Is it possible to promote your business without selling your soul?

Sometimes selling can feel like selling out and marketing like shameless self-promotion. Here’s 4 guidelines for doing it right with integrity.

1. Be honest. We’ve heard the addage “Under-promise and over-deliver.” Sometimes its easier in the short run to do the opposite especially when the customer REALLY, REALLY wants to hear that their car will be ready in 2 days when everyone in the industry knows it can’t possibly be done right in less than 4. Break their heart on the front end and you might have the chance to really impress them on delivery day if you’re on time or a little early.

2. Build relationships. There’s a great book with tons of practical ideas and the best one might just be in the title of the book: Never Eat Alone. If you focus on building relationships with insurance agents, customers, adjusters, and mechanics you’ll have a steady stream of work year round even in this tough economy. Now, by “relationships” I don’t mean trying to be best buddies (No Bro-mances, please). I also don’t mean faking a relationship so you can use them later (you ain’t a pimp… and if you are, please get out of our industry). What I mean is a mutually beneficial business connection. I once the owner of a local dealership if there was anything I could do for him since he was sending us so much work. He said “Just keep fixing cars right and make sure my referrals don’t have to call me complaining you did them wrong.” Easy enough. He wanted a shop he could trust for his customers. I wanted his referrals. Good arrangement.

3. Create value. One rule you understand as an entrepreneur is that if you expect something from someone you have to offer them something of value first. There’s no entitlement here! No free lunch! Business Networking International has built an entire organization on the simple premise of “giver’s gain.” If you want to GET business then you have to GIVE referrals and help other’s businesses succeed. It’s an ancient concept: “It’s more blessed to give than receive” The more you give, the more you get.

4. Speak up. I once told my business coach that I didn’t want to promote my business among my friends from church. He asked me, “Do you offer something of value to them and are you honest with your customers and genuinely seek to help them?” “Well, yes, of course” “Then why wouldn’t you want them to come to your shop instead of somebody else’s who might just take advantage of them?” What I learned: Don’t be falsely humble. That’s just another form of dishonesty. You might have friends that are wasting their money and time with another shop that will not be as kind, honest and fair as you. (By the way, if you’re not kind, honest and fair please refer your customers to me. They deserve better)

Here’s to keeping your soul in tact while promoting your business!

Kevin

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