I commute between Cincinnati and Minneapolis every 2-3 weeks for business. Being the avid sports fan that I am, I enjoy following the professional MLB and NFL franchises in each city. The Cincinnati Reds and the Minnesota Vikings are my favorites, but the Bengals and Twins get ample attention and discussion around the water cooler, too (as well as part of my annual sports entertainment “spend”).
That is why the recent article in “The Fan Issue” of ESPN – The Magazine caught my attention. The author – Ryan Hockensmith – sent out 479 letters to a variety of professional athletes and coaches in an effort to find the most fan-friendly star in sports. In his piece, Thanks for Writing… Hockensmith shares the highlights – and low-lights – of his efforts to make a connection with a sports star during summer of 2009.
Surprisingly, it is Joe Mauer, the 26-year-old MVP catcher of the Minnesota Twins – with some help from his Mom, Teresa – that earned the Joe Phan Inaugural Favorite Athlete of the year.
Interestingly, but not surprisingly to those of us who follow the Cincinnati Bengals, the author was not impressed with the response he received from Coach Marvin Lewis of the Bengals. Hockensmith’s letter to the Bengals Coach/GM/Franchise Demigod Marvin Lewis was retuned 12 days after it was sent out last June 17th with a letter directing him to the Bengals online pro shop where he could purchase Coach Lewis’ signature. Disappointing is the kindest word I can use for Coach Lewis’ response, arrogant is more accurate, but the most articulate is Hockensmith’s:
THE BIGGEST LOSER IN THE JOE PHAN PROJECT? THE BENGALS, WHO SUGGESTED I PAY FOR THEIR HEAD COACH'S AUTOGRAPH.
As a business person who sells every day and strictly adheres to “the customer always comes first” mantra, it boggles my mind that any organization – least of all a professional sports franchise that relies upon fans for its very existence – can respond in as unfriendly a manner as the Bengals and Coach Lewis.
Building a connection with your stakeholders – whether it is a fan base or a customer base – is critical to success in every aspect of business. In contrast, the other major professional sports franchise in Cincinnati - the Reds – is very good at this. The Reds conduct a REDS CARAVAN each January to re-connect with their fan base. It has become an annual “rite of winter” and is a fun way to excite the fan base and it generates goodwill for the team and lets the fans know the team cares about them.
It’s the little things that make the difference between winning and losing. Small steps build momentum. Coach Lewis and Joe Mauer both know this, but their interactions with fans reflect vastly different priorities, interpersonal skills and respect for those who pay their salaries.
Recommended Reading: The Little Red Book of Selling – 12.5 Principles of Sales Greatness.
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