The Secret Behind Success
As I type, I am on a plane flying into Atlanta by way of Delta airlines and I can’t help but to compare their service to that of Southwest. During my one hour flight to Atlanta, the Delta flight attendants were kind enough to offer me a beverage of choice, a prototype of a sample size dry roasted peanuts, Wi-Fi that I had to pay $5 for and a $25 fee for my luggage.
Now you would think, because this is what they have told us, that the reason why airlines are cutting back on jobs, laying off employees, skimping on snacks, charging for luggage and $8 per blanket (thank you American Airlines) is due to the fuel prices peaking. Oh, wait that was the excuse a couple of years ago. Now, the reason why they have to keep these charges in addition to ones mentioned is due to the recession and the fact that people are not traveling as much. I wonder do we not travel as much on their airline due to the economy or the overwhelming customer service? (please note the sarcasm 
)
Success of Southwest Airlines
Southwest airlines on the other hand have not had any layoffs since the recession. They charge $99 per flight, $0 for luggage (They love your bags), they give you an all you can eat snack buffet, they do not assign you a seat (are we 12?), and they are actually real people.
“Steven, aren’t all flight attendants real people?”
No, they are machines that are devoid of emotion. Watch them. Their smiles are rare, their conversation mechanical and their actions when showing you how to buckle your seat belt rival the performance of the Tin Man…minus the oil.
Bunny Trail: I don’t remember Southwest even doing those demonstrations. Somebody help me remember.
In addition to these qualities Southwest airlines has been the only airline to turn a profit…and keep doing so. Hmmmmm wonder why?
How does a airline who does not layoff their people, give you endless snacks and do not charge you for luggage or blankets still turn a profit? Well, the most elementary reason is that they do something the government and other airlines don’t…they spend less than they make. Now that is a novel idea.
1 – 2 = 2?
You would think that to CEO’s earning millions of dollars, spending less money than you earn is business 101 but as PapaRoddy.com has always told me, “Common sense is not that common.” I learned this the hard way because in my first business I tested this mathematical theory and now I can personally tell you that when I spent more money than I made…my business failed. And yours will also.
So why is simple math problems so hard for the airlines, government, you and I? Well one reason is we are hopelessly optimistic. We know that the next sale is going to close so we feel confident we can make this purchase because next week that client is going to close or this payment is going to arrive. The next reason is the biggest culprit of all…your refusal to change.
Change Something
Lord, help me on this one! When I owned the arena football team our revenue was WAY BELOW budget. WAY BELOW! But, did I fire anyone? Nope. Did I cut back on advertising? Nope. Did I attempt to change our sales strategy? Nope. Did I do any cut backs that could lessen the effects of the failed revenue? “H” to the No!
Why did I not change? Because I was comfortable…even though I was running my business into the ground and destroying my credit in the process I was unwilling to change.
So how did my poor business budgeting, the airlines poor management strategies and Southwest airlines killer marketing and customer service skills help you and your business?
That is an astute question and one that I thought that you would never ask.
4 Ways to Succeed Like Southwest
The reason why Southwest is profitable, without going into the way they hire, structure their bonuses, spending, or flight schedules is because people choose to fly with them when given the choice. Does your customers choice you when given the choice?
- Southwest Airlines say that they love your bags. Why? Because they do not charge you for your luggage while other airlines do. The suggestion, without saying it directly is that other airlines (i.e. Delta) see your luggage as an inconvenience to their life and business therefore you are penalized for packing. What services does your competition charge for that you do not?
- Southwest Airlines are generous. Last week when I was flying back from Arizona my stewardess brought me the basket and said take as much as you want. After I filled up my lap she had to go in the back for a refill. Just kidding. What are you generously giving way that your competition is holding back? Knowledge? Add ons?
- Southwest offers great service. Another stewardess noticed that my beverage was empty and offered me a refill. I thought am I at a restaurant? What airline does that…without you having to beg first? How are you serving your clients?
- Southwest flight attendants smile. A smile costs nothing to give and the financial returns on smiling employees will net you more than a lucky hand at Texas Hold’em. Do your employees smile? Not at you…of course they are going to smile at you, you write their paycheck! Do they smile at your customers? A better question yet…do you smile at customers?
Marketing is about knowing what your customers want first. Then knowing what your competition is doing secondly. By giving out this advice am I proclaiming my perfection? When asked, “Is Steven perfect?” those who know me would say, “(expletive) No!”…except MamaRoddy.com. 
Find Your Niche
I formed my company, “The Marketing Model” when I started designing websites for individuals and companies. The my business took off almost effortlessly because I found that many people can design websites, but few people can design websites that generate traffic from the Internet. I can, they can’t. Translation: I can produce a better product at the same or competitive price therefore, when customers can choose they choose me. And the reason why they choose me is because I know how to design a website so that it will receive online traffic. Locally, I have absolutely no competition. My nearest competitors are about 100 miles away and charge twice as much.
Ask Tough Questions
But, I am not unique I just listened to what is going on in my niche and I keep asking myself questions that I do not always want to answer. Questions such as: “Do I run a professional organization?” “How is my competition better than I am?” “Am I effective?” and “Would I hire my company?” Though I do not always like the answers I would much prefer me asking instead of my competition or potential client. Wouldn’t you?
Business is a Process
Now if your business is not run with the efficiency and professionalism of Southwest do not get overwhelmed. Business is a process. And some of the best advice concerning the process of marketing and branding was given to me by motivational speaker, Rob “Waldo” Waldman. He told me that your brand starts off like a pile of dirt and after years of pressure, change and molding you will have your diamond. Just remain flexible in the process.
I wish you crazy Southwest type of success and a wicked big DIAMOND.
