Yellow Dog Consulting

Sales & Marketing Consulting for solo-preneurs.

Ask Yellow Dog: Learning to Grow Your Biz

by // 1 Comment

imagesI got a note from an old friend the other day asking:

“Ok, so I have a entrepreneurial idea, want to read and learn more about growing biz. What’s your fav resources?”

Great question! And one that I responded with “I’m not much of a reader-more of a listener. For me the answer is events, pick people you know/like/trust & ask how they did it.” (note, we were sending DM’s through twitter)

So to expand in more than 140 characters…

I know a lot of folks like to read, and I know a lot of folks (myself included) like to write and share their knowledge and wisdom and tell you what to do. But can we all be honest? Not everything works for everyone. No one has the “five things that will change your business” or “3 steps to make a million dollars this year.” I have heard more speakers than I care to remember throughout the years. And most of them had some book or program I could spend a lot of money on. And I haven’t. Why? Because half their stuff is crap, and the other nuggets of information I either wasn’t ready to act on, or were simple enough I could execute myself.

If you want to learn about growing your business, talk to people who have. Ask your friends, reach out to successful folks and ask to talk on the phone for 15 minutes. Be respectful of their time, but ask questions! I have a great network of friends and colleagues that I can ask one off questions of and get a quick and thoughtful response.

And in that Q&A time at a speaking engagement? ASK QUESTIONS. If there’s a free follow up, or they give you their email, USE IT. Sign up for their newsletter. Don’t harass them,  ask them. Don’t sell them your product or service,  ask their advice. Build a relationship, don’t have a transaction.

Two of my favorite newsletters/blogs are local friends and colleagues of mine: Clise Etiquette & Heinz Marketing. Great content, great ideas for growing your business, and great recommendation on how not to screw it up in the process.

Take Advantage of Your Sponsorship

by // Leave a Comment

imgresA few months ago I was flying through the Portland Airport. As I was waiting for my flight, another flight was starting to board. And the Alaska Air plane they were getting onto was the Portland Timbers plane. The flight attendant came on to start the pre-boards, and said “as a proud sponsor of the Portland Timbers, if you are wearing Timbers Gear, you can board early.”

GENIUS.

How simple was that? It cost them nothing, except a cool reminder that they sponsor the local team and support those who support the local team.

I’m involved with a lot of groups who work with sponsorships. If you’re giving a company your money for a sponsorship, don’t just think about what they can do for you, think about what you can easily do to increase the ROI from your sponsorship. Maybe it’s an introductory offer, or a small free giveaway if they’re wearing the shirt of said organization. Think about this as a member of an organization as well. Is there some way you can give back to other members, simply because you’re both members? The next time a sponsorship opportunity comes up, think about cool ways you can give back in the long run too.

Here’s a few key questions to ask:
  • What does this audience need? (to get on that plane and get home)
  • How can I make it easier for them? (boarding early because we like the same thing)
  • And make it a better experience? (free NW wine and beer on Horizon baby!)
  • And get them talking about me (hello social media!)

Talk to Strangers

by // Leave a Comment

imgresWhen we were growing up, one of the first rules from our parents (besides don’t eat that) was don’t talk to strangers. It’s a good rule when you’re a kid, be careful of strangers, especially strangers with candy, or with a creepy van. BUT as an adult, my advice: talk to strangers.

Obviously this is the goal of networking events, so I won’t cover that here. I’m talking about when you are out and about in your day to day life. In line to pick up lunch, at the store, at an event, out at a restaurant or business, talk to people.

The receptionist is your best friend at any company. If he or she likes you, you’re golden. Get their name, thank them before you leave. If you’re dismissive, boy if those schedules aren’t full every time you call…

This says more about my hobbies, but any time I can sit at the bar at a restaurant, do it. Talk to the bartender, ask questions. If they aren’t busy, they’ll answer every weird cocktail and spirit question you’ve ever had (and sometimes include samples!). Remember the waitresses name and ask for her suggestions and favorite menu items. Remember, if the hostess at a restaurant hugs you when you come in, that means you’re a REGULAR, not that you have a problem.

AND if you have a great experience, take to social media and thank that person! Leave a tip on Foursquare, tweet to the restaurant or post to their Facebook page. Companies like to know when their team is doing GREAT. I love that when I tweet to Nordstrom, they always ask for the name of who helped me at a store so they can tell their manager. As someone with a background in sales, I can confirm that if someone uses your name in follow up comments it often leads to extra spiffs.

Make someone’s day, it  takes no time.

Social Media makes it a lot easier to talk to strangers too. Any time I go to a new business (client, restaurant, museum, event) I check out if they’re on twitter and post about it. If the company knows what they’re doing, they’re on top of it. Alaska Airlines is a great example of this. They always comment back, and have taken care of more than one question I’ve had, and even gave me the heads up on a sale that was happening for tickets I needed to buy. Like many people I’ve also taken to social media to complain about stuff. And had great response and customer service taken care of. It’s lead to a few great relationships even. And now I often tweet really great things about the company.

So there you have it. Talk to strangers. You never know what adventures it can take you on.