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Networking That Moves the Needle: Turn Connections Into Customers by David Prichard & Lily Mak , Enchanted Sea Images, Inc., Dallas, TX
A LINE FROM KEVIN COSTNER’S Field of Dreams movie says “If you build it, he will come,” where he builds a ballfield in an Iowa cornfield so that “Shoeless” Joe Jackson of the 1919 World Series Black Sox can come for redemption. Many dive center owners are under the belief that just switching on the “Open” sign at their business will bring in enough customers to make their business profitable. But, without networking to drive business, the door alarm bell might not jingle as much. Besides advertising, your marketing plan needs to involve participating in as many networking events as possible, large or small. A dive center’s networking goal should accomplish two things: Drive customers to your dive center ▪ Connect with resources that will expand your business ▪ One way to network is to participate in an area tradeshow or fair event. This can be accomplished by exhibiting, giving
a presentation, or by providing a service that would enhance the event. The tradeshow doesn’t have to strictly be about scuba diving, but can be one that attracts adventurous people that have the means to get into scuba diving and take trips to tropical destinations. “Shows are a great way to meet new divers, grow your business, and keep your name out in the public,” said Patrick Hammer of Salt & Sea Scuba in Chicago and former manager of the Our World Underwater tradeshow. “Plus, it is a lot of fun.” If not exhibiting at the show, Hammer suggests offering to give a presentation at the show on a related topic to get publicity for your business, such as environmental conservation or coral reef preservation which are hot topics for the younger generation. “At shows, you can connect with new vendors and travel folks,” he said adding that he was able to discover new products to add to his store line and new destinations
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