The Market Outfit

To avoid missing out on substantial new business through your website, make sure it’s:

1. Easily found & accessible
If your target market doesn’t know about your site’s existence, or simply can’t find it, what’s the point in investing in it in the first place? It’s vital you have a programme of web promotion and search engine marketing. Take measures also to ensure that your website is cross-browser compatible and that it meets statutory requirements for accessibility.

2. User-friendly & visually appealing
People’s attention spans are short. Even if your website is easy to find, if it’s even slightly frustrating to use, your users will abandon your site and take their business elsewhere. You can however prevent most abandonment through usability testing and making the resulting improvements to your site. In order to pull in new business, it’s also important to evaluate your web users’ ‘browsing statistics’ on an on-going basis to make sure that you’re delivering exactly what your users expect.

3. Useful, engaging & up-to-date
Content must meet your visitors’ expectations by being genuinely captivating and useful. What seems interesting to you is not necessarily what your customers want to hear. Invest in professional search engine optimised copy and plan your site’s content with direct input from your target market. Monitoring your website statistics will enable you to gauge which pages are pulling in traffic, and a programme of ongoing web maintenance will ensure that (i) your content is fresh enough to encourage visitors back again and again, and (ii) a good search engine ranking is maintained.

David Crowther is the director of NerveCentral, whose mission is simple: to maximise its clients business and profit through the web. We have provided web solutions for many organisations and small companies, including well-known corporates such as Thomson Travel Group, Q8, Edding, GlaxoSmithKline, Galderma, and Hertz. Download our concise but (very) useful guide 5 (Often Missed) Usability Tips for your Website to Increase Profit now!

Before telling you about my particular day out at Teguise Golf, the more avid golfers amongst you will probably want to know what views they can expect to see and the technical stuff that goes with playing golf. For me it was simply a great opportunity to spend a morning with a former work colleague (Colin) and his son (David) as they were staying in a neighbouring villa on La Goleta, part of the wider Faro Park Development.

The course runs along the side of an old volcano (no surprise there given Lanzarote’s landscape) and has inspirational views of volcanic lava, cacti and over includes over 3,000 palm trees and has superb views of the Atlantic Ocean throughout. A Golf course such as this one, is quite simply, in my opinion, nature at its best. César Manrique, the man who taught the people of Lanzarote to care for their natural habitat has clearly left his influence everywhere. If you are a Golf ‘anorak’, you might also want to read the next paragraph of technical data ? If you’re not, simply skip over it.

The course measures 6041m (White) ; 5582m (Yellow) ; 5289m (Blue) ; and 4938m (Red). Generally, visitors play off the blue tees. The Slope Rating of the course is 127 (White) ; 127 (Yellow) ; 130 (Blue) ; and 124 (Red)

We played off Blue Tees. The course measures 5289 Metres (5791 Yards for the non converts) and is a Par 72 course.

I’ve since found out that the course was designed by British landscape architect John Harris and built in 1978. It is a truly a fantastic course, not only because of its design but also thanks to the excellent condition in which it is kept all year round and at Easter (April 2006), it was in superb condition. Given its location, it benefits from a warm and pleasant climate all year round, tempered only by sea breezes from the island’s almost constant trade winds. The course is designed to be smooth yet varied. It has more than your average number of doglegs, designed to test your ability (or lack of it) and allows you to bring all your clubs into play. It will test everyone from scratch players to those of us with more modest ability.

Address : Avenida del Golf, s/n. 35509 Costa Teguise (Lanzarote).
Telephone : (00 34) 928 59 05 12
Fax : (00 34) 928 59 23 37
Email info@lanzarote-golf.com
Webiste :www.lanzarote-golf.com

The Following services can be found at the Club - Club hire, trolleys, buggies, driving range, pro-shop and club storage. There are separate male and female changing rooms and you can hire lockers. There is a Bar and Restaurant. The restaurant offers a varied menu, based on Mediterranean cuisine.
The prices vary according to season. In the “Summer” months (1st June to 30th September) it costs 53 Euros (for 18 Holes) and 36 Euros (for 9 Holes after 4pm). In the “Winter” (we played in Winter and it was scorching !), it costs 65 Euros (18 Holes) and 52 Euros (9 Holes after 3pm). The Course has discount agreements with most of the hotels on the island, so check at your hotel, or check out a nearby hotel if you’re in private accommodation as you can often get a better deal than this by doing so.

And so, to our day out. We planned to set off at 7am from our ‘home’ in Playa Blanca (the idea being not to spoil the day for others and ‘Brownie Points’ for everyone !.

There was to be four of playing, but that quickly became three when Gary (”The Rainman”) decided he was on holiday and was not coming to Golf at 7am (given that he left the British Open on Faro Park at midnight the night before (to prepare for golf), I was very surprised to get the “Dear John” text first thing in the morning. Gary’s nickname is a long story, but basically when its cold he wants it hot and when it’s hot he prays for rain (and usually gets it, so I’m not that keen on going on holiday with him !)The three of us (Colin, a work colleague, his son David and yours truly) set off around 7:30am and we drove along the LZ-2 and then headed towards San Bartholme and then into Costa Teguise (avoiding Arrecife !)

When we arrived we were told it was members day (Saturday !) and that they had no tee times for 3 hours. A quick bit of lateral thinking later, we asked if we could play 10-18 and then get a Tee time for 1-9 which they agreed to (something you’d almost expect them to suggest in the UK, so ask if you need to).

We decided we’d have a ‘friendly’ game of singles (if there is such a thing) - Loser buys the beers at the 19th hole.
We played stableford, off full handicaps (you’ll need them). To cut along story short (ish), Colin was ‘flying’, I was struggling to even stay in touch and David, well David was having a bad day (it’s just as well he hired his clubs !). Colin was five points in front with five to play before he decided to show us his impression of “Devon Loch” (he’s the horse that collapsed of exhaustion 50 yards from the finishing line in the 1956 Grand National when leading by 20 lengths !)
Going up the 18th Colin was one behind (but I did not rub it in, honest) !

Colin tells me his wife Jackie really enjoyed her first trip to the island and that they may return. I’m sure if we ever go ‘into combat’ again, David will have been the range beforehand to shake off the cobwebs and Colin will make sure that he does not sprint when it’s a marathon.

Me, well I had my day !

John Plumb, frequent visitor to Lanzarote, a place that is now my ‘home from home’ having taken the plunge into villa ownership on the island - See http://www.villa-rochelle.co.uk.
John is also the administrator of the “Lanzarote Villa Owners Club” @ http://www.lanzvillaowners.com.

You can take the easy option and throw some discount cat feed
into a bowl for your feline friend, but will she remain your
friend for long if you don’t give a bit more thought into what
you feed her? Here is some advice that will have her purring
with delight at feeding time, and keep her healthy at the same
time.

In order to keep your cat or kitten healthy, you need to choose
quality foods that will provide him with nutrients he needs.
But, what are they? You can’t just give your cat any type of
food that is available. There are several things you should do
to improve your cat’s nutrition.

Kitten Food

During the first few weeks, the food will come from mom cat.
But, when he begins to reach the age of four to six weeks, he
needs to supplement his foods with canned kitten food or you can
provide him with dry cat food that is softened with water. At
eight weeks, he should be weaned from the mother and eating
kitten food solely. The breeder at this point can allow him to
be adopted and should provide you with some of the food that he
is eating. If you plan to switch brands, you can do so but make
sure that you mix the food together until he is used to it.

Growing kittens will eat a good amount of food. They are growing
very fast and need it. They will eat more than once a day. They
are likely to eat up to four smaller meals until they are six
months old. You should give him plenty of clean water as well.
Remember, kittens have smaller stomachs and need smaller amounts
but use a lot of energy nonetheless.

As Your Kitten Gets Older

At six months, the cat will begin to taper off in growing. He
will likely be less active as well. This means you can cut back
to feeding him to two or three meals a day. You should not
change from kitten food to adult food since he is still growing.

At a year, you can provide him with adult food. Adult cats will
eat when they are hungry so you can simply leave a dish filled
with dry food for him. But, if he overeats and becomes
overweight, he will need to be limited to eating twice a day
instead. If you give him canned food, you can still offer dry
food as well. Canned food should not be left out all day.

What Kind of Cat Food?

To purchase cat food, you should look for the types that have
protein sources in the first few ingredients that are listed.
You should make sure that the food is well balanced too. If the
cat has problems that are health related look for foods designed
to help with these conditions.

Many cats will enjoy both wet and dry food. But, some are
finicky about it. If your cat does not seem to like dry cat
food, moisten it or provide him with regular check ups at the
vet to keep his teeth clean. Providing well balanced food for
your cat will allow him to live a healthy, long life.

“Mommy, tell me again about when I was born”. Any one who is a mother has heard this phrase countless times. Our children love to hear the story of how they were born. For those that are not yet mothers, I promise your kids will ask this many many times in the years to come.

Creating a scrapbook of your pregnancy helps you tell your child the story of their birth.

Here are several ideas for creating this very special scrapbook:

1. Take photos the day you find out you’re pregnant. Take a photo of mom and dad. Take photos of any siblings and take photos of any grandparents who might live locally.

2. Kids want to know “were you excited?” and “were you happy?” They also want to know “who did you tell first?” Journal the answers to these questions, for inclusion in the scrapbook. If this is your first pregnancy, it’s hard to guess what your child might ask you in 5 years. Think of yourself as a child. What did you want to know about your mother’s pregnancy? If you have other children, you know the questions you are going to be asked.

3. Take photos of mom and dad as the pregnancy progresses. Both my kids love seeing the photos of me being pregnant. We took side views, back views and front views.

4. Both my kids wanted to know what their names would’ve been had they been boys. (I have two girls). My own mom tells me about the name discussions she and my dad had before I was born. Again, journal these answers for your child to read when they are older.

5. Keep any reports and ultrasound photos that you receive from the doctor. I have ultrasound photos from both of my kids and they love seeing them.

6. Take a picture of the hospital where the child was born. Both of my kids were born at different hospitals and they both want to know about the hospital they were born at. They both have asked about the hospital stay as well. Did I stay overnight? Did I receive any medication? As the kids get older their questions become more detailed. Writing out the experience and putting this into the scrapbook allows the older child to have more information.

7. Take a picture of the delivering doctor if possible.

8. If there is baby naming, bris, or christening, take photos. Children want to see this. This is part of their birth.

9. Keep a list of who visits you in the hospital. Take photos if possible. Again, these are all questions I’ve been asked by my own kids.

10. Take a photo of their bedroom the night they come home. They want to know what it looked like.

Kids love knowing the story of their birth. It’s a book they’ll look at over and over again. It’s truly the story of them!!

Azulene is a constituent of the volatile oil obtained by steam distillation from Chamomile, Anthemis nobilis (Roman Chamomile), Achillea millefolium (Yarrow), or Tanacetum anuum (Blue tansy), and it is distinguished by it’s spectacular blue colour. Azulenes are unsaturated blue hydrocarbons, isomers of naphthalene. Chamomile contains a wide variety of active constituents. Each one of these constituents expresses a specific action but the fascinating holistic effect is the result of all of the components working together. The main constituents in the oil from chamomile are alpha-bisabolol and chamazulene, sesquiterpene derivatives. Other beneficial substances are present as well, primarily apigenin and a number of other flavonoids.

Benefits: In clinical studies Azulenes and bisabolol have been shown to exhibit dramatic anti-inflammatory effects and Chamazulene showed significant antioxidant protection. In practical terms this means that application of these natural substances will help to prevent skin blemishes from developing and will help stop deterioration of skin cells that leads to wrinkles, fine lines and pigmentation.

Quotes: “With a large list of recent basic research accruing, chamomile is a perfect example of a herb having diverse therapeutic uses.” “Chamomile preparations are widely used in skin care products to reduce cutaneous inflammation and other dermatological diseases.” George Nemecz, Ph.D., U.S.Pharmacist/Herbal Pharmacy

Chamomile soothes, heals, combats inflammation and stimulates cell regeneration. German Chamomile is the variety most widely used in skin treatment; it is rich in a fatty substance called azulene which has extraordinary healing, anti-bacterial and anti-inflammatory powers. Barbara Griggs, author of “The Green Witch - A Modern Woman’s Herbal” and Green Pharmacy.

Azulene sensitive skin care products are available from Dermaglow @ http://www.dermaglow.co.uk

Lawyers and psychologists aren’t the only professionals who find themselves the butt of jokes. Consultants suffer their share of barbs, as well.

Steady and somber TV newscaster Eric Severeid wisecracked that a consultant is an ordinary person “more than 100 miles away from home.” Countless others have quipped that a consultant is someone who is paid to borrow your watch and then to tell you what time it is.

By some standards, every meddling in-law qualifies as a consultant, albeit an unpaid, uninvited one.

It makes you wonder, then, why do companies support large and small consulting firms year in and year out, and why are increasing numbers of individuals seeking them as “coaches” to guide them to wealth, fitness, and happiness?

As a consultant’s consultant, I try to address this question with my students at UCLA Extension, who sign-up for my “Building Your Consulting Business” course. I ask them, as an ice-breaker:

What are people really buying when they hire you?

What value are they expecting to get?

Answers fill the expansive white board in front of the room:

Advice. Expertise. Experience. Objectivity. Perspective. Credibility. Credentials. Improved productivity. A friend. A listener. A justification. A scapegoat. Change agent. New skills. Training. Data collection. A report.

On more than one occasion a potential client has said the following to me:

“We don’t think you know any more than we do, but our people are getting tired of hearing it from us, so we’d like them to hear it from you.”

(If you look hard enough, you can find an insult in that comment!)

Some clients are saying, “Tell us what we already know,” and others are saying, “Tell us what we don’t already know.” While it seems foolish to request the former, there are some solid reasons for doing so.

Many of us forget what we’ve learned. Just look at salespeople, experienced ones, who seem to descend into that netherworld known as a slump. If anyone needs a consultant, they do.

What am I doing wrong? Why aren’t people buying from me? Have I lost my touch?

In many cases, a ride-along will reveal much, during which a consultant merely observes a salesperson in front of prospects, sometimes posing as a trainee. Is the seller doing the basics, the essentials? Is he or she breaking the ice, establishing needs, selling benefits, and above all, closingasking for the deal in an appropriate way?

Is he losing sales he should be earning, and why?

Often, seasoned salespeople become so distracted by their product’s details that they complicate things, over-talk, and violate that age-old maxim: Keep It Simple, Stupid! They might over-analyze and under-sell. Compared to rookies, veteran sellers can forget to do such elementary things that, by comparison, they make upstarts and recent trainees seem like geniuses.

So, a consultant might be just the right person to NOT listen to their excuses, instead focusing on their behaviors, good, bad, and irrelevant.

Sometimes, a consultant is the equivalent of the traveling peddler of the 19th century, who brings news of the outside world to remote villages along his route. Despite the fact that we live in an information age, most company insiders keep their blinders on when they’re at work, believing that the best methods are already being employed, so there is no need to review or update them.

A typical consultant works in multiple environments, transferring technology and skills across industrial sectors as he goes. What he observes working well in a software company might be a perfect fit for a distributor of office products.

Incumbents in these respective sectors aren’t going to make such discoveries on their own, because their noses are stuck, for the most part quite justifiably, in their own provincial trade publications. A consultant, in effect, makes them see what is otherwise not apparent to them.

Perhaps most significant is the contribution that a well-traveled and experienced consultant or coach can make in terms of expectations. Salespeople as well as non-salespeople work on quota systems. Sometimes they’re formal structures, to which salaries and incentives are tied.

In most cases, quotas are informal, unwritten, and even unconscious. They’re implicit statements of what management believes is possible, in terms of achievement. Unchallenged, and unexamined, these quotas exert a gravitational pull downward.

They say, don’t try any harder, because this is a good job. Stop at this point, and prevent your associates from challenging this threshold, as well.

A consultant may be the only person who can come in and say, “Hey, the four-minute mile was broken by Frank Ryan years ago! You can’t believe how fast people are going, today!”

I consulted to a fundraising company that represented a wonderful charity. My best suggestion was incredibly simple:

Ask for twice as much in your initial presentation to potential donors.

Until I came along, they were too timid and too complacent to try such a bold move. But it worked incredibly well.

Of course, cynics might claim that anyone could have suggested that.

Put your consulting hat on: What do you think?

Dr. Gary S. Goodman ©2006

Dr. Gary S. Goodman, President of www.Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone® and Monitoring, Measuring & Managing Customer Service. A frequent guest on radio and television, worldwide, Gary’s programs are offered by UCLA Extension and by numerous universities, trade associations, and other organizations in the United States and abroad. Gary is headquartered in Glendale, California. He can be reached at (818) 243-7338 or at: gary@customersatisfaction.com