Posts Tagged ‘Gold loyalty’

Would You Rather Have $56 or $46,000?

February 2nd, 2017

On the surface that seems like a no-brainer question, right? You’ll take the $46,000. Well, you’d be amazed how many businesses would rather have the $56:

A few years ago, a California client needed a copy of my Colors book in a hurry. Her Orange son’s teacher was starting to talk ADD, and she needed her to understand Orange kids, instead of “medical condition.”  I contacted my distributor before 6:00 AM to get the book sent rush, and would pay the courier charge.

When their statement arrived, there was an additional $56 charge for their “internal rush” process. What? That wasn’t disclosed anywhere. While the account rep was really sympathetic, the response was “there’s nothing I can do.” Two e-mails to the sales manager with no response, and a letter to the general manager was also ignored. Nice!

For Golds, being” ripped off” is a big issue for a Color which is so loyal, and it’s something they won’t forgive or forget in business dealings. Not to mention that Golds are the largest group of clients for every business (36% of the population).

Of course, no Color likes to be taken advantage of. However, most Golds and Greens will also never do business with that company again. Since then, I have spent over $46,000 in book printing…with a different company. While Golds really don’t like change, the perception or reality of feeling ripped-off is a sure-fire way to get them to move.

Unfortunately, losing a ton of business is way more common than any business realizes. But then, no matter what your first Color, you can attest to that:

With Blues – not taking the five minutes to get to know them before jumping into business.

With Greens – bluffing, lying, or incorrect and inconsistent information.

With Oranges – not having a fast-forward way to accommodate them without a lot of hurdles or excessive paperwork.

Four Cool Stories Worth Reading:

October 10th, 2011

What will they come up with next? This link came from a high Green who found a story about an actual 3-D printer. But I think you’ll be blown away, even if you’re not high Green:


The Gold definition for shopping is getting a deal. There’s nothing better than finding that perfect something AND it’s on sale. So most Golds will love some new price comparison sites, including: (now purchased by Google) and All three specialize in clothing. But for Canadians, there is a very cool one for electronics, TVs and computers:

They’ll uncover some great deals. The site will compare huge numbers of retailers and give you the best prices right now. But it goes one better: Some also give you the odds of whether the price will go down or up. You’ll get a green or red light of whether it’s best to buy right now or to wait. (If you know a dot com that’s more broadly based – please share it below!)


Loyalty pays big dividends: A recent study found that loyalty and long-lasting bonds actually help us to live longer! The short article included long term relationships with a partner, and even friend, as well as longevity with an employer, as three of the major factors. These are lifelong values for most Golds, but now all of us know there’s also a huge payoff down the road.


In January I shared a story about Carol Bartz, the new and Orange CEO of Yahoo!

An Internet Company with an Orange CEO?

That was then – this is now, as Bartz was terminated via phone call from the Chairman of the Board. In an interview with Fortune, Bartz was pretty direct: Yahoo! F…d me over.

Maybe… but it was always going to be a significant challenge for her in arguably one of the highest Green cultures and industries. I would have bet that she was going to be wildly successful. I always bet on an Orange coming out a winner.

While Bartz had a prepared script from her lawyers as to what to say after her termination, you have to know that wasn’t going to work. She quickly went (further) off the script, as if her comment to Fortune wasn’t enough.

Well, Oranges are certainly direct, and have no hesitation in sharing what’s on their mind. Would you fade away quietly, or speak your mind? Would it influence your decision knowing she likely lost her $10 million severance because of a non-disparagement clause? Oranges love to make a lot of money – but not at all costs, and generally not at the cost of their reputation.

Colorful Personalities 3rd Ed Excerpt: Golds

March 7th, 2010

To celebrate the brand new and totally re-written, 3rd Edition of the Colorful Personalities book, here is another excerpt. This one from the Gold chapter:

Golds are the largest Color group and seem to take the workload of the world on their shoulders. Whether they have been asked or not, the way Golds see it, somebody needs to do it. They believe that, “if it is to be, it’s up to me.”

Their strong sense of duty makes Golds among the most loyal and long-term friends or employees, and the largest group of volunteers. In fact, Golds and their Blue friends make up more than two-thirds of all volunteers. Giving back and lending a hand are great

self-esteem builders and are just the right and proper thing to do. Whatever their task or commitment, it will always be done in a businesslike manner, without fanfare. They are often impatient to get started, rather than sitting around talking about it.

Golds are very supportive and trustworthy with a strong dedication in all of their relationships. Even at work, they are some of the most loyal employees who will probably give two week’s notice should they win the lottery. Rightly or wrongly, Golds draw a large part of their purpose and sense of identity from their work. Whether as a stay-at-home parent, an employee at work, or serving as a volunteer, feeling needed with a sense of belonging, are integral parts of the Gold identity and purpose in life.

Thank Gold

November 5th, 2009

Golds? Did your buying habits really change? There is a new research report, out yesterday, on our vehicle buying habits. The report found that the days of our loyalty to a specific brand of vehicles are over. Less than one in five of us buying a vehicle stay with the same brand we’re selling or trading.

Golds: Is that true? After all, you’re the largest group in the population, so that figure could never be reached, if you weren’t a large part of it. What happened to loyalty? Tried, test and true? Like a Rock?

True, Golds don’t like change, and always tend to be the most loyal group of customers. But the huge upside is that car manufactures can no longer take our business for granted. That means, for years to come, they will have to compete on price and quality, and one will keep staying low, one will continue to improve.

Every other Color owes Golds a big thank you. Without the group which makes up more than one-third of the population taking a chance, that wouldn’t be possible!

Fine Whining

June 1st, 2009

That was the headline of a Calgary Herald story on the art, or the need, of complaining. Yes, most companies really do want to hear from you. After all, companies cannot fix what they don’t know, and they’d rather hear from you directly, than by word of mouth. It is always (or should be) their equivalent of an early warning system.

How they deal with it is another matter, but according to B.L. Ochman currently writing a book on the subject: “Companies who ignore complaints are just operating on borrowed time.” We all know someone who has shared information on poor products, stores, or bad service. Only a few actually complain, but many of us simply boycott, or avoid stores. A common rule in retail has long been that someone who is unhappy will tell between 10 and 45 people.

The vast majority of feedback will come from Greens and Golds. Greens want to help the business, and teach them to do better (or the lack of credibility will have them gone and never returning.) Golds are actually doing the company a big favor. They are creatures of habit and have likely dealt with the business for a long time. The last thing they want to do is to change retailers! So their feedback is to help the business to keep their business. Besides, a problem that is addressed and fixed will make most Golds MORE loyal!

University of Alberta Assistant Professor of marketing Doug Olsen relates the story of a very moldy package of cream cheese his wife had purchased. Within ten minutes of calling his grocery store, the manager was at his door with an apology and two fresh packages.

But that’s definitely the exception, rather than the rule. Last year, I had a seminar at a Holiday Inn, but the clerk simply insisted there was no booking. Oh sure, there were meeting rooms available, but I didn’t seem to understand: There was “nothing she could do”, as I didn’t have a booking! Letters to the manager and their head office were simply ignored. Is that the exception or their policy? We’ll never know, but you can guess the odds of getting repeat business from any Gold or Green, who make up more than 50% of the population.

What can we do? Well, it starts with an attitude and mindset that you deserve better, and the knowledge that you are actually helping the company by giving them feedback. That you care enough to share:

  • You can do it in writing. You don’t have to feel uncomfortable making a call – a written note is more effective anyway.
  • Keep your receipts and stay specific and calm. Tell them what happened, as well as what steps you’d like them to take to correct the matter. They cannot guess what you want, but you need to stay focused, specific, and in control, without losing your temper, or sounding crazy, or unreasonable.
  • Think higher and smaller. Address your concerns to someone in authority, and to a specific person, if possible. Think smaller in terms of which retailer you deal with. Smaller companies, or regional institutions, will be much more caring and willing to address your concerns.

Most companies spend all their energy on product knowledge and technical training, and no time, effort, or energy on communication, or people skills. It is sad, but true: The average company only spends two percent of training budgets on front-line staff – that’s it.

©George Boelcke, CCP