I target market, and  target network, yet still feel sometimes I’m doing too much.  When that feeling occurs, I generally slow down my networking efforts a bit or I re-evaluate my expectations about what I hope to gain from attending the event.  I usually enjoy the events that I attend, but find there is often a tension between meeting enough new people to feel it was worth attending, and spending time with those I already know, strengthening the relationship.    It’s not a numbers game for me, but a quality issue.  The quality of the relationships, new and existing, are critical in my mind.    

Often I get multiple invitations to events on the same day, at or near the same time.  There are so many competing interests in our personal and professional lives, that sometimes we need to unplug and just say “no!” 

Other times I may attend 3 events in one day or two to three events a week.  There’s certainly no shortage of events to attend.  The key is finding value in those events you do participate in.  If you host events, you want to be focused on providing value.

What makes an event worth attending in your mind?

Is it the number of people who attend?

Do any of these factors weigh into your decision to attend a networking event?

•Dynamic or well known Speaker

•Educational topic/current issue of interest

•Who will be there?

•The venue

•The Food/Beverage choices

•The time of day or evening

•Cost to attend

I’d love to hear about your networking experiences and philosophies.

What works?

What doesn’t work?

Are you doing more or less networking than you did a year ago, and if so, why?

When business is a little slow, they start marketing.  When business picks up, they stop marketing.

Instead, I recommend the “steady drip” method of marketing, so that the referrals and the clients don’t dry up. 

The steady drip can include any or all of the following tools and techniques, which are all commonly known and readily available, but not always implemented consistently:

Live Networking Events: 

The good old fashioned organized networking event at a chamber of commerce, or other structured networking group.

Social Media Events:

Online conversations with one or more people at the same time, held publicly with your participating followers/friends.  There are also offline gatherings known as Meetups/Tweetups with your social media community, so you can finally put the virtual name and face with the live person.

E-Newsletters:

Sent via email to those persons who gave you permission to send it, or who subscribed to your newsletter. Be sure to send something of value, not something that is 90% self promotion.  It should be educational, interesting, and helpful.

Blogs:

Rather than sending your information out to certain people you do know in an E-newsletter, Blogs are easily distributed to large quantities of people you don’t know by those you do know.  A simple link on Twitter, Facebook or LinkedIn of your latest blog can be seen by your network, their network, and in the case of LinkedIn can also be viewed by people who are part of that community at large.  The beauty of it is that it takes almost no effort to distribute the information and get it seen by large quantities of people.   

Hand-written Notes:

Thanking someone for meeting with you, referring or introducing you to someone else, providing you with something of value, etc.

Calling to stay in touch:

I recently read a Blog by my good friend, Preston True, who talked about how intimacy is being replaced with efficiency in business, often to the detriment of that business.  People still want you to take the time to check in with them, see how they are doing, and genuinely care about them.  Sure, they may need your product and service too, but don’t overlook the relationship while also providing the product or service.    Also, the call to stay in touch is separate from the call to ask for more business.  They need to hear from you more often than at the annual checkup, business review, etc.

Engaging Websites:

With a call to action, and fresh content updated weekly or monthly.  Not something that was designed 10 years ago.  People need to see your latest Blog, E-newsletter, twitter stream, events, news, etc.  Not just a list of services and a contact page.  You want to give them a reason to come back, not forget about you within 3 minutes.

Presentations:

Showcase your expertise by doing seminars or talks for groups of people interested in your product or service.  It’s an effective way to build credibility and get in front of a number of people at once.  Attorneys and Financial Advisors often implement this strategy, but it depends on the type of client they work with and how they market the events, whether or not it is an effective strategy.

Other Ways to Keep the Clients and Referrals Coming:

I often recommend to service professionals the Book Get Clients Now, by CJ Hayden, because it was written specifically for them.  Service professionals include attorneys, doctors, IT professionals, salon owners, massage therapists, and others who provide a service rather than a product. 

The book is a great compilation of marketing tools, that are easy to implement and low in cost.  The author approaches marketing like a menu in a restaurant and suggests you pick an appetizer, main course, and a dessert to focus on for your one month marketing plan.  The next month, you can choose something else.  This way marketing isn’t overwhelming. 

You wouldn’t try to eat the whole menu at a restaurant in one sitting.  Nor should you try to implement every marketing technique the same month.  If you get one method going successfully, maintain it while adding in the others and before long, you’ll have a steady drip of marketing, referrals and clients.

POINTS TO PONDER AND SHARE:

1)      What other marketing tools or techniques do you utilize effectively, which weren’t mentioned above?

2)     Name a website or professional who really impressed you with their marketing technique and tell us what you liked about it.

3)     Do you have a marketing challenge at the moment that you’d like some help with?

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Tips For Small Businesses and Professionals:
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A referral is a potential client for your product or service.

An introduction is a connection to someone who could one day be a referral partner, a client, or a nice human being you might enjoy meeting one day.

I’m careful to make email introductions that clearly state why I’m connecting two people.  I’ll email both people at the same time and say something like this: 

“Hi Joe and Sally!  I wanted to introduce you to one another, because I think you might have some business synergy.  Joe is a financial advisor who works with families of special needs children. Sally is an estate planning attorney who also works with families of special needs children.  I know the two of you like to meet professionals in one another’s fields, so I thought I’d take this opportunity to connect you with one another.”

Then I provide contact information for each of them, wish them the best, and sign off.

This is effective because it sets the expectation clearly up front.  It’s up to the two of them whether or not they’ll make a relationship. I’ve just made an introduction, and now they both have the potential to form a relationship with a target referral partner. 

This is much more effective than if Bob tells me at a networking event that he wants to introduce me to Jim and then goes back to his office and gives Jim my number.  Jim isn’t going to call.  Not because he’s not interested, but because he’s going to get busy and there’s no sense of urgency for him to call me.  If you really think two people might have some business synergy, set it up properly with an introductory email as demonstrated above.  

Two other terms I’ve noticed that are misused interchangeably are “support groups” and “networking groups”. 

I recently posted on Twitter the following request:

“Can anyone recommend a Networking Group in SE MI for providers to Special Needs Children or Adults?”

The responses I got back were for names of support group type agencies for special needs patients and families.  While I’m sure those are great resources to have if you are a family in need of those resources, it wasn’t what I was looking for.  I was seeking networking groups where professionals in different industries come together and hopefully cross refer to one another, because they have a common client: special needs families or patients.

A Support group is an organization that exists to support its members in the challenge they are facing.  It could be for individuals and/or their families who struggle with alcohol or substance abuse, or a divorce recovery group, or one that deals with the challenges of chronic illness, etc. 

A Networking Group is an organization made up of business people in different industries (or sometimes the same industry), who meet with the hope of beginning a business relationship.  Over time, as the relationship develops (if it develops), they might refer business to one another or purchase the products or services of one another.  The focus is supposed to be on relationship building and learning about the other person, rather than promoting yourself.

Support groups and networking groups are both valuable, just different.  One is essentially a group of consumers with a common need or interest, while the other is a group of business builders looking to cross promote one another and be promoted by one another. 

Why is it important to use these terms of art correctly? 

Because of the expectation and impression they create.  If I asked you for a fish and you gave me a fry pan, wouldn’t you be confused and perhaps disappointed?  Both are useful, but it depends on the purpose you are seeking them whether or not they are helpful to you at that time.  

People want to be heard, understood, and responded to.  By doing so, you show you care.  But if you respond with something out of left field, what kind of impression does that leave?

Remember, everything you do, don’t do, say, or don’t say adds to or diminishes your brand.  It’s important to get schooled on the basics to be an effective networker and business builder.  We can all learn from one another, both what to do and what not to do.  Being intentional about focusing on the other person’s needs, using these terms of art correctly, and really listening to others will go a long way towards branding you as a caring professional.

POINTS TO PONDER AND SHARE:

1. Do you struggle with getting or giving referrals?  If so, describe a typical scenario that you’d like some help or feedback about.            

2. Describe a situation when someone left a really good impression on you, either at a networking event or as a service provider.  Note what it was that made them stand out, or made you feel heard, understood or responded to.            

3. Describe a situation when someone left a really bad impression on your, either at a networking event or as a service provider.  Note what it was that caused the disconnect and unpleasant feelings.  (I’ll share one of mine:  someone visibly stepped away from me and changed the expression on his face from a smile to a frown once he realized I was no longer a prospect).

A few of the ways I’m enjoying summer, while remaining productive, include:

1)  Night Time Outdoor Tennis:

 

I signed up for a Parks and Rec class which offered group tennis drills with an instructor every Tuesday night at 8pm.  By then the heat of the day is behind us, and generally there’s a cool breeze blowing which is very refreshing.  About half way through the 1 hour class, the lights come on.  I really enjoy the courts lit up at night.  The combination of the breeze and the lights makes nighttime outdoor tennis one of my favorite activities.

2)      Save reading for outdoors:  

Once a week my 12 year old son plays in tennis matches at our swim club.  Parents never know exactly when their child will be playing, since there’s multiple age groups to contend with for the boys team and girls team, which boasts 160 total players.  I use the “downtime” when my son isn’t playing to catch up on my Crains Detroit Business, or read the next chapter of Book Yourself Solid for my Mastermind Group.

3)       Spa time: 

I’m continuing another ritual I started earlier this year, which is a monthly trip to the Spa for a massage, manicure or pedicure.  Usually I do this on a Saturday, but I treated my mom and I to Spa day one Wednesday afternoon.  It was her Mother’s Day present which she hadn’t gotten around to redeeming, since she’d been busy travelling with my dad on a cruise and vacationing up North.  Mom loved her first pedicure, and I had a wonderful 1 hour massage.

4)      Workouts:

I’m also continuing my 4 day a week workout routine at my health club, where I’ve been an active member for over 18 years.  Pilates, yoga, spinning, and now water aerobics are part of the weekly routine.  My club offers my favorite workouts early morning or after work hours so it doesn’t interrupt my business schedule, and I’m diligent about putting these in my calendar like any other important appointment.

5)       Inspirational Reading and Journaling: 

I make it a point a few times a week to set aside some quiet time early in the morning so I can read and journal.  It is something I enjoy and it renews my spirit and gives me a great sense of peace.  It also allows me to reflect on accomplishments, overcoming challenges, appreciating my blessings, and noting my personal growth in various areas of my life.  It is a goal for me to be able to do this on a daily basis, but so far I’ve only managed to set aside the time 2-3 times per week.   I have a special space in my home where I do my reading and journaling, but it can also be done outside or at a coffee shop if I have some time in between meetings.

 

6)      Networking meetings at outdoor cafes: 

It’s nice to sip an ice tea or cold bottle of water,  while meeting a new business contact at a café or restaurant which has outdoor tables available.  I schedule my meetings out of the office three days a week and stay in the office two days a week to handle my phone calls, work on marketing materials (e-newsletters and blogs), and complete my follow up activities.   

7)       Half Day Fridays: 

Generally I won’t schedule any meetings Friday afternoon so that I can enjoy a half day at the swim club, or see a movie if it is raining, or do some errands I didn’t get to during the week. 

8)       Evening walks:  

I love walking around my neighborhood at 9 or 9:30pm.  It is still light out and generally others are out walking too.  If I’m not walking with someone, I might use that time to chat with a friend on the phone, which is another time saver.

9)      Schedule monthly enewsletters and weekly blogs in advance:  

I usually work on these materials in the morning on weekends, when it is quieter and I can work uninterrupted.   Once completed, I program them for distribution at the appointed time.  

10)   Summer Vacations: 

I’ve always enjoyed having a work week to myself when my parents took my sons up North, or they went away with their dad for a week or long weekend during the summer.  However, this summer  I’m treating myself to 5 Days/4 Nights at Red Mountain Spa and Resort in Utah, where I’ll enjoy great food, relaxation, multiple workouts a day, and some special activities: Dessert Rain Massage, Horseback Riding, Yoga at Sunset overlooking a canyon.   I expect to come back rested, rejuvenated, and fit!

POINTS TO PONDER AND SHARE:

• What are your favorite ways to unwind and relax during the summer?
• Do you find it easier or more difficult to balance career and family this time of year?
• Do you have any special plans this year for a getaway or stay-cation?