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a p u b l i c a t i o n o f t h e g r e a t e r n a p l e s c h a m b e r o f c o m m e r c e Business Currents J u n e 2 0 0 7 w w w. n a p l e s c h a m b e r . o r g Financial Planning Strategies email marketing: what you need to know page 24 how to build lasting customer relationships page 29 Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 Artist’s Rendering - Ave Maria Town Center Travel is more than just A to B. Travel should take you where satisfaction is on the agenda. Our team of experienced meeting planners, catering specialists, and wedding experts make the Hilton Naples the ideal venue for business meetings, conferences, social events and weddings. We will exceed your expectations with over 18,000 square feet of elegant meeting space in 11 meeting rooms, all on the lobby level. Complimentary wireless, high-speed Internet access in all public areas including the fully-equipped Business Center. Shula’s Steak House, a 2006 Wine Spectator Award of Excellence recipient, also offers intimate, private dining rooms. And with the Hilton HHonors® Event Planner program, planners can earn Points & Miles®. For your next event, call 239-430-4900, or visit us online for a virtual tour at www.hiltonnaples.com. 5111 Tamiami Trail North, Naples, FL 34103 239-430-4900 • hiltonnaples.com Travel should take you placesTM JUNE Hilton 2007 HHonors I Business Currents I Visit Us Online ® ® www.napleschamber.org membership, earning of Points and Milesat , and redemption of points are subject to HHonors Terms & Conditions. ©2006 Hilton Hospitality, Inc. Executive Health: The one-day total wellness physical. Our mission is to keep today’s top professionals healthy, so they can achieve and maintain peak performance. Designed with your busy schedule in mind, our one day “on campus” comprehensive physical exam includes: > Pulmonary Function Test > Hearing Test > Dietary Assessment with Body Fat Percentage Analysis > > > > > > > > Optional services available: > > > > > > Stress Echo Comprehensive Eye Exam with Glaucoma Testing Dermatology Body Check Deluxe European Facial or Mini-Express Facial Chest X-Ray Complete Blood Chemistry and Urinalysis Mammogram Bone Density Total Body Scan Colonoscopy or Virtual Colonoscopy Massage Therapy Carotid and Abdominal Aortic Ultrasound Travel Medicine and Immunizations Consultation with the Center for Aesthetic Surgery Visit us for a healthcare experience that includes a customized itinerary, a personal escort to and from your appointments and exclusive VIP treatment. To schedule your personalized wellness physical, please call 239-348-4052 or 866-903-0159 ext. 44052. Complimentary lunch will be served. Valet service available. 5IF.VMUJ4QFDJBMUZ(SPVQ1SBDUJDF "GGJMJBUFE8JUI1IZTJDJBOT3FHJPOBM )FBMUIDBSF4ZTUFN 6101 Pine Ridge Road, Naples 239-348-4400 www.medical-surgical.org Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org 7 BUSINESS CURRENTS MAGAZINE ʜ JUNE 2007 ʜ VOLUME 2 / NUMBER 6 12 COVER STORY Financial Planning Strategies If you hope to achieve your life goals, you have to put a sound plan in place and follow it. In fact, establishing and following a sound financial plan is one of the best and most important decisions you’ll ever make. This article will feature six steps to financial planning and five keys to successful investing. HEALTHCARE CUSTOMER SERVICE Price Transparency & Consumerism How to Build Lasting Customer Relationships Imagine shopping in the local grocery store where none of the products were priced and you only found out what you spent when you checked out. How can we begin to control health insurance rates if the healthcare system provides no incentive or opportunity for the patient to be good consumers of services, and balance cost and quality before making an informed decision?………………………....7 SALES Follow Harley-Davidson Motor Company: Ask Questions & Listen Nowhere is the “art of great questioning” more crucial than in sales. Recall a lesson from Sales 101—“Mediocre sales people talk when they should be listening and listening is a function of asking.” Superior sales pros ask questions to get the customer to talk. You’ll never listen yourself out of a sale but you have to ask questions first.…..…..…….……18 9 12 The strength of business growth lies in the ability to create and develop great business relationships...Exceeding expectations consistently is the best way to build loyalty within your existing customer base while retaining the customers necessary to build your bottom line...………… 29 LEADERSHIP Leadership Collier Foundation Update The Chamber’s Leadership Collier Foundation governs a series of successful leadership programs in Collier County which are designed to hone the skills of key leaders for the purpose of discussing challenges and opportunities facing the community.…………………………………...32 29 NEW MEMBERS Chamber New Member business directory…...34 RIBBON CUTTINGS New businesses in town………………………...36 MARKETING The ROI Treasures of Email Marketing BUSINESS BRIEFS There are many benefits to communicating with new and existing customers using email. It’s cost-efficient. It’s immediate. It reaches customers where and when you want to reach them. And, the reporting and tracking of email marketing are far superior compared to most other forms of direct marketing……………24 What’s happening with local businesses......….39 Business Accolades and Achievements TRANSITIONS Who’s who in the local business community.....43 EVENTS CALENDAR Guide to Upcoming Chamber Programs and Events…………….…..…………………..44 A PUBLICATION OF THE GREATER NAPLES CHAMBER OF COMMERCE Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 You’ve Created the Vision For Your Company… You begin with a vision. Board of Directors Jeffrey frIdkIn, esq., ChaIrman grant, Fridkin, Pearson, Athan & crown, P.A CJ hueston, ChaIr-eleCt corporate Dimensions, Inc. Official Publication of The Greater Naples Chamber of Commerce wasmer, schroeder & company, Inc. 2390 Tamiami Trail North, Suite 210, Naples, FL 34103 ellIn Goetz, VICe-ChaIr 239-262-6376 Tel Landscape ׀239-262-8374 goetz & stropes Architects, Inc.Fax www.napleschamber.org katIe sProul, VICe-ChaIr edward morton, Immed. Past ChaIrman barron collier company You share it again and again with the carefully selected members of your team. Once your team buys into the vision you’re on your way. PRESIDENT & CEO Vice President – Rimaco corp. lou Vlasho, VICe-ChaIr Michael V. Reagen mIChael reaGen, PresIdent greater naples chamber of commerce EDITOR thomas aBraham Kraft construction company, Inc. Catherine Dentino BruCe anderson, esq. Roetzel & Andress LPA SALES CaPtaIn al Beatty collier county sheriff’s Dept. Ernesto Mendible BoB Bennett Pat Port& consulting bennett search Kathy Swank As you grow, finding more of exactly the right people is essential. rIChard a. Botthof Regional business Alliance r. Cameron DESIGN &sCott PRODUCTION cameron Real estate services, Inc. Catherine Dentino ted CorBIn That’s where Corporate Dimensions enters the picture. ...We Find the Right People to Make Your Vision a Reality We understand the importance of vision. We also understand how that translates into a unique corporate culture. We take the time to understand both your vision and your culture so that we can sell the excitement to carefully selected candidates most likely to thrive in your organization. From top executives to professional staff—You can count on Corporate Dimensions to deliver the right people for your team. mellon CONTRIBUTORS collier enterprises BoB CorIna Angelo Biasi ellert Angelakent Valvo Collins wachovia Christine Corelli raIner fIlthaut Kvetko germanKirk American business center Steve Rasnick John fIsh naples Daily news Rande Spiegelman JIm Goehler bank of Florida editorial board keVIn C. hale Phil Beuth Glen harrell Jonathan Fishbane general growth Properties (coastland mall) John Fumagalli mIChele ellIs harrIson Michele Harrison gates mcVey Alan Korest Clark hIll hilton naples & towers Nancy Lascheid todd kendall Edward Morton Premier Properties of swFL, Inc/Lutgert co. Dick Munro mIChele laBute Stephanie Spell collier county Public schools Susan Takacs nanCy lasCheId neighborhood health clinic edward lett CHAMBER STAFF tIb Financial corp. Michael V. Reagen, President & CEO Peter manIon Stephanie Martin, Chief Operating Officer tony marIno Katie Bartlett, Sr. Vicethe President, marino groupMember Relations Brenda O’Connor, Sr. Vice President, Programs J. mIChael (mIke) masteJ collier Regional medical center Jan Doll, Vice President, Civic Information Center Jessica Kardas, Vice President, Community Relations Geoffrey moeBIus Physicians Regional medical center Michele Klinowski, Vice President, Hospitality PatrICk neale Alissa Arce, Executive Assistant Lucera, Inc. to the President Suzanne Bonaquist, Assistant Controller PatrICk o’Connor Properties of swFLA, Inc. Manager Sandra Calad,Premier International Community Stefanie Cuthbertson, Events Coordinator rey Pezeshkan Architectural network, Inc. Catherine Dentino, Publications Director (BIll) Poteet, Jr. Ernesto wIllIam Mendible, PoteetAccount Properties Executive Don Neer, Account Executive thomas r. quInn, Jr. Fifth third bank Pat Port, Account Executive Pat Schutte, mayelaReceptionist rosales Azteca America Kathy Swank, Account Executive thomas sChneIder CORPORATE DIMENSIONS, INC. 999 9th Street South, Suite 200 Naples, Florida 34102 Phone: 239-430-1900 Fax 239-430-0998 www.corporatedimensionsinc.com 10JUNE APRIL 2007I IBusiness BusInessCurrents CurrentsI IVisit VIsItUs UsOnline OnLIne www.nAPLeschAmbeR.ORg 2007 atAtwww.napleschamber.org Ex Officio Liaison with GNL Business Currents is published monthly by Jeanne seewald The Greater Fowler Naples Chamber of P.A. Commerce. white boggs banker Circulation: mIChele10,000 smIth creative Printing & supply Online: www.napleschamber.org wIllIam (BIll) sPInellI titan custom or homes For advertising, subscriptions, submissions, please contact 239-262-6376 or summers info@napleschamber.org. dan bssw Architects, Inc. taylor For address changes,tom please contact Sandra Calad hole montes, Inc. 239-403-2908 or sandra@napleschamber.org. James a. warnken nch healthcare system Please send Letters to the Editor and other submissions PhIl wood to Catherine Dentino: catherine@napleschamber.org John R. wood Realtors h e a lt h c a r e Price Transparency and Consumerism How can we begin to control health insurance rates if the healthcare system provides no incentive or opportunity for patients to be good consumers of services? by steve rasnick Take a moment, close your eyes and imagine a world where prices were seemingly irrelevant. Imagine shopping in the local grocery store where none of the products were priced and you only found out what you spent when you checked out. For that matter, try to imagine shopping anywhere in the retail world where you did not have the benefit of knowing the prices before you checked out. How about gas pumps, where the price per gallon was not marked and you only knew how much you spent when you received your credit card statement? How about making purchases on the internet where the prices were not included and the amount that you actually spent was not determined until you received your credit card statement at home? Imagine trying to comparison shop for virtually any product or consumable, if cost and quality information was not readily available? Finally, how would you react if you knew that products were available to you for varying prices, based upon your “clout” and that you were often charged more because someone else was charged less? Imagine shopping in the local grocery store where none of the products were priced and you only found out what you spent when you checked out. What I have described sounds ridiculous, and it is in every aspect of our lives, except healthcare and related services. If you have ever been hospitalized, you generally have no idea what you will be charged until you are discharged and moreover, you could probably care less, since you are discharged with the full expectation that every cent will be reimbursed by your health insurance plan. When you sit in a physician’s office, have you ever asked the person behind the desk what it will cost? Probably not, because you are comforted by the fact that you know that you will not have to pay more than your $15.00-$20.00 average copay. How can we begin to control health insurance rates if the system I have described provides no incentive or opportunity for the patient to be a good consumer of services, and balance cost and quality before making an informed decision? I have great respect for the hardworking Southwest Florida physicians, hospitals and ancillary providers and do not want to imply that what I have described above is in any way illegal, unethical or immoral. However, the process just simply defies common sense and is one of the primary reasons that medical costs and health insurance rates continue to increase at an alarming rate. Until we create a process that makes health care pricing transparent, patients cannot be effective consumers of services. Also, until insurers and employers begin to offer plan designs that greatly reduce or eliminate copays, the disconnect that exists between the patient and the real cost of care will continue. Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 - Board of Directors Jeffrey Fridkin, Esq., Chairman Grant, Fridkin, Pearson, Athan & Crown, P.A CJ Hueston, Chair-Elect Corporate Dimensions, Inc. Edward Morton, Immed. Past Chairman Wasmer, Schroeder & Company, Inc. Thomas r. QUINN, jr., vice-chair Fifth Third Bank jeanne seewald, vice-chair Hahn Loeser & Parks, LLP Katie Sproul, Vice-Chair Barron Collier Company Lou Vlasho, Vice-Chair Vice President – Rimaco Corp. Michael Reagen, President Greater Naples Chamber of Commerce Thomas Abraham Bruce Anderson, Esq. Roetzel & Andress LPA Bob Bennett Bennett Search & Consulting jeanette billings Orion Bank Richard A. Botthof Regional Business Alliance R. Scott Cameron Cameron Real Estate Services, Inc. patricia case Case Benefit Consultants JUAN CASTRO Wachovia debbie chandler Anchor Health Center scott congress Congress Jewelers Ted Corbin Mellon Bob Corina Collier Enterprises John Fish Naples Daily News Jim Goehler Downtown Naples Association Kevin C. Hale Glen Harrell General Growth Properties (Coastland Mall) Michele Ellis Harrison Gates Clark Hill Hilton Naples & Towers Bud hornbeck Lutgert Insurance Todd Kendall Premier Properties of SWFL, Inc/Lutgert Co. Michele LaBute Collier County Public Schools Edward Lett TIB Financial Corp. Peter Manion Ex Officio Liaison with GNL Tony MARINO The Marino Group J. Michael (Mike) Mastej Collier Regional Medical Center Geoffrey Moebius Physicians Regional Medical Center Rey Pezeshkan Architectural Network, Inc. William (Bill) Poteet, Jr. Poteet Properties Mayela Rosales Azteca America Thomas Schneider Ex Officio Liaison with GNL brian settle NCH Healthcare System Michele Smith “Whatever we need—a jet for trips to New York, the King Air for the Carolinas, or the twin engine to the east coast— Naples Air Inc. has it. They are efficient, time-saving and a good value for our executives and managers “ - K.S. Developer Creative Printing & Supply William (Bill) Spinelli Titan Custom Homes Tom Storrar Collier County Sheriff Department Tom Taylor Hole Montes, Inc. James A. Warnken Markham Norton Mosteller Wright & Co. P.A. michael wynn Sunshine Ace Hardware JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org The real cost of an intermediate physician’s visit in Collier County is about $100, but if you asked most covered employees, they would likely say $15.00-$20.00, which is their copay. Ironically, the same person that has been increasing their automobile deductible and property insurance deductible to lower their premiums, and in so doing, has taken on some additional personal exposure, still expects that when they see a medical doctor they will not have to pay more than the $15.00-$20.00 average copay. However, that was not the original intent of insurance. It was always intended to protect against catastrophic financial harm if a person suffered the misfortune of an unexpected serious illness. It was never intended to pay for planned elective and minor expenses and it is no accident that insurance rates began to increase uncontrollably when coverage was expanded and participant responsibility was reduced. The health care process is further complicated by the fact that physicians and hospitals (providers) have multiple billing rates, based upon the status of their patient. For Medicare and Medicaid patients, the government establishes reimbursement rates which are grossly understated, forcing providers to charge more for services provided to non-Medicare or Medicaid patients. Adding to the problem is the large number of Preferred Provider Arrangements (PPO) that providers sign with different insurers and payors. In these arrangements, the provider agrees to greatly reduce their billing rates, sometimes below cost, in return for a promise to steer patients to the provider. Providers fear that without these arrangements their waiting rooms will be empty, but is selling your service at or below cost and trying to make it up in volume the solution? No, and unfortunately, when providers sell their services at or near cost to the insurers and payors, “retail” patients will often pay more than PPO patients, and any possibility of true price transparency is impossible. The PPO process no longer meets the need of a health delivery system that needs to change. Please close your eyes once again and imagine a dreamer’s view of the health care delivery and insurance system of the not too distant future. • Governmental reimbursement rates to providers for providing services to Medicare and Medicaid patients are increased to equitable levels that allow pro- “insurance was never intended to pay for planned elective and minor expenses and it is no accident that insurance rates began to increase uncontrollably when coverage was expanded and participant responsibility was reduced.” viders a fair return on their investments and eliminate the necessity to charge “retail” patients more to offset losses in serving the aged or less fortunate. • Providers eliminate their PPO contracts and establish a single price schedule for all of their private sector patients. (The millions of dollars of administrative cost savings should be donated to their favorite charity to benefit the less fortunate in Collier County) • Providers charge whatever they feel is fair, but publish their pricing schedule so that patients will know the cost, before the service is provided, whenever practical. Hospitals have Charge Masters, listing their charges and physicians could post their most frequent procedures using CPT (Current Procedural Terminology) codes. Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 Our decision-makers have a lot in common with you. [The same area code, for instance.] Royal Palm Bank offers a full-line of the latest financial products and services, great rates, and personal service beyond what you’d expect. But we also make all our financial decisions locally. And that makes banking with us an easy call. Naples: 239-593-5522 • Marco Island: 239-642-1166 Ft. Myers: 239-415-0044 RPB-3443 Chamber ad.indd 1 9/12/06 11:23:34 AM • Insurers continue to offer more insurance plans that promote consumerism and wellness through intelligent plan designs which challenge the participant to be informed and rewards wellness. • Employers sponsor health insurance programs that are intelligently designed, realistic and reward wellness and prevention, striving to reconnect the participant with the real cost of services. Low deductibles and plans rich with copays are not only unaffordable, but serve to disconnect the participant with the real cost of care. • Employees understand and plan for the fact that affordable insurance is inconsistent with plan designs that seek to reimburse virtually 100% of expenses. Therefore, they should plan on having some out of pocket expenses. • Employees become educated consumers of health care related services and, wherever practical, balance cost and quality before making a choice of providers. They use readily available pricing and quality data, such as: o www.myfloridarx.com (Research Florida Rx prices) o www.floridacomparecare.gov (Research hospitals and physicians) o www.floridahealthstat.com (Research hospitals and physicians) o www.hospitalcompare.hhs. gov/hospital (Research hospitals) o www.healthgrades.com (Research hospitals and physicians) o www.vimo.com (Research hospitals and physicians) Promoting price transparency and consumerism is not only desirable, but rapidly becoming essential. The large increase in the number of high deductible Health Savings Accounts has resulted in a shift in financial responsibility from the insurer to the participant for many types of expenses, which is the goal of these plans. However, if the shift is not supported by tools and pricing methodologies to assist the participant in better understanding their choices, uninformed consumers may make poor choices, waste money, or both. Steve Rasnick is the President of Self Insured Plans LLC, a Naples based employee benefits firm serving more than 33,000 participants in Florida and Hawaii. He is the past President of the Southwest Florida Health Underwriters Association, a Director of the Self Insurance Institute of America and is a frequent national speaker on health and benefit issues. 10 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org Real Adventures! Real Training! Real Results! Want to Make Your Good Team Great? Adventure Training Concepts specializes in adventure based training. Our primary goal is to create and execute unique mission-based adventures to reinforce fundamental concepts that help build your team, build your leaders, and strengthen your organization. Ask About our Discounts for Chamber Members Customized and fully mobile Multiple themes to choose from Programs for every budget Increase Sales Reduce Turnover Build on your strengths Increase productivity FoR ImmedIaTe ReSulTS call now! (239) 285-9142 Visit us online at www.AdventureTrainingConcepts.com Corporate / Future Leader / Youth / at Women / Family Programs Available Visit Us Online www.napleschamber.org I Business Currents I JUNE 2007 11 Financial 12 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org ( Cover Story ) Planning Strategies W by Rande Spiegelman, Contributing Writer hy is financial planning so important? Here’s an analogy: Say you have your perfect dream home in mind, the sort of house you could live in for the rest of your life. It doesn’t exist yet, so you decide you’re going to have to build it from scratch. What do you do first? Shop for drapes and furniture? Better to get an idea of how much you’ll need in the way of lumber, nails, pipes, wiring and plaster first. Don’t forget, you’ll need some land to build on, too. And a set of blueprints wouldn’t hurt, either. Planning for financial independence is no different. If you hope to achieve your life goals, you have to put a sound plan in place and follow it. In fact, establishing and following a sound financial plan is one of the best and most impor- tant decisions you’ll ever make. Here are the six basic steps: Step 1: Establish your goals. Financial planning is about achieving your hopes and dreams: a comfortable retirement, paying for your children’s education, buying a home, providing for loved ones, charitable pursuits, and so on. Think long and hard about what you want to accomplish in life and how your finances might play a role. This part of the process also involves a rigorous self-assessment of your personality and tolerance for putting your finances at risk. And, because specific goals are usually tied to a certain point in the future, this step will also help establish your time horizons. Step 2: Gather your data. Your present circumstances will have a huge impact on the plan that’s best for you. Start by collecting all your bank and brokerage statements, insurance policies, estate documents, and maybe even your most recent tax returns. List Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 13 cover story your assets (what you own) as well as your liabilities (what you owe). You’ll also need to gather up a record of all your sources of income and expenses, and anything else you can think of that’s related to your finances. Step 3: Analyze the data. Here’s where you start to form a coherent picture of where you are financially. For example, your portfolio’s current asset allocation will emerge from your brokerage and retirement account statements. At this stage, you’ll create a personal net worth statement and a statement of annual cash flows. You’ll also analyze the adequacy of your estate plan, account titling, beneficiary designations and insurance coverage. As the picture develops, specific shortfalls or excesses will come into focus, along with areas you need to change. Step 4: Create a plan. Now you’re ready to lay out the roadmap that will help you accomplish your goals, given your risk tolerance and time frames. Your plan may call for immediate changes, such as diversifying your investments, shifting your asset allocation, consolidating accounts, optimizing your insurance coverage, or drafting wills and other estate planning documents. Your plan may also call for longer-term actions such as altering your spending and saving habits over time. Step 5: Implement your plan. Here’s where the rubber meets the road; financial planning isn’t meant to be an academic exercise, after all. The plan you created in Step 4 is meaningless if you don’t act on it. You might be surprised, for example, at how many people pay to have trusts created and never get around to actually funding them. Implementing your plan may involve opening certain types of accounts or purchasing certain types of securities, policies, funds or other financial and investment-related products. Suitability and performance are key here, of course. But remember, you can potentially boost the overall, long-term performance of your investments by keeping costs and expenses as low as possible. Also, take advantage of available tax-free and/or tax-deferred accounts, in addition to your regular taxable brokerage account. Step 6: Monitor your plan. This involves keeping an eye on the performance of your investments, periodically rebalancing your portfolio to keep your asset allocation on target, updating your insurance and your estate plan, and so on. In the absence of a major event in your life, once or twice a year should do it. Changing your plan If the future always went according to plan, financial planning would be a one-time exercise. But life throws a few curves now and then. So, when you monitor your plan, revisit the goals you set in Step 1 as well, for two reasons: 1. You want to measure your progress toward your goals and objectives to make sure you’re on track. 2. Once in a great while, you may find that your goals need to be modified. Of course, this means gathering your most recent data, analyzing it, deciding if you need to alter your existing plan or create a new one, and … well, you get the picture. For the most part, the financial planning process is circular. Get help if you need it Going back to the “dream home” analogy, it may be you’re a master builder with plumbing, electrical and carpentry skills in abundance. On the other hand, you might be someone who’s better off hiring a realtor to find the land, an architect to draw up the blueprints and a contractor to do the construction. The financial planning process isn’t exactly rocket science. However, given the specialty areas of income tax, estate tax, retirement planning, insurance, compensation and benefits, and saving for college—not to mention how each of these areas can impact the others—it might pay to enlist some professional assistance, at least to get started. Either way, the road to financial independence begins with taking the first step. 5 Keys to Successful Investing A stock market boom. A burst bubble. The unthinkable terror of 9/11. Corporate scandals. Natural disasters 14 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org “If there’s one lesson from the boom and bust of the late 1990s and early 2000s, it’s this: A strategic, long-term asset allocation with broad diversification can significantly increase your chances of weathering just about any kind of market.” and strange new diseases making international headlines. Oil over $50 per barrel. And, ultimately, America at war. Our world has gone through some major transitions the past few years. Yet through it all, solid companies continue to do business and prosper. As investors, it’s important to remember that when it comes to the world of money and commerce, some things never change: 1. The law of supply and demand. This should be etched in stone. 2. The profit motivation of business in a free market society. Earnings matter. 3. Human emotion. Greed and fear, hope and despair. With these constants in mind, here are five steps to help you take control of your long-term financial future no matter what the markets throw our way in the short term. 1. Keep lots of eggs in more than one basket If there’s one lesson from the boom and bust of the late 1990s and early 2000s, it’s this: A strategic, long-term asset allocation with broad diversification can significantly increase your chances of weathering just about any kind of market. This advice may be like your mom telling you to eat your vegetables, but it should sound a lot less boring after the 2000-2002 bear market. For example, while a tech-heavy portfolio might have lost 75% or more during the bear market, a diversified portfolio evenly split between stocks and bonds was down less than 2%. What’s more, holding a wide variety of stocks and bonds in your portfolio helps minimize your downside if a specific stock or bond blows up, whether due to corporate scandal, external events or simply poor management on the part of the company. Maintaining a well-diversified portfolio might mean you make a little less when the market is flying high and all your friends are bragging about their hot stocks and incredible gains, but you’ll lose a lot less when the market is falling like a rock. 2. Count the costs You can’t control the market (though you can make the ride smoother by diversifying across and within asset classes). But you have a lot of control when it comes to keeping a lid on commissions and fees and managing your investments in a tax-efficient way. Holding on to as much of your hard-earned gains as possible makes sense in any kind of market. But losing money to excessive fees and taxes becomes an even bigger deal during periods when market returns are relatively lower. 3. Figure the odds As you plan for the future, you’ll need to assume a reasonable rate of return for the growth of your portfolio. For example, you might figure on earning an average annual return of 8% for your particular asset mix. Some folks make the mistake of assuming they’ll earn the average return year in and year out over their given time horizon. There are two problems with this approach: • Average, by definition, means half the time you may do better and half the time you may do worse. • Even if you end up earning the average over the long term, the sequence of returns from year to year can have a big impact on your cash flow. For example, earning less (or worse, negative returns) during the early years of retirement when you’re beginning to tap your portfolio can be particularly devastating if your plan is based on earning a consistent average annual return. One way to plan for real-world uncertainty is to use financial planning tools that incorporate a technique called Monte Carlo analysis. A Monte Carlo analysis runs thousands of portfolio simulations that take volatility into account. It then computes a probability of success for a range of outcomes. For example, if you save $15,000 each year for 30 years, and assume an average annual compound return of 8% on your investments, then your projected ending wealth is approximately $1,700,000. But “average” really translates into odds of about 50%. In other words, about half the outcomes could be higher and half lower. You’re essentially flipping a coin. Monte Carlo analysis isn’t perfect, but it can give you a better projection of your ending wealth at different confidence levels based on reasonable assumptions. Armed with the odds of success, you could take appropriate action. In the example above, boosting your annual savings from $15,000 to about $20,000 would increase your chances of amassing $1,700,000 from 50/50 to 70% (a 70% probability, or confidence level, Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 15 means only 30% of the outcomes are projected to be worse than the target you’re shooting for). Again, Monte Carlo isn’t exactly cold, hard science, but it can help you increase the odds of achieving your financial goals. ing a percentage of your pre-tax salary for direct deposit into your 401(k) or other employer retirement plan (for additional savings, first max out an IRA and then turn to taxable accounts). Of course, you need to balance saving with enjoying the here and now. That’s where prudent 4. Curb your emotions There’s an old saying on Wall Street planning comes in: By setting rethat if you don’t already know yourself, alistic goals based on realistic assumptions, you the stock market can increase be an expensive place “Maintaining a well-diversified can your chances of to find out. Fear, greed, portfolio might mean you make achieving your hope and despair are the enemies of the a little less when the market is long-term goals investor. You should flying high and all your friends without sacrificing more of your have a fact-based, unare bragging about their hot current lifestyle emotional reason for owning each and ev- stocks and incredible gains, but than is reasonable. ery investment in your you’ll lose a lot less when the portfolio. Putting in market is falling like a rock. “ Are You place a strategic, longterm plan based on There Yet? reasonable expectaWhile investment performance is importions can help take the emotion out of intant, long-term financial success depends vesting and facilitate the discipline that’s on a lot more than what “the market” crucial for success. does from year to year. Below, we’ll walk Another emotion to be wary of is through four key steps to help you get a what legendary economist John Maynard handle on just how you’re doing vis-à-vis Keynes called “animal spirits.” He was the market and your financial goals. talking about the natural urge some folks have for making speculative bets with Step 1: Benchmark your portfolio’s their money. Contrast that point of view with the performance First, assess the performance of your words of Nobel economist Paul Samuelportfolio as a whole, including all your son, who said, “Investing should be more taxable and tax-deferred accounts. Comlike watching paint dry or watching grass pare your portfolio’s actual performance grow. If you want excitement, take $800 in 2006 (allowing for any portfolio deposand go to Las Vegas.” Of course, there’s its or withdrawals during the year) to a nothing boring about achieving imporbenchmark return of appropriate market tant long-term financial goals, like seeing indices weighted to match your target asyour kids through college or enjoying a set allocation. comfortable retirement. That should be For example, say you’re a moderately excitement enough for anyone. Keep your aggressive investor and your target asset “animal spirits” in check when it comes allocation is 45% large-cap stocks, 15% to your long-term investments and look small-cap stocks, 20% international stocks, elsewhere for your entertainment needs. 15% bonds and 5% cash. To calculate your benchmark return, look up the 2006 return 5. Save more Back in the 1990s, many investors for each asset class’s benchmark index, and counted on the market to do their sav- multiply it by your percentage weight for ing for them. Now we know better. The that asset class to get a weighted return. amount you’re able to save on a regular Then add up the results for your benchbasis is a critical factor in achieving your mark portfolio return. To get an idea of how you performed long-term goals. relative to “the market,” compare the You can greatly increase your chancbenchmark return to your portfolio’s aces of success by spending less and saving tual return (if you use an investment admore. A great way to do it is by earmark16 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org cash flow after all your essential expenses, including taxes? If so, how much of that money did you spend instead of save? Remember, the amount you save is critical to achieving your long-term goals and growing your personal net worth over time. That’s why it’s smart to budget in your savings target as a non-discretionary line item on your cash-flow statement. Step 4: Make or update your plan visor, hopefully this is all done for you). Chances are some areas of your portfolio did better than others, which is fine. It’s not likely every area will do well at the same time—that’s why it’s critical to be well-diversified across (and within) asset classes. For instance, if in 2006 your domestic large-cap stocks did worse than your international holdings, that doesn’t mean you should give up on domestic largecap. The important thing is that each part of your portfolio did well relative to its appropriate market benchmark. This is also a good time to rebalance your asset allocation back to your longterm target if you didn’t get around to it at year-end. With the tax-law changes we’ve seen over the past few years, you may be able to give yourself an additional edge by being tax-smart about how you implement your asset allocation between taxable vs. tax-advantaged accounts. Step 2: Measure the performance of individual investments No matter what led you to purchase a particular stock, bond or mutual fund in the first place, you need to answer one key question: If you didn’t already own it, would you purchase it today? Seriously consider selling any stock in your portfolio with a current Equity Rating of D or F, regardless of recent performance. We believe stocks with a D or F rating will on average fall short of the broad market in 2007—and you can find much better opportunities among stocks rated A and B. If a fund is seriously underperforming its category average, you can find worthy alternatives. Step 3: Assess your personal net worth Now let’s take a look at the bigger—and more important—picture by updating your personal net worth statement. This is similar to what a business does with its balance sheet at the end of the year. Start calculating your personal net worth by totaling up all your assets (what you own, including your taxable and tax-advantaged investment accounts, your home, other property, equity in your business, etc.) and all your liabilities (what you owe). Then complete the picture with a statement of personal cash flows—all sources of annual income minus expenses. If you did all this in 2005, you can compare how your finances performed since last year. Did your bottom-line net worth increase in 2006? How did that happen? With financial statements in hand, you can see what portion came from the return on your portfolio vs. other factors, such as appreciation on your home or other real estate, paying off debt, and so on. This is also an opportunity to see if you stayed on track with your savings goals in 2006. Did you max out your 401(k) or other employer retirement plan? Did you still have positive overall Measuring progress toward your goals is difficult, if not impossible, when you don’t have a plan. Putting one in place involves assessing your current situation, identifying your goals—retirement, college and so on—then formulating a savings and investment plan to help you reach them, as well as a distribution plan to fulfill your goals. Of course, no matter how good your plan is, it won’t be of much help unless you take action. A sound plan, properly implemented and monitored along the way, can help you achieve the ultimate goal—peace of mind—as you find the right balance between working toward your future goals, including a secure retirement, and enjoying the here and now. Remember, measuring progress toward your goals involves much more than simply focusing on the performance of your investments. It’s a comprehensive look at your spending and saving habits, debt management, tax planning, gifting and more—all within the context of the economic, financial and market environment. Remember, too, planning is not a one-time event, but an ongoing, lifelong discipline. The bottom line With investing, the little things matter and each step you take adds up. Get started today, and be sure to enlist professional help if you need it. Rande Spiegelman CPA, is VP of Financial Planning, Schwab Center for Investment Research®. Spiegelman specializes in comprehensive personal financial planning advice, including goal planning and investment analysis, retirement, education, net worth and cash flow, individual income tax, equity compensation, gift and estate, and risk planning. Spiegelman has been widely quoted in The Wall Street Journal, Forbes, Fortune, Smart Money, Kiplinger’s, The New York Times, U.S. News & World Report, USA Today, and many others. This article originally appeared in Schwab Investing Insights®. Reprinted with permission. Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 17 the sales corner Follow Harley-Davidson Motor Company: Ask Questions & Listen For many years, Honda had been far outdistancing Harley in the motorcycle marketplace. The leaders at Harley struggled to find the answer to this dilemma and make their mark in the motorcycle manufacturing business. Finally, the Harley execs assembled their entire work force, including their assembly line workers, and asked them directly, “What ideas do you have to help us increase our market share?” by Christine Corelli 18 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org T he response was amazing. The ideas that came from their own employees led Harley in the right direction. Some of the suggestions that day and thereafter were to take the opposite approach to marketing and advertising from Honda, develop a clothing and accessory line, and make it a status symbol to own a Harley. They also recommended that Harley’s marketing and advertising department initiate campaigns targeting executives and women, something they had not done in the past. Since their culture at the manufacturing plant was such that all employees were considered “family,” they also suggested that they make their dealers and customers feel like family too. You know the rest of the story. Harley put their employees’ ideas to work and became a competitor to Honda, with a highly impressive increase in market share. Not willing to cease their practice of employee involvement in their decision making, Harley leaders continue to ask employees at all levels for their input and ideas. Today, Harley-Davidson is not only highly successful, but it’s considered a status symbol to own one of their motorcycles, wear their clothing, and own any of their merchandise. And, they have an ever growing number of loyal executive and female riders who are part of the Harley “family.” In addition, they know how to make their customers feel like family. They achieved this success by asking a basic question—”What ideas do you have?” And they credit their success to their greatest asset—the combined brainpower of their people. Talking is not enough How about you and your business? Think about it. Business experts report that eighty five percent of your career success is in direct proportion to your ability to communicate. I disagree. I believe that the ability to communicate in any given situation determines your success—not just in business—but also in life. One of the most effective communication techniques is not what you would think. Most people would say that a significant amount of talking is the basis of the best techniques in communication. Taking a lesson from Harley, the more effective approach is asking questions. Talking is one-sided. You just hear yourself speak—and you already know what is on your mind. What you don’t know, and need to find out, is what is on the other person’s mind. That allows you to expand your world. You hear ideas, uncover problems, and discover the opinions, and concerns of your customers, potential customers, and employees. You gain greater insights into what is happening in your business or service delivery. You learn ways to resolve conflicts. Most important of all, asking questions leads to good listening skills, which will help you build quality relationships. When you ask questions, customers or prospects know immediately that they are important and that you care about their wants, needs, problems, and desires. When you ask an employee a question, you demonstrate that you respect his or her opinion and provide a voice in your decision-making process. Active listening for sales success Nowhere is the “art of great questioning” more crucial than in sales. Recall a lesson from Sales 101—“Mediocre sales people talk when they should be listening and listening is a function of asking.” Superior sales pros ask questions to get the customer to talk. You’ll never listen yourself out of a sale but you have to ask questions first. Top sales pros create and memorize a matrix of great questions to ask customers and prospects: • “What do you want to accomplish?” • “What can I show you today?” • “What are you using now?” • “What are some problems you’ve had with your equipment in the past?” • “What questions or concerns do you have?” • “Have I answered all of your questions?” • “Would you like a demo?” • “How’s that big project going for you?” • “Would you like us to come out to your job site?” • “What would be most convenient for you?” These are just a few examples of questions that apply to almost any sales situation. They may seem obvious, but they work. Develop your own great questions, apply them, analyze what works, and memorize them to use in various scenarios. Another basic principle from Sales 101 is “to ask for the sale.” This means that you fire the final, most important question at the appropriate moment. “Are you ready to move forward?” “Would you like me to write it up?” Asking for the sale should be second nature to you. Memorizing the right questions will increase your ability to close. Asking questions helps you to learn about your level of service, build strong customer relationships, and establish higher levels of customer loyalty. Some of the more effective questions are as follows: Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 19 THE WHITESTONE GROUP Professional • Experienced • Discreet Serving Gated Communities and Estates Private Investigations • Crime Prevention Officers • Access Control Property Patrol • Special Events • Private Parties • Security Escorts Secure Transportation Services 24 Hour / 7 Day Service Over 250 Years Combined Experience Tel.239.463.3540 US GOVERNMENT US GOVERNMENT CONTRACTOR CONTRACTOR www.WhitestoneGroup.us • “Were you pleased with our service?” • “Is there anything more I can do for you today?” If you have a customer over a period of time, it’s always smart to dig a little deeper. • “What do you like about doing business with us?” • “What should we start doing?” • “What should we stop doing?” • “What should we do better?” Every employee in your business with customer contact should ask questions with every interaction—questions that demonstrate friendliness, customer care and professionalism. These enhance customer relationships and build trust: • “How are you today?” • “How can I be of service?” • “May I tell him the nature of your call?” • “Have I answered all your questions?” • “How do you like the new machine?” • “How’s your business doing?” • “Is there anything more I can do for you today?” Building strength from the inside out Asking for input from your employees will improve morale. It is vital to your company’s success. Unfortunately, many employees have learned not to speak up and share their thoughts, ideas, and concerns with superiors because they fear repercussions. Therefore, you must ask them direct questions. Smart business leaders regularly ask employees for suggestions and comments: • “What complaints do you hear most often? “ • “What more can we do to improve service and demonstrate we are truly a customer-focused company?” • “What complaints do we hear the most?” • “Do you know any qualified service technicians who might want to come over to us?” One of the most direct questions you should ask on a regular basis to uncover problems within your company, or with customers is “Is there anything I should I know about?” The answers could surprise you and avert a potentially damaging situation. Asking is the first step in being prepared. Below are additional tips to apply when you are asking questions: 20 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org Always ask a direct question. Most of the time it is better be direct to receive the appropriate answer to your questions. This is especially true when you are interacting with a passive person or making an effort to resolve conflict. Questions such as, “John, what are your thoughts and opinions?”, “Joe, I’m sensing you are not happy. What’s bothering you?” or “Joe, I know we don’t always see eye to eye, and we’ve even butted heads a few times. What can I do to straighten things out with you?” will go a long way to getting a response you can act upon. And if ask in a soft voice and sincere manner, it will show the person you care. Stay “you” conscious. When interacting with others, refrain from saying “I” as much as possible and stay “you” conscious. You do this by removing the personal pronoun and always turning your phrases toward the recipient. For example: “How do you feel about the idea?” “What are your thoughts?” “What’s the most important thing to you about what was just discussed?” Use the person’s name in your question. If you are speaking one on one, always use the person’s name. This may seem obvious to you, but many people forget to do this simple rule. Don’t ignore it—you will make the receiver feel important and more receptive to what you have to say. For example, “Joe, I’d like to speak with you again next week, would that be agreeable to you?” When speaking to a group, say something similar to the following— “John, Susan, Harry, that wraps it up. What comments or questions do you have?” Observe non-verbal communication. Asking questions is an excellent communication skill because it provides you with an opportunity to discover your listeners’ personality and observe his or her body language so you can determine whether it’s best to continue speaking, ask more questions and listen, or shift gears. Watch for scowls, frowns, signs of boredom, looks of disbelief, or smirks. If you identify your prospect as becoming disen- chanted, immediately ask, “What are your concerns?” or “Do you have reservations?” or “What are your thoughts?” Often, these questions will correct the communication problem and involve the recipient in the exchange. Winning employees over means great rewards for all I experienced a real world situation where asking questions helped a new leader win the hearts of a nervous group of employees. Recently, I was a guest speaker at a company meeting where the owner was retiring and the son was becoming the new president. The purpose of the meeting was to ease fears about the transition. Most of the employees had worked for the father for many years and they were worried about what to expect from this sharp young MBA. Some were worried that they would lose their job. In the first few minutes, he broke the ice and changed the atmosphere in the room with these words: “In the next several weeks, I will be speaking one on one with each of you. Here are the questions I will be asking you today and in the weeks ahead. Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 21 Complimentary Bottle of Wine* • “What can I do to help you enjoy your job more?” • “What skills do you need?” • “What might be preventing you from performing your job more effectively?” • “What can we do better?” • “How can we streamline what we do, eliminate red-tape, and keep you and our customers happy?” • “What can I do to make sure you and our customers feel like family? He concluded by saying that he wanted to know from each and every one of them the answer to one final question— ”What would you do if you were the new president of this company?” His entire staff broke into applause. Smart man! He scored and a positive transition was underway. Call for Reservations It can be habit-forming Enjoy fresh regional seafood and spectacular daily specials at Naples' only beachfront restaurant. The food, the wine, the beach... no wonder we're their favorite restaurant. Make us your tradition. 2005-2007 WITH THIS AD 435-4347 Start your tradition at NaplesBeachHotel.com 851 Gulf Shore Boulevard North *Complimentary bottle from Camelot Winery Selection, or dessert and coffee for two, with the purchases of two dinner entrées. Present this ad to server when ordering. Not valid holidays or with any other discount. Expires 12/20/07. 22 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org Make it a habit to ask questions until it becomes second nature. It will improve your interpersonal skills in both business and social settings. Remember, questions lead to answers. Answers lead to rapport. Rapport leads to uncovering what others are thinking so you can respond or take action accordingly. When you craft your questions perfectly, you will dramatically improve your communication and social skills. Don’t forget to ask questions to demonstrate you are connected to customers and employees as human beings, too—”How’s your family?”, “How’s your golf game these days?” or “Did you enjoy your vacation?” You will benefit ten-fold from perfecting the art of asking questions: It will help you in business and in your personal life as well. Think about how might significantly increase the odds in your favor if you ask questions such as, “How was your day today?”, “How did you do in school today, son?”, “How would you like to watch the game with me tonight?”, “Is there anything I can do for you?”, or even “How are you feeling today Mom?” Makes sense, doesn’t it? Remember, eighty-five percent of your overall success in LIFE is in direct proportion to your ability to communicate. Life is for the asking so ask away. Christine is best known as The Competitive Edge Expert, and the author of the popular books, Wake Up and Smell the Competition and The ART of Influencing Customers to BUY From YOU. As a keynote speaker, conference speaker, and sales trainer she is superlative in her field. To learn more about Christine’s books, keynotes, seminars or consulting, visit: www.christinespeaks.com. 8EEC?D=7\G]c`;O`YSb- 7a0caW\Saa B;JKI>;BFOEK=HEM t h e g r e at e r n a p l e s c h a m b e r o f c o m m e r c e b u s i n e s s m a g a z i n e Business Currents 2007 Media Kit W o r k i n g t o B u i l d Y o u r 8ki_d[ii9khh[dji connects you directly to more than 10,000 local business and community leaders in the Naples area with distribution expansion onto the Regional and National horizon in the near future. B u s i n e s s www.napleschamber.org 2007 Online Media Kit J^[=h[Wj[hDWfb[i9^WcX[he\9ecc[hY[ Visitor Information Center (&&- C;:?7A?J DWfb[i9^WcX[h$eh] provides a vehicle to expand product recognition, increase visibility and boost sales. With over 500,000 visitors annually, our Banner Advertisements receive an average of 10,000 clicks per month, and our businesses receive more than 150 links to home web pages per month. L_i_jeh ?d\ehcWj_ed 9[dj[hi provide valuable tourism and relocation information to consumers via multiple state-of-the- art centers located throughout Collier County, and are electronically linked with Business Directory Map locators. We provide consumers with profiles, directions, and even video of your business! >Ob`WQWO>]`b/QQ]c\b3fSQcbWdS"! '"Z3`\Sab];S\RWPZS/QQ]c\b3fSQcbWdS"! ' Z9ObVgAeO\Y/QQ]c\b3fSQcbWdS '&%' Z2]\<SS`<Se;S[PS`aVW^"! '$ <ehceh[_d\ehcWj_eded7Zl[hj_i_d]ehC[cX[hi^_f" 9edjWYjKiWj()/(,(#,)-, l_i_jkiedb_d[Wjmmm$DWfb[i9^WcX[h$eh] Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 23 marketing The ROI Tresaures of Email Marketing by Angelo Biasi The Treasure Hunt As a self-proclaimed pioneer of the once, and to a degree still “killer app” (short for killer online application) email marketing around the turn of the New Millennium, I’d oftentimes describe successful email marketing to clients and prospects as a “treasure hunt”: 1. Address your recipients with a recognizable, affinity-ridden from line and they will continue right on to the subject line. 2. Grab your customer’s attention with a compelling subject line and they will click to open. 3. Appeal to your customer’s personally associated benefits with an engaging headline and they will read your entire copydeck. 4. Serve your customers with an urgent call-to-action and they will respond. Fail at any one of these critical action points and walk the plank of the dreaded “delete” button. Make it through and revel in the spoils of your direct marketing treasure: Response! There are many benefits to communicating with new and existing customers using email. It’s cost-efficient. It’s immediate. It reaches customers where and when you want to reach them. And, the reporting and tracking of email marketing are far superior compared to most other forms of direct marketing (like direct mail). Knowing what and when recipients opened, clicked, deleted and responded to your email can really help streamline the sales effort. [HTML email with embedded response form] (I bet you only wish you knew who opened, read or threw out your last drect mail piece!) According to antiSPAM laws, each legitimate email should include an opt-out function allowing recipients to receive only those emails from senders that they want to hear from and disallowing those that are not intended or have not received per- 24 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org [Thank you/Referral landing page] mission to send to. Yes, an uncluttered in-box sounds like a perfect world but, legitimate email marketing does exist and, when executed correctly, it is a very effective component of a company’s marketing mix. In the May issue of Business Currents I shared a mantra that is dear to me: “The more loyal customers are, the more profitable they will become.” This is supported by the equation to measure and optimize your marketing Return on Investment (ROI), which computes: Add more customers, increase customer loyalty, and decrease your cost to serve the customer. + ROI = + Customer Acquisition + Customer Loyalty – Cost to Serve Customer Let’s see how that applies to email marketing… Acquiring New Customers with Email Marketing you link customers to a website without giving them a clear path to surrender the booty (their information), they may quickly lose sight of reason for responding, become distracted, and/or abort the session. Once a new customer has responded, don’t forget to ask for a referral. I’ve noticed as much as a 20% referral rate in respondents when done successfully. The best referrer of your products and services is someone who’s most interested in your prospects and services. Increasing Customer with Email Marketing Successful direct Loyalty marketing is mostly about “information” and “dialog”. Certainly the best audience to use and maintain both of these is your existing customer base. And, there’s no better format than email marketing to do this. The reasons are pretty obvious. Existing customers: • have an affinity with you/your company (they recognize who you are and the message you may be sending) • like to hear from you (there is tremendous value to being top-ofmind) • are responsive (they purchased from you in the past and are likely to purchase from you again) • act as great referrals To reach and acquire new customers using email marketing, it’s first necessary to know if your prospective customer’s contact information (opt-in email address) is available and accessible. List managers’ (Info USA, World Data, ePost Direct, etc.) businesses are built around the successful management and transmission of such contact information. There are B2B and B2C prospects out there who agree to and await receiving communications from you that pertain to their personal and/or business interests via magazine, newspaper, online or other subscriptions and memberships. Since most list managers only allow one time usage (or rental) of the names being provided, converting a customer to one of your own requires a response to your message. You can do this with a link to a site that has a data capture form or by using an embedded data capture form (similar to a direct mail Business Reply Card, or BRC) within the email. By embedding a data capture form into your email, there are fewer steps involved in getting your customer to respond and a greater chance for response. I have had significant success leveraging this tactic. (See example screen grab for Boston University.) If Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 25 I had a client just recently launch an email communications plan to their existing customer database centered around their Fast Rewards Loyalty program. The response was tremendous! Due to tracking and reporting, we quickly learned that customers want frequent reminders about points earned; they did not mind hearing from the company via email; they are responsive to email; want to have a dialog with the company and do not mind additional messaging to support important promotions, information, etc. But don’t abuse emailing to your existing customers. The delete and optout options still exist and, if not careful, you will clearly know when you’ve crossed the line with overly promotional offers, too much or too little frequency, and/or non-engaging messages and calls-to-action. Decreasing Costs to Serve Customers There’s no doubt about it that email marketing is cost-efficient. No postage, printing, paper or fulfillment costs, to name a few. Who can beat that? However, if you do decide to go through a list manager for customer acquisition, keep in mind that minimum quantities usually apply (i.e. 5000), transmission is managed by the vendor (to maintain the integrity of the list), and the CPM (cost per thousand) is usually higher than that of direct mail, which is quickly offset in the long-run. Alas, a Treasure Found Whatever your marketing objective, albeit customer acquisition, monetization, customer retention or otherwise, email marketing, when executed properly, can produce business treasures that even Captain Jack Sparrow would envy. Enhancing productivity and profitability for our clients through computer networking and software. 239.325.5100 | www.itnnaples.com 26 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org Angelo Biasi is Owner of SMART Marketing Solutions, LLC, a leading full-service integrated marketing company in Naples, FL. He has created memorable brands, USPs and integrated marketing solutions for companies such as Playtex, Bic, Rogaine, Tauck, and over 35 colleges and universities. Angelo has taught Marketing at New York University for over five years. For more information or to learn more, visit www. smartmarketingllc.com or call 239.963.9396. GRANT, FRIDKIN, PEARSON, ATHAN & CROWN, P.A. Attorneys At L Aw www.gfpac.com Board Certified Real Estate Attorney RICHARD C. GRANT Board Certified Wills, Trusts & Estates Attorney WILLIAM M. PEARSON LL.M. (Taxation) HOWARD L. CROWN W. BARTLETT ARY CHERYL L. HASTINGS – Board Certified Civil Trial Attorney Board Certified Business Litigation Attorney JEFFREY D. FRIDKIN Board Certified Wills, Trusts & Estates Attorney LL.M. (Taxation) TODD L. BRADLEY – G. HELEN ATHAN – JACQUELINE J. BUYZE RACHAEL S. LOUKONEN – D. KEITH WICKENDEN The hiring of a lawyer is an important decision that should not be based solely upon advertisements. Before you decide, ask us to send you free written information about our qualifications and experience. 5551 ridgewood drive, suite 501 • nApLes, FL 34108 • teL (239) 514-1000 • FAX (239) 514-0377 422 FLeming street • Key west, FL 33040 • TEL (305) 296-4553 • FAx (305) 296-7049 Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 27 Evening on Fifth June 14th “Red, White & Blues” July 12th “Rhythm & Blues Fest” August 9th Summer Events on Fifth July 4th Parade Art Events on Fifth September 1 & 2 Arts & Craft Festival 28 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org customer service How to Build Lasting Customer Relationships Tips to build trust with your clients by angela valvo collins & kirk kvetko The strength of business growth lies in the ability to create and develop great business relationships. Whether you are selling products or services, it is essential to establish viable relationships with customers. Trust is the key to great customer service as it is in personal relationships. Trust is the foundation for honesty, good faith, dependability and reliability. The customer’s faith in your written or spoken word is essential. Your organization must be poised to deliver what it promises. “For years and years we’ve told our customers they can trust us,” said Don Cannon, Senior Vice President of Food Merchandising, Wal- Mart Stores. “It’s up to each one of us every day to earn our customer’s trust and respect.” Businesses must be patient with building customer trust. This process grows slowly and develops over a period of time, usually after several positive customer service experiences. Unfortunately one negative customer service incident if not responded to appropriately can ruin a customer’s trust in you and your business. Building trust can be accomplished by the following: Communicate frequently with customers. This is essential in providing the customers with the status of orders, new products and services, or any potential problems in delivering services based upon extraneous issues. Demonstrate warmth and be upbeat and positive. Smiling in person and on the phone enables you to have a positive first impression with the customer. They will be genuinely glad to hear from you! Be honest and truthful and in full integrity. Doing the right thing is essential in building trust. Be truthful with the customer even if the truth is not what the customer wants to hear! Customers may wish to “bash” the competition but it behooves you to maintain a neutral position on this topic! Develop openness in all dealings. If Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 29 you have created an open line of communication with your customer you have the necessary relationship to deal with problems should they occur. If you have an open relationship with your customer you can convey to them a sincere apology for an error and accept full responsibility. You can also provide them with a service recovery solution based upon your positive relationship with the customer. Be confident and establish yourself as a credible source to your customer. Your customer will want to partner with you to help them achieve their goals and this will further strengthen your relationship. Fairness is one of the most important attributes in the customers’ perception and will foster a true sense of trust. Customers expect to be treated fairly and perceive that they have when the following occur: • Customers received the outcome that they expected. • Customers received the product or service without hassles. • Customers perceive that you and “Exceeding expectations consistently is the best way to build loyalty within your existing customer base while retaining the customers necessary to build your bottom line.” your business kept your promise and delivered on your promise. • The customers’ best interests were first, not the company’s convenience. • Your company tailored the service to the customer’s unique needs. • Your company provided the goods and services ethically, honestly and with full integrity. Consistency Customers expect consistency in communications (written and verbal) and in service delivery. It is important to communicate with them after the purchase or after they receive the ser- 30 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org vices. Thank you notes, follow up calls, e-mail acknowledgements, or small tokens of appreciation enamor the customer to your organization. Offering small kindnesses and courtesies to your customer and their supporting staff goes a long way to creating long term business relationships with repeat business and referrals. Customers expect the same quality each time they receive your goods or services. Establish Value in your Service or Product Establish yourself as an expert in your service or product. Demonstrate to your customer the impact that your service or product with have on your customers’ bottom line. Share technical information with them about your products or services or facilitate personal contacts for them in their community to “tap” other resources that will enable their businesses to grow. You are a valuable resource to your customer and this demonstrates your willingness to help them. From a marketing per- spective these techniques allow you to maintain your company’s name in the forefront of their minds so that when another opportunity comes their way for a competitive service or product they will remain loyal to you. Value Your Customer There are numerous ways to demonstrate appreciation of your customers. Establish and implement a consistent customer appreciation strategy that acknowledges each customer in writing, verbally, or with small tokens of appreciation. It is important to thank your customer for doing business with you, thank them for their positive or negative feedback, and thank them for their referrals of friends and associates to your business. while retaining the customers necessary to build your bottom line. Your organization must be poised to deliver what it promises. In Ken Blanchard’s Raving Fan he challenges us to deliver what is promised to the customer “plus one”. He encourages businesses to over deliver on their promises to create long standing (loyal) relationships. Have you ever been upset when a business has over delivered on a promise? Historically businesses survived on merely satisfying the customer’s needs. In a competitive marketplace it is essential to “over deliver” service. Angela Valvo Collins and Kirk Kvetko are the co-founders of First Impressions, a Naplesbased consulting group which provides customer service education to a variety of industries. Exceed Customer Expectations Customers expect that you will meet and exceed their expectations. Exceeding their expectations consistently is the best way to build loyalty within your existing customer base Know a company that delivers exceptional customer service? Please contact Angela or Kirk: Angela (239) 398-9296 Angela@firstimpressionsCS.com Kirk (239) 398-8324 Kirk@firstimpressionsCS.com Long recognized for excellent beef. One of the Top 5 Steak Houses in America. One of the Top 10 Restaurants in Southwest Florida. Now recognized for excellent wines. For the second consecutive year. Private dining rooms are available for parties of 10 or more. For reservations call 239-430-4999. Inside the Hilton Naples 5111 Tamiami Trail North • Naples, FL 34103 Voted 2007 Best Steak House in Southwest Florida by Naples Daily News Readers. Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 31 chamber leadership programs Leadership Collier foundation update The Chamber’s Leadership Collier Foundation governs a series of successful leadership programs in Collier County which are designed to hone the skills of key leaders for the purpose of discussing challenges and opportunities facing the community. The Leadership Collier, Leadership Institute, Youth Leadership Collier, Principal’s Leadership and Leadership Alumni programs provide participants with understanding and insight into the challenges and opportunities face the Greater Naples area. The Leadership Collier Class of 2007 recently graduated 39 members and has now joined the 500 member alumni network. Congratulations to the Class of 2007 “the Bonded Class.” Special Thanks to the Youth Leadership Silver Sponsors YOUTH LEADERSHIP COLLIER AND ALUMNI WORK TOGETHER Youth Leadership Collier extends their gratitude to the LC Alumni who collectively raised over $25,000 and applauds the Class of 2005 for winning the Leadership Collier Alumni Challenge. The 2007 Youth Leadership Collier program will begin on Sunday June 10th and extend through Friday June 15th With the generous support of the program sponsors and Leadership Collier Alumni, 30 students will graduate from the Youth Leadership Collier Program on June 15th at the Naples Hilton. For more information about the program or the graduation banquet visit us on the web at www.napleschamber.org or contact Jessica Kardas at (239) 402-3910. Welcome & Congratulations Welcome and Congratulations to the Youth Leadership Collier Class of 2007: Terry Cole, Hole Montes, Inc. Marc Anthony David Axline Joe Waite, Platinum Fabric Care Ashley Augustin Ernscie Augustin Russell Budd, Professional Building Systems Alana Austin Colleen Kvetko, Fifth Third Bank Ashmitt Bhatt Donna and Ralph MacNiven, MacNiven Insurance Danielle Cebak Terry McMahan, Hodges University Nadia Dorvil James Ebaugh McDonald’s Jennell Gates Alyx Groth Morgan Hilda Chris Howland Elisa Huapilla Kelsey Kennedy Dan McShea Chad Morris Liz and Jeff Albritten John Barlow Travis Coultier Corporate Dimensions, Inc Guy and Elizabeth Brickman Edison College State Farm Insurance Joe Paterno, SW Florida Workforce Development Wal-Mart Cho Basden Karissa Britten Melissa Durity Heather Minnick Withline Olibrice Shawna Ortegon Alexia Ruiz Sebastian Ruiz Kyle Ryder Kirsten Segerstrom Brooke Stephen Stacey Summers Severa Trevino 32 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org chamber photo gallery 2007 Annual Spring Swing Golf Tournament May 11, Estuary at Grey Oaks 1 1. Jessica Clark, Harold Mosley, Brenda O’connor, James Lamb, Tim Philbrick, Stefanie Cuthbertson, John Waligora, Michele Klinowski, Frank Fontana, Matt Klinowski, John Coffey 2 Brian Gore Photography 2. EMBARQ presents awards to the winners of Flight 3. 3 4 3. EMBARQ presents awards to the winners of Flight 2. 4. Germain BMW of Naples Sponsored the Hole-InOne contest with a 2-door BMW convertible. Brian Gore Photography 5 5. Every player took their shot at winning the longest drive contest. 6 Brian Gore Photography 6. Chamber Members Brian Gore Photography 7. Chamber Members Brian Gore Photography 8. Chamber Member 7 8 Brian Gore Photograph Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 33 New Chamber Members Please visit our online business directory (napleschamber.org) for more information. A to Z Pressure Cleaning Mr. Rick Grimstead 96 Avenue North Naples, FL 34108 239-597-8096 www.atozpressurecleaning.net Absolute Lipo Dissolve Ms. Jeannie Scott 1019 Crosspoint Dr. #2 Naples, FL 34110 239-592-5115 www.absolutelipo.com Alpha Media Productions, Inc. Mr. David Fralick 1100 5th Ave. S., Suite 201 Naples, FL 34101 239-465-9342 www.alphamediaproductions.com Amerivest Realty-Richard G. Prebish II Mr. Richard G. Prebish II 10001 Tamiami Trail N. Naples, FL 34109 239-357-6628 www.richardprebish.com Background Info USA Mr. James J. Marks 907 16th Place Vero Beach, FL 32960 772-562-9652 www.backgroundusa.com Booska Movers, Inc. Ms. Marlene Booska 1100 Commercial Blvd., Suite 105 Naples, FL 34104 239-643-7977 www.booskaworldwide.com Chalmers Brothers & Associates 8805 Tamiami Trail N.,#311 Naples, FL 34102 239248-5000 www.chalmersbrothers.com Congress Jewelers Mr. Matt Howes 1708 9th St. N. Naples, FL 34102 239-793-0300 www.congressjewelers.com First Watch Restaurant Mr. Lary Lower 7163 Radio Road Naples, FL 34104 239-304-0746 www.firstwatch.com Friends of the Library Mr. Nick Linn 650 Central Ave. Naples, FL 34103 239-262-9135 appellnick@earthlink.net Gulf Coast Airways Mr. Joel Johnson 526 Terminal Drive Naples, FL 34104 239-403-3020 www.gulfcoastairways.com Hobbs Development Corporation Mr. Joseph R. Hobbs 745 12th Ave. S., Suite 102 34 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org Naples, FL 34102 239-434-7699 Hjrhobbs@aol.com JM Computer Technology Mr. Joe Mehtala Naples, FL 34103 239-963-1290 service@jmcomputersinc.com Keller Williams- Jerry Kumin Mr. Jerry Kumin 365 5th Ave. S., Suite 103 Naples, FL 34102 239-293-8355 www.therealtordoc.com Longshore Lake Foundation, Inc. Mr. Hardy Groom 11399 Phoenix Way Naples, FL 34119 239-566-2304 llfgn@swfla.rr.com Marketing Resources Group Mrs. Lee Carole Gourley 6080 Pinnacle Lane Naples, FL 34110 800-720-6340 Leegourley61@aol.com Neapolitan Publishing Mr. Jeff Perrin P.O. Box 110656 Naples, FL 34108 239-514-0338 www.n50plus.com Platinum Properties- Coleen DeMoss Ms. Coleen DeMoss 8845 Tamiami Trail Naples, FL 34108 239-289-4456 www.plantinumpropertiesfl.com Pollo Tropical Pat Butler 5065 Golden Gate Parkway Naples, FL 34104 407-342-8973 pbutler@pollotropical.com www.pollotropical.com Re/Max Realty Select- Christine R. Mai Ms. Christine R. Mai 3349 Tamiami Trail N. Naples, FL 34103 239-682-8737 www.christinemai.remax-florida.com Re/Max Realty Select- Marcel Seamples Mr. Marcel Seamples 5758 Lago Villaggio Way Naples, FL 34104 239-776-4527 Marcel4naples@yahoo.com Shane’s Rib Shack Mr. James Burberry 6434 Naples Blvd. Naples, FL 34104 239-265-6941 Slipbusters, Inc. Mr. Ed Mitrani 14811 Indigo Lakes Circle Naples, FL 34119 239-353-7835 edmitrani@aol.com Squeegee Squad Mr. Spencer Greenlee 10044 Flanders Ct. N.E. Blair, MN 55449 239-462-9861 swflorida@sqeegeesquad.com www.squeegeesquad.com Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 35 chamber r i bb o n c u t t i n g s Absolute Lipo Dissolve, LLC - 1019 Crosspoint Drive #2, Naples Pollo Tropical Catering - 5065 Golden Gate Parkway, Golden Gate Huntington Learning Center - 2500 Vanderbilt Beach Road- Suite 1108, Naples Sunshine Ace Hardware - 4929 Rattlesnake Hammock Road, Naples 36 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org New Member Spotlights June 2007 absolute Chiropractic 900 6th Ave S, Suite 204, Naples, FL 34102 Our office has been designed with the comfort of the patient in mind. We provide gentle adjusting techniques, modern physical therapy equipment, state-of-the art chiropractic equipment and nutritional supplementation. Our goal is to teach the community about Naples health and how it relates to chiropractic care. It is our desire to reach out to everyone and help them understand that there are alternatives in health care today. american momentum Bank 301 5th Avenue South, Naples, FL 34102 American Momentum Bank is an independent, Florida-based bank offering a deep understanding of our commercial and retail banking Clients' immediate and long-range goals, unparalleled personal service, and the ability to provide tailored financial solutions. American Momentum Relationship Managers are local, seasoned professionals, who have been in the Naples market for over 20 years. BanyanBrown solutions, Inc. 4001 Tamiami Trail N. Ste 230, Naples, FL 34103 emplOYment sOlUT I O NS DE L IV E RE D. Whether you are search- ing for a job, an employee, or the answer to a complex business need, our unparallel ed service makes us a valued partner in your success. We operate with a strong dedication to ethics and integrity and are ready to solve your employment challenges today. Bergtold Chiropractic 3000 Immokalee Rd. Ste. 2, Naples, FL 34120 I am a Chiropractic physician with over 15 years of experience. I have recently moved with my family to the Naples area from Charlotte NC. My practice will specialize in Manipulation under Anesthesia, extremity adjusting and gentle pediatric and geriatric care. I am now accepting new patients and walk-ins. discount dental Programs 5100 Tamiami Trail North # 202, Naples, FL 34103 We provide reduced dental fees for an annual fee of $250.00 per year. The savings range from 40 – 60% off the customary fee charged by local dentists. manhattan eyewear, Inc 5926 Premier Way, Store 112, Naples, FL 34109 Manhattan Eyewear is a sophisticated and fun eyewear botique, featuring sunglasses and prescription eyewear for the entire family! We have the style of the Delano of Miami, the fashion sense of SoHo, Milan and Paris, and the selection of a superstore! Bring your prescription, see our Independent Doctor of Optometry, or request your doctor to fax your's to our optician. Patagonia Construction 5401 Taylor Road, Naples Patagonia Group is comprised of Patagonia Realty, Development and Patagonia Construction Group and is based in Naples, Florida. The company has projects is southwest, southeast and central Florida. We are fully integrated Realestate, Brokerage, Development and Construction Company experienced in both commercial and residential construction and remodeling. Planet smoothie 6420 Naples Blvd. # 101 Planet Smoothie is known for making the best tasting smoothies on the planet. With our fresh smoothies and healthy snacks we can provide your needs for breakfast, lunch, dinner or any other time. Open at 7am MON-FRI, 8am on SAT. and 9am on Sunday. We are next to the Hollywood 20 theater. Chris signature fashion… sizzling. Guests in Naples can enjoy the New Orleans inspired appetizers, signature side dishes and homemade deserts, served with a southern hospitality in an elegant and comfortable atmosphere. It is the perfect setting to enjoy celebrations with family and friends or important meetings with colleagues and clients. the williams Consulting group, llC. 1857 San Marco Road, Suite 214, Marco Sallie Williams of the Williams Consulting Group LLC, brings 30 years local business acumen and fundraising experience to organizations who are seeking assistance for their fund raising campaigns. Additionally, her significant background in strategic planning, information tech and project management is available to companies that are interested in expanding and reaching their full potential. visit the Chamber’s web site for more information on these businesses: napleschamber.org ruth’s Chris steak house 1700 Tamiami Trail North, Naples, FL 34102 Founded in New Orleans by Ruth Fertel in 1965, Ruth’s Chris Steak House specializes in USDA Prime grade steaks served in Ruth’s Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 37 YOUR FINANCIAL LIFE GOES BEYOND STOCKS AND BONDS. SHOULDN’T YOUR FINANCIAL STRATEGY DO THE SAME? Market Leaders TO SEE HOW YOUR MONEY CAN WORK HARDER BY WORKING TOGETHER, CONTACT A MERRILL LYNCH FINANCIAL ADVISOR TODAY OR VISIT WWW.ASKMERRILL.ML.COM 239-649-2967 MERRILL LYNCH 821 FIFTH AVENUE SOUTH NAPLES, FL 34105 GARY T. CRISCI, CFM, ARPC WEALTH MANAGEMENT ADVISOR Total Merrill (design/words) is a registered service mark/service mark of Merrill Lynch & Co., Inc. © 2003 Merrill Lynch, Pierce, Fenner & Smith Incorporated. Member, SIPC. 38 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org BusinessBriefs Alookatwhat’shappeninginthebusinesscommunity Gates McVey announced that it will change its name to GATES effectively immediately. This year, WilsonMiller is ranked 137th in Engineering News-Record (ENR)’s annual special issue devoted to the “Top 500 Design Firms” in the United States. The Naples Alliance for Children (NAFC) this year honored WilsonMiller as a Family Friendly Business for the ninth year in a row. WilsonMiller also received additional recognition from the group, which advocates for the rights, needs, care, safety, and education of children and families. The Colonial BancGroup, Inc. earned $0.43 per diluted share for the quarter ended March 31, 2007, a 2% increase over the $0.42 earned for the same quarter of the previous year. Net income for the quarter was $65 million. Bank of Naples reported first quarter 2007 net earnings of $794,000 compared to the 2006 first quarter earnings of $441,000, an increase of 80%. The smooth sounds of Jazz continue this summer at The Naples Beach Hotel & Golf Club’s 22nd Annual “SummerJazz on the Gulf” free concert series. Mayela Rosales and James F. White, Jr. were recently appointed to the Board of Directors for Fifth Third Bank (South Florida ). Bonita Bay Group joins an elite group of Web site creators – including AOL, the New York Times, The Onion and Sony – recognized for Internet excellence as part of the 11th annual Webby Awards. The Collier Building Industry Foundation awarded Collier County high school students Christopher Fusco, Andre Boral, Jason Vergos, Lucio Martinez, Jose Mendieta, Shawn French, Keith Walls, and Keith Braun each $1,000 scholarships to pursue post-secondary education or Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 39 Cookie-cutter advertising just doesn’t cut it. Clients are more sophisticated than ever so your advertising and marketing efforts need to be unique in order to cut through the clutter and reach your target audience. We find out what makes your business different and turn that into effective advertising. No templates, no canned designs, no laugh tracks – just impressive results. It’s your dough. Make the most of it. A Source to be Recognized With 3440 Renaissance Boulevard, Suite 1 Bonita Springs, Florida 34134 239.449.2427 info@adsource.us ~ www.adsource.us 40 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org classes in any field relating to the building industry. Storm Smart Industries president Brian Rist received a Corporate Award at the annual Governor’s Hurricane Conference Awards Banquet in Fort Lauderdale. Oswald Trippe and Company celebrated its silver anniversary with a donation of $25,000 to 10 area community organizations. The Naples Players and Vergina Restaurant have teamed up to offer a combination “dinner and a show” package for $45. Price includes a three-course meal at Vergina followed by a performance by the Naples Players of Disney’s Beauty and the Beast. Call 239-263-7990. Naples Social Action is hosting the third annual CAN Ride & Extravaganza on Saturday, July 14th at Cambier Park, downtown Naples. Oswald Trippe and Company Inc. has earned the Federal Emergency Management Agency’s 2007 Agencies of the Year Award, which recognizes outstanding industry partners for their contributions to the work of the National Flood Insurance Program. Collier County tourist development tax collections are up 5.7% for first quarter 2007 (January through March) over the same period in 2006, according to the Naples, Marco Island, Everglades Convention and Visitors Bureau (CVB). Vineyards Development, Corp. has added a new neighborhood to its community, Devon Woods. TIB Financial Corp. announced the completion of the acquisition of The Bank of Venice. The Naples City Council has appointed WilsonMiller Project Manager Cormac Giblin to the Collier County Affordable Housing Commission. Jeanette M. Lombardi has been elected to join the Board of Trustees of the Community Foundation of Collier County. Chamber Member Discounts: Custom Wardrobe Package $99500 1 Custom Suit, 2 Custom Shirts & 2 Ties FIRST TIMERS: 10% OFF ANY IN-STOCK ITEM Locally Owned • Tailoring Available • Office Appointments Available COLLIER ATHLETIC CLUB Established in 1987 Think we are just another Naples Health Center? Think Again! I Yearly Golf Reciprocals I Fine Dining I Private Meeting Space - Free Wi-Fi I Premier Business Location Naples’ Only City Club For additional information or private tour call (239) 263-2566 Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 41 SOME OF LIFE’S TOUGHEST CONVERSATIONS HAPPEN OVER COFFEE. When was the last time you had that conversation about Life Insurance? Talk to me today about your life insurance needs. • • • • Brian A Glaeser, Agent 7385 Radio Road Naples, FL 34104-6704 Bus: 239-774-0665 brian.glaeser.bxcx@statefarm.com Public Relations Media tRaining coPywRiting MaRketing coMMunications Principals Teresa A. Morgenstern and Tracy L. Southers, APR 1921 TRADE CENTER WAY, SUITE 1 NAPLES, FLORIDA 34109 239.963.1903 WORDPLAYINC.COM LIKE A GOOD NEIGHBOR, STATE FARM IS THERE.® State Farm Life Insurance Company (Not licensed in NY or WI) • State Farm Life and Accident Assurance Company (Licensed in NY and WI) Home Offices: Bloomington, IL • statefarm.com® P062020 0806 Thank you for making us #1! Sunshine The helpful place. Naples Golden Gate Bonita Springs San Carlos Park Marco Island East Naples We appreciate you, our loyal customers, for choosing us as your #1 overall shopping experience. SUNSHINE ACE HARDWARE STORES NAPLES 141 Tamiami Trail North, 262-2940 GOLDEN GATE 11673 Collier Boulevard, 455-3400 BONITA 9090 Bonita Beach Road, 992-0169 SAN CARLOS 18911 Tamiami Trail South, 415-1161 MARCO ISLAND 1720 San Marco Road, 642-7444 EAST NAPLES 4929 Rattlesnake Hammock Road, 775-2150 42 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org Transitions Who’s Who in the business community Lisa Marie Fetters, Mike Kuebel and Chuck Spinoso have joined the sales team at Bonita Bay Group Realty. Warren H. Hamilton, MD, a board certified ophthalmologist, has joined the medical team at Florida Eye Health. Brenda Klimek has been promoted to Vice President of the Commercial Lending Department at Community Bank of Naples. Partners Bank announced the appointment of Tammy Randolph as Vice President, Business Development. Kraft Construction Company, Inc. announced the appointment of KP Pezeshkan as Vice President. Marianne Nadeau has joined the public accounting firm of Schultz Chaipel Redovan Baker & Co, LLP, as a staff accountant. Pavan Kalvala will join WilsonMiller’s Geographic Information Systems (GIS) Business Unit as a GIS Analyst. The Marino Group is pleased to announce the promotion of Joanne M. Vishaway to Operations Manager of Marino Parking Systems/ Regency Executive Services and Transportation. Florida-licensed engineers Bill Bishop, Bob Moss and Hector Santiago have joined Alliance Design Group. Christine Gonnering Martin joins her father, Bill Gonnering, CCIM, SIOR, practicing commercial real estate at Investment Properties Corporation (IPC). Richard J. McPhail, CCM has been named general manager of Shadow Wood Country Club, with responsibility for managing all club operations. Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 43 Chamber Calendar of Events Tuesday, June 12th The Club at The Strand “You Belong Here” The Strand’s Clubhouse evokes a graceful southern charm very similar to the old homes in South Carolina. Our exceptional Club provides the best in quality and service. We offer a wide range of rooms for special events. i Weddings “Our Specialty” i Rehearsal Dinners i Outside Ceremonies i Christmas Parties i Birthday Parties i Bar/Bat Mitzvah’s i Employee Appreciation Events i Charity Events i Corporate Meetings i Golf Tournaments i Full Service Spa Calendar Pages Design by Mona Johns Our 27 hole Championship Golf Course and our full service Spa can be incorporated with any special event. June 2007 Thursday, June 21st 10:45 am to 12:00 pm 5:30pm to 7:30pm 60 Minute Success Seminar Business After 5 Royal Palm Country Club of Naples Topic: Creating a Family-Friendly Work Environment Speaker: Myra Shapiro, Naples Alliance for Children Naples Branch Library, 650 Central Avenue Complimentary admission Register online: www.napleschamber.org 405 Forest Hills Blvd. $5.00 in advance, $10.00 non-members and at the door Register online: www.napleschamber.org 18 holes of golf at the cost of $30.00 a person. Shot gun start at 1:00 pm which will give the golfers plenty of time to finish in 4 hours and enjoy Thursday, June 14th the cocktail party. Please Contact 12:00pm Lucie LaFleur at #775-1315 if you are Distinguished Public Service Awards Luncheon interested in playing golf. The Naples Grande $40 (includes lunch) Register online: www.napleschamber.org Wednesday, June 20th 7:30am Wake Up Naples Topic: Identify Theft Presented by The Collier County Sheriff’s Ofice The Naples Hilton $20.00 in advance, $25.00 at the door & non members Register online: www.napleschamber.org 239-592-7710 ext. 202 5840 Strand Boulevard Naples, Florida 34110 Fax: (239) 592-5076 catering@thestrandclub.com www.thestrandcc.com 44 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org Thursday, June 28th 9:30 am to 11:30 pm Building a Better Business Workshop Topic: Website Optimization/ Developing a strong Internet presence Speaker: Carlos Fernandes, Isoosi Communications Chamber Building, 2390 Tamiami Trail North $20 for Members, $30 for Non-Members Register online: www.napleschamber.org July 2007 Chamber Calendar of Events Wednesday, July 20th Thursday, July 21st 5:30pm to 7:30pm 7:30am Wake Up Naples Business After 5 Speaker: TBA The Naples Hilton $20.00 in advance, $25.00 at the door & non members Register online: www.napleschamber.org Sponsored by: TBA Hosted by: TBA $5.00 in advance, $10.00 non-members and at the door Register online: www.napleschamber.org www.napleschamber.org Discover the missing piece in your marketing and advertising Over 60% of customers search the internet for local products and services before buying. Now you can be on the forefront of this new technology by exhibiting at Naples-Expo.com. Mellon Financial presents the 2007 DisTinguisheD Public service AWArDs In Partnership with These annual awards are presented to one member in each of the following three safety and service professions serving collier county… law enforcement, Fire Protection, and emergency Medical services. These awards recognize the significant contribution by an individual to their respective service profession and the welfare of the Collier County community. Please join us in honoring these outstanding individuals at this year’s award presentation: June 14th, 2007 - 12:00pm • The Naples Grande Cost: $40.00 (includes lunch) Register online: www.napleschamber.org 2007 sponsors: Mellon Financial, The Naples Daily News, Bank of America, Ciccarelli Advisory Services, Inc., Edison College, Hole Montes, Marsh Private Client Services, Patrick O’Connor, Premier Properties, Royal Palm Bank, The Journals, & The Marino Group. This 24/7 virtual expo enables you to present the unique story about your product and services with online video and audio presentations. Contact Naples-Expo.com to join the Grand Opening scheduled for September 1st. Early exhibitors are receiving discounts, call now for your booth! Naples-Expo.com The Virtual Expo of Naples Businesses ask about member discounts 239-417-0513 exhibit@naples-expo.com Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 45 OEKH<?HIJIJEF J^[=h[Wj[hDWfb[i9^WcX[he\9ecc[hY[ Visitor Information i Center JEF'&H;7IEDIJE IJEF8OJ>;L?I?JEH ?D<EHC7J?ED9;DJ;H '$<H;;DWfb[iJh[Wikh[=_\j8W] ($9ekfed8eea ?dYbkZ_d]'&&&mehj^e\ 9ekfedijeWh[W7jjhWYj_edi" H[ijWkhWdji8ki_d[ii[i 8E7H:J>;JHEBB;O>;H; .NF;H:7O )$8eWhZj^[Jhebb[o *$Oekh=k_Z[jej^[ÆJef*'j^_d]ije:e_dDWfb[iÇ +$>ej[bH[i[hlWj_edi:W_bo:_iYekdj[ZHWj[i ,$H[ijWkhWdjH[Yecc[dZWj_ediH[l_[mi -$F_YaKfoekhBeYWbF^ed[8eea^[h[ .$<H;;>_]^If[[Z?dj[hd[j7YY[ii /$H[djWbiWdZH[Wb;ijWj[ 'ij (dZ )hZ *j^ .0*. /0*. '&0*. ''0*. +j^ ,j^ -j^ .j^ '(0*. '0*. (0*. )0*. NOTE: Time in Red indicates last complete tour departing that day. Tours run daily all year long except for Thanksgiving & Christmas Day. Tickets available upon boarding the Trolley at the Visitor Information Center. Tour lasts 1 3/4 - 2 hours and ticket allows all-day reboarding privileges. Check schedule with your conductor before deboarding to be sure you do not miss last pickup to get back to your starting point. '&$<H;;=ekhc[j9e\\[[ 2390 Tamiami Trail North 239.262.6141 napleschamber.org Hours: Monday - Saturday 9:00 a.m. to 5:00 p.m. 46 JUNE 2007 I Business Currents I Visit Us Online at www.napleschamber.org Located on the east side of U.S. 41 North, 2 blocks north of Coastland Center Mall TIB BANK Quiet Quality Speaks Volumes For Your Business… $1.3 billion strong 33 years of banking service in the Florida business market 3rd largest publicly traded bank headquartered in Florida $28 million legal lending limit One of the safest and strongest banks in the country Innovative leader in banking technology Unparalleled customer service TIB BANK IS THAT BANK – quietly helping businesses grow and prosper. For over 33 years we have provided superior products and services to our customers. You live and work in South Florida for the quality of life. Shouldn’t that extend to the bank The Quiet, Quality Bank you choose for your business? NASDAQ:TIBB Naples • Fort Myers • Bonita Springs • Sebring • Homestead • Florida Keys 1.800.233.6330 • www.tibbank.com TIB Bank is a wholly owned subsidiary of TIB Financial Corp. MEMBER FDIC Visit Us Online at www.napleschamber.org I Business Currents I JUNE 2007 47 life at Mercato... your afternoon matinee is just a short walk away An upscale multi-screen theatre is just around the corner. Artist’s Rendering THE STRADA AT MERCATO UPTOWN LIVING FROM THE $500s By combining high-end retailers, renowned restaurants, inviting residences, and the convenience of a Whole Foods Market®, The Strada at Mercato is destined to be Naples’ most sought-after address. Developed by The Lutgert Companies and The Barron Collier Companies, The Strada will be home to a limited number of 1, 2, and 3 bedroom condominiums. Each residence will be completely finished out with the highest level of interior features, and surrounded by the finest assortment of amenities. For the fortunate few who get to call The Strada at Mercato home, everything is just a short walk away. VISIT US ONLINE OR STOP BY OUR SALES CENTER TODAY. MERCATO: Located off the corner of U.S. 41 and Vanderbilt Beach Road SALES CENTER: Northern Trust Building, 4001 Tamiami Trail N., Suite 102 EXCLUSIVE REPRESENTATIVE 239.594.9400 | 877.797.9400 Uptown naples mercatoNAPLES.com ORAL REPRESENTATIONS CANNOT BE RELIED UPON AS CORRECTLY STATING REPRESENTATIONS OF THE DEVELOPER. FOR CORRECT REPRESENTATIONS, REFERENCE SHOULD BE MADE TO THE DOCUMENTS REQUIRED BY SECTION 718.503, FLORIDA STATUTES, TO BE FURNISHED TO THE BUYER OR LESSEE. OBTAIN THE PROPERTY REPORT REQUIRED BY FEDERAL LAW AND READ IT BEFORE SIGNING ANYTHING. NO FEDERAL AGENCY HAS JUDGED THE MERIT OR VALUE, IF ANY, OF THIS PROPERTY. 48 JUNE 2007 I Business Currents Visit Us Online at www.napleschamber.org ALL RENDERINGS ARE ARTIST’S CONCEPTION.IALL DIMENSIONS ARE APPROXIMATE, AND ALL FLOORPLANS AND DEVELOPMENT PLANS ARE SUBJECT TO CHANGE BY THE DEVELOPER.
