See Yourself as Your Customers Do (are you brave enough?)

All businesses have customers that come in, meet the staff, view the product and then leave. No sale. In some cases, would you believe that number is as high as 70%? That's HUGE. Imagine 70% of your prospects walking out the door. That means such businesses only made 30% of their revenue. Ouch. It gets worse: some businesses think they are immune -- that customers will always flood through the door. I'm sure you've heard the line, "No matter how good you are, you can still improve." And it's true.

Where are you? How do your customers see your business? Think about your business? Unfortunately humans are pre-wired to be negative; so just "being positive" or "thinking positive thoughts" is not enough. You have to deliver HIGH value every day with every customer. What are your clients/customers saying about you (but not to your face)?

Having worked with a wide variety of businesses over the years, let me clue you in. These are not just my opinions but observations we have gleaned from actual clients assessments. We have created a database of business profiles and in how those businesses are typically (and negatively) perceived by their clients; these profiles are the result of the question, "How can the business improve?"

I will share with you seven of those profiles. They're not pretty. But they are INSIGHTFUL to the business owner, and to you. See if you can spot yourself (I bet you can) in some of them. I've even included the steps to improve them, should you need to.


Profile #7: The Attorney
Typical Perception: "Snake in grass." "Overpriced." "Asks for more money." "Doesn't return calls." "Doesn't explain process." "Is highly competent." "Never has enough time for me." "Huge ego" "Isn't looking out for me personally." "Never hear from him/her; I always have to call" "Not accountable for performance (no refunds/credits)." "Rarely in the office."

What do to about it: If this is you, I have great news! No lawyer jokes! Instead, I want you to briefly unplug from your case load and begin considering ways you can come across more human -- yes, human -- and give your clients a big picture overview of the process they are about to endure -- divorce, depositions, etc. -- and then take their questions. Talk to them as if you were explaining it all to your grand mother. Attorneys can be very intimidating. Be sure you have a great bedside manner. The #1 underutilized-attorney-word-of-mouth-referral-generating-tactic: return calls and emails the same day. Try it.


Profile #6: The CPA.
Typical Perception: "Too complicated." "Speaks another language." "Sends me too many forms" "Doesn't make time for me." "Rushes me when I need more information." "Sends me email I can't understand" "Never answers the phone personally." "Poor value for price." "Thinks they are a banker."

What do to about it: If this is you, be sure to not only explain the process but also quickly follow up for client's peace-of-mind; like the Attorney, be sure to be accessible, speak in simple terms and lose the financial-speak. Some clients are actually fairly savvy; however, until you know for sure, keep it simple.


Profile #5: The Doctor.
Typical Perception: "Takes forever to get an appointment unless I'm dying; then I'm told, 'Call 911.'" "Routinely makes me wait up to 45 minutes to see him/her." "Makes me wait another 15-30 minutes in the exam room." "Spends less than 10 minutes with me." "Always makes time for drug reps to 'walk in' thus delaying me even more." "Wants to see me again even for minor stuff." "Requires money before I can reschedule." "Cheap." "Has banking hours." "Takes huge lunch breaks." "Does not return my voice mail calls." "More magazines than a library." "Cheap/old/uncomfortable chairs in waiting room." "Receptionist behind glass that does not acknowledge or welcome me into office."

What do to about it: If this is you, it's almost a no-brainer: simply come out and personally tell the clients how late you are running, why you are running late and express sincerely that their time is important to you too and if necessary, you will be glad to reschedule them for the next open time. You'll be surprised how many patients (a) won't leave and (b) will feel a huge sense of relief knowing that you personally care to come out and speak with them. Try it. (and update your waiting room furniture too.)


Profile #4: Auto Services.
Typical Perception: "Snakes in grass (especially to women)." "Poor communication skills." "Keeps my car for hours even for minor service." "Always takes twice as long as scheduled." "Puts plastic on the seat, steering column and floor mats but does not wash car." "Never has a loaner for me." "Can't explain in simple terms what they did to my car." "Poor waiting rooms" "Dirty bathrooms" "Dealer rates are expensive." "Waiting room with dirty/broke coffee machines and broken/poor reception TV."

What do to about it: If this is you, there are so many things to easily improve your perception. The top three would be: (a) provide a clean and functioning waiting area; no matter how long people have to wait, if the area is tidy and working, it can make the time go by much easier. (b) Simply give a good-faith time estimate up front and if you think you will run late (not wait until you are running late), go tell the customer and give them the option to stay or offer them a ride and later pickup. (c) When the customer picks up the car, don't just tell them what you did, take the invoice, and walk the customer through each item on the invoice while anticipating/answering their questions. After they have paid, always say "Thank You" and see them to their car. Watch your loyalty explode from this last bit.


Profile #3: The Ad Agency.
Typical Perception: "Expensive." "Didn't listen to me." "Didn't take enough time with me." "Is always trying to complete my sentences." "Very creative." "Interesting approaches." "Can't tell me how much money they made for other clients." "Their way or the high way." "Lots of attitude." "Didn't explain process to me." "Lots of ego." "Continually billing me." "No metrics for results." "Too creative/graphically focused and little business emphasis."

What do to about it: If this is you, it's all about explaining how what you have done/are offering helps the customer progress in their business goals. For example, if you're a graphic design company and a client is seeking an ad in a local free newspaper for a new women's clothing line, be sure to (a) tie your design and approach back into the business objective (drawing in a specific target female audience), (b) explain the creative process and (c) give them tips on how to measure the ad's effectiveness.


Profile #2: The Business Services Consultant.
Typical Perception: "Know it all." "Expensive." "Brings in other consultants to bill me." "Doesn't listen." "Didn't take notes." "Already knows what I want but does know my business." "Not accessible." "Doesn't return calls/email." "Didn't explain process to me." "Tunnel vision -- no solution services."

What do to about it: If this is you, by far the best thing to do is simply spend time getting to know the client before offering up solutions to sell. Asking Power Questions such as, "How have you approached previously?" Or. "What was your experience like?" And, "What would you do differently the next time?" This will give you much insight and help you appear to be a resource and source of ideas and simply not a "salesperson." You know which you are if they say, "We'll have to talk it over with the team," vs. "Can you come in the next room and explain this to our team?" Got it?


Profile #1: The Retailer.
Typical Perception: "Car salespeople." "Pushy" "Know it all's" "Priced too high." "Poor service" "Little knowledge of products and services." "No return/exchange flexibility." "Dirty bathrooms and showrooms." "Too loud." "Inexperienced staff." "Staff not trained for customer care." "Staff not solution oriented."

What do to about it: If this is you, by far most important things are how your people greet and qualify the client. You have to (a) train your people with an overall process on how to greet, release, followup, qualify, demo, recommend and close a client. It has to appear seamless and confident, and (b) teach your people how to project manage and /or follow up with the client's purchase if it was a significant amount for your industry. For example, if the client bought a $100 suit is one thing; if they spent over $500 in the suit, shirts, shoes and accessories, call 'em a few days after the sale day to confirm "all is well" and again once a month for the next 60 days. Watch how surprised (and pleased) they are that you even took the time to care.


Still didn't see yourself? You're in there -- I just ran out of numbers. :-)

How your business is perceived is vital to your 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.

Like what you read? There is more: check out businessmri.blogspot.com for more.

Mark Ware is available for workshops, seminars, keynotes and presentations. Call us for booking 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. Please feel free to forward this email to all of your friends. For reprint permission, please contact us.

To unsubscribe to this eZine, first realize you will be missing out on powerful insights each week at ZERO cost to you; sometimes, they are even funny (or at least cute). Second, simply click reply and put "unsubscribe" in the subject. You are done.


™© 2006 All Rights Reserved Perception Lab, Inc.

Warning Signs of a Dead-Beat Company

In a Wall Street Journal article this week entitled, "Selling the Special Touch," the reporter described how many businesses are aggressively seeking out better ways to treat their customers. The rationale? To give the impression of being "different." However, earlier this week the Miami Herald reported a local couple's strong determination to not dine out any longer. The rationale? Pervasive poor service, poor value and poor quality. In short, NO DIFFERENCE.

What's going on?

Ah, someone's waking up! Finally a few businesses are beginning to realize that how their business is perceived (independently and against the competition) is a HUGE differentiator and the breeding ground for loyal customers. Even the customers are getting into the act.

What about you? How do your customers "see" your business, your facilities, your people? What about the value you bring to your customer? Are you a "me too" company, a "whatever" company or a "Tuned In" company? The later being the company which actually takes time to disconnect the internal PR machine (you know: "We're great, we're #1," etc..) and listen to reality -- the customer's perspective. What a concept.

Honestly, most companies just float by until something (a crisis, an unknown threat) jolts them back into survival mode. Then these companies are all over the "problem." But sometimes it's too late and these businesses die on the vine. What a terrible shame as they may well have made a major impact on their clients, their employees and their communities.

Let me give you the 9 warning signs of a company just floating by -- a "deadbeat" company when it comes to doing right by the customer, keeping the customer first and staying in tune with the customer experience. Do you recognize your company in some of the warning signs? I bet you will. Companies taking a "business as usual" philosophy are easy to spot and even easier to sink unless the management team are committed to putting the customer first, tuning into their customer base and building tremendous value into their customers –– literally asking themselves, "Why the heck do our customers need us?" Read on for The Signs.

Warning Sign #1: You never hear from your customers. They don't call. They don't email. They don't visit. They don't care. Unless something is wrong of course. Oh, I hear you saying, "Mark -- don't you know no news is good news!" Not so fast. No news means the customer has nothing to say to YOU but has plenty to say to your competitors -- and is probably doing so.

Warning Sign #2: Your sales people don't leave the office. Unless you have a queue of people standing outside the door, you better get your people outside selling. Few businesses are well insulated from having an aggressive outside sales team. Why leave money dangling from the lowest limbs? Better to get outside, network, gain visibility and demonstrate value. The other guys will even if you don't.

Warning Sign #3: You have no advisory board. Best practice in any business (small or otherwise) is to have an advisory board (3-5 people you know and trust) who will meet with you on a quarterly basis, listen to what you have going on and tell you exactly what they think. Powerful. Sometimes painful. Without an Advisory Board, you're basically saying you know it all and that no one can enlighten you or challenge you to higher heights of productivity and customer care.

Warning Sign #4: You don't know how you really compare to your competitors. Ouch. How long will it take for your competitors to pounce on your practice, office, business when given the opportunity? You can bet they are out there talking to your customers, your vendors and even your employees. Why? They want to take business from you. Know your competitors and be on the offense.

Warning Sign #5: No Value-Add Services. Same old same old. "Our stuff is about the same as the others; there's really little difference between us and anyone else." How can this be? Yet it "be" all over the place! Few businesses take the time to develop and invest in innovative services that add cash to the bottom line and space between themselves and the competition. If you're an attorney, that means developing a better case management process, follow up and client communications. If you're a CPA it means going beyond simple math and giving tangible and savvy business advise to your business clients. Examine your business, a day in the life of your biggest clients and then develop those services you can provide to make a big difference in the client's life. You will a savior, a superman and clearly differentiate yourself from the herd.

Warning Sign #6: Don't invest in your employees. Failing to invest in and grow your employees is a business killer. Why on Earth would you NOT invest into those people sitting on the front lines of your income? The very people who are making it happen for you every day in your business -- they need investment to grow. More importantly, they will thank you for it as you receive its dividend pay out over the coming weeks, months and years.

Warning Sign #7: No Metrics for PR, Advertising or Branding. It amazes me every time I hear about a business that spends tons of money on ads that are never measured! Or PR stunts, events or promos which are not assessed for their revenue generation. A recent CNN PodCast reported that the trend is changing as metrics become more sophisticated on the web. Businesses are demanding proof of results for their online ad/branding dollars. So how much more for other types of promotion -- radio, print, etc.? Measure your ROI on everything you do.

Warning Sign #8: All Memberships have Expired. A sad situation. Chamber membership expired. Civic association membership expired. Industry-specific organization membership expired. Those are all lost opportunities to get the word out, be seen, be known, be consistent. At a minimum, your company should be plugged into a dozen organizations -- both business and civic or community oriented. Google your local area's organizations and you will find a ton.

Warning Sign #9: No Vendor Management. The product suppliers are critical to your business. So why is it so few of us actually have a regularly scheduled sit-down with these folks to review the business, review their contribution to the business and what they can do to grow their contribution. If you're just sitting there and stopping whenever the product rep rolls in, putting customers on hold, you're playing a losing game. The rep only wants to sell you. That's fine, but they need to be working for you and with you rather than just trying to sell. That means you have to develop a strategy on what to really discuss with your reps. Developing a top 5 questionnaire is key. Ask them things like, "How can you help improve my numbers for your product?" Or, "What can you do to invest more in local media and promotion?" Or, "What incentives do you have for me consider regarding keeping your products in my business?" There are a million product reps waiting to get to you and put their products in your business. Make sure they know you are in business for business and not just to buy. Make 'em earn a seat to serve your clients.

How your business is perceived is vital to your 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.

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

Mark Ware is available for workshops, seminars, keynotes and presentations. Call 786.399.6571 for booking 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. 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.

To unsubscribe to this eZine, first realize you will missing out on powerful insights each week at ZERO cost to you; sometimes, they are even funny (or at least cute). Second, simply click reply and put "unsubscribe" in the subject. You are done.

™© 2006 All Rights Reserved Perception Lab, Inc.

If it's not rocket science, why can't I grow my business!?

"I left the corporate world to create a place for myself, to build my future and be master and commander of my life. Now, I want to take my company to the 'next level'."

Whenever I hear a business owner say such things I have to smile. Been there. The brutal reality is that being, "master and commander," is much harder than any 9-5 corporate gig. However, for those willing to do the grunt work (or have the funding to acquire grunts), here are the steps to making it happen. Oh, by the way, did I mention there is no "silver bullet" to success? Nope. Hard work and persistence are of course the foundations to any success -- professional athlete, successful investor or super effective parenting.

Still, if one wanted to expand their business, what would be the vital steps to take? Here they are, as based upon best practices, confirmed by the gurus of industry and most importantly, my own personal experience. That's right. What I share with you I use myself. Or as they say at P&G (I'm told): I eat my own dog food.


7 Steps to growing your business

1. Spend time getting to know your customers
It is amazing how few businesses actually say "hello" to their clients not to mention getting to know them a little. Even a little tiny bit. If you want to grow your business, know what your customers think of you company, your services, your value and your relationship management. You may be very surprised (most of you anyway).

2. Invest in your employees
Most employees are "clock watchers" and no wonder why. Their bosses are money watchers! What do I mean? While employees are just counting the hours before they head home, bosses all too often are counting the costs those employees minus any other contribution or value the employees may have. If you want to grow your business, spend time getting to know your employees at lunch, company picnics, business events or just spend 3 minutes getting to know them while you refill your coffee cup in the break area.

3. Give value to everyone
The best way to be known is to be known for giving value. That does not mean only when paid for it, when asked for it and when you really should do it. But rather, doing all the time at every occasion, opportunity and venue. Become known as a value giver and your business will begin to expand as your employees follow suite and your customer, friends, extended network begin to notice.

4. Be personable: laugh!
Is there anything worse than a business-only mentality? We have to have a little fun. Look for ways to smile, laugh and keep a positive tone & attitude. 90% of the world is terminally "glass half empty!" If you want to grow your business, make 'em laugh, and be a person with a positive outlook on life.

5. Know who you are
Other than your price, product or technology, is there anything specific about you that makes you/ your company unique? Less than 5% of salespeople raise to the top and lack of value, or ability to communicate their value, is the #1 reason. #2 would be fear of failure, and so they don't try as hard. If you want to grow your business, take a good look inside; talk to your customers; talk to your vendors; talk to your partners, and get to know the real you and your unique value. Tell everyone.

6. Be patient. If you want to grow your business, you will have to learn to be patient. Very patient. Along with all the above and making other key investments in your business, it will all come flying apart if you cannot be patient to see the fruit of your labor. Being patient means not becoming irritated, anxious, frustrated when 99% of us do. That's patience.

7. Repeat steps 1 - 6 (and do so often). Seriously: assess yourself regularly. Make it a part of your "business hygiene" and see the impact over time. You'll be impressed -- with yourself and your results!


Now ... make it a great week!

How your business is perceived is vital to your 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.

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

About Mark Ware
Mark is a 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 Fortune 100 companies across the US as well as local small businesses. 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 his wife and daughter near Miami Florida.

About the Perception Lab, Inc.
We make it easy for business owners to grow their business. We do the work, and the business owner gets the profits. Our services are like an "annual physical" for the business. We provide the business assessment tools, analysis, recommendations and action plan to the business owner. We mentor the business owner in implementing the right changes to grow the business -- employee training, business development, customer care and marketing. We make it easy to grow your business.

Mark Ware is available for workshops, seminars, keynotes and presentations. Call 786.399.6571 for booking 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.

To unsubscribe to this eZine, first realize you will missing out on powerful insights each week at ZERO cost to you; sometimes, they are even funny (or at least cute). Second, simply click reply and put "unsubscribe" in the subject. You are done.

™© 2006 All Rights Reserved Perception Lab, Inc.