What do you do with those networking business cards?

Let’s face it, you can have the best darn product or service in the world, but if you don’t have customers, are you in business? Networking is one way to get your name out there to let others know what you do. We’ve talked a bit about how to network over the past few weeks, but even though you may have connected with 1000 people at events, there comes a time when you must take this a step further.

You now have to get those 1000 people to buy what it is you’re selling. They have to want it, take the effort to track you down and let you know they want it, and be willing to give you their hard earned cash for it. Let’s say that you’ve even gotten them to that level – once. What do you do to bring them back again?

These days you have to have more than just a satisfied customer to get the job done. You need to have superior service and LOYAL customers. How do you do this? Have you ever heard of customer service? 

So many businesses today think that excellent customer service isn’t necessary. But, I’m here to tell you, that that’s the way you’re going to create these loyal fans. Think for a minute about a bad experience you might have had. It didn’t make you feel like you wanted to go right out and give a testimonial for the company, did it? You probably felt like you never wanted to do business with that company again, right?

What if you walked into a business or called them on the phone and they greeted you with a smile? (Yes, even on the phone you can tell when someone is smiling). Then then asked you something like, how is your day going? And what may I help you with? If they’ve been a customer before something like, Oh yes, Mr. X. It’s really good to have you back again. How did (whatever) work out for you last time? If  they are physically in your establishment, what would it mean if you had free coffee (or tea), perhaps music playing, flowers at the cash register? Just something different meant for them to feel comfortable, and like you cared about THEM. 

The key is to treat them like you would like to be treated. Out of 100 people you might find two or three that will tell others about your GOOD service, but guaranteed you’ll find at least 10 that will let all of their friends know if the service was poor. I want people to know me as the business advocate that cares. How do you want to be known?

My Story -- What's Yours?

’ve been in business in one way or another since I was 12 years old. I started a craft store in my mom and dad’s basement and I sold macramé, potholders, knitted sweaters and scarves, embroidery – all handmade items. I even had employees: my mom and my sister. I also ran a tutoring/school for neighborhood kids in the summer time. Like the Pied Piper, I would go around the block, picking up smaller kids and bringing them to my backyard, where we would read stories, have snacks, play games and learn lessons in math, reading, science and more. I loved it, and it made me a little money that I used to buy things like a guitar, a bedroom set (cause I was tired of my twin bed and wanted something bigger). My parents told me that if I wanted something badly enough, I could work to earn it myself, and so I did.

By the time I was in college, (a small private liberal arts college – that I paid for out of money I earned, and student loans) I had created a new business, typing term papers for other students, and even saved enough money to buy a brand new IBM Selectric III typewriter which I used to type dissertations for students at the local university.

All this brought me to Washington, DC after my doctoral program ended. And it was here that I first created my “grown up business” where I worked with small business owners, renting them office space, helping with their marketing, running their back offices, and providing them with training and growth strategies. It was also during this time that I really learned about running my own business. There were days of great success – at one time I had 10 contractors working with me on a large government contract. At another I had 3000 square feet of office space that I rented to attorneys, a dotcom company, and a financial planner. I also did non-profit management for organizations such as one that is a nonpartisan, policy neutral organization focusing on energy, and the environment.

And there were days of despair – during the time that I was at my peak, I got sick and for two years had to trust my operations manager to take care of business for me (I was in and out of hospitals for surgeries on my eyes for one thing). By the time I was able to take back the management of the company, there was basically no company left to manage. Clients had left because they hadn’t had good service, their work hadn’t been handled with care or consideration, and basically they had gotten “ticked off”.  Only the few that were extremely loyal to me were still there. It was all I could do to NOT run screaming into the darkness in utter despair.

But, guess what? I started over, I worked hard, I went to networking groups, I became part of mastermind programs, talking with others who have been out there and have perhaps learned how to do things differently from me, and perhaps they have grown in ways that I hadn’t. In other words, I’ve adapted, I’ve grown, and I’ve made my way back up the ropes again. I’m now poised to take off and fly. And I want to be there for you. I’ve recently become a Certified Mastermind Facilitator (a method of business growth and success that I HIGHLY recommend) and I want to share with others; to help educate and train those that are willing to step out from their comfort zone and embrace different and new techniques in order to make their businesses as successful as they can. Are you interested? I guarantee that you’ll find help, support and grow your business!

Never Give Up!

Wasn’t there a TV show once upon a time called “The Comeback Kid”? Google says that in the 1980s it was a show about a mediocre ball player that got a new start on life when he started coaching high school kids. John Ritter and Susan Dey (of the Partridge Family) starred in it. I don’t remember the show, but the name seems to resound with many people. There’s a Canadian band, Romney’s being called The Comeback Kid, and you can find many other iterations of the term. Even this month’s Success Magazine is all about the comeback for businesses. That’s what my issue of Office to Office is all about too!

So many small business people have worked so hard to keep their heads above water (they’ve lost their jobs, their homes, and are living on a dream and a prayer right now), hoping that the economy is going to turn around in the near future. Out of necessity or resilience, people are starting small businesses everywhere; we just need to get them off the ground and running. It is good for them, for the community and for the economy.

Melissa Balmain writes (Success Magazine) about bouncing back in her April 2012 article. As I sat there reading it, tears streamed down my face. Even though I’ve had a rough couple of years, I have to thank God for all His blessings. I am nowhere near facing the situations of some of these individuals who pulled themselves together, took control and moved ahead with their lives and their businesses.

We all have our challenges in life and in the business world. And to us, I know, they are the biggest and most important issues – forgot those others. But I’ve recently been doing a lot of soul searching and have found that the grass really isn’t all that much better on the other side, but when we work together, we can get the seeds planted and the grass growing for us all.

What are some ways to be more resilient in your life and business? Figure out what your core values are and then set written, attainable (but not too easily gotten) goals, keep a journal and check back with past writings periodically, talk to your spouse or significant other (or join a mastermind group) about issues and decisions you’re making, post affirmations around your desk and read them daily. Know that you can create any environment/attitude that you want – why not create a happy one. Don’t let others bring you down: smile at others, offer a kind word to someone, listen when others share (you don’t know what kind of a day they’re having, why not make it a bit better perhaps). And most of all, thank God for all the blessings He has bestowed on you yesterday, today and tomorrow.

Collaboration in the Community

Rural communities have a lot to offer to their residents and to the many small businesses that can be found within their borders. I love the fact that when you walk by on the streets, people wave and say hi. They smile at you when you enter the stores, and ask how your day has been. They know your likes and dislikes and have your drink orders ready for you when you walk into the restaurants -- not having to wait til you place your orders. It's a small environment with a lot of people in close proximity. with close-knit social networks. Everyone knows everyone, everything is less anonymous. Does that sound about right?

I love living in a rural community! I love getting to know the people -- learning what they do, what they enjoy, how they spend their time. One of my favorite television shows recently has been "The Hart Of Dixie" and is all about small town life in the south. It deals with the everyday lives of the people in the community -- both their personal and their business lives. It is very enlightening!

Since this is a blog about business, I suppose there is a reason I'm talking about tv shows and small town life. And, of course, the answer is yes there is. Since everyone knows each other and since the community is close knit, when one is is considered an "outsider" (someone not born into the community), it can be difficult to become a part of that inner circle. And when you are offering something that might not be a commonplace type of business, then it becomes even more difficult. There is a lack of trust. The residents don't know you. They don't know WHO you are, what you stand for, can you be trusted with their money, their friendship, their lives. And they are fiercely protective of those items.

So, what do you do? You need to get involved. You need to become a part of the community yourself -- not just your business, but you. Let people know who you are and what you stand for. Does that mean going to church? Joining the civic organizations? Getting out and talking to people on the streets. Let them know you care about them as people -- not just as a source of income. Be part of the community in whatever what you can....And most importantly, you must be real about all this. Don't do it, just to get into the circle. Be legitimate. Show that you really want to be part of the social structure of the community.

A couple of ideas? Be part of the monthly FREEcycle Swap meet that is starting the last Saturday of the month at BSU. Its a way to help others in the town by providing items that you no longer need but others might. It also helps keep stuff out of the landfills. We need to be aware of the ever increasing trash around us. If we can eliminate even just a little, that's a good thing.

What about the whole "Buy Local" concept? If you can spend your money in the local community, isn't that better for us all than if you go to large town and give them your hard earn dollars? What can you do to help support (collaborate) in the community? I guarantee -- even if you're a life time member of the town -- you'll be and feel much better about yourself and where you live if you just try to be more aware of what happens right in your own back yard!

Excellent Marketing

As I’ve mentioned before, I love Success Magazine and think there’s something in it for any business person. This month it’s all about the most important element of business: marketing. The most important part? According to Darren Hardy, the publisher of Success, there are four main categories of business success – the product, the management, the profit margins, and marketing. Yet, the one that stands out as the most important is marketing. With quality marketing, even mediocre products can be sold, make lots of money and while management can be really, really good, the product can still fall short.

So, you get it – you have to market your business. However, just marketing isn’t going to do the trick. You have to use the right type of marketing, the right message, and send it to the right people. Wow. That makes it harder, doesn’t it. How are you supposed to know all that? A lot of it is trial and error. You try, and it works or it fails. Then you either move on or do the same thing over again. Then, it’s also important that you work with those who have better understanding of what good marketing is all about. Mentors, programs that teach you, groups that work together to collaborate and to share ideas: these are all methods that will help you learn what is better versus bad marketing. But the most important thing to remember in any marketing effort: NEVER stop learning what your customers and/or potential customers want.

Find your target niche (who it is that wants what you have to offer) and then market to them where they are. Two types of marketing are the niche market and then there’s also shotgun marketing. Shotgun marketing, like it sounds, is when you shoot and the message lands who knows where. This is actually a waste of money as you never know if the person reached has need of your product or service.

It’s also important to create a series of marketing programs using both online and offline techniques. According, again, to Success, approximately 46 million people check their social media sites several times a day. This is a great way to quickly, inexpensively and effectively touch bases with your market. However, it is also a known fact that it takes more than seeing your name, phone, email, ads, in order to get someone to choose you over the competition. It is also more effective to use a variety of techniques such as email, direct mail, social media, telephone and more. You need to find what works the best for your market.

The most effective marketing however is when you build relationships with your customers. It is much easier to get someone to want what you offer when they understand it, like you (your brand) and feel that they can trust you. This is great news: you just have to make your customer your friend, and they’ll buy from you. Not as easy as it sounds. It takes time (and we’re all in a hurry to get that sale), and it takes effort. You need to pay more attention to what you can do for them, than what they can do for you. If you give what your customer wants, then you become successful as well, but not overnight.

In the end, if you provide great marketing support, a super product at a good price break and run your business with knowledge and understanding, you are going to be one of the lucky ones! You’ll have a successful business.

The Winter that Wasn't

Yesterday was Ground Hogs Day and Phil didn’t see his shadow, so that means that we’re going to see an end to winter soon. But – have we even seen winter yet? Don’t bet on the fact that it’s all but over. There can STILL be a lot of winter left in the next couple of months. And when it does come, we grumble, go out and shovel, pick ourselves up and keep on going; knowing that eventually things WILL get better and spring will be just over the next bump in the road.

This reminds me of other things as well: business for instance. Right now, we’re in the middle of a very dark, very cold and very snowy winter for many of our businesses. We wake up each morning hoping to see a bright shiny day (i.e., lots and LOTS of customers falling in our doors, ordering many products or services, and the cash register ringing off the counter top). But for many, those days have been in hiding (in hibernation like Phil). All we can do is wait for the spring thaw.

Unlike the weather, however, we oftentimes find ourselves not able to keep on going. Obviously, money has a lot to do with it. There is only so long that we can go on without an income to generate rents, more sales, phone bills, electric bills, salaries: all the fun stuff of running a business. We worry that we’ll never see a successful day. The spring is NOT just around the corner.

But, I have to ask you…when it snows, what do you do? You put on gloves, boots, wrap a scarf around your neck and you go get your shovel and start to dig, right? What have you done for your business? Have you done the same thing here?

All too often, a person starting out in his or her own business is filled with excitement, energy and lust for getting their dream fulfilled. They pick a name, get a phone number, go to the nearest office supply store and buy pads of paper and pens, and then they’re ready to make their first sale. They sit there and they wait, and they wait, and they wait. No one comes. Okay – did they advertise? Does anyone know they exist? Probably their family and friends, but …

So, this tells you the first thing you need to do is let people know you’re there and what it is you’re selling. How? Go to meetings: places like the local Chamber, civic organizations such as Rotary and the Lions, find a bulletin board and put up a flyer. Network, network, network.

I’ll also bet that there’s a lot about running a business that you probably don’t know. But, going to college and getting a Master’s Degree in Business Administration is also probably not an option. So, again, there is a solution. Find online educational training programs, hook up with Score, or find a place like Business Success Unlimited, where you can get education, do the networking, and even have a little fun. These organizations are here to help you and support you and show you how others have “been there and done that.” People with feet on the ground who have lived the lives will give you opportunities to think in ways that you may not have envisioned without their guidance.

This is the equivalent of getting out that shovel and getting to work digging your way out of the snow. It can be hard, it can take a long time, and it can be an unhappy experience but – in the long-run you’ve got a driveway clear of snow and ice and you can make your way out of home base and into the streets where you can accomplish what you’ve set out to accomplish.

Don’t underestimate the time and work that it will take to get you there, but on the other hand, don’t just sit there and wait for spring to come. It may be a long time in the future, but with work (yuck!) you will have a much better chance of getting something done before the thaw starts in the future.

!!!! I WANT IT NOW -- I Want the Referral NOW!!!!

In today's fast-paced technological environment, and with the economy in the duldrums, it seems that people are finding themselves in the "Me first" age. We want things and we want them now, but too often are not invested enough to put in the time and effort it takes to get something. For businesses that means that we want the customers walking in our door, but are not always willing to spend the time, energy, money and "heart and soul" that it takes to get that outcome. Instead, we want to open our doors and have the clients come pouring in. RIGHT NOW. Well, my friends, that very rarely happens. Instead, we must grit our teeth and focus on the necessary WORK, yes work that we must do to get people coming to us.

Who out there hasn't heard of business networking? I'm not talking about cables connecting two computers together, I'm talking about meetings that connect people together. People from different companies, different backgrounds, different niches get together to relax, get to know each other, share their needs and elevator speeches, and most of all -- GET NEW CLIENTS. This last is what we really want and we want it now. Unfortunately, you'll often hear, "I joined XYZ group, but I haven't gotten any referrals yet. I've been to two meetings now, but no one has even talked to me." My question to you -- have you gone up to anyone and introduced yourself? Have you gone over to somebody and said, "Hi. My name is Suzie Que and I would love to know what you do and how I might be able to help you grow your business?" More likely the conversation may have gone like this: "Hi. My name is Suzie Que and I sell widgets. I'd love to have you come buy some from me. They are the best in Smallville." Probably not the best way to network.

Put yourself in someone else's shoes. Do you like being "sold to"? Are you going to refer your client, family or friend to someone you don't know? What if they are dishonest? Have a poor quality product? Don't follow up? If you don't know someone, you don't know what qualities they bring to their company, do you? You're probably NOT going to refer them are you? What is needed here is to know them -- in other words to have a relationship with them. This is not going to happen on the first meeting. You are most UNlikely to get a referral from someone until they know more about you.

In order to do that, you need to get to know them. Follow up after a meeting. Take them for coffee or lunch. Ask them to share with you what they do and why they do it. Everyone loves to talk about themselves and their businesses. Listen, and ask questions. Show interest in what they do. You'll understand more about them and their companies so that you can feel comfortable referring them.

Another issue that is important to understand when working towards producing and receiving referrals, is that these relationships will not grow unless people get to know you. They have to see you at meetings repeatedly, they need to hear you and understand what you do as well. If you only make a haphazard attempt to come once in a while, it will take much longer to get into the groove of getting and giving referrals. Put these meetings into your calendar and BE THERE. Be there every meeting, or at least 80% of the meetings so that people will recognize you, begin to know what you do and the type of referral you're looking for. Be there to start building that relationship.

Once the process starts, it will go both ways and you will see quality referrals coming your way as well. It is only when we drop the "What's in it for me" attitude and start to think about how we can help others that we will start to see referrals coming our way.