Dear Coach:
Advice from Your Personal Business Coach
SHIRLEY ANDERSON, MS, CCLP

Dear Coach:
I’ve hear about something called the 20 Moments of Truth.  I think it started
with an airline, but I’d like to hear more about this, and how it could apply
to a professional vs a retail business.
Legal Eagle

Dear Eagle:
Thanks for asking.  Without checking closely, I believe 20 Moments of Truth
originated with SAS Scandinavian Airways System as a way to describe and
define their customer service program.
  I put together the following for coaching.  Feel free to adapt and revise
them for yourself.

Working definition:  20 Moments of Truth are the moments at which a person
1) chooses to use your services
2) chooses to continue to use your services, or
3) chooses to use your services again and recommends you to their friends and
family.

These occur:
1. When a person hears someone else praise you or your work.
2. When a person likes your physical presentation (appearance, handshake, voice, smile, etc.)
3. When a person is touched intellectually and emotionally by what you say.
4. When a person recognizes you as a model of who or what they would like to
    become.  (Unconditionally constructive, get that people are right; tell the truth; the present is perfect, etc.)
5. When a person experiences that you are consistently excellent technically.
6. When a person knows that you care.
7. When a person feels that they are safe with you.
8. When a person trusts your professional credentials.
9. When a person thinks they will be challenged and get what they need from you.
    (Specific coaching for what they presented.)
10. When a person pays your fee without any conversation.
11. When a person looks forward to small gifts and  thoughtful messages from you.
12. When a person knows that you will make it right for them, if they have a complaint.
13. When a person knows that your fee is slightly above the industry standard, and feels you’re worth it.
14. When a person is sure that their success and well-being is your priority.
15. When a person knows that you never stop growing professionally.
16. When a person is asked to tell you their expectations and frustrations about the service you provide.
17. When a person knows that you have designed your business around what’s convenient for them.
18. When a person is able to reach you effortlessly.

(If you can’t answer the phone in person, you have a secretary, voice mail or answering machine,
cellular phone or pager, AND you respond.)