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'Hidden Network' Revisited
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About a year ago I wrote a short article about the way we often overlook the obvious in our efforts to market our business, ignoring the network of friends and family closest to us. I thought I'd learned my lesson well but guess what - it’s just happened again...
This time it involved my wife’s business, MiniMoonsailors. She sells children’s travel gear – UV swimwear, beach clothes, ski wear – everything the little one needs for a fantastic summer or winter holiday basically. It really does pay to tell people what you do, and the point of my earlier article on the subject revolved around the fact that I’d lost a potential piece of business by not spelling out to my immediate family exactly what I did for a living. As a result, opportunities for referrals came their way but because they didn’t know exactly what it was I did for a living, the work went elsewhere. I learned a lesson and resolved in future to tell everyone what I do. But I’ve really tripped myself up again this week... A neighbour who lives just 2 doors away from us mentioned they’d just bought 3 wetsuits for their kids in readiness for a Florida vacation. The wetsuits they’d purchased were nowhere near the quality of the Minimoonsailors ones (made by TWF in Cornwall – they’ve been making wetsuits since the late 60s), and to make things worse, they were more expensive too. The point is though, they would certainly have bought these wetsuits from us IF they’d known we sold them in the first place. But because they didn’t know, they went elsewhere. A simple story with a simple moral: Whatever business you’re in, tell your family, loved ones, neighbours, friends – tell everybody exactly what you do. You never know where that next piece of business is coming from.
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