Spotting the Opportunity

As a small business owner you know that it’s your responsibility to get out there and find the next client.

You’ve finished a project and are becoming anxious who will next be on the agenda. Fear not! If you can carry on a conversation you can find a client.

You may assume this couple is traveling together.

But, what if it were you awaiting your departing flight for a week’s vacation and this gentleman sat next to you, laptop on the ready. As a business owner you have (hopefully) learned the art of carrying on a conversation with a stranger if you are in a safe environment.

You notice that he is fiercely working the keys. You might ask if he’s on a deadline considering he’s working while waiting for a flight. A conversation about work can lead to sharing referrals or a future client.

∼ CONSULTANT ∼

More often than not, I find it quite interesting to hear people’s response when I tell them, “I’m a consultant“. Some say “really?”, while others pursue it further and ask “what field?”. That second response is the opportunity. Use it or lose it! The 6-8 seconds rule posted earlier on my web: describe what you can offer a potential client in 6 seconds or less…some call it the “elevator pitch”. In my case I basically ask, “need a good writer?”

Yes, you still should be carrying business cards! Hand it to individual you are talking to and tell them to call you. Then, ask if they have a card. No wi∼fi connection required!

If you receive a business card make a quick note on the back “met at airport” so when you find it in your pocket, at a later time, you will remember the conversation. Later, drop them an email or smart phone text when you return from your trip: “enjoyed meeting you at airport the other day. Here’s my web link“.

Be sure to ask just two key questions in your text or email. Don’t make it too long as most professionals are busy, busy and are completely turned off by long emails, especially long emails from a new acquaintance!

Same is true of anywhere you go: put a few cards in your pocket. I have spoken to many professionals who still rely upon business cards, even while on international travel. They are not passe` as many millenniums, who depend totally on technology for contact, would have you believe.

I was in line at the supermarket a month ago. In front of me was a man with a logo t-shirt of an electrician service. I tapped him on the shoulder and asked if he owned the company. He said “no, just work there“. I asked him if he had a company card, “no sorry, they are in the truck“. I told him I had a friend who owns a business that happens to be looking for an electrician. This was true but his brushing me off just cost his boss a potential job. But as an employee vs. being the business owner, many employees are not in that mode of thinking “new client”. It would be prudent to teach them they ARE a representative of the company.

“To truly prepare for the unexpected, you’ve go to position yourself to keep a couple of options open, so when the door of opportunity opens, you’re close enough to squeeze through.”

∼ Pierre Omidyar…..founder of Ebay

That Big Client!

DO I DARE?

When you are considering becoming your own boss, a small business owner or consultant, it’s natural to have that fantasy of the big client walking into your life!

The “one” who is going to throw you that big project with that big price tag on it, relieving all the stress of “just skimming by” on those little jobs.

CAUTION: once you put aside those dreams of a vacation in Tuscanny, you need to consider the scope of the project. There really is no room for fantasy in the running of your business. Tuscanny can wait! Truly, it can.

SCOPE: the scope is the quality of results, the performance and what the project is supposed to do. You must consider the amount of work required to meet the objectives of the project.

BE REALISTIC: you do not want to be that person who is trying to stuff that square peg into the round hole. Don’t be that someone who is uncomfortable or who does not belong in a particular situation. This will definitely tarnish your reputation as a qualified and intelligent businessperson.

I am definitely not suggesting you should not meet a challenge head on. Waking up every day and running your own business is a challenge! But you have GOT to pace yourself.

PRESENTATION: hopefully during your infancy stage of planning to be your own boss, you had a realistic plan of the image you were going to present of your company, or of yourself if you are a one∼woman∼band.

GREED: we all have been taught what the “root” of that is. Far wiser is the woman who knows her limits in business, than the one who jumps right in screaming, “pick me!”. You will be far more respected for declining a project than failing to deliver on your word!

REFER SOMEONE: through your network of business associates you may know someone who has been a mentor, or a success in their own right. They have three people on staff to handle the job your “big client” is in need of. REFER HER! The client you just passed on will appreciate your insight into their needs and the fact you were not intimidated by referring them to someone else who would be the right person and the right size company for the job.

RUNNING THE MARATHON: you cannot run around the block near your house one time and convince yourself you are ready for the Boston Marathon. But you can accept assignments from a small entity who is in need of a savvy, professional as yourself. Stick with the smaller businesses and you will become far more noticeable in the professional arena. Again, pace yourself. After your time of running a few 5K races you know if you are ready for the “big one” or need more time in preparing for that challenge down the road.

READY: time will tell when (or if) you are ready to take on the “big guns” or if you have been able to sustain your finances at a level that works for you, and you are happy, have minimum stress and are continuing to enjoy….being your own boss!

∼PACE YOURSELF & PACE YOURSELF∼

Determination

Without determination none of your goals as a business owner will be achieved.

What is determination?

a quality that makes you continue trying to do or achieve something that is difficult, the act of finding out or calculating something, the act of officially deciding something.

As a small business owner you must maintain that level of determination you had when first you made the leap to running your own business.

With ownership comes complications, frustrations and often set~backs. Your level of determination will dictate how you work through such issues.

Are you adjusted to the long, long hours you are putting in? No 9~5 these days! No long weekends. Most likely you are working longer hours than you had anticipated and (hopefully) enjoying it. After all, you ARE the boss!

Winners are ordinary people with extraordinary determination.

Determination will get you through. But you must also take a break, get some fresh air, run to the gym to get those endorphins pumping! Keep your eye on the goal.

“A failure establishes only this, that our determination to succeed was not strong enough.”
John Christian Bovee

“A dream doesn’t become reality through magic; it takes sweat, determination and hard work.”
Colin Powell

If determination is not one of your strong suits, perhaps you need to rethink your desire to start your own small business. Not everyone has the degree of perseverance it takes to continue in the hard times…and they ARE inevitable!

CUSTOMER SERVICE ATTITUDE

Customer service is one of the most essential aspects of business. Be it a large box store, a boutique on Beacon Hill or a small gift store in historic Plymouth, MA. If you and those whom are in your employ do not offer outstanding service, you will (sadly) learn you are not the only game in town.

The epitome of perfect, personal customer service.

When, as a customer, I have experienced excellent customer service, I often present my business card to the individual who provided the great service, pointing out the following printed on the back of my card ~

“Customer Service Is Not A Department, It’s An Attitude”

Years ago I read this somewhere and it stuck with me. I cannot remember the source. Forgive me for not crediting whomever is the author.

There is a side of me that sincerely wants to press the card in the hands of those retail employees who have no idea HOW to be helpful, how to provide assistance vs. stating “this really is not my department”..what the heck are you doing here then?? But the professional part of me just says to them, “Bad day huh?” Then…dear Lord…I am sorry I said that as they begin to tell you their life’s story instead of helping you.

While attempting to create memorable gifts for Christmas, I had the “pleasure” of using one of the “same day photo prints” kiosk at a well-known big box. Any other time of the year I can speed right through them. BUT…it seems that the Big Box stores have decided to bring in “new, advanced, easier to use” computers to handle the task…right at the peak of Christmas shopping!! Who in the world made that (bad) decision??

HUGE suggestion to managers and or owners of these stores; HIRE some technically savvy young people who possess some manners AND patience, to assist all of the frustrated mothers and grandmothers attempting to traverse through the maze of choices and directions in the photo software. This will alleviate long lines, angry customers waiting in line and assure repeat customers.

WHY do I say this? Personal experience; CVS in Kingston, MA had a young man there who did precisely that. He taught me in 3 minutes how to use the new program and even RETURNED to ask me if it was working for me, walked me through a couple of errors I made and I was out of there in 10 minutes flat! I was so shocked that I completely forgot to get his name. Before walking away he even said, ” Have a Merry Christmas Mam”!

Sadly, that young customer service rep is rare these days.

Remember that we, the customer, are your profit line, your reputation, your repeat or non-repeat-lost-forever customer. It all comes down to a decent attitude and willingness to help those who need assistance.

Again, this is the main reason I love dealing with small businesses, shops, bakers and candy stores. THEY GET IT. They WANT to help you and definitely cherish the thought that you may come back and even refer them to a friend.

REMEMBER: SATISFIED CUSTOMERS TELL THEIR FRIENDS….

ANGRY CUSTOMERS TELL 3,0000!!!! ∼

Check Your Web Site!

YOUR WEB SITE IS NOT “ONCE~AND~DONE”

As the owner of small business, you may have assigned the task of your web site to one of your employees. I recommend, as owner, you take a few minutes a day to actually scan through your web. Be it six pages or two pages, you want to make sure your intended audience is seeing precisely the quality and information you wish to convey.

All too often we get side~tracked with many other aspects of running our business and get somewhat complacent about our web site, thinking “it’s out there” and working!

I have a friend who is a very successful, domestic and international business owner. I noticed last month that his web had not been updated in months! Of course I asked him if he wanted me to freshen it up, considering that is what my business is based on: putting your best foot forward on the web!

He told me ” I have someone on my staff whom I pay to do that. Obviously it hasn’t been on their mind.” Three days later I when I viewed his web it had definitely been updated. Now this man has been in business for over 25 years and admitted to me that he never looks at his web site. NOT GOOD!!

Keep in mind it takes about 5-10 seconds for a viewer of a web site to decide if they want to continue reading or are completely confused by your web being too crowded with far too many pictures and non-related editorial.

LAYOUT IS ESSENTIAL. An aesthetically appealing home page is one of the most important aspects of your web. Worse, if there is not current information posted, your returning client or potential new client will wonder if you are actually interested in doing business!

Before you put on your coat and walk out the door to “call it a day”, make your last task be the one where you lock the door, put up the closed sign, sit with that last cup of coffee and go to your web site. The office or shop is empty, the phones are off, your employees have all gone for the day.

CAUTION: if you wait until you get home, guaranteed you will procrastinate and never look at your web.

There really is no excuse for not using your web to its’ highest potential. Understand that everyone uses the web now: from tweens to baby boomers! Keep in mind whom you are targeting and make the necessary updates or changes to your web site.

Brenda Everson~Shaw 508/789-1450 bfe1948@yahoo.com

TODAY IS SMALL BUSINESS SATURDAY

VISIT LOCAL SMALL BUSINESSES FOR HOLIDAY SHOPPING

Be sure to visit you local merchants today for Small Business Saturday Shopping. You will find those unique gifts that eluded you when you were fighting off the crowds on Black Friday in the huge department stores!

New England is full of beautiful villages and local “downtown” areas where you will find fabulous gift ideas and some fantastic business owners. Drop by the local cafe` for a snack, that fabulous bakery for those homemade donuts and breads or grab dinner at that small seafood place you have always told yourself you would visit. Looking for that unique, one-of-a-kind piece of jewelry for someone special? Ask your local merchant not the high cost jewelry chain store who mass-produce a piece which they tell you is “made for you alone.”

How about that gorgeous scarf made from wool on a Vermont farm and not from some country you cannot spell or pronounce.

When you patronize a small business, you will find outstanding customer service from associates who know each product and who are also friendly, gracious and appreciative of your business. Plus, chances are you will find someone you actually know who works at the small business, enjoys their job and is not there “just to make a dollar”!

Can’t do it this weekend? There are many more weekends ahead before Christmas……..

Many of the New England small businesses have been family owned for generations, specializing in making certain each customer is satisfied. The small business owner is not there just to make a quick sale or fill some quota set by three managers in a huge corporation who dictate whom to sell to, how to get the sale and get them out the door!

Your neighbor, best friend’s aunt or your fellow high school graduate has worked tirelessly to make their shop the sort of place in which you want to linger, a place where you will return to again.

Statistics from the SBA:

~ The 28 million small businesses in America account for 54% of all U.S. sales.

~ Small businesses provide 55% of all jobs and 66% of all net new jobs since the 1970s.

~ The 600,000 plus franchised small businesses in the U.S. account for 40% of all retail sales and provide jobs for some 8 million people.

~ The small business sector in America occupies 30-50% of all commercial space, an estimated 20-34 billion square feet.

Priceless Referrals

ASK FOR THE REFERRAL

Do you have that one client who has been “surprisingly satisfied” with your work? The client who was somewhat hesitant to get involved in a new project, but has sung your praises since completion of the project? ASK FOR A REFERRAL from this individual.

Often, as business owners, we are hesitant to ask to be referred. Very rarely will someone refuse. They may say, “gee, I’m not sure whose name to give to you”. That is the time for you to make suggestions: one of their vendors, a trusted customer who continues to return for their product or service, a service provider that your client uses, even a brother-in-law or gym club partner!

But, be certain to be the business associate who also provides referrals to your clients or friends who own their business. This is one practice that I have always made certain I continue since I entered the business arena “oh, so many years ago”. I have handed out hundreds of referrals. Not all came to fruition but that never stopped me from recommending on a regular basis.

You possess a unique network of friends, business associates and acquaintances. Don’t be stingy with that network! If you can help a fellow business owner and hesitate to do so, I can almost guarantee that you will regret it one day…the day YOU are seeking referrals!

This is the premise on which social media is based. One person tells another who tells another and it snowballs. Asking once and walking away is a defeatist attitude!

When you send off that monthly email to your client, checking on how things are going, make your last line be a request for a referral. Or, you can even add it to your signature line, such as; “best regards, have a successful week and do me a favor by passing my name along!”

BE CERTAIN to immediately call, email or text the person who does send a potential client your way. A handwritten (yes people DO still write notes) thank you note is an awesome way to send your appreciation.

If the referral that has been sent your way, via an associate or client, results in a substantial project for you, send a gift to the person who gave you the referral. This is where your files of your clients’ interests definitely comes in handy. Makes notes of their interests and send along an appropriate gift that reflects that interest!

What Are You Telling People?

When you meet people, what do you tell them about your small business?

It’s always quite simple to strike up a conversation with anyone if you are confident in what you are saying.

Who in this picture do you think is actually “introducing” the small business that they own?

When you own a small business you may be the only one who can get the word out about how great a service or product you provide.

Most likely you have heard the phrase “elevator pitch”. Personally, I’m not a fan of that term, but it means having a quick definition for your business you would give someone if you were riding an elevator with them: 6-8 seconds worth! Just try out a few until you find the one that works.

Who in the elevator is actually giving their 6-8 second pitch?

The next person you meet in the proverbial elevator or in line at the store or even the great waitress at dinner, any one of them could be your next customer. Just be ready to answer any question they may have without giving an entire marketing presentation! You don’t want to scare them off. You want to make them curious.

Only a Small Business

Have you been thinking that because you are a “small business” that you really don’t need a web site? You keep playing around with the idea and are not sure what to do.

Or perhaps you are thinking “once and done”…that you get a web site done and just leave it there.

The old saying Build it and They Will Come does NOT apply to a website. As a small business owner I am not here to compete with a Fortune 500 company. Yet, if that is your goal that’s great. Baby steps though.

I love the small business community. Having worked in corporations of various sizes for most of my professional career, I took many lessons with me and have been fortunate to apply them to my “small business”.

You may have lofty goals of nabbing that big client and dreams that you will need 50 more employees to handle such a client. But you must keep in mind that it takes time to build a client base and get your name out there.