10 Steps To A Better ‘___’ Business – Part Two
Part Two: The following ideas have proven effective for the Business enhancement success of ‘any’ business. Fill in the ‘__________’ with your field, and apply accordingly.
Build rapport with clients …teach or provide something new:
I got my start in the speaking and training business, as a kitchen designer, by offering in-house and continuing education programs to assist my potential clients in their quest for a better kitchen. I wrote, “How to Remodel Your Kitchen & Stay Married!” as a tool to help them prepare and survive the ‘marriage stretching’ kitchen or bathroom renovation.
In any business, we are more successful when perceived as value-added or solutions-oriented. Ensure they see that you are there to help and are committed to their success. I thank my clients for allowing me to be a part of their success team in their training programs or conferences. It is a statement of commitment on my part and a reminder to me to always seek to add value and build on the relationship. It helps with the referrals as well.
Promote your delivery time-lines and unique strengths:
Do you have something special you ‘do’ in relation to how quickly you can respond, a service, or deliver on a request? Is there a way to capitalize on something you do and do consistently well.
One of the ways I service this meetings market is by providing complimentary copies of my ‘How to Host a Successful Meeting, Training Session, or Convention” e-book which uses some of the custom checklists and resource materials developed to help the meeting planner succeed.
Co-promote with strategic alliances:
Our global economy is getting more competitive on an hourly basis.
- If they don’t know you, how will they find you?
- And how will they know to hire you?
I’ve been able to successfully market around the world. This is a challenge that faces every type of business professional, in that they must find an effective way to get through the overload of ‘messages’ bombarding their potential clients, tell their stories, and entice or inspire them to make contact. Working together is a ‘success tool’ that is mis-understood and under-used.
One of the more interesting things is seeing former competitors joining forces to co-promote. We’ve created a number of ‘geographical’ speaker sites to help clients find us; eg. Alberta Speakers, Toronto, Vancouver, Calgary and Edmonton Speakers sites. Working together can be a very effective tool as you get to know other professionals in your field and what they offer. I have found that ‘speakers promote speakers’ and have had specific referrals that have turned into speaking engagements. Again, it is a matter of referral based on professionalism in the field.
From an accounting point of view it makes promotional work feasible and reasonable as well. Business people can work together to produce co-op newsletters, Web-sites, advertisements in Meeting planner guides, brochures, boot camps, and co-producing anthologies which can be a nice augment to your product offering as well.
More in Part Three…