Serena L. Brock

Open Your Eyes

Many of you may have received this in your email.  It is so true that I felt it was worth posting on my blogs as a simple reminder.  The happiest of people don't necessarily have the best of everything; they just make the most of everything that comes their way.

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Too many people put off something that brings them joy just because they haven't thought about it, don't have it on their schedule, didn't know it was coming or are too rigid to depart from their routine.

I got to thinking o ne day about all those women on the Titanic who passed up dessert at dinner that fateful night in an effort to cut back. From then on, I've tried to be a little more flexible.

How many women out there will eat at home because their husband didn't suggest going out to dinner until after something had been thawed ? Does the word 'refrigeration' mean nothing to you?

How often have your kids dropped in to talk and sat in silence while you watched television?

I cannot count the times I called my sister and said, ' How about going to lunch in a half hour?' She would gas up and stammer, 'I can't. I have cl othes on the line. My hair is dirty. I wish I had known yesterday, I had a late breakfast, It looks like rain.' And my personal favorite: 'It's Monday.' .She died a few years ago. We never did have lunch t ogether.

Because we cram so much into our lives, we tend to schedule our headaches.. We live on a sparse diet of promises we make to ourselves when all the conditions are perfect!

We'll go back and visit the grandparents when we get Steve toilet-trained. We'll entertain when we replace the living-room carpet. We'll go on a second honeymoon when we get two more kid s off our hands.

Life has a way of accelerating as we get older. The days get shorter, and the list of promises to ourselves gets longer. One morning, we awaken, and all we have to show for our lives is a litany of 'I'm going to,' 'I plan on,' and 'Someday, when things have settled down a bit.'

When anyone calls my 'seize the moment' friend, she is open to adventure and available for trips. She keeps an open mind on new ideas. Her enthusiasm for life is contagious. You talk with her for five minutes, and you're ready to trade your bad feet for a pair of Rollerblades and skip an elevator for a bungee cord.

My lips have not touched ice cream in 10 years. I love ice cream. It's just that I might as well apply it directly to my stomach with a spatula and eliminate the digestive process. The other day, I stopped the car and bought a triple-decker. If my car had h it an iceberg on the way home, I would have died happy.

Now...go on and have a nice day. Do something you WANT to......not something on your SHOULD DO list. If you were going to die soon and had only one phone call you could make, who would you call and what would you say? And why are you waiting?

Make sure you read this to the end; you will understand why I sent this to you.

Have you ever watched kids playing on a merry go round or listened to the rain lapping on the ground? Ever followed a butterfly's erratic flight or gazed at the sun into the fading night? Do you run through each day on the fly? When you ask 'How are you?' Do you hear the reply?

When the day is done, do you lie in your bed with the next hundred chores running through your head? Ever told your child, 'We'll do it tomorrow.' And in your haste, not see his sorrow? Ever lost touch? Let a good friendship die? Just call to say 'Hi'?

When you worry and hurry through your day, it is like an unopened gift....Thrown away.... Life is not a race. Take it slower. Hear the music before the song is over.

It's Friendship and FAMILY WEEK Show your friends how much you care. Send this to everyone you consider a FRIEND.

I cherish our friendship and appreciate all you do.

'Life may not be the party we hoped for... but while we are here we might as well dance!'

Start Thinking Strategically

Most attorneys and financial professionals do not have a strategic plan for growth.  In fact, many of those who come to work with us, have never considered putting together a business succession plan - complete with a strategic growth option.  Why should you have one?

10 Benefits of a Strategic Plan:

1. Look at your first quarter results - do you feel that you have a focus on the best opportunities that will provide a vast increase in your sales, marketing and operational effectiveness?

2. Review your marketing plan - does it keep you constantly in front of the right prospects so that you have less stress to enjoy your career and have a happy balance between work and personal?

3. Are you able to synchronize your business development with your personal values?  This can lead to unparalleled success for you.

4. After this first quarter, do you feel that you have a foundation for on -going revenue generating systems?  If not, you should revisit your plans to ensure cash flow in the future.

5. Your strategic plan should have a clear timeline that details how fast you "can" and "should" grow.

6. Review your referral tracking sheets and examine the referral sources, amount of referrals and the quality of the leads.  What is the closing ratio?  Do you need to make any changes for the 2nd Quarter?

7. Your sales and marketing should be working in unison.  Do you have a solid plan of action?  Is it working for you?

8. Look at the first quarter from an outside view.  Are you - the attorney or financial professional  - stressed?  Overworked?  Compromising your personal time and/or relationships?  If yes to any of these, it is a good time to implement a business structure that will permit you to gain control of balance.

9. Order - effectiveness - efficiency test.  If any or all is not as solid as it could be - work on correcting it.  There are 3 quarters left in the year, get a handle on it before it gets to late.

10. If you do not have a solid marketing strategy, work on one.  You need to drive quality referrals and close more business.

Attention Employers!

I’m sure it wouldn’t surprise you to learn that the annual cost to U.S. businesses due to lost productivity of working caregivers is a whopping $17.1 to $33.6-billion dollars*.

As Boomers grow older, the number of workers raising kids while simultaneously caring for aging parents is skyrocketing. When they are torn between caring for elderly loved ones and the demands of their job, the impact on work performance can be staggering.

·         Missed deadlines!

·         Loss of productivity!

·         Absenteeism!

It all adds up. It’s estimated that businesses lose $2,441 per employed caregiver each year.

Ideally, no one would have to look to outside help when a loved one needs care, but sometimes, it can’t be avoided. The days of large extended families are gone. Without that safety net, more and more often, care of an aging parent falls on a single caregiver. Few of us have the luxury of staying home to do so. How many of your employees are part of this “

Sandwich

Generation”? If I could show them how to maintain a healthy home/work life balance would they want to know? Here are just a few topics I can cover:

Stress Management. Taking on the responsibility for an elderly loved one’s health and wellbeing can be overwhelming. With the proven and effective stress management tools I will outline, caregivers will learn how to lessen anxiety at home and increase productivity on the job.

Practical Tips. I can teach your readers how to trouble-shoot a home with a special focus on elder issues, and explain safe lifting techniques to maximize safety and comfort for caregivers and their families.

Why listen to me? I am president and CEO of Avenue HomeCare, a Charlotte, N.C.-based provider of home healthcare services. Since launching this company in 2004, my vision has been to be the preferred and trusted leader in home care, respected for providing the most effective, compassionate and innovative care possible. The experience of my staff, which, unlike other homecare providers, includes licensed clinical nurses and nurse practitioners, is unparalleled.

In addition, I currently run two other successful companies. I am CEO of Brock MacNeill Consulting/Marketing, a national marketing, business strategy and consulting firm, also headquartered in Charlotte, and a principle partner in VitaShapeMD™ an all-natural, cutting edge, anti-aging supplement. With more than 15 years’ entrepreneurial experience directing and writing marketing campaigns, creating shareholder reports and conducting road shows, I am nationally recognized as an authority in several diverse areas of business and advocacy, helping clients define and achieve growth objectives through innovative approaches to sales, public relations, marketing and business development.

As a speaker and writer, I’ve lent my expertise to such topics as sales training and motivation, recruiting and retention, business development and planning, brand definition and implementation, investor relations, and strategic marketing.  Most recently, and perhaps closest to my heart, I’ve been addressing issues that impact the healthcare industry, especially as they relate to the aging population’s urgent need for pro-active strategies regarding future healthcare plans and the engagement of quality caregivers.

Bottom Line: If you want to help your employees bust stress, boost productivity, and find a happier, healthier work/life balance, I can show them how.

We DO Judge a Book by its Cover

Ah, the old adage, don’t judge a book by its cover. But, in fact, in reality we do judge everything by its outward appearance.

 

Your clothes set the stage. Your words set the tone. And your actions set everything else in motion. If you’re looking to impress, don’t compromise on what you wear, the words and the tone you use, and especially in your actions. First impressions speak volumes about what will happen next.

 

Impressions are formed from your appearance, your voice and choice of words left on a voice mailbox, as well as your actions made with new clients, employees or colleagues.

 

Your business is judged on how your employees answer the telephone, how they accommodate your clients, how they dress, and most importantly, how they represent you. Additionally, your business is judged on how your materials look, from the logo to your printed materials, website and complimentary company gifts.

 

It has been said that 90% of people form an opinion within 10 to 40 seconds upon meeting you or viewing your materials. Once people draw conclusions, they are reluctant to change their minds, and negative first impressions may be formed quicker and are harder to overcome.

 

An effective first impression must also be communicated within your company materials. Design and usability DO matter. It’s a relatively simple rule . . . you rarely get more than one chance to capture and hold the first-time customer. In this day and age of brand oversupply and impression overload, that first impression counts. It creates an instinctive aura by which we judge the brand and how we evaluate its relevance to us as consumers. Consider it a pheromone radiating a hidden aura of attraction and goodwill. It also establishes an early warning system for the future. Is this a brand that I would want to revisit and buy again another time? Does this professional have the credentials that I am looking for? Do they in fact have the experience needed to take care of me? The old “trial versus repeat” battleground. Incidentally, the Gartner research firm advises that a 5% increase in customer retention results in a whopping 60% increase in profitability over a five-year timeframe.

 

First impressions are not all “touch” in the pure physical sense. They’re more than a bad experience or transaction with the salesclerk at the checkout line. Impressions are formed in a myriad number of ways, from a telephone greeting to email response time; from lobby décor to employee dress code; from CEO personality to media message. For your firm, it may be advertising that reeks of mediocrity and inconsistency resulting in loss of interest. Is this what you intended? Did you compromise your brand because of a small marketing budget?

 

Marketers are finally waking up to the fact that a good first impression is in many ways tied to exemplary customer service, which in turn, contributes mightily to brand loyalty and customer retention. Many customers are now looking to various technology platforms to address the problem. Unfortunately, that solution cannot be dismissed lightly. Most of us today are spoiled by the instantaneous information that the world wide web provides. Thus, when calling on a new vendor, we expect them to know everything or “find it out on their own”, rather than waste time repeating tiresome information, such as what we do or where we are located.

 

Regardless of the superior levels technology has achieved, customer service will never replace the impressions of human contact. Technology may in fact frustrate us, if and when it fails, but it is you and your staff that will have the opportunity to save the day.

 

My advice, you ask? Concentrate on your most valuable assets: YOU, your employees and your marketing pieces. For YOU, it is first impressions. For your employees, it is selective hiring, training, coaching, and accountability. Your marketing should be a direct reflection of you and your culture without words.

Good bye 2007, HELLO 2008!

As the New Year is just around the corner, I want to take this moment to wish all of you a safe and enjoyable holiday!  2007 brought many good things our way – new companies, new relationships, new friends and a solid foundation for 2008!  On behalf of my teams here at Brock MacNeill, Avenue HomeCare, VitaShapeMD and Krause Financial Services, I wish you a Happy New Year and an incredible, successful and prosperous 2008!  We appreciate your business, continued support and look forward to working with you again this year!

All the best,

Serena

Physicians Assemble to Discuss Anti-Aging

Las Vegas, NV—December, 2007

Thousands of physicians, scientists, educators, and media will convene at the 15^th Annual World Congress on Anti-Aging Medicine & Regenerative Biomedical Technologies in Las Vegas, Nevada hosted by the American Academy of Anti-Aging Medicine. The Congress will take place from December 10-15, 2007 and will bring medical and technology professionals together with the common goal of convincing the public that “aging is not inevitable.”

As anti-aging is the fastest growing new medical specialty for physicians, the Congress will include over 40 notable speakers and numerous opportunities for attendees to find out what is new and exciting in the field. This year, the breakthrough anti-aging and wellness supplement, VitaShapeMD™ will be represented. Many attendees are anticipating learning more about the ground-breaking supplement, formulated by Paul C. Drago, MD.

Dr. Drago is revered in the progressive field of anti-aging as an accomplished surgeon, anti-aging physician, and educator. He has been honored with numerous accolades, including being selected to “America’s Top Physician” by the Research Council of America for the fourth consecutive year, as well as the title “Top Anti-Aging Physician.” As consumer demand for youth, beauty, and energy has skyrocketed, Dr. Drago’s practice, Genesis Anti-Aging & Cosmetic Surgery in Charlotte, NC, has experienced astounding growth.

So that Dr. Drago can focus on his patients and to manage the growth of his practice and represent his supplement products, he has selected Serena L. Brock and Liz MacNeill of Brock MacNeill Consulting & Marketing. Ms. Brock and Ms. MacNeill will attend the Congress in Las Vegas as representatives of VitaShapeMD™. These all-natural supplements are promoted to enhance energy, encourage weight loss, and contribute to overall wellness.

To learn more about the 15^th Annual World Congress on Anti-Aging Medicine & Regenerative Biomedical Technologies, please visit www.worldhealth.net/event. For more information regarding Dr. Paul C. Drago’s practice, Genesis Anti-Aging & Cosmetic Surgery, and VitaShapeMD™, please visit www.genesisnewbody.com and www.vitashapemd.com.

New Year’s Bizolution

It is that time again!  It is so easy to get caught up in the joyous side of the holidays.  However, for us business owners, amongst the celebration, is succession planning for next year.  My, how time truly flies….

Hard to believe that it is time to look at your business strategy and, if necessary, chart a new course for your company.

Whether you have launched a new company or have an existing one, consider your annual check-up.  Once you see what is working and what needs fixing,  you can correct the course as needed, set new objectives and take better control of your business future.

Planning for your business is a dynamic process. Cash flow, service and product lines, changing industry specifics and human capital are just a few of the areas on which to reflect.  Your business plan should constantly evolve to accommodate these changes.

As you begin down the road of 2008 planning, consider the following areas:

1. Your vision.  Is it still relevant?  Can it take you into the future?  If not, you may need to rethink your mission, and consider why and how you will meet your goals.
2. Your employees.  Do you have the right employees?  Are they willing, capable and able to meet your goals?  Do you need more of them?
3. Client Fees and Product Costs.  Have you reviewed your costs associated with your services, products and related overhead?  Are you making money?
4. Employee compensation.  With today’s fast growing industries and shortage of quality, dedicated employees, have you taken the time to investigate whether or not you are competitive and taking the appropriate measures to ensure employee retention?
5. Policies and Procedures.  Are yours up-to-date?  Chances are you have introduced informal guidelines during the year that have become de facto policies.  Now is the time to review and formalize those policies, adding them to your employee handbook and internal policy and procedure manual.
6. Outsourcing.  Is your current staff capable of handling all areas needed to manage and grow your business?  Could you benefit from using professionals outside your company?
7. Marketing.  Do you have a website?  A blog?  Are you using Search Engine Optimization?  Do your materials reflect your culture and where you want to go?  Are you getting a return on your marketing investment?  Year-end is a great time to consider networking or advertising campaigns and other strategies for garnering more market share or possibly entering into new markets.
8. Opportunities.  Are you overlooking opportunities in which to grow?  Don’t let your business model lock you into one model, or keep you from recognizing new areas in which to grow.
9. Resources. Do you have the resources to manage growth?  Staff and cash flow need to be considered.  If your business catapults, can you manage the increase in business and support the additional rising costs?
10. Accounts Receivable.  Cash flow is crucial to the overall business. If your receivables are not timely, you may run into cash flow issues.  We recommend that all of our clients prepare an annual cash flow budget that estimates a year’s worth of cash outflows and inflows.  This will also help you to project for an increase in marketing, people and possibly launch a new product or service line.
11. Are you having fun?  If you do not enjoy going to work everyday, then it is very likely that your employees do not either.  Passion for your work and leading by example are critical to your overall success.

Make your New Year’s Bizolution a great one!  Invest the time into planning for your new year and allocating the appropriate budget to your continued growth and success!

Get Naked!

It is not your ability to sell or the inability of your service or product. What is most important on consumers minds today is trust - or the lack of it.

To make it simple, lets call it ~ Get Naked.  By this, I mean being openly honest and transparent in all of your business dealings.  I am successful for a lot of reasons - most of which begin with my sincere interest in people and my ability to earn their trust.   Yes - I said earn. Trust is like respect - you earn it.

Competition in our world today has increased dishonesty. Simply - I believe a lot of sales pitches are based on omitting information or embellishing the truth in order to manipulate people.

Customers today, as we all know, are tougher to find and even more challenging to retain. Bragging, lying or manipulating them in an effort to win or sustain their business cannot only hurt you ~ it can destroy you.  In the old days, it might have just ticked them off.  But today - when people, regulators and seasoned clients are more skeptical, it is best to provide verifiable details on all fronts. Remember - the "www" provides immediate access to information and history. If you don't tell them - they'll Google you and find out anyway.

Be totally upfront about your business and other related areas. Don't be afraid to mention mistakes you've made and the lessons you've learned. Any business professional will recognize and appreciate your honesty and experience.  After all - you've earned your experience the hard way by learning from mistakes!

Finally, give clients a clear view of who you are as a person. Show that you have a personality - feelings and sincere interest.  Who you are on the inside reflects what you are on the outside.  The quickest way to destroy trust is to come across as a phony. So, if you are really ready to earn the trust of your clients ~ Get Naked by being upfront, sincere and honest. It will not only please most, it will fascinate others! 

Always carry your business cards

Anyone can market. Anyone can put some fancy pictures and copy together for distribution~especially today. Software technology has made it as simple as coloring in a child's coloring book.  But, does it work?  Did it work for you?

So often, I run into people that share with me the exorbitant amounts of money they are or have spent on marketing their product and/or business. The first question that I ask is: is it working for you?  What is your ROI?  Do your materials reflect who you are?  Your company's culture?

Marketing is the easy part - proper implementation, follow up and having measurable results is the key.  Today, next to the Internet, word of mouth marketing is one of your best referral sources. All marketing should be measurable, though.  After all, why would you dedicate 6-10% of your annual revenues to a program that yields little to no results? Would you buy a car only to leave it in the driveway?  A suit 2 sizes too small? I think you get the picture.  Marketing should be a direct reflection and representation of your firm - your value proposition.  Feel confident that when you exchange business cards, the recipient will remember you for future referrals.  I know that when I hand you two of mine, I expect you to keep one and hand the other out on my behalf!

Serena L. Brock

For more information on ROI marketing, visit our website at brockmacneill.com

You Only Have One Job To Do!

So why is it then that so many things are forgotten?

Why, when I request an exhibitor’s package, does the salesperson "forget" to send it?  Why can I order hummus for an appetizer, have the waitress drop it and have to wait until the end of my entree to get a new appetizer?  Why would you become a nurse if you are afraid of needle sticks? Or not like to work with a patient on a vent because it makes too much noise?  Or this, I believe is my best encounter! How is it that in a garage where there is only one employee responsible for reattaching your tires, they forget to put the lug nuts on?  - Yes, I drove away (in a classic year Mercedes by the way) and felt my car hit the pavement when my rear tire went "rolling off" because there were no lugnuts.  In our ever so competitive business world, customer service seems to be getting worse, instead of better.

I do realize that many of us juggle multiple responsibilities and have less time to accomplish them. But lets face it folks - it is ultimately survival of the fittest. Do you think that I would be a return customer in any of the above situations?

As an employee you should put your best effort into your job at all times. As a manager or business owner, you need to recognize the weaknesses of your staff and realize that people work best under supportive guidance, with adequate time to complete their responsibilities and hold them accountable for their work.   Trust me - the company responsible for my "rolling tire" was never on my "referral" list.  In fact, when asked by others for recommendations, I made a point of telling my story.  We all know how quickly "word of mouth" travels!

Every one of us has the opportunity to choose your field of employment and to some extent, where we work.  So, in your position, you ultimately have one job to do .... please for the sake of us customers.... Do It Right!