Network Like It's 1999
So I'm full of bad quotes this month. But I hope one of them made you laugh, or at least smile. Because that's what you have to do to get over all the doom and gloom that currently permeates everywhere.
There is good news. And it's that customers need
your products and services, even in this economy. The mildly bad
news is that those customers can be harder to find and might need a
bit more persuasion to part with their hard-earned money.
Which is where networking comes in. Do
continue your other sources of marketing and advertising. All
marketing should be aimed at planting seeds. And the more people see
and hear your name, the more likely you are to be successful. But
step up your networking a bit. As long as the economic news stays top
of the fold, on the front page, referrals are going to be very
important. Potential customers may be more risk-averse than in a hot
economy, and that warm introduction is going to get you a lot farther
than your competitor's half-page yellow pages ad. In fact, I recently
heard an interesting story. A contractor pulled his yellow page ad
after spending over $3000 and receiving 3 customers. He is investing
his money in networking. Over the same year, his BNI chapter brought
him more than twice the customers, and cost 1/10 as much.
So where should you network? Obviously, everywhere
you are currently successfully networking. But do your research. Find
two new venues. It might take trying six to eight before you find the
right two, but that's okay. You've been spreading your message to the
others.
Ask your customers for referrals. But
don't just ask for "anyone" or "someone." Create
a list of "triggers" that identify your ideal clients. Then
ask your customers using those triggers. Example. A lot of financial
planners ask for "anyone else who needs a financial plan."
Pretty vague and hard to come up with names. But perhaps a planner
wants to work with new families and discovers during a client
appointment that the client is about to start a family. Instead of
asking for "anyone," the planner can ask for an
introduction to the other couples in their childbirth class. Lots
more specific. Lots more likely to get a name and number!
Niche your market. Most businesses have
clients that they work with better than others. Analyze your client
list. See if your best clients have particular characteristics. Maybe that leads to a niche. Then look for other businesses that market
to that same niche. Find out where they network, and you have a good
idea where to look for your next networking event.
So refuse to participate in the doom
and gloom. I guarantee your most successful competitors are looking
for new and creative ways to market themselves. Network well. Build
solid relationships. And you will be on top when the economy turns
around!
|
