Networking your small business (or, solution to “I’d rather be knitting”)

I have never been a social butterfly. The mere thought of having to go to functions, where everyone in attendance is dipping stale biscuits into bad coffee and filling the room with their schmoozing sales pitch, is definitely ‘cringe-worthy’. Oh, and don’t forget about the lame exercise of collecting business cards from companies that you’ll never use…

I’m sure the sign on my forehead that says “I’d rather be knitting”, must be a dead giveaway as to how much I enjoy ‘networking’ – which puts me in a predicament.

I am not a natural sales person and find it difficult to network, but I need to promote my new freelance copywriting business to gain contacts and potential business leads. Because after all, it’s not only what you know, it’s, more importantly, who you know, that makes the difference between success and failure.

So, maybe I am looking at this whole networking thing the wrong way? Where do I go to find answers? Google, of course! She knows everything, because after all only a woman could be that clever.

During my research I found that it seems that the secret to networking success is:

Engage in conversations that lead to mutually beneficial business relationships.

Okay, so now that I know the secret, how do I find unique ways to start conversations? Well, firstly I need a story. How did I get into copywriting? What lit the fire? How did my business start?

My Story

Without going into too much detail, here it goes:

Being curious (a polite word for nosey) in nature I read a lot. Anything from books to blogs will do. While studying and working in marketing, I was bestowed with the task of writing press releases and articles for the company I worked for. Soon I was proof reading for others and editing the internal magazine (for which I received an international award).

People were always asking, “Kerry, how do you spell…” “Kerry, what’s the best way to say…”

I then began writing for the web and I quickly learnt Search Engine Optimisation (SEO) techniques that enhance a website’s ranking on search engines. During this process my personal blog was born. I write for Orangebloom almost daily and without even realising it, I found my passion. I love to write!

My husband and I decided to relocate to the UK. So, I took the opportunity to start freelancing and the journey began…

Starting Conversations

One of the best ways to engage in debate and get a conversation started is to blog. Content is king, so write valuable posts that people will want to read. Try to blog as often as possible, but make sure that it is valuable information that people will want to read.

Write articles that share your expertise and add value for the reader. Submit these articles to websites for publication, usually they offer a footer where you could display your contact details and website. Giving of your knowledge will definitely prove to be beneficial to you and the reader. It’s an excellent way to get your name ‘out there’ – so to speak.

Live your brand by telling everyone you know about what you do and how you could add value. You may be surprised by the way ‘word of mouth’ works. It’s the most trusted form of advertising and what’s best of all, it’s free. So, talk the talk.

Social networks can be great, if used correctly. So, get LinkedIn, start a Facebook page, Twitter, and many more. They can be great places to get your message across, but be careful not to spam people, it will cause more harm than good.

Conclusion

• I need to put a plan in place, which will help me find the right people to start conversations with. A plan will produce results more quickly.

• Networking is about systematically & patiently cultivating relationships that grow into business opportunities. It takes time.

Share your business networking ideas with me…

The Benefits of Feedback

Richard Bandler - “There are no failures — only feedback.”

Once your business starts to gain momentum, you will begin to receive feedback regarding the performance of your business. Customers, colleagues, business partners, friends and family, etc. will give you advice, help, suggestions, direction and even criticism. The feedback that you receive will all contribute to the constant fine-tuning and growth needed to adapt to a changing business environment. This will progress you towards increasing your knowledge, product range, abilities, the service to your customers, point of view and business relationships.

Positive and Negative

Positive feedback is probably what you prefer. It could come in the form of, for example, increase in sales, media exposure, happy customers, awards, job satisfaction, etc. It feel good, it proves that you are on the right track and that you are successful at what you are doing.

Nobody likes negative feedback, for example, lack of results, little or no sales, criticism, complaints, unhappy customers, product returns, etc. However, negative feedback can be just as valuable as positive feedback. It lets you know that you are on the wrong track and you need to change direction or make adjustments. You could use this negative feedback to your advantage and see them as opportunities for improvement. Negative feedback can most definitely be used to your advantage and nudge you on to the fast lane to achieving your business goals more rapidly.

Ask for feedback

The easiest way to collect market intelligence (information about your market) is to ask for feedback. Connect with your target market by asking questions such as;
•    How would you rate the quality of our product?
•    How would you rate our level of customer service?
•    What can we do to improve our product and service offering?

These questions will give very valuable information and insight into the minds of your customers. Knowing that a customer is dissatisfied is not enough. Knowing in detail what will satisfy them will give you the information needed to create an unbeatable product and service.

Make it a habit to regularly ask your customers the following question:

“What can be done to improve your experience with my business?”

Ways to ask for feedback

• Casual conversation (verbal and written) – casually drop this question into a conversation. “By the way, how do you think I can do a better job?”
• Formal survey – compile a survey form that can be sent to your customer base. The survey may be conducted via email, telephonically, in person (survey interview or focus group) or via post (low response rate).
• Repeat purchases – if your customers keep coming back to purchase, they are most probably satisfied customers that identify with your brand. You should ask these valuable customers what makes them repeat purchasers and look after them, as the old adage goes 20% of your customers are 80% of your business.

How to cope with feedback that says “you have failed”

When the feedback that you receive says that your business has failed in an area, there are a few things that you can do to respond aptly and keep growing:

1. Write down everything that you have learnt from the experience and think of a better approach for next time.
2. Complete experience apologies and never hide from the customer. Your customers will appreciate your honesty, so always explain the situation honestly and offer to rectify the situation by offering to replace the product, offer a discount, or reimburse the customer completely. Ducking and diving from the customer will never work; remember when a customer is dissatisfied they will tell everyone they know.
3. Re-examine successes. What better way to perk yourself up after a slump in customer satisfaction then a glance at your successful past. This will renew your enthusiasm and allow you to be ready for another successful customer interaction. Regrouping and focusing on your vision will definitely give your spirits a boost.
4. Thanks. Always thank your customer for the feedback, even when it is negative. They did, after all, take the time to give you the feedback, which, mind you, means that they actually care. If they didn’t care, they would simply move on to another supplier and you would never know that they were dissatisfied. So, always be forthcoming with your thank-you’s.

Never take feedback personally, feedback is simply information. Welcome it and use it to your advantage. Remember the person took the time to give you feedback, whether positive or negative, always thank them.

Effective Goal Setting

“A goal properly set is halfway reached.” – Zig Ziglar

What are your business goals? Have you written them down? Do you focus on these goals? Have you broken down your bigger goals into smaller shorter goals? Do you review them every day?
These are just some of the questions every small business owner should be asking themselves.

Here is a simple guide on how to write achievable goals and increase your potential to achieve them and increase the success of your business.

1.    How much, by when?

State your goal in a way that only you could measure; this will make sure that it is powerful. For example, I will increase sales is not as powerful as I will sell 1000 books by 31 March 2009. You will either sell 1000 books by end date or not.

You could group your goals into categories such as, financial goals, brand awareness goals, educational goals, sales goals, product development goals, customer service goals, product ‘manufacturing’ goals, innovation goals, etc.

Be very specific about what you want for your business. Remember vague goals produce vague results.

2.    Goal vs. Good Idea

A goal or objective has to be measurable otherwise it is just soothing that you want, a wish or a good idea.

Good Idea

• I would like to own a lovely studio with a view.
• I want to increase sales.
• I need to network more.

Goal or Objective

• I will own a 40m² studio in London looking over the Thames River, by noon, 30 June 2009.
• I will sell 1000 books by 5pm 30 December 2008.
• I will make a minimum of 5 meaningful contacts by 5pm this Friday.

3.    Write it out in detail

One of the best ways to set specific goals is to write them out in detail, as if you were filling out a job card. Include every possible detail. This will help you to hone in on opportunities that will help you to achieve your goals.

4.    You need goals that drive you

When setting your goals, be sure to include some big ones. Ones that stretch you and make you grow to achieve them.

It’s good to have some goals that make you a little uncomfortable. This will force you to learn new skills, expand your idea of what’s possible, establish new relationships and learn to overcome hurdles, fears and concerns.

5.    Create a quantum leap goal

While setting your quarterly, weekly and daily business goals, set a quantum leap goal. A goal that once achieved would totally change everything and would take your business to a whole new level. This could be; writing a book, publishing an article, appearing on tv, creating an exquisite website, teaching a class, franchising your business, etc.

What would your quantum leap goal be?

6.    Keep your goals top of mind

Place your goals in a place that you will see and read a number of times a day. You could have them on your desktop of your computer or as a bookmark in your notebook. By constantly repeating and visualising your business goals you will be motivated to achieve them and your creativity will be stimulated. Your awareness to resources that will help you to accomplish your goals will therefore be heightened.

7.    Hurdles

It is only human to start thinking about all the reasons why we won’t be able to achieve the goals that we have set for our business. I don’t have the cash flow, I don’t have the time, I don’t have the skills, I’ll have to work too hard, I’ll have less family time, I fear rejection, nobody will want to buy my products, etc, etc…

Once you are aware of these subconscious thoughts, feelings and obstacles you can face them, process them and deal with them. Once done, you will become better prepared for the next project you wish to undertake.

8.    DO IT NOW!

Yes, take the time now to make a list of goals that you want your business to achieve. Make sure that they are measurable, i.e. how much, by when. Then decide on your quantum leap goal. Write it on the back of your business card and put it in your wallet. Each day do something that moves you towards your goals.

My Quantum Leap Goal for In the Bag is:

• Write an e-book by 30 December 2008.

Leave a comment with yours or email me kerry[at]inthebag.com

Reflection

“An image . . . is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service.” – Daniel Boorstin