Lesson 4: Kick-off
Starting a business is fun and exciting
A business launch is the time for a party. You've done your work, you've made sure you're ready, you've checked everything and it's all correct, perfect. You deserve to celebrate. And make sure the invitees know that it's a celebration. It can be small with just a few people important to your business or it can be huge with everyone you know invited with their friends. In any case, it has to be fun and be sure to tell the people you know that they should bring guests who might be interested in your venture.
Of course it's not just a celebration - it's business. But it's also good business to make sure everyone has a good time and that the atmosphere is positive. If you went to an affair where there were few refreshments, you all sat in rows and listened to a speech, would you tell everyone about it? Sorry, I'd probably fall asleep. How about a party that went on for ages with lots of refreshments and lots of interesting people, where you could look through information material when you wanted and where you were given an information package as you left? I know which event I'd be talking about in a positive way the next day.
Even so, the generally positive impression of a fun event is secondary to what you really want to achieve for your business - you want to get the news out and meet as many people related to your target groups as you possibly can. What you should be doing at such an event is to give a brief overview of your business and your plans to as many people as possible; to give out as many business cards as possible; and to collect as many business cards, names and telephone numbers as possible.
Here are some ideas for such an event:
- Have someone else greet the guests and get their names. There is not enough time to talk to them when they arrive.
- Have someone give them an information package when they leave.
- Try to find people you don't know and get introduced or introduce yourself.
- When starting to talk with someone new, use a three-part approach:
- introduce yourself and your business and find out who they are;
- if they might be interesting or help you with a target group, go to a brief description of your plans, using a dozen or so key words to describe what you want to do;
- if they seem interested, get their name and phone number and say you'll call them to talk about your business and ask them about anyone they know who might be interested.
- When talking with someone you already know, give them the brief description of your plans and ask whether they can think of anyone who might be interested. If they say yes, tell them you'll give them a call and note down their name.
- A brief, informal speech in the middle of the event can be effective if you're a strong public speaker and if a public image is relevant to your business. Otherwise use the time to meet more people.
This is the launch of your business. You were wondering how to get those first customers? After your event you'll have many names to call and the calls will result in more names. Then you start working on those who are members of your target groups, you get more names in the target groups and you're starting to be noticed by those groups. You're off and running.
