Perception Lab: Mark Stephen Ware

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Thursday, June 22, 2006

You, Your Business, Employees and Your Future (What's going on?)

You, Your Business, Employees and Your Future (What is going on?)

I cannot believe the number of businesses which do not have any plan whatsoever for their employees development. Even worse: no plan to verify their employees are delivering on the promises and alleged values. How can this be? That's like a doctor who never does a lab test, a car mechanic who never checks the on-board computer, the school teacher who never gives a quiz or the cop that never wrote a ticket!

The "shocking" news is that your employees are the bedrock upon which you will build your present and future successes. Success you depend upon for growth, income, retirement, whatever. So what do you need to be doing for your employees? Bringing them fresh coffees from Starbucks or even better install a machine in the company kitchen for everyone to grab a Colombia Nariño Supremo? Not quite. But you should check their compliance your customer-experience directives and give them a way to grow and develop over time.

Here are 5.5 ways to tend your employees in such a way that no matter how great they are, or how much improvement they need, you will continually be maximizing their contribution to your success.

1. Talk to them quarterly; usually when an employee hears, "We need to talk," it's a lot like when a woman tells her boy friend, "We need to talk." Oh-oh. Make a point to sit down with each employee and review their progress, how they line up with your vision of the business and give them honest feedback on the critical areas such as core competencies (sweeping the floor, selling glasses, making orange juice, selling stocks, whatever), their attitude and self-improvement.

2. Help them rate themselves monthly; most employees think about clocking in and clocking out; going to work and coming home. You have to help them see beyond where they are and to embrace where they want to go, need to go. Maybe it's just getting better at a few core skills. Maybe it's tracking their progress each month with the core competencies. Whatever it is, give them a simple template to complete on their own that helps them assess their own progress and status each month. When you sit down with them quarterly, no surprises and everyone's time is more productive

3. Keep them informed on company news, directions, developments; you're in the captain's chair and they are down in the "engine room" just trying to keep things going for you. When you land a great deal, when you are about to launch a new idea or product, when you have a success story, or a change in strategy, call the team together and tell them. They'll feel more important, more informed and better about working for you. Otherwise, they WILL hear about the news, but rather from you, they'll hear it as rumor and speculation with no chance to clarify. Many a great employee has left over what appeared to be bad news.

4. Give Kudos; If you never assess your employees, how can you congratulate them on performance? If you never have open company forums, how can you reward great performance in front of their peers? Give kudos every chance you can. Say "Thank You" and stop to give compliments. The rule, if you didn't know: two thank-you cards a week for great service. Where do you see great service and sacrifice? Your employees!

5. Get to know them and their families; talk about awkward moments: when you finally do have a company open forum -- a picnic, movie attendance or other gathering, getting introduced to your employee's families can be uncomfortable the first time. But -- each quarter you connect with them, it provides you with the opportunity to reconnect, update, chat, and just sustain the relationship. Employee morale soars. Just be yourself and enjoy the time with them.

5.5 Be committed; Nothing works without commitment. If you didn't know, commitment has three parts: (1) just do it, (2) measure your success, (3) adjust course in small steps, as necessary. So if you start connecting more to your employees, check your company's morale but also check sales! Check your customer satisfaction and loyalty numbers. Many times better employee morale boosts and sustains customer loyalty! Happy employees = happy customers. You do the math.

With an employee competency plan, you'll see business explode, not just in sales, in attitude, in willingness to serve, in taking the business personally! It's huge! And if you didn't know, fairly cheap (your time). That's a lot less than a new coffee machine dispensing Colombia Nariño Supremo around the office.

Now ... make it a great week!

How your business is perceived is vital to your business' customer loyalty; customer loyalty is the key to long-term business success. To learn more, call us at 786.399.6571 or email us at info@perceptionlab.biz. Mention this ezine article and get a two-month no cost trial, a $1199 value.

Mark Ware
Principal
Perception Lab, Inc.
"Small Business Assessments & Consulting"

Like what you read? There's more: check out businessmri.blogspot.com for more or call 786.399.6571.

About Mark Ware
Professional services & branding expert with over 20 years experience in business processes, customer care, loyalty, sales development, mentoring, training, and planning. His clients have included companies as large as Cisco Systems and Mutual Services Corporation. Small Businesses have also benefited from Mark such as corPersona, ITSMA, GreenBeech Advertising, among others. A former Director of Professional Services Marketing, Ericsson Telecom, North, Central and South America, Mark is a graduate of University of Maryland in Computer Studies & Management (Cum Laude), with studies at Oxford University, England, and WP Carey Graduate School of Business, Arizona State University. He lives with is wife and daughter near Miami Florida.

Mark Ware is available for workshops, seminars, keynotes. Call 786.399.6571 for more information.

This email and its content are copyright 2006 Perception Lab, Inc. All Rights Reserved. This email and its contents cannot be reproduced without written permission from Mark Ware. Please feel free to forward this email to all of your friends. For reprint permission, please call 786.399.6571 or email info@perceptionlab.biz.


™© 2006 All Rights Reserved Perception Lab, Inc.

Perception Lab, Get It In Writing to Establish Joint Venture (Press Release)

PERCEPTION LAB, GET IT IN WRITING TO ESTABLISH JOINT VENTURE FOR BUSINESS CONSULTING MARKET
PLAN TO JOINTLY DEVELOP TIGHTLY INTEGRATED BUSINESS, MARKETING, COMMUNICATIONS and ADVISORY SERVICES

FEBRUARY 02, 2006
Coral Gables, FL – Perception Lab, Inc. (privately held, The Lab) and Boca Raton-based Get It In Writing, Inc. (privately held, GIIW) announced they have entered into a joint venture for developing tailored business services with a national reach. The two companies have entered into a shared-services agreement that allows GIIW to immediately begin engaging customers with The Lab’s extensive portfolio of business services including customized assessment services for sales, marketing, strategy, competence and training.

“Businesses attempt to create the type of synergy, focus and quality of excellence we have designed into our joint venture, and many of them fail to deliver on those promises,” expressed Ms. Allison Narzarian, President of GIIW. "The joint venture will combine GIIW and The Lab’s services to create leading business services solutions to meet customers' needs across a myriad of industries within South Florida reaching ultimately broader US markets and international clientele. The venture will bring better value to our existing and potential customers who otherwise could not afford such services.”

Services availability is expected for all markets by the second quarter of 2006, after an initial trial period. Comprehensive business assessment services will take approximately 30-45 days to present findings, rationale and recommendations.
"The Lab is focused on seizing opportunities that will generate new revenue and expand operating margin. This joint venture is an opportunity to combine the strengths of GIIW and The Lab into an effort which can aggressively target and win share in the rapidly expanding services market," said Mark Ware, president, Perception Lab. "This will create a powerful new player in what is a high growth market; and South Florida is ground-zero." 

About Get It In Writing, Inc.
Creating more than 2,000 original pieces of copy for Fortune 100 clientele, Boca Raton-based Get It In Writing, Inc., is a leader in customized business communications including annual reports, marketing communications, promotions, and executive communications. Press contacts: anarzarian@getitinwriting.biz or visit www.getitinwriting.biz

About Perception Lab, Inc.
An established leader in customized business assessment and growth services, the Coral Gables-based Perception Lab delivers powerful professional services solutions including comprehensive customer focus assessments, branding, competency management, business development and mentoring. Via it’s Business MRI™ assessment methodology, the Lab is the preferred small and medium business partner. Press contacts: martha@perceptionlab.biz or phone 1+(305) 299 8396.

™© 2006 All Rights Reserved Perception Lab, Inc.

Sherwood Optical Sets Sights Still Higher (Press Release)

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Sherwood Optical Sets Sights Still Higher
Recent study shows record 97.4% customer loyalty rating


POMPANO BEACH, Florida. June 23, 2006 Not many businesses can claim to have a 97.4% customer loyalty rating, certainly not medical services. “We were so flattered that our patients would rate us so highly,” said Dr. Ralph Bourjolly, owner of Sherwood Optical. “We anticipate significant growth over the coming months due to the guidance of the Perception Lab.”

The study, designed for Sherwood Optical, focused on key areas for improvement and an action plan to make it happen. “When I signed with the Perception Lab, I was looking for some way, some path to better business management without putting my practice into deep debt or having to come up with a major amount of cash upfront. The Perception Lab worked with us on a monthly budget permitting us to repay them as the business grows overtime; it is a great service for the small businessperson. We’re already seeing results.”

Over forty-five days, the Perception Lab designed and implemented a customized study or “Business Assessment” of the Sherwood brand. “We are specialists in professional services, especially small business growth. We coach for growth,” said Mark Ware, Perception Lab Principal.

The Perception Lab specializes in mentoring small business on how to grow their income and better manage the business overall. Martha Monteiro, Managing Partner, Perception Lab said, “The study revealed terrific insights about Sherwood and specifically about the staff; we were able to identify the root rationale and show Dr. Bourjolly how he can improve the number of persons who want to become patients and how to leverage his famous bedside manner and personal care.”

Over the next 90 days the Perception Lab team will be working with Dr. Bourjolly and his staff to implement specific recommendations from the study such as employee customer care training, sales training, developing new services and overall branding and business development tactics.

“We are really excited about the future; we have always been profitable, and now I know we are on a path for growth as we personally deliver great care to each of our patients, one at a time.

About Sherwood Optical
Sherwood Optical is the leader in high-touch optometry care in South Florida and the practice home of Dr. Ralph Bourjolly. The exclusive provider of Opti-Care™ services, Sherwood Optical has reinvented how patients experience eye care. 954.972.8900 or dr_b@sherwoodoptical.com

About Perception Lab
An established leader in customized business assessment and growth services, the Miami-based Perception Lab delivers powerful customized professional services solutions including customer focus assessments, branding, competency management, business development and staff training.

Media Contact:
Ms. Martha Monteiro
Perception Lab, Inc.
(305) 299 8396
martha@perceptionlab.biz

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™© 2006 All Rights Reserved Perception Lab, Inc.

Saturday, June 17, 2006

7.1 ways to brand your business (and verify it!)

7.1 ways to brand your business (and verify it!)

When I was coming up in the business, I heard all this talk about "branding" and "brand building" and the very common, "Your brand is everything!" I had no idea what they were referring to back then; of over the years I came to realize that branding is really the totality of everything a business does that the customer will hear, smell, taste, eye and touch. Everything.

Then I swung the other way: there is NO WAY to manage this "brand thing" as it's everywhere in everything! Well, I was sort of right -- it's in everything and everywhere but also very manageable. I came to this conclusion as the Director for Services Marketing at Ericsson, the telecom company. Back then, (1997), I received the semi-annual customer satisfaction data from around the world, that is where ever Ericsson had an office. As my team and I evaluated the data, we realized that 99.9999999% of the problems, complaints, concerns and issues were not about product, technology or product performance. Instead, we noted that it was about everything we did as a people: design, delivery, installation, integration, business services, and support. People. That's because we had at that time a different way of doing everything from country to country. There was little continuity and even less customer loyalty.

Over the coming months (and years) I decided to assess the Americas team for 7 key areas; here they for you to note and apply. By the way, the first year with the improvement plan in place using these 7 keys, our sales exploded and our loyalty went up 30%. Huge when you consider a 5% increase in customer loyalty will generate a 25% increase in profitability (not sales, or margin, PROFITABILITY).

1. Talk to your customers; not chatty talk, but rather get to know them. If you sell cars, ask them to describe their ideal dream car; what would it have? How big would it be? Where would they go in it? This will yield tremendous insights for you. You'll score big points with your customers. COST: your time

2. Find out your USP (Unique Selling Proposition) and use it in everything. Maybe you are the most caring doctor that specializes with child patients. If that's you, capture photos and testimonials and leverage in your public speaking, presentations, etc.. Emphasize what makes you unique and tell everyone. COST: your time.

3. Train your people to deliver care not just take the money. Your people are the most significant component to your business. My good friend Brian Parsley says, "Treat your people better than your customers." Remember: even the very best product will not do much for you if the sales person is not willing to serve and take the business personally.

4. Be visible. Get out. How many ways can you do it? Zillions. Chambers, professional associations, trade groups, councils, industry special interest groups, and more. Get out, sign up, and get active. It will pay you thousands in dividends.

5. Leverage your connections. How many in your network know that you can add value (money) to their business? Have you approached people in your network about your value? Think of an angle and your business contacts put your cards/brochures in with their own stuff. Give them a piece of the action and build your brand up by associating with theirs. Be selective: be sure you cobranded with a well respected business who will pull your brand up by association.

6. Keep score. How many times have I heard, "Well, we thought of that, and tried it once, but I guess advertising just doesn't work." Doesn't work? That's insane! Of course advertising works. But not all ads are created the same, not all ads are equally effective and not all media will reach your target market. Focus on the fundamentals and track your results. Surprising you will learn about your market and even more about your brand.

7. Be consistent. If you place one ad and nothing happens, have one radio spot, no calls, make one presentation, no interest DON'T GIVE UP! Building brand is a lot like caring for a garden. It takes time and you have to stop to "pull weeds." Managing brand is full time activity intimately connected to sales and support. Get started, keep at it and stay consistent. Little changes over time and okay; but don't start/stop as the market will get confused.

7.1 Be committed. This one I stole from Jeffrey Gitomer, the Salesperson's salesperson. Jeffrey is the guru of getting the check for the deal. His key: be committed. Stay focused. Your commitment is the glue to the 7 keys. No glue? No results. Did you notice? The only cost is your time.

How your business is perceived is the key to customer loyalty; customer loyalty is the key to long-term business growth. For more information, be sure to call us at 786.399.6571 or email us at info@perceptionlab.biz. Mention this ezine article and get a two-month no cost trial -- $1199 value.


Thanks for reading!

Mark Ware
Principal
Perception Lab, Inc.
"Small Business Assessments & Consulting"

Like what you read? There's more: check out businessmri.blogspot.com for more or contact us.

™© 2006 All Rights Reserved Perception Lab, Inc.

Monday, June 12, 2006

Effective Small Business Advertising -- What?

"Oh, I spent tons of money on advertising over a period of four years; never saw one customer from those ads. Advertising just doesn't work." Do you recognize yourself in that quote? Surprisingly, many small business owners feel the same but, the truth is that not all ads are created (or published) equally.

I had a client who had retained our firm to help grow her practice. We were shown copies of her ads, brochures, website, and in-house signage. "We wanted to get the business going and so advertising seemed like a no-brainer; my employee's sister has the software and a computer, and she offered to create our ad. After a few revisions, we selected one that was cool, fun and catchy. Over 12 months, we saw maybe one customer from the ad. We were very disappointed."

This scenario is so typical; the problem of course is that small businesses think that to have an ad professionally prepared will cost a ton or money, so they opt out for a free or very inexpensive alternative. As we have all heard, "You get what you pay for!" And it is true.

However, here are five things small business owners need to keep in mind when developing their ads:

1. An effective ad is attractive, but the effectiveness is not about how "cool" or graphical the ad is made to appear
Tip: try to avoid two or more graphical pieces /icons in your ad

2. An effective ad conveys your unique selling proposition (USP) thus differentiating you from the competition
Tip: the ad's headline should reflect your USP; copy at the bottom or side of the ad should convey offer details

3. An effective ad is conveying a clear and compelling offer and avoids lots of text or excessive graphics
Tip: don't talk about yourself, talk about what the customer will get or experience

4. An effective ad is not the size of a postage stamp but rather is (ideally) a 1/8 - 1/4 page in size of the target media
Tip: Buy as big an ad space as possible; even a great ad can be lost in a sea of tiny "me-too" ads

5. An effective ad promises and tantalizes the reader about an experience to be had
Tip: your ad's message should be as obvious and compelling as ice tea in the desert

6. An effective ad will be placed in credible media such as major metro papers and not so much in the free newsstand
Tip: any media you are considering, first call fifteen of their current advertisers and ask how the media is working

Combined with other activities, advertising can, over time, really amplify your business. Remember, no matter how effective your ad is, you have to deliver the customer care and experience as promised! Do not forget to track your ad's impact as new clients come to your business. In addition, if you do not see results right away, that is typical; we suggest trying a well-designed ad in appropriate media for a minimum of 4 months.

How your business is perceived is the key to customer loyalty; customer loyalty is the key to long-term business growth. For more information, be sure to call us at 786.399.6571 or email us at info@perceptionlab.biz. Mention this ezine article and receive a two-month free trial, a $1199 value.

Next month: 7.1 ways to brand your business (and verify it!)

Thanks for reading!


Mark Ware
Principal
Perception Lab, Inc.
"Small Business Assessments and Consulting"
mark.ware@perceptionlab.biz
businessmri.blogspot.com
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™© 2006 All Rights Reserved Perception Lab, Inc.