Seminar: Businesses need leadership and optimism

Is your glass half empty, or half full? In the wake of the devastating floods in Rhode Island, many small businesses might be tempted to answer the question as half empty. But for April Williams McCrory, president and founder at North Star Marketing Inc., in North Kingstown, seeing the glass as half full is a critical first step in recovery from the current dismal economic environment.

At an April 8 business seminar sponsored by the Rhode Island Small Business Development Center at Johnson & Wales University and Cox Business, McCrory shared success stories from numerous small businesses in Rhode Island who have thrived by following some important business traits.

The theme of half full or half empty was front-and-center for all participants: it was a choice to check on name tags, and the seating was divided into two sections, depending on your selection. “Optimism,” McCrory said, “is the disposition or tendency to be on the more favorable side of events or conditions and expect the most favorable outcome.”

McCrory said that leaders of small businesses in Rhode Island need to focus on and improve their abilities to lead, choose direction and increase communication. Leadership, she continued, includes vision, the ability to empower, teamwork, creating a network of support, and having fun.

To have direction, McCrory said, requires a clear mission, the development of a niche in the marketplace, the willingness to create a “big, hairy, audacious goal” and the ability to keep the company on track. With communications, she said, it’s important to set up a hierarchy that begins with employees, moving to clients, referral sources and prospects.

As an example of improved communications, she cited the innovative campaign that Cox Business developed to increase its ability to get sales meetings with top prospects, which had problems getting past the front door. The company launched a campaign in which they sent chocolate cakes from Gregg’s Restaurants to prospective clients. The results: a 31 percent response rate, and a buzz, which had prospective clients calling and asking, “Where’s my cake?” she said.