Vol. 4, No. 3 • March 2012

Business ConneCtionKelso longview Chamber of CommerCe

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Downtown Longview . . . . . 2-3

Downtown Kelso . . . . . . . . . .3

Business Briefs . . . . . . . . . . .3

Around the Watercooler . . . . .4

President’s Message . . . . . . .5

Business Toolbox . . . . . . . . .7

IN THIS ISSUE

MARK YOUR CALENDARS

Government Affairs MONDAY MORNING BREAKFASTBRIEFINGS7amMonticello HotelLaRiviere Room

March 7Education Committee MeetingMarch 8Quarterly Membership Meeting “State of Education”

March 12Member2Member Monthly Mailing Deadline

March 20Longview Downtowners Meeting

March 7Lower Columbia Professionals Committee Meeting

March 8Ambassador Meeting

March 13Business After Hours

March 5, 12, 19, 26Legislative Breakfast Briefings

Commerce Avenue should be a safe and attractive destination point that strengthens the downtown Longview

economy. That’s the conclusion of the 2011 Downtown Action Agenda adopted last year by the City of Longview. Recently, the City hosted a streetscape design workshop on February 15 and 16 to move that vision to reality.

Urban designers were on hand at the workshop to capture people’s ideas visually and create preliminary designs for a new look for downtown streets, specifically Commerce Avenue.

“The workshop was well attended by more than 100 interested citizens,” reported John Brickey, Community Development Director. “We are very pleased with the creative suggestions and quality design concepts resulting from the two-day effort.”

“We should bring back the corners of Broadway and Commerce as the hub of the community, like R.A.Long planned it to be,” said community volunteer and retired history teacher Bill Kasch. He’d like to see the Kortens building, originally the location

of the Chamber of Commerce, turned into a community center with volunteers to greet people, and the Economic Development Center housed upstairs. “We can’t lose this spot to an out-of-town owner,” he said.

“There are things we can do to make Downtown Longview look appealing,” said Longview commercial real estate broker Bill Hallanger. He suggested replacing the “bug-attracting,” overgrown birch trees — which block the view of storefronts — with smaller trees.

Justin Bell, a member of the Downtown Advisory Committee, said he was impressed with ideas expressed and displayed at the workshop. “It’s a step in the right direction.”

Barbara Donnelly, a Longview resident and longtime advocate for visual improvements in civic places, reacted to the displays: “Wonderful. We’ve needed it for a long time. It’s nice to have a professional planner and landscaper.” She added an idea to the mix. “We’ll have to involve the community in a clean-up day . . . Earth Day.”

City’s streetscape workshop sparks ideas

Thursday, May 17thCowlitz Regional Conference

Center • 900 – 7th Ave, Longview

Business Expo: 11am–4pmAfterhours Reception 5 –8pm

Hear their discussion on current issues with education & how they are handling the issues during hard economic times.

We would like reservations for the “State of the Education” Quarterly Membership Meeting. I understand if I make a reservation and am not able to attend, the fee is non-refundable.

$30 Members • $45 Not Yet MembersName: Phone:

Business Name: No. Attending:

Card Number: Expiration Date:

Name on Card:

Please Invoice: _______ Amount: $ ___________

Please return to: Kelso Longview Chamber of Commerce • 1563 Olympia Way, Longview, WA 98632 Fax: 423-0432 • Phone: 423-8400 • website: www.KelsoLongviewChamber.org

You are invited to attend the Kelso Longview Chamber of Commerce

1st Quarterly Membership Luncheon“STATE OF THE EDUCATION”

Cowlitz Regional Conference Center1900 7th Avenue • Longview, WA March 8, 2012 • 11:45am - 1:30pm

Keynote Speakers for this event include:

Kelso School SuperintendentRob MacGregor

Longview School SuperintendentSuzanne Cusick

Lower Columbia College PresidentChris Bailey

WEA PresidentMary Lindquist

Longview residents Dr. Jim Donnelly, Bill Kasch, Lee Starr and Bill Hallanger consider options suggested at the Downtown Longview streetscape workshop held Feb. 15–16.

At the end of the workshop, the BergerABAM urban design professionals provided preliminary designs reflecting the community’s best ideas for streetscape elements such as street lighting, expanded sidewalk space, public art, gathering places for public events, and landscape features to improve the aesthetics, safety and functionality of the downtown streets. The designs will be refined over the coming weeks, and the Longview City Council will approve a final design for the detailed engineering drawings to implement the streetscape work, according to Steve Langdon, the City’s Planning Manager. For additional information please contact Langdon at 360-442-5083.

KEDO AM1400 3– 4pmContact the Chamber to schedule YOUR 10-minute business

spotlight

TUNE IN every WEDNESDAYYour Chamber Connection

PAGE 2 • MARCH 2012 KELSO LONGVIEW BUSINESS CONNECTION

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Kelso Longview Business Connectionpublished monthly by

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Longview, WA 98632360-423-8400

Produced by Columbia River ReaderTo advertise, call 360-749-2632. E-mail: nedpiper@comcast.netAd Deadline: 15th each month

Stageworks Northwest to buy old Longview Theatre

Stageworks North-west, long known as Longview Stage-

works, recently announced plans to convert the old Longview Theatre into a 290-seat venue.

Board president Tim Cusick said the organiza-tion’s goal is to provide the community a comfortable but simple facility capable of producing a

great theatre experience. “We are very fortunate the for-mer owners, Ralph and Shelly Siegrist, are willing to work with us,” he said. “The timing is just right.”

The group will launch a capital campaign this summer to raise $1.3 million by the end of 2013, with construction completed the following year. Meanwhile, the company will be presenting limited productions such as theatri-cal readings, as well as some fundraising activity in the facility as a way of bringing people there. Being used as an indoor skate park did not do much for its appearance, Cusick said, but inspections disclosed the building to be fundamentally very sound.

Stageworks Northwest’s having its own venue will allow better control of its calendar and planning of productions up to three years in advance. Cusick said people often ask: “Why don’t you use the Columbia Theatre or the Lower Columbia College facilities?” There are three issues.

First, he explained, the Columbia Theatre is perfect for the bigger shows, but it is neces-sary to get in and get out over the course of one week. The pattern for Stageworks has been to build the audience from word of mouth over a month or more. LCC’s educational priorities and needs for a flex-ible calendar preclude long-term planning by Stageworks. Finally, moving an audience from one facility to another is unpredictable for the audience. “To survive and to thrive, we need a home,” Cusick said.

Downtown’s “great bones,” local talent set stage for new community asset

BUSINESS BITS

Laurel Murphy is a community volunteer especially interested in the arts in

Downtown Longview. She worked with other key volunteers to accomplish the

Longview Outdoor Gallery of sculptures and has served as Longview Downtowners’

liaison to KLBC. She lives in Kalama.

Update: Propsed Downtown Business Improvement Area Rick Winsman presented a BIA progress report to the Longview Downtowners Partnership at the February 7 board meeting. The

assessment area is the Longview Downtown Commercial Zone (Washington to Florida, the alleys between 14th and 15th and 11th and 12th ). The 193 businesses in this area would pay the same assessment rate —$40 per month — to fund the $89,000 annual budget. Earlier assessment schedules included the approximately 180 downtown property owners, but Winsman explained that under state law, the BIA assessment cannot include property owners. The Downtown Advisory Committee and the Longview City Council must review and approve the terms of the BIA before a petition is presented to downtown business owners; 60 percent of affected owners and operators must agree to the proposed assessment.

NEXT MEETING:Tuesday, March 20th 5:30pm • Las Rocas, 1260 Commerce. For more information, contact Doug Harvey at 360-636-4477.

To survive and thrive, we need a home.~ Tim CusickBoard presidentStageworks Northwest

“”

Stageworks has been part of the local theatre community since the early 1990s. James Murphy, then execu-tive director for Columbia Theatre for the Performing Arts, began produc-ing plays in the 90-seat Pepper Studio Theatre, subsequently leading to the establishing of an independent theatre company in 2000. It presented four plays a year until the Pepper Theatre was demolished in 2008 as part of the

Columbia Theatre reno-vation. The conversion of the Longview Theatre will create the small, inti-mate venue that is such an important part of the the-atrical experience.

Stageworks began as a semi-professional theatre, bringing key actors and directors from outside the local community. How-ever, the economics have changed and the local tal-ent base has grown.

“Today,” Cusick said, “we are refocused, which means programming goals includeing CenterStage (LCC’s drama program)

type productions, The C.A.S.T. (a chil-dren’s after-school theatre serving the middle schools of Kelso-Longview) and, in the future, educational work-shops to strengthen the infrastruc-ture. “As audiences are exposed to more theatre,” Cusick noted, “they ultimately demand higher quality.”

Longview is an extraordinary com-munity and its downtown, like other downtowns across the country, is remaking itself to meet the future. “Underpinned by the great bones of downtown Longview,” Cusick said, “the theatre arts have the capacity to make a fantastic contribution our com-munity.”

By Laurel Murphy

KELSO LONGVIEW BUSINESS CONNECTION PAGE 3 • MARCH 2012

BRIEFSbusinessCowlitz Black Bears has announced the signing of Andy Peterson (Santa Ana College), Kyle Kuck (Santa Ana College), Peter Summerville (Santa Clara University), and Brian Frattali (University of Portland) for the 2012 season. All four

players are sophomores and star athletes with impressive high school and college records.

2012 Cowlitz Black Bears Ticket Packages are available by calling (360) 703-3195 or please visit us on-line at www.cowlitzblackbears.com.

The Black Bears are members of the West Coast League, the Diamond Standard among summer college baseball. The nine-team, professional style wood-bat league features pro prospects from major conferences across the country. More than 120 WCL alums played affiliated professional baseball last season, and 15 ex-WCL stars played in the Major Leagues. For more information, visit www.westcoastleague.com.

Longview Radiologists acquires new cutting edge MRI systemLongview Radiologists is introducing a Hitachi Oasis High-Field Open Magnetic Resonance Imaging (MRI) system to its list of diagnostic offerings. This machine is the only one of its kind between Tacoma and Medford, Oregon, and offers uncompromised imaging quality. Its accommodating design reassures patients and offers a broad range of clinical capabilities and features to meet the demand of today’s diagnostic imaging professionals. Hitachi emphasizes patients’ comfort during MRI exams. The Oasis gantry’s 270-degree interior view minimizes anxiety and claustrophobia, making a more pleasant environment for the patient, who can also have a loved one or friend nearby during the exam for further reassurance. The Oasis combines patient comfort with powerful technology and an ultrafast workstation to make exams as quick and smooth as possible. Its imaging power is further boosted by an array of anatomically-specific, optimized receiver coils that allow advanced imaging applications ranging from vascular to orthopedic to women’s health. For more information on the high field open Oasis MRI, call 360-425-5131.

Send info on promotions, expansions, significant happenings and personnel achievements to: ajohnson@kelsolongviewchamber.orgSubmissions may be edited for length, style and consistency.

New members: Call the Chamber office, 360-423-8400, to arrange to be interviewed for a “mini-feature” in an upcoming issue of the Kelso Longview Business Connection.

NEWS?Got

If you had to choose one word to describe the last few years of Kelso’s economy, it would probably be

“depressing.”Trying to put a more positive spin might lead you to the euphemism “challenging.”

I believe things will be different in 2012.

I can admit my rose-colored glasses rest firmly against my nose, but good news is coming from every side.

As you read this, a Jack-in-the-Box restaurant is about halfway complete on the original site of the Hilander Bowl. The company recognized the unique advantages Kelso offers in terms of location in siting their restaurant. Their site enjoys easy access to I-5, and for travelers, Kelso is the most obvious stop from Vancouver to Chehalis.

Because of our location, Kelso can become a regional retail destination. We may not have many sites available for large manufacturing, but I believe it’s important to embrace the assets we do have. With our highway access, retail development makes sense for Kelso. Besides, there are quality manufacturing sites elsewhere in the community, and the days of warring with other local jurisdictions for devel-opment are behind us. Economic development anywhere in the community helps Kelso, whether it takes place within the city limits, in Longview, or on Port property.

I believe these retail advantages will spur Kelso’s growth in 2012. We know a large farm and garden supply store is coming, and I predict 2012 will bring a new anchor tenant for the Three Rivers Mall, development at the Wye, and more.

That would be a rebound, and it wouldn’t even need a positive spin.

KELSO Poised for 2012 rebound

The Kelso Downtown Revitalization Association is working on The Iron Horse event scheduled for Labor Day weekend September 12. This year is the first time it will be a two-day event, with Saturday featuring a motorcycle rally and bike show, poker run, games, food and music. Sunday will feature a swap meet.

Kelso’s city-wide sale “March Mad-ness” is set for March 16–17. “Spring Fling” be April 25th when lots of ven-dors will populate the downtown area, selling their crafts.

KDRA welcomes Healing Spirit and its owner, Padey Brett, to the Downtown Kelso area.

KDRA meets 3rd Wednesday of the month. Anyone interested in helping to rebuild Downtown Kelso is wel-come to attend.

For more information, contact Mike Julian, 360-431-0881 or Mike .julian@comcast .net

Kelso Downtown Revitalization Association working to energize downtownOrganizers plan events, invite participation

By David Futcher, Kelso Mayor

LONGVIEWWhere opportunity knocks

The City of Longview has positioned itself as THE place where opportunity knocks for small and large employers

alike. Recent water and sewer projects are wrapping up and have locked in a generation of relatively low utility costs. Fully permitted industrial sites at the Mint Farm beckon the entrepreneur ready to build. And our customer service counters at City Hall open early and close late to accommodate those seeking building permits.

Our neighborhoods are springing to life, too. Downtown Longview is evolving into a desirable place to work, shop,

play, dine and live. The excitement there is building. Focused community coaching is making a real difference in the Highlands. Other neighborhoods from the Hillside to the West End are coming alive as community associations thrive. And realtors report that home sales are beginning to perk up.

We’ve heeded the advice of voters and removed the red light cameras along Ocean Beach Highway. But we are also looking to make our school zones even safer. And we have renewed our efforts to improve traffic safety. On the list of council priorities are more synchronized lights on major arterials.

Longview is where opportunity knocks!

By Dennis Weber, Longview Mayor

CEDC • 1452 Hudson St. • US Bank Bldg • # 208 Longview, WA • 360-423-9921 • www.cowlitzedc.com

In partnership with

Expect to be dazzled!March 24–25 • Doors open at 5pm - Show starts at 6pm$20 per person includes entrance to Mt. St. Helens exhibit

Tickets at the door or at www.brownpapertickets.comLocation: Mt. St. Helens Visitor Center (7 minutes off I-5)3029 Spirit Lake Hwy • Castle Rock, WA • 360-274-0962

(This event is suitable for adults & children)

Join us for wine tasting before the event - Blue Heron Inn • Mt. St. Helens Cellars

2846 Spirit Lake Hwy. Castle Rock, WA (across from Visitor Center) Open 12pm - 6pm

“The Magic Chamber” ... with Delusionist Joey Pipia

Call Express today 360.414.1200 in Longview • www.expresspros.com

Reduce costly employee turnoverof employees would consider leaving if presented with other opportunities. Retaining

top talent is critical for all businesses. Get the tools to hold onto your top performers and reduce turnover . . .

The Six Most Dangerous Retention Mistakes • Tuesday, March 20• Hidden obstacles to retention• Tips on holding yourself and your teams accountable for retention• Essentials of employee engagement

Stacy Stack

motivates audiences

through expertise, charisma

and humor.

Director of training for Express Employment

Professionals’ Northwest offices, she is an expert in

helping businesses analyze staffing practices and identifying

performance improvement strategies. She regularly teaches specialized workshops for client

companies and temporary associates to enhance

workplace performance.

Workshop 8–10am • Breakfast & Networking 7:30amRed Lion Conference Center, 510 Kelso Drive, Kelso, WA

$25 per person. RSVP: Lisa.straughan@expresspros.com or call Lisa Straughan, 360-414-1200All current Express clients will receive 1 FREE ticket to attend.

80% Express Employment Professionals presents Stacy Stack’s

In partnership with

PAGE 4 • MARCH 2012 KELSO LONGVIEW BUSINESS CONNECTION

“Investing in new technologies that allow us to bring our products to the customer in record time, at reduced unit costs and without the customer having to buy more than they really need. And

then still finding ways to do a little more than we ‘have to.’ The sluggish economy is affecting everyone. Anything we can do to show our customers that we care and are sharing the same struggles and challenges goes a long way and will leave a lasting impression that will live longer than the recession. Sometimes it means more to do a few things ‘just because.’”

Tom Gunn, OwnerReprographics, Longview

BUSINESS OR PERSONAL SPONSORSHIPS ARE STILL AVAILABLE FOR THE 2012 SEASON.

FOR MORE INFORMATION CALL:

CALL (360) 703-3195VISIT US AT WWW.COWLITZBLACKBEARS.COM

2012 COWLITZ BLACK BEARS WEEKLY PROMOTIONAL SCHEDULE:Mondays: KIDS EAT FREE • Tuesdays: $2 TUESDAYS & FIREWORKS

Wednesdays: FAMILY NIGHT • Thursdays: THIRSTY THURSDAY & THEME NIGHTS • Fridays: SPECIAL PROMOTIONS*

Saturdays: GIVEAWAYS & OUTRAGEOUS PROMOTIONSSundays: KIDS CLUB & SENIOR SUNDAYS

* Promotional schedule is subject to change

WATER COOLERaround the

“What are you doing in your business today that will help you be successful in light of the fact that the downturn of the economy has continued?”

“We are focused on keeping the customers that we have happy so that when the economy does turn

around we’re in a position to serve them.”

Cherise Hiatt Sales Associate

Miller Paint Company Longview

“We’ve increased our customer service. Before, we just greeted them. Now, we take them to the item they’re looking for and really help them solve their problem. We get in the middle of their project and think it through with them. Especially with the rising cost of gas, we want to save them time and money by avoiding unnecessary extra trips.”

Mike Zonich, Co-Owner Kelso Hardware & MarineKelso

KELSO LONGVIEW BUSINESS CONNECTION PAGE 5 • MARCH 2012

Find ways to say “Yes!” Improvements to Chamber membership invoicing

Bill Marcum

PRESIDENT’S MESSAGE

“Around the Water Cooler” is a regular feature of Kelso-Longview Business Connection. Watch for our roving reporter this month at a water cooler near you.

The Kelso Longview Cham-ber of Commerce will be changing how we invoice for membership. Most of you, as does the Chamber, budget on a month-to-month basis. The traditional way this Chamber has invoiced you has been for the entire amount of your dues. Starting March 1, 2012, the Chamber will offer you four options when you continue your membership.

Option One: Monthly auto-pay with your debit or credit card.

Option two: Quarterly auto-pay with your debit or credit card.

Option three: Bi-annual auto-pay with your debit or credit card.

Option four: Annual dues payment with a 10% discount for paying in advance.

Through a change in equipment and some additional software supplied by our merchant services account for credit and debit cards, we are now able to process your payment automatically the first of each month, quarterly or twice during the year.

Here is an example: If your dues are $238, you can make one payment of $214.20, two payments of $122, four payments of $62.50 or twelve monthly

payments of $22.83. There is a service fee of $3 per trans-action that has been added into the payment transaction.

I have talked with several small businesses this past month and most told me that the annual payment is very difficult for them, especially during these difficult times. Even the larger employers said it makes it easier to plan, budget and pay on a less than annual basis. A $2,000 membership payment is a

tough thing to justify in January. So, the new process will allow businesses the opportunity to choose which plan best meets their needs.

Our goal is to find ways to say “YES.” If you see the value in the Chamber of Commerce and you want to be a mem-ber, we want to find a way to help you do that.

If you have any questions please do not hesitate to call or email me at 360-423-8400 ext. 14 or bmarcum@kelsolongviewchamber.org

•••

Bill Marcum is the newly-appointed President/CEO of Kelso Longview Cham-ber of Commerce.

Call today to see how we can help you.

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PAGE 6 • MARCH 2012 KELSO LONGVIEW BUSINESS CONNECTION

MakingPROGRESS

Last year we said we were going to clean up the old Reynolds Aluminum plant and we didn’t take that commitment lightly. We are making progress and we’re doing it right.

~Kristin GainesVP, Environmental Planning and Services

togetherSafely removed 54,000 tons of industrial material • Recycled 74% of removed material • Supported hundreds of jobs throughout Washington State • We’re not done yet • Track our progress at www.MillenniumBulk.comIN

201

1

OPEN FOR BUSINESSWith the loading of the first ships at EGT’s Longview terminal, tons of American grain is now

headed to customers around the world. And the Port of Longview is poised to become an economic

engine for the entire Pacific Northwest region. Increasing grain exports from Longview means new

jobs for local union workers and new opportunities for suppliers along the Columbia River to grow

their businesses. And the additional revenue it’s expected to generate for the port has already led to

lower property taxes on local families. Thousands of American farmers now have better access to

global markets, thanks to EGT and the people of Longview.

WE’RE PROUD TO BE WORKING TOGETHER.

LEARN MORE: WWW.EGTGRAIN.COM

KELSO LONGVIEW BUSINESS CONNECTION PAGE 7 • MARCH 2012

The Education Foundation Com-mittee invites nominations for Awards in the following categories:

Crystal Apple Award: Based upon the premise that a strong educational system is critical to a vibrant community, the Crystal Apple Award will be presenteded each year to employees of local member schools or colleges. A maximum of three awards will be given, one for each of the following: administrator; teacher or faculty member; and classified or support employee. Award recipients will receive an engraved Crystal Apple as an expression of the Chamber’s appreciation for a job well done.

Workforce Education Awards: Honoring employer organizations and individuals who have demon-strated achievement in providing high quality workforce education and training in Cowlitz County, a maximum of two awards will be given, one to an employer orga-nization and the other to an indi-vidual. Recipients will be selected based upon the development and implementation of workforce pro-grams that are innovative in nature, improve the preparation and/or performance of the emerging or incumbent workforce, have mea-surable outcomes and demonstrate collaboration between business, government, and education.

Business Excellence Award: Recipients reflect excellence in business and individual per-formance. A maximum of three awards will be given, one for each of the following: large business with more than 50 employees; small business with fewer than 50 employees; and a business individ-ual. Award recipients will be rec-ognized for their commitment to business ethics, customer service, and the community.

The deadline for accepting nomina-tions is March 30, 2012. Awards will be presented at the Kelso Longview Chamber’s Education Foundation’s Awards Ceremony on May 2, 2012.

For nomination forms or for more information call the Kelso Longview Chamber of Commerce at 360-423-8400.

CRYSTAL APPLE AWARDS

Nomination deadline: March 30

Chamber to recognize local businesses and Individuals at May 2 event

By Jerry D. Petrick

Fundamentally change your business by asking just one question

TOOLBOXbusiness

I don’t know about you, but I seem to get surveys and questionnaires coming across my radar constantly.

I usually don’t bother to respond to those from large companies – those impersonal, automated, non-caring invasions of my email or voicemail. I do tend to respond on those rare occasions when a small, local business cares to ask me what I think of my experience at their business. I may be rare; however, I tend to notice what businesses do,but I pay more attention to what they don’t do!

How many seminars or workshops about customer service or increasing sales have you attended where the presenter encourages you to spend time and money to develop elaborate surveys to send to your customers to “hear the voice of the customer?” Have you done it? What difference has it made in your business? Increased sales?

There is a very powerful body of research by Bain & Company over 10 years ago that attempted to find a “simple, practical and actionable indicator of what customers were thinking and feeling about the companies they did business with.” Bain wanted to develop,

“a number that reliably linked these attitudes both to what customers actually did and to the growth of the company … in short, to provide a basis for linking improvements in customer loyalty to business outcomes.”

Bain, along with their data partner Satmetrix Systems, tested questions with thousands of customers across multiple industries and found that the way customers responded to one question consistently predicted behavior.

The ultimate questionThat one question, the Ultimate Question is: “How likely is it that you would recommend Company X [or Product X] to a friend or colleague?”

Researchers found that the answers to this question consistently predicted customer retention, repeat purchases, referrals and other indicators of customer loyalty, profit and passion. Just as importantly, this question is quick, respectful, and easy for both customers AND employees. The preferred way to set up your process is to use the common 0-10 rating scale with 10 meaning “Extremely Likely” and 0 meaning “Not at All Likely” to recommend you to a friend. The responses tend to cluster into three groups:

*Promoters (9 or 10) – These are your loyal, enthusiastic fans.

*Passives (7 or 8) – They are reasonably satisfied but are not nearly as likely to remain loyal or refer their friends.

*Detractors (0-6) – Detractors are unhappy customers and account for upwards of 80% of negative word-of-mouth.

A very simple way to use this input is to calculate (and pay attention to) what Bain calls a “Net Promoter Score” which is easy to calculate . Calculate the percentage of responders that were Promoters and subtract the percentage of responders that were Detractors: Net Promoter score equals the percentage of Promoters minus the percentage of Detractors.

This single metric can serve as an easy, powerful customer scorecard for your business. The only follow-up question you need to learn to ask is ”Why?” Then LISTEN!

So, the new and improved way to understand what your customers think goes something like this:

“Thank you for doing business with us, how likely is it that you would recommend ABC Company to your friends?”

Then ask the key, open-ended question: “Why?”

This is easy, inexpensive, respectful and a true gift to and from your customers.

Business and professional development programs offered locally“From Co-Worker to Supervisor –What You Need to Know” will provide new and/or potential super-visors a solid foundation to build leadership abilities. The series, pre-sented by Lower Columbia College in partnership with Vigilant, costs $525 for five sessions 8:30–12:30 on Thursdays at LCC’s Don Talley Building. Sign-ups with two or more co-workers or friends are $100 less per person.Sessions:April 5: Going from Co-Worker to SupervisorMay 3: Communication EssentialsMay 17: Five Fundamentals of Super-visionMay 31: Time Management and Del-egationJune 7: Conflict ResolutionSeating is limited. For more information, email lamundson@lowercolumbia.edu or lcurry@low-ercolumbia.edu

In partnership with the Washington Small Business Development Center, LCC also offers a series, “NxLeveL Entrepreneur Certifi-cation,” with sessions 3:30–6:30pm on Thursdays, April 5–June 21. Susan Hoosier will lead the course through the business plan process of goal-setting, business strategies, financial accountability and man-agement techniques. Cost is $550. Space is limited. Register by calling 360-442-2840 or 360-442-2841.

Express Employment will pres-ent a workshop on “The Six Most Dangerous Retention Mistakes” focusing on the costly cycle of turnover of departing employees and hiring new ones. Leading the workshop is Stacy Stack, director of training for Express Employ-ment Professionals’ offices in the Northwest. The event will be held March 30, 8–10am at the Red Lion, 510 Kelso Drive, Kelso. Cost is $25 per person. Register by calling Lisa Straughan at 360-414-1200.

2012 Board of DirectorsOFFICERSFrank McShane, ChairmanCascade Networks, Inc.Dale LemmonsImmediate Past ChairInterstate Wood ProductsJerri Henry, Treasurer Futcher - Henry GroupMike Claxton, Legal Counsel ,Walstead MertschingBill Marcum, PresidentKekso Longview Chamber of Commerce President/CEO DIRECTORSJohn Anderson, Anderson & Anderson Advisory, LLCDavid Campbell, City of LongviewSarah Cave, PeaceHealthDiane Craft Koelsch Senior CommunitiesJoel Hanson KLOG/KUKN/TheWAVE Mike Julian, Kelso Theatre PubBianca LemmonsCowlitz County TitleJulie Rinard�Community Home Health & HospiceGeorge RaiterCowlitz County CommissionerDenny Richards, City of KelsoSpencer PartridgePNE Construction & CCSTed Sprague, Cowlitz Economic Dev’p CenterNeil Zick, Twin City Bank

I encourage you to step back from your business for a moment and ask yourself how loyal, happy, satisfied etc. are your customers? How do you know? What are you doing to improve your customer loyalty and likelihood to promote your business?

To learn more about the Net Promoter system I suggest you read the book The Ultimate Question 2.0, by Fred Reichheld.

Jerry D. Petrick is a business advisor, with WSU Small Business Development Center in Longview, WA. He can be contacted at 360-442-2946 or jerry.petrick@wsbdc.org

PAGE 8 • MARCH 2012 KELSO LONGVIEW BUSINESS CONNECTION