Mark McClure Today

Bit of a leading question in today’s post title, eh?!

But before we go there let me remind you of this post all about Joe Manzini, the fictitious plumber.

Technically excellent but puzzled that his “plumbing proficiency” marketing message was falling on (mostly) deaf customer ears, he got a “lucky” break one evening by fixing a little old lady’s pipes while dressed in a tuxedo, with a flower in the buttonhole.

Same guy. Same pipe-fixing skills.

But NOT in the eyes of his customer - a first class plumber “dressed to the nines” was a story she just could not keep to herself. And so began an automatic customer referral system for Joe “the sophisticated plumber” Manzini - which continued to grow as Joe did work for these newly referred customers dressed in tux and tails lol!

While the story may be fictional it clearly has a message to tell about “top of mind” awareness at whatever scale you want to apply it and those of you reading this who are self-employed business owners will no doubt get what I am on about.

However, if you’re still in the warm ‘embrace’ of a corporate technology career, complete with your own cube or corner office space, it may be difficult to get excited about this apparent marketing ‘razzle dazzle’.

I know from mine and other ex-colleagues’ experiences that tech folks are not easily impressed by “smoke and mirrors” - there has to be substance to back up the claims. And even then, cynicism is still a hard habit to break.

So, let’s assume that you are indeed highly competent in your technical field and that you take great pride in your work, pay attention to detail (without being a stressed-out perfectionist) and generally get a personal buzz out of delivering solid technical solutions to your customer’s problems.

Does the post title make sense now?
(i.e. Will Your Technical Excellence Lead To The Career Recognition You Want?)

And how much do you really want that recognition?

While you’re thinking about that question, here’s a practical example of what I mean by “top of mind” awareness.

I’ve read and bought material from many gurus, coaches and professing experts about niche marketing, personal branding and customer service.

So far I’ve purchased just two copies of Dr. Paddi Lund’s books - yet not only is Paddi now that “crazy Aussie Dentist with the gold foiled cappucino machine in his waiting room” and who’s percolated and drilled (!) into my mind as a marketing genius, but he’s also claimed a unique customer service angle by sending books as if I was worth much more to him than a mere $20 or $30 (I get it: I am!)

Last week two carefully packaged items arrived in a parcel (along with a handwritten note in an envelope addressed to me) from one of Paddi’s publishing company staff. (Several emails also made sure I was informed of what was coming). Here’s what I saw after opening the parcel:

And inside were 2 books sent as a gift by Fletcher Potanin, Paddi’s publisher:

1- The Absolutely Critical Non-Essentials - which inspired this post and the previous one.

2- Mobilising Your Customer Sales Force - which I have just put in my “reading tray.”

Although clearly a delightful experience for the customer (me!) I’m sure you all realize that Paddi (and Fletcher) have a multitude of systems in place for both his customers (dental and otherwise) and his employees.

I reckon I was just treated to a well thought-out system involving a number of NEs and possibly a CNE or two!

- Mark McClure