How to Tap into “Channels” When Selling to Local Businesses

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Here’s a piece of short advice but a very useful one for all of my local people.

If you’re selling any sort of local or agency services or businesses like a restaurant or any of that sort this will help you big time.

Tapping channels

There is this restaurant named Snooze that is only a few minutes from my house. It is a fantastic brunch restaurant that I love.

Snooze is not just a simple single restaurant, it is a part of a much bigger shopping complex. The complex has big movie theaters and lots of restaurants.

The thing is they are about to get attacked by a new shopping center opening right across from them. It has been getting massive investment and bringing in a lot of hot restaurants, shops, and the likes.

Now, the PR team of the shopping complex where Snooze belongs to has brought us in to talk about doing content for them.

I will be doing events for them to help them be more competitive. This is a strategy to gain an edge over the new shopping center.

The reason why this is important for you guys is because I want to always remind you of the power of channels.

The power of channels

Going and selling one or two products to small businesses can be very difficult but this is essentially making a channel to all of these businesses at once.

What you may not know is as a requirement of their lease in shopping complex like this is they have to pay a PR fee. All these little businesses pay a PR fee to the complex every single month.

So the entire complex has a big budget to do PR and advertising on behalf of the whole complex, and the shops within it.

Selling individual services to the individual businesses within the shopping complex is going to be tough. They are already paying for the service you might offer. As I said, it is part of their lease.

But if you can get in touch with the shopping complex itself then you got yourself a channel to a whole bunch of different business or leverage channels.

You got every opportunity that you can through this.

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Mike Cooch
Mike Cooch

LVRG CEO Mike Cooch is a serial entrepreneur who generates 6-7 big ideas before breakfast (conservative estimate) each day.

Mike has a Texas-sized passion for sales & marketing, business development, technology, and entrepreneurship.

He has founded successful businesses in technology services, agency services, publishing, and ecommerce (and flopped on a variety of attempts as well…keepin’ it real!).

His businesses have made the INC 5000 list of fastest growing companies in America three times, and have been recognized as a 'Best Place to Work' in their respective cities.

He has an MBA from Babson College, the #1 ranked entrepreneurship program in the world by US News 24 years running, where he has been a regular guest lecturer on 'Managing a Growing Business'.

He has three children, is an avid skier, hiker and traveler, and is loving his adopted hometown of San Diego.