If Seth Godin Said "It"... "It" Must Be True!

Here's an article that I recently published in the National Speaker Association (NSA) North Texas chapter newsletter. If you belong to a professional association, this one's for you!

"Is The Expense of NSA Membership a Waste?"

I recently took the advice of Seth Godin (Author of "Tribes", "Purple Cow" and "Permission Marketing" to name a few). In an interview he said that right now in order to weather the current economic storm, businesses need to look at each of their expenses and cut out the wasteful ones. So I sat down and analyzed my business, one painful accounting expenditure at a time. I ultimately came to the NSA and NSA North Texas expenses. I looked at these expenses and like Seth said, asked myself if this was truly a waste? I came up with two conclusions...

First, I just returned from the NSA Winter Convention in Orlando, so the expenses were still fresh in my mind (They'll have a little more "sting" when the bill arrives next month!) It was a great opportunity to see old friends, meet new ones, bring my kids with me (My daughter celebrated her 8th birthday there! She celebrated with Mickey, I celebrated my 8th birthday with my Uncle Mike... but that's a different story!) and to learn new ways to take my business to the next level. I set a goal for myself to leave with no less than six $10,000 ideas. I left the first day with nine thanks to Jeff Magee, CSP! Was this expense worth it?

Second, I reviewed the NSA North Texas expenses associated with the meetings and sitting on the board. Even though I purchased a "Value Pass" the membership and meeting expense are high in comparison to the other associations I belong to (But I do get to attend a special session later this year!) I reviewed my notes from each of the presenters that have come through... Michael Port, Scott Halford, Jill Konrath, Chris Clark-Epstein, etc. What value did I receive from each that directly dropped to my business bottom line? I also looked at my time spent on the board. This is time away from my clients, students at the university where I instruct, and my family. Was this expense worth it?

I had a conversation with a "prospect" or potential member to the group, which cleared up all the analysis that I was trying to perform. She asked "What is the best part of being a member of NSA?" I told her the answer was simple for me, it's a place where you can go and learn how to best structure your business because everybody shares! So whether you take Seth's advice or mine, determine if the expense of your membership is truly bringing value to your business bottom line. If you're like me, this is a no-brainer!

From the Membership Desk... Sam Palazzolo, MBA, CPLP

What's In Your Cup...Starbucks Buyer Beware!

A note from the frontline about how lousy customer service can kill the best coffee in the world.

I was as upset as the next guy when I heard that Starbucks would no longer be serving decaf after 12noon at their stores (See the Decaf Debate story at http://www.usnews.com/blogs/the-inside-job/2009/01/28/starbucks-calls-off-decaf--after-12-pm-.html . Also, if you want to see just how much caffeine you’re giving up, visit http://www.energyfiend.com/caffeine-content/starbucks-tall-decaf-coffee You’ll be blown away!) But I’ve had an experience today that left me looking for something to calm me down!

As many of you know, I am legendary for my “coffee connoisseurship” as often seen through my entire pot-drinking episodes (As a matter of fact, that FedEx Kinko’s commercial where the guy drinks the entire pot because of the “all-nighter” was stolen from me!). As a result of this elite club, I am the easiest guy in the world to buy gifts for! Let’s see, what do we get the guy who has everything, including a caffeine addiction? I got it, a Starbucks gift card! While not extremely creative, the shoe does fits so I am drinkin’ coffee!

Today I went to my local Starbucks to purchase a brew and hold a meeting. I walk in, promptly hand over one of the bazillion Starbucks cards I have at home and the Barista announces to me “You owe me 29 cents!” I don’t want to say that any “favors” should have been granted to extend me credit, or even comp me the 29 cents, but I’ve visited this Starbucks several times a week for the last year, I have my own “chair” complete with a nameplate, and the Barista even knows me by name and makes my drink for me when she sees me (Grande ½ & ½ please, room for cream/sugar…Nothing fancy!). During this entire time period, I’ve never paid with cash or coins or anything but one of these gift cards. I must have had a look on my face similar to the look I received when I was younger and started speaking to my Uncle Louie in English (Not a good idea in case you’re wondering! You’ve heard of the kid that grew up on the wrong side of the tracks? Uncle Louie grew up under the tracks!)

I was baffled. I was befuddled. I mean I was really baffuddled! I paid my 29 cents with a dollar in my pocket and have to admit that I had a difficult time concentrating on my meeting… Wouldn’t you? So here is what I pledge to do. For the next 30 days, not only will Starbucks not earn my decaf business, but they will forgo my caffeinated business as well!

So how are your “front-line” associates treating your customers? You know the ones…They usually earn the least yet have the maximum impact on your customers, many times being the only voice the customer hears! What are they doing? What are they saying? What are they not doing? Where are they falling short of your customer’s expectations? When was the last time you “listened-in” to their conversations? Here is what I am betting, you don’t know! Worse yet, you do know and your burying your head in the sand hoping that things will “get better” or that they’ll “get smarter” or that the problems will “go away” magically! Well they aren’t! You need a plan, you need clarity on that plan, you need an implementation schedule of that plan and a review of it once implemented to insure that you are getting what you want. Pretty simple? Pretty straight-forward?