Consider this hypothetical situation:
Imagine that you just finished coaching a small group session. You are tidying things up and a stranger walks through the door. With a big smile on his face and an outstretched hand for a handshake, he introduces himself as the owner of the auto repair shop across the street.
You smile back. You have been wondering who the owner of that business was. You have always wanted to stop and say hi, but there was always something seemingly more pressing to attend to. You kept putting it off and planning to get to it “tomorrow.”
You feel an instant bond with this fellow business owner. You know that he too experiences all the frustrations and excitements you have about owning a business in this neighborhood. Like you, his market is primarily local people from the immediate neighborhood. Like you, his relationship with his customers is his real asset. You have immediate and profound respect for this guy, especially now that you can attach a name and a face to the business.
You probably have a thought flash through your mind, is this my next member? The next one I am always looking over my shoulder for? With a hint of disappointment, you hear him say he is not looking to join your gym, but he is here for another reason.
That disappointment you felt is your amateur self, the one that is still employee-centered reacting through your vision of your role in your business.
The professional side of you, the side that realizes what your job as a business owner really is, does not experience any disappointment in the words you just heard.
The professional business owner recognizes nothing but tremendous opportunity in this situation.
The owner of the repair shop then goes on to explain his purpose for his visit. He mentions that he has had a few customers ask him about your business. He sheepishly admits to his customers that he really doesn’t know much about your business. Since his relationship with his customers is so important to him, he is not going to risk promoting your business, nor will he say negative things about it unless he knows you.
The more this guy says, the more you respect him.
He goes on to describe he is driven to help his customers, like you and he took it upon himself to get to know you so he was in a better position to answer his customer’s questions. Besides meeting you, he is interested in getting copies of any promotional material you have to leave in his reception area.
What could you possibly say except yes, you have material to give him. You do, don’t you?
The guy who owns the business next door is no longer a nameless, faceless stranger. He is a friend and a fellow business owner. He has a name, a face, a personality, and a business with a product.
He has your material which he will share with his customers. He is a new marketing channel for you.
This relationship can be nurtured over time. You can support each other’s businesses for starters, and this is just the beginning. Your short meeting ends and you enthusiastically agree to keep in contact. You offer to buy him a cup of coffee in the future and he tells you how much he would like that as he heads back to his shop.
As he leaves, you notice that you feel good about this meeting. It wasn’t that new member you initially hoped for, but you realize this has the long-term potential for several new members.
Do hypothetical situations like this, with tremendous potential occur? Yes, they do, but nowhere near as often as they should, for everyone’s benefit.
The professional can change all of that.
The professionals make events like this happen.
Let’s reverse the sequence of events above and repeat the process from the other side of the street, so to speak.
Imagine that you just finished coaching a small group session. You are tidying things up and you have about 15 minutes before your next obligation. You could check your social media, but you decide to try something different and check in with the auto repair shop across the street.
Suddenly your mind reminds you of all the other things you should get done. For the first time, you ignore those thoughts and head out the door before you talk yourself out of this.
You enter the shop and ask if the owner is available. He is in his office catching up on some paperwork and you introduce yourself with a big smile on your face.
You explain the purpose of your visit is to say hi. You notice he is very welcoming, and you sense a kindred spirit foraged from the throes of small business ownership.
Then comes your pitch. Ready for this? You ask him if there is any way you can help him promote his business from across the street. His response is friendly and relaxed. He gives you what he has, a few business cards and a small brochure. You tell him you have no guarantees, but you will put his material in your lounge area where you have a small display titled: Support our Neighborhood Businesses.
He may or may not offer to do the same for you. Don’t ask about that. Let it take a natural course.
End the meeting. This initial impromptu meeting should take no more than 10 minutes. Anything longer makes you a pest.
Follow the cues he has left you. If he has been friendly, cordial, and encouraging, use that information to guide your next steps by suggesting that you stay in contact and get a cup of coffee in the next month or so. If he has been somewhat distant, simply suggest that you stay in contact and listen to what he has to say in return.
Head back to your office and record the results of the meeting in your CRM and schedule the next follow up step.
Above all else remember your first step is contribution. You are seeking to help him first.
You will get everything you want and need for your business if you help enough other people what they want.
Taking the initiative and meeting your neighbors with the intention to use your platform to help them, positions you as a leader in your community. The contacts and resources you discover and develop in this process help you to further help your customers with whatever challenges come their way.
If you are new to all of this and are not sure where to start, I recommend one meeting like this a week. In a year you will have met and helped about 50 of your neighbors. Imagine how that will impact their business as well as your business.
Developing your community is a long-term strategy. Your investments today will pay off at some point, but often not immediately. Don’t let that deter you from acting now.
There is no better time than the present to get started creating your new future.
