Saturday
Jul172010
Service With an Edge
Saturday, July 17, 2010 at 5:36AM
My marketing teacher began the class with these words, “If everyone likes you, you’re doing something wrong." He looked at the ten women in front of him. "That’s a hard concept for women to digest. They want to be liked.”
He ended the class with these words, “ If you need a role model, think Howard Stern. He's a brilliant marketer. That radio jock consistently shocks. That's his strength, and he knows how to play to it."
I found this class through reading an article in the New York Times, a few weeks after 9/11. A consulting firm was offering a workshop, gratis, to any small business owner needing help. Come to the New York Sheraton Ballroom: learn where to apply for a business loan, how to write a business plan, and which professional organization can offer you the most help.
Once there, I spoke to an interviewer. I explained I was a free-lance tour guide, the sole proprietor of my business. She told me to call the American Women’s Economic Development Corporation, or AWED. It specialized in assisting women like me.
I joined. I attended their classes, the marketing one, and others specializing in public relations, inquiry letters, cold calls, pitching your service, and developing an e-mail blitz. I also went to every brown bag lunch offered and met other members.
It was through AWED I had my photo taken with President Bush. Forty-two of us were invited to a two day conference at the Ronald Reagen Center in Washington, DC. It was entitled "Women Owners of Small Businesses."
A small business, to the organizers, was defined as one with yearly grosses of five million dollars or less. None of us qualified, yet there was no charge for our meals, our transportation and our hotel rooms. The CEO of AWED was a big Republican supporter.
We arrived Friday evening. We were staying in Georgetown. Saturday morning, at 10 AM, we were ushered into into a private room at the Center, with one stipulation, enter empty-handed.
Secret Service agents were everywhere. We lined up, according to height. I was in the last row, second to last. I was staring at the man with the camera, when doors opened horizontally, and out walked, from a cargo elevator, President Bush. He smiled, saying “How ya’ all doin’?” Then he mingled amongst us and the shutter clicked. That's when an agent announced "Go ahead. Ask the President any question."
My hand flew up. I was fast, and I was already too late. Another woman was speaking. “I sell Oriental rugs of the finest quality. I had a sale. I sent an e-mail to the White House. I never heard back. Could you please explain why?"
The President professed having no knowledge; certain that what she spoke of, was his secretary’s domain.
I spoke next. “I am a tour guide in New York. Tourists are not flying here. They're afraid of crashing into a skyscraper with a tank full of gas. How do I convince them, this is folly?"
The President replied, "Tell them to come without fear. We’ll be here, ready. If anyone starts trouble, we'll just kick ass."
The other day, that marketing class came to mind. I was giving a tour to four men, one from Egypt, another from Qatar, a Lebanese, and Ludwig, a German, the one in charge. They worked for Hewlett Packard, or HP, and on the company's money, we traveled around in a stretch limousine.
Ludwig asked, “Take a guess. How many people do you think work for us?” I answered, “Eleven.” His eyes rolled back. "It's obvious you don't know what you're talking about. There are more than 330,000 in our employ.”
He asked, “How much money do you think we make?” I blurted, "A zillion dollars, at least. ” He sighed. "You have no head for business" and reeled off a dollar amount in the billions.
“Look” I said. “I know HP only through my Laser Jet 1100 printer, and that's given me nothing but trouble. From the start, paper came down in clumps, not one at a time. I joined a class action suit. Your technicians came up with a cardboard contraption and we all got one in the mail. I inserted mine, per your directions, and still 'clumping' appeared, just less often."
During our six hour tour, Ludwig repeated, "You walk too fast. Stay with the group. You follow our pace, not the other way around. That is what a guide does. I've been to eighty countries. I know what I am saying. "
Suddenly, words uttered directly to me by that marketing teacher, resonated through my brain. "Yes, you are in a service industry, but in your case, you provide service with an edge."
So I played to my strength. I walked on ahead.
He ended the class with these words, “ If you need a role model, think Howard Stern. He's a brilliant marketer. That radio jock consistently shocks. That's his strength, and he knows how to play to it."
I found this class through reading an article in the New York Times, a few weeks after 9/11. A consulting firm was offering a workshop, gratis, to any small business owner needing help. Come to the New York Sheraton Ballroom: learn where to apply for a business loan, how to write a business plan, and which professional organization can offer you the most help.
Once there, I spoke to an interviewer. I explained I was a free-lance tour guide, the sole proprietor of my business. She told me to call the American Women’s Economic Development Corporation, or AWED. It specialized in assisting women like me.
I joined. I attended their classes, the marketing one, and others specializing in public relations, inquiry letters, cold calls, pitching your service, and developing an e-mail blitz. I also went to every brown bag lunch offered and met other members.
It was through AWED I had my photo taken with President Bush. Forty-two of us were invited to a two day conference at the Ronald Reagen Center in Washington, DC. It was entitled "Women Owners of Small Businesses."
A small business, to the organizers, was defined as one with yearly grosses of five million dollars or less. None of us qualified, yet there was no charge for our meals, our transportation and our hotel rooms. The CEO of AWED was a big Republican supporter.
We arrived Friday evening. We were staying in Georgetown. Saturday morning, at 10 AM, we were ushered into into a private room at the Center, with one stipulation, enter empty-handed.
Secret Service agents were everywhere. We lined up, according to height. I was in the last row, second to last. I was staring at the man with the camera, when doors opened horizontally, and out walked, from a cargo elevator, President Bush. He smiled, saying “How ya’ all doin’?” Then he mingled amongst us and the shutter clicked. That's when an agent announced "Go ahead. Ask the President any question."
My hand flew up. I was fast, and I was already too late. Another woman was speaking. “I sell Oriental rugs of the finest quality. I had a sale. I sent an e-mail to the White House. I never heard back. Could you please explain why?"
The President professed having no knowledge; certain that what she spoke of, was his secretary’s domain.
I spoke next. “I am a tour guide in New York. Tourists are not flying here. They're afraid of crashing into a skyscraper with a tank full of gas. How do I convince them, this is folly?"
The President replied, "Tell them to come without fear. We’ll be here, ready. If anyone starts trouble, we'll just kick ass."
The other day, that marketing class came to mind. I was giving a tour to four men, one from Egypt, another from Qatar, a Lebanese, and Ludwig, a German, the one in charge. They worked for Hewlett Packard, or HP, and on the company's money, we traveled around in a stretch limousine.
Ludwig asked, “Take a guess. How many people do you think work for us?” I answered, “Eleven.” His eyes rolled back. "It's obvious you don't know what you're talking about. There are more than 330,000 in our employ.”
He asked, “How much money do you think we make?” I blurted, "A zillion dollars, at least. ” He sighed. "You have no head for business" and reeled off a dollar amount in the billions.
“Look” I said. “I know HP only through my Laser Jet 1100 printer, and that's given me nothing but trouble. From the start, paper came down in clumps, not one at a time. I joined a class action suit. Your technicians came up with a cardboard contraption and we all got one in the mail. I inserted mine, per your directions, and still 'clumping' appeared, just less often."
During our six hour tour, Ludwig repeated, "You walk too fast. Stay with the group. You follow our pace, not the other way around. That is what a guide does. I've been to eighty countries. I know what I am saying. "
Suddenly, words uttered directly to me by that marketing teacher, resonated through my brain. "Yes, you are in a service industry, but in your case, you provide service with an edge."
So I played to my strength. I walked on ahead.
Reader Comments (8)
hi Jane,
I love your writing! You make whatever you write come alive Since I know you all my life I know YOU [to be] as you write . . . vibrant, articulate, smart, funny, quick-witted , full of interesting info, and, totally unique. Your writing is easy to read, relate to and absorb, leaving the reader with food for thought, and wanting more. I think you should put these vignettes into book form-it certainly would go over well in New York, and who knows, maybe all over. Maybe New York magazine or The New Yorker . . . quintessential NY!
Jill
I rescue Wild Birds, even chickens. I have a Donation Basket, in hopes that the "I have a Bird Callers" will leave enough colectivley to pay for the transport, the vet & life time care to cover what I decide shoud be $ fifty dollors a head. Yesterday I got pissed at one of the two women calling endlessly about delivering a wounded Bird, and I finally said ...."Look Lady I don't give a ---- about your knee problems "tell me about the Bird." She called later to tell me the Bird had died, the eighth call starting at nine that morning. I have a life. i require short answers to specific questions like, What kind of Bird? Where did you find it? What appears to be it's problem? When will you bring the Bird?
Hi Jane, I enjoy reading what you write because it is just how you speak. I agree with Jill that you should put these shorts in a book. With a catchy title I think it would be a big success. All those writing classes paid off. I'm so proud of you.
Barbara
For Meg:
perhaps you should have given HER
"the bird!"
And yes, per you and Jane, isn't it amazing that
people come to YOU for your expertise and
then either ignore it or try to override it.
Sad that egos get in the way of experiecing
a true Jane Marx moment.
Keep that edge, it's who you are!
More please? Right, people.in big circles have no idea how the other half survive. Don't let them ever change you. Judy
I remember when you attended the DC AWEDC event...Bush's comment wasn't classy or helpful; he should have consulted Howard Stern before speaking. I'm a fan of Howard Stern; he can be edgy , but like you, always with class.
The responses to your blog are becoming ever more interesting and varied!
I'm putting a link to your blog into my blog.
I wanted more of this story. I love it when you let folks know this is your tour and you'll do it your way!