Market Yourself For Success

"The method of the enterprising is to plan with audacity, and execute with vigor; to sketch out a map of possibilities; and then to treat them as
probabilities."
            Bovee

Recently, I was working with an entreasure who had taken her business to a moderately successful level in a few short years. At the
beginning of the year, she created goals to help take her business to the next level. As we began to examine potential action steps to help grow her business, an uneasiness or total discomfort became obvious whenever the idea of joining a networking group or the local Chamber of Commerce would arise. 

Additionally, fear would become evident when we discussed writing educational articles or giving free informational presentations to service
clubs to further familiarize the community with her business. As we discussed these ideas further, she finally expressed a real discomfort and fear of meeting and interacting with strangers. Speaking in public for her was positively out of the question. 

There are numerous ways to market and promote your services or products.  You can pay to advertise on television, radio or in the newspaper.  Colorful brochures can enhance your public image. When it comes right down to it however, buying and selling is done between people. People like to do business with individuals they know and trust.  The best way to sell yourself or your product/service is to create opportunities or take advantage of situations that allow you to develop a positive rapport and image with potential customers. 

There are numerous networking organizations throughout the country.  Some are local, others are nation-wide. Virtually every community of 10,000 or more usually has a Chamber of Commerce, which provides an abundance of networking opportunities.  Most communities also have one or more service clubs regularly in need of individuals willing to provide valuable information free.  There are always non-profit organizations that also need volunteers to assist with numerous activities.  All of these organizations provide opportunities for you to market your product or services. 

Let’s examine how you can market yourself for success by using a few simple techniques that will help you create positive business relationships:

Develop at least one 20-30 minute educational presentation for service clubs.  If you provide telephone services for example, you can create a presentation that might discuss the future of cellular phones, appropriate telephone customer service or a history of the telecommunications industry.  Although these topics do not specifically address your service, the presentation allows potential customers to get to know you. (Note: Most service organizations do not allow you to advertise your product/service during the presentation.  They are usually willing to let you distribute brochures or business cards.)

Follow-up after all of your presentations.  Ask for the names and address of those in the audience.  Forward a copy of your presentation or additional information with a personal note to everyone in attendance thanking him or her for his or her participation.  Be sure to include your business card and invite them to call you with any questions or product/service needs.

Volunteer to present at trade shows.  Find out what trade shows will be in your community and inquire if they need presenters on topics that are relevant to their industry.  If they do, prepare an hour presentation that provides useful information to the trade show participants.  Often
pre-publicity will note your name, company and title and will be forwarded to potential attendees.  Often this can number in the thousands.

Create a one-page e-zine that provides valuable information in a brief format.  People like to be kept current as well as receive information that may help them grow personally or professionally.  A brief bullet statement format allows you to provide a great deal of information in a simple format as well as in a timely manner.   

Present you product or services in 30 seconds or less.  Have a thirty second-elevator speech that informs and is memorable.  Tell the listener what needs you fulfill and how you can be of assistance to them. Be direct, brief and to the point. Make is entertaining, memorable and repeatable by the others.  

Create positive publicity for yourself.  Visibility is powerful.  Offer to write a column for a local non-profit newsletter or community paper. Sponsor a hole at the charity golf tournament.  Donate a gift to a local raffle.

Create a team for the bowl or walk-a-thon that will benefit a local charity. All of these present your name and/or company to the general public in a positive manner.  You will be viewed with positive feelings because of your willingness to give back to your community.

Seize opportunities to get noticed. Let organizations know you are willing the present on a moments notice incase their presenter does not show up.  This will get someone out of a difficult predicament, bring you lots of kudos and show your flexibility and willingness to help at the last minute. The individual you saved from embarrassment will not forget your help and will share your name with others.

Present a positive attitude.  A “can do” attitude does wonders for anyone.  People do not want to hear others whine, complain or use judgmental statements toward other individuals.  They do however want to be around others who are complimentary, willing to be flexible and display a genuine concern for others.  An upbeat positive outlook on life and others will make people want to be around you. 

Cultivate networking opportunities.  Have you ever been at a wedding, met someone new and asked for a business card and they didn’t have one.  Frustrating!  Always carry business cards with you.  You never know when the next encounter may be your next sale.  I have been asked for my business cards in elevators, on airplanes, in hotel shuttles, at dinning counters, in department stores and yes, even at weddings. Never pass up the opportunity to introduce yourself in order to create a relationship.

Use appropriate words to create the impression you want.  People hate to brag about themselves, and others don’t want to be around individuals they perceive as having a big ego.  You can tuck your accomplishments and sandwich your commercial between an interesting story, a compliment to someone else or by using facts and figures.  Your goal is to create to let people know what you are doing in a positive manner so they will provide you with the opportunities to do more of what you do best.

Envision success.  Quiet the negative self-talk. Believe in yourself.  Create affirmations that reinforce positive self-image and a belief in you.  Create a picture board of where you want to be a year from now and post it where you will see it everyday.  Mental imaging actually strengthens our neural circuits.  All of those tiny neurons are involved in our success when they are fired in unison.

Acknowledge people by remembering their name. The greatest compliment you can pay someone is calling him or her by name.  Make a real effort to remember an individuals name by restating it in a conversation after you have first met. 

Make notations on their business card to help you remember who they are and then review the notes before the next networking opportunity.

Relinquish your fears.  If you are afraid of speaking publicly, join a Toastmasters Club.  The organization is designed to help you work through
those fears by instilling positive public speaking skills.  If you are afraid of speaking with strangers, then take a networking class through your local
community college or continuing education program.  Try to identify what the real fear is so you acknowledge it and begin the process of letting it go. Whatever your fear is, the belief in it is far greater then overcoming it.  Don’t let fear hold you back from succeeding.

People buy from individuals they know and feel good about.  Every time you provide a speech, volunteer for non-profit organizations, send out free information over the Internet or in published articles, you are drawing attention to yourself in a positive manner.  People will get to know you and want to do business with you because you created a familiarity and trust. 

Take the time to cultivate your success by using marketing techniques that make you memorable.