We're on part 2 of our business planning series, and women of color in business most definitely want to understand how to promote themselves.
Sometimes we have lower self-confidence or lowered self-esteem, or we might not have the tools in our toolkit to learn how to promote ourselves. If you boil it down to the bones, though, sales is a part of our human nature and something we know from birth.
As an example, the best sales presentation I've seen is from my son, on his second day of preschool when he didn't want to go. We arrived at the door and as the teacher said "Good Morning!" my son's lower lip bobbled. Then his eyes misted up... Then he launched into a full scale fit: crying, wailing, latching onto me, snuffling, mucus everywhere, grasping my bag, everything... He was telling me, "Don't leave mom! I don't want you to go!" while his eyes were spouting tears. Boy, I was *convinced* !!! 
But the preschool teacher told me that once I stepped out he would be fine. I didn't believe her sales job.... My emotions were touched, my heart ached as I slowly closed the door, and every fiber of my being believed my son's show. I wanted to break down the wall and grab him! .......... but within 60 seconds, as I headed out to the car, his teacher called me on the cell phone saying how happy my son was and how he was okay and ready to begin the day. Wow! We can all sell if we truly believe in what we're selling! Even if we don't believe in it, we can 'fake it till we make it'!
It helps if you have quality products or services to offer; however, if you're the best accountant/coach/hardware store/hedge fund manager/women's retail chain in town but no one knows about you, then you won't make any sales.
Your ability to grow your business depends on your ability to successfully "brand" your business, let others know that you're available, and let your potential customers know what you stand for.
Promote your best qualities! Promote your company's vision and mission. Promote your current customers. Promote your partners. Promote case studies of how your company is the best in your business.
As your business grows, you'll want to fine-tune your promotional materials, like the "look-and-feel" you want to convey.
Having well-designed and memorable materials, including your logo, business cards, brochure, and website, makes a strong impression, invites your target market to learn more, and ultimately leads to confidence within your transactions.
Sell, sell, and sell! Promoting yourself is a natural part of your company's success, and once you find your message, go ahead and share it with your customers, partners, and associates. You'll be rewarded by meeting people who want to do business with you.
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