Bruce Outridge
Artist | Author | Radio & Podcast Producer | Television Host
Marketing by Saying Hello
Are you one of those people that say hello to everyone in the street whether you know them or not? I am most certainly that kind of person and it always amazes my wife when we are out together as to how I know so many people. The truth is that I don’t go out and try to know tons of people I just try to be a happy person. So you are probably wondering what this has to do with business? It has everything to do with business, these days business is everywhere, on the street, in the grocery store, and in the workplace. As more of us start to look for ways to get out of that dreaded office commute and technology affords us greater detachment from the office you will find more people out of the workplace that you can connect with. As an entrepreneur I am always in client attraction mode even if it is out on a leisurely walk. Now don’t worry if you see me walking down your street I won’t accost you but I will probably say hello. Most of us are looking for ways to market our business to others, but very few realize how a sales cycle works so they separate their marketing efforts. If they are out for a leisurely stroll they don’t say hi because they don’t want to think of work, however in work mode their hands start to sweat, and they foam at the mouth looking for prospects. Does that ever work?
I have met more people walking each morning around my neighbourhood, Usually it starts with hello a couple of times, then an introduction at a later date. Here is an example, my wife and I were walking on our usual route one Sunday when a man was unloading his car. He owned a catering business as the name was splashed all over the side of his vehicles, so as we walked by I said hello and then asked from afar, “So how’s the catering business these days?” Being a caricature artist he may have clients looking for entertainment for a venue. He dropped what he was doing and talked with us for nearly thirty minutes discussing our businesses. I didn’t have a card on me so told him I would drop off a package with my services at a later date. I dropped the package off a week later in his mailbox and got a call two weeks later about the possibilities of working on a project together. This is not unusual for me, all because I looked cheerful and said hello. The point of this is that being nice to people should be your first marketing strategy, as I tell people in my seminars, “Don’t try so hard!” Your next client may be right outside your front door.
About the Author
Bruce Outridge is a business and leadership consultant for businesses. More information can be found on his website at www.outridge.ca
Where is the Bar Set on Your Value System?
Over the last few months there has been a big story in the media regarding a family that killed their two girls and the husband’s ex-wife. The family being accused and recently found guilty had said they did the horrific deed because their daughters were, shall we say being absorbed in western culture. This case got me thinking to how far would you go to protect your honor, integrity, or any other leadership quality you feel to be important? Now I certainly am not suggesting that anybody commit murder to protect any of those qualities as that would take you back to the other side of the leadership track. However there must be some internal setting within a person that makes them stand up for honesty, integrity, and the honor of their name? If there wasn’t then we would all be criminals without a care of the consequence of our actions.
As a leadership coach and consultant and someone whose whole life has been built on my name integrity is high on my list of items that I keep dear to my heart. Like most people I don’t impose my idea of honor onto others, but set the standards in myself and don’t drop below the line. This internal setting is developed based on values that are important to me and my family name. For many people that bar is hard to set, it is also hard to keep at that level over time. I remember struggling with the right and wrong thing when I was a kid. Have you ever done that? For instance my parents taught me that on a bus or public transit you are to give up your seat to an older person, someone who is pregnant, etc. This caused great turmoil as in those days it wasn’t cool to do ,that is why we sat in the back. My friends weren’t brought up the same way therefore I was always questioned for doing it. I used to always be judging people as to were they old enough to stand or did they have to sit, would they make it all the way to the back of the bus and so on? It was very stressful! Holding the door was the same thing, when I am at a mall my wife thinks I am the doorman as I never get to go through it. Today I am glad the way I was brought up, but at times it has been a challenge.
So the point of this article is how important are your values to you? Are you trying to fit in with the crowd and do what they do or are you willing to stand on your own for your values and your name? There is only one person that has that answer and if you look in the mirror you will find that person. I wish you well.
About the Author
Bruce Outridge is a business and leadership consultant for entrepreneurs and the transportation industry. More information can be found on his website at www.outridge.ca
What Do You Know Better, Sports or Your Future?
Have you ever watched or listened to people in a bar or at work talking sports? I find it amazing how many people are up to date with the latest stats, know the information on all the players, and who has been traded where and by whom. The same people can spit stats out at the tip of a hat yet most haven’t spent two minutes thinking about their lifestyle or where their heading. Now I am not down on sports, I don’t follow anyone in particular, but enjoy the odd game, I am just too busy to to keep up with sports and all particulars that go along with that.
Here is why I even bring this up, how many people that are deeply involved with watching sports know where there lives or careers are going in the future. I believe there is a time when we have to wake up and smell the coffee, start thinking about the future, and look at what we have accomplished in life to date. Any financial planner will tell you the same thing, think about the future but how many of us do it. In Ontario Canada here we have lost many positions in the manufacturing sector and it has put a real strain on the economy and people in general. I know that situation is echoed across North America and the world for that matter. I don’t see that situation changing fast or soon to be honest with you so it is important for people to take charge of their own businesses, careers, and personal lives. I believe many are caught up on how to do that however and it does take some effort. So here is how you start and for those of you in your forties you may already be thinking of this as it comes to mind as you may be going through a mid-life crisis.
The best way to start is to evaluate where you are now and what type of lifestyle you would like for the future. Now realize I am not talking monetary necessarily but that will play a big part of that, I am talking career, and personal needs. Do you want to travel, do you want a large business, are you happy in your current position, is the company one that may be around for a while? All those questions should be answered and thought about very seriously. Many folks stay at their current jobs, not paying attention to the economy and the company situation and then are mesmerized when the company goes out of business. Many times that can be seen very early, but people weren’t paying attention. This is the time to make that back up plan and get started protecting your dreams and goals. The best place to start is by turning off the television set with the sports on and sitting down with your significant other and talk about a plan.It may be the best use of time you could have, of course don’t plan it on a night with the Superbowl!
About the Author
Bruce Outridge is a business and leadership consultant for entrepreneurs specializing in transportation and creative markets. More information can be found on his website at www.outridge.ca
What Do You Do When Your Professional Board Disagrees?
As a business owner there are many tasks that you are responsible for and probably handle yourself. Everything from signing the big deal to cleaning the washroom may be in your list of jobs to be done at any given time. That is the joy and life of most entrepreneurs. Although many of us are good at multitasking we generally know quite a bit about several parts of our business but not everything. That is where the board of advisors come in for your company. The board may differ from company to company but usually consists of your acountant, your financial planner, your banker, and a business consultant. You may have more or less depending on the size of your business. Having all theses people on your board may make you feel that you’ve got a decent team behind you, that you will get financial and business advice that helps you grow. What happens however when the team doesn’t agree? When you are a small business keeping cash flow running smoothly can be a creative task especially if you have debt and obligations to pay. So as you are trying to do your best you are being told different things from each advisor, and the problem is that they are all right.
Here is what happened to us, we were trying to pay down debt and improve our financial picture. My partner and I had made a sound decision not use credit cards if at possible and live on cash. Our financial planner was elated and said that was the way to go. As our accountant was doing our taxes we were going over expenses and he said that it would be better to be paying certain items with the credit card as it helps in tracking items better in the long run, also the right advice. Our business consultant said try to increase your cash flow by reducing debt meaning that we should pay by cheque whenever possible, also the right advice. By now you are probably starting to see the disconnect that was starting between the advisors.
In the end the final decision comes down to you as as business owner. The team are advisors only and you have to do what is best for your situation. Just like the President you have to weigh each decision against the actual situation. When advisors give you advise they are advising from their outlook on the situation, which will be different for everyone. You have to make the best possible decision for your business based upon the facts and the best case scenario. Welcome to the world of business.
About the Author
Bruce Outridge is a business and leadership consultant for entrepreneurs. More information can be found on his website at www.outridge.ca
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