Issuu

BOTTOM LINE THE

February 2015

8 Things That You Can Do Right Now To Make You Happy

Things That People Hate About Your Website

Meet

PAUL BROTHERSON A Business Phenomena With The Scars To Prove It!

Goal Setting Does It Really Get You Where You Want To Go?

Plus The New Battlefield Of Customer Service

$6.95

Brought to you by The Profit Institute

Welcome to our first issue of The Bottom Line – a magazine totally dedicated to helping both you and your business perform at its best.

BROUGHT TO YOU BY THE PROFIT INSTITUTE

BOTTOM LINE THE

FROM THE EDITOR

Each issue we will be bringing you informative articles and up date information that will help you to reach your peak potential within your industry – whatever it may be. We will meet interesting professionals and find out their keys to success. This issue we have chat with entrepreneur and seasoned business professional Paul Brotherson and find out what makes this business phenomenon tick! We also help you regain control of your inbox with a great article on tips and tricks to de-clutter your emails. We examine what are people’s pet website peeves and how to avoid your website from putting people off. We also take a look at the importance of goal setting and discover 8 simple things that everyone can do to increase the happiness factor in their life. As you can see this issue of The Bottom Line is literally bursting with both practical but also entertaining information that will help fire up and motivate both you and your employees. We hope that you enjoy the read and look forward to seeing you again soon.

Georgina Senes

C O N T E N T S

How To Take Control Of Your Inbox

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Breakfast Of Champions: How To Eat Your Way To Success!

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8 Things That You Can Do Right Now To Make You Happy – And We Have The Science To Prove It!

PG. 8

Meet Paul Brotherson – A Business Phenomena With The Scars To Prove It.

PG. 10

Goal Setting – Does It Really Get You Where You Want To Go?

PG. 14

10 Things That People Hate About Your Website

PG. 16

The New Battlefield Of Customer Service – Would Your Business Pass The Five Senses Test?

PG. 18

here is no disputing it – email is an exceptional communication tool. It is one of the most secure digital communication tools, it acts as a searchable archive for our bills, work, contracts and much of our digital life and it is an easy and time efficient source of personal communication.

But if email is so fabulous then why does it sometimes feel like it is ruling your life? Simply answered its because we let it and it is becoming a big problem both in the workforce and in the home.

How to

Productivity loss due to email has become a major issue for many businesses. Most people waste a lot of time trying to navigate their way through their inbox. When you get hundreds of emails every day there is bound to be productivity loss. Having an exploding inbox also causes ‘email anxiety’, with many people feeling stressed and pressured due to email influx. In a nutshell, email causes havoc when it is not dealt with properly.

Take Control Of Your Inbox?

We don’t have to be slaves to our email. Follow these 6 simple rules and you will discover how to take back control of your inbox:

PRACTICE ZERO INBOX Allocate a certain amount of time per day to deal with all your emails. Delete the junk, respond to what you can and archive and file the rest.

FOLLOW THE TWO-MINUTE RULE Created by David Allen, author of Getting Things Done, this twominute rule is a lifesaver for anyone trying to regain control of his or her inbox. His premise is simple: any emails that can be dealt with in under 2 minutes should be dealt with the first time you see it. It takes longer to read it, close it, open it and read it again than to finish it the first time you see it. Anything that takes longer than 2 minutes to deal with should be organised appropriately.

ORGANISE YOURSELF WITH FOLDERS Create folders for the different areas of your life and for different priorities. As you inbox fills up file them accordingly.

DON’T ALLOW NEWLY ARRIVING EMAIL TO INTERRUPT YOU It is not necessary or time effective to click on your inbox every time your phone or computer alerts you that a new message has come in. Concentrate on what your doing and check your emails regularly but do not become a slave to clicking on your inbox. A good rule is to set yourself a certain number of times a day to check your inbox and stick to it.

KEEP IT SHORT AND SWEET Train yourself to keep your emails clear, concise and to the point. Avoid convoluting things and causing confusion – the simpler your messages the less chance that they will need clarification.

FILTER Use filters to block spam that will crowd your inbox. Filters can also be used to filter out emails that are not important. Every major email provider has a filtering tool. Have a good look at what filters are available for your email and implement the ones that you think will reduce the strain on your inbox.

Breakfast of Champions HOW TO EAT YOUR WAY TO

SUCCESS!

From rising early to exercising, the mornings are a vital time to get your mind and body ready for the day ahead. Starting your day with good habits has long been a key ingredient in facilitating a productive working day. This includes choosing the right fuel to kick-start your day. A quick coffee and a muffin might have you buzzing with energy for a few hours but then will leave you desperately deflated by lunchtime. Naturopathic doctor Neal Barnard, author of Power Foods for the Brain (Hachette Book Group, 2013) says your brain is a function of what you feed it. Choosing the right foods to start your day is vital to productivity, functionality and therefor success. Successful people take the time to follow a good, healthy morning routine and this involves choosing the correct foods to fuel their bodies. Fibre, yogurt and berries seem to be a popular breakfast option for some of the most successful people and they might just be onto something. Research shows that fibre improves cognitive health, berries can help to improve your memory and aid your motor coordination and yogurt is great for your digestive system.

hen choosing how to start your day, to ensure that you perform at your optimum level, here are some important things to consider:

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HEALTHY CARBOHYDRATES. A good breakfast should contain at least one healthy, carbohydrate that is low GI. Carbohydrates are a source of glucose, which the body turns into energy.

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LOW-FAT PROTEIN. Whilst bacon and sausages have long been a traditional source of protein on many breakfast tables they are actually not a great choice. This high cholesterol, high fat breakfast options wont give you the energy that you need to get through the day and might actually leave you feeling sluggish. Low fat proteins like baked beans are much better choice.

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CAFFEINE. You may think that you can’t start the day without your caffeine fix but it’s worth a try – the long-term effects are overwhelmingly positive. Caffeine is a stimulant that people become dependent on. Try replacing your morning coffee with a breakfast smoothie or a natural fruit juice and you will soon find that they provide a longer energy boost than you quick coffee fix.

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DAIRY ALTERNATIVES. When we think protein we often think dairy and whilst cows milk is an excellent source of protein it is also high in cholesterol and fat, which are both energy sappers. There are lots of non-dairy options such as soya milk, which provide a powerful protein punch without the saturated fat and cholesterol.

As they say, “breakfast is the most important meal of the day” and the old adage holds a lot of weight. Eating the right breakfast helps you to start your day off properly and gives you the energy to tackle the tasks ahead. WHAT DO SOME OF THE WORLD’S MOST SUCCESSFUL PEOPLE EAT FOR BREAKFAST? John Mackey, founder of Whole Foods Markets, makes a smoothie every morning that includes almond, oats, rice or soymilk, fresh fruit and kale or spinach leaves. Richard Branson likes his breakfast’s old school and opts for the high fibre option of fruit salad and muesli or granola. The ‘Iron Lady’ Margaret Thatcher did not like a big breakfast preferring to stick to coffee and half a grapefruit. Economist David Rosenberg chooses low fat yogurt and fruit as the way to start his day. Former NBA star Shaquille O’Neal breakfast of choice is an egg-white omelette and fresh orange juice. Interesting to note that the big man of the basketball court has never had coffee in his life! Michelle Obama loves to start her day with scrambled eggs, turkey sausage and grapefruit. Bill Clinton enjoys a vegan breakfast opting for almond milk smoothies, fresh berries and non-dairy protein powder.

things that you can do right now to make you happy AND WE HAVE THE SCIENCE TO PROVE IT!

Accept your mistakes and failures and move on Happy people are people who celebrate success but who also accept and embrace failure, learn from it and move on. There has been much research conducted that shows that people who learn from their mistakes and people who are able to deal with their failures are happier in the long term.

HERE ARE SOME TIPS TO HELP YOU BECOME HAPPIER THAT HAVE BEEN BACKED BY SCIENCE… The pursuit of happiness is the ultimate trophy in life. Who does not want to be happy? Discovering how you can be happier does not have to be as tricky as many people make out and it is interesting to discover that a lot of the things that people think will make them happier in fact do not.

Happiness does not come from having lots of money in the bank or driving a flash car. There are lots of people with unlimited cash flow who are just as miserable as the pauper down the road. The secret to happiness is having good relationships – with yourself and with others. We all want to be happier in our lives and there has been a plethora of studies and research conducted to try and discover what makes us happy. The subject of happiness, and more specifically positive psychology is an interesting and complex one. Martin Seligman, the father of positive psychology, says that the pleasure lifestyle doesn’t really lead to lasting happiness. He believes that real happiness comes from being engaged, and finding meaning in what you do. How to make yourself happier?

Surround yourself with happiness and positivity Being around happy, positive people has a knock on effect and can actually make you happier. When you surround yourself with good vibes and positive energy it is natural that it rubs off on you. Spend time with people who make you feel good about yourself and who are inspiring and motivating. Life is too short to hang around people who drag you down. Develop close and intimate relationships – remember quality not quantity is what is important. Copious studies have shown that people who have one or more close relationships are happier and in fact live longer.

Keep moving Exercising regularly is one of the most effective ways to regulate your mood and behaviour because of the releasing of endorphins. The key is not how vigorously you exercise but the consistency of it. The Cochrane Review (the most influential medical review of its kind in the world) has produced a landmark analysis of 23 studies on exercise and depression. One of the major conclusions of the study was that exercise had a “large clinical impact” on depression.

LOL (Laugh out loud) When we laugh a chemical is released in the brain that makes us happy. When we laugh a lot we can actually trick our body into thinking that this is a consistent thing. Laughter sets off a chin reaction throughout the body that promotes physical and psychological health. Laughter lowers your body’s hormone and Cortisol levels and can actually strengthen your immune system because it increases the production of antibodies in your saliva and in your bloodstream to starve off bacteria, viruses and parasites. Remember what they say – laughter really is the best medicine!

Positive mindset: optimism and gratitude The idea that by just thinking positively, we can improve our happiness is becoming increasingly supported. Optimism has been proven to improve the immune system, prevent chronic disease and help people cope with upsetting events. Gratitude has been associated with optimism and it has been determined that grateful people are happier, receive more support, are less stressed and depressed. Countless studies have been conducted on optimism and the vast majority have supported the same conclusion – optimism is healthy!

Buy a gift for someone According to the book ‘Happy Money: The Science of Smarter Spending’, people around the world reported being happier when they spent money on others.

Find your flow When you are deeply involved in trying to achieve a goal or completely immersed in an activity that challenges and stimulates us we experience a joyful state that is called “flow”. One of the pioneers of the research on flow is Hungarian psychologist Mihaly Csikszentmihalyi who noted that the act of creating seemed at more times more important than the finished work itself. A study conducted in 2003 by Csikszentmihalyi and Hunter found that feeling good about the self, excited, proud, sociable, active as well as being in the conditions for flow experience are the strongest predictors of trait happiness (long-term happiness).

Meditate Meditation has been shown to literally rewire your brain to improve your sense of selfconsciousness and hence lead to increased happiness. Several studies suggest that meditation can make you happier, less stressed and even make you nicer to people. It can help you to control your eating as well as reducing chronic pain. Some scientists believe that in a generation meditation will be widely accepted as an equally essential ingredient to maintaining a healthy lifestyle as diet and exercise.

eet Paul Broth e rson A Business Phenomena With The Scars To Prove It.

Wh a t g ets yo u o u t of b e d eve r yd ay? It has changed over the years; earlier on in my career it was purely a passionate and burning desire for success and the rewards it delivers. I’ve always wanted to live an extraordinary life, and there is no better medium on the planet for delivering everything you ever dreamed of than a great business. I also just happen to absolutely love business. I love creating opportunity out of thin air, I love taking it to market and I love making it a raging success.

I was extremely fortunate at a very young age to be mentored by a brilliant CEO who educated me on the critical fundamentals that make being in business easy. And by applying these fundamental principles, it has made my business life not only a pleasure and joy, but an insanely profitable experience. aul Brotherson is the founder of The Profit Institute – a business that takes an unconventional approach to delivering exceptional transformation and results.

Unfortunately in my experience, the vast majority of business owners never get to experience this level of success, enjoyment, freedom and profitability. Most are overworked, frustrated and stressed, due to no fault of their own, they were just never taught, because there’s nowhere to learn, the fundamentals, and the small changes required to make the step from a “good” business to great one. So the reason I get out of bed now is I want others to experience the pleasure that I have enjoyed in my career and more importantly my life, by growing and running great companies. My goal is to educate and elevate them into the knowledge that was gifted to me, and for them to truly understand that the leap from a good to a great business, from a good to a great life, is actually not a leap at all; it is just a few small educated steps.

As the founder of the Maverick Group of Companies, Paul has built thriving companies from scratch in the fields of finance, manufacturing, marketing, importing, distribution, and licensing. The companies in Paul’s group have grown from fledgling start-ups with three staff to employ more than 350 people globally. Paul’s suite of customers include conglomerates on almost every continent including Walmart, Kmart USA & Australia, Target USA & Australia, Toys ‘R’ Us Global, Rebel Sports, Decathlon, Mattel, MGA, ACP, JJB Sports UK, Harvey Norman, John Lewis UK and Intersport Europe. Paul is a unique individual in the world of business, executive mentoring and leadership and we sat down with him to discover what make this monthly Millionaire Mentor tick?

Ca n yo u s h a re w i t h u s h a b i ts yo u d o d a i l y, we ekl y, m ont hl y o r a n n u a l l y t h a t h a s h e l p e d yo u g et to t h e l evel of s uccess yo u e n j oy? There are quite a few but here I’ll share what I consider three of the most important.

I am absolutely ruthless with my time and how I use it. Time is your single greatest asset in life because it really is the only thing that no amount of money can buy back. When it’s gone it’s gone, so what you do with it is critical. In our programs I teach what I call my 4 leaf clover time management strategy which is a habit I live by every day that solves 95% of my time management issues.

Targets (or goals); and I know the immediate response from most of your readers will be “ Oh No, Not Goals” again. However as the saying goes, ‘if you don’t know where you’re going then any road will take you there’. Setting goals is generally viewed as a dry subject but I can assure

you it is one of the components that sets apart the mediocre from the very successful. The problem is there are 2 fundamental mistakes that almost everyone makes when setting goals, and in doing so sets themselves up to fail right from the getgo. I teach these fundamentals so you can get this done quickly, easily, and effectively.

Is I never stop investing in my knowledge because I am acutely aware of the universal truth that knowledge is power. I never stop reading, I never stop listening and I never stop going to see professionals speak that I can learn from. I am never afraid to exchange money, which is a limitless resource, for knowledge that can change my ability to expand, produce more or build a better life for myself, my team, my family and my world.

What do yo u t hi nk h a s a key co ntr i b u to r to yo u r compa ny’s s uccesses?

That really is very simple. A critically refined comprehension of a number of fundamental principles that drive any and every business to be great; and the consistent adherence to action that is in line with those fundamental principles. What do I mean? Well a basic example is having an understanding of the two elements that prevent a business from ever having to compete on price, and why 99% of businesses are enslaved because they don’t know this principle or act in accordance with it.

Why h ave yo u d e c id e d to ste p away f ro m r u n n i n g co mpa n i es a n d h ea d into m o re tea c h i n g? In January 2013 I actually retired from running my companies in a day-to-day capacity. I was blessed to have a team around me to take the reins and be in a position financially that I could ‘retire at 39’. During the early part of my so called retirement, I was often asked by friends, peers and others to share with them the secrets, knowledge and processes I’d learnt that allowed me to achieve so much in business. So after some time off I began to formulate a system that incorporated the critical, instrumental, defining lessons, fundamental principles and practices that I implemented into my life and my businesses that allowed them to become so very successful. Once I had shared them with a few close associates they virtually demanded that I share the information with as many people as I could. That is when The Profit Institute was born.

Th ere i s a l ot of no i se o u t th e re i n th e s p ea k i n g wo r l d … w h a t ma kes yo u a ny d iffe re nt to th e n ex t g u y? I am so glad you asked that question. I feel really strongly about this. (He must because he has started rolling up his sleeves) I guess the stand-alone thing that makes me unique is the position from which I teach and why.

"FIRSTLY, EVERYTHING I TEACH HAS BEEN TRIED, TESTED AND MASTERED IN MY OWN BUSINESSES FOR DECADES, AND BEFORE ME IT WAS TRIED TESTED AND PROVEN FOR DECADES MORE."

Running businesses both nationally and internationally, with as little as 3 staff to more than 350 and customers as small as your average mum and dad, all the way up to worldwide retailing conglomerates, there is little I haven’t seen, done or been involved in. I really do have the scares to prove it! You see from what I see going on out there right now is that business owners spend their lives constantly trying “this new marketing technique” and “that new sales strategy” which is what almost all of the business education available focuses on. And this never ending cycle where you are constantly worried about finding the next sale, customer, dollar or new idea/method/strategy that will deliver any of the above follows you to your grave, usually earlier than you hoped or anticipated; and you end up spending your life enslaved by your business rather than it being in servitude to you The vast majority of business education available is focused merely on teaching the latest technique, method or strategy to getting new customers or business; and whilst I am not saying they are not valuable, they are not the fundamental elements critical to producing a business that delivers you true freedom. I’m not saying by any stretch that any of these speakers don’t have great information nor am I suggesting they’re information isn’t powerful and valuable. They deliver their content with great intent however they operate from an ignorant perspective. They have rarely been educated on the principles of successful enduring companies and so operate from this position. What I see the problem as primarily is that it is a Band-Aid fix. I liken their business theories to building a block

of apartments on quicksand. They never really deal with the foundations so the business never possesses the critical components that will allow that apartment block transform into a skyscraper. Rather every time a level sinks they tell you to just build another level on top. And this never ending cycle where you are constantly worried about finding the next sale, customer, dollar or new idea/method/strategy that will deliver any of the above follows you to your grave, usually earlier than you hoped anticipated. And you end up spending your life enslaved by your business rather than it being in servitude to you There is not one ounce of me that has ever, or will ever teach something that as I said ‘I have not first tried, tested and mastered in my own businesses’. The stand-alone thing that makes me unique in the congested, some may say polluted world of business speaking and executive mentoring and leadership, is that I have done it, I do it and I live it. My goal and desire for anyone that I meet either at an event or speaking engagement is that when they leave, they leave not only more educated but also elevated. Elevated to a whole new way of doing business. I want them to leave with information that works, that they take back to their companies and can action immediately and enjoy outstanding results that I know from personal experience they can achieve.

OAL SETTING

There is much talk about goal setting and if setting goals actually works. Like all things in life goal setting is only going to work if it is done correctly. Lots of people have good intentions about setting goals but falter along the way – leading to disappointment and frustration. When done properly, goal setting can be a very powerful technique that can work effectively to help people achieve success in many facets of their life. Setting goals and working towards them should bring: •

Clearer focus. Properly thought out and defined goals should help you clearly determine what it is you want to achieve.

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Optimum use of resources. Setting goals helps you to prioritise what is most important and helps you to attribute resources (including time) accordingly.

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Peace of mind. Most people have so much on their mind that it becomes overwhelming. By setting clear goals helps your to think clearer and helps you to apply perspective and priority.

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Easier communication with others. Setting goals helps you to explain to others what it is that you are trying to accomplish and how they can help you and support you in the process.

Does It Really Get You Where You Want To Go? In order to be successful in goal setting it is vital that you do the process correctly. Simply ‘winging it’ wont work and will lead to failure. There is a simple five-step process that you can go through to set any goals whether they are personal or professional. By following this process you are increasing your chance of success.

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Identify your goal and write it down.

Set a deadline for achieving your goal.

List any obstacles that you might face whilst trying to achieve your goal.

List the skills you need to achieve your goal.

Once you have set your goals it is vital that you keep on track and constantly review where you are along your journey. Here are a few things to consider that will assist you along the way and help you achieve your goal: Regularly evaluate your progress. Having a plan of action is not enough as different variables can be thrown at you along the way that may require you to re evaluate your plan. If your plan is not working you will need to be adaptable and not afraid to change it.

Keep your eye on the prize! Take the time every morning to review your goals and re focus. Thinking of your goals every day will keep them fresh in your mind and will help you to keep motivated and focused on the final objective.

Don’t procrastinate. Don’t put off achieving your goals until tomorrow. There is no surer way than to set yourself up for failure than by procrastinating. Action is the key to success so get moving – every step you take towards your goal is a step towards achieving them.

Celebrate success. One of the key components of goal setting is celebrating success. It is vital that you acknowledge and reward yourself for hitting your benchmarks along the way. Celebrating your achievements towards reaching your goal is just as important as celebrating achieving the goal itself. This helps you to stay motivated and focused on the final goal.

Develop a plan that allows you to reach your goal. Goal setting is widely recognised as a positive and effective way to achieve both personal and professional objectives. Choose success and set yourself some goals and write them down. Create a vision for what you want out of life, what you want to achieve and turn this vision into a list of measurable goals. Work out a plan to achieve your final objective and most importantly celebrate your achievements!

POP-UP ADS Let’s get the most annoying one out of the way first. Pop-up ads drive people insane. They may well get you a few email subscribers but is it really worth all the traffic you lose when visitors start abandoning your site in frustration? A much better way to convert visitors to leads is by attracting them with solid content and competitive offers – steer clear of irritating gimmicks!

AUTOMATICALLY PLAYING MULTIMEDIA CONTENT WHEN A PAGE LOADS

If people want to play your multimedia content then they will click the ‘play’ button – don’t force it on them! It can be really frustrating for visitors who think they are enjoying a quiet browsing session to be bombarded with music, video clips or a talking head.

If your website is too complex or if there is an abundance of text and an explosion of images and fonts then chances are that people will find it confusing. It’s best to keep things simple and concise so that visitors find the site user-friendly and engaging. USING THE ‘CONTACT US’ FORM INSTEAD OF PROVIDING YOUR CONTACT INFORMATION

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You will be amazed at how many websites don’t have an easy to find search function. There is nothing more annoying than wasting time trying to search a site for the search function. Make it easy for people and ensure that your website has an easy to find, well-located search function. Your visitors will thank you.

So what is it about your website that turns visitors off? We took a survey of over 1200 consumers and asked them what annoys them most about websites, particularly e-commerce websites and here some of the things that irk them the most:

ANTI-SOCIAL If your website cuts the mustard and has good content then chances are people will want to share it and will be disappointed if it does not contain any social sharing buttons. Providing sharing options for visitors is also a great way to increase traffic flow to your site, create greater visibility and more lead opportunities. In other words it’s simply good for business!

FLASH Flash might make your website look good but it can be really annoying because it can take forever to load and can be a bit of a visual overload. People want information not entertainment from your website. Another problem with flash is that search engines can’t read it which means that your site won’t get indexed and that’s also annoying!

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It is perfectly fine to have a ‘contact us’ form on your website but it should not be the only means of communication between you and the visitor. If the customer needs help they may need it now – some people don’t want to fill out a form and wait until there is a response. Omitting contact details from your website can be really off putting and frustrating for visitors.

SEARCHING FOR SEARCH

One of the golden rules of marketing is not to annoy so why is it that so many websites are still chock full of elements that drive visitors crazy with frustration? Negative user experience can lead to high page abandonment levels, low visitor-to-lead conversion rates, poor searching listings and simply a bad company reputation. In other words – if your website is annoying it could be detrimental to your business!

Research has shown that the average web page visit lasts less than one minute. The first 10 seconds of the visitor’s time on the site is critical. Easy navigation is a vital part in keeping visitors on your site.

INFORMATION OVERLOAD

Things That People Hate About Your WEBSITE

DIFFICULT BROWSING

AMBIGUOUS TITLES AND CONTENT Great titles are what make people click to read more. Having a catchy title is just the start you must also have good content that is relevant to your title to keep visitors interested otherwise they will abandon your site. Don’t mislead people – make sure that your content lives up to what your title promises!

NOT KNOWING WHAT YOUR WEBSITE IS ABOUT Great titles are what make people click to read more. Having a catchy title is just the start you must also have good content that is relevant to your title to keep visitors interested otherwise they will abandon your site. Don’t mislead people – make sure that your content lives up to what your title promises!

The bottom line is simply to think about what your audience wants to get out of your website and focus on creating a user experience that respects the needs of your users and makes it easy for them to get the information that they are looking for quickly and efficiently. Leave the gimmicks and tricks to someone else!

THE NEW BATTLEFIELD OF CUSTOMER SERVICE WOULD YOUR BUSINESS PASS THE FIVE SENSES TEST? 1. Sight Your goal through sight is to capture your customer’s visual attention and retain it. If you have a shop or office space is it well laid out and user friendly? Are customers with prams or walking aids able to easily navigate the space? Research shows that customers prefer open layouts that allow movement and visibility. Lighting and attractive displays are also important. If you have a website is it visually appealing and easy to navigate? Also remember that signage is also an important tool that can be used to aid you in appealing to customers so use it cleverly.

Market competition has never been so fierce. Whether it’s a big supermarket chain, the local drycleaners or an environmental consulting firm – the market place is tough and competition between businesses has never been tougher. In todays economy the customer is king and they have a plethora of choices as to where and whom they will spend their money with. Virtually every industry is a multitude of businesses offering similar products and services and all competing on price. So what is it that really makes one business or organisation stand out from the rest? How does one business attract customers from other similar

2. Touch It is an instinctive human reaction to want to touch things. Creating an environment that encourages your customers to touch things allows them a more personal experience and will help to keep them engaged and interested. companies offering the same services at competitive prices? Ultimately there is one area that business can distinguish themselves from others and stand out from the competition and gain a competitive edge – offer superior customer service! Customer service can pay off handsomely and can be the key to your businesses success. By delivering a superior customer experience, you’ll set yourself apart from the rest. It is also an area that has been largely left unexplored – most businesses do not have a properly developed strategy in place for improving customer service. So the question to ask is how can your business create a better customer experience

3. Sound What customers hear can have an incredible impact on their overall consumer experience. For things that you can control such as the call waiting music on your phone line or the background music in your treatment room or shop space keep it pleasant and enjoyable. If someone is having a massage, gentle soft background music is far more pleasurable than the sound of staff chatting.

than your competitors? A good place to start is to experience your services from your customer’s perspective – not just the product or service on offer but also every touch point along the way. Examine the specific details of your whole company’s interaction with the customer from start to finish and conduct what is known as a five-senses experience audit. Customers have five natural responses to everything in their lives and that includes the customer experience that they receive from your business. Explore the five senses below and evaluate how well your business is engaging with your customers in each area.

4. Smell Real estate agents often defer to the old trick of having a cake baking in the oven when they conduct their open for inspections and it’s a clever tactic – nothing helps create a homely environment more than the smell of fresh chocolate cake. Aroma is important and can really attract people. Be careful to steer clear from scents that polarise people. It is best to keep to smells that appeal to the majority. The scent of coffee, chocolate, cinnamon or vanilla generally appeals to most. Is your office space, meeting room, reception area or shop going to appeal to your customer’s sense of smell?

5. Taste Not every business has the opportunity to engage the tastebuds of their customers but when you do use it! If you are a business dealing in food, produce, drinks or anything that can be consumed offer samples and offer tastings. If you are not a food based business this does not get you off the hook. Consider offering your customers beverages – even a small glass of chilled water can evoke taste and leave a good taste in the customer’s mouth!

Use these five senses as a checklist to help you improve your customers overall experience. Put yourself in your customer’s shoes and evaluate just how well your business would do if you had a five senses audit!

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