Connecting: Be realistic, start small to market new business

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Marlene Chism, president of ICARE Presentations in Springfield, works with companies that want to build strong business relationships and with individuals who want to be better communicators.|ret||ret||tab|

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Dear Marlene,|ret||ret||tab|

How can I get the word out about my new business? As a black belt in karate, I decided to build my business around a seminar called "How to Survive an Attack." In the wake of child abductions and assaults, there is clearly a need for education in self-defense, especially for women.|ret||ret||tab|

I am frustrated because no matter how many brochures, mailings and flyers I put out, the message isn't getting through. I have offered my services to hospitals and major retailers such as Wal-Mart (where hundreds of women are employed), yet I haven't had success. I never thought it would be this hard to help make the community safer. What suggestions do you have to help me build my business on a limited budget and get my message out there?|ret||ret||tab|

Cindy|ret||ret||tab|

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Dear Cindy,|ret||ret||tab|

First of all, you have a great idea and a great title to your program, "How to Survive an Attack." Your problem is the same challenge other small businesses experience: It is always harder than it looks.|ret||ret||tab|

First of all, I recommend that you take a breath and slow down. All the mass mailing in the world isn't going to do it on your budget right now. It is probably going to take longer than you expected. Here is some practical advice.|ret||ret||tab|

Stay small. Trying to get into Wal-Mart or a major hospital is unrealistic at first. You need to get "known" and build credibility before the big players are willing to look at what you offer. Instead, go to one or two churches or PTA groups and see what happens. Get referrals from these folks.|ret||ret||tab|

Keep it simple. Select one particular market; for example, churches. Ask them to promote it, and you get a certain amount of the money and they get a certain amount. Don't try to spread yourself too thin by marketing to too many groups. |ret||ret||tab|

Join networking organizations. You can educate people about what you are doing and get referrals at the same time. Look for organizations that value safety. In today's world, building relationships is key. People are simply too overwhelmed with opportunities and information, and you must make sure that you develop connections.|ret||ret||tab|

Get referrals. Every time you do a seminar, have an evaluation sheet that asks the participants their opinions and whom they would recommend for the same seminar. Also ask if their place of business would agree to sponsor a program. Use this to build your database. Create a system to keep track on these follow-up calls and return these calls with the intention of getting an appointment.|ret||ret||tab|

Get booked more than once. Instead of looking for one appointment, try to get a company/church to commit to quarterly events so that it can be scheduled and promoted through their newsletter. Be completely clear how many participants you limit to each class and what you need in the way of compensation.|ret||ret||tab|

Get the word out. A Web site is the best way to build a huge mailing list to keep people informed about upcoming opportunities. If you can't afford the initial expense of a Web site, send out quarterly newsletters. |ret||ret||tab|

Go pro bono. To get noticed and gain business, give an occasional "free" presentation for a local nonprofit or PTA. Don't forget to send out a news release about your generosity, and in it include a way for people to sign up for the next event. Giving back to the community will get you some needed exposure and serve a good cause. |ret||ret||tab|

Write tips for local newsletters that cater to parents. Find a way to get exposure by offering tips that pique the interest of others. Offer your tips for free as long as they include your e-mail address and information about the next seminar.|ret||ret||tab|

Keep learning. Learn how to network, how to market your business and how to sell. To be successful in business, you must invest in your personal and professional growth. Contact the Missouri University Extension or the Missouri Small Business Development Center to aid you in your development. |ret||ret||tab|

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