Inspiring Conversations with Linda Smith of GreenMeetings

Today we’d like to introduce you to Linda Smith. 

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I launched my business in 1991 after I had been either laid off or quit jobs within the corporate arena. I literally left the last job, drove home, pulled out a stack of articles that I had kept that were of interest to me, organized them in piles according to subject. The two biggest piles were environmental and conference manager….and my business was born. When I told my dad what I was going to do, his question was “Have you ever done this before?”. My answer: “It’s organizing, how hard can it be!”. 

It was an uphill climb at that time as it was considered gauche by environmental groups to be a for-profit business in the environmental field, the government was slowly coming along, and corporate couldn’t see the financial benefit. I instituted environmental audits of hotels to show them the environmental and cost benefits of reducing, reuse, recycle, use of non-toxic cleaning materials, and composting. These venues continued to use the recommendations. It quickly became a clause in the contracts I negotiated to have these components in action in the venue if they wanted my business. About the year 2000, I started implementing local, in-season, organic food sourcing with venues. To their benefit, most of them worked enthusiastically with me on this. Now, I just ask hotels for a list of their local food sources and am given a long list. 

I persisted and 32 years later, some of my best friends are from cold calls I made in 1991, I have several clients I have had for 25 years and my entire business is focused on environmental-focused conferences with the environmental green meeting component. I bootstrapped it financially. Technology was always something I pursued to help my clients. I introduced my clients to online planning and registration platforms. I have no memory of how I planned before these technologies, so entrenched am I now. When I was asked how I found these technologies, my answer was that when I was seated next to a young guy on a plane, I would ask them what great planning technologies did they recommend. Years later, I continue to use many of those suggestions. 

I have continued to operate as a sole proprietor but have reached out over the years to other small businesses to help with document preparation, registration platform building, local food source research, etc. 

I still do not have a website and ran out of business cards a while ago. My best marketing is to produce a spectacular meeting/conference and people come looking for me at the registration desk asking if I would help them with their conference. So, my promotion is all word of mouth. My clients heartily recommend me. I knew from the beginning that I wanted to focus in one area and that was environmental, which quickly became non-profits. 

My first out-of-state client came in 1999 and that is what changed everything. They are still a client and a membership organization of about 500 organizations. That is the magic that happened for me – this turned out to be my marketing pool. They would come to this particular conference, see not only how well it was run but how good the food is – accommodating all eating types, and I would end the meeting with a pile of business cards of people who wanted to hire me. 

I tell people that I get to work for the people who are changing the world. My clients, these organizations are funding environmental programs all over the world. I feel that in my own small way, I am supporting them in doing that work. 

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
Early on the struggles where convincing venues to institute environmental programs such as recycling in common areas and lodging rooms, switching to non-toxic cleaning supplies, giving guests the opportunity to not change sheets or towels daily, installing low-flow toilets and showers, and composting. However, once I was able to show them the financial benefits, they slowly got on board. I was on the cutting edge of showing venues this benefit. 

Of course, there is an ebb and flow of income early on. The first few years, I took on consulting work on the side to bring money in. I was lucky to own a home that had a garden-level basement that I rented out. I made a point of saving every month to have a cushion. 

For two years, I hosted breakfasts at a local restaurant that had a private room. I brought in speakers and was always sold out. I still see these people at conferences or meetups. 

As you know, we’re big fans of Environmental Resource Specialists, Inc. dba GreenMeetings. For our readers who might not be as familiar what can you tell them about the brand?
I specialize in producing and managing green meetings in the non-profit arena. This includes researching venues, negotiating the contract for signature by my client, and managing the components of the meeting within the venue: room sets, audio-visual menus. I also design and manage the registration platform and act as liaison between the registrants, the hotel, and issues they might have with registering. I work closely with all members of my client’s staff to work with their speakers, booking lodging rooms, gathering bios and photos, etc. I also research offsite venues for receptions, field trips, and design and manage those venues. Post-conference, I audit all invoices, submit for payment to my clients once and corrections have been made. I have a stakeholders and do-what-ever it takes mentality. My job is to make my clients’ job easier. 

What has been the most important lesson you’ve learned along your journey?
Not only delivering a superlative product but sincere relationship building is the key to a successful business. 

Contact Info:

• Email: Linda@GreenMeetings.us