After watching Kevin the pizza guy missing the boat on the most amazing opportunities for marketing his business, I finally decided I couldn't stand by and say nothing anymore. Seriously, I couldn't understand it. I was trying to beg him to let me do this things for him. I'm the worst person to go and hang out with because I start critiquing everything around me. I say things like "If they move this over there and they did this here, then this would be more organized and this would make more money." I am the worst person, or best person, to be with depending on how you think because I am constantly thinking of all this stuff. Finally, I said, "Hey Kevin come here. We've got to sit down and talk." I said, "Buddy, you are not in the pizza business. You're in the business of marketing your pizza business."
He said, "What are you talking about?"
I said, "Man, how many years have I been coming here?"
He said, "I do not know three, four, five years."
I said, "You never asked me for my contact information. I'm here all the time." At a point, I lived right down the street, so when I was building my home I was in there two, three times a week because it was convenient. I watched people come and go throughout the day from here. You never asked them for their contact information. Do you know how many times I've ordered a pizza or called up, and I've had to wait for 10 minutes on the phone to get answered? I love your pizza, and I like you. I'll wait because you're a nice guy, and I do not want to fault you because you just don't know what you do not know. Buddy, how many people do you think hung up the phone and called some other pizza joint?"
He said, "I don't know."
I said, "I will tell you how many, hell of a lot more than hang on the phone. Where's the special second phone line? I checked because I've got one in my house. It costs 67 bucks to install. I will pay you 20 bucks a month, 50 bucks a month if you'll let me call this phone, like my own bat phone! I will pay for the line that way each time I've got to wait it won't cost me more money. Why? I can't focus on my business when I have to wait on the phone. I will pay your damn monthly bill just let me call this line instead of that one."
Continuing on, I said, "By the way Kevin, do you know how many people who walk in here will gladly pay you a monthly fee to call that bat phone? When we walk in, we go in this line with the roped off area. Hint, hint. We've got our own VIP line versus standing in the general admission line over here. Kevin do you see where I am going here. Kevin, when that phone rings you drop everything else, and you pick it up because we are paying you every month to pick it up first." You'd have thought I was Moses coming down on him like this with what I was sharing. I said "Kevin, you're not in the pizza business. You've got to shift your mindset. You've got to think differently here. I will pay you. Just let me call. I wil pay the line just let me call the line.
One more thing, Kevin, how many times have I been in here? Where's my punch card? How about if I purchase 9 pizzas I get the 10th one free." "Sorry buddy, but I can't stop. Kevin, you've got a video store across from you. Why aren't you doing cross promotion? You don't compete with them; you compliment them. Go over there. In every bag ought to be coupons for your stuff. On your pizza boxes, there should be coupons for the other businesses stuff. I'll rent a video 9 times out of 10. If they just ask me if I would like a pizza for 50% off, I will probably take it. Usually when you watch a movie what do you eat? Usually if you get a pizza on a Friday or Saturday night what do you like to do? They'll watch a movie is probably the answer."
Kevin, you're not in the pizza business. I see you write that large check every month. I hear you on the radio. You're spending all of that money, and you're not even taking care of us. Where's my free pizza on my birthday? Where's the 'Hey James, we'll come to your home and cater to your own house or next event? You've got other fabulous food. You've got lasagna and all that other great stuff. Offer, 'We'll come to your house on your birthday and throw a large birthday bash. We'll cook all of the food and all that for you.' Let's do it!" Got it? I always remember that I'm not in the speaking business; I'm in the business of marketing my speaking services.
He said, "What are you talking about?"
I said, "Man, how many years have I been coming here?"
He said, "I do not know three, four, five years."
I said, "You never asked me for my contact information. I'm here all the time." At a point, I lived right down the street, so when I was building my home I was in there two, three times a week because it was convenient. I watched people come and go throughout the day from here. You never asked them for their contact information. Do you know how many times I've ordered a pizza or called up, and I've had to wait for 10 minutes on the phone to get answered? I love your pizza, and I like you. I'll wait because you're a nice guy, and I do not want to fault you because you just don't know what you do not know. Buddy, how many people do you think hung up the phone and called some other pizza joint?"
He said, "I don't know."
I said, "I will tell you how many, hell of a lot more than hang on the phone. Where's the special second phone line? I checked because I've got one in my house. It costs 67 bucks to install. I will pay you 20 bucks a month, 50 bucks a month if you'll let me call this phone, like my own bat phone! I will pay for the line that way each time I've got to wait it won't cost me more money. Why? I can't focus on my business when I have to wait on the phone. I will pay your damn monthly bill just let me call this line instead of that one."
Continuing on, I said, "By the way Kevin, do you know how many people who walk in here will gladly pay you a monthly fee to call that bat phone? When we walk in, we go in this line with the roped off area. Hint, hint. We've got our own VIP line versus standing in the general admission line over here. Kevin do you see where I am going here. Kevin, when that phone rings you drop everything else, and you pick it up because we are paying you every month to pick it up first." You'd have thought I was Moses coming down on him like this with what I was sharing. I said "Kevin, you're not in the pizza business. You've got to shift your mindset. You've got to think differently here. I will pay you. Just let me call. I wil pay the line just let me call the line.
One more thing, Kevin, how many times have I been in here? Where's my punch card? How about if I purchase 9 pizzas I get the 10th one free." "Sorry buddy, but I can't stop. Kevin, you've got a video store across from you. Why aren't you doing cross promotion? You don't compete with them; you compliment them. Go over there. In every bag ought to be coupons for your stuff. On your pizza boxes, there should be coupons for the other businesses stuff. I'll rent a video 9 times out of 10. If they just ask me if I would like a pizza for 50% off, I will probably take it. Usually when you watch a movie what do you eat? Usually if you get a pizza on a Friday or Saturday night what do you like to do? They'll watch a movie is probably the answer."
Kevin, you're not in the pizza business. I see you write that large check every month. I hear you on the radio. You're spending all of that money, and you're not even taking care of us. Where's my free pizza on my birthday? Where's the 'Hey James, we'll come to your home and cater to your own house or next event? You've got other fabulous food. You've got lasagna and all that other great stuff. Offer, 'We'll come to your house on your birthday and throw a large birthday bash. We'll cook all of the food and all that for you.' Let's do it!" Got it? I always remember that I'm not in the speaking business; I'm in the business of marketing my speaking services.
About the Author:
James Malinchak, Showcased on ABC's Hit TV Program Secret Millionaire, is considered by many professionals as the World's #1 Big Money Speaker Coach and Trainer. For Totally free Video Trainings regarding how to receive money to speak and how to be a becoming a motivational speaker, try continue and learn more.
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