5 Tips on Business Blogging With Minimal Effort

“Why should we have a blog?”  It’s a reasonable question.

What’s a blog got to do with me, I run a small company and how will I benefit? 
That is also a realistic question which I will answer in this Blog.

Never mind the fact that millions of businesses are blogging and multiples of those millions of customers are reading those blogs.

Blogs as a content management system make it very easy for you to supply, useful content directly to your “customers.”   That’s it, it’s simple and basic, but it gets better. 
You can supply content indirectly via search engines and social channels providing greater industry visibility, to prospects and new customers

In your business you will have something interesting to say and stories to tell.  It’s like night follows day.  We all have stories its part of business.  How you present them is the key.  So a blogging platform can be one of the most productive methods for publishing and engaging people.

For companies that are new to blogging, telling people about their professional passions can be daunting.  Then there is the notion of starting and maintaining a blog which can be scary.  There is the fear of being sucked into a black hole of “Dead or Wasted Time”.  
Writing, researching, support and hosting, plus marketing and measuring something that wasn’t forecast in the first place may seem a lost cause.

For those of you that realise the benefits of a blog, but don’t have the resources for it, here are a few tips on blogging that I hope will get you started in the right direction in a manageable way.

1. Read Blogs. It’s important to read what’s out there.  If you know what’s out there, it’s a lot easier to put together content of your own. Reading blogs gets you into how successful will it be to publish one of your own.  

If you read magazines, newspapers or email newsletters, subscribe to their blogs.  Find topics you are interested in, subjects that relate to you and your business.

2. Set goals for your blog. If you don’t have a destination for your blogging effort then “time suck” will become your unwanted friend. Don’t waste time trying to serve everyone. Be purposeful in your blogging effort by identifying a few, reasonable business outcomes and timeframe. KPIs (key performance indicators) are a good starting point for measurement that can lead to outcomes.

For example, a common business outcome for blogging might be “increase relevant traffic to the corporate website”.   A blog that publishes useful, customer centric content a few times per week gives reason to come back and to visit more detailed information on the corporate website.

Set a goal for a percentage increase in blog and keyword referred traffic to the corporate website.  Create a blog editorial plan that pays attention to linking to corporate pages from topical blog posts and use keywords in the posts and links that are relevant to the destination pages.  Over time, search engines will see those links and send more visitors to the corporate website by ranking the pages higher in search results. The links can also attract visitors directly.

The common mistake companies make is to set unrealistic goals, like, “attract more referred traffic to your website.”  Then start blogging personal or corporate based information: announcements, product and press releases, PR speak. That’s a Big No-No.

People will read your blog because they believe they are getting information.  And that information should be free and useful.  Look if they want to read adverts about your company they will.  A blog is your opportunity to build followers who will become customers – eventually. 

But how do you find out what customers want from your blog?
Ask them. Use your newsletter, ask them in person at events, talk to your sales and customer service departments for customer topics and trends.

Look at successful competitor blogs and topically relevant industry blogs as well.  Then create an editorial plan that gives your corporate blogging effort a chance to be successful by planning blog topics that serve customer needs and indirectly, business needs. As a result, the blogging effort will be more focused, intentional and likely to result in the desired business outcomes.

• If you are a florist tell people what giving certain flowers means.
• If you are an electrician give them practical safety tips
• If you are a printer tell them how creative printing stands out from the competition
• If you are a business coach give some of your collateral away

3. Have a Plan.  Here’s the important bit.  Set a plan and stick to it.
I am a believer in blogging once a week, but if that sounds too time consuming blog once a fortnight.  Whatever you decide stick to it.  There is nothing worse than searching on the net for something, and the results bring up a blog that is two years old.

I have a plan which is updated every 8 weeks or so.  I plan what my blog will be about and then write it. Having a plan helps you focus on the topic.  But if something comes up which is topical, write about it.

Someone I know writs a weeks blogs every Monday, short 200 – 300 words and schedules them to be published every day at 07:00  This takes him about 2 hours once a week and he has a daily blog!

Along those lines, why not do a little blogger outreach with some connected friends in the media? Getting mentions of your new business blog on other high profile websites or blogs can inspire internal support.

4. Be efficient with content. There are many ways to get more out of less with your content.  You can keep an eye out for interesting videos and write a paragraph and post a link to You-Tube, and your blog is written.  By knowing what does well with an understanding of what your target audience is interested in is a winner.

Struggling for content, why not use the Google reader facility.  Set it up download blogs, news feeds and interesting sites who cover topics you’re interested in as potential sources.   For example daily newspapers have blog editions The Daily Telegraph, The Independent and Guardian all have them just search for the newspaper you are interested in and check it out. You can search for blogs already in your area or in similar areas of interest.   See who’s out there and what they are writing about.

5. Make blogging a team effort. I get guest bloggers to help me.  It’s as simple as asking colleagues, friends or suppliers to write something for you.  It surprised me when I got this tip and asked a few people to help.  Out of 10 people only one was not able to help.  Hey nine blogs written for you and all you do is a little editing. What’s not to like?


Check back for more helpful customer gathering techniques

Helping Real People do Real Business with Real Networking
©Paul Johnstone

SMEs won't be picking up the public sector job extras

The Government hopes the private sector will start hiring as the public sector starts firing. But SMEs beg to differ, at least in the short term.

We’ve heard a lot from the Coalition recently about how entrepreneurship is the answer to the UK’s economic woes. The Chancellor told the CBI conference just weeks ago that he envisaged a future where new start-ups could ‘flourish’, ‘drive growth’ and ‘create jobs’. With 500,000 public sector jobs expected to be lost, that means we'll need a whole lot of high-growth start-ups to avoid the dole queue expanding exponentially. However, research conducted shows that 85% of SMEs aren’t planning to take on any new staff in the next three months. Doesn’t bode well…

Add to that recent reports that the UK’s lack of world class manufacturing is going to hinder any recovery where are we to go?

That said, the Prime Minister may not need to fret just yet. Research released by the London Chamber of Commerce and Industry earlier this month found that the majority of London-based entrepreneurs are planning to invest in growth in the next two to three years (just 30% weren’t). So although most entrepreneurs are sitting on their hands for now, it could be a different story further down the line. That's backed up the survey, which also found that around 35% of firms are more optimistic about the economy than they were three months ago, and a similar number are expecting business to take a turn for the better in 2011.

But if the Government is really going to persuade small companies to invest in growth, it may have to go further than spending money on infrastructure and its much-heralded centres for innovation (though that's a decent start). What do entrepreneurs really want? Less red tape, for a start: a quarter of SMEs reckon the Government should start by taking the axe to health and safety legislation, while a further 19% thought tax compliance was the place to start. Hopefully, reducing the compliance burden will save money and free up entrepreneurs to do what they’re best at, i.e. running their business - while shelling out lots of tax and hiring lots of ex-civil servants in the process.

Also there is a  lack of training for women  in business which has bee identified as holding back UK industry, where next?



Helping Real People do Real Business Through Real Networking

Elevator Pitch and Lifts in General

Looking at business connections and learning’s, I reflected on how you haven’t learnt anything until you have put that learning into action.

Take the infamous “elevator pitch” it’s a speech you would give if you were in the elevator  with a potential customer and you only had until they got out at the tenth floor to impress them with details about you and your services

There is some evidence to support this was originally used as a way to impress the personal assistant who was escorting you to your interview.  The thought process was the boss would ask said PA what they thought of the applicant

However, in summary, a relatively short description of what you do and the benefits you deliver. A helpful, but by no means the only recommended structure, is to develop your sentences as follows:-

We/I work with ………………………………… (insert a description of customers)
Who have a problem with……………………………….…………. (insert description)
What we do is……………………………………………………………... (insert description)
So that………………………………………………………………………..………. (insert results)
Which means that…………………………………………………………….. (insert benefits)

Research shows that people respond more readily to problem solvers than they do to potential benefits.  This is why the second line is so important.  This is another way of looking at the age old phrase that ‘Knowledge is King’ and those who use it wisely will generate more business.

For those out there who would like a free evaluation of your elevator pitch please send me yours with a few details of your product or service and I will give you a free and impartial review.

To your success in business

Paul Johnstone
paradigmshakers@gmail.com

Big firms getting Social media right

Here’s a thing- Big companies are teaching small businesses an online lesson. And it’s usually small companies that have the ability and flexibility to teach bib business lessons about on-line smarts.

Anyway this Graham Jones fellow puts it across better than I can check out his message.  http://bit.ly/bOM5u4



Helping Real People do Real Business through Real Networking

Paul Johnstone

PS do you see a duck or a rabbit?

Something we don't know about you

 

Paul Johnstone ©

 
Does any of this sound familiar?

Have you ever been to a business networking event and left feeling that you didn't really get to know anyone?

The conversations at some business networking events can be dull even lifeless, especially if everyone just talks about their business.

Now one of the main reasons we go networking is to increase our sphere of influence.  This works because other members start to understand what it is that makes us special. 

There is more to business than business itself. 

A truism in business is this.  “People buy People” they don’t necessarily buy from people in the same group.  This is where your social skills come to play.

Ask others about their family, hobbies and so on.


We are all taught to ask questions and then respond.  The problem with this technique is that it is not conversation, it is interrogation.  “Who are you?”  “What do you do?”

A conversation in real live usually starts with a statement or an observation.  “You’ll never guess what happened to me today.”  Or “”What a fantastic time I’ve just had” 
 “What did you think about that great show on the TV last night” Ok that’s a question but it’s one that starts a conversation.

When you’re out networking, a good idea is to build up a pool of knowledge about others in your group.  If you like a bag of facts that will help you enjoy a conversation with them.  Once you have taken an interest in their interests, they will become interested in you.

Often this is when people come alive, smile and reveal their true nature. Especially when they share one of their passions with you..

That often is the spark for a conversation with someone and a real connection where you get to know and like each other. It's those connections that lead to follow up and a good business relationship based on trust where you become advocates. That's when networking really starts to work.

Helping Real People do Real Business Through Real Networking

Keeping track of your referrals

Paul Johnstone ©  

Make sure you know where your referal came from.

At a Refer-On Breakfast last week a guest came up to me with these words: 
She told me that the Refer-On business networking group she belonged to had been the main reason she had become more successful.    Much of her business was a result of the relationships she had made in the group. It was not all, however, down to direct referrals. It was sometimes 2, 3, 4, 5 or even 6 steps removed.   But by tracking back to the initial source she knew which relationships were critical to maintain & nurture.

If you don't keep track in this way you run the risk of upsetting your referral sources.  By not keeping them up to date with the results of the positive Word of Mouth they are generating for you.  You could potentially miscalculate the return on investment on some of your activities and end up dropping some for the wrong reasons.

You may think that is limited to direct contact of some sort, but I have also found that much of the business generated via the internet has its root in referrals and word of mouth.

During a conversation with a prospective New Hub manager, he wanted us to open a Refer-On Hub in his area. I asked how he had found us?  He said through LinkedIn.

When we met I asked the question again. Whilst it was true that he had found our website via LinkedIn it was because someone we both know had suggested me to him.  It’s often a complex path that referrals follow so it’s worth tracking them at all times.  I was able then to thank the referral source and keep them informed.  After all we all like to be told we have done well, and a short email is a fantastic way to keep people informed and tell them how their introduction turned out.

Many of the people who found us through the net or social media turn out to be via Word of Mouth. As often as not, people who find the Refer-On web site have been directed there by a colleague or a friend.  Don’t underestimate the power of the web when recording your referrals.


Helping Real People do Real Business Through Real Networking

Read All About The News

Paul Johnstone © 
 
A quarter' of students and Scouts plan to launch a business - and could woggles replace ties in offices across the UK?

That headline has been all over the place recently.  The hidden message in that headline is that we should all be kind to students!

Check out the full story in Management Today late  http://tiny.cc/1985p

Good news
UK economy grows at the fastest pace in four years, so the Telegraph on line tells us

Check out the full story:  http://tiny.cc/f7fov


You thought money was tight.  This story says otherwise.  Heard the one about the £7,000 car wash?  Read all about it  http://tiny.cc/omaa1   


Helping Real People do Real Business Through Real Networking

Your Networker’s Tool Kit

Paul Johnstone ©  
There are a couple of important items that every serious networker should carry, at all times:

·    Business cards
·    A pen
·    Something to write on


These are the only things that need to be taken to an event. The business cards are pretty self-explanatory. Networkers should always carry pocketfuls of these to hand over to relevant people. A pen is also useful, for jotting down any notable details about people spoken to during the function.  However there is an assumption you will have something to write on, I use a WH Smith 99p notebook that slips into a pocket easily. 

All business networking groups and networking events offer different formats and ways of networking.  Almost all groups include a method of getting you to present your business to the group.   You do this because these events usually include a number of standard elements.

Just like any business, networking events have a target market, so different groups will attract different types of people. There are many networking groups specifically for women.   As there are groups targeted at start-up businesses, as well as small or large businesses. There are groups where the members all do business with professions, so have material prepared for who the others do business with.

Format of Networking Events
It is usually possible to find out the precise format before attendance at a business networking event and this will help ensure the best use of time at the meeting. Someone will run the event and will explain what happens when- also, other attendees will help newcomers to understand what to do at the right time.

Business networking events usually start on time - business people are busy. Some events start with an opportunity to meet and chat over coffee, others start immediately with the agenda. It is important to be punctual, turning up early or on time, as being late gives an immediate and noticeable impression.

A Speaker to the Business Group
A speaker, who may be a member, is often invited to talk to the group on a topic of interest to the members. The information is targeted to the group and usually gives some help to the attendees. For example, providing information on the latest technology (e.g. blogging, auto-responders, new printers) or on business opportunities in the local area (e.g. local government initiatives and how to access them).

Speakers often provide handouts or will email details of the talk after the event. These talks are not meant to be sales pitches and usually deliver valuable information. They tend to be short, around ten to thirty minutes in length and often invite questions at the end. If there is a speaker, preparing questions before the event will help ensure a business gains the most from the topic and also provides an opportunity to build a relationship with the speaker.

60 seconds to success
Business events usually provide an opportunity for attendees to present a short summary of their business. Sometimes known as a sound bite, elevator pitch or one minute, typically between thirty seconds and one minute per attendee is allowed.


Helping Real People do Real Business Through Real Networking

How to benefit from business networking

©Paul Johnstone
The business benefits of networking are well known.  Peter Jones of Dragons Den is quoted as saying “Networking is the most cost effective route to market there is”. But what is networking?  You may be familiar with word of mouth marketing, or business by referral or Advocate marketing.   These are terms for this powerful and underused marketing technique.

To get the most out of your networking, plan for success.  A good tip is to set yourself some goals.  Add to the goals the right tools, a pen, some business cards, a note pad and a badge, and you are ready to network

Once you have decided the right place for your networking.  You should attend regularly, if the group meets weekly, attend weekly, the same for monthly and so on.   This regular attendance is one of the cornerstones in building the trust based relationships that will deliver business to you, year after year

It helpful to have a 3 – 5 minute business conversation with all the other members of your group each time you meet.  This usually means you will arrive early, so you can fit everyone in.

At open networking meets such as Chamber of commerce events, work the room.  This is a simple technique where you move from one conversation to another effortlessly.  It’s a technique you may like to practice with people you know first so you are at ease when doing it with strangers.   

 
On the subject of strangers, go against what your mother told you never to do, and talk to strangers.    This works wonders for your business.   

Networking should not be confused with selling.  Networking leads to business but is not a sales pitch.  The customary phrase is networking is telling not selling.  So listen and comment, and don’t go for the hard sell.  The people who don’t succeed networking, usually try to sell all the time.  This often antagonises people who just stop listening.

It’s a good idea to have a tale to tell.  Being prepared with an outline of how you can help people is a fantastic introduction.  After all, you have only a short time to tell people what’s in it for them.   If there is a 60 second presentation, stay focused by telling people about one activity.  Either the one that is most profitable or the one you want to develop, but stick to one. 

By staying focused on one product or service you are making it easier for your audience to remember you.  Stay focused and tell them why you and how you can help them. 
Now for the Killer Ap in networking:  The Follow Up.  Take tip from some of the most successful networkers, who always follow up.  An email or phone call are good.  All you want to do is make contact.  You are not selling you are at the beginning of a journey with a potential client.  Don’t put them of with a sales pitch. 

Helping Real People do Real business through Real Networking

Networking for beginners

Paul Johnstone ©  

• Are you a small business owner? 
• Or you may run a home based business?  
• It could be you're just starting out and you need to make contacts.   

Whatever your reason for networking, it takes self confidence to walk into a room full of strangers.

Lets be honest you don't know anyone, you may feel unsure of yourself, often under prepared and you're about to turn round and walk out when a friendly looking person approaches, with their hand extended.

But the good news it that’s the hardest part over.  You are normally met at a network group by some one someone placed strategically by the door.  They should welcome you to the event.  If they know a visitor is a newbie a good network group will go out of their way to help you be at ease with the group.  

Lets be honest they want you to return and just about all B2B groups want return visitors.
One of the first questions you will be asked if "How can I help you?" and they mean it! They want to know who you want to talk to, who would you like to be introduced to?

So do a little homework before hand. Who are you looking for introductions to? If you're a florist you may want to link up with a wedding planer, or a photographer. Usually when you ask specifically that’s what you get, a specific introduction requirement for success - showing up.

Networking - The Planning
Do you have a networking strategy?  It's quite likely that you'll have a business plan, a financial forecast and probably a marketing plan, so why not a business networking plan?
In today’s financially stretched market, networking is seen as a great way of generating new business leads.

Think about this situation; you regularly attend a pay on the door often at a cost of £15 per visit.  Now to get a return on your investment (ROI) is relatively easy.   Now multiply it by the other 3 ad hoc events.   Then add in the annual subscription to the breakfast club you're committed to and suddenly you have a significant outgoing cost.

How do you decide which events are worth attending?

OK you’ve planned where to go and what to say so how do you decide if it’s the place to be?  You look at your ROI.

I measure my ROI on a simple basis.   Which event brings the highest return?

Over the years one fact has held up time after time.  Interestingly you may think that the group with most people would bring the highest returns.  I can honestly say that has never been the case.   It is always the group where there are more synergies, or the groups ethos is to help others.   So beware playing the numbers game.

In terms of time invested but let's be honest, we network to generate new business. But no one is going to buy your product at the first meeting.   If they do it could be a bonus, but it may be the group want one of you and have decided to hook you with a quick order.
It's after the event that the important part takes place - following up and those 1 to 1's. That's where the true value lies.

It's at those 1 to 1's that decisions are made, based on the relationship you've created. People buy from people, and networking is a way of making the connections that you wouldn't otherwise have made.

The other point is that networking works once trust based relationships are forged.  And these don’t happen overnight.  So when you're considering an event, make sure you can attend regularly, again with the emphasis on building trust.

Decisions Decisons!

Are the people in the room the decision makers in their business? Or are they the leading influencers? Do you need to speak directly to the MD? How often should you attend? If it's ad-hoc networking then we would suggest 3 times to get a real feel and understanding for the leads generated. A structured weekly breakfast meeting may suit you and will generate more business. This kind of event builds long-term relationships but may come with its own stipulations.

Track all the events you attend and review them at least quarterly. If they are taking too much time and money with little return you need to discontinue your membership. Be ruthless, as the time and money you save can be re-invested in more beneficial activities.
But enjoy meeting people and growing your business at the same time.

Helping Real People do Real Business Through Real Networking

Rules for Successful Networking

Paul Johnstone ©
I recently read the Rules for my local golf club. You may imagine how strict their rules are. At the door, you have to show your ID, sign a rules and regulations agreement, all the usual stuff.  All guaranteed to guide behaviour and set a tone of respectability.

When networking at a business meeting or event, wouldn't it be great if everyone around you knew what they should and shouldn't be doing?  How great would that be if everyone that attended association events, Networking Groups, Business event, B2B club, chamber events, conferences, and cocktail parties had to read, understand, and sign off on the Networking Rules and Regulations?

By accepting a behavioural pattern we fit into our surroundings.   We'd also do a ton more business with the right approach.  Without knowing the rules, it's no wonder so many sales people and business owners are fearful and uncomfortable when it comes to swinging into the event.

You will always get the best out of your business networking events if you know what is expected of you.   This can be difficult if you are new to business networking groups. More so if you are a start up taking your initial steps into the B2B market place

Below are some networking Rules and Regulations that might make the list. Swim at your own risk.

Dress for success (no flip flops or singlet’s).
Determine ahead of time if the event requires business, casual, or very casual attire. There's enough on your mind—why let your appearance be something else to worry about?

Take business cards, a pen.
It amazes me how many people at business functions don't have a business card with them. Business cards breed business and seasoned pros know that. Or they should.

Know who you will be playing a round with.
Do you know who rounds out the guest list? Have you determined ahead of time if your prospects, clients, referral sources, colleagues, associates, counterparts, competitors, or advocates will be in attendance?

Networking only; no selling allowed
Repeat after me—networking, networking meeting. Selling, sales meeting. Got it? Networking and selling are two completely different techniques.

Be prepared to ask questions—about other people.
Know what questions you will ask those you'll be meeting. It's the best way to start a conversation, learn about other professions and industries, and attract people to you. If you're authentic, genuine, and a little lucky, you may be asked questions. Imagine that!

Greet and introduce others with passion.
I love introducing people I know to other people I know. It helps provide an easy connection for others, I'm helping the cause, and I feel pretty good about myself. What can be better than that?

If there is a connection, ask for their business card.
Don't be shy. If you've spent time with a quality contact and you're interested in continuing the conversation at a later date, ask for their business card. They might just ask you for yours. How else are you going to re-connect?

Hand out your business card (when asked).
I only hand out my card when asked. It seems rude to offer a business card to someone who may not want it. If they wanted it, they would ask.

Use your Call to Action—when asked.
Know what your purpose is and only share it when asked. If you don't know or can't share your purpose, it will be difficult making solid business connections.

Spend more time listening and less time talking (especially right after eating).
We spend way too much time thinking about what we'll say next rather than listening to others. If we listen and learn, we may have something more worthwhile to say.

Know when the conversation is over and mingle with others.
Once the chat is over, say your goodbyes and ask for a card. That is, if it's worth chatting again. If not, say your goodbyes and offer them an opportunity to meet others.

You must make a friend (or two) and have fun!
Once you meet a few great people and get the breathing down, you will be much more comfortable in the deep end and it could even be fun! Heck, you may even get some business out of it.

Do what your mum told you never to do, Use the F word – Follow Up
In golf a swing is only as good as the follow through.  In networking a connection is only as good as the follow up.  And the more networking you do the more follow up’s you need to do..

Of course, there are plenty more. This is a good start and a nice way to … get your feet wet. Establish these Rules and Regulations as your standard and help provide a safe and enjoyable golfing (networking) experience for all! Thanks for your cooperation.


Helping Real People do Real Business Through Real Networking

Getting business quickly

How to win Quick Business in the networking jungle

Paul Johnstone ©


The great thing about success through networking is it gives you wonderful opportunities to work with other people you would not normally meet.  You never know who you may talk to at your Network event, business event or social you have opportunities.

The issue here is many people don’t quite get the balance between business and social. At a B2B event or regular network meeting, people expect you to talk about your business. So how do you transfer this at a business social?

Stuck for words, full of yourself, or cautious, I have been all these over time. Well the truth is you need to direct a conversation. You don’t go into full on sales mode, which will guarantee you a cold shoulder.

The technique is straightforward. During the conversation you will be asked what you do. Now how you answer this will have an immediate effect, and should get the other person asking you questions. Now you have the opportunity to tell your story. And what’s more they will ask you for the details.

At this stage I will say that when you are asked the age old question “What do you do?” If you say, Bank Manager, IFA, Marketer, please don’t expect to be killed in the rush for your business card.

It really does not matter what you do, the result is more often than not the same.

Why is that?

It’s because you answered the question incorrectly.

The question was “what do you do?” and you answered with what you are!

We all do it, it’s natural and it’s been with us since we started work, I’m a plumber, I’m an insurance broker, I’m a sales manager.    All these tell people your status, when all they wanted to know was how you could help them.

Once you get the habit of telling people in a short 2 – 4 second phrase what you do. You will get them to ask you more questions.

Then use one of your practiced ‘elevator pitches’ 

An elevator pitch is so named after an opportunity to present to the client of your dreams in an elevator between floors. One of the most important things a businessperson can do - is learn how to speak about their business to others. Being able to sum up unique aspects of your service or product in a way that excites others should be a fundamental skill. Yet many business people pay little attention to the continuing development of "the elevator pitch"—the quick, succinct summation of what your company makes or does.

Get this right and you should find closing for a cup of coffee meeting a stroll. It’s that that the hard work you put into thinking about what to say when you meet strangers, or your dram client, delivers business to you.

And the secret to all this new business - is a phrase used by Vince Lombardi:-

“Practice alone doesn’t make perfect. It's Perfect practice that makes perfect” 

So work out in advance what you want to say, practice it and you will never let an opportunity pass you by. No more foot in the door, just a conversation you have prepared for.

Helping Real People do Real Business Through Real Networking

B2B success Keys

Paul Johnstone ©

The key to your life and business is relationships.  And Networking is the key to your success.

To be successful you need a helping hand.  So many small business people struggle on alone, believing round the corner comes the deal that will make them.  This may happen.  But for small to medium sized companies a helping hand is always useful.  

Attending business events, networking events and business clubs is a great way to meet like minded business people.  Events that attract small to medium sized business people is always helpful. 

The following quotation sums this up perfectly- “Networking shouldn’t be a hit and miss affair.  Business needs to actively seek out opportunities where they can meet and mix with others in the business world.   As well as being highly motivational these kinds of events throw up contacts and ideas that can significantly boost your business potential.”  Sir Digby Jones

To succeed in any networking venture you need to know which key to turn.  It’s OK going to lots of network groups, and networking events.  Whether these are B2B, small business networking or business clubs, there are some actions that will help you succeed.  
So which key do you turn?

Here are are three things you should always keep in your mind.

1. Be clear that you make a difference in every business situation. Know why people work with you. Ask those with whom you have the best relationships why they work with you? 

2. Be confident that how you relate to another person is your real product. Engage one person a day in a business conversation, and connect to what they need

3. Do what you say on your tin. This is so people know exactly what they get from you.  Use testimonials to back up your promises.  Talking of promises, always under promise, then amaze your client by over delivering.

Developing trust based relationships is by far and away the best way to connect with business people as well as get a fantastic reputation. 

OK how do I get to meet the people so that I can get on working with these three keys? 

Network – A simple but often misunderstood word.

On the subject of help getting where you want to be.     There is a book called the Law of Attraction by Michael Losier which talks about how people, ideas and issues are attracted to each other.  In business finding the correct people to work with is often a problem.  The Law of Attractions works like this.   You get back what you send out.

Remember the last time you were not the most polite driver on the road, and you got tooted at.  That is an example of the Law of Attraction at work.  You get back what you send out.   In business networking if you help others they will help you, fact.  If you find a business opportunity for someone they feel compelled to look for one for you.

We have all seen this ourselves. 

So remember the three points: be clear, Be confident and do what you say you will. 

Guess what?  Your reputation amongst your networking colleagues will grow quickly and it will go well beyond them. 

The Law of Attraction will see to that.


Helping Real people do Real Business through Real Networking

How to Network

©Paul Johnstone

Top 10 Networking etiquette Tips 

I was asked recently at a networking breakfast by a Refer-On member.

"What is the best way to behave at networking events that is polite yet achieves business goals?" 

After our conversation finished, I though it would be good to share these with you.  

1.    When you are at your network club.  Forget the"what is in it for me?" or the “where’s my referral ”and adopt a "How can I help you?" attitude
2.    Have at least three open questions which will help the conversation flow. (What sort of business are you in? Where do you find most of your customers? What business connections are you looking for? What is special about you product/service?)
3.    You have two ears and one mouth for a reason: listen more, talk less.
4.    Give your networking relationships time to develop, don’t rush with fellow networkers.  Your investment in time will reward you handsomely.  After all we all have a view on the foot in the door salesperson,!
5.    Make sure you're on time and have your networking "Kit" with you: business cards, a pen, decent grooming and a can-do attitude.
6.    NEVER put a business card in your pocket without looking at it
7.    At business clubs, always be willing to include a fellow networker who looks as though they're having trouble getting into a conversation.
8.    Be the one who gives the first referral - you have nothing to lose
9.    Let your fellow networkers know what you need and leave it at that - labouring the point is off- putting
10.    Thank everyone who gives you a referral and FOLLOW IT UP within 24 hours.  However the mark of a great networker, is that you keep the person who gave you the referal,up dated all the way through the process.

 A few  Extras That May Help you.

• Be willing to set up one-to-one meetings outside the usual networking meetings.
• There are two types of networker, Farmers and Hunters:  Be a farmer and work to develop long term relationships, as these will drive business to you year after year.
• Meet. Greet and move on: For open events work on a form of words you're comfortable with that will get you from one conversation to another.   Then practise saying them so that when necessary you can swiftly but politely move on to another conversation.
• Know WHY you are networking: always have a plan and be sure it is a SMART plan.   Have a target speak to 6 people you don’t know – Speak to other members about business every week.
• Less is More.  Be brief and to the point. Your life story may be fascinating, but save it until you're asked! You may have a short time slot, use it wisely with only pertinent words.
• WIIFM- What’s in it for me? People don’t want to know how long you have been in business or where your office is.  What they want to know is what they gain from your product or service, so walk a mile in your customers shoes and your offering will much more appropriate.
• Elevator Pitch:  this is your business proposition that can be given in 30 seconds. It comes from finding yourself in a lift with Bill Gates.  Can you deliver you business proposal between floors in an elevator journey.

Helping Real People, do Real Business Through Real networking

Face to Face or On-Line, which networking type brings you the best reward?

Paul Johnstone ©

We are more or less involved in networking of one sort or another.  I was at a Refer-On presentation the other day and was challenged about the time allocation between Face to face networking and social media networking.

The thrust of the conversation was he had analysed his time in both areas against the rewards he had in return.  Not surprisingly he got the vast bulk of his networking business form his face to face activities.  What he had not been prepared for was just hoe little he could trace to social media!

Personally I prefer face to face networking.  The reason is simple if someone expresses interest in my products, I have body language and verbal clues to help me understand what the person wants.

Face to face networking also has one other great benefit and that is you work with people regularly.  This helps in developing a trust based relationship with them, and with that comes more business.

Not that you can’t do that on line, but be honest you do not know much about the other person apart from the image they have loaded on the site.   Now don’t get me wrong I’m not saying anything about the people who use social media to network, I use it.  And I have generated business online through social media.

The point is we buy from people we know, like and trust, whenever we can.  Just think about the brands you associate yourself with.  You buy them because you know and understand what they can do for you.    It’s so much easier, I believe to generate interest in your products or services in person.

These days I tend to use sites like Facebook, LinkedIn and Twitter to generate interest in the product or offering. I find I ma spending less time

Now this is one person and s as such should not be seen as a trend.  However I would be interested to know from you what strategies you use?  Can I ask you to take a look at the following questions and post your answers.

• How you segment your time?
• What you describe as profitable networking?
• So where do you get most business form?
• And how do you review / asses your activity to rewards?

It will be good to understand what you do, and thanks for your time

Helping Real people do Real Business through Real Networking

The Network Sandwich

Paul Johnstone ©


In management there is a technique called the "feedback sandwich", which is where you are supposed to accentuate the positives of a workers performance band in the middle lays the criticism you need to get across.

You know the formula:

• A specific positive comment is made
• Criticism or suggestion for improvement
• Overall positive comment

This is also known as an Incompetency Attack (other phrases have been used), I am sure at some time we have all been the subject of one of those meetings.  

But we are smart people, once we hear the first part we know what’s coming so why do managers still use this formula?  I guess it's because they believe it still works.

What’s this got to do with networking?  Everything is the answer.

Networking is your interaction with other people.  Like Management in a company you are interacting with colleagues.  You are working for them and they are working for you.  Well that’s what should be happening.


When people refer you to inapropriate clients or provide dead leads, what then?  In these times when thigs do not go according to plan.  You now have two options:  Let it slide after all they are only doing you a favour.  Dangerous as that breeds the attitude if you don’t care I don’t care and everyone looses.  Or Correct their behaviour so they work for you in the way you would like them to.

We all know if someone is not doing the best for you and their only reward is the feeling of contribution, which makes them feel good.

A technique now being used in business forbids the use of criticism and uses anchor words in the process.   The words we use condition the outcome.  Just like your 60 seconds- If every week you sat, I am, I work for, my firm has been in business for and we are located at.  What you are doing is filling time, no one is the least bit interested, Why not? 

What they want to know is what’s in it for me, not how long you have been in business. How can you help my clients not what qualifications you have.

The same principle applies with the fellow networker who is not doing what you would like them to do.  You know the member who puts you forward to people you will never be able to help!

The formula is this:

• Make a suggestion.
• Give 2 reasons why you think it’s a good idea: one states what the suggestion would accomplish, and the other states how the problem would be prevented or solved.
• Make an overall positive comment about the person’s ability.

This has two benefits for you.  Your colleague never believes they are being told of and they feel valued because you have taken the time to work with them. Often as not this tuns into referals that are spot on for you.

Networking is held together by cooperation.  The power of the group is far greater than the power of the individual.  The more individuals in the group feel valued by you, the more likely they are going to be to work for you.

So no more Network Sandwich.

Helping Real people do Real Business through Real Networking

Mixed Messages

Paul Johnstone ©


A lot of what determines success or failure is NOT the obvious stuff that you see and are concerned with.


Studies have shown that whether you're talking to someone their impression of you and what you say is based ONLY ABOUT only 7% are words, you use!! The other 93% is made up of 38% verbal, 55% visual in other words most of it is your body language. 

This combined with the sound and qualities of your voice. I'm sure it's easy for you to understand that if you sound uncertain, no one is going to follow you. To be successful, you must sound and look like you know exactly what you are doing.

Face to face networking should help you develop these skills. Also a great resource is the Association of Speakers clubs http://www.the-asc.org.uk who hold meeting all over the UK.  

As a networker the ability to address groups is one of the keys to your success.  We will all have seen people present who do not get their message across and as a result don’t get business.

Every 60 seconds needs a start a middle and an end, and these components need to be joined up.  A bright opening followed by an example of your skill with a nicely worded conclusion is what will make you stand out form the crowd.

Networking is not just social networking, nor is it just face to face networking.  

The great networkers have a presence in both camps.  Because they both support each other.   And the higher your profile off line as well as on-line will determine how successful your networking activity will be.

Those of you who have read my 10 steps to profitable networking will be aware that being regular when networking is one of the cornerstones to success.

At Refer-On through our meeting topics we show people how to get the most out of their networking.  It’s just part of what Refer-On does. 

You invest a lot of time, effort and money in your networking activity, and you deserve success.  This is great once you have trained yourself to be regular.  Turn up at every networking meeting you are supposed to, weekly, monthly or annually. Raise your profile on line by offering to help others first. 

Never start a social networking connection with a sales pitch, you will loose so many friends that way.  When you message people make it valuable to the reader and don’t dump on them a date, time and place of an event.

When networking face to face never start by selling your product or service, you must sell yourself first.  And if you are I in MLM never, never try to sign up distributors from your regular group.  This last one should be self evident but so many get it wrong.

Be positive when speaking to groups and help them where ever possible.  Which is where your ability to address a group, normally in your 60 seconds is worth it’s weight in gold. Show people you care and they will come with you. 

If all you do is use networking as a sales opporunity, it is probable people will turn away from you.  After all everyone has a choice who to buy from.  Most people buy from those they know, like and trust. 



Helping Real People do Real Business Through Real Networking

Excellence is the only way forward.

Paul Johnstone ©

“Excellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then, is not an act but a habit.” Aristotle

So, let me ask, what habits have you created around your business networking?
The first habit that every business person should have is the habit of tracking your activities. Creating a tracking system requires that you track several things.

Track your networking activities.
· Who are you networking with?
· What activities are you participating in?
· Have you been specific in what you are asking for?

Track your giving activities.
· Who have you given business to?
· What connections have you been able to make?
· Did this lead to business for the other people?

Track your receiving 'in-book'.
· Who has made a connection for you?
· Bid that connection result in business?
· What was that business worth? It may not be a monetary value.

Track your thanking activities.
· Who have you thanked
· How have you thanked them?
· Have you given them a testimonial?

When you have a system for tracking your activities and you use it consistently, you begin to develop a habit. It is these habits that creates excellence in your networking business!

And as we know once you operate in an atmosphere of excellence you attract like minded people to you.  The net result is you build a contact sphere of people who share the same values and those values will ultimately help you to succeed. 

Helping Real people do Real Business through Real Networking

I'm looking for an introduction to Mr A Stevens Financial Director of Bloggins & Co in Macclesfield, Are you able to help?

Paul Johnstone ©

Its funny how often I sit round a table with other networkers and hear them ask for anyone you know, Blah, blah, blah.  How many of you have heard the same old, same old when it comes to looking for a connection.

We all know the facts that the more specific you are, the more likely you are to find someone who can help you make a connection with one of your business targets?

Urban myth exploded:-- by being specific you are not shutting the door on other potential connections.  Far from it!

At business networking events, many people have the belief that if you don’t asking for everything and everybody, you will miss connections, miss business and miss orders.   In reality when people in your group ask for anyone you know who is in need of organising, or for people who you know who are starting a new business, or for high net worth individuals. Do you remember what was being asked for an hour later?

Well when you are specific the brain has a better chance of remembering what people want.  It’s called your reticular activator (all theses long words for memory) and it reacts to triggers.

And it’s the triggers that work so well once your reticular activator has been fired up.  It lets you know when you should mention the Accountant, designer, solicitor, florist and business coach.

But if you don’t feed peoples trigger how will they ever remember what you are looking for?

There are four ways of getting to connections that can help you achieve your business objectives:

1 Name – Rank and all that. Ask for an introduction to Mr A Stevens, Financial director of    Bloggins and Co In Macclesfield, because you can help them with……

2 If you don’t know their name ask for the Financial director of Bloggins and Co In Macclesfield, because you can help them with……  However a little desk side research and Google should help you identify the person you want an introduction to.

3 Something memorable:  I would like an introduction to people you know who cycle to work because.  People you know with a swimming pool because…. People you know who live in X street in Y Town  All are memorable.  So much better than I want to meet anyone you know who lives in a house.

4 And finally when you are looking to be introduced to a particular type of business.  Florists in Falmouth - Accountants in Accrington - Insurance Brokers in Ipswich, or Solicitors in Stevenage - Because I can help them with ………

Remember always to add why you can help, or what service you supply that will help them in business.  It’s often this last part that is remembered first.  This is a crucial tip for business startups, the quicker your requirments are out there the quicker you will get the introduction.

This dramatically improves your chance of meeting the person you want.  There are many testimonials to this method and I will forward several to you so please ask for them

Helping Real people do Real Business through Real Networking

Are you a professional; Victim?

Paul Johnstone ©

Have you noticed there are two sorts of people in business?  

Those that get on with the job, and those that always have an excuse for it going wrong or not happening on time. 

We all probably know one and some of us (including me) used to be one.

Our heart sinks when they say they will do something for the group because you know it just won’t happen.  Or worse still it will be half done. Or done but delivered late. 

How many people do we know who promise the world because it seems that’s the thing they should do.  But once the sweet smell of the promise has subsided all that’s left is the sour taste of late delivery.

The professional victim complains, "I didn't have a chance."

• But ask yourself, did the professional victim Ever take a chance?
• Did they ever look for a chance?
• The chances aren’t they did not.

Don’t be a professional victim become a good businessperson.

How do you do this?

Simple:-

Under promise and over deliver;

Surprise your clients with a job done early and on budget, you’ll be amazed at the repeat business that comes your way.


Helping Real people do Real Business through Real Networking

Target network

Paul Johnstone ©

Is your Network targeted or do you miss Gold?

If your aim is off target, you are not on your own. So many people have not been able to maximise their networking

People join groups and assume they have networking relationships with the other members. But they generally don't. Here's a fresh look at the types of networking relationships you may develop. Once you know what kind of relationship you have with someone, then the next steps to develop the relationship become obvious.

It helps to imagine your network as a bulls-eye target and just like archers, on your target each concentric circle representing a different networking relationship:

Accidents
Accidents are outside the target. You're on a train in seat 7B. Next to you, in 8B, is an Accident. An Accident is a person you'll probably never see again, unless you make it happen: exchange contact information and get back in touch. In one study, 27 percent of people developed a relationship with someone they met on an airplane or train. But it's not the best strategy to rely on meeting people by accident.

Acquaintances
The white outermost circle, think for a moment about the word Acquaintance. An Acquaintance is a person you could find again if you had to because you know someone in common. Think of the architect you met at the Chamber event you went to in December. You won't run into him in your normal business activities. Think about and involve your Acquaintances when you want to broaden your network. Cultivating an Acquaintance will bring you in touch with people whom you don't normally have contact.

Associates
Inside the black ring, next circle, imagine the word Associate. An Associate is a person is probably a member of your networking group. In other words you will meet them regularly..

Convention tells us you need 7 ‘touches’ to start to be meaningful, and develop the trust based relationship that drives business your way. Associates, meet time and again, are the easiest contacts to develop. Now the biggest error networkers make is Not To Develop these relationships. This means ou will remain only co-members of a group. You won't act as resources for each other.

Actors
Into the blue ring now. Once you have acted by exchanging something of value—a tip, a resource, some information—you convert Associates into Actors. Actors are people with whom you are actively trading. When you give first, you plug into the basis for strong networking relationships: The Reciprocity Principle. It goes like this. If you give somebody something, he will try to give you something back. Two-way swaps are the meat and potatoes of networking.

Advocates
Close to the centre now we are in the Red Ring: There are ways to make relationships even more relevant. When that happens, you and your contact will be able to help each other even more. Advocates know you so well and trust you so completely that, they look for opportunities for you. Because you've taught them so much about yourself, they'll unhesitatingly advocate your services and products. They are one of your unpaid sales people, and they do it because they feel good doing something for a colleague.

Allies
Finally, the gold target at the centre circle, you'll have a few Allies. Allies are on your personal board of directors. They know where you're headed and will do all they can to help you reach your goals. They will actually seek out opportunities for you. And you'll do the same for them. They'll celebrate with you when things go well, as well as commiserate with you—and even tell you the truth—when things go wrong.

Take a little time to think about your networking contacts. Draw the bulls-eye and decide who is in the White, Black Blue Read and Gold. . Then you'll be able to determine what your next step could be with each person. If you want to move from Actor to Advocate with a contact, for example, tell stories so your contact will be able to describe your capabilities to others. Ask for stories from your contact so you can reciprocate.

Using this model will help you create a fully developed network and help you make networking an art, not an accident.


Helping Real people do Real Business through Real Networking

You Ever See A Pit-Bull Network?

Paul Johnstone ©
Pit-Bull Networking what’s it all about?
Most of us at some time have come across the Pit-Bull. They are in your face, they won’t leave you alone and all they can do is talk about their products. They are not natural networkers:

The Pit Bull is all business. He doesn't come to work to make friends, either with co-workers or with sales contacts. Instead, he churns through prospects until he maximizes his sales. It's all a numbers game to the Pit Bull. If he loses an account, so be it—there are more out there.

What lets the Pit-Bull down is their lack of customer service. It is usually what they have no idea about or they think customer services is showing up on time and pitching for all they are worth. This lack of customer service often leads to them losing repeat business!

There are Pit-Bulls that use a soft technique, but don’t be fooled its sell, sell, sell for them. And they don’t mind whose toes they tread on to make a sale. They will usually be successful but they will have enemies both in house and in the field.

How can you spot a Pit-Bull at a networking event? Well here are a few tips that may help spot the Pit-Bull.

Focus: Business, the bottom line.

When the Pit Bull thrives: Pit Bulls prosper when they're let off the leash. They appreciate having the freedom they need to do deals on the spot.

Here are some of the places you are more likely to find Pit-Bulls in full cry:
Property,
Car sales,
Telemarketing,
and stock brokering over the phone.

What the Pit Bull needs from you to succeed:
· Independence.
· Enough pricing fredom to close the deal as soon as possible.
· Customer service support, to mitigate the weak points.
· If appropriate, adjust compensation to account for the added costs.
· A simplified closing process, so he can move on to the next sale.

What motivates the Pit Bull: One word—money.

He wants to be appreciated for his drive,he thinks its all there is to selling.

So next time you go networking you know how to spot a Bit-Bull and take the appropriate action!

Paul

Helping Real people do Real Business through Real Networking

Help Me I’m Drowning

Paul Johnstone ©

It's one thing to ASK people to lend you their support on your great new project. But it's quite another to GET it.

Have you ever wondered why is it that some people get the help we need on a new venture? And others don't!

It’s just that some people know how to ask for help.

They understand that getting people to help you is a negotiation technique. It’s a technique that requires a blend of vision, skill and perseverance.

Problem is, most of us hail from the "Why don't we get together for lunch sometime?" school of negotiation. Our requests are usually limp, ineffective, poorly timed, and do not get us where we want to be.

The reasons often include we:

· feel undeserving of support
· are unwilling to support others
· inadequately communicate our ideas
· present our requests as either/or propositions
· never ask for commitment or closure
· don’t follow up on our requests

Is there a way out of this mess?

Yes there is. And the following guidelines will help to get others to help you

GET THEIR ATTENTION!
Don't assume that your potential "helpers" have been waiting all week for you to approach them. Chances are good that they are already up to their armpits in other projects. Start your conversation by asking them if they have a few minutes to talk. If they do, great. If they don't, at least you won't be stealing their time for no good reasons, apart from the coffee. Simply agree on another time to talk and take it from there.

SET THE CONTEXT
Let your potential supporters know what the ensuing conversation will be about before you go rushing into your impassioned requests. A simple sentence or two will do, something like, "Is now a good time to talk? I'd like to tell you about a fascinating new project I'm working on."

DESCRIBE YOUR PROJECT
Now that you've got their attention and created a context for your discussion, provide a few details about your venture to engage your listener more deeply, i.e. "I'm inventing a new way to mow the lawn.”

ASK IN OVERALL TERMS
By this time, your listener's interest should be yours. However, they will not necessarily understand what it has to do with them. This is your time to invite them into the project. Phrases like "It looks like I'm going to need some help to achieve this and I wonder if you'd be available to be part of the people I access from time to time?"

BE SPECIFIC - ASK THEM FOR WHAT YOU REALLY WANT.
If your ally hasn't put the shutters up and is still be interested. Help them buy showing them a simple way to be involved, i.e. "Great! I'd really appreciate it if the two of us could have lunch once a week and I can pick your brains.”

ARE YOU OPEN FOR NEGOTIATION?
Remember when negotiation you want a win – win situation. Lets be honest not everyone you approach will either want to or be able to help. That’s not a problem. Work with them on an alternative way they can help you. Offer alternatives, lie different days, times and places for them to input to your project.

OFFER YOUR SUPPORT
You are far more likely to create a network of support if you remember to offer your support to others. Beware of the tendency many aspiring innovators have of only asking for help, but never giving it. The Golden Rule applies: What goes around comes around. "Is there some way I might be of support on one of your projects?" you might ask.
AND NOW A QUESTION FOR YOU:
Who are you going to ask for help? And when are you going to ask them?
Helping Real People do Real Business Through Real Networking

Helping Real people do Real Business through Real Networking

Are you writing in a mono?

Paul Johnstone ©

Ever listened to someone deliver a flat 60 seconds? Or heard a speaker who uses exactly the same vocal inflection from beginning to end?

It’s annoying, it’s boring and it’s a bit of an insult to the audience. This is not because we humans are predisposed toward modulation and rhythm in our language.

When we’re listening, we also depend on the speaker to use vocal inflections to tell us what’s important.
For instance, if they’re speaking quickly and then suddenly start drawing out their words, we know to pay attention. The change in inflection means something important is happening.

Likewise if they build to a crescendo then pause, you know to reflect on the point that has been made or there is something pretty important coming.

We all know when we have given a good 60 seconds, and average 60 seconds and a howler. But did you know your written words convey the same good, averages and bad rhythms?
That makes sense, right?

How do you avoid writing in mono?

Paragraphs are the rhythms and inflections of the written word. There are writers who vary the length of their paragraphs to show the reader what’s important.

Some paragraphs will be 3-5 sentences, but every once in a while, they’ll throw in a one-sentence paragraph in order to emphasize a particular point. It stands out, and it tells the reader to pay attention.

Check out tabloids and see almost all the sentence length is the same paper top paper, why? It’s easier to read and easier to make a point.

As well as sprucing up your 60 seconds take a look at your web site or your marketing material and see if you can add tone, rhythm and punch by changing a few words. Try writing for people with two ears who want the world in sterio.

Try it for yourself.

Helping Real People do Real Business Through Real Networking