Tricks of the Trade: Tips for Facilitators - Translating MAGIC® Concepts into MAGIC Actions

By Gregg Barratt

This month we tackle the question, "How can I look for ways to translate MAGIC concepts into MAGIC action?"

Inspiration for MAGIC at work can come from everyday life. Even if I'm not looking for ideas of how to translate MAGIC concepts into real-life situations, I find I can't avoid it.

For me, all I need to do is wake up in the morning and start my day. Then the MAGIC happens…

It doesn't really matter what the situation is or whom I'm dealing with. The opportunity exists to create a great impression on the customer all day long. As many of you know, we define “customer” as anyone you come in contact with.

Here is a sampling of my daily events. Do you see the MAGIC principles and how they appear in each and every contact? Think about the interactions you have throughout the course of the day and how you can begin to make them MAGIC.

Gregg's Typical Morning

I go to the same Dunkin' Donuts for my extra large coffee every morning and each time I walk in, no matter what the day, I am greeted by, “Hey Gregg, how is it going? The regular today, or are you going to be adventurous? What do you have going on today?” Then after the service, it is always completed by, “Have a great day and see you tomorrow. Thanks!”

With coffee in hand, I then go to drop off my dry cleaning. This is a new cleaner for me so they have only seen me about four times. I walk in with a handful of shirts and pants all falling on the floor. A stranger near the door quickly opens it for me and says, “Looks like you have quite a handful there—let me get the door for you.”

At the counter the young man says, “I am sorry sir, I have forgotten your name. May I have your name or phone number please?” As he types in the information, he then asks me, “Would next Tuesday be OK for the shirts and pants?” I say, “Sure” and he replies, “Great, we will see you on Tuesday. Thanks for coming in!”

Gregg's Afternoon (A different day traveling in Akron, OH)

During lunch one afternoon while teaching, I had to run out for a quick sandwich. (Well, just the meat as I am counting carbs again.) I had little time during the class break so I was rushing like mad. There was a bagel shop on the corner, but it was packed with people.

With nowhere else to go, I decided to venture in and just wait. As I was waiting in line, my phone rang and I quickly informed the caller that I was running a bit late, waiting in line, had a class to teach and would have to call him back.

As I hung up, a person about three folks in front of me said, “Excuse me, I didn't mean to eavesdrop but I heard you say that you are late for a class?” I replied, “Well not yet, but I am teaching and it will be close.” She said, “I hate that—I am a school teacher and never have enough time for lunch. But school's not in session yet and I am not in a hurry, so you can take my spot in line."

I almost fell to the floor in amazement. “That would be awesome!” I exclaimed, “I really do appreciate it.” She then asked what I teach and where I was from. As I was leaving she said, “Hey, Gregg, have a good day and safe travels home.”

MAGIC Principles at Work

During the course of my day I encounter many MAGIC moments and see the MAGIC principles at work. Just to note a few from my interactions above:

  • Greet the person with welcoming words: “How is it going?”

  • Use the person's name:  “Hey, Gregg”

  • Say please and thank you: “Thanks for coming in!” “…phone number please?”

  • Express empathy: “Looks like you have quite a handful there – let me get the door for you.”  “I hate that—I am a school teacher and I never have enough time for lunch.”

  • Use MAGIC phrases: “Great.” “Thanks for coming in!” “Have a good day and safe travels home.”

  • Really listen; don't interrupt: “Excuse me, I didn't mean to eavesdrop…”

  • Ask questions to find the catch point: “…I heard you say you are late for a class?” “What do you have going on today?” “Would next Tuesday be OK?”

  • Summarize next steps: “See you tomorrow.”  “We will see you on Tuesday.”

  • Use the person's name and a MAGIC phrase in the close: “Hey, Gregg, have a good day…” “Thanks for coming in”

So I ask myself again, “How can I look for ways to translate MAGIC concepts into MAGIC action?” It is in front of me all of the time (like the picture on page 16 of the MAGIC participant manual). MAGIC is all around us. We have the unique opportunity to create a great impression on our customers each and everyday. As I say when facilitating, “You are either doing MAGIC or you're not!”

To be more successful in the classroom, bring your everyday MAGIC experiences with you. Share the reality of how the key concepts make a real difference. Then, watch the MAGIC happen.
Before and After
Before and After
Just one "tragic" contact can influence your customers' perception of your company (and their buying decisions). Listen to the difference MAGIC® can make.