The ideal solution is more likely achieved when the problem is viewed in the context of the bigger picture. For instance, many times we found solutions that solved more than the one problem that we were originally focused on. After this happened time after time, we decided to deconstruct this phenomenon. Instead of working forwards, we worked backwards. We started by imagining the problem as already solved, and asked ourselves what other issues would be improved if the original problem was solved.

We once received a recorded message on our 800 number from a concerned customer. She wanted to know, “Why can’t I get a full measure when I buy your wine? All the fill lines are at different levels; some are high and some are low!” When we played the recording for our production people, they said, “Well, of course the fill lines are different. For one thing, you need an air gap so the wine can expand with the varying temperature and barometric pressure, and for another you need space to add the nitrogen so the wine won’t oxidize. And besides, all the other wines have the same problem!”

With our motto,“the customer is always right,” we called her back and said, “Of course you deserve a full measure! Thanks for bringing this to our attention. We are working on solving this problem right now!”

Later that week we were at a fundraiser and Bonnie commented on how much she liked a particular woman’s outfit. She said, “I really like that midi-length skirt.” Michael said, “Is it the color or fabric, the style or what?” “No,” she said, “I like that it covers the knees which better shows off the calves of her legs!” Michael retorted, “Covers the knees! That’s it! We’ll cover the fill line with a longer closure!”

It seemed simple enough. No matter what the temperature or atmospheric pressure, with a longer closure (or “foil”), the fill line would be covered. It took over two years to get the mechanical technology working properly to actually do it effectively on the bottling line. But, voila! No fill line visible! The customer always get a “full measure.”

Interestingly, another problem was solved in the process. Now that the fill line was no longer visible, we reduced the number of horizontal lines on our wine package that had rather chopped it up. This gave our product a cleaner look than the other brands on the retail shelf vying for the consumer’s attention. All of a sudden, our package looked distinctive, as it did not have the choppy lines that all the other wines had.

We appreciated the comments of the “complaining” customer. We knew that for every one person who complained there were hundreds who wouldn’t take the time to voice their concerns. She made us aware of the perception that the fills were not consistent. So we committed ourselves to “fixing” it, and in the process, improved not just our packaging image, but our marketing image as well.

We also believed there was a solution, and studied the problem from all sides. Once we saw all the parts, we waited for the inspiration we believed would come, even from the most unlikely places.

Who We Are

Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.

Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.

They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.

Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

The post Problem Solving, Barefoot Spirit Style appeared first on The Barefoot Spirit.

Your goal is to get more referrals. These are new customers who were sent to you by your existing customers. They will only do that for you if their first experience was beyond their expectations.

How then can you ensure that their first experience is a good one and establish a great reputation right from the start?

1. Stop before you start. They say that 5 minutes of excellence is proceeded by an hour of preparation. Don’t open your doors until all your people know how to make eye contact, provide personalized attention, and address folks by their name. Remember your clients buy you and your people as much as the services you provide. Reinforce your staff’s positive behavior with compensation that is based on return business.

2. Be “hustlative.” They say you can tell a lot about a person just by the way they move. Are your people moving with confidence, and a lively spring in their step? Or are they sluggish? Consider how they move before you hire them. Your clients’ and customers’ first impression is made long before your people even say hello. Opinions formed at the beginning tend to be reinforced by all ensuing events. So why not start off on the “good” foot with “hustlative” body language?

3. Develop a relationship. Your customer and clients need to feel important. More than the perfunctory, “How are you today,” they want to be personally acknowledged. Remember their names and something they told you last time (even if you have to write it down). Take an interest. Let them speak about themselves. If you are interested, they will be, and this will help build the relationship.

4. Don’t just give them their money back. When folks are unhappy with your service, show them you can still make them happy. Consider giving your complaining clients free services. If you just give them their money back, they will spend it elsewhere and not recommend your business. However, if you give them free services, you can make it right, and satisfy them. They will sing your praises to their friends, family, and associates.

5. Give them a Gift Certificate they can’t use. Only their friend, family or associate can use it. People love to give things away, especially when they don’t have to pay for them. This will not only bring in more business, but it requires your client or customer to recommend your business. This builds credibility in the mind of the new referred customer, and cements the relationship with your current customer. Free services can be less expensive than advertising and are much easier to track. .

So think about first impressions. All your new first time clients are shopping. That’s how they found you. Will they stay? That’s really up to you. The way you and your people treat them will form their first and strongest  impressions. You can’t unring the bell. So make its first sound music to their ears.

There’s much more to be said about service business and we will address this important part of our economy again. We hope these simple and basic steps help you get more return customers.

Who We Are

Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.

Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.

They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.

Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

The post 5 Ways to Increase Your Service Business appeared first on The Barefoot Spirit.