Are you ready to take your business to the next level? In this series, Jim Cathcart will teach you the powerful moves necessary to advance your business in your existing market and how to expand your brand into new markets.Sign Up to Watch
-Jim Cathcart how are you?
JIM CATHCART: Great. Good.
-I'm excited right now because we're going deep into these 15 powerful moves to grow your business. And I know this is something that we hear from you guys as thrivers you hit that Ask the Guru Button. They're asking us specifically, what do I need to do, give me some move, to grow your business. And that's exactly what we're doing here, we're getting into the nitty gritty and the specifics. And this move that we're talking about today is give more than you have to.
JIM CATHCART: Absolutely. Overfill your space. Overflow the cup that you're poured into so they need a bigger cup to reward you.
-I love it, yeah. And I've got a notable quotable from you.
JIM CATHCART: Do you?
-Yeah, a little notable quotable from you and then I'm going to read it and I want you just to unpack it for us and explain it. So you say here, "Practice up-serving not up-selling (exceed your customer's expectations). Grow your impact on customers. The quickest way to get a raise is to give your customers and your company a raise through your performance."
JIM CATHCART: Absolutely.
-So this is-- my mind's already blown up. I feel like it's-- unpack this for me, will you?
JIM CATHCART: I've had people say to me, how do I get a raise? I say, give a raise. Give a raise? No, I want to to get a raise, not give a raise. Well, give a raise first. What do you mean? Give a raise to your customer. What does that mean? It means give them more than they were expecting to get so that they're so pleased they tell others and you just got a raise by a new referral client, right? Give your boss, your company, your organization more service by being more helpful to them than you were before so that they value you even more.
Years ago I worked as a clerk at the Housing Authority in Little Rock, Arkansas-- $525 a month-- kind of a dead end job, assistant to a guy who didn't need an assistant. And I was bored to tears, but I saw that one of things we were doing, which was keeping files in a remote location, off-site location, caused us to waste a great deal of time traveling to that location to rummage through the files and find things. So I came up with a different system to give all of our primary files a location and an organization pattern in our main office space. And we had criteria by which we would judge which files would go to the remote location so that only the least likely to be used would be kept off-site and all the needed most were right there on our desktop, so to speak.
-And you weren't getting paid to do this.
JIM CATHCART: No, I wasn't getting paid to do, but there was a pain in my butt so I though, I'll solve the problem for everybody and I worked out a plan. And I went to my boss and I said, you might want to think about this. Well, he looked at that and he liked it so much he told his boss who told his boss and they talked about me. And they said, well, this guy's kind of sharp, he could be valuable. Why don't we move him from the field office, where he's an assistant to a guy that doesn't need one, into the main headquarters office and let's make him staff assistant to the board of directors. Whoa. Let's give him a corner office with a view of the river. OK. Yeah.
-All because you over delivered.
JIM CATHCART: Yeah. And I didn't get a raise at first, I gave them a raise. I was just trying to help and I was doing things like that filing system improvement whenever I could because I had nothing much else to do and I figured, well, they're paying me to be here, I might as well be useful.
-I love this. This is huge. And two things that kind of stood out to me is one, if you're an employee, you're encouraging us to up serve, over deliver. That's how you get a raise, that's how you move up.
JIM CATHCART: And I really did get a raise, not just a promotion.
-Right. And what I love about it, though, is you didn't just have an idea--
JIM CATHCART: Oh, and I never asked for a raise--
-You didn't have to say the words--
JIM CATHCART: --ever. You don't have to.
-OK, I love it.
JIM CATHCART: Yeah.
-But you didn't just say, hey, I think we need to do something about this, it's annoying to drive. You made a plan--
JIM CATHCART: That's right.
- --you put it together, put time and effort into it, and then presented it to your boss.
JIM CATHCART: Yeah, like when my grandson was having a problem and he came to my son and my son told him, solve your own problem. Solve the problem, Jason. Solve your own problem.
-Don't just point out the problems.
JIM CATHCART: Yeah, right.
-OK, so-- Oh, quickie! Yes. I had the privilege, years ago, when I was on the national headquarters staff of the Junior Chamber of Commerce, JCs, to go to Washington DC and spend a week at the Governmental Affairs Leadership seminar that they held each year. And we got a chance to go to the White House and meet the president in the Oval Office. It was Gerald Ford.
CALEB TAYLOR: Wow!
-It was that long ago. Wow! We went to all of the key places, Congress and so forth. But one of the things I remember most is we were in the executive office building right next door the White House, in a briefing, and the White House Chief of Staff, Dick Cheney, young Dick Cheney, was giving us a briefing on what the president's typical workday looked like.
And he said, we do this and organize information this way to present it to the president each morning. And by the way, we never present a problem or a question to the president without also presenting the best answers we can think of.
CALEB TAYLOR: Right. That's awesome.
-Now, these are top level thinking, highly sharp people that have made it through all the screening to end up on the White House staff.
-This is good.
-They bring the president a list of challenges to solve that day, but they've also solved all those challenges, in their minds. And the president can look at that and say, did you think about this? And they go, no. What a cool-- no wonder you're the president. Yeah, what a cool idea!
-This is the truth cannon here.
-This is hurting a little bit. This is good because it's-- no, it's good though because we need to know that you can't just point out those problems. Put effort into solving, that's huge.
-Well, critics are cheap. Because a critic may be smart, but they have no heart. In other words, they're not worth much in what they're doing except pointing out problems. Well, I can point out problems, and that's--
-I love it.
- --worth being paid for.
-This could be a game changer here. And I love this because this has become a very twofold answer to the question because this is hugely valuable, one, if you own a business, but this is also-- what we've done is given you tools if you're looking to move up as an employee.
But now let's spend some time looking at it from the employer's viewpoint. So we own a business, and I want to grow my business. And you mentioned in the beginning that I need to upserve my customer, not upsell them, add value.
Why-- first of all, how often do you see people with this mentality? Who opens--
JIM CATHCART: Well, of course, there's this-- Just so they don't misunderstand how you were saying that. Adding value is what we're talking about, not upselling, which is increasing the transaction, trying to sell more. It's upserving, increasing their satisfaction by trying to look for ways to give more whether it's profitable or not. So somethings--
-And that's a totally different mindset.
-Yeah. And some things will be more profitable, and some won't. But all of them, if they increase the satisfaction of the client with your service or product, increases their trust of you and their bond with you and their likelihood to do more business with you. So if you do an upserve, whether you make money on that transaction or not, you'll get an upsell without trying.
-This is big. You're saying if we do an upserve, whether it's free, we-- or maybe it costs us a little bit-- we serve them more than they expect. That will come back to us even financially for our business.
-And they say, well, what if it doesn't come back? You place your bets. You take your chances. What if some of your advertising doesn't reach an intended buyer? Do you stop advertising? No. You place your bets. You take your chances.
-This is huge. So what is a specific action step that I can do right now if I'm a business owner and I want to change my mindset? I've always thought of upselling, and now I want to change my mindset to adding value. How do I go about that? What's the first step here.
-Write down the question, how can I increase their satisfaction?
-How can I increase their satisfaction?
-Satisfaction with the choice to do business with us, satisfaction with our product, satisfaction with the way we serve whatever it happens to be. How can I increase their satisfaction? Put it somewhere you'll see it every day, and then think about the answers to that and start implementing upserve strategies to achieve that.
-So first, we've got to ask yourself how to increase satisfaction. And then you've got actually take time to think about. Schedule time, block it off. That's the action item is block off time to think about that. And then you're saying start implementing it.
-Yeah. It's like to my wife and I bought a new home several years ago and bought furniture for it, custom furniture. And the custom furniture, of course, had specifically chosen fabrics that were part of the design. And the woman who sold us that furniture gave some swatches, some little cuts of that fabric, to my wife and put it in a little plastic envelope to keep it clean.
And she said use this when you go shopping. And Paula said, what do you mean? She said, well, you'll want to buy other things from time to time, and you want to make sure it absolutely matches your decor. Take these watches with you, and you can say, oh, that would go with the couch. That would go with the chairs.
-Make it easy.
-Yeah. Nice! Plus it generated more sales in the same category.
-Oh, there you go. That's smart. But it made your wife, Paula's life, so much easier probably.
-I love it. Jim, this is huge! Thank you so much. Specific action items, that's what you're getting here when you're talking with Jim. If you guys have any other questions, hit that Ask the Guru button. Send them in. We're passionate about helping you grow your business.
And if you've only watched one of these, there's 15 Powerful Moves to Grow Your Business. So go watch the other ones. Thank you so much, Jim.
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