“Customer service begins

after the sale is made!”

–IBM, the early days

Is it just me? I hate the put-stuff-together, 46-fold-road-map-style directions printed in fading gray ink on tissue paper (but in 27 languages!) for products I purchase. Like the Christmas toys that even your child can assemble that kept you up half the night, HO! HO! HO!

And then there are those great power tools from Mexico with instructions that challenge your English-Spanish pocket dictionary left over from trying to deal with the landscapers last summer, when you offered them –por favor– a bowl of eyeballs instead of ice cubes.

You got the tools for putting together that great “Early American” furniture set from China, with instructions in broken English and diagrams to match? Oh, and only 89 of the 92 parts?

Or how about those “E-Z Steps” that accompany the new services you signed up for? You know, the “techy” ones with 11 disclaimer paragraphs of .4 type that protectively entomb a microscopic 800 phone number to call for further information about account activation?

Right! It’s that number you’re allowed to call between 9am and 11am or 2pm to 4pm, Pakistani time. Yup, the same one included in the box of Mexican power tools and Chinese-American furniture, that by now you’ve learned to not mind being left on hold for 45 minutes for the privilege of finally connecting with a non-English-speaking, unintelligible “counselor.” 

Of course by this time, you full well know where you’re going to plug the thing in, and what your plans are for the new drill and saw set as soon as you can Google the counselor’s phone number to get a street address and take the next flight out.

I’m not being multi-cultural-diversity friendly, you say?

Sorry, I don’t think it should have to be a huge time-wasting political struggle just to be a customer… a paying customer no less!”

Don’t underestimate the sales power of product and service directions. You need to exercise at least as much care in thinking through and writing (and printing) instruction information as you do for your marketing, advertising, promotion, and sales materials.

A well-written business plan might help you wrangle some financial backing, and some super website content and marketing materials might help you drive customer traffic to your products and services, but customer service (the real thing) starts the minute a customer settles in to figure out how to best use and care for your products and services.

Customer service doesn’t mean you smile and handshake and backpat people through the orientation period that needs to frollow every purchase. (Why do assembly and activation instructions have to be more complicated than frozen food package directions?)

Whatever credibility, integrity and branding value you may have worked hard and spent much to achieve will go out the window in a heartbeat when your customer spreads out the paperwork and finds small-type loopholes in the warranty, a missing or damaged part, no clear diagrams or explanations, stickers that don’t come off…

Make it hard for customers to not be thrilled!

If manufacturers or suppliers aren’t doing their jobs, don’t represent them, OR do their jobs for them because–in the end–your customers are your customers who will boost your repeat sales numbers when you boost your attention to after-sale details, like directions.

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Hal@BUSINESSWORKS.US 

Thanks for visiting. Go for your goals! God Bless You!

Make today a GREAT day for someone! 

U.S. Hospitals and healthcare

proposals waaaaay past 

the point of 1st Aid!

A SHORT STORY THAT’S ANCHORED IN TWO DECADES

OF INDEPENDENT MANAGEMENT CONSULTING SERVICES

RENDERED TO HOSPITALS AND HEALTHCARE PROFESSIONALS:

     At some obscure moment in recent history, about 30-40 years ago, it seems to me, someone had the bright idea to start advertising hospital services. And it was contagious. Pretty soon, ripples began to surface amid the vast sea of shallow-mindedness and business incompetency (that many physicians and business professionals still consider a) breeding ground for hospital executives, administrators, and boards of trustees.

     Hey, marketing works for other kinds of services, these do-good-Boy-Scout-type doctor-wannabes were running around proclaiming, why not hospitals?  Sure, agreed the medical professionals who knew even less about business, why not? they said; nothing else you’ve done has worked. And so it came to pass that hospitals then began to compete with hot dogs, beer, cigarettes, cosmetics and car dealers.

     Well, sure, alcohol and tobacco advertising have since taken a big hit (thankfully), but guess what? Hospital marketing has just continued to get worse. With very rare exception, today’s hospital advertising and marketing programs are ineffectual, misdirected, and unnecessarily expensive. The job is simply not getting done, and they keep spending more to make it not work!

     Present federal government administrative healthcare overtures are equally misdirected and will cost taxpayers a fortune, not to mention the staggering losses in professional healthcare skills that will certainly accompany socialized medicine.

     The problem with what the government proposes is the same one that hospitals have struggled with all these years. It’s that the ideas behind it all are being manipulated to appear creative and the public is being sold on the creativity.

    Unfortunately, creativity does not sell. Everyone on Earth can be creative. Very few are innovative. Innovation gets things done. http://halalpiar.com/2009/06/creative-ideas-vs-innovative-ideas/

     The bottom line is that hospitals need to shape up and start to get their messages straight; the public isn’t as stupid as hospital executives think.

     Similarly, the federal government needs to shape up and get its thinking straight, start being innovative, start thinking these empty, ill-suited proposals all the way through in the context of reality, not fantasy.

     The uninformed, incompetent socialistically-manipulative people being relied on may be well-intentioned, but they haven’t a clue about the business of healthcare, or any business for that matter.

     In the end, communities, citizens, healthcare professionals, and taxpayers will suffer. The time to step back and reassess is NOW. Remember that in the end, after all is said and done, it’s YOUR body and your family’s bodies that will be, so to speak, on the line.

     Do you really want hospital business administrators and government representatives with zero or inadequate healthcare knowledge and experience dictating to you what doctor you need to see and when and where? And do you really think socialized medicine will reward you with quality care? Think again. 

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Hal@TheWriterWorks.com or comment below.

Thanks for visiting. 

Go for your goals, good night and God bless you!

“Put your money

where your mouth is!”

Y’know what? Even the last traffic cone placement person you passed has good, solid, creative ideas. Tell the people who work for you that you don’t want any more good, solid, creative ideas.

Tell them they’re wasting their time, and yours, with all the suggestions about what should be done and who could do what and what would be best. Tell them to shut it down. Finis!

After they all stop gasping, tell them what you really want from them are innovative ideas, the kinds that entrepreneurial minds thrive on.

Explain that you don’t want to hear about the need to launch a new product or service. Be specific in telling your people that you want instead to hear about HOW to launch a new product or service.

Give them some guidelines. Let them know that you will be interested in and very appreciative of ideas that come to you that are fully supported with answers to questions like those that follow.

• You want to know the unique customer benefits of the new product or service.
• You want to know how and when the new product or service will be planned and created or manufactured or produced.
• You want to know how and when and where it will be distributed.
• You want to know how and when and where it will be sold, and by whom, and for what price and on what kind of sales compensation arrangement.
• You want to know how the new product or service will be marketed and when and by whom and how and where and at what cost and via what media?
• You want to see research studies and findings that support the answers to all these questions.

You want a business plan. It need not be fancy or formal. It doesn’t have to be filled with all the imaginary exaggerations about revenue projections that are typically waved in front of banks and investors, but it should include some realistic, conservative estimates of what might constitute total revenues and expenses for the first three years.

“Golly Gee, that’s a lot of work!” your people might proclaim. Tell them: “Welcome to the real world” and point out that only by thinking in innovative terms (taking an idea all the way through from beginning to end, and having all the answers that support the pursuit) will people come up with the big winner products and services.

     Being able to have all the answers (and more) to the questions highlighted above, will put your people a few notches up on the competition and well on the way to proving the value of what they believe in. If someone says to you, “Ah, it’s kind of like putting your money where your mouth is?” Your answer is:  Yup!

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 Hal@TheWriterWorks.com

Thanks for visiting. Go for your goals!

Make today a GREAT day for someone!

Mind Your Own Business!

     . . . Not bad advice for consulting professionals. Why? Because the tendency we all have who are working with and helping other businesses and organizations is to get so caught up in our clients’ affairs and activities that we easily overlook many of our own needs. And we forget how to sell!

     If you’re a consultant in the first place, it’s because you thrive on some form of problem-solving and probably have a wealth of experience to share. You’ve no doubt heard the definition of a consultant as  someone with a briefcase from more than 100 miles away.

     And perhaps you’ve heard about the engineering consultant who charged the gas company $20,175. for his one hour of services, explaining the invoice breakout as $175 for the hourly rate, and $20,000 for knowing where to mark the X on the pipe that was leaking.

     Anyway, what matters in the end is that you remember to mind your own business because—like being able to manage stress (http://halalpiar.com/2009/05/4-steps-in-one-minute-zero-stress/) and remain calm in a catastrophe—you can’t be much help to your clients if your own house isn’t in order!

     This means you need to take periodic inventory (perhaps weekly, or even daily or hourly with some critical consulting specialties… surgery, nuclear fusion, e.g.) that spells out clearly where you are and where you’re going with each client and project. Where you’ve been is almost never important to anyone but you!

     So, scheduling is critical because you can’t afford to be meeting with one client when you’re supposed to be getting work done for another. Going from one meeting to another inevitably takes longer than originally anticipated, and needs to be factored into your travel plans. Telephone and email time needs also to be estimated and booked with time padding to prevent overload.

     With 30+ years of consulting under my belt (management, marketing, sales, leadership, communications, personal and professional growth and development, family business, and business start-ups), I have learned (now getting back to the subject of consulting service sales) that the best way to get consulting clients is to DO consulting!

     In other words, instead of talking about how great you’ve been and how much you know and how great you can be, stop with the BS and simply BE a consultant! Companies don’t hire consultants who are tangled up with contracts and invoicing and credentialing and who dwell on past performances.

     If you’re already talking with a prospect in the first place, it’s because there’s an immediate problem. Roll up your sleeves, get into the trench and start giving away your valuable assessments and advice for free!  Show what you can do instead of talk about what you can do.

Solve or shed light on an immediate problem

on the spot

and odds are you’ll be hired… on the spot. 

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Input welcome anytime: Hal@TheWriterWorks.com (”Businessworks” in the subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  # # # 

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The Business of Healthcare

Reality is that doctors are no longer” just” examiners, diagnosticians, and healers. In fact, the way things have been going, odds are that something about the healthcare profession will be vastly different by the time we wake up tomorrow morning.

And today, doctors are routinely expected to be insurance experts; banking, investment and financial wizards; administrative hot-shots; marketing, patient relations and community relations gurus; human resource management directors; professional buyers; government compliance champions; shrinks (even if they’re not psychiatrists or psychologists); oh, yes, and family icons.

Does this all add up to patients not getting as much quality care and attention? Of course. How can ANY human being whose existence is devoted to providing professional healthcare be expected to give patients full attention with so many other commitments and expectations tugging at her or his stethoscope? There is a way. Read on.

Thankfully, doctors share many of the same hallmark characteristics as entrepreneurs — from managing diverse cases, juggling breakneck schedules, being able and willing to work long hours and turn on the proverbial dime (if FDR ever knew!), to being self-empowering, quick decision makers with fairly strong delegation skills…and commanding (commandeering?) egos.

     Both–doctors and entrepreneurs–are motivated by the desire for personal achievement and financial gain, as well as a deep sense of things spiritual. Both take reasonable risks. Hence the name I created many years ago: “Doctorpreneurs.”

The differences of course are equally important. Human (and animal) healing, relief, care, wellness, and hope are certainly not software, electronics, transportation…or beer, hot dogs, tobacco, and french fries!

Two telling characteristics common to savvy doctors and true-blooded entrepreneurs is that both will only take reasonable risks, and both are smart enough to recognize that:

A) They don’t know and don’t want to know everything outside their realm of expertise, nor do they want to sacrifice the time it takes to learn because it detracts from their specialized skills and interests, and

B) They need to find and surround themselves with people who are experts in their own fields because in the long run it’s easier and less expensive to pay professional fees than to waste time and energy learning by trial and error.

     These are not traits of government or corporate leaders.

In the end, they are the traits that will hold our embattled healthcare programs and services together in much the same fashion that entrepreneurs (ala Jobs and Gates) will be the true agents of change as captains of small business that will turn the economy’s tide to productivity, prosperity, and growth.

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Input welcome anytime: Hal@TheWriterWorks.com (”Businessworks” in the subject line) or comment below. Thanks for visiting. Go for your goals, good night and God bless you! halalpiar  # # # 

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