Powerful Marketing Lesson from Miracle on 34th Street

By Patrick Mahan

Miracle on 34th Street is not only a classic Christmas movie, it's also one of the most powerful marketing lessons of all-time.

In the movie, Macy's department store discovers their Santa Claus is sending customers to competitors. If Macy's doesn't have the item, or if a competitor sells it for less money, Santa Claus tells the parents where they can go to get it.

This outrages the manager of the toy department. But when Mr. Macy receives hundreds of telegrams from thankful parents expressing their gratitude for placing customers ahead of profits, Mr. Macy quickly embraces the radical new policy. The store becomes the talk of the town and sales shoot out the roof.

This is a powerful lesson in customer service, the power of word-of-mouth marketing, and the impact front-line employees can have on the success (or failure) of your brand.

Below is the dialogue from the movie...

Mr. Macy speaking to his executive team:

"On the face of it, I admit this plan sounds idiotic and impossible. Imagine, Macy's Santa Claus sending customers to Gimbels. But, gentlemen, you cannot argue with success. Look at this. Telegrams, messages, telephone calls. The governor's wife, the mayor's wife... over 500 thankful parents expressing undying gratitude to Macy's. Never in my entire career have I seen such a tremendous and immediate response to a merchandising policy. And I'm positive, if we expand our policy, we'll expand our results as well. Therefore, from now on, not only will our Santa Claus continue in this manner, but I want every salesperson in this store to do precisely the same thing. If we haven't got exactly what the customer wants, we'll send him where he can get it. No high pressuring and forcing a customer to take something he doesn't really want. We'll be known as the helpful store, the friendly store, the store with a heart, the store that places public service ahead of profits. And, consequently, we'll make more profits than ever before."

Are you brave enough to implement this "customers first" strategy? Or do you believe this stuff only works in the movies?

Strategist vs. Chemist

Sports and business are a lot alike. Some of the best coaches in history were not the best strategist, but rather the best chemist. They knew team chemistry was more important to success than individual talent or even X's and O's. They knew how to get everyone pulling in the same direction toward a common goal.

Unfortunately, most business strategy often neglects team building and focuses more on profits. But profits are like wins, a by-product of great chemistry.

"Synergy comes before strategy." - John Calipari, head coach of the University of Kentucky Wildcats, 2012 NCAA Men's Basketball National Champions

How to Hire the Right People

By Patrick Mahan

In business, no decision is harder—or more important—than hiring the right people.

Your people are without question your most valuable asset. And while hiring the right person is difficult, getting rid of the wrong person is even harder. For that reason, the hiring process can and must be exhaustive.

A lot of companies make the mistake of hiring employees based upon educational background and experience. However, by limiting your talent pool to only those with years of experience and Harvard MBA’s, you are missing out on a large population of highly motivated and talented people.

Rather than looking at resumes, consider instead looking at the person. Not just on the surface, but deep within their personality and character.

Where to Begin...

Slay Your Next Job Interview with One Killer Question!

By Patrick Mahan

Suppose you could take charge in your next interview by asking one, simple question that could dramatically increase your chances of landing the job?

A question powerful enough to not only take control of the interview, but also the mind of the interviewer!

The principles behind this question are derived from some of the hypnotic language patterns of NLP (Neuro-linguistic Programming). They include embedded commands, future pacing and elements of conversational hypnosis.

Next time you find yourself in a job interview, begin -- as always -- by establishing rapport.  This can be achieved using NLP techniques such as: mirror matching, pacing, leading, etc.

During this initial phase, the most important thing to remember about rapport is this... People like people who are like themselves. Similarity and commonality are strong psychological influencers.  So the more you can demonstrate that you are like (or similar) to the interviewer, the more he/she will like you back.

So you've established rapport and are nearing the end of the interview. Now here's the script, including the set-up, followed by the million-dollar question...