Castle Pines Chamber hosts local author and visibility coach
Article by Anthonette Klinkerman with photo by Carla Kenny
David Avrin resides in Castle Pines Village when he is not on a global speaking tour. Better known as The Visibility Coach, Avrin recently published a book titled, “It’s Not Who You Know It’s Who Knows You.” The premise of the book is that for a business to survive, people need to know that the business exists, and that business name needs to be the first one on customer lips for all the right reasons.
At the end of March, the Castle Pines Chamber of Commerce invited Avrin to speak at Cielo, the event center off of Happy Canyon Road, for a catered luncheon open to both members and non-members. The event drew more than 100 business people, each of whom received an autographed copy of Arvin’s latest book.
Avrin’s busy schedule of international speaking dates led him to declare how nice it was to be speaking “at home.” Rather than heading back to a hotel room, he would get to have dinner with his family that night, he remarked.
Avrin presented the three main ideas of his book as the audience finished their lunches and took copious notes. First, he stated that a business needs to be distinct and needs to be able to answer the question, “Why you?” Next, he recommended that a business have a plan to determine what it wants its customers to know about them. Last, Avrin stated a business needs to be visible, that is it has to be on everyone’s radar screen.
Audience members were asked to list ten truthful things about their businesses and to be able to get in at least three of those items in any conversation. A few people laughed when Avrin identified that too many businesses try to do too many things and to be all things to all people. “Would you invest with First Savings and Loan and Salad Bar?” he quipped.
In this day, and in the state of the economy, businesses have to be able to go above and beyond the call of duty. Avrin said that in order to survive and thrive, those businesses have to be the first one on the consumer’s tongue. While networking is a good exercise in getting the word out about a business, it is preferable to have the people one meets continue talking about your business long after the event ends.
For more information, visit the CPN Chamber website at www.CastlePinesChamber.com for a link, or go to www.visibilitycoach.com.
