A reader named Jim Armstrong, from Yuba City, California, wrote to us about something he did at a brainstorming session with a coaching group:
“I introduced your book and led the group through a discussion of the five ways of creating value,” said Jim. “We brainstormed ideas, and I challenged the group to use the welcome sign strategy used by Marie Jakubiak’s firm [described in Chapter 1 of Go-Givers Sell More]. Three of them took me up on the challenge, including Dan Ginnaty, who implemented the strategy within 24 hours.”
And Jim then forwarded a few notes from Dan, who runs GT Flooring in Great Falls, Montana, along with some pictures Dan took:
Got our Welcome sign up with the names of four people who might’ve been coming in today. One lady did show up.
Rose [an employee] said the woman backed up, read the sign, then proceeded to my office. She did not say anything to me—but Rose said it opened her eyes. Might just work better than expected. — Dan
… and the next day, another note from Dan:
We have a long-time customer who is building a new house. Her husband told me she would be stopping with plans, so I placed her name on the Welcome sign. When she walked into the store, she stopped, read her name, then backed up to read it again and smiled ear to ear.
After working with her for several hours (we’re talking about 5,000 sqare feet of carpet), we discussed the sign. I told her about our coaching program and the idea behind the sign. I explained that our business is very personal in how we work with customers, versus a place like Walmart that just herds them through the doors.
Her words were, “I always feel welcome here, but I have never felt so welcomed.” No more to say. My investment of $57 is paying dividends. — Dan