How-To 2012 by GLACIER MEDIA DIGITAL LIMITED PARTNERSHIP dba BUSINESS IN VANCOUVER

Select local businesses offer expert advice on essential business products and services

Practical tiPS for buSineSS readerS Finding the best certified general accountant Your brand identity Organizing your workspace Wireless strategies How design boosts your company How mentoring new Canadians can help your business From sale to auction Making the most of trade shows Converting website visitors into customers Strategic business locations for thriving companies Hiring a roofer Saving money on energy How videoconferencing builds productivity

sponsored by

produced by

How-To find the best certified general accountant for your business—4 build a distinctive brand identity—6 (re)organize your workspace—8 build a wireless strategy for your business—10 use design to grow your business—12 strengthen your business by mentoring new Canadians—14 turn any kind of sale into a successful auction—16 prepare your staff for trade shows—18 convert website visitors into customers—20 build a stronger business in a strategic location—22 hire a roofer—24 save operating costs and boost the worth of your property—26 increase productivity through videoconferencing—28 find the best home for a thriving business—30

find the best certified general accountant for your business Rebecca Edwards

To equip your business to navigate today’s turbulent financial waters, hire a certified general accountant (CGA) firm or employ a CGA as a member of your managerial team. CGAs advise businesses throughout British Columbia and the world in industry, commerce, finance, government and public practice: in any sector where accounting and financial management are required. Their clients range from major corporations to entrepreneurs. In a recent survey, 92 per cent of B.C. residents polled said they trusted CGAs more than any other professional group. Why go with a CGA? Anyone can call himself or herself an “accountant” even with little or no formal training, so it is important to use a designated accountant. The Certified General Accountants’ Association of B.C. is B.C.’s largest accounting body. CGA was the first in B.C. to require members to take professional-development courses and to require public-practice firms to have professional liability insurance. CGA–BC has introduced a rules-andstandards course for all new graduates and an ongoing ethics requirement. All CGA public practitioners have mandatory practice reviews to ensure that they are meeting the profession’s acknowledged standards. These three letters are awarded only to those who have successfully completed the very demanding CGA program. What are a CGA’s special skills? A CGA can give you and your business the tools you need to stay prosperous in any financial climate. Your CGA can produce financial 4

/2012 BIV Magazines

statements to assist you with everyday decisions and can provide payroll, tax and managementconsulting and advisory services. Your CGA can advise you on investments and obtaining finance, as well as on personal inheritance, tax-form preparation (personal and business), estate-planning and retirement-planning. For businesses facing challenges, your CGA can analyze problems in your business and help you improve profitability. As an employee or as a consultant, your CGA looks beyond the balance sheet to help your team find efficiencies, create opportunities and maximize value.

Certified Accountants, CPA Australia and other organizations that have extended the global reach of CGAs.

How do you search for a CGA? You can search for your nearest CGA public-practice firm at www.cga-bc.org. Looking to recruit a CGA to your staff? Use the association’s online job board, www.CGAjobs.org, which allows employers in B.C. to find information both about CGAs and about CGA students. The Partners in Employment Program (PEP) connects employers around the province with CGA– BC members and students. CGA–BC can also help employers connect with new graduates who wish to obtain employment and pursue the CGA designation. CGA–BC holds recruitment days on and off campus, allowing employers to interview a number of students before deciding which to invite back for second interviews. “It’s a big time-saver,” says Dan Relihan, CGA and manager, recruitment and employment initiatives. “You don’t have to pre-screen resumés. You get all the first interviews done in three hours, not three weeks.” You can find CGAs in Canada and around the world thanks to partnerships with the Association of Chartered

How can you work most effectively with your CGA? There is no set fee structure for CGA firms. Firms base fees on the time required to perform the services you request and the quality of information you supply. • Before your appointment, gather information about business or personal financial decisions under consideration so that you can ask the CGA specific questions. • Be organized: Save yourself unnecessary fees by maintaining good financial records. • Be open: CGAs are in the best position to advise you and serve your interests when they understand your goals and expectations. • Be open to advice: CGAs have vast experience and can assist you with your problems and concerns. Their objective advice may directly improve your financial stability and cash flow. • Keep your CGA informed of changes in your personal and professional life. •

What makes the relationship work? Ideally, you will work with the same accountant for many years. A longterm working relationship between you and your CGA can help you take an informed, consistent approach to personal, financial and business goals. Before deciding, you should meet with your prospective accountant. Are your needs compatible with the CGA’s character and personality? Make sure the CGA has experience in your industry.

For more information, visit www.cga-bc.org.

build a distinctive brand identity Noa Glouberman

Like icing on a cake rather than the cake itself, brand identity is the outward expression of your organization’s brand. Says Lynne DeCew, director of client services at Hangar 18 Creative Group, “Whether it’s a name, logo or tagline, brand identity refers to any visual, verbal or graphic element used to represent the larger brand.” What your brand identity should be “A company that wants to position itself as innovative and modern shouldn’t use old-fashioned imagery,” says DeCew. “It’s about finding a look that’s appropriate to what your brand stands for or what you want it to stand for.” Differentiating yourself from your competitors is crucial. “When people see your brand identity, they should think, ‘Wow, that’s interesting – in a good way!’” Flexibility is also important. Working with Vancouver International Airport, Hangar 18 created a brand identity that appears on everything from buses to neckties. “You don’t want to end up with a logo so complex it only works in certain situations,” DeCew warns. “It might look great on the side of a building, but will it work on a business card?” Rather than trying to jam too much meaning into your symbol, keep it simple and distinctive, DeCew says. New brand identity or facelift? Research is key. “What’s the current reaction to your brand identity? How much equity does it hold?” asks DeCew. “The most important feedback will come from your customers. Company staff, founders and stakeholders may be too attached to the old identity.” 6

/2012 BIV Magazines

If your brand identity is well established but looks dated, you’re likely to want to refresh its look rather than reinventing it. “Although well-known companies may modernize their identities, they seldom start from scratch,” says DeCew. “Many iconic brand identities are simply revamped to stay current and in step with the esthetic sensibilities of the day. The core elements are never lost; the brands’ continuity is maintained.” How to choose a firm “Look at the firms you think you’d like to work with,” says DeCew. “Visit their online portfolios and narrow it down to a short list of three or four. Then meet with them to get a better sense of what they do and how they do it. Do the people seem compatible with you?” While a boutique firm or independent designer may be less expensive than a large firm with more resources, the latter will usually give you a wider variety of options to choose from. “Depending on the complexity of the rollout, a one or two-person design firm may not have the level of service and specialized expertise you need,” DeCew says. “It’s about finding the right fit for your company.” Budget too plays a role. “Some firms have a very elaborate process in place, and you pay accordingly. Others have very little process, and the price reflects that. Generally speaking, brand identity is something you’re going to have to invest in. But in certain circumstances, a shorter, more efficient process may be more suitable.” Getting the most from your branding partner Choosing a design firm doesn’t mean your work is done. As a client, you need a clear idea of what your brand stands for before

the designer can bring it to life visually. This can be particularly challenging for organizations with multiple stakeholders, who may have conflicting ideas regarding what the brand is about. “Your designer can and should explore many different directions at the outset, but at some point you’re going to have to narrow them down,” DeCew says. “When the process gets bogged down internally, that’s when you start wasting time and money.” Multiple stakeholders or decisionmakers should reach consensus on the general direction before any design work begins. “That’s why it’s important to work with your branding partner to develop a concise, focused creative brief. There needs to be real agreement on why you’re doing this and what your goal is at the end of the day.” So you have a new logo. Now what? “It’s important to ensure your new identity is applied to the really key pieces as quickly as possible, including your website, stationery, business cards, trucks, uniforms and signage: all the visible components that put your company in front of people,” says DeCew. Consider a proper launch (a media event, special promotion or customer mail-out) to introduce your new look. “No matter what form it takes, it’s that ‘ta-da’ moment when you unveil your new identity,” says DeCew. “Have fun with it; make an occasion out of it. It’s an opportunity not only to explain what you’ve done and why, but to reinforce what your brand’s all about.” Launch your new identity internally first to ensure buy-in from your staff members. “They’ll be the ones presenting the new brand to your customers. You definitely want them on side.” •

(re)organize your workspace Whether your space is a corner office or a cubicle, maximizing it and your productivity means organizing information. Baljit Siekham, founder of Alchemy Organizing, says, “Most people feel they’re too busy to get organized ‘right now.’ Investing as little as a few hours asking and answering some key questions can get you back on track. “Everything we do is a system,” she adds. “When we run into trouble, the wrong system may be in place. Taking the time to put the right system in place for yourself can help you reap immediate and long-term rewards: more time, space, resources and money.”

your way across to the other, touching everything in your way as you go.

Sort by category: As soon as you touch an item, categorize it and gather it with other “like” items in one spot: newspapers, magazines, promotional items, reports, office supplies, books and items “to do,” “to file” and “to read.” This focuses decision-making. The key: don’t stop and think about each item. Simply sort, discarding the obvious.

Ask questions: To aid decisionmaking, ask yourself as you sort and purge: “Is this too old to be useful?” “Do I have duplicates?” “Is the same document available on line?”

Steps to take Decide to get organized: If you dive in without full commitment and a plan, the potential to go right back to where you started is high, with much more time and energy expended than necessary.

Understand your work style: Do you like having things tucked away? Or does out of sight mean out of mind? Are you a “paper person,” or would you rather go electronic? Developing a system around your habits is more effective than forcing yourself to work around a cookie-cutter one.

Scan your space: Does your current work area reflect your style? What’s working for you, and what bothers you the most? In your ideal world, how would the space look and feel?

Start at one end: Get more done in less time by starting at one end of your space and systematically working 8

/2012 BIV Magazines

Purge by category: After categorizing all your information, tackle each category, one at a time, beginning with the easiest. Go through the entire stack, quickly discarding anything you don’t need and keeping what you do. Organize by category: All that remains is what you actually want and need. (Is it 20 per cent of what you started out with?) Look at the space you have, determine who else needs access to the information, choose the best spot

Dos

•Do stand up while organizing to get things done faster. •Do break the work into “bitesized” chunks: by 15-minute time slots, by area or by category. •Do allow yourself one junk drawer in which to store odds and ends.

for storing that particular type of information and file it. Knowing your personal organizing style comes in handy here.

Position your equipment: There are silent stressors in and around your workspace of which you may not be aware. Whether you are righthanded or left-handed will determine where on your desk you should place your phone and computer equipment. Moving things around will make all the difference in your own and your workspace’s effectiveness.

Maintenance: Take 10 minutes at the end of each day to bring your space back to order, ready for the next day.

Hire a professional: There may be a gap between understanding the techniques of organization and implementing them effectively. Collaborating with a professional organizer provides just the motivation you need to get your space back in working order. •

Don’ts

•Don’t buy organizing products (furniture, equipment or supplies) before sorting and purging your space. •Don’t implement a new organizing system before sorting and purging. You’re likely to discard 80 per cent. •Don’t stack items; you’ll lose and forget them. Stand them up like books on a shelf for easier visibility and access.

build a wireless strategy for your business Rebecca Edwards

Remember when cell phones first appeared in company vehicles and board rooms? At first it was hard to imagine how a cell could ever make your life easier, and now you wouldn’t be without your smartphone for calls, email and Internet access. A similar kind of revolution is taking place with the rollout of wireless technology beyond the cell phone. Businesses across the world are discovering that machine-to-machine (M2M) devices can streamline their business processes and make their employees more productive and accountable. You can improve customer satisfaction by offering your clients quicker and easier service that is more reliable and convenient than that of your competitors.

The benefits of M2M Because wireless systems can be tailored to fit specific needs, they will quickly become central to your business. Wireless devices let you make decisions based on real-time productivity, stock and revenue data. If your equipment breaks down, an expert can access it remotely to diagnose and solve the problem. Employees get more job satisfaction from being productive and may be able to work remotely or communicate more easily with mobile teams. Fleetmonitoring services make employees more accountable to you and your clients. Customers benefit from faster, more reliable and convenient service and improved communication with you before, during and after doing business with you.

What is M2M? You’ve probably heard the terms “M2M technology” or “M2M solutions” with increasing frequency over the last year or two. The reason is that these emerging technologies are quickly changing how many Canadian companies are doing business. M2M solutions connect devices to back-end information technology systems to enable the collection and exchange of data. More basically, they let machines talk to one another, sending information back and forth in real time with little or no human intervention. M2M-enabled devices use GSM/ HSPA networks to send messages, keywords or commands to one another. These devices can then translate the messages and perform tasks. They also allow humans to monitor devices remotely from smartphones and other mobile equipment.

Integrating wireless into business In British Columbia, Rogers Wireless has a business sales, support and technical team with more than 100 years of combined wireless-communications experience. Team members will work closely with your company to find out how your business works now, what challenges you face and what your short and long-term goals are. They will then advise on how to integrate Rogers services and devices to streamline your processes, guide you as you roll out the new technology and support you afterwards. “We look beyond the cell phone,” says Gordon Nelson, vice-president of business for Rogers in Western Canada. “Whether your organization is looking for remote monitoring, a mobile pointof-sale solution, 24/7 critical network access or a mobile workforce application, we have a wireless solution that will

/2012 BIV Magazines

improve your business productivity and reduce overall communications costs.” Case study: Vancouver Airport Authority Vancouver Airport Authority sees thousands of visitors move through its terminals every day. The 400-strong workforce relies on wireless cell phones to keep connected; however, public network coverage was inconsistent inside the sprawling buildings. In 2009, the authority installed a Rogers Wi-Fi Calling network allowing staff to make calls using new BlackBerry devices. The network is more reliable, reduces the cost of data plans and increases staff productivity. Case study: Vancity As Canada’s largest credit union, Vancity needed to make sure its 417,000 members had reliable, round-the-clock access to their accounts through its online banking system and in its branches. By backing up the existing wireline transaction system with a Rogers Wireless solution, the company reduced monthly costs and improved the network performance, improving customer satisfaction. Case study: Boston Pizza Boston Pizza customers are able to use chip-and-pin cards to pay for their restaurant meals at their tables or for takeout pizza at their front doors, thanks to Rogers Wireless network and wireless payment machines by Vancouver-based Eigen Development. The secure, reliable service automatically sends data to the restaurant’s point-ofsale system, improving customer satisfaction, reducing the chances of card fraud and making staff more productive. •

use design to grow your business Angela Hot

Whether you’re just entering the market or have been in business for years, look at your brand. Chances are you’re thinking of your logo, but have you thought about your identity? Savvy owners know that conveying the value and personalities of their companies through graphic and communication design is integral to their businesses. In a recent poll of 526 businesses conducted by Harris/Decima, 63 per cent of respondents reported links between design and better business performance. Businesses that have made design integral to operations have improved their competitive advantage. Moreover, shares in businesses that put design as a priority have outperformed key stock market indices by 200 per cent.* Your business needs to be able to tell its story through non-verbal cues and first impressions. A certified graphic designer (CGD) or a design firm employing CGDs can help you develop this story. Graphic designers are specialists in brand strategy and communication who enter into partnerships with business owners and marketing managers through mutual engagement that facilitates discovery of the key messages and essences of brands. More than websites and brochures, design entails planning, and with a plan in place, a business owner is armed with a clear vision for the future. Graphic designers and design firms are your trusted partners in business: advisers and consultants who have your organization’s best interests at heart and can assure that the work produced from the strategy is appropriate and relevant, communicating your company’s value to consumers. 12

/2012 BIV Magazines

Increasing success, reducing risk In the Harris/Decima survey, respondents expressed that designers and design firms who abide by professional codes of ethics instil greater confidence in them and in their clients. In fact, two out of five respondents stated that they only hire designers who adhere to such codes.

Professionals versus amateurs Look for CGD certification. Only a Canadian designer with five or more years of experience who has undergone strict requirements and review can hold this honorific. CGDs abide by ethics developed by the Society of Graphic Designers of Canada (GDC). This code recognizes the

84 per cent of rapidly growing businesses believe that design has become more important in helping them maintain a competitive edge CGDs are bound by a set of best practices to conduct themselves in a professional manner that respects the organization, the field, other members, clients, employers, society and the environment. Improving your bottom line Graphic designers can help your organization save money. By streamlining communications, your business comes out on top, particularly in a recession. You may have a website or an e-newsletter; you may also have a printed brochure and a product or services catalogue. By creating a brand and communications strategy and taking stock of all the different messages and media in use, your designer may suggest ways to reduce the number of materials in favour of one or two succinct and targeted channels. Decluttering your communications helps your message reach your target market effectively while saving you money. What’s more, studies show that for every dollar a business invests in design, it gets 400 back. Design provides a very good return on investment.

professional responsibility of and commitment to assuming leadership in the areas of society where graphic designers hold tremendous influence. Armed with best practices, CGDs are professional and well qualified to help you build your business. Hiring a designer or design firm Head over to GDC.net and click on “find a designer.” You will find portfolios and qualifications of CGDs. You’re likely to find the perfect designer to fit your unique needs. Check design off your list when building and growing your business and join the ranks of rapidly growing companies putting it at the top of theirs. You’re passionate about what you do. Design helps others become passionate about what you do. • Angela Hot, CGD, is senior designer at Vancouver firm Ion Branding + Design and copywriting chair for the Society of Graphic Designers of Canada. *Sources: Design Council; Perceptions of the Design Industry Summary Report, September 2010, Harris/Decima

strengthen your business by mentoring new Canadians Rebecca Edwards

The Immigrant Employment Council of British Columbia (IEC-BC) was set up in 2008 to work with employers in B.C. and help make it easier for them to attract, hire and retain immigrant workers. Since January 2011, the council has run a mentoring program, matching employment-ready immigrants to mentors in their desired fields of work to help them understand how these B.C. sectors work. Connecting with job-ready immigrant talent Mentors are matched with employmentready mentees with experience and skills in their industries, and the minimum time commitment is for 24 hours of contact over four months, whether in person, by phone or over the Internet. “It is not the mentor’s responsibility to get the mentee a job,” explains Kelly Pollack, executive director, IEC-BC. “What the mentor will do is talk to the mentee about the Canadian context of the profession. Taking engineering as an example: the mentor will cover how engineering works in B.C. and how to get connected to the professional association or registration body. “Some will look at a resumé and check that it has the key skills and terminology. The mentor can also introduce the mentee to their professional network and recommend the person for vacancies.” Empowering your staff, boosting your bottom line Allowing your staff mentoring time during the work week boosts morale, gives your company access to global industry networks and can help you with recruitment, says Pollack. 14

/2012 BIV Magazines

Pollock adds, “Mentoring is a professional development opportunity: a chance to grow and encourage leaders within an organization, to allow employees to gain confidence in their own knowledge and experience and to allow them to give back to the industry. “Many companies see this as a recruiting opportunity to test the water and see if a person would fit into their teams. Our pilot program was with 19 employees of the City of Vancouver who all gained a great deal of satisfaction from being mentors, and after four months the city hired three of the mentees.” Mentoring is a win-win-win for everyone “We refer to mentoring as a win-win-win situation,” says Pollack. “The economy benefits, the business and the mentor benefit, and the mentee benefits. There is a big impact on the economy when we under-utilize the skills that our immigrant population has to offer.” Pollack cites a recent study by RBC Economics showing that if immigrant workers were employed to the same level in Canada as in their native countries, the increase in their incomes would amount to $30.7 billion: the equivalent of 2.1 per cent of Canada’s gross domestic product in 2006. According to the British Columbia Labour Market Outlook 2010–2020, released in July 2011, more than one million job openings are expected in B.C. by 2020, of which one-third will be due to retirement and the aging workforce and one-third to economic growth. The natural population increase (which saw more births than deaths) and movement of the workforce from rural to urban areas have both levelled off in Canada in recent years, and Statistics

Canada predicts that immigration will be the major contributor to net labourforce growth in the next decade. Mentor case-study: Jacek Kaim Jacek Kaim is a senior manager in the City of Vancouver’s IT department who came to Canada in 1999. He wanted to give ideas to his mentee about how to integrate quickly. “Karla Claros, my mentee, is an experienced project manager from Brazil, and I was quite impressed with her qualifications,” Kaim says. “She seemed to be doing all the right things, and I was asking myself, ‘Why isn’t she getting a job?’” Through mentoring, Kaim helped Claros understand in depth how to refine her jobsearch strategies and regain confidence in her ability to find appropriate employment. Claros, who was recently hired as team lead, program controls, by the University of British Columbia Faculty of Medicine, says mentoring has helped her “rebuild her identity” as a professional. “You keep looking for a job, and after a while you start wondering, ‘Am I good enough? Do my skills count?’ “It’s good to have someone with experience to guide you when you’re lost and show you the way in a new country.” Tapintotalent.ca: a one-stop-shop for employers Tapintotalent.ca is an award-winning website through which IEC-BC helps employers get the right talent at the right time – improving their bottom line, building local communities and growing the province’s economy. It is designed to be a central resource where B.C.’s employers can access a wealth of labour-market research and information, along with tools on how to find, hire and retain skilled immigrants. •

turn any kind of sale into a successful auction Ever since the ancient Romans coined the word “auctio,” meaning a sale by increase of bids, people have gotten caught up in the excitement of auctions. And while the process may evoke images of Renaissance paintings and priceless antiques, auctioning is an extremely efficient and beneficial way to recover your investment in business assets or products. “When your business has assets or inventory to sell, instead of your trying to sell them piece by piece, we can take the entire package off your hands,” says Jeremy Dodd, president of Able Auctions, a Canadian company with more than 30 years of experience. With two locations in British Columbia – Vancouver and Coquitlam – and another in Calgary, Able Auctions specializes in serving businesses large and small, government agencies and organizations. According to Dodd, almost any kind of sale can be turned into a successful auction: downsizing, moving, going-out-of-business, bankruptcy, retail reduction or liquidation. “Whether you need to move extra stock or inventory, get rid of extra office furniture or equipment you don’t have space for or can no longer use, or liquidate your entire business quickly and efficiently, auctions work,” says Dodd. In fact, Able Auctions sees a wide variety of items going through auction, from complete restaurants to hardwood flooring to electronic equipment to manufacturing plants to brand-name clothing. “We work with you from the beginning of the process straight through to the end to help you sell, through auction, whatever you need to sell.” 16

/2012 BIV Magazines

The process is extremely fast, with most auctions taking no more than a month to set up, advertise and conduct. “After you contact us, we take over the sale of your assets and handle everything from setting up the auction to advertising to determining the expected revenue to providing you with a full, itemized account of the entire sale for your records,” Dodd explains. To ensure the maximal success of each auction it conducts, Able Auctions specializes in two specific types: businessto-business and business-to-consumer.

“We get these assets in bulk and break them down into small, individual pieces or lots, which are auctioned off to consumers,” Dodd says. “For example, we recently auctioned off 135 brand-new hot tubs for a client. Consumers who wanted to put new hot tubs in their homes came to bid on and purchase the tubs at lower-than-retail prices.” These types of auctions are usually marketed by Dodd’s company on a wider scale, through public radio spots and newspaper advertisements. “We also have a database of people – consumers – who want to be

The benefits of dealing with a professional, experienced auctioneer are many Business-to-business auctions involve the remarketing of assets from one business to another. “Whether your company is closing down completely or just downsizing, our role is to find those other businesses – within our own database, through public advertising or both – that are looking for those exact items that you want to sell,” says Dodd. Using its extensive internal database, the company markets a particular upcoming event to other businesses looking to buy the items being sold in that auction. “We rely heavily on our database,” Dodd says. “That’s how we’re able to get the right kind of buyers to come to each auction, the ones who will bid on and buy the products you’re offering for sale.” When it comes to the second type, Able Auctions will set up a business-toconsumer auction to sell on behalf of a business that wants to liquidate its assets, primarily inventory, to the general public.

involved in these sales when they come up, and we use that in addition to a massmedia type of approach,” he explains. In both business-to-business and business-to-consumer auctions, the benefits of dealing with a professional, experienced auctioneer like Able Auctions are many. “We know how to contact the right buyers who’ll want to purchase your business’ assets or inventory,” says Dodd. “We also deal with assets as a whole, so you’re not left with a problem. We come in and take all of it – the good, the bad and the ugly – and sell it and get it out of your hair. “Auctions really do mean more interest, more people and more revenue for whatever it is you want to sell, with less time and trouble on the part of you, the seller.” • For further information, contact Jeremy Dodd, president, Able Auctions, 604-313-4448, jeremy@ableauctions.ca.

prepare your staff for trade shows Brian Keobke, CME

A trade show gives you the best opportunity for personal contact with many committed buyers under one roof all at one time and for the same reason: to find solutions that will help their businesses. At a trade show, you’ll strengthen relationships with existing customers while reaching out to new prospects. When senior managers meet clients at trade shows, you eliminate travel expenses to outlying areas. Your chances of generating strong leads and closing sales are also much greater, since your exhibit creates an ideal environment for showcasing your product or service. Step one: Before the show To succeed at a show, you need to work well in advance. Identify potential visitors, do a pre-show mailing and have your sales team book appointments with key prospects to visit your exhibits. Identify which types of people will be visiting your exhibit and make sure you have the personnel on hand who can answer their questions. Also consider what literature, if any, you will take to the show. With the restrictions on the number of bags with which people are allowed to fly, clients are reluctant to take literature home but will be happy if you offer to mail hard copies or send literature via email. Step two: Engage your staff and prospects A trade show isn’t a place for the timid. Even though customers may need your products, they won’t always express their need openly. They will, however, tend to slow down and take a longer look from the perceived safety of the aisle. So your 18

/2012 BIV Magazines

staff should move toward visitors, make eye contact and pose qualifying questions that will determine whether the visitors are indeed candidates for your products. In deciding which delegates to send to your show, choose personnel who you know will be comfortable in such roles. Step three: Qualify and listen Once you have a potential client’s attention, you need to confirm that the person is indeed a good prospect. You can usually do this with a quick summary of your company

disengage from the conversation. Express how much you’ve enjoyed speaking together and discussing how your companies could collaborate well. Remind the customer that there’s even more information on your website and that you’ll be talking again in the coming weeks. If you have a promotional item, this is the time to give it, along with a handshake. Step six: Follow up Once you’re back in the office with your qualified leads, the show’s success hangs

At trade shows, zero in on the biggest benefits you can offer and products, followed by the question “Is this something you or your company would have a need for?” If the person indicates no need for your products, then disengage quickly and move on to the next visitor. If he or she does have a need, then listen carefully to how your products could fit into the company’s program. Step four: Present Once you know the customer needs your products, it’s time to tailor your presentation with the information you’ve gained. While you may have hundreds of products, the time constraints at shows will force you to zero in on the most important needs and the biggest benefits you can offer. Your objective: to inform the customer about your company as a solution and establish the reason to get together after the show. Step five: Disengage After you have qualified the needs of your prospect, discussed your products and gathered contact information, it’s time to

in the balance. To achieve the maximum return on opportunity, follow up in such a way that no leads are overlooked. Many customers will judge you and your company by the service before the sale. If you can’t even follow through on making calls after the show, what will they think of your service and, in turn, your company in general? Your competitors were undoubtedly at the same show talking to the same prospects. An effective program will get to customers before the competition does. At the end of the day, if you don’t follow up on your leads, then there was really no reason to attend the show in the first place. You might just as well have stayed home and let your competitors meet, greet and get the new business. • Brian Keobke, CME, is senior account manager for Xibita and The Portables, Canada’s largest exhibit and specialty graphics companies. A certified manager of exhibits, he is a 20-year veteran of the trade-show industry.

convert website visitors into customers Lynsey Burke

“The website is the most import- to put your best foot forward, you have ant part of any Internet marketto tell them the most important reasons ing campaign,” says Ken Lapp, to deal with you right on your homepage, president of Standard Marketand you have to display them clearly.” ing. “That’s where you educate people, convince them and get Say why they should trust you them to take the desired action.” “This information can be incorporLapp knows what it takes to ated into your design, perhaps into the attract customers. In 1999, he harnessed header and footer,” says Lapp. “It can his 20 years of marketing and advertisbe logos from the BBB or associations ing experience and began working from you belong to, a guarantee crest if you his home office as a marketing consultoffer one, testimonials, how many cusant. Since then, Standard Marketing has tomers you’ve served, how long you’ve grown, and today it helps clients from been in business or links to a privacy coast to coast expand their reaches. page that explains how you safeguard You can have all the traffic in the any information they give you.” world coming to your website, but if it doesn’t make people contact you, then Give something of value for free everything else you‘ve done is a waste. “To convert them from visitors into Incorporating these eight steps into leads, you need to communicate your homepage will convert your webwith them directly,” says Lapp. “To do site visitors into customers. that, you need their names and contact information. Have a simple form Have a professional-looking design right on your homepage that they “People decide instantly from the look have to fill out in order to get whatof your website whether or not you will ever you’re giving them for free.” give them products of value and good service,” says Lapp. “It’s proven that What to give good-looking products sell better.” “You need to understand your customers in order to know what would interest Tell people what you do them enough to give you their conand where you do it tact information,” says Lapp. “It could “This is the first thing people want to see be a free consultation, a free service, a when they come to your website,” says free sample or information that they Lapp. “They want to make sure they’re can’t get easily somewhere else.” in the right place, and they don’t want to waste 20 minutes looking through your site Nurture them until only to find you don’t provide the service they’re ready to buy they want or don’t provide it in their area.” “Most people don’t buy the first time they have an opportunity,” says Lapp. Say why they should do “They have to get to know you.” business with you The fact that people have found “People are in such a hurry these days that your website is a good indication that if you don’t hook their attention right you can communicate with them by away, they’re gone,” Lapp says. “You have email. An automatic system that sends 20

/2012 BIV Magazines

out a series of well-written emails at prearranged intervals is an effective, cost-efficient way to help them get to know you over time and be there when they’re ready to buy. Include: • their names in appropriate places; • information of value; and • a polite invitation to take action. Follow up after the sale Automatic email follow-up can help you deal with an unlimited number of customers effectively. It can: • ensure that each customer is happy at every step in the process; • sell your other products and services, and repeat orders; and • encourage testimonials and, even better, referrals. •

Biggest website mistakes

A. People underestimate how fast the Internet and its use change. Lapp estimates that the life of a website is only about three or four years. B. Some business owners assume that because their new websites look good on their own computers, they look good on all computers. That’s not always true. Your website may be a total mess to 35 per cent of your potential customers. It should be checked on all operating systems and in all browsers. C. Do-it-yourself search-engine optimization (SEO) can cause problems because there’s so much old and incorrect information about SEO on the Internet. Google will penalize your rankings if you do the wrong things. D. Websites made entirely with Flash are harder for Google to read and as a result are harder to rank well.

build a stronger business in a strategic location Rebecca Edwards

If you’re looking to build your business in a strong community strategically close to the Lower Mainland and Thompson-Okanagan regions, with easy access to sports and the outdoors, look no farther than Merritt, British Columbia. “Merritt has the best of both worlds,” says the City of Merritt’s economic development manager, James Umpherson. “It has the location, labour force and infrastructure to allow businesses to develop and expand without all the trappings of a large urban centre. At the same time, it has all the amenities of a larger city. Merritt is where the urban lifestyle meets outdoor adventure.” What makes Merritt special? Ideal access: Merritt lies in a strategic location for the Lower Mainland and Thompson-Okanagan regions, with easy access to the Coquihalla Highway, an intermodal rail hub and air service.

A diverse business community: Merritt already has a wide business base, from high technology and light manufacturing to agriculture, transportation, distribution and service professionals.

Affordable real estate and property taxes: The average house costs $211,914 with residential property tax at $9.224/$1,000 on assessed value and commercial property taxes at $26.80/$1,000.

Young, sustainable labour force: Of the 8,000-strong population, 35 per cent are under 25. Merritt’s trading area reaches 15,000 persons, with average household annual income $56,178 (2006 census). Merritt has significant “baby boomer” and “baby bounce” populations.

Strong education and training centre: The Nicola Valley Institute of Technology offers customized programs to meet local business needs. There are also six trade schools: Nicola Logworks, British Columbia Ministry of Forests and Range Protection Program, Fire Fighter Work Experience Program, Commercial Driver Training Program, Heavy Equipment Operator Training Program and Merritt Academy of Hair Design. Merritt Secondary School, Coquihalla Middle School and five primary schools have low 19:1 student-teacher ratios and offer French immersion, distance education, daycare and pre-school programs.

Tax exemptions for downtown revitalization projects: Merritt has a downtown-revitalization bylaw, offering five years of tax exemptions on business renovations.

Sports amenities: Facilities include a modern aquatic centre, a city-run RV park, a mountain-bike park, a skateboard park and a children’s water park. You can play rugby, lacrosse or tennis or visit the bowling alley, hockey and curling rink (home to the Merritt Centennials Junior-A hockey team) or nine-hole golf course.

Proposed revitalization tax-exemption: Merritt is considering a four-year sliding-scale tax-exemption on new and existing business development, including Class 1 residential developments. 22

/2012 BIV Magazines

Access to the outdoors: Drop your canoe or kayak right from your back door on the Nicola or Coldwater rivers, which run through the heart of the city. Nearby Nicola Lake offers beach activities

at Monck Provincial Park, kite-surfing and world-class sturgeon and salmon-fishing. There is also a mountain-bike, ATV and hiking-trail network, with access to the Kettle Valley Railway trail network in the city.

Special events: Special events range from professional outdoor stage and music performances in summer to the Canadian Rally Championship each fall, the Cow Trail Classic mountain bike race, Pacific Forest Rally off-road race and the Great Canadian Bike Rally. The city caps off the year with the Merritt Walk of Stars country music gala and the Merritt Country Christmas Santa Claus Parade (North America’s seventh-largest Christmas parade).

Country Music Capital of Canada: As the Country Music Capital of Canada, Merritt hosts international countrymusic stars at the Merritt Mountain Music Festival each July, many leaving their handprints and signatures along the Walk of Stars tour and others featured in Merritt Walk of Stars Youth Mural Project. •

Small-town hospitality attracts customers

Highway links and friendly community make Merritt a regional retail hub, says Das Kandola, who has run City Furniture in Merritt for 22 years. His store benefits from traffic from large chain stores and the close network of smaller businesses. He adds, “People find it easy to drive to Merritt and enjoy the small-town hospitality they get here from the independent stores. They know they are not just a number to us. Because Merritt is close to the Lower Mainland, you can have meetings in Vancouver and return home the same day, and it’s a great place to bring up a family.”

hire a roofer

Sean M Lang, IP, RRO, president, Inter-Provincial Roof Consultants Ltd.

People commonly make the mistake of hiring less-thanqualified roofing contractors. Here are some things to think about when choosing a roofing contractor. Company name: Sometimes you will hear a certain name over and over, and it will end up being on the tip of your tongue when it comes time to call a roofer. Yet are you only thinking of that name because the company knows how to market itself, or because the name came up during conversations about good roofers? Don’t go by familiarity alone. Location: Some contractors will charge you more for travelling to your building. They will hide these costs in the prices they quote for the job, but they are still in there. Finding a local contractor can work in your favour. On the other hand, sometimes there are no “good” contractors in your area, and you have to call one from out of town. Do your homework on your local contractors before you settle on one. Management: Each company will have key management personnel. Ask how many supervisors it employs. If there are only one or two, will they be looking after your project sufficiently, or will they be spread too thin over multiple projects? Try to get cell phone numbers of the people who will be looking after your project. If there are issues, you will need to call them right away during construction. Workers: Does the contractor have fully trained workers? Ask to see journeyman roofing certifications from the 24

/2012 BIV Magazines

workers. Any good roofing contractor will be able to produce their workers’ paperwork for your review. If they don’t have it, question the training of the workers. Ask how many journeymen will be on site at all times. Some companies have one journeyman and

Guarantee/Warranty: Don’t be swayed by promises of super-long warranties or guarantees. Some are not worth the paper they are written on. Your chances of getting the manufacturer to honour a warranty after 15 years are slim as it will point to other issues as the causes

When you have a roof installed, focus more on getting top-quality materials and well-trained workers than on a super-long warranty he acts as the estimator, so he never actually installs the roofing. Thirty years of doing the same thing wrong does not suggest adequate training. Equipment: What kind of equipment does the company own? While you can’t go and check all of it or know what all of it is, you can ask for an address of a project that is under way and drive by it to see what it looks like. Does the company have well-maintained vehicles, proper ladders and scaffolding, safety railings around the edge of the roof, etc.? Insurance: Make sure that your contractor is properly insured with coverage that includes a hot-work endorsement if it is doing any torching. Also make sure that it is properly cleared by WorksafeBC.

of your roof’s failure. It’s better to focus on the quality of the materials used and the training of the workers installing the roof. A well-installed roof doesn’t need a “lifetime” warranty. Since most workmanship issues show up in the first two to five years, a five-year guarantee/warranty covering labour and materials is usually sufficient. Having your roof inspected while it is being installed is also very important. References: Don’t rely on references supplied by the contractor. Who would give you an unsatisfied reference to call? Do some homework and try to find someone with whom the contractor deals who doesn’t know you are a potential client and ask for his or her opinion.

Tendering: Make sure you get at least three quotes and make sure they are all Affiliations: Is your contractor a member based on the same specifications. Have of the Roofing Contractors Association of proper specifications written by a roof British Columbia? While some good roof- consultant before you get prices. That ers are not, most good ones are memway, when the prices come back to you, bers in good standing. Call the RCABC to you will know that they are based on inquire about your potential contractor. the same specifications. Most times, the The RCABC will be more than happy to consultant will handle tendering as part answer your questions as best it can. of his portion of the scope of work. •

save operating costs and boost the worth of your property Rebecca Edwards

Fitting a new boiler into your commercial or residential building will save you thousands of dollars in energy costs. It could qualify for efficiency rebate programs and increase the value of your building, giving you access to refinancing options. Many building owners and managers in the Lower Mainland waste money repairing old, inefficient boilers, says Merlin Schell, general manager of Spears Sales and Service in Vancouver and Langley and of Kemp Agencies – a Camus High Efficient Boiler agency. “A building owner can generally pay back the extra cost of buying a high-efficiency boiler in one year, thanks to Fortis BC’s rebate program for high-efficency boiler installations coupled with the fuel savings from a properly completed boiler-retrofit project,” he says. Also, he explains, most projected fuel savings will allow a building owner to recoup the entire cost of the retrofit project in three years. A new boiler can increase building value When the operating costs of a commercial building have a direct influence on property value, it pays to improve the heating system and cut energy bills, says Schell. “If it currently costs $50,000 a year to heat an apartment building, and we put in a new boiler system, you can save, conservatively, 30 per cent on energy bills: a $15,000 operating-cost decrease. If the building has a capitalization rate of 10, this will equate to a $150,000 increase in the building value. “If you can qualify for refinancing 26

/2012 BIV Magazines

from the bank on that increased value, you should easily cover the cost of the boiler installation and also have money left over to renovate the lobby or to modernize some of the apartments to get higher rents. The fuel savings will also finance the costs of borrowing the money, with some left over to be used for other items.” Schell points out that since new boilers are usually much smaller than old ones, “you will also have more space in your mechanical room, and they are less noisy and have cleaner emissions.” Turndown technology saves energy and money Modern, high-efficiency boilers are more combustion-efficient than older models, so while providing the same amount of heat with less input, they operate at much higher efficiency. Coupled with greater turndown ratios, this efficiency can cut owners’ gas bills by up to 30 per cent, says Schell. He adds, “During the fall and spring when it is 18 C outside, you don’t need the boiler constantly firing on and off at full input to maintain 21 C inside the building. “Modern high-efficiency boilers have much greater turndown capability, allowing them to fire at a lower gas input rating than the older boilers. “These lower turndown capabilities also allow heating systems to maintain more even and constant building temperatures, which are excellent for the comfort of the people working and living in the buildings.” As an example, Schell says that an older boiler might fire at two million BTUs per hour input firing capacity: at low fire, it would still be firing at a relatively high one million BTUs per hour

input. A new high-efficiency boiler would have at least a 5:1 turndown, equating to 400,000 BTUs per hour input. He adds, “The new boilers also have the ability to be fully modulating from the lower firing levels right through to their full fire capacity, and they maintain their superior combustion efficiencies throughout this firing range.” Installation and service To avoid disrupting building users, install your new boiler from late spring to early fall. In some cases, however, because new equipment is smaller, boilers can be pre-installed alongside old systems, reducing heating downtime to just one or two days. To increase the lifetime of your boiler and avoid any costly emergency repairs, you should have your boiler serviced and maintained by a qualified and trained service professional at least once a year. Getting a rebate for your new boiler FortisBC’s Efficient Boiler Program offers eligible business rebates of 50 to 75 per cent of the costs of buying high-efficiency boilers above the costs of standard-efficiency boilers. FortisBC may also fund part of the cost of getting a contractor or consultant to assess your heating needs or part of the venting modifications for retrofitting a high-efficiency boiler. It offers extra incentives for energy saved during the first year of operation. Further incentives are available for small businesses installing high-efficiency boilers. For more information, visit www.fortisbc.com. •

increase productivity through videoconferencing Lynsey Burke

Marielle Crisanti, marketing manager of audiovisual (AV) design company MVCC (Matrix Video), is eager to share the greatest benefits of videoconferencing. “Today’s business market moves at a faster pace than ever before. This means we need communication to be borderless,” she says of an increasingly spread-out business world. Regional offices can often become disconnected, with the result that consistency and understanding are frequently lacking. Organizations, companies and NGOs in every industry have counterparts that are decentralized across the city, province or country. Videoconferencing is a telecommunication technology that offers companies vast benefits in saving them time and costs while promoting increased productivity. Here are Crisanti’s top five suggestions for using videoconferencing in making your workplace more streamlined and productive. Increase collaboration and efficiency MVCC provides solutions for increasing collaboration and efficiency. MVCC offers AV design and integration to corporate, governmental, health and educational markets. Incorporated in 1994, with five offices throughout Western Canada, MVCC specializes in a number of products and services, including unified communications with certifications in infrastructure, video and installed voice. “We need to see videoconferencing as a solution that allows people to work together seamlessly in real time,” says Crisanti. “It simplifies the ways we communicate. Users will gain fast returns on their investment as their teams easily collaborate face to face wherever they are.” 28

/2012 BIV Magazines

Such face-time meetings allow for brainstorming sessions that wouldn’t otherwise take place via email, phone calls or network servers. Cut time, costs and carbon emissions Videoconferencing cuts the time, costs and carbon emissions associated with gathering people in one place to solve problems. Our increasingly virtual world compiles digital libraries instead of leaving paper trails. We no longer pick up the phone but send text messages and emails. We have information at our fingertips. These advances have allowed companies to become more cost-efficient, to cut back on resources and to save valuable working hours. Yet despite the advantages it offers, modern technology has also made communication increasingly impersonal. Videoconferencing allows coworkers to reconnect: a basic human need that often leads to innovation in the workplace. Reapply saved resources Crisanti recommends applying saved resources, time and energy to primary business and organizational challenges. Reserved funds set aside for travel, staff time and building costs can be reallocated toward future projects that will help to advance your company rather than sustaining it. Use these newfound funds to bump up areas in which you’re experiencing shortfalls or invest them toward success. Use technology MVCC is a leader in the supply and integration of Sony videoconferencing. A leader in AV, Sony provides powerful, affordable and compact high-definition videoconferencing solutions. “With approximately four times more

detail than standard-definition (SD) images, the exceptional HD video quality of Sony videoconferencing takes your visual communications to the next level, providing life-like images and details as never before,” says Crisanti. Sony has developed a technology called BrightFace that produces clear images even when used in rooms with less-than-ideal lighting conditions. Sony systems are designed to be extremely user-friendly, with a number of features for user convenience, such as one-touch dialing for starting a videoconference, an optional embedded multi-point control unit (MCU) for multi-point connections (available on certain models), the ability to send and receive presentation data at a high rate, which makes it possible to present animations during a videoconference, and the ability to stream and record videoconference sessions. Gain productivity Videoconferencing conveys the ability to share any type of information dynamically and instantly, regardless of distance. “This means that decisions are made faster, products and services are brought to market quicker, and competitive advantages are gained,” says Crisanti. •

By your side

MVCC provides consultation and training to help you ensure that you get the most value from the products and manufacturers it represents. The company’s in-house broadcast service technicians, integration team and software-support personnel have more than 160 years of experience under their belts and are there for you every step of the way.

find the best home for a thriving business Baila Lazarus

As Maple Ridge’s reputation spreads, it draws those interested in a remarkable place to live and work. Close to rural and forest settings that offer outdoor opportunities, with the vibrant growth of a 21st-century city and affordable real-estate values, Maple Ridge offers a perfect trifecta for a lifestyle unequalled in the province. Serving up business “They’re so eager to do business, to help source opportunities and to offer suggestions,” says Norm Attridge, assistant vice-president, business services, with Envision Financial, speaking of the city’s politicians and staff. “They’re willing to come to the table and offer ideas and solutions.” Attridge points out that every city needs a stable downtown core, balanced with residential and commercial development, and that Maple Ridge has addressed this challenge with good incentives and strong communication. “There’s a consistency in messaging,” he says. “People are on the same page, for example, with the pace of growth.” Since the launch of the Town Centre Investment Incentives Program in January 2011, over $22 million worth in building permits have been issued in Maple Ridge. Land is relatively inexpensive, points out Glenn Ralph, chair of the Maple Ridge Economic Advisory Commission to Council, “and the municipality has made it user-friendly with the new incentive program, streamlining and processing of paperwork, and a huge focus to try to ensure developers get into the ground and get going without undo delays.” Ralph sees small business, soft30

/2012 BIV Magazines

ware developers, film and tourism companies as good fits for the city. Small business also does very well. While Industry Canada suggests an average small-business survival rate of 66.9 per cent after three years, in Maple Ridge it stays between 80 and 90 per cent. Mayor Ernie Daykin is especially excited about the commercial buildup occurring in the downtown core. The old brick mall that people thought would be bulldozed is now attracting new stores like Thrifty’s and Target. More construction and especially multi-use commercialresidential projects are popping up as well. One such is the proposal for a fivetower mixed-use residential, commercial, retail and hotel space (900,000 square feet of residential and commercial). “This project will change the face of Maple Ridge,” says Daykin, adding that he can also see manufacturing, technology, green business parks and secondary education being at home in the area. He says that about 170 acres of vacant or underused land are already zoned lightindustrial: “There’s a huge potential to see how that area can be redeveloped.” Work and play Among Maple Ridge’s greatest draws is the proximity to nature. “For 50 per cent of what you would spend in Vancouver, you have access to this great wonderland 10 or 15 minutes away,” says Envision’s Attridge. This access to nature, combined with the opening-up of transportation routes, has made Maple Ridge one of British Columbia’s top places to invest. “We already have started to see the businesses coming,” says Don Campbell, president of the Real Estate Investment Network (REIN). For the

third year in a row, REIN has ranked Maple Ridge as No. 2 top B.C. investment town and No. 5 in Canada. The Maple Ridge – Pitt Meadows region has great potential to be a distribution hub, Campbell adds, given the access to the Fraser Valley and the soon-to-be-completed South Fraser Perimeter Road. According to the 2011 Metro Vancouver Regional Growth Strategy: Metro Vancouver 2040 – Shaping our Future, the population is expected to jump to 132,000, while the number of jobs will increase to 48,000. “Maple Ridge has always had an interest in growing strategically, but given the geographical challenges, there was some impediment,” says Attridge. “Now that they have the accessibility, coupled with that desire for strategic growth, it’s going to be a lot easier.” •

Did you know?

•Maple Ridge has been selected to take part in the new Canada Starts Here: The BC Jobs Plan regional economic-investment pilot. The project is being launched by the provincial government with the goal of attracting investment, identifying opportunities, diversifying the economy and creating jobs in select communities. •Since the launch of its Town Centre Investment Incentives Program in January 2011, $22 million worth in building permits have been issued in Maple Ridge. •A Real Estate Investment Network (REIN) report ranked Maple Ridge the No. 2 top B.C. investment town while ranking Vancouver 11th.

Company page Able Auctions pg 17 Alchemy Organizing pg 9 CGA pg 32 CGA pg 5, 32 City of Merritt pg 23 Hangar 18 pg 7 Immigrant Employmentpg 15 Inter-Provincial pg 25 Maple Ridge pg 31 Matrix pg 29 McNeill Nakamoto pg 2 Rogers pg 11 Society of Graphic pg 13 Spears pg 27 Standard marketing pg 21 Xibita pg 19

URL www.ableauctions.ca www.alchemyorganizing.com www.cgajobs.org www.cgajobs.org www.merritt.ca www.h18.com www.tapintotalent.ca www.iprc.ca www.mapleridge.ca www.mvcc.ca www.mcnak.com www.rci.rogers.com www.gdc.net www.spearssales.com www.standardmarketing.ca www.xibita.com