Archives for May 2015

American Ninja Warrior Alan Connealy – Competition and Good Business

May 31, 2015 by Mike McRitchie Leave a Comment

American Ninja Warrior Alan Connealy

If you’ve never watched, American Ninja Warrior, you’re missing out on one of the most compelling athletic reality competitions on TV.

It brings together athletes from a variety of backgrounds to compete in the ultimate obstacle course competition.

People who do best are typically gymnasts, rock climbers, and Parkour enthusiasts. The courses require a combination of strength (especially upper body strength), agility, balance, and hand-eye coordination. In addition you have to be able to quickly assess a course and take the best approach to each obstacle.

The drama results from the diversity of backgrounds (race car driver, football player, bobsledder, rock climber, gymnast, etc.) along with the unpredictability of the courses. Even seasoned competitors can fall on an obstacle and end their quest early.

And at the end is the Vegas finals where they try to complete all the obstacles known as Mt. Midoriyama and this year win a million dollars. So far no one on the American course has completed all the obstacles at the Vegas finals.

Alan Connealy – American Ninja Warrior Competitor and Businessman

So how does Alan Connealy enter into this?

Well, after seeing the 2nd season of American Ninja Warrior I decided to take up an old man’s version of Parkour (good strength and agility training minus the flips). It was great to get into shape.

Then my kids started watching ANW with me and they wanted to do that too. So we would go to the park and play together. Climbing on the various obstacles, hopping over and balancing on railings, and running around together.

So after doing this for a year I asked myself, “Is there a Ninja Warrior or Parkour training facility anywhere local?”

Well as luck would have it, there was a gym nearby in Concord, California that housed both disciplines.

So I went there one day after work and checked it out. There I met Alan.

Apex Movement NorCal

Alan was a chiropractor who also owned the Apex Movement NorCal gym. When I signed in Alan was behind the counter and showed me how the gym worked and what I could do during the hour of Open Gym time. He looked familiar but I wasn’t sure why.

Later I was watching an episode of ANW are saw Alan competing. I thought, “I know that guy.”

So later I took my kids and Alan showed them around as well. He was very helpful and kind to my kids.

I tried climbing the infamous “Warped Wall”. I got about 3 feet from the top. Later that day Alan showed us how he gets up it. Three steps and vaults to the top. Wow, it was amazing. At that point you definitely understand there is a difference between the top competitors and an average Joe…

Although Alan uses the gym primarily as a way for him to train for American Ninja Warrior, and not for profit, he has some great business skills that are implemented there.

What You Can Learn From Alan about Business

Here’s a few of them.

A great, positive attitude – makes people enjoy being at the gym
A unique experience – there are no other gyms nearby that have the ANW obstacles (he even expanded into the adjacent warehouse bay to put in a full ANW set of obstacles in addition to the Parkour and general obstacles in the original one)
He uses and understands strategic alliances – this gym was modeled after the original one in Colorado; he regularly trains with other high profile ANW competitors and does side-by-side competitions in his gym for people to watch.
He creates a solid membership and achievement model to keep people coming back – whether it is summer camps, youth band system (qualification levels), Ninja Warrior and Little Ninja memberships, or regular competitions.
He’s a model of success for his students – he is competing again in the 2015 ANW Series and just qualified 2nd in the latest first round qualifier in Venice, CA
An awesome story – this year he was competing for his business partner who had competed in past years but couldn’t this year due to an injury
Complete synergy between his various activities and business offerings – whether it is his ANW competition, gym, or chiropractic practice – all work well together

Check out these links for more information about his gym, him, and his chiropractic office.

Apex Movement NorCal

Alan Connealy on FaceBook

Connealy Chiropractic

How might you use some of these approaches in your business?

Sticky Note Success

May 26, 2015 by Mike McRitchie Leave a Comment

Want to significantly increase your response rate to a request?

Check out this surprisingly easy way to make that happen with sticky notes.

Kevin Hogan outlines both the research and the practical usage in this interesting article at the Harvard Business Review.

Check it out…

The Surprising Persuasiveness of a Sticky Note

And when you’re done checking it out consider how you might implement this in your business today.

Memorial Day Moving Madness

May 24, 2015 by Mike McRitchie Leave a Comment

Moving can be a painful experience.

Yes, it is easy to get caught up in the fun and excitement of moving. But there is also all the little details necessary to make that move successful that are often overlooked.

I know. You remember the big things. Change of address cards. Terminating your old lease and signing a new one. Boxing up files and scheduling movers.

But what about the little things? A few which might be critical to the longevity of your business.

Here’s a few things to add to that already long list.

Update your phone number and address on your letterhead, business cards, and website.
Notifying your customers and suppliers of your new contact information and location.
Determining if you’ll be ready for business at the new location on day one…or if you’ll have a transition period where you’re not open.
If there is downtime, what will that cost you and how will you cash flow it.
If you’re in an office environment maybe you have an office copier lease and maintenance contract that needs to be updated – and maybe you need a different rep at the new location.
Same with water and coffee services, office cleaning services, etc. And they might not even service you there.
Are any employees impacted? And will you likely lose any due to increased commute distances? Are there work-from-home options you might consider with a few impacted staff members?
How are you handling any office wiring and server and internet connections? What about office phone setup? How is that all being coordinated? Will there be any downtime?
What’s the parking situation at the new location? How does that impact things?

I’m sure I could go on with more to add to the list. But I think you get a sense of the enormity of a move.

Moves should be carefully planned in advance.

And backup plans for each key item should be in place as well. You rarely see things go perfectly smoothly. But you don’t always know in advance what the specific issue will be. You need to be prepared for it all.

Also expect the cost to be more than you anticipated and the time to complete the move and get fully operational to be longer than what you figured out in your initial planning. It just comes down to not being able to know everything. Shoot, yesterday I moved from one apartment to another. And even though I got a truck one size larger than what the website said I needed, I still had extra that couldn’t be jammed into the truck any more.

You’ll find the same thing when you move. Stuff will expand. You’ll find things you completely forgot you had. And that will add to the complexity of your move situation.

So this Memorial Day weekend, as you move your business or plan for an upcoming move, make you you do your homework. And prepare accordingly. Good luck!

Mike’s Rant – Proper Perspective

May 21, 2015 by Mike McRitchie Leave a Comment

Mike’s Rant – Proper Perspective

There is a forest…and there are trees…and there is a difference.

Today we’re going to talk about the big picture. Proper perspective. And how the frame you use can massively determine your actions, decisions, and results.

There is a time to look at the trees. And there is a time to survey the forest.

What’s the difference? And in what situations should I use each frame of reference?

Let’s talk first about the trees.

The Trees

At the most basic level trees are the individual elements. They are the paperwork. They are individual project steps or projects that are part of a larger whole. They are the details. The transaction. The sale. They are the policies and procedures that should be followed 95% of the time to ensure a profitable and healthy business.

When there is a problem. Often times it presents itself as a tree. A customer service opportunity. Policies and procedures have been put in place.

When Should We Deviate?

But then there is the forest.

The forest is different. That is your frame. The perspective you use to view the complete situation. The forest is where key decisions are made. That is where the 5% critical decisions lie that make the difference between success and failure in a business. That’s where managers and owners come in.

So how about an example.

A man comes to return a suit…

Let’s say you’re the owner of a fine clothing store and a customer comes in to return a suit that, in his opinion, doesn’t fit right. What do you do?

Well you could say, “I’m sorry sir. But we have a ‘no return policy’. You can’t return the suit.”

That would be a great decision IF…

IF this was a one time purchase

AND you didn’t value the relationship

AND that customer didn’t tell anyone else about the bad customer service

AND you didn’t mind risking bodily harm from someone who was unhappy

AND you could live with yourself.

AND you don’t value your business as a continuing operation

Yes, there are people who think that way. And it is very short-sighted.

So how else could this have been handled?

You could say, “Sir, can you show me where it isn’t fitting quite right? Maybe we can get it altered while you wait.”

That would certainly be a better solution for your business’s long term survival than the first option, wouldn’t you agree?

So let’s say it isn’t fixable. Do you return the suit even if your policy is you don’t?

Time for a Reframe

How do you view the relationship? Is this a customer relationship you want to encourage?
What’s the lifetime value of a happy customer? How much are they potentially going to spend in your business?
What is positioning of your brand? High end? Or inexpensive?
Is this an opportunity to surprise him with your over-delivery? Will that result in referrals or a testimonial that will impact much more than this one purchase?
Where do you see your business in 3 years? 5 years? 10 or 20 years? Note: the longer your time horizon the bigger the opportunity for recognizing the value of a satisfied customer.

So where do you put yourself on this scale of short-term versus a long-term value horizon?

I caution you to avoid short-sighted thinking in order to rake in the money now…and shoot yourself in the foot so that there is no later for your business.

Business is largely built on trust. Trust is hard earned and can vanish quickly.

How are you framing things in your business? Are you bringing Proper Perspective?

Marketing Lessons from Jiffy Lube – Part III – Upsells

May 20, 2015 by Mike McRitchie Leave a Comment

So today we’re going to talk about the final point in this case study.

The Upsell Board

This is “Jiffy Lube Select Services.” Just sounds exclusive doesn’t it.

Nice clean layout with the red, white and black that ties into their logo and color scheme. How might you integrate all that in your business?

So we have three categories again (remember the rule of three choices from the first post? If not re-read that now).

Run Safe
Run Clean
Run Long

Run Safe

Let’s start with Run Safe

Windshield Wiper Replacement – $10.99

If you go to an auto parts store you could get the same thing…and they’d install it too…for the cost of the wiper blades. Probably for half the price. But that is the great thing about upsells. They can be a win-win. If you had to drive somewhere else after getting your oil change to replace your wiper blades, wouldn’t it be worth it to get both done here and be done with it? Saves time…and time is money.

So what is the other Run Safe upsell?

Light Bulb Replacement – $10.99

Same thing here. I’ve had light bulbs replaced at the dealership for the cost of the bulb. This one probably isn’t a huge margin but it is worth asking. And the other thing about this is the fact that often people don’t realize their lights are out. Especially tail lights. So if you didn’t know before, you can’t plan ahead and get it replaced somewhere else. And now that you’re already here, why not get it replaced. Only $11 more, right?

Run Clean

Now on to the Run Clean section.

This is the mid tier of upsells.

Fuel Filter Replacement – $59.99
Fuel System Cleaning – $59.99
Cabin Air Filter Replacement – $39.99
Engine Air Filter Replacement – $14.99

These are harder sells. Here they ask you how long since you’ve last had these replaced. Or they show you a dirty filter when they ask you. How dirty are they supposed to be? If it doesn’t look clean it probably needs to be replaced, right?

No comment. I do know I go several times before replacing. Even though it looks dirty. But most people don’t have their maintenance book handy when they’re going in for an oil change. So upsell opportunity with few facts to counter with.

Run Long

So the last section, Run Long

Who wouldn’t want their car to run long?

This one starts at the top and works down in price generally.

A/C Evacuation & Recharge – $119.99 (a great upsell in the summer when your A/C stops working)
Automatic Transmission Fluid Exchange – $119.99 (a tough one to sell)
Automatic Transmission Drain & Fill – $59.99 (same issue as above)
Manual Transmission Service – $49.99
Differential Service – $74.99
Transfer Case Service – $49.99
Radiator Antifreeze Coolant Service – $89.99 (this could be a good one, particularly if the car has a habit of overheating)
Serpentine Belt Replacement – $89.99 (maybe if it is cracked and ready to break)
Engine Flush – $59.99 (this is a good one and more reasonably priced than the Radiator one)
Tire Rotation Service – $24.99 (they always say you should rotate your tires but most places you buy tires will rotate for free)
Battery Terminal Cleaning – $9.99 (I should probably get this done since my terminals are always corroded and when my battery dies because I left my lights on they always comment about the corrosion)

Now Go Make Some Money

So there you have it. Three groups of upsells – low, medium, and high. Well grouped. As long as the sales team understands how and when to present those, you have a decent chance at having a $38 oil change turn into a $100-$200 project.

Now isn’t that worth spending some time evaluating with your business? Imagine spending 10% to 25% more time but getting 2 to 10 times the revenue and profit from the same transaction.

Shouldn’t you take an hour to investigate? Until next time…