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Guest post by: Brian Sullivan Become an Author

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Bling, Bling, Bling...Bling Bling Bling...were the sounds that haunted me three weeks ago as I walked the lobby of the MGM Grand hotel in Las Vegas. The chimes of the machines, sprinkled in with an occasional electronically produced announcement of "Wheeeeel ooooof Fooortune!" from the slots bearing the likeness of Pat Sajak and Vanna White made me numb. But my presentation wasn't until Tuesday morning and I had a little time to kill...so why not join the herd and dabble in a little bit of the "action?" Knowing from experience that I had little chance of succeeding at the blackjack tables, I leisurely strolled over to Mr. Sajak, deposited a few bucks, and pulled the handle. Was there any chance of me getting a return on my investment? Well, according to the casino's marketing department, the MGM pays out 98% of all money put in these slots. Does that mean I had a 98% chance of winning? Despite their attempt to convince me that I had a chance at the big jackpot, I knew in advance what my fate would be. Say good-bye to those ten dollars, Sullivan! With each spin I grew more apathetic. It was on the ninth spin when the fruit lined up in my favor. Whippee, I won! Bling, Bling! What's this?...a stinkin' two bucks! Roughly 120 seconds later, the unavoidable occurred. Pat and Vana just stared at me with those big cheesy smiles, and I was sure in some subliminal Vegas manner, did their best to lure me back for more. Well guess what! Forget it! I'm out! I know it was only ten bucks, but I still felt like Pat and Vana sold me a bogus bag of goods.

After 30 seconds, I was over the big loss, but I began thinking. "I hope my customers don't feel this way when doing "business" with me. How do they feel when they "drop their coin" into the PRECISE Selling Slot Machine and investment in me, my products, my services? Are they skeptical of what they will get in return? Are they, in fact, surprised, when things work out exactly as I promised? The lesson is a good one.

We must never make our customers feel like they are putting their money into a slot machine. On the contrary, they need to look at us more as a vending machine. What's the difference between the slot machine and a vending machine? When you put that dollar bill in the vending machine and press the button, you know what's coming. You get exactly what you pay for...every time. Now I realize vending machines have their problems too. In fact, I hate the fact that it seems like I need to take my dollar bill to a dry cleaner for good pressin' before I even consider putting it in that tiny, black, electronic, bill-eating slot.

But despite that minor inconvenience, I appreciate the fact that I know what I am getting into. If there is a "backorder" or "oversold" situation of soda or bottled water, it doesn't lie to me. That little red "sold out" button tells me that it cannot provide that product at this time. It doesn't take my money and then tell me that I will have to wait an extra few days for my soda to arrive. Isn't there comfort in that?

As salespeople and sales leaders, it is important that the people we serve get exactly what they expect. Wait, scratch that. Let's take it a step further. Let's be as consistent and dependable as that vending machine, but let's be a "Five-Star" Vending Machine. A Five-Star vending machine surprises the hell out of customers. Imagine how you would feel if when you put in your dollar bill, you received not only that soda that you ordered up, but also a free frosted mug garnished with a fruity umbrella. And what if this Five-Star treatment didn't cost you a nickel more? Now that's a vending machine that will keep you coming back. In fact, I bet you would even tell your friends all about it. Make your customers feel this way when they deposit their time, money and energy into your business.

So let's try this little exercise.

• 1. Close your eyes and ask yourself this question, "Am I a slot machine or a vending machine? Do I overpromise and underdeliver." If so, STOP IT!

• 2. Think of your top five customers...the ones that, if you lost their business, it would truly affect your income...and maybe even your lifestyle.

• 3. Now ask yourself, "When was the last time I made them feel like they were doing business with a Five-Star vending machine? When was the last time my service put a big smile on their face, made them say, 'Can you believe...,' made them tell a friend about me and my company?"

So grab a pen and paper RIGHT NOW, list your top five customers, and think of a memorable and creative way to serve them on their next "order." Or you may want to thank them unusually for their last order. Why? Because sometime over the next month, YOUR COMPETITION will come knocking on your customers door. In fact, they may have been there just last week. Scared? GOOD! Because if they come acting as a Five-Star Vending Machine, and you have done nothing to happily surprise them lately, your paycheck may just be a little smaller next month. Don't leave your account defenseless. Remember,

The best defenses against the competition are the smiles you left on your most treasured customers.

It took a slot machine to remind me of that! So I walked away from that casino with ten fewer bucks in my George Costanza wallet that day, but it wasn't all bad. It took a little lost cash to remind me to always give my customers what they expect, never take them for granted, and to always remember the importance of doing more than my competition.

By the way, the next day I sought out some "sales" lessons from the blackjack table...and found NONE. Next month's "Monthly Motivation" will be on the importance of not making the same mistake twice. Perhaps I should have somebody else write that one!

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