And I meant it. Let me elaborate. I read Tony Hsieh’s Delivering Happiness and really, really, enjoyed it. I also realized that many of the things they were doing, I already was successfully using as well. People really liked being treated good. They liked the lack of pressure. They liked the random but thoughtful gifts. Honestly, I have never even ordered from them and my wife has only used them a couple of times. But the fact is we really like them and if they had the products we needed we would buy from them.
Sat in on a webinar a week or so ago. The title of it intrigued me since I could not figure out why it was setting such a low expectation for a certain metric. Then I gave them an hour of my life and they basically explained why.
Some people don’t think big enough
Kind of reinforced me to not pay much attention to consultants who are paid for time not necessarily results. Anyhow, Lots of goofy ideas where talked about but two stood out;
The times you should be cross selling a current customer/client
***Working thought, from an idea via a longtime friend***
So the scenario is quite common, friend calls and says they want to have some tree work done on their property. Pretty common. You can also insert, new roof, new furnace, upgrade to electric panel, drainage dug, fire alarm installed, etc. Think of it as any proactive, likely preventive measure that can reduce the likelihood and at worse the severity of a claim.
“Bill, is there an extra discount for cutting down the trees? Will they(the insurance company) pay for it? ” No and No.
One thing that seems to continually bother me is when the wealthiest people and companies choose not to really do the world some good. When they choose profits over people. When they are genuinely in a position to change an industry for the better which will increase their profits and genuinely help the American public and they choose not to. Baffled by it.
Why write today?
Because every time I receive another letter from you I wonder why another tree branch had to die.
Because I wonder why a huge company allows their product to be so diluted by advertising.
With several hundred companies offering auto and home insurance in the U.S. you would think a bit more variety would exist. The reality is that the majority of them are after the same demographic; good to great credit, home ownership, college educated, multiple cars. Then there is everybody else. With a constant turn over of actuaries and heads of underwriting everybody else inevitably can get luck and fit into a preferred companies model. Generally due to a fluke in the sophistication of underwriting. But the reality is still that there are only three prices available to the public and YOU choose your price.
Not to far removed from election season and now with other elections and votes pending soon I cannot help but think about how amateurish campaigns can be. Reality is it is pretty sad. Everyone operates from a reactive position and goes right for the “jugular” with something like public safety. Rarely with any facts in hand. Even rarer with actually actionable steps to fix the base of the problem from the past. Instead they take the easy road, strike up some fear, attack an opponent and just like that you have some politics.
And actually the right hook was delivered by Seth Godin. Having read Thank You Economy and Crush It I knew I would enjoy Gary’s latest but for some reason I kept delaying. See I am attempting to consume all I can on-line but like a few other authors who bring great value to me it was time for me to do a little something in return. Actually three copies were bought; 1 for me, 1 for Holly and 1 for a new potential partner. With my copy read and highlighted it will now go to a potential new hire so I can speed up there learning curve. So the review;
Want to change the discussion from Price to value? STOP ADVERTISING PRICE. Advertising on price is the easy way. It is basically telling the consumer we are a commodity and can not come up with anything original that might bring some value to your life.
Want some evidence? Follow your mail for a month and count the generic garbage being put in front of you that thinks your only concern is price. Even worse , I received the same exact awful letter from four different State Farm agents. Not only is it an awful, demeaning marketing piece but why does State Farm allow there agents to cannibalize each other?