Do you feel your collaborators ignore you?

Your collaborators don't ignore you.

They don't listen for a simpler reason:

They don't understand you.

And it's not their fault.

It's yours.

Look.

20 years ago I was more fun.

I liked going out, especially in Acapulco.

One night, leaving the club, smelling of tequila and brutally hungry, my friend and I went for the breakfast of champions:

bean and cheese burritos from the corner store.

As we left, we ran into a group of American tourists.

One of them approached us, very serious, and asked:

• Do you know where we can get "coquín"?

Meaning: – Do you know where we can get "coquín"?

My friend and I looked at each other.

Coquí?

What's that?

A cushion?

At two in the morning?

Without understanding much, we gave them directions to the Walmart around the corner.

They'd surely find their cushion there.

And we left.

The next day, recovering from the tequila, it dawned on us.

They weren't looking for a cushion.

They were looking for cocaine.

And we, very helpfully, sent them to the supermarket.

Can you imagine what they must have thought?

That in Mexico we sell cocaine even at the supermarket!

And now.

What does this have to do with you and your team?

Everything.

Because something very similar is happening to you.

You speak. But your collaborators don't understand you.

When you say things like:

— Treat the customer with kindness.

— Be empathetic.

— Provide memorable experiences.

It sounds nice.

But it's like asking for "coquín" on the streets of Acapulco.

Nobody knows what to do with that.

The number one barrier to achieving an extraordinary experience for your customers

is not your team's attitude.

Nor their salary.

It's that they don't understand what the heck you expect them to do.

And that's not achieved with inspiring phrases.

It's achieved with clear, simple, and actionable instructions.

The key is not to motivate more.

It's to ask better.

And that's where most people fail.

Want to know how to do it right?

Reply to this email with the word:

Coquín

And I'll send you a video of a conference so your team finally understands

what you expect from them.

Warmly,

Carlos

PS. Serving is the way.

PS2. If you want help transforming how your team serves and sells, let's talk.

—

Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México

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