I’ve written before about educating your stakeholders using stories. I know it works- most others do, too. So, why are you not using them?
Because you rely on PowerPoint? Really? You think your customers are impressed with these slides that extol the product qualities, your customer service? Tell me again, how you can demonstrate customer focus using slides.
Because you can’t tell a good story? Well, that actually may be a good reason- but we can fix that. Way too many folks think they can explain things with a good story. But, they don’t. So, it means you need to hone your storyline and practice the delivery to insure success. For starters, your story has to be “true”. Or, use a movie that provides your message to your internal stakeholders. (This won’t work for external stakeholders.)
The first company I worked for- one which I eventually managed- was a dry cleaning establishment, Arlee Cleaners and Launders (and Draperies, after a while). The two founders took a series of courses at the International Drycleaning Institute (now the International Drycleaning and Laundry Institute). So did I. So that we could prove to the “world” that we knew of what we spoke and did.
But, as the owners explained to me, being the best dry cleaner in the world would not make us successful. We had to please our customers. Make them feel like they were the most important folks in the world. We had to know who they were. And, we did- we learned about their families, their work, and we included those tidbits in our banter and greetings, when they brought their clothes in for processing.
Of course, we did provide a great cleaning service. And, maintained our inventory (i.e., their clothes- where they were in the process and how we stored them). And, grew the business.
Our story was that we were well versed in fabrics, stains, stain-removal, and them. We made sure they knew they counted to us. We made sure we knew when there was a stain on their clothes- and brought it to their attention, when we removed it. But, more importantly, we examined their clothes when they came in- so we could see if there was a stain that may not be removable. Or a fabric we should not handle. (Back then, the combination of leather patches on the elbows and wool were one that was problematic. The leather patches were often glued on- and, therefore, came off during our processing.)
We developed stories about the stains- and their removal. How we got them out. How we knew what to do. Did our customers really care about the chemical engineering of the subject matter? Heck no- but they knew we knew of what we spoke- and we cared for their garments. In essence, we communicated the complexities by contrasting the situation before the change- and after the change. A critical part of any successful company story.
And, they brought their clothes to us. And, they brought other customers to us. And, we were successful. Not bad for the first ‘job’ I ever had- one I kept from when I was a month shy of my 14th birthday until I was a bit past 20. When I left, the owners had to start coming back into the shop again…
But, as I’ve also said before, I. Harry Mazur and Cary Rollner made a big difference in my life. They taught me lessons that I carry to this day.
May their memories be blessed, in recall.
Roy, I have these pants that just….
😉 great way to push the point across, and realize the way to embrace customer service. shared all over
Stuart Nager recently posted..The Naming
Glad you liked the piece, Stuart.
Oh, and I am not looking for a mass market in dry cleaning any longer- so my prices are way too high… 🙂
Roy
“May their memories be blessed in recall.” One of the most beautiful thoughts yet that you’ve written in my opinion. When we embody the values and lessons of those we’ve lost, they are memorialized in such a powerful way. Thanks for sharing not only the insights and teachings from them but also such a lovely acknowledgment of these souls.
Tambre Leighn/coaching by tambre recently posted..A Conversation About Choices
Thanks for your comments, Tambre!
Glad you liked the piece. I do remember Harry/Cary (which is what I called them way back when) at least once a day.
Roy
This is a great use of story telling and getting the point of customer service across.
Thanks, Roy for all your wisdom and your willingness to share.
Ann recently posted..Facebook on Facebook Marketing
Glad you liked it, Ann.
Have a great day…
Roy
This is a very nice post on storytelling in business ~ and I love the picture. You showed your customers that you cared about them and that they were more than just a number.
This was a valuable lesson that you learned at a very young age.
Janette Fuller recently posted..Book Review and Giveaway: The Hidden Gifts of Helping
Thanks, Janette.
It’s stuck with me for a few years, as you can see…
Roy
That was a few years ago – I wonder how would a similar business be operating in today’s world and would the average 14 year old listen or care?
I love the story and I use similar, including my experiences of working in my grandparents corner store from the age of 6. I could count the stock and help clean the store at that age. New Year’s eve was stock taking. But that was too many years ago to count
Roberta recently posted..Emotional Thermometers to keep you out of stuck
I would love to hear more about your grandparents’ store, Roberta, and the experiences (more feelings than words, I’m sure) that you coalesced into action now.
Roy
Well said Roy, you told the story well, lol. But seriously I agree with you that the story will be what allows a potential customer to want to listen or do business with you. It also provides that credibility instead of just another ‘eye rolling’ story that you know isn’t true. Thanks for sharing Roy — you continue to amaze me with all your life experiences – interesting for sure!
Lynn Brown recently posted..3 Simple Strategies on How to Build Your Linkedin Connections
Thanks, Lynn!
I was lucky to have met Harry and Cary- for the experience AND the money 🙂
Roy
Hey Roy,
Guess who is back!!! 🙂
I absolutely loved the post… When we talk about therapy is psychotherapy, story telling is also a technique used. The art of healing through stories – either by constructing one or by making one around their current personal dilemma. Story telling is a powerful tool. And there are numerous ways in which it can be used.
The art of story telling is very helpful, though one should be careful with what it is conveying. There are many ways a person views a story. What lesson or moral I take from a story may be different from what someone else takes from it.
Thanks for such a beautiful story. Always wonderful!
Glad to be back and reading all your wonderful insights! 🙂
Hajra recently posted..What are you looking for?
Welcome back, Hajra…
I am so glad you liked the post.
Really great post Roy I enjoyed reading it! I think it’s great that your experience has stuck with you after all this time! I also think if every business and company also did implement the necessary work and training courses like yours did back then, (because not all do!), we could all learn a little more and take pride in what we do. Thanks for sharing Roy, also thank you for your comment as well.. http://www.angelasoliz.com/the-power-of-stories-testimonials.html 🙂
Angela Soliz recently posted..The Power Of Stories & Testimonials
Glad you liked the post, Angela.
I absolutely agree with you- every employer has the duty to educate its staff- not only in what is expected and what to do – but in the mores of the firm to insure that every “touchpoint” is in concert with the ideals- or nearly so.
Roy