Exceeding expectations is difficult to define for many businesses and even harder to implement. Exceeding expectations has to be more than just delivering an “expected” service or product. I use the analogy of walking into a department store. You expect a sales person to come and offer assistance, help you find what you are looking for and then help you purchase the item. The salesperson performed a good service, but the buyer probably won’t go tell friends about the service they received and about the store where the purchase was made.  The level of service provided was as expected.

Often business owners strive to meet the expectations of their clients and if met, are satisfied. The customer may or may not come back if a similar service or product is available elsewhere.

The challenge all small business owners face is to define and deliver services that exceed the consumers’ expectations. In his book “The Pursuit of Wow”, Tom Peters said: “70 percent of lost customers hit the road not because of price or quality issues but because they didn’t like the human side of doing business with the prior provider of the product or service”. With that statement, Peters helps narrow the “exceeding Expectation” dilemma by saying that it is a “human issue”.

In my opening example, what could the salesperson have done to exceed the buyers’ Expectations? Can you make a list of possible scenarios?  The answers, by our definition, have to revolve around the actions of the salesperson.

This is a great exercise for all small business owners to complete as it relates to their product or service. I use it as an exercise with business owners; I like to include the staff (if there is one) in the thinking process.

It’s not enough anymore to merely satisfy the customer; customers must be “delighted” –surprised by having their needs not just met, but exceeded.

Blanton Godfrey

Nick J. Petra    nick@strategicduck.com   

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Make it a successful today!

Webster’s defines success several ways including “the attainment of wealth, favor or eminence” and “a favorable termination of a venture”.

My definition of business success:

• Being self-fulfilled in your business
• Excited about your business
• You are eager to go to work every day.
• You are constantly looking for ways to improve your business
• It provides for a comfortable living today for you and your family
• Allows funds for you and your family’s further education
• Allows funds to be put aside for retirement
• You show pride in and because of your business.

This is what our business life is all about. These are the points that we strive for when working in our own business. Do an examination of your conscience; where are you in each of the above mentioned points. What do you need to change to reach my definition of success?

Notice that the achievement of true success requires not only a business plan but also a personal and business financial plan. As a small business it is impossible to separate your business success from your personal (family) success. Personal goals often form the basis for a business venture.

The common denominator of success lies in forming the habit of doing things that failures don’t like to do.

Albert  Gray

Nick J. Petra   Nick@strategicduck.com    www.strataegicduck.com

Start on your road to success today, buy and fill out “The Be Prepared Book”

 As a small business owner you have to embrace these three words because they apply directly to you. If you become aware of a problem,  then it’s yours. In most cases, there is no one else to whom you can give the problem solving. You have no choice but to tackle the problem and solve it.

In a recent meeting with a potential client I asked her to make a list of all the problems she faced in her business; next, I asked her to prioritize them in order of the importance to the future success of the company. I then asked her to put a date as to when each problem was first recognized.

She was more amazed with the list then I was. There was no existing list of problems that hindered her growth.  Yes, she said she had them somewhere in the back of her mind, but never really recognized the stumbling block these problems caused. A few of the dates she placed by her problems were almost as old as her three year old company.

In this first meeting we took the top three problems and asked the questions:

• How can these problems be solved?
• What difference would it make to the company’s ability to grow and increase the bottom line if these problems were solved?
• In what time frame can these problems be solved?

The business owners ability to list all the problems told me that they still hampered her ability to manage and grow the company. Of the twelve problems listed, we determined that the bottom two did not affect the company or its growth, so we crossed them off  our list and hopefully out of  the owners mind.

If there is no wind, row.  Tackle your problems today.

Nick J. Petra    nick@strategicduck.com    Support for your business is only a phone call away. Call us at 602-989-1592

Make it a successful today!

I have been asked to explain the concept of our core product, The Value Based Strategic Focus Plan

Definition: Value Based Strategic Focus Planning is a powerful technique for guiding the growth of a company based upon an agreed plan which uses as its foundation, the values of its owners. It’s focused because it eliminated the volumes of words usually found in a plan and concentrates on developed action plans and a time line to accomplish them. Built into the plan are “reviews” to monitor the progress and opportunities, to look ahead to economic, technical, consumer demands, and product or service changes that will affect the company’s growth.

There is not only one “right way to grow and run a company”, if there was, then everyone would implement the process and there would be no more business failures.

Our process is different because instead of us telling you what you need to do, we ask questions and your answers help develop a unique plan. The basic, fundamental questions which form the foundation of every company are asked and discussed.

Today, change is the only constant in business life; a business has two choices; first, to react to the change and second to be ahead of the change.  The best way to stay ahead of the change is to have an all-encompassing plan that is easily understood, used every day, and updated on a regular basis.

Direct response marketing has been around probably since the first business in the world opened. The term is not used much in today’s business environment, but in reality, all marketing is soliciting a “direct response”. I define Direct Response Marketing as information that is disseminated, on your business, by any means available that will cause the recipient to take action.  Obviously, that is the goal of all marketing efforts that are put forth by any business.

That includes printed material, your web site, your blog, your social media efforts as well as your spoken word. Let’s, for example, take a look at your business card.  It  is the one marketing piece that each of us passes out more than any other. For most, this card has contact information, type of business you are in and, of course your name. Look at your business card now and tell me if there is a call to action included on the card. Next, take a look at all the other “marketing” material that your business has. Is there a call to action with a benefit statement?

In all media, the attention a reader will give it is very minimal; consequently, your call to action and benefit message has to be short and to the point. The following are several ideas for your use in developing this all important statement:

• What is my objective; what action do I want the recipient to take
• Who is my ideal prospect?
• What fears does this respect have?
• What problem solving service can I offer?

Call Nick today for a free consultation and awaken your dreams by letting me help you turn them into reality.

Nick J. Petra      nick@straategicduck.com  

Make it a successful today!

Strategic alliances are an important part of growing a business; unfortunately, I have not found many business owners actively pursing this form of business growth.  I categorize strategic alliances under two main groups;

1. The first group is my referral group; people whose work I respect and use and am happy to refer  them to friends and clients. I have two people in each of the categories I recommend.   When asked for a referral for a service or product, I give out two names and tell them to select the one they feel most comfortable with.  A good list should have between 40 and 50 different types of businesses.
   1. Always ask permission before giving a name out as a referral
   2. Ask your referral list to call you when they receive a referral using your name
   3. Ask those to whom  you are giving a referral to use your name when calling.
   4. Ask for a report once they have used your referral. This allows you to make sure that the service provided is worthy of your recommendation. If you don’t receive a call back, call the person and see if they used your referral and if the results were satisfactory.
   5. Stay in touch which each business in this group at least once a quarter. I suggest a personal phone call as your first option.
   6. Keep these businesses on your monthly newsletter list. They are also potential referral sources for you.
   7. The second group is made up of business owners who have the same business philosophy I have as far as customer service and have up to date knowledge of their products and services.
      1. This group has the same target market as I have, but offer different products or services.
      2. I only select one person in each business category
      3. Each person in this group should be approached individually to discuss the benefits of working together and how to best share each other’s client base.
      4. This group will be smaller than the first group, ( most typically between 10 and 12)
      5. Sponsor a quarterly breakfast for this group. (Even at $15 a person it may be the least expensive but most effective marketing tool you have).
      6. Pick a name for this group (the duck’s strategic alliance is my group’s name)

Credibility grows when appointments are kept, promises are acted upon, facts are verified, and services are rendered.

Nick J Petra   nick@strategicduck.com    visit www.strategicduck.com and find out more about us.

Make it a successful today!

If you are like most people, following up on past clients may be a weak point in the marketing process. In doing a Value Based Strategic Focus Plan with a client this past week we found a major void; with over 500 names in the past client list, there was no regular contact method and some had not been contacted or bought services for over 3 years.

The best source of business and referral business are your past clients. Unfortunately, service memories even if the service was good, are short lived. People meet other people, see other ads, and are influenced by a wide variety of other factors in their “buying” process. No matter what product or service you have, others are offering similar service and products and they are all looking to take your clients away. Absence also gives the impression that past clients are not important and when the need arises, they will look elsewhere.

One of the most effective ways to reconnect, in my opinion, is to write a “letter from the heart”. This is sent by snail mail (a sign that they are important) and delivers a special message. The following is an outline of topics that may be contained in the letter.

• An apology for lack of communications
• An event or change that has happened to you or your business
• How you will be different in the future
• The importance of maintaining this person as a client/customer
• Ask for support
• A solid closing which will require some action on your part; i.e. a promise of a follow up phone call, a delivery of a “gift”, ( or both) etc…

Keeping up is always easier than catching up.

Nick J Petra     nick@strategicduck.com   visit our site at www.strategicduck.com

Make it a successful today!

Imagine yourself in the middle of a large field; all around you is the required building materials to construct a 50 story high rise office building. This is your project and you are all alone. Where do you begin? Common sense may tell you that you first have to have a solid foundation but how do you know what constitutes a solid foundation.  You look all around and find that there are no “instructions” on how to build your office building. Without building plans to guide you, the chances of you successfully completing a well-built office building are slim.

Using this story as an analogy, why are there so many business trying to build their “empire” without any directions? Why are so many business owners so confident in their knowledge of building their “high rise” that they don’t feel that they need any instructions?

Answer this question truthfully, only you will hear the answer: Do you have a Value Based Strategic Focus Plan in place? This type of plan has the following features:

• It is created with your guidance specifically to your values and goals. Everyone one of us is unique and consequently, your business is also unique. You can’t get an off the shelf plan and apply it to everyone.
• Is your plan brief and to the point?
• Is it created on a solid foundation?
• Does it have action time lines?
• Is it easily understood?
• Is it flexible enough to change as the business environment changes?
• Can it be easily updated to grow with your business?

I developed this Value Based Strategic Focus Plan over 25 years ago; it forms a solid foundation upon which to build and grow a business. This two day session has also grown as the plan had to grow with changes in our marketing and management systems, but the core principles have remained the same.

Your business is like a tree… if it doesn’t  grow, it dies.

Nick Petra    nick@strategicduck.com     Contact me for a free confidential analysis of your business needs.

Make it a successful today!

Imagine yourself in the middle of a large field; all around you is the required building materials to construct a 50 story high rise office building. This is your project and you are all alone. Where do you begin? Common sense may tell you that you first have to have a solid foundation but how do you know what constitutes a solid foundation.  You look all around and find that there are no “instructions” on how to build your office building. Without building plans to guide you, the chances of you successfully completing a well-built office building are slim.

Using this story as an analogy, why are there so many business trying to build their “empire” without any directions? Why are so many business owners so confident in their knowledge of building their “high rise” that they don’t feel that they need any instructions?

Answer this question truthfully, only you will hear the answer: Do you have a Value Based Strategic Focus Plan in place? This type of plan has the following features:

• It is created with your guidance specifically to your values and goals. Everyone one of us is unique and consequently, your business is also unique. You can’t get an off the shelf plan and apply it to everyone.
• Is your plan brief and to the point?
• Is it created on a solid foundation?
• Does it have action time lines?
• Is it easily understood?
• Is it flexible enough to change as the business environment changes?
• Can it be easily updated to grow with your business?

I developed this Value Based Strategic Focus Plan over 25 years ago; it forms a solid foundation upon which to build and grow a business. This two day session has also grown as the plan had to grow with changes in our marketing and management systems, but the core principles have remained the same.

Your business is like a tree… if it doesn’t  grow, it dies.

Nick Petra    nick@strategicduck.com     Contact me for a free confidential analysis of your business needs.

Make it a successful today!

I was introduced to a couple in their late 60’s at a luncheon this past week. The introductory conversation began with the customary “what do you do?” ; I found out that the gentleman was retired from a HR position and the wife was currently working as a part time secretary.  As we continued our discussion they shared that their planned retirement income was not going to sustain them and that they were very concerned about their future.  They have been searching for full time jobs for over a year and have not even had a reliable “nibble”.

As people over sixty five are growing in number, I feel that we are giving them a message that is discouraging their ability to continue as useful,  productive members of the business community. Subliminal messages are being transmitted in a variety of ways. For example, look at the majority of the TV commercials, and newscasts. The participants are all well under the age of 65. The most prominent television ad containing older Americans are, as an example,  those showing someone that has fallen and not able to get up but by buying an “alert system help will come; another commercial encourages seniors to buy a bathtub with a door. We hear about the high cost of Medicare and that social security is going broke, but we never hear about the fact that people in the 60’s, 70’s and 80’s can be productive in the business world and can help themselves.

We need an education and a support system for our older population who both need to or want to be productive. In my opinion, their values and work ethic will help them succeed; their business survival rate may be a lot higher than that of younger people starting a business. Most of us have had a dream of someday owning our own business; likewise, our older generation has had such dreams but were never able to implement them.. Small business is the backbone of our nation and new, small service and manufacturing businesses, started and run by our “grey hair” population, may be the answer our economy needs to get back on track.

There are no limits to success when we do not limit .

Nick J. Petra    www.strategicduck.com      Nick@strategicduck.com

I participated in an EXPO this week. There were about 50 small businesses showing their services and products. It was a diversified group. I made it a point to visit each exhibit and ask the person manning the booth  (usually the owner) what they did.

When I was asked the same question  I used one of the following answers:

“I help people maintain their character: character being defined as the ability to carry on after the mood has left you.”

The other answer I gave was: “I put work clothes on people’s dreams so they can become a reality.”

From that point, I shared my story about helping people through coaching, mentoring, business planning and accountability. The following are a few of the answers I received; see if you can change their answer into a benefit:

• I sell insurance
• I lease solar equipment for residential use
• I’m a financial analyst
• I am an author and am presenting my book
• I am a travel agent
• We have trophies and awards

I could go on, but you get my message. People stop by an expo booth or any store with the expectation of learning how that product or service will benefit them. I have visited this subject before, but it is worthwhile repeating;  what do you do?  Answer this question for yourself and use it!

We’re in the value business…….. Ed Rensi…. President and CEO, McDonald’s.

Nick Petra   www.strataegicduck.com    Let us help you maintain your character.

Make it a successful today!