Networking Now:

We all know that businesses grow through lasting relationships. There’s a book called Businesses Relationships That Last that gives some very simple, yet powerful advice on how to think about and build relationships that last.

The author of the book is  a colleague of mine named Ed Wallace, who has more than 25 years of experience being a No. 1 sales producer and vice president of business development for a firm that grew from $1 million to more than $120 million in revenue.  After achieving such significant success over the course of his career, he has concluded that creating outstanding relationships is, hands down, the true secret to success and Business Relationships That Last clearly and simply illustrates Ed’s proven, relationship-building principles.

The book outlines five steps to transform contacts into high-performing relationships and uses some pretty interesting real-life stories, examples and insights gathered from Ed’s success as a sales leader.  It’s a step-by-step program specifically designed to advance business relationships and, in my opinion, it’s a book that every serious networker should add to his or her library.

To find out more about Business Relationships That Last or to purchase the book, CLICK HERE.

Over the years, I’ve run into countless people who believe that joining groups and organizations and becoming active by volunteering, taking on responsibilities and working side-by-side with other people on a common goal will cause people to get to know them and refer business to them.  However, this is not how things work.

Granted, it’s easy to think that if you rub elbows with someone long enough he or she will spontaneously start sending you business opportunities. But that’s really nothing more than an entitlement mentality.

Getting referrals usually takes three things: visibility, credibility and profitability.  Ordinary participation in an organization, even a strong-contact referral group, will get you visibility and perhaps some credibility; it won’t automatically get you profitability.  That takes a much more focused approach, along with some explicit talk about the kinds of referrals you want.

By nature, referral relationships are rewarding and valuable when they are created purposefully and by design. If you are assuming that the idea of giving you referrals is going to pop into someone’s head spontaneously if you hang around long enough, you are definitely misunderstanding what a referral relationship is supposed to be.

Woody Allen once said that “90 percent of success is just showing up,” but he wasn’t talking about referral marketing.  “Just showing up” will get you a seat at the table, but you have to pass the food to others and snag your own steak whenever it comes around.  It’s not “netsit” or “neteat“–it’s network!“  If you want to build your business through referrals, you have to learn how to deliberately work the networks to which you belong.

You see, participating in a group is one thing; performing is another.  To get referrals, you have to perform.  If you don’t perform–talk specifics about your business, your specialties and your ideal referral, and refer business to others in your group–how are they going to know what you do and what you need?  You have to take specific actions to let people know how they can refer business to you.  Being a good citizen is the right thing to do, but it’s not enough to get you the referrals you need to run your business by word-of-mouth marketing–you need to actively feed and water your referral relationships, so to speak, in order to significantly grow your business through referrals.

My last blog, “Get Engaged,” brings up the point that dialogue about you and your business is going to happen with or without you. Whether it’s online or face-to-face dialogue, the basic point is that if you don’t participate in the conversation, you’re not in control whatsoever; if you do participate, then you can publicly say who you are and steer the conversation in a positive way.

If you’re interested in learning about this topic in more detail, I’d like to invite you to attend a free telebridge call that I’ll be hosting this Friday, Sept. 25 at 10 a.m. (U.S. Pacific Time); 1 p.m. (U.S. Eastern Time).

The topic of the call will be “People are talking about you . . . are you in the conversation?” and you can participate in the call by dialing 712-451-6150 at the above listed date and time. Be sure to use the access code: 585143# (don’t forget the # sign).

This is going to be a great call and I’d love for you to join the conversation and then come back and leave a comment about what you thought!

Get engaged in the conversation, that is! OK, OK . . . now that I have your attention, let me explain.

In my book Truth or Delusion I bring up the point that word-of-mouth marketing is always working, it just may not be working in your favor. Believe it or not, you’re getting word of mouth every day. It just may not be the kind you’re thinking of–the good kind. The thing is, negative word of mouth has legs and the average dissatisfied customer gripes to 11 people about his experience, and these 11 in turn tell five others apiece.

Therefore, you need to get engaged in the networking process and the resulting conversation by formulating a strategic plan to control what’s being said about you. Among other things, this is done by focusing on good customer service to reduce negative word-of-mouth and ensuring that your marketing message is conveyed accurately so your prospects know what to expect.

It’s especially important to be engaged in the conversation when it comes to online networking. Take the headline of this blog, for example. Say somebody were to see it, not read the rest of the blog, and then begin posting comments on blogs and social networking sites all over the web claiming that “Ivan Misner has a new blog urging people everywhere to get married!”

You may be laughing, but occurrences like I just described happen all the time. And guess what? If you’re one of those people who refuses to get involved in “that online/social networking stuff,” then you aren’t engaged in the conversations that are being had about you online. And when somebody says something negative or incorrect about you or your business, you can’t redirect the conversation in a positive direction to save face or correct what’s been wrongly stated about you.

Whether networking online or face-to-face, the dialogue is going to happen with or without you. The basic point is, if you don’t participate in the conversation, you’re not in control whatsoever. If you do participate, then you can publicly say who you are and steer the conversation in a positive way.

Check out this recent blog entry by my friend Dave Goetz, “They are Laughing at You.” It’s a perfect illustration of everything I’ve talked about in this blog and it tells a GREAT story about a college professor who refused to engage his students in any way as he endlessly lectured to them for hours. It’s no surprise that the students found a way to engage each other in conversation during class but the professor lost all control of what topics were being focused on as well as what was being said . . . Like I said, the dialogue will happen with or without you.

Today I am happy to announce that my “Networking Now” blog made it onto Accredited Online Degrees’ list of the “100 Best Blogs to Hone Your Entrepreneurial Instinct” in the category of blogs that aid in growing your business.

You can find this blog listed as No. 32 on the list, but more than that, I want you all to know about the list because it is a fantastic resource! In addition to learning about different blog sites in the “Growing Your Business” category, you can find several different educational and informational blogs in the areas of Starting Up, Money, Marketing, Success Stories, Small Business News, Internet Entrepreneurs, Women Entrepreneurs, Social Entrepreneurship and Web Tools & Resources.

I spent some time clicking on the links to several different blogs I’d never heard of before, and I think the entire list of links is extremely useful. I encourage all of my blog readers to click here and check out the list because there are some truly great blogs listed that you’ll want to be sure to check out!

Like the intro to the list says, “Whether you’re already running a business, or just thinking of starting one . . . it is necessary to look at several areas of the entrepreneurial process and develop expertise to excel in each and every business venture.” This list provides you with links to information on all aspects of business and entrepreneurship–and it’s FREE. So what are you waiting for?  Start clicking!

According to a recent PQ Media research report, many major brands are increasing their word-of-mouth marketing campaigns despite the worst recession in decades.

Last year, companies increased their word of mouth advertising efforts by more than 14 percent, to more than $1.54 billion. Furthermore, according to the report, spending on WOM campaigns is expected to reach as much as $3 billion by the year 2013.

PQ Media defines WOM marketing as “an alternative marketing strategy supported by research and technology, which encourages consumers to dialogue about products and services through various online and offline tactics, often facilitated by brand ambassadors.”

“The most invluential marketer in a consumer’s life is someone they know and trust, such as a family member, friend or colleague,” according to Patrick Quinn, president & CEO of PQ Media.

Developing WOM communities both online and offline is part of an emerging trend. What are you doing to participate in this trend? I’d love to hear your feedback on this important and growing element in business.

People often think that networking is all about talking business and exchanging cards, but that’s a definite misconception.

In a networking group, you should talk about more than just business. A referral relationship is more than just, “I do business, you do business, let’s do business.” A much better approach is to find common ground on a personal level, then relate your business to it.

The longer I’ve been involved in networking, the more I’ve seen the power of personal interests in making connections. Networking is about building personal relationships. If you remove the personal from the equation, you limit the amount of business that can happen.

In one networking group I worked with, I introduced an exercise called the GAINS Exchange, in which people share personal and professional information about themselves. Two of the participants in this group had known each other for more than a year but had never done business. During the exercise, they discovered they both coached their sons’ soccer teams. They quickly became close friends and were soon helping each other conduct soccer practices. After a few months, they began referring business to each other–two guys who had barely spoken to each other the first year because they seemed to have so little in common.

By finding a common interest and starting with that, we can make connections that have a very good chance of turning into business. Try this strategy out for a while and then come back and leave a comment to let me know what your experiences have been–I’d love to hear about them!

A few weeks ago I received a message from a BNI director in the U.S. It read:

“Ivan, I am working on a chapter kickoff in South Dakota. I had a salesman named Bill sit through the whole meeting then not get up to leave when I ended it. He sat there gazing into space. Bill is a 30-year veteran in the sales business. I asked if I could help. He said ‘you know this whole networking thing will never work if I am here for myself. I need to take off my bib and put on my apron and learn to serve these people.’ Now that’s a Givers Gain® aha moment.”

There’s not much I can add to that sentiment. Truly effective networking is about taking off your bib and putting on your apron. It is about helping other people succeed. Through the activities that go along with that process, you build your business and also prosper.

Thanks gentlemen. This was a great metaphor.

My good friend Julien Sharp is a brilliant editor who has worked on a countless number of writing projects for me and done a top-notch job. She is also founder of Stylo Creative Communications, a fantastic networker and businesswoman, and an exceptional author who contributed a great article entitled “From Mickey Mouse to Cruise Ships” to my 2007 bestseller, Masters of Sales.

The article talks about her early childhood dream to be a musical performer on The New Mickey Mouse Club, how that transitioned into a desperate longing to become a cruise ship entertainer, and how she went from a kid growing up in rural Indiana to a successful cruise ship entertainer performing in exotic locations like the southern Caribbean.

Although Julien’s story is certainly an interesting one, the reason I bring up her article is not to detail her journey from Mickey Mouse to Cruise Ships, but to focus on the main points in her article, which explain how she achieved success.

Julien says that even today, she’s never forgotten a quote she read as a young girl from Lee Iacocca: “You’ve got to say, ‘I think that if I keep working at this and want it badly enough, I can have it.’ It’s called perseverance.”

This idea became the mantra that guided Julien to success. She says, “I had to have the perseverance to finish what it took to achieve my goal, and I had to realize that perseverance virtually never comes into play without the first two words in the quote: ‘I think . . .”

As a result of making Iacocca’s quote her mantra, at an early age Julien learned:

1. To convert her dream to a specific goal

2. How to research her target market

3. To create an impassioned sales presentation, and

4. To sell with passion.

Julien’s all-encompassing goal was to sing on a cruise ship, so she researched her client (cruise ship companies), rehearsed her presentation (created a demo cassette, packaged with the most professional photo she could afford, and included an introductory letter detailing her experience, education and the absolute passion she had for achieving her goal), used her enthusiasm as her best selling tool (all her money and every ounce of emotional desire went into 12 demo packages destined for various cruise lines in Miami), and persisted in chasing her goal. It’s no surprise that she achieved that goal, and now she continues to achieve.

So, what’s your goal this week? This month? This year? If you really want to achieve your goals, remember the Iacocca quote, take a lesson from Julien, and learn to persevere.

I had a conversation with an associate recently who was surprised that she’d gotten flack from a referral source for taking five days to follow up with a prospect that the referral source had referred to her. My associate explained to me that she doesn’t like to follow up with prospects for four or five days because she doesn’t want the prospect to feel like she’s too eager. I told my associate that I strongly disagree with her follow-up strategy and my reasons why are outlined in the following paragraphs . . .

When building relationships, it’s always important not to let much time lapse without following up the first contact. Within seventy-two hours, send your prospect a note expressing your pleasure in communicating with her. It’s still too early, though, to send business literature or make any move toward sales promotion.

Follow up early, but don’t push beyond the prospect’s comfort level. Once the prospect has expressed an interest in your products or services, provide information about them, but don’t force it on her. Continue presenting your products or services, but avoid the hard sell. Focus on fulfilling her needs and interests. Your goal should be to keep your prospect aware of your business without annoying her.

Remember, to secure the long-term loyalty of your prospect and convert her into a customer, you must first build a relationship, and that relationship must develop through the visibility, credibility and profitability stages. It may take a while, but if you’ve selected and briefed your sources well, you’ll speed up the process.

Always, always, always remember to follow up with people, in any situation, at the very least within seventy-two hours. There’s a reason people commonly say that the fortune is in the follow up . . . when you follow up quickly with people, your reputation will benefit, your business will benefit, and eventually your pocketbook will benefit as well.

If you want to create meaningful relationships and maximize your networking efforts, read below for three pitfalls that you must avoid in order to be an effective networker.

Delusion No. 1: You should always get a referral when you’re in front of the referral source.
If your strategy requires you to be present in order to get a referral, you’re putting severe limits on your potential business. Referrals happen when you’re in front of the referral source only if your system is dependent on your asking for the referral and getting it at the same time.

In a strong, fully functional referral system, most of the referral process is going to happen when you are not present. You don’t want the system to shut down when you’re not there; you want your referral partners to be out looking for opportunities to refer you at all times. You want them to be in the habit of recognizing good opportunities for you and persuading prospects to contact you. If they don’t think of you when you’re out of their sight, you haven’t done a good job of training your clients or selling yourself to your referral partners–which probably means you haven’t been doing them much good, either.

You should make it your job to equip your referral partners with information about you that can be easily communicated to prospects. You should be making sure they’re motivated to refer you when you’re not around. And you should have a tracking system that can tell you what happened when you weren’t there in person.

Delusion No. 2: To maximize your chances of getting good referrals, it’s best to move from one networking group to another at regular intervals.
This is called “scorched-earth” networking, and it’s about as friendly as it sounds. The scorched-earth networker burns and pillages for new business. He’s a hunter at business meetings, more interested in bagging the big sale than in building relationships and helping others.  He does everything we say not to do if you want to build your business through referrals. He represents the absolute worst in networking.

The scorched-earth networker is constantly dissatisfied with the quantity and quality of the referrals he’s getting, so he moves on. He flits from one networking group to another, doesn’t establish any roots or relationships, networks relentlessly with everyone he meets (often inappropriately), believes that being highly visible is the key to referral success, and expects referrals from others even though he has done nothing that would make anyone else want to help him.

Serious networkers understand that, in order to build mature, healthy and mutually profitable relationships, they must devote a lot of time and effort to growing those relationships.  Have you heard the old saying, “Time equals money?” This is never truer than when it comes to membership in a referral-networking group. The longer you are committed to building the relationships, the greater the results you will experience.

Delusion No. 3: Your best source of referrals is your customers.
The reason people sometimes fall into this delusion is that they’ve been trained to believe it and have never pursued any other source of referrals. The only referrals they’ve ever received are from customers.

Don’t get me wrong: Customers and clients can be a good source of referrals; we know that. However, many businesses (especially big corporations) are out of touch with the fact that other referral sources are available that can be extraordinarily powerful. Clients, although often the most readily available sources, are not necessarily the best or steadiest sources of high-quality referrals. The best sources in the long run are likely to be the people you refer business to. When you help another businessperson build his or her business, you’re cultivating a long-term relationship with someone who’s motivated to return the favor by bringing business to you, who shares your target market and who will work systematically with you for mutual benefit.

So many times we take our business cards for granted, and we so easily forget to carry and use this compact, energy-efficient, low-cost, low-tech instrument–a self contained device with no gears, springs or batteries that keeps working hours, weeks, years and even decades after it has left our hands.

I’ve said this many times before. But since I haven’t blogged about it in a long time, I thought it’d be a good time to reiterate that the business card is the most powerful single business tool, dollar for dollar, that you can invest in.

Your business card serves a multitude of functions–none of which goes into action until the second you give it away!

BENEFITS OF THE BUSINESS CARD:

• It tells people your name and the name of your business.

• It provides your address, telephone number, fax number, e-mail address, website and other ways of contacting you.

• It lets people know who you are, what you do, what your qualifications are for doing what you do, how the things you do can help them and, perhaps, even what you look like.

• It demonstrates in text and graphics why a person should consider doing business with you rather than somebody else.

• It can give others a taste of your work, your style, your personality–even your voice.

• It can persuade the person you give it to that you are intelligent, creative and resourceful.

• It can be so unusual, attractive, strange, charming or funny that it sticks in the memory like a great radio or television ad.

• It can present the same messages to anybody who gains possession of it, long after it has left your hands for the last time.

WHAT’S MORE . . .

• It never needs repair or maintenance.

• It requires no license to own or operate.

• It can be carried by the dozens in your shirt pocket or purse.

• It fits easily and unobtrusively in your hand and starts working automatically the instant you hand it to someone.

Here’s the bottom line: this amazing little tool, this tiny advertisement that keeps working and working, is the most cost-efficient promotional device you can own. If you haven’t given much thought to your business card lately, or have been neglecting to hand it out at every opportunity, now’s the time to start paying attention to your business card and utilizing it to reap the great benefits.