A Night to Change History

by Lisa Carbaugh

Historic Peerless Mill Inn in Miamisburg was the setting for the chapter’s November 14th dinner-meeting. The program was lively: conversations with successful entrepreneurs who shared information about survival skills, personal and professional development, and what it takes to run your own business.

Lynne Stamper

The evening’s discussion was moderated by consultant and former SWO-STC chapter member, Lynne Stamper. After being downsized, Lynne built her business around the answers to two questions:

• What do I love to do?
• What do I never want to do again?

She shared the following tips for success:

• Honesty – tell the truth to clients.
• Timeliness – return those calls and emails.
• Trustworthiness – maintain the privacy of individuals and companies; it's essential.
• Risk-taking – make a change when you’re in a rut.

The moderator then introduced the evening’s speaker's in order.

Richard Meier/Orion Communications

Based on his 30 years of experience in marketing, communications, publications, Web site design, and ad agency work, Richard shared his insights about the effects of recent technological change on the English language–our stock in trade. The number of English words has grown to over 1 million, with many new additions technologically based.

His key points (ten plus one) were:

1. Stay current. Learn your language well and always avoid common errors.
2. Know your competition. Then you can position yourself against them by understanding your own unique qualifications.
3. Know your audience. Learn as much as possible about potential clients. Know the companies and the industry. Study their brochures, articles, Web sites.
4. Ask open-ended questions. Get more information.
5. Listen. A good writer should be a good listener.
6. Discover your USP (Unique Selling Proposition).
    
7. Be yourself. Write to solve a problem not to please.
    
8. Demonstrate your expertise. Provide samples, utilize a Web site, share successes. 
9. Sell communications as a commodity. Estimate based on your hourly rate and mark up to provide your client with a price. 
10. Sell yourself.
11. Don’t let them see you sweat.

Barbara (B.J.) Moore/President, Lida Ray Technologies

When you compete in the male-dominated arenas of strategic planning, project management, defense engineering and computer technology, it's sometimes better to be known as B.J. rather than Barbara. Her successful 29-year run as an entrepreneur is certainly encouraging for women business owners.

B.J. discussed one of her specialties: turnaround management–determining if a project or company can be salvaged. Here are some of her tips:

• Always tell the truth, even when it is bad news. When the customer can expect truthful communication from you, it reduces fear and increases their loyalty to your company. And the resulting repeat and referral business lowers marketing costs by minimizing the need for extensive advertising.
• Even when you come in as an outsider with the authority to "chop out dead wood," she says, there is a right way to treat people–especially people faced with layoffs right before the holidays. "It’s not what you do but how you do it." Communicate and hear what employees have to say.
• Providing resume workshops, job recruiters, and job search tools helpreduce the stress of the pink slip. . Though a difficult period for many, leaving a project that held no enthusiasm or happiness actually led to positive job opportunities for many of the individuals affected.
• Remember is that common sense is certainly not common. So, applying some common sense can make you a miracle worker.

Finally, if you think consulting is a glamorous job you’re going to be disappointed. Do what excites you – for B.J. that means fixing what seems broken beyond repair! Find your enthusiasm in doing what you love.

Tim Hrastar/Rapport Marketing

Rapport Marketing's tagline is Helping Good Lawyers become BETTER Lawyers. What better opening for a couple of lawyer jokes? All kidding aside, Tim, an entrepreneur since 1976, has created a company that fills a communication need for a highly professional clientele. His services include coaching, consulting, and conducting professional workshops. He tells his clients:

• There is no correlation between value and the number of hours on a job. Charge what the market will bear. The client isn’t interested in an hourly rate – what will the total cost be?
• Sell the value the client will receive for the price you charge. For difficult or disagreeable clients, you might consider adding in a ‘hassle’ fee. If they don’t buy it, fine – but if they do, the additional revenue makes it easier to work with them.
• Differentiate your USP. Coming back to a previously discussed topic –your Unique Selling Proposition, Tim emphasized that it’s not enough to do good work. Create a Personal Focus Statement. This forces you to think about what you do. What do you do well? Lead with your strengths and get people to ask for more. Don’t fall into the trap of focusing on your weaknesses.

He made these additional points:

• Log face time with your client. Never give up. Plan to get business but be persistent and patient. Rejection is not failure it’s a learning experience. In an urgent climate you may get the business in 20 minutes; a potential client in growth mode doesn’t have anything pressing at that moment; a complacent potential client may have no use for what you have to offer. They don’t need your service at that moment and it may be years before they do.
• Be enthusiastic. Have a passion for what you do. Get excited about getting the business. This will help sustain you during down times.
• Be yourself. Be genuine. Create and maintain trust.
• Never stop learning.. Constant and continuing self-education prepares you for bigger projects and leads to greater confidence. Rapport Marketing’s Web site has a Free Tools tab which provides links to communication and business development resources that can help you acquire the knowledge you need to be successful.

All-in-All…

It was a fine evening with a delicious meal, excellent service, and an opportunity to network with new people and old friends. The tips and encouragement shared by the panel members may have generated entrepreneurial sparks that will lead other STC members to business ownership. Perhaps a few of our attendees will take that historic step and share their experiences at a future SWO STC meeting.