Everyone talks about networking to make the right business connections, but most people say either dont have the time or cant be bothered. If you want to grow your business, this may be one of the most important things you do. We've all heard the expression, particularly in the business world, Its not what you know, but who you know. Let me add to that: Its also not just who you know, but who knows you! And what they are saying about you, too! When youre in business, you really do need to make connections, and lots of them.
Who with exactly? You want to meet and really get to know other business owners and CEOs in your area, local politicians, moms groups, civic organizations and more. The key is to get out of the studio and into the community. Well, at least some of the time and, most importantly, on a regular basis. Many years ago Angela and I came to the conclusion that our business was at a sticking point and the main reason was that we did not personally know enough people in our community. We were not visible enough. Our marketing was working well enough, but we had a very low profile in the community. Because of this, we didnt know a lot of people other than our clients. We needed to find opportunities to get out and meet new people, specifically prospective clients we could connect with.
Steve says: Business Fact; People want to do business with people they know and like! When running a studio, it is easy to get caught up in teaching, choreographing, ordering costumes, and dealing with staff, faculty, students and parent issues. The problem is that if you spend all your time locked up in your studio, you may be, and probably are, the best kept secret in town.
One of the first steps we took was to join our local Chamber Of Commerce. This is a great way to get out and meet other business owners. And business owners love to recommend other businesses that they know about. Some Chambers have lead groups that meet on a monthly basis to help promote each other. Something else to keep in mind: business owners have kids, too! So, at these meetings there is an opportunity for you to offer Chamber members a discount. You could also arrange a reciprocal agreement through which you each display literature in each others place of business. We have also helped different PTAs with their fundraising, performed for the local Rotary Club and the local Veterans Administration hospital and been involved in many other fundraising events. It doesnt take a lot of extra work and, most importantly, it gets you into the community, meeting new people and building relationships.
Steve says: The key is to get out and meet new people! Connect in a relaxed environment so people can get to know you and you can make new friends. The best part about making connections is that you build relationships. There are all kinds of friendsreally good friends, casual friends, business friends and clients who are friends. Build relationships with the people of your community and you will build your business and grow your profits, not to mention have a network of successful business executives that you can exchange ideas with. The more people, you know the richer your life will be in every way.
You say: OK, Steve, it sounds great, but I am too busy to make this kind of effort. We are all always too busy, but if you want to get more out of your time and get more out of your business, then you need to get out of your business! Here are the typical excuses I hear time and again, and how to easily overcome them.
*I am a bit shy and dont meet new people easily. Dance teachers connect with people every day. Focus on the skills you use in class and the new people you meet will see your passion and creativity, which in turn will make them respond to you and like you!
*We dont have anything like this in our community. Do some research and you will be surprised. It is amazing how many community activities you will find going on outside of your studio, once you do a little digging.
*This seems a bit beneath me! Do I really need to do this? Ok, its time to get real! If you own a business, I know that you have taken out the garbage, cleaned the bathroom and done many other unpleasant duties. This will be a party compared to that!
Here is the bottom line. For years our student count fluctuated between 300 to 400 students. Once we started to build more connections and network in our community, we met people who wanted to do business with us, wanted to help us, and have hired us for a number of local events and more! Every year we have seen growth, even in this down economy, up to this years count of over 800 students. All in one location!
We also have several programs in schools that we were able to develop from just one person we connected with when our students performed at her event. When she was hired by the local Board of Education to run afterschool programs she called us first, to see if we wanted to run the dance track. This program is called After the Bell, and students can stay at school an extra hour for an activity like sports, dance and music. The school arranges later bus service for the students, parents pay for the activity and all of the proceeds go to the vendors providing the service. Most classes have 12 to 15 students paying $20 a class. We put on two classes a week in a variety of subjects. This is a good illustration of how powerful personal connections can be. Dont have an After the Bell program in your area? See about starting one. Hey, why not?
So this year make a plan. If you dont know your local politician, make an appointment to meet him or her and discuss ideas to broaden dance education in your area. Do the same thing with as many local dignitaries or business people that you can. Try to get out of the studio at least two to four times a month. It will be an enriching experience for you, your business and your community.
