you noticed that most customers tend to ignore people who work with the public, treating them like cogs in a machine unless the customers want to complain?
Have you also noticed how most of these customers start offtheir requests (or what may be more accurately described as demands) with the word "gimme" instead of "please?" This afternoon, I walked into my local Subway store. l proclaimed to the sandwich artist behind the counter, "It's great to see you again!"
as she

ofour conversation worked went something like this: Sandwich Artist: "Did you know that I got
She beamed and the rest


Me: "No, I didn't! Congratulations!" S.A.: 'Yes, he's a really nice guy. He's a tech at a local

Me: "'Really nice guy,' huh? Isn't that an oxymoron?" S.A. (laughs): 'Yes, I could tellyou some datinghorror stories, if you'd like to hear them." Me: "Guess I am lucky I've never had to date a guy." S.A.: 'You sure are! Want to see my ring?" (She takes offher engagement ring and hands the diamond-studded arrangement to me.) Me (waving my hand): "Oh no, I'd probably just drop

According to Howard Feiertag and John Hogan, authors of Lessons from the Field, studies show that in 68 percent of cases where businesses lose customers, it is because of a lack of appreciation. We ignore our customers to death, so they go away to find someone else who wili appreciate their business. I am sure you have experienced this. You walk into a dry cleaners and the first thing they say, without even
looking up atyou, is, "Lastname?" You walk in next week, again you heaq "Lastname?" You walk in the week after that...never mind, there is no week after that. You have already moved on to another business establishment that you hope will value your patronage. We all want to
frequent businesses like the one portrayed in the television

TED JANUSZ is a professional speaker
on the topic of

rock!" As we were talking I notice something interesting. The sandwich artist was loading my sub with piles and
it. But my, what

"Social Media for
Baby Boomers," author, and marketing consultant. He is the author of the Social

piles ofBBQ chicken. There is now enough meat on the bun to fill three sandwichesl As the manager walks by, I begin to feel sorry for the sandwich artist. What will the manager tell her later about giving away all of his profits?

sitcom "Cheers," "where everybody knows your name."

Why do I mention this?


percent of consumer

Media Marketing
Guide far Parking

Professionals,which is a free publication for lPl members and
can be downloaded from parking.org/ socialmediag uid e. He can be reached atted@

I realized that the sandwich artist was treating me exactly how I was treating her. She was subtly trying to show me appreciation in the only way she knew how, by treating me as a special customer. (By the way, I don't suggest using this technique as a manipulative ploy. I just do it because I get a kick out of it.)

choices are based on personal recommendations. The social mediatools we discuss in this column only make it easier for your customers to spread the word about your business virally. Look at the motion picture industry. How often do you see a fllm advertised on television a month or tu.o after its release to try to boost attendance? Never. In

The Difference
In worker satisfaction surveys over the last 75 years, the number-one complaint of employees is neither wages or benefits, but rather a lack of appreciation. Peopie don't work for companies. They work for people. And usualiy, employees don't hear from the boss until they mess up.

fact, the first weekend of a motion picture's release tends to make or break the film. Why? Among other reasons, people are using T'Witter to tell their friends about how good or bad the flick is, often right from the
movie theater! Your satisfied employees and customers are your best source of advertising period. But it all starts with you showingboth your employees and your customers sociability. O

P @
E U l I q


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