While the show focused on the minutiae of everyday life, its popularity was driven by our ability to relate to and like the key characters. They seemed believable, real and hilarious. We knew someone like them and even sometimes admitted our own quirks were similar.

Reality TV changed the game and continues to make an impact. Twitter, Facebook and other social media vehicles have touched millions. Customer reviews on Amazon.com changed our shopping process and product placement in TV shows and movies has grown.

Each of these success stories offer evidence that we are interested in the real or somewhat real story.

When we try to communicate our message or convince others to buy ideas, products or services, why not focus on the real stuff that makes us unique? Too often people think the real story is really nothing and thus embellish things. Or they go on and on without making one strong point or leaving a key takeaway. And, listening to the customer is something most people say they do but don’t do well.

Take the time to figure out what your real story is. Why is it relevant to members of your target markets? What will help them relate? Why should they care?

Then draft your message in simple, memorable terms. Break it down to a basic, core theme—What’s in it for Them? Clarity and brevity are essential.

Once you’ve developed your real story, tell it again and again. Use memorable anecdotes, ask questions and listen. Respond by matching the needs expressed with the results your idea, product or service will provide. Or as Kramer’s lawyer, Jackie Chiles, might rhyme: “Help them relate but don’t exaggerate.”

Focus on Less and More: Less talking, more listening, more real stuff. And remember that it’s not a story about nothing. It’s a story about how you can meet their needs.

Light Reading Archives Now Available

David M. Mastovich, MBA, is the president of Massolutions, a Pittsburgh based Strategic Marketing firm that focuses on improving the bottom line for client companies through creative marketing, selling, messaging and customer experience enhancement.

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A woman who calls a senior living community to inquire about the possibility of her Mom moving in is placed on hold for nearly ten minutes.

A marketer presenting her company’s products to a group of senior citizens takes three personal calls on her cell phone during the presentation.

Sadly, these are real life examples of bad customer experiences and lost opportunities.

After investing in advertising, hiring salespeople and training customer service staff, many companies neglect a key step.

Market research shows on average only about 10% of dissatisfied customers or prospects complain to someone within the store or company. Roughly 90% will not tell you when they are dissatisfied. If they are not complaining, what are they doing? Probably shopping elsewhere.

It costs a lot more to attract a new customer than to keep an existing one—in many cases as much as six times more. Successful businesses find out what their customers and prospects are seeing and hearing —what they like and don’t like—and then do something about it.

You will be amazed at what you can learn from Secret Shopping. Salespeople might be saying things that would make you cringe. Customer Service staff could be rude or impatient.

While sophisticated Secret Shopping can be conducted by outside firms, you can start with a ‘do it yourself’ approach. Build a simple plan to shop at various times and track your findings. Fortunately, most companies learn many employees are doing what they are supposed to do. In these instances, the findings can be used for positive reinforcement and motivation. When things are amiss, the information helps with mentoring and training of staff.

You’ve worked hard to bring in new customers and prospects. Bad experiences lead to lost sales and negative word of mouth for years to come. Seeing through your customer’s eyes and adjusting accordingly is a key part of successful marketing and sales. Secret Shopping can show you what a real customer experience is like. It’s definitely something to see.

Light Reading Archives Now Available

David M. Mastovich, MBA, is the president of Massolutions, a Pittsburgh based Strategic Marketing firm that focuses on improving the bottom line for client companies through creative marketing, selling, messaging and customer experience enhancement.

When we start out leading others, working on a team or building a relationship, our instincts often guide our initial level of trust in others.

I can’t offer you proof
But you’re going to face a moment of truth

At some point, we make a conscious decision on whether or not to trust a boss, subordinate, peer or vendor. We need to realize the quality of our relationships is proportionate to the level of trust. Our success and that of our team is impacted by our ability to trust others.

It’s hard when you’re always afraid
You just recover when another belief is betrayed

Unfortunately, we are often reluctant to take the first step. Or our first impressions lead us to distrust others and keep them at arm’s length

You can’t go the distance
With too much resistance

So many people talk about “politics” or “walking on eggshells” at work. Others believe that you either trust someone or you don’t. There’s no way of changing the situation. The fact is we can and need to build trust in order to achieve meaningful goals and grow over time.

This time you’ve got nothing to lose
You can take it, you can leave it
Whatever you choose

Early in my career, I was fortunate to receive some great advice from a true leader and mentor. He repeatedly told me: “Trust begets trust.” In order to truly gain the trust of others, you must first trust them.

I won’t hold back anything
And I’ll walk a way a fool or a king

Sure, there’s always the risk that someone will betray that trust. We’ve all been burned at one time or another.

So break my heart if you must

But, by subscribing to the “Trust begets Trust” philosophy, the quality of your trusting relationships will grow and more than offset the pain from the less than desirable ones. Focus on honest, transparent relationships. Make the leap by believing in others first.

It’s a matter of trust

Light Reading Archives Now Available

David M. Mastovich, MBA, is the president of Massolutions, a Pittsburgh based Strategic Marketing firm that focuses on improving the bottom line for client companies through creative marketing, selling, messaging and customer experience enhancement.

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General Email – info@pottstownherald.com

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Advertising Sales – advertising@pottstownherald.com

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Staff Reporters:

Marcus Shellenberger – marcus@pottstownherald.com

Vicki Arms – vicki@pottstownherald.com

John Henning – editor@pottstownherald.com

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Contributing Columnists:

Nancy Lennert, Contributing Author – justasksgr@verizon.net

David Mastovich, Contributing Author – lightreading@massolutions.biz

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Director/Entertainment Department:

Marcus Shellenberger – marcus@pottstownherald.com

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Managing Editor:

Vicki Arms – vicki@pottstownherald.com

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Chief Editor:

John Henning – editor@pottstownherald.com

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The address of our office is:

867 N. Hanover St.
Pottstown, Pa 19464

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When searching for a new hire to fill a key position, temptation exists to find a direct or exact experience match. For example, if the position is in health insurance sales, search for someone with health insurance sales experience. If a company needs a vendor partner, find one that focuses mainly on your industry.

While it is understandable hiring managers or company leaders want a new team member to ‘hit the ground running,’ focusing too much on industry experience can limit potential or result in a bad fit for the organization.

Time and again we have seen clients frustrated because new hires with plenty of industry experience lack the creative mindset or internal drive necessary to succeed. On the other hand, we have watched talented individuals change industries and thrive. The same goes with vendor partners. Good ones leverage their problem solving skills to succeed in multiple industries.

Think about why most new hires or team members don’t meet expectations. Is it because of their lack of technical skills or industry knowledge? Nope. Usually problems occur because of factors like a lack of drive, the inability to mesh with the team, clashing with their new boss or struggling with the corporate culture. And, regardless of the level of industry experience, new hires still need to be re-trained on their new company’s systems.

This is not to say having industry experience is a bad thing. It can be a positive but should rank behind other more important attributes like drive, creative problem solving skills and a track record of individual and team success. Drive or desire to excel is critical to success—you either have it or you don’t. Creative problem solving skills separate peak performers from the rest of the pack. And, a track record of success indicates an ability to consistently achieve goals.

Instead of overemphasizing a direct or exact experience match, focus first on attitude and outlook. Industry experience can be a plus or added bonus. But, the lack thereof can be overcome through talent, drive and creativity.

Light Reading Archives Now Available

David M. Mastovich, MBA, is the president of Massolutions, a Pittsburgh based Strategic Marketing firm that focuses on improving the bottom line for client companies through creative marketing, selling, messaging and customer experience enhancement.

Light Reading is a series of communications from MASSolutions that sheds light on common business challenges and provides solutions to strengthen your bottom line.

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