Presented by:

Lynda C. McDermott, CSPEquiPro International

420 Lexington Avenue, Suite 1712New York, New York 10170

www.equiproint.com / www.lyndamcdermott.com

The Power of Relationships:What’s Your Difference

That Makes A Difference!?!

June 29, 2006

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Current and Future Customers

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Our Goals

Increased customer experience Increased customer satisfaction and loyalty Increased client referrals Increased average sales Increased sales revenues

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Objectives

• Understand the approach for building client relationships used by successful Tanner Consultants

• Identify the strategies and skills required to become a “trusted advisor” to your clients

• Use new and powerful communications skills to advance client relationships and loyalty

• Develop a Plan of Action for leveraging your client relationships for stronger client loyalty and improved sales results

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“Shifting Your Competencies”

Conscious

Incompetence

Conscious

Competence

Unconscious

Incompetence

Unconscious

Competence

Hi

Lo

Con

scio

usn

ess

HiCompetency

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SUCCESS

BELIEFS

The Profile of Success Process“What’s the Difference that Makes a

Difference?”

SUCCESS THOUGHT

S

SUCCESS PRACTICE

S

SUCCESSFUL EXPERIENCE

S

SUCCESSFUL RESULTS!

SUCCESSFUL RESULTS!

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What Beliefs Support Your Success?

Which beliefs do you hold most strongly and contribute to your success?

Which beliefs do you hold that may be keeping you from being as successful as you could be?

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Tanner Consultants

Top 10 Success Beliefs and Thoughts:

I Believe: The Tanner Company is giving me a quality

product and providing me the support I need Product knowledge is important, but customer

relationships are essential I must strive to constantly improve my

performance Discipline and preparation are important for

success My goal is to make a customer feel special

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Tanner Consultants

I Believe: The more I learn about the customer the more I

can meet her needs My role is to create a long term relationship of

trust with my customer The better I listen, non-judgmentally and guide

with judgment, the more successful I will be I am passionate about my job I must go beyond the call of duty to serve my

customers, no matter how much they spend

Top 10 Success Beliefs and Thoughts:

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The Tanner CompanyCustomer Relations Profile of Success

RESULTSRESULTSPersonal Personal

ProfessionalProfessionalFinancialFinancial

COMPANY•Values•Product

COMPANY•Values•Product

CLIENT RELATIONSHIPS• Desire to Serve• Trusted Advisor

CLIENT RELATIONSHIPS• Desire to Serve• Trusted Advisor

SELF• Passion• Purpose

SELF• Passion• Purpose

GOALS• Will to Succeed• Disciplined

Preparation

GOALS• Will to Succeed• Disciplined

Preparation

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1. Be prepared: Know the Collection; know the fashion trends; know your customer’s buying history.

2. Establish goals

3. Be creative in your approach for marketing to and meeting new prospects

4. Listen hard to identify a customer’s needs, concerns and preferences

5. Be solution-oriented—provide options and guidance

Tanner Consultants

Top 10 Success Practices:

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Tanner Consultants

5. Build a following of long- term and loyal customers

6. Go the extra mile for service excellence

7. Take full responsibility for solving problems--Don’t blame others

8. Show your passion for the company, the clothing and “your calling”

9. Be committed to your success and continuous improvement

10.??? Lynda [per my message – missing #10]

Top 10 Success Practices:

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Developing Your Unique Client Service/Relationship Approach

STOP(What Beliefs/ Thoughts or

Practices that don’t serve me

well)

START(Which new

Ideas/Practices I need to adopt)

CONTINUE(What I already do that works

really well)

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Elements of a Trusted Advisor

Do I Consistently: Never SometimesAll the Time

Focus on my clients, not myself

1 2 3 4 5 6 7

See my clients as my co-equals

1 2 3 4 5 6 7

Listen without pre-judging

1 2 3 4 5 6 7

Remember everything about my clients

1 2 3 4 5 6 7

Understand the preferences of my clients

1 2 3 4 5 6 7

Act dependably 1 2 3 4 5 6 7

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Elements of a Trusted Advisor

Do I Consistently: Never SometimesAll the

Time

Offer different perspectives 1 2 3 4 5 6 7

Not force things on my clients

1 2 3 4 5 6 7

Give options and recommendations and let my clients choose

1 2 3 4 5 6 7

Act authentically 1 2 3 4 5 6 7

Always have my clients’ interests at heart

1 2 3 4 5 6 7

Develop long term personal client relationships

1 2 3 4 5 6 7

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WHAT IT MEANS TO BE A TRUSTED ADVISOR

Do you:

• Know how much each of your clients spend with you?

• Know how many referrals each of your clients have given you?

• Know the strengths, fears and needs of your highest potential clients?

• Know how you can use your unique calling card to enrich the relationship that you have with your clients?

• Have a plan for making a difference I the relationships you have with your Doncaster clients to turn them into loyalists

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What is a “100 Day Plan”?

• A TOOL to help translate your strategies into work plans that will provide you with the discipline to implement for successful results.

• A COMMUNICATION VEHICLE for clarifying what your intentions are and for tracking progress against your goals.

• A ROADMAP through the critical first few months of change

Today +30 +60 +90 100 Day Mark

Your 100-Day Plan

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Key “100 Day Plan” Activities for a Tanner Wardrobe Consultant

WARDROBE CONSULTANT 100 DAY PLAN

WARDROBE CONSULTANT 100 DAY PLAN

Activity Action Items Suggested Timing (Days)

Comments

0-

30

30-

60

60-

100

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Key “100 Day Plan” Activities for a Tanner Wardrobe Consultant

(Sample)

WARDROBE CONSULTANT 100 DAY PLAN

WARDROBE CONSULTANT 100 DAY PLAN

Activity Action Items Suggested Timing (Days)

Comments

0-

30

30-

60

60-

100

Set goals for last half of 2006 x

Identify top 20 client “loyalists” x

Write “request for referral” letters to loyalists

x

Do an event with another client service provider, e.g. financial planner

x

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Thank You!!

If you would like to see pictures of this presentation, and leave feedback for Lynda McDermott go to:

http://www.lyndamcdermott.com/tanner/

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Bibliography

• Hug Your Customer by Jack Mitchell, Hyperion: NY, New York, 2003.

• Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith, Warner Business Books: NY, New York, 1997.

• The Little Red Book of Selling by Jeffrey Gitomer, Bard Press: Austin, TX 2004.

• The Loyalty Effect by Frederick F. Reicheld, Harvard Business School Press: Cambridge, MA 1996/2001.

• The Trusted Advisor by David H. Maister, Charles H. Green, Robert M. Galford, Simon & Schuster Inc.: UK, 2001.

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Learning Products From EquiPro International, Ltd.Books

World Class Teams: Working Across Borders Author: Lynda McDermott, Nolan Brawley and Bill Waite

Caught in the Middle: How to Survive in Today’s Management Squeeze Author: Lynda McDermott

Audio CD

World Class Teams: Build A Bridge – Extend a Hand! Author/Speaker: Lynda McDermott

The Leaders’ Legacy: Lead Your Life…Don’t Just Live it Author/Speaker: Lynda McDermottThe Courage to Sell Your Difference - Author/Speaker: Lynda McDermott

eBooks

Leadership Lessons for Graduates Author: Lynda McDermott

World Class Teams Series™: Are You Ready for World Class Teams? Author: Lynda McDermott

World Class Teams Series™: What’s Our Need for Teamwork? Author: Lynda McDermott

World Class Teams Series™: Team Process Assessment Author: Lynda McDermott

Lynda McDermott, Certified Speaking Professionallmcdermott@equiproint.com

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LYNDA C. MCDERMOTT, CSPis President of EquiPro International, Ltd., a New York City based international management consulting firm which specializes in the strategic development of organizations and their employees. Her experience involves over 30 years of line management, and internal and external consulting.

McDermott began her career as line manager, and then an internal consultant with Ohio Bell Telephone Company, AT&T and Ernst & Whinney. She began her external consulting career with E&W as Manager-in-Charge of Human Resources Consulting, and later served as a Director for a national Human Resources and Organizational Consulting Practice for KMG Main Hurdman.

Over the last twenty years her firm has provided consulting services in strategic planning, leadership, team development and executive coaching performance management, 360° assessment, business development, change management and organization effectiveness in a wide variety of industries. Her client list includes such companies as Pfizer, Hearst Magazines, Biogen Idec, PricewaterhouseCoopers, Ermenegildo Zegna, Standard & Poor’s, Novartis, Sanofi Aventis, DuPont Women Lawyers’ Network, and Willkie Farr & Gallagher.

She has served on the National Board of Directors of the American Society for Training and Development and has been their Torch Award Winner. Her firm has received two ASTD “Excellence in Practice” Citations for their ground-breaking work with global teams in over twenty-five countries and for their innovative “Build Our Business” program. She has also served on the Board of Directors of Girls Incorporated (Formerly Girls Clubs of America). Ms. McDermott is a frequent speaker and is co-author of the best-selling book World Class Teams (John Wiley & Sons, Inc.) and author of the best-selling book titled Caught In The Middle: How To Survive and Thrive In Today's Management Squeeze (©Prentice-Hall). She is a Certified Speaking Professional with the National Speakers Association and has appeared on CNBC, Wall Street Journal Radio, National Public Radio and in numerous business publications. McDermott serves on the adjunct faculty of INSEAD in Fountainbleu, France and for Stony Brook University’s EMBA for Law Firm Management.

Ms. McDermott is a Phi Beta Kappa graduate of Miami University and has a Masters of Science in Organization Development from Bowling Green State University

EquiPro International, Ltd.420 Lexington Avenue, Suite 1712

New York, New York 10170(212) 573-9046 / lmcdermott@equiproint.com