Perception Lab: Mark Stephen Ware

What's Happened?

2009-02-21T14:32:00.004-05:00

This blog contains such great material, that I have just left it up on the internet for anyone to use.

However, for the current stuff, you need to go to
www.perceptionlab.biz and click the "ezine" menu button
Linkedin http://www.linkedin.com/pub/b/792/496
Bloger http://businessperceptions.blogspot.com/

It's easy. Just click on the link of your choice and has Simon Cowell says, "Off you go!"

Enjoy

Best,
Mark

Mark Stephen Ware
Principal & CEO
Perception Lab, Inc.

Management and Marketing Advisors

™© 2009 Perception Lab, Inc. and Mark Stephen Ware

Trust - The Customers' Gold Standard

2007-03-19T22:56:00.000-05:00

A few weeks ago I had purchased some strawberry cheese cake for my wife and her sister; I thought we'd have it later in the evening while relaxing during her visit. So I go out to the kitchen and cut just a small piece. I take it into where we are watching TV and tell my wife's sister, "Hey, I have a surprise for you. You will love it! Close your eyes and open your mouth."

What do you suppose happened?

She said, "What isssssssssssssssss it?" I repeated my request, this time with more, "Come on .....and trust me."

Same results.

Third time, she relunctantly went along with me as my wife gave her the "nod of approval," and tried the cheesecake. For sure some of you are saying, "Mark, why didn't you just tell her what you had and just ask her to taste test it?" Well where's the fun in that? However, eventually she did trust me enough to try, and the results? "Mmmmmmm! Wooooow! Sooooooo gooood!" The trust paid off my sister-in-law, and I was pleased that she liked the Cheesecake.

Part of the challange was that fact that, although we are close, my sister-in-law is not as close to me as my wife, and so naturally she was a little apprehensive about trusting me about dropping something in her mouth with her eyes closed. She probably was imagining something like watermelon with salt (she hates it), but was pleasantly surprised.

Our customers are like that. "Mr. Customer, I have just the thing for you if you can give me just a few minutes of your time." Sound familiar?

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Think About This: Would your customers trust you to select all the products and services for them without them seeing anything in advance?
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When my kids were very young, they never thought once about piling in the car for us to drive them somewhere. Many times they slept in the back without a care in the entire world trusting our driving to a place they had never known about previously. Trusting. 100% completely and totally trusting. When we arrived wherever we were going, the kids would wake up and the adventure would begin.

The funny thing is the kids just assumed everything would be okay, that we would arrive as promised and that the adventure (camping in this case) would be just as we had promised. Better. And so it was.

Our customers can be like this too. They place themselves completely in our hands and just believe that everything will be great turning out exactly (or better) than we promised. This is the ideal place to be with our customers. Loyalty.

The difference? In the first scenario our customers come to us but don't know us. So it's difficult to just "sell 'em" on whatever we think they need. It takes time to establish rapport and credibility. For those in retail, they have a matter of seconds or minutes to do that. Wow. Imagine that. For the rest of us it may take weeks, months or even a year before the customer "opens up" and risks trying our product or service.

Why do you suppose the kids worked so well in the second example? Because they know the parents, trust the parents and have complete faith in the parents based on a track record -- previous experience that convinced them, "Hey, Mom and Dad will do whatever it takes to make this happen for us. Period." And so it is.

How do your customers think about you?

™© 2007 All Rights Reserved Perception Lab, Inc.

How Serious Are You About Success?

2007-03-12T23:40:00.000-05:00

How did I build my business? For sure, a lot of hard work. Hard work still. I love it, but it rarely is easy. What did I do? I became known by networking at chambers and major watering holes. Notice I didn't say "I met people" but rather I became known by others -- others who could send business to me once they knew more about me and my unique value to their business. First, they had to like me. Then trust me. Then understand me. Then understand how I could benefit their business. Then it happened. It still does. But lots of work.

I do the same with my clients.

Each month I meet with in two ways with most of my clients -- whether in Boston, Miami, Boca, Seattle or elsewhere, I am meeting with them in person or via phone. I meet with them to put them through two forms of ongoing boot camp - management training and staff (sales usually) training.

Even with the business I get via my eZine, like the you are reading now, or my blog site, or my podcasts or my google ads or my public speaking, seminars and workshops, I still meet with my clients every month. No matter how they found me, now matter what the type of work, I meet with them.

Every month.

Why? To help ensure my clients are successful. Management training means going over the numbers, sure -- but more about how those numbers were created -- Who sold? What did they sell? How are they selling? How are they doing it? Did they discount? Where's the pipeline report? Where's the project plan? How many did my client deliver late? Incomplete? Reschedule? Cancel? I point out the exact steps needed to be taken to maximize the client's business. Just about every client. Every month.

For the staff, similar treatment. It's all bootcamp baby. All work. A few laughs sure but not for long. "How many architects did you connect with? How many know you by your first name right now? How has that number changed since two weeks ago? When are you meeting with the owner?" And so on.

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Think About This: Every employee you have is a walking, talking, modeling representative of your company. What message are they sending?
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I explain to my clients, "Forget the VP, directors, managers -- the OWNER is The One -- The Only One -- who can say, "YES!" to your proposal, proposition or offer. Everyone else is a barrier to success. " Results. Results from tactics that work.

When my clients complete a session with me, many times there is a "Whewww!" like finishing off at the gym with a personal trainer -- 90 minutes later! They are sore for sure. But better. Better equipped and better prepare for the competition and success. Each month. Twice a month. A few hours each session. It takes time. It's an investment for me and for my client. An investment that pays off.

So why am I writing this? Just how serious are you about your success? Is it business as usual for you? Or do you strive for something better, something superior -- whatever your reason for more success, you have to know deep down inside that what you are doing matters. It matters to you, to your family, to your future. If you're flying blind and just going with the flow, hanging with the crowd, then find a new crowd.

Avoid the "can't do it", "never been done," "that's too difficult," "we tried it before and it didn't work" group -- instead, find those like-minded people who want to build their business, build their future and create a legacy NOW.

How serious are you about your company's success and long term future? What have done lately to prove this? How does your team feel about it? Everyone on the same page? Would your customers know?

Every month I see my clients progressing towards their goals of seriously high customer loyalty and increased sales. How about you? Start today. Start with the Business Schedule I provide you each week. Just like the one at the top of this eZine. You read it. 5,000+ other people like you read it. And then go from there.

Just like me, you can do it too.

™© 2007 All Rights Reserved Perception Lab, Inc.

Thrilled in 90 Seconds

2007-03-06T00:52:00.000-05:00

Would you believe me when I say that it is actually the seemingly small things that make all the difference to customers?

How about this: have you ever noticed that many of the businesses you enter do very little to win you over? It is like they are saying, "We're here if you need us; if you don't like it, well, there is the door. Take us or leave us. We're fine either way." What a chilling reception! I can almost feel the Arctic air blowing through me now just reliving a few of those encounters. Can you relate to this? Whenever I enter a new business (to me), I am excited anticipating the treatment I am about to get. Okay, I get disappointed a lot too (you probably do too!). We only get one chance to make a first impression and win the client over for future business. So our "first contact" is super-duper critical.

Following are a few tips on how to thrill and NOT chill your customers within 90 seconds of entering your business.

Chilling: Ignoring everything as you sit behind the desk playing with your text messaging cellphone.
Thrilling: Within 30 seconds of entering the business, greet and release the customer with eye contact and with a genuine warm "Welcome to and smile. Take control and set the tone early on.

Chilling: After 10 minutes, approach the customer while keeping your personal space well intact.
Thrilling: Warmly greet the customer, "Good morning. By the way, I'm Mark ... and you are?" Why? Just to be personable and friendly. People really appreciate the personal touch, even if they don't show it initially. And, it also helps you to remember their name the next time you see them. Ideally they should ask for you the next time they return.

Chilling: Ask the customer, "What do you need?"
Thrilling: After introducing yourself, offer the customer something - soda, coffee, bottle of water. Then begin to chat with whatever it was that brought them into your business. Why? Power of reciprocity -- you offer to give them something of value and they feel a little bit on the hook to at least give you a chance.

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Think About This: What steps has your competition taken to thrill your customers away from you?
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Chilling: Point the customer to a flip book, secured (that is, chained) catalog or dusty computer monitor to browse.
Thrilling: Provide opportunities for easy dialog - interactive displays, audio/video catalogs and kiosks -- personally show the customer what they seek while getting to know them better. Keep it professional and very friendly. Customers can tell if you're faking it.

Chilling: Always make the customer stand.
Thrilling: Provide opportunities to sit and relax (especially those dragged along!) - chairs, couches or simple ottomans. (Good example would be Macys)

Chilling: Answer the phone with the standard, "Yeah?" or "This is Mark" or "."
Thrilling: Warmly answer the phone with, "Thank you for calling < your company;> this is Mark. How may I help you today?"

Read this list again. Pick all the ones that apply to your business. Consider how you can being implementing the customer-thrilling tactics immediately. Share with your team.

™© 2007 All Rights Reserved Perception Lab, Inc.

Time is Money -- But It's All in The Timing

2007-02-26T23:10:00.000-05:00

We are all guilty of putting things off. Putting off tasks may free up time, but too often it can cost us money too. Real money. Here are a few examples of how time can directly impact our business, our customers' experience with our business and the sales growth we seek. I bet a few may surprise you.

HOW LONG? Time to acquire a new customer -- In my business, it may take months to acquire a new client (not just a prospect). Sometimes it is just a few weeks. Each customer is hard won and fought for. That "fight" typically occurs for many of you in the form of word of mouth or some form of advertising. What are you specifically doing to keep these customers you have acquired? Screw up their experience and they're gone. Few will stay loyal as a competitor offers a lower price or promises a better experience. Think about the time it would take to replace those customers and the cost to do so. Ouch.

HOW LONG? Time to irritate a customer -- The phrase, "Gone in 60 seconds," comes to mind. But you may not know it. Why? Because for every annoyed customer who confronts you in person, via phone or via letter, there are 6 more who wanted to but didn't. That is why we must always be on our guard, be responsive, and be accessible to our customers. We must always be ready to fall on our swords, so to say. How many times have customers contacted you in the past 90 days to complain? Multiply that by 6. Now multiply that by the typical dollar amount they each spend with you each year. That's the money at risk. Real risk. What will you do to minimize this?

HOW LONG? Time for an effective ad to work -- This is a great question. Let's assume the ad is well written -- conveys a unique selling proposition, conveys how you are different, conveys a "call to action" of some sort, is well laid out by a pro and in a media channel for the appropriate audience and visibility. The answer? Perhaps as much as 6 - 9 months. When I tell people that, well, let's just say I wish I had a camera. They don't believe it. And then I ask them about their own experience with advertising. "Terrible," "poor," "crap," "don't know." Keep in mind that most business owners don't even bother to measure where their business comes from in the first place. Consider this: just because a zero-result ad has been running for several weeks or months does not necessarily mean it is a dud. Simply changing the headline's copy or size may radically energize an ad. Yet, the biggest risk is not the ad's potential for failure, but rather the GAP which can result once the customer sees the ad vs. the customer's experience with the business first hand. It's true. What's been your experience?

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Think About This: Over the past 12 months, how much time have you put into reviewing these sorts of topics? Probably not enough, right?
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HOW LONG? Time to groom a new sales person -- 12 months. Maybe more. This is because people think they know how to sell, their recruiter thinks they know how to sell, and then after 90 days the results roll in. And then everyone is so surprised! "Well, he interviewed so well." "Her references were glowing." The problem is that salespeople have to adjust to a new environment, new team, new product, new service, new processes, new forms, new geography and then still may not be a great closer, or able to build rapport. The new sales person, even after mastering all of what I've mentioned so far, may be a poor project manager or be poorly organized, which will impact the customer experience as much as anything else (more usually).

HOW LONG? Time to ask for a referral -- When the customer says, "This is so great! I really appreciate what you guys did for me." That's the moment. Then, without stuttering, without hesitation, immediately say, "I am so glad to hear that. Can you think of a couple of friends or family who would also benefit from (insert your product/service). When they say "Yes," then say, "You know, I would love to meet with them. Could I ask you to give them a call tonight and just tell them about your experience and ask if I can call them later this week?" 99% of the time you will hear, "Sure." Two days later, give a call to confirm and get the names/numbers. Now when you phone the prospects, they are already 80% sold on you because your client made it happen. Sweet.

HOW LONG? Time to ask for the sale -- When the time is right. Seriously. Could be 5 minutes or a couple of hours or days or weeks into the sale. Every sale is unique. However, the universal answer is: anytime you hear, "This looks/sounds/tastes/feels/smells" great! Of course this assumes you have presented or at least discussed the total solution (don't sell anything naked! -- that is, by itself). Sadly, most salespeople do NOT ask for the sale. Fear has a lot to do with it. Selling from their own wallet or purse can be a factor. Also lack of confidence, lack of practice and lack of training can result in "no sale." How effective are your people at asking for the sale? Here's a stat for you: a typical retailer has a 60% stall rate (customer did not buy anything during the visit). What's your stall rate? What will you do about it?

™© 2007 All Rights Reserved Perception Lab, Inc.

The Best Help for Your Sales Team

2007-02-19T21:08:00.000-05:00

As I speak with business owners across the US, one of the things I have found most useful to teach is the Sales Journal. Not a device for measuring sales metrics, but rather to capture those, "Oh, if I could only have spoken with you before this customer came in!" sort of thing. Why? Because salespeople have good days and not so good days. There's always the, "one that got away" story, or the tire kicker or the customer on a "mission" that everyone wants tips on how to better handle next time.

You may be thinking, "Yeah, but I'm an attorney, so doesn't apply to me, right?" Wrong. Every PA, service provider, etc. "sells" themselves to their clientele one way or the other. Most of the time it is just as simple as, "We liked her." Or, "I just wasn't comfortable with him." Even if everything else is equal. Isn't that a hoot? In order for the customer to say "Yes," many deals actually just boil down to a gut feeling in the customer's stomach.

Okay, so how do your salespeople get the right gut feeling to occur in your customers? Your salespeople have to practice and be very comfortable when they interact with customers. Sounds so simple. Yet, any awkwardness or stuttering by the salesperson will doom the sale. Your salespeople need to practice. They need coaching. They need insights and tips. Ask yourself this: do your salespeople tell you their stories? Are they sharing with you their sales struggles? Their sales fears? Their "tried it and it didn't work" sales stories? Hmm? Probably not. Nope. That's because most bosses or owners only care about results and not the triggers to growing those results. And many business owners rationalize this by saying something like, "Well, salespeople have to learn and if they are slow at it, well, it's their commission check that suffers until they get it right." Wow -- what an attitude.

I have a great job: I get to travel, speak to groups, interact with executives and conduct meetings every week. I speak to small groups, large groups, private groups and public groups, and I can promise you that when one person's hand goes up to ask me a question, almost always there are several more that follow. Why? For lots of reasons: people just don't ask questions even when they know they should. Statistically we know that for every hand that goes up, there are probably 6 more that want to, but don't. Don't believe me? How about a flash-back to your high school algebra class. Ouch. But that was then and this is now and now is about getting better at selling.

So, if you can get your sales team to perform better, they actually start winning more business; and who wins? The salesperson? Sure. Their commission checks explode. What about the business? HUGE! And the more salespeople who get with the program, the more the business can grow. And not just because of the one time transaction with the customer, but due to more opportunities the customers have to experience your business, and your people. A great competitive edge. Sweet.

What about you and your team? How well do you know the struggles of your sales team? How plugged in are you to helping them to overcome challenges and help you grow the business (and their commissions)?

As I concluded one my client's training sessions, the feedback was, "POWERFUL!" You see, I typically meet with my client's sales team once a month or every other week, as appropriate. They know how to better handle sales situations because of the training I provide them, but becoming comfortable doing "it" in their own skin took time. And they are still getting better day after day, week after week. For sure there is a period of awkwardness and learning. That's normal. I've found I can easily accelerate this curve however by asking the salespeople to keep a journal and that's where we start at the next session. That way I am 100% sure I am giving them value and the specific answers they need to overcome sales situations the next time they experience them.

Take time today to connect with each person in your business/practice who sells or helps develop your business. Have them keep a journal, and then spend 30 minutes each week reviewing their notes from the previous week. Provide them with specific tips on how to improve. Watch your business bloom –– a beautiful thing.

™© 2007 All Rights Reserved Perception Lab, Inc.

Fly On The Wall

2007-02-12T23:11:00.000-05:00

You work hard. You have goals and action plans to grow you practice or business in spite of the economy and tight cash. And then ... your own personnel unknowingly undermine your plans by NOT being the walking/talking company representatives they should be.

Here's a typical observation from the field. Recently I was in the waiting room of a very successful construction company; along with me were two window manufacturer reps. They were chatting as I entered and continued to talk about how best to sell and that they should never talk down the competition to make their own product lines stand out. I guess these yahoos didn't believe such guidelines applied to their own company. These same guys began talking down their own product line right in front of me. Unreal. I couldn't believe it. On they went -- the weaknesses, lack of R&D, poor support -- on and on it went. Ironically, the construction company is their client and the client's receptionist was easily overhearing the conversation, just as I did.

Ouch.

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Think About This: How are you tracking the business results generated from your promotional activities?
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Now, these guys had no idea I was listening to them closely. They should have known as I do not own a cloaking device!

Do you recognize this sort of thing? Have you seen it in your own business? I swear I've observed this same kind of thing in medical offices, automotive repair shops, banks, retail stores, restaurants and salons. You probably have too. How do you feel? Awkward, right? Because it is! Not only because of what was spoken by the employees but because they don't realize what they are saying and the damage they are causing! There's no shame, no embarrassment, no regret, no, "sshh shhh someone might hear us." Nope.

Bottom-line: I can't think of anything much worse than having your own people kill business and ruin brand with ignorance. How well does your staff measure up? Here's a top 5 check list to see how they rate:

1. Do all employees really know the company's mission/vision and act on it each day? (many have no clue)
2. Do all employees know the company's strengths and share some of them with each client? (ditto)
3. Have your employees been to a client-alignment workshop (what to say/do when preparing to meet the client)?
4. Are your employees held to competency standards regarding their position and your brand?
5. Do you formally review the above 1-4 items with your employees one-on-one each quarter for reinforcement and Q&A?

Take action and decide to not let your employees accidentally stain your brand. Not with you, not with each other, not with vendors and certainly not with clients. Be the fly on your own wall.

™© 2007 All Rights Reserved Perception Lab, Inc.

When Your Business Needs Professional Help

2007-02-06T00:43:00.000-05:00

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

We've all experienced this: your coughing and wheezing; you go to the doctor. Your car suddenly refuses to start; you take it to the dealer. Like many folks, you've tried to loose weight and can't; you join a gym and work with a professional trainer. Your tooth is really beginning to give you trouble, and so you book an appointment with your dentist. Sounds about right, right? Right.

The common line in all the above was this: at some point, you figured it out that you needed professional help. In most of the cases I cited, it was about real physical discomfort (or just pure frustration). But what about your businesses? How long will you put up with your situation's "pain?" It sounds funny, but for some of you, you haven't suffered enough! That is, to realize you need professional help. Read on.

What form does "professional assistance" take with small businesses?

Ah, that's a GREAT question. So how do you tell if you're in need of professional assistance? Hmmmm. Very subjective territory. It's difficult to say UNLESS one has worked with many business across the US from a wide variety of industries and who is able to predict the likely scenarios which warrant such assistance; in this case, that would be your humble ezine consultant (me). :-)

Here are the major symptoms that indicate you are ready for professional assistance. But that's too easy. Let's a make it interactive: I've given you the top 9.5 reasons for seeking professional assistance for your business. All you have to do is read each rationale, if it applies to you, add to your overall score. So, be brutally honest with yourself, right? Right. Let's get started.

Your score is now zero. Start reading and adding (as appropriate).

1. Your business has never been professionally assessed regarding how your market views your business vs. how you want it to be viewed
If this applies to your business, add 5 to your score now.

2. You have no customer feedback data on a regular monthly basis being used to plot your business' growth strategy
If this applies to your business, add 5 to your score now.

3. You presently have zero alliances or joint ventures actively sending you new business
If this applies to your business, add 4 to your score now.

4. You have little repeat business or referrals from past clients
If this applies to your business, add 3 to your score now.

5. Your ads stink (you know it and someone has told you so) and generate little new business
If this applies to your business, add 3 to your score now.

6. You've tried as much as you know to grow your business and have had really poor results
If this applies to your business, add 3 to your score now.

7. Your people need training for customer care, account management or project management, but you don't know where to start
If this applies to your business, add 2 to your score now.

8. You thought the business was going great until suddenly your sales began to free fall and the end is not yet in sight
If this applies to your business, add 3 to your score now.

9. You do not have an advisory board OR your management team does not have expertise in growing a services businesses
If this applies to your business, add 3 to your score now.

9.5 You have zero financial buffer (no cash saved up) and sales are declining
If this applies to your business, add 5 to your score now.

Score Your Business: Add up your scores and see if your business qualifies for professional assistance.

If you scored 35 or better:
DOA: Your business is about to implode unless you act today! Seriously, it may be too late. Let's discuss it.

If you scored 27 - 34
Bleeding Out: You are in bad shape and need help immediately. Call me.

If you scored 18 - 26
Limping: You need help and should get started soon. Send me an email about what you have going on.

If you scored 9 -17
Sore Muscles: You're on the right track, but could easily benefit from coaching. Drop me a note about your business.

If you scored < 9
Pretty much fit. Congratulations! Call me, and we'll talk about partnering together.

™© 2006 All Rights Reserved Perception Lab, Inc.

3.5 Things You Want Your Customers To Know About Your Business

2007-01-30T00:23:00.000-05:00

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

Seems during the holidays that the ads, print or broadcast, were all about price and to buy NOW. What pressure. Retail results for Q4 it turns out, generally, were pretty poor overall. Lots of discounting and still stuff didn't move out the door. "Why?" you ask? I suspect that the customers just did not see the value. Nope. Nooooooooo value means noooooooo sale. Simple. So how does one solve this? Or prevent its reoccurrence? That's the question you should be asking yourself. So here you go: 3.5 things your customers should absolutely know about your business and the value you bring.

1. "No matter what you bought, you can bring it back and get your money." Sounds so simple. Yet so few businesses will do this. This is a huge competitive edge for those selling a tangible -- shoes, cars, boats, pants, watches, eye glasses. In some cases, it is as if a congressional enquiry is necessary to validate the return request even when the customer is standing right there with the company's bag, company's logo, receipt and the goods! Statistically, if you serve this sort of customer very well, this customer will go out and positively promote your business five times more so than some one who came through your business and had zero problems. Think about it. Five times the positive PR.

2. "Not only are we licensed and bonded, we are certified." If you can, say something such as, "Each year each of our employees receives over 25 hours in customer care and project management training." Wow! Imagine that. What if your CPA told you that? You have to realize that your clients assume you are competent when they come to you; it's when the service goes bad (aka you screw it up) that they begin to doubt your credibility. No surprise there. However, if you have given the clients exposure to the effort you put in to keeping your team up to date and with a great bed-side manner, chances are when things go wrong (and they will), the customer will probably cut you some slack and work with you more easily. Make it known the effort you put into keeping a top notch team.

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Think About This: What are you doing about those customers who used to buy from you and no longer do?

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3. "Each week we call 100% of our customers and say three things: (a) Thank you, (b) Is everything okay? (c) We are here for you and please contact us anytime." You do call your customers, right? If you are like most businesses in the US, you probably contact just a few, if any. How about calling 50%? 75%? How about giving a cash bonus to the employee who will call even more? Make a contest out of it, collect the results and share with the team to motivate and develop ways of better leveraging the best of the feedback, and ways to minimize the distractions. That's leadership. Watch your team follow and your customer loyalty explode.

3.5 "Our management team are committed to you, your family and our community. If for any reason you feel that you need to contact us, please feel free to drop by, call or write directly to our CEO (insert your CEO's name and direct line/address)." Okay, so if you don't follow through on this, it will blow up in your face. Ouch. But for those of you who do, and do so visibly, your clients will feel more secure in dealing with you because there is a pipe to the top person in your organization.

What is your claim to fame? 93% of our business comes from referral. That's because our clients know we deliver great results which in turn generate great results.

About Us
The Perception Lab has been described as a "personal trainer" for small businesses. Perception Lab is a full-service growth consultancy working execlusively with small to medium sized businesses throughout the US. Since 2001 Perception Lab has helped businesses grow gross income by as much as 66% within a few months using qualitative assessment tools and coaching services. Founded by Mark Ware, a professional services and marketing expert, the Perception Lab provides the critical services businesses need at a price and terms they can afford. Contact: 786.399.6571 or email us by clicking here.

™© 2006 All Rights Reserved Perception Lab, Inc.

Building Customer Loyalty – and Your Sales

2007-01-23T05:53:00.000-05:00

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

It’s a lot of trouble. It will cost you time and energy. How willing are you to do whatever it takes? What am I talking about? Customer Loyalty of course — that which gets much lip service yet has very little "backbone" in some companies. How willing are you to keep the customers you have now? For FedEx, they started working on keeping customers –– before they actually had any!

A Page From The FedEx Playbook
Many of us are aware of Fred Smith‘s graduate thesis on a hub-centric distribution system and the the ‘C’ grade he was later given. But what you may not know is that before FedEx went ‘live’, they spent two weeks handling, flying, driving, delivering EMPTY BOXES!! Yes. How easy would it have been to for FedEx to just get everything in place, complete the check list and open their doors for service? Eaaaassy. But instead Fred’s team made the extra effort of making sure they could really do what they were promising in their promotion. Imagine that: service which equals or exceeds the promotion! Imagine how many customers FedEx prevented from going to USPS or another carrier. Probably hundreds of thousands. And if you use FedEx today, you know you can count on them. And if you can depend on great service, you will likely stay with the service even when competitors come knocking and offer a cheaper rate.

But what about those times when things go wrong?

Bad-mouthing Happens; And It Will Cost Plenty
What's your plan? Do you go to the extra effort as FedEx did to ensure 100% quality control and Ritz-like customer experience? Probably not. Few businesses do. 1 out of 7 customers complain to a business when the customer is unhappy/irritated/frustrated/annoyed/disappointed; but what about the other 6? Hmmm. Who are they talking to? What are they saying? You can easily imagine. When you have experienced poor service, how did you react? Did you tell your friends? Family? Co-workers? Sure. Did you return? Maybe not. Many of your customers think this way –– more than you realize. No one is untouchable in this regard. Put another way, you can have great product, SKU selection, pricing and location, but if the service is poor or below expectations –– those intangibles you can’t qualify until experienced such as attitude, tone of voice and willingness to serve –– it’s too late. And if the business does not know for certain how they are being perceived by their clients, it can make the difference between life and death over a short time for the business.

To keep your customers, you have to know what’s working and what’s not working well. "Hey Mark, I know what my customers think of me and my business." Really? Read on. If you don’t know the specifics about how your business is being perceived, and its associated rationale, you can’t effectively manage. And unless you have someone unbiased and objective to provide the perception study for you, you won’t get the truth. Don't believe me? Think you know your customers THAT well? Do you think your customers are really truthful to your face? Ask yourself this one question: as close as they can be at times, does one spouse ever tell a small tiny lie to the other, BUT with good intentions (avoid a fight, etc.)? Of course. What about brothers or sisters? Sure. What about "best friends?" Of course. Come on. You know it's true. How much more so our business owners and clients! Ouch. So we have to be on our guard for this.

Okay, I think you got it. Or put another way, your customers will not likely be 100% honest with you about your business, but they will talk behind your back (I know as it is the foundation of my practice!).

So, here are 5 tips for keeping the customers you have and getting closer to how they may perceive your business (Be sure to print this out, post it somewhere and use a pen to tick off each of these items once you completed it):

1. Ask for their comments; make it easy; put suggestion boxes, comment cards, direct phone lines in your business. Equally important, just ask them when they come through the line or in contact with your staff, “Did we do a good job for you?” Note their comments, keep a log and go over every reported atta-boy or problem area at each week’s staff meeting (you do have a staff meeting each week, right?)

2. Keep customers informed. In your promotions, daily interaction, phone conversations and advertising be sure to incorporate what you are doing to improve the business for their benefit — shorter lines, better staff, more products, easier access, etc. You can't just say, "Lower prices!" as everyone does that (and few really have those prices anyway). I have read that the Container Store sometimes keeps store positions open for weeks to find the right personality as they can teach the needed skills. If you have been to a Container Store, you know how well they do at having the right staff mix and competency. Above all, their staff have the attitude and willingness to serve. WOW!

3. Take it seriously. Companies are famous about talking customer care and value but delivering poorly, usually because these same companies don’t measure how they are being perceived by their clientele in the first place. If you are the CEO, COO, CCO or other senior executive, now is the time to prime the pump and get your team on board with customer loyalty + more effective advertising/promotion. Do the math: it’s much cheaper to keep the clients you have than having to continually replace them. Better still put customer loyalty activities on your management team’s competency planning program and tie it to revenue and bonus. That’s sure to get attention.

4. Keep the media informed. Ok, maybe not CNBC will be knocking on your door, but when companies get serious about loyalty and improving their ‘business hygiene’ that’s a credible news story; what’s better is that with such an announcement tethered to targeted metrics, you can conduct a follow up communicating how it went and what the market’s feedback has been. Nice.

5. Hold Customer Summits. Go through your client list; identify the major accounts that are making up your revenue; and then invite them and their spouses to an all expense-paid event and update on your progress. So maybe you can’t afford to put everyone on a huge yacht for a long weekend, but do what’s appropriate for your clientele — rent a meeting room at a local upscale hotel, or the conference room of a nice restaurant. Be creative. But do it! Your clients will feel closer to you, feel more appreciated and better informed. Plus they will eat and have fun at your expense! You will see it returned in future sales and expanded revenue via their friends, coworkers and family.

™© 2006 All Rights Reserved Perception Lab, Inc.

4 Things You Absolutely Must Do This Year for Your Business

2007-01-20T12:26:00.000-05:00

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

Ever weigh yourself? Sure. We all have. Why do we do it? Hmm. Some for different reasons, but for most of us, if I may speak for most of us for just a moment, we weigh ourselves to check in and perhaps "do something" about it. Some do. Some do not. But for those who do, and stick with it, the results can be, well, overwhelming.

So how does this relate to our businesses? Simple. If we care about the longivity of our business, if we care to not only grow the business but maximize the business, we must measure. Weight?! No. We must measure a few vital items, a few of which are listed below for your convenience .... and action.

Here are 4 GOTTA DOs for your business. No way around it: these must be implemented IF you want to have a shot at improving your customer loyalty and business' gross income. Just for fun (okay, not THAT much fun), I put them in reverse order.

MUST DO #4: I am SHOCKED to learn many businesses do not measure anything beyond sales and margins. That is like a hospital counting full beds and ignoring fatalities from botched procedures! You gotta measure. Measure everything that impacts your customers' experience with your business, company and people. That means measuring areas such as delivery, account management, installation, consultations, designs, coordinations, warranty repairs, setup/calibrations, access, responsiveness, and organization. Then ask yourself this ONE SIMPLE question: "How can we double our effectiveness over the next 30 days?" If you do not measure, you cannot begin to answer that one simple question. Get it?

MUST DO #3: "I have a sister with Pagemaker and a Laser printer for my ads." WRONG. Most advertising seems to be a crap-shoot. In reality, a thoughtful and professionally designed campaign – ads, business development tactics, CRM, ROI, etc. –– will make a HUGE difference: business results! Fight the urge to go cheap (not the same as "cost effective") and bring in a pro to work with you as you get the word out about your business this year. Look at your operations and determine where you could benefit from an external professional.

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Think About This: Why did the majority of your salespeople miss their quotas last year and few rise to the top?

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MUST DO #2: "These morning meetings are a waste of time!" ... and many are. Are yours? (Ohoh –– You do have morning kick-off meetings to set the tone for the day, right?) The ONLY way around this is to do two things: (1) make the agenda (you have one, right?) meaningful and not a "state of the union" address. (2) Empower your team to own parts of the agenda and present material instead of you doing all the talking. Employees will feel empowered and have a sense of ownership. Watch your team's morale increase. Watch your customers notice your employees. Surprise! This will work if you sell soda at the grocery store, shoes at the mall or wills & financial planning at a local law firm.

MUST DO #1: Follow up with every customer after every sale within 5 business days (adjust for your specific business) and simply say three things: (1) "Thank you for purchasing with us." (2) Ask them if 'all is well' and if they have any questions. (3) Tell them they may contact you at any time. Tell them about your 100% money back guarantee, contact number and website address for more info. Do this every day from now on. Your customers will be THRILLED as very very very few of your competitors will do this. For bonus points do this: call again after another 60 days those customers who had the larger purchases and see how appreciative they are. Your loyalty will begin to explode! Good for you.

What is your claim to fame? 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.

Giving Back
Now when you work with us, we will donate a portion of our fee to the charity 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. Call or drop us a line for more info.

Privacy We do not share nor sell our subscribers email addresses; your privacy is assured 100%.

Opt Out To unsubscribe to this eZine, first realize you will be missing out on powerful insights each week; sometimes, they are even funny (or at least cute!). Second, simply click reply and put "unsubscribe" in the subject. But sure you cite your correct email address. You are done.

Like what you read? There is more: check out our website.

About Us
The Perception Lab has been described as a "personal trainer" for small businesses. Perception Lab is a full-service growth consultancy working execlusively with small to medium sized businesses throughout the US. Perception Lab mentors business owners regarding how to significantly grow sales and provide Ritz-quality care to customers. Since 2001 Perception Lab has helped businesses grow their gross income by as much as 66% within a few months using qualitative assessment tools and coaching services. Founded by Mark Ware, a professional services and marketing expert, the Perception Lab provides the critical services businesses need at a price and terms they can afford.

™© 2006 All Rights Reserved Perception Lab, Inc.

Perception Lab Client Sees 66% Sales Increase Over 8 Month Period

2007-01-20T12:24:00.000-05:00

For Immediate Release

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

Perception Lab Client Sees 66% Sales Increase Over 8 Month Period
Pompano Beach Florida Optometrist Grows Practice with Guidance from
Miami-based Perception Lab, Inc.

Miami, Florida
We are pleased to announce the end-of-year business results of
Sherwood Optical, a Perception Lab, Inc. client. From April 2006
through to December 31, 2006, Sherwood Optical has grown its gross
income by 66%. The practice has been in existence for many years and
in late 2004 was acquired by its current owner.

"Our goal is always the same: grow the income for our clients. The
eight months we have been working with Sherwood has been a lot of
work, and the results speak for themselves. A lot of the credit goes
to Sherwood's owner, Dr. Ralph Bourjolly and his team. They actually
made it happen and are a pleasure to work with. We provided the
analysis, recommendations and detailed implementation strategy while
working closely with Dr. Bourjolly each month," said Mark Ware,
Perception Lab, Inc. Principal.

Perception Lab, Inc. had developed and conducted a custom perception
study which revealed specific traits that significantly helped
Sherwood improve its customer loyalty and revenue. Over
approximately 45 days, the study results and action plan were
presented to Sherwood's staff and management. Implementation of the
recommendations soon began.

"We're thrilled with the 2006 results," said Dr. Bourjolly. "The
analysis, high-quality care and coaching we receive each month from
Mark Ware and the Perception Lab team really put us on the map. We
received the study results of course, which revealed several
insights, but it was the staff and management training, along
processes and metrics such as how to construct joint ventures, how to
sell, how to better advertise, how to followup and really care for
the patient after the sale, that made the major difference. Now we
are on track for a super 2007 and know we will be making the most of
every opportunity while providing the absolute best in patient care
and value. I can say our patients have noticed and brought us even
more business. We could not have done it without the Perception Lab
team and Mark Ware."

About Perception Lab
Contact: Mark Ware at (786) 399 6571 mark.ware@perceptionlab.biz

The Perception Lab has been described as a "personal trainer" for
small businesses. Perception Lab is a full-service growth
consultancy working execlusively with small business owners
throughout the US. Perception Lab shows small businesses how to
significantly grow sales and provide Ritz-quality care to their
customers. Since 2001 Perception Lab has helped businesses grow
their gross income by as much as 66% within a few months using
qualitative assessment tools and coaching services. Founded by Mark
Ware, a professional services and marketing expert, the Perception
Lab provides the critical services small businesses need at a price
and terms they can afford.

™© 2006 All Rights Reserved Perception Lab, Inc.

Be True to Thyself

2007-01-09T00:11:00.001-05:00

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

I love this story: Alexander The Great is said to have met a young solider who had ran from the front lines, which at the time were under heavy attack. Eventually the solider was captured and taken back to stand before the great Alexander where the solider was asked his name. The solider replied, "Alexander." Alexander The Great responded, "Well, you need to either change your name or get over your fear of the enemy."

Alexander The Great knew the power of brand -- his name, his reputation was everything. We can learn lot about brand from him. How's your brand? Does yours measure up? Doesn't matter if you are a doctor, lawyer, CPA, ad agency, IT company or shoe repair shop –– brand is everything! I'm going to share with you 6 ways businesses blur their brand and forfeit sales all too easily. Ouch. But I'm telling you in advance, which is great news for you! Okay; here you go.

#6. Accountable Accounting
How do your clients learn of their bill or project status with you? Is it a surprise after you have delivered your service or product? Better companies have a best practice of providing weekly project and billing updates to their clients. Be different: communicate weekly to your clients about their bill and ask about their experiences with your company. My team and I send our clients a one-page project status update every two weeks and encourage feedback.

#5. More Than Selling
Does your sales team know your company's USP (Unique Selling Proposition)? Sadly this is one of the most unknown and (if known) understated pieces of information conveyed to prospects. The 2nd most common? The business impact a service has on its client's revenue/customer retention on an ongoing basis. Sell with confidence: sustain sales with measurable value metrics that really matter to the client, and then tell the client how you are improving their business for them. Nice.

#4. Planning to Plan Well
Do market needs drive your marketing efforts, or does your planning attempt to drive the market's needs? Be even more different: before investing tons of cash or making strategic decisions, first know what your market wants, likes, hates about the service YOU are providing today. Then you will be in the perfect position to discern where to invest and how to measure its impact. Makes sense.

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Think About This: When a customer begins to talk about you/your business, what do you suppose is the first thing to come to their mind?

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#3. Fingering Competition
Who is your competition, according to your clientele? Ah, you probably don't know! Many business owners have no idea. What would your referral sources say? How are your competitors different from you? Why? How does the market's perception of the competition change over time? Referral sources and clientele are the only two sources of revenue that matter to you; they also know who your competitors are and how they measure up against you. Know your competition and plan accordingly.

#2. Delivering Delivery
Does your team deliver the right stuff, the right way, on time and in the right location –– the first time, every time? Chances are that your business is similar to most in that 90% of client complaints have very little to do with products but rather service -- how we delivered, where we delivered, when we delivered, attitude, willingness to serve, etc. Before you promote your business, first fix (or at least check) your service delivery. I can hear you now, "Hey Mark, I'm a CPA and this doesn't apply to me." I call this, "DENIAL." Of course it applies to you. In fact, it applies MORE because you are a PURE service provider which means the only thing you do is done by you or your people 100% of the time. So if you get it wrong, that's a delay. For example: late contact for tax season, late followup, late filing, late Q&A with the client.

#1. Keeping the 'relate' in Relationship
Do your clients know you care? Really care? This is VERY hard to fake. Customers know. Do your clients receive a weekly dialog/update from you? Do you query client feedback at project start, mid-point and completion? Do you follow through on the comments you have been given? Do you provide follow up with C-level client staff to ensure they know (for certain) the value you are delivering to them and its impact on their business?

Some Final thoughts
Imagine if Alexander's army had been disorganized -- not knowing its battle plans, not able to communicate or didn't adequately train its soldiers. History would have recorded Alexander the Weak, or someone else as "The Great." So too for our businesses. Know your business, know your weaknesses. Leverage your position. Don't wait. Or as with Alexander the Fearful, your company too may have to change its name.

Thanks for reading.

Mark Ware
Principal
Perception Lab, Inc.

™© 2006 All Rights Reserved Perception Lab, Inc.

Eleven Inches Just Might Save Your Business

2007-01-01T23:50:00.000-05:00

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

It's now 2007 and time to THINK about what you will be doing this year to boost your business/practice to the next level. Any ideas? Any plans for the ideas? Hmmmm? Don't worry; you're not alone. Read on.

I can't tell you the number of times I've sat with business owners, discussing their options, next steps and all the while they are doing this: nodding their heads 'YES.' And then I ask the question, "Why are you nodding your head so much?" They tell me, "Because what you are saying we agree with and have even considered doing some in the past." So I ask: "What stopped you?" "Don't know," is almost always the reply. "Dont' know." What a shame. Great business, great market, great economy or the exact opposite and business owners ignore the critical things, the not-rocket-science things, that will save their business and ultimately grow their future. Too bad for them, but great for you as you shall soon see.

I call this the "Missing by 11 Inches" syndrome too many business owners suffer from --- that is, the distance from one's head to one's heart. Why? It's simple. The typical scenario is that for which we already have all or part of the information we need; for example, we should all exercise regularly but few of us do. We all know that, but not many of us do it. Get it? So we don't move this knowledge from the head and to the heart and act on it or make the smallest commitment to meaningful change. Thus we miss the opportunity, in the exercise case of better health, by 11 inches. Here are a few business examples. See if you can spot yourself /your company in some of these. I bet you will.

Typical - "We are taking every deal that walks through the door and still can't grow sales."

Missing by 11 Inches - So you've probably heard that businesses do not thrive in a vacuum; they must be cared for and that will often require relationships with business people from the community –– people who value your product/service and way of doing of business. The fancy word for this is "synergy." You may be saying, "Sure Mark, I network. I know I need others too." Ok. So you have to raise the game. You have to seek these people out and build your case to work with them (not just see them socially only) -- gaining their trust and ultimately access to their clientele as you give access to them for yours. Check out our site at businessmri.blogspot.com for more ideas on how to do this.

Typical - "I talk to my team, but they really don't seem interested in the business; they're just there for a check."

Missing by 11 Inches - Have you ever heard, "Rules without relationship leads to rebellion?" It's one of the tips I picked up when I became a parent many years ago. In other words, you can't expect anyone to show interest if there is nothing in it for them and some basis for relationship between you and the staff. Besides, you do all the talking! I have not met an employee yet who gets excited about the thought of a morning meeting! Just doesn't happen. Until I get involved. So the deck is already stacked against you. But you could do the following: (a) use a brief meeting agenda to stay on track, (b) have one or two employees prepare to take part in the meeting and lead a discussion, (c) update the team on new products/services coming to them soon and (d) empower them with a quarterly review of key metrics (CRM, industry knowledge, technical knowledge, sales goals, etc.) and provide them feedback each quarter on how they are doing. Want more? Have two of your employees talk about those things which went very well last week in sales (no matter how small the deal or how new the employee).

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Think About This: What have you done differently over the past 30 days that has improved your customers' experience with you? Anything?

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Typical - "When we sell, it tends to be the usual stuff and not the better products we offer. I don't know why."

Missing by 11 Inches – Opportunity awareness is critical. Nothing new there. But what are you doing about it? You and your team have to adopt a philosophy that says, "We will get the customer all that they want and all that they will need." It's that "need" part that is different. Most sales people or professional services folks (CPAs, attorneys, doctors, etc.) simply "take the order" rather than spend time to probe and get to know the client and determine what is truly best for the client, setting cost aside momentarily. After all, the client is coming to you as the expert and won't be shocked if you suggest an approach that differs from the mind set they had when meeting with you the first time. Set money aside: determine what's the best approach for your customer's scenario and start with that. Let the client respond to your suggestion and go from there. No short cuts; it's all relationship and trust.

Typical - "We advertised for months and still saw very little result."

Missing by 11 Inches - Effective ads are far beyond an "idea" you may have had and a friend with a copy of PageMaker! And it's true. Advertising is no "silver bullet" either; however, when integrated into a thoughtful strategy using varied tactics, advertising can be very effective. That means having the right visual, the right copy and placement in the right media. Unless you're a pro, it is best to hire someone to take this on for you. Preferably someone with services expertise.

Typical - "We are open from 9 to 5 every weekday except Friday."

Missing by 11 Inches - Bankers' hours? Not good unless you are selling only to bankers! Look: the only true differential you have over the competition is yourself and your people. That more than anything else will determine customer loyalty relative to the customer's experience with your business, IF YOU LEVERAGE IT. So, be open. Be prepared. Be open every week day. Open weekends if you can. Start early and stay open until 7 or 8. Why? To give your customers more opportunity to experience your service - that which sets you apart. If you restrict your open time, you are basically saying "I'm too busy" or "I have enough business." Neither should ever be true for the entrepreneur. If your business is in demand, better to strategize a better way to care for that demand rather than turn it away and build poor word-of-mouth advertising (ouch!). Not too comfortable with your customer service and follow up? Call me for more ideas and pricing.

Typical - "We need more income, but we can't think of more products to offer."

Missing by 11 Inches - When I hear this I am reminded of the, "Everything we have is on the self." Right. The solution to selling more rarely lies within your existing product line where margins may be thin and availability universal. How many places can I get gasoline, for example? Hundreds! So the solution lies within creating value added services which (a) have higher margins, (b) help drive a large competitive edge between you and the competition and (c) give your people a chance to show their stuff! For example: Let's say you have a tool shop; you sell tools -- drills, saws and accessories. What if you offered a new service that not only repaired tools, but also offered to pick them up, repair them and return delivery to the client the same day? What if you offered free pick up/delivery within 5 miles? The point is this: the offer is there and it stands out. Perhaps a few will take you up on it and actually require you to make the trip. But, you will have distinguished yourself from the competition and left them in the dust with their standard tools sales and service. Get it?

Typical - "Once the purchase is complete, we are anxious to move onto the next customer."

Missing by 11 Inches - Nothing wrong with this other than you have to be very careful ensuring you do the post-sales work too. So the deal is done. Off she goes. Now what? Onto the next target? Maybe. But don't forget to make a note to contact her within two days and "check in" on her. Doing this one thing on a 2, 14, 30, 60 and 90 day post-sale cycle will do more to promote positive word-of-mouth for your business than any ad could possibly do. But you have to be organized, committed and make it happen every day with every customer. Imagine how you would have felt if your car dealer, doctor or CPA did this for you? WOW! You would be SUPER loyal more than likely and sending your family and friends to them automatically. What a great place to be in your business, no?

So there you are. Several primers for 2007. Why wait? You waited all through 2006. NOW is the time to get started and THINK about your options. Email me for more information on getting started.

What's your claim to fame? 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. My clients know they are working with The Pro.

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.

Now Is The Time To Be DIFFERENT!

2006-12-25T23:40:00.000-05:00

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!

2006-12-19T23:20:00.000-05:00

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

2006-12-12T19:33:00.000-05:00

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

2006-12-05T21:37:00.000-05:00

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.

2006-12-03T10:43:00.000-05:00

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

# # #

™© 2006 All Rights Reserved Perception Lab, Inc.

Black Friday -- Everyday

2006-11-28T23:16:00.000-05:00

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

While traveling up to the beautiful North East, I met with one of my clients; she is a small business retailer and was very focused on the day after Thanksgiving, also known as, "Black Friday" or now "Cyber Friday." For the uninitiated, this refers to the One Day (some times several days) after Thanksgiving when many businesses make 50% - 80% of their annual income. It's a big day. A BIG day. She said, "We have moved a long way from total dependence on Black Friday, but still have some work to do." She went on, "Most of my neighbors' businesses are 100% dependent on Black Friday to survive another year."

Incredible! It amazes me how many businesses refuse to grow beyond Black Friday and better leverage other parts of the year. This "tradition" –– NOT doing anything about Black Friday dependence –– is concerning! It's insane to willingly sit by and wait on one critical timeframe of the year for the survival of one's business! This situation is not unlike those small business owners who are largely dependent upon a single client or a sole referral source. Talk about stress. Ouch. I say, DUMP BLACK FRIDAY and make it EVERYDAY.

What about you? Have you reviewed your business' dependencies? Are you mostly dependent on one or a few clients, salesperson, referral source, product or service? If so, be Thankful you are aware of it NOW and begin to work on diversifying your client base, referral base, sales team or product/service offerings.

EVERYDAY TACTIC: Let's say most of your business comes during the Winter months and leaves during the Summer. Instead of waiting for next Winter to arrive, begin looking at other services your clients need throughout the year, develop like-minded services in-house and solicit throughout the year to your snow bird clientele. Since they already know you, closing the sale should be much easier than a unknown business approaching them. You could easily harness the internet and e-commerce to make it happen.

Think about this: What if Black Friday happened every month for your business? What if you could be more sure of generating 25% of your income each quarter rather than waiting for the traditional Black Friday? What would happen to your business? It would EXPLODE with profits and your stress level would largely shrink as would your dependency. Yes, that would be a very good thing; wouldn't you agree?

EVERYDAY TACTIC: Here's another: Suppose the majority of your business happens in the Spring time; look around for other businesses who could benefit from your product /services and who have an opposite high tide timeframe, maybe Fall or Summer. For example, if you are a CPA banking on tax season (sorry for the pun), look at working with small businesses who are seeking alliances with other businesses during the Summer months. You provide the financial framework for the joint ventures while expanding your list of clientele outside of tax season.

Ok, so you may be thinking: "But Mark, that's not me. I'm not in retail, so I don't have that sort of dependency." Not so fast: you may not be in retail, but I can pretty much guarantee you that your business more than likely does have a cyclical nature to it -- time of year, size of deals, volumes processed, etc., that could be matched or spread throughout the year with some savvy business development tactics, networking, promotion, great customer care and followup. So maybe you don't have a "Black Friday," but perhaps right now you have a "Black June" or "Black Spring" time you depend on, if you follow me. For example: real estate: huge cycles, especially in South Florida with tourists and snowbirds. Construction: ditto, and housing is down right now. Who does the construction slump impact? A/C OEMs, interior decorators, contractors, lenders, landscaping, electricians, roofing etc.. That's powerful and scary if one is totally dependent on the real estate business.

EVERYDAY TACTIC: If your orders come in at the end of the month, work like hell to get business earlier to avoid an end of month crush. So that means each week you are developing compelling offers for past clientele and re-soliciting perhaps months after their initial purchase with you. Perhaps mid-month you have a "private sale" and ONLY invite former clients to an exclusive deal such as 15% off everything over x dollars from 7am - 9am only.

The point is this: no one is untouchable. But just like your IRA or 401K, diversity is your friend. Look for ways to minimize your dependence. If you need tips, here's an easy answer: browse through our website businessmri.blogspot.com where we keep all the weekly ezines full of ideas, tips and insights for you to "steal with pride," or call me for ideas over the phone at 786.399.6571, but do SOMETHING.

EVERYDAY TACTIC: If you make one main product or a single product line, look for ways to expand your product/technology's application. For example, if you made drill bits, cultivate your expertise in making holes in a variety of materials via embracing alternative technologies to create new opportunities such as "drilling" with sand, water, air, heat and lasers. Get creative and go for it!

Black Friday - everyday. What a great idea. Can you begin to get your mind around the impact of multiple Black Fridays for YOUR business? Wow! Decide today to begin implementing your own program to reduce your dependencies and make more income throughout the year and not just at traditional milestones. Your business will thank you with lots of growth, your employees will thank you for their out-of-season bonuses, your significant other will thank you so they can actually enjoy the season with you; even your doctor may thank you as your blood pressure declines. Take action and make it happen. You're in control. Make it happen. It's up to you.

93% of our business comes from referral. That's because our clients know we deliver great advise 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 at info@perceptionlab.biz.

™© 2006 All Rights Reserved Perception Lab, Inc.

Up-size Your Sales!

2006-11-21T22:39:00.000-05:00

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

You have to realize that the best of any sales team (aka the top 5% usually) will always max out the sale --Biggie Size it! or SuperSize It! or Up-Size It! to borrow from the fast food folks; they are the best and probably most well known at growing the sale in under 60 seconds! And that's great -- they don't twist your arm, they just ask. How about that? Simple. I bet your sales would explode if your people knew of the "up-size" options for your customers and just asked consistently 100% of the time. But few do.

What was it that Woody Allen said? He said, "50% of the secret to success is just showing up." And it's true. I would add: "and ask for the up-size sale!"

What about your team? Look, it doesn't matter if your business is golf clubs, antique cars, plastic tables or real estate. There is always more to the sale, IF one stops and considers what the customer really wants to achieve (goals) AND needs to make it happen (solution). Focusing on the single thing the customer "thinks" they want to buy is a super-size killer, and in many instances, unfair to the customer as they don't get EVERYTHING they need. Remember: your clients come to you and trust you to be their guide on what's best for them and what's necessary for them. All of it!

Here's a great example. Ever buy a TV? Lately? You go in for a tv and you walk out with the TV, cables, delivery, installation (have you seen what these plasmas and LCDs have on the back?!) and probably a support package too. And you just wanted to buy a "TV." Simple. Not any more. 1986 is lonnnnnnng gone and the simple tube TV is too. Better consumer electronics stores won't just pull a box off the shelf but will instead try to get you everything you need to accomplish what you want to do, ergo the tv example and to my point: to truly serve the client, and maximize your sales, you must offer an "up size" option as part of the overall solution.

Your turn
So you have to tune your sales staff to (1) know what the possibilities are beyond your basic product, (2) develop the adjunt product and services your customers would want IF they knew about them and (3) ensure your team makes the customer aware of the possibilities every single time, with each customer. No exceptions. The onus is on the sales team to Ask! If the customer says, "No," then that's a different problem. At least you tried and for those who say, "OK" or "Tell me more," your sale just grew more than likely. Good for you.

How are your referrals? 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. Call us!

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.

™© 2006 All Rights Reserved Perception Lab, Inc.

Your Small Business is a Real Success. Are You Sure?

2006-11-14T21:19:00.000-05:00

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

"Success" is one of those words like "good" -- depends on how you define it. Most of us would rate ourselves "good" or above average personally, judging ourselves based on our intentions and others by their behavior. So how can we be sure our businesses are truly successful, "good" or even on the right path to success? That's the question. But relax: I have four real world scenarios every small business owner (heck, every business owner) must read to understand success beyond the balance sheet. Here they are.

1. Recently I attended a Chopin piano concert; it was wonderful. It was a "black tie" affair. Hundreds of people attended. Alone on the stage stood the glossy black Steinway Grand Piano and a spot light was directly aimed at it. As we entered, the piano tuner was busy hitting keys and adjusting the instrument for The Master to play. Then the concert began. WOW! The obvious passion and skill of the pianist was not only in his playing, but in his facial expressions! Like me, you may have heard such music on a CD but it is entirely different in person –– very impressive performance. During the intermission, the piano tuner was back at it again, adjusting the piano. And then the concert resumed.

How much passion and enthusiasm are you putting into your small business? Can your clients tell that you obviously love what you do and are 100% The Master at it? What about your staff?

2. Everyone knows Disney. The park for sure, but what about the man? When Disney first opened his park, customers were blown away by two things: one was the pure fun and upbeat environment of the park. Second was that everything looked new -- very new. In fact, visit after visit things always looked new. Turns out Disney had the park crews strip and repaint the rides each night thus ensuring they certainly did look new. Every day. For years.

How obsessive are you about your customers' experience with your business? Do you go the extra mile for your customers every day like Disney did for his? Have your customers' noticed? What about your employees -- are they insuring each customer gets a "WOW" experience?

3. As the story goes, one day before he was famous, Picasso the artist was working on the sidewalk doing sketches. A woman happen to come by and asked Picasso to sketch her. He agreed, and she sat while he completed the drawing. Then there it was: an original Picasso. The woman asked, "How much do I owe you?" He gave her the price, which was super super super expensive for a sidewalk sketch. "Why so much? It took you less than 20 minutes to do this drawing!" Picasso replied, "No, it took me all my life to be able to do so for you." The woman gladly paid the fee and took her original Picasso.

How well do your customers understand your company's value? Do your customers get it? Do they understand what makes you different and why you are not the cheapest place in town or in the industry? Do your customer's know the effort you put into insuring they get a WOW! experience?

4. The concert had just finished. The audience was blown away. "Bravo! Bravo!" filled the concert hall. "What a wonderful performance!" The conductor was obviously pleased with his orchestra, and the solo performer on the cello. After the audience began to leave, several people approached the man with the cello and repeatedly told him how impressive his playing was and how much they enjoyed it. One woman remarked, "You make it look so easy and effortless to play the cello so well." And the cellist replied, "Well, if you knew how many hours every day I played the cello for 40 years -- day after day after day, week after week after week, you wouldn't think it was easy at all."

How expert do you appear to your clients? How impressed are they with your "performance?" How many times do you hear or read rave reviews from your clients about your business? Your staff? Your services?

Taking these four real life stories together, one can begin to better appreciate the effort and consistency needed to achieve HIGH customer loyalty –– and true business success. It does not happen automatically nor easily. It takes sacrifice, focus and commitment to make it happen. Imagine your customers, clients or patients saying to you what was said to the concert pianist, or Disney, or Picaso or the cellist? If they did say such things about you and your business, how would your business change? Decide today to begin implementing those innovative and creative things which will have your customers saying "WOW!" Remember this stat: a 5% increase in customer loyalty equals at least a 25% increase in profitability -- not sales, not margin but profitability. Talk about WOW! How loyal are your customers to you, your staff and your products/services? Would your customers switch if presented with a lower price? Think about it.

93% of our business comes from referral. That's because my clients know we 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 at info@perceptionlab.biz.

™© 2006 All Rights Reserved Perception Lab, Inc.

Want New Markets and Growth? Better Read This First!

2006-11-08T08:00:00.000-05:00

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

Want to break into new markets that will fill your pockets with tons of cash? Sure. Most everyone would LOVE to grow their business. We tend to think of new markets as that "final frontier" where a fresh supply of new customers can easily be scooped up. Yet, really, going into new markets can be a train-wreck unless one has a well thought out approach. Now, that's not to say you must sit for hours considering all options before entering into new markets. But it does mean taking some time out to better understand what you may be getting yourself into.

Over the past few years I have worked with clients seeking to both (a) grow where they are and (b) expand into new areas. Here are the 7 things every small business owner must absolutely positively realize before proceeding into new markets and how to plan accordingly.

1. Costs. You will incur costs. Why? Branding -- PR, ad creative, media buy, printing all add up. Networking will be critical to getting the word out; any decent membership (chamber, BNI, etc.) will cost you a few hundred a year plus monthly dues. Already a member? Good. Now consider what it will cost you to sponsor an event -- easily going into hundreds if not thousands of dollars over a very short time frame. New offices or facilities, equipment and perhaps additional employees will add to your budget. PLAN: review your budget and account (no pun in tended) for such costs. Think of a number, double it and you may be close.

2. Training. I don't know about you, but if I told my clients I would send them a 20% to 50% increase in customer volume, they begin to grin thinking about the additional income. And then it hits them: they don't have the staff trained well enough (or at all in some cases) to handle the increase volume. PLAN: Sit with a professional to ID your staff and training needs to insure coverage is adequate, scalable and in the budget.

3. Infrastructure. as in training of employees to manage the anticipated increase in customer volume, business infrastructure may well explode with a sustained surge in customer volume -- project management, deliveries, installations, support and the like will feel the pressure. PLAN: Review your infrastructure; consider the above areas and think about how they would be affected with a 10%-30% increase over 3 months. Be sure to include things like quality impact, personnel vacation time, over time, healthcare and the like. Don't focus solely on head-count and cost per person.

4. Metrics. Sadly, very few clients measure their non-financial results or even anticipate their results. That means they really don't yet have a good grip on practical customer volume limits or quality. PLAN: Look at your growth strategy; put metrics in at every activity -- business development, marketing, CRM, Project Management, delivery, support. Insure these metrics are caught and reviewed each week and then used to drive meaningful change in your organization.

5. Customer Experience. Each time I've seen a client take on growth by themselves, the customer suffers. Oh the client makes more money, for a time. And then the bad word of mouth catches up and the "growth" turns into a dribble and everyone is scratching their heads at what went wrong. PLAN: how will you monitor your customer care levels as you push into new markets? Will your customer experience decline? That's brand damage! Instead, insure you have built into your expansion quality checks on the customer experience overall (not just the new market) and work to sustain and then improve them drastically. Remember: you want to WOW the customer.

6. Lead baby. What is leadership? Simple: have a vision, communicate it to the team and then personally work like hell to keep everyone on the team focused on the primary objectives. PLAN: Build into your growth plan to formally update the crew every 30-60 days on how the expansion is going -- not just in dollars but also in how your business overall is coping with the growth.

7. Fun. Fun? Fun. Without fun, you will suffer. Your team's morale will dive, your customers will not likely enjoy their experience with you. Some mistake fun as being unprofessional. That's just not true. All things being equal, would you rather work with Mr. Grinch or Mr. Able-to-laugh? The later of course. In a word: lighten up! PLAN: Keep it light and incorporate humor in those update sessions, planning reviews and budget reviews. A sense of fun will help everyone else feel at ease, and that may well help insure your overall success.

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.

™© 2006 All Rights Reserved Perception Lab, Inc.

The Horse and the Water: Getting Employee Buy-in Made Easy

2006-10-31T20:15:00.000-05:00

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

Years ago when I started my practice, I was often confronted by my clients with the question, "How do I get my folks to get more involved with our business?" It was not easy to coach clients through such scenarios, and often involved me sitting down with a group of employees explaining what we were trying to do, why it was important to the company and how we needed their support to make it happen. We didn't ask or show, we told! Those were the days!

Since then, I've conducted many entrepreneur /management coaching sessions discovering and tuning a great methodology to get more employee buy-in and get it sooner rather than later. That's really critical. So, below are the results of researched, tried & true real-world experiences: 5 Ways to Get Employee Buy In. Enjoy.

1. Talk to them! The earliest challenges I faced with my clients was (we thought) about "selling them" on the idea we wanted to implement. Noooooooooooooo! Wrong approach. What we needed to do was ask them first for their thoughts on what should be done. Ironically, in many companies the lowest paid staff are probably the ones interacting most with your clients, and it is these employees who have the best ideas many times about improving the customer experience. Invite these employees to actively join the discussion on where to improve your business before you go back to them for buy in.

2. Stay Regular. Asking employees is a great way to help them feel more empowered and valuable as you and your executive team decide next steps for the company. However, if asking for their input is a one-time-thing, your credibility regarding "I care what you think" plummets! You have to develop, implement and maintain an open channel between employees and management. If you are not having a weekly kickoff meeting with all your team, something is wrong.

3. Update the team/Part 1. So you ask, you get. You ask regularly. Then you plan. Next, you provide feedback to the employees regarding what you may do or not do. Now, don't get me wrong: I don't mean for you to ask your employees about everything you have to decide nor do I mean give them an update on everything you have decided! Topics close their hearts are obvious: pay, relocation, new product/services, customer care, benefits, etc.. These are no-brainers when talking with employees. Once the process is up and running, give regular and meaningful updates to your employees as it makes sense - weekly, monthly or perhaps quarterly. Even better: post on the web. Even better still: record the video/audio from your update session and post that on the web for all employees to review at any time. Nice.

4. Update the team/Part 2. You've taken action based on some employee feedback and you've informed them of the things to come. After some time has gone by, give the employees an update on the impact the idea has had. Wow! Imagine that! If you spoke to the employees about customer care, and they gave you heart-felt ideas on how to improve customer care, and then you actually implemented a permanent program to improve customer care, tell the employees how it is going! This actually helps complete the loop, and if the results are good -- everyone wins! Morale goes up, corporate pride goes up and it is one more success story to share with friends, peers and even the competition when networking (make 'em nervous!). Even if it is not a radical success, it IS a success in that you asked, you acted and you kept them informed.

5. Make it personal. The majority of times that I review the competency management (training) employers may have for their employees, it is slim to zero in structure or content. Very few firms have anything for their employees outside of maybe some initial vocational training. The best approach is to come up with the vital four or five areas you want your employees to focus on -- perhaps company history, industry knowledge, product knowledge, customer care and sales. Tune the focus areas to your business and your situation. Be sure to assign a goal, on a scale of 1 (low) to 5 (high) of where you ultimately want them to perform. Each month ask each employee to informally and privately review themselves on each focus area rating themselves on a scale of 1 (low) to 5 (high). Each quarter sit down with each employee and formally review each focus area with them saying something like, "If I had to rate you right now, this is what it would be:" and then tell them the rating you would give to them for each focus area based on their performance. Give positive kudos when it is deserved, and accent the negative with "here's how you can continue to improve ...." This is a great way to give regular feedback, keep them plugged in to the business, provide personal attention and help the employee determine options to improve their performance over time. So for example: if an employee needs to be a 4 regarding industry knowledge and are presently a 2, suggest ways to improve their rating for next quarter: You might say, "I recommend you read these magazines, check out this website, read this book," or you may assign a mentor, suggest they take this course, enroll in a seminar, etc.. Be creative about it. Be practical too. Make it personal!

93% of our business comes from referral. That's because our clients know we deliver results which in turn generate superior business 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.

™© 2006 All Rights Reserved Perception Lab, Inc.

Stop Whining, and Do Something About your Customer's Perception of your Business!

2006-10-24T22:15:00.000-05:00

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

I don't know about you, but I believe that the #1 driver of customer loyalty, repeat business and referrals, is (by far), the customer's experience. That experience, largely forms the customer's perception of your business. And what do people say about perception? It's all reality baby. "But Mark, I'm doing all I can to make it a great place for my customers! You don't understand!" Listen: people come to you because of YOU and your staff -- not so much the product. Product can typically be gotten anywhere -- and sometimes 24 hours a day. The customer's perception is far deeper than your broad selection of radial tires, for example.

Stop whining and look at what's really driving your business (or braking it): the customer perception. Sometimes it's hard for us business owners to see the customer's rationale for how they think about us; regardless, that's how it is. We can either leverage their perception to our advantage or dig in our heals and stay rigid in our current way of doing business. Along time ago I decided to be the premier provider of small business services. And we are. No one can touch us. But it didn't happen over night. So here are 6.5 things you can do to ensure your customers get a WOW experience from you and your team (and WOW perception) –– every time –– if you apply them all (and stop whining!).

1. Pricing - Match Competitors on same Items. It's a no brainer. Just do it. Don't be the cheapest in town, but be the fairest. On any item, if you can confirm the price and the item is in stock at a competitors, match it. Okay, maybe not if it is "Crazy Al's Discount Widgets" or the Wild Wild West (aka Internet), but any local competitor that is essentially reputable. Why not? Why loose to the competition those customers who are zooming in on price? Showing fairness in pricing only lowers the barriers to the customer's buying and willingness to buy MORE. Here's something to try: if they come in with a crazy number, like 50% lower than you, just say nicely with lots of love: "So why are you here talking me and not buying it on the 'net (or competitor)?" Usually they confess: "Well, I want a good price but you guys have the best service and support." Got 'em. Remember: Customer's LOVE to buy, but they HATE to be sold, as my buddy Jeffrey Gitomer says. And it's true.

2. Flexibility - Policy Policy Policy. You have policies. But what about flexibility in policy? Many an irked customer has walked away angry to subsequently bad-mouth the business they perceived as unfair due to rigid policy. Do you know the stats on this? Hey, for every angry customer that writes you, talks to you or phones you, 6 more want to but don't. Think about that. When was the last time you noted an unhappy customer? More business has been lost to, "Well, it's our policy" than higher prices and poor selection combined. Why? Because people want to buy and they want to be treated fairly when they do. Examine your policies on return, exchange, money back, etc.; are they flexible or rigid?

3. Bedside Manner – How are your customer's greeted? What do your customers hear when they call you? How do your account managers offer to provide assistance? How often? How accessible are they? How responsive are they? What's the tone of your call agents when your call center is contacted? All these seemingly insignificant items will make or break how your business perceived? Do your staff have a willingness to serve? Do they take the business personally? Here's one for you: if you had to choose between your best sales person with a cocky attitude and your best client who spends tons of cash with you each year but is high maintenance, which would you chose to fire? The answer reveals how committed you are to how your staff treat your customers and the bedside manner they employ.

4. Enlist Vendors – Put your vendors to work. That's right to WORK. How many times they call on you and have great stuff to sell you. But if you have to choose between a vendor or a business partner, which would you select? Hmmmmm: (a) vendor who only wants to be really friendly and sell me OR (b) vendor who sees my shelves/business as an investment and wants to collaborate with me to grow the business for us both. Your choice?

5. Track – You've heard it: 'Inspect what you expect.' What does that mean? It means put in place meaningful measurements that can confirm your latest ideas, innovations, creativity and solutions are adding value to you and your customers. Better yet: regularly talk to your biggest customers and ask them how you are doing on getting the right stuff to the right place at the right time, supporting them and being a business partner to them. Now that will be an interesting meeting!

6. Followup – Every customer who buys from you, every client, every patient, every account, after you service them, close them, fit them, treat them CALL THEM the next day. "Hi, This is Mark from Dr. Jason's office. I just wanted to check in with you and verify all is well and to remind you we also called in your prescription for you." WoW. Not for you? How about, you just sold $2,000 worth of mens suits to a new client. He got fitted and picked up the suits. Three days later, you phone him: "Hi, this is Susan with Wellington Apparel; I wanted to verify you are happy with the suits. Remember: with Wellington, you have free adjustments and pressings for as long as you own the suit. You also have 10 days to return the suit or exchange it if you are not completely satisfied." Wow! It's so rare for businesses to do ANY follow up; the idea that you would do it at all, and on a regular basis will push you way out front of the competition. Want another? "Good morning Ms. Jackson; I realize you were just here yesterday for your initial visit with the attorney; however, we have found that the next day our clients may have questions now that didn't pop up in the meeting with the attorney; please feel free to either call us or email us with your questions and the attorney will typically return your call/email the same day." Whoa wow! Can you imagine? Unheard of. Yet, that's the type of follow up that destroys the competition and locks in the client's commitment: "I made the right choice in hiring that attorney." How do your customers feel about you the day after? Dull, forgetful or memorable (aka WOW)?

6.5 Commitment – "Yeah, this is great stuff, but I've heard stuff like this before," you say. Well, how long will you allow the competition to kick your can, steal your customers and dominate the market while you stand by with "business as usual?" Will you miss the opportunity to lock in your customer's loyalty by 11 inches? That's the typical distance from your head to your heart. Head knowledge is the stuff you already claim to know. Heart knowledge is the stuff you claim to know and are now acting upon. How firm is your commitment? Head knowledge or heart knowledge? Where's your competition? Decide to commit today.

93% of our business comes from referral. That's because our clients know we 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 at info@perceptionlab.biz.

™© 2006 All Rights Reserved Perception Lab, Inc.