Blowing Your Own Horn - A Key Marketing Strategy for Small Business
By Charlotte R. Farrior
Successful solo entrepreneurs spend quite a bit of time building and
expanding their networks. These networks can cover a broad spectrum
professional associations, community service, school or alumni
networks, virtual communities, athletic groups, neighborhood
associations. There are a variety of choices when creating our support
system.
What they all have in common is this: we engage in the same activity
relationship building. We may meet face to face, over the telephone or
online. We exchange pleasantries, information, referrals or resources
and in doing so, strengthen the bonds with individuals and the whole
organization. What is not quite as common in our exchanges is the use
of a personal or business success story. A success story has a double
message: it highlights a specific activity that we accomplished or
service that we do AND it communicates a distinguishing level of
achievement. Both messages serve to build credibility with the
listener, which in turn builds trust.
Success stories need not be complicated or lengthy. Here are a few
considerations when preparing your own.
Be Proud About It A good success story translates as truly genuine
when you feel proud to share it. "I am so thrilled that I was able to
save my client $5,000." a Financial Services Representative
Be Prepared Think through your list of recent business achievements,
honors, awards or professional certifications that represents
something you are proud of and demonstrates an achievement. Then
select one or two to share with your contacts at an appropriate time.
Be Specific Describe exactly what product or service that you
delivered or the type of honor or certification that you received. "I
recently completed the requirements for the Master Certified Coach
designation." a Business and Personal Coach
Make It Current Be careful to use situations or events that occurred
within the past six months. This keeps it in the category of "news"
that your listener may be interested to know.
Keep It Brief A few good sentences about the award or business
achievement is all it takes. No need to dominate an exchange.
The next time that you interact with a client, colleague, friend or
family member, try blowing your own horn. Humorist Will Rogers said,
"It aint bragging if you done it."
Copyright 2003, The Coaching Connection
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___________________________________
Charlotte Farrior of Coaching Connection
(www.corporatecoaching101.com) and Founder/Team Member of Solo-E (
www.Solo-E.com ) is a
corporate and professional coach. She works with professionals,
entrepreneurs, directors, and executives to define and achieve the
personal and business goals they set for themselves. She coaches in
the areas of goal setting, skill development, priority management and
career transitions.