Category Archives: Jurek’s Blog

Why I made so much money

“My success in Dick Smith electronics and Australian Geographic was just to go around the world and copy the best, pinch the best ideas from everyone I could see … I noticed that each company I went to – I’d go to England, Canada, America – had different ideas, so I took the best of…
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A lesson in climbing to the top

While on holiday recently I read ‘Paths of Glory’ by Jeffrey Archer, not a book in his usual style. It is a ‘What if…’ story based on George Mallory a man who took part in the first three British expeditions to Mt Everest in the early 1920s. In fact, George Mallory may have been the…
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Selling benefits

When you are in a selling situation you can talk all you like about features and advantages but, if you want to make the sale, sell the benefits. In a recent newsletter, Melbourne small business marketing maestro Winston Marsh uses this story to emphasise his point: Ole, the smoothest-talking Norske (a person of Norwegian ancestry)…
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Spell out your reasons for discounting

If you are going to have a sale always explain simply and clearly why you are doing so. For example, in the recent Best Video Case Studies post, famous Beechworth Baker, Tom O’Toole could be saying that due to changing technology people have the chance to get the final copies of his DVD case studies…
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“The Customer Experience Report is the biggest bonus”

It always fascinates me how the good operators are on a continuous path to improvement, and despite their extensive knowledge and skills are willing to learn from others. A classic example of this is renowned central Australian wildlife and tourism identity – and professional snake catcher – Rex Niendorf of Alice Springs Reptile Centre. He…
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Are you sorry?

The way that we say things makes a difference. For example how do you say sorry to a customer, colleague or supplier?  This is a good topic for a short focussed discussion with your team. You could start by posing a couple of questions – When do we need to say sorry? How do you…
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Why, why did it catch my eye?

Sit in any café and watch the interaction. Notice how often people, particularly ladies, will share photos with one another from their smart phone or tablet. Visual content works. Just look at the immense popularity of Facebook and Instagram for sharing information. Apparently, more than half the surface of the brain is reserved for processing visual…
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Choosing a motto

Following on from last month’s It’s alright it’s only a customer post, ‘Terrific Tips’ reader Vaughan McCue shared the following options for United Airline’s new motto. Select your top three, submit them to United Airlines and they will probably ignore you as they seem to do to so many of their customers. Either that or…
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Tactics to help customers remember why they chose you

In his groundbreaking book ‘Influence Science and Practice’ Dr Robert Cialdini outlines his 6 principles of persuasion.  One of these is ‘Consistency’. He quotes some great examples including where a university’s research team surveyed residents of a suburb on community issues.  One of the questions was to ask them what they would say if approached…
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Best video case studies

I recently made a wonderful discovery. I’d received an email enquiry asking me to recommend any useful resources for local campaigns – particularly video based – to get business people and the community working together in small towns. My answer was Tom O’Toole’s Beechworth Bakery video case studies. Tom is always commenting that he has…
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