As a small business owner, I am constantly looking for ways to network with other professionals and business owners in my area. I enjoy the interaction between entrepreneurs, inventors, owners, and business-minded people. It is a thrill, in fact.

In my never-ending quest to meet others, I visit and participate in countless business networking and referral groups. One in particular set me off to the whole idea; the group will remain nameless for obvious reasons. Perhaps I have been sheltered, my favorite group meets at a local coffee shop and we have a very relaxed meeting and generally find a topic that suits a majority of the group. The “rules” are simple: show up. That’s it. We do have an expectation that each person will purchase their own coffee if they chose to order, but this does not pertain to the group itself. This structure, or lack there of, matches my personality wonderfully.

I recently visited a group and almost felt overwhelmed. Every person who entered the room was quick to make their way to me and introduce themselves, almost as if it were required. I later found out that it was required; moreover, any member of the group that was guilty of not introducing themselves was fined - as in monetarily fined.

I obtained a copy of the bylaws of this particular group, while I understand the importance of structure, rules, regulations, and such, the thought of having a 35+ page bylaw booklet seemed a little excessive.

I took it all in stride; I later found that to be a member of that group would cost nearly $900 a year after quarterly membership fees, dues (separate from membership fees), fines, and the weekly breakfasts. This fact struck me as very odd, especially when the group’s mission statement includes making money for its members.

Have I been sheltered? The thought of simply sitting around a table with 6 other business leaders sounds appealing to me.

More to come …

Jacob Madison is an internet marketing professional specializing in high-return growth and advanced marketing tactics. Find out more about him at http://www.jacobmadison.com

Are you shy? Does the thought of networking make you tense up? If so, you’re not alone. Below is a question recently forwarded from one of our Newsletter subscribers, explaining this same issue, followed by powerful networking advice for every design professional:

Last week, I attended a networking event – it was a DISASTER! I am shy to begin with, so I knew I wouldn’t feel comfortable. But I had no idea how hard it would be. Everyone seemed to already know everyone else. I didn’t know when to interrupt a group and introduce myself. When I finally did, I got all tongue-tied and was not at all impressive. Can you give me some advice on how to better handle my next networking event? In light of my shyness, should I continue going to networking events? Could it really make a difference in my business?

In answer to your last question: ABSOLUTELY! Getting out in your community, meeting people and getting to know them, introducing others to your business, etc. are all VERY important to your long-term success. Believe me, you are in the majority where comfort levels are concerned. It’s rare to meet someone who “couldn’t wait” for their first networking event. More commonly, networking brings with it fear, uncertainty and anxiety. Here’s some advice to maximize your networking efforts:

* Understand your purpose. Networking is NOT about sales. Networking is NOT a place where you “push” yourself and/or your products and services on everyone you meet. To the contrary, networking is an opportunity to build relationships with others. This means that your purpose in attending is to meet people and begin to build a genuine, caring relationship with them. Getting to know other people – taking a sincere interest in them – is priority #1!

* Quality v. quantity. So many business owners make networking into a “contest” – to see how many business cards they can collect. That’s their goal: to collect as many cards as possible. My reaction to that: WRONG! Remember, your purpose is to meet people and get to know them in order to establish rapport with them. As a result, I advise my clients to meet as few as 5 people, but spend enough time with them to enable you to begin to establish a true relationship. Think about it: what good is leaving an event with 50 cards? You could get business owners’ contact information in the yellow pages. What makes a networking event successful for you is building quality relationships with people – be they prospective clients or others who can assist you in moving your business forward.

* Listen ACTIVELY to other people. When conversing with people at the event, be sure to do more listening than talking. (Remember: you have 2 ears and only 1 mouth – use them in that proportion.) Truly taking an interest in the other person requires that you not only ask questions (such as “how is your business going?” “what is your greatest challenge?” or “how long have you been in business?”), but that you LISTEN to their response. Some networking events are extremely loud, making it difficult to hear what the person next to you is saying. But you must make active listening a priority.

Why is this so important? Because after your conversation is ended, you should have learned at least one thing about the other person so that, when you follow up with that person, you can reference that aspect of the conversation. (Wherever possible, jot down a few notes about the new contact – e.g., her children’s names or ages, phrases to describe her ideal client, etc.) on the back of each business card you acquire during the event. This will help trigger your memory when following up later.) The other person WILL be impressed. And that may very well get you one step closer toward your next sale.

* Follow up! Follow up! Follow up! Shortly after the event, be sure to follow up with the new contact. Ideally, you should have mentioned your reason for being back in touch at the networking event (For example, when saying “good-bye” you may have stated: “I’ll be in touch soon to set up a lunch appointment.” or “I’ll be sure to send you that article . . . I know you would find it interesting.”) At a minimum, within a day or two following the event, take the time to write a hand-written note expressing how much you enjoyed meeting the new contact at the event. Staying in regular contact is the first step toward building a lasting relationship – a relationship that should be approached as a win/win for all parties involved.

Good luck!

Judy May is the President of Show House Marketing, a business development and marketing firm catering exclusively to design industry professionals. She can be reached at 610.324.5240 or judy@ShowHouseMarketing.com

For FREE Resources, including the Weekly $uccess Secrets Newsletter and the New! 14-day Jump Start your Design Business E-Course, visit them online at: http://www.ShowHouseMarketing.com

The seven deadly sins are transgressions that stymie spiritual progress. But what if these sins were applied to business networking? Follow these tips to make your next networking endeavour a heavenly experience.

Pride - Arrogant or disdainful conduct or treatment; haughtiness.

(Source: American Heritage® Dictionary of the English Language)

This sin has been called the most deadly of all the deadly sins. And for good reason. Whoever has pride has an excessive love of themselves. At a networking event, they tend to ignore people or they ignore your business needs. This person is full of self-importance and will talk endlessly about her products, her services and how happy her clients are with her.

Instead of pride, you should be modest. Talk about yourself, but only after finding out what the other person does for a living. You can be successful by crafting a memorable introduction that you can say in 30-seconds or less. Then, take the time to listen to what the other person has to say.

Greed – An excessive desire to acquire or possess more than what one needs or deserves, especially with respect to material wealth.

(Source: WordNet 2.0, Princeton University)

In business, we all want to do well financially. Yet, when one is greedy, this can impede on our ability to form meaningful relationships. At a networking event, a greedy person is difficult to spot. He tends to ask great questions and praise your expertise in a given area. But what he is doing is picking your brain to understand who’s in your network. He knows what your needs are but is afraid to connect you with the person in his network because he thinks you’re going to steal a great opportunity from him. I call this greedy person a horder.

You can avoid becoming greedy by understanding that networking is all about giving. If you’re generous in what you give to others, you will reap the benefits through increased sales, endless referrals and unlimited job opportunities. So, don’t be afraid to connect people together.

Envy - A feeling of grudging admiration and desire to have something possessed by another .

(Source: WordNet 2.0, Princeton University)

Ah envy. Otherwise known as jealousy, or the green-eyed monster. At a networking event, this person resents your achievements, traits, status, abilities or situation. She thinks that you are luckier, more attractive, smarter or better than her. Often, she tends to insult you with a snide remark such as, “Oh, you think you’re better than all of us because you sold a company for millions of dollars. Let’s bow down to you.” She is jealous of your successes.

Don’t fall into this trap. Being envious of someone’s achievements will cause you to resent your own. Instead, list your own business-related successes on a piece of paper. Maybe you just landed a huge account, or maybe you just launched your own business. Whatever your achievements, write them down and share them with the people you network with. Someone may be so impressed with your triumphs, they will hire you for their project.

Wrath - Intense anger; inappropriate (unrighteous) feelings of hatred, or revenge.

(Source: American Heritage® Dictionary of the English Language)

You’ve met this person before. He’s angry that the networking event he just paid $20 to attend didn’t produce any clients or immediate sales. Or, he’s angry that a vendor he hired recently for a project not only did a shoddy job, but also has the nerve to show up at the same event as him.

This type of negativity will do more to scare people away than to draw them to you. You should react with kindness when you’re networking. Never badmouth anyone. The business world is a very small world and if you get into a habit of talking bad about anyone, it will come back to haunt you. Instead, if you have a problem with the event you attended, speak directly to the event organizer. Or, if a vendor delivered poor results, pick up the phone and speak to him or her about your unhappiness.

Lust - To have an intense or obsessive desire, especially one that is sexual.

(Source: American Heritage® Dictionary of the English Language)

Business networking is all about gaining new professional contacts. It’s not about asking people out on dates or finding out what their favourite sexual position is. You’ll find this person at every networking event – she’s too horny to focus on business issues, yet too stupid to realize her mistake. She’ll start asking if you’re married, her eyes will drop down, not only to see the name on your nametag, but to also see if there’s a ring on your finger and she’ll make comments on how gorgeous your smile looks.

When networking, keep your mind out of the gutter by focusing on safe topics. Talk about books you’re reading, the weather, your recent vacation, hobbies you enjoy and goals for your business just so you can keep your mind on “godly” topics.

Gluttony – The desire to consume more than what one requires. Over indulgence in food or drinks.

(Source: Oxford Dictionary)

Who else has met someone who has gotten drunk at a business networking event? I have. He got the free drink ticket at the registration desk, the free drink ticket from the person who admitted she doesn’t drink and found one of the tickets lying on the floor. On top of that, he has bought a few more rounds of suds so he can loosen up. His manners have made a quick exit and he’s louder than the music that’s blaring through the speakers.

Everything needs to be done in moderation, including the consumption of food and drinks at a networking event. Making a first impression is important, but making a lasting impression counts even more. In order to be in control of your mental and physical faculties at an event, stick to just one drink. Better yet, if you go to the event with a buddy, ask him or her to stop you at 1 or 2 drinks. Never attend a networking event hungry. Instead, consume a sandwich or a small salad before you go.

Sloth – The avoidance of physical work. Idleness, wastefulness, laziness.

(Source: American Heritage® Dictionary of the English Language)

Part of networking is meeting people, but the real work comes from how well you follow up. I’m amazed at the number of people who collect my business card, promise to call me the next day and I never hear from them again. How rude and inconsiderate, yet many professionals don’t realize that following up means the difference between having a thriving business and just scraping by.

Be enthusiastic when you meet new people and only collect business cards from people who you know you can follow up with. Treat each business card like a $100 bill. This will help you to spend each card wisely. If you find that there’s a mutual benefit to following up with a new business contact, do so no more than 24-hours after meeting him or her. Doing so ensures that the person remembers who you are.

Remember the networking virtues of modesty, generosity, sharing, kindness, humility, moderation and enthusiasm when you work a room. You will gain a reputation for your networking graces and not be remembered for your networking sins.

Leesa Barnes, The Schmooze Coach, helps consultants, virtual assistants, professional organizers, coaches and solopreneurs avoid cold calling by developing a fearless networking plan. Leesa is author of “Schmooze Your Way to Success: 9 Fearless Networking Tips for the Shy, Timid, Introverted & Just Plain Clueless.” Go to http://www.schmoozeyourwaytosuccess.com/ecourse.html and sign up for her free 8-lesson ecourse called “From Clueless to Fearless: Secrets from the Schmooze Coach.”

One of the main reasons connecting with new people at a ‘networking function’ is so tough for so many is FEAR. We are at times paralyzed by internal questions:

What will people think when I walk across a room and approach them to start a conversation? Will they think I am stupid, boring, pushy? How’s my breath?

It can be intimidating to approach someone and start a conversation. Ralph Waldo Emerson knew the way around this universal fear, but most of all he knew the way through it: “Do the thing you fear and the death of fear is certain.”

Progress Agents (TM) committed to cracking the networking code get all the butterflies in their stomach to fly in formation and then soar above their comfort zone to a new, more expansive comfort zone. Don’t make business networking more complicated than it needs to be. Develop strong networking skills so you can make connections without being rattled and intimidated. The more intimidated you are by the process, the less appealing you are in the process.

Emerson’s advice will help you overcome the fear of meeting new people. Use Nike’s formula and Just Do It! This is important stuff!! These new contacts may eventually become strategic partners, customers, employees, employers, or even best friends. Remember, most people enjoy offering assistance, information, and advice. No one is getting voted off the island at the end of the event.

Zig Ziglar often uses a popular acronym for fear. He says fear stands for: False Evidence Appearing Real. Right on, Zig. Resist the popular notion that networking is all fake sincerity and pushy behavior. That is just not so.

Networking is not about arm-twisting. It is not trying to get someone to do something that does not make sense for them to do. It is not scary old backslapping sales shenanigans. The simple fact is, most people are cool and want to meet you. You will not find Eeyore or Oscar the Grouch at most networking events.

I do need to mention, though, that no matter how cool, giving, and funny you are, there are going to be some folks who just don’t get it. They are not interested in anything or anybody, and are always bummed out.

My quick advice is: Move on. Do not let their flawed human thing rock you. Really, who can honestly say they enjoy talking to a negative blowhard? People like this expect the worst and that is exactly what they get. Somebody forgot to tell them that you create your own reality and if you expect bad stuff to happen, bad stuff happens.

You know the people I am talking about – the ones who look and act like they just ate a big steaming bowl of “ Catcher in the Rye.” They’re irritable, easily agitated, restless types who love a good argument. Chances are, they are not feeling too wonderful, either. They have no personal curb appeal.

They need a little Monty Python. They need to “Always Look on the Bright Side of Life.” Progress Agents have discovered that changing the way they look at things makes life easier in all aspects. Think of Oscar the Grouch types as just nice people who have not yet been taught how to cope with life’s stresses and challenging moments.

Progress Agents always set a good example for faultfinders to follow. We adopt the “live and help prosper” philosophy, and we are not quick to make judgments. It is vital to not take responsibility for these people or take their Holden Caulfield impression personally (Holden is the hilariously agitated protagonist and narrator of the JD Salinger novel, The Catcher in the Rye). They are probably bummed at the whole wide world. They may have been like this for most of their lives and they are probably not going to change just because you chatted with them for five to eight minutes at a business mixer.

But most people are cool, nice, enjoyable, and are there to connect. If they are not, they are making a far worse impression than you are. Shrug it off. Do not let these sad sacks curb your enthusiasm.

Have fun. Enjoy the process. Life is too short (for you and everyone else).

Crack the Networking CODE.

Be Progress (TM).

Recognized as a ‘Sales-and-networking guru’ by the Dallas Business Journal, Dean Lindsay is the founder of The Progress Agents LLC (http://www.ProgressAgents.com) – a seminar company dedicated to empowering progress in sales, service, and workplace performance.

Dean’s best selling book Cracking the Networking CODE: 4 Steps to Priceless Business Relationships has been endorsed by a who’s who of business leaders and performance experts including Ken Blanchard - author of The One Minute Manager, Brian Tracy and Frank Bracken, the President and COO of Haggar Clothing Co.

Jay Conrad Levinson - the author of Guerrilla Marketing, thought so much of Cracking the Networking CODE that he wrote the book’s foreword.

A cum laude graduate of the University of North Texas, Dean presently serves on the Executive Advisory Board for UNT’s Department of Marketing and Logistics. The Dallas Business Journal selected Mr. Lindsay as one of D-FW’s Rising Stars Under Forty in The Business World Today in their yearly Forty Under 40 list.

More info at: http://www.ProgressAgents.com or 1-877-479-5323

Networking is a term that didn’t exist (academically) until almost 40 years ago. It’s a word uttered in and around the business world every day, yet is unclear to most as to how it actually works. Still, it’s a fundamental tool to the success of any business.

By definition, the term networking is the development and maintenance of mutually valuable relationships. It’s not schmoozing; it’s not just handing out business cards, selling, marketing or small talk. Those activities are part of networking, but unfortunately, many people’s misunderstanding of the term causes them network ineffectively.

The following are The 7 Habits of Highly Horrible Networkers™, and they can stand in the in your way of developing mutually valuable relationships. So, next time you attend your Chamber or Association meeting, keep these ideas in mind so you can offer the most value to your fellow networkers.

Habit #1: Attitude
Much like the development of any skill, networking begins with attitude. Unfortunately, Highly Horrible Networkers have the wrong attitude. If you’ve ever attended a networking function before, perhaps you’ve encountered businesspeople who act in the following ways:

Isellcars2U@hotmail.com

I have nothing against AOL, Hotmail or Yahoo. But if possible, always send and receive emails using the address of your organization’s website, i.e., scott@hellomynameisscott.com. If you must use free servers like MSN, SBC and the like, choose a simple username that doesn’t question your professionalism, i.e., jackgateman@yahoo.com.

Habit #4: Sit with the Wrong Company
I’ll never forget my first Chamber meeting. One afternoon I sat down with 6 other local businesspeople for our monthly networking lunch. Naturally, the first thing I did was look at everyone’s nametags. (Not only to learn their names but to examine the effectiveness of their nametags’ design and placement.)

But these were the nametags I saw: ADM Financial, ADM Financial, ADM Financial, ADM Financial, ADM Financial, ADM Financial, Scott. (Company name changed to protect the victims.)

Highly Horrible networkers not only attend meetings with their friends and/or coworkers, but they talk and sit with them the entire time! These are people with whom they’ve worked 5 days a week, 8 hours a day for the past 3 years! This is not a good technique to maximize your company’s visibility.

This habit creates an elitist, unfriendly attitude. And think how uncomfortable this makes the one or two people sitting at the table who don’t work for that company! It’s unfair to them because they’re unable to meet a diverse group of people with whom to develop mutually valuable relationships! Remember: If you’re sitting with YOUR company – you’re sitting with the WRONG company.

Habit #6: Small Talk is for Suckers
Highly Horrible Networkers forget about the small talk. It’s a waste of their time. They don’t ask or answer about “New and exciting things happening at work” or “How Thanksgiving was,” they simply jump right into (what they believe to be) the most important part of the discussion: selling 17 of their products before the salad arrives.

Has this ever happened to you? For example, has someone ever introduced themselves, breezed right through the conversation and flat out asked you for a referral?

Refer you? I don’t even know you!

Reciprocating self-disclosure is the most effective way to build rapport and ultimately develop trust. The people you want to do business with are those with whom you have built that rapport and trust. So, small talk is not for suckers. Debra Fine, author of The Fine Art of Small Talk put it best when she said: “Small talk is the biggest talk we do.”

Habit #7: Limitations
Finally, Highly Horrible Networkers believe there is only one specific time and place for networking. It’s called “A Room with A Sign Posted Outside That Says So.” In other words, they only network when someone forces them to. They don’t believe networking opportunities in places like elevators, busses, supermarkets or parks.

That’s it? A measly half hour for networking? Doesn’t give you much time, does it?

The truth about networking is that it can happen anytime, anywhere. There is a time and a place for networking – it’s called ANY time, and ANY place.

© 2005 All Rights Reserved.

Scott Ginsberg is a professional speaker, “The World’s Foremost Expert on Nametags” and the author of HELLO my name is Scott and The Power of Approachability. He helps people MAXIMIZE their approachability and become UNFORGETTABLE communicators - one conversation at a time. For more information contact Front Porch Productions at http://www.hellomynameisscott.com.

An Online Business Card Designer Puts You in Control

When designing your own business cards online, it’s important to find the right mix of style and value. There are a lot of business card designer software programs on the market, and many do a good job. The problem is, the best ones are expensive, hard to use and don’t let you see the finished product until you’ve already printed it off, which wastes both time and money.

Create Business Cards Online

When you create business cards online with a proprietary business card designer, you usually get to choose from a large variety of fonts, clip art, business card designs and paper types. Make sure you experiment with them. Take your time. Remember, people who see this card will continue to reference it.

Another advantage to using online business card designs is the ability to make changes in real time—before you waste time and money having them printed. This alone makes it worthwhile to find a site that makes designing your own business cards as easy as possible.

Because of their automated processes and large volume of customers, many online sites offer fantastic savings over traditional printers. Couple that with their usually fast turnaround, and you may never go back to a traditional printer for business cards again.

Jonathan Bowalsky handles news and information for Jontal Printing. For more information on business cards or custom postcards, visit http://www.jontalprinting.com.

Now that the sun is beginning to shine and we are all excited to venture out and meet new friends, I wanted to remind you of a few tips which I hope will come in handy as you set out for that next networking breakfast or lunch.

Tip 1: The Definition of Networking is Important

To network means to understand what another person does, who their target is and who else they are looking to meet. Networking is not sending mass emails to people you have met for a few moments. For me, networking means I need to know as many different people as possible so that when my friends and colleagues are in need of something, I have a frame of reference to help. Networking is not meeting someone to get you more business. When people learn about what you do and see a need for your services, they will refer business to you naturally. When networking, your goal is to form a relationship.

Tip 2: The Power of Thank you

Thank you may be two short words but I can’t tell you how powerful they are. If someone introduces you to a new colleague, be sure to give him or her an update as to the progress of the relationship. I cannot tell you how much a simple thank you email can do to your networking efforts. About a year ago, I learned that a gentleman I was going to meet sent a written thank you note to a friend of mine. Once I learned how gracious he was, I went out of my way to assist him as he was looking for a job.

Tip 3: It’s both give and take

If a colleague is helping you with introductions or assistance, make sure you are reciprocating. If there is nothing that you can do at this time, be sure to tell others of this good deed.

Tip 4: Results may vary

Remember, networking is not a sale. It’s a relationship that forms over a series of lunches, meetings, conversations, etc. It takes time. If you are expecting immediate results, spend money and advertise.

Tip 5: A good mood counts!

If you are not in the mood to network or in the mood to have some fun, Don’t. You will not put your best foot forward or be your best and others won’t meet the real you. When meeting new people, put your best foot forward and use The Silver Rule.

Beth Silver has been providing marketing and business strategies (http://www.doubetllc.com/services) to entrepreneurs and small business owner for over 10 years. For more great tips and to sign up for Doubet’s free monthly newsletter, The Target Advocate (http://www.doubetllc.com/newsroom), please visit http://www.doubetllc.com

You’ve had a successful business networking meeting. You’ve gathered dozens, maybe more, business cards. You remembered to make notes on the cards to remind you about the person you met. What Now?

Follow-up is important, but before you do that… you need to get organized…

1) Sort through your cards and split into 3 distinct piles; Hot, Warm and Cold…

HOT: These are the people who you have arranged to contact, either because they want information from you or you have thought of someone you can put them in touch with. They are the people you are probably more keen to create a business relationship with.

WARM: These are the people who you believe you could do business with, either selling or purchasing, in the future. But you have no strong reason to contact them immediately.

COLD: These are the people who have no direct connection with what you offer; cannot provide a service or product you need and do not easily bring to mind anyone you could connect them to.

2) Take action with the cards you’ve sorted:

HOT: Contact each person and arrange to meet for coffee or a more formal meeting. Or drop in with the information he/she has requested from you. Personal delivery makes a good impression.

WARM: Write a letter to each person, reminding him/her where you met and what you talked about (actually what THEY talked about). Make sure the letter talks about him/her and, if you do mention what you offer, make sure you write from their point of view and highlight the benefits your service or product provides.

COLD: There is no reason to keep these business cards – so discard them.

3) Keep a close eye on the progress you make with the contacts whose details you’ve decided to keep… create a chart that shows how you are developing the relationship. (see my article: Networking Meetings – Refer, Refer and Be Referred – The Referral Matrix)

©2005 Original Work by Carol Bentley

Learn more about Persuading People to Buy… Subscribe to your free reports, with no obligation, at http://www.CarolBentley.com

Carol is the author of ‘I Want to Buy Your Product… Have You Sent Me a Letter Yet? (How to create powerful sales letters, advertisements, flyers, brochures, web pages and newsletters that persuade hundreds, or even thousands, of additional customers and clients to buy from you!) by Carol A E Bentley (Rated 5-star on Amazon.co.uk) This book is available at a special offer at http://www.CarolBentley.com/offer

Carol is one of the highest paid direct response copywriters available. If you would like to talk to Carol’s office about having her work on your current or next sales project you can use the contact form on her website http://www.CarolBentley.com/contact.asp

My neighbor – a lovely man I’ve known, and have had social contact with for years – is the COO of one of the world’s largest companies. He’s read my books, is familiar with my concepts, and is a fan. But we’ve not talked shop due to our social connection.

One day he called me and told me he wanted me to speak with his new national VP of sales – that he wanted my ideas and methods to be used in his company. Wonderful. Especially since it all came from him.

The VP called me days later at my friend’s request, and we had a great phone contact: he said he was familiar with my concepts and was interested in a conversation, and he invited me to his office to spend some time. It was one of the only times in my life I flew to a client site for a face-to-face prospecting visit. In my mind, this was a very hot lead indeed.

When I got there, it became apparent he was setting me up to show the COO that he didn’t need me, didn’t need my material, and was fine, thank you very much. He was curt, rude, and, frankly between us, rather stupid in his remarks.

When I spoke with my friend, he grumbled and hung up. Next week, he called me back with the name of the VP of training. The man called me, had a lively, exciting conversation with me, sent me a check for the next public training so that he could attend himself, and I never heard from him again.

IT’S NOT ABOUT WHO YOU KNOW
I knew the right guy. It doesn’t get any better – COO of a Fortune 50 company, close friend. But in the end, it had nothing to do with what I was selling, or who I knew – it had to do with how the buyers were buying.

There is a whole burgeoning field of software that will help sellers find people who they know in a company. Then you can call that person, or have one of your friends call that person – all in hopes that this connection will give you a leg up. Let’s take a look at the presuppositions inherent in the concept of social networking:

1. that the person you know within a company has the clout to have some say within the company;

2. that the person you know is on a decision team (or knows someone on a decision team) that is ready to make a decision to bring in a new product or service;

3. that the person you know will know how to say what you need him/her to say to get you the exposure you seek;

4. that bringing you into the company – even if the person has the clout to get you into the company – will influence a decision;

5. that the company is ready to make a change;

6. that the person bringing you in can help the company understand they need to change;

7. that the company will know how to line up it’s decision criteria just because you know the right person, and you can show up with your great product and presentation material.

Let’s take a look again at what’s happening at this point in history. Sales people are not needed to offer information: buyers can get more information about a seller’s product than they have to offer, more about their product andthe competition, the good points and bad, the industry successes and failures, the price points – sellers are just not needed to push product any more.

Because this historic sales function has been superseded by a computer, sellers don’t know what their jobs are anymore. Sellers are attempting to add new functions to their role so they can offer some value: they are making themselves ‘trusted advisors’; becoming ‘true consultants’; demonstrating some sort of ‘value add’- either through product or service or technology.

IMPEDITMENTS TO SALES
But the problems with sales continue: the same problems that have existed within the sales function since its inception continue to be impediments to sales. There remains a void in the sales process in that space between how sellers sell and how buyers buy.

Since its inception, the dichotomy between the product/seller/sale and the buyer’s environment/buyer/buying process has been met with fallacious assumptions, including:

* if you get in the door and have a face-to-face meeting, the buyer will know how to buy.

* if you pitch/present/promote/advertise your product effectively, the buyer will know how to buy.

* if you give clients great prices, they will choose your product;

* if you give clients great service, they will know how to choose you;

* if you are the brand leader…

* if you have the best product…

* if the buyer needs your product…

* if you have the best software…

* if you know someone…

A few years ago – about 5, I’m guessing – we came to the realization that ‘sales’ wasn’t working. What did we do? Point our resources to the new-new thing – technology. Since then, we’ve attempted to try to use technology to overcome all of the inherent problems sales creates. We’ve tried SFA, CRM, and now Social Network Software. And all they do is continue to operate on the same beliefs that sales has always worked from: people will buy if they like/understand/need/recognize the product, or like the sales person. And that’s patently untrue. We’ve just not known what else to do. And the gulf between the sales end and the buyer’s end keeps widening.

In the December 2003 issue of Inc. Magazine, Michael Fitzgeral says in ‘Internet Icebreakers’, an article on Social Network Software:

‘It’s not a slam dunk–the contact might not care that your brother’s partner’s wife just happens to be a member of his homeowners’ association.’

THE SOLUTION

For those of you who have been reading my newsletters for years, you are going to have to hear me rant about this just one more time.

-Buyers live in an idiosyncratic buying environment.

-The buyer’s network of decision factors includes an interesting network of people, rules, collaborations, initiatives, budget issues, and human fallacies.

-The buyer’s environment is a complete system that they are comfortable with.

-Systems face chaos when something new gets added.
-Buyer’s systems won’t add anything new until they understand how to manage any chaos to return to some form of stasis.

In other words, no matter how good your product is, how well you pitch/present/promote/propose it, or who you know, the buyer won’t make a purchasing decision until they line up all of their decision variables so they can manage the disruption a new purchase will create within their system.

If you are eager to use Social Network Software, at least use Buying Facilitation® as the front end: help this person navigate their internal variables so they can learn with you how to bring you in the most effective way.

Remember that Buying Facilitation® uses the buyer’s decisioning sequence to: lead them through a good look at where they are at (all of their company’s norms, rules, values, initiatives, and subjective criteria); notice if anything is missing; understand how to fix it with familiar resources; address all of the internal systems they need to manage prior to bringing in a solution that will possibly create chaos.

The above is the sequence buyers go through anyway, and that the time it takes them to do the above is the length of the sales cycle: they are going to do it with you, or without you. If you can use your new-found relationship to get you into a close range with the prospect, make sure you take the opportunity to lead them through this process and become a true Trusted Advisor.

Once you are ‘in’ and getting a chance to have your time in the sun, use Buying Facilitation® again to help them line up their decision factors. That will not only make you their true Trusted Advisor, it will also make the person you know look good. It will increase your sales over 200% (that’s right – there is not an extra zero there), reduce your sales cycle by 75%, and get you on the decision team.

Getting into the prospect’s space, knowing someone who can bring you in, or having a great product remain the outer edge – the selling edge - of sales. It’s time in our history to use the job of ‘sales’ to help buyers make their best buying decisions. Social Network Software can play a part: it’s just the front end, however. There’s still plenty of work to be done to help buyers buy.

My tag line remains: do you want to sell? Or have someone buy?

Sharon Drew Morgen is the author of NYTimes Best Seller Selling with Integrity. She speaks, teaches and consults globally around her visionary sales method, Buying Facilitation.

http://www.newsalesparadigm.com http://www.sharondrewmorgen.com 512-457-0246 Morgen Facilitations, Inc. Austin, TX

No matter what business you are in, you also have a second job… you are a marketer. That means you are responsible for letting others know about how you can help them. One of the best ways to get those opportunities to convert prospects into customers is by networking. Here are some simple strategies for making your networking more effective.

1) Don’t describe what YOU do.

Let your potential client know how you can positively impact his or her life. Explain how your product or service will improve the life of your potential client.

For example, when someone asks me, “What do you do?” my first thought is almost always to explain, “I’m a writer and consultant.” Unfortunately that response rarely piques the interest of potential clients. Instead I’ve learned to answer, “I POWERFULLY communicate business messages to get results.” This answer not only grabs their attention but stimulates more questions about how I might help that particular prospect.

Action item: Develop your value response to the question, “What do you do?”

2) Turn interest into appointments.

Once you have developed your value response to the action item above, you are well on your way to more effective networking. When you describe what you can do for a potential client they are more likely to be interested in what you do. After all, it’s all about WIIFM – What’s In It For Me!

My friend Ray is a dynamic individual. Coincidentally he runs Interlink a faith based organization. I recently overheard someone ask Ray what he does. Ray quickly replied “I help seniors and others stay in their homes as long as possible.” The person asking the question was immediately touched and wanted to know more. By providing just enough information to increase curiosity, Ray quickly gained interest and a new volunteer for his organization. Ray also learned of a senior in need through this interaction.

You can follow this same strategy. Always provide information that is of value even if the prospect doesn’t schedule an appointment or need your services right now. The idea is to partner with customers to help them - not to trick them into services they may not want or need.

Action items: Develop a response to further inquiries about your business or service and provide valuable information to potential customers that helps turn interest into appointments.

3) Give prospects more than they expect.

Sure, your time is valuable but so is the time of your potential customer. Maximize the effectiveness and value of your initial meeting by offering to meet pro bono (or for free). While I don’t advocate giving services away for free, a complimentary initial meeting is a good way to find out if your services are right for the customer…and if the customer is right for YOU.

Recently, Wade, an investment services broker contacted a marketing specialist to discuss ways he could increase his client base. The marketing specialist granted Wade a complimentary ½ hour consultation and could have suggested all kinds of advertising and marketing placements that would have cost Wade lots of money. Instead, the savvy marketing specialist detected that it would be more beneficial for Wade to build networking skills and work on individual relationships to increase business. During this complimentary meeting both parties quickly assessed that they could probably work together in the future but the timing wasn’t quite right. Wade was grateful for the honest assessment and has since begun building relationships via the local Chamber of Commerce. When he’s ready to put together a marketing campaign, Wade knows who he’ll call.

Action item: Consider offering brief complimentary consultations to evaluate if you are a good fit with a potential customer.

4) Can’t assist? Try to provide a referral source.

Let’s face it. There will be customers you cannot help because their needs don’t fall within the scope of the services you provide. It’s a given. There will also be customers you don’t want to work with (which is why the initial consultation is so important). Regardless of why you won’t be working together, provide a reference to someone else who might be able to help if you can. This simple gesture continues to position you in a place of value.

Often if I have an initial consultation and find they need services I don’t provide (or if we are simply not a good fit), I keep a list of contacts handy so I can refer them elsewhere. I try to provide at least three contacts so they have a variety of providers to choose from. Yes, I even refer to other writers and consultants. I have found this actually helps rather than hurts business. I believe there is enough business to go around.

Action item: Develop a list of referral sources you can provide as added value to customers you can’t assist.

5) Collect and share business cards.

This may seem simple but oftentimes even network savvy people forget to gather business cards. Make sure to have a supply of your own cards on hand and trade cards with contacts you meet. It’s a good idea to make specific notes for future recall on the back of the cards you collect.

For example, I recently met an investment broker. So I would remember our
conversation, I discreetly made notes on the back of his business card when

we were done speaking. I also noted he was an avid golfer. Now when I pull
up his card, it jogs my memory about our conversation. You never know when the information might come in handy.

Action item: Make sure you have your own business cards on hand at all times. Start collecting cards when networking and noting possible projects and interests on the back of business cards. Consider creating notes in a “tickler file” if the cards are two sided leaving no room for notes. Staple your notes to the card itself.

6) Remember to follow up.

It’s the easiest yet most neglected step of networking. Many people miss out on future opportunities by simply not following up on leads.

Make it a habit to put aside time after a networking event to follow up with your new prospects. Once you get used to this step, it will become second nature. Enter their contact information in whatever filing system or software program (ACT or e-mail) you use. Now you can choose to send a quick email letting them know how much you enjoyed meeting them and/or send a handwritten note (include some additional business cards). Even if a person isn’t interested in your services right now, you want them to keep you in mind for future projects or referrals.

Action item: Take a moment to follow up with a prospect today. The time it takes to write a note and the small investment of a stamp could pay off mutually in the future.

7)Continue to follow up.

While you don’t want to inundate people with unwanted contacts, you do want to make sure potential customers know you are thinking of them. The key to continuous follow up is to be genuine.

One way to subtly follow up without being a pain is to be on the lookout for articles or information that may be of interest to the potential customer. Clip it out and mail it or e-mail to them with a brief note letting them know you’re thinking of them. About one week later, give them a quick call to make sure they received the information.

Action item: Choose one prospect and send him or her an article of interest today. Make a note to follow up with a phone call in one week. Chances are you’ll be pleasantly surprised by the response. After all, you are providing something of value for nothing.

Don’t forget your friends and family.

When you’re running your own business, it’s easy to get caught up in day to day operations. It’s also easy to forget some of our best references and (possibly even clients) are our friends and family. Be sure to keep in touch and let them know what you’re trying to accomplish.

I was recently visiting a childhood friend, Karen. We’ve been friends since we were five years old. Though we keep in touch via e-mail and letters we only see each other every few years because we live in different states. Over dinner, I learned that Karen is in the initial stages of planning a new business venture. I was able to share more about my own business and we found that we’ll be able to help each other. Karen needed resources for completing a business plan as well as help with marketing ideas. While she knew that I was doing freelance writing projects, she didn’t know that marketing and advertising plans are one of my specialties.

Action item: Never assume that everyone knows and understands what you are doing. Make a list of friends and family who may not be aware of what you do professionally. Send them a personal note along with business cards to ask for their help in prospecting. They could inadvertently become your top sales people.

9) Always thank your contacts for referrals and projects.

One of the first things we’re taught as children is to say “please” and “thank you.” Oddly enough it’s one of the first things that many business people forget.

It’s easy to fall into the mindset you are providing a valuable service and doing the work itself is enough. This is simply not true. People need to feel appreciated and valued when you let them know they are appreciated and valued. Continue to build relationships even after the sale by sending thank you cards and / or gifts. A little kindness will go a long way. Also, don’t forget to thank those who have done work for you.

Action item: Recall someone you have worked with lately you haven’t thanked. Then follow up right away.

Bonus Item: Thank you!

Thank you for taking the time to invest in yourself and your business. In the spirit of offering more than is expected here is a final networking tip.

Join organizations that help you connect with likeminded people who want to succeed. You can visit www.yahoogroups.com to find these types of groups. Or do a search using www.google.com for areas of interest. Check out professional business groups you are eligible for locally. Chambers of Commerce are often a great source for networking. (If you’re a writer I can highly recommend the National Association of Women Writers. Click here to learn more www.naww.org. I have to say, as someone who POWERFULLY communicates business messages to get results, this organization has been an invaluable networking tool.)

Action item: Make a list of organizations you can join to help grow your business. Choose one to join today!

This article may be reproduced in it’s entirety with the following inclusion: Lisa Manyon is a writer and consultant specializing in powerfully communicating business messages to get results. Manyon created a series of marketing training seminars for the Idaho Small Business Development Center and touts over 15 years of marketing, advertising, non-profit and writing experience. To learn more visit http://www.writeoncreative.com

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