I got an invite today. Its to a soft opening of a new restaurant in town.
Of course, there is more to this. I had followed the emerging new place while in construction. I eventually got the owners into a marketing program helping launch the opening.
However, our conversations were less about advertising but more about the business itself.
I spent time listening to how they put their own savings into the venture, the pros and cons they considered of having a franchise but instead going with their own brand and the range of emotions they have been through before opening a new business.
During a conversation about the marketing message concept we ended up talking about the soft opening. They would need practice getting orders in.
Today the invite came in for tomorrow: to experience their order process.
I truly believe that independent business owners want more out of their consultants. They want to see the consultant is interested and invested into their own success.
Business relationships matter.