Small Business Advertising Doesn't Have to Mean Big Costs

New: Checkout our podcast on iTunes! Now you can take us with you in your iPod or MP3 player


Advertising is the "no brainer" most small businesses think of when considering ways to grow their business. It is as if a voice in their head says, "Hey, you should run an ad!" Although ads can be effective, they may not be as effective as other business growth tactics. However, if advertising is a definite next step for you, be sure to know the myths from the facts: it can save you a ton of money and time.

Here are 7.5 of the biggest myths in advertising for the small business owner. Be sure you do not fall into one of these and instead get great results with your advertising.


Myth #1: "My (insert family member) has Photoshop and can create a great ad for me." How many times have I heard this? When you design an ad, it is a bit more than a high school project. Use a pro. Whether you pay $10,000 or $100, use a pro. Use someone who has EXPERIENCE in designing ads, has a track records, references and even better if they can show you ads built for other clients in your industry. That will save you time and money.


Myth #2: "My ad should show discounts and specific pricing." Like the graphic comments in #1, use a pro copywriter. Any experienced and business-savvy copywriter will tell you to NOT go into discounts in your first ad. Well, hopefully they do. You want to convey in your copy why anyone should come to you and be a client. What makes you UNIQUE? What separates you from the noise and herd of competitors? The copywriter should certainly know to write the copy from the perspective of the customers’s experience -- not the business owner honking their own horn. Honk the horn, but do so for what the customers are saying not you beating your own chest. The cost does not change but the impact could be huge!


Myth #3: "I want a cool ad that stands out so I have to have killer graphics." Not so fast. Are you trying to impress yourself or your friends with cool graphics, or use graphics to underscore and reinforce your value message? Nothing is more ineffective than an ad -- full of discounts and tacky clipart or overdone graphics. As in #1 and #2, use a pro. Someone who is business-savvy, has experience in your industry, has a list of clients to refer you too. Smart copy and design with the customer's experience in mind will not only be more effective to produce, it will help you keep your focus and probably save money too.


Myth #4: "2" x 2" should be a good size to start." If you paid attention to Myth's #1 - #3, do not go cheap on the size. Buying ad space is a lot like buying hard drive or memory for your computer -- buy as much as you can afford. No one EVER complains about having too much memory or disk space. The larger the ad, assuming it is done correctly, conveys an overwhelming and compelling message, the better the result. That is not to say only buy large media spots. What I am saying is for you to buy as much ad space as you can possibly afford. You will not regret it. If need be, start small if that is your budget and grow your ad dollars as your business improves.


Myth #5: "If other ads are on the same page, it must be a good spot to put my ad." Placement is important. If you can secure an inside cover or the back of the printed piece (magazine, etc.), do it. But the costs are much higher. Instead, try to place your ad near articles that are similar to your product or service. For example, if you offer kennel services, have your ad run adjacent to an article on vacations (where to put the pets?). Sometimes you cannot really drive where the ad will run in a newspaper or magazine. However, utilizing inserts, pullouts and other attention grabbing tactics can be effective but also more expensive. Whatever your ad, work closely with your professional to determine the best sought-out spot for your product/service, the type of print media and the target audience you seek. Many times the selected media will have someone to work with you in making a business-based choice rather than an emotional one.


Myth #6: "My ad ran for 6 weeks, and I didn't see any results." Frequency vs. consistency is the key here. If an ad runs for 6 weeks, each week, possibly multiple times a week over 6 weeks, and zero results are seen, it could be for many reasons. Let me give you a few: (a) the ad looked just like any other and blended right in; (b) the copy did not convey any compelling value; (c) the graphics were undercooked or overdone; (d) the media choice turned out to be entirely inappropriate for the product/service; (e) the target audience is not reading the media choice; (f) any combination of the above; (g) all of the above. Really, it is true. Advertising is a bit science and a bit art. The key is to do your homework, think your approach through, be sure to know why the ad would cause anyone to pick up the phone and contact you. Always think from the customer's perspective. Why you? Why your products? Your professional advisor should help you avoid many of the typical potholes. I have seen ads take MONTHS to work. Advertising is a game of patience as much as anything else.


Myth #7: "I'm sure my ad works, but I couldn't tell you how much." Metrics NOT at work. I have to grin whenever I hear a client tell me something similar. They have ads, they are pretty sure they work, but they don't know for sure, don't know how much and can't tell you why! The problem with that is IF they have an effective ad, it could be adopted to other markets and grow more income. There are many ways to leverage this information, if it is known. Take the time to measure your ads' impact. Give it time (see #6 above) and track your results. Here is the kicker: If the ad does not seem to work, and you did your homework, do not scrap the ad. Instead, "tune the ad" by enlarging the headline, changing the headline, increasing the font size or overall ad size. Small changes are what you want to do. Even better: run multiple versions of your ad and see which one works best. Then adopt the others to resemble the most effective. Be patient. Your ad may be a killer, but it may take time to prove itself.


Myth #7.5: "The ad is running! I'm done!" Nope. Once the ad is in play, you have metrics to track, analysis to perform and subsequent changes to possibly introduce to your not-so-effective ads. You have to decide to be committed to doing the homework I have already mentioned to you today plus the tracking and being patient. If you do, not only will you find the best ads that work for you, but also your income will explode as new customers seek you out. You do not have to spend a ton of money; you do have to spend a ton of time doing the homework and experimentation to figure out which approach works best for you. That alone will save you a lot of cash and frustration.


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. Listen to our podcast with iTunes (search for "mark ware" or "perceptions").

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 unaltered 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.

You Don't Want to Be #1. You Want to Be BEST

Recently I was watching Steve Jobs, the Apple Computer CEO, giving an update on the Macintosh computer -- a sort of State of the Union address. Part of his presentation, actually alot of his presentation, had to do with the progress the company had made over past few months and to discuss the future for Apple. Now, most companies will go on and on about financial results, and Steve did mention some numbers, But 99% of his presentation was about the new things coming, the wins Apple had secured and the prospects for the future. It was very impressive. (www.apple.com)

For us small business owners, we should have a similar perspective: what have we done, why does it matter and what's in the future? Over time I've developed 7.5 areas every small business owner should focus on when striving to be The Best -- not necessarily #1, but a better self -- a better attorney, a better retailer, a better doctor or florist. It's a "cleaner" win as my friend Jeffrey Gitomer says. For example, the most successful sales people don't strive for quota, they strive to set the company record for sales -- FOREVER! And so it goes for us small business owners too. These Strive-for-Best areas are derived from my career's professional development as well as from working with some of the best companies in the world, some of them in the US, and some within Florida.

Here are 7.5 Strive-for-Best Areas that will, if pursued, quickly improve your company's sales, morale and efficiency.

1. Innovate - Do you have a plan to collect great ideas? Do you keep a journal by your bed to collect great ideas? Pete Townshed of the band, The Who, once said that he lost many songs due to not writing something down or recording into a pocket recorder. Striving to innovate is first a creative effort -- being open minded about the possibilities and then screening out and listing in priority order. How innovative are you, your team? How often do you bring it up in staff meetings? Do you showcase examples within your company? Do you continually strive to find those innovators who may being making The Competitive difference for you? The Best strive to innovate.

2. Empower - On my way back from Atlanta on American Airlines, I was struck to overhear the guy behind me saying on his cell (before we took off) that he really had done all he could and his hands were tied for the client. Apparently a client had called in seeking resolution to a problem or concern and this guy couldn't make it happen. That's a huge hole in his company's customer loyalty plan (they probably don't even have one). Every employee has to be empowered to do what is need to make it happen for the customer -- whether getting a statement adjusted, reshipping an item overnight or simply being prepared to take the heat and fall on their preverbal sword when things go wrong (and they will). The Ritz Carlton even authorizes a few thousand dollars to EVERY employee to address any guest (yeah, they call them 'guests' not customers) issue, concern or complaint -- from doorman to maid. Now that's empowerment. How empowered are your team to keep the customer loyal? People talk about the service at the Ritz; what are your customers saying about your people and your service? People still talk about the Ritz; they will always talk about The Best.

3. Be Market Driven - I am continually amazed when meeting with many prospect companies; nearly 90% say they are doing such and such for the market; but when pressed to describe their activities, there is precious little evidence to back it up. Being market driven is about being Market Harmonized -- about feeling the heart beat of your customers "day in the life" and experience with you and your products/services. How tuned in are you? How often do you assess your customer's life with your team and your products? How often do you sync up with daily life for your customer? Very little I bet. Determine today to become market driven -- in what you do, what you sell, how your customer experiences your business all the way down to how you manage the company. Put "How Are We Market Driven Today?" at the top of every meeting. Watch change happen. Can you say "iconoclast?" The Best are not afraid of change.

4. Attitude - If it is to be, it's up to me. I'm sure you've heard this before. Like most of what I write, I bet you've heard it one way or another by someone else. Me too. But, how much of what you hear goes from "head knowledge" to "heart knowledge" -- that is from hearing to doing. If you're one of those, "Yeah, I knew that. Why am I having to attend this training, or attend this meeting?" you should be asking, "How much of this have I applied in my own daily activities, management style?" It's funny: most people don't even take time to THINK about such things. I suppose it's no surprise only 5% of a typical sales team (no matter the size) actually are the top producers. Everyone else is asleep, watching TV or goofing off. Your attitude is in what you say, how you act, how you speak, the words you choose, your tone of voice and your body language. Determine to have a great attitude. With The Best, attitude starts at the top.


5. Metrics - Inspect what you expect. If you can measure it, you can manage it. Metrics make the difference in nearly every aspect of our business -- not just in sales or margins -- in customer loyalty, brand awareness, deliveries, support, followup to name a few. What are you measuring? How much of what you measure is being used to drive change within your organization? For example, if 20% of your projects are late, how is this data being used to drive training changes, implement accountability and impact the customer experience with your business? Measure everything. The Best do.


6. Invest - investing in others goes far beyond money. How much time does your company spend or invest in its best performers? How much time does your company invest in those who will likely be the next leaders? How much time does your company spend in understanding the needs of your employees, their tools, their processes? Investing company time in developing and growing future leaders, more efficiencies and a superior customer experience will only pay off in huge numbers later on. Don't be cheap, don't be tight: invest time in others and set the example as The Best.


7. Give Back - Some small businesses give money to their causes. I say get involved and give time and money. Find those organizations striving to improve the local community and support them. Give money as you can, but give time and leadership too. Give across the organization and now just a few here or there. Let your personnel know that giving back is a company goal and a part of the company culture. Encourage your people to personally support their own community improvement efforts. Giving back is a sign of caring and success; it is also a sign of investing into the future of the community that has been very good to you and your business. It is also a sign of The Best.


7.5 Commit – Of course, nothing changes then nothing changes, right? If you seek better attitude from your own people, commit. You seek to improve your performance, commit to measure. If you strive for a better future, commit to giving back. On and on I could go over the items presented above. Commitment is the "glue" that makes it happen. Without commitment, there is no result that one can be proud of. Without commitment, there is no hope for improvement. Commit today to apply the above 7 areas in your own small business. Watch the impact within your business and with your customers. You will become The Best.

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. Listen to our podcast with iTunes (search for "mark ware" or "perceptions").

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 unaltered 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.

Stop Whining! Here's The #1 Best Way to Grow Your Small Business

New: Checkout our podcast on iTunes! Now you can take us with you in your iPod or MP3 player.

----

According to the best practice data available, the #1 way to grow your business IS a well kept secret. I hear you, "But Mark, I've done advertising for 5 years and seen little results!" or "Mark, I have been a chamber member but no business comes from it!" The #1 best way to grow your business is not advertising, not door hangers, not even cold calling. The #1 way to grow your business is via collaboration -- "smart" collaboration."

How do most collaboration or synergy meetings conclude? Something, "Well, gee Jim, if I know anyone interested in your products, I'll be sure to give you a call or send them right to you." Jim responds with, "That would be great Susan! and I'll be sure to do the same for you." Jim: "Great!" Susan: "Great!" Jim: "Great!" And Jim never hears from Susan again. And she never hears from Jim.

Why?

Because most business owners don't realize their doing the business equivalent of dating. Remember when you were dating? Once you found The One you wanted to be with (or at least try to be with), you definitely wrote down their number and did follow up (calls, more dating, flowers, etc.). I'm afraid the rules for personal dating are far more defined than what you'll find at a typical business meeting. That's the bad news. I have the framework for business dating, so cheer up and read on!

You have to have some sort of framework for the relationship -- something like, "I'll do this and that while you agree to do something else." You fill in the blanks. Blanks of value. Perhaps we'll agree that our goals will be X dollars over Y time. "Great." Now what?

But few business owners bother. I suppose they don't have the time, the energy or the attitude to pull it off. Believe it or not, some just don't want the bother of growing their business using atypical methods other than what they have already known for years. Maybe it's the effort and time. We all have excuses for not going to the next level in our business or practice.

What about you? Which do you prefer of the following two scenarios? Scenario #1: you met a business owner and he agrees occasionally to send you a referral maybe three times a quarter. You in turn agree to pay something back for the referral. Scenario #2: you met a business owner who agrees to send you EVERY NEW CLIENT as agreed. In turn, you are seeing 10 new prospects each month of which 30% become new customers -- that's 3 new clients each month, 36 a year.

Here's a quiz: which scenario do you prefer? #2 of course. Why? If you are on the receiving end you get more clients, more visability and more income. Who would walk from that? If you are on the giving end, you get to be the "Go To" person, appear to be the "Connected Person" and the "Problem Solver" not to mention the extra income you get for simply saying, "Talk to Jim; here's how he can really turbo-charge your business."

How much does a typical customer of yours spend with you? If you could add new clients each month, what would that look like after one year? Sure, you want the referrals. But it requires structure. And accountability.

The #1 best way to grow your business is to collaborate, to put in place a structured business relationship based on value not whims or "Great! I'll call you." Here are the basics needed to implement your own strategic joint venture.

Here are 6.5 Steps to get started in Smart Joint Ventures and Collaboration that pay in credibility, income and visibility:

Step 1. Be Choosy. Just like in personal dating, don't hook up with just anyone. Do your home work. Know what is the most desirable type of business joint venture. Maybe for you it's working with high-end financial services advisors, or the best-in-market builder. Here's a tip: think of all the businesses that intersect in the life of your target clientele. Then analyze those intersecting businesses to discern the one that makes the most sense for you to collaborate with. Now approach those selected businesses with a value-based plan -- one that add huge value to their clients and adds income (or peace of mind) to the collaborator.

Step 2. Know your value. Understand what it is you bring to the relationship, why it's valuable to the other party and how you could blend services/products to benefit their customers. Be specific. The value must be compelling and attainable. This is at the heart of, "Why would I want to collaborate with you?"

Step 3. Have a plan. Be able to specifically spell out the terms of the relationship, how it would start, how long it would continue and how either of you could exit. Know where to be flexible and where to hold firm. Now for the disclaimer: I am not an attorney. I do however recommend that you first do a 90 day trial with the perspective collaborator. That's time enough to "court" the other party and be sure of their ability to deliver on their promises and for you to prove you will also do likewise. Set specific targets for your trial -- X dollars, Y number of clients. Then set the start and end dates. I have even worded my agreements to say once the trial concludes, both parties agree to automatically move into a formal 12 month agreement with annual renewable options.

Step 4. Have a way out / penalty clause. I recommend that if either party bails on the agreement, each pays lump sum the other 50% of what the would have received had the agreement continued. Additionally, specify mediation as a required conflict resolution method and that each party agrees to forgo other legal remedies. This will generally irritate your attorney, but keep more money in your pocket long term and ensure a faster resolution to the conflict. That's why many attorneys are also mediators and arbitrators. :-)

Step 5. Agree to liberally reward your joint venture partner. They are giving you access to clients you would otherwise not be able to connect to. That's worth more than the paltry 10% many offer up. Try 25% or 40%. Why? You want to REALLY show your appreciation and make the transactions worth while for your partner. Remember: this is money you would otherwise NOT see, earn or even know about. It's free money. If it costs you $300 to get $700, what do you care? That's $700 you would never have had anyway. Pay 'em.

Step 6. Set quality delivery standards with your joint venture partner. Review or develop joint-customer care standards and processes so that you work together seamlessly and deliver a WOW! experience for your customers. Review your progress each quarter and raise the CRM (customer care) bar a little higher each time. Watch your customers be "blown away" with your service. Your loyalty just went through the roof. Good for you!

Step 6.5 Agree to be held accountable for your portion of the deal. Your commitment to the relationship is huge! Get this part wrong and the whole thing will fall apart. As in personal dating, honesty is the best policy in business dating too -- short and long term. Now you can stop whining about not being able to grow your business and begin to raise the bar in your own results.

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. Listen to our podcast with iTunes (search for "mark ware" or "perceptions").

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 unaltered 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.

Stats Every Business Owner Should Know

News: Checkout our podcast on iTunes! Now you can take us with you in your iPod or MP3 player.

---

Stats Every Small Business Owner Should Know (especially you!)

You know, there is a huge amount of information available to the small business owner. The problem is two fold: the amount of information and the time to sift through it! Consider sources like CNBC, Hoovers and Google. These are vast depositories of information amongst a universe of information.

That's the bad news. The good news is I've pulled together a few of vital stats you need to know -- these are also a few of the key insights I use in my practice and pass onto my clients. Why? To help them better understand how their businesses can be perceived and impacted by customer perceptions. You may find them interesting, and hopefully, you will find them useful in the day-to-day activities of your business.

Here are 8.5 stats you absolutely definitely need to know:

#1. 5% increase in customer loyalty generates a 25% increase in profitability (not just sales). Read it again. Are you blown away? I was the first time I learned it. This came from Investor's Daily News a few years ago. When you think about the loyalty your business has today, moving up 5 points should be quite easy since most businesses are poor at providing customer care and many don't deliver a great (aka WOW!) customer experience. How would a 25% increase in profits impact your business?


#2. 70% of daily stress can be directly attributed to tone of voice (yours, your staff and your customers). I don't recall the source, but this stat is confirmed everyday of my life when I hear people talking to each other. Stress abounds and the #1 way to remove is to inform your team about the power of their tone of voice. How do your personnel speak to your customers? To each other? How much stress is in your workplace, your meetings? Too much I bet.


#3. Only 5% of a sales team will rise to the top. Nearly 100% of the time, the top 5% sales performers will always be the top sales performers. Even more interesting, the top 5% tend to be the same people year after year after year. Even in poor markets or economic downturns, these same people tend to be in the top 5%. Who are your top performers and how will you add to their numbers?


#4. From our friends at Hahn Consulting, only 1 out of 7 Angry Customers actually calls, writes or confronts the business. If only 1 is calling, emailing, writing or coming by your office, who are the other 6 talking too? How do you detect the frustrated, unhappy, irritated customers who DON'T contact you? Whenever you get one upset customer, pause to consider the other 6 you don't know about. How are you detecting and managing your customer's expereince with your business?


#5. Most of the time, you only have 15 seconds to make a good impression on someone. Imagine when you meet a new person at a networking event, social setting or just with friends. Don't you almost immediately sense if you like the person or not? Then they open their mouth and unknowingly confirm it with you! Some folks just don't have a chance with us. That's human nature. We're prewired to be judgemental. What sort of impression are your people making with your client?


#6. Lost opportunities are missed by 11 inches. 11 inches. New business. New clients. New income. Growth. Missed. By 11 inches. How? The distance between one's head and one's heart: approximately 11 inches. That's the difference between "head" knowledge and "heart" knowledge. How much is your staff taking to heart when it comes to the customer experience -- how many of your staff have a willingness to serve and taking the business personally?


#7. How to get customers to positively promote (aka RAVE) about your business 5 times more than usual. Sounds good, right? According to the Arizona State University's Carney school of Business, in the study area of Services Recovery, it was discovered that whenever an irritated customer is restored (appeased, compensated, acknowledged adequately), they are 5 times as likely to positively promote your business when compared to a customer who came through and had zero problems.


#8. 50 - the number of "YES" people you should be adding each month to your personal network. Typically business people (especially sales people) boast about how many people they know. But the power of influence isn't in who you know but rather in who knows you. How many major people in your space know you? How many of your primary target audience knows you, knows your team personally? The goal should be to add 50 "YES" people each month -- people who can say "YES" to your business value and opportunities and who know you personally.


#8.5 100% Committed -- the amount of effort required to grow your business while providing your customers with an awesome experience. Being committed will help move you and your team from head knowledge to heart knowledge. Being committed will help ensure the above 8 points are adequately addressed. Otherwise: nothing changes, nothing changes. How committed are you, your team, your support staff?


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. Listen to our podcast with iTunes (search for "mark ware" or "perceptions"). Mark Ware is available for training, sales and marketing workshops. Contact 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 unaltered 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.

It's Not the Economy!

Don't believe it -- "The economy is really killing my business!!" This is the most overused (and untrue) excuse in the world for why business may go bad. But all too often that's the mindset of many people today. Is this also you? Look, I'm going to tell you straight up: it's not the economy, not the war in Iraq, the cost of materials or even the new competitor down the street and the cheapest place on the internet. The real culprit in holding back your business' growth is staring you back in the mirror. Take a look!

Now, I am not saying these things don't have an impact, even a significant one, but the main reason businesses struggle is due to poor competence, lack of leadership, poor oversight and little or no innovation. Let me give you 5.5 reasons why.

1. Smell - many times the scent of a business knocks the customer right in the face. Sometimes it's a great smell -- like inside a new car. Sometimes it's terrible like sitting in a smokey cab. Think about your favorite Italian eatery -- what comes to mind? The food and the smells -- the baked breads, the pasta, the sauce. When customers enter your business, what do they encounter? You don't know -- you work there! Do this: approach a neighbor or friend who rarely or never comes into where you work. Invite them in and then ask them what they smell upon entry. That's all you need to do. Doubt me? Don't go into a fast-food joint for four weeks (for some of you this may be harder than you think ....). And then go in for lunch at your favorite fast-food place. You'll know immediately what I mean and the strength of the scent may surprise you.

2. Decor – Have you entered a business with poor lighting and space so tight, you could hardly walk in? I recall a very well spoken-of CPA I visited several years ago. The office was a dump, but since I knew him personally, I stuck it out and had a great experience. I have visited attorney offices that had papers everywhere and boxes stuffed with even more papers. Did I reconsider my visit? You bet. I left due to appearance alone without even meeting the attorney. Few businesses are immune. In the last example, the attorneys were showing me how they would likely treat my papers, my private information and concluded: No Thanks. What does your decor say about your business? Organized and comfortable? Or chaos and cramped?

3. Furniture – What you have in your business says as much about the business as the clothes you wear and your attitude in greeting the customer. First impressions, right? What does your furniture say about you? Do you realize it really is saying what you think about the customer. Have you gone to a "great doctor" only to have a seat and sink nearly to the bottom of the chair because it was so worn out? Sure. But hey, you'll only be there 45 minutes to an hour while you wait, okay? You get the idea.

4. Access – I don't mean handicap access but rather view and access from the road. How hard is it to turn into your drive way? To get inside the building or office? Have you even considered first-time customers who have to drive to your location? Make it easy. Here's a great tip: offer a free map with driving directions on your website. Even better: have a real live person answer your phone and give verbal directions to your office. Make it easy for your customers to find you and get to you.

5. Attitude – Have you ever gone into a place and the help doesn't make eye contact, doesn't say hello, and only mumbles something about "help you?" I know I have -- from fast food (the worse attitude) to doctor's offices. How does it make you feel to be treated that way? I know I don't like it. I also realize the person behind the counter or the glass is soooooooooooo bored, has done the task so many times that they have lost whatever zest they may have had originally. That's a management issue for the business and a really good reason to leave for the customer. What about you? What's the attitude of your people? Yourself? Ponder this tip: Have an attitude of gratitude. Try it.

5.5 No Commitment –– In my workshops and seminars I train people about attitude. I also talk about the 11" that is keeping them away from whatever it is they need to do. 11" is the approximate distance from one's head to one's heart. How many times have you sat through some "horrible" training or presentation and thought, "Oh my God!! I already know that!" The real question to be asking yourself is not what you know, but what have you done and what are you doing about it!? No commitment makes it easy to dump on someone else or to ignore sage advice. But the wise person, the successful person realizes they continually need to be prodded to move forward and develop discipline to be their best. How committed are you to meaningful change? Where's your attitude? Are you missing your desired goals of more income, higher customer loyalty, better attitude –– by 11 inches? Most of us are until we take control. Determine to start today.

Epilogue
Would it shock you to know that only 5% of sales personnel rise to the top in sales for their company? Would you be shocked again to learn that it is this SAME 5% that rise to the top year after year after year after year? It's true. The people who are determined, not perfect, committed, not complaining who rise to the top in every field there is! Think about a truly successful person you know and who knows you. They have it all -- money, family, friends, a sense of priority, confidence and appear happy. The truly successful people tend to be successful no matter what is thrown at them -- they rebound -- stronger than before.

Where are you in all this? How committed are you to examining your customer's experience with your business, your personnel? Are you fighting change or chasing it down to make a meaningful improvement in your business and your customer's experience with you.

You may have heard the saying, "Want a better wife? Be a better husband." It starts with you. Want better customers, loyal customers? Referring and repeating customers? It starts with you. Let me put it another way: a wise counselor once told me he could most of the time gauge the quality of a marriage by looking at a client's spouse's face. I say look at the face of your customers -- do they have anticipation when engaging your staff? Are your customers just trying to get through the door and back out to the car? Or do they feel comfortable with you, your staff, and your facility. Take a look. What you see just might surprise you.

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.

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.

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.