Now Is The Time To Be DIFFERENT!

Perception Lab, Inc.
The secure way to grow your business™

If you're like me, you LOVE your job. I have best job in the world! And I work for the best clients anyone could ask for. I guess that's why I so much enjoy writing you a brief note each week. This time is SPECIAL however. You have probably thought about it, talked about it and maybe even wrote some notes about it. What will you do differently next year? Well, it's 2007 in just a few days, and time to BE different. For those of you who have been following me for sometime, you know 'being different' will be a huge part of your competitive distinction. So what are you going to do? Where will you start? Hmmmm??? Exactly. Well, I'm going to give you a few examples and hopefully you will get inspired to MAKE IT HAPPEN!

1. Charlie Brown - a cartoon from the 1960's changes how we think about cartoons and ultimately holiday TV specials. Yet, did you know that the producers of, "A Charlie Brown Christmas" were highly criticized at the time by CBS TV network executives? "Why are you mixing jazz with Christmas!?" When the special aired, CBS got 50% ratings -- that's 50% of the ENTIRE TV-watching US saw the program! Remember, back then there were only three networks and lots of visibility –– so the risk was especially high. The result? A new genre of holiday specials paving the way for even more. Ever heard of snoopy?

DIFFERENT: Mix it up -- take risks with what your customers typically expect. Give them MORE and in an unexpected way.

2. The Beatles - The Band many love was turned down -- repeatedly turned down --- by ALL the major recording labels in England. Why? They were not exactly what was being sought out, or so the record executives thought. Too much risk for the labels. And the hair! That's because executives thought that they knew what the next BIG THING would be, and like most people when they try to predict the future, they are wrong. The Beatles went on to break the mode for what a rock band should be -- "Yesterday" comes to mind: a solo acoustic guitar and soft backing strings. The rest is history.

DIFFERENT: Develop a unique look, sound or treatment your customers will not soon forget! Look at the competition and then don't do what they are doing. Standout as you promote your unique value.

3. Dr. Suess: Green Eggs and Ham is a mega-classic read for many generations. Yet, back in the day, Dr. Suess was turned down for YEARS by every major publisher. Not just once, but several times. After years of failure, eventually someone gave Dr. Suess a chance. And from his genius came, "Green Eggs and Ham" and "How The Grinch Stole Christmas," and other holiday favorites. I bet you grew up reading/watching Dr. Suess, right? Me too. And my kids too.

DIFFERENT: Develop a concept, believe in yourself, and run with it! Never give up!

4. Google - When Yahoo and Alta Visa dominated online searches, and they did with unbelievable visibility, why would anyone want to create a new internet search engine? That's crazy! But Google went on to prove the critics wrong. Really wrong. Terribly wrong. MASSIVELY wrong. When you think of the internet, what company comes to mind? Ah ha! Google. Have you seen their share price? WOW.

DIFFERENT: Take risks and reset your customers' expectations of how your industry delivers its customer experience and value. Never compete. Instead, strive to be the innovator and best in your industry.

What’s it all about?
In a nutshell it means that people notice and remember those places and things which standout, which often requires taking risk –– sometimes more than one would personally prefer! For us business owners that means the customer takes away with them their experience which goes way beyond price and product alone. It’s the total experience. What about you? What about your business? How do your customers perceive you? Do they see your business’ value the same way as you do? It’s not rocket science, but you have to do it: if you don’t measure, you can’t know. And if you don’t know, how will you grow the business intelligently?

93% of our business comes from referral. That's because our clients know my team and I deliver great results which in turn generate great 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 by clicking here.

So cool! Beginning this month, when you hire us, we will donate a portion of our fee to the non-profit of your choice. What's yours? United Way? Red Cross? Cancer Society? MADD? We'll even provide you with a copy of the receipt. Nice.

™© 2006 All Rights Reserved Perception Lab, Inc.

Back to Business Basics means Back to Reality!

Perception Lab, Inc.
The secure way to grow your business™

As we round out the year 2006, take few minutes to reflect. How was this year for you? Could you have done better? Perhaps you know you left money on the table. Sure. Do you know why you did? Maybe. Do you know how you will avoid this in the future and the specific steps you will take? Probably not. Ah-ha! So ponder the following 10 items and see if they click with you as you begin to plan for your successes in 2007. I think you will have lots to think about.

10. The nitty-gritty
Many firms say they care; they may even have a customers’ ‘Bill of Rights.’ But nothing speaks louder than compensation (usually in the form of money) when it comes to correcting a bad customer experience; that is, the art of making things “right” with the customer. It's actually a serious area of academic study called, "Service Recovery."

Reality: How does your business reflect your commitment to customer value and quality? Be specific. Be Honest.


9. Signs of Commitment
While reviewing their customer satisfaction and retention stats, one gravel company decided to take a stand on both quality and customer retention simultaneously. They wanted to show their true commitment in a meaningful and tangible way. But they were a gravel company. What if some rocks “didn’t measure up?” They didn’t make the rocks; they mined the rocks and delivered them. What could they do to show their commitment to real value and the customer? They did what many business would simply never do. The bottom of their invoices read, “If you are in anyway dissatisfied with the materials we have provided you, simply draw a line through the item, deduct its price from the invoice total and pay us the difference.” Imagine your HMO doing that, or your car dealer, or your airline or your cable provider. Wow!

Reality: What three things does your business do to ensure "WOW" experience for your customers?


8. Bed, Bath and Beyond: whatever it takes
Whenever we go into a Bed, Bath and Beyond, I have to tell you that their service is excellent. But not just that. They are willing to be helpful. They are friendly. They greet you when you come in and and when you go out. There are no carts to navigate around in the parking lot and the store always smells great and looks tidy! Plus, the product variety and quantity — well, more than ample –– beyond!

Reality: What is the attitude of your team towards service? Taking the business personally? Serving others?


7. A really quick exit
Most of us are technology junkies — PCs, iPods, MP3 players, Palm pilots, cell phones and more. Still, whenever I enter a store and have to wait for the cashier to process my credit card, it can be annoying. I’m use to “real time” - broadband speed! When I have to wait excessively, it’s difficult. However a shining example comes to mind: Home Depot. I don’t know anything about their network, how its configured or integrates into AMEX/VISA/MC, but I tell you this: it is by-far the fastest anywhere. Once my card is scanned, within one second -– POOF! –– out pops my receipt and I’m gone! Excellent. I love it. Home Depot really sets the standard for Easy Exits. Think about your local grocery , electronics or furniture store. Most are not anywhere as fast -- not even 50%. Not even 10% in many cases. A speedy exit makes my shopping experience that much better. Just one more reason to shop again!

Reality: What barriers are keeping your customers from coming back to you exclusively?


6. Pages from Sam Walton’s playbook
King Solomon said there was nothing original under the sun. I believe it. Thus the expression, “Stolen with pride!” Let me explain. Successful businesses watch and emulate other successful businesses. Bank of America (B of A) has done so and executes faithfully. I have had several accounts with other banks, but B of A does it best. Why? How many times have you been greeted at the door when you entered a bank? How many banks play some contemporary music to break up the all-too-often boring lobby? B of A does. It’s great service. They have coffee on tap as well. And when you leave, they say, “thank you” to keep the service momentum. It’s so refreshing to do business with such a bank. Ok, I realize there are other banks who probably do some of this stuff too. If you have experienced them, do tell!

Reality: How well does your business accent the ordinary to enhance your customers' experience?


5. Happy Returns
Another great success story comes from Wal-Mart. Have you ever returned anything to Wal-Mart? (don't tell me you have never shopped there!) You don’t have to have a receipt, original packaging or even the bag it came in. Just return it, and they will give you cash or an in-store credit (case by case). It’s soooo smooth to return something, it’s almost like you could walk in without the item, tell Wal-Mart how it failed/broke/etc. and get your money anyway! So nice. No hassle. That’s how it ought to be.

Reality: Has your business created a “hassle-free zone” to protect your customers experience with you?

4. More Commitment
Here's another: If you have your own network, you know the hassles you can experience with your IT. I love Sprint’s business ad. It said (well, Selma Ward said ...) if your network goes down for any time at all, your next three days are free + a free Cisco router. Does your cell phone company back up its service that well? Or even your long distance? Or your ISP? Nope. Probably not. Sprint backed up its value claim (100% network reliability) and put some ‘skin’ in the game too. Very nice. How refreshing, and what a great value differentiator.

Reality: How would your customers' say you back up your value claims?


3. The Standard
As far as online convenience, support and customer catering goes, who is better than Amazon? Let me count the ways: aggressive pricing, awesome variety, special features & promos built just for me; peer reviews of products I’m interested in; options to buy it USED. It's ONLINE 24/7! I could go on. Another example? iTunes. What a greatly executed concept. These guys do it right. They may not be as profitable as they want to be, BUT the customer retention model is rock solid.

 Reality: How flexible are you at catering to your largest customer segment? How easy do you make it?


2. Taking Care of Business
Mutual Service Corporation (MSC) is a fairly large financial broker/dealer with thousands of agents spread across the country. They were a client of mine. Let me tell you: each agent is an independent selling equities, insurance — whatever mix makes sense for their business. MSC is the “good steward” providing the product, technical support and regulatory interface for their agents. MSC is so good at caring for their agents that MSC knows the names of each agent’s family, knows of recent family and business events , and provides direct access to the MSC brass. That’s because MSC’s management has fostered an attitude of genuine care throughout the organization. Oh, and MSC officers are also as tuned in to their own employees as they are to their clients. WoW. What do you suppose the MSC agent or employee churn rate is? Answer: VERY VERY VERY low.

Reality: How committed are your staff to your business and your customers? How do you know they know?



1. Super Service
Once upon a time my family and I lived in England for about 10 years. We loved it. But once stateside in Dallas, we immediately sought out a place for dinner our first night back in the US. We were new to the Dallas area and had really no clue about where to eat — we were in search of Texas-style BBQ! One restaurant seemed to fit the bill. We went in and were very impressed with the menu and variety. It was very western -- boots, saddles, etc.. We chatted with the manager and mentioned that we had just stepped off the plane a few hours earlier and how glad we were to be back in the USA. We paid for our order and sat down. The manager soon came to our table with three huge platters of everything Colters offered — you name it, it was there — and all BBQ. We were in, well, ‘hog heaven’! He said it was ‘on the house’ and wanted to say welcome home and back to the US. Guess where we ate often for the next five years when in need of anything BBQ? Yep: Colters. Every time.

Reality: To what lengths will you go to show your customers they are really truly important to you?


What’s it all about?
In a nutshell it means that people shop where they are treated well — and that goes way beyond price and product alone. It’s the total experience. Doesn't matter if you are an attorney, CPA, florist, window cleaner, sell shoes or landscaper. What about you? What about your business? How do your customers perceive you? Do they see your business’ value the same way as you do? It’s not rocket science, but you have to do it: if you don’t measure, you can’t know. And if you don’t know, how will you grow the business intelligently?

93% of our business comes from referral. That's because our clients know my team and I deliver great results which in turn generate great 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 by clicking here.

™© 2006 All Rights Reserved Perception Lab, Inc.

Miss the Fundamentals and Screw up the Relationship

Perception Lab, Inc.
The secure way to grow your business™

Below are my “Bottom 10” – the major things small businesses do to ruin their customer experiences and relationships. Maybe you’re like me: my experience with a business will determine if I came back often or refer my friends and family to the business. Sadly, in too many cases, the business owner does not even realize they are hurting the relationship. Read on.

#10. Good Intentions... Some venues require their personnel to wear rubber gloves similar to what a nurse or doctor would wear. At first, I thought this was really great and a super differentiator in delivering service. However, over time I saw the restaurant personnel sweeping the floors, taking out the trash, making burgers, dishing fries, taking money, swiping their faces – all with gloves on. One word: gross.

What does your company do in the name of "value" which may not be utilized correctly or having the opposite impact you intended?

#9. The Waiting Game. Ever had to wait for your doctor? How about wait and wait and wait? Certainly other patients are usually in front of me, but also “drop ins” who just had a question, or wanted to discuss their billing. The worst: drug sales reps who just show up, ask for the doctor and more or less walk in. Hey! What about us who booked an appointment and have been waiting for over an hour! Add to the scenario a receptionist who whispers to the sales rep, “He’s [the doctor] with a rep now; you should be able to see him in about 10 mins.” How insulting. And that is before I got in to the “treatment room” --- often a synonym for “another waiting room.”

Think about your business; do you keep customers on hold? Do you have a live person answering the phone? Does your team personally speak to the caller or defer to voice mail? If your customers were brutally honest about your accessibility and responsiveness, how would they rate you overall? What steps can you take now to improve?

#8. “How may I help you?” How often do you hear that? Not much anymore. How about, “Hello, welcome!” Or, “We’re glad to see you! Please come again!” Rather it’s, “Thanks.” Or, “Have a nice….” said by a mumbling cashier who is more interested in talking with his/her friend at another checkout or the person bagging your purchase. Today one is fortunate to have a cashier look at you and say anything at all.

Think about your team. When they engage your customer, are they "THERE" with the customer? Are they paying attention and catering to the customer? Is there eye contact and a smile to go with it? Does the customer notice?

#7. Cart Dumping. Why can’t some businesses retrieve carts back from the parking lot in a timely manner? I really hate having to navigate carts in order to park – just hoping no one will slam a cart into my car. “Cart dumping” is a major part of the criteria that determines where I shop.

Perhaps you do not have carts being dumped in your parking. How is your website? Do you make the customer click and click and click and click to find information? And your phone? "Press 1 for ...." and "Press 2 for ...." can really amplify an irritated customer. How "clear" and "easy" is the path to your business and your people?


#6. “Sale! Sale!” Have you noticed those businesses which seem to have a continual sale? The same signs are on display forever! Do they really think that those of us who shop in the area won’t notice? For months? Years?

In your business, what signs does the customer see? Usually it is all the things that cannot be done: "No Refunds or Exchanges" or "Do Not Touch -- Ask for Assistance" How customer friendly and encouraging are your signs? I have a client who, with our help, developed his Customer's Bill of Rights (Top 10). He had it professionally printed and posted throughout his store and has his staff point out a few Rights to the customer as they talk.

Take the Poll: Click here to take this week's small business poll: "What percentage of your business is from referrals?"

#5. Looking for help. How many times have you been to a business and the attitude is, “What do you want?” Major brands have this problem too, and it is a growing one. Why is that? Perhaps because of the booming 90’s many people developed an attitude of mediocrity? Or because business was soooo good we (the customers/clients) began to look alike and blur. I suspect the later: old fashion customer neglect.

Within the first 5 seconds: what experience does your customer get when she enters your place of business? What messages are being sent? Dull? Grumpy? Happy? Glad? Upbeat? Nice scents? Sour scents? Stained floors?

#4. The 2nd Checkout – you know the places – after you pay for your purchase, you have to go out the door to be “checked out” by the pseudo security person. They look you over, your receipt over and go through your bag; aren’t sensors enough? And if sensors aren’t enough, why can’t more of these 2nd Checkout people be sent to charm school rather than come across as a nightclub bouncer picking favorites?

As your customers conclude their business with you, what is their last experience with and your team? What memorable events occur? What are the last words your customers hear as they leave your doorway?

#3. Stinky stores. No other way to say it. Have you been into a grocery, general merchandise or other business and noticed a stale scent? Some convenience stores suffer from this. I always wondered how some franchises managed to duplicate the smell so consistently across many stores. If you go to these businesses enough, I suspect you get used to it. Here’s a challenge: stop going to your normal convenience shop for a couple of weeks, and then go back inside. Smell anything odd?

When a customer goes into your showroom, or even better –– your bathroom –– what greets them? Is your front office or showroom an awesome display while the "behind the scenes" looks like area from a mob hit? Did you know some customers drive the alley to see how organized and clean it is BEFORE deciding to shop?

#2. All Day Long. Leave your car ALL DAY. "Sorry, no loaner and no rental discount." Sound familiar? Even with an appointment, I’ve watched a lot of “walk ins” just show up and be placed into the same queue in which I allegedly had booked a reservation. Many car dealers say these things to their customers everyday. The result? I don’t take my car to the dealer unless they can guarantee me a rental or timely transport in advance. Otherwise, I’m in and out within 30 minutes at Jiffy Lube, in and out within 45 minutes at Goodyear. Car dealers lose revenue because of this. I wonder if they know?

How accommodating is your team in assisting your clients to achieve timely results? Does your team take the business personally and step up, or defer to someone else or even worse: ignore the situation?


#1. Brand Contradiction. Retailers leverage taglines such as, “It’s your store!” or “Where shopping is a pleasure,” or “How can I help you?” So few retailers truly understand what they are getting themselves into with such taglines. Catchy? Yes. Vulnerable? Absolutely! When I am in such a retail store and see long lines and few cashiers and even fewer good attitudes, those taglines (some of which are worn on the employees vest or shirt) only remind me of how bad some businesses are at creating a great customer experience! It’s like a constant reminder of what isn’t working well. Even with a strong brand, individual stores can taint an otherwise stellar reputation.

How does your business' execution (or lack thereof) conflict with your branding? Does your execution and customer experience match (better yet -- EXCEED) your branding and positioning? Think about it.

The moral? Too many businesses just don’t realize the impression they make on their customers. They don’t measure. If you doesn’t measure, you can’t know. If you don’t know, you can’t fix what’s wrong or leverage what’s great! The result: a poor customer experience with your business. Then you can kiss referrals, repeat business and any tiny shots at loyalty goodbye.

93% of our business comes from referral. That is because our clients know my team and I deliver great results which in turn generate great 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 by clicking here.

™© 2006 All Rights Reserved Perception Lab, Inc.

Business: What's love got to do with it? EVERYTHING

Perception Lab, Inc.
The secure way to grow your business™

A very good friend of mine recently moved to a new state. He is excited about the new location, change in seasons, etc.; one of the things he remarked to me was, "Mark - it's great here! We love it. Lots of growth, new construction, new stores and the local football team is #1 in the state!" I was struck by his comments. He loves where he perceives it as being "progressive" –– it is new, it is fresh and it is a successful area -- even the football team is noted. Our clients think similarly about us (shock!). They want to work with a winner, the expert, the pro. I know my clients tell me (because I ask them when they hire me) why they want to work with me and it is great to hear. It always involves some element of "expert" or "pro" or "competent" or "flexible" -- all compliments and attributes I work very hard to refine each day. You know, "No matter how good you are, you can still improve." My clients? They know I'm the pro.

How about you? What about when your clients signed with you verses now? As we say, "Is the honeymoon over" and now you are in maintenance mode with your clients? Bad news. Imagine what could happen if a competitor, who appears to look better, sound better and offers a lower price? What if they can claim to be #1 in the market or at least, justify being ahead of you? What would your client think? Far too many times that client is G O N E! Ouch.

LOYALTY SCHOOL
When my daughter began her freshman year in college, she was so impressed with the campus. A few weeks later, she is still discovering things about the school, which works very hard to keep the freshman happy. Why? Tuition monies can easily flow to other schools! Each week her professors reinforce that they are available and encourage the students to call, or just drop by. No appointment necessary. Oh sure, she talks to her friends who are at other schools, but as far as she is concerned, she is at the best school for her. She knows she is working (learning from) with the best. And that motivates her to BE her best. She is SUPER loyal to the school.

HOW DO YOU KNOW 'THEY KNOW'?
Do your customers really believe that they are working with The Best when they hired you and your company? Do you customers actually believe you are looking out for them and their best interests? How do you know THEY KNOW? Can you think of a couple of examples right now? Hmmmm? Maybe not. That's okay. That means you are like the typical business owner. But it is not okay to stay that way. Maybe your customers think you are just processing the papers and maintaining the status quo. As my buddy Brian Parsley (trainone.com) says, "They may think you are just maintaining if all you do is invoice them each month." And it's true. Your value is not enough for the fees they pay you. Do you customers know for certain that you not only appreciate them but that you LIKE them? How do they know? What have you done to insure they know over the past 60 days?

PERCEPTION TRUMPS POSITION (every time)
Recently my wife and I went into a local retail outlet for a national chain. If I told you the name, you would likely recognize it. This is THE place for crafts, sewing kits, beads, cloth, fake flowers, frames, etc. –– the Home Depot of home crafts. We wanted the best and so for us it was a no-brainer. Or so we thought. It was almost Thanksgiving and of course we are anticipating a fully loaded sensory experience –– lights, scents, music, lots of green! We get there. We go in. Yes, the store is stocked with everything imaginable. But missing: no "hello and welcome" from anyone. No music. No scents in the air. Nothing. It could have been June 3rd at a hardware store. Actually, a hardware store would have smelled better, but maybe that's a guy thing. ;-) "How disappointing," said my wife. Needless to say, the experience was very dull. We left buying zero. We "thought" they were #1 in the space, we "thought" they were the leader in holiday decorating and fun, but although that may have been true in the past, not any more. How sad. Our disappointment was followed by our leaving.

Your customers are the most important people in the world. They signed with you because they thought you were the best, you were the #1 fit for them. What have you done to confirm this, lately? One week after signing? One month after signing? Six months after signing? Do you think your customers have noticed? You bet. And they talk. And they are perhaps more likely to now entertain a call or visit from the competition. Get it?

Your customers love a winner. Make sure yours know they not only signed with the best service provider or product provider, but a company that truly cares about their interests. That would be YOU!

93% of our business comes from referral. That's because our clients know my team and I deliver great results which in turn generate great 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, contact us at 786.399.6571 or info@perceptionlab.biz

™© 2006 All Rights Reserved Perception Lab, Inc.

PRESS RELEASE - South Florida Generator Startup Retains Miami Perception Lab, Inc.

FOR IMMEDIATE RELEASE  - December 4th, 2006

Perception Lab, Inc.
The secure way to grow your business™

South Florida Generator Startup Retains Miami Perception Lab, Inc.
Startup seeks marketing and business development strategy with Small Business consultancy


Miami, FL – Perception Lab, Inc. (privately held) announced today that they have been retained by Miami-based Empower Generator, Inc., a new venture entering the South Florida generator market.    

“Empower represents the best in high end turn key solutions for the hundreds of thousands of South Floridians -- from design, integration, delivery, calibration to customer training and ongoing support,” said Mark Ware, Principal at Perception Lab, Inc. 

The Perception Lab will be providing marketing and infrastructure services tailored for Empower’s startup vision; the Lab will provide marketing and business optimization services to include data collection, analysis, recommendations and project management services.    

“The Perception Lab, and Mark Ware, exactly meet our needs for a high-touch customized marketing strategy that not only gets the word out, but helps us to launch our differentiation on customization, integration and customer support, said Mr. Israel Schechter, Empower Director.  The Perception Lab is the small-business specialist and bring exactly the right balance of business analysis, strategy, mentoring and results-oriented services we need.”


 About Perception Lab
Press contact:  martha@perceptionlab.biz  or phone (305) 299.8396. 
An established leader in small business growth services, the Miami-based Perception Lab delivers results-oriented professional services solutions including comprehensive brand assessments, positioning, competency management, business development and training. 
businessmri.blogspot.com
 

About Empower Generators, Inc.
Press contact: israel@empowergenerators.com or phone 305.775.5202
EmPower is a One-Stop Shop for alternative power generation resources. The company is a South Florida based corporation specializing in turnkey delivery of Power Generators and accessories with quick, professional, reliable, and long lasting installation.  www.empowergenerators.com

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™© 2006 All Rights Reserved Perception Lab, Inc.