Mega Trends - Part Three

-By Andrea Michaels

It's been a while since we started our blogs on trends, and so here we are; it's 2016, and what do we see coming?

Last year we talked about the importance of creating an emotional and connective experience. Let's take a closer look at that and how we do it.

Think of all the Cirque du Soleil shows you've been to. They tell a story. We all have a story; you just need to decide how you should tell yours. Is it about your business, or is it in the form of a proposal? Whichever it is, you want your targeted audience to connect with it, so make sure that it is completely authentic.

Think of how your meeting or event will connect with your participants (remember, we're going to refer to everyone there as a "participant,") and how then the participants will connect to each other. Driving that kind of experience through live events is the future. Create communities.

Before you introduce the "what," ask yourself the "why." If there is no answer to why you are doing what you are suggesting, change paths and go in another direction. Everything you do has to have a reason and a purpose.

BtoB; BtoC: passe! Today is about H2H ... or Human to Human. Take a look at popular campaigns of today such as Tom’s Give Back to Move Forward, or Hotels for Hope, and incorporate this philosophy into your program.

Cross Promotions: What is better than one brand? Two or more that support each other's messaging. Mini Night Out combined with Urban Daddy.  Google it.

Made By You ... If you want to understand a brand, ask its customers and not its designers. Engage them. Immerse them. Let them be a part of your plan.

Influencers ... just getting started but getting bigger all the time. Tap into "influencers" that have large pre-existing social media followings to promote. Let them announce events, news, prizes, giveaways and then extend the reach of a live event by having influencers post real-time experiences online to their followers.

So that's kind of 2016. What about beyond that?

Here are some things to contemplate:

Relevance

 

Age ... we are heading into a world where 80-year olds, as well as 20-year olds, will be in the workforce at the same company. How do we take all of these ages into account?

What does generational seating look like? What does the workspace look like?

Thank you to Juliet Funt for putting a name to this concept: Give your participants "white space" or time to do nothing, except maybe think. Not connect; not listen; not watch. Quiet time. Time for creativity and reflection.

I believe that team building will be passe. It will be replaced by Shared Experiences.

I believe that ROI will be replaced by ROE².  Return on Engagement and Experience which is a longer term holistic approach of the total brand experience.

And I wonder …. How do we connect with an upcoming generation that will never need to learn how to drive a car? Do you wonder about that, too?

Andrea Michaels is the founder of president of Extraordinary Events. We are excited to announce our nominations for four 2016 Special Event Gala Awards for the production of the Grand Opening of Downtown Summerlin. Winner of 39 prestigious Galas in the past, EE is currently nominated in the categories of Best Achievement in Technical Support with partner, Brite Ideas; Best Event Entertainment Concept and Execution ($25,000-$100,000) in partnership with Fred Tallaksen, Kaboom Entertainment; Best Event Produced for a Corporation or Association, Overall Budget Above $500,000 and Most Outstanding Spectacle. The ceremony will be held on January 14, 2016 at TSE in Orlando. For more information about this event and other news from EE please visit www.extraordinaryevents.net. To reach Andrea, email amichaels@extraordinaryevents.net.

FOR JON

Sunday, December 13, my son Jon called me after his basketball game. He said he was having some severe pains and had taken an Advil and some GasX and was going to lie down for a bit. We were supposed to have dinner that night to celebrate my birthday the next day. I suggested we postpone it, and he asked me if I could change my plans and do it ON my birthday, the next day. I told him we could postpone it for any time at all. Just being together was what mattered. We chatted a bit even though he was in severe pain. His priority was to celebrate with me. When he said the pains were really bad, he told me that he needed to lie down. We ended our conversation as we always do with, “I love you” and “I love you, too” Always. Every conversation. Every day.

Shortly after that conversation Jon  drove himself to urgent care. He had his eight-year-old son, Ethan, with him. Danielle, his wife, called me to meet him there. Ethan was sitting alone in the waiting room sucking on a popsicle, totally alone. When I tried to talk to Jon, he was in so much pain that he couldn’t speak. He was hurriedly ambulanced to Holy Cross Hospital, given morphine, which didn’t at all help. Danielle joined me at the emergency room and we all thought it was either a hernia or a kidney stone, either of which needed surgery. I left to take Ethan away from the hospital atmosphere, and subsequently Danielle called me because Jon was to undergo surgery.  I dropped Ethan off with his other grandmother and joined Danielle in the waiting room. It was still December 13, which turned into December 14, my birthday. It was not a simple operation.

Jon died on my birthday. Now I will always remember that day, yes with pain, but also it will act as a reminder that for 45 years every second of my life was filled with the most wonderful man ever born, a man to be proud of, to be admired. I raised this sensitive, loving, caring, considerate and generous man who supported me, loved me and whom I would trust with my life. To me, December 14 will always be all about him and only him. Our history started in a hospital because from the moment my beautiful baby was laid in my arms I was filled with a sense of wonder. That wonder lasted 45 years.

I have learned in the last days that the qualities I so admired were shared with many of you as he is laid to rest. The hospital still is talking about all of their waiting rooms filled to capacity with family and his friends, so very many friends. Though they wanted to kick us out of the hallways, there were so many people who loved him there that there was no other room. All day and all night no one left. It was out of love for Jon, their friend, and every moment in his presence, whether he knew it or not, was precious.

Danielle and her entire family were there. Of all the images I will always remember Danielle holding Jon tenderly in her arms, her hand on his heart, his great big huge heart, as he passed away. Her love for him, her tender caring was indeed the fairy tale she called it, and I am grateful that he had such love and respect in his life. Danielle, I know that he was the man of your dreams; you told me, his mother, that, and nothing could ever have meant more to me than knowing he shared his life with you.

As much as you loved him, he loved you back. Danielle, you were his everything, always his beautiful Irish bride. Every moment of every day was filled with thoughts of what you shared, most especially your two beautiful boys. I don’t think any father could have loved more fiercely and protectively, or been more proud of Cameron and Ethan, both so handsome and so well-mannered and loving. Every thought centered around his family. On a scale of 1-10, you took at least the first five spots, and the rest of the family and friends and business friends, happily experienced what remained…and it was enough. Even five minutes with Jon made him into a friend.  There was never a day that he didn’t think only about getting home to the three of you, his family. He would rather take red eyes, or drive all night to get to an event, than lose any time with you. Baseball practices, school meetings…it didn’t matter. Jon often told me that he couldn’t wait to get home to see them.

He loved his friends, and there are many of you. What a testament to your friendship that you were there for him, leaving your jobs and your families to show Jon your love for him. His coworkers, though he had to act like “a boss,” were so very much appreciated by him. He always talked of your talents and capabilities with great respect. And worried that he would not be considered part of “the gang” when he had to act like a boss. He really needed to be liked. And in the last days, you’ve all shown me how much he really did affect your lives. Thank you. He wanted so much not to be your boss, but your friend.

I want to thank all of you for enriching his life. I believe he enriched the life of everyone he encountered.

I will miss the twinkling of those beautiful blue eyes which was usually followed by a slightly teasing comment and then that Jon-smirk. I imagine most of you know exactly what I mean. But beside that twinkle and smirk was an ethical, honest and articulate man with great business acumen, a sense of fair play and a tremendous desire to always make things right, even in the most trying of circumstances.

I loved my son with all my heart. I will miss him forever. And right now forever seems like a very long time. I have lost not only my son, but my partner and my very best friend.

When my mother, his grandmother, died, Jon wrote something for her funeral that I had not remembered at the time. Jon had spent many Friday nights with her, and it was traditional that they watched The Love Boat and then Fantasy Island. When that show was over his grandmother would say "Fantasy Island is over, Jon. It’s time to turn out the lights."

Jon, my beloved, beloved son… Fantasy Island is over. It’s time to turn out the lights.

Andrea Michaels, Founder and President of Extraordinary Events, gave this speech at her son's funeral on December 17, 2015.

The Polite Society: Be a Nice Customer

What rings so true from this article is the word “respect” and how that affects so much of our business transactions. That means respect for not only your customers, but also your suppliers. So as always I’m happy to share Shep Hyken's inspiring words. –Andrea Michaels

-By Shep Hyken 

Respect

Customer service is usually about the people who work at a company being polite to the customer. But how about the customer being polite to the employee? Be nice and maybe you’ll get nice back.

So, this article is from the perspective of the customer.

No doubt that a squeaky wheel gets the oil. For those that aren’t familiar with this old saying, it basically means if you are loud enough, you’ll get noticed. To put it in business terms, if you feel you’re not getting the customer service you think you deserve, stomp your feet up and down and you might get what you want. Sounds like a good plan, but there may be a better way.

There is another old saying: You’ll catch more flies with honey than vinegar. Being nice to the people serving you may beget nice customer service in return. If you don’t believe me, try it. It’s the right thing to do anyway.

The catching flies with honey concept comes to life in a couple of amazing examples I read about in an excellent article in  Trendwatching.com. Companies will reward you for being nice and polite to their people and the other customers around you.

Last year McDonald’s and Coca-Cola got together for a special promotion that rewarded diners for not using their cell phones. I don’t mind someone using their phone in a public area if they are discreet and respectful of others. The idea of rewarding a customer for their good behavior intrigues me. The promotion encouraged customers to take a “timeout” from talking, tweeting, Facebooking and texting. The longer you stayed in “timeout,” the more points you receive. Participants could win prizes, including a free trip.

I can’t vouch for the success of the app, but the premise is sound. Just the other day I was at the grocery store and standing in the checkout lane. The person in front of me was on her phone. She was loud and showed little respect for the people around her; specifically the cashier who had to wait to catch the customer’s attention to pay for her groceries.

In that same Trendwatching article, there was another excellent example. La Petite Syrah, a French café, had a pricing policy based on politeness. The customers who were kind to the barista and used the word “please” were charged less than those who weren’t so polite. The two prices were posted on their menu board. A cup of coffee for the polite customer cost EUR 1.40 versus EUR 7. That’s an 80% discount, just for being nice. Sign me up for that one!

Here’s the point of this article: Respect.

As a person, respect the people around you. As a customer, respect the people you do business with. They just may give it back to you, and sometimes even more so. Dealing with someone having a bad day? Smile. Be polite. Be the nice customer that’s easy to do business with, that potentially can make that bad day a little better. Then, watch how you’re treated.

Shep Hyken, CSP, CPAE is a customer service expert, hall-of-fame speaker and New York Times and Wall Street Journal bestselling author. He works with organizations to build loyal relationships with their customers and employees. He is also the creator of The Customer Focus, a customer service training program that helps organizations develop a customer service culture and loyalty mindset. For more information contact (314) 692-2200 or www.Hyken.com

For more information about Andrea Michaels and Extraordinary Events, please visit, www.extraordinaryevents.net.

Don't Spill Your Candy in the Lobby

I thought this great article by Douglas Kolker so invaluable that I wanted to share it with you. Learn and implement! -Andrea Michaels

Have you ever had a qualified prospect pick your brain for information - and then turn around and buy from the competition?

Most salespeople have had this frustrating experience. It's a function of following the buyer's process (which of course favors the purchaser) rather than following a clear professional selling process that levels the playing field. All too often, we lose a customer to the competition because we decide to share loads of information before we've identified the prospective buyer's emotional motivations. We don't uncover the pain the prospect is trying to eliminate.

Instead of showering the prospect with product information, we should ask questions that will clarify whether there's an emotional gap between where the prospect is and where the prospect wants to be, or the prospect's pain. Then we should figure out whether we can fill that gap.

THE "BIG BOX" LOSES A SALE

Last weekend, Jim went to a "big box" appliance store. Jim had absolutely no intention of buying a widescreen television from the store. He went into the store with the goal of gathering information so he could buy a television for a cheaper price online. He walked over to the television department and asked the woman at the counter, Juanita, a few questions about widescreen TVs.

What do you think Juanita did?

Here's a big hint: She was following the buyer's system.

Juanita answered Jim's questions. And then some. She didn't do anything to try to identify the reasons behind Jim's desire to learn more about widescreen televisions. She wasn't interested in learning about the emotional gap between where Jim was and where he wanted to go. All she was interested in doing was reciting features and benefits.

So Juanita recited three or four brochures' worth of product information at Jim, while Jim scribbled down notes. She didn't ask a single probing question. She didn't ask whether Jim had been to the store before, or why he had decided to come in today. She didn't even ask whether Jim currently had a television. She went right from "Can I help you?" to belching out product specifications.

We call what Juanita did "spilling your candy in the lobby." Think about how frustrating it would be to go to the movie theater, pay for your ticket, buy your drinks and popcorn and candy, and then spill all your refreshments on the lobby floor before you even had a chance to sit down and begin watching the film. That's what Juanita did. She launched into features and benefits, having uncovered no reasons why Jim was looking at TVs in the first place.

Had she engaged with Jim by asking just a few simple questions, she could have learned that he was buying a widescreen television for a high-traffic area of his bar and grill. She could have learned that Jim's customers frequently used (and abused) the TV set, and that his last three units had all been handled so roughly by tipsy sports fans that he'd had to replace them.

Jim was sick and tired of replacing television sets. That was his pain. He was focused on price, but he could very easily have become a prime candidate for an extended service plan, which would have been far less expensive than buying a new set every six months or so.

Juanita never knew that, so she never brought it up. As a result, she gave Jim lots of free consulting, watched him take plenty of notes, and lost the sale to an online retailer that offered no service plan at all.

THE "EXPERT" MAKES A ROOKIE MISTAKE

Juanita's behavior was probably the result of an attempt to establish credibility and display her expertise. She may have satisfied her own desire to look and sound like an expert, but she didn't get the sale.

Juanita deserved to lose that sale. Every time we pass up an opportunity to have a meaningful discussion with the prospect about where he wants to go and what's keeping him from getting there, we deserve to lose, too. It's our professional obligation, once we've engaged with a prospect, to start that discussion and follow it through to its conclusion.

Don't spill your candy in the lobby! Instead, ask questions that uncover your prospect's pain. Your closing ratio will thank you.

Douglas Kolker is President of Sandler Training based in Van Nuys, California. To find out more about what Sandler Training can do and how they can help you, call 818-995-7197, or contact them on the Web at http://www.douglaskolker.sandler.com/requestinfo.

Andrea Michaels is founder and president of Extraordinary Events, a multi-award-winning international meeting and event planning and production firm based in Los Angeles. Andrea is the author of Reflections of a Successful Wallflower: Lessons in Business; Lessons in Life and an in-demand speaker and leading voice in the special events industry. She may be reached via amichaels@extraordinaryevents.net.