Robin Sieger Blog

I got my haircut today, which is not high on the list of editors 'must have stories', but it is an oasis of reality for me. If you have heard me speak at a conference you may have seen me put up a slide and ask a member of the audience the big question, "Who cuts your hair?"

About 90% of the audience can tell me the name of the person, because they go to the same person, as much as possible. I use it as a way to illustrate loyalty versus satisfaction. Customer satisfaction is a given, not some magical ingredient that those who sell their services/products to the world at large really need to understand.

I go to Jimmy Campbell in the Clapham area of London, and I never fail to be made feel as though I am coming home, and have been sorely missed. Most of the staff ask me how I am, and offers of tea, coffee or a soft drink are repeatedly made. I like Jimmy Campbell, not because he is a wonderful hairdresser, is cheap or close to my office or my home. No, it is something much, much more basic; I like Jimmy Campbell because Jimmy Campbell likes me.

Jeffrey Gitomer, America’s leading sales expert says, "All things being equal, people like to do business with people they like." and then he adds, "All things not being equal, people still prefer to do business with people they like". I couldn’t agree more. Well I guess I could, but then it would sound silly.

So today when I sat in the chair, Jimmy listened to what I had in mind, all the time knowing I would say, "The George". I should point out he claimed once when we first met that I reminded him of George Clooney. I look nothing like George Clooney, but I succumb to flattery as easily as the next person. Jimmy’s comment obviously worked because I said to him, "Well give me the kind of cut you’d give George", hence the fact that whatever cut I get is referred to as the George.

But today I didn’t say that, I told Jimmy that I would like him to do whatever he wanted, and boy oh boy did he! I should take a photograph for posterity because after I shower this evening, it will be gone for all time. He gave me an Elvis cut, with a touch of the Sopranos' mobster look. Maybe I will get used to it, but I think it was just fun between two folk who do business together. He said, "It will take you some time to train your hair to do what you want, but stick with it". I am still not sure if that was a joke. The main thing is I trust Jimmy, do your clients trust you so completely that they will let you do your stuff with the best intention of making their business or their lives, just get better and better?

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