Posts Tagged ‘scales’

All Business Answers Podcast

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In part two of my conversation with Desiree Scales, we discuss social media and how small business can benefit from getting involved on sites like Twitter and Facebook.

Follow Desiree on Twitter at twitter.com/desireescales.

Visit Desiree’s web site at www.bellawebdesign.com.

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Call for Interviews: I am looking to interview business owners, authors, experts, and interesting people on a regular basis. If you would like to tell your story on this podcast, please contact me.

Credits: This podcast was recorded using Skype and Pamela. Thanks to Joe Magennis and Desiree Scales for technical advice. Music by Kevin MacLeod. Editing done with Audacity.

Bradford Shimp is the publisher of AllBizAnswers.com.

All Business Answers Podcast

Download the Podcast

On this podcast, I am joined by Desiree Scales, founder of Bella Web Design, in Atlanta, Georgia. Desiree left her job at a major airline over 10 years ago to start her own business and hasn’t looked back. Today, she balances the demands of business with the importance of her family. She has purposefully created a business that she can run from home, but has used a creative business model to allow the business to scale up easily.

The is part one of a conversation that I had with Desiree. In this section, we learn the story behind Bella Web Design and gain some insight into how she manages her business. In part two, we will hear Desiree’s thoughts on social media for small business.

Follow Desiree on Twitter at twitter.com/desireescales.

Visit Desiree’s web site at www.bellawebdesign.com.

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Call for Interviews: I am looking to interview business owners, authors, experts, and interesting people on a regular basis. If you would like to tell your story on this podcast, please contact me.

Credits: This podcast was recorded using Skype and Pamela. Thanks to Joe Magennis and Desiree Scales for technical advice. Music by Kevin MacLeod. Editing done with Audacity.

Bradford Shimp is the publisher of AllBizAnswers.com.

I often state that social media is helping make business personal again. It is a bit strange to think that communication that happens over the internet could be considered personal. However, social media and web 2.0 has made it easier for customers and businesses to interact. While its not face to face and a handshake, it is still personal interaction. And while you can only shake so many hands and have so many meaningful face to face conversations, social media provides a much wider platform. With social media you can communicate with thousands at once. Yet, at the same time, you can talk one on one.

“The Flight Attendant Effect”

This is a bit of a paradox. How do you communicate one to one, and at the same time reach a wide audience? The beauty of social media is that you can. In fact, by focusing attention on one person, either answering their question or engaging in thoughtful conversation, you are also positively impacting others who may be paying attention.

My friend and social media maven Desiree Scales calls this the “flight attendant effect” of social media. The premise comes from when a flight attendant gives special care to one passenger, and all of the other passengers around that person experience increased satisfaction just by watching this happen. The concept works the same way in social media, where conversations are often public and your helpful advice and answers can be read by many more people than just the original person you were helping.

Its Good to Get Personal

With this effect in mind, you should consider the benefit of focusing on just one person at a time. By doing this, you can provide nuanced, helpful advice or assistance to a particular person. There is great value in this kind of one on one communication. Not only is it helpful to the person on the other end of the conversation, it also helps you sharpen your skills and learn first hand what customers need and want.

The more intimately you know your customer, the better you can serve him or her. You can’t get this kind of intimate knowledge by just broadcasting. Broadcasting online is you just pushing out blog posts, Twitter updates, or newsletters, without having any interaction. Broadcasting happens offline, as well. It is when you launch a product without taking time to find out exactly what the customer wants or needs. It is when you make changes to your services or costs without talking to customers about it first. Chances are, you broadcast more than you think.

Open Conversations

Instead of broadcasting online, try having some good one to one conversations. Have them in open arenas, so others can listen in if they are interested. You want an audience, but your best focus is on the individual. Imagine having a conversation with someone but always looking around to see what is going on around you and who is nearby. That shows that you aren’t really interested in the conversation. So, when you are having one to one interaction online, focus in on that conversation. This means things like not inserting your ad into the answer to a question. It means following it through until you know that you have successfully helped the individual. It also means being willing to get very specific and dig into the unique need of the person you are talking to. Don’t worry whether there is a crowd.

Building Reputation

If you have meaningful interactions, people will notice that. If you give good advice and are always helpful, people pay attention to that. More important than broadcasting your marketing message is gaining a good reputation. Get a good rep in your industry, and people will seek you out for advice, for business, and with new opportunities.

It is pretty amazing what you can accomplish just by focusing on one person at a time. There was always benefit to this, but the benefit never traveled as far as it does now thanks to social media.  Today, you can focus on providing value to just one person and benefit from the many ears and eyes that are also paying attention. Do this, and you will increase satisfaction and add value to everyone in your audience.

photo credit: paalia

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Bradford Shimp coaches small business owners on how to build their presence online at BroadRiverCreative.com.

I write a lot about becoming an expert in your field. It is of great benefit to you and your business if you can achieve expert status in the eyes of your customers. In order to become an expert, you need to focus on some core areas of strength that relate to your ideal customer’s needs.

One key aspect of being seen as an expert is this; you need to know your stuff. I am talking depth here. For instance, it is not enough to be able to spout the talking points about the latest car in the showroom. Instead, you should know the history of the car, the quirks and the hidden bonuses. Most of all, you should know who that car is built for, so you can qualify and direct customers accordingly.

Being well-versed gives you the flexibility and knowledge to truly help customers. The opposite of well-versed is just knowing one solution and pushing that solution on all of your customers. Its like saying you are in marketing but all you do is sell ads in the paper. You can get really good at selling ads in the paper, but you shouldn’t go around calling yourself an expert in marketing.

Being well-versed is also about truly caring for your customers. By spending your time to research and learn about their needs and the solutions to those needs, you are putting yourself in a position where you can truly help. I am reminded of Desiree Scales, who runs a successful web design business in Atlanta. She also spends a lot of her time using and learning social media, such as Twitter. She is showing her customers how to use these tools to become more successful. This is very helpful to her customers, and it helps Desiree become more than a service provider in their eyes. She is now an essential expert. For every Desiree, there are loads of web design firms that are happy with their success and who don’t spend any time expanding their horizons, and thus their businesses.

Being well-versed is also good for you and your business. Exploring the edges around your core business will help you see new opportunities and discover greater passions. Its a great way to grow your business. As you learn, you can offer complimentary services to an already happy customer base. You will also attract more and more business as you write and speak about the topics you explore. Expert status attracts business, plain and simple.

So don’t be myopic with your business. Expand your horizons in an attempt to better serve your ideal customers. Get your hands around some truly useful knowledge, and start sharing it and incorporating it into your business. The more you know, the more you can help customers.

Recommended Reading

I am constantly on the prowl for good business books. Right now, I am reading Crush It, by Gary Vaynerchuk. I love Gary’s take on passion and business. This book will give you a kick in the butt to get up and get moving as you pursue your passions and your business.

If you are interested in Crush It, you can get it through Amazon by clicking here or by visiting your local bookstore.

Have a Small Business Question? Ask me and I will answer it here – email me with your question now.

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Bradford Shimp is the publisher of All Biz Answers. He is also the co-creator of Idea Anglers, a place to see your ideas come to life through collaboration. Follow on Twitter @bradfordshimp. Let Bradford help you with your business – visit BroadRiverCreative.com