Front Line Marketing
Sparks Fly!
Your spark can make a connection and that can change everything
August, 2010
In This Issue
Sparks Fly
Then and now
Breaking it down
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We title this newsletter Sparks Fly! because we believe that each of us have unique talents that we think of as sparks. Most often these are ignored. But when identified and developed into strengths, our talents have the power to spark a positive reaction in those they come into contact with.

Key in building your business is the ability to recognize your unique spark as well as the sparks of those that you manage. Your job is to then position people where they can best use those strengths for themselves, your clients and your business.
The result is more productivity, less turnover, higher sales and more clients as partners.

And although I make it sound easy here, you know it is not. BUT, it is possible and we can help you achieve that goal. It's what we do in our Sparks Fly! Customer Care program. We'd like to help.

For more information on how to increase sales and transactions, improve metrics, and develop a healthier work environment, please contact me directly.

To your success,
Bruce Cameron
Sparks Fly!
At Front Line Marketing, we work a lot with quick service restaurants. The following customer comment is shared here as just one example of just what we mean when we say, Sparks Fly! Our sparks have the ability to create positive relationships, repeat business and word of mouth advertising.

We have changed the names and left out the specific location to honor privacy.

"I want to recognize one of the employees at your store located in Chicago. Betty Johns is the most outgoing, funny and friendliest drive thru person I have come across.

She was enthusiastic, welcoming me thru the speaker and tried to sell me additional menu items using her sense of humor. I would have considered a few of the suggested options if I had more than $2.00 cash in my wallet. 

When I met her at the drive thru window I complimented her on her friendly attitude.  Her response was, 'You have to enjoy every day!"  It is so true! 

You should be proud to have a positive employee working for your establishment and one who tries to do her best. I look forward to my next drive thru visit at that location. (Hopefully she is working)." 
Then and now

As children we were afraid of the dark. As adults we are afraid of the light. We are afraid to step out. We are afraid to become more.

Abraham Lincoln
Breaking It Down

Take the time to dissect what the customer took their time to try and communicate and you will begin to notice several things going on. There are psychological principles, biological changes and physics involved.

First notice that the customer made the choice to use their time to write in a comment on a $2.00 order at a fast food restaurant! Then they took the time to become aware of the server's first and last name. They did this because the server made the choice to be aware of the customer.
  • What we put out we get back.
    • It is not only a law of physics (equal and opposite reaction) but embraced by any religion you choose to explore (sow/reap).
  • We are bundles of energy that are attracted to energy.
    • To describe their interaction the customer uses the words; enthusiastic, friendliest, outgoing and funny. The descriptive words used are describing positive emotional energy - essentially high octane fuel. The better the fuel, the more we're attracted to it. Betty was putting out good stuff and the guest appreciates it.
  • Tone of voice accounts for 38% of the way we communicate.
    • Although we can't hear the tone of voice of the server, we can pretty accurately come to the conclusion based on the descriptive words used that Betty was up, positive and engaging. This would result in communicating a positive, welcoming invitation to the customer. "I'm glad you're here!"
  • Words account for 7% of the way we communicate
    • See above to notice that the words match the tone of voice.
  • Body language accounts for 55% of the way our message is communicated.
    • This is such a big part of the message (spark) that we communicate that Betty had to be congruent at the window or everything would have fallen apart. In fact we know that her body language matches her tone and words because this is where she gives her life philosophy - You have to enjoy everyday. You can't 'sell' that message without a strong, positive body language. But since the guest 'buys' it, we know that Betty's words were in synchrony with her body language.
    • The result is that the message is received as truthful by the guest because everything; words, tone and body are in harmony. They're in synchrony.
  • Its not personal, it's just business - HOGWASH
    • Notice how Betty keeps it about the person, not about the money. This customer spent $2.00 (or less) and didn't take any of the suggestive sell opportunities offered. But Betty stays consistent at the next point of contact offering another, even bigger spark, her personal philosophy of life; "You have to enjoy every day".
    • Be consistent. Be truthful. Stay positive.
    • People are smart and detect untruth and falsehoods easily and react strongly to them. That is why greetings have to be genuine and have to be personal. They are the first spark that we let fly. The rest of the connection and touch points then act as building blocks to relationships.
    • Betty passes every test that her guest unconsciously puts to her. The result is trust, enthusiasm, praise and recognition for Betty personally and for the company.
    • Finally the testimonial concludes with a promise to return - with an underlying message that she will bring more money so that if approached again with suggestions, she will have the money to buy.
So the message is this. Betty has discovered her talents (sparks) and is building them into strengths. Her managers are aware of where she will be happiest and get to do her best work everyday. The place where she will get to make a difference. And then they put her there.

Sparks Fly!

Don't ask yourself what the world needs; ask yourself what makes you come alive. And then go and do that. Because what the world needs is people who have come alive.

Howard Thurman
Bruce Cameron
Front Line Marketing