Networking News 

by Karen Frank
Volume 26
January 16, 2009
Greetings!

I was recently talking to someone about selling and whether or not "sell" rivaled the 'f-bomb' for dirty words!
Karen Frank Headshot
I guess it depends upon your point of view.

I don know that many of my readers feel like going to a networking event feels alot like voluntarily going to a sales convention wearing a sign that says "sell me what you have."

In fact, I've had several requests for a series of articles for the "relunctant networker."

While I am working on that, enjoy this month's edition of Networking News.

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In This Issue
Ask Karen
The "Eternal Question" - How Do You Get "Butts in Seats?"
You're Invited to a Couple of Excellent Networking Opportunities
Now Open - The Networking Lounge!
Ask Karen:

Question:

 How can I maximize my effort to sell my service to the contact sphere of the person to whom I'm pitching?

Answer:

It's important to remember that networking is always more about farming than hunting. It's actually been defined by the Dr. Ivan Misner, founder of BNI as "Growing your business by helping other people" - a definition I happen to really love.

That being said I have two thoughts for you.

First:  Remember the best way to "sell your stuff" is to educate people as to why the must have what you offer - in other words, educational marketing.

Maybe you're the manager of a band.  Do you have some statistics about how having music at a company event increases sales?  Maybe you could find out if having music at company events increases employee retention, and follow up with some statistics on how much it costs an employer to replace an employee.  Do you see where I am going with this?

Second: When you want to connect to the contact sphere of the person with whom you are speaking (the 250 people that person knows) you must be VERY specific with them as to what you need.  Further, you must make sure you are speaking in their language, not yours.

So, taking the Rock Band Manager as an example,  Let's say you're at a networking event and you want to book a bunch of gigs for the next quarter.  Let's say you want to do social parties. 

Instead of asking people if they know anyone who's having a party in the next couple of months, maybe you ask for if they know the person who plans events for Hornblower Cruises. Or the event planner for Scott's Seafood Restaurant.

One small side note, it's even more effective to request something like that if you ALREADY have a relationship with the person you are talking with.  It's most decidedly NOT a numbers game. 

When you run into someone at an event if you REALLY seem to hit it off and they ask you what you're looking for in your business, then go for it. IF however the conversation doesn't drift that direction, ask to have coffee, lunch or drinks with the understanding that you'd like to brainstorm on how to help THEM grow THEIR business.

Once you have established your relationship and you are seen as someone who can contribute to the relationship - ASK for that introduction.  When you do, as long as you can also articulate your point of differentiation and your benefit to the person you want to be introduced to, you are much more likely to be successful!
The "Eternal Question" - How Do You Get "Butts in Seats"

So you've created a "knock your socks off" presentation.  You know exactly what you want your audience to do when you say, "Thank you for coming." How the heck do you get them to show up in the first place???

That would be the eternal question.

What's interesting is that you are not alone. Many of the largest and most prestigious workshop companies are having the exact same problem right now.

So if they're having so much trouble, how are YOU going to get people to show up?

I will openly admit that in the past I have had the same challenge as you and I have developed some strategies that, while I don't have rooms with hundreds of people, I do get the 'right' people in my classes and I make money in the process.

There is good news for you if you're just starting out.  It kind of plays off the same principal that tends to apply when you start a business: At first it's easy because what you're doing is new and different. People will be curious and want to "see what you're up to."

Once you have a few presentations done, everyone who was going to attend has, and now you need to find "new people."  The mistake I made originally was undervaluing the need for new people.  I had great attendance in my first 5 workshops and word of mouth was working, so I *though* I was golden.  By the 15th presentation, I realized I wasn't.

Here are 3 reliable ways to get the "right" butts in your seats. It's important to note, that while these are reliable, they do take time.  Start setting them up even BEFORE you start assembling your first presentation:

1. Ezines

It doesn't matter what business you are in or how you want to sell your stuff. In today's market and email newsletter is an absolutely essential tool for your business.

People take buying advice from two kinds of people. Friends and Experts.  By regularly sending an email newsletter to your clients you become BOTH. 

One caveat, though, your ezine can NOT just be a series of weekly sales pitches.  Your ezine is an educational marketing piece. Remember, I define sales as trying to convince people to buy your "stuff." Educational marketing teaches your clients why they need what you have and substantially increases the chance that they will do business with you.

2. Teleclasses

This is simply a class on the telephone.  People sometimes perceive that leaving their office or home office and taking time out of their day to show up and attend a live class as being too much time away from their business.  Why?  Because the don't see the value.  A teleclass or a webinar can be a way to introduce your infomation to people at their own convenience (especially if you record it for later replay).

Of course like any workshop, you want to make sure you plan the teleclass so the obvious next step for your listener is to attend your live workshop.  Remember. Begin with the end in mind.

3. Strategic Alliances

Who do you know what doesn't do what you do, but has the same clients you do?  That's a strategic alliance and it's especially powerful if that person does business with these clients either right before or right after they would need your services.  By taking advantage of your relationship with a strategic alliance you could get a third party endorsement to their clients.

You can take this one step further by hosting a teleclass for your stratgic partner. This will deepen the trust you build with their client base.

How do you approach an alliance?  Well, you can offer to trade teleclasses. You do one for their list, they do one for yours. This could potentially cross polinate your lists!  If money is amotivating factor for them, You could also offer a referral fee for any sales generated from their clients.

This is just the "top if the iceburg." When you're ready for more information, please join me for my next workshop:

Marketing 101 - How to get your perfect clients to "show up" for your business services and workshops

In this class you will learn:
  • Exactly how to create and publish an email newsletter that gets rave reviews
  • How to get people on your email newsletter list
  • How to find strategic partners and who to look for
  • A system for creating amazing marketing copy for any occasion
When you're done you'll be ready to implement a marketing campaign that gets results!  Please join me on:


When:  Monday, February  9th, 2009 - 12:30 - 3:00pm
           OR
           Saturday, February 21st - 10:00 - 1:30pm
Where: The Networking Lounge
            1934 Contra Costa Blvd., Pleasant Hill, CA
Cost:    $47

Please use the link below to register and pay for the workshop. When you register, you will receive and email to confirm your date and give you logistics.

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A Couple of Excellent Networking Opportunities:
There are two events coming up that I'll be attending.  Both are very low cost and high quality.
I'd like to invite you to both:

1.  My personal BNI chapter is having a Visitor's day on Thursday, January 22, 2009.

We have THE BEST chapter in the area and I'd love for you to meet the 23 most important business people in my life.

We're expecting at least 100 business people. It runs from 11:30 until 2:00. You'll need to bring 50 business cards.  The cost to attend is $25 and it will be in Concord.

Please RSVP if you want to be my guest. I'd love the opportunity to say hi!


2.  My latest greatest endeavor, the Networking Lounge (In partnership with Aaron Slinker and Steven (Shags) Shagrin) is having another shpectaculous pahteh on Thursday, February 5th from 5:30pm - 8:00pm at the Networking Lounge 1934 Contra Costa Blvd.
Pleasant Hill, CA 94523

The cost to attend is F*REE for Networking Lounge Members and $5 for non-members.

Of course there will be yummy food, drink and fantastic people to meet.

Please RSVP to attend.

For more information about The Networking Lounge including the benenfits of Membership, go too the Networking Lounge Blog.
Now Open!
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Sign up for the new exclusive Networking Lounge Newsletter (below) to learn about events, how to rent the lounge and how to receive discounts and free stuff with our Networking Lounge Memberships.

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If you are sick and tired of going to networking events and getting nowhere:

If your marketing is making you miserable:

You might want to check out Network Your Way to Success!
 
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