Archive for the ‘Networking’ Category

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It’s About the Relationship, Not the Sale

Monday, February 21st, 2011

One of my clients forwarded me an email last week, and it was a good example of a common mistake sales people make.

He’d met the young lady at a networking event, and she followed up with a (very thinly disguised) request for a sales presentation. Oh, it was gussied up as “I’ll evaluate your existing plan, and if it’s good, you’ll at least know that” kind of offer, but we all know what that means, right? The real kicker? A specific date, time and location suggestion for the meeting. Folks, in case you don’t know, in an unsolicited email, that’s always a sign that you’re going to be sold something.

I actually don’t fault the young lady. I know her industry, and this is what she’s been taught to do. She’s been taught to view everyone she meets as a potential client. Hopefully, she’ll survive long enough to learn some better strategies.

What’s a better way? Easy, view everyone you meet as someone who can open doors for you. Set up meetings to learn about another person, how you might refer each other and to get a feel for who they know. Then you can ask for introductions.

If you speak with passion and knowledge about how you help your clients and who you like to work with, and the person you are meeting with needs your services, he or she will likely ask about working with you. The important thing is that you’ve given the space to self-select. If they don’t need you, no problem. At best, you’ve found a good referral source. At worst, you’ve left a good impression.

So in case you still haven’t heard me, it’s about the relationship. Not the sale. Relationships will lead to sales. Sales don’t always lead to relationships. You need both to survive.

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Value, Not Glitz

Friday, February 18th, 2011

As you can imagine, I get asked on a regular basis “Do you know…” about people who have a reputation in either business networking or social media. Contrary to popular opinion, I don’t know absolutely everyone (just a pretty good cross section), but I do know how to do research.

When I’m asked about people I don’t know, I head for the Internet to check them out. I’m generally looking to see if they walk their talk, and sadly, I often discover they don’t.

Seriously, just being a New York Times bestselling author or having been interviewed by CNN doesn’t make you amazing. If you’ve done any of those things, definitely talk about them and feature your accomplishments on your web page. But you need to do a lot more than have a book or interview to convince us you’re good at what you do. A decent first step is not scamming us with flash and glitz but no substance.

Yesterday, I was asked to check out someone. She’s a published author, and she’s been interviewed by some names you’d recognize. She’s supposedly an expert in networking and building relationships. My contact asked me to check out a teleseminar series she’s offering.

Off I went to the web. The series was supposed to tell us secrets to networking and business success. She laid out each of the modules in the series. What do you suppose I found? Nothing I haven’t seen written about in books by people who really do walk their talk (like Bob Burg, interviewed on this blog last year).

It was a typical Internet package with lots of “bonus items” and “the first 49 people to sign up will get…” stuff. Yawn. I wasn’t impressed.

And then I got to the price. Call me crazy but deceptive pricing is just wrong. It’s even more wrong from someone who is supposed to teach me “the secrets of business relationship building.”

What’s wrong with this picture?

$497 for the series

BUT, because we understand cash flow is tight for entrepreneurs right now, if you sign up by [specific date] you can pay in three easy installments of only $197 each.

Hmm. $497 now or $591 in installments? Why the heck did she put a time limit on such a sweetheart deal (for her)? Yep, as a struggling entrepreneur, I’m really grateful that good cash flow management is paying almost a hundred bucks extra. And I’m definitely convinced that she can teach me the secret to better business relationship building.

People, please, before you sign up for the “next great seminar to propel you to business success,” use some common sense. If more people used common sense, people like her will have to change their methods.

And if you are a coach, consultant, author or trainer, don’t play cheap tricks. Offer a good product with good value, and you’ll be successful. We’ll refer you to our friends. Honest.

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You Can’t Afford Me

Monday, December 6th, 2010

I heard this story recently. The speaker was talking about wanting to hire a well-known speaker for a conference. The guy said, “You can’t afford me.”

Maybe he was right, but it was the height of arrogance. If you are expensive, say so, but tell your price.

When I sold windows, I made a sale because I told the price. A prospect wanted a very expensive window arrangement. I was mentally going, “Gulp,” but I was ready to measure and quote.

The prospect asked me, “Will you give me a price on these windows?”

“Of course,” I said.

“Good,” she said. “The last sales person told me it was too expensive and I couldn’t afford it. I told him to just give me the price and let me decide. But he refused.”

Stupid salesperson. I quoted the windows. They were expensive. But she bought, and when she filled out the financing paperwork, I saw her income. She was a single woman, but she made six figures. Never tell a person like that “she can’t afford it.”

The moral of the story? Don’t make assumptions. Maybe you are expensive. Fine. Tell us your price. Let us decide what we can afford. We might surprise you. But if you are arrogant and tell us we can’t afford you, I guarantee you won’t get the business. And you’ll leave behind a lousy reputation.

That way leads to business failure.

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Repost: Networking at Trade Shows

Monday, November 1st, 2010

On Friday I was at an all-day trade show. It was good for me, and I’ve got some promising leads to follow up with. I exhibited at the same event last year, and I saw so many mistakes, I blogged about it.

Guess what? I saw the same mistakes this year. I think it’s time to link back to my trade show post from last year. Check it out. I’d hate for you to make the same mistakes.

Anything to add to the list?

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Follow Up After Getting the Job

Wednesday, October 27th, 2010

If you’ve been reading the posts in this series, you know about the importance of networking for your next job. I’ve given you some concrete steps you can follow to land that next perfect job.

But what about after you land? Many people stop networking then. If you read Chris Cook’s guest post from yesterday, you probably have some idea that stopping would be a mistake. He wrote about some good steps to follow and activities to engage in, but I want to go more in depth on follow up.

I talked to someone yesterday who’d been in HR for years. She told me that she, of all people, should have known about the importance of networking, but while she was on the job, she connected with the people in her circle and very few others. That’s the temptation you will face when you land your next job.

No, you don’t need to network with the same intensity, but you do need to keep in contact with your connections, and you should seek to add to them.

I send out a email each month about my upcoming Netmasters presentation. A (former) job seeker I met last year responds each month to tell me he can’t attend, but he’d like to stay on the list. It’s a simple thing, but I hear from him very regularly. If he needs a job in the future, he’ll always be fresh in my mind. I know what kinds of jobs he’s looking for, and if something comes my way, who do you think I’ll talk to first?

There’s no reason you can’t come up with a quarterly newsletter about yourself, what you are up to, new people you’ve met, etc. Send it to your contacts. It will keep your information fresh in their minds. Believe me, I’d rather get that newsletter rather than the endless “buy my product” or “sign up for my webinar” emails I delete daily.

Make a point of having lunch with two people a month. It’s not much time, but it will keep you out there. Alternate between someone you know and a new contact. Adding 12 new people to your network each year may not sound like much, but you’ll be surprised how much you’ll benefit when you need it.

Maintain the social networks you established on the search. Keep tweeting or answering questions on LinkedIn groups. Again, it keeps your profile fresh and your name in front of people.

No need to spend 30-40 hours a week networking while you have a job, but do your best to find, say 20 hours a month. It will significantly reduce the time you spend ramping up your next job search.

Anyone else have suggestions for ways to stay in touch while you’re working?

Thanks for reading this series. I hope it’s been helpful.

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How to Become a Proactive Networker – Guest Post by @ccooks3

Monday, October 25th, 2010

Chris Cooks is one of the best networkers I know. Most of the people I meet at events are either small business owners or active job seekers. Chris is neither. He’s one of those rare individuals who is happily employed but still networks like crazy. Since I have been focusing this month on networking for job seekers, getting a guest post from Chris was a no brainer. Take it away, Chris.

When I first began attending networking events, I found myself often asked “Why are you here?” when whoever I was speaking with learned that:

* I was not looking for a job
* I was not hiring
* I was not in business development
* I did not own a company

My answer was, “I’m growing my professional network. My strategy is to have the air bags installed before impact.”

Being currently employed as a consultant with a local government contractor, I have to accept the possibility that something such as a funding cut or losing a contract could bring about my not having coverage. Although I may be content with the projects that I’m working on, I do not have the luxury of becoming complacent. So how does one keep from becoming too comfortable? The answer does not lie so much in an active versus a passive networking approach as it does in a proactive versus a reactive networking approach.

We all network, however, we are usually reactive instead of proactive. We tend to need some catalyst to become a proactive networker: the loss of a job, graduating from school, moving to a new area or needing a new client or project. Once the objective has been achieved, then we shut down the networking machine. I have been guilty of this myself in the past. It is very easy for contentment to morph into complacency.

Regardless of the urgency your current need to network, here are some steps to enable you to develop and maintain a proactive networking strategy.

Establish your base

Take an inventory of the people you know and the industries they are in. This is your base. Do not make the mistake of omitting people who may not be employed (stay-at-home parents, students, retirees, unemployed individuals). Remember, that people know people, who know people and your goal is to broaden your network of resources.

Expand your circle

How many of the people in your base can you connect with on social media platforms such as LinkedIn, Twitter, or Facebook? As you connect, find out who they know and attempt to gain introductions either virtually, through social media platforms, or in person. If someone does not use social media tools, obtain the standard contact information (phone numbers, email). Do not be afraid to reach out to people with whom you have lost regular contact.

Attend Events and/or join groups or associations

Find a few free or inexpensive networking events to attend. Also look into joining groups or associations in the industry that interests you. Are any of the people in your base attending events or members of associations? If so, ask to tag along. Are there any Meetup groups in your area? Check out both professional and social groups, both offer opportunities for networking.

Volunteer

Volunteering is a great way to network. Whether it is with the school system, or various non-profits, volunteering can provide an opportunity to interact with a cross section of people from varied backgrounds.

Connect People

As you become a proactive networker, you will begin to meet several people networking for a variety of reasons. Keep the networking needs of those you meet in mind and whenever possible, connect people who can be of assistance to one another. Share the resources that you have developed. You will find that the more you do this, the more others will do the same for you.

Conclusion

When I attend networking events, my goal is to meet people and to establish and grow my base of contacts before I need them. As a job seeker, once you have accomplished your goal and obtained the job, do not “shut down the machine,” merely reduce the intensity and alter the focus to connecting people. Continue to do the things outlined in the steps above to be a proactive networker and have your resources already in place the next time you need them.

Thanks, Chris. That’s excellent advice. By the way, Chris also tweets from @ngagedc. If you are in the DC metro area, follow that account also and learn about great low-cost or free networking events.

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Work Your Contacts for Informational Interviews

Friday, October 15th, 2010

You’ve got your target companies. You know your value. Now it’s time to put all that to work.

Much of what I writing about today builds on my post about Networking Is As Easy as A-B-C. Go read that one now. We’ll wait for you.

I know what you really want are job interviews, but right now, I suggest you aim for informational interviews. What’s an informational interview? A 30 minute meeting with someone in your network who can help you get closer to your target companies.

Your main goal of an informational interview is to, well…gather information. Maybe you want to check out a company to be certain it’s a good fit. Perhaps you’re investigating a career change, and you want to research possibilities. I did that when I decided to pursue coaching. I had informational interviews with several local coaches to gather information and decide which coaching program I wanted to pursue.

A buddy of mine, Jason Alba, has a good post that touches on informational interviews. Read it. While you’re there, sign up for Jibber Jobber and use it to manage your job search contacts. And follow his blog. Jason is a fantastic resource, so use him.

What should you ask about in the interview? This is the time to refine your goals and message. Ask about industry trends, corporate culture, and company or industry challenges. After an informational interview, you should know one (or more) of the following:

1. That this is (or is not) a company you’d like to work for
2. That you are (or are not) targeting the right industry
3. That you are (or are not) aiming for the right position
4. Specific challenges you can address and add to your value statement
5. The next contact you should speak to

That last one is important. If you walk away from an informational interview without at least one name, you’ve wasted your time. Remember my A-B-C post. It’s likely the person you just met with was a “B” contact. It’s your job to use this meeting to get closer to one of your “A” contacts. If you’ve presented yourself and your potential value well (remember yesterday’s post on this?), there should be no problems getting more names. Just ask, “Who should I speak to next?” Or if you want to be all fancy in your grammar, “To whom should I speak next?” ;)

Sometimes informational interviews lead to job interviews. Don’t assume they will, but be prepared anyway. Leave the resume in your briefcase, but have it with you in case the person asks. Somewhere in the meeting, you should have had an opportunity to relate your questions to the value you bring to a potential organization. Everyone knows informational interviews are part of a job search. You’re not fooling anyone. It’s okay to ask if the person knows a company looking for someone just like you.

If you’ve managed the meeting properly and the person does know someone, don’t be surprised if the answer is “Yes.”

So get out there and work your contacts.

We’ll take a short break from this topic next week. I’ve got a book to review, and an excellent user of social media to feature. But we’ll be back on this topic next Friday, where I’ll discuss the other side of an informational interview: Giving back.

And go ahead and read the review on Monday. It’s about a good fiction book. You need something light to keep your mood up.

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Organize the Job Search

Wednesday, October 6th, 2010

This month, much of my focus will be on job seekers. I just “celebrated” my seventh year anniversary of being laid off, and I wanted to honor the occasion by offering practical networking advice. This is a scary time of year to be unemployed, and I want to do my part to help out.

If you are in the DC area, on October 28, from 6-8 PM, I’m offering a free workshop on the topic. Follow the link for more information.

So you’ve been laid off. Or you think your job is in danger. Or you’re just unhappy in your current position. Where do you start?

First you need to organize your job search. It’s not enough to say “I need a new job.” You need a clear idea of what that job looks like. Otherwise your network won’t know how to help you. And trust me, we want to help. You just have to aim us in the right direction.

How do you organize a job search? Start with writing your ideal job description. You might not get everything you want, but it focuses your thinking. Sometimes, we take the first job that comes along, even if it’s not right. Having an ideal job description allows you to evaluate job offers against what you really want.

More importantly, it gives you a foundation for your research. Finding a job involves both talking to people and a lot of research. Once you know what you want to do, you research to find the job titles that match the description. You also research what companies are hiring people with those skills.

From your research, you have your target list of 5-8 companies that are hiring people like you. Now the real networking can begin.

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From Pain to Relief

Tuesday, August 31st, 2010

Yesterday I gave you a road map for a networking marketing plan. Today, I want to start with the first destination of that map. Pain.

Nope, pain is not a very nice word, but if you are in sales, you are in the business of finding and relieving pain. By “sales” I am referring to you job seekers as well. You are selling yourself, and your skills are the “product” you have to relieve pain in an organization. So don’t think these posts won’t apply to you.

What do I mean by “pain” as it relates to networking and sales? Almost every purchase you make is (directly or indirectly) aimed at satisfying a need. Generally we recognize a need when we feel pain. I’m using “pain” very broadly here to describe what we feel when we’re dissatisfied with our current situation in some way. A few examples:

1. I recently bought a new iPhone because upgrading the OS on my old phone made it very slow. I was frustrated by the sluggish performance, and that was affecting my overall productivity. That was a a form of pain.

2. We buy sheets for our beds because our skin is a lot more comfortable if we’re not lying directly on the mattress.

3. People pay for my coaching because they don’t know or understand networking and social media. Lack of knowledge is often painful.

What about entertainment? Do we go to a movie or buy a book because of an unmet need? Ask a parent of an overactive 5-year old! The latest Disney film can buy that parent 90 minutes of relative peace. Yep, that’s pain relief!

If you’re uncomfortable with the word “pain,” and some are, then think of it in terms of unmet need. The basic question you need to ask yourself is what motivates a prospect to talk to you.

I’m not talking about “what” you sell. People don’t buy financial planning. They buy peace of mind, knowing that they will be able to retire and live in comfort instead of on the street. Too many people in sales focus on what they sell and not the intrinsic value of their product or service.

A good way to determine the need you meet is to think of some client stories. Ask yourself the following questions:

1. Why did the client come to me?
2. What did I offer the client?
3. What was the outcome?

I’ll use myself as an example. I recently worked with a small non-profit on their social media strategy. They came to me because they knew their target community was using social media, and they’d been told they needed to as well. They didn’t know which channels would be the right ones to attract and communicate with their target audience.

I worked with them to identify the right channels, craft an overall message strategy and decide how to manage their time so social media didn’t overwhelm them.

After about six weeks, they were getting inquiries from the right people and starting to build some partnership relationships through Twitter.

What was the pain? Lack of knowledge and fear of making the wrong decision. What did I provide? Knowledge and a sound strategy.

See how it works? Answer the questions above for your own business. Tomorrow we’re going to delve further into how you relieve pain and turn that into a value statement, which is going to be the key to communicating about your business.

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Networking Right Side Up

Monday, August 30th, 2010

Many people go about networking backwards. They say, “I need to meet people” and then run out to find an event. They meet people, do one to one meetings and perhaps even have a decent follow up system in place. But often they still don’t get the results they were looking for.

Why is that backwards? Isn’t networking about meeting new people and building relationships with them? Of course it is, but, like anything else in business, you need to network with a plan and purpose. Over the next few posts, I’m going to break networking planning down into discrete steps. Along the way, we’re going to talk about some concepts that will make you better at selling your product or service. How’s that for a two-fer?

I’ve said I don’t recommend starting with the “meeting people” part. So where do I think you need to start? Here’s the progression I recommend:

1. What pain points bring clients to you?

2. How do you relieve their pain? (otherwise known as your value proposition)

3. What are the other complementary (but not competing) businesses that are serving your ideal clients?

4. Where do those businesses network?

5. How can you add value to those businesses to motivate them to refer you?

6. How can you educate them to refer you?

If you can answer those six questions, you’ll have an excellent outline for a strategic networking marketing plan. You’ll be able to evaluate networking venues based on whether they are attracting either your target market or your strategic partners. You’ll have a message and value statement to help you get referrals and close clients. And finally, you and your strategic partners will know exactly how to help each other, which will lead to a stronger relationship. And more referrals!

Tomorrow we’ll start with pain points.

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