An invitation to listen to what you say
Communication is essential to your business.
by David Brown - Potentiality Coaching
Communication is about conveying ideas simply so that people can easily understand and make informed decisions, yet it never ceases to amaze me that when we talk about our businesses to fellow business people as well as possible clients, we use jargon and industry specific phrases that often mean nothing to the person we are talking to.
One of the keys skills in communicating is listening.
There are three different levels of listening:
Level 1 is your own internal dialogue.
Level 2 is listening to the other person, fully, deeply and clearly, so that your full attention is on the other person, not just their words, but also the flavor and meaning beneath the words, movements, gestures, posture and energy.
Level 3 listening is taking all of that in as well as the feel of the room, the ambience, the noises and all that is happening in the environment around you.
Start by listening to your own internal dialogue, processes and feelings, then move on to the other levels.
Think about what your prospective clients are hearing when you speak.
Are they truly hearing what you are hoping to communicate?
Do your words mean to them what they mean to you?
Do they understand what you are about?
Will they walk away from the conversation aware of what your services offer and what it would mean to them if they took advantage of your hard- won wisdom, continual professional development, passion for your industry and willingness to use it to change people’s lives for the better?[pullquote]Let’s not settle for the glazed look we all sometimes get when we speak about our businesses[/pullquote]
Listen to what they are saying to you (level 2).
They are speaking the language of your next great client .
Learn to put yourself in their shoes and see their eyes light up when they understand what you do and how it can help them.
Let’s not settle for the glazed look we all sometimes get when we speak about our businesses. I believe this is the look of not understanding, followed by boredom. You want to see the lights go on in their eyes and have them be excited about what you do.
So please promote your business from this level 2 and 3 listening rather than through the lens of your own perspective (level 1).
I believe it will make a huge difference to the way people relate to you and your business and make you stand out in your industry as someone who relates to their clients and really serves their clients’ needs.
And that can’t be a bad thing for business, can it?
Stop "networking" just be human!
When you stop "networking" and start talking to people like an actual human being, you'll make great connections
How often have you attended a networking event or conference, and heard people ask “How do I meet the right people?”
Or maybe you've heard someone say something like “I want to make the right connections.”
When people ask, “How do I find the people who are relevant.” I get really annoyed.
It’s a pretty common type of question. A lot of it caused by networking "experts" teaching people to treat networking like some kind of battle plan.
It’s time to get out of that obnoxious mindset.
You’re in a situation with a high capacity for serendipity.
Open yourself up to meeting somebody who might not be obviously “relevant” but could turn out to be the most fascinating person you've ever met - or could be connected to people who ARE relevant to you! You just don't know until you take time to get to know people.
All it takes is one personal connection. One great meeting.
It’s not about the influence someone has; it’s about who they are and what they bring to the table. It doesn't matter what the first chess move is, because that person could facilitate a second, even more powerful move down the line. You could meet your next business partner, an amazing designer, someone with knowledge in a field you need help in. All it takes is one interaction, one meeting, one time when you didn't start by trying to guess how useful someone would be before you talked to them.
The bottom line is this: when you stop networking to get business and start acting like an actual human being, you will win in more ways than you thought possible.
How to go from start-up to chain in three years
How has The Pint Shop created such great success in just three years?
Richard Holmes and Benny Peverelli opened The Pint Shop in Cambridge in November 2013 with £200,000 from investors.
In late 2014 they announced plans to expand into two new locations and raised £600,000 in one day from existing investors.
In January 2015 they approached the hospitality industry for £2 million to fund the expansion plan.
They got what they needed, with offers still coming in, because they could show that they have a formula for generating growth, with revenue to match.
Year one £1.6 m
Year two £1.9 m
Year three £2.3 m
They also won 2 awards - from the Times and the Independent - which they estimate brought in an extra £2,000 a week.
Do Simple Things Well
Pitching to investors to raise the initial cash was a wake up call.
They were told, "What you're proposing isn't different, isn't exciting, isn't special."
They went back to the drawing board and came up with the ideas that have made The Pint Shop unique - and very successful.
British bread, meat and beer are their staple offerings but done with style and in a way that answers the customers needs before all else.
There are several ingredients that are contributing to the success of the Pint Shop, but the main ones are:
- Good planning and forecasting based on solid experience
- Well financed with growth in mind
- Differentiated from the competition
The friends met in 2008 and had each spent 14 years working in the hospitality industry before they decided to start their own business.
They spent a year working on their business plan and raising money for their new venture before they left employment.
When asked how they will maintain the individual character of The Pint Shop Cambridge when they expand to Oxford, London and other locations, Rich and Benny said,
We'll give ownership to the local team, guaranteeing the same quality but allowing each branch of the chain to have its own personality