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 Welcome to 'Connecting is not Enough' 


Recommended  

I'm delighted to announce the publication of my third book,  Recommended: How to Sell Through Networking and Referrals

 

Published by Financial Times Prentice Hall, the book covers the steps needed to implement a successful referrals strategy for businesses of all sizes. It is split into five sections:

 

- Why you need to get recommended

- The foundation of the ultimate referrals strategy

- How your network can help you generate referrals

- How to get your network to refer you

- Tools you can use

  

I found the read to be both relevant and valuable on a personal and professional level. The book covers the Referral Strategy topic in an exhaustive and detailed manner. I was especially appreciative of the ease of the read ... the end-to-end, sequential and straight-forward positioning of the topic was appreciated, easy to follow and well "absorbed".

 

In summary, this is a book that I would highly endorse. As I read through the book I couldn't help but to think of ways to embed the referral strategy disciplines and techniques into my organization's sales platforms, technologies and processes.

 

Colin Wright

Senior Vice-President, Global Sales Development

Mastercard

 

 

This week's newsletter is dedicated to the launch of the book, with some extracts below and a video based on the tips in the book. We'll be back to the usual format next time out. 

 

The book is available from WH Smith Travel bookshops, by order from other bookstores, from www.recommendedthebook.com and on Amazon. At the time of writing it is half price on Amazon.co.uk, so I would recommend checking there for a copy first. 

 

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Alongside the publication of Recommended, it has been an eventful couple of weeks since the last copy of Connecting is not Enough

 

Top of the list is the news that I am now a featured blogger on one of the World's most successful blog sites, The Huffington Post. It's a great honour and the response to my first couple of posts has been very favourable. 

 

Additionally, I was invited to discuss the pros and cons of networking with Colin Paterson on BBC Radio 5 Live on Friday afternoon. It was a lively discussion and I think I managed to sway the opinion of Stephen Briers, the clinical psychologist who was, shall we say, a networking-sceptic at the start of the discussion!

 

 

Is networking a positive thing? BBC Radio 5 Live discussion
Is networking a positive thing? BBC Radio 5 Live discussion

 

 You can watch the BBC Radio 5 Live interview above. 

 

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August  is usually a quiet month but this year I'm keeping busy. Included in the schedule is a visit to Ho Chi Minh City in Vietnam to speak at two events, including this networking event hosted by the Nordic and German Chambers on 18th August. 

 

If you have any contacts in Vietnam, please let them know I'll be in Town!

 

You can also catch me in the UK at the following events in the coming weeks:

 

10th August - The London Link Up - Networking in the Real World

1st September - Eventia Summer Party - Networking in the Real World

28th September - Swedish Chamber of Commerce - How to Develop a Successful Referrals Strategy

12th October - Sage World 2011 - Word of Mouse: Using LinkedIn as a Referral Tool 

13th October - Sage World 2011 - How to Network with Confidence

 

 

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Congratulations to Lorna Pepper, Carter Stewart, Tania Ashton Jones, David Jamieson and Rona Cant who won signed copies of Lara Morgan's brilliant book 'More Balls than Most' in our last competition.  

There will be another competition in the next edition of 'Connecting is not Enough'
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If you have any questions you'd like me to address either in this newsletter or on my blog, please either tweet me, post them onto our Facebook or LinkedIn pages or email them to me.

I always try to address as many as possible.  

 

Happy Networking!


Andy

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Referring people you've only just met
'Recommended' Referral Strategy Ti

 

When you first meet someone, or in the early stages of a relationship, you should still be able to connect them using what I call 'qualified referrals'. By this, I mean that you are not giving your unqualified backing to the person you are referring, but that they still might be a useful contact.

 

Earlier in the book I talked about the electrician I employed after my thermostat at home broke, leaving me with no hot water. When I asked my friend if she could recommend someone to help me, she made it clear that she hadn't met the electrician personally and that he was the son-in-law of a friend of hers.

 

By using language very carefully, she qualified the referral. "I don't know him but I know his father-in-law and he's a trustworthy person," she said. That made it clear to me that she wasn't in a position to personally vouch for the electrician, but I still felt more comfortable using him than by looking for someone in the phone book.

 

The key was that I understood the referral came with qualifications and took on the risk of things going awry.

 

You can pass qualified referrals by using language very carefully, using phrases such as:

 

"I've just met someone who . . ."

 

"I don't know if they can help but . . . "

 

"I know X does this but haven't used her myself . . . "

 

Offer a potential solution to someone's needs while distancing yourself sufficiently from the outcome. Always be clear about your relationship with the person you are referring and the terms of referral and let the buyer take responsibility for making the decision. Always ask for feedback if business is done though, as this will help you build the trust you need to give that person stronger referrals in the future.  

 

Where will your referrals come from?
'Recommended' Referral Strategy Tip 

 

If you are going to tap into the power of the Six Degrees of Separation, you need to have a clear picture of your network as a whole, and how the people within that network connect with each other.

 

Most of us have a tendency to pigeonhole people within our network. The way we look at people is dependent on the relationship we have with them. For example, we are less likely to be aware of what our social network do for their profession, or think about the family and social life of our business network.

 

We interact with people in groups, based on how we know them. So, sitting in the middle of our network we have our family, friends, social groups, work colleagues, clients and so on.

 

This type of segmentation is fine to an extent, and certainly appropriate in most interactions we have. It does, however, limit the effectiveness of our networking and our ability to reach out to the people to whom we wish to connect. As soon as we pigeonhole people in our network, we begin to write off their relevance to the rest of our network and ability to help us in different areas.

 

Last year I was working with a manufacturing company who were struggling to bring in new business. Halfway through the session, as we were looking in more detail at the sales team's networks, the managing director suddenly realised that his wife was in a senior position with a perfect prospective client, but that neither of them had ever made the association! 

 

When should you ask for referrals? 
'Recommended' Referral Strategy Tip

 

The best time to ask someone for a referral, assuming the basics covered earlier are all in place, is when you have something specific to ask for that is easy for your Champion to fulfil

 

The relationship you have built, the service you have provided, the support you have offered are all part of the process of building people's willingness to refer you. When trust and understanding are at the optimum level, take the opportunity to ask.

 

If you don't have a specific request to make, work out who your Champion knows and how their network relates to the connections you need. If someone does ask how they can help and you know they mean it, be prepared, if necessary to ask if you can come back to them and think about the best request to make first.

 

We've talked at length about the importance of making it easy for people to refer you. So focused requests are essential. Either people may have mentioned someone in their network who fits your ideal referral criteria or you have a specific target and have identified that they can help. 

 

 

Why traditional approaches to asking for referrals are ineffective
'Recommended' Video Tip

 

In this clip I talk about why a new approach to referrals strategy is so important and why traditional approaches simply don't work. 

 

  

Why traditional approaches to generating referrals are ineffective
Why traditional approaches to generating referrals are ineffective

The 18 most ridiculous Barack Obama Toys

Just for Fun


The price of being the US President?

Obama Toys

I hope you've enjoyed the newsletter and look forward to your feedback.

 

If you're serious about developing a networking and referrals strategy that can take your business to a new level, or you are interested in booking me for a speech or training session for your team, find out more details on our website or you can contact me on:

 

Tel: 07930 417833
Skype: andylopata

 

I look forward to hearing from you.

 

Andy




� All material copyright H & A Lopata ltd 2011. All rights reserved.

 

'Recommended' in other people's words

 

"Recommended" is a practical guide that reinforces concepts that, if practiced, will lead to a more focused approach in cultivating referrals. 

  

In my experience, strong referrals are more likely to convert to business than any other form of lead generation. However, those referrals are rooted in strong relationships.

  

Andy does a great job in dispelling the myth that salesmen need to pitch at every opportunity, instead emphasising the role of relationship building in strong referral generation."

Erich Gerth

Executive Director, CEO Global Business Development

Aviva Investors

 

"A stimulating and interesting read. Strong, enduring, intimate relationships are critical to be successful in business, Andy is an industry expert in that regard and his book is rich in terms of hints, tips, strategies and wisdom to help you build and retain better relationships through effective networking"

Peter Ryan

Chief Client Officer, Logica

 

"A powerful network is essential for any successful business and Andy is the King of the Networking scene. His new book is a must-read if you are serious about building your tribe of followers and enjoying the rewards that network can then offer you."  


Rachel Elnaugh, Entrepreneur, BBCTV 'Dragon' and Award Winning Business Mentor

 


Quick Links


Lopata.co.uk

Blog archive

Andy's YouTube Channel

 

'...and Death Came Third!' on Amazon.co.uk

 

'Recommended' on Amazon.co.uk 

 

Andy's Amazon page

 

Networking in Ninety Minutes - Double CD Set  

 

Andy on Facebook

 

Connecting is not Enough on Facebook

 

and Death Came Third! on Facebook

 

Andy on LinkedIn

 

Andy on ecademy

 

Follow Andy on Twitter

 

Business Networking Strategy Group on LinkedIn

 

Connecting is Not Enough Back Issues

 

 

Join Our Mailing List
Andy's Musings... 
A selection of Andy's regular online columns and coverage elsewhere:

Did you build your network by design or default?
 

Joined Up Networking 

 

Connecting is Not Enough 

 

How Do you Make Introductions Without Losing Friends?

 

The Huffington Post

 

What Impact Does Culture Have on the Growth of Networking? 

 

The Huffington Post 

 

  
Recommended in other people's words

"Developing your network is a pre-requisite of any successful businessperson.  Whether for sales generation or your personal development, who you know is still as important as what you know.  In this book Andy delivers some tried and tested techniques that anyone can use, to increase their sphere of influence and ultimately the profile of themselves as an individual or as a business.  A must read."

 

Phil Jones
UK Sales & Marketing Director

Brother UK 

 

  

"Andy Lopata has written an excellent comprehensive guide to networking and referrals. So why should you bother ordering a copy? 

  

1. I want to dig the nuggets out of a book like this, I don't to want to have a long turgid narrative. The author recognises this, as if he had written the book for me. Open it at any page and you will get full value. 

  

2. I really like the 20 pages dedicated to networking on LinkedIn. Must read. 

  

3. I like the chapter starting on page 80 "Do people understand how to refer you?" 

  

My opinion of this book:

  

Recommended!"

  

Roderick Sloane on Amazon

  

  

Congratulations on a great book for anyone who has not mastered how to 'sell through' the networks rather than to them. 

  

While this book is based on the desire to gain from connections there are many insights that help people who are wanting a return on their invested time.

  

Referrals come from people really knowing your value and Andy advocates a good level of relationship building. He also explains the need for reciprocity and that you cannot just take from the networks, there has to be a lot of give also. 

  

I see this as a great book for anyone transitioning from the Corporate world and needing to learn how to network effectively in their own company start-up. It is full of rich content and case studies that will help to build empathy.

  

Penny Power on Amazon  

 

  

"Andy is a very experienced networker who has taken his own highly successful approach and translated it into an effective and practical guide."

 

Keith Ferrazzi, bestselling author of Never Eat Alone and Who's Got Your Back

  

  

"I have known liked and trusted Andy over the past 10 years and therefore was delighted to able to endorse his new book.

 

It must become the definitive book on networking and should be given to every person wishing to expand their business or their personal connections.

 

Andy ensures you understand each point by constantly reviewing what he has written through "Chapter Reviews" " Nuggets " and "Tips" it's done in a way that you will never miss the point that he is making.

 

A must read."

 

Brian Chernett

Founder of The Academy for Chief Executives

 

 

I thought I knew quite a lot about networking and getting referrals, but I was only a few pages into Recommended before I realised that I'd barely scratched the surface. I realised I'm missing lots of opportunities and, as I get all my business from networking (on and offline), I really started paying serious attention!   

  

This book has the potential to open the door to serious business growth. You've just got to follow the instructions!   

  

Absolutely brilliant, Andy!  

  

Lesley Morrissey on Amazon

This book is excellent: it offer pragmatic and easy to follow advice on how to be referred and grow your business via your network. 

  

I have experienced tons of times the mistakes that Andy talks about: the networking dance, those who try to make a sale even if they barely know you and have not made any effort to built trust with you, the business cards "handout"! 

  

Andy offers refreshing advice on how to build a solid referral strategy, how to leverage and grow your network and how to be referred by others in the best way (be specific and spell out what you are looking for!) 
 Andy also provides examples on how to refer other people and safeguard your reputation: this chapter is an absolute gem!

  

I really like the chapter on LinkedIn: his advice is spot on!

 

The last chapter "In a nutshell: 10 steps to an effective referral strategy" is very handy.
 
The advice provided by Andy in his book applies to self employed individuals and also to people employed in corporations/companies: having a solid network that can refer you (and that you can refer to others) is key when building a successful career, regardless of your employment status. 

 

And this book tells you exactly what to do and the common mistakes that you should avoid. 

 

Andy Lopata is known as "Mr Network" and after having read this book I totally agree: well done Andy! 

 

B. Isabella on Amazon   

 

  

What's so good about this book is that it's based on Andy's own experience and practice.


Powerful referrals are the foundation for any successful business and this is a practical guide to both receiving and giving high quality introductions. 

 

Everything that Andy has done for Big Issue Invest demonstrates that he really walks his talk.

 

Nigel Kershaw OBE
CEO, Big Issue Invest
Group Chairman, The Big Issue Company Ltd