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

While I work on my project, here is another article, similar in style to Effective Goal Setting. Let me know what you think…

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.

A box of Goodness

On my mission to eat healthier, I have started to purchase boxes of organic vegetables from Wensleydale Organic Farm. It is 45km from Johannesburg. They deliver at various drop-off points and then we collect. The closest one for me is in Kensington.

I am still learning about organic food, but definitely understand the benefits.

“The word Organic means ‘living’, and in practical terms, this means natural food that is grown and processed without chemical fertilizers, pesticides, herbicides or fungicides. Nothing unnatural is allowed so there are no growth hormones, antibiotics, preservatives, dyes, chemical coatings or irradiation allowed. There is no genetic engineering allowed in organic foods.

Organic food is nothing more than pure nutritional food – the way it used to be.”

The box is full of green goodness (and some colour too).

The box included: eggplant, butter lettuce, spring onion, beetroot, corn salad…

Naartjies, Broccoli, baby spinach…

Radishes – how good do these look?

After reading a post (eating our way to death, literally) on Think Simple Now, I have decided to gradually undergo a slow transition into becoming a vegetarian. I already only seldom eat red meat, so I don’t think it will be that difficult. I think the hardest will be to give up cheese, as I really do love cheese, but I now understand that it is just as dangerous as meat and the cruelty that the cows go through is enough to put me off.

What are your thoughts on vegetarianism? Do you know any great recipes?

Effective Goal Setting

I am busy working on a project that I mentioned that I would like to start in a previous post. I would just like to test out my writing style, relevance of content and interest. So, let me know what you think…

“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

Success

“Success is the sum of small efforts, repeated day in and day out.” – Robert Collier

Success

“You have succeeded in life when all you really want is only what you really need.” – Vernon Howard

Go with what you know…

I was totally inspired, recently, by an article called the magical ingredients on The Wren Design blog.

I have been thinking a lot lately about the direction in my life and what I should be doing and how I should be contributing to the world. I have been struggling for quite a while with this…

But after reading the article and reading the links (What Startups Can Learn From Haruki Murakami), I had a classic “AHA!” moment…

These were my findings for each point discussed in the article:

1. Find your passion and commit to it

• I love all things crafty, I read so many blogs a day on all things handmade. It is what I love, and it definitely inspires me.

2. Stick with what you know

• I know marketing. Yip, I even have a degree in Marketing Communication and have won an award for my work. I am not bragging, but realising what I am good at has been a long road. Only now, almost a year and a half after the award have I realised that I am relatively good at what I do. Its all got to do with self esteem and confidence.

3. Start even and finish first

• ‘Murakami’s life is a routine. He rises early around 5am and goes to bed by 10pm. He declines late-night dinners and outings. He runs and works on his books daily. He achieves his magic by pushing equally every day.” This extract from the article really made me look at my life and make some changes. “Push equally everyday” has become a mantra that I strive for in my life. It is a huge paradigm shift for me, but I am getting better at it everyday.

4. Never settle and always seek creativity

• I have become a little settled in my comfort zone and I desperately want to break free, seeking creativity and learning new things will definitely crumble my comfort zone…

Therefore, after a few days of deliberation I have decided that I need to help small businesses, especially handmade and craft businesses to market their business/passion. I am working on a website that will be packed with free marketing tips and advice for your small business. I plan to grow and develop a monthly newsletter and eventually expand into consulting and offering unique marketing plans tailor-made to suit specific business needs. I have a wealth of information from communication strategies to financial aspects that are not being tapped into at the moment and I desperately want to share this with everyone that would appreciate it.

My dream is still to write a book, so maybe I should start working on an e-book while I am at it!

Your thoughts?

Bryanston Organic Market

On Saturday my husband and I went to the Bryanston Organic Market. I didn’t have my camera with me because it was a last minute decision, but I will definitely be going there again, so next time I will take some photos.

I was pleasantly surprised and a little disappointed. I was really intrigued by the quality of goods sold, especially the organically grown fruit and vegetables. But I longed to see some organic wool and hand-spun skeins. I would have blown my whole budget on them, but alas there was none to be found.

Well worth a repeat visit. The food stalls looked great, with such wholesome food. We had already eaten lunch, but next time I will make sure we have a meal there…

When life gives you lemons…

I recently found this lovely networking blog – Handmade Network.

Every week  they have a new challenge. Last week was ‘when life gives you lemons’. So I created a yellow knitted flower brooch.

I did not formally enter the competition, but instead did it as a challenge for myself. I am not confident to enter, yet, but will do the weekly challenge.

Let me know what you think…

PS. I desperately need to up my photography skills. I plan to build a light box soon…

Why Blog

This question has been on my mind for a while now…

I Googled this question and quite a few (70,200,000 to be exact) results came back. But only I can answer this question for myself…

• Firstly, it makes me dig deep and think about what I am posting for all the world to see.
• I have always wanted to write, even if I’m not very good at it, I find it a form of expression. Blogging gives you the freedom to write what you feel like writing. No one will judge you and you can publish it for the world to see without costing a cent.
• It is a creative outlet, I can post my creations here, whenever I feel like it.
• It is a kind of journal, I can write down my thoughts, and at the same time have a record of what is happening in my life.

Why do I want to continue to blog?

This is the all important question…

I want to teach others; yes, that is the main goal for Orangebloom.

*Teach*

Blog Goals:

• To blog at least one craft project a week
• Start a monthly newsletter, where subsribers will receive special offers and valuable information on all things crafty.

So, now it is set in stone for all to view. They do say that once you write your goals down you are more likely to achieve them.