you miss an opportunity whenever I probably go overboard and probably talk too much, I'm guilty of that because you know I'm a people pleaser and I want to make sure that the person understands if there is a problem, I want to be there to help them out. Here's the question what's going on inside the minds of top achievers that caused them to make extraordinary breakthroughs. Both personally and professionally. My name is tim sure and I invite you to join me as we take a deep dive into the unconscious mind and discover how to transform your biggest dreams into a reality. Welcome to the how to be mesmerizing podcast. Hey everybody welcome to how to be mesmerizing. It's tim sure and today we have another spectacular guest with us. Chef hiking is with a chef. Welcome to the program. Great to be here and I'm already mesmerized. Well I appreciate you being here Chef now. For those of you who may not know, Chef is a global authority on customer service, this guy knows what he's doing when he talks about taking people and taking your customers and turning them into loyal fans.
He's written a book on it. He has a T. V. Show on it. He's in the speaker's Hall of Fame. This guy has traveled all over the world. He is an authority on customer service. So chef, we're going to dive into that brilliant mind of yours and I'm excited to learn from you. So what would you say is the secret to success wow give me a little bit more definitive uh Which one of the secrets are you interested? What part of success Which one made you in my life? The secrets of success and and business customers? I'll give you one word. How's that relationships? Good word. Yeah. So tell me about that. I covered myself both personally and professionally. Perfect. So tell me why is it all about relationships? Well, I mean, you know, we stay in the customer service experience and then it's the relationship that any business has where the customer, the goal is to create confidence to ultimately create trust. Trust means there's some type of an emotional connection and when you have trust, people want to be around, you know, there's an old saying, people want to be around people, they know like and trust people want to do business with people they know like and trust by the way that knowing the liking is easy.
It's the trust part. That's pretty hard. And so Even, you know, if I think back to my personal relationships, I remember my first date with my, you know wife, I've been married to now for you know, like 30 years, you know, we had a great date and I mean it was easy to kind of know her real quickly and maybe I like her. But when you start to trust somebody and when you start to trust somebody that you're willing to say, hey, I want to spend the rest of my life with you. So imagine that you are dealing with your customers. And could you possibly get a customer to say you know what this is? Somebody I'm willing to spend the rest of my life with doing business. So I've never really talked about it from this perspective. Maybe I need to write an article on this. This is good. So, so All right, well let's develop the content right here then. So when you're going to write this down, Yeah. So if you are going to court a customer, right? And with the end result in mind of I want this customer for life right? You've heard of the expression lifetime value of a customer.
And in order to have that you have to develop trust. So how do we start developing that long term trust to get a client who wants to be with us for the rest of our working life? Yeah. Yeah. And by the way, lifetime value of the customer. It's an interesting phrase because most of the time the average lifetime value of a customer is based on customers who leave early and customers who stay late. Okay. In other words who made by once or twice and then others that May by 50 times. And when you start to understand the lifetime, the average lifetime valuable customer, what each average customer is worth. It really shouldn't matter whether there, you know a customer that doesn't do much business with you or somebody that does a lot of business with you because you start to treat them all a certain way to try to extend the life of that customer. So now back to your original question, which was which was how do you develop the trust?
How do you develop the trust? So I wrote this book about maybe a dozen or so years ago, which just recently is released again this year called cult of the customer. Where the five cults take you from uncertainty to getting into alignment with the company you're doing business with two, experiencing what they're all about then to owning that experience, in other words, and this, this is what gets to the trust part. And if that owned experience is positive, then you're an amazement. Those are the five culture phases. So let's talk about that ownership, which is the fourth one. You want people to own the experience they have with you so that everybody would know exactly what they're gonna get. They trust that it's going to happen. And I call it ownership in a simple way as an example that I use is if you bought home or moved into an apartment or whatever. The first few nights, maybe even a few weeks if you don't know where the light switches are on the wall. Okay. But you know, come a few weeks later, you can close your eyes, walk into a room and you know exactly which side it's on.
I mean, it's like you now own that experience, you can find the light switch in the dark, okay, that's because you're confident, it's been consistent. It's all that light switch is always in the same spot every time. And you know when you flip it up, the lights going to go on unless burnt out bulb of course. But but you get what I'm talking about. So that's an owned experience. You move from really great uncertainty, you know about where to go. That's alignment. Now you're living here for a few weeks. Yeah, it's still there. It's still there. Now I can, cause I know when I get up in the middle of the night to go to the bathroom, I can close my eyes and I can make my way around the bed through the door, down the hall into the bathroom, make a left, make another left and there I am. And I don't have to worry about bumping into anything unless my wife's left left the laundry sitting in them. Trouble. Yes. But you get the idea that's what an owned experiences. And when a company can create an experience that is consistent and predictable and always above average. Your customers will say things like they're always so knowledgeable.
They're always getting back to me quickly. They always followed by something positive. That's trust that's what counts. Mm That's really good. So two key things there. One building certainty. So they know that you're going to be there and they can trust you that if you say you're gonna do something, you're going to do it. And just like the light switch is always on the wall, always in the same spot. And you know, there might be obstacles that get in the way, but that light switch is always there and if they know that you're the same way and they can count on you that level of certainty is huge. And here's the thing is that nobody and no company is perfect. So what you do is recognize that and create a system that allows for, you know, a response to imperfection that you know, somebody's got this complaint that happened to them. Obviously it drives me crazy when I say, well how often does when I'm talking to a client, they tell me about the number one complaint they have. Well how often does this happen? And they say what happens all the time? How is it happening all the time? You know, what's going to happen again and again and again.
What can you do to at least eliminated if not mitigated and, and and reduce the number of times. But even, you know the fancy hotels when there's a problem, they've got a system in place, they've got properly trained people and they know how to respond. And I believe that when you take these moments of misery, these negative issues, anything that happens that isn't right and you fix it the right way, you actually restore confidence to a higher level than if the problem had never happened at all. Yeah, Yeah. Because that's when you get to shine, not when things are going well, but when things aren't going well and how you handle it, how you respond to it. Yeah. It's easy to catch fish when they jump in the boat. That's not catching. That's funny. I like that one. Yeah, that's exactly right. You know, and get him on the line, then you got to get him into the boat and that requires finesse. I trained a lot of sales people over the years and was always fascinated and also shocked when so many of them would say I hate to call back somebody if there's a problem because I don't want to and I feel bad that I let them down or that this happened.
And so I'm just kind of not calling them back and I'm like, so there's a problem. And instead of looking at as an opportunity to create a really loyal fan, you're blowing them off and like, well, yeah, I guess I didn't think of it that way. Yeah. You know, you miss an opportunity whenever I probably go overboard and probably talk too much, I'm guilty of that because, you know, I'm a people pleaser and I want to make sure that the person understands if there's a problem, I want to be there to help them out. You know, I had a client booked me at the very beginning of this whole pandemic thing for a virtual presentation and she says, well I've never done one before. I don't know how this is going to go. I'm very uncomfortable. I really don't like zoom calls etcetera etcetera etcetera. Nothing I should have seen that as the warning sign that nothing I could do, that's really, really good is going to work that day. And by the way I was right, I have emails from people in the audience saying thank you, this was great man, you nailed it blah blah blah. But when I talked to her in a debrief she goes I guess I was expecting something different.
I don't know what it could have been, but I felt so bad that she, even though it was probably a great presentation and that she says to me as I go, it's obviously I didn't make you happy. She goes, I don't know if anybody would have made me happy. She said you also probably ought to know. I actually just came from the dentist where I had a root canal, oh no wonder you aren't happy. My gosh, I can't make this up. This is exactly what happened. But the point is I said, you know, it's not it's to me it's not all about the money, I want you to be happy. I want you to feel you've got tremendous value for me. I want you to be able to say to your friends, your colleagues that you got to use this guy, we're not there. So what do I need to do to get you there? Do you want me to come back and do another presentation? She goes, if I don't have to sit through another one of these virtual presentations again, I'd be happy and I got news for you. Unfortunately, that's exactly what she has to do. This was early, early, early in going into virtual. So, but I'm sure she's more comfortable with it now. And but I even said I'm happy to give you your money back.
I mean it's I don't think I got the money yet, but I'm happy to tell her no, no charge. She says no, that's not it at all. I just don't think this is what I want. So nothing I could do with turn around. But I'm such a, it's I'm the kind of person that that's our goal. I realize you can't turn everybody back around. But if there's somebody that has a problem, we need to go in, we need to number one acknowledge, apologize, discuss what the resolution is going to be, take complete ownership of it. And then when we figure out what it's all about, act quickly to get to a point where everybody is happy again. And so that's my five step process for dealing with little problems, for dealing with crisis situations, anything that happens like that's so interesting that you just said that because I literally just wrote that down, chefs five step trust process. Number one certainty, they got to know that you're going to show up and you're going to deliver you know on your word to you got to be above average when you are providing service, whether it's your customer service or how you connect with them or Understanding what their expectations are.
# three, a response to imperfection, which I really enjoy, how you phrase that right? We got eliminated or mitigated or realize if there's a problem and there's always gonna be some challenge. It's how you show up to it that actually makes trust stronger. Number four adjust expectations, right? So you want to make sure that you guys have what I call a well formed outcome. So we know exactly what they want, how they want to feel what they're expecting so that you can customize and deliver based on what they need and because a lot of times people are not clear on what they want, they are very clear on what they don't want, but they really don't know what they do want, which makes it hard for them to get it. Yeah. So I mean you could have walked down water that day and she would have went, you know that's exactly what happened. I mean, I don't think I could have done any better than I did that day. It was, it was quite, it was so spot on. And even interestingly one of the people who was in the audience was a relative of they work together, family member family business and and he kept drilling me with really good questions and it just made for an amazing conversation and he goes, thanks, this has been great, you know, and I'm thinking, you know, I walked away, you know, as best you can from a virtual presentation, thinking if that was in person, I probably might have gotten a standing ovation, you know, but Beauty is in the eye of the beholder And recognizing that, I mean we just have to all know, and by the way, was there, did you get to the 5th 1?
Because you got number four? Yeah, I was, yeah. # five is I call it planting seeds, planting seeds because what you did was you, whereas you were saying thing, I want you to feel happy, I want you to feel confident, I want you to feel good about this, right? It's the words that you're using that are influencing their emotional state. If you're not paying attention to the words you're using, you might say things like, well I don't want you to be miserable or frustrated or sad at the end. You know, those are ideas in words you don't want to plan into their minds so happy confident, feeling good, you know, what can I do? You know what would be a home run for you? You know, what was the best thing you had before? Right. Great questions and believe it or not in the sales process and you mentioned you do a lot with sales people. One of the questions that we like to do, I call it the magic question and I adapted it from Dan Sullivan, the strategic coach Dan. I've been going to his programs for more than 20 years now and I'm a firm believer of this question. He talks about success if you were to look into the future. So I like to talk to my clients in the beginning, if we were to get, you know, as we're starting to look at, are you going to hire me to speak at your event?
Are you going to book one of our trainers? Whatever it is, we were to get together a year from now, What would have to happen for you to call this project a success? What would have to happen for you to say that this was the best investment I made into a speaker at her meeting. So it's what I'm trying to do is two things. # one um it's a little subliminal, but I want them to picture me in their life a year from now. Yeah. With your background, you probably understand exactly what that's doing is I'm putting this picture in, but number two and this is the biggest, most important thing, I don't necessarily need to get the answer that at that moment. But oftentimes the client will share that answer with me and what that does is it puts me in a position of knowing what success criteria means to them. So they can tell me by the way, if they say, hey, I just want people, I would love it if they were still talking about you a year from now. Okay, what would you like them to be saying?
Let's ask, let's get a little deeper, you know? And then if they don't know what they want, I'll help them. It's like I talk about this concept I already kind of mentioned the moment of misery moment of magic thing. The positive experience was bad and I said, I would love to see your people if I share this concept that they're using that that line. And like I just create another moment of magic for a client today or a customer or whomever. And he goes, yeah, yeah. How do we get him to do that? And I tell them and you know what we're on our way to working together at that moment? Yeah, yeah. Because they gave me success criteria by the way. Another thing that I like to do when I'm finished with this conversation is I take notes just as you're taking notes now and then I will rehash that. But what you did tim was really cool. You put your spin on this, you put this is how I'm interpreting you. But if you're in a sales situation, you can do that.
But I also like to throw back the exact phrases and words that they used to make them know that I heard exactly what they said. Yes, yes, that is vital and it's a good catch. And so and when you're in that situation, when you're feeding back the exact words, it creates that feeling of rapport. Oh, he really gets me or she really understands where I'm coming from and there's that connection and so yes, exactly. Right. So yeah, very good, very good. I love that Chef, a moment of magic. You could go through the day creating moments of magic for people. Yeah. So we have an exercise. We just had, you know, today, first day of the week or first day that I'm in town that week, if I happen to be traveling, we have our staff, our team meeting and the opening of each one of our presentations is this is my moment of Magic from last week and they share a time that they created a positive experience for either a colleague or one of our clients. Nice. It's a great exercise.
It takes 10 20 seconds for them to share the moment of magic. Very good. Some of them, we laugh at some, you know, my assistant today, she referred to, there's a gentleman that struggles with the english language. He lives over in europe and he tries to write. It's very funny. You did a good things for me, you know, plural. Put an S on the interview and she read it exactly as is, which makes us all smile because we know him well. He's a great guy and he's trying so hard. He admits his shortcoming with uh you know, the ability he says, I can speak, I can think fluently, I can't speak it fluently. Yeah. Which which even makes them even more endearing. Yeah, I think, you know, it's true human. Yes, no doubt. Yeah. More whom human? That's for sure. I like that a lot. So that's very good. You know, I mean, so for everybody that's listening right now, just what chef said about, you know, going into your team meetings and starting off the day, I've seen this many, many times with teams where they start off with a with a question like that and it sets the day sets the tone.
And I've heard it described in many different ways the questions that people will ask. But I love that one. Uh by the way, moment of magic, right? So that's an exercise that we teach our training and we, but there's 100 maybe there's not 100 but there's a lot of ways to use this question. So one is give me an example of when you created that moment of magic for someone else. And by the way, I want that example, I want that question to be used more than any other because it makes the person say I did this because we want them to become service aware. But because some clients, they'll say just recognize somebody else doing it. Well that's a cop out. That means that they can't be forced to do it themselves. But once in a while it's like, hey, next week, let's do things a little different. I want you to recognize when somebody else is creating that moment of magic. I want you to tell me about a complaint that you turned around and made right. And by the way, it doesn't have to be a major complaint. It could be, you know, I want you to tell me about not a complaint but a problem that somebody had that you resolve for them.
You know, because you know, if somebody like in customer service oftentimes you're not presented with a complaint, somebody just has a question and when they're finished, they're happy that you have the answer yes. That didn't start out to be anything negative. Just hey, can you help me? Sure I can In my speech. And even in my books, oftentimes I have like five ways to do this in 10 ways to do that. And what you can do is take one of those ways and you can say here's a really cool concept. Give me next week between now and next week come up with an example of how you use this concept and just, it has to be no more than three sentences long. It's got to fit on a little. I actually have these index cards with me because I use them on occasion. It has to fit on a three x 5 index card or it's too much. You can't write a small novel about this. It's got to be realistic. So I have a book called the amazing or go home and there's 52 tools in that book And you can take each one of these tools and I believe all 52 are appropriate for any company.
But if even if they disagree with a few of them, so maybe there's 35 or 40, but each week take one of the tools and say, Hey, here's an idea. Here's just a customer service suggestion. Give me an example of how you use that. That's how it works. That's how you get people to become service aware. That's how you create the culture change is to constantly put it in front of people and make them think about it. It's brilliant. It's brilliant and it's an awesome book and thank you. Yeah. So you're welcome. So one of the big mistakes, their assumptions that a lot of leadership teams make is they think they're people are already doing this and most are not all right. If you listen to the recorded calls, you would think that it would be obvious to be nice be friendly to solve a problem too. You know, instead of just transferring someone to make sure they got transferred to see if there's some way that you can help them a little bit farther instead of just sending them off asking them how their day is apologizing if something went wrong. Simple little things that that we might that you and I might take for granted because we've been doing this for so long. But you know what's common sense is in common right?
And so so many people are missing out To to even take one of your ideas. Just one of the nuggets and you've already shared about 10 golden nuggets in our short conversation to take any one of them and start implementing them would would be transformational for any corporate culture. So and also for your marriage. Yeah I think that all of these remember at the beginning of our conversation you know he said what's the secret to success? Yeah and I thought wow is he talking did you want me to go down the business side? But the one word it's relationships and you know if you treated your spouse or partner or closest friend like you treated your best customer think about that you know and then and and it goes the other way around to you know there's I don't know if this is appropriate or not but it's like if I locked my wife in the trunk of my car on a hot summer day And I opened up an hour later, what do you think she'd want to do to me?
But you in that trunk Exactly. That would be a nice way of saying it. But if I put my dog in the trunk an hour later, opening up, that dog is so happy to see me. I don't know if that makes sense or not that there's something there. I'm not quite sure what it is, but I'm pretty sure that I've read books on that where if we could be more like our dogs. Yeah. Right. Where they have that unconditional love. You know, where they just care for you and they just show up and they're short and long term memories, you know, very small because they're just in the moment, happy to see you. And you know, if we could all inspire to be that way and we would have more of that. Like you said. If we were treating the people that were closest to that, we say that we love the most with respect with patients where we blow things off. We, we don't attack, we don't, you know, yell out or accused or threat and we want to do that with our best customers. And so we shouldn't be doing that with anybody. And that causes you to grow it. You have to become more mature in order to experience that.
So it's sound advice. Yes. So lots of great phrases in here. So I encourage people to listen to this again with pen and paper and make sure that you take notes because chef has provided a whole bunch of great ideas already. All right, Chef. So now you mentioned a little bit about that book of yours Be amazing or go home. And it actually was turned, it was so popular and successful. It was turned into a television show. So tell me a little bit about that. That is a crazy story and the show is be amazing or go home available on amazon prime and if you're a prime member you get it for free. You can go on Roku, you can go on apple T V c suite tv bunch of different places and it is now we are now putting episodes, they're not all on there. But the whole first season is on be amazing dot tv which is my Youtube station channel for that, that show. So I walk into a studio this, I get called and they want me to come in and check out the studio and I'm thinking the reason is, is because they know every once in a while, do something on national television through Fox or CNN or wherever and I'll go down to a different studio and I heard about this studio, it's a big studio, I guess that's what they want me to come down and check out.
So I said sure they're going to, you know, let me go check it out. I walk into the studio and it's like be amazing or going home and my picture and it's like there's all these graphics, what's this? Well that's what we want to talk to you about. Uh we would love to do a tv show. It's not so much based on the book but there is a lot, it's all about being amazing and they want me to do a couple of interviews, different authors, business people etcetera etcetera. So we tried it, we did a pilot, we it worked, we did a second one, the third one. Next thing, you know, it's like let's do a series now. It's not only show it, there's a chance in the near future, it will become a weekly show but right now it's like every month or so show. Yeah, that's funny but it's fun to do. It's it's a beautiful studio and I just like, I'm amazed that they wanted to make this offer to me to do the show. So oh what a compliment. That's amazing. So what have you learned about showbiz or making movies or your television shows, stuff like that through this. Making the show is easy.
I mean we've always, I've been doing video production work since gosh, I started in the eighties when it cost you know more than $1000 a minute to do a video which had a little, if any special effects now for a few $100 you can buy the whole suite and put it on your little, you know, laptop or Mac and you have basically 100 $200,000 recording studio for like way back then. So it's the production quality is it's easy to do today if you do it right, you just do it right, you can even, you know, I even have in my right on the other side of that wall and by the way, this is my office, it probably looks more like my home because I got a couple of guitars here and all that. But no, this is my office, right on the other side of there is my team on this back wall behind me, there's a studio and there's a green screen painted on one wall. So I got the big green screen that I could shoot. I've got a plane wall on another side. I don't know how four cameras are back there, lots of lights, you know, you know how much that whole studio cost.
I mean it costs several 1000 not several 100,000. Okay, and that's and by the way, if I wanted to create a great production for you today, I can go get a decent camera, I can get an ipad teleprompter. I can use my iphone to shoot amazing video. I don't even need a fancy actually this is more expensive than the good cameras that some of us are buying today to make, you know, great high quality even four K production and video. So I know we're getting way off the topic here. But video is a great way to sell yourself is a great way to position yourself. So anyway, the studio itself, the show's fun. The key isn't making the show, it's selling the show and to find sponsors to find guests who want to appear unsponsored positions as opposed to just a regular guest. That's the business of it all. So that's what I've learned. Is that shooting the show is easy. You know, we create a great show. Anybody can create the show, making the show the best shows don't necessarily become successful.
Yeah, well, tell me a little bit about the show then. What are you actually doing when you're helping somebody to be amazing or go home? Sure. So the format is, I always have an opening monologue. A lot of that monologue is based on an article that I've recently written. So if you get my weekly newsletter or read my Forbes columns or maybe there's a section of one of my books. The producer pulls that out and says, you know, this is what we're going to use for the opening monologue. Then we have always have two guests. Sometimes it can be everything from. I I loved it because, you know, you can't really see this, but it's ST louis hockey. So ST louis Blues ST louis Blues hockey team won the Stanley cup last year and it was fun to have the ceo of the ST louis blues on the show, that was great. But recently we had a guy fly in from Orlando, that's a health expert. He talks about, you know, longevity and he says, you know, be healthy, wealthy and wise and and your if you, if you have wealth without health, you're not wealthy, you know, that was a great message. We had a gentleman boy, we've had some great guests on.
I had a guy from Atlanta friend of mine, dan thurman who actually stood on does a handstand in his speech. He talks about being off balance on purpose. He's an author, he's a speaker and right in the middle of my interview he says, check this out and he does a handstand on the desk where we do the interview, wow, wow, it was amazing. Those are some fun ones. We recently had a guy that's part of, he's a sales franchise. He was on the show. So he came on and talked about, you know, creating your success. He works with a guy named verne Harnish scaling up, you know, the gazelle program, Great, great guy. So it's just a wide variety of people. We had that guy. Anyway, I go on and on great guests and then we always have a quote, I like to riff about a famous quote that somebody might have. Sometimes it's steve jobs, sometimes it's dr martin Luther King jr it's just a wide variety. We have an app or a technology of the show that we like to showcase. We have to ask chef section.
So it's a group a lot in like 28 minutes. It's a lot. Yeah, it sounds packed. That's amazing. All right. That's very cool. So, congratulations on that. So let's segue back here. You know, when you go through the business, you'll have different experiences that will really stand out for you. You know, remember rubble events. Do you have a great customer experience story? You know, that comes to mind, Oh, you're setting me up for the cab drivers story, aren't you? So can we hear a little bit of that story if you don't mind? Well, if you go to my youtube channel, which chef dot tv or go to chef, I come up with, you can go to chef tube like youtube, Chef tube dot com. Chef that I think it's at the top. It says the famous taxicab. I've been telling that story for years. My favorite version was from like 15 years ago. Even though I say it pretty much the same way. So it's a story about a taxi cab driver that picks me up in Dallas texas and he looks like a bump. It's the end of the day and it's the hottest day of the summer.
It was so miserably hot. You can tell this guy was tired and wiped out and he hadn't shaven and what looked like a week. Well, it turns out the guy just had a thick beard. But I thought the inside of the cab was going to be dirty, but it turns out it's spotlessly clean. The air conditioners working fine. He has a couple of newspapers for me to read. He's got a little bucket with ice. It's got two sodas in it. It's like I'm in a limousine, not a taxi cab. And he even offers to take me to see this fountain. That's a famous landmark in Dallas on the way to the airport fountains last clean this. It's actually the mustangs or their horses. And you know, I figured how humor the guy, I'll show him. He was so excited to show me this fountain. And then we get there and I give him a huge tip and he says, here's my card, come back and see me the next time you're back in Dallas. And most people would have just put the card in their pocket or throwing it away. But I didn't for whatever reason. But four days later I got a thank you note from the cab driver. When when he says here's my card, he asked me for mine as well. You know, we exchanged and I thought, oh my gosh, I've never received a thank you note from a taxi cab driver before.
And then every time I go back to Dallas, he would pick me up and take me around until he finally retired. But that's just was an amazing example of how you can take a normal, very Ordinary job, taxi cab driver, nothing exceptional about that. But he turned it into an extraordinary experience. And he told me after we got together, I knew the average taxi cab driver back when he first started driving, was making under $20,000 a year, just under 20,000. And you can verify that because the international taxicab association has plenty of stats and facts about these things. And he was making more than $100,000 a year as a taxi cab driver. And this was many years ago and that's not a bad living today. But he figured out he didn't ever have to sit around and wait for anybody at the airport because he had appointments. I got lucky, he had just dropped someone off and as this person was leaving the cab, I'm walking down looking for a taxi and he waved at me and that started that relationship. But he said, no, he hardly ever has time to just pick up people like myself because he's back to, back to back working all day.
That's not sitting at the airport for two hours in line with the rest of the taxi cab drivers. You know, that is a brilliant story. And really it goes to show because, you know, a lot of times everybody can create experiences like that except people tell themselves that they can't, oh, I'm not creative or I don't know how to do that. Or no one's going to care about what I have to say and they should shoot themselves down before they ever even, you know, take the chance to to try and find out. And so I love stories like that because here's the key to that number one is to recognize that what he provided aside from what every customer once in a taxi cabs, they want a clean car and a safe ride. Yes, that's standard right now. What can we do to make it better? Well, what is it that other people do and this transportation business? Well, I'm not a limousine driver but limousine drivers provide newspapers. Why can't I provide a newspaper? That's exactly how he was thinking.
I'm sure and this is, and by the way I'm gonna make this an even clearer example about any business can do this. So this guy would go to the hotels and ask for left over newspapers that the guests that they had the guests and you know, maybe they had extras. And that's how he got free newspapers he said he bought, maybe he had a cooler filled with soda and his trunk. He hardly ever had to replace because most people, even if you offer them the soda, they hardly ever take it. Okay. So he says, you know, I spent a few bucks a week on sodas. That's it. But he gets huge tips, you know on top of it. But here's what I want everybody to think about. What did this guy do. He looked at what others did. So just look at any business, not a competitor's business but look at any business that you love to do business with. And it could be everything from amazon to the grocery store to the favorite inside sales person you have in a manufacturing company. If it's you know be to become, what is it that these companies are doing or what is it that they have that you love about them?
And then ask yourself am I doing that for my customers and my business? And if not is it something that I could do? So if you're not you may say amazon is one of my favorite companies. Let's write down everything I love about amazon. Well the moment I placed my order I get a confirmation then they send me a notice a few hours later to say my items being shipped here is the tracking information. So I could track it. Then I get an email with a picture of that item lean against my door. You know just to give you an example and of course if I have a problem. What's really cool is I go on and I tell him I have a problem they don't have a phone number. You know why I give my phone number and literally about the time I hit enter that phone rings and I'm now talking to a rep. That's cool. So I may be in the manufacturing business and manufacturing widgets and I don't have online ordering. I don't have a website that you can play. But there's certain things that amazon does that? Why can't I send my clients and notice when their item has shipped with the tracking information?
I can simply say thanks for your order. You should get it in the next 3-5 days. But what if I did that one extra step? I'm now adding that level of confidence. So it doesn't matter what business you're in. You can be polar opposite types of businesses. There's something if you like that other company, there's something they might be doing that you can use in your company? Mm by the way, you can do it on your competition. But then and if they're doing something that you should be doing to, that's fine. But recognize that all you are is a copycat at that point, copycat of your competitor, which means you're playing catch up and keep up. Not being more forward thinking. Yes, exactly. If you make all those changes just to do what everybody else is doing what you're still equal then. So I love the phrase, adding levels of confidence. I think that's great. You know, and so instead of asking, why can't I, how can I how can I add this next level of confidence for my customer and that's just great. I love that. So you've traveled around around the world you've been speaking for many, many years and so I like to ask these questions because it just helps me understand you a little bit more and how you think.
So what was one of the coolest adventures you've ever had? Just in your career traveling around? Wow, I have gone to so many great places. I love the first time I was in the Middle East was a great adventure. I met this gentleman, his name is ahmed and he called me, he booked me for a speech and uh you know whenever I have a brand new client that I don't know who they are, don't, but they claim they want to try to find anybody else ever worked for this person. And I oh you're gonna love this guy, He's gonna meet you at the airport, he's going to pick you up, he's going to take you to dinner every night. You're gonna love this guy. Now if you love that kind of attention, great. And this was one of the best relationships. I just love this guy and I'd never been over to the Middle East and he picked me up and he showed me actually, I may have been over there, but not too, he was in bahrain and Oman is where his office is our, I went to New Zealand I had a five city tour in five different cities in New Zealand one city after the other, which was great.
But before I got there I went and because I was going to be doing so much touring, I took my wife whenever I can take my wife to some like if we're going somewhere where she hasn't been. But we went down to the south part of New Zealand and we spent a few days before the event so I could acclimated to the time zone because basically the other side of the world practically and we went, you know, jumping off cliffs on hang gliding and did the bungee thing and that was quite an adventure. That is like, man, I get to tie it into work and of course, you know, eventually had to leave their and do five cities. But those five cities were great because I was with somebody that took me to. I believe that when you go to a place you can buy a book and see what's in a museum and there's certain there's certain pieces in the museum, certain art in a museum or certain certain items you need to see in person. I mean if you want to see the bones of a dinosaur, it's cool. You know, I mean looking at the picture is one thing, but if I'm going to go to an art museum, unless it's, you know, the mona lisa, which by the way, I don't get it.
You ever seen the Mona lisa. Have you been there in the loop? Okay, It's this picture of this woman. How is that like the most famous woman in the world? You know, piece of art? I get it. It's beautifully done. But anyway, I can look at picture books and see that. I can't get that same feeling from going to the Grand Canyon. I've got to see the Grand Canyon. I've got how do you how do you get yourself to bungee jump? Well you tell enough people you're thinking about doing it to where if you came back and you didn't, you'd be embarrassed. Here you go. There you go. You just make yourself accountable. That's Yeah, so I guess that's part of it. But I mean these adventures are fun and I love to experience, but to me to experience these different cities in these countries is about people and food. That's culture. To me, I can go to the museums and I can learn a little bit but I want to I want to talk to people, I want to walk with them and they can, you know, take me shopping and go, let's go eat and I can get to experience the way life is not just the attractions that are within the country.
Yeah, that's beautiful. I was Well, I'll tell you that later. So um is there? Well now you've got our imagination here in her interest. So have is there who might you say is you know, one of your top coolest people you ever met? I know you've, you mentioned a couple. But is there anybody else? Someone that you met, there was maybe a hero for you or someone that? Well, it's just amazing. I've met so many cool people. I mean I can go on and on, but I mean in business, I got to interview horse Schultz a couple of times for my podcast, which is amazing business radio, there's that word amazing again, and horse Schultz is the first president and co founder of the Ritz Carlton hotel chain. He's one of my, like, you know, this is, this is one of its a customer service icon in our world, so, and interviewed him, Carl sul very famous car dealership, the school dealerships, well known for the most amazing service I met the ceos of great companies. I've had a great opportunity to play music on stage with some amazing musicians that you would recognize.
Like, you know, I, we'll watch one night you'll be watching the Kennedy honors and as you see that guy drumming and that's my buddy, I played with him, you know, you know, next time you go to the pink concert, look at the drummer, you know, he's great, you know, Pink Floyd from years ago, one of the musicians as a good friend of mine and I've been so I have so much fun in life by the way, you get a choice. My son who is a professional musician says, how is it that you get to hang out john oates from hall and Oates? I called it hiking and notes that night we got to play together. So, and my son says, you know, I'm a professional musician, I live in Nashville. I see these people yet somehow, how do you get on stage and do this? I go, well, I it's not so much that I want to do it, it just happens to be there and I grab it when it happens, you got to embrace it. And so that's why if you hire me to go to new Zealand, I'm gonna go, I'm gonna do my job and I might stay, I don't need to go play golf over there. But I think jumping off the famous bungee jump, the first place that you could ever go for bungee jumping.
That's pretty, pretty crazy. Cool. So what is the belief that drives that you see an opportunity and you go for it? Which is one of the biggest secrets to success that there is because so many people are afraid of the what ifs And you know what? I think they're also afraid of not just what if they say no, I think they're afraid of what if they say yes, mm hmm. And then what? And then what? Then I gotta deliver. Oh my God. You know, So when I was a little kid, I think I lacked a little bit of confidence. I was never much of an athlete today, you would say, what are you talking about? You, you play hockey, you bike you play tennis, golf. Yeah, but back then I was scared. I had very low self esteem and self confidence. I don't know how I got connected with magic, you know, card tricks type of magic. And uh, I know I was a quirky kid and artistic kid and that was one of my things. I love to do magic and entertain people, not fool them per se. Like, hey, I know something that you don't, but I put myself, I remember 12 years old going to a birthday party, how nervous was I?
12 years old to do magic for little kids. I was nervous. I signed up for the talent show. I was nervous and I kept put myself out there and put myself out there to where I realized that the worst thing. So there's a couple things, the worst thing that would happen is, so I didn't do that well that day, but I tried really hard and nobody's going to fault me for that number two I learned, especially with speaking and even a magic show and I still, to this day, I go up on stage and I, I am nervous me. I don't think it's stage fright. I think it's, I want to be successful and I'm going to nail it today, but nobody knows what's coming out of my mouth next. So if I make a mistake and I pointed out then, you know, that if I make a mistake and just keep going, you don't know. Yeah. So when I'm on the ice and I take a shot when I'm playing hockey and the goalie blocks it, a lot of my buddies, as soon as they take the shot, they veer off to the left or the right because they finished the play, I'm not saying I do this every time, but my goal is to be aware enough, then I take the shot, I'm going to keep going after the puck in case there's a rebound.
Ooh, there it is. There it is. Oh, I don't know. Maybe that's, oh, I love it. You know, most people veer off to the left or the right, you keep going. You know, you take your best shot. You know, somebody says, you know what, I'm not sure that's for us and you don't say, okay, thanks, sorry if I wasted your time, you can explain why you feel that way. Yeah. That's following the shot in. Yes. Following the shot in Chef. Oh my gosh, just one line, one ra memorable line after another after another. I'm gonna have to listen to the show again because because there's a lot of things that I don't normally talk your next book is on my piece of paper where I'm taking notes, you're bringing it out on me, thank you, follow your welcome, follow the shot in. I mean that's really powerful because again, I would say 90% of people, they do not do that. And even people who are really good at what they do finish the play and veer off but not you, you follow that shot in and you were scared when you were.
And also I love that because you know, a lot of times people will look at at you or me right now just used as an example and say, well of course, you know, you guys have always been confident or you've always been, you know, you're, you have all these accolades and everything, so it's different. You don't know what I've been through, but you are nervous and maybe awkward as a kid. I certainly was. I had so much anxiety and worry and fear. I would have never done any of the stuff that I'm doing now, but your past does not determine your future. Yeah. And it doesn't matter how you started, what matters is how you finish right? And so you're jumping off mountains with, you know, bungee cords tied to you. You know, and only because when I come back in this house, the bungee jump, I chickened out. Oh no, we can't have that. So that's why you'll never hear me say I'm going to bungee jump, but I'm impressed. I'm going to get you to do it if we go over there, you know, so I was, I jumped out of a plane. My son for his high school graduation said I want to take a skydiving lesson and I said, well I'm not going to be a part of that, you know, I don't want to be responsible for your demise.
Okay. So my mom, his grandmother says I'll give him skydiving lesson and we're at dinner one night and she gives it to him for his graduation dinner and he said, Grandey, would you want to do it with me? And she was 69 years old at the time, Okay? And she said, yeah, I'll do it with you if your dad will do it with us to go throw down the gauntlet. Oh man. So I said we're up in the plane and I got to tell you that maybe one of the scariest things I've ever done in my entire life and we're out there and the door's open and there's several other people on the plane and everyone's jumping out and then my son looks at me and I go, well you want to go first, go ahead. But I'm not going till mom goes, or your grandmother goes, if she goes, I'll go. And my mom was the first to the door. That's amazing. That's amazing, wow, way to go, Mom. That's amazing.
So I would do that. I'd be up for that. I think the thing about the bungee cord and I don't know why I'm on this, but I'm on it a little bit because I have this model that if I can't I must just any fear you have to conquer it. Because your biggest breakthroughs are hidden in the places you don't want to go. The idea for me is that when you bounce you you drop and then you bounce back up and then you're just hanging there upside down while they pull you back up. Well that's hardly I don't think they ever pull you back up, drop you down, lower you back down. So they ask you and this is the famous place in uh Queen, I guess it's Queenstown, it's in New Zealand the southern part, it's the first place that you can go to ever bungee jump. And they ask you how close you want to get to the water, Do you want to touch the water? You know because and they can they've got it. I mean they know how much do you weigh? They weigh you three times. They weigh you before you leave on the bus, They way you when you get off the bus and then they way you when you were getting tied onto your you know your legs.
And so I know that they're taking every precaution and as soon as you drop you go up and I thought I was gonna hurt my back or my knees were gonna get pulled. They go oh no you're gonna feel a very gentle tug, okay that's it. And I went down and I went, I did a swan dive out. I said if I'm going I'm going out of style and I did a swan dive and jumped off and you go up down and then the boat comes and your adrenaline is rushing so much that like you can't wait to go back up and do it again. And then you know, we got to do it again. But whether you do, you don't doesn't matter. It's just you feel like you did you break through its you said it best him, you said you know, a lot of what you find about yourself or in the places that you don't think you're willing to go to or something like that, you just share. That was insightful. Yeah. Oh, so good, wow! So chef, this has been mesmerizing. I love this. I feel like I'm full of adrenaline already just thinking about the bunch of jumping and so and your next book is right here on this sheet of paper.
I'm gonna have to send it to you because you know, there's so many powerful insights and strategy. So I've just loved having you on the show. Thank you so much. Any final thoughts for everybody that's listening today. Well, thanks. You know, I think I know you talked a lot of sales people the job. You know, like in my world, the job isn't doing the speech, It's getting the speech, it's to recognize everybody should recognize what There's something you're hired to do, but there's something else behind it. You know, it's like, what does he do? He's a professional speaker. He gets up there and so is that all you do know? You know, I only speak 50 times a year on normally 45, 50 times a year on a stage. And what do you do the other 250 or 300 days out of the year? I get the speech and when we understand what drives the success and anything we do and if it's a customer relationship, if we understand what's going to drive this customer success. If we were to get together a year from now, going back to what we talked about earlier, we together a year from now. What would have to happen for you to feel that this was the most successful investment you've ever made.
The speaker. Know what your success criteria is if you're talking to a customer and they're unhappy by the time we get off this call. If tomorrow you reflect back what would have to happen for you to feel like I love this company still. Yeah, Okay. Yeah. The same kind of question. There you go. Those are my final thoughts. Well that is outstanding. So chef hike and everybody, Oh my goodness! Chef, this was absolutely wonderful. Thanks so much for being a part of the program today. Hey man, thanks for having me. Absolutely. So there you have everybody go to chef hiking dot com. We'll have the links in the show notes. You can check out his tv show by going to amazon prime. We'll have all that in there as well. So you need to share this episode with your team leaders. Go back, listen to it again. Take lots of notes. There's so many golden nuggets in this. That's hard. I've lost track of how many there are. So make sure you check this out, apply what you've learned, share it with your customers and make your life mesmerizing. We'll talk to you soon, everybody. Bye bye. Hey, would you like more free tips on how to be a mesmerizing leader?
Then check out mesmerizing leadership dot com. And also hang out with me on facebook facebook dot com forward slash tim. Sure. Thanks so much and make your day a sure success. Hey, it's tim Sherwood. You like to learn my best secrets for how to be mesmerizing. Then head over to www dot surviving to thriving dot me. That's www dot surviving to thriving dot me. I'll see you there