Pick a card from the deck, and don’t let me see it”, he says calmly. His large and nimble hands fan out 52 red Bicycle cards at least a foot wide. I reach across and choose one, take a peek (Ace of Clubs), then slide it back in as directed.
“Of course, the trick is important, but more than that, it’s about telling a story. “Now, when I snap one card in the deck will turn face up (it’s the 4 of Hearts)” he states, matter of factly. Immediately, I want to leap when I see it and exclaim “Aha ! Not my Card”.
But I know the 4 of Hearts isn’t your card,” he says, “but if we count down four cards we get the …… 10 of Diamonds” (William slowly pulls a card, but doesn’t let me see it as he talks). Again, when I hear “10 of Diamonds”, I know I have him cold……until he flips the card over….
“Or, maybe, this one ?” – DAMN he’s good…. the Ace of Clubs stares me in the face.
And therein lies the brilliance of a great performer. Hundreds of guys can do the trick, perform the task, or satisfy the customer. But when you weave in a great story that relates to the person across from you, you create MAGIC.
Such is the daily life of William Rader, Norman resident and, (wait for the punchline) PROFESSIONAL OKLAHOMA MAGICIAN. Yes, you read that correctly.
Tornado Alley isn’t exactly the hotbed for sleight of hand tricks and disappearing acts (unless you consider the annual exodus of college graduates from the state, but that’s a future blog), but here is one dude who’s determined to entertain thousands each month and pay the bills without working a day shift at the AT&T call center (Hint: It’s just off I-35 in Moore, OK…. not in Bangladesh).
Like the tricks he performs each day, William’s story is one of twists and turns. Grew up in the town of Kansas, Oklahoma, near the Arkansas border (huh?). Started magic at 15, and 10 years later, he’s one of the premier magicians and entertainers in the heartland.
And he’s a fantastic storyteller.
Why is storytelling important in this warp-speed, Tweet or Die, business world we’re all thrust into now?
Because stories are in our DNA. We WANT to be part of a colorful dialogue, to have a picture painted in our mind in which we’re the centerpiece. It all goes back squatting by the fire and gazing at cave drawings (just like in high school, only without the Mickey’s Malt Liquor).
And when you’re in the presence of a talented magic man, you feel like a STAR.
But, we should ALL be in the business of creating magic for our customers. If ANYONE is in business for themselves, it’s the solo artist, musician, writer, poet, sculptor, or…magician.
And make no mistake, William is a salesman and business guy of the first order.
What did I learn over a tuna sandwich and a deck of standard playing cards?
That:
- 1. Maximizing the customer experience,
- 2. Engaging people,
- 3. Building trust, and
- 4. Consistently exceeding expectations…
ALL start with the ability to connect via a story.
LESSON 1: Entertain First – This may not always be possible in your line of work (Vasectomy Surgeon or Funeral Director), but the key is to get people to relax their natural defenses and skepticisms and begin to trust you. IMO, that is best done with humour (no, not blood) in 90% of situations.
LESSON 2: Never Stop a Trick – The magician is ALWAYS in control of the experience.
If something goes wrong or bad, and it happens to the best of us, immediately re-engage with something of value. Your product failed when they got it home ? Personally deliver a new one with a little something extra (in my home state of Louisiana, we call that Lagniappe). Steak overcooked ? Offer an immediate replacement, brought out by the chef (not the manager), with a free sample of a sauce or topping made for special customers only.
Key here is not to give people time to DWELL on the negative.
Fix it immediately, no matter the cost, and then give them a little something extra on top.
This is the BIGGEST 10 seconds of a person’s interaction with your business. It is the ONLY place where you can turn a problem into a more loyal customer than before, and the result is usually better than if they had just a “satisfactory” experience in the first place.
LESSON 3: It’s called “SHOW and TELL”, in that order. Remember how fun / terrified you were in first grade when you brought that box turtle, a latex glove, and some lube to class ? The same things that brought your classmates to their feet then still work in your boring job today.
DO the thing you are selling ! If you”re a restaurant, put an HD camera above the grill with TVs throughout the dining room and lobby. If you’re a plumber, bring in a pipe fitting and show the customer how the clog in her new, environmentally friendly two quart toilet after feeding her husband a pan of Mexican casserole can become worse without your expertise.
In the words of the great Ron Popeil, “Set it, and Forget it !”
“But Captain Morgan….. How can I, plebe reader, learn to be entertaining ?”
Next week my friends. Until then….Chips Ahoy !
– Captain Morgan
Taken From Paul Morgan’s blog http://salesbear.wordpress.com/2010/11/10/pick-a-card-any-card/
