. 5. 6. 7. Note: If you have more points, please write them on a separate piece of paper & attach to this page.
Note: If you’re a Manufacturer or Distributor think about how you will help each of your “customers”all the way through to the consumer, and include the “customers”who must repair, maintain or dispose of what you sell along the way.
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2.
(B)
Specially, WHO will we help? Note: You can't understand everyone and you can't make everyone's stress go away. You'll be most successful by focusing on understanding and serving specific, well-defined customers. When describing your target consumers below, be as complete as possible, considering such factors as … geographic location, gender, age, education, occupation, income, interests, values, concerns, family size, time pressures, physical & knowledge limitations, their standards and expectations about how you should look and perform, their self-image and life-style. If you're a Manufacturer or Distributor, carefully define your target wholesale & retail customers and consumers. BONUS IDEA: While you’re describing your target customers in the exercise above, consider also people who are not now target customers but who could be. Keep yourself open to new possibilities!
The customers that we will focus on understanding and serving are ... 1. 2. 3. 4. 5.
(C)
Redefining our business by what we want to “become”. Note: In addition to serving your customers, your business must also serve the needs and aspirations of the people in it, from investors and management to front-line staff. It needs to grow and evolve! Therefore, it's important to redefine your business by what you want it to become. For example ... "Within in 5 years we will be the largest retailer of home improvement products and services in major cities in North America, Europe and Australia with a return on invested capital of 18%." Using the above example as a model, redefine your business by what you want it to "become" by completing the sentence below.
“We are in the business of becoming with a return on investment of
(D)
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Moving from Success to Significance: Note: We define “success”as what you achieve that makes a difference in your own life and “significance”as what you do that makes a difference in the lives of others. By completing the sentence below, commit to how your business will move from Success to Significance.
“We are in business to help make a difference in the world by .” The Donald Cooper Corporation, 2000
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3. DEALING WITH "PREVENTORS": Note: Now that you've redefined your business by ... (A) How you will help people, (B) Specifically, who you will help ...and, (C) What you want to become ... ... the next step is to look at what might be preventing you from achieving this. "Preventors" are anything that stops something from happening that you want to happen. In this section we look at two kinds of "preventors" that can be hurting your business ... (A) Anything that might be preventing your target customers from doing business with you. (B)
Any problems in your business that are preventing you from serving your customers effectively and managing your business effectively.
As you search for "preventors", look at every part of your business, think and feel like a customer and be brutally honest with yourself. Remember ... "The beginning of wisdom is the recognition of reality!"
(A)
What's preventing people from buying from us? (Consider the following suggestions. Then, add your own on the next page.) Note: Check off the "preventors" below that could be hurting your business.
Many of our target customers don't even know we exist. They have trouble getting to us. They have trouble finding us. (Or our ads, or website, etc.) They have negative assumptions about us, or what we sell, or about themselves. (Note: In the space below, list what those assumptions might be.) (i) (ii) (iii) (iv) (v) We don't have what they want. They aren't aware of our full range of products and services. We aren't available when they want us. We make people wait. We're understaffed. We're overpriced. Our quality isn't acceptable to our target customers. We aren't knowledgeable about what we sell. We don't know how to sell effectively. Our policies destroy relationships. We don't listen. The way we look destroys confidence in us. We've had negative media coverage. We don't keep our promises. The Donald Cooper Corporation, 2000
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(A)
Cont'd Note: Now, using the spaces below add anything else that might be preventing your target customers from doing business with you.
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(A) Cont'd ... ELMINATING PREVENTORS: Note: Using the format below, create an Action Plan to eliminate the "preventors" that you have identified above. Below, list each "preventor" that we have identified above. Use a separate box for each "preventor".
What specific action will we take to eliminate each "preventor"? Who will take this action and by when? Note: Use these circles to indicate your implementation priorities.
Note: Photocopy this page to create more spaces to list and deal with all the things that might be preventing people from buying from you.
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3.
(B)
What are the problems in our business that are preventing us from serving customers effectively and managing our business effectively? (Consider the following suggestions, then, add your own on the next page.) Note: Check off the "preventors" below that could be hurting your business. No clear and consistent Vision as to where we're going and how we plan to get there. Lack of a clear & consistent focus on the key factors that drive our business forward. We're in a declining industry with no clear plan to reinvent ourselves. No clear performance objectives & timely measurement. Some of our people lack the knowledge, skills or attitude required to be effective in their job. Lack of accurate and timely information. Our corporate structure is poorly defined creating, organizational chaos. Insufficient sense of urgency. We don't recruit top quality people. We're understaffed. Inadequate information and control systems. Inadequate staff training. Lack of empowerment. We don't allow our staff to have a balanced, healthy life. We lack clear & effective standards of performance, appearance and behavior. Performance is not acknowledged or rewarded. High staff turnover. Low morale. Our facilities or equipment are inadequate. We're undercapitalized. Lack of a passionate focus on serving our customers. Our marketing is not effective enough. Lack of consistent customer-friendly policies. Poor communication of policies, procedures, tasks, responsibilities and what's going on. "The right hand doesn't know what the left hand is doing." We don't consistently follow-up to make sure that decisions are executed and commitments are met. We don't listen to each other or our customers. We lack clear & consistent values for the fair & ethical treatment of customers, staff and our community. Too many decisions are based on internal "politics" rather than customer based realities. As a company, we lack the courage to deal with tough issues.
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Cont'd Note: Now, using the spaces below add anything else that might be preventing you from serving your customers effectively and managing your business effectively.
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(B) Cont'd ... ELMINATING PREVENTORS: Note: Using the format below, create an Action Plan to eliminate the "preventors" that you have identified above. Below, list each "preventor" that we have identified above. Use a separate box for each "preventor".
What specific action will we take to eliminate each "preventor"? Who will take this action and by when? Note: Use these circles to indicate your implementation priorities.
Note: Photocopy this page to create more spaces to list and create action plans for all the things that might be preventing you from serving your customers effectively and managing your business effectively.
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4. REINVENTING OUR BUSINESS TO HELP MORE: Note: Now that you've redefined your business by how you will help your target customers, you can now reinvent your business by determining exactly what kind of help your customers need and then delivering some of that help, better than your competitors. You will sell more by helping more! Remember that when it comes to buying what you sell, most people know only 10% of what they need to know to make the best decision for them and they desperately need your help with the other 90%. Your objective is to have your customers say these magic words, "It's amazing, you've thought of everything!" Keep adding to your list of ways to help your customers until you've "thought of everything!"
(A)
What kind of help do our customers need, in any way related to buying and using what we sell?
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. Note: If you have more than 24 points, please write them on a separate piece of paper & attach it to this page.
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4.
(B)
How can we deliver some of this help … better than our competitors? Note: Now that you've listed the HELP that your customers need, it's time to get creative! Start listing ways that you can deliver some of that help in ways that will create Compelling Points of Difference (CPDs). "Compelling Points of Difference" are product, service, value or marketing strengths that are so powerful and unique that they ... • Clearly differentiate you! • Make you famous! • Attract and own customers for life! Also, keep in mind that people have "4 Currencies" in their lives ... Money, Time, Feeling Safe and Feeling Special. (A "currency" is anything that people don't have enough of.) When looking for ways to deliver more help to your customers, think of all the ways that you can... • Save them Money, • Save them Time, • Help them Feel Safe ...and, • Help them Feel Special! People need a Caring Coach in every part of their lives. Think of ways that you can help your customers by being their "Caring Coach". Using a fresh piece of paper for each kind of help that your customers need (as listed in 4A, above) start listing wonderful, innovative ways that you can deliver that help… better than your competitors!
(C)
Taking Action: Note: From your list of innovative, "customer owning" ideas above ... (A) Pick the best ideas. (B) Prioritize them. (C) Decide which you will implement now. (D) Assign responsibility to a specific person, or team, along with completion dates. • Set specific Standards of Performance for each idea you implement and establish how you will measure performance. Remember, "What gets measured, gets managed and what doesn't get measured, gets out of control!" • Document specific dates for Follow-up and for the next wave of implementation.
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4.
(D)
In order to deliver the specific help that we've committed to ... What additional information do we need?
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Note: If you have more than 12 points, please write them on a separate piece of paper & attach it to this page.
(E)
In order to deliver the specific help that we've committed to ... What additional resources do we need? (knowledge, skills, staff, equipment, facilities, written standards, improved communication, empowerment, etc.)
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Note: If you have more than 12 points, please write them on a separate piece of paper & attach it to this page.
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4.
(F) Creating a Powerful Mission Statement: Note: Now that you’ve started the process of Reinventing your business to help your target customers… better than your competitors, you can create a powerful Mission Statement. This is not one of those “Mom and apple pie”Mission Statements that you see in many company lobbies. This is a specific, one-page, action-oriented document that will guide and focus every one on your team, every day! Using the format below and the ideas that you’ve already generated, create your Mission Statement and effectively communicate to every person on your team.
MISSION STATEMENT Our Mission is to be the Trusted and Respected Authority on HELPING … (define your target customers by who they are and where they are. Refer to section 2B, Page 7)
TO: (A) (B) (C) (D)
In this section, define your business by how what you do “helps” people. Think about how what you do adds functional, financial and emotional value to your customers’lives. (Refer to section 2A, Page 6)
BY: (A) (B) (C) (D)
. . . .
. In this section, get creative! List the specific, observable and measurable things that you will do, every day, without fail, to help your customers… better than your competitors. (Refer to section 4B, Page 15)
. . .
(E)
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(F)
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(G)
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5.
REINVENTING OUR BUSINESS TO BECOME THE VERY BEST WE WANT IT TO BE: Note: To develop a plan for what your business will be like in the future, you must consider two things ... (A) What your industry will look like in the future. (B) What you want your business to "become" (Your Vision).
(A)
What will our industry look like in 5 years?
Note: "If you can't see the future, you probably won't be around to enjoy it!"
(1)
Who will our customers be in 5 years and what will they want from us?
(2)
What will what we sell "look like" in 5 years? (Note: Think about Design, Function, and Technology)
(3)
How and where will what we sell be produced or created in five years?
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5. (A)
(4)
How and where will what we sell be sold and delivered in 5 years?
(5)
What could replace what we sell in 5 years?
(6)
Who will our competitors be in 5 years? Will there be a consolidation or expansion of competitors (or both)?
Note: From your answers to the 6 questions above, create a profile of what your business should look like in 5 years to be either a leader or an effective follower in your industry. Then, create a plan to reinvent your business to become that profile. If your industry looks like an "unhealthy" place to be in 5 years, how will you redefine yourself to "be" someplace else?
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5.
(B) REINVENTING our business to become the very best we want it to be! Note: Copy your Vision of what you want your business to "become" (from 2C) in the space below.
"We are in the business of becoming _________________________________________ _________________________________________________________________________ _______________________________________________________________________." Now, start moving towards that Vision by completing the exercise below. What do we need to do to become our Vision?
(i) What specific action will we take to become our Vision? (ii) Who will take this action? (iii) By when will it be completed?
Note: Use these circles to indicate your implementation priorities.
Note: Photocopy this page to create more spaces for all of your ideas on what you will do to become your Vision.
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6.
REINVENTING OUR BUSINESS TO CREATE CONFIDENCE: Note: "Confidence is the #1 factor in people's decision to buy or not to buy!" ... and exactly what do people want to be confident about. They want to be confident ... • That doing business with you will make some of their stress go away, better than some other way of spending their money. • That doing business with you will deliver the right mix of the "4 Currencies" for them. • In themselves that they will be able to have a positive experience with what you sell. By creating "Confidence" you can become the Trusted and Respected Authority on what you sell!
Looking at every part of our business, what What action will we take to create are we doing that might destroy Confidence Confidence and reduce stress, in us? confusion or doubt in every part of our business? Note: Use these circles to indicate your implementation priorities.
Note: Photocopy this page to create more spaces for all of your ideas on how you will create Confidence and reduce stress, confusion or doubt.
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7.
Effectively COMMUNICATING our powerful message: Note: Now that you have started the process of redefining and reinventing your business to understand and serve your customers, better than your competitors, you will have a compelling message to communicate! Keeping in mind the five ways that you communicate … •How you look in every part of your business. •How you sound in every part of your business. •How you serve and coach your customers. •How and where you advertise and promote. •How you care for … each other, … our planet.
How & where will we communicate to create confidence, build relationships and differentiate ourselves with existing customers and targeted prospects … to “own” them for life? Note: Use these circles to indicate your implementation priorities.
Note: Photocopy this page to create more spaces for all of your ideas on how and where you will communicate more effectively.
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A “SUCCESS STORY”FAX-BACK!! We’d love to hear about the successes you’ve had using the Human Marketing® approach to building powerful relations with customers (… and with your permission, perhaps we can make you famous in our next book!)
To:
Donald Cooper
Fax:
(416) 252-3705
From: Company: Phone:
Fax:
Here’s OUR Human Marketing® success story …
Note: Please tell us what you did and what the result was.
Yes, I hereby grant permission for you to use this example of Human Marketing® in your articles, books, tapes and presentations. ________________________ Date
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________________________________ Signature ________________________________ Title or Position
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