Congratulations! You have just taken over an existing business and have hung out your “under new ownership” banner! Now what? How do you really connect with your community and let them understand your new value proposition?
This is the time to be a “politician.” Shake hands. Show up at events. Get your face known. The more you put your persona behind your business name the more people will want to come and visit to find out what is different.
Develop your “Elevator Pitch”
When you meet these new potential customers and business people you need to be ready with a short one sentence summary of your business and your new philosophy on your ownership benefits. “I am the new owner of ABC Business, we sell/provide ________, some of the new benefits we will be providing are _____. I’d love for you to stop by and give us a try. “
Develop an Informational and Helpful Presentation
Look at your business and come up with a 10-15min. presentation that offers tips, information, and thought leadership messages you can pass along in a speech that can be made to local business groups and to local community organizations. By offering helpful information in a presentation you are giving people a reason to call or stop by your business because you are portraying yourself as a resource. Most local groups will give you a reason to speak if you have something to say, other than a sales pitch. Once your presentation is done they will give you a chance to have a table or handout literature for your business.
Get Involved
Depending on the nature of your business, whether it is BtoB or BtoC you need to get out in the community and make yourself known. One of the first things you should do is reach out—in every way. Contact your local government business development agency and find out what is available to you to market your business in your community. Find out about upcoming community events that offer the chance for you to setup a booth. You may also want to attend some local government meetings.
Find Out about Business Networking Groups
Chances are your local community has breakfast, lunch, after hours or other networking groups. Meeting other business professionals allows you to setup referral relationships. And, remember, business professionals are also people with friends, family, and associated who could potentially be your new customers. Additionally many local groups also have social media pages. Find out. Get on them and introduce yourself!
Find Out about Local School, Charity, and Community Groups
There are many, many ways to develop good will for yourself and your business. Schools are always looking for team sponsors and hanging a banner or taking out an ad in the local high school PTA newsletter is a great way to reach a lot of people in your neighborhood. Additionally, charity and community groups are also always looking for sponsors and many will give you the chance to come and speak at their meetings.
Offer Some “Coded” Coupons
Whether it is an ad in the local paper, coupons you hand out at local events, literature at a meeting, or an offer on the back of your business cards come up with ways to code offers so that you can track which avenue is sending business your way.
If you do not know where your efforts are paying off most effectively then you will not know how to invest your marketing dollars or tweak efforts that are not yielding good results. Code. Track. Review.
Taking over your new business is surely an exciting time. But, be sure that you put forth the community outreach necessary to let people know the face behind the company. People want to do business with people they like—so get out there, be known, and give them a reason to discover everything that is “likeable” about your new ownership venture!