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.
One of Italy's most popular authors and creator of the Inspector Montalbano series, Andrea Camilleri has died at the age of 93.
Camilleri, who was born in Sicily in 1925, was taken to hospital in Rome in June after going into cardiac arrest.
The author had written a handful of historical novels when, in 1994 at the age of almost 70, he wrote The Shape of Water, the first book starring his now famous Sicilian detective. Set in the fictional town of Vigata, Camilleri was originally going to call his central detective The Commissioner, but decided to pay tribute to the Spanish writer Manuel Vázquez Montalbán, the Spanish author of novels about the investigator Pepe Carvalho.
Saying that the event "has grown exponentially since its launch," the American Booksellers Association is taking over management of Independent Bookstore Day, which began as California Bookstore Day in 2014 and became a national event the following year, Bookselling This Week reported. IBD program director Samantha Schoech will remain in her position and work closely with ABA on planning and promoting the event.
Cressida Cowell, author and illustrator of the How to Train Your Dragon and The Wizards of Once series, as well as author of the Emily Brown picture books, has been named the new Waterstones children's laureate. The Waterstones Children's Laureate is managed by BookTrust, as the UK's largest children's reading charity, and sponsored by Waterstones.
She unveiled her new charter, stating that every child has the right to:
1. Read for the joy of it
2. Access NEW books in schools, libraries and bookshops
3. Have advice from a trained librarian or bookseller
4. Own their OWN book
5. See themselves reflected in a book
6. Be read aloud to
7. Have some choice in what they read
8. Be creative for at least 15 minutes a week
9. See an author event at least ONCE
10. Have a planet to read on
New library borrowing figures from the US show how far England is lagging behind other countries because of its facilities' falling book stocks, according to new analysis from library campaigner Tim Coates.
Using statistics from the Institute of Museums and Library Services, ex-Waterstones boss Tim Coates produced a chart showing English book loans have plummeted year-on-year since 2009/10 while American numbers remain relatively stable...
Lesley Nneka Arimah has won the 20th edition of the Caine Prize for African Writing for her short story 'Skinned'. The prize was launched in 2000, and is awarded annually to an African writer of a short story published in English. The winner receives UK£10,000 prize money, and each shortlisted writer also receives £500.
Arimah is also the author of the 2017 story collection What it Means When a Man Falls From the Sky
Publishers are holding their breath to see if President Trump's decision to postpone the imposition of 25% tariffs on $300 billion worth of goods imported from China will become permanent.
The new tariffs, which included books, were proposed this spring. But after meeting with China President Xi at the G20 conference this weekend, Trump agreed to delay any new tariffs as part of an effort to restart trade talks. In his speech, Trump said new tariffs have been delayed "for the time being."
After Angie Thomas requested that she not be tagged into negative reviews of her books on social media, she has received a torrent of abuse.
History has yet to find the book that is universally adored – or the author who enjoys reading bad reviews. While Angie Thomas has topped the charts and scooped up armloads of awards for her two young adult novels, The Hate U Give and On the Come Up, her recent request that book bloggers stop sending her their negative reviews saw her on the receiving end of a wave of vitriol....
At dozens of barbershops and laundromats across the United States, the sound of children reading aloud mingles with the buzz and snip from barbers' tools or the din of washers. Makeshift shelves and crates hold books featuring cartoon characters, stories about pigeons or the capers of superheroes.
This developing movement, supported by nonprofit groups, entrepreneurs, libraries and community fund-raising, is redefining the borders of traditional neighborhood public libraries by creating literary spaces in places where children find themselves with time on their hands.
It is bringing the book to the child, instead of the child to the book...
With concern in the library community continuing to grow over their ability to provide access to digital content, the Council of the American Library Association yesterday passed a resolution to ramp up its advocacy efforts—including taking the issue to Congress.
The "Resolution on E-Book Pricing for Libraries" was adopted and brought to the ALA Council by ASCGLA (the Association of Specialized, Government and Cooperative Library Agencies), a division of the ALA. The resolution references efforts in Canada to alert the public to the problems of licensing digital content from publishers, and proposes to create a new joint working group to more directly confront the issues in the U.S.
Amazon sells substantially more than half of the books in the United States, including new and used physical volumes as well as digital and audio formats. Amazon is also a platform for third-party sellers, a publisher, a printer, a self-publisher, a review hub, a textbook supplier and a distributor that now runs its own chain of brick-and-mortar stores.
But Amazon takes a hands-off approach to what goes on in its bookstore, never checking the authenticity, much less the quality, of what it sells. It does not oversee the sellers who have flocked to its site in any organized way.
That has resulted in a kind of lawlessness. Publishers, writers and groups such as the Authors Guild said counterfeiting of books on Amazon had surged. The company has been reactive rather than proactive in dealing with the issue, they said, often taking action only when a buyer complains. Many times, they added, there is nowhere to appeal and their only recourse is to integrate even more closely with Amazon...