Learn how to create a great elevator pitch for your business!

Does this describe you at a networking event?

Your palms are sweating.

Your heart is racing.

Your mind draws a blank.

What are you going to say in 30 seconds or less about your business?

I’m Debbie Lewandowski, Your Commercial Queenwith Spotlite and my next workshop is on April 4, 2009 from 9:30 – 1:30 at: Darrel Dorr Productions in Lake Forest. 27031 Vista Terrace Lake Forest, CA 92630

In just 4 hours, you will learn the best way to create an awesome elevator pitch for your business.

The cost is $97 to attend and seats are limited. Register by April 2nd by calling Debbie Lewandowski at 949.633.7181 or emailing debbie@yourspotlite.com.

Proudly sponsored by Tammi Spruill from Fruition Branding, Darrel Dorr from Darrel Dorr Productions and Moses Jung from Mustard Cafe, Mission Viejo

Great business teleseminar – 5 deadly mistakes you can’t afford to make in this economy

I thought this would be great info for the South Orange County chamber blog, hopefully Rick and the Productive Learning and Leisure team won’t mind!  Rick Itzkowich was our featured speaker, and his company Productive Learning and Leisure fully admit they have made ALL of these deadly mistakes, and survived them, so it will be nice for us to be able to take some advice as opposed to taking some hard knocks   Thanks for sharing, Rick! 

Mistake #1 – treating sales and marketing the same. 

THERE’S A DIFFERENCE!!!!  Sales is not marketing.  Marketing definition:  getting people who have a need for your product and service to know you, like you, and trust you, so they can buy from you.  They need to know you have their best interest at heart, and a prodcut or service on hand that fills their needs.  Sales is more a short term in focus, and marketing is a long term strategy. 

For example, take networking.  Many people are in the Chamber, BNI, or LeTip groups.  Networking is marketing, NOT sales.  Go there to build long term relationships, not to sell.  If you go with a sales mindset, you’ll get a couple sales… but you’ll turn a lot of people off.  Just focus on getting people to know you, like you, and trust you.  Build that solid foundation. 

Businesses in this economy need to continue to sell AND market, or risk living month to month forever.  If you market and don’t sell, you’ll fail.  If you just sell and don’t market, you’ll always barely scrape by.  Is that where you want your business to be for the long term?  Of course not!

Mistake #2 – the acronym OOSOOM.  Out of sight, out of mind. 

There’s a famous Visibility, credibility, and profitibility model called VCP.  You need to stay visible, and be out there.  Credibility involves building trust, and being consistent.  Profitibility will come after you are visible and credible.  Don’t expect to be profitable if you have issues with visibility or credibility!

Ready for some stats?  The Ultimate Sales Machine book states only 3% of people are in the market to buy your products or services at any time.  7% are open to buying your product or service right  now.  So that totals 10%, The remaining 90% don’t pay attention, are not interested, or are happy with your competitor.  So in a nutshell, its a numbers game and you need to be in front of a lot of numbers. 

***Angie’s side note*** this is why organic SEO is SO IMPORTANT!   It weeds out the other 90% and gets you the needle in the haystack!  You’re getting in front of those 3-10% online who have searched for you, typing in a phrase that indicates they want to do business with you. 

Rick told a story of his BNI meeting where OOSOOM was painfully true.  There was a guest who came in for ink cartridges and Rick needed some new ones.  Obviously, Rick was in the 3% who wanted it now, so he decided to buy.  BUT, when the time came to renew for the cartridges, 8 months later, Rick couldn’t remember the cartridge guy’s name or his business, and he ended up buying from someone else.  Rick would have bought 100’s of dollars from the same guy if he stayed in touch, but instead those dollars went to competition.

Mistake #3 – Focusing on customer acquision and forgetting about retention. 

Most businesses are worrried about getting new customers, and they ignore keeping the old ones.   Yes, new clients are exiciting.  But you can’t think of your existing clients as old news.   Make sure to build your business goals around new AND old clients.  Don’t take your existing clients for granted, they are always your best resell or upsell opportunity! 

More stats:  79% of small biz owners have NO formal customer retention policy in place.  Do you have one?  Over a 5 yr period businesses may lose as many as HALF of their customers.  Aquiring a new customer can cost 6 to 7 times more money than to retain an existing one.   A small investment in customer retention pays GREAT dividends.  Sometimes its just getting the clients to hear from you.  Many times they think you don’t care, and then they leave

Mistake #4.  THIS IS A BIGGIE!  Trading time for dollars. 

Do NOT trade your time for dollars.  Most small business owners don’t have a business, they have a glorified job.   How do you know?  Well, if you go on vacation or get sick, and you don’t have any money or resources coming in, then you’re working a job you call a business. (sorry, we’ve all done it)  REAL Businesses still earn money if the owner is not performing the work themself.  Formulate your business systems so they generate passive income.  Rick mentions having other people selling your product or service, or even your website.  If you are doing all the work yourself, you have NO EQUITY.  You’re the only asset in your business, and that’s not a business at all.  Sometimes a barter can’t be avoided or is in your best interest, but be careful! 

Rick mentions Michael Gerber (LOVE HIM!!) and his Emyth concepts.  You need work ON your business, not in it all the time.  If you only ever work in your business then you’re honestly stuck in a job.  Yes, you need to do both, obviously!  But most people just work in it and wear too many hats.  Consider outsourcing, and remember time = money.  If your constantly working 40 hour weeks then you don’t have any more time to offer trades.  Really, RELATIONSHIPS = MONEY.  Try to build relationships with influential people in your industry and think of how much that one person could do for you.  It only takes a couple power partners to really take your business to the next level. 

**Another Angie note – its nearly impossible to work ON your business when you’re so busy in it.  What Angela and I do, which helps tremendously, is block out time for this.  No, not just “every Friday”… its way to easy to let yourself off the hook   We schedule her Trendwest timeshare at least quarterly, and we GO AWAY for the entire week (autoresponders on and all) to work ON the beast called Cal Coast Web Design.   If we didn’t do this, we’d already be out of business, I guarantee it.  By no means are we experts, but hey we’re still here after 5 yrs and that says something***

Mistake #5 -  Having no follow up or stay in touch systems in place. 

Most people go network on a regular basis, BUT, they never bother to follow up or keep in regular contact to stay front of mind.  You need a structured follow up system in place!  This isn’t only true of new prospects, but also of old people from the past.  You come out with new products, don’t you?  Don’t you think that some of your old trusted clients would enjoy the upgrade too?  A recent survey showed that almost 50% of the small businesses don’t collect email addresses from their customers. And of those who do, a large percentage don’t have a systematic way to stay in touch with them.

Are you making any or all of these mistakes?  If you are, you’re in for some rough times with your business, and you will lose some business to your competition in this market. 

But wait!  Here’s help on the horizon!  Rick offers a fully automated contact tool that can help you before you have to learn the hard way.  They’ve got great results and rave reviews – its called quoteactions.   This is an automated campaign that communicates with daily emails.  There’s a motivational or interesting quote, and an action that brings it to life.  All quotes and actions are pre-written, and they are tested for success.  You can be up and running with Quoteactions in less than 30 minutes.  Fees are really reasonable, less than a dollar a day.. and there is no risk or obligation – even a 60 day $$ back guarantee!  Pricing starts at just $24.95 a month, and there is a small set up fee.  Check out www.quoteactions.com for more details and to sign up or email rick@productivelearning.com .  

Q & A time:

Q.  What’s the best balance between sales and marketing? 

A.  Do 80% marketing and 20% selling if possible.  If you need to make sales right away, though, then flip that and do 20% marketing and 80% selling. 

Q.  Does the quote action bug people when they see it every day? 

A.  Possibly, but most people opt to receive messages 5 days a week, even when they have the option of less.  They’ve researched the stats, and less than 10% of the people who get the messages unsubscribe.  The messages are short and sweet so they don’t tend to be annoying, and the system is also a double opt-in so everyone is happy to get the emails. 

Q.  How do we get our people in the system?   

A.  There isn’t much for us to do here, we just need to send the excel database to Rick to import…they knew they had to make it easy for their clients. 

Well, that’s it because the office is a bustle – its hard to take an hour out in the middle of the day   Thanks again to Rick Itzkowich and the folks over at Productive Learning and Leisure for these great tips.  Hopefully everyone reading will comment their appreciation! 

South Orange County Networking – there’s so many options!

Is it possible to have a thriving business in this economy?

ABSOLUTELY, but you can’t go it alone!  One great way to get quality leads is NETWORKING.  There are all kinds of networking groups here in Orange County – RBN, LeTip, the Chamber, BNI to name just a few.  But what makes you stand out???

Have you heard about The Connectors Network?  Its a different kind of networking group – not just networking – its about growing your business, protecting your business, and getting more done in less time because you’re utilizing other trusted Orange County professionals to help you. 

If you know a way-too-busy business owner in Orange County, tell them to come to Spassos in Laguna Hills on Tuesday, Sept 9th to learn how to protect their businesses ASSets!

Kurt Varricchio with The Law Offices of Kurt M Varricchio will be speaking – not only will you get potential business, you will avoid potential pitfalls in your business – see you there!!  Admission is $25 at the door or $20 if you pay online in advance.

Lake Forest Chamber – what a great expo!

Today I had the pleasure of speaking on Internet Marketing and SEO at Lake Forest City Hall.  Its so nice how Orange County has such supportative Chambers of Commerce, you should really check yours out :) 

There were a TON of amazing speakers today!!  The chamber organized a business expo and there were a lot of great companies and people in attendance.  I saw Carol Bridges taking professional photos of the booths and businesses, Keith Cowan and LogicIT helping advise businesses on virus protection and managed IT services, Cox, AT&T, and others.   

The best part was the advice and speakers.  Here are my treo notes:

Keynote Speaker Scott Betty, Oakley

First up Scott Betty, from Oakley, who had a mile long bio…lets just keep it short and say he’s a marketing guru and has been a major part of taking Oakley to the next level.  Scott started with a nice video showing us the essence of Oakley. 

Today he focused on the emotional connection between your brand and consumer – here are my humble notes, Scott, thank you for allowing us to share  

Who is Oakley?  They were founded in 1975, selling at motocross races.  Now they have 10 worldwide offices, and 570 patents.  They expanded across the globe and have a good balance now with the various countries…right now Japan and Brazil are huge.  Oakley didn’t start with glasses, they started with handle grips, and now have products from apparel to watches.  Current yearly revenue is almost to 900m. 

Next we talked about the economy and consumer spending.  Do consumers stop spending in a recession?  NO, but they become more selective.  They will spend for need…but what about desire?  What are our needs?  Food, water, transportation, communication, right?

Once a consumer decides they need something, there is another set of decisions and criteria for purchasing:  based on price, convenience, promotion, and availability. 

But what if what YOU and your business offer is just a want?  Not a need with the above criteria?  For the want list there are a different set of criteria…brand, trend, peer pressure, celebrity influence, EMOTION.

So how do we connect that emotion with our product?  How do people justify what they want into a need?

Take starbucks.  Its not coffee.  Its a club…its an atmosphere.  Look how many people buy into it!  Also Air Jordans.  People buy them in advance every year – its an emotional footwear phenom.  Look at iphones – another emotional product and culture. 

Oakley makes an emotional conection by focusing on innovation, and performance, authenticity, and not being scared to take risks.  ie the green reader lens sunglasses for golf.  If you are a golf nut you’re going to drool over this!  If performance is the same – take the Oakley backpack example – then focus on design.  People may not need it but they sure will want it!   Oakley has awesome fabric for racecar drivers that won’t catch you on fire if you’re in a crash.  That’s emotional, saving your life while you play your exterme sports.  Creating products that have emotional connections is the way to go.

Scott says the best watch is the oakley watch.  All a watch does is tell time…so they needed to win the race with design innovation again. 

How else does the company stay front of mind?  Oakley has sports marketing ambassadors who its their job to integrate Oakley into any given sport.  Nascar, golf, surf, football.  Oakley is there building relationships with all of them, and this is what brings them success in sports.  They think of the athletes as family, and ask for opinions all the time.  Each sport becomes a power partner, and an avenue for publicity   Nice!

Another way to market is participation with consumers.  Roll out with the rolling ”O” lab.  This mobile booth allows consumers to literally experience the Oakley difference.  It showcases Oakley technology and shows consumers how oakley has better product performance. You may see the rolling O at your next big sporting event. 

Also online they have diarama contests to help do personality based marketing and connecting.  wooo hooo Oakley!!!  Way to embrace web 2.0.  Seriously, I’m going to take a second for kudos.  Everyone go look at Oakley.com.  NOTICE how they have the website separated into men and women.  Personalization.  Notice how the products say what sport they are good for.  More personalization.  Notice how each time the homepage loads there is a different emotional niche or sport being offered up.  Total personalization.  Notice how you can grab the exact link for any product in the address bar.  Not an accident.   Simple online innovations like this get people to actually interact and BUY from your website.  Go Oakley, thanks for setting a great online example too!

Back on track.  Scott advised the Chamber members to Be bold, take risks, do not be afraid because that is what blows peoples mind.  Ruffle feathers!!!  Consumers appreciate the fact if you don’t alway play it safe.  Embrace failure and don’t be scared of it… or else you are not really pushing the envelope!

Orange County Business Marketing Panel

Next up was the marketing panel.  I was on it, so that would be rude to take furious treo notes :)  Everyone feel free to comment your thoughts, though!!  I thought everyone on the panel had AWESOME advice, I’m always inspired by Michelle with Sandler Sales.  That woman knows her stuff!!!

OC Business Finance Panel

The next panel was a Q & A that went over effective cash management.  I fully admit this is not my strong suit so feel free to clarify these notes with comments!!  Here goes…

What is a good definition of cash flow?  In a nutshell, its what’s going in, what’s coming out, and then what’s left over.  Look at an accurate profit and loss statement.  subtract items or take items off of P&L that take cash but don’t earn revenue, like inventory, debt service, paying down principal, owner draws.  Then add back loan proceeds and depreciation into cash flow to know requirements.

What key metrics should biz owners have?  Balance sheet, liabilities.  Divide cash by liabilities and look for a number greater than 1.  Also keep track of average day sales. 

What are tax advantages of being a corporation?  Ask an attorney and a CPA if you should incorporate…its NOT always the best thing for all companies. 

If we finish the year with a loss.  Is there a way to carry the loss?  Yes, but most tax payers prefer to elect to carry it forward. 

How else can you keep your cash as a business owner?  One way is to make sure your inventory is not cutting into your cash flow.  Don’t buy too much that just sits on the shelf.  Ask yourself do you really need that?  In tight times business owners need to think about every purchase.

Frank suggested to not use your cash all up – keep cash flow with financing.  Be on top of your receivables.  Don’t be afraid to ask for your money.  If you don’t set the standard up front then people will think its ok to pay you last…remember….if they don’t pay…they are not a real client!!!  So simple, Frank, but so true!  Why do small business owners fear calling for the money owed to them?

A question was asked about a line of credit…Masuda suggested don’t wait to get this until you need it…then its too late.  Small businesses should have an LOC to keep them safe – like 25k is a good number for most. 

What if you can’t get an loc?  Frank suggested alternatives – accts receivable financing.  Its not based on your credit, but for your customers credit!  If you own a retail business then you can usually get a merchant acct advance for about a month.  Also consider a sale / leaseback.

Just because you have bad credit doesn’t mean that you can’t get financing.  First off, know your credit and get things current.  Lenders look at the story..is it solved, or is it a pattern?  Fico is your personal credit….Dunn & Bradstreet is your business credit. (d&b)….ooooh, that is what that means! (smack to forehead)

Can you still get financing if you don’t show profit?  You need to show cash flow, ability, or stability.  You’ll be considered on all of the above.

How does a small biz handle collections?  Remember people make a concious decision of who they are writing checks for…be the squeaky wheel.

What if someone can’t pay their bill?  Well, think about all options before settling, make decisions based on the situation.  Is that client going out or coming into financial difficulty?  Should you take what you can while there is still something there?  It may be the best decision..Masuda mentioned the Bad check restitution program is an Orange County service small businesses can use when they get bad checks – thanks!!!

What if WE are the ones in trouble?  What do we do as a biz to survive???  First take a look at where you are spending the money.  If you don’t have money in the bank then don’t write the check.  NSF fees build up big time and they are also a consideration in credit.  Postdate checks or ask for extensions.  See how much you are paying in merchant fees.  (I just did this Michael Durante with Card Services Direct saved me 1200 a year!)  Stay in touch with your people and almost anyone will work with you.  Don’t hide be in constant communication. 

What great info from our financial experts.

Next up was the human resources panel, but DARN I have to go!!!  Its my loss, I’ll fumble with our new hire now next week   I’m sure everyone was excellent, would love comments!!!

Your Commercial Queen seminar a success!

Hi All!

Just wanted to give a THANK YOU shout out to Debbie Lewandowski of Spotlite (our Chamber Prez) for hosting a WONDERFUL seminar this morning about how to do better 30 second commercials.  Really, we don’t even get 30 seconds before people tune out.  Debbie advised us we statistically have SEVEN seconds to grab people’s attention. 

 Tick, tock, tick, tock… what can you say to expand the mental clock? 

In the room we had all LADIES (what, guys, you think you know it all???) – there was Big Red Hund with Best DVD, Vivian with Advanced Litho printing, Jane with Xango miracle juice,  Tammi with Fruition graphic design , Lily and Cindy with St. Regis Resort membership club, and me…Angie Weeks of Cal Coast Web Design. 

 I love going to seminars like this because its such a great opportunity to get to know local businesses, WHILE you are improving your own business.  I got lots of great ideas from the other “commercial queens” in the room, hopefully I gave out a couple too. 

Everyone agreed that Debbie’s seminars are a big help, and Debbie mentioned she is going to keep up with future small business building seminars.  Sweet!!!  Everyone keep www.YourCommercialQueen.com saved to favorites, so you know when the next one will be!  I know I’m there   Or subscribe to this blog, we will definately be mentioning it here as well. 

Thanks, ladies – you are all SPECTACULAR!!!

You can get more than a sign at Fast Signs of Irvine

Speaking for the SOC chamber today was Pete Wendy with Fast Signs of Irvine.  Pete is a major car buff in his free time, but by day you will find him making signs.  Pete is overqualified, and has worked many VERY high profile advertising and marketing jobs.  He uses this knowledge to get you the best Orange County business sign ever! 

Pete reminded us signs are a cost effective marketing tool, and they help you get your name and brand out to the public.  Fast signs of Irvine can help!  Their signs can really help make your marketing dollars work for you.  Its just amazing how much research goes into this stuff.

What’s your CPM?  CPM, in marketing land, means cost per 1000 impessions.  Pete had a great chart for different advertisments and the averages of how they can work for you.  (click above, sorry about the crappy Treo photo, you get the point)

Next Pete discussed signs vs solutions…the makeover concept.  Do business and car signs REALLY make a difference?  If someone made over your sign, would you do more business?  In a cross country case study, sales inceased 15 to 24 percent just from better signage!!!  But be careful, you need a professional like Pete Wendy to help you, or you could be throwing your $$$ away.  Call Pete today at 949-753-7446.

If you need a car sign what are you waiting for?  Pete loves cars!  He’s perfect to take care of you and take special care of your “baby” so that it doesn’t have any permanent marks, scratches, or problems with the signage. 

Thanks, Pete, for providing the chamber members such great info today.  After you spoke, I think everyone was impressed with how much passion you put into your work. 

Orange County fires – How is the Chamber helping?

Although Southern California and many parts of Orange County are raging with fires, the SoCal Chamber of commerce is banding together to help individuals and businesses affected by the fires.  If you know someone affected, please pass this info along so we can all move forward together. 

Here’s an article on the chamber’s website about Fire Assistance Information with phone numbers and important contact information.  Its not just the Chamber trying to help, though, its all the members too!!!

First, Anna Dolopo with Elements in Harmony is offering FREE massage to firefighters.  How NICE is that???  If you’re a firefighter, THANK YOU, call Anna she will ease your overworked muscles:  (949) 305-1703.  See http://www.moveyourqi.com/news.html for more info.

Also, Libby with Arbonne has 2 extra rooms in her home for anyone who has been displaced by smoke or fire.  Libby, to open your home to a stranger in need says a lot about you.  If you are a displaced person or family, contact Libby with Arbonne and you can have a nice place to rest tonight.

Rose Clime, our Pet Friendly Realtor had good info about our furry friends to share.  VCA animal hospitals are offering FREE boarding for companion animals whose families have been evacuated or displaced as a result of the fires.  Thank you Rose, for passing that along.  Rose also emailed to remind us to remember our pets are close to the ground and watch out for them inhaling toxic soot and ash.  If you have a blower, clear off the area around your home.  If your pet’s skin is dry from all the ash and wind, an oatmeal bath can help.  Thanks Rose, for always thinking of our 4 legged extension of the family.   For more information about how to help your furry friends, Rose is maintaining this page on her website:  http://www.yourpetfriendlyrealtor.com/12.html

People tend to grab their family, pets, important paperwork, and pictures in an evacuation.  Big Red with Best DVD wanted to remind all of us to get our photos out of boxes and onto DVD’s so we can pack them faster and keep our precious memories.  Dianna, also known as “Big Red” can also help you scan in your important documents and keep them on DVD, so don’t wait until the sherrif knocks on your door to think about getting your memories and papers together.  Do it today for piece of mind. 

Judy Flores, with Nipomo Organizing solutions, has great photo organization boxes that hold 2400 photos apiece.  You can get one from her now for just $32, and that way if you do need to leave quick at 2am, you can grab ONE box with all photos.  Thanks, Judy, for providing this picture too. 

Another preventative tip came from our friend Laura Habeyab with State Farm Insurance.  Laura reminded us to TAKE INVENTORY of everything in our home, and email it to ourselves, so its saved in cyberspace, in the case we have a fire.  If you don’t already have a document to help you organize your belongings, contact Laura at (949) 600-9670.  Also remember, its too late when the fires start to increase your insurance coverage.  Be safe and get the right coverage from the start.  You can trust Laura to send you in the right direction, everyone at the chamber raves about her.

Finally, here are some After Fire Salvage tips from Gus Ruiz with Handyman Matters:

After a Fire Salvage Tips

Clothing – Smoke odor and soot sometimes can be washed from clothing. The following formula often will work for clothing that can be bleached: 4-6 tbsp. of Tri-Sodium Phosphate
l cup Lysol or any household chlorine bleach
l gallon warm water
Mix well, add clothes, rinse with clear water and dry well. Be aware that Tri-Sodium Phosphate is a caustic substance used as a cleaning agent. It should be used with care and stored out of reach of children and pets. Wear rubber gloves when using it.   Electrical Appliances- Appliances that have been exposed to water or steam should not be used until you have a service representative check them. This is especially true of electrical appliances. In addition, steam can remove the lubricant from some moving parts. If the fire department turned off your gas or power during the fire, call the electric or gas company to restore these services – DO NOT TRY TO DO IT YOURSELF. Food- Wash your canned goods in detergent and water. Do the same for food in jars. If labels come off, be sure you mark the contents on the can or jar with a grease pencil. Do not use canned goods when cans have bulged or are dented or rusted.

To remove odor from your refrigerator or freezer, wash the inside with a solution of baking soda and water, or use one cup of vinegar or household ammonia to one gallon of water. Some baking soda in an open container, or a piece of charcoal can be placed in the refrigerator or freezer to absorb odor.

Flooring and Rugs- When water gets underneath linoleum, it can cause odors and warp the wood floor. If this happens, remove the entire sheet. If the linoleum is brittle, a heat lamp will soften it so it can be rolled up without breaking. If carefully removed, it can be re-cemented after the floor has completely dried. Small blisters in linoleum can be punctured with a nail and re-cemented if you are careful. Dilute regular linoleum paste thin enough to go through a hand syringe and shoot adhesive through the nail hole. Weigh down the linoleum with bricks or boards. It usually is possible to cement loose tiles of any type. Wait until the floor is completely dry before beginning. Locks and Hinges- Locks (especially iron locks) should be taken apart, wiped with kerosene and oiled. If locks cannot be removed, squirt machine oil through a bolt opening or keyhole, and work the knob to distribute the oil. Hinges also should be thoroughly cleaned and oiled.

Walls and Furniture- To remove soot and smoke from walls, furniture and floors, mix together:

4 to 6 tbsp. Tri-Sodium Phosphate
1 cup Lysol or any chloride bleach
1 gallon warm water. Wear rubber gloves when cleaning. After washing the article, rinse with clear warm water and dry thoroughly. Walls may be washed down while wet. Use a mild soap or detergent. Wash a small area at one time, working from the floor up. Then rinse the wall with clear water immediately. Ceilings should be washed last. Do not repaint until the walls and ceilings are completely dry.Do not dry your furniture in the sun. The wood will warp and twist out of shape. Clear off the mud and dirt by scrubbing with a stiff brush and a cleaning solution. You can also rub the wood surface with a 4/0 steel wool pad dipped in liquid polishing wax, wipe with a soft cloth and then buff. Remove the drawers and let them dry thoroughly so there will be no sticking when you replace them. Wet wood can decay and mold, so allow it to dry thoroughly. Open doors and windows for good ventilation. Turn on your furnace or air conditioner, if necessary. If mold forms, wipe the wood with a cloth soaked in a mixture of borax dissolved in hot water. To remove white spots or film, rub the wood surface with a cloth soaked in a solution of a half cup of household ammonia and a half cup of water. Wipe dry and polish with wax, or rub the surface with a cloth soaked in a solution of a half cup turpentine and a half cup of linseed oil. Be careful because turpentine is combustible.

www.handymanmatters.com

If you just need to RELAX and get away tomorrow, The Chocolate Cafe is celebrating its 1st anniversary with specials on chocolate, and live music and appetizers for all to enjoy, 7-9pm.  They are on the corner of Aliso Creek Rd and La Paz. 

Also, I’m not sure if they are a chamber member or not but in our LeTip group this morning Shay the owner of One Time Construction said that they will credit back any burn victims 10K on the rebuild of a home built by One Time Construction, or towards closing costs of a rebuild of a home not originally built by One Time Construction.  Thanks, that’s really nice of you Shay!  Phone: 949-716-0566 or email onetimeco@aol.com

Although the fire damage is very sad, it makes all of us happy to see people come together and help.  If you know of someone else offering services to displaced families, PLEASE comment and help get the word out!

Sole Proprieter Tool Kit – a FREE seminar for South OC small businesses

Special thanks to Darren Whissen, OC’s Personal CFO and financial advisor, for putting together a spectacular “Small Business 101″ session at the Mission Viejo Library on Friday, Oct 12th. 

 The theme of the morning was to teach Orange County business owners how to build a solid foundation for their business, grow the business, and protect the business.  Cal Coast was honored to be on the panel of speakers, who were:

o       Linda Coss – Plumtree Marketing

o       Angie Weeks – Cal Coast Web Design

o       Craig Hirson – Bank of America  Business Relationships

o       Amy Strand – MBI Credit Card Processing

o       Julie Henderson – JH Accounting Solutions

o       Wayne Neal – Truscott Benefits

o       Michael Carter – Lord Abbett Investments

o       Peter Nitschke -  NITSCHKE & VARRICCHIO LLP

Owning and running a business is not easy, and it was nice to see the SOC chamber members volunteer their time to help teach others different aspects of running a business.  If you recently started your business, you’ve got to visit the chamber.   Debbie Lewandowski is the current Thursday Networkers president, and meeting her alone is awesome for your business because she can connect you with whoever you need to know to grow   Plus, there are so many members willing to lend a helping hand.  Its great for a business owner.  I learn so much just by hearing the weekly speeches, I’m thankful to be a part of it.

According to Darren, there is going to be more seminiars like the one held yesterday.  Be sure to take advantage of the “free business consulting” next time!  Thanks to all who came and participated.

Quality Vacations and Quality Advertising are a good thing!

Today Rami Lazareson with AmPro vacations and Archie Currin with Focus 5 Media were the speakers at South Orange County Chamber Networkers.

Rami showed us a great video of client testimonials from happy vacationers who have reduced stress, reconnected with loved ones, and just had an awesome time on a luxury vacation.  Rami uses leverage to get families and business execs great 5 star vacation rentals anywhere in the world.  Its not a time share, its more affordable than that:)  He can’t promise to add years to your life….but he can promise to add LIFE to your years.  Call him today at (949) 833-8883 to find out more.

Archie with Focus 5 has worked in direct mail for the last 15 years.  Focus 5 is a new magazine for Orange County which has a fantastic twist.  Advertisers currently have to choose between quality, or market saturation.  Focus 5 offers quality printing to a large market so you have the best of both worlds.  It offers health and beauty, home improvement, weddings, kids, and food….categories thousands of households are interested in.  Prices are AFFORDABLE…call Archie today at 949-852-4435 to talk about your chamber discount.  Each category is limited to two ads from similiar businesses, so don’t delay – reserve your spot today!

Networking

What is networking? According to the Oxford Dictionary – networking is a group of people who exchange information, contacts and experience for professional or social purposes. Debbie Lewandowski, Founder of Spotlite and current Chamber President is going to share several pointers on how to properly network effectively.  Networking is not about who you know – but who knows you!  Relationships enable you to stand out and rise above the noise.  People do business with those they like and trust.

• You want to start by networking with a purpose – you want to know what your objectives are before attending any event.

• Always wear your name tag on the right side – it makes it easier to read when you are shaking someone’s hand.

• Have an effective handshake.  You don’t want to be the “bone crusher” or the “limp fish”

• Be sure to introduce yourself

• Be sure to follow up with those you’ve met

Remember that crucial to your success is that you treat networking as an exchange of ideas, information and experience.  Be generous in sharing your talents, experiences and ideas and always be respectful of those around you.

Here are several ways to maximize the value of networking

1. be strategic about which meetings you attend – in other words if your ideal client is a company that focuses on technology – attend the Technology Council of Southern California – or TCVN (tech coast venture network)

2. become active – once you become active, people in the association get to know who you are and what you do.  It takes time for people to recognize you, view you as a colleague rather than a stranger and trust you.  Volunteer to serve on a committee or the Board.  Get to know the movers and shakers.  Each association has a few key people who know everybody else and can make things happen.

3. attend meetings with the right mindset – it is best to come to a meeting with the mindset of “how can I help others at the meeting”  You can provide introductions, recommend books or web sites, provide information about people, companies or trends or simply listen and offer emotional support.

4. Ask questions – if you are worried about what you are going to say to others about yourself and your business – focus instead on asking open ended questions like tell me more about your business?  What exactly do you do?  Who is your target market?

5. Come early and stay late – the best networking opportunities are before the start of a formal program and immediately after the program.

6. follow-up immediately – it is import to follow-up immediately while the person and the conversation are fresh in both your minds – it can be with a hand written note or via email – just make sure that you follow-up

7. don’t try to sell – selling at professional meetings is usually inappropriate.  Use the meetings to develop a relationship and schedule a meeting for a later date.

8. look for people standing alone – these folks may be nervous and your initiative will often endear you to them. Plus one-on-one networking is the best networking

9. Sit between people you don’t know well – you might be sitting there for a while – so make sure you are going to be sitting by someone you can form a new relationship with.  I know we are all creates of habit and we like to sit with the same people – but in order to grow your business – you’ve got to meet new people.

10. Hang out at the food table – our endorphin levels are higher when we are close to food – which boosts our memory and the chance that we will remember and be remembered.

The importance of being memorable – there are five ways to help people remember you:

1. be distinctive – whether it is a piece of clothing or jewelry – a conversation piece always helps

2. be fully present – be fully engaged and fully aware of the people you interact with – don’t be scanning the room looking for someone better to talk to

3. ask thought-provoking questions – take a genuine interest in other people

4. reinforce your keywords – like your name, company name, your business/industry, your product and your location

5. contribute to the group conversation – don’t say something just to say something publicly – saying one really smart thing at your table or in front of the whole group will make you much more memorable

Remember that you are your business!