Retail Observer

RETAILOBSERVER.COM AUGUST 2014 40 W hat do the Ritz-Carlton Chicago: A Four Seasons Hotel, the Field Museum, the Shedd Aquarium, Marshall Field Department Store (now sadly, Macy's), the Chica- go Theater, the Chicago Board of Trade, Soldier Field and the Chicago River have in common? And why should we as business leaders care? Well, firstly, they were all stops on the recent 95% Share Marketing Seeing is Believing tour in which I participated. But more importantly, they all provided our host, Jim Niekamp, with endless examples of differentiation, effective training, hiring to win, leadership and business evolution. As the seminar name implies, the program is far different than any other classroom training experience. Jim demonstrates, instead of simply telling us the importance of his mantra "the best story wins." Without ever having stayed in one of their properties, most folks know about the Four Seasons Hotel experience. But meeting with Sebastian, the General Manager and Josephine who leads housekeeping and hearing from them how they hire caring people and motivate the team by incorporating their ideas into hotel policies and procedures is quite different. Using standards from the hotel's 247-point daily checklist, Josephine gave us no slack in critiquing the beds we made after her instruction on how to do it right. She explained to us why every detail was critical to her very discerning guests. They inspect what they expect. Climbing into that crisp, comfortable bed after a full day in the city, I immediately sensed the difference. Josephine's team truly cared about my comfort. Details matter. I knew the Field Museum was named for the legendary Marshall Field and assumed that probably meant he donated the funds to build it. I didn't know, though, that he used that generosity as leverage to assure that when the city built its subway, there was a stop right under his store. Does your commitment to your community pay forward? Nor did I know that the Shedd Aquarium trains its animals as many as ten times a day just so those creatures won't be afraid of the vets who care for them. Imagine what continual training would do for your team. Traders on the Board of Trade floor were all dressed in different wildly colored jackets. In the fast-paced world of commodities and finance trading, it's important to get noticed or you'll miss your opportunity. Just like you, they have to stand out to get noticed. On the trip down the Chicago River, we learned how Chicago's leaders actually changed the flow of the river to keep sewage out of the city. Quoting Voltaire, Jim taught, "no problem can withstand the assault of sustained thinking." To solve your challenges, spend more time working on your business. Spend more time thinking about possibilities instead of fretting about the impossible. Imagine our surprise at seeing the name of our group "playing tonight" on the marquee as we walked into the iconic Chicago Theater. Who doesn't want to see their name in lights? Recognize people uniquely. And in the dressing room, virtually every star who had performed there left their mark with their famous signatures lining the walls. Throughout the two day experience, the one thing that came through most clearly was the importance of owning the relationship. It was most visibly demonstrated in the numerous "back stage" tours we got. We didn't know the management of the Ritz or the Field Museum but Jim did! And his 15-year relationship with these great Chicago landmarks and their management gave us unprecedented VIP access. If you own the relationship your customers won't just think of you first, you'll be the only place they think of. Because "Seeing is Believing," it's difficult to put the experience into words. But if you become an expert at demonstration, motivate your team by incorporating their ideas, stand out to get noticed, recognize people uniquely, pay attention to the details, inspect what you expect, train continuously, spend more time working on your business and own the relationship, you'll at least get a good start. Elly Valas Retail Views Elly Valas is the Marketing Services Director for Nationwide Marketing Group. She can be reached at elly@ellyvalas.com or at 303-316-7569. Visit her website at www.ellyvalas.com. RO SEEING IS BELIEVING

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