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Posts Tagged ‘Networking’

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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Tags: communication, Networking, Relationship building, reputation
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Who To Refer?

Wednesday, February 16th, 2011

I recently heard something very disappointing at a networking event.

Three of us were talking. For ease of writing this, we’ll call the other two people Jim and Jane. Jim expressed a real need for a service. I knew Jane had a good relationship with someone (Bob) who offered that service and I turned to her and said, “I’m sure you’ve already referred Bob to Jim.”

People, this should have been a no-brainer, and I was so certain Bob had been referred that I almost didn’t say anything. Good thing I did. Because Jane said, “Oh, Bob isn’t in my networking group anymore.”

Don’t worry. Bob did get the referral, but I kind of felt like I was guilting Jane into it.

So what’s up with this? If someone provides a good service does it matter if you’re not in the same networking group anymore? Remember that networking is about building relationships. Relationships last (or should) no matter what group you belong to.

The situation would have been different if Jane had said, “No, I didn’t refer Bob because someone new in that position has joined my group, and I referred her instead.” That would have been fine. At least someone would have been referred.

But to hear about a need, know someone who can fulfill it and say nothing? That’s counter to every principle of good networking.

This must be a common problem because I’ve had so many people tell me, “When I left that group, I never heard from any of the members again.” Regular networking meetings are a way to stay in touch. They aren’t the only way.

You want people to remember and refer you, no matter what group they are in, right? Then stay in touch with everyone in your network, no matter what groups you do or do not share.

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Tags: Giving, Networking, Networking Groups, Referrals, Relationship building
Posted in Referrals | 3 Comments »

BNI Isn’t Networking

Wednesday, December 8th, 2010

I’m expecting some flack on this post, and I’m ready. Bring it on!

Before I start, let me say that I was a member of BNI for 5 years, and I still recommend people join chapters. It’s a great way for some people to grow their business.

For those of you who don’t know what BNI is, quickly, it’s an international organization of chapters of business people who meet weekly with the goal of referring business to each other. Follow the link above if you want more information.

But it doesn’t really teach networking.

What it is VERY good at is teaching how to do business by referral, which is a part of networking, but there’s more to networking than referrals, and some of what you learn in BNI can actually hurt someone who is new at networking.

What, you may ask?

1. BNI encourages closed-group referrals

BNI chapters are made up of individuals, with one person per profession. Members are strongly encouraged to refer the members of their chapter. So, if one of your clients is looking to buy a house, you are supposed to refer the real estate agent in your chapter.

Why is this a problem? Because the agent in your chapter might not be the best fit for your client. In networking, you want to make the best connections to develop a relationship. BNI has systems in place that make it difficult for members to refer outside their chapters.

2. BNI encourages keeping score

Keith Ferrazzi in his book, Never Eat Alone, says, in networking we shouldn’t keep score. And I agree with him. There are people I refer without hesitation who have never referred me back. They make me look good with my clients, which is good for business. But BNI chapters usually have some method of tracking who is referring and bringing guests and who is not. Because of the score keeping, members often feel pressured to refer the members of their chapter, fearing that otherwise they won’t be referred in return. When I was still in BNI, I heard members frequently say, “I’ve referred so-and-so lots of times, but he still hasn’t referred me. I’m not going to refer him anymore.”

That’s not good networking.

3. BNI members tend to network too much within BNI

Although BNI says they encourage members to network outside BNI, many members don’t. They visit all the local chapters, one at a time, and say “I’m doing a lot of networking.” When I ask, “Are you giving and receiving referrals?” the answer often is, “No, but I’m having lots of one on one meetings.”

Yep. That’s effective.

4. BNI has a huge focus on inviting guests to chapters

This is probably my biggest pet peeve. BNI members who don’t quite get it attend other events like sharks, looking for members to invite to their home chapter. Often they pop the invitation without asking anything about the other person. It’s almost like the sales person who walks up to you at an event and says, “You need to hire me,” without knowing anything about you or your business.

Networking is about meeting new people and building relationships. That doesn’t happen when members cruise other events looking for “fresh meat.”

As I said earlier, BNI is an excellent place to learn the basics of doing business by referral. If you are considering BNI, by all means investigate your local chapters and see if one might be a good fit for you. But don’t think that BNI is networking and fall into the trap of just working BNI. There’s a lot more to effective networking than attending an endless series of BNI chapter meetings.

Anyone want to agree or disagree?

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Tags: BNI, Networking, Networking Groups, Referrals, Relationship building
Posted in Networking Groups | 11 Comments »

You Are Where You Network

Monday, November 15th, 2010

You know how they say, “You are what you eat”? After this weekend, I must be a chocolate chip cookie. (My husband baked!)

But it’s also true that where you network will influence how people see you.

I was in a class last Friday, and there was a networking event next door. In the bathroom, I met someone I haven’t seen in a while. I had a neutral opinion of her based on my prior interactions with her.

However, the event she had been attending is frequented primarily by people who are more interested in socializing that networking. I attended the event once and left half-way through. Many of my clients have attended and quit because, while it is billed as a business networking event, few serious business people attend, and little business is passed.

My impression of the event is that it is attended by hobbyists who are not interested in growing their business or referring others.

This contact indicated she attends the event frequently. How do you think I view her?

On the other hand, there is a well-regarded monthly networking event I attend in DC. I recently had someone say, “Oh, you go to that event? You must be serious about networking.”

Music to my ears.

Can impressions be incorrect? Of course. Which is why I recommend you are careful where you network. Look at where you want to be in 5 years. Where do people at that level of success gather? Go there. Their success and reputation will rub off on you.

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Tags: Networking, Networking Events, Networking Groups, reputation
Posted in Networking Events | 2 Comments »

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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Tags: Networking
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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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Tags: guest post, job search, Networking, Relationship building, social media
Posted in Networking | 2 Comments »

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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Tags: job search, Networking
Posted in Networking | 2 Comments »

Where to Find Your Strategic Partners

Thursday, September 9th, 2010

I’ve been writing about strategic partners and how to add value to them. You’ve identified them and have a good message to attract them. Now, how do you find them?

1. Ask Your Network

That’s a good place to start. People in your network might be potential strategic partners or they network with them. Ask where else they network. You’ll find some new events or get a new perspective on an old event.

2. Look for Professional Organizations

If you are targeting particular professions, there are probably professional organizations which serve them. If you are looking for people in related professions (e.g. real estate), one organization might serve multiple professions. Many organizations have open events a couple of times a year. Those are your opportunity to meet a lot of different people in a particular industry or profession.

Be warned. Members of such organizations are accustomed to visitors coming to open events and looking to sell their services. Remember that your role at the event is to find referral partners, not customers. As long as you act accordingly, you’ll be welcomed where the sales-focused people will be politely (or not) ignored. Quickly review yesterday’s post on adding value to strategic partnerships for ideas.

3. Don’t Forget Social Media

Events and groups are often promoted through social media. If you are targeting a particular profession or industry, follow some influential local people. Look at what events they talk about. I’ve gone to an event because someone I followed on Twitter was going to be there, and I wanted to meet in person.

LinkedIn Groups or Yahoo! Groups are another good place to meet people. Look for a group dedicated to the industry you are targeting. Provide useful information and be a good group member. I just scored a connection to a local published author and writers’ group through a Yahoo! Group. I’m still bouncing about that!

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Tags: Networking, Networking Events, Referrals, Relationship building
Posted in Networking Events | 1 Comment »

Pain Relief = Value Statement

Wednesday, September 1st, 2010

Yesterday I wrote how to identify the pain your product or service can relieve. Today I want to talk about how you can turn that knowledge into a value statement for your business.

Remember that we don’t buy a product. We buy the solution to a problem or a value that your service brings to us. It’s not enough to say you have a great product or service. You have to tie that back to us and what’s in it for us. That’s where your value statement or unique selling proposition comes in.

By the way, saying your product is #1 in your industry doesn’t work. I wrote a post several months on why that is. I suggest you go back and review that post now. I’ll wait for you to come back.

Back now? Good. Now what can you say that will have meaning to your prospects? Go back to your client stories. You identified why your clients come to you and what solution you can offer. Look at those solutions and see if there is a way to quantify them.

Using me as an example again. Clients come to me because they are uncertain how to make social media work for them. I met with a prospect yesterday who had worked hard to learn the basics of Twitter. It took her a year to read about and learn best practices and build a basic following. I can get my clients up and running, with specific tactics for content and attracting followers, in about 3 months. So I can say I cut the learning curve in social media by more than in half. Or I can say that I can get someone up and running and seeing results with social media in 3 months instead of a year or more. There’s lots of ways I can state my value statement.

If someone is worried about getting into social media, that’s going to be a good value statement and will address their pain. If I’m talking to someone who is experienced in social media, it won’t be a value to them, but that’s okay. That company isn’t a good prospect for me. However, if they took longer than 3 months to get results, it might stick with them as a reason to refer me.

See how it works? Your value statement should be short. A sentence or two and customizable for your audience. Does it take work? Sure. But it’s worth it. Talking about your value is a lot more fun and effective than listing your services. And it makes you a lot more referrable.

Sound too hard? Give me a call, and I’ll help you out with it. Remember. I can get you results faster than if you do it yourself. Or, if you are in the DC area, attend my Netmasters meeting this month where we are going to go in-depth on this topic.

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Tags: communication, Networking, Referrals
Posted in Referrals | 1 Comment »

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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Tags: communication, Networking
Posted in Networking | 1 Comment »

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