The Donald Cooper Corporation Newsletter
Volume 2, Issue 11 - November 2003
 Greetings !
In the last three months, we've had more than 2000 new subscribers. If this is your first time receiving our Newsletter, "Welcome"!! We post all past Newsletters on the Free Articles section on our website.
1. Who is the passionate "voice of the customer" in your business?
(time to read this article is about 1 minutes)
For a printable version of this article, click here.
Cooper Canada, our family business, became the best in the world in protective sports equipment for many reasons but one of the most important factors in our success was that no matter how big we got, there was always a clear and passionate "voice of the customer" at the top of the organization.
Sadly, in many businesses, customers are only some vague economic concept, or a name on a computer printout. Customers as people simply don't exist!
At Cooper Canada the President and Chairman, Jack Cooper, started with the company as a salesman in 1932. In fact, he was the only salesman and his territory stretched from Newfoundland to Victoria. He knew Canada and his customers like the back of his hand.
When you've spent a Sunday afternoon in northern Saskatchewan with a customer, in a tin boat, catching walleye, sharing a few beers and talking about his plans and dreams for his business and his family, he's real. Jack understood customers and cared deeply about them.
When he eventually bought the business and hired others to call on customers the "Chief", as we called him, remained that clear and passionate "voice of the customer". He's the one who said, "We need to make it easier for our customers to display our products!" or, "We won't implement a policy like that." or, "We need to ship rush orders in 24 hours. Anything longer than that is unacceptable to our customers!"
Who is that clear and passionate "voice" in your business...and is everyone listening to that important voice?
2. Do you have a "see-aheadascope" in your business?
(time to read this article is about 2 minutes)
For a printable version of this article, click here.
As a business manager or owner it's so easy to be consumed and distracted by the day-to-day challenges and opportunities of business. In fact, in many businesses management has become "one damn thing after another".
But, clearly, it's vital that some of your time be spent determining how your business must evolve to be a profitable market leader in 3 to 5 years. For this you need a "see-aheadascope"...an imaginary instrument that allows you to look into the future to ponder questions like these...
1) Who will our customers be in 3 to 5 years and what will they demand from us?
2) What will our industry look like in 3 to 5 years? Will it be a financially and emotionally healthy place to be?
3) Who will our competitors be? How will they be doing business? Will there be consolidation in our industry or a proliferation of innovative new competitors?
4) Where will our products or services be produced or created in 3 to 5 years?
5) How will what we sell be sold and delivered?
6) What creativity, efficiency, technology, financial resources and global networks and business structure will be required to be successful?
7) What could replace us?
8) What will a profitable market leader in our industry look like in 5 years? What kinds of things will they be doing? Will we be in the picture?
The best way to thrive in an uncertain future is to create the future. What does your "see-aheadascope" tell you about what you must create to be a profitable market leader in 3 to 5 years?
3. Are you or your industry association planning a conference in 2004?
(time to read this article is about 20 seconds)
We can help! Clients tell us that no other speaker in the world delivers a compelling bottom-line business message with the clarity, energy and reality that I bring to audiences.
If you and your people or your industry Association need the "straight goods" on how to sell more, manage smarter and make more money at your next Conference, contact Sharen Skene our wonderful director at sharen@donaldcooper.com or call 416-252-3704.
4. Our "Gold Nugget" for November!
(time to read this article is about 30 seconds)
Believe it or not, this month's "Gold Nugget" is a recipe. Not just any recipe...this is one that will make you famous!
This long-time family recipe is for an absolutely fabulous, loaded with flavour Scallop Chowder that I make every year at this time. If you're on a budget, replace half the scallops with a firm fish like cod or haddock, and if you're allergic to scallops, use fish only. If you hate seafood, this chowder could actually change your mind!
We were in Cape Cod and Nantucket last year and in one week of "chowder chasing", we didn't find one that came even close. This amazing recipe can be found on the Free Articles page under "Neat Stuff" on our website or click here to print it immediately. Try it and let us know what you think!
5. Two simple questions that could "jump-start" your business!
(time to read this article is about one minute)
For a printable version of this article, click here.
One of the simplest and most effective ways to open our minds to new ways of growing our business is to ask the two questions below...
Question #1:
What additional products or services, coaching or help of any kind do our existing customers need or want that we could supply in a way that would...
(a) Create more customer value,
(b) Strengthen our "ownership" of those customers,
(c) Clearly differentiate us from our competitors...and,
(d) Increase sales and profitability.
Here are a few examples of well-known companies that have increased sales by creating new products or services.
Crest toothpaste recently added power toothbrushes to its product line. After years on the market, Kellogg's Eggo Waffles have just added Eggo brand syrup. When my wife went to buy me a new digital camera for my birthday, Sony got the business because they offer a free digital photography course...and I need all the help I can get.
One of the best and most complete examples of doing more business with existing customers is the Healthcare Technologies Div of General Electric. They sell expensive diagnostic equipment such as MRI's to hospitals and diagnostic clinics.
Not only do they sell the equipment, they also offer financing, training and maintenance packages ...or, they'll set up, staff and operate the whole department on a contract basis.
But you don't have to be Crest, Kellogg's or GE to make this happen. My friend David Freedman is the world's finest maker of horse harness for elite clients that include Royalty, Martha Stewart and people who have so much money that they don't go anywhere (and I mean "anywhere") without a body guard.
In addition to supplying harness, David has grown his business and taken "ownership" of his clients by helping them find the very best horses, rare antique carriages and the best trainers. He has made himself indispensable!
Question #2:
"What other people need the products, services or special value that we offer?"
Here's the second question that you can ask to grow your business.
The most effective way to grow your bottom line is to sell more of the same stuff that you're already producing to other people. These "other people" could be in your existing market area, in some other part of the country, or somewhere else in the world. Hydropool Spas, a client of ours located in the Toronto area, now sells their high quality Hot Tubs in over 20 countries around the world.
My favorite example here is a company that makes fishing tackle boxes. For years they defined themselves as makers of tackle boxes, but then redefined themselves by the value they deliver...makers of small, portable containers that keep lots of little things organized. Then, they made a list of the other occupations that have the same need and came up with two new markets to grow their business...
(a) Repair people who carry dozens of small parts from job to job.
(b) Fashion models and makeup artists for theatre and movies. For this market they molded their boxes in fashion colours.
How could these two simple questions help you to do more business with existing customers...or to open up new markets for your existing products?
6. If you're a retailer, large or small, don't miss this opportunity!
(time to read this section 10 seconds)
Kevin Graff is an amazing and insightful guy who specializes in helping retailers to sell more, manage smarter and make more money. I've worked with him a few times...and he's very good! He has transformed retail businesses. He provides excellent seminars and outstanding management coaching.
Kevin has an idea-packed free E-Newsletter created specially for retailers and you should sign up by clicking here. For more information, visit his website at Graff Retail Group or call toll-free 1-888-263-1835.
7. Send an anniversary card to each person on your team!
(time to read this article is about 30 seconds)
For a printable version of this article click here.
Lots of bosses send birthday cards to their staff...and that's great. But they don't think to send an even more important card...an anniversary card! A card to acknowledge the anniversary of the day that each person on their team started with the company.
If you don't send a birthday card to your staff, there's at least 10 other friends or relatives who will. But there's only one person in the world who can send them a card to acknowledge the day that they first came to work with you. They remember that day...and they hate it when you don't!
Mark each team members' anniversary date in your planner, or create a database on your computer, and keep a supply of cards in your desk drawer.
A card and simple message from you, "Thank you for one more wonderful year of sharing our passion, serving our customers and growing our business!" will never be forgotten!
8. What does your business want for Christmas?
(time to read this article is about 30 seconds)
Does your business want more loyal and profitable customers, more innovative products, more effective advertising, or maybe a shiny new Vision or Mission and a better bottom line? We can help!!
Our new Human Marketing Video Seminar (on CD or DVD) will be the gift that keeps on giving as it shows you how to create, deliver and communicate compelling customer-owning value!
This 3-hour interactive Seminar, complete with Implementation Guide, delivers the powerful insights and simple, do-able processes that clients all over the world pay me thousands of dollars to deliver in person.
To quote the editor of Profit Magazine, "A bottom-line business message...brilliantly delivered!"
Transform your business now for only $80! Click here to order through our On-line Store or email us at info@donaldcooper.com.
P.S. This can be an excellent "thanks for your business" gift for your valued customers or suppliers.
9. Differentiate your business with a powerful guarantee!
(time to read this article is about 90 seconds)
For a printable version of this article click here.
A great guarantee can create confidence, clearly differentiate you, increase sales and, if you do it right, make you "famous"!
To create a powerful guarantee, think about what's really important to your customers, or what they're afraid might happen if they do business with you. Think about comfort, safety, fit, performance, taste, strength, durability, dependability, accuracy, service, an outstanding experience or on-time delivery. Then, choose something from that list that you can always deliver...and guarantee it!
1) It could be a delivery guarantee. "Your pizza in 20 minutes...or it's free!"
2) It could be a performance guarantee. In our ladies fashion store we guaranteed that our 100% cotton merchandise absolutely would not shrink in the washer or dryer. We promised, "If you can shrink it, we'll give you your money back, plus $25...no questions asked!" This sold a ton of merchandise and it cost us nothing because all our cotton merchandise was preshrunk as part of the manufacturing process.
3) It could be a "worst fear" guarantee. Think about people's worst fear that might be preventing them from buying from you and then create a powerful or outrageous guarantee around that. A few years ago I created a fabulous guarantee for a jeweler who wanted to increase sales of engagement rings.
What is every guy's biggest fear biggest fear about buying an engagement ring? She might say "NO"! So, I came up with our famous if she says NO guarantee! "If she says NO, return the ring within two weeks for a full refund...and we'll give you a free six month membership in The Happy Life Dating Service!"
This guarantee is different enough, bizarre enough, outrageous enough to make you famous! You could be on the front page of your local paper or interviewed by David Letterman.
What guarantee can you create and promote in your business that will create confidence, increase sales and make you "famous"?
10. There's no such thing as "Corporate Goals"!
(time to read this article is about one minute)
For a printable version of this article click here.
It's true! There's no such thing as "Corporate Goals"...only the personal goals of the people at the top of the power structure.
A corporation cannot have goals. Only people can have goals. And, if those at the top of the organization do not have clear, congruent and focused goals for their life, their business will not have clear, congruent and focused goals.
In such cases, and there's more of them than you might think, there's a vacuum at the top of the organization. And, since a vacuum must be filled (grade 11 physics), the disparate, fragmented and unfocused goals of everyone else in the organization will rush to fill the empty space at the top...and sooner or later the business is in big trouble!
As business leaders and owners, one of our most important rolls is to have our personal goals, priorities and commitments clearly understood so that our organization has a clear focus and a compelling purpose!
If your position is further down the organization, find out what the personal goals are of the people at the top...and, if they don't exist, or, if they're not congruent with your personal goals, have the courage to move on, or prepare yourself for a career of frustration, unhappiness and, probably, soul destruction!
11. An opportunity of special interest to folks in the Toronto area!
(time to read this section is about 30 seconds)
Once again, I've been asked to join with six of Canada's very best business speakers and thinkers to present a day of extraordinary business insights in support of Laura's Hope, a special research fund that accelerates clinical trials of promising treatments for Huntington's Disease.
One of Canada's most respected speakers has already lost one daughter, Laura, to Huntington's Disease and now his second daughter has started to show symptoms...and top speakers around the world have pledged their support. This Toronto event, on Monday, December 8th is part of this worldwide commitment.
This will be an extraordinary day of business-changing ideas and possibilities! If you would hire all of these folks to sepak to you and your team, it would cost you over $50,000. For more information about the amazing speakers on the program, what they'll deliver and how to register, click here.
12. That's it for this month!
"Thanks" for all of your feedback and suggestions! We especially love to hear of your successes using our insights. Don't forget to visit our Free Articles section on our website for lots more valuable info...and try the Scallop Chowder...you'll love it!
If you know of others anywhere in the world who will find value in this E-Newsletter, we'll appreciate your sending this along to them.
Kindest regards,
Donald Cooper, MBA
Certified Speaking Professional
Preview a Video Clip of Donald in action!
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