control what you can control
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TRANSCRIPT
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Control What You Can Control
@membershipjediMike Cassidy
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@membershipjedi Background
Titled by Lucas Digital friends (Marin)2 decade non-prof professionalOpened new branch in October 20091,700 memberships sold$1.2 million in revenue (in 4 months)$75,000 in sales from FaceBook (in 3 days)
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4 Areas
message experience
relationship focus
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Message
“Walk-In Botox”
“Faster E.R. Waiting Times”
NOISE
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Message
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Consumers have mastered ignoring usBe realWatch your promiseOpen/read your mail over your trash can?
Message
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do not add to the NOISE
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Experience
• Forget expectations• GOALS• Staff mental model• Consumers care ≠ YOU
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Experience
Lip service + Bad service = $0 + zero loyaltyThink of “ME” as a customerRatty barber chairBest location, best facilities, best inventory or
best equipment are ALL meaningless
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Blurred by process, procedures, rules, steps, checklists, forms, pages, clicks…oh my!
EngageCustomers or Combatants???
Experience
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Relationship
Guide the journeyWhy are you important?
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Enraged = Engaged vs. Silent But DeadlyMission does not say “transactions”Are we looking to serve or survive?Differentiate (even when it rains)
Relationship
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Relationship = knowing their GoalsDifferentiating = achieving their Goals
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Focus
Windshield and rearview mirrors
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Use them in proportion to their size
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Drive or be taken for a ridePeople or paper (monitor)?Stay relevant
How???
Focus
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Figure out what your members, customers, clients, potential clients want….
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…and give it to them!
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Control What You Can Control
MessageExperience
RelationshipFocus
Be remarkable, not replaceable…