Category Archives: Jurek’s Blog

The difference between word of mouth and social media reviews

There is a belief in some corners of the business world that social media is word-of-mouth, or that social media has replaced word-of-mouth as the driver of consumer awareness and preference. It isn’t. And it hasn’t. Social media is a critical component of the overall word-of-mouth equation. In fact, offline and online conversations are almost…
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Being Noticed and Remembered

While the presentation of this sign on a scruffy chalkboard could be better, the wording is perfect for this beauty salon on the main street in Leeton in western New South Wales. It says, “How old you are is your business… How young you look is our business.” What a great way of attracting attention,…
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Avoiding negative words and phrases

We often work with clients on using positive language in face-to-face, telephone and email conversations with customers. This also involves cutting out negative words and phrases, especially when you have to tell customers something they don’t won’t to hear. For example, when you can’t get a service technician out to them straight away or even…
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The difference visibility makes

It was Tom Peters, co-author of ‘In Search of Excellence’ who back in 1984 first introduced me to MBWA – Management By Walking Around. It seemed so obvious yet over the years I’ve noticed the difference it’s made to customers and team members when it is practised. How managers spend their time has a huge…
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Reduce customer anxiety to win more sales

Perry Marshall, author of 80/20 Sales and Marketing put it well when he said, “Too many people think that selling is about talking people into buying things, as if you can wear people down with an avalanche of words.” You can’t. You can continually be putting out messages about how you’re the best, offer great…
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A Marketing Lesson from a 5-year old

Why wouldn’t a 5-year old want to go to a birthday party with her friends? It doesn’t make sense. Yet the same thing often happens with our customers. We enthusiastically explain how fantastic our product, service or experience will be for them yet they say, “No thanks”. This cautionary tale explains why. Take the time…
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Escape to the country

Sometimes visitors complain about what to locals are the most amazingly ridiculous things. For example, there’s the city folks who go to a country retreat and find the ‘jungle noises’ or the sounds of farm animals so strange that it keeps them awake. How can you overcome this if you run a hotel or B&B…
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What can you do in 2019?

I love this example from Donald Cooper: “It always amazes me that whenever I rush into my dry cleaners to pick up my clothes, they’re right there at the front of the motorized rack”. “As I approach the counter, Mr. Chen, reaches for my cleaning and says, “Good afternoon Mr. Cooper. Your cleaning is right…
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Creating an effortless experience for your customers

In a survey of 97,000 consumers who purchased products or services from over 400 companies around the world the researchers found that the vast majority of customers, notably 96%, who had high-effort experiences reported being disloyal. This compared to only 9% of customers with a low-effort experience. They identified the key sources of effort as:…
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The tale of two wolves

In his book ‘Design a Good Life’, Cairns pharmacist Mario Calanna reminds us of a Navajo fable in which a woman tells her grandson a story about how each of us has two wolves inside us that are constantly battling one another. One wolf is jealous, resentful, full of false pride and self-pity. To this…
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