By Robyn A. Friedman    

After 14 years of being in business for himself—and at the age of 56, Charles T. Brackett, P.E., owner of Brackett and Associates, Inc., a structural engineering firm, decided to go back to school to pursue an MBA. After completing the rigorous two-year program at Jacksonville University, he’s glad he did.

“I had been successful because of my natural instincts, but I wanted to get a stronger background in business and have better control over the management of the organization,” Brackett said. “Now I’m more productive, and I’ve learned a lot more about marketing strategies, which will help us get jobs internationally.”

Employers routinely invest in their employees, encouraging them to pursue additional education—and then reap the benefits of that education through increased productivity, reduced turnover and improved employee morale. But advanced education and training are just as vital to small business owners, who need to keep their skills sharp as well as develop new ones.

Today’s workforce is rapidly losing its skills. According to a recent survey by the Society for Human Resource Management, 58% of human resources professionals reported that some workers lack competencies needed to perform their jobs, up from 54% in 2005. Workers—including small business owners—need to keep their skill sets current in order to compete in an ever-changing global economy.

Even if small business owners are technically competent in their own field, they may not have managerial competence. That may prevent them from taking their business to the next level. Lack of human resources skills, for example, may lead to difficulties in attracting or retaining employees.

 “No matter what industry they’re in, small business owners need to be able to make sound strategic business decisions,” said Diana Peaks, director of transfer, adult, and graduate enrollment at Jacksonville University. “By going back to school and taking courses like finance, accounting or communications, they get a better perspective of the business at large.”

But the process of choosing additional education can be daunting. Should you brush up your skills at workshops sponsored by an organization like SCORE or matriculate in a degree program at a major university? Attend classes in person or online? And what course of study is best? Consider the alternatives.

Workshops and seminars

Many local organizations, such as SCORE and the Small Business Development Center at the University of North Florida, offer free or low-cost workshops on topics such as government contracting, accounting or social networking. The Small Business Development Center even offers an online academy called SmallBizU that was created specifically to meet the education and training needs of small business owners and entrepreneurs. Courses range from three to four hours and cost $30 each.

Workshops and seminars are useful and practical, but they may not be the ultimate answer for everyone. “They were not in-depth enough,” said Brackett. “When you take actual classes, you spend more than just a day or half day on a topic so you have more time to absorb it.”

Industry-specific classes

Continuing education is required for many small business owners. Attorneys and medical professionals, for example, are required to keep their skills current. Even if not required, however, classes that lead to certification in a particular field can be beneficial. A real estate agent who gets certified as an Accredited Buyer’s Representative, for example, may gain a competitive edge.

Specialized classes also lend credibility to a business owner. “Certificate programs and courses are extremely important and valuable,” said Joe McCann, dean of the Davis College of Business at Jacksonville University. “Many lenders and insurance companies, for example, increasingly expect and value owners who keep current with the latest business issues and build skills.”

Life-long learning

Options abound for those who want more than a workshop but who have no desire to matriculate in a degree program. The University of North Florida’s Division of Continuing Education, for example, offers non-credit courses for those who want to change careers, advance in their current position, or master new skills. “It’s practical, hands-on stuff, as opposed to the theoretical things you would get in an MBA or other credit program,” said Tim Giles, director of continuing education at UNF. “We offer a lot of programs that deal with marketing and sales that are very beneficial for people who are running their own businesses.”

Giles said that classes range from half-day courses that start at $99, to 12-week certificate programs costing $900. Topics include human resources, project management and communications.

Degree programs

Enrolling in a degree program offers small business owners a concentrated education in what they do in the real world—run a business. In the past, MBA programs were geared toward the needs of large organizations; today, many schools offer programs designed for entrepreneurs. These programs offer the opportunity to network with other business owners and executives as well as to learn from case studies involving other companies. They are more expensive than non-degree programs, and applicants need to go through the college admissions process. Classes are offered at convenient times, such as evenings and weekends, to accommodate the needs of executives. Many offer online classes as well.  

Robyn A. Friedman is a contributing editor to Jacksonville Small Business Advantage. She can be reached at RAFWriter@att.net or through her Web site www.everythingwrite.com

SIDEBAR

Taking the next step

Ready to sign up for some classes to advance your education? Here’s some advice from the experts:

• Make sure the class will benefit you and your customers. “There are so many options available,” said Giles. “You really need to think about what your goals and objectives are and then look for programs that will help you meet those goals and objectives.”

• Do your homework. Look at what the different institutions and organizations in your area have to offer. Visit each one, and talk to current students. Ask what it’s like to be a student there—and what benefits they received from completing the program.

• Make sure you understand accreditation. “If someone says to you, ‘Yes, we’re accredited,’ do your research and find out if the accreditations they have and if your credits will transfer,” said Peaks. “Too often people spend time and money in a program and then want to transfer and find out the institution they’ve been attending is not regionally accredited and that there are few schools that would accept those credits.”

• Just do it. If you decide to invest your time in more education, then dedicate yourself to it. “People get overcome by circumstances,” said Candace Moody, vice president of communications for WorkSource, which provides employment and training assistance for both businesses and job seekers. “Budget your time as carefully as you budget the money for it, and make sure that if you’re going to invest in education that you get something back out of it. Most educational courses—no matter what level, no matter what subject—are only as good as the time and energy that you put into them.”

“Networking is a process, not an event,” says John Bryan, the newly appointed Director Of Chamber Councils for the Jacksonville Regional Chamber of Commerce. “A process is a series of steps that are done the same way every time. When you use a process, you can measure results and make improvements to become more effective,” he says. And when you network, you reap the benefits of connecting with others in new business relationships, learning new things so you can make referrals, and tapping into the resources of literally thousands of individuals who are in the networks of the people you meet.

Bryan rallied a capacity group of 50 Knowledge Is Power participants who first toured the Jacksonville Municipal Stadium and learned about opportunities to support the Jaguars and then convened for the breakfast meeting.

Bryan, the CEO of Improve! Corporate Workshops, emphasized that the networking process requires taking four steps:

1. Planning,

2. Attending,

3. Following-up, and

4. Improving.

• Planning. Networking can—and should—take place anywhere you go, says Bryan—at meetings, in seminars, at luncheons, at kids’ sporting events, even online. In Jacksonville alone, you could attend hundreds of networking events each week. But to get the most “bang for your buck,” you should plan your networking events.

The first, most critical step in planning your networking is to assess your customers. Who are they? Who are their customers (who do they do business with?) And where do they congregate? Planning starts by answering six questions: who, what, where, when, why, and how. “The most important of these questions is who and where. Once you figure out the who,” says Bryan, “the rest of the questions become easier.” For example, he recommended clicking into Jacksonville.com and pouring over the current and recently published business calendars. “You will find all kinds of events where your customers congregate and you can network,” he said.

• Attend. “Just do it!” People have good intentions about networking, but often they don’t show up at events, says Bryan. “Why? Because they are afraid. Fear of failure keeps them from doing what they know they should do.

A way to defeat the fear? “On the way to you next networking event,” he recommends, “think of a little failure you have had and then cheer about it—out loud! By the time you get to the event, you are going to feel great. All of these fears will be behind you.”

Then, once you arrive at the event, all you have to do is say something brilliant and avoid some pitfalls. The key to doing this? Prepare and use an effective elevator speech. (See sidebar, “How to develop a great elevator speech.”)

• Follow up. Doing follow up is easier today than it was “ages ago,” says Bryan. “Back then, to follow up you had to send a handwritten note or call on someone. Now, you can e-mail, text, or use social media such as Facebook and LinkedIn.” At the same time, however, he cautioned not to disregard the old-fashioned methods of following up. Because a handwritten note is unexpected, for example, it can make you stand out.

• Improve. A key step in the networking process is improvement. You can’t improve unless you keep track of your activities, stresses Bryan. Track where you go, how many leads you capture at each networking event, how many messages you send out to the leads, and other interactions you have with your contacts. Finally, assess if you captured any business. “This can take time,” he says, “maybe six months or more.”

Your analysis should tell you which events are the best and most productive. Focus on those that provide the best results and eliminate those that are ineffective.

John Bryan presented the networking workshop to participants in the monthly Knowledge Is Power breakfast workshops of the Jacksonville Small Business Advantage. The workshop followed a tour of the press box, locker room, and stadium of the Jacksonville Jaguars.

SIDEBAR 1

Following up with e-mail

Following up is a critical step in the networking process, says Bryan, and one of the easiest ways to follow up is to e-mail the individuals whose business cards you collect at events. Enter the contact information into a database (either manually or scan it in, using a card scanner). Then send an e-mail.

Some rules you should keep in mind:

1. Keep the e-mail short. No one reads a long message.

2. Create an impactful subject line.

3. Use a businesslike e-mail address.

4. Call after you send the e-mail—especially if you are sending some requested information.

5. Include an opt-out clause if you put the address into a mass-mailing folder. (Abide by CAN-SPAM rules. See “E-mail marketing: Know CAN-SPAM rules.”)

SIDEBAR 2

How to develop a great elevator speech

An elevator speech is the key to effective networking. It is your 30-second “first impression” to new contacts. You should develop different elevator speeches for different events; the speech will vary according to the kind of individuals with whom you are networking.

A brilliant elevator speech has four elements, says Bryan, who says he borrowed the concepts from Michele and Pat McManamon of Sandler Sales Institute North Florida, and Doug Wilder of Wilder Business Success.

1. Your name and company;

2. The kind of customers you work with,  and why they were feeling bad (emotion) before they met you;

3. An emotional response about why your customers love you and how your product helps them, and

4. How your new contact can get involved.

Bryan gave an example of one of his elevator speeches:

1. I am John Bryan, director of the Chamber Councils of the Jacksonville Regional Chamber of Commerce.

2. I work with people who WERE FRUSTRATED by their business-promotion results.

3. Now they LOVE the dozens of networking and business-promotion opportunities they get every month from the Chamber Councils.

4. Do you know people who need more and better promotional opportunities? Let’s talk.

SIDEBAR 3

Do’s and don’ts of effective networking

To give a great 30-second elevator speech, you have to abide by a few rules:

1. Do wear a name badge and make sure you pin it on the right side of your chest.

2. Do stand in an open-group; that is, don’t stand face-to-face. Stand at an angle so others can easily get included without interrupting.

3. Do take charge and introduce people to each other.

4. Do slow down. Networking isn’t the place to talk fast.

5. Don’t “pounce and feed.” Talk with your new networking prospect a few minutes, then move on.

6. Don’t “spray and pray.” That is, don’t try to tell your new contact everything about yourself, your company, and your products or services. Listen more than you talk so you understand their needs and can discuss your product only in terms of how it fits their needs.

By Alan Vinson     

Color is important. Your choice of color in your clothing affects how you feel and how others feel about you.

Whether you are meeting with one of your employees or one of your top customers, you should be aware that what you wear and the colors you choose convey an unspoken message. In these challenging economic times, you should especially be mindful about what your clothing— much like your body language—communicates to clients.

Here are some tips on choosing color for your business attire:

• Navy. Navy is a power color. It connotes authority. When you wear navy, you are perceived as a “take charge” type of person. Use navy suits for opening/closing arguments, public speaking, important presentations, and when it is important for you to be perceived as an expert.

• Earth tones. Earth tones are your “build rapport” colors. These are colors that draw from a palette of browns, tans, grays, greens, oranges, whites, blues, and some reds. The colors, however, are muted and flat and emulate the natural colors found in nature—in the soil, moss, trees, and rocks.  

Wear earth tones to a staff meeting or team-building session or when picking a jury, delivering bad news, or meeting with clients and their families. In short, wear earth tones when you want to appear approachable. Keep in mind that people get the most compliments when they wear earth tones.

• Blue and gray. Blue and gray hues are your loyalty and dependability colors. They are great to wear when you are traveling and are part of the “do everything” color family. Blue and gray are always appropriate.

These colors also convey a good work ethic. Wear blues and grays when you will be meeting with your boss or even your boss’ boss or an important client.

• Black. Black is the most formal of colors. Use it in lieu of black tie or when you want to look cutting edge or fashionable. Like navy, black is also a power color. Wear black when you want to stack the deck in your favor. Think of black when you want to intimidate a competitor or outshine your competition.

• Black and white. Black and white, as well as gray, are confidence colors. Black and white combine to create a good suit for an average day that has nothing special going on. They’re also good colors that you can mix and look like you know how to dress.

• Charcoal. Charcoal creates a rock solid image. It suggests you are a pillar of the community and are trustworthy. Charcoal works well for professionals who work with finance, such as financial planners, bankers, CPAs, and sales professionals.

Whether you are meeting with the CEO of a Fortune 500 company, encouraging your staff, or giving a speech at a meeting, take a look in the mirror to make sure the colors you are wearing convey the right message.

Alan Vinson is owner of J.T. Vinson Co. (www.jtvinson.com), clothiers for men and women. He can be reached at 904-332-8300.

When the economy is down, dress up, suggests Alan Vinson of J. T. Vinson Clothiers in Jacksonville (www.jtvinson.com). In a challenging economy, people want to look their best, perform their best, and give themselves every competitive advantage. He says dressing up and dressing well are akin to keeping one’s chin up and maintaining a positive perspective in turbulent times.

“Dressing well gives you a sense of confidence and professionalism,” says Vinson. “Appropriate attire communicates both to the wearer and those with whom you associate, that you are competent, credible and capable. It’s that great feeling that comes from putting on a well-tailored suit or even a new shirt and tie.”

Vinson gives three tips for men to package themselves for maximum benefit:

1.      Choose elegant suits and jacks. Pick those that have modern silhouettes and styling details.

2.      Stick with the classics. The classic look, not trendy styling, is the order of the day. “Trendy” fades out of fashion fast; classic has a long life.

3.      Accessorize with fresh, crisp shirts, and ties that provide a professional look without looking “dandy.”