Connecting to Minority Businesses

As a brand strategy coach, I work with clients helping them unearth their authentic strengths, their unique promise of value and help them connect the dots for their prospects and clients of "the why" in "why do business with me." That authenticity is key to any relationship they are forming, business included. In fact, if you believe that all business is based on relationships. Then understand that the key to all relationships is the relationship you have with yourself.

"Know thyself" stated Shakespeare. And, he is so correct, because it is yourself you bring into every connection. This becomes even more evident in making connections with minority based businesses where even our communication is scrutinized for inclusion, awareness and biases.

"Creating community, awareness and inclusion is our focus" shared Odel Crawford, president of the Texas Association of African American Chambers of Commerce. "Our theme for this month’s conference is GROWING BLACK OWNED BUSINESSES IN TEXAS. We realize that there are many issues associated with the development, enhancement and sustainability of minority owned businesses. Of course our focus is on African-American entrepreneurs, however we realize the importance of supporting all minority owned businesses as they are important part of a community’s economy."

Mr. Crawford brings out three important points to connecting to any minority business or community and that is to "create community, awareness and inclusion". As a coach, I’m driven to make this into useful, do-able, action oriented activities, so let’s go:

1. First is AWARENESS. Are you aware of the many communities within your community? Sometimes, diversity trainers will say that we focus too much on the differences. While that might be true, I believe that the differences are their already and to ignore them is not authentic. And don’t we know that in connecting with people, that insincerity can be "read" quite quickly? How many cultures are in your community? Make a list and next to each culture identify if there is a group, organization, or association that represents that culture.

2. Second is INCLUSION. Time for some self discovery. Do you do anything that "excludes" or "includes" everyone in your connections? Self discovery can be challenging however, we are that common denominator in every business relationship we have so we’re a critical factor. Diverse connections come in many packages and sometimes it is easy for us to assume that the outside or external differences are the only ones we should concern ourselves with. Remove questions like "what are you?" or "what’s your nationality?" and rather use all the great networking questions that the many fine experts of this publication will teach you. Asking great questions, or yourself and others and then listening will provide all the "skills" you need to make great connections.

Spending time in self discovery will also help reveal any assumptions that you might have or make. Assumptions, as we all know, can be quite damaging to reputations and relationships. Rachel Stone, president, of the Midland Hispanic Chamber of Commerce and active member of the Texas Association of Mexican American Chambers of Commerce, shares the surprised reaction she gets and comments made when she meets them such as "Your last name is Stone? Are you married to an Anglo man? Or, wow, how did you get a last name like that?"

Abraham Maslow, the creator of Maslow’s Hierarchy of needs, found that in addition to the basics of food, water, shelter, air, people have a need to "belong and to be valued." Do you fulfill that need for people when you converse with them? Do you do and say things that make them feel that they "belong" or that they are "valued"?

Here’s a quick revealing test to see if you do. Have you ever had someone who has to tell you the story in order to relay the facts to you? Have you ever tried to "cut them off" and give you "just the answer" or "the bottom line information"? If you have, you are guilty of making the person who values "detail and information" feel not valued. Truthfully, have you ever done that to anyone?

3. Create COMMUNITY. Bring people together and give them opportunity to feel valued. One of the keys to creating community is to value the people that you are bringing together and that they value you. It is in this "valuing" that you create trust. Trust is a key component to any community and to any team.

Have you ever heard the comment opposites attract? We hear that often especially in the context of couples. And, while in personality style they may be opposites, a closer study reveals that they do share something in common – the same values. Look closely at people in long term relationships and you’ll see that they share the same values.

Now, while that is true for marriages and long term relationships there are also some relationships where people do not share the same values but they do share something else in common. They have a shared activity that they enjoy or do together.

As you create community, it can be by discovering and sharing the same VALUES or by having a SHARED ACTIVITY (such as the African American Chambers of Commerce, or the Hispanic Chambers of Commerce) that brings you together.

As this great melting pot world becomes more like the great salad bowl world, you’ll see that connecting with minority based networks is more about people relationships that in is about cultural relationships. And, whether their connection is values such as traditionalists, Generation Xer’s, the NetGen, or Millennials. Or, if their connection is a shared activity, such as this month’s African American History Month, National Women’s History Month or even Mardi Gras, the deepest connections are made people to people.

 

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Contact Maria at MariaD@TheNationalNetWorker.com or Post a Comment on TNNW Blog.