Lend Me Your Ears: How Listening Yields Additional Business

Posted on by Scott

buddha-statue-546458_640I was just about to nod off when I heard the noise. Instantly awake, I sat up in bed and strained my ears for any sound. As my mind settled, I became aware of every creek and pop. I could hear the even breathing of my dog, Spencer, at the foot of the bed. I could hear the ticking of the clock hanging in the next room. And I could hear the rustling of the branches on the tree outside my window. The sound that had startled me turned out to be a neighbor getting home late.

It’s surprising what you can hear when you stop and listen. Put aside all the distractions and suddenly even subtle cues come through loud and clear. What’s sad is that we rarely settle down enough to hear clearly. If we made an effort to listen more closely, we might pick up on a few things our customers are trying to tell us.

During any given interaction, a customer could be providing you with one or more cues – hints that, to the attentive ear, suggest opportunities for additional business. Customers are often ignored following their initial purchase. Oh, any subsequent maintenance is handled appropriately, but little attempt is made to determine additional needs. Attention has shifted to locating the next potential prospect.

Most salespeople chase transactions, not relationships. With such a narrow focus, it’s easy to overlook secondary cues and leave the relationship only partially explored. Listen carefully, though, and you’ll find that existing customers often have additional needs, responsibilities, wants, and dreams. Think about it, and you just might be able to help them.

The key to picking up on these cues lies in listening, but most of us have forgotten how. Real listening involves more than just our ears:

  • Listening involves eliminating distractions. You can’t really listen if you’re working on your computer while the customer is talking. You can’t listen if you’re checking for texts or updates on your smart phone. And you can’t listen if you’re eavesdropping on your coworker’s ongoing conversations. Listening requires turning away from competing noise.
  • Listening involves settling your mind. You can’t really listen if your thoughts are on other projects or interests. You can’t listen if your brain is busy trying to figure out the solution to some kind of personal issue. And you can’t listen if your focus is on determining what you will say next. Listening involves clearing your head of competing thoughts.
  • Listening involves focusing on the customer. You can’t really listen if your primary concern is completing the transaction. You can’t listen if your attention is on closing the deal. And you can’t listen if your more interested in what come next than what’s happening now. Listening involves being fully present in the moment – your customer’s moment.

I’ve certainly sleepwalked through my share of customer interactions. There’s no doubt in my mind that I missed a number of cues that would have led me to more meaningful relationships and additional business. Had I eliminated distractions, settled my mind, and focused on what the customer was saying, we’d have both been better off.

Going forward, I’m going to be more intentional about how I approach listening. It may take a while, but like any skill I’ll get better at it with practice. I owe it my customer and my business to do so. Hopefully, I won’t sit up at night wondering what I might have missed.

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Thank the Customer for Their Business

Posted on by Scott

Christmas Gift (2)

The following is a true story. Only the names have been changed.

Some years ago, I was shopping at a major retailer – you know, the ones with 50 checkout lanes only three of which are ever open. I had quite an armload of items. As is often the case, I walked in seeking to purchase one or two things and wound up with several more that I didn’t realize I needed until I saw them.

I took my place at the end of a line and patiently waited my turn to pay. I placed my wares on the conveyor belt and made sure to place one of the provided separator bars between my stash and that of the person ahead of me. It’s important to make sure your purchases don’t get mixed up with those of another shopper. Bad things can happen.

Finally, it was my turn. I noticed that the cashier – I’ll call her Sally – was talking to the cashier manning the next aisle over – I’ll call him Joe. Neither Sally nor Joe were paying any attention to the customers in their respective lane. They were too caught up in whatever story from the weekend they were sharing. In fact, Sally continued to converse with Joe, her back turned to me, even as she scanned each of my items. There was no greeting or acknowledgement of my presence.

After scanning the last item, Sally briefly turned her head in my direction and gave an almost imperceptible nod toward the monitor which displayed my total. Seeing I was paying with a debit card, she turned her body and bagged my items – still talking to Joe. I swiped the card and she dismissively handed me a receipt.

I took the receipt and waited for her to say something…anything. Silence. The transaction was over. The job was done and I had been forgotten.

Sally eventually turned to look at me, no doubt wondering what my problem was. I asked “Aren’t you going to say ‘thank you?’” She said “It’s written on your receipt.” I. Kid. You. Not.

What has happened to our concept of service that basic human interaction has become burdensome? It’s as if every word carries a price tag and we dare not waste any of them on a customer unnecessarily. Those who deign to speak use a mixture of grunts and sentence fragments to convey their inconvenience at having to converse with a mere customer. We’ve gone from “Full Service” to “Self Service” to “What, you expect service?” These days, the only employees who say “thank you” are those too new to the job to know they can get away without doing it.

Want more revenue?

Want to grow your business?

Want repeat customers?

Here’s a tip: Thank the customer for doing business with you.

Why, you ask? I’ll tell you why…

  • It shows you understand that they are the reason you have a business in the first place.
  • It shows that you value the choice they made in picking you over a competitor.
  • It shows that you understand they are the source of your livelihood as opposed to an inconvenience.
  • It reminds them of how many other businesses don’t appreciate them, or at least fail to show it.
  • It leaves them with a final, positive impression of the interaction.

That’s what keeps customers coming back. That’s what causes a happy customer to recommend you to others. If the key to kicking off a great interaction is a smile, then the key to concluding one is a sincere “thank you.”

I don’t think Sally understands the value of thanking the customer for their business. And neither does her management team. Too bad. Their competitors get a lot more of mine.

Try to Say “Yes” Instead of “No”

Posted on by Scott

Thumbs Up (2)

Writing about adopting the twins a couple of weeks ago led me to think about my oldest son, Andrew. He is also adopted. He was born in Romania and joined our family in 1996 at the age of two. Just like his siblings, Andrew has been a joy to watch as he’s grown and matured into a young adult.

Andrew works part-time as a Certified Nurse Aid while he attends nursing school. He is goal-oriented and disciplined. He is very intentional and has a plan for everything he does. He knows what he wants and how he wants it – always has.

As a toddler, Andrew would often ask for some small “prize” when we went to the store. Sometimes his mother and I would oblige. Often we would not. Like most parents, we found ourselves saying “no” to many of his requests.

Andrew did not like to hear the word “no.” I remember one shopping trip to the mall during which he asked me to buy him a toy. Before I could respond, he said “Don’t say ‘no’ Daddy. Say ‘I’ll think about it.’ That means there’s a chance.”

Even as adults, we don’t like to hear the word “no.” Being told “no” is a form of rejection; and no one likes to fell rejected. And when the “no” comes from a service provider, the rejection can be especially biting. We don’t just hear “no.” We tend to assume any number of motives behind it:

  • “No. Our policy is more important than your business.”
  • “No. I don’t want to be bothered right now.”
  • “No. I’m too lazy to try and find a solution that works for you.”
  • “No. I’m having a bad day and letting my negative attitude drive my behavior.”
  • “No. There’s nothing in it for me, so I don’t want to help you.”

Trying to say “yes” instead of “no” doesn’t mean that we unilaterally give in to the customer’s every whim. There are obviously many times when we are unable to honor a particular request. But a key part of creating exceptional customer experiences is avoiding the negative feelings associated with being told “no.” Saying “yes” often involves identifying different ways to get the customer what they want.

The next time you feel yourself preparing to say “no,” pause long enough to ask yourself the following questions:

  • Do I really need to say “No” to this request?
  • Can I give the customer part of what they are asking for? Can I meet them half-way?
  • Can I offer an alternative solution that ultimately gets them where they want to be?
  • Can I involve others who might be able to help me find an agreeable solution?
  • If the answer truly is “No,” what information can I offer to help the customer understand why their request cannot be met?

With Andrew, we learned to use his requests for toys as learning experiences. We worked with him to identify some small jobs he could perform – aside from his daily chores – in order to earn his own spending money. Armed with a solution, it was then up to him to determine how badly he wanted what he had asked for. It also gave us the opportunity to show how partnering together on a solution benefitted everyone.

I’d like to think that those early lessons helped shape my son into the responsible, independent man he is today. Just as importantly, I hope he understands the value of finding ways to work with people – by looking at difficult requests as opportunities to build relationships. Everyone feels better when there’s a chance to say “yes.”

What’s In a Name?

Posted on by Scott

name sticker

Back in 2008, 19-year old George Garratt had his name legally changed to “Captain Fantastic.” Well, technically his full name is now “Captain Fantastic Faster than Superman Spiderman Batman Wolverine the Hulk and the Flash Combined.” I’m not sure what the current longest name on record is; but, at the time, Captain Fantastic was thought have captured the title. He told the London Telegraph he made the change in order to be “unique.”

Regardless of what you think about this man’s decision, there’s no doubt that names are important. Your name is the first gift you receive and, unless you choose to change it, it’s yours until the very end.

My full name is Ronald Scott Voland. I was given my father’s first name, though I’ve always gone by Scott. It’s what those who know me recognize. It’s what I respond to. When someone calls out “Scott” it catches my attention. Even in a large crowd, I can discern the sound of my name from the rest of the noise. My name is my identity.

Knowing – and using – my name is an indication of familiarity. Calling me by name means that you have some understanding of my value as an individual. It means you respect me enough to address me using my chosen identity. Not knowing my name, or choosing not to use it, communicates the opposite. It means I am unfamiliar to you. I am an unknown. We have no relationship.

We have any number of ways to identify our customers. We have account numbers, receipt numbers, invoice numbers, case numbers, and transaction numbers. To help organize and process information on volumes of people, we develop systems of identifiers – numbers – that allow for better manipulation of data.

But none of these matter to the customer. Because a randomly assigned number doesn’t communicate relationship. These numbers weren’t chosen with the same love and care as the customer’s name. A number means I’m just one of the crowd. A number doesn’t carry the history that my name does. That number can’t hold a lifetime worth of experiences and hopes and dreams. You can’t possibly understand who I am by looking at a number. You can only understand who I am by knowing my name.

Last week I challenged you to focus on greeting your customers with a smile. This simple act opens the door to a healthy, positive interaction.

This week, I’m asking you to pay special attention to names.

  1. Listen when a new customer gives you their name. Did they go by their first name? Middle name? Something different? How is it pronounced? Could you repeat it back to them properly?
  2. Use the customer’s name during your interaction. Studies show that the brain releases key chemicals when we hear our name. These chemicals help us focus on what’s being said and aid in the retention of information.
  3. Greet the customer by name. In a world where we’ve all been reduced to a number, you may shock some people. But you’ll also build the relationship.

I don’t plan on changing my name any time soon, although I do think “Captain Fantastic” is pretty cool. I’ll stick with Scott. That’s my name. Feel free to use it any time.

Greet the Customer With a Smile

Posted on by Scott

smiling kidsOn a cold morning in December of 2000, my wife and I walked into an orphanage in Eastern Ukraine. We were there to meet, for the first time, our soon-to-be son and daughter, Alex and Abby. It had been a long and arduous journey getting to this point. We’d started the adoption process approximately one year earlier. After tons of paperwork and months of waiting, we now found ourselves in an unfamiliar country surrounded by strangers. Our only lifeline was a local adoption agent who spoke broken English. We were tired, scared, and anxious.

An attendant at the orphanage escorted us to a room with several large playpens. Most were empty, as the majority of children were elsewhere. But two of them held children – our children. As we approached, the sound of our voices caught their ears and caused them to turn their heads. Our eyes met and they smiled.

There’s just something about a smile. We take them for granted, but smiling is one of the most amazing methods of communication available to us. While handshakes and other gestures may indicate different things across cultures, smiling is the one thing that everyone recognizes and understands. Smiling communicates acceptance, good will, and peace. Smiling at someone tells them that you are on their side and that things will be ok.

Smiles, like yawns, are contagious. It’s hard to remain stoic or even ill-tempered when faced with a genuine smile. Impulsively, we smile back and in that instant a flood of positive energy washes over us. The body relaxes, boosting our immune system. Stress levels drop and our mood is lifted.

Research shows that we are all born with the ability to smile. It’s not a learned behavior as even those born blind begin smiling almost immediately. Research also shows that a smile does more to improve one’s appearance than makeup. And a smile is the most easily recognized facial expression, detectable from up to 300 feet away. You can even tell when someone is smiling just by listening to the sound of their voice.

It’s no wonder then that, as service providers, smiling is the most important customer service skill available to us. With all the good that smiling does for the giver and the receiver, smiling is something we should all be extremely proficient at. Yet, it is often hard to find a smile in today’s working environment.

Why is that? Why do we let outside influences rob us of our smile? Why do we hand over control of our own emotions so readily? Maybe we just forget how good it feels.

By now you know that I’m prone to issuing challenges. As we celebrate Customer Service Week (you did know that was this week, right?), I’d like to challenge you to unleash the power of your smile.

Greet the customer with a smile. Every customer. Every time. Use the power of your smile to transform your conversations this week. Let the positive energy of smiling change the way you and your customer perceive each other and your interaction.

Back in Ukraine 15 years ago the power of two smiles brought one to my face. As my mouth stretched into a grin, all of the anxiety and fear I’d brought into the room disappeared. Instead, I felt positive, motivated, and energized. I’ll never forget the smiles of my children that day – and I’m smiling now just at the memory of that moment.

How will you use your smile this week?

10 Actions That Will Improve the Customer Experience Immediately

Posted on by Scott

whiteboard-graph

We often focus on big moves – sweeping initiatives that result in massive change to how we approach our jobs. That’s certainly the case with most customer service oriented programs. There’s a big meeting with a big announcement followed by a big push to do things differently. The hope is that these big moves will result in equally big responses from the customer – that they’ll reward our big efforts with higher satisfaction scores and more business.

These often fall flat though, because a customer’s perception of service has little to do with the big things. Our perception of an organization’s service actually depends on the little things. It’s how we are treated during a particular transaction that counts. Service isn’t a program, it’s an action; or more accurately, a series of little actions that communicate how we really feel about the customer. To make a big impact on the customer’s perception then, we don’t need a big, innovative approach. We just need to generate a series of little “Wow” moments that add up to something big.

Here then, are 10 things you can RIGHT NOW to immediately impact your customer’s perception of your service.

1. Open the door for customers as they enter and/or leave.

2. Verbally thank each customer for their business.

3. Send a birthday card signed by the staff.

4. Send an anniversary card signed by the staff.

5. Write a short note of thanks on each receipt.

6. Compliment the customer on something – their tie, a new car, cute grandchild, etc.

7. Point out a hidden/little known feature of a product the customer utilizes.

8. Ask them to give feedback about some aspect of their relationship with you –  a product, the website, your lobby, etc.

9. Introduce the customer to another member of the staff.

10. Print out an article or tip sheet that customers might find interesting or helpful and hand them out.

I came up with this list in about 60 seconds. One or more of these are likely already part of your service strategy. There’s really no magic to this particular collection of ideas. In and of themselves, they aren’t that big of a deal. But any one of them could be a huge deal to any particular customer. They send the message that we care about them, not just the business they bring to us. And, over time, these little things add up. Customers start to notice that you’re doing something the competition isn’t.

The question I pose to you is this… What’s on your list? How many of these little moves are you engaged in? What’s other things – little things – have you noticed make a big impression on your customers?

Send me your list and I’ll compile all the ideas I receive and share in a future email.

Let’s start an avalanche of little things that make a big difference.

What Did You Expect? The Importance of Consistency

Posted on by Scott

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This article is a day late.

If you’re a regular reader of my weekly ramblings on sales, service, and leadership, you know that I publish every Monday morning. Many of you have come to expect my familiar voice in your email box at a specific day and time. So, some of you took notice when I didn’t show up yesterday.

We humans are creatures of habit. We like predictability. We crave structure and routine. We like knowing what to expect. It gives us a sense of security and stability. And when it comes to dealing with other people that predictability leads to trust; a key characteristic of healthy relationships.

As service providers, we need to pay close attention to the idea of consistency. Customers come to expect a certain level of service from us. They come to expect a particular set of behaviors during an interaction. It gives them that sense of familiarity and trust. And provided they like what they come to expect, it keeps them coming back.

But when that routine is broken – when we fail to meet expectations, even if it’s slight and only once – that trust is shaken. Doubt is introduced to the relationship. The customer can’t help but wonder “What’s going on?” Suddenly they no longer know what to expect and the relationship is in jeopardy.

Think about the last time your favorite restaurant changed up their menu. Or the time the grocery store altered the floor layout. It threw you for a loop, didn’t it?

A select few will speak up. In fact, I can count on one hand the number of people who asked me about yesterday’s article. But most won’t. They’ll remain silent while they wait to see what happens next. If the service slip proves to be a fluke, the relationship probably continues. But if things don’t return to “normal” quickly, most of them will write you off. They’ll quietly look for another source of stability and the relationship is lost. It’s only later, after the opportunity to fix things has passed, that you realize they’re gone.

Top organizations are always looking for ways to enhance and improve the customer experience. They seek out innovative ways to draw in new customers and raise the bar for their competition. But too few pay attention to the importance of consistency. They fail to ensure the new level of service can be maintained for the long-haul. They get complacent and forget that the customer is always watching – and evaluating their options.

It’s a delicate balance: innovation vs. predictability. Getting it right means everything.

Take a look at your routines. What aspects of doing business with you have your customers come to rely on? What parts of the relationship are most dependent on consistency? How will you ensure your customers continue to receive what they expect?

 

The Art of the Apology

Posted on by Scott

sorry

A couple of days ago, a friend and I were talking about our experiences at a couple of Lubbock restaurants. During the conversation, he told me about an early morning visit he had just made to a national fast-food chain. He was running late for work and the drive-through was backed up, so he parked and ran inside to hopefully speed things along.

He placed his order and stepped to the side to wait. He said “I watched as two other customers who arrived after me ordered and then left with their food. At first I didn’t think anything of it because I’d ordered ‘no cheese’ on an item that typically comes with cheese. But then it became apparent that they’d messed something up.”

My friend explained that he heard the manager talking to the cashier. They kept looking over at him, so he knew it had to do with his order. The cashier walked over to one of the customers who had just sat down and asked her to check her sandwich. There was no cheese on it. The cashier took the sandwich and told customer she’d have a replacement out quickly. At the same time, the manager yelled to the cook in the back “I need another one with no cheese.”

Finally, a bag with the correct food was handed over. My friend looked at me and said “You know Scott, I wasn’t upset that they messed up. That’s just going to happen sometimes. What irks me is that they didn’t apologize for it. They didn’t even acknowledge the problem or my inconvenience. It’s like they thought ignoring it meant nothing ever happened.”

I’ve had people in a variety of customer-facing positions tell me their company policy is to never apologize. Some say “It’s not always our fault when something goes wrong. Why apologize for something you didn’t do?” Others say that offering an apology just gives the customer an excuse to demand something extra. Almost all tell me “Management says apologizing makes you look weak.”

I’ve got news for you. These people have it all wrong when it comes to apologizing. I think apologizing is one of the most important service skills you can master. And it doesn’t matter if the problem was your fault or not. In fact, it doesn’t matter if there was a problem at all. A well-formed apology doesn’t make you look weak; it makes you look strong, self-aware, and in control.

Use these tips to craft a top-notch apology.

  1. Accept Responsibility. It doesn’t matter who goofed. Your apology should always include “I” and “we.” Blaming “they” or “them” just makes you look like you’re trying to pass the buck. The key is to let the customer know that you accept responsibility for their satisfaction regardless of the circumstances; because you should. They’re your customer.
  2. Act quickly. Don’t wait until the customer mentions the problem. Don’t wait until it’s resolved. The sooner you acknowledge a problem and communicate your intent to fix it, the sooner you short-circuit any bad feelings the customer experiences. Studies show that customers who experience a problem and have it resolved to their satisfaction reports higher level of satisfaction than those who never experience a hiccup. So stop any potential negative emotions before they have a chance to get started.
  3. Apologize sincerely. Look the customer in the eye, acknowledge what happened, and offer a heart-felt apology. A half-hearted “Sorry ‘bout that” just compounds the problem. If your customer really means that much to you, then you owe them a bit of sincerity. The bigger the stumble, the more you’ll have to work to overcome it.

Of course the worst thing you can do is pretend nothing has happened. Always assume your customer knows as much as you do. Sending someone out the door as if nothing ever happened is a sure-fire way to guarantee a bad experience is shared over and over and over again. As in my friend’s example, someone’s always watching.

Top-tier service providers actually over-apologize. I’ve had restaurant servers apologize for the delay in bringing my food and felt genuine surprise. I didn’t feel like I was waiting that long. And far from making them look weak, I felt the apology made them look on-the-ball. They obviously had higher service expectations than I did.

Hopefully, we get it right more often than we get it wrong. But service slips are inevitable. When they do occur though, use the art of the apology to your advantage. Saying “I’m sorry” might just turn a show-stopper into a show-stealer.

Can You Hear Me Now?

Posted on by Scott

My wife and I were reminiscing recently about the early days of our marriage. In November, we’ll have been married 24 years and we’ve both changed a lot since saying “I do.” Sure, the physical changes are the most obvious; but most significant are the changes in how we treat each other. I must admit though, I’ve had to change a lot more than she has.

For example, I distinctly remember a conversation we had one afternoon just a few months after our wedding. I came home from work late and still had events of the day on my mind as I walked through the door. Susan immediately began telling me about her day. She followed me through the house as I pulled off my jacket and tie, quickly moving to put on comfortable clothes.

Suddenly it dawned on me that the pace of Susan’s speech was increasing. She talked faster and faster until the words practically jumbled together into nonsense. She finally stopped to inhale, gasping for breath. I looked at her and asked “Why are you talking so fast?” Her response hit me like a ton of bricks. “I have a lot to tell you, but I know that any second you’re going to tune me out.”

Wow. Before me stood the person that most mattered to me in the world and within weeks of promising to give her everything, I’d managed to renege on that promise. All she needed was for me to listen – to give her a few minutes of undivided attention – and already I’d proven unable to do it.

We humans have a listening problem. Our ears work; we hear just fine. It’s listening – an activity that takes place in the brain – that seems difficult.

Listening is often touted as a key sales skill; but it goes much further than that. Listening is a key customer service skill. It’s a key leadership skill. It’s a key relationship skill. It’s a key life skill. And as simple as it sounds, we struggle to get it right.

We live in a busy world. Information bombards us from every direction. People and email and social media all vie for our attention and there just doesn’t seem to be enough time in the day to get it all done. So we multi-task. We eat lunch while we read through email while we listen in on the conference call while we “listen” to the person that just walked into the office. But we’re fooling ourselves. Multi-tasking makes us feel better by allowing us to cross off more items on the to-do list. It helps us “get things done.” But it doesn’t help get things done right. Studies have actually shown that dividing our attention makes us less efficient than focusing on one task, or one person, at a time.

The real victims are those on the other end of the exchange. People can sense when they don’t have your full attention, just like my wife did. They can tell you’re preoccupied. And it makes them feel horrible. You’ve been there. Remember the last time you tried talking to someone who wasn’t really listening? How did it make you feel? Unwanted? Unwelcome? Unworthy?

So how do you practice listening? How do you let me know that you’re really paying attention? Let’s start with three small steps:

  1. Make time for me. Is now not a good time for us to talk? Then tell me so. Suggest a time when we can speak without interruption. I want your attention. I need you to listen to me. And if I’m as important to you as you say then you’ll make one-on-one time a priority.
  2. Look at me. Put down your cell phone. Turn away from the computer. Stop pacing around your office searching for a file related to the next meeting on your calendar. Scrape the daydream glaze off of your face and point it in my direction. If your eyes aren’t focused on me, then your brain isn’t either.
  3. Participate with me. Listening is not a passive exercise. It involves asking questions, clarifying, and even offering information. Body language and nonverbal matter. Head nods and robotic “uh huhs” are sure signs that your attention is elsewhere. Listening requires involvement.

I am your customer. I am your employee or coworker. I am someone significant. And what I have to say is very, very important. Are you listening? Do I have your attention? Can you hear me now?

Runnin’ With the Devil (In the Details)

Posted on by Scott

van halen 1984

In just a few weeks rock legends Van Halen kick off their North American tour. This is their first round of shows in several years and features original lead singer David Lee Roth. As you can imagine, fans of the original lineup are exited (even though bassist Michael Anthony has been replaced with Eddie Van Halen’s son Wolfgang). Tickets are selling fast and the band has already had to add additional dates to the tour.

As a child of the seventies and a fan of rock & roll, I grew up with Van Halen playing on the radio. It’s with only a small amount of embarrassment that I admit I was part of the band’s official fan club back in the day (I think I may actually still have my membership card somewhere). So I was pretty well versed in all things Van Halen.

Like many music celebrities, the band was known for their extravagant shows and eccentric behaviors. Stories abounded about the odd demands found within their appearance contracts. One of the more notorious involved their choice of snacks. Hidden within the detailed instructions regarding stage setup and light rigging was often a requirement that a bowl of M&Ms be placed in the dressing room – with all of the brown M&Ms removed. If a single brown piece of candy was found in the bowl, the band would demand a step by step review of every aspect of the show’s set and equipment. Rumor has it that Roth once trashed a dressing room, causing thousands of dollars in damage, after brown M&Ms were discovered.

It sounds like just another example of diva-like behavior from self-absorbed musicians, right? Or was it?

As Roth explains in his autobiography, this specific contract rider served an important purpose. Van Halen put on a complex show that involved lots of heavy equipment with very specific setup parameters. Sloppy work by venues at some early shows had led to several accidents, some of them nearly fatal. The M&M request became the band’s way of verifying crews had followed the necessary specifications. If the bowl of M&Ms was missing, or included brown candies, then something more critical was likely to have been overlooked as well.

How you handle the little things determines how you handle the big things. Indeed, the little things often are the big things. But unless you have some way of measuring attention to these details, problems may not surface until it’s too late. Attention to detail only makes sense if the details are taken care of. So you have to inspect what you expect.

What are the small things your team needs to execute well? What are the seemingly insignificant details that make a big difference in providing superior experience or achieving growth goals? And most importantly, how will you inspect what you expect?