"Techniques From 'The Toilet Paper Entrepreneur:' A Student Reflection on the Counselors Academy Conference"
By Kathleen Saunders
Mike Michalowicz, who self-published “The Toilet Paper Entrepreneur,” did not disappoint with his candid keynote speech at the Counselors Academy Conference. Full of insight and energy, he shared personal experiences, as well as tales of other businesses that used successful, albeit unconventional, strategies with their customers.
In addition to being an author, entrepreneur, and lecturer, Michalowicz is also a television personality and small business columnist for the Wall Street Journal. Having studied behavioral influence for 10 years, Michalowicz offered eight clever tips for influencing people. Starting with the two most powerful words in the English language, our own name. Michalowicz divulged the power of giving full credit to others. By using customers’ full names, your business can take off.
Moving through topics of customer reciprocity and distinctive labeling for your company, Michalowicz gave step-by-step tips on how to make individual businesses stand out and create a memorable experience for clients and customers to keep them coming back for more.
Michalowicz reminded his audience of the difference between behavioral influence and behavioral manipulation. People can sense when they are being manipulated.“Influence is the only way to win,” Michalowicz said.
One of the most striking tips among Michalowicz’s set of eight was his rule on promise and delivery. His discussion on following through, and then some, struck a lively cord with conference attendees.
“Under-promise and over-deliver. That is the key to success,” Michalowicz said, adding an impressive story about Zappos’ rise to success with their promise of standard delivery and always shipping items express to their customers. Another brilliant tip from Michalowicz is that a business must give its customers “buyers' defense.” Giving your customers justification for their purchase sells a product after the fact, which leads to testimonials – your customers will sell your product to their friends.
“It’s only safe if someone else does it first,” Michalowicz said. Last, but certainly not least, the Toilet Paper Entrepreneur added that “nothing gets out faster than a secret.”
Attendees of the conference were offered a free, and even signed, copy of his book “The Toilet Paper Entrepreneur” in exchange for a promise to pay it 20 dollars forward to someone in need. Following his keynote speech, attendees tweeted the ways they had paid it forward during their stay in Las Vegas.