Entrepreneurs Share Their Success Tips at the Chester Center

Tuesday night, October 27, 2009, was rainy in Chester but it didn’t keep a group of Chester businessmen from coming to York Technical College’s Chester Center to share their business success stories with students and other small business owners. Major Levister, owner of Clean Windows Unlimited, conducted the keynote address. William Smith of William A. Smith Nationwide Insurance, Jeff Wilson of Cotton Hills Farm, and Peter Stone of Stone Creations served on the question and answer panel.

Levister is a humble and self-deprecating man. He said he had wondered why he was asked to do the keynote but then he realized that the point was that if he could start a business and be successful that those folks in the audience could do it too. He told how he started his business in 1999 because he wanted some additional income to his full-time employment at Schumaker and he wanted a business where he and his sons could work together. After talking with someone from Georgia who owned a window-washing business, he decided that he would give it a try. He practiced on his windows at home to perfect his skill before looking for clients. Then, he went from storefront to storefront in Chester. His first customer was Ezell Hardware. He continues to maintain their windows.

A lady asked him about doing the windows of her home. Although he was interested in residential work, he had not tried it and did not know how to price it. But, he gave her a price of $125. She had a large home with lots of windows. It took Major and his two sons two full days to clean those windows. She also continues as a customer but he charges her considerably more than he did originally but the Levisters can clean the windows in a shorter period of time.

Levister told the audience that the characteristics necessary of a small business person were determination, punctuality, and attention to quality which also lead to customer and personal satisfaction. Doing something you like is important because you have to put a lot of time and energy into the business. He also said that advertising was extremely important even if it was not the most expensive advertising. He explained to the attendees that he will go into a neighborhood and put flyers advertising his business in paper boxes. Once he gets a customer or two, he will customize the flyer to add the customers’ names at the bottom of the flyer because people like to use someone who is good enough to satisfy their neighbors.

Giving out business cards is another tip that Levister suggested which was supported by the panelists. He said that you have to be brave and be bold in order to ask someone to be your customer. He also said that you have to continue soliciting new customers even while you are busy with your current clients. But the most important tip was to take pride in your work and provide high quality service and you’ll get referrals.

Levister joined the panel and the session was opened to questions by the audience. As he sat down, William Smith, a fellow panelist and insurance business owner, handed Levister a business card. In response to a question about how the other panelists advertise, Jeff Wilson agreed that advertising was the key to success. Wilson said that word-of-mouth referrals, newspaper ads, local television ads, and most importantly, in Chester, was billboard advertising. He said the best advertising was free – getting someone to do an article about your business.

Pete Stone of Stone Creations, a video production company, said that video advertising on cable television is a good venue. He also supported the notion of billboard advertising. Because he videos weddings, he follows up the following year with anniversary cards. Building relationships with clients leads to referrals.

William Smith of William A. Smith Nationwide Insurance added that radio advertising is a good venue and giving out pens and calendars in addition to business cards works well.

Jeff Wilson said a web presence is an excellent idea for online sales. Cotton Hills Farm grinds grits and gets business from all over the U.S. He also said that the US Postal Service’s flat rate box is an efficient, inexpensive distribution method. Although the session was only an hour long, these local businessmen gave excellent advice to help others with their small businesses. They also encouraged the attendees not to be afraid to take the step into small business ownership. All agreed that it took great effort but the rewards were just as great.

Anna's Arbor provided light refreshments.