Since we’re now actively seeking sales pros right now (please forward to others), I figured I would post a few things I consider as non-negotiables.  (Hint: If those who are applying are smart, they’re search my name and find this blog, read this post and reference it in the interview.  Just sayin’.)

1. Attitude – In a small any organization, attitude will affect others negatively.  Pessimism can’t be tolerated and let’s be honest, we prefer to spend time with happy people.  Getting excited about working with good people is infectious and I’m thrilled we have that in spades today.
2. Resourceful – I may value this trait over all others.  To be able to “MacGyver” something with limited resources is critical for our business.  We have to solve problems that can’t just be searched on Google and sometimes with no budget for a customer.  It’s a tough thing, but keeping to look Learn to do things on your own and not wait on your co-worker to complete a task.
3. Customer love – I’m not talking about being cordial or pleasant (that’s a given).  My friends, Deryl and Rusty share this sentiment with their company, DormBuys.  Both of our companies are committed to a level of customer service unmatched by others.  We both MUST have people who love serving others.  Not everyone wants to do this and I truly get that, but don’t apply with me.  For us, I’ve seen the challenge of some geeks love the tech toys, yet hate the users.  I’m happy to let those types stay in the ivory towers of corporate tech because small, nimble companies need and WANT the customer to be first.

I found even just this small list helpful as we filtered through too many resumes.  I recognize I haven’t covered things like integrity, morals or honesty, but I’d hope those are a given for any candidate.  So what are your top traits you seek out?  How do you stay true to those even when someone looks great on paper.  Please, please share your thoughts in the comments below.

Personally, I struggle on how to teach my customers or inform my prospects without inundating them with content. I attempt to use screencasts, image mockups (screenshots) and searchable FAQs, but it’s still tough to keep things simple. If you look around the web, it seems I’m not the only one facing this debacle. How do you teach your customers or prospects to best use your offering? I’d love to hear your ideas and experiences (good or bad) below.

In my haste to leave town I stuffed the two items to be returned into the Zappos box and somehow threw in a client’s copy of Adobe Creative Suite software. When I got back from Austin, I was puzzled to find a Zappos box on my front porch (the previous items were already picked up). After sorting through my mail, I opened the Zappos box to find the software and all its cd’s returned.

Although they’re due for an upgrade, I was shocked that a massive operation like Zappos not only found my software, but tracked down my name and address to ship back (also for free). While Zappos isn’t always cheapest, I only see a MAJOR upside as their customer service stories continue to spread. I’ve gotten to know a few Zappos employees (their distribution center is 15 miles from me) and they say the tales of their dedication to customer service and culture are true.

I don’t order much clothing or shoes online, but it’s worth the few extra dollars a Zappos item may cost just to know you they’ll get it right, even if YOU screw up.

What’s your best Zappos story?

If you didn’t know, Seth is author of Purple Cow, The Big Moo and many other business/marketing best-selling books. So the naming couldn’t be more Godinesque. I thought maybe the proprietor was a big Godin fan and followed the Moo train all the way. However, I quickly found Seth would never run this store.

As I went to place my order, I saw this yellow sign on the counter (click to see all). No credit cards with the sorriest excuse… “sorry no credit card system.” Cash or credit wasn’t the issue. It was an obvious lack of concern for what the customer wants.

I was walking out puzzled. How could a friendly staff with great selection and a well-decorated store have a sign like this? The only bovine connection between this ice cream shop and Godin’s books are in name. If you’re going to steal from Seth’s marketing ideas, the least you can do is try be remarkable in a positive way.

Seth would never take away payment options or turn away pet owners with laptops paying with Visa. He preaches removing all barriers, drawing customers in and stealing a name obviously isn’t enough. While taking only cash was memorable, it’s was far from a purple cow! What roadblocks are you building for your customers and how can you turn a negative into a remarkable positive?

Update: I received a comment from the owner of The Frozen Moo. He misinterpreted my post when I said he was “stealing” from Seth. The title was a play on words since he’s written two books (Purple Cow & The Big Moo) that were so close to Jack’s business name and with the cow decor … it seemed like an obvious fit.

Jack made some pretty good points. It’s tough to give up $0.30 or $0.50 credit card fees when selling $2 cones of ice cream. I understand that as I have a good friend who works for a large ice cream manufacturer.

He also said the health department won’t let him have pets in the store and the neighboring business has a wifi station.

Again, I wish Jack no ill will and there’s no doubt running any business is tough. He has good rationale for all three items, but I do think the customer just reads what they’re unable to do rather than admiring his store for all the good things it offers.

When the week ends, they post the archives on the wall. That’s it. No marketing campaign to convert points into free java, customer manifestos or corporate speak about how much they love their customers. Just a simple plan that draws attention and makes customers feel appreciated.

Taking pictures isn’t your thing, here a few other easy tips to start spreading the love.

• Get out and engage your customers (Converstations)
• Establish trust with the customer (Customer Experience Crossroads)
• Giving the personal touch (Customers Rock!)
• Build rapport by being positive (Customer Service Experience)

#2 – They Are Always Right – Customers may not always be right, but they should walk away from (almost) any situation satisfied.

#5 – Deliver Your Promises – The key to your future success it taking care of today’s business. Track records are hard to escape.

#9 – Their Friends Are Your Friends – Whether it’s a prospect or long-time client, don’t be afraid to ask for leads. Most people want to be seen as a resource to others and if you take care of #5, then referrals will come.

If you need help making money for on AdSense, you MUST watch his video on how to make $25,000.

Photo taken at TBD.com‘s offices (those are post-it notes).

I’m working on a new web show (who isn’t) and our first episode went online today to gather some early feedback. I received a few emails with very positive responses and our director said, “I don’t care about that. I only want to hear negative comments. We need them to get better.”

Wow! I’d become the manager with the ugly dress shirt and the tie chain. I was so pumped about getting good reviews, I failed to ask what could be done to improve.

We all say we want feedback and proudly put our “Contact Us” button on our sites, but as Cam mentioned… it’s more than just asking. It’s what you ask, how much you ask and the format your questions are given. You can’t make user feedback difficult on the user if you really want an honest response. What you can do is ask the right questions and really seek out the answers. If you ask the right questions in a sincere manner, you might just learn something.

Photo Flickr credit: Shawnblog

I politely told him I didn’t need help carrying my bags to the room and he THEN offered me his card. The typical next step for a bellman is to grudgingly walk away with nothing to show for his effort. Craig had an impressive and yet surprising response. He offered to be a local resource during my time in St. Louis. He didn’t have a disclaimer to call during his shift and then the surprises continued. Craig walked us to the elevator and explained the directions off the 6th floor.

It’s a shame this is a surprise, but as the elevator closed… all I could say was “Wow!” Craig was a nice reminder a little extra effort can astound customers. I didn’t feel obligated to tip Craig, but I did have to tell his boss of his great effort.

My mom is extremely picky so I was a little surprised to see her raving about the restaurant. She didn’t notice it but she kept talking about the bread. Then it struck me: Because the bread was phenomenal it made everything else seem better.

We’ve all patiently waited while our favorite hair stylist or bank teller helps another patron, but Noah’s experience was unique due to a product rather than a person. I’ve tried to recall a product being so overwhelming that the rest just benefited from its grandeur.

I’m more attuned with the service over the product. This recent example sums it all up. I forgave a restaurant I frequent for lunch after my credit card was overcharged. I actually never mentioned it to them because the few dollars I “lost” weren’t worth the less than ten minute carryout lunches I get or the “Hello Todd”, when I walk in the door.

I love the personal touch of any transaction, but if you can’t beat your competitors with service… make sure they can’t beat the bread.