Why aren’t my people Clientelling?

One of the passions I have that directly ties to marketing is learning why people do what they do. I’m very interested in their motivations. This one is simple, but a surprising number of jewelry store owners refuse to get it. Why one of your staff would be so bold and forward as to pull out a business card and hand it to the gal at the grocery store lies greatly with YOU. And the answer lies within the book “How to Win Friends and Influence People” by Dale Carnegie (a book that should be required in the US for ALL high school students).

To put it plainly…. You’re a jerk.

Please forgive my directness but somebody had to tell you. Now this isn’t the only reason your team doesn’t spread the word outside of work, but it’s probably pretty high up on the list. It’s simple. If people love where they work and you’ve marketed yourself well and you’re nice to them and they love you…. Then they’ll spread the word. Conversely, if you’re shaving their hours and commissions, not recognizing them as vital to your business, not showing appreciation, heck not even greeting them with a smile in the morning…. Well then you’re a jerk. Your staff is going to show up for work and collect a paycheck and always be on the lookout for what’s next. Duh!

Matthew 7:12 (New International Version)

12 So in everything, do to others what you would have them do to you, for this sums up the Law and the Prophets.

If this is you, there’s plenty of help. And this discussion goes on for thousands of pages. But for now, pick up Dale Carnegie’s classic in put it to work. Once your staff starts thinking “This really is a cool place to work!”, then call up your printer and order a bulk quantity of business cards. Oh yeah… and sales will grow dramatically too.

Order the book from Amazon here HOW TO WIN FRIENDS AND INFLUENCE PEOPLE


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