FredFredFACTORFACTOR

How passion In your work and life can turn How passion In your work and life can turn the ordinary into the extraordinary!the ordinary into the extraordinary!

THE

Mark Sanborn

The Fred FactorThe Fred Factor

Excellence in performanceExcellence in performance Delight in attitudeDelight in attitude Under promises over deliversUnder promises over delivers Role model who wants to make a differenceRole model who wants to make a difference Consistent and remarkable service over timeConsistent and remarkable service over time

You can make your business, as well as your life, anything you choose it to be. That’s what I call the Fred Factor

The Four Fred PrincipalsThe Four Fred Principals1.1. Everyone makes a differenceEveryone makes a difference

– Nobody can prevent you from choosing to be exceptionalNobody can prevent you from choosing to be exceptional– There are no unimportant jobs, just people who feel unimportant doing their jobsThere are no unimportant jobs, just people who feel unimportant doing their jobs

2.2. Success is built on relationshipsSuccess is built on relationships– Indifferent people deliver impersonal serviceIndifferent people deliver impersonal service– Fred got to know me and understood my needs and preferencesFred got to know me and understood my needs and preferences– The quality of the relationship determines the quality of the product of serviceThe quality of the relationship determines the quality of the product of service

3.3. You must continually create value for others and it You must continually create value for others and it doesn’t have to cost a pennydoesn’t have to cost a penny– His imagination enabled him to create value for his customersHis imagination enabled him to create value for his customers– The challenge is to out think your competition verses outspending them The challenge is to out think your competition verses outspending them

4.4. You can reinvent yourself regularlyYou can reinvent yourself regularly– Nobody can prevent you from choosing to be exceptionalNobody can prevent you from choosing to be exceptional– There are no unimportant jobs, just people who feel unimportant doing their jobsThere are no unimportant jobs, just people who feel unimportant doing their jobs

Different Types of FredsDifferent Types of Freds

A Funny Fred A Funny Fred (McDonalds Cashier)(McDonalds Cashier)

An Accountable Fred An Accountable Fred (Hotel Front desk Clerk)(Hotel Front desk Clerk)

A Generous Fred A Generous Fred (Starbucks Mgr)(Starbucks Mgr)

A Famous Fred A Famous Fred (Colin Soda Syrup)(Colin Soda Syrup)

Becoming A FredBecoming A Fred

How can we get more Freds?How can we get more Freds?

Be a Fred!Be a Fred!

How Do I Become A Fred?How Do I Become A Fred?

You choose!You choose!Do the right thing, at the right time, for the right Do the right thing, at the right time, for the right

reason, the right way, with the right motive reason, the right way, with the right motive and Fred-like results will automatically and Fred-like results will automatically

follow!follow!

Three Difference-Making StrategiesThree Difference-Making Strategies

Identify when you will make a differenceIdentify when you will make a difference Target the people to whom you’ll make a difference.Target the people to whom you’ll make a difference.

– CustomersCustomers– FamilyFamily– BossBoss– TeammatesTeammates– FriendsFriends– StrangersStrangers– NeighborsNeighbors

Be the differenceBe the difference

Success Is Built on One RelationshipSuccess Is Built on One Relationship

Freds don’t use people as a means to Freds don’t use people as a means to an end; they use relationships to an end; they use relationships to build a foundation for success.build a foundation for success.

Building Great PeopleBuilding Great People

Don’t use people to build a great business… Don’t use people to build a great business…

Use the business to build great people!Use the business to build great people!

Boe ParrishBoe Parrish

Quality of RelationshipsQuality of Relationships

The quality of a relationship is related directly to the The quality of a relationship is related directly to the amount of time invested in it. Make sure you give amount of time invested in it. Make sure you give

some of your best time to your relationships.some of your best time to your relationships.

Key PrincipalKey Principal

When you don’t see much When you don’t see much meaningmeaning in what in what you do, you won’t bring much you do, you won’t bring much valuevalue to to

what you do.what you do.

The Seven “B’s” of Relationship The Seven “B’s” of Relationship BuildingBuilding

Be RealBe Real Be InterestedBe Interested Be a ListenerBe a Listener Be EmpathicBe Empathic Be HonestBe Honest Be Helpful Be Helpful Be PromptBe Prompt

The Two Types of Relational The Two Types of Relational InteractionInteraction

Transactional Interactions = Focus primarily on Transactional Interactions = Focus primarily on results, sometimes even at the expense of the results, sometimes even at the expense of the relationship.relationship.

Relational Interactions = Emphasize the Relational Interactions = Emphasize the importance of how people are treated in the importance of how people are treated in the process of achieving results.process of achieving results.

Creating Value or Additional ValueCreating Value or Additional Value

Make sure everything you offer whether Make sure everything you offer whether simple or complex the very best it can besimple or complex the very best it can be

They don’t talk about added value…they They don’t talk about added value…they deliver on itdeliver on it

Taking ordinary products or services and Taking ordinary products or services and making something extraordinarymaking something extraordinary

Create extra value by doing more than is Create extra value by doing more than is necessary and exceeding our expectations—necessary and exceeding our expectations—most of the time for no extra paymost of the time for no extra pay

Being a Person of Incredible ValueBeing a Person of Incredible Value Tell the truthTell the truth Practice personality powerPractice personality power Attract through artistryAttract through artistry Meet needs in advanceMeet needs in advance Add “good stuff”Add “good stuff”

– EnjoymentEnjoyment– EnthusiasmEnthusiasm– HumorHumor

Subtract “bad stuff”Subtract “bad stuff”– WaitingWaiting– DefectsDefects– MistakesMistakes– Irritation & frustrationIrritation & frustration– MisinformationMisinformation

SimplifySimplify ImproveImprove Surprise othersSurprise others Entertain othersEntertain others

How Do You Develop Freds?How Do You Develop Freds?

FFindind

RRewardeward

EEducateducate

DDemonstrateemonstrate

FINDFIND

Let Them Find YouLet Them Find You Discover Dormant FredsDiscover Dormant Freds Hire FredsHire Freds

REWARDREWARD

Implement Your Reward StrategyImplement Your Reward Strategy– Make sure everyone knows that are making an Make sure everyone knows that are making an

important contribution or have the ability to do so.important contribution or have the ability to do so.– Tell the team members what kind of difference Tell the team members what kind of difference

they are making…be specific.they are making…be specific.– Be sure positive feedback about their efforts is a Be sure positive feedback about their efforts is a

rule, not an exception.rule, not an exception.– Create a “Fred” awardCreate a “Fred” award– Get the President or leader of the organization to Get the President or leader of the organization to

present and recognize the “Freds.”present and recognize the “Freds.”

EDUCATEEDUCATE

Find examples everywhereFind examples everywhere Dissects and DebriefDissects and Debrief

– ID the specific good idea behind the exampleID the specific good idea behind the example– Adapting the idea to your situationAdapting the idea to your situation– Look for ways to improve itLook for ways to improve it– ID opportunities to apply itID opportunities to apply it

Teach Miracle WorkingTeach Miracle Working Pull don’t PushPull don’t Push

DEMONSTRATEDEMONSTRATE

The Magic Question:The Magic Question:– What could you do to set an What could you do to set an

example and inspire your example and inspire your employees to serve your customers, employees to serve your customers, vendors, and fellow employees vendors, and fellow employees better?better? Inspire, but don’t intimidateInspire, but don’t intimidate InvolveInvolve InitiateInitiate ImproviseImprovise

GO SPREAD FREDGO SPREAD FRED

Recognize the Freds in your lifeRecognize the Freds in your life Acknowledge Freds for their contributionAcknowledge Freds for their contribution Pay Freds back by Pay Freds back by (paying it forward)(paying it forward)

What Motivates Fred to be a What Motivates Fred to be a Fred?Fred?

Do good and you’ll feel goodDo good and you’ll feel good The best never restThe best never rest Treat customers and others Treat customers and others

as friendsas friends The impact you have on The impact you have on

others is the rewardothers is the reward Live the golden ruleLive the golden rule Fear nothing except to Fear nothing except to

waste the momentwaste the moment

Whom Do We Most Remember?Whom Do We Most Remember?

We remember those who lived to We remember those who lived to serve others. We are most serve others. We are most

impressed and affected not by impressed and affected not by what people gain but by what what people gain but by what

they give; not by what they they give; not by what they conquer but by what they conquer but by what they

contribute.contribute.

Measure What You TreasureMeasure What You Treasure

AwarenessAwareness AgendaAgenda AttitudeAttitude ActionAction AccomplishmentAccomplishment