Engaging the emotions is an important part of capturing your audience’s attention and changing their perspective. And, if you fail to change your audience’s point of view, they won’t be moved to rally behind your idea or purchase your offering.

That said Google – about as high-tech as you can get – nailed this important strategy during their Super Bowl commercial. If you didn’t see it, check out the video below…

Wonderful stuff!

Did you see the ad yesterday? What did you think of it? Speak your mind below…

Not only is Shep one of the most generous people on the planet, he’s also an expert on customer service. I’m excited to say that his expertise has been distilled into a new book “The Cult Of The Customer”.

Published this week (by Wiley) it immediately rocketed to number one on the Amazon business books list.

Here’s the link: http://www.amazon.com/Cult-Customer-Experience-Satisfied-Evangelists/dp/0470404825/ref=cm_cr_pr_product_top

If you have (or want) customers…you need this book!

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Graduates of my Presentation Skills workshops know that the most effective way of grabbing people’s attention – bar none – is to say or do something that’s totally unexpected yet completely relevant to their highest-priority problem.

A Home Run!
I’m waiting in line behind a customer who’s looking for a book; nothing unexpected there! At this moment her most relevant high-priority problem is locating the book. (I’m not suggesting, of course, that it’s the biggest problem in her life. It’s simply the most relevant problem right now.)

Borders didn’t have any copies of the book in stock. The helpful and friendly sales assistant offered to check other Borders bookstores in the neighborhood. Nice, but nothing unexpected. Then she hit a home run…

After discovering that the other local Borders stores were also out of stock, and without being asked, the sales assistant called ‘Barnes and Noble’ and checked the book’s availability with them. Amazing, unexpected – and so attention grabbing - customer service.

No doubt about it, this is ‘big picture’ customer service. Seeing way beyond the sale of a $20 book and providing an attention-grabbing experience that builds customer loyalty longer term.

Come Back Wednesday!
I had a similar experience trying to fly home from Orlando after a speech. It began when I was told by an airline gate-agent to: “Go away, and come back Wednesday!” – it was Saturday!

Fortunately, a passing flight attendant from Southwest Airlines overheard the comment, approached me and announced: “Sir, I bet I can fix your problem!”

…and she did. She walked with me to a Southwest gate-agent and arranged a flight with them. I canceled my flight with _______ and flew home on Southwest.

Did I complain to the other airline? No, life’s too short. Did I vote with my feet? You bet! I haven’t flown with them since. And, once again, Southwest demonstrated how it stays profitable, year after year, when other airlines are floundering.

Your Turn…
I which areas of your job could you provide unexpected, attention-grabbing customer service? Don’t deal directly with customers? Then which internal customers (i.e. your work colleagues) could you amaze?

When you adopt the “provide unexpected customer service” mindset, you’ll spot opportunities to build brand loyalty all around you. Go for it!

I was sharing this story with one of my clients and she told me that someone had recently said to her: “I hope I dress as sharply as you when I’m your age.” Double – back handed compliment – ouch!

How would you complete this sentence? ”You know you’re getting old when…”

Nevertheless, I thought you guys might enjoy a chuckle at my expense.

The clip is from a BBC TV show I did just after my 14 birthday. Here goes nothing…

My vote is creepy…very creepy!

Let the comments begin…

Steve

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Part of State Farm’s mission statement is to be a good neighbor. The Southern Oregon Agency Group treats prospects and clients like family. Which, in part, explains why – out of 486 State Farm groups – they rank seventh for performance. Wow!

My job was to provide these State Farm folk with a memorable experience and Perspective Power strategies for supercharging their already outstanding performance. Our goal is to move them from seventh position to first – the top performing State Farm group in America.

A key Perspective Power strategy for changing your outlook is to ask the right questions. As I was flying home from Oregon, I came across a question for gaining referrals that’s ideal for my new State Farm buddies. I’ve shared it with them and wanted to share it with you.

After completing a sale, ask your new client: "If we were to swap jobs today, who would be the first three people you’d call?" This succinct, low pressure way to ask for quality referrals comes from a sales trainer called Frank Furness. Here’s his Website

I would love to hear how you get on using Frank’s strategy,

Steve