In recognition of October being National Women’s Small Business Month, we talked with COSE member Cheryl Perez, president & CEO of BIG-HR and Cheryl C Perez Enterprises, on the importance of this special recognition and highlights from her career.

MYB: What are some ways you would suggest people celebrate National Women’s Small Business Month and recognize women who run their own businesses?

Honestly, there are so many ways that people can recognize women who run their own businesses so these are just a few… but I would recommend that if you know a female entrepreneur, when you see her, just make the effort to tell her what a great job she's doing, pat her on the back, and support her business in some way. A lot of times people think that you have to actually make a purchase in order to support a business, but in reality you can do so many things including give her a referral, recommend her to another person who may need her products or services, share something about her business on your social media profiles, or go on Google or Yelp and give her business a raving review.

RELATED: Read about another female entrepreneur, Monika Moss-Gransberry.

MYB: Why is it important for women’s small businesses to be recognized?

I think it's extremely important to recognize all small business owners because I truly believe that small business will continue to be the driving force behind growth in our economy, and a strong economy equals a strong and healthy community.

MYB: What are some accomplishments you are proud of from your journey as a small business owner?

I have had the honor and privilege to receive several amazing awards during my entrepreneurial journey. But I would say some of my greatest accomplishments I am proud of in my journey are being able to mentor and coach other female entrepreneurs on their journeys, being able to employ others and to provide their families with income and a way to live, and growing my business to a point where I could actually offer employment opportunities to others.  Lastly,  I think being able to set a strong example for my daughters and children, in general, on the work ethic it takes to be an entrepreneur and letting them know that they can accomplish anything they set their minds to makes me extremely proud!

Both of Cheryl’s businesses—BIG-HR and Cheryl C Perez Enterprises— focus on empowering small- to medium-sized business owners on their entrepreneurial journeys as they start, scale, and grow their businesses with support, mentoring, tools, strategies and the education they need to achieve true growth in their businesses. BIG-HR works with small- to medium-sized business owners by focusing in Human Resources and providing outsourced HR services including HR Advisory, onsite HR Support services and training and development. At CCP Enterprises, Cheryl works as a business coach and mentor focused on organizational systems, processes, and capacity building strategies for businesses of all sizes.

Congressman Dave Joyce (OH-14) and Senator Rob Portman introduced identical bills in both chambers of Congress in late July to address the Great Lakes. The Great Lakes Restoration Initiative (GLRI) Act of 2019, which would reauthorize and increase federal funding to protect the lakes, includes nearly 40 bipartisan sponsors from the Great Lakes region.

The bill extends funding for the GLRI through 2026 and increases funds to $375 million in 2022. The bill also raises funding by $25 million every year until 2026, when it reaches $475 million.

GCP has led advocacy work of the Great Lakes Metro Chambers Coalition (GLMCC) since 2018—advocating for renewed GLRI funding to protect the lakes, which serve as a major economic force. You can learn more about the work of the GLMCC here.

Ohio Secretary of State Frank LaRose kicked off a meeting in which Greater Cleveland Partnership (GCP) small business members regularly convene to discuss public policy priorities for entrepreneurs.

As Ohio’s chief elections officer, the Secretary of State oversees the elections process and appoints the members of boards of elections in each of Ohio’s 88 counties.  It may come as a surprise to some, however, that the office also attempts to connect new businesses with the kinds of services they may need to make them successful. 

The office grants entities authority to do business in Ohio.  In addition, the Business Services Division receives and approves articles of incorporation for Ohio business entities and grants licenses to out-of-state corporations seeking to do business in Ohio.  Limited partnerships and limited liability companies also file with the Secretary of State’s Office.  The Corporations Section of the Business Services Division approves and keeps a registry of business names, names and addresses of statutory agents, incorporators’ names, corporations’ charter numbers, dates of incorporation, and the number of authorized shares per corporation.

To learn more about how to properly file your business in Ohio or update your business’ records, contact the Secretary of State’s Business Services Division.

As new businesses funnel through the Secretary of State’s system, an overarching goal is to use it as an opportunity to connect the business community with a menu of services related to topics such as access to capital, mentorships, MBE and WBE certifications, etc.

Last week’s small business meeting also highlighted a recent tax analysis that was commissioned by GCP and remarks were also heard from Cuyahoga County Executive Armond Budish related to investing in entrepreneurship and inclusive innovation.

Want to learn more about some of the specific resources available to your business?  Visit the Ohio Secretary of State’s business central resource page here.

During a breakout session at this year’s BizConCLE, attendees heard some lessons from Google Digital Coach Angelina Darrisaw Cheeks about online marketing from the perspective of a Google leader.

We live our lives in moments. We come to Google to search for something in the moment we need it, whether it’s a recipe, directions, a 25^th anniversary gift or a zillion other things we might want to know.

With Google, business owners have the opportunity to connect with customers in the moment they need something. If your business doesn’t come up in that search, then it’s harder for potential customers to take action with your business.

• RELATED: Use Google to launch a digital marketing program to grow your business.

Here are three keys to connecting with customers.

Key to Connecting No. 1: If you have a brick and mortar shop, reach customers where they are.

Smart phones know your location and are usually tracking where you are. You need to make sure your business shows up around people who have an intent with your business. These are referred to as “near me” searches—allowing potential consumers to see the locations of businesses that meet their needs. People rarely scroll past page two, so it is crucial your business shows up in the first page of search results.

Here are some ways Google can help you improve where you appear in search results:

Verify your business on Google My Business. You’ll receive a free business listing and have access to helpful analytics, among other things.

Collect reviews from happy customers. Once you verify your business, you will be permitted to respond to reviews posted about your business. Responding to reviews, especially ones that are negative, shows you care and you’re responsive.  

Hire a Google Trusted Photographer. A professional will take pictures of your business to go along with your verified business description. We are living in a visual world—show people what the experience will look like when they come into your business.

Take advantage of other Google services. These include the ability to feature special hours, engage with customers through messaging and share unique information about you or your company, thus enabling you to differentiate your business in a crowded online space.

Key to Connecting No. 2: Be accessible across all streams, platforms and devices.

People tend to start their journey on one device and finish it somewhere else, so it’s important that you show up for your users across all devices and know how to talk to your audience on all platforms.

Keep it fresh. Regularly refresh your website content. Doing so will not only show you’re an active business, but it also will improve your presence in Google search results.

Provide value. Make sure you are providing useful, powerful and engaging content. One way to offer valuable information on your site is by offering tutorials to convey your expertise in your particular industry.

Email is still king. Platforms change, social media changes—but emails rarely change. Part of your marketing strategy needs to be a robust e-marketing tactics. When you have the opportunity to appear in someone’s inbox, you have the chance for a direct conversation with them. So instead of focusing fully on social media, as many business owners tend to do, build your base using email as a tried and true method of communicating and solidifying loyalty.

Analyze the results. When assessing how well your approach is working, do not merely focus on vanity metrics such as how many people open your email or follow you on Facebook. The clickthrough rate from your e-newsletter to your website is a better measurement of how successfully your message got through to your readers. Take into consideration these guidelines:

• Have a clear subject line
• Thoroughly proofread for spelling and grammar mistakes
• Provide content that’s useful and engaging
• Create content that’s shareable
• Use qualitative data based on what your customers are constantly asking you questions about

Key to Connecting No. 3: Use other valuable Google tools to grow your business.

Google provides myriad other tools that can help to better your business.

Google Search Console. This program is comprised of tools and reports to help you measure your site's search traffic and performance, fix issues and make your site shine in Google search results. It can tell you what queries people are using so you can insert those key words more often throughout your site.

Testmysite.thinkwithgoogle.com. Most sites lose half their visitors while they are waiting for the sites to load. This service allows you to test your mobile speed and provides you with an assessment of your site versus those of your competitors. It can give you a sense of your load time on mobile devices and how you can improve that time.

Google Ads. Specifically, Google Ads Smart Campaign is designed for small business owners. Using this service can help you identify what information is important to turn potential customers into actual customers. Keep in mind that one ad can’t accomplish everything. The benefit of using digital ads is that, while you will be more specific in the reach and engagement will be higher and the cost will be lower.

Consider the following guidelines when using Google Ads:

• Don’t put too much information into one ad
• Tell your audience what you want them to do and what you have to offer in a clear way
• Don’t just list your business name and its tagline or logo
• Think of ad copy as a promise you are making to your customer
• Hyperlink to the exact URL you want to direct people to; this is the first step in delivering on your promise
• Google Trends. While this program isn’t specific to your website, it can give you a deeper understanding of trending key words to put on your site and to feature in your marketing pieces and other promotional materials. Trends change, especially as the seasons change—you need to maximize on what’s trending and capitalize on what’s in style based on your industry.

BizConCLE is just one of the many events hosted by COSE and the Greater Cleveland Partnership each year to help give businesses the education and resources needed to succeed. Click here for a list of upcoming events that can help your company grow, too.

On Friday, August 16 from 7:45 – 9:00 AM, U.S. Congressman Dave Joyce will join GCP for our Morning Conversation series. Congressman Joyce is a lifelong Ohioan and represents the 14th District of Ohio, which includes Northeast Ohio communities like Twinsburg, Mentor, and Mayfield Heights.

Congressman Joyce serves on the influential House Committee on Appropriations, which is responsible for reviewing federal spending and determining how tax dollars are spent. Since he came to Congress, Congressman Joyce has established himself as a leader in bipartisan efforts to preserve and protect the Great Lakes.

To learn more or register, click here.

With this article, we are introducing a new series inviting questions about sales pitches and responding to them. A COSE member recently asked about the specific objective of an effective sales pitch versus the goal. Here’s a summary of our conversation.

Effectively Setting a Sales Goal

Let’s start by re-examining the actual goal of any sales process. Obviously, it’s to make the sale … win the business … beat all the other competitors. But, remember that the goal from the prospect’s perspective is to choose the best provider/product/service that meets their needs and works within their limits of time, budget and staff. The two should not be mutually exclusive. Consider both sides of the proverbial coin as you work to set your sales goals.

• RELATED: Seven ways good sales goals can help you achieve success.

Keeping it Classy When Losing

Also consider a counter-intuitive secondary goal for your sales process - lose with class. When you get that dreaded “Thanks, but no thanks” call or email, respond with class and style following these steps:

Classy Step 1: Thank the prospect for the opportunity to work with them and present your product/service.

Classy Step 2: Wish them success with their choice.

Classy Step 3: Ask who did win the business and why and what was your proposal lacking? This is important information that you might not want to hear but need to. And while you might not get straight answers to these questions, you’ll never learn anything if you don’t ask.

Classy Step 4: Close with a genuine wish that your paths might cross again with a future opportunity.

Classy Step 5: About the time the project should be completed or the product/service they bought should be fully operational, follow up with a call or note. Simply check in to see how they’re doing and their overall level of satisfaction.

Classy Step 6: Once in a while, the prospect may confess that their first choice didn’t work out or meet their expectations. And, by losing with class, you might get a second chance to win the day. Of course, that will rarely happen if you don’t casually check in with them.

• RELATED: Read more by Phil Stella.

Setting Pitch Objectives

That all said, the specific objective of the sales pitch is also important, but very different. Consider this approach: The objective of your sales pitch is to provide the prospects with all the information they need or want to make a fast, fact-based and logical decision on whether or not your product or service meets all their needs. Sounding rather counter-intuitive, you can accomplish your sales pitch objective by showing the prospect that you’re not their best choice. So, you can lose the goal while still winning the objective—no small solace, I realize.

Next time, we’ll consider another question about sales pitches. Until then, if you have a topic you’d like to have us discuss, contact me anytime.

Phil Stella runs Effective Training & Communication, 440-449-0356, and empowers business leaders to reduce the pain with workplace communication. A popular trainer and executive coach on writing, communication styles and sales presentations, he is also on the Cleveland faculty of the Goldman Sachs 10,000 Small Businesses program.