Many years ago, I was a young father working retail full-time and trying to get back into school as part of audio recording program. My first audio professor, and mentor, said something that sticks with me to this day
Be nice to everyone you meet, or at least professional. You never know who you might be talking to.
At the time, we were talking about working at recording studios or live venues and meeting new people there. You could be speaking to a new rising artist, a lead independent engineer, or even a major producer.
Don’t believe me? Take a look below at Rick Rubin, the super producer who co-founded Def Jam and has worked with Linkin Park, Jay-Z, Red Hot Chili Peppers, Adele, and many more.
They Could Be Your Next Customer
So why am I sharing this with you? Because as a small business owner, your livelihood depends on relationships. And every relationship begins with a first impression.
If you run a shop that depends on foot traffic, your first meeting with a possible customer may come when they walk in. You know you have to greet them with a smile and make them feel welcome.
Remind your staff to do the same as they are an extension of you. If the customer has a bad interaction with them, your business suffers.
But inside your store is not the only place you meet people. As your company’s first marketer, you should be meeting people in other places in an effort to extend the reach of your business.
Do you go to community gatherings? If you have a service business or you’re a manufacturer, you probably attend a few trade shows each year.
And then there are personal social interactions. We’re nearing the end of the year and you may go to your partner’s office Christmas party. Maybe you’re at your kids’ school play, or you’re just waiting for coffee in the morning.
In all of these cases, you will meet new people and whether you like it or not, make a first impression. Do it right and this new person you meet can become a customer or guide someone else to become your customer.
Here Is What to Do
Not everyone excels at meeting new people. I’ve had to work hard just to get to the comfort level I have now. But you have to make the effort if not for you, for the future of your business. Here are a few steps to help you.
It starts with “hello”
This may be tougher than it sounds. On top of your own reservations, others may not want to start conversations and you have to be okay with that.
I usually take a mid-day walk around my neighborhood or whichever neighborhood I happen to be in if I’m on the road. It’s worth noting that I live in Los Angeles.
There have been several times I’ve said “good afternoon” to the person walking in the opposite direction and not gotten a reply. Rude, yes. Defeating, absolutely not!
By offering a greeting, I’ve opened myself up as ready to have a conversation with you or others around. If I can get one response, I’ve made an initial connection I didn’t have before.
Exchange names
Now that you’re talking, get their name and give them yours.
Once you have a name, share what you do without it sounding like a sales pitch. Start with the problem. If they have this problem, they’ll let you know.
Listen
You learn about others by listening. Once you’ve met and you’ve shared what you do, ask about them and let them speak. Now is your time to be quiet and listen.
We tend to remember conversations where we’ve shared something about ourselves. A person who remembers the conversation they had with you will remember what you do when they need help in that area or will have an answer when one of their friends has the problem you solve.
Last Thoughts
Small businesses depend on relationships and every social interaction you have as a small business owner can lead to a sale. You have to work as hard as possible to ensure you make the right first impression.
The next time you’re in a coffee shop, trade show, or party, try to start a conversation and see where it leads. You may find yourself talking to your future biggest customer — or at least a music producer.
If you need additional content marketing help, contact me today to set up an introductory call.
Your friend,
JC
