Before I was able to get my driver's license at the sweet age of sixteen, my father required that I learn how to change oil and change tires on the family car. I thought (as any teenager would), I don't want to do this, I just want to drive! The least I had to learn the better. But, predictably, I had to use those skills fairly soon into my driving experience, and what I found was a feeling of great knowledge. I am a teenager, watch me change a tire!!! As a result, as years passed, I decided that I must know a little bit about everything I could get my hands on. In fact, up until this age (and no I am not telling that fact!)I have stood by that credo and it has served me well. However, what has truly taken me to another level is letting God guide my knowledge in all areas of my life including my professional life. Proverbs 2:6 reads "For the Lord gives wisdom, from his mouth come knowledge and understanding." Are you letting the Lord guide your professional knowledge? Are you reaching out to others to truly understand their needs? When you market your business, are you always the person giving out information? Or, do you take time to listen and learn about other businesses? It is not only important to know your business, but other businesses around you. Especially those that can compliment your business. The reason for this is to multiply yourself and create referrals. Knowledge is extremely powerful. When you have knowledge about other businesses, then customers will come to you as a resource. This then creates not only a bonded relationship with your customer, but also with the business that you have just recommended. Ask the Lord for wisdom in your profession. He will lead you in the right direction. He will help you become the resource He needs you to be to the customers you are serving!

I was at an event yesterday that as health events go ... a lot of work went into it and because it was it's first year, and it was cold ... let's just say that the attendee turnout was about the same amount as the vendors that were there.  Now I have had other vendors tell me that attending this type of event is a waste of their time and that they would receive no business from their efforts.  Really??  What were their efforts truly?  I watched as one well-meaning vendor made a big display of his table with huge floor ad stands and tv/video monitors.  However, when I went to speak with him at the end of the day, he told me I was the first person he had actually given his entire "spiel" to.  But, I also watched the same vendor stand at his table the almost the entire four hours and not venture out to meet and greet! 

So, that brings me to how I was successful at the event. Of course I did speak with the attendees that approached my table.  But, I also walked around and spoke to not only other attendees but the other vendors!  What can be done by talking to the other vendors?  Well, first you are building a relationship with another person within your market.  Secondly, I was educating these professionals on what my business was all about.  They then shared with me about their businesses.  Now what I have created is a first-level, co-marketing partner.  When they are working with their customers, if they realize that customer has a need that my business can meet, they will remember to refer my services.  Not to mention that the vendors themselves may even need my services. 

I was very satisfied that when I left the event yesterday, I had collected 15 vendors cards.  Of which I was able to refer opportunities right away to eight and received about three new opportunities myself.  Becoming a resource for other businesses is a quick way to earn trust within your marketplace.  Besides the fact that I was also able to give some advice to some attendees and hopefully earn their trust. 

So next time you are "working" an event, actually "work" it!  Be bold!  Get out from behind your table, get away from you table, meet attendees and vendors.  Trust me you have nothing to lose ... but A LOT to gain!