Becoming a ‘FIT’ Networker

Becoming a ‘FIT’ Networker by Andy Lopata

The world is changing and business is changing with it. As more and more small companies and consultancies spring up, the focus in marketing is shifting from the purely traditional approach, and increasing numbers of businesses are realising the importance of word of mouth marketing and networking.

Networking has been around since the first caveman realised that he would find it much easier to slay the woolly mammoth with his neighbour’s help. However, as a concept designed to generate more business, we Brits have been more inclined to wait for things to happen and for people to refer us.

That is now changing. Whilst they still have a role to play in the marketing mix, the traditional routes to market, such as advertising, PR and direct marketing (eg. cold calling and direct mail), are becoming less and less relevant and more and more expensive for many of today’s small business owners.

Although these forms of marketing let people know we are there, networking and word of mouth marketing are far more effective in targeting prospective customers at the time they are in the market for our goods and services. Why would someone be talking about you if neither party has a need for your expertise?

Mark Tomblin of the global advertising agency Publicis was recently quoted in Real Business magazine saying “If someone you respect says ‘you should go to this place’ or ‘you should try this thing’ that is worth millions and millions of pounds of advertising”. This from a Director of a major advertising agency! We like to be referred to providers of services we want to buy, so when it happens we are far more likely to become their customers.

Bearing this in mind, how do businesses strategise their word of mouth marketing? The answer lies in the generation of ‘Champions’ for your business, people who will shout your name from the rooftops and recommend or refer you whenever the opportunity arises.

This doesn’t just happen. To be effective you need to take a cool, focused approach to your word of mouth marketing strategy, ensuring that your business can develop and retain its Champions, building more and more referral business each year.

The first step is to find your Champions. Identify who knows the most about your business, who has faith and trust in you, and who wants you to succeed. Your clients may be the obvious first choice, people who know how you work, what you can do and who have shown themselves to be happy to come back again. But you do not have to stop there.

Many people miss the opportunity that their suppliers offer them as prospective Champions. If they have built up a strong relationship with you, it is quite probable that they have done so with other clients as well. And they certainly have a vested interest in your success – since as you grow, your needs will grow, as will your ability to pay their bills!

Your friends and family also make strong potential Champions. People who want you to succeed and don’t expect anything in return for the help they can offer. How many people do they know who might be in the market for what you can offer, and how often do they recognise that connection?

Business contacts can also be key Champions. From business associates and fellow members of networking groups, even to your competitors who may refer you because of where you are based or where in the business you specialise.

And don’t forget your employees. If they are proud of their place of work and feel part of a team they will also feel a vested interest in your success. And they may then work hard to help to build on that success.

It is not enough though to simply identify the people who can champion you. They need to want to do so, with enthusiasm. So your next step is to find ways to inspire your Champions.

A key way in which to do this is to champion them first. People will feel more inclined to seek out opportunities for you if you have introduced new business to them. Look for other opportunities in which you can help them as well, introducing them to colleagues or offering free professional advice are two typical examples.

In terms of your existing clients, try to go the extra mile, substantially exceeding their expectations when it matters most to them. Most people are more likely to talk about poor service than bad because they make good stories, so you really have to make that extra service count at the right time.

If you want to inspire people to be passionate about your business, it is important that you are passionate yourself. Such passion can be infectious and if people see that you love what you do and truly believe in it they will feel both more comfortable and more motivated to go out and talk about you.

A lot of businesses consider commission agreements when looking at ways to inspire people to refer them. While these have an undeniable place in business, a lot of people feel uncomfortable with being paid a commission. If you are going to use them, make it clear what you are paying and when you are paying it. Does the percentage you offer reflect the value of the transaction or the value of the profit? When is it payable, when a contract is signed or as and when the monies are received? There are a lot of pitfalls to avoid.

The simplest way to inspire Champions is to ask. As the old saying goes, “if you don’t ask, you don’t get” and many opportunities for referrals and introductions are lost because people don’t ask. You need to focus your prospective Champions’ minds on your needs because they have enough issues to preoccupy their thoughts.

Once you have found and inspired your Champions, it is important that they feel that their efforts have been appreciated and that they haven’t gone unnoticed. So make sure, as part of your word of mouth marketing strategy, you thank your Champions. In its own way, doing this acts as another inspiration to champion you further.

The most important thing about saying thank you is that it has the personal touch. Too many bottles of whisky and wine are given out to business contacts who don’t drink. If you are going to treat someone to a meal out or other forms of corporate entertainment, find out what they like to eat or where they would like to go, rather than what you like.

Reciprocating is a great way to thank somebody for a referral or recommendation. Looking out for opportunities for them will often lead to a positive cycle of mutual referral, benefiting both businesses.

But sometimes it is enough to simply say ‘Thank You’ whether it is by telephone, card, letter, email, or in person.

So there you have your word of mouth marketing strategy. Find, Inspire and Thank your Champions – and be a FIT networker.

About the Author
Andy Lopata is one of the UK’s leading Business Networking Strategists. He is the former Managing Director of BRE Networking and co-author of the Amazon.co.uk Bestseller ‘…and Death Came Third! The Definitive Guide to Networking and Speaking in Public.’

You can read more of Andy’s thoughts at ‘Connecting People’ - http://www.networkingandreferrals.blogspot.com/

Does networking really work?

Does networking really work by Andy Lopata

‘Networking’ has become a buzzword in British business in recent years but many people are still confused by, or sceptical of, anything carrying the tag. Yet we all network. Talking with people we know; exchanging stories; expressing ideas; asking questions and offering our support.

Everyone has their own personal ‘network’, a sphere of influence which, according to American author and sales guru Joe Girard, extends to around 250 people. These are the people who help us to succeed, providing the benefit of support, advice, experience and expertise as and when we need it.

As Bob Burg says, in his book ‘Endless Referrals’,

“We are not dependent on each other; nor are we independent of each other; we are all interdependent with each other.”

Networking operates on this foundation with everyone looking to support and connect others within their sphere of influence.

In its formal manifestation, networking can be a successful part of your marketing approach but only with an effective strategy. You need to establish what you want to achieve and how and where you can realise these ambitions.

Networking where it is local, convenient or because you have been invited is not enough. Look at the opportunities available to you and how much time you can commit to them.

Most networks can be categorised into one of two types - network-building or referral-building. Network-building opportunities, such as monthly Chamber of Commerce evenings and internet-based networks, are about making new contacts and expanding your network. Referral-building groups, such as BRE, meet more frequently, aiming to build stronger levels of trust and understanding between members, thereby enhancing the quality of referrals passed.

Don’t expect an immediate return from networking. Understand the commitment needed to make it work; both at meetings, online and in building relationships with the people you meet through effective follow up. Sometimes less really is more! It may be better to commit regularly to one or two organisations rather than trying to get to every gathering in town.

Successful networkers don’t concentrate on trying to sell to people; they understand that they probably won’t meet their prospective customers in these forums. Even if they do, those prospects are probably not there looking for suppliers. Instead, they focus on building strong relationships and helping others. Many have found that the more they help people in their network; the more people want to help them.

When you have a network of people who trust you, like you and are ready to refer you, make sure you have a clear, focused message to make it easier for people to help you.

Many businesses struggle to gain results from networking because they are not able to express clearly what they need and how people can help them. By having a memorable and repeatable message, you make it simple for others to connect you to people in their network. Bear in mind that you may not be addressing your ideal contact but you may only be one or two steps away from them.

Don’t be afraid to identify ideal connections for your business and then ask for them. At a recent BRE meeting in Fylde in Lancashire, Bill McKenzie of Quay Imports asked for an introduction to Blackpool Zoo for a product imported from China. As a result, not only did Quay Imports do business with Blackpool Zoo, but through those meetings they were able to target the sector as a whole and now do business with a number of other, larger zoos, including London Zoo.

There are countless other examples like this from other companies for whom networking is a key part of their marketing strategy. Plan your strategy. Focus on what you want to achieve. Know what steps you need to take. Do this and then networking really can work for you.


About the Author
Andy Lopata is one of the UK’s leading Business Networking Strategists. He is the former Managing Director of BRE Networking and co-author of the Amazon.co.uk Bestseller ‘…and Death Came Third! The Definitive Guide to Networking and Speaking in Public.’

You can read more of Andy’s thoughts at ‘Connecting People’ - http://www.networkingandreferrals.blogspot.com/

Discipline - Are you going for the long haul?

Are you going for the long haul? by Paul Lemberg

Are you in it for the short term, or the long haul?

I’m going to go a little bit out on a limb here. I’m going to suggest that very little which is worth leading a group to accomplish is going to be accomplished without discipline.

Not in the trivial things. I’m talking about the things that matter. The things that take the concerted effort of a team working together.

What kind of discipline? How about a working definition:

Doing what you know you need to do, for as long as you need to do it.

The kind of discipline which lets people hone their skills and become proficient at their jobs. The kind of discipline which enables us to adhere to standards even when it might be uncomfortable.
The kind of discipline which enables us as leaders to hold our people to account. No matter what.
There’s an alternative to discipline, and it’s not pretty.

It’s called regret.

Regret is what you get when you knew what needed to be done and you didn’t do it. Regret is what’s left when you look back on your unfulfilled intentions and know you just didn’t have the nerve or the commitment to bring them to life.

So there’s a choice.

You can have the pain of discipline – because discipline isn’t easy (that’s why it’s called discipline) and sometimes it hurts.

Or you can have the pain of regret, which never hurts in the present, but sure will feel terrible later. And you have it for the rest of your life.

Copyright Paul Lemberg