Wanted: Unhappy Customers

Wanted: Unhappy Customers

Who in their right mind would ever “want” unhappy customers? The truth is…no one. But an ever-bigger truth is… if you run a business that deals with customers, you will have unhappy customers. 

“Your most unhappy customers are your greatest source of learning” –Bill Gates

The key is, how do you deal with unhappy customers?

When it comes to handling problems or unhappy customers, using this philosophy can help you look at the situation in a better light: “It’s never a problem. It’s an opportunity to create a solution to a certain situation”.

Handling customer complaints IS an opportunity to turn an unhappy customer into one of your biggest fans!  A study done by Ford Motor Company revealed that an unhappy customer who is turned into a happy customer is twenty times more loyal than a customer who has never been unhappy.

In the pre-digital world, studies proved that an unhappy customer would tell at least twelve other people about their poor or unpleasant experience, and a happy customer would tell one or two. In today’s digital world this quote is apropos, “A happy customer tells a friend; an unhappy customer tells the world.” 

Ask yourself this:

• Is your staff trained and empowered to turn unhappy customers into happy customers? 

• Do you regularly survey your customer satisfaction levels intending to improve the customer experience at your business?

One of the most important things a business owner can do to achieve high customer satisfaction is to look for and talk to the unhappy customers. Whenever possible, even if it costs you some money and pride, make it right. It will prove to be a good ROI!

We know you will get a higher return on every customer our advertising generates if you can keep them happy spreading word of mouth and keep them coming back for more.

To receive a copy of the Eleven Commandments of Customer Satisfactionclick here. 

The reality of this that I’ve seen over and over again as a customer and as a business person is that when things are always going “just fine”, the customer’s emotional connection with the business is often neutral.  However those emotions flare when something goes wrong.  When  customer emotions are highly negative, you can flip it around and create a raving fan and turn those into highly positive emotions about you and your business.

Adjusting To New Realities In The Workforce

Adjusting To New Realities In The Workforce

The saying that we are in a new reality was one that many of us didn’t want to hear last year.

But it’s true and the quicker we see what is happening, the sooner we can adjust.

At the end of the year, I read the Monday Morning Memo from Roy H. Williams that talked about 3 realities we are facing today:

  1. Inflation
  2. Covid
  3. Employee Shortages

I’m not an expert on any of these, but I deal with them just like you do.

The first two are out of our individual hands, we are powerless as individuals to solve the increase in prices of goods and services because many of us we are needing to also raise the prices to pass along the costs that inflation has had on our goods and services.  Covid, well that has turned into a political football that I’m not about to address, and like you, we have limited power to fix.

What Roy mentioned in his Monday Morning Memo was a concept that I’m going to pass along to you to solve the Employee Shortage reality of 2022.

The staffing shortage was entirely predictable.  In the United States of America, the birthrate has been declining for decades.

“For years many demographers have been warning of a permanent worker shortage in the coming decades. It may just be that the pandemic brought the shortage earlier.”

“An important concept in demographics is the ‘replacement birth rate’. This is the birth rate needed to replace deaths and keep the population unchanged. If the actual birth rate is higher than the replacement rate, then the population increases. Demographers estimate the replacement birth rate is 2.1 children per woman. If the birth rate is lower than this replacement rate, then the population decreases. In the case of the latter, a declining population will eventually result in a declining labor force.”

“Statistics show the US birth rate has been steadily declining and is below the replacement rate. The latest birth rate for 2020 is 1.6, well below the replacement rate of 2.1. This means that, based on domestic births alone, the nation’s population would be declining. So far, immigration has prevented this, but there’s no assurance this will continue in the future…”

The specific idea that Roy Williams shares is for a company to offer free private daycare to employees on-site (or close to) the companies location where parents can drop off their young ones with the assurance that they will be taken care of while Mom and Dad are taking care of business.

That idea might actually work for some companies, but it’s not a universal solution right now.

So what is a universal solution?

I have a two part answer:

1st off, you need to become a company that people want to work for. In the past few years, the company I am with has undergone a specific plan to access our company culture and then improve it.  The ideas come from those who are already here.  We looked at those ideas, and found a few that could be implemented and then measured again and asked again.  It’s an ongoing process at Federated Media.

We realize that not everyone who works for us is going to stay forever. Many will leave for many different reasons, but what we want to do is keep the best and hire others that will contribute both to our mission and also our company culture. As a result, I have coworkers who have been here for years, even decades, not because they have to work here, but because they want to.

Personally the real reason I left most of the jobs I had were due to something in the culture.  The real people problem was not that we couldn’t hire enough, but we hired the wrong people at other places I worked. The answer to this for you and your company is to take that same evaluation and find out why people work for you and what can make it even better.  That is what you need to promote in your recruitment messages and ads.

Here’s the 2nd part of my solution to the labor shortage: Change the number of employees you need to run your business.

The reality is there are less people available to be hired as I mentioned at the beginning and so your business model needs to change.

Business models have been evolving and the side effects of the pandemic shut-down just accelerated some of what was going on already.  Several fast food restaurants closed their dining rooms and some are not planning on opening them up.  Instead they have become drive-thru only establishments.  I’ve seen this in my area for nearly two decades as multiple Pizza Huts created this style of restaurant. I’m sure there are others in your area that are undergoing a similar transformation.  Plus ordering online has really taken off.  Last year I went inside to place an order for chicken and was told that I had to either use the app or drive thru.

Grocery stores and other retailers are relying on self serve check out lanes more than ever.  Now instead of a cashier ringing up one customer at a time, it’s common to see one employee overseeing 6 to 10 self serve checkouts.

I’ve got a third bonus tip for you that I almost forgot because I’ve been doing it for so long and our company has been doing it even longer, at least in the Fort Wayne division of Federated Media.  Flexible work life is what we call it, but here’s how it really works…

The advertising salespeople do not have a dedicated workspace at our office.  Instead, there are a couple of hours each week that they come to the office for meetings with their manager.  Where are they the rest of the time?  Working from home, client meetings, working from their favorite internet cafe a.k.a. coffee shop, who knows?  They might be running their kid to the dentist during the middle of the day, or grabbing lunch with a friend.

This sounds like the Covid inspired Work From Home business model, but we’ve been doing it this way for many, many years.  As a General Sales Manager, I have my own office at our Fort Wayne office that I work from nearly every day.  But those on my sales team are given the freedom to do what works best for them.  We have particular items that need done daily, weekly or monthly but the ultimate measure of their success is the revenue they are responsible for with their individual budgets.  Their success is not measured with punches on a time clock.

Yes we have guidelines and Key Performance Indicators that when followed will create individual successes, but reporting to the office just because it’s always been that way, 5 days a week… We abandoned that years ago to focus on productivity.  In other departments, there are similar flexible work arrangements too.  This has become an important part of our culture.

By the way, I am always looking for qualified candidates to join my advertising sales team at WOWO radio in Fort Wayne, Indiana.  We just hired a new team member and I have at least one more opening to fill.  However, I’m going to keep that position open until I find the person that fits us best.  Perhaps that is something you should do with your company too, be picky with who you hire to protect the culture you have in place.

And one last note, if you would like to learn more about the opening I have, here’s a link to the job posting. https://www.wowo.com/wanted-sales-hunter/

 

Wrap Up and Step Up

Wrap Up and Step Up

Twas the end of December and all through the land,

Lots of creatures were stirring, children, woman and man.

The hustle and bustle of the holidays are here,

And nearly everyone is attempting to be of good cheer.

The retailers are hoping to rake in more bucks,

While they alternate between taking care of customers and unloading trucks.

The advertising salespeople are doing their best,

to reach their customers, sell a few more ads, meet their budgets and then finally get some rest.

I could continue to write and talk in verse,

but honestly I’m not that talented, as a lyricist, I’m cursed.

So like many of you who are taking a break, this is my last column and podcast until 2022.

For those of you who are in the broadcasting business, I have an invitation for you to join me on Thursday, January 13th at 2pm eastern time for a live event called the 2022 Radio Sales Lift Off.

This event will be on the Clubhouse App, so you’ll need your smartphone, Radio consultant Loyd Ford reached out to me earlier this year to contribute to his Encourager series for people in the broadcasting business and I’ve been writing a monthly article.

This event on January 13th is the creation of Loyd and will be co-hosted by another radio veteran, Alec Drake.  They asked me along with broadcaster Chuck Wood, I wonder if that’s his real name or an on-air name, to be their panelists.

Here’s what Alec said about it recently on LinkedIN and his own website:

We are all deep into thinking about next year’s sales strategies, so add this appointment to your calendar, “The 2022 Sales Lift-Off”. Join Loyd Ford from Rainmaker Pathway Consulting Works and me on Clubhouse for a panel discussion by frontline managers to discuss Q1, sales team recruiting, and actionable revenue ideas for 2022!

and…

Join us live on the Clubhouse app Thursday, January 13, 2022, @ 2 p.m. Eastern/11 a.m. Pacific for a revenue-focused event that will take place quarterly for sales managers, market managers, and local sellers.

Loyd Ford from Rainmaker PathwayConsulting Works along with Alec Drake will open up a panel of sales partners to discuss a strong finish to Q1, recruiting sales staff, and a closing roundtable with actionable items to help you and your team grow revenues. ​ The Revenue Partners for this Q12022 Live Event:

 Chuck Wood – VP/GM of Delta Media Corp., a multi-media media company comprised of seven television and nine radio stations in Broussard, Louisiana 

Scott Howard – General Sales Manager at WOWO Radio/Federated Media, Ft. Wayne, Indiana ​

Actionable sales ideas – Recruiting Strategies – Get Your 22 Momentum – Share and Learn

Have a safe, relaxing and prosperous end of 2021, my friends.
 
Can You Stop For A Moment?

Can You Stop For A Moment?

As the General Sales Manager of WOWO radio in Fort Wayne, Indiana, I lead a team of advertising sales people and marketing consultants and on Thursdays we gather for an hour for a Local Sales Team Meeting.

Naturally we will skip this week because Thursday is Thanksgiving and our company has added Black Friday as an additional paid holiday, giving everyone a nice long 4 day weekend.

However last week’s WOWO Sales Team Meeting had a focus on the Final 40 days of the year and what we needed to do.

40 days on the calendar in reality is more like around 20 business days this time of year.

Now if you work in retail, every day counts because it’s that traditional make-it or break-it time of the year. The origin of the term Black Friday was that was the day of the year that retailers finally stopped operating in the red financially and started making real money or being in the black.

Regarding the title of this piece, Can You Stop For A Moment?, for some of us that moment is now, for others it will be in a few weeks after Christmas, others may need to wait until the beginning of 2022.

What and why do I even ask that question?

Because we seem to be running at an incredible pace these days.  Even if things do slow down in business right now, your lives will be filled with other events like family gatherings and parties, and well, somehow we manage to fill all 24 hours of every day, don’t we?

How long is a moment?

Depends, of course.

I know that there are some parents who would long to have an hour each week that is entirely theirs with no expectations.  Some even long for 15 minutes a day.

Same is true with so many people.

As you and I wind down this year and prepare for the new year, I urge you to add something else to your schedule.

Call it what you want, but it’s basically time for YOU.  It’s a time that you give the very highest priority and spend it on YOU.

It could be daily, it could be weekly, it needs to be something that you can negotiate with your family, partners, whomever you need to, to set up for you and you alone.

Here’s a couple of examples of how I’ve seen this work.

I have a friend that is very busy trying to get things done at work and at home with a new baby coming and both parents working and, well you get the picture.  They are struggling a bit at work and what I see is a lack of focus.  I encouraged them to take a step back and stop for a moment.  Last week instead of the running around we had planned for the day, we took a few hours and started the process of planning for the new year.   A story about Abe Lincoln came to mind, that if you have say 5 hours to chop down a tree, it’s better to spend the first 4 sharpening the axe than to wack away for 5 hours with a dull blade.

My wife takes time daily for prayer in the morning and evening, and she also taught me the value of taking breaks.

I have found that by spending some time in the morning observing nature a few times every week, it keeps me centered.

The answer to the question, Can You Stop For A Moment really is Yes.  How you implement this is up to you.

ReOrganizing The WorkPlace

ReOrganizing The WorkPlace

In less than 2 months it will be 2022, nearly two years since the American Lifestyle was disrupted due to a mysterious virus we call Covid-19.

The pandemic and our response to it created a acceleration of certain changes that were happening but at a slower pace.  For example working from home created a boom for video conferencing and tele-meetings. Did you realize that Zoom was founded over a decade ago? It was one of those software companies that was just chugging along, took over 6 years to become profitable, and then it seemed like everyone discovered it in 2020 out of necessity.

I had been using it for a couple of years before that with a friend and client of mine for our weekly meetings with her team that were all across the country.

On-line shopping was something we had been doing with national companies like Amazon, E-bay and Zappos to name a few, but out of necessity, in 2020 if you were a small mom and pop or a local chain, you needed to create a way to sell your stuff besides coming into your brick and mortar store.

My wife and I did most of our grocery shopping online and still do some of it especially as the weather gets uglier.

That’s some of the consumer side, how about the business side of life?

It was announced that McDonald’s is going to take a Chicago experiment and make it a national innovation.  McDonald’s is partnering with IBM to automate the drive-thru experience.  We’ve already seen many fast food joints install kiosks to place and pay for your order when you go inside, and the popularity of mobile apps has surged in the past couple of years too.

This move of McDonald’s to eliminate the humans from the customer drive-thru experience is expected to actually create a better customer experience and help ease the worker shortages.

That’s the other side of this coin, a lack of people willing and able to fill the jobs has created the necessity for companies to find alternatives to the way things have always been done in the past.  I wonder what innovations are going on in your business or industry?  Drop me a line or comment and tell me.

The company I work for is making some adjustments. Federated Media is a privately owned company with a dozen radio stations in Northern Indiana along with a digital division.  I worked for one of our Fort Wayne Indiana radio stations on the air in my 20’s and then came back 30 years later to join the Local Advertising Sales Team for WOWO radio.  In 2020, I took over as the General Sales Manager of WOWO.

Before I returned to Federated Media, they did some restructuring of their Fort Wayne radio division which created some efficiencies in their operations and also set us up for success for the 2020 pandemic a dozen years later.  One of those changes was the elimination of an office or assigned workspace for the local advertising sales people.  We were doing work from home long before it was the thing to do in 2020.  When people asked me about my job, I would tell them about the flexibility of my work schedule and say, “I only go to the office 2 hours a week”.  One hour for our weekly sales team meetings and the other hour was for a one-on one meeting with my boss.

When I moved into management, I did have an office, but for about 3 months in the spring of 2020, I was also working from my home office again.

Sometime in the next few weeks, Federated Media is going to begin moving into a new larger office space that we recently purchased.  The past 3 years, Federated Media Fort Wayne has been operating from two buildings and this new place will bring us back together under one roof.  However, I noticed in the planning for the new floor plan, we are not creating offices or cubicles for the local sales people because we simple don’t need them.  Currently there are 15, and in the year ahead we will expand to 20 local advertising sales people in Fort Wayne, and they will continue to have the same freedom to come to the office for about two hours a week most weeks.

By the way, I am hiring for a couple of qualified people to join my team.  Email Scott@WOWO.com for details.

What about your workplace?  What kind of reorganization are you doing?