Earlier this week I went off with JZ to help her choose a new computer.

While on this brief stint to a large national purveyor of electronic goods, I saw the sales person put something into action that made me smile and cringe at the same time.

There are a ton of different models to choose from these days, right? After understanding what she would be using the computer for (internet, emails, a bit of video editing, digital pictures) we found a great deal.

An Acer computer filled with all the specs and features she would require, plus more.

And the price was good too. But then it happened….

After saying, “we’ll take this one” the sales person went into a speech on what else JZ could add onto her computer. Warranty, printer, etc — and that’s all great. That was expected and, in the long run, makes JZ’s life easier. Using this up sell and cross sell technique was a job well done.

The sales person then went on, “the computer also comes fully installed with ads and other things that will slow down your computer.” “We can remove this for you and give you a back up disk for an additional $150.”

He didn’t just suggest it, he pretty much expected it.

“You mean to tell me that you are selling computers, brand spanking new computers, that come preinstalled, not just with 3 or 4 programs I don’t need, but with many ads and THINGS, that will slow this baby down?” I was getting heated. What kind of company sells a new product that, when fresh out of the box, doesn’t work the way it is supposed to?

I understand that a money hungry company will do whatever it can to add more ka-chings to its bottom line…but going as far as inconveniencing your customer? Selling something that is new, in poor condition? There’s nothing smart about that.

Why? Because now, for a few extra dollars, that store has lost 1, 2 maybe even 3 or 4 loyal customers that I know. The next time I buy a computer, my loyalty will go to a store that knows how to treat its customers properly.

The salesman’s use of the up sell and cross sell for the warranty and printer was smooth. Those are things customers usually need and definitely add value to the purchase (as well as to the company’s bottom line). Unfortunately, luring customers into making a purchasing decision on a product, and then when their minds are set, telling them that what they see…is actually not what they get — leaves a bad taste. The taste of loyalty gone sour.

Add value to every transaction for your customers. And never, never mislead or provide poor quality or service — once you do, your customer becomes a free agent looking for the best deal — and that often means they’re off to see your competition.

Happy Holidays!

To your success,

Michael

You may have heard recently that the founder of Wired magazine has started a sweet new venture — manufacturing chocolate.

The new company, named TCHO is taking a different approach than most well-known chocolate producers.

From a marketing standpoint this is exciting. Many of the principles these guys are putting into play are classic and sound in their approach.

First, Louis Rossetto, the CEO of TCHO isn’t scared to tell the world what is different about his new company — that TCHO will actually manufacture chocolate and not just re-melt or rebrand someone else’s mixture.

This claim would get attention by itself, however, it is further reinforced by TCHO’s story of how they work directly with farmers, produce chocolate through their own factory, and so on.

They are also making this personal…by telling everyone they can that they are not funded by some money-hungry venture capital firm, but rather by their friends and family.

I should note, that VCs can be great. But this approach helps to create more of a bond with the company…an underdog you want to support.

Next, the company is actively requesting feedback. Right away this tells chocolate enthusiasts they care about quality and making this the best chocolate around.

Another strategy they are using is scarcity. TCHO is building desire for their product by only offering sale of their ‘beta’ phase chocolate to those that register on their website (www.tcho.com) and who live in the Bay area that can pick up the chocolate from their factory.

You know the ‘I really want what I can’t have syndrome’ — it’s in work here.

It’s yet to be seen how sweet this chocolate venture will be. But what is clear, is that the company has leveraged its past assets to garner strong media attention…and has been doing a good job of communicating what makes it different, and why, if you’re anyone that likes chocolate, should consider getting a hold of a TCHO bar.

Until next time.

To your success,
Michael

Michael, where have you been? You might be wondering…

Something happened.

I was down in Mexico, spent an amazing week in the heat. I gotta say, what a feeling - no shirt on, heat, waves, sun and cold drinks — in December — yes, Mexico was great.

On Friday, the day I was to fly out of Mexico - the call came…

…my grandfather had passed away.

I have a big family. A very tight knit family - so this it hard. I did what I could to avoid work I should have been doing, and instead, spent time with the family all week.

So that’s where I’ve been. But I’m back. Over the next weeks and months I’ll be coming at you with new content, tips, tricks and other goodies - profitable strategies and tactics you can use to boost your business and marketing.

Before ending for today…I got to say one more thing.

Live your life to the fullest - ALWAYS.

This year more than any previous year, I’ve seen people I know become ill. Some closer than others. You hear the news, you hear from friends — crazy things happen. And unfortunately that’s life.

Many people work their asses off for countless years to get to the stage where they can retire, sit back and ‘enjoy life.’ That’s a shame.

Enjoy life now. The saying “you can’t take money with you when you die” rings true. I’m not advocating dropping everything, going wild, and spending until you’re drip dry.

But take time to appreciate what you have. Do the things you’ve been wanting to do for so long — both business and pleasure — and do them NOW. Love, and live life, to the fullest. Because sadly, you never know what will happen when.

To your success,

Michael

This week I’m writing to you from Mexico.

I’ve been working on a book for the last several months that looks at the connection between relationships, customer service and marketing. I’ve tried to spend a couple of hours a week on this…but my client load has really taken off and as a result I haven’t given enough time to finishing up my book.

So here I am in Mexico, where I plan to put the finishing touches on the book, unwind, refocus, and of course, soak up some sun.

I’ll have more information on my book soon. But I’ll leave you with a great video from one of the most successful marketers to touch this earth….

Click to watch video