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COVER STORY07 Member Spotlight - Rick Carns

08 Just Some of our Corporate Sponsors

09 Introducing our Platinum Members

11 Social Media for Businesses in 2014

13 Social Register Event Calendar

15 How to Deal with Difficult Relationships at Work

17 Travel Insurance - it’s Absolutely... Worth the Investment

19 Social Register Member Announcement: Google Business View

20 Tiger Jam: Benefiting Tiger Woods Foundation

22 Increasing Website Sales by Understanding Online Buyer Psychology

Member SpotlightRick CarnsIt’s not just

“How”... But Why!

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Sales

Travel

Professionalism

Social Media

Platinum Members Spotlight

Corporate Sponsors Spotlight

Event Calendar

Charity Spotlight

Member Announcement

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Clair Zeto, CEOFirst and foremost, I want to thank each and every one of you who have called or written to express your support for the launching of the Society Magazine. The response has been over-whelming, and I am thrilled that you share the same pride and excitement we have about this beautiful publication. We would like to thank ev-eryone who participated in the production of this issue of our Society Magazine, especially our in-credible advertisers for their generous support, our members for their insightful contributing ar-ticles and all of the staff who so graciously ded-icated their time.

SRLV understands that one of the biggest chal-lenges business owners have today is getting in front of the decision makers. The Social Regis-ter has been bringing the decision makers to-gether now for over 20 years which has allowed our members to grow their businesses extreme-ly effectively. Society Magazine gives our mem-bers one more opportunity to take their business to a higher level by expanding their advertising, marketing, promoting and branding capabilities.

It is truly our members’ interest and participa-tion that provides the driving force for this orga-nization and enables us to publish our Society Magazine.

SRLV prides ourselves in making…growing your business easier!

Director of OperationsMary Grace Yniguez

Hair & Makeup done by: Alexi Taryn, The Art of Hair, Makeup & Design 702-498-5555 Photographed by: Carina Vaugn, Premier Photography of Las Vegas 702-822-0502

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Carina VaunghnCorporate Photographer

Celia LiptakLena WaltherDirectors of Business Development

6787 W. Tropicana Ave, Ste. 255Las Vegas, NV 89103

702-256-0123

www.SocialRegister.comfacebook.com/SocialRegisterLV

Download our Moblie App

SOCIAL REGISTER’S TEAM

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PUBLISHER / CEOJoe Lotito

MANAGING EDITORCarita Strawn

BUSINESS AFFAIRSTommy Anton

SPECIAL ACCOUNTS MANAGERCarina Vaughn

GRAPHIC DESIGNERJohn Iglesia

Desert Custom Publishing, a division of Trade Consulting LLC, is a custom magazine publishing company headquartered in Las Vegas, Nevada. No portion of this magazine may be reproduced in whole or in part without expressed written permission from the publisher. Publisher accepts no responsibility for omissions and/or errors. Publisher accepts no responsibility to return unsolicited editorial matter and all rights in portions published thereof remain the sole property of Trade Consulting. Letters to Trade Consulting or its editors become the property of the magazine and are assumed intended for publication and republication in whole or in part, and may be used for this purpose. These letters may be edited for length, errors and clarity. The statements, opinions, and points of view expressed by the writers and advertisers are their own and do not represent the views of the publisher or editor.

Attention Business Owners,Do you do tradeshows?Do you have a product or service you need to market?Do you have an event or speaking engagment coming up?Set your company and product apart and build your brand with your own custom magazine. Call us for a no-obligation conversation.

702.576.0400

Desert Custom Publishing500 N Rainbow Blvd #300, Las Vegas, NV 89107

WWW.DESERTCUSTOMPUBLISHING.COMCALL 702-576-0400

Note from the PublisherDear Members of the Social Register:

It gives me enormous pride and pleasure to publish the Society Magazine. As a corporate sponsor of the Social Register, I know the importance and power of this outstanding organization. There are many choices and events to network here in our great city and I can honestly say some of the best events I have ever been to was with this powerful organization.

The importance of getting out there, meeting new people and sharing your business with like-minded business professionals is vital to succeed today. The Social Register has been helping its members make strong, lasting business relationships for over 20 years. I think you will find this magazine as yet another resource all members can use to grow, brand, market and showcase their company to the complete Las Vegas Community.

Joe Lotito

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I’ve had the op-portunity over the years to learn and visit with many indus-tries regarding their sales and sales staff. One common thread stands clear, no mat-ter the time of year, the industry, whether a product or service, referral business is by far the best source of new business. It has the highest closing percentage with the least cost per sale.The question is how

do we get more refer-ral business? Basically, there are two ways, the first being tap-ping your current client base, which hopefully you have done by now and second, getting referrals from people who aren’t your clients. You may be asking yourself right now, what is this guy talking about? Well, I’m talking about the average sales rep-resentative and/or business has a resource of more than 500 contacts, in some cases thousands of contacts that we simply don’t utilize. If we prefer referral business over any other source, we need

to build a network of resources who know our business and who know people who need it. So where do we begin? How about we start by working the

most unique and successful networking organization in Vegas, The Social Register of Las Vegas. Yes, I believe this organiza-tion can be extremely valuable to any member who learns how to use it. Most of us believe showing up to a few events and handing out business cards is networking? I have some news that you may not like to hear, but sometimes the truth can hurt a little, this is not networking. There are reasons why many of us don’t network and there

are reasons why our idea of networking does not create the

results we thought it would. Let’s begin with the WHY we don’t network. Pretty simple really, many of us aren’t comfortable meeting strangers; it’s kind of how we were raised. If you re-member from our parents or ads on TV as kids, “don’t talk to strangers.” Second, let’s discuss HOW to network. Once you understand the dynamics of these two elements, you will learn how to grow your business through referral business, which derives from “Your” network.Get out of your comfort zone so you can introduce yourself to

others. First, learn how to introduce yourself and learn how to create an interesting conversation that creates curiosity. Begin by getting your guests to ask you questions, then you learn how to ask those questions and pretty soon it’s a ping pong match, if done properly. The other half of this equation is how do I learn what questions to ask and what answers to give? Remember a simple truth, people would rather talk about what they know versus things they don’t, so get your new friend to be comfort-able and have them talk about what they know, themselves. Second, always be sure to answer questions with a question, this makes carrying on a conversation pretty easy. Remember, it’s not what you do that people want to hear about, it’s the benefits that may matter to your guests that they really want to hear.So to answer the standing question, does networking work?

No, if you don’t know how or why. However, if done properly and with long term intent, it’s one of the most powerful ways to grow your business and it’s so much easier than the other sources of sales. In addition, because the closing percentage is so high for referral business, you will begin to tell people that selling your particular product or service is pretty easy. In the end, isn’t this what we all want when trying to grow our client base, we want our jobs to get easier at the same time we want to make more money?Gain confidence, learn how to meet people, learn how to carry

on a conversation with purpose, be sincere, be passionate and as you grow from the inside, your outer world will follow.

Rick Carns, OwnerRick Carns Consulting702-600-4606Rickcarns@gmail.com

Cover Story

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Spotlight

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(3) Richard DepasoCreating a video is more than just shooting and editing. Richard is an award winning producer and national speaker on videography. “At Aardvark Video we take the time to learn about your company and the goals you want to accomplish with your video project. During the process we become a consultant for marketing, training or whatever you need to achieve helping you design your video to accomplish your objectives. Customers tell us we are an easy to work with, extremely flexible, professional and affordable media partner that helps them realize their goals while making the process understandable and stress free.”

(2) Janet Lee CEO of TheLivingPages.com A Civil Engineering Tech graduate of the Seneca College of Applied Arts and Technology, Ms. Lee has gained her experience through managing sev-eral restaurants in Toronto, Canada and today, as a founder and CEO of The Living Pages. Her person-al passion for success has been driven solely by helping small business fight the large competitors, by turning obstacles into opportunities. With her fo-cus on optimum and effective marketing, Ms. Lee has brought forth an empowering tool for Vegas’ small business – a voice.

(4) Edward M. Zimmerman, MDDr. Zimmerman has degrees from Johns Hopkins, Georgetown and George Washington University. He is a Trustee of both the American and California Academies of Cosmetic Surgery. He was awarded America’s Top Surgeon-2010 and 2012 by the Consumer’s Research Council of America; PSP “Top Doc” in 2010 and 2011, and Excellent Customer Care by CMUS Talk of the Town - 2010-11-12-13. He was voted Silver State “Best Cosmetic Surgeon 2013.” Dr. Z directs Las Vegas Laser & Lipo, a State Licensed, Nationally Accredited facility, dedicated to safe and effective surgical and non-surgical aesthetic procedures.

(1) Cliff BynumFor his entire professional career, Cliff Bynum has been serving individuals and families in the retail, mortgage, and personal caregiver industries. Cliff is currently with Palm Mortuary & Cemetery as a pre-planning advisor specializing in “Private Estates and Mau-soleums.” “It is a privilege and honor to serve families, helping them plan how to honor “Their Life and Their Legacy” and protecting them from overwhelming emotional stress and overspending, concerning final arrangements for a loved one.” Thank you for the opportunity to serve you.

Corporate Sponsors

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Platinum Members

Sara Raney, Senior Travel Advisor“I specialize in escorting small, intimate groups of discerning travelers to unique locations. I also help companies and organizations plan (hassle-free) cruises and seminars at sea! Having traveled to over 100 countries, all seven continents, and the sub-continent of India, I am your personal liaison before, during, and after you travel, so that you can experience the ultimate vacation!”

Platinum Members, you can be featured in next months issue of

Society Magazine!

To learn more about this opportunity please contact Mary Grace

(702) 256-0123

Be Featured HereOver 2400 Social Register Members will see your spotlight in the Next Society Magazine!

Your NameYour Bio, Your Brand, Your

Passion, Your Spotlight.

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SPECIALIZING IN:

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ENTREPRENEURIAL TEAMS

HUMAN RESOURCE STRATEGIES

TALENT ACQUIS IT ION AND MANAGEMENT STRATEGIES

HIRING STRATEGIESFOR TODAY’S PACE OF

BUSINESS.com

www.MySuccess .com1.702.740.8080

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No one can deny that social media is here to stay. In fact, the landscape of social media platforms continues to grow with smartphone applications becoming increasingly popular. It seems that every time you turn around there is another application ready to help us with something. I’m still waiting for the one that makes coffee in the morning. It is no wonder that I still encounter business after business that is unsure of what to do with this new medium and where to put their resources of time and money. Simply put, social media is no longer an option for a business. That being said, what are the primary things a business should consider? Let’s take a look at some common sense approaches to making social media a successful part of your marketing strategy.

1. It is time to get your employees involved in your social media. Gone are the days of sheer panic that your employees will spend all day on your computers doing nothing but clicking Like on Facebook posts and uploading pictures to Instagram. Your employees have something to offer and can be strong ambassadors for your company in the social media space. They will also act as watchdogs if something negative shows up online.

2. Number 1 being said…You must TRAIN your employees on what is appropriate to Post on the organizations Facebook page. Industries with overlay of compliance issues must be extra diligent in making sure that what is posted is appropriate and in compliance.

3. Have a Social Media Policy that has been reviewed by an attorney, communicated to all employees (that includes management) and is understood by everyone. Encourage employees to come to YOU before they rant and rave on their own Facebook page about a work issue that is troubling them. Get that open door policy put into practice now.

4. Have a strategy for your social media. Where should you start? If you are reaching consumers, start with a Facebook page. No matter what your product or service is, get your business set up on Google+. We simply cannot deny the search power of Google. Twitter, YouTube and maybe Pinterest should also be in your strategy but take it slow, get comfortable and productive on one site before moving to all of them at the same time.

5. Have a posting schedule so that whoever is doing it knows what gets posted on Monday, Tuesday, etc. It will make it easier and more efficient.

6. Have a professionally optimized LinkedIn Profile. LinkedIn is your business card/resume/bio on-line. Don’t make a bad impression…get it done RIGHT!

7. Always respond to a negative Comment, Review or Post!!

Social media is an amazing tool when used appropriately. Be consistent, transparent and honest and do not expect it to be magic. Social media marketing takes time, patience and commitment. Let your employees know you value them. When it comes to your employees taking time out of their work day to check in to their own personal social media, be gracious about it. It has become the new phone call to make sure a child has gotten home from school, asking what a partner wants for dinner or simply checking in on a troubled friend. Almost everyone has a smartphone so employees should not be using company computers for their own social media check-ins. Most of all enjoy the process.

Debbie Harris, PresidentDo We Comply702-465-4082DoWeComply.com

Social Media

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• The Social Register of Las Vegas is an upscale business networking organization that was established over 20 years in the Las Vegas community.

• We understand that the biggest challenges business owners have is getting in front of the decision makers.• The primary mission of The Social Register is to bring decision makers of our community together to

create a higher level of business opportunities and to expand their advertising, marketing, promoting and branding capabilities. By putting top level business executives together with like minded individuals this has allowed our members to grow their businesses extremely effectively.

• We make growing your business much easier!

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SecurityHealthcareDesign-BuildHospitalityCommercialEducationIndustrialIndustrial

ResidentialSolar PanelsCorrectional

Renewable Energy (702) 697-824724 Hour Emergency Service

Helix ElectricIndustry Leader in

Electrical Construction

(702) 732-1188

Nevada · California ·ArizonaVisit Us At helixelectric.com NV License #0053810

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We’ve all experienced difficult re-lationships at work, which create feelings or emotions we can’t nec-essarily express in the office. Many of these difficult relationships can go on for years and affect customer relations, productivity, efficiency, job satisfaction, and personal well-be-ing. Through my work as a life coach, I have discovered a number of tools and techniques available that will

help mitigate and transform such difficult relationships. It might not create a kumbaya, but the positive results can be astonishing.

Based on my experience in organizations, I have discov-ered three critical forms of engagement that get to the heart of dealing with difficult relationships.

Focus on shared interestsWhen you take the time to find out what is important to an-other person, it shows that you are interested in them as an individual. The basis for developing genuine relation-ships starts with asking specific, open-ended questions where finding common interests are discovered and built upon. A simple way to start the process is to have them tell you about their experience. You continue to direct the attention back to the other person through repeating back what they just said (which shows you are listening), and using their words to develop the next question.

Listen to their responsesHandling a difficult situation in an assertive manner does not guarantee the other person will agree and be compli-ant. Even the best suggestions have potential problems, and you may be questioned on your ideas. Pay careful attention to what they say. Active listening is where you are alert and attentive to not only the words the person is saying, but to the meaning behind those words. It is the understanding of the complete message being communi-cated. Becoming distracted by other things or formulat-ing a response creates misunderstanding of the message. Be alert to perceiving their questioning as a personal at-tack. Work to handle their response reasonably, and as-sertively.

Clarify perceptionsMisunderstandings arise. Repeating back what the oth-er just said ensures that everyone fully understands each other’s standpoint. Take the stance as a good role model by listening with empathy and summarizing the important points clearly and unemotionally. Use ‘we’ statements to describe areas of common ground and to encourage a

more collaborative approach.

Relationships, regardless of whether at work or at home, carry some noise and messiness. In an organization life, however, the cost for allowing difficult relationships to get out of hand can be staggering. Therefore, it makes all the more sense to apply low cost, high touch solutions to create a productive work climate where most good inten-tioned employees can thrive.

There are many more tools available from the field of life coaching and are well worth exploring in solving common problems like difficult relationships in the workplace.

Sharon Nelson is a seasoned facilitator in Accelerated Adult Learning, Enneagram, and Appreciative Inquiry; cutting edge modalities for effective life communications. Author and presenter of “Why We Do the Things We Do” and owner of Where Life Works, a company providing transformational relationship communication methodolo-gies for companies, individuals, and couples.

Sharon Nelson, Life Coach & OwnerWhere Life Works (702) 325-6355where-lifeworks.com

How to deal with difficult relationships at work By Sharon Nelson

Professionalism

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It’s so important to understand what kind, if any, of travel insurance coverage you have while traveling abroad. It’s absolutely worth the investment to have peace of mind knowing that if anything unexpected happens while traveling, like an accident, illness, canceled flights or heaven forbid, death occurs, it would not be as financially and emotionally devastating to you or your family.

Are you aware that in most cases, the moment you board a ship you are no longer in the United States? You are in the country that the ship is registered to and must respect their laws (Further out at sea you may be under Maritime Law.) And most health insurance companies, including Medicare, will not provide any coverage when you are out of our country, even in an emergency! Many travelers are not aware of this until after their claims from cruise companies and foreign hospitals are rejected.

It’s so important to contact your health insurance provider and find out for yourself what is covered and not covered if you become ill or injured while traveling abroad. Have them put it in writing. Remember, your coverage depends on which policy you have.

By working with a professional travel advisor, they will give you a copy of your policy, the policy number, and telephone numbers that work overseas. (By the way, most insurance cards have an 800 number on them that doesn’t work outside of the USA.) They will also explain what to do in case of an emergency. In some cases, you can submit your claim and get approval to have your hospital bill paid within a few days, or at least a guarantee that it will be coming. This can help immensely.

As long as you have the proper travel insurance, you can have a worry free vacation!

For more information contact Sara Raney at 702-838-3646 or go to: www.Sararaney.com sara@sararaney.com

Sara Raney, Agency OwnerTravels With Sara/Anthem Travel Club702-838-3646SaraRaney.com CST # 2116430-70

It’s Absolutely Worth the Investment By Sara Raney

Travel

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Google Street View was introduced in the U.S. on May 25, 2007. By July 2, 2008 virtually all of the U.S. was covered. By June of 2012, Google announced that Street View compromised more than 5 million miles of roads in 39 countries. Now the next ex-citing evolution of Street View has arrived, Google Business View.

On March 18, 2014, Google officially launched Google Maps Business View (GMBV). GMBV is Street View for the inside of your business. These GMBV tours are published on Google and can be embedded on your website and social media sites such as Facebook. Now, when consumers are searching online, they can take a full 360 degree virtual tour of your business right from their computer or mobile device.

According to Dustin Olenslager, Google Trusted Photographer of Yokel Local in Las Vegas, “The response by business owners and consumers has been truly amazing. I think this is the nat-ural evolution of the internet. For a very affordable investment, business owners can increase their exposure on Google and provide online visitors a better experience. Many owners using GMBV have reported increases in impressions, visits, and sales because of GMBV.”

Where can someone see how GMBV works? Visit: www.Yokel-LocalPhoto.com. Visitors can watch a few short videos about GMBV, take a tour of Yokel Local using GMBV, find answers to FAQ’s, and even arrange for a Google Trusted Photographer to come out to their business and provide a free assessment.

Of the handful of photographers selected to participate in the program in the Las Vegas valley, Yokel Local Internet Marketing was excited to learn that 2 members of its staff were selected and trained by Google to participate in the program as Trusted Photographers. Dustin Olenslager serves Las Vegas and Dana Scott serves Henderson.

The Social Register has even arranged for its members to re-

ceive a discount on GMBV services performed by Yokel Local’s Trusted Photographers. Simply mention you are a member of the Social Register prior to your appointment, you will receive a 20% discount of your shoot. If you’re scheduling online just type “social register” in the questions field.

Yokel Local Internet Marketing has been serving the Las Ve-gas valley since 2010. Services include websites, social media management, internet marketing, video production, GMBV, and training.

Yokel Local Internet Marketing 702-331-3331YokelLocal.com

Visit: www.yokellocalphoto.com for more information.

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Tiger JamSince its creation in 1998, Tiger Jam has raised more than $16 million for programs of the Tiger Woods Foundation. Tiger Jam offers VIP access to this year’s premier benefit event, combining unforgettable musical performances, world-class golf, high-stakes poker, gourmet cuisine and exclusive auctions into one incredible weekend hosted by Tiger Woods. All proceeds from the event held at the Mandalay Bay Resort & Casino benefit the college-access programs of the Tiger Woods Foundation.

When/Where:May 16 & 17, 2014Mandalay Bay Resort & Casino – Las Vegas, NV

Tiger Woods Charity PlayoffsOn May 27, 2014, the Tiger Woods Foundation kicks off a new regional amateur golf series with its first stop at Cascata in Las Vegas! Here’s your chance to play, give and win! Funds raised benefit the Tiger Woods Foundation, First tee of Southern Nevada and Southern Nevada Golf Association. Help make a difference and reserve your spot today at twcharityplayoffs.com!

When/Where:May 27, 2014Cascata – Las Vegas, NV Tiger Woods Foundation Where you come from shouldn’t mean failure. At the Tiger Woods Foundation, it doesn’t. Our programs break the cycle of poverty with college-access opportunities for low-income students. At Tiger Woods Learning Center campuses across the country, scholars in grades 5-12 are immersed in an interactive STEM (science, technology, engineering, math) curriculum. Here, they make the connection between school and career, while planning a road map to college. Tailored to the needs of the first-generation scholar, the Earl Woods Scholarship Program provides four-year college scholarships coupled with an unyielding support system. But we don’t stop there. Through dedicated mentors, professional development workshops and internships, our one-to-one philosophy ensures the success of our students in college and beyond.

See how our scholars are smashing the cycle of poverty at tigerwoodsfoundation.org and @TWFoundation. To book your spot, call Ryan Morse at 949-725-3003 or email at sales@tigerwoodsfoundation.org.

““At the Tiger Woods Foundation, where you come from shouldn’t mean failure.”

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Getting a steady flow of web visitors is tough enough for most small businesses. With Google’s ever changing al-gorithm making SEO tough and rising advertising costs, you can little afford to spend time and money to drive traf-fic to your website and come up empty handed.

You can start seeing better results by positioning your website to speak to buyers in all three phases of the online buying cycle.

Those stages are:

1. The Research (or Information) StageThe first thing consumers do when they begin thinking about purchasing a product or service is to start the research.

Let’s say Mary and Tom are expecting their second child and they are outgrowing their two bedroom apartment and are con-sidering selling and buying their first home. She goes online to search for homes, neighborhoods, schools and perhaps gated communities, etc. She’s simply gathering information for her and Tom to talk about 6-9 months out. Your site’s job is to be a valuable resource to help her organize her thoughts.

2. The Comparison (or Consideration) StageThe next thing consumers do is enter the comparison or con-sideration stage.

It’s now four months from when the baby is due, now Mary and Tom are getting serious and start to look for qualified agents to help them achieve their goals. They may be looking at cre-dentials, social proof in the way of testimonials and your track record so they can decide who to work with. Your site’s job is to answer the question: “Why choose me?”

3. The Buying Stage The final stage of course, is the buying stage. By now, if your website has built trust through the first two stages, then be prepared to gain a new customer with effortless ease. If not, you will lose the business to a competitor who did.

Final takeaway: Don’t make the mistake and assume that ev-ery visitor to your site is in the same stage no matter how they arrived. Speak to them where they are in the cycle and you’ll see sales and profits grow for your business.

Author Bio: Darrell Evans is the Co-Founder of Yokel Local In-ternet Marketing.

Darrell Evans, Co-OwnerYokel Local Internet Marketing702-331-3331YokeLocal.com

Follow him on Twitter: @darrell_evansor visit www.YokelLocal.com

Increasing Website Sales By Understanding Online Buyer Psychology

Sales

by: Darrell Evans

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