16 replies to this topic

[smc_online]

Being this is my first attempt at entrepreneurship, I am networking locally like crazy to get leads and build a client base. It’s been a month since I embarked on this endeavor and the fact that I have a need for “instant” gratification is...how should I put it…affecting my composure!

I’m wondering, if fellow-HR forum members experienced this self-consciousness at the start of your business and hope you’ll share your success stories, ideas or perhaps ongoing frustration related to targeting clients (offline) and getting the word out to your local community that your shop is OPEN for business.

[mcanerin]

Joining the local Chamber of Commerce is always a good step. It costs money, but they usually have all sorts of networking lunches and so forth.

It's a lot easier to talk about your business if the other guy comes up to you and says "So, what do you do?" Especially if you know the other guy is a member of a chamber of commerce and therefore (presumably) a business person who is interested in promotion!

Once you get used to talking to them, it's a lot easier to begin conversations later on. And you get lots of practice in a supportive and potentially very profitable environment!

Ian

[Haystack]

Similar to the Chamber of Commerce crowd, in places where local business magazines are published, the magazines occasionally have networking events that could be a good place to meet potential clients. Get some cards and tell people you'll take a quick look at their site and throw a couple tips their way.

The sales cycle can be slow with some businesses because they need to first understand why they need your services. That's a big advantage to leads that come online. They already get the concept and it's just a matter of working out pricing and closing the deal (maybe it's not quite that easy).

When first getting started I was uncomfortable asking people for money. However, that's kind of an important thing to get over, and people are expecting to pay you so sell your services for what your time is worth to you and/or what your time is worth to your clients.

Also, work with the assumption that your business model will change over time. Pricing will and terms will likely change as you build a track record of success.

[smc_online]

Wow. I got two great suggestions; join the local COC and collect cards and offer a couple tips on their site.

I was restling with choosing the right "networking" group as they ALL cost money. I suppose that the local COC is makes the most sense as they probably have a larger membership base.

This helps me feel more confident on my selection. Thanks Ian and Ed!

[Haystack]

Just try to find events where you'll meet with the most appropriate people from within organizations. A marketing group might understand your business faster, but the COC crowd would have a larger budget to throw around. Another angle is partnering with local design or hosting companies. They could send some nice business your way.

[torka]

I got this idea from Robert Middleton's web site. He mentions having what he calls an "audio logo" -- a 30 second (or less) statement of how your business helps your clients solve their problems.

He suggests the format "I help (who your clients are) to (what your solution is)." You should practice and refine this so it really sounds natural -- not like somebody reciting a script -- and that it flows out almost by second nature whenever somebody asks you what you do.

The principals of good copywriting apply to good face-to-face marketing. Don't talk about features, focus on benefits. For instance, instead of saying I "provide search engine optimization services", I might say I "help small businesses attract more qualified buyers to their websites". Or something along those lines (not the best example, probably, but it's Saturday after a long, rough week and my creativity is taking the weekend off )

Anyway, he says the real key is to make your 30-second pitch, then pretty much shut up! Well, actually make your pitch, ask a leading question, and then shut up. You want to get people talking about their business -- not just what they do, but what their problems and concerns are -- more than spending time talking about what you do. When they get started talking, resist the temptation to jump in there with a sales pitch about your solutions right away. Instead, ask more leading questions to keep them talking. The more you know what they need, the better you can tailor your response to show how you can supply their need or solve their problem.

Then, you tell them you think you can help them address some (or all) of these problems, give them your card, get their card or contact info and tell them you'll be giving them a call (tomorrow, Monday, later on this week, whatever works) to discuss further how you might be able to work with them to help solve some of these problems. With all the info you've got at that point about their specific issues, you'll be much better prepared when you do make the call -- and at that point, you'll be able to have their (relatively) undivided attention for your message.

Absolutely, the Chamber of Commerce is a good idea. Many of them have lots of free or very low cost "get acquainted" meetings, and simply being listed in their directory can bring you some new business.

Also, make sure you've got your 30-second logo ready and your business cards with you at all times. You never know when you might run into somebody who could be your next big client. I met one of my longest-running clients in the local coffeehouse during an open-mic night.

==Torka

[market seeker]

Another angle is partnering with local design or hosting companies. They could send some nice business your way.

I cold called all the design firms in Las Vegas and found for the most part that they know squat about seo. I've hooked up with a few but am too busy now with word of mouth to even take a meeting with them.

[market seeker]

"I help small businesses attract more qualified buyers to their websites".

very excellent. I've been trying to come up with something to say instead of "I do search engine optimization" most look at you like, what the heck is that.

I am going to steal your quote if I may.

One other thing is to always get their card and url and email.

[torka]

very excellent. I've been trying to come up with something to say instead of "I do search engine optimization" most look at you like, what the heck is that.

I am going to steal your quote if I may.

Thanks! Gee -- maybe I'm better at this creativity thing than I thought!

Sure, you can "steal" it I can't really claim it as original intellectual property anyway, because all I did was plug in a couple of phrases to Middleton's "audio logo" template.

Hey, now I'm feeling creatively rejuvinated (See what just one small compliment does for me? Seems kinda pathetic...). Let me see what other gems I can come up with.

I have to say, I've found a lot of good ideas for marketing at Robert Middleton's site (is it allowable to mention the URL?). He specializes in teaching independent professionals how to market their services, so a lot of his advice has been really specifically targeted toward what we do. I haven't signed up for any of his paid stuff yet, but the free content alone has been quite helpful to me.

Speaking personally, I'm not a marketing guru -- my dad was a college professor and an ordained Lutheran minister and my mom was a teacher and a librarian, so I didn't exactly grow up in a business-oriented environment. And I spent the first 20 years or so of my career working for other people. Sure, I had to know how to market myself when I was applying/interviewing for a job, but it was a different kind of "marketing" than what I have to do now. At least, it feels different now... So I need all the help I can get!

But I'm learning, and I guess that's what counts!

--Torka

[mcanerin]

Torka,

I love the 30 second logo idea, thanks for bringing to to my attention! I did a search on Robert Middleton but just came up with some spammy sites and stuff about selling dolls, so I'd love to have the link He needs SEO (hmmmmm....) LOL

I find web designers to be both a blessing and a curse. I have 2 that are doing a great job of sending me clients, but I've also run into the ones (usually in larger companies in the "IT Dept") that seem afraid I'll somehow steal their job or make them look bad, and there is a lot of negativity and agressive "So all you do is put in some meta tags and submit the sites" followed by a virtual putting of the fingers in the ears to my response. Occasionally followed by a hasty "we are redoing the site anyway to fix that" or "send me a detailed proposal" (Yeah like I'm going to teach you how - go learn it yourself )

I don't mind educating the public, but I don't feel a need to educate someone like that. The three times that's happened to me I went to their nearest competitor, since I figured it would be easy to beat the first guys. Satisfying too

The local, independent web designers are a different story, though. If you make it worth their while they will bend over backwards to help you get clients - it's great!

Ian

[Denyse]

I love this 30 second logo - I'll put it to good use at my monthly meeting of the AEDQ -- that's a good place to make contacts. It's an association of (now how do I say that in english) autonomous workers (no), heu..m, work at home entrepreneurs, gee, ok in french it's "entrepreneur à domicile".

Anyway, you get the idea. It's a good place to pitch your business. Our group meets for breakfast once a month. And before any other business, we get 30 seconds to talk about ourselves and/or our business. We do alot of networking, and every other meeting have a speaker that focusses on the needs of people who work from their home. I've made alot of good business contacts this way.

I'm sure there is something similar to this where you live. It beats the working alone blues :hehe: .

Denyse

[smc_online]

Thanks everyone for providing great ideas to network and building leads. All in all, I think the jist of it is that I must be open to do my 30-second "audio logo" (Thanks Torka!). I think that is such a great suggestion and I am definately going to be working on one that suits me best!

[sheriw]

Mayra,
Hi, I wanted to share with you a couple of my own favorite sources for networking. Each city is different, though, so check out the scene where you are. One is BNI (Business Networking International). They have locations everywhere, and while there's a price to join, they can be a good networking place.
The other is BMA (Business Marketing Association). Businesses that want to learn how to market themselves join, and it's well worth the membership price. It will help put you in contact with businesses of all sizes that could definitely use help. After all, more and more businesses are going online-but many of them have no idea of how optimization works, or why they need it. Plus, it's fun to meet people.
I hope this is helpful,
Sheri

[dragonlady7]

Yes, please do post the link to Robert Middleton!
An "audio logo" is a fabulous idea. I've struggled with this in the past-- I've always had slightly offbeat interests, and have always had trouble coming up with a good explanation for the average lay person. That's such a good way of putting it, it makes the exercise easier by just knowing what to call the blurb to begin with.
It's not exactly a slogan, it's an... audio logo! Works in writing, too, I'm sure.

When people ask what I do right now, in my day job, I discovered that the way I describe the company almost exactly coincided with the main keyphrase I optimized the site for. So, that's also something to keep in mind...

Such good ideas on this forum. How can I *not* start my own business?

[Haystack]

When you say "audio logo" are you referring to what is also sometimes called an "elevator pitch?" That's what I've heard it called in the past. Under that name, it means how you'd describe your business to someone in the time you spend riding in an elevator with them (and blackouts don't count).

A friend of mine went through Elevator Pitch training at her company a while back with a trainer who was convinced that a person only needed one elevator pitch. That's clearly not the best approach because it should vary based on how familiar a person might be with what you do or how technically proficient they are.