Kristin's Corner: How to Promote Your Small Business Without Begging

How to Promote Your Small Business

Last month Gillian Pishl asked me some advice on how to promote her small business without begging. This is a great question! It reminds me of one of my favorite topics, which is relationship marketing. Promoting without begging should be founded on strong relationships. 

1. KNOW WHO ARE YOU TALKING TO. Ask yourself who would be the best contacts for you to help your business grow and that you could help in their business. This can vary by industry but the goal is the same. Who needs you? In your ideal world, who would you be working with regularly? Where are your potential clients hanging out? Make a list of your ideal A-Team. 
2. DETERMINE YOUR MESSAGE. Next, you need to know what message you are wanting to share with people you are talking to. What do you want them to know about your, your business, and how you can help them? 
3. COME FROM A PLACE OF SERVICE. Successful relationships are never founded on "what can you do for me?" Instead, they are founded on "what can I do for you?" and "how can I help make your life easier?" We have to stay in this mindset as we are promoting our businesses, otherwise we will make less friends and more "no thank yous." At Sound Wave, we have always put relationships first. We want true, genuine, mutual relationships. Sure, we would love referrals too, but that isn't the primary motivation for the relationships we build. We want to build a strong network of people that we can learn from, grow with, and establish FRIENDSHIPS with. We have found that the most fulfilling part of what we do is founded in the friends we have made along the way. 
4. MAKE THE CALL. The hardest part of marketing your business is making the call. Pick up the phone and ask someone to coffee. An email works too. Just take the action needed to start a relationship with someone in your industry. You will be surprised about what positive feedback you will get and how much you will learn along the way. People need to have 5-10 interactions with you before they will think of you for a referral, so make the call. Take action to meet people (even if it makes your palms sweat just thinking about it). 
5. BUILD THE RELATIONSHIP. Relationships don't just happen. They are built with intention. This isn't a 'fake it until you make it' kind of thing. In order for relationships to grow, you have to actually care and nurture the relationships. I can't stress this enough - be genuine! Don't seek out a relationship just because they might refer you. Referrals to your business are a perk to the great friendships you are forming and all you are learning from other people and businesses along the way. 
6. BE PATIENT. Friendships and business relationships take time. Be patient. Most people are not going to refer a business that they don't know much about, haven't seen their work, or haven't had a chance to work with. This is okay! Keep reaching out, keep caring, and keep SERVING those around you and the business will come. I can guarantee you that! 
7. TAKE NO FOR AN ANSWER. You may run into people in your industry that you have a hard time clicking with - or that won't refer you. IT IS OKAY. it is okay. It Is Okay. Take a deep breath and let it go. No one is going to make you OR break you or your business. As you go through the process, you will find your people - those you love working with and that love working with you. 

Hope this helps as you are building relationships and growing your small business!

Kristin Cole
Sound Wave Events
208-891-0094
​[email protected]