I was first inspired by a story one of my undergrad professors shared in a class on customer service. He talked about a large department store that was known for its attention to detail and customer satisfaction. The store had a policy that they would refund a customer any time they weren’t satisfied–and there were no dates and heavy conditions around the refund. A woman had come in to return a snow suit she’d purchased for her child. The snow suit had obviously been worn as it was dirty and torn. She’d indicated she was returning it because of its quality—it was falling apart. She had no receipt and the tags were no longer attached, yet the store took the item back and refunded the woman her money. Most people aren’t sitting around thinking about how they can get something for nothing or take advantage of somebody else. Most people just want to get what they paid for.
From that day forward, I’ve been focused on client experience and using that as an opportunity to delight and differentiate. A positive experience creates so many more opportunities for more positive experiences and an excitement to want to tell others.
After 16 successful years in sales and marketing, starting out as a small business owner and then 14 years in corporate, my success is a result of developing deeper customer relationships. And now I teach that same philosophy to other business owners.
In 2008, I started WH & Associates, a marketing consulting firm in Orange County, CA. I help businesses grow by focusing on developing customer relationships rather than just making a sale. All of my work is based on the Duct Tape Marketing System and I’m a Master Duct Tape Marketing Consultant.
I’ve instructed small businesses in the skill of marketing alongside Duct Tape Marketing founder John Jantsch, been interviewed by the American Marketing Association, and written articles for several small business magazines. I’m also the co-author of the book “Renewable Referrals—How To Cultivate More Profits.”
Far too many people sink their heart, soul and life savings into a business they’re passionate about, and then watch it sink because they lack a sound marketing strategy. My desire is to help change a statistic and teach business owners how to create a marketing system for their business.