Many of us have gotten really good at our 30-second elevator speech about our business and the products and services we provide. However, does this really communicate what we do and how we might do business together? This was really brought home to me last summer when Past President Kathy Dawson and I were carpooling to an event, catching up on our respective recent business activities. Kathy mentioned that she had been researching personality tests and was ready to present a vendor providing this service to her client. Whoa!! How did I miss that? As a psychologist I am well versed in a variety of assessments and I was sure that I had mentioned to Kathy that assessments were definitely a service we provide at Heritage. I quickly brought this to her attention, was able to make a presentation and ultimately won the business. However, I am well aware that I nearly missed the boat.
So how can we keep our products and services at the top of the minds of our fellow NAWBO members? How do we keep the message fresh while assuming they know what we do? If we launch a new product or service, how do we expand the mindset of others so that they remember our new offerings? Certainly our Power Partner groups and SUCCESS Team members are intimately aware of what other members in their group offer. Some businesses, by their nature, easily provide more clarity about their products and services, while others are less obvious.
First of all, assume nothing! In our fast paced lives, information communicated about our business may not have been heard for a variety of reasons. Typically, it was not relevant to their business needs at that time. Timing and relevance are key to others hearing how our services can meet a need.
Second, schedule time to meet separately from dinner and committee meetings to discuss how business may get done. For many of you this is part of your business DNA. The trifecta of opportunities planned for new members following New Member Orientation is specifically designed to encourage meetings outside the monthly dinner and committee meetings. What about those members who have been around for awhile and need to revisit how they understand each other’s business?
Thirdly, an active listening exercise can quickly foster real understanding of each other’s business and might go like this.
- “This is my understanding of what your business is about and the product and services you provide…”
- “Did I capture everything? If not, what did I miss?”
- “Your ideal client is [fill in the blank]; you also work with the following types of clients… Is this correct?”
- Then switch – the one that was talking listens as the other speaks.
- Once this phase is completed take turns asking:
- “Is there any way what I do can be of service in your business?” If yes, “when might that be possible?”
- Or your clients? Or in your network? “Would you be willing to make an introduction?”
- “Is there any way what I do can be of service in your business?” If yes, “when might that be possible?”
- Also, in this time of belt tightening, others may assume that your product or service may not be affordable to them. Mention the cost factor in a variety of ways: entry level, pay as you go, per hour, project pricing, and even “we will work with you”. Sometimes getting the cost out in the open may unlock doors.
Fourth: I have heard the “know, like, trust mantra” a lot lately. Mimi Donaldson’s February dinner meeting keynote “Business is a Contact Sport” emphasized how women especially excel in the area of relationship and connection. Please remember that the relationship is necessary but not sufficient. Do not forget “The Ask”, we need to ask for the business and also bring the business home with a good closing.
Fifth: repeat all these steps again. There is a dictum in sales that it takes eight “touches” for a prospect to become a new client. Keep track of all those touches and with each one take heart that you are getting closer to gaining a new customer or client.
Entrepreneurs are a breed like no other. They are creative, independent, make-things-happen people. They like variety, which is a good thing since in the beginning they wear so many hats. Successful entrepreneurs persevere through adversity and disappointment, keeping their eye on the goal and adjusting their approach as they go based on their drive towards doing it better next time. They also surround themselves with like minded success bound people who encourage their success. They are people like our NAWBO-OC community of members and corporate partners!
We have lined up some terrific dinner meeting programs and education classes rich in content and presented in an engaging and enjoyable format. And don’t miss our Members-Only Mixers – they’re a fun, relaxed way to connect with fellow members. I look forward to seeing you at these events! Have a great month!
Maureen Rhyne, Ph.D.
NAWBO-OC 2011-2012 President
President, Heritage Associates, Inc.
Mimi with her book at her showcase table
Kathy Dawson, Kimberly Gerber and Maureen Rhyne enjoying networking
Holly Files talking to new member Tia Veloz who was at her first dinner meeting
Co-Director of Programs Janice Wheeler kicking off the dinner meeting
