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What people have said about YATD


"I found the session, enjoyable, stimulating but above all simple. It was obvious that if the principles talked about were put into practice there must be benefits to not only companies "bottom lines" but people’s morale. Alf Dunbar’s passion and enthusiasm made it a pleasure for all who were present."

Michael Green
Chief Executive
British Council of Shopping Centres

"The You Are the Difference and Living our Customer First work that Alf led at Marks and Spencer was excellent. People came away from his sessions very positive and ready to try out the practical methods that he gave them. The Marks and Spencer Outlet team found the Living our Customer First simple to understand and in using it felt more confident in selling to customers."

Richard Wolff
Director – International and UK Outlets
Marks and Spencer PLC

"This man is a genius!
I have witnessed the affect that Alf has on staff of all ages, the level of motivation they leave with after his training is outstanding and his simple techniques lead directly to improved sales. If every retailer implemented the simple techniques detailed in his book then bad service would finally become a thing of the past."

John O'Shea
SCEPTRE Awards Shopping Centre Manager of the year 2006
Freeport Braintree Outlet Shopping Village

"I have worked with Alf Dunbar for approximately 6 years since we launched You Are The Difference to our International Franchise customers. The success of this programme internationally was such that I commissioned a follow up workshop which we launched shortly after. Many of our customers comment on the simple yet effective messages that the programme conveys and its' simplicity is one of the strongest selling points - it works in any language. We have now rolled this out across 25 countries and for many of them it continues to be an integral part of their store induction process."

Carole Ohl
International HR and Learning Manager
Marks and Spencer
International Franchise Group

"Through the You Are The Difference programme Alf has made the delivery of outstanding customer service and path to extra sales achievable for everyone.
His simple techniques are convincing, easy to follow and highly motivational. I can safely say that this is the most compelling programme I have come across in twenty years in retail. I have found Alf's programmes to be inspirational not only professionally but also in my private life."

Bill Godwin
Retail Operation Manager
REALM Limited
Retail Property and Asset Management

"Having worked in Retail for over 30 years and been totally committed to the customer, the challenge still remains for every person in our or any company to have that shared commitment.  Since working with  Alf and his team I have been totally amazed by the response individuals have made in taking ownership in  ensuring that the customer leaves the store with the same level of service they would like to experience.  "people do buy people first". You Are The Difference has also lead to a positive sales increase within our business  and  we now look forward to rolling out the programme as part of our overall training/coaching development."

Dominic Prendergast
Retail Director Thorntons

"When Alf ran an adaptation of his course to our call centre and operations staff, he delivered the same powerful message that he uses in his retail coaching sessions about how the individual can obtain empowerment by their own thought processes and actions.The methodology Alf uses is simplistic, yet so powerful, that even the most negative person can be inspired. The results have been amazing. Highly motivated staff, improved teamwork which has resulted in increased output and superior customer service, to both internal and external customers.  The “You Are The Difference” coaching session has made a real difference!"

Gail Jones
Cotton Traders
Head of Operations

"Following the You Are The Difference and Coach the Coach sessions that Alf delivered at Clarks Village we saw a dramatic improvement in the level of confidence of our tenants staff which resulted in a 5% sales increase immediately after the coaching had taken place. We have enjoyed working with Alf because of his fresh and innovative approach. The sessions he ran were interactive, fun and practical but also down-to-earth and realistic. Alf gave staff the skills and confidence to be able to deliver great customer service, by responding to the needs of individual customers rather than the traditional "one style fits" all approach."

Louise Evans
Centre Manager
Clarks Village Outlet Shopping Centre

"The You Are The Difference programme has changed our business  and has helped us to increase our retail stores sales by 10% year on year. Alf tailored the programme to suit both our retail and our manufacturing operations where we have now  fostered a positive attitude and ‘can do ‘culture opening up communication at all levels  and bringing rewards to not only the business but to our colleagues. We will continue to use the You Are The Difference programme to manage and motivate our people. I would highly recommend Alf and You Are In het verleden was het ongehoord dat een Nederlander roulette of Blackjack speelde maar het wordt steeds breder geaccepteerd. The Difference to any type of business."

Paul Allan                                                                                                                               
Managing Director
Murdoch Allan Scottish Bakers

"I first met Alf Dunbar at a Chamber of Commerce business breakfast and for 8 am in the morning, was impressed by the way which he captivated and engaged an audience of some 250 people which is why I was keen for him to come and give his take on customer service to managers. As someone who has many years' experience in the retail trade, he is an ideal person to be able to coach and train on how to offer outstanding customer service, something we in John Lewis Aberdeen are striving for every time we acknowledge a customer."

Robert Garnis
Selling Support Manager
John Lewis

"With unique insight, Alf has put together an educational and motivational coaching package that can be delivered through all levels of the business.
From the Saturday sales advisor to the most commercial of managers You Are The Difference has made an "incredible difference" to the dynamics and performance of the teams in this business.
The very nature of this simple, powerful and yet practical programme gave confidence and self empowerment to all. By embracing and delivering the skills and effective techniques from the programme, sales have risen and customer service standards have improved. What more can I say? It's the best shop floor coaching programme to come along in years."

Jane McLeoud
Centre Manager
Atlantic Village Outlet Shopping and Attractions

“Aker Kvaerner has been delighted with the reception that the 'You Are The Difference' sessions we ran have received.  We were very conscious to tailor the course to our specific needs and that has paid dividends in the way people participated and the things they were able to take from the sessions.  Without exception, all course attendees were very positive and everyone was able to take something away and apply it in a practical day-to-day manner."

Dale Harris
Customer Relations Manager
Aker Kvaerner Offshore Partner Ltd

"Alf has delivered the You Are The Difference programme to a number of independent and multiple retailers in Perth city centre over the past 3 years. The training is always received with enthusiasm and such positive comments as, "An excellent session presented in a unique way which I won't forget" and "This is a new approach to customer service training that hasn't been done before. Alf's enthusiasm and love of great customer service never falters."

Louise Wight
Perth City Centre Management

"Alf Dunbar entered my world approx. 3 yeas ago and completely blew me away with an exciting, very powerful and new concept of customer service training. Having been in retail myself for a number of years I firmly believed I knew all that there was to know about customer service –WRONG! So let's go back to basics and start afresh. You Are The Difference did just that, a concept so simple and yet tried and tested before my very eyes had me converted. As for Alf - well Energize exudes from his very soul, his mind and his body with such passion he probably should have a "Government Health Warning" attached to him.
I strongly recommend anyone who is connected in anyway with the service industry to give it a try - you too will become one of the converted."

Cheryl Sadler
Centre Manager
Lakeside Village Outlet Shopping Centre

  • Tesco
  • John Lewis
  • Sewell
  • Marks and Spencer
  • Calvin Klein
  • Cotton Traders
  • Londis
  • Thorntons
  • Telefonica O2
  • Waterford Crystal
  • First
  • Grafton
  • Jack
  • Jack
  • co-op
  • skillnet

Alf's Tweets

"Quote of the month"

Treat every customer as if they pay your wages, because they do!