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Page 6 u The Shopper u March 1, 2017 u

Looking Back

s i h T r e d Consi with Ken Hammock

Ken Hammock is a 30-year marketing veteran and is the Corporate Engagement Specialist for The JOY FM. You can reach him via email at

Looking For a Date?

I’m Truly Sorry, Okay?

Information alone is not a benefit. Everybody has information and it is too accessible. Your prospects and clients are not looking for more information, more research, more stats, charts and graphs. Now there is so much information available in seconds that no one can believe most of it.

More than thirty years ago, I was engaged to a nice girl. Something I did or said hurt her. Trust was lost. Flowers and candy didn’t work. Saying “I’m sorry” multiple times did not work. Having friends intervene on my behalf didn’t work. Trust was lost. The relationship was over.

The best way to gain trust with your prospects and clients is to build a relationship. This requires your time and consistency. In other words, you have to be visible and be constant in how you represent your philosophy, product, service, or company. Any deviation from your consistency leaves gaping holes for mistrust to wedge in and damage the relationship. Building and earning trust with clients and prospects is just like dating. If you date someone and you have only one thing in mind, your dates will be shallow, short-lived, noncommitted and lacking any trust or long-term value. If you view your sales efforts the same, your business relationships will be short term and you’ll always be in a dating mode for more business prospects. Consider the alternative. Build trust. Grow a relationship. Treat her like a lady with the respect and honor she is due. Find what she likes to wear, where she likes to eat, her hobbies, what makes her laugh, what engages her sentiments and interests. What are her favorite flowers or perfume? Which cologne she loves to smell on a man? Learn her. Be strong. Be transparent. Make every occasion a special event designed to bless and impress her. Do it with fervor and excitement and watch the relationship blossom. Watch the level of trust increase. But, be consistent. One slip up in the dating stage will undermine your efforts and your sincerity will always be questioned. In many respects, why shouldn’t you take a similar approach to your business prospects?

Business relationships with customers are very much like that. There is emotion and trust with your best customers, which requires you to offer quality at every opportunity. Many business transactions are built on price, which brings customers in and out the front door. However, customer service will endear one to another. It’s the ongoing process of earning trust and keeping that trust. Your business may have offered a great experience to a customer in the past. This experience may cause that customer to visit or call again. That experience may also help them share with others and refer business to you. However, if you let your guard down by providing one bad experience, one curt comment, one off-day, one disgruntled employee, one poor product quality -- the courtship (trust) may be lost. The relationship suffers and the customer is back on the market for another suitor. What are you doing today, right now to win your customers anew? What are you doing to court your customers and build on their trust in you? Customer service is not about what you’ve done in the past. Nor is it about your business model or your heritage. It is about what you are doing right now to make their experience memorable and appreciated. If you miss the mark once, the effort of winning them back will be an extremely hard commitment, if not impossible. Every experience, every contact, every message should endear the customer to you, today. Never give them a reason to look for another suitor.

The “Friends of Wadsworth” concert is Saturday, March 11, 7:30 p.m. (doors open 6:30 p.m.) at Charles Wadsworth Auditorium, 25 Jefferson St. in downtown Newnan. $25 general admission tickets available at or at Coweta County Visitors Bureau in the Historic 1904 Courthouse; Let Them Eat Toffee, 18A N. Court Square, Newnan, GA 30263; Branch and Vine, 340 Newnan Crossing Bypass, Newnan, GA 30263 in Ashley Park shopping center; and Matrix Insurance, 3111 Highway 34 E., Suite B, Newnan, GA 30265 in the Thomas Crossroads area.



with Joe Williams

“Look out or you’re liable to get your eye ‘poked’ out!” If I heard that phrase once, I heard it a thousand times. Believe it or not, I was once a child, and children can find a lot of ways to get hurt – at least they did in my day. We didn’t sit around glued to a “device” and our TV was usually on the blink, so we had to be creative. Moreover, my mom was too busy tending to several younger siblings to do much monitoring of my activities. I suppose the dangerous life I led started at about six months old. Back then diapers were attached to the baby with safety pins. A couple of times my mom got in a bit of a hurry and literally pinned mine to my skin. A small amount of blood and a lot of crying quickly revealed the offence! I later learned to walk and found new opportunities for getting hurt. We had something called a “floor furnace”, a 3 x 3 foot metal grill in the hall floor, covering a very hot heater made to heat the entire house. You could have grilled a steak on it. We didn’t eat steaks often but I certainly grilled my thigh or the bottom of my feet on a regular basis. Cheap tattoos! And at age five, I decided to disconnect the power from my electric train. Instead of unplugging the cord, I cut it into with a pair of metal scissors. When I came to, I was in the dark with every fuse in the house blown! And I had my share of being locked in the bathroom or a closet when the handle would come off in my hand. The banging and shouting I did made the other folks in the house think they were in the middle of a home invasion, but it eventually got me out! I played outside at every chance, building space ships and tree houses, clubhouses and huts, tents and go-carts — anything I could make using my imagination and what I could find or “borrow”. The wheels or chain or pedals were regularly falling off my bicycle and so was I. My bare feet got blistered, cut by broken glass and punctured by nails. I fell victim to bee stings, falls, rock fights and the unsupervised use of firecrackers. And if I came in the house crying or complaining, insult was added to injury in the form of a “good and proper” spanking. But one very memorable adventure took place in the fifth grade when Danny Loverrn and I built a roller coaster out of a pile of old planks we found. The plan was to speed down the high, steep planks in a wagon. As I remember, the much anticipated “test run” left the planks, the wagon and Danny on the ground. His first words were, “I’m gonna sue somebody!” Yes, being a child in the 1950’s was sometimes dangerous, but it also built character and imagination and self-reliance. The only limit to creativity was the size of your pile of junk. The government didn’t regulate “danger” and very few of us got sued. And it’s true that, like all other boys of my age, I often got hurt in my adventures, but there is one thing that didn’t happen because I listened carefully to my Dad. I never, ever, got my eye “poked” out!


Look For Joe’s

What’s In Your Garage? By Joe Williams On Page 19.

The Coweta Shopper March 1, 2017 Issue  

32 pages of Entertainment, Events, Features, Specials, Trends and More …

The Coweta Shopper March 1, 2017 Issue  

32 pages of Entertainment, Events, Features, Specials, Trends and More …