Build It and They Will Come ... Or Will They?

"Build it and they will come." When you hear this saying made popular through the movie Field of Dreams, what is your reaction? Many people chuckle. They do so because they know that nothing is that simple.

Relate this to a business. The same people who chuckle over the above may expect that they can establish a business (build it) and customers will appear (they will come). However, in reality, it's more like "Build it, promote it and maybe they will come."

Recognize your gatekeepers

Small business owners must constantly look for ways to promote their businesses. One important practice that is often overlooked is the use of gatekeepers to get the word out about your business. You may think of a "gatekeeper" as a secretary or someone you have to get past to reach a decision maker. That is one definition. However, for our purposes we will define a gatekeeper as "an influential individual who in the course of what he or she does comes into regular contact with people who need what you have to offer."

Perhaps a more accurate term might be "gateopener." A real estate agent provides an excellent example. An agent is in the position to provide the connection between a new or potential home buyer and a home inspector, a plumber, a carpenter, an electrician, a lawn service, a pool service and many more services a client might need. Another solid example is a wedding planner. Planners can provide the connection to caterers, photographers, tuxedo shops, bridal shops, florists, ministers, hotels, limo companies, musicians and so on.

How can you use gatekeepers to promote your business? Since by our definition gatekeepers come into contact with a target market (the people who need what you have to offer), it is critical that you first have a clear definition of your target market. Next, you need to determine who comes in contact with and influences these people.

In their book Getting Business to Come to You, Paul and Sarah Edwards suggest that you develop a "gatekeeper wheel." The authors recommend that business owners create a wheel with their target client or customer at the hub. "Now think of all the other types of businesses that serve the same clientele you're seeking. All these businesses are potential gatekeepers for you, as you are for them," they explain.

Establish a circle of referrals

Once your categories of gatekeepers are identified, the next step is to develop relationships that will encourage those individuals to make referrals to your business. The Edwardses offer the following tips for getting business from gatekeepers:

• Put the word out. While it might be easy to identify the category of business that would make the ideal gatekeeper, you might not know anyone in that field of work. In that case, put the word out. Tell your existing contacts about the kind of connections you need. Follow up on every suggestion you get. You can never tell where they will lead.
  
  Betty Zeigler, owner of Insignia Promotions, a Lenexa-based advertising specialty firm, takes it one step further. "I always try to stay in touch with my contacts as they move from one company to another. Even if they are not in a position to purchase directly from me, they are usually very helpful in referring me to the correct person to contact in the new company."
  
  
• Open doors to gatekeepers through community involvement. This might involve anything from coaching baseball to serving on a board of directors. In some cases, the nature of your business might provide direction for the type of community involvement you select.
  
  
• Look for others who serve those you serve. Make yourself known to them. This might be through networking organizations, chambers of commerce or personal contact. Brad Snyder, owner of Strategic Advantage, a Lee's Summit-based computer consulting company, emphasizes the need to educate gatekeepers about your business.
  
  In his experience, "The more the person making the referral knows about your business, the better the quality of the referral. ... It eliminates the need to filter out the true prospects from the rest of the population and saves time and money.... Plus, the referral comes to you with a positive predisposition ... less time spent selling, more time providing product or service."
  
  
• Make mutual-referral agreements. A mutual-referral agreement involves a conscious decision between two or more individuals to refer business to one another on a regular basis. This usually occurs once a high degree of trust has been established, and may or may not involve an incentive or compensation.
  
  
• Form a gatekeeper network. This is similar to the mutual-referral agreement above with multiple individuals. Often, this type of group actually meets formally or informally to facilitate referrals.
  

- Barbara Cunningham, former business specialist, SBTDC