Networking is a People Game and NOT a number Game ~ Paul M Johnstone

I saw on a blog a story about networking and it held some nuggets and truisms about networking.  The main thrust of the article was about how so many people approach networking as a numbers game.    

You know stuffing as many people in a room as possible, so in theory you are maximising the potential number of connections that can be made. 

The aim of people who think like this, seems to be to meet as many different people as possible at different events.   Or they want to collect the maximum number of connections or friends on social networking websites.

That’s the organisers view what about the attendee?  I recently attended a breakfast meeting where there were 70 people!  As impressive as that sounds it brings it’s own issues.

Interestingly I was able to have five conversations in the ‘Open networking’ time.  Two of these people I already knew, the other 3 were interesting introductions to future connections. . Even with the four sessions of table rotation (tables of 8) and a 40 second pitch Ion each, I felt I only heard one other person’s presentation. 

Probably down to the fact we were all looking towards the next table move, or being sure we had all swapped cards, or had we got our point across.  All of these feelings were a distraction from the main point.  That is to deliver a short, memorable message so others remember you.  This got me thinking about why networking works for some people and not for others.

For example, I met someone recently at networking group recently. When he explained what he did I suggested the group may not be great for him.  His business was firmly in the B2C arena, so he would probably not generate leads he wanted for his business.  He was at a group which was primarily made up of professionals, accountants, IFA’s, Solicitors, and B2B service providers.

His response was pure networking logic, which was that everyone there either used or knew people that used the types of products he sold.  Whilst true his difficulty would arise as the other members of the group did not share the same target market. And as they were not selling to consumers, especially consumers of domestic product, I suggested he would be better in a more B2C focused group.

Successful networking for business development is all about building relationships with the right people.

Some people really make networking work for them. And as a result, develop their business, by building strong relationships with a smaller number of people.  As an example there is a lady I know who runs a Catering company and generates all her business from networking. 

Sorry folks this is not a one size fits all, you need to research both your sales and marketing approach and the contact spheres of the people you meet networking. 

In some market segments there is a need to continually develop contacts and keep doing it.  Most start ups will benefit from getting out there.  Remember networking is about doing two of the things your Mother told you never to do.  Talk to strangers and use the F word…………….Follow up!

Please comment on this or any of my earlier Blogs. All feedback is great feedback

About the Author

Paul M Johnstone is a Professional networker, and executive coach.  He has build two businesses by using the power of the network and with almost no other marketing. He has worked for 3 of the largest networking organisations in the UK and is a network mentor. He can be reached at +44 (0)7711 324362or through his website at http://www.paradigmshakers.co.uk/ and http://www.pmjohnstone.co.uk/

P.S.  I’m reading a great book The DNA of success by Chris Norton, which is full of fascinating stories from leading figures from sport, politics, business, the military and the arts from some of the most influential business and thought leaders in the UK today.  So far I’m getting lots of real good information. Anyway please take a look and it would be nice if you fed that back to me. I hope you enjoy it.

Too shy to network? Let social media take the strain!

A first for Networking in 60 seconds, we have a Guest Blogger,  Gemma Thompson from Social Media Illuminations Check her blog at http://tinyurl.com/425vz6h  We would love to get feedack on these commenst


Today I want to tell you a story, it's a story about a kind business lady called Sarah, and how she was too shy to network.

It's also a story about how she overcame that shyness, and it's a story about you, and me, and how we can become better business people by following Sarah's lead.

A couple of years ago Sarah was unhappy at work, her employers swung between ignoring her and exploiting her until they were finally hit by the recession and made her redundant. Of course she wasn't alone in this, thousands of British people have gone through similar recently, I wonder, were you one of them?

Sarah decided to use her redundancy money to support her while she started her own business as a virtual assistant. She also moved back to her home county where the house prices were cheaper and her money would last longer.

She faced many of the same struggles you did when starting your business, the interminable form filling, finding reliable suppliers, trying to define her service and USP! But her biggest problem (and I'm sure you'll sympathise with this) was finding customers.

Having recently moved Sarah didn't know too many people and she knew deep in her heart that she would have to get out and meet some. But she was so shy, the thought of going along to a chamber meeting or a BNI chapter terrified her.

"Imagine, me in a room full of all those successful business people! They'll probably laugh at me,” She thought, shuddering.

She searched the Internet, looking for smaller networking groups in her area and found one that had an online forum attached, she browsed through the posts the members had added and found one that seemed to tell a story she could relate to, it was about using social media to strengthen your networking skills. She posted a comment, thanking the author and explaining she really was shy but was going to take the plunge and come along.

What happened next shocked Sarah!

Several of the group members instantly got in touch to reassure her that she would be welcome and they also offered to connect with her on other social media sites. She took them up on this and found out a lot more about her fellow networkers by perusing their LinkedIn profiles, she even shared a couple of jokes with them on Twitter.

The posts author offered to meet her for coffee alone first so she wouldn't walk into a room full of strangers! This really helped build Sarah's confidence and by now she was looking forward to the meeting.

Her online reception meant she built a strong network within the group very quickly, and happily accepted invitations from them to other networking events, even groups she had found a little scary at first now held no fear for her!

She continued to build her online network too and now is well known throughout her home county and beyond. And, more importantly has got business from network!

How do I know all this? Because I was the author of the post she commented on, and I'm so glad she did because it allowed me to meet another new friend and business associate!

So if you share any of Sarah's previous situation, or just want to grow your network, imagine what saying hello online could do for you ... In fact don't just imagine it, do it! We'd love to meet you!


Gemma Thompson is a communicator and endlessly curious. Use of Facebook & Twitter led to excellent brand awareness for her start-up business a few years ago. In less than a year she had a substantial ROI – £4,083 of business for £950 hours spend, and was being asked to teach others how she was doing it! She is now a full time social media consultant. For help growing your business through twitter, facebook, blogging or LinkedIn get in touch – www.socialmediailluminaton.co.uk.
http://tinyurl.com/425vz6h

Make yourself stand out from the crowd - Paul Johnstone

How to make yourself stand out from the crowd?  

Apart from dressing like Coco the Clown and doing magic tricks, or entering the networking event doing acrobatics, what is there?

Two things spring to mind: 

Have an elevator pitch ready for every eventuality.  You will get better results if you can mix and match to suit most situations.  Most of you will have an elevator pitch you use at events and exhibitions.  So it will be helpful if you also have phrases you can use at Smaller gatherings and events.

However you also have an opportunity to present your 60 seconds at your weekly networking event.   The headline writers amongst you may well have some great opening lines already lined up. 

I have come up with a couple of Headlines you may like to trial in both written media as well as an arresting opening to your 60 seconds.

Here goes:

The Secret Of Get Your Prospects To Say "Yes"

The Secret Of Get Your Prospects To Say "Yes" In Just One Minute


Yes YOU Too Can Learn How To Get Your Prospects To Say "yes" With Ease!


Then you can try some of these:

Want free insurance? Ask the man from (your company)

Don’t get stuck in a rut – get ahead with XXX

You all know banging your head against a brick wall is a bad idea!

If you gould do this ( your solution) wouldn't your life be so much easier?

Once you get into the stride you will create lots of arresting headline grabbers and open statements you will have a field day.

Helping Real People do Real Business Through Real Networking

©Paul Johnstone

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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

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

Getting to your plum client

Paul Johnstone ©

I know a lot of us are finding business tough at the moment. A lot of decision makers are tied up and we are finding it difficult to attract there attention.

This is where a simple B2B Networking technique gets to the heart of the matter. When you are trying to get through to the Managing Director or the Financial Director or one of the companies managers, it pays to do some desk side research. Find out who the person is you want to get through to, you should quickly be able to get their name.

Once you have their name and position (Mr Big, Managing Director, ABC Industries), the next step is be direct. At your regular network meeting you now have all the ammunition you need. You ask to be introduced to that person.

It’s that straightforward. Ask you colleagues. “I want an introduction to Mr Big of ABC Industries in London” You will be surprised just who is able to send Mr Big an email or phone them up and open the door for you. This technique works.

I have used it successfully and I have seen countless people use it successfully. Remember when you were a child?

The expression that springs to mind is, “If you don’t ask you don’t get.” So you now know how to get to Mr Big, ask for a connection.
Happy hunting.

Helping Real People do Real Business Through Real Networking

Getting to your plum client

Paul Johnstone ©

I know a lot of us are finding business tough at the moment. A lot of decision makers are tied up and we are finding it difficult to attract there attention. This is where a simple B2B Networking technique gets to the heart of the matter.

When you are trying to get through to the MD or the FD or one of the companies managers, it pays to do some desk side research. Find out who the person is you want to get through to, you should quickly be able to get their name.

Once you have their name and position (Mr Big, MD, ABC Industries, London), the next step is be direct.

At your regular network meeting you now have all the ammunition you need. You ask to be introduced to that person. It’s that straightforward. Ask you colleagues.

“I want an introduction to Mr Big of ABC Industries in London”

You will be surprised just who is able to send Mr Big an email or phone them up and open the door for you.

This technique works. I have used it successfully and I have seen countless people use it successfully. Remember when you were a child? The expression that springs to mind is, “If you don’t ask you don’t get.”

So you now know how to get to Mr Big, ask for a connection. Happy hunting.

Helping Real People do Real Business Through Real Networking

Great Customer Service

© Paul Johnstone


Good customer service is one way Networkers stand out from the crowd.


Over here in the UK we are often compared poorly to the service 'experirnce' to be found in the US.


At Refer-On we have a topic on how to deliver great customer service, so I am always on the look out for stories. When I found this piece I felt I had to pass this on to you folks out there.

Customer Service Review


Helping Real people do Real Business through Real networking

The 7 Keys to profitable Networking PART 2

Being Regular

The More Often -The Better and it Builds Trust

Two things influence how others see you at networking events are Trust and how often you attend. It’s funny that some people believe you can dip in and out of a network and still be regarded as someone to do business with.

Attending regularly helps build trust with fellow members. When you go to every meeting, or as many as you can other members really get to know you. With your regular attendance you have the opportunity to talk each time with all the other members.

OK so stuff happens in business and there are times when you really can’t attend, and that should be accepted by your network group. If your group cannot accept that occasionally business needs attention I would question them.

Be honest it is the regular attendance that helps you build the trust based relationships that generate connections year on year. It is this constant contact that works, not being told you must come every time or we will not let you join in the meetings.

It’s interesting I have been involved in Networking for many years. And I have never lost a customer or lost the opportunity to present to a prospect through attending my networking club.

I am always pleasantly surprised that when I asked for a 9AM meeting when I answer: “I have a breakfast appointment with my marketing person, that is due to end at 9. Is 9:30 or 10:00 OK with you?

Not once have I been turned down or lost an appointment. In fact the opposite has happened. I have gone up in the estimation of prospects that I meet people for breakfast to improve my business.

Paul

Helping Real People do Real Business through Real Networking

The 7 Keys to Profitable Networking PART 1

In the beginning!

Many years ago when I first got involved in Business to Business networking I was keen, and eager. Why? Because I could see what networking could do for my business!


I got the benefits - I got the ethos and bought into the ideal.

But, boy I missed lots of opportunities, I missed out on business.

All because I was the centre of the universe and it was my universe.

All because my techniques of by being eager and enthusiastic, I failed to grasp the main point.

It was like when I just passed my driving test, all I looked at was the road straight in front of me, and missed 80% of the other information essential to success.

What I focused on was only one tiny aspect of networking.

There are those who simply measure their success by counting times someone attends, or the number of pieces of paper passed between attendees. Or spend time working on how many times people interacted with the web site.


Then there are those who graze and talk occasionally to people, or attend a function and spend most of the time at the food / drinks table.


All of these examples are real and they exist and they miss the point of networking.


“Networking is the single most cost effective route to market there is.” Don’t take my word for it, all of the dragons from Dragons Den say so on their web sites, blogs and publications.


My main error: When I started out was thinking business to business networking was selling. Not on your life. It is NOT selling; it is telling people how your product or service can help them with their clients.


You may like to take a moment to reflect on the previous point:- Networking is “The most cost effective route to market there is.”


You have the opportunity to tell your story. Show how you can help. Demonstrate how you have helped other members. Teach members how you can solve their problems and how you can help them with their customers.


At one off networking events you have the opportunity to talk to people who can do great things for your company. But this needs focus and that is covered in part 4 of this series, talking to Plum Prospect.


Lets say you want to get an introduction to a company and provide them with your accounting software. Talk about saving time on sales and general ledgers. Talk about access to problem solving on accounts packages. Talk about how businesses upgrade from a ‘simple’ system to a suite of programmes and how these can grow with them and their business.


What you are doing is demonstrating to the prospect you understand the issues business people have and you are interested in them.


By focusing on one single aspect of a multi facet opportunity is a false economy. By looking at what else is around the road you will be better prepared to take advantage of the situation.


Paul


Helping Real People do Real Business through Real Networking

FREE STAFF:

In these straitened times, interns can be a valuable resource - but only if you use them right.


Last month, the National Council for Work Experience complained that some firms were exploiting interns by keeping them on for long periods without pay - banking on the fact that they'd be too cowed by the recession to complain.

We'd like to think that most Business people aren't that cynical - but it's certainly true that some internship programmes still leave a lot to be desired. Here are seven ways to raise your game.


Check whether there's work to be done

Don't blithely agree to have a friend's kid in for a fortnight without first checking that there's something useful for them to do - and a desk and computer for them to do it at.


Introduce them to the team

Make sure everyone knows the intern's name, how long they will be around for and what they will be working on.


Give them feedback

If they are doing a good job, say so. If they could do better, explain how things might be improved. Remember that they are new to all this, though.


Mix it up a bit

It's OK to ask the intern to do all that hideous admin that no-one else will touch, so long as that's not all you ask them to do. Try to line up a taste of the more exciting aspects of working life, too.

Look after them

Interns are by definition young and inexperienced - they need supervision. If you haven't got time to do that, delegate. But make sure someone keeps an eye on them.


Put them in your address book

Good interns can be some of the best-performing and lowest-risk new hires there are. So make the effort to stay in touch with them.


Do your homework

If the spotty youth in the corner who's just spent a fortnight on Facebook turns out to be the boss's favourite nephew, you'll wish you'd known sooner.

Paul

Helping Real People do Real Business through Real networking

Learning from our Pets

I came across this the other day and though how appropriate for networkers:

Things we can learn from our Dog…..

• Never pass up the opportunity to go for a joy ride.
• Allow the experience of fresh air and the wind in your face to be pure ecstasy.
• When loved ones come home, always run to greet them.
• When it's in your best interest, always practice obedience.
• Let others know when they've invaded your territory.
• Take naps and always stretch before rising.
• Run, romp, and play daily.
• Eat with gusto and enthusiasm.
• Be loyal.
• Never pretend to be something you're not.
• If what you want lies buried, dig until you find it.
• When someone is having a bad day, be silent, sit close by and nuzzle them gently.
• Delight in the simple joy of a long walk.
• Thrive on attention and let people touch you.
• Avoid biting when a simple growl will do.
• On hot days, drink lots of water and lie under a shady tree.
• When you are happy, dance around and wag your entire body.
• No matter how often you are criticized, don't buy into the guilt thing and pout. Run right back and make friends.

Author unknown

Have a great weekend

Paul

Helping RealPeople do Real Business through Real Networking

60 SECONDS PART 3

A series of occasional pieces on how to construct a 60 second pitch that GETS RESULTS

TELL ME WHAT YOU WANT, WHAT YOU REALLY, REALLY WANT

Remember the Spice Girls song? Well that is the perfect template for getting business from Networking groups.

Getting referrals from networking events is straightforward. However the first thing you need to do is change your view in the process.

Have you ever heard people at networking events ask for introductions into Small businesses, or start ups, or better still to people who want to save money? You have been told to be specific in what you ask for as a referral and to a point all of the above are specific. Well they maybe to you but are they to the rest of the group?

Asking for something is a skill that has been conditioned out of most of us. When you were a small child you thought nothing of picking things and expecting mummy or daddy to pay for them. One of your all time favourites was “Mummy can I have?”

Over time with the continual No response you asked less and less.

Your ability to return to the times of asking for specific things when networking is so much more powerful than may think.

I will explain: Often I hear people asking for a business group they believe are good potential customers such as Start-Ups. Obvious people to target, they will need a printer, designer. Web designer, Banker, Accountant and a whole range of services networkers can provide.

At this stage I ask one question, “So how would I know that?” The answer is I probably don’t know someone has started up on their own until they tell me. Or if it is a neighbour you notice a changed pattern of behaviour. The car leaves at a different time, they seem to be around more, or less. These signs give you clues things have changed but do not tell you the person has started to work for themselves.

When selecting targets to ask for in you networking groups, it pays dividends to think about your audience.

Ask yourself how your audience will remember what you are asking for?

When you hear people in your group ask for referrals ask yourself “So how would I know that?” Be specific and you will get what you ask for, be general it you will take longer to get where you want to be and you may not get the results you are looking for.

I will be posting a couple of examples in the next Blog.

Paul

Helping Real People do Real Business through Real Networking

Quick Business and Networking

How do you generate business quickly though networking?

That is a question I am often asked. It is though not a simple one to answer. Networking works because it is founded on trust based relationships that are fostered over time. Now time cannot be circumvented, or shortened or avoided just because you want to.

I was in conversation with someone recently who told me he wanted his sales staff to join our networking group. Great I thought. But then he said something that floored me.

“You know networking is Ok for getting your name out quickly, but it’s not for the long term.”

Networking is like lots of other things in life that get dressed up in a variety of guises so people can sell you the product.

Networking works because of the trust based relationships that are developed over time. That’s it. I could tell you it is the business we pass or the education you get in your meeting, or the fact that others explain in detail about their products or services. Those all help, but in the end it is time that cements it all together.

If you want success to come to you there are three things that will help you.

• Know your target market
• Understand the problems you can solve for clients
• Have a positive outcome from your intervention

Then you need to identify some targets. Companies & names of people in them and the problems you can solve for them. The network can help you if you help them

Paul

Helping Real people do Real business Through Real networking

60 Seconds Part 2

This is the second in an occasional section on your 60 second presentations.

What you say

I don’t know about you, but I have listened to some truly awful 60 second presentations. You find that people who miss the point when delivering their 60 seconds fall into one of three camps.

The Stick in the Mud’s: They do not change their script from week 1 to whenever they stop going. I was a member of a group where a tradesman said exactly the same thing week on week. Even when we had to reduce ours to 30 or 45 seconds, he still ploughed on with his single prepared commercial. The effect on the members is they stop listening.

The Readers: Who insist on typing out their 60 seconds (a good thing to do) but then insist on reading it without looking at the audience. Preparing your 60 seconds is defiantly a great idea, but then you should take time to learn it so when you deliver it sounds passionate. When you read aloud it sounds forced and often fake. Also as they avoid the audience they do not engage the audience. The effect is that your potential sales people and Advocates switch off.

The Confused: All so often a member will tell a different story each week, which keeps their message fresh. However, all too often this sort of presentation changes the essential message of the product or service. With all things in life consistency brings greater rewards. The more you change your offering the more confusion you bread.
Oh and then there is the down right booringh who are probably best left alone.


SO what should a good 60 seconds contain?

If you think of it as a commercial you will start to realise what goes in the commercial:

• Your name and company 10%
• What you do, your service product description 30%
• Both of these should be the same or broadly the same every week.
• Either a testimonial, further product or service description or new product news 30%
• Who you would like an introduction to 20%
• Finally a hook or a repeat of who you are and what you do 10%

There are stacks of techniques for delivering a successful and profitable 60 seconds
Keep an eye out for the third part of a 60 second presentation which will be on how you get what you really, really want as the Spice girls once told us.

Paul

Helping Real People do Real Business through Real Networking

The Construction of a 60 seconds -- How to make an impact

Given that we all deliver a 60 second commercial in our networking club meetings, it often astounds me how little thought some people put in to it. In fact I was asked yesterday for tips on making an impact during a 60 second commercial. I use the word commercial as that is what a 60 seconds is your commercial, your advertisment to the world.


Now think to the memorable commercials you have seen and they all have one thing in common – Clarity.


I hear lots of 60 seconds, and a trap that many people fall into is telling the audience about their skill and not what they can do.


For example I had been listening to a personal therapist for about two years not fully understanding what it was they did. Then one day he stood up and said how would we like to kiss an ex smoker today?

Instantly everyone got it.


He told them what he could do for you. Do you do that?

Here is an anatomy of a 60 seconds:

• Opening including who you are and what you do 5 – 10 seconds
• Description of your product or services 10- 15 seconds
• Your experience 5 – 10 seconds
• Why people should advocate for you 10 – 15 seconds
• Repeat who you are, what you do and a strap line 10 – 15 seconds

If you stick to that format you should get everything across to the audience in 60 seconds. Providing you are clear in your message, to be sure try it out on a friend or family member, if they understand so should your audience.

Clarity is your key to being understood

Paul

Helping Real people, do Real business through Real networking

With Thousands of suppliers offering you their services-Word of mouth is King

Recently I was at a Refer-on meeting and the marketing consultant explained how the supplier market was changing.

She took us back to the days before the Net, back to a time when you would call the usual list of people who you have used or the ones who called and left details. Or if you were desperate, take a directory and let your fingers do the walking.

Next step would be to probably meet them all before making your final decision. You may have relied on personal recommendations to help in your decision.

That has all changed. Now that you have a choice of thousands on the Internet how do you decide which one to use?

If you ask several people how they chose the answers are often as varied as the supply possibilities. You cannot possibly see them all, so what do you do?

When the group was asked what their solution was there was a common theme.

Almost all of them said they rely more than ever on the recommendation of a trusted contact. This brings us to the question of where you meet the people you trust to give you that advice?

Network groups above all are where these trust based relationships are formed. But what sort of group should you join? More next time until then……

With this world of enormous choice Word of Mouth is more important than ever.

Helping Real people do Real Business through Real Networking!

Trust Based Business

Trust Based Business

In a 1:1 meeting recently the person said to me, "Almost all my business comes from client recommendation. I get these referrals because I have done a great job for them, but as a small company I don’t have enough clients to make my word of mouth business generate the income I need. So how do I generate more word of mouth referrals??"

A common enough question as it is a common issue. The answer has four stages. Networking as we know is about building trust based relationships so the first step is engaging with people.


How do I engage with a networker that will see me generate more business? That question is not unusual and the answer is all about how you engage and follow up after making contact.

The mantra of networking is Tell don’t Sell. It may be worth explaining that phrase as some out there look at networking as a market place a sales forum or a trading floor. It is non of those things. At a networking event, you are selling, yes selling to the contacts of the people in the room. This is best done by telling a story about your business, a story that is easy to remember. That way it will be easy to retell by a third party.

Follow Up: The number of people I meet at networking events who never follow up a meeting. You want success you follow up. A quick email or phone call is all that is required.

Form a relationship with people. Best done by frequent conversations at least 4 mins every time you meet at the networking event.

And make it easy for the people you have a relationship with to refer you and your products. This is sometimes referred to as advocate marketing.

Take these four simple steps and you will be a successful networker.

Paul

Helping Real People do Real Business Through Real Networking

How not to network

At a recent breakfast meeting I was a little dismayed to see that at every place there were several pieces of marketing literature. These had been put there by members but to what end?

If it was to allow everyone to have their up to date information there may be a reason to forgive them. But at no time during the meeting was any of this litter mentioned. This is by far one of the worst things you can do when you are networking.

Think for a moment what this sort of action says about you or your products. Having just called this form of publicity litter I should explain. I took the time to see how many pieces of literature were left behind.


It will no come as a surprise to anyone who has experienced this form of marketing that over 90% was left and binned by the staff at the venue. To understand why is to understand the reason why people go to networking meetings. The main one is they want to influence people in a way that stands out from normal marketing.

They want time to discuss their products as well as take time to understand what others have to offer.

In short they want a face to face exchange of information. If you are ever tempted to distribute materials you have spent time and emotion in creating. Place them on a marketing table and let members know what is in it and why they should pick up a copy.

I would suggest you will get a better return from your networking sticking to proven face to face communication

Paul

Encouraging Real People, to do Real Business Through Real Networking