I went speed dating last night.

I’m actually very happily married, and yet my wife sent me off with her blessings. So what’s up with that?

If you’ll recall in the previous two articles (The Keystone Experiment, and The Keystone Experiment - An Open Invitation), I joined the Sacramento Metro Chamber as part of my “Keystone Experiment” to see if I could leverage all that’s available to me as a new member to promote my business, the Bay Area Search Engine Academy. These articles chronicle the steps I took to market in this economy. Hopefully they will demonstrate some things you can do for yourself whether you join a Chamber or use them elsewhere.

Speed Dating for Businesses

The Metro Chamber had a mixer last night hosted by Mandango’s Bar and Grill on Fulton Avenue. Wanting to meet some local businesses, I drove up from Livermore to check it out. Like all mixers I’ve been to, the owner put out a nice spread of some really yummy food: quesadillas, mini pork buns, homemade spicy potato chips, pasta, and so on. They had a beer tasting counter set up to one side, and mini fruit “martinis” at the door. So far so good, and I'm liking it!

I’ve never personally been speed dating, but from what I see on TV (and everything on TV is true, right?), there’s a similar process going on here. It’s just less regimented than true “speed dating”. The goal for most people who come to mixers is to meet as many other businesses as possible in the two hours you’re there. Tools of the trade here include a stack of business cards, your 30 second “infomercial”, and some courage to stick your hand out to meet new people.

How does it happen? You either get approached, or you approach someone you don’t know, stick your right hand out and introduce yourselves. Simply ask the other person, “What do you do?” They will tell you their “infomercial”, and hopefully ask for yours. You may exchange business cards, but the key here is to be polite and never try to “close the deal”. You’re merely meeting new people, and if it makes sense, meet up later to discuss business. At that point, you may shake hands, part ways and look for other new people to meet. These exchanges usually don’t take more than a couple minutes or so, unless you really connect and decide to chat some more.

When I’m at the Livermore Chamber of Commerce mixers, I like to connect people I know with new people. Because I’ve been to enough of them, I probably know a good chunk of those who attend. I’ve even been helping a young woman, Laura, who recently graduated from college meet businesses owners. Laura's business card has her title listed as “Prospective Employee”, which always gets a chuckle.

30 Second Infomercial

Those of us who have been to many mixers in the past know that a pro needs to have quick infomercial that describes your business at a high level with a hook. It must be practiced well so it rolls off the tongue, and not have any sales-speak. Tall order for 30 seconds, right?

Since my company offers workshops to businesses, if I just tell people, “I sell SEO workshops to business owners,” that’s boring, and most people will wonder what the heck “SEO” is? Whatever it is, they probably don’t want or need it, and certainly don't want to come to a workshop about it.

Instead, I tell them, “I help business owners who are struggling to market themselves in a down economy by teaching them the proper techniques for getting listed on Google. My clients love it when their phone rings because they were found on the search engines!” That’s far more compelling. It also opens the door for them to ask more questions if they're interested. If it’s not a situation that fits them, then that’s fine, and I haven’t tried to “sell” them anything.

Mixer Results

I met some really interesting people last night. Will they turn into attendees at my workshop? I don’t know, I didn't ask. Many people asked for my business card, which is good. I met a personal chef, marketing people, two Web designers, a financial advisor, a fitter for “lymphedema and vascular garments”, a maker of edible table arrangements, commercial bankers, and so on. All of them are very friendly, and hopefully I’ll run into them at future mixers or elsewhere.

The point of all this is that if you own a business, you have to “work” the tools given to you. If you join the Metro Chamber, business won’t just walk in the door. You have to use it and leverage it. Hopefully it’ll work for me, and as I said before, “Time will tell.”

Next Time - The Ribbon Cutting

You’re still invited to attend the grand opening and Ribbon Cutting ceremony on Monday. Please comment below if you plan to attend.

Monday, March 2, 2009
10:00 – 10:30 a.m.
Courtyard Marriott Midtown
4422 Y Street
Sacramento

By the way: Bring your business cards, stick out your right hand, and practice your 30 second infomercial on me!