Become a "Know-It-All"

MASTERING MANAGEMENTBecome a "Know-It-All" DIAMOND BAR, CA -You know you are an expert in your business. But how do you convince the rest of the world, especially consumers in your marketplace? Through its Webinar series, the Specialty Equipment Market Association (SEMA) is offering members the opportunity to learn a number of skills that can help owners learn more about their potential customers, develop more targeted promotional and marketing campaigns - and, of course, improve sales.  For example, one Webinar features Larry Mersereau, founder of PromoPower. He says that there are several methods for business owners to effectively market to their target consumers. It's a simple two-step process: First, learn about your prospective customers, then use marketing strategies that appeal to them.  One such strategy is to speak at seminars before prospective customers - not as a seller, but as an educator - to establish your presence as an expert. Learning to speak with a natural confidence in front of your market at associations, clubs or public-speaking organizations such as Toastmasters International can be effective ways to get comfortable speaking before groups about your products and services. Mersereau says that the presentation shouldn't sound like a sales pitch, however. The focus should be on positioning yourself as an expert. Structure your presentation for a variety of lengths - 15, 30 or 60 minutes - to accommodate any group.  Cover the basic points in the shorter-length speeches, and simply add more information to stretch them out. Prepare in advance for questions after your presentation, for in the eyes of many, how you answer a question can separate you from the pack.  Mersereau adds that costs can be minimal to none at all. For instance, many local organizations are looking for speakers; contact your local Rotary Club, chamber of commerce and trade association.  Your shop also can serve as a classroom to educate and demonstrate the need for fluid changes, flushes, new tire pressure monitoring system (TPMS) technology and other consumer-friendly topics. Increase interest in your seminar by including a prize drawing - perhaps an oil service at your shop, for example.  Don't forget to maximize the benefit of introducing your business to potential new customers: Pass around a small bucket or bowl for those present to drop in a business card or filled-out form. Invite them to write "Yes" on the card if they want more information. But, most importantly, says Mersereau, follow up with each attendee. Over a short period of time, he adds, your expertise in action can touch many prospective customers. They not only will see you in a new light, but also as someone with whom they, or someone they know, need to do business. The full series of archived SEMA Webinars, as well as announcements of upcoming sessions, is available at www.sema.org/webinars.(Sources: SEMA, PromoPower)