Jeff Tobe, CSP

Jeff Tobe, CSP

SpeakerMatch

Creative thinking when it comes to designing and implementing the ideal customer EXPERIENCE!

Dubbed by Insider Magazine as "the Guru of Creatively Thriving from Change" and chosen one of top 15 speakers by readers of Meetings & Conventions magazine! Author of 3 best selling books. Certified Speaking Professional

Fee Range: Varies
Travels from Pittsburgh, PA (US)

For more information about booking Jeff Tobe, CSP, visit
http://www.speakermatch.com/profile/jefftobe

Or call SpeakerMatch at 1-866-372-8768.

Jeff Tobe, CSP
Jeff Tobe - Motivational Speaker

Coloring Outside the Lines

Creative thinking when it comes to designing and implementing the ideal customer EXPERIENCE!

Dubbed by Insider Magazine as "the Guru of Creatively Thriving from Change" and chosen one of top 15 speakers by readers of Meetings & Conventions magazine! Author of 3 best selling books. Certified Speaking Professional

Fee Range: Varies
Travels from Pittsburgh, PA

Jeff Tobe, CSP - Motivational Speaker

Jeff Tobe, CSP

Coloring Outside the Lines

Creative thinking when it comes to designing and implementing the ideal customer EXPERIENCE!

Dubbed by Insider Magazine as "the Guru of Creatively Thriving from Change" and chosen one of top 15 speakers by readers of Meetings & Conventions magazine! Author of 3 best selling books. Certified Speaking Professional

Fee Range: Varies
Travels from: Pittsburgh, PA

For more information about booking Jeff Tobe, CSP,
Visit http://www.speakermatch.com/profile/jefftobe/
Or call SpeakerMatch at 1-866-372-8768.

Are Your Bagels Hot?!

By
April 27, 2011

Are Your Bagels Hot? (modified from an excerpt from Jeffs book, Coloring Outside The Lines: Business Thoughts on Creativity, Marketing and Sales) The other morning I was sitting in my local bagel shop enjoying my coffee, bagel and newspaper. I am not sure what prompted me to look up, but the first thing that struck me was that this establishment obviously did a booming morning business. People stood in line 15 deep and didnt seem to mind the wait. As I was pondering the idea of having people stand in line for what I have to offer, another curiosity struck me. It had nothing to do with the customers or even the counter personnel. It was the bagel maker who got my attention. I watched as he carefully manipulated a tray of steaming hot bagels into the metal bins with appropriate labeling according to the flavor. He then proceeded to add a little signbright red with white lettersto those bins to which he had just contributed. The sign? HOT. Nothing extraordinary in and of itself, but the reaction was immediate. The very next patron to order, demanded some of the hot bagels. And so did the next. And the next! Soon the bagel maker re-appeared with another tray and followed the same routine with another flavor. And guess what? The same results. The customers switched their flavor-of-the-minute and their attention to the new bin labeled HOT. This little ritual went on for the next 45 minutes and I felt like I had discovered the marketing idea of the century. I got up the nerve during a lull in the action (there was a few minutes when there were no hot bagels available) and I approached a young lady donning the Manager nametag. When I inquired as to this phenomenon, she threw back her head and laughed. You caught us! You uncovered our entire marketing strategy. My new marketing guru explained to me that the powers-that-be in her company had always subscribed to the idea that to market, one must appeal to as many senses of the customer, or prospective customer, as possible. Sense of smell and taste were taken care of in this environment, she explained. But bagels are bagels and they all pretty much look the same. She went on to detail how they had discovered the HOT strategy completely by mistake. Originally, they had put the signs on to warn store personnel of the impending danger in handling steaming hot bagels. What they discovered was a huge increase in demand, by their customers, on any particular flavor that was adorned with the little sign. She finished rather defensively by explaining that they did not manipulate their customers, but simply appealed to another sensesight. I suddenly understood the reason why the shop did not seem to anticipate daily consumption and bake bagels in advance of the rush. The obvious lesson I took from this is that we must figure out ways to appeal to our clients senses. Some have it easier than others. A restaurateur, a caterer or a florist for example, have a great one-up on the broker, manager or planner. The outside-the-lines marketing idea that occurred to me was this. How can I entice my customers with whats HOT about me vs. anyone else? Now, I cant use a little red sign, but I could do it a little more tactfully to give the same impression. The possibilities seem endless. Take a look at your organization and ask, Does a potential customer perceive my bagels as being HOT??? Now, dont get me wrong. I am not referring to anything personal, I am referring to what it is that you have to offer over any other qualified competitor. If you see your business through your clients eyes, you may just see the way your client buys! ----------------------------------------------------------------------- Jeff Tobe, CSP is the Primary Colorer at Coloring Outside the Lines in Monroeville PA and can be reached at 1-800-875-7106. He is the author of the book, Coloring Outside The Lines: Business Thoughts on Creativity, Marketing and Sales. For information about his books, his presentations or for FREE business newsletters, visit his website: www.jefftobe.com

Originally published on by SpeakerMatch Speakers Bureau