Membership in the chamber of commerce is a great marketing tool. I belong to
my local chamber, and I recommend all of my franchisees join theirs. For a
modest fee, you get access to some of the top community leaders--who may become
some of your best clients. Membership in the chamber, however, is only valuable
if you make a good first impression.
One of my franchisees recently joined my local chamber and had the
opportunity to meet fellow business owners for the first time. As other new
members approached her looking for an introduction and the expected sales pitch,
she talked about the woes of small business ownership, from costs of shipping to
skyrocketing inventory prices to her fears about surviving in the industry.
Her new acquaintances looked exhausted--and even a bit shell-shocked--after
meeting her. One individual approached me and cautiously asked whether she was
affiliated with my company. Having witnessed the carnage from her earlier
conversations, I hesitated before admitting that she was, in fact, a franchisee
of Le Gourmet. He said he was surprised that she was self-employed and doubted
she had the ability to make it in any business.
I was taken aback. In a few short, excruciating minutes, she alienated a
potential client and made a bad name for herself, her product and my company.
This young lady had an opportunity to introduce herself and make a valuable
contact. Instead, she used the time to turn people away. Contacts are
everywhere, but they'll treat you like junk mail if you package yourself as
such. You have three-and-a-half seconds to make an impression or be relegated to
the trash bin.
Be Pleasant and Positive
Introductions are a business owner's lifeblood. Use the opportunities
wisely. Take every chance to meet new people, learn about them first and then
provide them with interesting, positive and abbreviated information about
yourself and what you do. People who like you will generally want to like your
product. What they don't want is too much detail, too much history or too much
information about your problems. Pleasant conversation and positive thoughts
leave a good impression. Good impressions sell products and services.
The danger in an initial meeting is feeling you've made an immediate friend,
someone who wants to hear every detail of your impending divorce or how the
airlines lost your luggage on a recent trip to Des Moines, Iowa. What you've
made, however, is an acquaintance, not a confidant.
I tell my clients to stay positive. Leave personal problems at home and
listen to someone else for a change. In a business environment, introduce
yourself and ask the people you meet about their business. Let them elaborate
about themselves, and they'll eventually want to know what you do. Offer short
but conversational answers and people will want to know more.
A client of mine was hoping to start her own business; she had a fabulous
idea that required a bit of funding. I took her to the chamber as a guest so she
could meet some local businesspeople. Within an hour, she met someone who was
inquisitive about her brainchild.
Spare the Details
She was cautiously optimistic about sharing her idea and careful not to
overwhelm her listener with too many details. By the end of the evening, her new
contact had made arrangements to meet her the following day, sign a
nondisclosure form and continue a discussion about funding her idea. She was
elated and surprised that a conversation at a one-hour cocktail party might
allow her to realize her dream of a lifetime.
What my client understood is that you make your connections about other
people--not about you. If you've attended a party and been caught in the corner
with someone wanting to sell you a life insurance policy, you may know what I
mean. It's not that I don't like insurance; I just don't want to do a deal at a
party. When I'm ready to have the conversation about my future, I'll be in the
right frame of mind to pursue it.
Let the gift of gab belong to others and you will have discovered a
productive marketing tool. By being a good listener, you show interest in others
and good business sense. Allowing others to ask the questions provides you with
an opportunity to speak with restraint and show that you have manners. When you
do have a chance to chat about your business or your personal goals, you can
make a memorable impression.
Speak positively and you'll be remembered. Speak negatively and you'll
definitely be remembered--and likely avoided.