Networking Strategy, What’s yours? – Paul M Johnstone

These days so many people go to networking meetings, but how many go with a strategy?  

A Networking strategy is vital if you are to get the best out of your business to business networking.

However it’s probably best to start with a couple of No-No’s. When you find a networking club, at least you'll have a heads start.
Far too often I see people hit the room with one intention and that is to SELL.  Refreshingly I have been to an event recently, where people who engage in those in the Sell, Sell, Sell tactics are asked to leave! 

Networking is about building relationships.  These may deliver business to you, but will first they enlarge your connected network.  And by offering people help first you will find you are able to help people find what they need through your introductions. This often leads to you getting significant business down the line.

The other mistake I see all to often, is people not respecting others enough.  By this I mean that any conversation they are involved in is always one way, theirs.  OK you may not be selling but others like to feel they have at least contributed to it.  

Frequently these people look back on an event as successful, because they remember most of the information they have given away.  But what did the other people say?  Often you cannot remember a word that they said.  

I’m not throwing stones here.  Because I made that mistake more often that I can remember when I started out networking.

So networking success means you have to put the work into network.  Have a plan, a plan that you can achieve (apologies to David Hyner) When I go to a networking group for the first time I target 7 people I have never met and have a 5 – 7 minutes conversation with.  Amazingly I have got more business that way than with any other new connections I have made. 

All that takes is 40 mins and you are able to start a relationship with people you have never met before.  OK some people I meet are not appropriate for my business but lots are.  And if I had stood back and talked to people I knew, or people I had seen elsewhere that business would never have happened.

Ask yourself what other business to business networking strategies there are?
Then implement them.  More networking strategy tips next time.  Happy Networking

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/

Helping Real People do Real Business Through Real Networking

©Paul Johnstone

What does Powerful communications in business mean?

Our Guest Blogger This week  Is Rosemary Cooper-Clarke

When asked to put a guest blog together on business, communications,I was a little stumped. When we think about communications in business, it is often around speaking. We learn about body language, preferred communication styles of our audience, verbal delivery and content.

Communication is made up of a myriad of skills, settings, formats and delivery methods. Verbal alone includes narrating, questioning, listening, reflecting, analysing. If you run a search on the word communication on the internet, you will receive everything from personality styles to writing effectively. So I thought back to my experiences in communication (written and verbal) and particularly when I need to make an impact. In change management there are two dimensions of content creation.

Firstly, the business case. That is the rational summary of facts. The proof, evidence and detail of what we are trying to convey. The second is referred to as the "WIFM" what’s in it for me. If a marketing piece (written or verbal), this second dimension is the emotional interpretation of the facts, including benefits from your audience's perspective.

The other effective element for any long-lasting communication is the creative "take-away" reminder. This may be the brand, your logo, the memento. This third lesser-known communication style is what Harvard Business School author Theodore Kinni refers to as the "symbolic". That is, the translation of the facts to a representation that the audience can relate to, and carry away with them. Kinni refers to three styles of effective communication as being factual, emotional and symbolic.

If the huge bulk of empirical research proves the variety of personality styles, behaviours, emotional preferences, archetypes and so on, we can only conclude that effective communication is more about delivering content in a way that is most positively received by a diverse audience. This is achieved by using a balance of factual, emotional and symbolic communication styles. You may tailor the balance if you know that your audience is more aligned to the factual. Dare I say it, to a firm of Accountants or Lawyers, however including the emotional and symbolic increases the chances of success. So what do we mean by each of these terms?

1. Factual of course means the data. The evidence. The what, how, when, who and where. Also some why in terms of hard data. Perhaps costs, time, resources, market share etc.

2. Emotional. Interpretation of the facts. What does this mean? Who will it affect and how? The "so what" aspect of the facts. Storytelling interprets the data in an emotional way and can connect the audience quickly with the point of the communication.

3. Symbols bring meaning to both facts and emotions. One leader in Shell was renowned for his use of metaphors and logos, drawings and other designs are also powerful creative reminders. Awards and events are also symbolic reminders. Is there a saying, quote, strapline or song that you can use which will carry the message after the communication has ended?

Rosemary Cooper-Clark is a Leadership Coach and Consultant. You can read her blogs at http://highflyingdivas.wordpress.com or visit her website at http://ccconsulting.org.uk

This is just one in a list of Blogs written by guest bloggers. To be kept informed with all the guest bloggers and the Blogs Paul wrotes, please follow the 'join this site' link which you can see on teh right hand pannel, Thanks


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

Paul can be reached at +44 (0)7711 324362or through his website at http://www.paradigmshakers.co.uk/ and http://www.pmjohnstone.co.uk/

Helping Real People do Real Business Through Real Networking

Also you may like this blog on communication skills http://paradigmshakers.blogspot.com/

©Paul Johnstone

Are you sure, are you really sure? Paul M Johnstone

How sure are you that every person you give a referral to does the best job possible! 

Business networking is often dependant on your ability to refer people and business to others; it's on of the cornerstones of face to face networking and its why people look for and find a networking club.

  

 I just finished a survey of more than 1,000 businesspeople from the UK on the subject of networking. 

One of the questions we asked was "Which of the following is most important to you when referring business to others?"  The choices were:

1. Understanding a person's character.
2. Understanding how competent a person is.
3. Being a user of the person's product or service
4. Understanding a person's success.

Hardly a surprising result, "Understanding a person's character" was most peoples first choice in the survey. "Being a user of the person's product or service,” came third out of the four choices!

This is important to understand when building your network of referral sources; it shows that they are looking at more than just the quality of your products and services.

Often, we think that the best source of referrals must be our clients.  And many times they are.  But they are not our only source of referrals.  In fact, based on this survey, personally using and experiencing another person's product or services was not as important as other factors.

To build your credibility with people who know you, whether they've used your business or not.  It’s a fact that if people trust your character and feel you are competent, they are likely to refer you regardless of whether they've actually used your products or services.

This is an important paradigm shake. It means that many of your referrals may actually come from people other than your clients, once you learn how to network effectively.

Face to face networking is a great example of how this works.  It is a suggestion that you use the services of the other business owners you meet out networking.  This is not absolutely necessary. Ask for testimonials as this show what other people have experienced and how others have found the service.  Make sure you have up to date testimonials to share, as well as on your web site. 

Make it easy for people to get information on you and your company, every little helps

I'd love to hear your thoughts.

About the Author

Paul M Johnstone is a Professional networker, and executivecoach.  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/

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

Helping Real People do Real Business Through Real Networking

©Paul Johnstone

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

Eyes wide Shut

Getting business quickly

I met with a couple of people in my network on Saturday in town, people I advocate. I've known them for a few years and they have both invested their time in building trust in their relationships. 

They are embarking on a joint venture alongside their other commitments. One of them won a pitch this week with another long term contact. They are now getting a real return on the relationships they have built networking.

By chance I also spoke to someone today at the start of his independent consultancy business. He is long enough into it to have discovered that his ex corporate colleagues and contacts are longer the connections he now needs. 

They are part of his old corporate network, that, while useful do not fulfill his current needs. It surprised him that they weren't there for him, as it surprises a lot of people. 

He recognizes that he needs to build the sort of trusted relationships. And he also has the financial imperative to find some clients quickly.

It's absolutely essential for him to get clarity on 3 things quickly;

• His target market
• The problem he solves for them
• The positive outcome of his intervention

Then he needs to identify some targets. Companies & names of people in them and the problems he can solve for them. The network can help him if he helps them.

About the Author

Paul M Johnstone is a Professional networker, he 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/ 

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

Helping Real People do Real Business Through Real Networking

©Paul Johnstone

60 second presentations - Old Humour Is Good Humour - Paul M Johnstone

Humour is only old if your audience has heard it before and if they remember it.  

Most people don't remember the exact details of jokes, one-liners, and stories. This is not contradictory to the fact that one of the uses of humour is to make your points more memorable.  How often have you thought when hearing a story, I know this but what is the punch line?

One of the reasons people don't remember jokes and other bits and pieces of humour, it is often heard out of context. The humour was not used in conjunction with a point being presented.  This is the way you should use it in any presentation. When humour is used just for entertainment value, it is often enjoyed and quickly forgotten.

When you use humour, old or new, you will be tying it to your point which makes it acceptable to your audience.  Also, even if some audience members recognize the humour, they probably don't remember the punch line. If you tell it well, even these people will enjoy hearing it again and you have a much higher chance of making them smile, even laugh out loud.

A great technique to tell a very old joke or story is to tell the audience it is old. This is the time when you should tell the audience you have a joke or story coming. Old jokes and routines work time and time again, if you tell them well. If you don't tell them that you know it is old, they may think you are out of touch. If you tell them you are going to tell an old story, you are telling them you know it's old, but it makes the point so well that you think it is worth telling again.  

When you use humour in your 60 seconds set it up correctly and you will have a winner every time.  Even with old stuff.   Here is one of my all time old stories. “An Englishman, Irishman and a Scotsman walk into a bar. The barman says Is this some kind of a joke?” They do get better…..

If you’d like to improve your public speaking and presentation skills – get in touch! Feel free to comment if this tip has helped you, share your own ideas or ask a public speaking question Paul will try to help!

About the Author

Paul M Johnstone is a Professional networker, he 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/ 

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

Helping Real People do Real Business Through Real Networking

©Paul Johnstone

Is that a trusted person I see before me? – Paul M Johnstone

B2B networking is one of the most cost effective routs to market there is.

In this ongoing series on networking it’s about time we looked at the most important part of building your network. 

He who does not trust enough, Will not be trusted. Lao Tzu is one of my favourite quotes on Trust.  But trust goes way beyond quotations.

 It’s all about Trust.

The one part of networking that drives connections to you is the trust you build up over time with other networkers.

It is the development of these trust based relationships that helps you open doors into those organisations you have been unable to access on your own.  

Trust is built up over time, and does not come with membership.  People have to work to gain our trust.

Without the trust in your relationship, others in your club will not help you make the connections you are looking for.  I spend considerable time on this topic in the Ten Steps to Profitable Networking later in this book.

My first networking club, had an accountant who I did not trust, therefore I would never refer contacts of mine to him.  When you sell to people you are selling yourself first and your product or service second.  The phrase I use is “People buy people” 

Lets go back to the accountant for a moment.  He told me something I was doing was wrong and HMRC would fine or prosecute me.  This I found alarming, as most people would rather stay out of prison.  Checking with my accountant and several other accountants I met networking all told me that I was fine and should take no notice.

I’m not saying don’t pass on information.  Pass on information that is trusted and tried over time.  That accountant was trying to scare me into using him because he knew more than all the other accountants.  And you’ve probably guessed, he quickly left the group as he got no referrals.

The trust element is one that is hard to factor into your marketing mix.  But more and more networking is seen as an important marketing element.  What happens is the trust that is won over time often repays you more than advertisements can. 

A landscaper evaluated his marketing spend and found that for every pound he spent in the local directories, Yellow Pages, Thompsons and the like he got a 3 to 1 reward in money spent.  By that I mean for every £1,000 he spent he got £3,000 of business in return.

His networking return was for every pound spent he got a 7 to 1 return.  Guess where he put more marketing effort?  

About the Author

Paul M Johnstone is a Professional networker, he 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/ 

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

Helping Real People do Real Business Through Real Networking

©Paul Johnstone

The A-Z of networking some examples – Paul M Johnstone

In this irregular reference on networking these selections are all from the letter C
Hope you like dipping in and out of them.

Closed Groups:

In an open networking event, closed groups are where a group of two or more are in conversation.  And their body language makes it clear they do not want interrupting.  Or with a group of 3 or more they have closed the space between them, indicating private meting. 

Collaboration:

Similar in application to Synergistic partnerships and joint venture, collaboration

Collaboration is a recursive process where two or more people or organizations work together in an intersection of common goals.

For example, by sharing knowledge, learning and building consensus to achieve a common goal. Most collaboration requires leadership.

Share resources and contacts with people who have a similar target audience as you.  It helps if some decisions are mad on the resources you need:

Agreements help maintain both parties focus and identify what resources will be required.

Complex Proposal:

Sad but true, if you have a complex proposal for your services it will take a lot longer to trigger members ‘Reticular Activator’ (more of that later)  In fact some groups, notably those with strict and fixed agendas are probably least useful for complex services.

You may not think you have a complex proposal.  Please take a moment to think about what your prospects think you do.  If that can be summed up in 4 words or less it’s a simple proposal.  Think of an Accountant, Printer, Business coach, are all titles that convey an action most people can follow simply.  Sadly if it takes longer it is in Networking at least a complex one. Management Consultant, Communications Writer and Alternative therapists do not mean the same to most people so it’s best to think of those as a having a complex proposal.

Look for a group that allows you a little more time to deliver your proposal.  Or look for a group where you have significant time in the meeting to influence other members.  This may be as a result of more open networking time, opportunities to deliver a 20 or 30 minute meeting topic on your specialism or through meeting forums.

About the Author

Paul M Johnstone is a Professional networker, he 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/ 

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

Helping Real People do Real Business Through Real Networking

©Paul Johnstone

Social Networking Ok its different Paul M Johnstone

Social Media is becoming more and more an acceptable face of networking.  Like all networking it has it’s us as well as it’s downs. But you can’t ignore it.  It it’s LinkedIn or Facebook or Twitter.  All have a place in the networking marketing mix.
There are lots of people on both sides of this argument.  Many have had considerable success using the power of social media.  But many people have spent lots of time fumbling in the dark, getting nowhere. 

Social media is like any other form of marketing, it takes time or money or both to complete.  It’s not free there is a cost, but for most small business people that will be in time.  OK small business people and time are not usually words used in the same sentence but here it’s worth looking a little closer.

Lots of people look at social media and ask the same question “What’s the big deal and what do people spend their time on social media?”

The numbers involved in social media alone are staggering which is a start as well as hooking up with lost school mates and ex colleagues what else is there?   It’s called sharing. 
When you go to visit a client or prospect or even talk to them on the phone, there is a degree of social interaction before you get down to business.  It’s natural – How’s the children - What was your holiday like – Where are you having your birthday party – How’s your golf handicap and so on.  We all do and social media allows you to have those conversations with potential business people where ever you are.

There is a great piece I read recently which shows how several companies have made it big and in some cases bigger with the help of social media.  Read it at http://ow.ly/53l7z 

Social media is not for everyone, but by simply interacting with others, contributing to discussions and sharing some f your tips and experience does not have to take up much time.  But it will raise your profile, help create a Buzz about you or your business.  And That’s no bad thing

Next Time Training and social Media

About the Author

Paul M Johnstone is a Professional networker, he 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/ 

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

Helping Real People do Real Business Through Real Networking

©Paul Johnstone

What Your Business Card says about YOU – Paul M Johnstone

Yesterday I blogged about my experiences at a business start up exhibition http://ow.ly/4Z3kS

A fantastic show with lots and lots of networking opportunities.  One of the highlights was the speed networking session where I made contact with over 40 people in less than Two hours.  What a result!

If you have ever been Speed Networking you’ll know you need to condense your message into a short concise format and get it into about 40 seconds, which allows time for the other speed networker to ask question.   

Think about it a bit like coffee!  If you want that hit of caffeine in the morning an espresso is what you need.  When you think about it your espresso is your brand.  Or a condensed passionate which drives an experience your customers can feel,  “That’s fantastic” I thought.  Then my usually unreliable memory kicks in.  I’ve heard that before and after a little shuffling of the grey cells I remembered it.

Angie Eagan a colleague of mine at the Professional Speakers Association has written a book called ‘Espresso yourself’ subtitles ‘The Taste of Your Brand’ where she explores this theme, ho hum back to the drawing board for me!

But that theme of the taste of your brand kept nagging a way as I thought back to the exhibition.  Branding, what is it?  Well this is a subject that can run and run.  But for the purposes of this blog lets look at the first time you meet a prospect what usually happens?

I don’t know about you but I usually offer my business card.  In the blog I referred to at the start of this piece, I spent time discussing some business cards that I believe missed the mark.  This morning when I returned from a networking breakfast I decided to take a random selection form my card box(over 2,000 cards) and see how they stack up.

After picking at random 150 cards here is what I found:

2 Had no first name on their card: Why? What is to hide about your first name?

21 Had No physical address: This gives a less than professional impression.  You can get a PO Box number for less than the cost of a glass of wine a week, and they deliver the mail to you door. No more driving to a sorting office to collect your mail.

32 Crammed too much information on the card:  The net result is the reader has to have super vision if they want to get any information off the card.  The idea is to give people information not get them to reach for a magnifying glass!

35 Printed one side only:  A business card is a valuable piece of real estate, so use it well.  A graphic designer friend of mine told me that for a business card to do it’s job the front should say who you are, and the back should say what you do.  Simple stuff name contact details on the front and your area of business on the back.

Worst of all is turning up at an event with no business card.

Remember you only get one chance to make a first impression – so make it a professional one.  To read my previous piece, please follow the link http://ow.ly/4Z3kS

About the Author

Paul M Johnstone is a Professional networker, he 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/ 

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

Helping Real People do Real Business Through Real Networking

©Paul Johnstone