By Munami Inc.
Missed opportunity and delayed success are sometimes the pitfalls run into even by the most diligent of Munami program members. So instead of trying to treat the symptoms of marketing malaise, I thought it best to find out the cause of some marketing obstacles. It took a few years to figure out why some people excelled faster than others and the reason was remarkably simple. To explain this unnecessary phenomenon, I am going to back track a little into my own experience of learning about marketing.
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Before I became The Marketing Guru, I meandered aimlessly through career valley attempting to find out what I was going to do for the rest of my life, not realizing that I was honing my skills and observations about what makes a business or a person successful. One of the many jobs I fell into was working at a salon. This salon was an eclectic mix of people who brought an energetic flavor to the shop; so much so, that it became part hang out, meeting place, and ideas mill as opposed to just a place to go and get your hair done.
The owner, a barber for many years, was extremely outgoing and friendly with a sharp sense of humor that often had people shaking with laughter in his chair so much that they were in danger of leaving with a bad haircut.
He had a few habits that kept the clients coming back often, even if they weren’t his clients. He would engage people in conversations, whether they were in his chair or across the room. He would hit on topics that people would get passionate about and get conversations going that would often last long past the services being received.
People often came in with problems, and since barbers and hairstylists are often the low cost multi tasking version of your weekly therapist, he would talk to them and direct them to resources that could help, or if the issue wasn’t too personal,, there would be a round table discussion where all the other clients and stylists would get involved in solving the issue at hand.
The last thing he would do as the client was walking out the door was call out after them “hey, tell someone about us”, the clients would turn around with a look on their face that said ‘what a great idea’ and say “I will”. Invariably, a few days later, a new client would show up saying “my friend was here the other day and recommended this place to me”, and this is how the business grew and garnered rave reviews in the local papers and magazines.
At Munami, when we would have staff meetings, I would tell everyone how the owner of this shop would always tell us “make sure you tell your clients to “tell someone about me,” because if you don’t, the thought will never cross their minds even if they have a friend sitting next to them in dire need of a haircut. Plus, if you ask them to do this and they do it, he or she will feel good knowing that they could help you out and recommend someone else to a service they might need”.
Over the years as I fell into my marketing groove, I looked back with 20/20 hind site and realized that the owner of the salon was quite a brilliant marketer. As a matter of fact, many of the people I know are brilliant marketers; you have many traits of a great marketer, you just haven't tapped into that potential as of yet. You can also do many of the things that make people become repeat customers and help them to help your business grow. You can engage people in conversation, you can help them, and most importantly you can ask for a referral.
How many people out there are missing hundreds of opportunities simply because they are too embarrassed to ask for a referral? There is an old adage that goes “don’t ask, don’t get”. Repeat it to yourself over and over again. If you approach a potential protégé about purchasing diamonds or joining the DTP and they are not ready to commit as yet, ask them for the referral. This will get their minds focusing on their friend who needs the extra money, or the brother who wants to propose to his girlfriend. They will be thankful for an opportunity to tell someone about you and give you business at the same time. Left with the good feeling of helping you, they in turn will remember you when they are ready to join the DTP or purchase their dream diamond.
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To Friendship and Success,
Anatoly
Diamond Collector
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