How the Right ‘Mood’ Will Increase Your Bottom Line

3 min read • Jan 10, 2012 • Dan Bischoff

Note: This is a guest post by Jeffrey Hayzlett, Bestselling Author of the new book, “Running the Gauntlet,” Maverick Marketer, and Sometime Cowboy. More of his bio is at the bottom of the page. We’re excited to have him on our blog:

People who know me know that I love my family and my horses more than anything in life and that my passion for change keeps me going in business.

But what keeps me going day to day is Diet Mountain Dew.

So, how happy do you think I am when my friend and sartorial master, Peter E. Roberti, President of Retail Sales at Adrian Jules Custom Clothiers, has a Diet Dew waiting for me whenever I come in the store?

How Mood Creates Great Customer Service

This is what will keep Jeffrey Hayzlett shopping at your store.

This is how mood can extend to more than just people and presentation. It can extend to your customers, and thus your bottom line. That’s why Peter does this. And not just for me — for all his customers, providing them a great mood to match the company’s great service.

That is how the company competes: by making shopping an “experience — the experience of getting something custom made just for you. We’ve created an environment in our retail showroom through the use of proper lighting, color, and decor that is inviting. We also offer gourmet candies, beverage service, and complimentary shoeshines to customers while they browse our finest selection of fabrics and the latest styles in men’s fashions.

“Everything we do is centered on providing friendly personal service combined with prompt, dependable delivery of the finest custom-tailored garment available. It is never about price but rather making sure that our clients are taken care of so that buying a custom wardrobe is a pleasant and rewarding experience.”

How Mood Builds Company Morale

When he was president of another advertising agency, John Favalo, now a Managing Partner at Eric Mower and Associates, recalls how he took my “cleaning” approach to cutting costs and thus getting out of an economic downturn:

“We needed to do something drastic to cut our costs and build morale, while our rainmakers danced, we scoured the offices looking for waste of any kind, right down to pencils, pens, scratch pads, copy paper. We found lots of money sitting in drawers. Finally, we cancelled all our office service contracts and split up cleaning, washing windows and such among department leaders. One of my jobs was mopping the restroom floor. Soon everybody was helping. Any surpluses of any kind were pumped back into value delivery to clients or helping our rainmakers. We didn’t just claw out of the recession, we slingshot out. And, in the process, set high water marks for teamwork.”

And if your office is clean then make sure the change you want to drive is also reflected in your internal materials — not just the ones you show your customers.

Eben Swett, President and CEO of GISI Marketing Group, did this after he led a group that bought out the other shareholders by creating a document called “Values We Live By” that everyone, top-to-bottom, would follow. Nice.

About the Author

Jeffrey Hayzlett

Jeffrey Hayzlett is the author of the new book, “Running the Gauntlet,” the bestselling business book “The Mirror Test,” a former Fortune 100 C-Suite Executive, and a leading business expert. Jeffrey has made multiple media appearances on Fox Business, MSNBC’s Your Business, and NBC’s Celebrity Apprentice with Donald Trump. From small business to international corporations, he puts his extraordinary entrepreneurial skills and creativity into play, launching ventures blending his leadership perspectives, insights into professional development, mass marketing prowess, and affinity for social media. Follow him on Twitter at @JeffreyHayzlett


Dan Bischoff