Small business owners, like consultants, should be everywhere

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A friend asked me the other day why I do a small business marketing radio talk show and if it had been profitable for me.

My answer? Because I need to be everywhere, and yes.

The question reminded me of a long-told story in marketing circles about the chiropractor (or whoever it was).

A famous lady chiropractor from the East Coast speaks at a chiropractic convention about her success, her practice and why she got into chiropractic in the first case. It’s a motivational piece, intended to instill “I can do it too” in the young chiropractors in the room.

When she leaves the stage, a number of people in the crowd have questions for her – a commonplace reaction at conventions like this.

One struggling young chiropractor steps up, introduces herself as Lee, and proceeds to tell her a story about her efforts to gain new clients. Lee talks about how she tries one thing and then another to get new clients. No matter what she tries, her office only gets a client or two or three with each ad that is placed.

Finally, she says “So after all of my struggles, I got really excited when I heard you say that you average 72 new clients every month…what’s technique are you using to get 72 new clients?”

The chiropractor shifts her weight and lays her hand softly on the woman’s shoulder and says “I’m sorry Lee, but I don’t know one strategy that gets 72 clients”. As she pauses, she can see confusion and disappointment on Lee’s face.

Then she shares the punch line: “However…I have found 72 ways to get one client, and I use every one of them, every month. You should try that and see how it works for you. I’ve very happy with the results.”

HotSeat Radio is one of my “72 ways”. So is the print newsletter, this blog, the email newsletter, and the Flathead Beacon column, just for starters.

“Be everywhere” is a core strategy that I teach my marketing clients, and I (as you may have noticed) put a significant effort into practicing what I preach.

If you need 50 new clients each month to make your revenue goals, do you have 50 ways in place to get 1 new client? Or 25 ways to get 2 new clients each month?

Sit down with a pad and paper (or MS Word, or whatever) and answer this question: How many ways does my business have to attract and meet future (and current) clients?

Is that enough? What other ways can you think of?

P.S. Notice there wasn’t a password on this post? The reality is that I’m collecting “evidence” for a future post. Not quite as externally obvious as yesterday’s survey, but just as important. More about that, probably next week.