Speak to Be Heard Over the Chatter Is One Goal for Business Women

Public speaking is becoming a very effective marketing strategy especially for business women. Given their ability to build authentic relationships, what better place to start than speaking to a lot of strangers? Yet, the feat of public speaking as well as speaking over all that other chatter continues to be an obstacle for many women in business. Understanding the origin of this fear and how to strengthen your message may help you become a better public speaker.

For years, the common knowledge was the speaking in public was the greatest fear shared by the American public. So if this is true, then where, when and why did this belief of speaking in public originate?

If we look to our earlier educational experiences, we can quickly learn the answer. Did you hesitate in raising your hand to answer a teacher’s question? Did you think more of what others would think of you instead of what you thought about yourself? The desire to be part of the group and wanting to be liked by the group probably started the fear of public speaking.

As we traveled through the educational process, we either learned to speak up and faced the potential of a wrong answer (translated into the group not liking me) or continued to be quiet (know that the group still liked me). Remember, Sally Fields comment about “You really like me” at the Academy Awards?

The fear of public speaking is much more about earlier childhood conditioning than anything else. For we truly want to be liked by others and the F.E.A.R. (false evidence appearing real) guides many of our behaviors.

To eliminate those fears begins by strengthening our own beliefs about who we are. Then putting together a plan of action to reinforce those strengths. This may begin by speaking to local elementary schools talking about what you do. Then working your way up through the other grades and eventually into local organizations such as Rotary or Exchange Clubs.

Using what I call belief statements or what others call positive affirmation statements is one self improvement strategy (planned thought process) and tactic (action). When we continually read the belief that we want to embrace, we can begin to change our habits of thought that actually lead to changes in actions (behaviors).

A belief statement begins with the first person pronoun of “I.” Then uses a present tense verb such as am. Finally, the object of the statement describes the desired result. If the goal is to improve or strengthen public speaking skills, the belief statement may read as follows:

I am a great, captivating, engaging public speaker who leaves the audience learning and laughing.

When this statement is read at least three times each day, morning, afternoon and evening, for 30 days, your results will change. However, given the influence of past conditioning, this belief statement needs to be read for at least 3 to 6 months or until the goal is accomplished.

The second challenge of speaking over all that chatter is much easier. When you speak from the heart and connect your content to personal experiences, your message will quickly rise above others. Remember, that women in business have the advantage of building authentic relationships. When you provide excellent content and make your presentation personal, you will be heard over all that other chatter and successfully begin to build those necessary authentic relationships.

Create A Marketing Plan for Your Cleaning Business: Public Relations and Business Networking

Cleaning business owners in today’s competitive environment must have a well-rounded and comprehensive marketing plan that consists of a variety of components all working in tandem. No one magic bullet will bring you all the prospective clients you need and some methods work for short term gains, while others are more of a long term strategy.

But here’s the truth: To build and sustain a successful cleaning business for yourself and your family, you’ll need to develop and implement consistently -even when you’re doing well and have all the customers you need. To create a marketing plan for your cleaning business you don’t need to hire a highly priced marketing or advertising company and you certainly don’t want to depend solely on subcontracting as the way to get your clients and prospects.

Here are 2 simple things you can add as parts of a complete marketing plan for your (residential or commercial) cleaning company:

1. Public Relations

  • Radio: Offer to appear on a local business radio show or even host your own. Most communities (with 1M in population or more) offer both of these options and it’s a great way to get exposure and practice in the media field for your cleaning company’s growth.
  • TV: In small and medium sized cities, you simply need to contact your local news station. Try to come up with an idea that is timely or relevant to your local market. For example, I know a book and gift store that sold “God Boxes” (6″ by 5″ wooden containers in which people prayers or things they are “giving over to a Higher Power”). They were featured on Easter Sunday when the local news anchor was looking or a special interest story about this religious holiday. The story featured the local artist creator and the store that carried them so, it gave a nice lift to the business and was of local interest to the community as well.
  • Press Releases: Compile a list of the organizations and media outlets where your ideal customers and prospects “hang out” ( ask your existing clients if you’re not sure). Then issue press releases when your company has an anniversary, hits a milestone (snags a big name account, wins or is nominated for an award, signs your 1000th customer) etc. Also good if you expand into a new area, announce a new service or product line, or host an event.
  • Charity and Philanthropy: Find an organization or cause that’s important to you (whether its supporting veterans, hunger in your community, or fighting cancer) and then see how you can get involved. Even if it’s something as simple as donating vacuum cleaners you have which are no longer working to the local women’s shelter, there’s plenty of room in every community for local cleaning businesses to serve on boards, donate resources or help with fundraising events. It’s a great way to meet the movers and shakers in your community and feed your soul and your business at the same time. Not surprisingly, companies with a charity component actually make more money than their counter parts without one, because customers prefer to spend their money where they can feel good about doing so. This works for cleaning companies too!

2. Business Networking

  • Trade Groups: This is not only where the people in your industry hang out (like ISSA BSCAI or ARCSI in the cleaning industry) but also think about attending, joining or getting involved in the associations where your “ideal clients” hang out. Are they Realtors, bankers, or educators? How about Facility Managers (IFMA) hospital administrators or retail business owners? Almost all of these plus any of the local industries and specialties unique to your geographic area would be a great place for you to meet and connect with these potential prospects. The key to having this type of investment pay off is to get involved in the committees, be consistent in your attendance and look for opportunities to be of service first.
  • Chambers: Most communities – no matter how small – have some sort of Chamber of Commerce, many areas have several within a small geographic area. For example in Las Vegas, we have Las Vegas, Henderson and North Las Vegas plus a Women’s Chamber too! For some reason I’ve noticed many cleaning business owners are not participating in this great resource so in most areas you may be to only or one a very small number within your industry to be a member. Use this to your advantage by attending regularly and asking those whom seem to know everyone to introduce you around.
  • Public Speaking: Most communities have groups that assist organizations and speakers find each other. There are also quite a few in internet search engines (just type in “speaker’s bureau”) and they are a great way to have help in locating speaking opportunities for you. If you don’t feel comfortable about public speaking, I highly recommend you look into getting some experience in a speaking club.Toastmasters is the one with the most name recognition and honing this ability into a skill can open lots of doors for you!
  • BNI: This group is one of my favorites, so much so that I gave them their own category! The good thing about this group is that they meet weekly, so you get a chance to really get to know the other members. The bad thing about this group is that they meet weekly, so it can be time consuming. However, if you have (or can develop) 2 or 3 substitutes that you can count on to fill in for you when needed this group will give you one of the best ROIs or any networking group if you utilize their tools consistently and correctly.
  • Affinity Groups: This can be anything from the Masons, Jaycees, or the Rotary Club to your high school or college alma mater and or any fraternal organizations to which you belong. A couple I particularly recommend for Women are: Links, Jack and Jill (if you have children living at home) or the Junior League. There are also organizations for women and minority owned businesses where you can meet potential suppliers, clients, and joint venture partners.

These 2 ideas should be things that you can add to whatever marketing plan you currently have for your cleaning business. If you don’t yet have a comprehensive plan, start with these two things and build from there. I would suggest you spend one month working on each idea and then go on to the next one.

Once you have implemented all the part and are consistently implementing each component you have a steady stream of prospective clients reaching out to you on a regular basis, no more “feast or famine” cycles, just steady income and growth for your cleaning company!

An Insight Into the Emergence of Women-Owned Businesses As an Economic Force in India

1. Introduction

During the last two decades, Indian women have entered the field of entrepreneurship in greatly increasing numbers. With the emergence and growth of their businesses, they have contributed to the global economy and to their surrounding communities. The routes women have followed to take leadership roles in business are varied. Yet, most women business owners have overcome or worked to avoid obstacles and challenges in creating their businesses. The presence of women in the workplace driving small and entrepreneurial organizations creates a tremendous impact on employment and business environments.

Indian women business owners are changing the face of businesses of today, both literally and figuratively. The dynamic growth and expansion of women-owned businesses is one of the defining trends of the past decade, and all indications are that it will continue unabated. For more than a decade, the number of women-owned businesses have grown at one-and-a-half to two times the rate of all businesses. Even more important, the expansion in revenues and employment has far exceeded the growth in numbers.

The result of these trends is that women-owned businesses span the entire range of business life cycle and business success, whether the measuring stick is revenue, employment or longevity. This strengthens the view that all governmental programs and policies should target at strengthening women’s entrepreneurship in their native lands.

Although, many of the earlier obstacles to women’s business success have been removed, yet some still remain. This has initiated the scholars of entrepreneurship and small businesses to study the influences of and the impact on business ownership by women. The number of these research studies are growing steadily.

2. What Are The Characteristics Of Women Entrepreneurs In India?

Indian women of today have taken many strides towards business ownership. The broad classification of women business owners include women who establish, inherit, or acquire a business; women who start businesses with spouses or business partners but are either at the forefront or behind the scenes; and finally, women who start fast-growing or part-time or slow-growing firms. Although earlier researches on women entrepreneurs have suggested that significant differences existed between female and male entrepreneurs. However, more recent studies have shown that there are far more similarities than differences between women and men entrepreneurs in terms of psychological and demographic characteristics. The dominant predictors of success in case of women entrepreneurs are work experience and years of self-employment.

Generally, women view their businesses as a cooperative network of relationships rather than as a distinct profit-generating entity. This network extends beyond the business into the entrepreneur’s relationships with her family and the community. Certain cross-cultural studies on women entrepreneurs have reported that their management styles emphasizes open communication and participative decision-making, and their business goals reflect a concern for the community in which the business operates.

The majority of women business owners operate enterprises in the service sectors, whereas the majority of male business owners operate enterprises in non service sectors, particularly manufacturing. Women are not only achieving economic independence and wealth creation for themselves, but through job creation, they are also providing opportunities for others, particularly for other women.

A series of researches have shown that the workforce of women-owned businesses tend to be more gender balanced than the workforce of men-owned businesses, although women business owners are more likely to hire women. Put simply, an investment in women’s entrepreneurship is an investment in the economic independence and well-being of all women.

In comparison to their women counterparts who established their businesses two decades earlier, women who have started their businesses sometime during the past decade are more likely to have the following:

o a higher level of education, previous professional and managerial experience, as well as executive level experience

o a greater appetite for capital, both credit and equity

o a strong motivation for autonomy and achievement

o a dynamic personality

o a passion for what they do

o creativity to innovate and implement

o independence and self reliance

o high self confidence

o willingness & ability to take risks

o alertness to opportunities

o ability to marshal resources

o ability to respond to market & environment signals

Thus, from the above discussion, we can conclude the following traits of personality of women entrepreneurs:

Risk taker Proactive Opportunist Visionary Inventor Tolerance of ambiguity Commercialiser Desire for independence Trader High energy Innovator Ability to bounce back Flexible Results oriented Need for achievement All rounder Internal control Decisive Self confident Self Motivated Pragmatic Flair

3. Why Do Indian Women Undertake Entrepreneurship?

In spite of the growing number of female entrepreneurs, the share of female entrepreneurs is still significantly low when compared to their participation rate. However, there are several factors responsible for increasing the level of female entrepreneurship in India:

1. Nature of Entrepreneurship: Women enter into entrepreneurial activity because regular employment does not provide them with the flexibility, control or challenge offered by business ownership.

2. Motivation : Several evidences suggest that women do not lack the motivation to enter into business ownership. They are often highly motivated than their male counterparts to overcome the barriers to business start-up.

3. Empowerment : Indian women are becoming more empowered now-a-days. Legislation is being progressively drafted to offer them more opportunities at various levels.

4. Social Conditions : Population growth results in a strong positive relationship on entrepreneurial activity. Across genders, the increase in demand and competition for jobs pushes more people into necessary entrepreneurship. For women, in particular, the relatively high involvement in necessary entrepreneurship indicates that self-employment is used as a way to circumvent institutional and cultural constraints with respect to female employment, as well as a way to provide supplemental family income.

5. Economic Conditions : Auspicious economic conditions favour the participation of women in entrepreneurial activity. The smaller amount of financial capital requirement and higher proportion of available bank loans positively correlates the level of female entrepreneurship to economic conditions. In fact, in a country like India, the relationship between the size of unofficial economy and entrepreneurial activity is positive.

6. Literacy & Education: Increased levels of education has played a crucial role in initiating the process of entrepreneurship. It is not only the illiterate that are starting the businesses but those with education & skills are also exploiting profit opportunities.

4. What Are The Needs Of Women Entrepreneurs In India?

1) More and better access to finance/credit is mentioned very frequently. Give a woman 1000 rupees and she can start a business. Give her another 1000 rupees and she will be able to feed not only for her family, but for her employees as well.

2) Access to business support and information, including better integration of business services.

3) Training on business issues and related issues

4) Better access to local and foreign markets.

5) Day care centres & nurseries for children, and also for the elderly;

6) Positive image-building and change in mentality amongst women, whereby women see themselves as capable achievers and build up confidence.

7) Breaking through traditional patrons and structures that inhibit women’s advancement.

8) Role modelling of women in non-traditional business sectors to break through traditional views on men’s and women’s sectors.

9) More involvement and participation in legislation and decision-making processes.

10) Removing of any legislation which impedes women’s free engagement.

11) Awareness-raising at the governmental as well as private level to truly and really create entrepreneurial opportunities and not just programs that stay on paper.

5. Which Important Problems Are Faced By Women Entrepreneurs In India?

1. Women hardly interact with other women who are successful entrepreneurs. This results in a negative impact on their networking skills.

2. The areas, where one can see women acting as entrepreneurs, is in the very typical women’s sectors of 3Ps. This is also the area, where women are accepted in society to be experts in and thus have the capacity for entrepreneurial activities.

3. It is clear, that women have the responsibility of getting children and taking care of them. Very few societies accept fathers taking over the role of staying home and taking care of the children. Once these children are old enough to take care for themselves, they have to bear an additional responsibility of taking care of elder parents. If they want to become entrepreneurs, the society expects them to be able to do both: take care of family and home and do business.

4. Women are very critical when it comes to themselves – can I really do this, am I good enough, maybe I have to learn more, others can do it better. It is quite interesting that many successful women have been educated in only girls colleges and schools, which often deliver a safe environment to try out ones personal strengths, learn to overcome weaknesses and be proud of oneself.

5. Discrimination – it is hard to believe but women are still treated differently in our society. Women do get lower salaries compared to men doing the same job, women do not have access to men dominated networks who take their decisions about successors in the company during golf plays or sauna meetings….

6. Missing networks – through centuries business men have build up their networks but women still have to learn to catch up.

7. A lot of women tell stories about not being taken serious by bankers, when they wanted to get a loan for their business. Often enough, they have to bring their husbands or fathers to be able to be heard and receive financing. So, the domination of men in the banking world is a problem.

6. What Are The Challenges Faced By Women Entrepreneurs In India?

One of the major obstacles faced by women entrepreneurs has been that they are not taken seriously. Even though women have achieved credibility as competent entrepreneurs in areas such as retail, personal services and business services, perceptions that women-owned businesses are less successful, credit worthy & innovative continues to be a barrier.

Besides this, there are several other challenges being faced by Women Entrepreneurs:

1. Lack of Visibility as Strategic Leaders: Changing the perceptions about the likely success of women-owned businesses depends on increasing women’s visibility in leadership positions within the greater business community. In an assessment of women’s presence as CEOs or Directors of large business enterprises, it has been anticipated that the exodus of women to entrepreneurial growth firms might be because women believe that have greater representation in strategic leadership positions in privately-held or family-owned firms as they provide better opportunities for leadership than available to women in publicly-traded companies.

2. Differential Information and Assistance Needs: Another significant need of many women business owners is obtaining the appropriate assistance and information needed to take the business to the next level of growth. In a study conducted to gather information needs of women entrepreneurs, those who were just starting their ventures, requested assistance and training in implementing the business idea, identifying initial sources of financing, and advertising/promotion. The entrepreneurs who were already established, had a somewhat different set of needs including financing for expansion and increasing sales. Another conducted study had identified ten most desired needs of fast growth entrepreneurs:
(a) using cash flow to make operational decisions
(b) financing growth
(c) increasing the value of the business
(d) compensation for self and associates
(e) hiring, training and motivating for growth
(f) succeeding in a rapidly changing world
(g) successful selling
(h) sales force management
(i) management success
(j) problems and pitfalls of growth.

Unfortunately, this differences in information and assistance needs can be found across cultures as well.

3. Family Influences on Women Entrepreneurs : The overlapping of the family and the firm is not significant for women business owners. Unfortunately, little research has been conducted on the dynamics of family-owned firms headed by women. As the boundaries between the firm and the family tend to be indistinct, women operating family businesses face a unique set of issues related to personal identity, role conflict, loyalties, family relationships, and attitudes towards authority. Additionally, family businesses owned by women are at a disadvantage financially and are forced to rely on internal resources of funding rather than outside sources. The critical role of family in business, also emerges in cross-cultural studies which show a women relying heavily on the family for start-up capital.

7. What Steps Need To Be Initiated For Women Entrepreneurial Development In India?

A possible set of three inter-linked and inter-dependent clusters of recommendations can be aimed at “pushing” a larger number of women entrepreneurs towards growth opportunities, unlocking their potential as creators of wealth and jobs, and providing a more conducive legal and regulatory framework. These recommendations can also ensure the proper positioning of “pull mechanisms” to enable the growth-oriented women entrepreneurs to expand and grow in terms of investments, markets and profits.

1. Prioritizing and Pushing at the micro-level : There is a large and seemingly ever-increasing number of women entrepreneurs operating in micro-enterprises and in the informal economy. They can be facilitated to grow into sustainable, formally registered & large enterprises with the help of following actions:-

o Conducting gender analysis for all entrepreneurial support programmes

o Gathering data on women and men entrepreneurs

o Applying “target group segmentation” to women entrepreneurs

o Using targeted approaches for priority categories in order to provide additional “push” to women entrepreneurs to the next level of growth

o Promoting mobilization and organization of representative associations

o Examining differential impacts of governmental policies, programmes and actions

o Promoting development of demand-led supports for women entrepreneurs

o Promoting more flexible and innovative financial products by banks

2. Unlocking and Unfettering Institutional Framework: Policies, laws and overall regulatory environment are frequently seen as barriers and disincentives to expansion and growth. However, they need to be promoted in such a way that women entrepreneurs see the advantages of and benefits that come with compliance.

o Reviewing impact of existing and new instruments on women entrepreneurs

o Identifying those instruments that act as barriers to expansion and growth

o Modifying or dismantling these instruments

o Taking account of the social and cultural contexts affecting policy implementation and redress inequalities and abnormalities

o Making use of IT and associations so as to minimize the administrative burdens on women entrepreneurs

o Holding regular consultations with key factors like women entrepreneurs, women entrepreneurs’ associations, financial institutions, etc, to review progress and identify new bottlenecks.

3. Projecting and Pulling to Grow and Support the Winners : The first two sets of recommendations are aimed at trying to “push” more women entrepreneurs into growth situations as well as ensuring that laws & regulations do not stand in their way. The third possible recommendation relates to facilitating and “pulling” the women entrepreneurs into situations where they can actively pursue growth strategies.

o Providing incentives for expansion and growth after removing barriers and disincentives

o Encouraging and rewarding dynamic representative associations of women entrepreneurs

o Promoting strong links and synergies with existing major economic players

o Profiling the economic and social contributors among women entrepreneurs to the national economy

o Promoting and rewarding programmes that serve women entrepreneurs

o Making full use of data gathered to inform new policies, programmes and supportive actions

o Ensuring synergies between (a) women related ministry (b) economic ministry (c) welfare & social development ministry in the government.

8. Conclusion

With relevant education, work experience, improving economic conditions and financial opportunities, more women around the world are creating and sustaining successful business ventures. This will not only have an impact on the economies of the countries in which women own their businesses but also will change the status of women in those societies. It is likely that, as we begin this millennium, this will be the century of the entrepreneur in general and of the women entrepreneur in particular.