MustImprove
Speed Is Good, usually only in the right direction
Read Fastlane!
Summit Attendee
Speedway Pass
User Power
Value/Post Ratio
2,916%
- Apr 30, 2013
- 57
- 1,662
“F#@k you!”
…..said a potential customer the other day. Metaphorically, but he meant it.
“Your lousy pansy a$$ company has so disappointed me.”…he continued.
“Your marketing is good, but you’re misleading, making false claims…..your customer service is actually rubbish, and I’m damned angry about it all!”
….and I can tell you that I have never been happier to be on the receiving end of a verbal spanking.
Although this chap tongue lashed me like an Asian tiger-mom after a grade B report, I was whistling Dixie.
You see, this turned out to be a most marvellous affirmation of a strong need that we are addressing.
By the way, this is a service business, nobody is dying or suffering injury here.
Anyway, on we go…..what went wrong?
So what went wrong here?
You see, something was broken/interfering with the customer’s telephone number and email. He hadn’t heard back from us in over 2 days.
My customer service folks had called him back within the SLA (actually within a few hours on the same day).
The phone number was foreign and somehow didn’t work (we had the correct number).
My guys emailed the customer immediately after the phone call failed. The message went to spam.
They tried again later in the day, but the same thing occurred.
There was simply nothing else they could have done.
What’s the lesson?
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
So why was this chap munching wasps?
….because his problem / need was so great that he DESPERATELY wanted our service….. AND HE COULDN’T GET IT!
Strewth look at that Sheila!....What did he just say?
“….and he couldn’t get it.” Oh yes, that’s right…..let’s hum and consider that in a sagely fashion for a second. <nodding and humming ensues>
Now all you good fastlaners know about scarcity right? ….well scarcity is certainly part of this excitable equation, but there’s more here.
We are far from the only game in town, but he really wanted us.
Not only did he want our service, but he wanted us so bad, that rather than go and call the competition, he spent his time calling us to demand an escalation and explanation! Twice.
This. Is. Fantastic.
How much of a need is there when random strangers would rather spend their time, money, and energy ranting at a company who (in their eyes) hasn’t helped?
Clue = “A lot”!
There are clues throughout life that people have a need.
Sometimes clues are articulated in a pleasant manner.
Sometimes the clues smash your eardrums (and pride) like Keith Moon on crack in a 5 star hotel.
You might need to take chill pill to see/listen to the value in the second one, but for sure it’s there.
A quick conclusion
So in conclusion, be open to exploring situations where customers are mad and angry, and you will find your need “spidey sense” rings more often than the @MJ DeMarco cash register.
If someone is mad at your business, look for the trigger, then leverage it.
If someone is mad at someone else’s business….BAM! There is a target pain point. Find out what the customer is so attached to, define the need, and get on it!
P.S. After a diplomatic exchange and explanation, this gentleman has signed up as a customer.
By talking to him constructively I gained insight into his emotional pain points, and the specific marketing that triggered those feelings of desire.
That alone is gold for the business…..but he signed up as well! So we are actually being paid to get deeper insight into our core customer psychology. Chocolate biscuits all round!
P.P.S. Credit to @JonnyC for the meme embedding idea ….nice touch. Hope you are still rockin-on mate.
…..said a potential customer the other day. Metaphorically, but he meant it.
Well that went well!….I thought.
“Your lousy pansy a$$ company has so disappointed me.”…he continued.
Maybe it’s the IRS tax office? ..... I wondered.
“Your marketing is good, but you’re misleading, making false claims…..your customer service is actually rubbish, and I’m damned angry about it all!”
Hey, our marketing is good! ….. I noted.
….and I can tell you that I have never been happier to be on the receiving end of a verbal spanking.
Although this chap tongue lashed me like an Asian tiger-mom after a grade B report, I was whistling Dixie.
You see, this turned out to be a most marvellous affirmation of a strong need that we are addressing.
By the way, this is a service business, nobody is dying or suffering injury here.
Anyway, on we go…..what went wrong?
So what went wrong here?
You see, something was broken/interfering with the customer’s telephone number and email. He hadn’t heard back from us in over 2 days.
My customer service folks had called him back within the SLA (actually within a few hours on the same day).
The phone number was foreign and somehow didn’t work (we had the correct number).
My guys emailed the customer immediately after the phone call failed. The message went to spam.
They tried again later in the day, but the same thing occurred.
There was simply nothing else they could have done.
What’s the lesson?
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RpsqvSH81wPmqQXI7sbqsMUQUYUADsAwK5N3xWnRfLFZf+CvOSuyW0x8pLco3UdSj1jO+lTPIozJA69pGGA/h/CrBXtc9ccq51isE6kJDOrDKkEUpSt9spWOtMJJ2jge5x1+PGmdrOTlWGl1OGXv7u0HjXYs76FytNH6GTF6KKK3EhRRRQAUUUUAFIXtyI0ZzwA/8AgUvVf5VzN+bRRnJJ7tw6/SRUMh5xoQzyFmLNxJyfw9FeYoW2z5xJ7huFIX80UWNS5ycVm+Ziu0nhym0h7Y3bQtqHm/GHaO3xFWobQj3eWN/DfVAa5QyFEGMDOrO7txir9yNhj9zYwCdTBs4J4kqD3aSMUlxc9vT55LIqTg8Zyh2DRTWKPo5ZIh5o0svcG6vQQadVppVFUgpx2ZankKKKKsAKKKKACiiigDmTgfA0UScD4GioASsfeo/mL7BS9IWPvafMX2Cl6kiOyCiiigkKZ7LtekuXkIOhAAvYXXifQDu9NOnO4062GuII/wBoaj4tvPtrncUrulQeN3oLIehRvOOPHv6q9ooryDeSAormSQKMkgDvrxHJ82KRvBG+/FPCjOp8ib+yIbS3O6j7/ZnSMHV9DgYyBnI7CK7mvJFJUwsHJAjjOAzk8SDwx+BqYtNis2DO3/DQkAfObi31CulZ2F26mYLla8sqnXhFZyVe3lbUyOBrUjOOBB3gjxpepbbPJ2DOYXEU7eYC26Urv0kE793WOFQlrNqXJGCCQR2EbiPWK9VGE4xXPuNRrxqbCtFFFSXhRRRQB4zYGagdo2sk00OMKJNaox8Ackdm7dUrtXPRPj5JpXa0qrJZSDzROm/q0sMeysteu4ThD+p4FlJrVFG2S7pGxmXpDJbyS2534DxMQ6sBx3A1KG/gEFpdtGpVL+UEKoy0WCQoHxscPRSexNqRJdwRyDyLaW91HBYESMdKjHHO+o7al4hKStGVdZkMMKYWGONX1EY62bdk10cQicpyrVFrlkhc9PPNfOkfuaNoo52idBrdAQi4+RneTipvkZZxNEzkZctg56gAMY9uajNr8pnmuZXMARZLf3OMtn42rVuG/HDFPuSFlOE6VWVVbdobJ1aSQGOPN665fFpJ0HiWDVQpzgviXkfPA0U7BmLCRQUJ4gLuKntxkb++ndN7q51zIpUq0aksD2tgDSesbjTiiwlJ28ebc1w2CiiitmRgooooAKKKKkDmTgfA0UScD4GijACVj73H8xfYKXpCx96j+YvsFL0ER2QUUUUEnjjINOdhtm3i7l0n+75P3U3o2K+l5Ij2618G3N6m9tcri9Jzt8rw8iyJaijNeOuQR27vXXlCB/sKxUqJnGWbemfiKeGO88Se+pS6uFjRnc4VFLMewDeTupnyekzbxjO9FCN3Mnkn2Z9NSBAO4jIr6Ja04U6UVDbBxqsnKTyMvzdzCjo2VYB4nHUfisKV2dcmSNWIwd4buZSVb0ZBpfCqvUqqPAAD2CqjDqdSWclGeR1TgMOzEZx524539tLd3dO1hzzCnTdR4RMXk9k8sbyPGZIiTGxPmltx38B6aqiSK0s7oco0rFT1HgCR3FgxqZZF0kEDTjBG7GOv0VXtjAdHgeaCwX5uTp+rFc+04n3bkuXGDoULfpzzkfUUUVtNgUUUVIHhGagNuqyxLERqjEgKnrUEMNJ7Rk7qsFRPKePMB7ip9RFV1KcZ4z41IfsqYi0yNpG49Q+/6666E6dJxjwzSwFe1S2yqdzLaOiEWiJxkgkcMjh6qsnJXbAiAhlPkljpbqBY50nsGTuPfUBXExwpPdVFekq0OSRU603uy+7bQB4X69RTxBBb6ioopnDcPOUlZdKgeQvE5I3se+nlPw+jOlQUZ/U0xCiiitgwUUUVIBRRRQBzJwPgaKJOB8DRUgJWPvUfzF9gpekbH3pPmL7BS1BEdkFFFFBIU0vMqVlXzkPDtU+cPV7BTum20bXpEI6xvUjcQR2H6qWUVJOL2YMd3cQeSKRGwWQhXHoYZHWCM7qeWtzqyrDS44jqP7S9oqr7NupE0RaS41h423ZA1YdCO4FuHfVrmtw2k7wVOQRx/wDg9leSvaHRapz+uGVpnUZkjcvEwBPnKwJVscCcbwerIp+NtSY95XPz932c00pG5nCDOCTwAHEk8AKm14pc0UqcHn1nUqqUKcnlit7dvIp6VlVOtV4H5xPEd26mouy3vaFv2j5K+s7z6BRFa5IeXBbqX4q+A6z307royt6lw1O5ln6LZCJxhpBDF7BpARM2VPxEyq+k5yfqptJsQKMwMVI4ISSh9e8VL14zADJIA6yeFbKUVSWILAvO85K9b3uTpcFX4FSOsdh4H0U7rjbN2jxALvZnXo+/BBLr3Yzv667FboS5kaqc3JBRRRTlgU12pFqicdqmnVBFAFDycAjr7a80n5XqAqwfkDpGlMbAEMvknzTkZ3Y4GmUmw7lf7Fj80qfvrBOtTjNwclkxODTI3QflH6q8lOFbJ6j7KlIdhXLf2JXvcqB9RJqd2ZyWVd8xDn5IHkjxzvNU1byjTWXL8AoNnWyxiJPmj2U6pnsonowDxXKn+6cfdTyumnlZNkdgoooqSQooooAKK5kkCgliABxJpp0TTccpF2cGfx+SvdxNAN4OZp2kysOMb9UnEDuX5R+oUVI6FVcAAADgNwAooF+42sfe4/mL7BS9I2PvUfzF9gpapZMdkFFFFBIUUUUAMLi11uiI2hixfWOK6d5I7/xNTlhMrA6ZekwcE7tx7NwqKnYo6SAZ05DDrKtuOPDj6Kc220IgQkTai7EqmMaQd7Z3bgN531wOLwnOS00xp++WI9GStNYPLkZupPIXx+Mfu9Bp2KYbPkxFHuLNJvUDizOS3o4knsANYeFUlKo5PwVVXhD6RgBknA7TXMTM/vcbv2EDA9bYFQXKLlZbbOkVJkNxcFSxCldMZ6lweHjx3VQrjlFtS9aSRJ3ijY+araUUcNK4316hW6SzN4MXUcniCyaa+0o8sGuYI2U4KKekkz2YGBn11D7bu9R9zoquzD847Pr6NTwGAAqsR2ZxUBze8n7uGWSV40AddOqTJJ35yBx399XBdgRhncuwZjkkYVRgAbh2ACpbpQ0Q0E28yGttaYOpjqc8WPV3AdQ7qdU32fKWQE7+/t76cU6OlFLGgUUUVJIUUUldzhELHqFAC2wxvmP7YHqUfjUrTTZNsY4lB845ZvFt5Ho4eindeK4hUVS4lJbfwIFBoorGBAW4xJMOyQ/WA3305pvH7/P88fZWnFe4tHmhDPpDR2CiiitAwUlcXAQb95PBRxJ7BXFxdEHRGuqTs6l73PV4cTSlpZ6TqY6nPFj7FHxRQK34QlDaMxDy4yN6oPNXvPym7+rqp1cXCoMscdQ6yT2AdZpC6vMN0cY1SdnxV73PV4cTXtrZaTrdtcnyj1dyj4ooI+xw8LSAmTcvER/e56/Dh415T2TgfA17QTgZ2PvcfzF9gpemtlZ3AjTDxMNC4BVl6h1gn2V2RcDjArfMcf8AcBTMWM1gXopqbmQedbyjwCt7DXJ2kg84OvzkcfdUDcy9jyimqbShPCVPWB7acJIDwIPgRQTlHVNbjCPFJw0uAfBvIP2qd022hHqjYdeDjx6qWceaLi/JD2J+qDy591Rxxe52kBhZwejzkI+dDbt+NPk1eLSbWiN8pVPrFc3NuWwynS44HqI61YdYryVjc9pXfNtsymrT544RmnJXk28g6WSNnkbeTJnA8S3E1ftmbCjjALAM3hhR4D76de7tO6RSh7cEqfAj766/KMP+lT+IV33UVV82coqjJwjyxWP3HVRPKST810fXKQoHdu1H1Z9Ypw20gd0amQ925fSx3VHS7NuHuYzrQtIrL5WQqFcthMbzkdvHFEakOooN6shLy9hWNcAAdVdVxcW80Q1sVePWyM6gjSVOnJ3+bnIzXWa6LTW5rhOM18J7Taa8UEKMs53BVGST4CnFlaSXLaIjpQHDy8QO5e1vZT7Z0sEDydCnSOrFB3adzNI5+MWz6AKHiK5pPCKatwovljqyOuRNEpeW3dEHFjpOPHByK8sbRpWWR1IRcFFPFj1EjqA4ipeRXkIaZtR6lG5F8B1nvNKV5/iHFotOnQ/P8DU3Nr4z2vKKK86OFe15TXal30UbN18FHazblHrpoRcpKK3YERYnJkf5UjfUdI+oU7pCyh0Iq9YG89/X9dKTzKgLMcAdde7pw5IKPpDR2O6adK0pxGcLwaT7k7T38PGhYWl3uCsfUnxm737B+z66dzTLGozuHAAdfcAOPhThnIW8CxrgbhxJPEnrLE8T302ad5TiLyU65Os90Y/7uHZmhYHlOZRpTqi7e+Q9fhw8afighaiVtbLGulRgfWT2k9ZpWiioGOZOB8DXteScD4Giggb2W2YBHGDIF8hR5QZeodop4m0YW82aM+Dr+NdWS/mo8/IT2CupLONvOjQ+Kj8KsKVnBHX23SrmOG2uLl1AZhbxtJoDZwWK8M4Pqryw24zSLHNaXNs7higuI2TXpxq05441DPjUtzVQqm0dpKqhRotdwGBwkrnnjj1XuyhqZcm73qcHzYas5Fy5MXcT6nL4zggZ9tly3Q7Nu7lASvSRQM6EqcEA4wcHdTOS54tJsO9RQCWc2zgKBvLEgbgBWg8yXwWv76f7ZpHlty+jjkudnra3EkphK6kCaB0qbiSWBA8oZpuRFXc1G9Chy3UROLW3vLghVZvcvSuED5K6sZAzg+qkpbu7AJNjtNEAJZpLYsqgDeSdIOB41a/6PNgUt7tmA1dOsRI/2KLu9GutUlCyIy8QQyn2EUciB3VTJh2zOUIWGKOKGa6k0FtNvGznQGIDEDzRwp2u37nr2PtIf8u/4VG8wasu0riNuMdu8f8ADKorXuVHKYWclmjRFxdXCQZDY0F9wbGPKGcbsjd6q5j4NbSblJPLbe5Lu6ngzax5QpJI8cmq0ZF1slwjLJpHWqtgGmcm25Nzw7O2hJEQG6R7dijKd+tSF3LjeDwq38++yY5dlvKVHSQMjI3WAzBGXPYQ3DuFWvkWP83WX0W3/lpV1PhdtCLio7/kR3NRvOTKIeVolGbWzurkDGroImcITvAYgYBxScvKosxjjs7s3cZD9AIX6VNOkhnXGQp1L6G76t3NHsX3HPtS3xhUuU0fMZSyf4SKjthf1uv/AKKn2LSqY8GtotSWcr6jO7qMY2vLUQwBL7Z15ApBUvLC4SR31MUGRxJ1YHYKgpb2ZGIawv4bQHLSywSDo068nGMd5q5/0g/1C2+mxfy5q0a+slmheJxlJEZGHcwwfqNdVxT3KoVZQ+VmX23LCNFCWezry4hXyRJbws0ZI44YDyj2moq25TQpBqkDrIZXQwlT0vSFidGjjq3jdVz5lbJoNntC/nRXNxG3ij6T9Yqt82myY5Nt7VndQzQTER536TK0mWHY2I8Z7Cay3lnG5goSeFnOg1OtKDchNLraTAMux7jSRkamjVsd6k5B7jXeydvRzO0RV4p08+GVSsi+g9W/66ve2eU5h2jZ2QjBFyspL53roUkYHXnFQPPHZKsEN4oAmgniAcDeY5DoZD2jygfRXPuOCW7pvprD8alsLufN8WwzuJ1RWdjhVBJPYBUCnKSdgGj2VtCRGAKyLA5VlO8Mu7eCN+adcsD+g3P7p/ZWkchPg2x+iW38pK5vCOH0bmEpVPDwaLqvKm0omVRcrDJnoLC9n0kq/RwudDDij7tzDsqP2ht2aSZIzs69DqpkEBhfpDv09Jpx5o4Z7TV45leG0vp833U+m/rJH/u5v5wrtUeE21KSlFPK+pm7uoZ1d8o3hXVPs+8hBIVDLC6hmOcICRx3Hd3GuYb26Da5tlbQ3ZOfc8mhB2gEdnxjV05+/wBUs/p0X2Ja0Ta/vEv7t/smuh04h3lUxC75TRjo1gVp5ZQDHFECzHO/JA4UpHa7STMkmybhyBnIKMwHYiAk+gbzVi/o+7FjSwNzpzLM7gueIRDpCDsGQT37uwVatlcq2l2pd2BiAW3jjcSAnLa1jYgjqxr+qoVJEzvKjemhmacpYShYB9YcRmHSel6QnSE0cdWd2K8/K93/AKn2j/8AjyfhUzzvbHRdo7KuVUKz3UUcmB5+l42QntI8oersrUdtbRW2t5Z3BKxRvIwXGSEBYgZ3Z3UdKJLvaj2Mas9sM0ixzWtzbO4JQTxsmvTjOnI34yKlajdtcpBtW5s5oreaKOASsWlCgN0gUKF0sc8KkqpmknobrapOcMyG205SsTsOOk6e9juA9ZFFcbRXV0a9RcE/3AX9qiiiKGqSedCRsPeo/mJ7BS1IWHvUfzE9gpwaGC2OubD4T2l8y19klI88coS92WzHAHuwn+GGlubD4T2l8y19kldc8OxbqeawktrZ5xD7o16CoK6xCFPlHjlSfRWhfKcmTxVb+o+5kGzstT2zT/bNc84fIq0eO7v8SC5WBmDrI6jMaeTuBx1DdSnMnGy7MCuNLie4DDsYOQR66o/OTyRuptpXMy7OkuI2jQRurKqhggBJGcnH3UxUty6cxcONkxueMss0jHtOspk/wVNchNpGdLpic6b26QfNV8L9WK75uLXotl2S4x+Yjb0uNZ+tqd8m4LJBMLNoyDKzTdG+vEpxq17zpbdvFBBmfNvZdDyj2on7MjfxyRuPtVpu3dmWs0lsbgrqimEkAL6cyqMjAz5ZGM47qqey7Lo+Ut02PfbKN/UyR/8A86951mIn2Pg//UoPrIFAEfz/AG050sDEtuxildBJPkYTBDBSo3+UVxk7uriRV55Fn/N1l9Ft/wCWlQfPOP8AM914R/zEp5sr4Ei/3en8gUAWCCxVZZJR50ixhv8Ah68Hxw2PQKzDYX9br/6Kn2LStB5IbX912VvcdckSlu5sYcehgRWfbC/rdf8A0VPsWlADj+kH+o2302L+XNWnKdw9FZj/AEg/1G2+mxfy5qtvL++aDZ08yedEqSDxR0YD6qAJuzs1jMhX+0cuR3kKD6yufTWcc1Hwntz6RH9q5rSbG6WWNJUOUkRXUjrVgGB9RrNeahh+VNuDr90R/auPxFADnl9yeurvaVq1pcrbywQSuHZdXnMqEAYI4MeNVnltsPa0FsJL7aS3Nus0OuIIFLZdcHIUcDg1bOVbTDbuy9BkCMlwJNJYKwALYfG4gHB39eKV57PgqT97B/MWlksxaJW5VuWH6jcfum9laTyE+DbH6JbfykrJOVl8zW7wiGfXKjLFGsbNJIQN5AHBB1nea2HkhbPFYWkci6XS2gRlPEMsagg+BBrkcFt6lGi+dYyzVdzUpLBTOZXhtL6fN91Ppv6yR/7ub+cKjuZOQH8pgEZ93Sn0HgfqNSk0bf5RxtpOn8nOM9WemG7NdkyETz9/qln9Oi+xLWibX94l/dv9k1nXP4f0WzH/AJ2L7En41ou1/eJf3b/ZNAFJ5ifgeH58322qkbf5XNs3b+0Zlijk1JAml5Oj/soTkbjnhV05hZQdkRgfFklB8dRb2MKa7CsA/KPaZkiDL0MGC6gjekI3ZH7JG7sNAFG2xzgvtS52crQRxdHewt5MusnLqOGkYHfW+7UsUnhkhkBKSIyOAcEqwIIBHDcazXnbhhjuNkBERWN9GfJVQSA0YPAcMkVeuWlo8thdxRqWd7eVUUcSzIwAHpNAGZcouTcGzb20itRIsc0c+tWdnH5vRpI1HyfOPDtp3VS5PbKaxMS3FhJbyS+QJWKsHYDJAwSVzjNWys1Tc7Fn+nvka3HvsfzZT/hA++iuph+djP7MvsFFEdh5/MR9ksvRpi4k81dxCHqHatOOluBwmU/OQfcRXFpsxujQrO48heIQ9Q7qUOzpuqdT86P8CKR21ytjCuJW3ltDfk7ty42dc3MzWzXXuhYxmMqmno9e4g56mHqqyDnal/1RP/1E/CoJrS4A3GJv41/GuTHcD+yQ+D/itOu5isOBU6lpN55xbkvy+ms4XjbZkz6pppciRNwldnA4dWcVOw85dzNHlNi3JVgcN0iY7MjIqA2VYvcz9DJHoRQHk8oHUucaBjtP1VoaqAAAMAbgBVlKVR/OsC1I01jkeSu2HLq7jjjiXYdzhEVB+cj4KAB1d1V/kTc7Q2WJ+k2e9wbmTpsxSKNBOcq2RvO/qrQ6KtKsFNPKe793C9Gxrj9XMBXpI8n84JFPgPK/ipjyr29eXstkRsuWM21wlzpeRMyCMglE760CmO2UPR9IvnRHpFPzfOXwZcj00BgrHK/lBe7RtJbRdkzRGXSOkkkTSullbfgZPClrTlRepZpZfkiYstusHSCSPSSIxHr4cOureGyAe3fXtAFD5FbS2hsm2Fo+z5LkBmZHidQAHwSpBGchtR9NNrG4votqz7VOzZCs8QiEAkTpFwsK6icYIPRHv3itEooDBn3Ly+vtrQRwpsyWAxzLNqlkTB0K66BgZydf1VI8peUd7fWstmNkzRGVdHSPIhVd4OTgbxu6quFFAYKhyb5S7QsLaK0k2XLOYV0CWORArKCdGARkYXA39lROydl7RtribacMQ6SeSQy2TuPKiY6guobhICOOOvxzote0BgrO0edGRY20bJvBMFONar0YbvZSSVB7Bv7qrXKblvNtKz9zmyaHyomeZpEKL0bK7HGM9RwK0vNQ+2+TdtdKRImGPx08lvTjzhnqNA0eXyZpDykMF9Be9G84iWRTqcBn1rpBGRhQOyrLe89Ezowt9nFXIOHklBVT8oqq5fwyKR/ye9wktIBKhOBKcZXPBdPV4iltobIhnG9dLdTrgMPq3juNWOdCMksPHv8A5gI0K9SDnmOfWH/vJV+Te2G2W5uLaZJzIv6VDISnSEEsHRseSwLHtGCavcXPTaFRmyu9Z+KEQjPYG1bx31V5OSbYOm4OerUin14xUXepJalY3CsoTVqXOTv04weGT11ZCFCTwqn5WBJxuEsyp4+zyect9sXm0nSeSMRRQEGK31ZPEFndsYLEDHDcPTm93XOdPIjxjZE41qy5MiYGoEZ4d9UZRI7JGyqokJGQScAAsRw4kAireKW+UKLSgW2NF103PYguRN1ebHXCxe6YJNLSxAhXjfcC8ZO5hjip44G8VcW53IceRs+9MmPNMaqM9hbUcDvqLozWFVWdCVjBvR4K7t43t5cQ306ANBJE8VqjblRHV2Go8XbHHuFXH/xWm/1Pcf8AUT8Khnn4+XjiOHA7sDh2f+xSfujHxzn/ANMjq3HVu693XTKchHbU3tk95R7fm2nJag2UlusEpkZpHU58kjAAHHNPaaNcj5Z4j4o4ZGT6N59FeNddjZ3HORjB+KOvOfCkk3IvoxjSWFkczuQBjhvB8CD9+KKj7+bVE4DZJVsbuseb1dZx4d/GvaFoNKWWf//Z
So why was this chap munching wasps?
….because his problem / need was so great that he DESPERATELY wanted our service….. AND HE COULDN’T GET IT!
Strewth look at that Sheila!....What did he just say?
“….and he couldn’t get it.” Oh yes, that’s right…..let’s hum and consider that in a sagely fashion for a second. <nodding and humming ensues>
Now all you good fastlaners know about scarcity right? ….well scarcity is certainly part of this excitable equation, but there’s more here.
We are far from the only game in town, but he really wanted us.
Not only did he want our service, but he wanted us so bad, that rather than go and call the competition, he spent his time calling us to demand an escalation and explanation! Twice.
This. Is. Fantastic.
How much of a need is there when random strangers would rather spend their time, money, and energy ranting at a company who (in their eyes) hasn’t helped?
Clue = “A lot”!
There are clues throughout life that people have a need.
Sometimes clues are articulated in a pleasant manner.
Sometimes the clues smash your eardrums (and pride) like Keith Moon on crack in a 5 star hotel.
You might need to take chill pill to see/listen to the value in the second one, but for sure it’s there.
A quick conclusion
So in conclusion, be open to exploring situations where customers are mad and angry, and you will find your need “spidey sense” rings more often than the @MJ DeMarco cash register.
If someone is mad at your business, look for the trigger, then leverage it.
If someone is mad at someone else’s business….BAM! There is a target pain point. Find out what the customer is so attached to, define the need, and get on it!
P.S. After a diplomatic exchange and explanation, this gentleman has signed up as a customer.
By talking to him constructively I gained insight into his emotional pain points, and the specific marketing that triggered those feelings of desire.
That alone is gold for the business…..but he signed up as well! So we are actually being paid to get deeper insight into our core customer psychology. Chocolate biscuits all round!
P.P.S. Credit to @JonnyC for the meme embedding idea ….nice touch. Hope you are still rockin-on mate.
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