Getting your name out

One of the challenges of starting a new business is getting your name out in the community.  You can purchase newspaper ads, but many people, especially younger people no longer read the newspaper.  Social media is good, but it is limited by the number of people you have in your networks and how willing they are to pass your information on to their networks.  Perhaps, one of the best ways of getting started is taking advantage of opportunities to network with others and tell them the story of your business.

It is difficult to crack into the auctioneer business in my area.  There are about 4-5 auctioneers who do that vast majority of auctions and dozens of other auctioneers ready to scoop up the remainder of the auctions.  I've ran ads in all of the newspapers in the surrounding counties and numerous people have told me they've seen those ads.  Unfortunately, none of them have resulted in any business.

Last night I had the opportunity to showcase my auction skills in front of about 100 people as I did a charity auction for a church.  They were having a dessert auction to raise money for the youth camp many churches use each summer.  In about one hour we had raised over $1,400.00 and had a lot of fun doing so.  People who had known me in one role had the chance to see me in a different role.  Of course, my hope is that if they need the services of an auctioneer they will give me a call.

A couple of months ago a friend asked me to speak at their local Rotary meeting about my reasons for becoming an auctioneer and the process it takes.  A couple of dozen business leaders were in attendance, and my friend told me later that my message was very well received.

These types of events are much more personal that anything else you can do.  It gives you the opportunity to meet people, learn their names, pass out business cards, and make a connection that can't be done through any other marketing you may do.  Too many people starting a new business put up a sign, sit by the phone, and wonder why it never rings.  You've got to go to the people; not wait for them to come to you.  You need a compelling story to tell them about your company, why you started it, and what value it will bring to those who use your business.  Quite frankly, that often takes time so it's important that you take a long-term perspective.

I always caution people to not quit their day job until their new business really takes off.  Regardless of how good your product or service is, it will likely take people some time to discover you, and you need a stable income to provide for your family.  I have a good position so I can be comfortable waiting until the auction business takes off.  If I never do an auction it won't impact our way of life, and that is a very good position to be in.  No worries.  No fear.  I can afford to network, do charity events, and get my name out to the public, and I'm confident that eventually this will lead to a growing auction business.