Chocolate Covered Kinjo And A Bowl Full Of Marketing Ideas

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Author: Troy White

Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His free Cash Flow Surges blog shares tons of great strategies at his main blog.

Happy New Year! We went out for Sushi the other night at my favorite place, Kinjo Sushi & Grill. We had to wait for 15 minutes (on a Tuesday night), but it was worth it … I LOVE this place.

It’s not that I love the cramped space, the lack of booths, and the way-too-close chairs at the sushi bar.

It’s not that I love the packed house they have from 11 am right through to 9 pm at night.

What I really love is the wacky owner of this place, Peter Kinjo.

He is absolutely oozing personality as he wanders the restaurant waving and flipping his monster sushi knife around like a gunslinger.

He loves to sing to the kids.

He loves to make the kids repeat after him all these wacky sayings and get them laughing.

Any guy there with a date is forced “at knife point” to hold their companions hand and say sappy romantic things (Peter doesn’t care if the girl you are with is your girlfriend, wife, mistress or co-worker).

When you first sit down, they jump to attention and make sure you aren’t waiting more than a minute or two before you have water in front of you, your drink order taken, and a complimentary platter of sushi placed in front of you.

The first time I went there I couldn’t believe how much free sushi they kept putting in front of me.

“Try this” as a plate with 4 kinds of sushi is put in front of you.

“This is our specialty” as the Kinjo Roll samples are put down in front of you.

All of the initial sushi is free. It is a great way to try different types of sushi that you may have never tried before. It is also a powerful way to get your customers coming back … no one else that I know of gives away sushi!

Every girl there gets his bonus gift upon departing … a box of Pocky chocolate covered biscuit sticks. They get to choose between strawberry or raspberry (he gave my daughters his newest ones this time, coconut).

Based on the cases and cases of Pocky he had up against the back wall … he is going through a LOT of free samples.

I asked him once what all those free boxes of chocolates cost him … “six figures a year” is all he would share.

That is some serious free chocolate.

A couple months ago, there were eight of us with kids in tow that wanted to go out for sushi.

I recommended Kinjo.

It was a Wednesday night (during this recession) and the place was packed with a 45-minute wait.

So we went down the road to another sushi joint, decent place, just not Kinjo.

The place was completely EMPTY.

Same night of the week.

Just down the road … even on the same side of the road.

What was the difference?

Peter. Both places make a mean plate of fresh sushi … but only one of them knows how to wow their customers.

The place we ended up at did not have fun with the kids.

Did not make us rehearse hokey love poems to our loved ones.

Did not sing to us.

And didn’t give us any free sushi or desert chocolate.

Is it any surprise that Peter Kinjo has stolen ALL of their clients away?

Not at all.

Think about what Peter did here and how well he is doing in a time when business is down for many.

He uses his personality as his secret weapon.

He knows that people love him being the wacky sushi guy.

The kids love him.

The adults love him.

The staff loves him.

Peter understands that in a competitive environment when the products are similar and the prices are identical … his personality is a deadly weapon that can destroy his competition for no extra cost.

The free sushi samples and chocolates are the final straw that guarantee his continuing success.

Not all of us have an outrageous personality like Peter though. I know I don’t. But that doesn’t mean I can’t find my own ways to use my personality in my business … and I do.

If you are ever up my way in Calgary, Alberta, Canada … let me know and I would love to go for Sushi at Kinjo with you!

Just don’t come here in the winter …it was minus-35 last week!

Also, watch for my interview next month with Ryan Ross … the eight-year-old WONDERKID!

Self-made and a big success already.

At eight-years-old, his net worth is over $900,000 and growing quickly. He will be sharing with us his secrets of massive success … and intelligent leverage. How he gets others to do all the work for him, and he pockets the bulk of the bucks. How he buys property (he owns six buildings already) and just bought a hockey rink (his BHAG is to own an NHL team … or maybe two). His parents support him through encouragement, but the money he has made came from his own initiatives and ideas.

Look, if an eight-year-old can do more than what most 50-year-olds can do (not many 50-year-olds have a net worth to rival his), then what could YOU do with some of Ryan’s motivation?

Last, here is a great profitable tip for you to use in the next few days while Christmas shopping. I haven’t started yet (as usual – usually I start right around December 22nd) but I have been using this for some time and it really will open your eyes.

This one little idea can change the way you run your life and your business.

When you are out, pay very close attention to how stores and sales people sell to you.

Notice how nice (or nasty) they are to you.

How do they approach you?

Do they make your shopping experience enjoyable?

Would you return to that store?

Why or why not?

What could be done better?

What could they say to guarantee you would go back to shop there?

Simple – right?

Will you try it is more important than how simple it is.

Try it.

Every store you visit, every person you interact with in the next few days – ask those questions. Note what starts going through your mind as you window shop and talk to sales people. You will find you have great ideas on how that business could treat their clients better.

Write down the things that turned you off – and the things that turned you on.

Much like my experiences at Kinjo, you need to pay attention whenever you are out there spending your money.

What would make you buy from them again?

Now use those techniques in your own business. And in your own life. If the technique you thought of doesn’t specifically apply to your business – how could it? How could it be modified to directly help your business improve?

Start applying the ideas you come up with.

Write them down, even if you decide not to use them – they may come in handy at a later time.

In your shopping travels you may just find the idea that makes you and your company stand out from all others.

So pay attention out there.

Side Note: We are headed to Disneyland shortly and would love your thoughts on what is a “must see” there. I haven’t been there since my early teens, and my twin nine-year-old daughters have never been there. Not sure if they are more excited, or me (kid at heart here).

As always, I will be watching for their best marketing and customer service strategies, but would love any suggestions from you if you care to share.

Thanks again.

To your success, Troy White PS: Discover how to make your cash flow surge with the street smart marketing tools at my blog You also get one of my favorite case studies of marketing done exceptionally well, The Million Dollar Lobster Report when you sign up for updates on my blog. Discover how two young twenty-something year old brothers turned a simple lobster sale into a million dollar business in just 3 months!

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