Grandy

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?

By Tom Grandy

Some of you may remember an article I wrote a few months ago about a company that paid far above average wages but ended up with techs that were very efficient, seldom missed work, and were appreciated by the customer. I want to share another firsthand account that confirms all of these things.

Back in the late 1990’s we had our basement remodeled. The construction company we hired had all the trades under one roof. The workers were unusually skilled and very easy to work with. Several years later a tornado removed part of our roof. The next day that same company called us to see if we needed help. Needless to say the answer was yes. They ended up remodeling the upstairs and replacing the roof. Again, it was a great team of men several of whom had worked on our home before.

This past summer there was a massive hail storm in our town. We were out of town at the time but when we got back we noticed many of our neighbors were having their roofs replaced. Ours “seemed” ok but we called our construction company to request their roofing specialist inspect for damage. Their roofing specialist, one we had worked with before, inspected the roof and confirmed we not only needed a new roof but guttering, siding, and window trim as well. The insurance company inspected our home with our roofing specialist right by his side. The insurance company checked off on the work and our construction company got the job.

The work involved several different trades each of which did an outstanding job. I spoke to several of the workers and found out the following:

• Years with Company – Nearly everyone had been with the company for many years, most for 15-20 years or more.

• Pay and Benefits – The company is non-union but pays wages and benefits equal to or above union wages … without the employees having a pay union dues.

• Enjoy Working for the Company – All the guys loved working for the company. They felt like family and participated in many company paid outings and gatherings.

The point is pretty obvious. Paying above average wages and benefits while providing a company “family” atmosphere not only attracts the best techs in the area but tends to retain them as well. Having a stable, highly qualified, workforce tends to cause jobs to be done on time and within budget. It encourages customers like us to call the company any time work needs to be done. Remember, the techs on the job “are” the company from the homeowner’s viewpoint. It only makes sense to invest in employees that will make the customer call you over and over again. Paying top dollar for quality workers doesn’t cost you money, it makes you money.

One last comment. This company is NOT the least expensive in the area. We did not select them based on price. We selected them based on the quality of work they provided and friendliness of the workforce, office, and field employees.

by Tom Grandy

The Sight and Sound Theater in Lancaster, PA presents 11 two-hour live shows each week depicting a different Biblical Story each year. Shows are presented March through December. The theater has 2,069 seats and all shows are sold out months in advance. The average seat costs $75.00. Now do a little math. 11 shows a week times 43 weeks times 2,069 seats times $75/ seat. If my math is correct those numbers equate to annual gross sales in excess of $73,000,000. In addition to the actual play they also have a few “add on” sales as well. The theater offers behind the scenes tours once a day. They conduct five daily tours, all at the same time, with about 30 people on each tour. I won’t bore you with the math but trust me, those behind the scenes tours generate an additional $2,000,000 plus in gross annual sales not to mention the gift shop income! With that kind of continuous success there just might be a few key business principles the average business owner could learn from them.

I have had the pleasure of attending two presentations over the past few years. The last program I attended was Noah. Since this was my second show I signed up for the behind the scenes tour fully prepared with the Notes section ready on my iPhone and a long list of questions to ask. Before the tour began I received permission to take notes as well as a few photos. My objective was very specific. I wanted to glean as many business tips as possible to pass onto our readers.

If I were to share all the notes I took this would be a book rather than a series of articles. The following format will be used. I will share how the Sight and Sound organization handles different aspects of their business and then I will make a few comments and/or observations. Hopefully this will serve to move your company forward in some practical and profitable ways.

Mission Statement
The company didn’t just decide to present Biblical Stories in order to generate as much profit as possible. They had a very specific reason for creating the company which is summed up in their Mission Statement. The mission of the Sight and Sound Theater is:
“Our purpose is to present the Gospel of Jesus Christ and sow the Word of God into the lives of our customers, guests, and fellow workers by visualizing and dramatizing the scriptures through inspirational productions, encouraging others, and seeking always to be dedicated and wise stewards of our God-given talents and resources.”

Now a mission statement isn’t of much value if it’s not conveyed properly to all the employees until it becomes part of the underlying culture. That culture, conveyed through the mission statement, must be clearly presented to the customer both in word and deed. The Sight and Sound organization has done an amazing job of accomplishing this in a variety of ways.

Initially, it is clearly conveyed to potential employees through the hiring and training programs. Each potential employee clearly knows before they even apply for a job what the mission of the organization is. Once the mission is clearly understood by the employee it is purposely conveyed to their potential and actual customers. Potential customers will see the mission statement on the website and/or through the company’s marketing efforts. When potential customers become real customers by attending a show the mission is then resold, over and over again. All customers are able to view the Mission Statement as they enter the building as it is physically posted in various places for all to see. Each behind the scenes tour is led by the theater actors who provide a detailed explanation of the mission and vision of the Sight and Sound organization before the tour begins. Each person on the tour is issued a badge on a lanyard. Guess what? The Mission Statement is actually printed on the lanyard! Few customers will leave the grounds without fully understanding why the Sight and Sound Theater is in business.

Ok, how about your business? Do you have a mission statement? Do you know why you are in business? If the answer to the above two questions is yes, that’s wonderful. Now that you know why you are in business the question shifts to your employees. I don’t just mean your key employees; I mean all of your employees. Do they know what your mission is? If they do, how is that mission statement conveyed to your customers? If you and all your employees can’t easily answer the above questions then it may be time to take a couple steps back to clarify why you are in business. This could be a wonderful catalyst that initiates a discussion towards clarifying the vision and direction of your company for years to come.

The next post will continue by taking a look at the Sight and Sounds hiring and training practices. The process is truly amazing with lots of food for thought in terms of how their principles may pertain to your business.

We have work crews working on our house for the past two weeks. Most of the work was outside but we also had some inside work done, too. This was a company we had used multiple times over the years. They have experienced people that do outstanding work. This past week we had a two-man crew working inside the house. The company is located about 35 miles away so it takes about 45 minutes to travel to our home. Most mornings they showed up about 7:30 AM. We knew the crew from past work and liked them a lot both personally and professionally. The first morning, however, right after they arrived one of the crew members asked if he could use our bathroom. What do you say? Sure, no problem. However, the “daily routine” then became arrive at our house at 7:30 AM, go directly to the bathroom (without asking) and stay from 2-10 minutes! My wife was a bit upset but said nothing…..so proud of her. The final straw was when a new crew member arrived and went straight to the bathroom without introducing himself or even asking if he could use the bathroom. THAT upset my wife, but again she said nothing.

Now I realize it’s a 45 minute drive from their location and they probably had breakfast before leaving. However, there is a gas station not 200 yards from our home right around the corner. They passed it every day! If the standard procedure is to use the bathroom when they arrive in our town, would you not think they could have stopped 200 yards before entering our home?

I realize in the scheme of world events this is a very small thing. However, when you are in the trades industry “any” unnecessary word or action that could potentially upset a customer needs to be avoided. Sure, there are times when anyone needs to use the bathroom unexpectedly. In that case, ask the homeowner (politely) if you may use the bathroom and by all means never use it again without asking.

Little irritations can add up to lost customers. The rule is simple, think before you act. It just might save a customer!