Who does Your Marketing?

Reprinted from an email I received yesterday:

Welcome to this issue of "The Shepard Letter." Every issue
is devoted to a business tip or motivational idea that you
can use. To change your e-mail address or if you would
rather not receive this newsletter, please scroll to the
bottom of this e-mail.

Sell the Sizzle AND the Steak

Morton's, the upscale restaurant chain, claims to sell the
"best steak anywhere." I won't argue with that. It is
consistently excellent, as are the rest of their menu
items. However, they have much more to offer than just an
excellent meal. They are a fine example of Amazement in
Action.

Several years ago I had the privilege of being a speaker at
the Morton's annual managers meeting. As a result, I was
given a look behind the scenes of a first class operation.
There is a lot that goes into creating a great meal. The
food and preparation are a big part of it. But, without
the service, they are just another steakhouse.

Recently I heard their Chairman/CEO/President, Tom Baldwin,
speak about Morton's and some of their business
philosophies. Here's two very powerful lessons that can be
adopted to any business.

1. Tom has the belief that the road to good service is
"mistakes well handled." In other words, no matter how
great you might be, one mistake not handled well, can
destroy the brand promise. The Morton's strategy for
handling problems is simple. Don't let the problem walk
out of the restaurant. Deal with it right away, quickly
and to the satisfaction of the guest. Restore their
confidence in Morton's.

2. The Morton's marketing strategy is simple. Rather than
invest millions in advertising, Morton's relies on their
5,000 person marketing department. That's all of their
employees. Each employee recognizes that they play an
important role in creating a great guest experience. When
the marketing department (all employees) does their job,
then the guests become walking advertisements for the
Morton's chain. In short, Morton's creates evangelists -
people that brag about the great experience they get at
Morton's.

So, there are two lessons; one customer service strategy
and one marketing strategy. Don't let the simplicity of
these strategies fool you. They are powerful and they
work.

All this talk about Morton's is making me hungry - for a
great steak and amazing service.


-- Past articles from the Shepard Letter and other
information about Shep is available by visiting
http://www.hyken.com or http://www.TheCustomerFocus.com

Shep Hyken, CSP, CPAE
Shepard Presentations, LLC
711 Old Ballas Road, Suite 215
St. Louis, MO 63141
(314) 692-2200
shep@hyken.com
www.hyken.com
www.TheCustomerFocus.com

Author of "Moments of Magic" and "The Loyal Customer"

Shep Hyken works with companies who want to build loyal
relationships with their customers and employees.

Copyright 2008 Shep Hyken, Shepard Presentations, LLC

Shep Hyken, CSP, CPAE
Shepard Presentations, LLC
711 Old Ballas Road, Suite 215
St. Louis, MO 63141
USA
(314) 692-2200
www.hyken.com

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