Sign & Digital Graphics

July '17

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22 • July 2017 • S I G N & D I G I T A L G R A P H I C S ARCHITECTURAL AND ENVIRONMENTAL RUNNING THE BUSINESS Delivering the Goods The importance and benefits of on-time delivery Vince DiCecco is a business training and development consultant and owner of the Acworth, Georgia-based business, Your Personal Business Trainer, Inc. He has been sculpting his sales, marketing and training techniques since 1979, and he has shared innovative and practical ideas on business management excellence for two Fortune 200 companies, the U.S. Coast Guard, and in seminars at past NBM Shows. Since 2003, he has been serving small- to mid-sized com- panies in their efforts to strive for sustained growth and market dominance. Contact him via email at vince@ypbt. com or visit his company website, www.ypbt.com. B Y V I N C E D I C E C C O Make it Your Business your sign or commercial graphics business, when you dedicate it to delivering on time every time, life truly become simpler. Under-Promise, Over-Deliver Many years ago, the U.S. Department of Transportation began to record on-time departures and arrivals of commercial aircraft. Most airline companies protested being held account- able. One company—American Airlines—embraced the chal- lenge. The very first thing it did was publish a new timetable of flights. And very few people noticed that American Airlines' new schedule had its flights taking 20 to 45 minutes longer to get from one city to another than other airlines flying identical routes. So, if an American flight and one belonging to Airline " X" were scheduled to depart Dallas for Chicago at 1 p.m., Airline X's passengers were told the flight would arrive at 3:30, while American's timetable stated an arrival of 4:10. Indeed, both flights leave precisely at 1:00 and, after encountering some turbulent weather, both land in Chicago at 3:50. It should come as no surprise that everyone who flew Airline X was upset at being 20 minutes late (if you fly to Chicago, you gotta know about trying to make connections at O'Hare). But everyone on the American Airlines flight considered themselves lucky for being 20 minutes early. Is it any surprise that, for the two years after the government started tracking airline punctuality, American could legitimately tout itself as "the on-time airline"? Sure, the other carriers even- tually caught on to American's padding of its flight duration W ho thinks about Christmas in July? Heck, let's do it anyway. Needless to say, if a jolly old fat man in a red suit fails to ensure certain packages make it to their appointed destination by a particular date, many expectant recipients will be extremely put out. (You know, those "kids from one to 92"?) Delivering the goods can make or break not only a holi- day legend, but a business, too. Don't believe it? You may be surprised just how critical a part of a sale—and ultimately, the customer relationship—it really is. Think back to the last time that you expected a customer's payment check to be in the morning mail. How strong were your feelings when it didn't arrive on time? That is how anxious your customers are to receive their goods from you. Get the picture? On-time delivery does not have to be as difficult as calculus or as infrequent as Halley's Comet. Regardless of the size of

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