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Sean M. Carpenter

I. Introduction

What’s your favorite _________?

What’s your favorite _________ from your favorite ________?

A story of two hotels

II. The Basics of Great Service

1. Use your ________________

2. Know your _______________

3. Use _____________ __________

4. Show up _____ __________

5. _________ _________ promptly

6. ________________ with people the way they _________

7. _______________ their ____________

8. __________ _____________ & __________ ___________

Great service vs. ________________ __________________________

“Doing what is _______________ only prevents ______________

__________________.

You must do _________ than is _____________ to truly _________ a

_______________”

Your marketplace is tired of __________ ___________________ ____

It’s a new world these days…

It’s no longer _______ _______, _________ ________

…It’s now _________ _______, _______ __________

III. If You Build It, They Will Come

IV. Getting Back to Basics

Pop Quiz:

_____________________

_____________________

_____________________

_____________________

Old School vs. New School

Today’s technology is all about your ability to CONNECT C –

O –

N –

N –

E –

C –

T –

V. How to Harness Technology in Your Day

Listen vs. Talk

Saying “thank you” remains one of the surest ways to get

people to remember you, talk about you and use you again

VI. Identifying Your Audience

4 kinds of people:

�

�

�

�

“Turning ______________ into ____________ and __________ into _______________.”

Flipping the Funnel…

VII. Word of Mouth Marketing

1. Giving people a ______________ to ______ about your ________

2. Making it ______________ for that ________________ to take place

The 5 T’s of Word of Mouth

T –

T –

T –

T –

T –

VIII. Give ‘Em Something to Talk About

The Rules about Word of Mouth Marketing

#1.

#2.

#3.

#4.

IX. Finding Your Voice

Is the Marketplace Talking About You?

• Ambassadors

• Creating a customer loyalty program

• Safe vs. Vulnerable

• Stand out or sit down

The Recipe for Word of Mouth Success

1. Have a _____________ _______________

2. Build a ______ _____________

3. _________ your fan base

4. _________ with others how you ___________/______________ your fan base

5. ________________ as necessary

X. Final Thoughts

� Advertising is _________________________________

� Marketing is __________________________________

� Word of Mouth is ______________________________

Sean’s Recommended Reading List

� QBQ! - John Miller

� Unmarketing – Scott Stratten

� Tribes – Seth Godin

� Linchpin – Seth Godin

� Poke the Box – Seth Godin

� Anything You Want – Derek Sivers

� Trust Agents – Chris Brogan & Julien Smith

� Delivering Happiness – Tony Hseih

� Setting the Table: The Transforming Power of Hospitality in Business – Danny Meyer

� The Present - Spencer Johnson

� The Fred Factor – Mark Sanborn

� The Difference Maker –John A. Maxwell

� The Good Life Rules – Bryan Dodge

� Predictably Irrational – Dan Ariely

� A Whole New Mind – Daniel Pink

� Drive – The Surprising Truth About What Motivates Us – Daniel Pink

� Switch – How to Change Things When Change is Hard – Chip & Dan Heath

� The Referral Engine – John Jantsch

� You, Inc.: The Art of Selling Yourself – Harry Beckwith

� Blink! - Malcolm Gladwell

� First Break All the Rules – Marcus Buckingham & Curt Coffman

� Now, Discover Your Strengths – Marcus Buckingham & Donald Clifton

� Really Important Stuff My Kids Have Taught Me – Cynthia Copeland Lewis

� Never Wrestle With a Pig – Mark McCormack

� How Full Is Your Bucket – Tom Rath & Donald Clifton

� Integrity Selling for the 21st

Century – Ron Willingham

� The Richest Man in Babylon – George Clason

� Surviving Your Serengeti – Stefan Swanepoel

� The Complete Calvin & Hobbes – Bill Watterson

Sean M. Carpenter (614) 526-5600

E-mail me at Sean.Carpenter@cboki.com

www.SeanCarpenter.com

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