Control What You Can Control

Control What You Can Control

@membershipjediMike Cassidy

@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)

4 Areas

message experience

relationship focus

Message

“Walk-In Botox”

“Faster E.R. Waiting Times”

NOISE

Message

Consumers have mastered ignoring usBe realWatch your promiseOpen/read your mail over your trash can?

Message

do not add to the NOISE

Experience

• Forget expectations• GOALS• Staff mental model• Consumers care ≠ YOU

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

Blurred by process, procedures, rules, steps, checklists, forms, pages, clicks…oh my!

EngageCustomers or Combatants???

Experience

Relationship

Guide the journeyWhy are you important?

Enraged = Engaged vs. Silent But DeadlyMission does not say “transactions”Are we looking to serve or survive?Differentiate (even when it rains)

Relationship

Relationship = knowing their GoalsDifferentiating = achieving their Goals

Focus

Windshield and rearview mirrors

Use them in proportion to their size

Drive or be taken for a ridePeople or paper (monitor)?Stay relevant

How???

Focus

Figure out what your members, customers, clients, potential clients want….

…and give it to them!

Control What You Can Control

MessageExperience

RelationshipFocus

Be remarkable, not replaceable…

@membershipjedi (twitter)

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