Auto Laundry News - September 2012

Boost Your Business — Speaking at Service Clubs

By Patricia Fripp, CSP, CPAE

Are you looking for an inexpensive way to promote your business? Have you ever wondered what a higher visibility in your community could do to increase business? Have you ever listened to a speaker at a service club and thought, “I could do better than that”? You can!

Brenda was a successful men’s hairstylist in San Francisco’s financial district. At the encouragement of her mentor, she attended the Dale Carnegie Public Speaking course and then became a Toastmaster. The hair product company she was affiliated with hired her to deliver seminars for other stylists who carried their product line.

Conversations with her executive clients about her weekend speaking activities led to invitations to speak at their Rotary, Kiwanis, and breakfast clubs. They knew her bubbly personality and prior experiences with other groups would lead to an interesting program. When she exceeded their expectations, the executives recommended her customer-service talks to their companies for staff meetings. What Brenda was delighted to discover was that speaking to groups in her community was a very effective way to help build her business.

WHY SHOULD YOU GIVE FREE TALKS?

Service clubs do not pay a speaking fee. However, you are paid in a currency that is far more valuable: visibility and access to new contacts who are part of your local community where you do business. As Brenda told one of her salon-owner friends, “Rod, clients who drive 80 miles for you to cut their hair feed your ego. Clients who walk or drive to you in a 15-minute-travel radius feed your family.”

Talking about your business, charity, or major passion is exciting, fun, and provides great visibility. Your first talks to local service organizations like Rot-ary, Kiwanis, and Optimists can lead to many more invitations. Remember, every service club is looking for a free speaker for next Thursday.

Al was one of Brenda’s loyal hairstyling clients and recommended her to speak at the Golden Gate Breakfast Club. At the time, all the members were men and good prospects for her salon. Brenda was excited to discover that the same day she addressed them, three members of the audience made lunchtime appointments in her salon.

Whether you operate a car wash, a detail center, or a fast-lube facility, an effective speech will bring you recognition and eventual business. Even if you talk about your hobbies, interests, or charity of choice, your introduction will mention your business. You will be networking and meeting new local business professionals.

WHAT SHOULD YOU TALK ABOUT?

What do you know that other people want to know about? What do you know that other people should know? What are the questions people ask you most often about your business, or the car care industry, or even your hobbies or interests?

Speaking at a service club or any local group is an excellent starting point for promoting your services. But remember, no one is eager to listen to a sales presentation. Your goal is to be interesting, informative, and even entertaining. This leads to the audience members wanting to have a conversation with you. A conversation can lead to a friendship, a client, or a referral. For example, a car wash operator, who also happens to be an athlete, can talk about running an Iron Man Triathlon, what it taught him, and how that relates to preventative vehicle maintenance.

HOW DO YOU GET INVITED TO SPEAK?

First, develop your speech. Then, tell your friends, clients, associates, and acquaintances you are available and would love the opportunity to speak to local programs. Search online for service clubs in your town or city. In most cities, the local Chamber of Commerce will be at the top of your search. Find out who the program chairperson is; they have a tough job and are always looking for interesting speakers.

An entertaining, interesting talk on any subject that is well delivered is always positively received. You now have the opportunity to make yourself and your business more visible in your community.

HOW DO YOU MAXIMIZE THE EXPERIENCE?

Be Easy to Work With
Write your own short introduction, including the importance of the subject, and why you are the perfect person to deliver that message. Make your bio available to the organization well in advance for their newsletter. As most organizations now have websites that advertise the program, also send a good photo and link to your website.

Go Early to the Event
Make sure you meet as many people as possible. Find the visitors from other organizations and mention, “If you enjoy my presentation, please give my card to your program chair.”

Have a Handout or Flyer
Develop a one-sheet detailing your key points and information on your topic. Offer a catalogue or brochure, if appropriate. If you’ve had an article published, make copies for the audience members. Make sure whatever you offer includes your contact information.

Collect Business Cards
If your goal is to develop business contacts, always collect business cards from the audience members. You can hold a drawing for small prizes, such as a pre-paid wash card.

Drive Traffic to Your Website or Blog
If your audience is interested in the subject, let them know where they can get more information.

Let Them Know You Are Available to Speak to Other Groups
Just as you did in conversation, before you close your speech, mention, “If you belong to any other organizations that would be interested in hearing a speech on this subject, feel free to pass along my card and website information.”

Speaking before a group of strangers may be slightly intimidating at first. Just remember, this is the beginning of many long-term relationships. Go on; step up on the podium and profit from the experience.

Patricia Fripp, CSP, CPAE, is a Hall of Fame keynote speaker, executive speech coach, sales presentation skills trainer, and keynote speaker on sales, memorable presentation skills, and executive communication skills. She is past-president of the National Speakers Association. To learn more, contact her at www.Fripp.com, (415) 753-6556, @PFripp, or PFripp@ix.netcom.com.

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