Tell It!

One of the main issues that a new enterprise faces is how to attract clients.  There are many books that one can read about the issue.  Despite what all the gurus say, there is one and only one resource at the entrepreneur’s disposal that will make a world of a difference to any business – whether it is a start-up or a business that has been running for years.  The remarkable thing is that this resource is free.  It costs the entrepreneur not a single penny to use this resource.

What can this magic formula be?  If it is free, then it cannot have anything to do with money.  In addition, how can something that is free, be trusted?  Free is the one word in any business owner’s mind that raises suspicion.  If something is indeed very good, why will the person that has a wonderful solution not add monetary value to it?

A wise businessman gave me a remarkable answer when I asked him what he would regard as the best method to market and promote Skopus Business Consultants.  This man was a retired marketing director at a very large international company.  A few years ago, he decided to leave the corporate world and the start a very successful distribution business.  Let’s call this man “Harold”.

After I asked Harold about the best marketing method, he was quiet for a while.  Then he made on and only one gesture.  He stuck his tongue out and put his finger on his tongue.  “Use this”, Harold said and started to talk about something else.

For a small business, the tongue is indeed a very powerful tool.  It is the quickest and most cost efficient way to promote one’s business.  It may not be as glamorous as full-colour brochures.  It is certainly not as attractive as a clever radio advertisement or a 30-second splash on television.  However, it can be very effective.

Talking someone else about out businesses, carries more power than we can ever imagine.  Telling our stories – how we started and what drives us to believe in our businesses – is a personal endorsement.  It is spoken with enthusiasm and with sincerity.  It compels us to BELIEVE in the success of our business.

Telling someone about our business does not mean it is the only thing we can talk about.  One has to be patient to tell about one’s business.  One has to be aware of situations around you.  One has to listen to what others have to say and one has to be attuned to possible needs expressed by the other speaking.

Of course, timing is everything.  When someone expresses a need at a cocktail party, it may not be appropriate to hog the conversation and tell about your business.  It may be more appropriate to say something such as “you know, I am very aware of the issue you just described.  Maybe you and I can talk about a possible solution at another time?”

If the person agrees, the follow up on the conversation and tell how your business may contribute to meet one or more needs that you were mentioned in passing to you.  Who knows what sales opportunity may arise?

The tongue is indeed a powerful and cost effective marketing tool.

This is the official blog of Skopus Business Consultants.  Visit us at www.skopus.co.za