Hug Your Customers - AchieveMax® Top Ten Book Review
Don't panic. Jack Mitchell, the author of Hug Your Customers: The Proven Way to Personalize Sales and Achieve Astounding Results, isn't suggesting that you take his title literally. Hugging your customers, he says, has nothing to do with being touchy-feely around them and everything to do with offering them over-the-top service. His advice is hardly groundbreaking. For instance, what rookie employee has not heard the old adages such as "know your customer, think outside the box, have a 'no problem' attitude"? While we've all heard this obvious, age-old advice repeatedly, how many of us can honestly say we've seen it practiced with any level of success where we shop, eat, travel, etc.? That's the point of this book. Everyone knows what should be done to create repeat customers ... very few people do it!
Chances are pretty good that you've never heard of this author or his business establishment. Jack Mitchell is co-owner and CEO of Mitchells/Richards, two independent clothing stores in southern Connecticut and New York's Westchester County (two of Manhattan's most affluent suburbs). This upper-end clothing retailer dresses many Fortune 500 executives from Chase, GE, IBM, Merrill Lynch and Pepsi to name a few. Today, Mitchells/Richards sells $65 million in apparel annually. However, the store began as a modest family business, started by Jack's dad in 1958. Don't make the mistake of tuning out at this point because you don't work in the clothing business. What Jack learned from his father decades ago can be applied to any and all customer-centric businesses that appreciate the importance of knowing that having satisfied customers no longer insures success-you must have extremely satisfied customers who want to return time and time again and encourage others to do the same!
Mitchell credits his family store's success to making the store a home, where customers feel welcome. Mitchell says his parents: "... understood that customers wanted five things more than they wanted a great location or enormous inventory:
A friendly greeting
A business that makes them feel special
A 'no problem' attitude
For Mitchell, that means literally offering a customer the coat off your back, if that's the only one left in the store in the customer's size and preferred style and color. It means going to customers' homes to tie their bow ties for big events. It means serving coffee and bagels in the store and giving away hot dogs in the parking lot on summer Saturdays. Some might view this as fawning, but for Mitchell, it's the best way to keep customers coming back. You, of course, will have to determine what it takes to "HUG" a customer within your environment. This would make an excellent exercise for your staff. Once the crucial determination is crystallized, discuss expectations, training, and follow up to insure success.
Mitchell writes: "When you have strong relationships, customers will do more of their buying from you. They'll refer other customers. They'll communicate with you better and tell you what they like and what they don't like, in turn making your business more efficient and effective."
The author points out that hugging is difficult to quantify, and many companies ignore customer satisfaction and customer profiling altogether. While inventory is recorded on the balance sheet, Mitchell tells us that a company's greatest asset-repeat customers-doesn't appear on any financial statements.
Further, while companies invest significant amounts in computer systems, they rarely develop computer systems that support a hugging culture.
Mitchell writes: "What's amazing is that although personal relationships are absolutely crucial to any company's success, they are rarely tracked by any system. Hotels don't know who likes queen-sized beds and who wants extra pillows. Airlines don't know who prefers aisle seats and who prefers the window." Can something similar be said about you, your business and your customers? If so, take action to correct this situation.
Mitchell is a big fan of profiling customers to provide more personal service. He likes his sales associates to know which customers like M&M's and what nicknames they prefer.
Knowing personal information about each customer is nearly impossible without a database to support this information. However, it doesn't stop there. I know of many companies who boast a tremendous database and yet do nothing with it. Like any other customer service strategy, knowing it is not enough. You have to use it. In today's unbelievably competitive marketplace, there are few who "use it." So-o-o-o-o, define your "HUG," make it an expectation, train your staff to "HUG," practice it, and then, most importantly, "HUG!"
More than 100 business book reviews written by Harry K. Jones are available at www.AchieveMax.com/books/index.htm">http://www.AchieveMax.com/books/.
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www.AchieveMax.com/motivational-speaker-harry.htm">Harry K. Jones is a professional speaker and consultant for AchieveMax®, Inc., a firm specializing in custom-designed keynote presentations, seminars, and consulting services. Harry has made presentations ranging from leadership to employee retention and time management to stress management for a number of industries, including education, financial, government, healthcare, hospitality, and manufacturing. He can be reached at 800-886-2MAX or by visiting www.AchieveMax.com">http://www.AchieveMax.com.
Veteran journalist Cokie Roberts, who joined an upstart NPR in 1978 and left an indelible imprint on the growing network with her coverage of Washington politics before later going to ABC News, has died. She was 75.
Roberts died Tuesday because of complications from breast cancer, according to a family statement.
A bestselling author and Emmy Award winner, Roberts was one of NPR's most recognizable voices and is considered one of a handful of pioneering female journalists — along with Nina Totenberg, Linda Wertheimer and Susan Stamberg — who helped shape the public broadcaster's sound and culture at a time when few women held prominent roles in journalism.
Indie press Galley Beggar has warned of the impact a no-deal Brexit could have on publishing after learning of "crazy" government requirements on distribution and warned it could put smaller publishers out of business.
The Norwich-based independent, which recently scored a Booker Prize nomination with Lucy Ellmann's Ducks, Newburyport, fears smaller publishers could be put out of business over legal uncertainty around Brexit.
Galley Beggar founder Sam Jordison outlined concerns around UK government and Publishers' Association guidance, and in particular government guidance suggesting that publishers will need to state country of origin or International Organization of Standardization (ISO) codes for their inventory. The government published its Yellowhammer contingency plan which details "worst case" scenarios for a no-deal Brexit last week. The document warned of channel crossing delays and disrupted trade across the Irish border...
... "We're terrified, we are genuinely terrified. There's all kinds of other reasons to object to Brexit but from a practical point of view it's going to completely screw us. The main concern is that this is potentially going to put people out of business. Not even potentially, it is going to put people out of business. Our margins are small so rising costs are already a nightmare – that's only going to get worse. Paper, transport are going to go up – even with a deal that stuff is problematic." ...
Elena Ferrante, the Italian author whose Neapolitan novels became a global phenomenon, is to publish a new book in Italy on 7 November – her first novel in four years.
Bestselling author Jojo Moyes has called on the government and the publishing industry to do more about the UK's "shameful" adult literacy record. In 2018, Moyes, writer of global hits including Me Before You and The Girl You Left Behind, donated three years of funding to charity the Reading Agency for its Quick Reads scheme, saving it from closure when its previous sponsorship ran out.
While she was "proud to be able to help out as a private individual", she is furious at what she calls governmental and industry failure to understand the importance of Quick Reads.
Dorothea Benton Frank, author of 20 novels set in the Charleston area and a beloved figure who for years split her time between Sullivan's Island and the New York City area, died Monday evening after a brief illness. She was 67.
Amazon has broken the worldwide embargo on Margaret Atwood's The Testaments (Nan A. Talese), which isn't supposed to go on sale until next Tuesday, September 10, inadvertently shipping about 800 copies to customers. This has infuriated indies, led to early reviews of the book around the world--revealing basic elements, and caused exclusive excerpts to be published earlier than planned. Altogether, the embargo violation stained the release of one of the biggest books of the fall season, Atwood's long-awaited sequel to The Handmaid's Tale.
In response to the situation, publisher Penguin Random House issued this statement: "A very small number of copies of Margaret Atwood's The Testaments were distributed early due to a retailer error which has now been rectified.... Not naming Amazon and attributing the problem to "a retailer error" irritated many indie booksellers for a number of reasons: some pointed out that if their stores had sold copies of the book early, it would be considered an embargo violation and likely lead to punishments, such as not receiving embargoed books ahead of publication date in the future. Many speculated PRH will not do anything of the sort with Amazon.
In a series of tweets, Raven Book Store, Lawrence, Kan., succinctly outlined the problem:
"It should come as no surprise that a certain huge online retailer is selling this book very close to our cost; if we sold it at their price we'd make $1.73 per copy. We've discussed before how this is unfair, and how we deal with it.
But now, not only is the huge online retailer selling it for a price we can't compete with, but they shipped out copies a week early. This increases the likelihood that someone who got it early uploads a bootleg copy online, cutting into sales for everyone.
It also gave de facto permission to places like the New York Times and NPR to publish spoiler-heavy reviews, which deflates the mysterious buzz about what's in the book. It's likely that less mystery means less vital first-week sales for everyone. I hope we're wrong."
Chanel Miller was known by the pseudonym Emily Doe at the trial of Stanford student Brock Turner, who was sentenced to six months in county jail for the assault. The sentence caused widespread anger given that Turner could have been jailed for up to 14 years for the crime. Many believed Turner had been given a lenient sentence because he was a white athlete from a prominent university, Stanford. Turner repeatedly claimed alcohol was to blame and that the encounter was consensual, while his father called the attack "20 minutes of action".
Miller is now releasing a memoir, Know My Name, which her publisher says will "change the way we think about sexual assault forever". Miller's 7,000-word statement at the trial garnered millions of views around the world when it was published online in 2016. She will also appear on CBS's 60 Minutes later this month and extracts from the interview, including Miller reading the statement, have been released this week.
Hundreds of readers in the US have received early copies of Margaret Atwood's heavily embargoed follow-up to The Handmaid's Tale, The Testaments, after copies were shipped out early by Amazon.
Security around the novel had been as tight as anything mounted for JK Rowling or Dan Brown's blockbuster releases – the judges for the Booker prize, who shortlisted The Testaments for the award on Wednesday, were warned they would be held liable if their watermarked copies leaked. But since Tuesday, readers have been posting images on Twitter of their freshly delivered copies, a week before the novel's official release on 10 September.
And The Guardian have just published an (officially approved) excerpt--see link below:
The shortlist for The Booker Prize, the U.K.'s top prize for fiction, has been announced. The list includes two former winners, Margaret Atwood and Salman Rushdie--even though Atwood's book doesn't publish until next week:
Margaret Atwood (Canada), The Testaments (Vintage, Chatto & Windus)
Lucy Ellmann (U.S./U.K.), Ducks, Newburyport (Galley Beggar Press)
Bernardine Evaristo (U.K.), Girl, Woman, Other (Hamish Hamilton)
Chigozie Obioma (Nigeria) An Orchestra of Minorities (Little Brown)
Salman Rushdie (U.K./India) Quichotte (Jonathan Cape)
Elif Shafak (U.K./Turkey) 10 Minutes 38 Seconds in This Strange World (Viking)
Reese Witherspoon has named Lara Prescott's debut novel The Secrets We Kept as her September book club choice. This thrilling historical fiction, which publishes on September 3, is inspired by the true story of the CIA plot to infiltrate the hearts and minds of Soviet Russia with the greatest love story of the twentieth century: Doctor Zhivago. The Secrets We Kept is also a great hit with the 20 BookBrowse members who reviewed it for our First Impressions program--rating it a stellar 4.7 stars!