Marketing today allows for many different approaches to attract and engage customers. Using a combination of social media marketing and content marketing in conjunction with other marketing has proven quite effective.

Add to the mix the old stalwart – email marketing – and it creates a cross-platform, multi-tiered effect that touches the target audience multiple times within a short period of time… and at times, almost simultaneously.

But how does this frequently recommended combination of marketing work for service and product-service businesses?

Before moving forward, let’s understand the difference between the two business models.

Plain and simple, a service business is one that performs tasks for the benefit of its customers. These tasks can include house cleaning, home maintenance, personal fitness, and bookkeeping.

A product-service business has an added twist – product. It is a company that offers a service AND a product as its practice. It can refer to many different types of businesses across various industries, albeit a common defining factor is the integrity of the product being only as good as the quality of service backing the product.

Depending on the type of service or product-service being provided, businesses can work with their customers in person or online, typically performing a consultation with their customers before beginning work. This consultation is essentially part of the sales process.

Jeff Bullas, whom Forbes calls a top influencer of Chief Marketing Officers and the world’s top social marketing talent has written, in the ever-changing world of marketing, businesses are always on the lookout for new, and innovative ways to sell their products to a broader audience. At times, service-centric companies find themselves overlooked in a sea filled with organizations advertising products.

Well, simply put, marketing a service is no easy feat. The most obvious problem being the lack of physical evidence – how do you promote something that isn’t tangible? How do you convince an individual to invest their time and money in an object that they can’t see or feel? The grey area that lies between selling the invisible is precisely where the great conundrum of the marketing world lies.

Marketing a product-service is equally difficult because it has much the same challenges as marketing a service because it is the delivery of [quality] service that is necessary for a customer to enjoy the benefits of the product. However, a product-service does offer distinct advantages such as tangibility, separability, durability, transferability, etc. which a service-only offering lacks.

Whether marketing a service or a product-service, it’s essential to develop a plan that covers everything from determining which media should be utilized to how the plan will be executed to evaluating results to determine if goals have been achieved by virtue of the plan.

As such, service and product-service business owners must:

• Explore the various digital media available.
• Identify their targets along with identifying where they congregate AND communicate online.
• Develop a strategy based upon the targets (which may actually require sub-strategies for each target and their online communities).
• Execute the plan including dedication of financial AND human resources in managing and monitoring activity.
• Analyze and quantify results in order to continue moving forward or adjusting as necessary.

Yes, that’s a lot to grasp but it is essential to developing an effective marketing program, and one that will attract AND engage today’s consumer, one that is more sophisticated and technologically advanced than ever before. They expect a business to have a digital presence.

Basically, what I’ve described is E-IDEA, which is something we utilize religiously in our marketing efforts at Acceler8Success Group – Explore, Identify, Develop, Execute, and Analyze. It really is a great, simple guide to follow.

It starts with exploring digital media that provides the best way to attract AND engage today’s customers. Of course, social media immediately comes to mind, and it should.

But let me be clear, social media is not the silver bullet many want and expect to make the sales process easier, or even to generate consumer interest on its own.

Instead, social media should be looked at as a vital complementing component to be utilized in conjunction with the traditional marketing. It should provide a support mechanism that target audiences can be directed to and that they may also find on their own.

Today’s consumers are also more diligent and cautious than ever before. That’s where the true benefits of social media come into play as it allows them to virtually stand next to a company and experience how that company interacts with its customers, franchisees, etc.

Social media can also be utilized as a way to drive consumers to a specific event like a live on-site event or even to an informative webinar or podcast where the product offering can be explained in detail.

The key here is that one-size-fits-all strategies with social media do not work effectively. An integrated approach is certainly more effective.

However, it’s critical for business owners to ask questions at the onset of utilizing social media related to their own expectations and desired results. This is crucial in evaluating whether or not the program has worked. As important as click-thru’s, insights, impressions, etc. are in analyzing the process and program itself, looking at desired results against actual results is really the true Social Media P&L.

Business is personal.

People want to do business with people. They buy from people. Sure, the business name may get them in the proverbial door, but it’s the person representing the business that they want to do business with.

So, as it’s not uncommon for consumers, especially today’s consumers to check out the company’s presence on Instagram, TikTok, Facebook, Pinterest and/or You Tube. It’s also not uncommon for them to check out social media of the owner or salesperson. Interestingly, they have a keen eye for a salesperson’s name and that of the business owner on review sites.

What they hope to find is are people of experience and integrity. The higher the price tag of the service or product-service being purchased, the more the likelihood of a consumer’s due diligence expanding beyond a cursory look. They prefer to do business with people they believe they can trust.

I don’t think that it can be argued that companies whose key frontline salespeople with strong personal branding wouldn’t be significantly stronger than an organization that is essentially faceless. The same can be said of the business owner, as well. Actually, the more visible he or she is, the greater the presumed credibility of the business.

Success for service and product-service businesses takes considerable more planning and effort than that of other business models – ones that are truly faceless such as a retail store or a fast food restaurant, or even Amazon!

Now, I’m not degrading the efforts of those businesses that obviously strive for 100% customer satisfaction and have processes in place to ensure the same. But with a strong personal brand that reaches into the local community, service and product-service business owners and their salespeople, with a strong marketing plan to attract AND engage customers, would be more successful driving sales for the business than otherwise.

Have a great day. Make it happen. Make it count!

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I recently read an interesting article at Vox.com about what the American Dream looks like today for immigrants. The article referenced a massive study by the National Bureau of Economic Research. Published in 2019, the study examined millions of father-son pairs of immigrants over the last century. The authors found that children of immigrants have higher rates of upward mobility than the children of those born in the U.S.

More significantly, they found that shifts in immigration policy and country of origin have not altered the pattern — and that it holds true whether the first generation was poor (in the bottom 25th percentile of income distribution) or relatively well-off (in the top 25th percentile).

For those who’ve personally watched upward mobility work within their families, the promises of the American Dream often feel like promises kept. Hard work and education led to significantly better outcomes for their children, with more stability for the entire family.

Immigrants Achieving the American Dream

My grandparents immigrated to America from Sicily with little money and few belongings to their name. They were moved through Ellis Island and settled in Brooklyn. They weren’t provided with government housing or given welfare checks.

Initially staying with relatives and friends of family, some they barely knew, they took menial jobs as they could find them. They saved every penny they could and as quickly as possible they secured an apartment, and then a better one until they purchased a home, and then a nicer one.

My grandfather started as a laborer and eventually became a bricklayer. My grandmother worked in the garment sweatshops, often starting work at 4AM. Literally, working their fingers to the bone. Yet, supper was on the table every day without fail.

Sundays were an open house for family and friends. My grandparents had no education. Nor did they ever own a car. All they wanted from America was opportunity and the chance for their children to have better lives than they did.

Well, they helped my Mom and I as my parents had divorced when I was a young child. We lived in their home with my two uncles. They helped one of my uncles start a business while putting my other uncle through college and medical school. And they never received, nor expected anything from the U.S. government. Yet, I had never heard them complain.

As they sailed past the Statue of Liberty in New York Harbor they only wanted one thing and that was opportunity. They found it and capitalized on it without handouts, grants, welfare, etc. Truly, they wouldn’t have accepted any of it as they were very proud people. They lived for their dreams, and accepted their responsibility. I’m forever grateful for the foundation they built for our family.

A very good friend of mine, Gustavo Hernandez legally immigrated to the U.S. from Mexico with barely a dollar in his pocket. He worked his butt off, taking whatever job he could find and worked his way through the ranks of the restaurant industry. From doing menial jobs to waiter to assistant manager to manager to restaurant owner, he excelled at each position.

Over the years, he worked to attain U.S. citizenship and did the same for his wife, Betty who had immigrated from Central America. Betty worked at a local hospital as they started a family. Despite all the hardships they had gone through, they were determined to achieve the American Dream, and they did.

Gustavo started a restaurant with his brother. He made sure to bring in other family members along the way. In a relatively short period of time he started a second restaurant and then a third. He and Betty purchased a home, and eventually a second home while keeping the first one to rent to a friend of the family. Gustavo was already helping others within his family and community.

My wife and I were honored to be invited to attend Betty’s swearing in ceremony for her American citizenship. I’ll never forget how proud they were as they were now a family of American citizens. And like my grandparents, they never accepted anything from anyone in the way of financial assistance. I couldn’t believe how much money Gustavo spent to legally achieve American Citizenship for himself and for Betty. It was an insane amount of money!

One time Gustavo asked me why so many people that were born in America were unhappy and why so many had trouble finding and keeping a job. He said he couldn’t understand it as he had hundreds of friends that had immigrated to the U.S. and he didn’t know of any that were unemployed. In fact, some had two, three, and even four jobs!

As Gustavo’s eldest son was preparing to attend college, Gustavo came down with COVID and passed away two months later. The last time I had met with him, just days before he got sick, he informed me he had leased the restaurant where we had first met some fifteen or so years ago. He said it felt like he had come full circle.

Today, the new restaurant is open and his dream continues as his family has stepped up to keep his legacy alive. His son is still attending college. Gustavo’s influence carried on to two of his nieces who have graduated from college with degrees in mechanical engineering. The family continues to carry on Gustavo’s dream as he has helped them achieve their dream… The American Dream!

Have a great day. Make it happen. Make it count!

Many people that know me ask why I am so passionate about franchising and it’s minimized participation in Small Business Saturday by American Express. Well, the reason is continued confusion as to perceptions about franchising and that franchises are all big business.

McDonald’s comes to their minds as the typical franchise with large marketing budgets. The perception, as related to me eleven years ago by American Express executives was that the McDonald’s parent company pays for all marketing and that in and of itself creates a huge advantage for McDonald’s franchisees over local businesses. Obviously, this is totally off-course and couldn’t be further from the truth.

In any event, franchising has made some progress over the years as American Express has slowly expanded its efforts to allow franchises to participate in its Small Business Saturday program. Unfortunately, it still is not enough as limits continue to be imposed for franchise brands based upon the number of locations.

The number of locations is irrelevant when determining whether or not a business is considered small business, and a local business at that. It’s all about the individual location’s ownership. It’s about the investment made by the owner. It’s about the risks taken to pursue the American Dream of business ownership.

What is still being missed is the reality that thousands upon thousands of individuals that own franchises across our great Nation are basically in the same position as any Mom & Pop operator up and down Main Street USA. Yet, the majority are excluded from participating in Small Business Saturday events.

At the end of this article I’ve listed links to various articles chronicling my initial efforts to have American Express recognize franchising as small business. My concern now is that in addition to how the franchise business model is viewed by AMEX, how are other business models being viewed?

There’s a plethora of business models that have become quite popular for business ownership. I’m referring to home-based and virtual businesses. All are small businesses with many owned by individuals and families, no different than local Mom & Pop shop owners, the very target of American Express in its Small Business Saturday campaigns. If you disagree, please take a look at the typical image for the event depicting a small business storefront.

Other business models that are small business include sole practitioners offering professional services including real estate & insurance sales, financial planning, and the fast-growing coaching profession (business, life, health, and other areas of expertise). They’re really no different than the small business offering personal services such as hairstyling, massage, manicures & pedicures, and full-service spa experiences.

I am happy to see of late, more attention given to restaurants with #DineSmall but it’s not enough. I’m not sure if that was an AMEX initiative, but it should be, and one that should be expanded to piggyback Small Business Saturday. After all, besides the large company-owned restaurant chains, all restaurants are small businesses. And like other small businesses, restaurants (and bars) are the brainchild of an individual or family or, if a franchise restaurant, they are owned & operated by individuals and families, just the same.

American Express explains its Small Business Saturday campaign on its website. It states, American Express cares deeply about thriving communities and believes small businesses are at the core of every thriving neighborhood. That’s why – in the midst of the recession in 2010 – we created Small Business Saturday® on the Saturday after Thanksgiving to encourage people to Shop Small and bring more holiday shopping to small businesses.

In 2011, the U.S. Senate even passed a resolution to support Small Business Saturday, and participation in the event has expanded to all 50 states. Read more about the history of Small Business Saturday HERE. Momentum continues to build, but is it enough for ALL small businesses?

Investopedia explains Small Business Saturday as an annual event that was created to encourage consumers to shop locally in person and online at small businesses. 

However, I don’t necessarily agree with some of the points made on the site as it specifically states this event is intended to encourage consumers to shop at small and locally owned businesses. That includes retail stores and restaurants as well as other small businesses, such as salons, grocery stores, and service-based businesses. It also extends to small businesses that exist online.

If there is any truth to the latter part of the statement, I’d have to say the efforts to promote the same are just not there, or certainly, are just not enough. To me, it may have been added as all encompassing lip-service.

Further, there is an Important Message on the Investopedia site that reads, Businesses must meet American Express guidelines regarding size and payment acceptance to be added to the Shop Small map.

So, is American Express more interested in driving AMEX card sales, or is it more interested in, as stated on the Investopedia site, to give small businesses a revenue boost during the holiday shopping season. Or, as referred to on various American Express sites, to help local communities thrive.

Please don’t get me wrong, I absolutely love the Small Business Saturday initiative. I thought it was great from day one which is why I encourage my franchise clients to participate across all locations. Unfortunately, that is what led to discovering the exclusion (and subsequent limitations) on franchise businesses.

Nevertheless, I still love Small Business Saturday. I just don’t want to see any small business owner left out. In other words, I’d love to see all small businesses promoted. I’d love to see all small business owners have the opportunity to benefit by the program.

As mentioned above, here are links to various articles about my initial efforts to include Franchising in the Small Business Saturday initiative:

11/21/11 Franchising Excluded from AMEX Small Business Saturday Events!

11/25/11 Was Franchising Slapped in the Face by American Express by Accident?

11/26/11 Franchises Excluded from Small Business Saturday – AMEX Responds!

11/29/11 AMEX Reassessing Policies for Small Business Saturday

11/24/12 Franchising Not [Completely] Respected by American Express!

11/30/13 Franchising Supports Small Business Saturday

Please help make a difference and encourage everyone you know to shop at franchises AND independent businesses on Small Business Saturday, as well as before and after this year’s event on November 26th. I suggest that each time they make a purchase at a franchise to let American Express know by using #ShopSmall in their social media activities along with #ShopFranchise. We must continue to let American Express know that franchises are small business, too.

As well, we must let American Express know that other business models should be included. Please stay tuned for my thoughts on how we can make that happen. In the meantime, I look forward to learning about your thoughts and ideas.

We’re all in this together. We must all do what we can to strengthen our local communities and the businesses that support those communities.

Have a great day. Make it happen. Make it count!

Influencer Marketing Hub defines an “influencer” as someone who has:

• the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience.
• a following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his or her topic of the niche.

Based upon this definition, I’d have to say that George Carlin was and still is a great influencer. In my opinion, he was and is the ultimate influencer. Even after his death in 2008 (His wife died early in 2008 and he followed her, dying in July 2008), his influence continues to this day as videos of his many stand-up comedy performances and late-night television interviews live on across social media. There’s even a Carlin’s Corner channel on SiriusXM.

Carlin was an American stand-up comedian, actor, author, singer, voice artist, and comedian, noted especially for his irreverent attitude and his observations on politics, language, psychology, and religion, as well as some taboo subjects. I always find it interesting when I watch one of his routines from 15–20 years ago and knowing what we know now, it’s uncanny how spot-on he was in his comments.

The following was a written piece by George Carlin that popped up this morning in my Facebook Memories. I had first read it and shared it several years ago. After reading it again this morning, I thought it appropriate to share once again today, at a time when quite frankly people could use a dose of Carlin, albeit in something much different than what would have been typically delivered in his trademark kick-in-the-ass messaging.

It is ironic George Carlin could write something so very eloquent and so very appropriate. I find this message to be warm, yet alerting. I believe it’s still very appropriate today, some 14 years after his death. George Carlin continues to live on as one of the greatest influencers of all time. We can and should learn from his eye-opening statements and heed his advice to remember what should really be part of our daily lives.

An observation by George Carlin:

The paradox of our time in history is that we have taller buildings but shorter tempers, wider Freeways, but narrower viewpoints. We spend more, but have less, we buy more, but enjoy less. We have bigger houses and smaller families, more conveniences, but less time. We have more degrees but less sense, more knowledge, but less judgment, more experts, yet more problems, more medicine, but less wellness.

We drink too much, smoke too much, spend too recklessly, laugh too little, drive too fast, get too angry, stay up too late, get up too tired, read too little, watch TV too much, and pray too seldom.

We have multiplied our possessions, but reduced our values. We talk too much, love too seldom, and hate too often.

We’ve learned how to make a living, but not a life. We’ve added years to life not life to years. We’ve been all the way to the moon and back, but have trouble crossing the street to meet a new neighbor. We conquered outer space but not inner space. We’ve done larger things, but not better things.

We’ve cleaned up the air, but polluted the soul. We’ve conquered the atom, but not our prejudice. We write more, but learn less. We plan more, but accomplish less. We’ve learned to rush, but not to wait. We build more computers to hold more information, to produce more copies than ever, but we communicate less and less.

These are the times of fast foods and slow digestion, big men and small character, steep profits and shallow relationships. These are the days of two incomes but more divorce, fancier houses, but broken homes. These are days of quick trips, disposable diapers, throwaway morality, one night stands, overweight bodies, and pills that do everything from cheer, to quiet, to kill. It is a time when there is much in the showroom window and nothing in the stockroom. A time when technology can bring this letter to you, and a time when you can choose either to share this insight, or to just hit delete.

Remember to spend some time with your loved ones, because they are not going to be around forever.

Remember, say a kind word to someone who looks up to you in awe, because that little person soon will grow up and leave your side.

Remember, to give a warm hug to the one next to you, because that is the only treasure you can give with your heart and it doesn’t cost a cent.

Remember, to say, ‘I love you’ to your partner and your loved ones, but most of all mean it. A kiss and an embrace will mend hurt when it comes from deep inside of you.

Remember to hold hands and cherish the moment for someday that person will not be there again.

Give time to love, give time to speak! And give time to share the precious thoughts in your mind.

And always remember, life is not measured by the number of breaths we take, but by those moments that take our breath away.

Have a great day. Make it happen. Make it count!

Today is my 65th birthday. It’s hard to believe, especially when looking backwards. My wife, Laureen and I were married 45 years ago this past June. My eldest child will be 43 years old next month. I graduated high school 47 years ago. I was reminiscing the other day about being a Babe Ruth League All-Star in Staten Island, NY – and that was 50 years ago!

My work experience began with me working in my Dad’s beauty parlor business in Brooklyn on Saturdays. I would take coffee or lunch orders from customers and the workers from one of the local delis – Jewish, Italian, German – and the local diner – Greek, of course. Often, they didn’t care where I picked up the order. I was just told what they wanted.

Despite being only 12 or so years old, I remember quite fondly how well I was treated by the proprietors of those establishments. There was always an empty seat at the counter for me. I never had to pay for my own breakfast or lunch. I was obviously recognized (and thanked) for being able to sway decisions toward their establishments. I was responsible for bringing them business. As such, I was treated with respect.

As a young teenager, I worked in a local grocery store/deli owned by a friend’s family. That was quite an experience as it was my first to serve customers in a busy store setting. When I was behind the deli/butcher counter, I was often asked my opinion about a particular cut of meat or the amount of meat necessary to feed a family of five for dinner. What the heck did I know about meat? But, as I was wearing a clean white apron, I was the expert and as such, I was respected.

Summers of sophomore to senior years were spent working in Manhattan as a messenger. The company was located in World Trade Center 5 right next to the Twin Towers. At the time, messengers were a big part of the heartbeat of New York City. Messengers were responsible for picking up papers and packages from one business and delivering to another, often within minutes.

Many times, we were dispatched to some very posh offices on Park, Madison and Fifth Avenues. As well, we spent a great deal of time in the Wall Street Area. And, other times these short trips took us to some really nasty and very suspect office space and light manufacturing facilities. I started to see and differentiate “success” as one might imagine would be the case through a teenager’s eyes.

The following year was spent working in Midtown Manhattan for a health & beauty aids manufacturer’s representative. It was interesting and my first experience working directly with salesmen. They were very much blue collar and definitely grinded through their days. They now remind me of the salesmen in the movie, Glengarry Glen Ross.

Most did not earn much but I did realize that the business owners did. And with it, my first revelation about entrepreneurship. However, I definitely didn’t understand it as such back then.

Hardly anyone was being referred to as an entrepreneur 40 years ago. Actually, I remember being told that being an entrepreneur meant being a renegade, being lazy. It was a common thought that those individuals that labeled themselves as an entrepreneur had an inability to hold down a job. Looking back now, it was certainly an interesting, yet sad perspective to be labeled as such due to misperception and a lack of understanding.

Of course, there were business owners everywhere, but they weren’t referred to as entrepreneurs. Actually, many were referred by their name with their business type and skill attached – Joe the butcher, John the mechanic, Frank the milkman, and so on. Often, their businesses were named after them along with “and sons” or “and family.”

Individuals, almost all being male that commuted into the city were referred to as businessmen. If they wore a suit to work, they were businessmen. Was a businessman an entrepreneur? Was success a criteria? Nope. That just meant being a successful businessman, as I recall my parents and grandparents saying on more than one occasion.

Dreams? Goals? Nope. It was all just looked as ways to make a living. Respectable livings at that but anything more were often frowned upon by mostly immigrant family members. Ironic, huh? The very people whose spirit and desire for freedom drove them toward immigrating to America.

I have often found their misperceptions to be a contradiction but I’ve come to understand that safety and caution were the basis of their thoughts. There’s much to be said about avoiding risk but there’s a lot than can be said of taking risks for the potential of greater good, and to achieve one’s wishes, hopes, and dreams.

At this point, I do wish I had learned about entrepreneurship early on in my career. But I will not cry over spilled milk. It is what it is. However, as entrepreneurship is said to be what will drive our great country from the throes of today’s challenging times, I continue to look forward to working with our younger generations as they seek to learn all they can about entrepreneurship.

To me, what I look forward to as I put 65 in my rearview mirror is helping others succeed as entrepreneurs. I’m especially passionate about helping aspiring entrepreneurs explore the wonderful world of entrepreneurship. I firmly believe that regardless of age, it’s never too early (or too late) to pursue entrepreneurial dreams.

Below you’ll find what I believe is one of the best videos about entrepreneurship. It’s definitely worth its 20-25 minutes. I believe anyone and everyone can benefit by watching this video regardless of chosen profession and/or current status in life and age. I especially believe anyone considering entrepreneurship should view this video as it clearly points out the challenges and potential pitfalls along with the benefits of being an entrepreneur.

A final thought: My Dad was a business owner for well over 50 years. He opened a number of businesses and expanded one across multiple locations. He definitely realized the ups and downs of owning a business. Yet, he continued nonetheless. Unfortunately for me, it wasn’t until his death at 97 years old that I thought, yes, he was an entrepreneur. I do wish I would have picked his brain about his entrepreneurial journey, one that I and others sadly took for granted.

Have a great day. Make it happen. Make it count!

As I had addressed last week, Sundays at Acceler8Success Cafe previously consisted of a weekly review with links to each day’s article from the preceding week. Considering that each article is already listed at Acceler8Success Cafe, I felt it was redundant and of little value to post a weekly review with links to the same articles.

My thoughts were confirmed as I had asked a number of subscribers their opinions of the weekly review and whether a different direction should be taken for a Sunday article. They agreed to a change in direction and most thought some type of motivational or inspirational messaging would be of value, as well as complement the level of content being delivered each day at Acceler8Success Cafe. It was agreed that Sunday nights would be perfect as many do try to spend some time preparing for the week ahead.

As such, I’m excited to introduce Sunday Night Motivation & Inspiration at Acceler8Success Cafe. Starting tonight and every Sunday evening moving forward, I will provide a positive foundation for the week ahead. My goal is to do so as an extension of my commitment to helping current and aspiring entrepreneurs achieve and accelerate their success.

Sunday Night Motivation & Inspiration

The most effective way to start the week off on the right foot is to plan before the week starts. It’s definitely one of the things I do every Sunday night when my phone is quiet and my email has slowed to a trickle, mostly of spam.

I also believe it’s effective to do so on Sunday evening as it’s one of the few times that I can look at my calendar with more than a glance. It affords me the opportunity to plan and shuffle calls and meetings, as necessary.

Also, as I review commitments for the week ahead, including completion of deliverables, it enables me schedule blocks of time to focus on time-consuming projects and especially ones that command undivided attention.

Here Are 6 Ways to Start Your Week Off On the Right Foot (credit to Inc.com)

An article at Inc.com in 2019 focused on starting the week on the right foot. I’ve shared the 6 ways outlined in the article below:

1. Do a mind sweep.

The first thing is to think about the bigger picture and trying to plan a mind sweep to clear thoughts. This process walks through a list of prompts in different categories, looking for things to be remembered and commitments that have been made. The goal is to get them all on paper. This minimizes distractions so focus may be directed on the day and week ahead.

2. Review the week to come.

The next step is to review the coming week’s schedule. It’s recommended to use a Defensible Calendar strategy, which improves productivity by organizing a schedule into large chunks of time with tasks grouped by importance and urgency. This will make it easier to organize and manage work.

If the plan is not well organized, request changes to free up continuous time in the calendar to create focused time and to optimize travel and logistics. This is also the time to identify any prep work or reviews required for the week.

3. Look forward to three to five weeks out.

Once the week is under control, look ahead three to five more weeks for anything that requires any kind of action in the next seven days. Look for things like travel arrangements, larger project work, and creative development. Doing this prevents surprises that create fire drills for you and/or your team.

4. Reflect on the last week.

Once there’s a good grasp on the future, look back at the last week or two and see if there are any open items or actions from previous events that may have been missed. Look for opportunities to write quick thank-you notes and to confirm any actions or plans coming out of previous meetings. Also take this time to reflect on what went well and what didn’t, and how to improve your schedule and planning going forward.

5. Check your longer-term goals.

Next, check quarterly objectives and key results. Based on where you may want to be at the end of the quarter, check to see areas where progress needs to be made and set tasks for the coming week. Also reach out to people with whom you’ll need to coordinate or collaborate to schedule time or set up meetings.

6. Sort by urgency and impact.

Once tasks and reminders are written down, begin to sort and organize. Make notes on complexity and size and then sort them by two major criteria. First is urgency, which is how critical the task is to this week. Basically, pushing it off to next week will it cause problems for you and/or for others. The second criteria is impact, which is how much value this task creates in the short and long term.

If things are correctly, your schedule will be well-structured and you will have a plan for how the week will unfold. You will have several time blocks for focused work, grouping similar tasks so that you can stay in the same mindset and minimize task-switching.

Of course, life happens, and on Monday morning something unexpected could come up and you’ll need to replan everything. And that’s fine. Just don’t procrastinate making the necessary changes.

Have a great week. Make it happen. Make it count!

Simple, yet impactful words – “just one more…”

But before we jump into how to utilize these powerful words as the basis of a business strategy, we should take a look at how the phrase is being used, and therefore how it is or may be understood by others.

“Just One More” Definitions & Meanings (implied or otherwise)

How many times have you said or thought, just one more chip, or just one more minute of sleep? Whether for an additional indulgence, or as procrastination, “just one more” is a unique phrase that often has negative connotations.

Interestingly, it is something we say to ourselves quite often. Sometimes we’re conscious of saying it, delivering the words in a deliberate manner. But often it’s just a subliminal thought. At times, the phrase is used as an excuse or as a point of reason – If only I had just one, just one more chance, just one more opportunity.

Urban Dictionary defines the phrase: As many more (times, items, etc.) as it takes to achieve a satisfactory result. This phrase may be repeated an arbitrary number of times. For instance:

(guys playing a video game) A: Come on, it’s my turn! B: Just one more time… (game over) B: Wait, just one more time… (repeat x times)

Urban Dictionary even identifies “just one more” as a syndrome!

When a person is playing a video game and the person is unable to stop playing. They continue to play and think they will stop playing after they complete the level and when they do complete the level they just think they’ll stop after they complete the next one and so on. The gamer will continue to play despite needing to do other things such as: socializing, doing jobs, going to work, going to the bathroom, sleeping, eating and anything else. In more severe cases of just one more level syndrome people will waste away and die. While they play they will continually think they will stop playing once the level is complete.

“Just one more” could even be used as a threat or warning. For example: Do that to me just one more time and see what happens!

The phrase has even been included in or as song titles. A song by great country singer, George Jones, Just One More may be the best at defining a meaning of “just one more” per these lyrics: Just remembering that you are gone. Well, one more drink of wine. Then if you’re still on my mind. One drink, just one more and then another.

“Just One More” as Motivational and/or as a Strategy

Of course, “just one more” can be viewed in a positive light as a motivational push. For example: Just one more mile when training for a marathon, just one more rep in the gym could help achieve physical goals the same as a “just one more” philosophy could lend toward achieving other goals. Just one more hour on this report, just one more chapter, etc.

In a recent article at Acceler8Success Cafe, 6 Ways to Drive Restaurant Sales and Repeat Sales in Bad Times (and in Good Times), I identified, “just one more” as a strategy to increase sales. I wrote:

Just one more. I’m a firm believer in, just one more. Just one more item ordered. Just one more visit by a customer each week, month, etc. Just one more positive review. Just one more referral or recommendation. Just one more time to consider the restaurant. When enhancing the experience with a personal touch, just one more becomes a reality. People trust a brand but desire to do business with people. They especially want to do business with people who care, who are kind, who listen, and who go the extra mile.

There was an interesting article in the Harvard Business Journal back in 2009 (another time of economic uncertainty) with the title, The “Just One More” Solution. Here is an excerpt from that article:

Make one more connection to a customer. Many customers are not buying. Do not let that dissuade you from reaching out and meeting with them. Those who stay close to their customers today will be those who reap the benefits tomorrow.

Make one more attempt to sell an idea upstairs. Tough times are great times to pitch new ideas. Some bosses are naturally resistant to change. But you can make an extra effort to demonstrate the benefits of your great ideas. Be certain to argue the business case. Use the downturn to reinforce your salient propositions.

Make one more effort to engage your employees in the challenges facing your business. Listen to what they are telling you. Learn from what they share with you. Find ways to put some of their ideas into play. Not everything an employee suggests is golden but you demonstrate a willingness to learn if you listen.

And finally, think about what you can do more of in your own job, your own function, and in your own business.

Doing all of these “one more’s” is no guarantee. You or your business may not be viable in today’s tough economic times. Hanging tough might help in an endurance race, but it will not generate new clients or new business if your offerings are not competitive.

“The most difficult thing is the decision to act, the rest is merely tenacity,” said famed aviator, Amelia Earhart. “The fears are paper tigers. You can do anything you decide to do.” Tenacity will pay dividends. Perhaps not immediately, but over time it will. Those employees and managers who exercise tenacity today will be those who have earned their resilience. That will hold them in good stead now and in the future.

Resources For Your Organization

The future may be a bit bumpy for some, more so for others. Having resources at your disposal is important. Knowing who to turn to and when to turn to for guidance and help is also important. So, if you hit a wall, for whatever reason, please feel free to reach out to me for assistance or even if you just need someone to talk to. Please do not hesitate. You can reach me on LinkedIn, by email to Paul@Acceler8Success.com, and by phone or text at (832) 797-9851.

If you’re interested in learning more about Acceler8Success Group services or are interested in having our recent series, Preparing for War: You vs. Recession presented to your organization, either as a webinar, workshop or conference break-out session, please click HERE for more information. Our services and programs can be tailored to your business model, product, service offering and industry segment.

Have a great day. Make it happen. Make it count!

We’re quickly approaching the end of summer. Today is what I like to refer to as a transitional Friday of both new beginnings and closing of doors. Many will be settling in to new routines as children are back to school and extracurricular activities begin. On the flip side, some will take advantage of closing the door on summer with a final trip to the beach or even a getaway for a few days before life accelerates once again.

The dog days of summer continue to show their teeth with excessive heat seemingly biting at us for the past three months. It’s been grueling to say the least. I chuckle as well as frown as I recall a recent meme I saw on Facebook. The caption read, God, I’m not sure what you’re baking, but it’s done!

For me, this weekend will be a celebration of my 65th birthday. I’ve never really looked forward to my birthday because it was at the end of summer. It was a lazy time of the year as youth sports had come to a halt and wouldn’t start up again until after Labor Day. As we were still on summer vacation break from school, I never had a birthday party at school. As my wife’s grandfather used to say, it’s just another day.

Last night as I was looking through some books, I came across a book given to me by one of my children. It was a gift for either my birthday or possibly for Christmas. The book, God’s Little Lessons for Dad is special to me. Not only because it was a gift, but also because of the stories about so many things we experience day in and day out. The stories are all lessons. Looking back, I regret not having picked it up more often and shared some of the stories with my children.

Anyway, today is a new beginning in that regard as I realize I’m looking at things a little differently today. Maybe it’s because 65 seems to be just such a milestone. I know, 65 is supposed to be the new 45 or whatever, but 65 is 65. I think back to when I was a teenager and 65 seemed so far off. 65 seemed so old.

Of late, as many do as we get older, I’ve started to reflect upon dreams. They have been more on my mind the past few weeks, again as summer and it’s heat have seemingly joined together as it has been just one long, long day. Boredom had set in and with it, a great deal of thought and reflection. As such, dreams settled in at the front of my thoughts.

So, is it ironic, coincidental that as I picked up this book last night and opened it, a story about dreams was right there in front of me? I’ve always been a firm believer that things happen for a reason. What really struck me was the chapter’s focus was Success with a story about Dreams.

Of course, I talk and write a lot about success and try to be as motivating as I can for the benefit of others. I often think I should have been more of a student and practiced what I’ve preached.

Maybe it’s just reflecting because of my birthday or maybe even more likely it’s because I’m feeling sorry for myself for not achieving all I would have liked to achieve. Sadly, I can’t recall any dreams that I may have had. Goals, yes. Dreams, no. I also can’t recall anyone ever telling me I could achieve whatever dream I had in mind. But, I could have told myself.

In any event, here I am today reading through this story about success and dreams and feel compelled to share it here today. Maybe I’m doing so more for me, but I do believe others will find it motivating and inspirational as I have found it to be.

Actually, the story has me looking at things a bit different this morning. I’m not too old to dream. I’m not too old to accomplish another goal. However, I do realize if it’s to be, it’s up to me!

I also realize that I’m not too old to inspire my children (they’re not too old to listen) as well as my grandchildren to dream and help them realize that if their success is to be, it will be up to them. But I do know they will all be great at whatever they put their mind to. I will make sure to remind and encourage them quite often.

Who gives you your dreams?

When Luciano Pavarotti was a little boy, he used to climb into his grandmother’s lap, and she would tell him, “You’re going to be great, you’ll see.” His grandmother’s dream for him, however, was to become a banker.

Pavarotti started out as a schoolteacher, singing infrequently at special events. His father chided him for being so timid, and challenged him to develop the full potential of his voice.

At age twenty-two, Pavarotti stopped teaching, and fully committed himself to singing. He sold insurance part-time while he took voice lessons.

Now that he’s one of the world’s leading vocalists, Pavarotti is happy to credit his voice teachers for his success. But he makes sure to add praise for his father and grandmother.

Alluding to his father, he says, “Studying voice was the turning point of my life. It’s a mistake to take the safe path in life.” Then he adds, with a twinkle in his eye, “My teachers groomed me. But no teacher told me I would become famous. Just my grandmother.”

Someone in your life has given you a spark of confidence so you can achieve your best. And someone will give your children that same spark. Could it be you?

“I know the plans I have for you,” declares the Lord, “plans to prosper you and not to harm you, plans to give you hope and a future.”

Jeremiah 29;11

Have a great day. Make it happen. Make it count!

Despite messaging around customer satisfaction, it’s apparent from speaking with people on the inside of several local restaurants that it’s more lip service than truth. The individuals I spoke with were mostly front-of-the-house employees including servers, bartenders and assistant managers. Their perspectives were consistent and without even knowing each other.

I was told that although their organizations preached about delivering great customer experiences, financial objectives were more of a priority, even to the extent of adversely affecting the customer experience. In fact, several discussed staff meetings where the messaging from management was essentially that customers are problems. One told me that she was told at a recent meeting by a general manager that “we just have to deal with customers, yes them to death, and get them out the door.”

It’s interesting that of these restaurants, all are having significant labor issues – mostly a revolving door of front-of-the-house staff including assistant managers. All agreed that culture within their restaurants was terrible and, to no surprise, morale is always very low. Further, all indicated they’ve seen a great deal of conflict between the owners and managers, and also with vendors and suppliers.

Of course, I get it. Many independent restaurants are having a difficult time with quite a few continuing to hang on, although for some, it’s a week-to-week scenario. So, yes it’s understandable that financial objectives must be front and center.

However, will doing so, without any changes eventually cause the inevitable to occur? That’s more of a rhetorical question because I can’t imagine anyone not seeing the writing on the wall, including the restaurant owners. Yet, change is resisted. Even when it’s acknowledged by restaurant owners that change is necessary.

Many will argue that the cost of change is prohibitive under current circumstances albeit without even trying to understand what change would entail and available options. After all, we’re not referring to high-cost items like remodeling, new equipment, additional staff, etc. Instead, we’re referring to changes in attitude, and ultimately a change in culture.

I firmly believe the resistance is due to owners and senior managers believing they’re not the problem or even a small part of the problem. Unfortunately, we know culture must start from the top and trickle down through the organization and onto the customer. Yet, I see time after time restaurant owners refusing to listen, and ultimately refusing, not only to change but that change is even necessary.

When asked about how they’re going to survive, I typically hear, I just don’t know! Their plan, if we can call it a plan is to manage the business day-by-day and according to cash flow. Again, I understand all too well, cash is king. But again, as things are mentioned that could be done without incurring hard costs, there is strong resistance. It’s almost to the point of hunkering down to protect their decision – or indecision – and to just keep doing what they’ve been doing.

It’s extremely sad to read headline after headline of restaurants closing. Some have been around for many years and now their doors are being shuttered. I think of the owners, many who have been in the restaurant business all their lives. I think about the employees and their families and how a restaurant closing will affect them.

The future of the restaurant industry also comes to mind. Will the displaced employees continue working in the restaurant industry? How about the ripple effect for food and liquor suppliers, property owners and management companies, equipment manufacturers and a multitude of vendors that provide goods and services to restaurants that the non-restaurant person might not even know about, and there are many.

So, what’s the answer? What is the solution? Personally, I think it’s very simple and especially when I look at restaurants that are doing well.

Yesterday, I met with a client, a long-time restaurant industry veteran and current owner of two restaurants. We spoke about industry-wide problems – rising food costs, labor shortages, frequency of customer visits, and more.

He looked me in the eyes when I asked about labor problems and said, “I don’t have any labor problems. I have challenges at times, but not problems.” He went on that he has a great culture that is based upon open, transparent communications. He indicated that he has found that by doing so, his staff is committed to something he commands each and every day – delivering great customer experiences.

As well, they’re committed to watching costs, to controlling waste, to helping other servers or cooks, to do an extra task or two, and to immediately communicate back to him any issues in order that they may be addressed in real-time.

He has frequent get-togethers and holiday events with his entire team. Their birthdays and anniversaries are recognized, as is exceptional service to the organization. Most of his employees have been with him over two years with a number of them approaching ten years which goes back to day one of his first restaurant.

And, these restaurants are profitable. Sure, there were some issues as lockdowns were mandated but he was open to suggestions and was quick to adapt and make the changes necessary to get through challenging times. The restaurants not only survived, they actually thrived and are continuing to thrive. We actually discussed expansion possibilities.

Why? How is this all possible? I firmly believe it all has to do with culture. When walking in the door at either restaurant you can feel a great vibe. People, customers and employees alike love being there. Everyone, and I mean everyone is in sync.

The smiles are contagious. The culture is contagious! Conversely, in organizations with a poor culture, the frowns are contagious and yes, a poor culture is as well.

Resources For Your Organization

If you’re interested in learning more about Acceler8Success Group services or are interested in having our recent series, Preparing for War: You vs. Recession presented to your organization, either as a webinar, workshop or conference break-out session, please click HERE for more information. Our services and programs can be tailored to your business model, product, service offering and industry segment.

The future may be a bit bumpy for some, more so for others. Having resources at your disposal is important. Knowing who to turn to and when to turn to for guidance and help is also important. So, if you hit a wall, for whatever reason, please feel free to reach out to me for assistance or even if you just need someone to talk to. Please do not hesitate. You can reach me on LinkedIn, by email to Paul@Acceler8Success.com, and by phone or text at (832) 797-9851.

Have a great day. Make it happen. Make it count!

Being able to understand what customers are experiencing from their perspective is quite valuable to today’s business owner and especially, to restaurant owners. Maybe even more so in light of workforce challenges, it’s imperative the customer experience be handled with kid gloves. So much hinges on the customer experience and especially what is often a first touch-point in the experience – the telephone.

Even for repeat customers, each visit is a new experience. It’s another opportunity to make a first impression, to showcase your business, to reinforce, whether subliminally or otherwise, in a customer’s mind they’re making the right decision (maybe once again) to frequent your business. If the initial contact is via the phone, it is the foundation of that particular visit, and essentially it is a first impression.

As part of our coaching & consulting services for restaurants, we include what I refer to as a “No-hassle” Mystery Shopping. This soft, no-hassle approach shops the restaurant with the goal of determining how the phone is answered and whether “simple” questions are answered in a courteous, professional manner. That’s it. Nothing more regardless of the responses.

Calls are not recorded, specifics are not written down, and no staff names are taken as the objective is purely focused on professionalism and responsiveness from the customer’s perspective. Based upon the results of the initial shopping, a subsequent round of shopping is conducted, but only if the initial shopping reveals major deficiencies AND after some customer experience training.

The goal of the mystery shopping is to identify inefficiencies in a normal setting with very typical questions a customer would ask. Certainly, it’s not to trick the person answering the phone. It’s not to chastise or embarrass anyone. It’s an opportunity for improvement, but that only occurs as the team embraces the results as opposed to being on the defensive. It’s essential to maintain that portion of a right culture.

“No-hassle” Mystery Shopping Project

Let’s take a look at the results of one of our no-hassle mystery shopping projects conducted for a small hospitality group.

The objective was to shop two restaurants within the group. One restaurant would be considered upscale dining. The other is more of a restaurant & bar fun place. Both are located in a town that is known for a big-name university. Both establishments are well-known and stay quite busy. Both are considered as “go-to” places for locals and visitors alike.

Let’s refer to the upscale dining establishment as The Lodge on the Square and the fun place as The Lion’s Den.

The Mystery Shopping was conducted over a six-week period. Times varied from just before opening to just before closing including typically busy and slow times. At times, two calls were made back to back, but never more than that; in a couple of cases a second call occurred as the first call was being handled.

A total of 83 calls were made. 37 to The Lodge on the Square and 46 to The Lion’s Den.

Callers identified themselves as being a person familiar with the restaurant, a parent of a new student, a student visiting town for first time, a person in town on business, a local person with family coming into town, a current patron celebrating a special event, etc.

Simple Questions

• restaurant hours – what time do you open or close?
• brunch – what days do you offer brunch, hours, able to order from regular menu, can you accommodate a large party of 10?
• location – where are you located?
• children – do you have a children’s menu?
• reservations – do I need to make a reservation for dinner, for brunch?
• specials – do you have any specials today?
• dietary – do you offer any gluten-free or vegan items?
• wait time – is there currently a wait for a table?

The Results

The Lodge on the Square

• 37 calls were answered. (2 calls were not answered despite being open for business.)
• In general, calls were answered in a professional manner.
• Calls made Friday & Saturday evening tended to be answered after several rings as opposed to other times when they were answered on the first or second ring.
• When callers were politely asked to hold on, it seemed to be the norm to wait for an acknowledgment before doing so. Hold times were typically quick.
• A handful of callers sensed abrupt responses, but only during what appeared to be busy times. Abrupt, but not quite rude.

The Lion’s Den

• 46 calls were answered.
• In general, calls were answered in a courteous, friendly and fun manner.
• Most calls were answered promptly.
• There appeared to be a tendency to put callers on hold and without waiting for acknowledgement. Hold times varied. A few for an extended period.
• Responses tended to be short and curt, yet on point. 

Observations & Comparisons

The Lodge on the Square

• Without a doubt, callers felt like they were calling a high-end restaurant.
• Responses were articulate and customer focused, and to the point. Mostly, the responses seemed to encourage customer response.

The Lion’s Den

• Calls were answered as might be expected from a more laid-back restaurant.
• Responses were conversational – like speaking with friends. Yet not really customer focused. 

Learning Experiences

Responding to phone inquiries is an opportunity to create (or recreate) a positively memorable first impression.

It’s an opportunity to engage with the customer in such a way that it becomes personal. For instance, after providing directions to the restaurant, asking what time the customer expects to arrive AND telling the customer your name and mentioning to them to ask for you when they arrive.

It’s a similar opportunity when responding to inquiries for hours of operation and wait times. It creates a subliminal obligation and commitment on the customer’s part. It creates a relationship with a person along with the restaurant. If done throughout the customer experience, a customer might say, let’s go see Brandy & John at The Lion’s Den tonight. It builds long-term relationships.

Regardless of what may be going on when a phone rings, the call should be answered as if nothing else is happening. Smiling is conveyed to the caller via tone of voice and an engaging conversation. As well, a frown or sense of frustration can also be conveyed.

Maintaining a phone log goes a long way to determining how much business may be missed, necessary staffing for peak times, and for follow-up. It can also point directly to things that could be improved. For instance, location inquiries could possibly be alleviated with added verbiage on Google or on social media.

All calls should be answered in the same manner; Good evening, thank you for calling The Lodge on the Square, I’m Rachel, How may I help you? Doing so creates a great initial impression for the restaurant and the customer experience. As well, phone calls should end with, Again, thank you for calling The Lodge on the Square, I’m glad I was able to help you this evening – or I’m looking forward to helping you when you arrive. I’m Rachel. Please ask for me when you get here.

Great Hates by Customers (per USA Today survey)

• Being put on hold – 23%
• Poor screening – 11%
• Call waiting – 11%
• Mouth noises – 9%
• Not paying attention; distracted – 8%
• Voice mail – 7%
• Bad attitude; rude – 7%
• Disconnected; hang up abruptly – 7%
• Other – 11%

Last, but certainly not least…

• A telephone call is an integral part of the customer experience.
• A telephone call is the first step (or another step) toward satisfying the customer and establishing a longer-term relationship (repeat business, referrals, catering, events, etc.)
• A telephone call can make or break whether the experience is positively memorable, or if there’s even a chance to deliver an experience.
• A telephone call is typically not considered in a restaurant’s business plan, operations manual and even in training, but should be. Same is true for most any business.

Although this particular project was focused on restaurants, mystery shopping can be conducted for any type of consumer-facing businesses. I always suggest starting out with a hassle-free approach. Then, based upon the results, conduct training and/or a subsequent shopping that focuses on the identified inefficiencies and specific goals that may be brought to light as a result of the initial shopping.

Mystery shopping is not only relegated to the telephone. They can be very instrumental in identifying inefficiencies in text messaging and social media, as well. Of course, mystery shopping works quite well in-person. But what we have found are a plethora of logistical challenges for projects beyond telephone mystery shopping including that it’s just not possible to match the frequency that can be done as in mystery shopping by phone.

Resources For Your Organization

If you’re interested in learning more about Acceler8Success Group services or are interested in having our recent series, Preparing for War: You vs. Recession presented to your organization, either as a webinar, workshop or conference break-out session, please click HERE for more information. Our services and programs can be tailored to your business model, product, service offering and industry segment.

The future may be a bit bumpy for some, more so for others. Having resources at your disposal is important. Knowing who to turn to and when to turn to for guidance and help is also important. So, if you hit a wall, for whatever reason, please feel free to reach out to me for assistance or even if you just need someone to talk to. Please do not hesitate. You can reach me on LinkedIn, by email to Paul@Acceler8Success.com, and by phone or text at (832) 797-9851.

Have a great day. Make it happen. Make it count!