Posts Tagged ‘communication’

Know Your Target

Friday, May 4th, 2012

Networking works best when you know exactly who you need to meet. You can figure this out in a couple of ways.

1. You can profile your target

I’ve written more completely about this in a previous post, but I’ll quickly recap here. Basically, you develop a list of the characteristics of your target, and then convert those characteristics into triggers that you seed through all your communications.

Note that your targets can be either people or organizations. Job seekers will often start by profiling their ideal organization and then refine their search to target key people in their target companies. B2B sales people will use a similar process, while B2C people will usually use this method of targeting for clients but will use the next process for strategic partners.

2. Target specific people

Using this method, you know exactly who are the individuals you want to meet. You can ask for them in your elevator speech, research them through LinkedIn and ask for introductions or use your existing contacts to gradually step your way closer.

See how job seekers will often start with the first method and then move to the second? It’s a very good way to find your ideal job. I’m coaching a client through this process now. She’s in Virginia, searching for a job in Taiwan. She has finished with targeting her ideal companies, and now she’s moved to finding people and reaching out to them to set up informational interviews using Google+ Hangouts. Good use of social media in her job search.

So that’s how targeting works. Anyone have a good targeting story to share? Or maybe we can help you network your way to your target?

Networking Isn’t Selling

Wednesday, May 2nd, 2012

Last week I had a couple of people mention problems they’d had at networking events, and they were all around this issue.

Networking isn’t selling. Yes, you can make sales from networking, but that isn’t your focus at an event. You’re there to make contacts which can turn into future referrals or sales. But you’re not there to sell.

How did this come up? One of my networking contacts was talking about an event she no longer attends. Why? Because most of the people at the event were small business owners (mostly selling jewelry, handbags and clothing), and she said all they wanted from the event was to sell her their wares. She wasn’t there to buy stuff. She was there to network, make connections and to find and give referrals to others.

The other person called to tell me about a one to one meeting he’d had. When he set up the meeting, he thought he’d been clear that he wanted to learn about her business so he could refer her. When he got to the one to one meeting, it quickly became obvious that she thought he’d wanted to become her client. He was unable to redirect the meeting, and he left with the strong impression that she didn’t want to talk to him unless he wanted to work with her.

These are two reasons many people don’t want to network, which is a shame. Networking is a great activity that I think everyone should engage in, so I’m particularly disappointed when I hear stories like these.

What’s to be done about it? If you encounter it while networking, just move on. You’re unlikely to convince them they’re doing something wrong, so I don’t suggest even trying.

If you catch yourself going into sales mode while networking, take a step back. Let people come to you to express interest in your products or services. If we want to explore buying from you, we will, but let us do it when we are ready. Remember the “Who do you know who” philosophy. Who do you know who needs your products or services? If it’s me, I’ll say so. If I know someone I can refer you to, I’ll say so. But if I think my contacts are going to get a hard-sell, I won’t refer you.

What about one to one meetings that you think might be a sales call? Don’t think of them that way. Ask questions first. Discover needs. If you find that the person needs you, direct the conversation in that direction. To keep myself on track, when I schedule something that I think might be a meeting with a potential client, I note it in my calendar as a “Consultation.” That’s my reminder to ask questions and provide value from the meeting. Most of those meetings naturally turn into clients, but even if they don’t, I make certain to provide value so when they go talk about me, they say “Meet with Juli. She’s great.” Much better than “Stay away. She’s only going to try to sell you something.”

Clear Communication

Friday, April 27th, 2012

“But that isn’t what I meant!”

How often have you said this to a colleague, employee or spouse?

Language is very flexible, and often that’s a good thing. Except when it isn’t. I’ve been training my dog to get her ready for competitive agility, and I’ve learned a lot about clear communication. Think about it. When you tell your dog to “sit,” do you both agree what that means? To you, it probably refers to the action of planting butt on the ground. But the dog might think it means “position myself in front of owner, looking up and plant butt.” It might not matter that you don’t have exactly the same idea. But if you need to handle your dog at a distance, that misunderstanding might cause a lot of frustration.

Obviously the same thing happens with person to person communication. You tell your kid to “pick up his room.” You have an image of what that means and a time frame in which you want it done. I guarantee your child has a very different image.

What I’m learning with my dog is to be very clear in my own mind what a command means before I give it. You can do the same in your communications. Oh, I’m not talking about casual conversation. There’s lots of room for misunderstanding there, and generally it’s easily fixed. But for the important messages, try thinking them through first.

What do you really want?
What are the exact conditions that will satisfy you?
How can you clearly (and concisely) communicate them?

Then try it out on yourself. Think about it for a moment. If you heard someone else say it, how would you take it? Does that match your expectation? If so, great. Off to it! If not, rework it.

Then when you actually say it, check for understanding. Perhaps have the other person repeat it back to you. Then make sure your expectations are met. If not, don’t automatically assume the other person “got it wrong.” Maybe you didn’t say it clearly enough.

It’s making a difference with my dog. She’ll sit in front of me, to my side or even across the room (most of the time). I’m less frustrated and so is she.

Imagine how much better your relationships will be if everyone understands.

Anyone have any communication stories to share? Or dog training tips? ;)

Strategic Partnerships: What They Are. And Aren’t

Friday, April 6th, 2012

I’ve written before on this blog about finding and maintaining strategic referral partnerships. But some questions came up recently in a seminar, and I thought they was worth addressing here.

Always remember that true strategic partnerships are two-way. Both parties should be able to give and receive a comparable number of referrals. A good example of this is the partnership I had with a heating and air conditioning company when I still sold windows. We were addressing a similar need (comfort in the home), and we were doing it with different products. That gave us the ability to proactively uncover referrals for each other at a similar rate.

Now let’s take a different situation, for example a financial planner and an estate planning attorney. It’s an important relationship for a financial planner because his clients need wills and estate work. But there are LOTS more financial planners out there than estate planning attorneys, and attorneys generally get to clients once they already have a financial plan, so the referrals tend to flow one way.

It’s still an important relationship for financial planners, but they need to manage their expectations. They will be giving lots more than receiving.

So look at your relationships. Are you frustrated by some because they seem to be one-way? Examine the needs you both are serving and the point at which clients come to you. Is it a true strategic partnership, or is it more of a one-way referral stream? Knowing that allows you to make some decisions about whether to continue the relationship.

Anyone have stories to share about referral relationships that were (or were not) true partnerships?

It’s All About Choices

Monday, March 19th, 2012

Apologies for going a bit off topic here, but I feel I need to write about this.

I’ve been reading lots of articles lately on reading, books, tablets, dedicated e-readers and the like. Reading and reading devices seem to be a favorite thing to study these days.

I’ve read that we read faster (and slower) on electronic devices. We apparently don’t retain as much as when we read on paper. And tablets are supposedly so much of a distraction that we don’t read as long, as well or as much when we use a multi-function device for our reading.

You know what I say? I don’t think it matters. If you like the feel of a paper book in your hands, then read paper. No problem. If you like a dedicated e-book reader like a Kindle, then great. Use one. If you prefer a device that does multiple things, like a smartphone or a tablet, then use one.

Reading is an experience. Everyone will experience it differently. I like my tablet. I turn of WiFi when I want to curl up with a good book, so I don’t get distracted by emails, Facebook updates or the need to look things up on Wikipedia. I can do any of those things if I want, and sometimes I choose to. Sometimes I don’t.

It’s the same thing with networking and social media. Yes, there are certain principles you need to follow, but beyond that, it’s really about how you want to participate in and experience the interactions.

So don’t get too hung up on the latest studies, trends, fads or articles. Bloggers and journalists needs stuff to write about. Scientists needs stuff to study. I’m not saying ignore everything, but read with an open mind. If something makes sense, follow it. If it doesn’t, I wouldn’t worry too much about the latest study. It’s likely something will be published next week to contradict it anyway.

Why Aren’t You Referring Me?

Wednesday, March 14th, 2012

Does this story resonate with you?

A friend of mine does home improvements, including large jobs like kitchen and bathroom renovations. He had been getting a lot of referrals from his networking group, especially from the real estate agent. Then slowly the referrals dried up, even from the agent.

What happened? He’ll never know for sure, but he thinks it went something like this.

One of the chapter members asked for a quote for a project. Joe (my friend–not his real name) gave him a quote. The member’s reaction? “Joe, you’re pretty pricey.”

Soon after that, the referrals dried up. Joe assumed the chapter member spread the word that “Joe’s kind of expensive.”

Joe lost a lot of referrals, including a year’s worth from the agent, who has finally started referring him again. Why did she finally start again? Because the cheaper guy she started referring screwed up one too many times.

Is Joe “pricey?”

Good question, and the answer is “yes” and “no.” Joe’s prices are competitive for the quality of work he does, so no, he’s not “pricey.” But home improvements are expensive, and Joe has to deal with sticker shock all the time. Joe’s chapter member didn’t know what the job should cost, so he was surprised by the price and assumed it was high.

Any of you could find yourself in a similar situation, especially if you are in a business where many of your clients aren’t educated about how much you should cost.

What can you do?

First, accept that not everyone will refer you. Some people have a friend or fourth cousin six times removed who does what you do, for less. And other people are just cheap and won’t be educated that you are worth what you charge. Forget about them.

What about the rest? They need education. Don’t wait until someone gets a quote from you to address the price issue. Talk about it in your one on one meetings. Bring data to back up why you are competitive. Give some ranges of pricing and explain why that’s what your services cost.

But that’s your words. How about using someone else’s? Bring satisfied clients to your networking group and ask them to talk about your pricing. If you can get a client to say, “Yeah, I thought Joe was expensive but then I shopped around, saw what cheaper would get me, and wow, Joe looked pretty reasonable after that.”

Education is the key. You have to educate your clients on why your prices are competitive. Don’t forget to do the same education with your network.

Anyone else have a similar story to share and how you overcame it?

Why Would Anyone Want To Read My Tweets?

Wednesday, February 29th, 2012

Or Facebook posts. Or blog articles.

I get this question a lot from people who are new to social media. They seem to assume that their content is somehow less valuable than someone else’s.

But think about it. If we are following you on Twitter or liking your Facebook page, presumably we are doing it because on some level we like you. Maybe we like your competitor too, but we definitely like you or we wouldn’t have bothered to hit that button or subscribe to your RSS feed.

Why do we like you? Lots of possible reasons.

1. You’re a professional in your field

Even if you are new, you probably know more than your audience. And we want to see what you have to say because you’ll be able to educate us in some way. But if I’m looking for good information, why won’t I just go read a competitor’s stuff?

2. Because you have a unique perspective

Not everyone looks at things the same way. I had a client who was thinking about writing a blog on SEO, but she was resisting because there are so many other SEO blogs out there. Why would hers attract attention? We talked about it, and what we discovered was that she could write about SEO in layman’s terms (and stuff that looked like English instead of computer speak). That’s her perspective that made her blog worth following.

3. Because you share good stuff

Don’t ignore this part. It’s not all about what you write. It’s also about what you share. If you write good stuff and share good stuff, we’re going to want to pay attention to you.

So what do you think? Feeling like your tweets are worth reading now?

Networking and Dating

Wednesday, February 15th, 2012

Yesterday being Valentine’s Day made me think about networking and dating. They really are very similar.

When you go out for your first date, you wonder if everything’s going to work out. Will you like each other? Will you have anything in common? Will you meet again?

Think about it. Kind of like your first networking meeting, right? You ask yourself very similar questions and have similar anxieties.

But where dating gets it right and networking generally gets it wrong is in the follow up. If you like someone on a first date, you want to see the person again, right?

Too often in networking, one meeting is all we get. We meet, we decide to refer each other, and that’s it. Maybe we’ll run into each other at a networking event, but most of the time, single one to one meeting is it.

And that’s wrong. One meeting isn’t enough to decide “I want to marry this person.” And it isn’t enough to create a foundation for a good networking relationship.

So what to do? Obviously, there aren’t enough hours in a week to meet with all our referral partners as often as we would meet a new significant other. But there are options.

1. Meet at networking events
2. Plan and implement co-branded marketing campaigns
3. Plan and schedule a presentation together
4. Schedule a dinner at your home for all your best referral partners.

Those are just a few ideas. Anyone want to share more great follow up ideas? Let’s learn from Valentine’s Day and romance. Follow up is ongoing! Just like dating.

Content and Conversation

Wednesday, February 8th, 2012

On Monday I talked about how it doesn’t really matter who follows you on Twitter. What is most important is your content. Today I’m going to discuss conversations, an important part of content in any form of social media.

Step back from social media for a moment and think about conversations you have in person. What do you do when you see a good movie? You share, right? Or if you read an article that makes you think? Again, you share and talk about it. When you hear a friend is sick, you reach out with encouragement.

All of these things work in social media and should be part of a good presence. Remember my post where I talked about “1/3, 1/3, 1/3?” Let’s apply that to conversations.

1. About You

In a networking conversation, someone might ask what you do. Or you might want to share a recent accomplishment. But you won’t spend all of your time talking about yourself, at least not if you want anyone to continue talking to you.

If you spend about 1/3 of your time talking about yourself, that’s not a bad ratio, in both social media and face to face.

2. About Other People

Again, at a networking event, you might hear a need and connect two people who can help each other. You might talk about another networking event or a great book you just read. It might be appropriate for you to make a plug for one of your trusted vendors.

You can do all the same things in social media, where you share articles, refer others, promote vendors or other great accounts to follow.

3. Conversation

Okay, I’ve been talking about conversation in this post, so what do I mean here? I mean just talking. Did someone just win an award? Congratulate her, just to be friendly. Ask a question. Answer a question. Tell a joke. Laugh at someone’s else’s joke. Discuss something you really enjoy. Chat about a movie you just saw.

Some people tell me that they want an absolute barrier on social media between business and personal. Why? Ultimately, we do business with people not businesses. Why can’t we learn a bit about you as a human being? Use some sensible discretion. Don’t over share, but it’s okay to give us a view of who you are. If we like you, we’ll do business with you. If we don’t? Well, we won’t, and that’s okay. We probably weren’t a good client anyway.

So what do you think? Ready to go out there and have some conversations, both online and in person?

Knowing Your Market Is Key

Friday, February 3rd, 2012

I just finished a one on one meeting, and it was fantastic. I had been apprehensive because I hadn’t been sure how I could refer his particular business, but he quickly relieved my fears.

Turns out he has a second business, and he has very clear goals of who he’s marketing to, why, and the value for individuals in that market segment. Turns out I am marketing to the same segment (real estate agents), and when I mentioned that, he pulled out a flyer specifically showing how his product can bring them more business.

How cool is that? I’ve got several referrals I can work on for him, and I’m excited to get on with it.

The lesson here? Know your market. Know why you are marketing to them. Have a plan to approach that market and have key value statements. It won’t just make it easier to refer you. It’ll also give you clear actions to take to approach and sell to them.

Well, I need to get to work. I’ve got referrals to arrange!