Several years ago my work as a customer service speaker took me to a franchised  food establishment to study their operation. At first I was impressed. They had an aggressive marketing campaign and had really streamlined their food production. Behind the scenes, they ran a great business.

With customers, they were less impressive. That day the manager was working with a new customer service representative. I watched as he trained her on the computer and telephone system. They discussed the product line and various add-ons the rep might suggest to customers. It was all perfectly innocuous.

But when an actual lady walked into the store to inquire about their products, the training took a different tone. As the lady approached the counter, the manager whispered to his employee, “Go get her!” She took the lady’s order.  The manager stood by greedily sizing up the woman. At one point he whispered to his employee,  “See if you can get her to buy more.” In fact, the customer did buy more. The moment she stepped out the door, the manager high-fived his employee. “Score!” he exclaimed.

The manager’s actions were subtle, but they revealed a lot about his attitude towards customers. They were his prey. His goal wasn’t to serve them, but to shake them down for as much money as he could. He trained his employee to “get her to buy” – essentially to manipulate her – without regards for what the customer actually needed.

While up-selling is an important part of building revenue, it can easily distract you from a more important sales tool – building goodwill. Greed is shortsighted. It might yield a bigger one-time ticket, but it prevents you from cultivating customer loyalty.

If you’re running a business, you don’t want customers. You want repeat customers, people who will consistently buy your products or services over time. If you’ve gone to the expense to market your product or service and someone walks in to do business with you, they are precious.

Encounters with customers are more than sales opportunities. They’re marketing opportunities. It’s easier (and cheaper) to bring back an old customer than it is to attract someone new. This can’t happen when you shake them down. It only works when what your selling builds them up.

To bring customers back, don’t think about building the sale. Build a relationship. Overwhelm them with hospitality and concern. Don’t sell them – serve them. Consider how you can genuinely improve their lives, without concern for the size of the ticket.

In the long run, you’ll make more friends, and make a lot more money.

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Scott Listed on Thumbtack.com

by Scott Greenberg on June 25, 2011

in What Scott's Up To...

Just put up a new listing Thumbtack.com. I’d appreciate any testimonials posted on my profile. Thanks!

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When I was a kid, I used to wonder if police officers thought everyone drives the speed limit. Because whenever police officers are around, everyone does drive the speed limit. But as soon as they turn off, traffic lurches forward.

That’s the problem with the concept of management. Employees step up their performance when the boss is around, but often slack off when on they’re on their own. It’s easy to assume, therefore, that supervision is necessary. We look to leadership and management to make people comply.

I currently have 12 employees and I want more than compliance from them.  I want engagement. I want drive. I want a self-motivating staff that works just as hard when I’m not around as when I am. As their boss, I want to be unnecessary.

With an autonomous group, leaders should have little to do.

This may be possible. In his articulate TED presentation, author Daniel Pink suggests that management is a manmade institution that may not be as essential as we think. Autonomy, the act of directing one’s own life and controlling one’s work, may be enough of a motivation. (He also discusses “Mastery” and “Purpose” as two other motivations.) Management is useful for compliance, he says, but self-direction is more useful for engagement. The new model for effective work environments de-emphasizes leadership and focuses more on employees’ self-reliance.

The extreme version of this model would be a “ROWE”, or “Results Only Work Environment.” In this setting, employees are compensated purely by the work that they produce, not by the time they put in. This means the can choose to come into the office or not. They can work 40 hours or four hours. They can wear a suit or their pajamas. They direct how they get their results, as long as they get results.

This sounds fantastic. Who wouldn’t want a world that balances freedom and function?  There’s evidence that, at least in some instances, this can yield increased function.

For several years now, Dutch engineers have seen interesting results with what they call “shared space.” In many communities, they have removed stoplights and signs that direct cars, bikes and pedestrians, requiring people be more engaged as they travel the city. Unlike traditional roadways where citizens mindlessly rely on traffic laws, lights and police enforcement, residents in shared space are forced to work together to keep things moving safely. According to The Times, this change at a major intersection in the town of Drachten reduced traffic accidents from 36 in four years to just two in two years, while speeding up the time it takes for a car to pass through the intersection from 50 seconds to 30 seconds. No one is there to tell commuters what to do or how to do it. The community self-manages. The result is a successful, organic collaboration.

It would seem a key component to this self-governance is personal stakes. That doesn’t necessarily mean a reward or compensation. It means the situation must matter to all participants. In the case of shared space, people want to avoid injury. Safety is something commuters value.

As a motivational business speaker, I’ve identified other non-monetary values that matter to employees. My surveys of work environments consistently reveal that people want praise. They want interesting work. They want personal growth. And they want to be part of something that has social significance. (This ties in with Pink’s thoughts on “purpose.”) And once people’s basic needs are met, they’re willing to forgo additional compensation in order to honor these higher values.

We can all think of jobs that don’t pay well, but still attract dedicated, intelligent people. Teachers, social workers and countless other underpaid professionals work very hard – often without a lot of direct supervision. They do this by choice because there’s a cause to which they feel connected. Their jobs allow them to work on something that matters to them.  Those inspired by their work don’t need a lot of management. They don’t need help with compliance. They need the freedom to follow their passion.

When people become ineffective in these fields, often it’s because they’ve lost that meaningful connection to their work; it no longer matters. They’re just plodding along and not yielding results. Traditionally, management then steps in to force compliance.

But “forcing” requires time, energy and reliance on management. I’m too busy to “force” anyone to do something. I don’t’ want to push and shove. Even though I’m a motivational speaker, I don’t want to motivate. I want to employ people who motivate themselves. I’m happy to train them. I’ll answer questions and provide resources. I’ll support them. But I shouldn’t have to compel them.

Instead of redirecting an uninspired employee, reconnect them to a work-related cause that matters to them. Relight their fire. Get them to a place of actually caring about their results. That will help them function in a more autonomous environment and free up management’s time.

The best employees are independent. The best leaders are unnecessary. If the employee can’t function without management, then perhaps it’s time to make them available to another workplace.

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Motivating Employees: Finding a Good Fit

May 9, 2011

Angela giggled as she joined me onstage during my keynote on motivating employees. She was a petite thirty-something and I asked her to pull on a 3X Large t-shirt over her outfit.  She almost disappeared in the loose garment. The audience laughed at this ridiculous image. “Is there a manufacturing flaw with this shirt?” I [...]

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Motivational Speaker Presents at Penn State

March 22, 2011

Motivational Speaker Scott Greenberg Speaks to Faculty and Students at Penn State University on Ethical Leadership On Tuesday, March 1st, Motivational Speaker Scott Greenberg spoke to faculty advisors and students at Penn State University during lunchtime seminars and workshops on topics designed to educate and inspire staff and students at the school. The two topics [...]

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Flipping The Pyramid on Leadership

March 13, 2011

The traditional organizational chart of a company resembles a pyramid. At the apex of the pyramid is the head of the organization – the President, CEO, Owner, etc. Below this leader are various levels of officers such as vice-presidents, department heads, managers, etc. At the bottom of the pyramid are front line employees. Each level [...]

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Scott Visits SOS Children’s Village in Jamaica

January 22, 2011

Last month my family and I traveled to Jamaica and visited the SOS Children’s Village in Barrett Town. We delivered supplies, faced painted and spent time with the children. It was an incredible experience. As discussed on their website, “SOS Children’s Villages focuses on family-based, long-term care of children who can no longer grow up [...]

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Excel at Being You

January 20, 2011

By nature, you already have everything you need to excel at being you. The problem is, most people try to be someone they’re not. In the process, they neglect the very qualities that make them special. Be authentic – always – and your life will be extraordinary.

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Do Youth Speakers Make A Difference For Students?

November 24, 2010

I began my career as a youth speaker. While I do many programs now for professionals, I still enjoy presenting motivational school assemblies and keynotes at student leadership conferences. Youth speakers aren’t cheap, however, and I’m often asked if it’s really worth the money and class time to bring in a motivational speaker for teens. [...]

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What Motivates More, Pain or Pleasure?

November 14, 2010

The job of a motivational speaker is pretty self-explanatory. Motivational speakers are supposed to motivate.  This means giving people a stronger sense of their feelings in an effort to mobilize them (or more accurately, help them self-mobilize). If my audience members feel good but don’t do anything, then I haven’t done my job. While good [...]

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