Desperate times call for desperate measures Don’t they?

I recently read a couple of interesting articles by Neil Rackham (who is Visiting Professor of Sales and Marketing at Portsmouth and Cranfield Universities.), looking at the lessons from the last recession on how to sell in difficult times, but more importantly how not to.

It is interesting how his findings are related to the ‘Tell don’t Sell’ messages we promote in real networking You can spot a desperate salesman a mile away, and what’s more you avoid them.

People in sales who indulge in hit and run selling usually perform less well than those who use a little thought backed up by common sense.

Any way Neil believes in preparation and the ability to understand your customers. It was also his opinion that people fail because they adopt the ‘talking brochure’ approach and don’t chase everything that moves.

Remember the five or six P’s, perfect preparation prevents poor performance. Now in tight economic times that mantra is even more pertinent.

The piece I would suggest you take a couple of moments to read is http://economictimes.indiatimes.com/quickiearticleshow/4180431.cms

I would like to know what you though of it. I for one am looking at how I target potential sales.

Paul
Encouraging Real People, to do Real Business, Through Real Networking

The real Power of speech.

Over the years I have been networking I have learned some very powerful techniques. The most powerful technique I have learned is that It’s not what you say it’s the way that you say it. By that I mean when you tell someone about yourself and your business what does the other person really hear?

For example A printer at a group got up and Said I’m a printer, I print your message on whatever you want me to. So if you need something printed call me.

Now what did the audience hear. I for one got he was a printer who could have said so much more. I challenged him about what he did and all he said was I print things everyone knows what a printer does! When I suggested he could have said so much more about his skill and business he said ‘Like what’? I asked him some simple questions like

• Did he offer a discount to members of the networking club?
• Did he handle emergency print runs?
• Could he give me tips on making my print job stand out from the crowd?
• Did he offer design advice, could he design for me?
• Was everything done in house?
• Could I set up an account with him?
• Could I order by email?
• Does he have an 0800 number?
• What was his most challenging job so far.
• Was he a member of any trade organisations?

When you get thinking about it there is so much more you can tell an audience about your products and services. There are a lot of opportunities for you to share your expertise and places to raise your profile.

So in Advance I have several simple scripts all prepared nice and tight presentations for your company, that you can deliver at the drop of a hat:

• 30 seconds
• 1 minute
• 2 minutes
• 5 minutes
• 10 minutes

It amazes me that when people are asked to speak at an event some say I’m not ready. My question is why bother joining, paying your fees and paying for your food if you are not prepared. Would you pay for a season ticket for your favourite football team and then not go to the matches? No you would not.

Some people do not like speaking to groups and it takes them an age to pluck up the courage to talk to them. he audience will be with you as you know most and they will help you. After all it’s not like you are a politician defending your expenses claims.

If you don't feel ready then prepare a few options and the next time you get the opportunity take the plunge and volunteer to speak. Who knows you may even enjoy the experience.

Paul
and remeber to put the work into network

Are you prepared to go out of your way and give to others?

Well Are you? Some organisations actively promote the philosophy you should give before you receive. Some top Personal ad business coaches weave it into their teachings. I wonder why?

At a lunch club recently a speaker ended his 60 seconds with this line. “I am not going to ask for any contacts today as I believe that it is down to me to prove to you I am worthy of your business, so I will be looking for opportunities for all of you.”

He was as good as his word and found contacts for many members. Now how much business do you think he get? Lots.

During an open networking session someone said "When I meet someone I try and find out as much as I can about them and their business. That allows me to connect them to the contacts and information they need. Recently I met someone from a Marketing firm specializing in helping lawyers win bigger accounts. They were doing some business with a large firm of solicitors in the city. Through my own contacts I was able to put him in touch with a senior partner in the organisation. This in turn helped create a better business connection. Oh and he started getting more business as a result. As a return I was given a personal introduction to another firm which led to business as well."

A great example of how you develop networking through giving. Happy networking

Paul
and remember to put the work into network

Do you connect or collect? Do you hear but not listen?

When you meet someone networking do you really take the time to engage them in conversation?

There is the three minute rule in networking, which suggests you should be having a three minute meaningful conversation with people at networking events. This gives you time to really listen to what they tell you about themselves and what they do.

For example, do you ask questions that reveal more than just business stuff? Do you show interest in your fellow networkers or think they should listen to your sales pitch?

Listening is an integral part of building a trust based relationship that sets the foundations for serious business.

But what do I say to someone I only meet at an event and don’t think I have anything in common with?

That’s the easy part, after all they give 60 second advertisements every week don’t they?

There should be something you want clarifying or a question you would like answering. So often when I was a member of a large group you saw people drift off when certain people started talking. It is in your interest to listen because you never know when the opportunity will present itself for you to refer them some business.

The marketing specialist may not be your cup of tea, but you need to know what they specialise in. If one of your better clients says his Marketing person is no longer delivering and asks you if you know someone, what do you say?

Well there is this chap who does marketing but I don’t know if he does the stuff you need, Ill have a chat and get back to you. Will your customer be impressed? Better you know what the marketer does and you are able to ask your client questions that will show your client you now a thing or two? Which would get you a better standing in your clients eyes?

It's the 'collector' syndrome, the never mind the quality feel the width mentality that hurts so many networkers. So often I meet people who just collect a business card and move on.

Whats the use of a business card if you know nothing about the person behind it?

The same people have their ears open but they do not listen. Sometimes they just give their card and think that represents networking!

Develop the art of listening not hearing Make sure you take the time to connect and not just collecting pieces of cardboard.

Paul
and remember to put the work into Network

Twittering Along

A lot of people I speak to ask why they should be on twitter? What good does it do my business?


I have to say that at first I was like that what will I get out of it?

Well there are two reasons I am on Twitter: -

1) I make connections with people I don’t know but would like to know. AND

2) I can connect with people who are good for my business.

There are lots of techniques on the web showing you what to do but for a simple explanation

Take a peek at the vid it was put together by Lee and Sachi LeFever who do lots of ‘plain English’ coments on technology. I hope you enjoy it?

http://commoncraft.com/twitter


Paul
and remember to put the work into Network

How to win friends and influence people, not alienate them, by Paul Johnstone

At a Chamber of Commerce event, always a good opportunity to catch up with some contacts and meet new people. They are very good places to network once you know the rules.

After the speaker had given us his views on customer service I started talking to a man who perhaps should have slowed down on the free wine. He had just made his point, forcefully when a woman I knew approached us and introduced herself to him. It was an open door for business between her and the chap with the wine glass.

However when he came to introduce himself he couldn't seem to control his mouth and at one stage forgot who he worked for. She was clearly underwhelmed If you've taken the time and trouble to attend an event that is primarily business focused it may be best to wait until afterwords to unwind :-)

Remember you are there to Network and not to eat or drink. If you are hungry eat an apple in the car before you go in.

Don’t make a B-line for the table with the food and drinks because you will get sidetracked.

And if you want to drown the sorrows of the day, please do it behind closed doors, you never know who you will offend. Keep to my 5 min rule and you will get business or a lot more contacts.

Good Networking!

Paul
and remember to put the work into network.

Champions and the need for speed

Well yet again it seems Manchester United are Football Champions of England. Some of you will be happy some annoyed and others won’t care.
In networking as in team games, Trust developed over time and speed, are keys to forging a winning team. Speed is the one attribute there is no answer to in sport. Businesses lack of speed and trust in people they do business with can kill them.

I have been reading business web sites lately and came across a great piece on the Convey Link site there is some great tips on speed in business and trust just like networking It’s a good read.

Well Done Manchester United

Paul

And remember to put the work into network

Ten Good Reasons Not to Buy a Franchise

This morning an old friend of mine rang to tell me about this great deal he had been offered and he wanted to know if I wanted to come in with him. When I found out it was a franchise I decided I would pass, mainly due to many, many articles like the one that follows. I have been reading bad news stories about franchising for years and I collated the following bits and pieces

Thinking about buying a franchise? Here are ten reasons why you should consider investing your time and money elsewhere, like networking.


1. Questionable profitability. Most franchise owners don't provide much information to potential buyers regarding earnings possibilities. Even the franchisors who do supply this information usually give only average sales figures and profits before expenses are deducted, numbers that aren’t very helpful when trying to determine whether your individual franchise will be successful.

2. High start-up costs. Before opening your franchise, you may be required to pay a non-refundable initial franchise fee, anywhere from several thousand to several hundred thousand pounds. In addition you'll have to pay a lot to furnish your franchise with the necessary inventory and equipment. It can easily take several years to recoup all these expenses.

3. Encroachment. Imagine that you've just spent thousands of pounds opening your own MacDonald’s franchise, when another MacDonald’s opens round the corner. There goes half your customer base. This type of thing happens to franchisees, as nearly every franchisor reserves the right to operate anywhere they want.

4. Lack of legal recourse. As a franchisee, you have little legal recourse if you're wronged by the franchisor.  Most franchisors make franchisees sign agreements waiving their rights under law, and in some cases allowing the franchisor to choose where and under what law any dispute would be litigated.

5. Limited independence. When you buy a franchise, you're not just buying the right to use the franchisor’s name, you're buying its business plan as well. Most franchisors impose price, appearance, and design standards, limiting the ways you can operate the franchise. While these standards can help promote uniformity, they can also stifle your creativity and ability to cater to local tastes or needs

6. Royalty payments. Most franchisees must make royalty payments to the franchisor each month based on a percentage of sales, eating into the franchisee’s net profits.

7. Inflated pricing on supplies. In many cases, the franchisor can designate your franchise’s supplier of goods and services. They argue that this is to maintain quality control, but almost all franchisors receive kickbacks from the vendors. By not allowing you to shop around, you're forced to pay higher prices on supplies.

8. Risk Avoidance. This one is so important that we'll call it both 9 and 10! The biggest reason to buy a franchise is that, if you're smart, it will help you avoid much of the risk of starting a new business. Make no mistake--you have to do your due diligence, but if you do, you can determine with a fair amount of certainty what happen if you become a new franchisee.

9. Advertising fees. Many franchisees are obligated to make regular contributions to the franchisor’s advertising fund. But will they use the money to advertise your franchise? Quite possibly not! Franchisors maintain broad discretion over how to administer the advertising fund. In America and in a case against Meineke Discount Muffler Shops, for example, it was discovered that Meineke was using the advertising fund for costs wholly separate from advertising, yet the court ruled in Meineke’s favor, saying that the franchisor has no fiduciary duty to its franchisees.

10. Unfair termination. Even the slightest impropriety on your part, such as being late on a royalty payment or violating the franchise’s standard operating procedure, can be cause for the franchisor to terminate your agreement. While most franchisors are not this strict, the possibility of losing your entire investment for being late on a payment is downright scary.


Paul
and remember to put the work into network

Was that you or your contact in here just now? by Paul Johnstone

This blog is about who you know.

I was in a small start up network meeting recently and a visitor looked at the people there and said “I don’t think you people will benefit me I need to talk at Director level so this will not be for me”.

Was he right? Was he arrogant or was he just missing the point?

My view is he had falling into the trap of looking at the people in the room not the people they know. After all the Printer deals at Marketing Director level and the Commercial Insurer deals at Financial Director level, he missed a trick.

I have to say this next part is sexist. It’s usually men who have this attitude, rarely do you find women thinking in these rigid lines.

I asked him to name a Company he wanted access to and ask who had contacts. He named the largest communications company in Suffolk. To his amazement, everyone in the group there knew managers and Directors personally or professionally and some knew their families!

Proving the old adage “It’s not what you know it’s who you know”. So It’s down to him then to connect with people and form relationships. Down the line he will get introductions to the people he wants to.


Paul

and remember to put the work into network

Snail Racing by Paul Johnstone

Last night I went to the next village to see something unusual. To be honest when I saw the advertisement I was sure it was a joke. But it’s not April the 1st, so being an inquisitive type I popped along.

The slogan I have since discovered is “ready. Steady, slow” which is used at the start of each race. The course and it consists of two circles one inside another, as in the picture above. (photo courtesy of Scase news services ltd) The snails are placed in the centre circle and the first one to cross the outer circle is declared the winner.

There is even a world championship, which has been running for 25 years so I am behind the times. It is held as part the fete at St Andrews Church in Congham, Norfolk on the third Saturday of Jul. SO get on down.

What has snail racing to do with Networking?

Quite a bit if you think about it.

• First it is about getting others to work with you and for you. The snails have a goal to reach
• Second. It takes time and time is vital in building a network based on trust with other business owners
• Third. Its regular, the world championships are held regularly and it is regularity that helps cement relationships.

Snail racing if you are interested check out the official web site of the world championship.

More whacky sports (if I can find them) to follow.

Paul
and remember to put the work into network.

Tell Don’t Sell. more tips from Paul Johnstone

Funny that some organisations give you the hard sell when you attend their events and No is not a word they want to hear. I say funny but in some instances it can be down right intimidating.

About three months ago I went to a well known organisations breakfast event. To be fair I went with a friend, who being new in business therefore new to B2B networking asked me to go with her.

The meeting was cordial, well run just what you would expect and everything went smoothly till the chapter director (there the cat is out of the bag) asked the visitors to go with the visitor host to be taken through the membership process. So far nothing out of the ordinary, everything was normal and polite. 

We were escorted by two people to what could only be called an anti room. Poorly lit cramped with furniture that made you feel like your bum was scraping on the floor and the two people with us sat in dining chairs. The effect was for them to be dominating us. Fine if you are into that sort of thing, but not if you are outside your comfort zone already.

My friends face showed she was not happy, but never let a salesman be deterred from his task. He battered us with the fear factor and pushed just rude hard sell. His tactic was to pick and I mean pick on the woman who was sitting below him and belittled her for not seizing this glorious opportunity. I have come across better behaved time share sales people.

This went on for about 4 minutes before I had to intervene. Pointing out to the salesman he was a) rude, b) had not established any need c) had not done ant fact finding d) was probably beyond getting his money back from the charm school.

His gob smacking final words to us were “If you can’t see beyond those points you don’t deserve to be in business”

OK he was probably an anomaly (and desperate) but he had not grasped the simple point of networking -

Networking is about informing and not selling. Remember tell don’t sell. If you want to sell get a stall in the market or shopping centre, or better still a car boot sale. I hope someone from the organisation makes contact if only to apologise to my friend who is now only dipping her toe in the networking pool. This is a shame as she is a natural but has been put off by short term-ism of an insensitive salesman.

Network intelligently and it brings great rewards and you build wonderful trust based relationships. Do it wrong and you get nowhere

Paul
and remember put the work into network

Addicted to Networking, tips by Paul Johnstone

In our family we read three newspapers on Sunday, just to get the range politically yoiu know. We read, and in no particular order. The Sunday Telegraph The Independent on Sunday and The Observer: It was in The Observer I saw a great headline “Addicted to Alliums”. And I thought about those I know who are addicted to Networking.

Those of you who go networking must have seen or know a serial networker.

They are known in the locality and some are good some almost invisible and some just bad. So what does make a good networker?

In assessing that we need to understand what not to do.

There are several misunderstandings about networking, thankfully it has moved on from an article I read about 7 years ago. The piece went something like this (forgive me not remembering exactly the article) but in essence it was:

Networkers are people who go to an event and don’t leave until they have pitched everyone in the room. In short they were salesmen who won’t take no for an answer.

Two years ago when I was a member of a group in Surrey, a woman visited who was selling a technological marketing tool. She visited twice in one month and contacted everybody in the room. Over the next 4 weeks she tried to get an appointment with us all. Her objective was to sell and not to network. Unsurprisingly she failed to sell and we as a group decided she was not the sort of person we wanted to network with.

Networking is about telling or informing, NOT about selling.

Telling not Selling is the mantra.

If you inform you will sell but not immediately, the referrals and sales will come but trust needs to be established first.

If you are addicted to Networking go for it, but respect your fellow networkers and put effort into building trust with fellow networkers.

Paul
and remember to put the work into network

What is this Advocate Marketing I keep hearing about? by Paul Johnstone

Advocate Marketing has been written about by better qualified people than me. But in essence it is a technique where you as a supplier of goods or services have people who ‘Advocate’ on your behalf.  

 Like the lawyer who acts for you in legal matters, and advocate marketing works just like that. Advocate Marketing comes from the same school as

• Word Of Mouth Marketing
• Business By Referral
• Recommended Sales
• or NETWORKING

The essence of Advocate Marketing is akin to how a lawyer represents people in a court of law. They put your case or argue for your position to others. They sway opinion on you and your products and services.

Think for a moment about how much time do you spend looking for customers and how much time do you spend looking for advocates. There is no hard and fast rule here one business differs from another. The key element is to find some and when you do form a trust based relationship so both your businesses can grow together.

Be fair it’s not what you call it that matters; it’s what you do that counts.

Paul

and remember to put the work into network

What do you really do? Are you Confused or just confusing? by Paul Johnstone

I met a man yesterday who told me he did everything. 

He was a handyman builder type person who claimed to be the answer to everyone’s prayers. Is he a jack of all trades and master of none? The way he introduced himself to me I got the impression he was the master of non.

The chance meeting reminded me of a woman I used to work with. She could not stand BS and would cut people down quickly if she suspected it. When we were in a networking event and a man came over to talk to us.

My friend asked the man what he did. I am a project manager for (the bigest Airline in the UK), came the quick reply.  

Her next comment floored the poor chap, she said.

“I didn’t ask what you were, I asked what you did?”

She got the same startled look from a finance director of one of the countries largest plc’s with that phrase.

This got me thinking about how we answer questions, after all the words we use set the scene for the next phase of the conversation. In fact you are setting out your position from which to propose a course of action.

With some people it was not immediately clear what they are or what they can do for you. Remember the handy man builder we began with. Being understood is key to our success, but how many people just ‘dump on you’ whatever is top of their current agenda?

How many of you have done this? I know I have in the past, so I’m not pointing fingers here.

How often do you know that your message is clearly understood?

Maybe you can find someone to have a one to one with who will feed back to you before you next go networking. You could play the ‘so what’ game where you give your presentation the edge. Or just evaluate what it is we are saying.

I have a couple of questions that might just help you get to the nub of the issue. The following is a variation on a questionnaire that I have a paper copy of which was given to me before the Internet began, OK so I've been around that long..

Check out these and see how you can improve your meeting first impression and avoid any confusion. Some questions you might want to think about:

When asked What do you do? Think about the answer which means what to your audience.

• Where do you do It?
• Who do you do this for?
• Who do you do this for specifically?
• Why should anyone choose you?
• What examples do you have?

So you’re not going to get all those in a simple answer, but they are pointers to help you construct a simple answer to an innocent question and avoid any confusion


I use the following fro my Utility Broking work

"What do you do?"

I'm a utility broker and I save people money".

I know the person I am talking to is not confused.

Paul
and remember to put the work into network

The Business Generator An introduction, by Paul Johnstone

I was talking to a group of people at Newmarket Racecourse this weekend, we were all that for the first classic of the season the 2,000 guineas. The race was won by Sea The Stars an outsider who came home at odds of 1-8.

After the race we chatted about sport and the vagaries of it which is why we watch, for its uncertainty. At that point a chap I did not know made a telling point. “Why can’t people in business get a result like that, an outsider winning a contract or just getting to the final presentation, let alone presenting without competition.”

This was a point well made and got me thinking about how we can achieve this.

Generating business or How To Achieve A Bigger Business Footprint has always been my aim. I figured that networking was by far the best way to do this. You could employ more sales people to get out and kick down doors so the business community know who you are.

Or you could spend money on an advertising campaign. We all know that there are some great deals right now, mews media are bending over backwards to attract advertisers. The last figures I saw showed a 55% reduction in advertising in news print.

Or we could hire a smart Marketing guru or business consultant to generate interest in your business. Alternatively you can network and utilise the opportunities to get your name into the wider business community to build a Bigger Business Footprint.

Lets look at the cost implications for the 4 strategies. Sales force, well by far the most expensive. Even if you go down the commission only route the time involved in managing sales people effectively can take chunks out of your day. If you employ directly that is a gamble on investment V return and often short term it is expensive.

This is a recession and the supply of money is tight so taking on additional staff is a danger. Advertising is always money up front even with the deals its still a fairly large investment. Now if you could guarantee the response then it would be a good deal. Unfortunately you cannot guarantee anything in the world of advertising. Networking on the other hand is a known quantity and a pretty well known expense.

A friendly word of Caution: Given the range and variety of networking events chose the type that is right for you.

Much more on The Business Generator in following blogs covering topics like,

How much will it cost.
Which sort of networking is right for me,
Word of mouth Marketing,
Being natural,
Making the right sort of connections,
The Hub,
Attraction Magnets
Giving is getting,
Follow through,
Putting the work into network
And lots more

Paul
 
And remember to put the work into network

Do you have a clear proposition? by Paul Johnstone

How often have you sat and listened to someone telling a group of people about their service and you no idea what they were talking about? They go on and on about things that you either don’t understand, or worse you don’t care about. I have and all I want from the speaker is to understand what they are saying.

Empathy dear boy empathy!

By that I mean when you talk to a single person or a group one of your aim must be to be understood by your audience. This means that the words you use should be targeted at the people you are talking to.

Just think back to the last person who pitched an idea to you and you though “who is he talking to” It’s best to have a series of presentation styles developed for different situations.

By and large you need a simple clear message that will convey your point to the audience. As you know I am a Utility Broker and I could say something like:

1. I provide, gas electricity, internet land lines, mobile phones and a cash back card
2. To Homeowners and business backed by a guarantee
3. So they spend less every month
4. and we have a UK call centre

Now think about how you phrase your message the first part should address the audience. Part two looks at the outcome, Part three Highlights benefits and Part four shows why you are different.

Now if I were to phrase it this way

However I use the following points above:-

we help: and support Business home owners
to: Save Money with the best contract free utility service in the UK
by providing: Them all on one simple monthly itemized bill
and they are: Backed up by personal point of contact and an award winning customer service.

So the next time you write your presentation keep those four simple points in mind and see how many more people understand what you do

Remember to follow the rules
1 = your target audience
2 = the outcome you are offering
3 = the benefit to the customer
4 = why you are different from your competition

More real examples coming soon.

Paul
And remember to put the work into network

Getting verbal and serious by Paul Johnstone

About a month ago I attended a seminar at a PR Company in London. The theme was "Grow your own business through effective, PR. This seminar also covered the usual topics of Sales & Marketing". 


To be fair to the company it was a highly entertaining seminar with some good tips on traditional sales, PR & Marketing. Networking was not covered in any detail. Apart from mentioning that companies should have a page on face book and Linked in, the topic was fairly well avoided.

When I asked one of the presenters” if they saw face to face networking as an important business tool”, I was amazed at his answer.

He said “that face to face networking was OK if you were just getting started or if your target audience was one man bands but in the real world it was irrelevant”.

I don’t think I have heard so much twaddle from a so called professional in my life. It is difficult to underestimate the importance of Word of Mouth Marketing. Especially the potential of the technology with it’s ability to get down and serious about networking. What I call Networking for grown ups is where people generate business that runs into millions every day.

And no its not networking to have a package delivered, or a set of plug sockets moved or business cards printed. I have seen emails from people in my group where the level of business that has been passed runs into hundreds of thousands. Not a quick fix job serious high value business passed between people freely through a trusted colleague.

Get verbal and talk to people, the more information you can pass about your aims and aspirations the more likely you are of reaching them. Those who know me will also know my mantra. Never sell at networking events – Inform politely and you will be successful

Paul
And remember to put the work into network