Co-Pay is a Win-Win-Win
My
first book, UP Your Service!, hit #1 on the national
bestseller list within three weeks of release.
Thousands of copies have been purchased by individuals
and companies around the world
Where are all these books going!?
An increasing number are being purchased by organizations
for each member of their staff. A bank in Dubai bought
650 copies. A government ministry in Hong Kong bought
500 copies for all frontline and back-office staff.
The Young Entrepreneurs Organization ordered 450 copies
for regional conference programs. An infrastructure
consulting firm purchased 700 copies for every architect,
draftsman, clerk and engineer. The Singapore Police
Force purchased 1,200 books – one for every officer
on the street.
Some organizations purchase the books outright and give
them to the staff as a gift or take-home training aid.
But others have adopted a unique approach of ‘co-payment’
– and the results have been astounding.
Instead of buying the books outright for their staff,
these organizations pay only a portion of the
price, with the balance to be paid by the staff themselves
if they wish to own a copy.
The usual price is $25, discounted to $15 for orders
over 100 copies. Most companies co-pay just $5, leaving
the staff to pay twice that amount – $10 per book.
To the staff it appears that $15 has been paid on their
behalf.
What’s the net result? Almost every staff member
chooses to buy a book. Some get more than one copy for
their spouse, friends and family members. Because staff
members make a personal cash investment, they really
do own and then study the book.
What’s the payoff for the company? They pay only
$5 per book, but their staff get a $25 training tool.
It’s a win–win–win situation. (The
company wins, the staff win, and the author –
that’s me – also wins!)
The staff who buy the book tell me it’s not just
the bargain price that motivates their action. It’s
also the commitment their company shows by making the
books affordable.
Companies tell me it’s not just the special discount
they appreciate, but the fact that staff members make
a real commitment to read and learn and grow.
Key Learning Points
The
co-pay option can be used with books, courses, meals,
transportation, Internet access, home computers, medical
care, accommodation, entertainment and more.
Action Steps
What does your organization
care about? What do you want your people to believe and
be committed to? Where can you use a co-pay option so
that everyone shares an investment and an incentive to
improve?
Next Article in Customer Service Culture >>
Literally 'Burying the Hatchet'
First Article in Customer Service Education >>
Education is the Star at Starbucks
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
He is author of the bestselling series "UP Your Service!" and founder of
"UP Your Service College".
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