Don't Tell Me About Your Business

That's right. Don't. Bear with me on the following journey.  I promise, there is an important lesson to be learned that will make you money.

I happen to find myself at a variety of business networking events in New York City through out the year.  I tend to go there because I have to go.  I'm usually dragged there by co-workers.

Hey, if there's an open bar, why not.

Inevitably, someone ends up trying to force a conversation on me about their business.  Most of the time, I could really care less.

Can you tell I am not in sales?

Well, since I'm not in sales, I end up telling these guys what I do, and start asking some questions about their websites (or lack thereof) because I really don't want to them give me their hard sell anymore.

Here these guys are, more excited to talk about their business, what they do, and why I should be just as excited about it as them.  They can go on and on for hours about every mind numbing detail about their industry.

Finally one day, I cut a guy off and asked why none of this information was on his website.

Here's a guy that knows everything you would ever want to know about (in this case) supply chain management.  A nice enough guy, of course.  But here he is chatting my ear off about the subject.  I'm a web developer and content producer.  I am never going to need his services.

Which brings up the point of this little rant.

This guy is a wealth of professional knowledge.  As he told me many times, he has 17 years of experience.  Yet when you look at his website, you would never know it.

Finally, I had a come to Jesus moment with him.  I explained how much business he was potentially losing because he was wasting his time chatting one on one with me rather than sitting at home writing about it.

Don't get me wrong, I am not knocking face to face networking at all.

However, I am sick and tired of running into these guys all over town that really know their stuff, but don't realize how to properly channel it.

I explained to him how he should start a blog on his company website and write one new post per day about supply chain management subjects.

Personally, I would never read it.  You would probably never read it either.

But, there are people out there that would read it, and be very glad to be reading it.  That is the point.

Your customers are out there actively searching the Internet for information about your specialty.  Get in front of them by giving them the expert information they are looking for, and give it to them for free.

Before you know it, the person reading your stuff is going to think you are god's gift to supply chain management.  Guess who this guy is going to call when he's ready to get someone hired as a consultant?  You big boy.

Talk to the right people!  They are desperate to find you.

So that is my point.  Most professions are fairly specialized, such as this one.  Most people will not care one bit about what you do.  However, there is a group of people out there that are extremely interested in what you do.  They are searching specifically for the knowledge you possess.  They are out there searching right this very second.

Let's put it this way.  You could spend your time traveling around to supply chain management conferences and networking events.  First of all, how many of those could there be?  And how much is it going to cost you to get there?  How much is the cost of admission.

Or, you could actively seek out your audience online.  Not only can you supplement your website with great info, but you will actually start generating unique traffic through search engines.  Those other people as obsessed with supply chain management as you are will find you.

I guess the point is to spend less time talking to lots of people and focus on talking to the people who want to know what you know.

Trust me, it does not matter how specialized, bizarre, boring, abstract, complicated, geeky, lame, or insane your profession is.  Everyone is an expert at something, and there are others of you out there.   Even more importantly, there are people out there that need your help in the form of products and service.

Talk to them.

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