In fact, I know of only one.

Zappos. They sell shoes… exclusively online. They did $1 billion in sales last year.

Zappos is famous for their unique approach to hiring employees.

All new hires are put through a six week training program – it’s very thorough, but it’s not unique.

Then, after about a week or so, Zappos makes The Offer.

New hires are told, “If you quit today, we’ll pay you for the time you’ve worked, PLUS give you a $2,000 bonus.”

Why???

Because if you’re willing to take the company up on The Offer, you obviously don’t have the sense of commitment they’re looking for.

They want only motivated, highly enthusiastic ‘true believers’ in the Zappos company culture.

It’s this kind of employee that becomes the heart and soul of the ultimate customer experience.

Here’s the BIG marketing lesson:

It doesn’t matter if you’re a one-man band or have a few dozen employees. Your customers can SENSE your level of commitment to them.

They can smell inattention and boredom like a Rottweiler can smell fear.

The problem is most businesses today are competing on low prices; customer service has fallen by the wayside.

Smart companies are ramping up their customer service levels to all-time highs.

Clever entrepreneurs are also adding a monthly client newsletter into the mix.

They understand customer newsletters are a vital part of the formula to get and keep clients for life.

Exceptional Living is the king of customer newsletters. Click here and I’ll mail you three samples today.

Taking action just feel right.

- David Gruttadaurio
“The Print Newsletter Expert”

Copyright 2010

This post is protected by copyright. All rights reserved. Reproduction of any portion of this email is strictly prohibited without the express written consent of David Gruttadaurio

An online marketing guy told me never to buy anything from him again. Ever.

The reason for my banishment? I returned his product.

Here’s what happened:

A couple of years ago I bought a marketing kit from an online marketing guy. He called it his Marketing Magic Kit.  It showed you the basics of how to market your business. It was a nice little package.

But I send it back. As I explained to them (nicely), “It’s a good product; just a little too basic for my needs.”

I had also subscribed to his marketing newsletter.

Well, my money was promptly refunded. But they canceled my subscription.

I emailed customer service and explained I didn’t want to unsubscribe. I just wanted to return the product.

This was their exact reply…

David,

We apologize, but due to the returning of the Marketing Magic product, we have been instructed to ban you. You no longer have access to the member’s only site or the materials therein. We respectfully request you no longer attempt to purchase from [The Marketing Guy], Inc.

Customer Service
[The Marketing Guy], Inc.

I was stunned.  He had a 100% Guarantee (which he honored).  But he DIDN’T say he would never, ever do business again with you.

It made think of the famous Seinfeld episode with the Soup Nazi.

He would kick people out of line for the slightest infraction, screaming, “No soup for you!”  Then he would ban them from coming in the store.

Hmmm… sounds like the same guy to me…

Here’s the BIG marketing lesson:

Want to be around and still in business five years from now?

Provide extraordinary customer service. This is what will decide who’s left standing in the next few years.

The gold standard for customer service is Zappos. They’re an online seller of shoes and now other products as well.

Customer service isn’t just a department within the company. Customer service is actually the company itself – it’s why the company exists.

The stories of what Zappos will do to help a customer are legendary. The record (so far) of time spent with one customer is 3 hours…

… extraordinary customer service.

I hope the customer service Nazi gets to read this.

Let’s get to work,

- David Gruttadaurio
“The Print Newsletter Expert”

PS: Let me knock your socks off. Let me send you 3 free samples of Exceptional Living newsletter. Click here and tell me where to send them.