Archives for March 2019

by Tom Grandy

This has been a fun journey. We have been taking a close look at the business practices of the highly successful Sight and Sound Theater in Lancaster, PA. We have looked at their mission statement, hiring and training practices and long range planning. Now let’s turn our attention to marketing, training for the unexpected and expansion.

Like any business, marketing is a key element. It’s really hard to sell something that the potential customer does not know exists. The theater markets everywhere possible from billboards to toll booths. Their website is amazing … check it out. However, after many years of providing top quality performances guess what happened? You got it. Referrals (word of mouth from satisfied customers) have taken over. How else can you explain the need to purchase tickets months in advance before the performance is sold out! Now I don’t have the facts to back it up but I would suspect a high percentage of the theater seats sold are sold to past satisfied customers wanting to see the next show. Hey, my wife and I are two of those people. We live in Kentucky and my sister lives in Baltimore, a couple hours from Lancaster, PA where the Sight and Sound Theater is located. We made plans in June to fly up for a visit in August which includes driving to Lancaster to attend the latest production titled Samson. Yes, we bought our August tickets in June.

Everyone reading this post is familiar with marketing at least to some extent. Most successful trades company spends a lot of money on marketing at least during the initial years in business. However, the true indicator of the quality of the products and services you offer can be easily measured by the percentage of repeat customers you have. If you are not already doing this, begin tracking your calls to determine what percentage is created by referrals through your current customer base and/or what percentage are repeat customers. If that is a significant percentage and it’s growing, that is really good fruit. If that is not the case I would strongly suggest you take a really close look at the “show” you are presenting.

Training for the Unexpected
If you are at all familiar with the Biblical story of Noah you are aware there were a lot of animals involved. Two of all animals were on the ark and seven of the animals were used for sacrifice. Guess what? The show Noah had a lot of animals as well, over 60 to be exact. Training that number of animals to “do their part” was no small task. The animals had to have housing, food, and trainers were hired. They had a full time vet because animals are like people in the sense that they occasionally get sick. Training was unique for each animal. The birds were trained to follow a light source. The pigs followed a food chain on the floor (surprise) while others responded to sounds and/or motion. Learning the parts is one thing but performing under pressure with a live audience is another. To help de-sensitize them, the soundtrack for the play was played continuously to get them used to the music and singing.

Do you remember a professional golfer named Tiger Woods? His dad would purposely drop him golf bag during his backswing and/or make distracting sounds while he was swinging. Why? It was to train him to perform under pressure when unexpected distractions occurred. The animals were trained in a similar way. During rehearsals they were intentionally distracted until they were so used to the process that an unexpected distraction did not hinder their performance. As a side note, all customers were told NOT to turn on their cell phones. That sounded like a reasonable request but not for the reason you might expect. Remember, the birds were trained to respond to a light source. Our guide told us that during one of the performances a theater attendee turned on their cell phone which produced light. You guessed it; one of the hawks was soon in mid-flight and landed on the customers head!

We talked about training earlier but this section goes beyond basic training. This section speaks to training your staff and technicians how to react under unusual and unexpected circumstances. All professional golfers can hit any club in their bag with a yard or so of where they want it to land. However, the eventual winner of the tournament is often the golfer that made a mistake but recovered well. That is what your staff needs to be trained for. How do they act or react when things don’t go as expected. This requires unique training.

Expansion
Most successful companies grow. Some simply expand coverage from the current location while others open up new locations many miles away. By that point in a company’s history training has become standard and they know how to market to get the business. The Sight and Sound Theater is no exception. They had everything down to a system prior to even entertaining the idea of expanding to a second location. The second location ended up being in Branson, Missouri. When the season is over in Lancaster, PA the entire show is moved to Branson for the following season. Wow, what a task. That meant the all props; costumes and scenes had to be moved by truck to Branson. That also meant the all scenery had to be designed to be disassembled in order to fit into transfer trucks. The last show required 42 trucks to move everything!

So what is the lesson for our businesses? It is pretty obvious. Make sure all systems, policies, training, marketing and procedures are in place BEFORE you even think about expansion. Each new location will have its own unique challenges. If the basics are not in place it will be a disaster when the new unique problems arise.

Next month we will wrap up our journey by recapping what we have learned.

by Tom Grandy

In past posts we have taken a close look at the Mission Statement and hiring and training practices of the Sight and Sound Theater in Lancaster, PA.  This 40 year old company generates gross sales in excess of $75,000,000 each year so we are trying to glean as much as we can from how they operate.  The hope is to apply at least a few of these ideas into our own businesses.

New shows don’t happen quickly.  It typically takes 2-3 years from conception to show time.  Over the years a very specific process has been perfected.  Each show begins with an idea created by a team.  Once the team has agreed on the topic of the show they begin the storyboard process of creating the overall program.  That process is followed by building scale models of each scene.  Once approved, the models are then sent to the massive shop area where they first design the support structure (wood, steel fabrication or whatever it takes to get the job done) for each scene piece.  When the structure is created they add the foam to shape the piece followed by painting and foliage.  Most scenes are physically created in-house.  However, subcontractors are occasionally used for unique situations.

As the scene props are created they are stored on stage, back stage, under the stage (massive floor doors open allowing scenes to be changed out quickly) and even in the ceiling. This is no small task.  The stage itself is huge. The entire stage is 22,000 square feet as compared to Radio Music Hall with 10,000 square feet.  The placement of every prop is physically marked on the floor and large scenes are actually moved into place via GPS.  Anything can fail so all movement of props and scenery can be physically moved should the “system” fail.

While the scenes are being manufactured (within the same physical building where the play is going on) costumes are meticulously being designed and created.  No detail is spared.  It typically takes 24 man hours to create one beard!  Each individual hair is hand placed to create the proper affect.  Since each actor will change costumes multiple times during the show, some as quickly as 15 seconds, everything must be in its place. The typical show has 300 to 1,000 costumes so each costume has a specific place to be hung, each beard has its own box, and every microphone has an assigned shelf with pre-determined settings.  Can you imagine what would happen if just one actor could not find their costume in the middle of a production?  Any one of several actors may be playing the role on any particular day so everyone MUST know exactly where all the props are located.  Personal responsibility is critical when it comes to taking care of costumes and props or the show will not go on as scheduled and therefore will not exceed the customers’ expectations.

Yes, it truly is an amazing process as it unfolds.  So what parallels are there between the long range planning utilized by the Sight and Sound Theater and your business?

First, creating the perfect customer experience requires a lot of detailed planning.  It’s not simply a matter of the phone ringing and sending a tech to fix the equipment.  Anyone can do that.  Like the theater, the customer experience a company desires to deliver must be planned in detail long before the show begins. Every aspect needs to be considered including backup plans should things not go as planned.  All the pieces must fit together properly from what the CSR says on the phone to how the money is collected.  You will remember the costumes, beards and microphones all had specific places they were stored because a different actor might play the part tomorrow.  Do you see any similarities when it comes to your techs handling inventory and/or placing items in tool storage?  What will happen if the tech can’t find the tool John used yesterday?  What if the truck doesn’t start or the needed parts are not on the truck?  If all pieces are not readily available the show will not go on as scheduled and the customer will not receive what they expected and paid for!  Not only will the customer be disappointed but the inefficiencies mentioned above will most likely cut into, if not totally erase, the profitability of the job.

We know why the Mission Statement is so critical to your company and we have discussed the hiring and training necessary to build the right team.  We just discussed the value, indeed the need, for long range planning.  In the next post, we are going to turn our attention to marketing and training for the unexpectedand how expansion takes place.

By Dave Ramsey

We’ve all heard the phrase “born leader.” Well, I’ve got news for you. No one is born a leader. Things like that don’t just happen. They’re the result of choices and conscious decisions. I have visited new parents at the hospital many times, and the baby is always announced “It’s a girl,” or “It’s a boy.” Never have I heard, “Look, it’s a leader!”

I’ve studied leadership and its underlying principles ever since I founded my company over 20 years ago. To be honest, I was terrible when I started. I made so many dumb mistakes it’s a wonder things didn’t fall apart right out of the gate. But now, I’m a great leader, surrounded by world class leaders and world class talent. This didn’t happen by chance or coincidence.

Leaders Grow 
I’m convinced that one of the reasons I’ve developed as a leader is that I’ve spent thousands of hours reading and studying. I’ve also had lots and lots of experiences — both good and bad — to reach the point I’m at today. Part of this education and learning process meant I had to realize that I didn’t know everything. It also meant I had to take the time to examine my mistakes, learn from them and be humble enough to admit when I’d screwed up.

Do you get what I’m saying? Leadership can be learned. Being a great leader takes much more than just talent and desire. You have to be the kind of leader people want to follow. You have to be the one who gets the best out of those around you, and makes them passionate about their jobs. 
Business and leadership great John Maxwell has a name for this concept. He calls it “The Law of the Lid.” As the leader, you are the lid. And your organization can’t grow beyond your leadership capabilities. The good news is, through education and self-examination, you can become the kind of leader who isn’t a lid on his organization. The choice is yours!

Grow Your Team Intelligently 
Great leaders also realize they are nothing without the people around them. You can have the greatest ideas and business acumen on the planet, but without an awesome team to back you up you’re going nowhere. It’s vital to take your time when adding new team members, no matter how much you need someone. It costs a lot less, both in terms of time and money, to find the right person for the job the first time.

Communication Is Key 
Finally, make communication a top priority in 2015. The failure to communicate things in a timely, detailed manner is one of the surest ways to instill frustration and even anger in your team. Great leaders intentionally create and encourage a culture of open communication from top to bottom within their companies. And the effects on morale, creativity and productivity are amazing!

Don’t feel bad if you see areas for improvement in yourself after reading this. Stuff like this doesn’t just occur. You’re not a born leader any more than you’re a born football player, actor or musician. You may start with a gift, but you have to make a choice to work your tail off if you want to develop that gift to its fullest potential!

By Tom Grandy

Have you ever called a business only to have the person who answers the phone talk so fast or so muffled that you were not really sure you called the right number? It happens to me a lot! Sure, you are a tech and you seldom talk to the customer on your cell phone, however seldom, implies that you do talk to customers every once in a while. The impression a customer has of your abilities begins with your ability to communicate.

I attended a regional franchise meeting for one of the national trades a while back. Prior to the meeting, the home office called many of its franchise offices and recorded the person answering the phone. To make a point a dozen or so of the recorded calls were played for all franchises to hear. Wow, what an eye opener! Most of the people answering the phone did such a poor job the listener would have been challenged to be 100% sure they called the right number. It was quite embarrassing to say the least … but it definitely made the point.

It’s hard to do but most of us need to consciously speak slower when on the phone and especially when leaving a message. We all know how important first impressions are and those first impressions are difficult to change once the words are spoken.

Telephones, or in most cases our cell phones, often represent our first impression from the customer standpoint. Slow down when you answer the phone and/or are leaving a message. From a purely practical standpoint have someone record your end of the conversation when answering a call and/or when you are leaving a message. The next part is tough. Listen to it! Hearing is believing. Perhaps all it will take to change how you talk on the phone is to listen to a couple of your recorded conversations. Give it a try; it might be the difference in keeping or losing a customer.

by Tom Grandy

In the first post, we looked at the Mission Statement from the Sight and Sound Theater. This organization generates over $75,000,000 in gross sales each year so there just might be a few tidbits we can each pick to apply to our businesses. Remember that the Mission Statement drove the sales, not the desire to make money! That is worth pondering all by itself.

As we begin this discussion let me clarify one thing. The actual production of Noah had approximately 50 on-stage actors. However, there were 450 additional support people without whom the show would not go on. That includes the sound booth staff that produces over 700 sound changes during the performance, the design teams, the fabrication staff, the animal trainers, costume designers, lighting technicians, stage crew, and literally hundreds of others the audience will never see. For now, however, let’s focus on the fifty on-stage actors.

Actors do not simply apply for positions at the Sight and Sound Theater. All actors consider working at the theater as part of their personal ministry. Yes, they are highly skilled actors but their personal vision lines up with the vision of the theater and they simply want to be part of it. Becoming an actor in one of the productions is a not a haphazard process. Let me highlight just a few specific details:

• Multiple Scripts – All actors must learn a minimum of four scripts. When a show runs for nearly a year it is inevitable that someone will be sick, on vacation, or gone for some unexpected reason. Properly trained backups at every position are essential. Role assignments for any actual performance are not made until one hour before show time so the actor had better be prepared.

• Role Practice – Each actor begins practice six months before show time. Seven weeks out they practice with the team from 9:00 AM to 5:00 PM six days a week. Dress rehearsal begins seven days prior to show time. Training is intense which ensures a top quality performance. Do you see any applications to your business yet?

• Rise and Shine – Most actors will have at least one singing role. Actors with singing roles are required to be up at least three hours before their performance in order to warm up their voice. That means if the individual is performing in the 9:00 AM show they must be up by 6:00 AM to warm up their voice.

• Job Security Is Not Guaranteed – There is no job security! Remember the TV ads for stocks. The byline says “Past performance is no guarantee of future performance”. At the conclusion of each season ALL actors must re-apply to be chosen to be part of the next production. If they have performed well over the past year they will be considered as part of the new cast but there is no guarantee of future employment simply because they may have done a good job in the past.

Now, what can we learn from the theaters hiring and training practices? First of all they do not simply hire warm bodies to fill a position. The individual must “catch the vision” for where the company is going and “want” to be part of it. They must understand it is a team effort. They may be the one on stage but without the team the show will not go on. Each employee has a healthy respect and appreciation for other team members.

When you are the owner of a company you are fully aware that you may be called upon to perform any job at any time. Just like the actors learning multiple scripts in order to fill in where needed, a company’s employees need to be cross-trained to fill a variety of positions when the need arises. They must learn to accept working in different positions as needed without grumbling and complaining. It’s the “team” effort that creates satisfied customers. The actors accept responsibility for making the extra effort on their own time. No one is watching to see if they are up at 6:00 AM to warm up their throat but guess what? Lack of warm up will reflect in their performance……just like it does with your employees.

How about the no job security thing? What a unique idea to require performance at a high level before you can be considered for re-employment for another year or season. I’ll let your mind dwell on that a bit to see how it might have application in your business.

Let’s recap for a moment. For a company to grow and prosper, like the Sight and Sound has, it will require top quality employees who catch the vision of where the company is going and want to be part of it. Outstanding employees must be willing to work hard during working hours and after hours for the good of the company to excel when it comes to exceeding the customers’ expectations. The team really is only as good as the weakest link!

We have now covered the Mission Statement and hiring and training practices. In the next post, we will look at the value of long range planning.

By Dave Ramsey

For most entrepreneurs, owning a small business means you also own a small marketing budget. But having a limited amount of cash to get the word out doesn’t have to be the kiss of death for an organization. When it comes to marketing in today’s world, the old adage “Work smarter, not harder” truly applies — and a little creativity will go a long way, too.

Everyone knows social media is one of the hottest ways to get your business noticed today. When used correctly, outlets like Facebook, Twitter, Pinterest and Instagram can be effective in building or boosting the name of your business. Still, there are also some good, old-fashioned business practices that produce results and build good will in ways social media can’t.

Servant mentality
Nothing beats great service when it comes to turning potential customers into clients. To make this happen, however, it means you must consistently exceed expectations and deliver more than expected. Making sure you have the best product and service at a great price is just the beginning. You want to show your customers you care about them — and about what you do — every single time you interact with them. Believe me, they’ll be blown away.

If your customers understand they can count on you to meet their needs with excellence, it won’t matter how small your business is or how much competition you have. They will become lifelong clients, and they’ll tell their friends!

Cost-effective activity
The goal of any marketing activity is to increase your potential customer base. After all, the more potential customers you have, the better your chances of seeing a growth explosion in your business. Making this happen doesn’t have to cost an arm and a leg in terms of cash or time.

So get out there and do something to get your business noticed! Network with potential clients over lunch and make phone calls. Try printing a couple thousand flyers, or write press releases for the local newspaper about new features, products and services you have to offer. As long as it reaches potential clients, it’s worth doing.

Let others do the talking
Some business owners are hesitant to ask friends and family to pay for their product or service. Get over it! There’s nothing wrong with charging the people you know and love, as long as you serve them well. If you’re a little shy still, try this idea — create your own referral program. If you’re a photographer, you might offer a free photo package to a few friends if they, in return, agree to help you land three new clients.

Referral programs are all about getting people to talk about your great product and service, all while encouraging others to give you a try. They’re often a win-win situation for everyone involved!
A word of warning: You may just find that one or more of these ideas will create new problems for you — like needing additional team members or business space. But as an entrepreneur, wouldn’t those be great problems to have?