Telling a story to illustrate what you do

One of the attendees at a seminar I presented last week on effective business networking shared that she had used some of the advance material at a breakfast meeting that morning. She had used her one minute there to tell a story about a client and felt that people fully understood for the first time what she did.

One of the exercises we use in NRG Business Networking Seminars is to try and help people communicate what they do in a way that people will understand more readily.

Some people have a tendency to over complicate their explanation of what they do. One very simple way to help people understand is to tell a quick story. The elements needed are a quick explanation of the situation one of your clients was facing, what you did and the result. With practice you can make sure the example represents the type of client you deal with, the problems they have that you solve and the results you achieve. It's no accident that the media use human interest in their stories so why not do the same?

Here is a quick example from one of our NRG networking groups. A new partner in a professional firm needed to generate his own clients from scratch within a limited time and with few local connections. He joined one of our networking groups and spent time each month connecting with other professionals and building a small number of good relationships giving support and making referrals where he could. A year on and he has a steadily increasing number of referrals and new clients from the time invested in these relationships.

Good Networking!
Dave Clarke
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Networking with your competitors

There's a great story in Andy Lopata's latest 'Connecting is not enough' newsletter. Andy recently shared a platform as a speaker with former State President of South Africa and Nobel Laureate F W de Klerk. He relates how the 2 political opponents, de Klerk and Nelson Mandela, collaborated in raising electoral funds. It's a great story and you can read the full story at the link above. (There is more about the pair's relationship in Andy's blog at 'The Art of Relationship Building - F W de Klerk and Nelson Mandela').

In my experience people who think of themselves as competitors often find more in common to collaborate on than they think. I remember meeting an accountant who expressed some trepidation that he may encounter other accountants at an upcoming NRG business networking event.

I asked him where most of his referrals came from. He paused for a minute, smiled and said "other accountants!"

Good Networking!
Dave Clarke
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Getting your mind right for networking

I have seen a number of presenters over the years talk about how they get themselves in the right mindset before undertaking some activity or other. These have ranged from simple things like breathing exercises to complicated figure of eight walking patterns.

I attended an excellent networking masterclass from Nigel Temple last night. During one of the discussions Nigel was sharing how open questions were much more important than any elevator pitch and said that he always thinks CAKE before networking. Why cake you might ask. Cake reminds him of Mr Kipling (exceedingly good cakes!) and that reminds him of a verse from the poem in The Elephant's Child from Rudyard Kipling's Just So Stories:

I KEEP six honest serving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.

That reminds Nigel to prepare for asking questions and then actively listening when he meets people. That way he can listen and make relevant connections for the people he meets.

How do you make sure you get in the right frame of mind?

Good Networking!
Dave Clarke
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How to create a successful online networking profile

I recently wrote '10 tips for building business with the effective use of offline & online networks' in response to a number of requests for help with getting the balance right between offline & online networking. I also wrote about the subject in my National Networker Column last month, 'UK: How small businesses really network.'

With any online network your profile is at the heart of your experience. It’s how people can be sure they’ve found the right person when they search for you. Here are some tips on creating a successful online business networking profile from this month's NRG-networks Community Newsletter.

• Just like when you meet someone in person, your profile photo is the way people who meet you online can put a face to your name.

• What you write in your online profile summary is just like the 30 second introduction you’d give to someone you’ve just met, so don’t underestimate the value in spending a little bit of your time getting it just right.

• You can add a few carefully thought-out keywords to your profile to indicate how you’d like to be found when people search for you. Think about the things you specialise in and add them to the keywords section on your profile.

• Your education, your interests, and your professional experience are the kind of things other people are likely to find interesting about you and what you do. They trigger conversation and interaction. So make sure you add as much information as you can so people find you and ask to connect with you.

Good Networking!
Dave Clarke
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What is the ideal sized networking group?

In my monthly column for the National Networker, 'UK: How Small Businesses Really Network' I wrote about the findings of some recent research conducted by Alan Rae and Lisa Harris. They studied how small companies network and establish the best balance between online and offline networking.

One of their findings was into the size of networking group favoured by their respondents. Most favoured a networking group of between 20 and 40 members. That supports the opinions that many people share when I ask that question at different group meetings.

It is also a figure that could be arrived at by combining the Dunbar number & the Pareto principle. According to the British anthropologist Robin Dunbar the number of individuals with whom a stable inter-personal relationship can be maintained is about 150. The Pareto principle (or 80-20 rule) states that, for many events, roughly 80% of the effects come from 20% of the causes.

Therefore if we have a capacity for about 150 relationships and 20% have the potential to be the most beneficial the ideal group size would be about 30.

What is your experience in different groups?

Good Networking!
Dave Clarke
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Building trust in networking

I have mentioned before the NRG-networks research into the process of building trust in business relationships through networking.

Alan Rae has conducted more recent research into the same topic and it's great to read that his findings support our own in his articles, Building Trust Part 1 and Part 2.

We identified a 4 step model for building trust, the Advocacy Model, and Alan identifies some of the key skills required:

- having the right attitude
- being absolutely clear about what you do
- being consistent
- being easy to talk to
- listening a lot
- finding helpful connections for the other person

He also summarises what it takes to make networking work really well:

"Above all you have to be clear about what you want out of it – be it collaborators, referrals, employees, introductions to finance. If you are helpful and you let other people know clearly what you do and what you want, consistently – then the magic will start to occur."

Good Networking!
Dave Clarke
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Are you crystal clear about what you do?

My colleague Martin Davies related a great story about being clear about your target market in his recent post 'Be really specific when defining your Target Market'. It's great advice and the other really important thing is being absolutely crystal clear about what you do for them. The person in his story was very clear.

To get results and referrals from your networking you want your advocates to promote you and what you do when they spot an opportunity. Are you giving them a clear enough message to help them do this?

If you are not sure then ask a few of your good contacts to tell you what they think you do and who for. It can be a real eye opener and help you adjust your message to something much more effective.

Good Networking!
Dave Clarke
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Using Social Media to spread Word of Mouth

Yesterday I wrote about the conversation I was having with a Service Business Owner about Twitter. On Friday last week I attended an excellent presentation from Internet Pyschologist Graham Jones about increasing website traffic with 2 simple steps. The Two steps are firstly to generate regular and consistent content, then promote it.

Graham mentioned the drop in his web traffic when not signposting & sharing his content via Twitter. As I wrote in 'How do I use Twitter & Social Networks?' Twitter and other Social Media are great for sharing your expertise and building your reputation.

Are you utilising Social Media in this way?

Good Networking!
Dave Clarke
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Engaging in relevant conversations with Social Media

I was speaking with the owner of an Internet Services Business last week about the Seminar I attended earlier in the week from Grant Leboff. I wrote about Grant's views in my post 'Are you the answer for your network?'.

During the conversation he said that he wasn't really sure what to make of Twitter. I said that it was helping me to engage with interested people much quicker than has ever been possible before. Also to track the effectiveness of positive Word of Mouth for your business.

For example a few weeks ago one of the attendees at a monthly NRG Business Networking Event tweeted about his positive experience and a great presentation. The presenter, Ant Hodges, retweeted and one of his contacts asked "What is NRG". Ant replied "NRG is the most effective business networking organisation I have been part of - follow @DaveClarke or visit nrg-networks.com"

Are you engaging in relevant conversations online & keeping track of your 'Word of Mouth'?

Good Networking!
Dave Clarke
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Be really specific when defining your Target Market

At Network Central yesterday a photographer new to networking came over to the NRG stand. He wanted to know how networking might work for him. I asked how he got business - through direct mailing.

"What sort of response do you get" I asked - "Oh about 20%" he said. My jaw dropped and I asked how he got such a high response rate. "Well, I photograph babies and I subscribe to a mailing list where I receive details of women who have just given birth. Most women like to have a photo of their newborn!"

It just shows if you have a really specific target market and you know what they want you can get exceptionally good results.

Having conversations that matter when networking

I was asked yesterday for a list of the people and companies that attend our networking events. It's a reasonable request as you want to ensure that you are using your time effectively when you attend networking events.

The question is often asked, but mainly for the wrong reason. People often ask to find out if potential clients will be attending. The right reason is to make sure that other people attend with things in common with you. Others that provide products and services to similar clients to you. That way you can have conversations about the things that matter to your clients and potential clients.

Conversations lead to more connections, relationships and advocates. Ultimately to many more potential clients than you can ever meet yourself. Better to think of the people you meet networking as a route to market and not the market.

Good Networking!
Dave Clarke
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Are you the answer for your network?

At a seminar this week at an NRG-networks event in London the speaker, Grant Leboff, shared his insights into the changes taking place in Sales & Marketing. The web has meant a revolution in communication and massive choice in everything that we need. When we need something now we do two things, we ask our network and we search online.

Do you have a strategy for building word of mouth for you and your business?

When someone in your network gets asked about a problem that you solve are you given as THE answer to that problem? You should be if your networking is effective.

Good Networking!
Dave Clarke
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Be prepared for speaking slots

The seminar presenter at a recent monthly NRG London Charing Cross Networking Event was unavoidably out of the country and unable to attend. One of the members, Cali Bird, stepped forward and presented a great seminar on Time Management in his place.

She shared her expertise and inspired the audience to take some of the steps required to achieve their personal and business goals. She certainly built her reputation and will be at the forefront of the minds of the attendees when they see an opportunity for someone like Cali.

Sharing your expertise in this way is a great way of giving value and growing advocates for you and your business.

If you get the opportunity are you ready to speak?

Good Networking!
Dave Clarke
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Applying the 7 habits to your business networking

The best selling Seven Habits of Highly Effective People by Stephen R. Covey lists the seven habits that will help you become more effective if you work on them.

The 7 habits (be proactive, begin with the end in mind, put first things first, think "win/win", seek first to understand and then to be understood, synergise, sharpen the saw) are a great place to start with any personal development.

As you might expect they also offer some great insights into how you can be effective at business networking.

* Habit 1: Be Proactive:
You need commitment and the right attitude. Take the lead in conversations, make connections, and share your expertise.

* Habit 2: Begin with the End in Mind:
Work out what you want from your networking. If you are not absolutely
clear about this you will be unable to respond when others offer you help.

* Habit 3: Put First Things First:
Set yourself targets for the things that YOU can control including;
• The amount of time you can devote to networking
• The number of events you can attend
• The number of 1-2-1’s you can arrange
• How much time you can spend online
• Building a contacts database
• What introductions you can give
• Choose the right networking organisation for you

* Habit 4: Think Win/Win:
Develop a giving mentality and become an Advocate for others. An Advocate is someone who promotes you and your services without being asked or paid. Remember, what goes round comes round.

* Habit 5: Seek First to Understand, Then to be Understood:
When you meet someone through networking you need to bear in mind whether you want to take it further. To help you decide try & listen more than talk, understand their issues and build rapport. Ask open questions and good follow-up questions. Reveal things about yourself to establish common ground.

* Habit 6: Synergise:
Look for synergies whenever you meet people and add them to your network. The value of future collaboration will exceed the sum of what each of you could achieve on your own.

* Habit 7: Sharpen the Saw:
Use the knowledge in your network to constantly learn and improve. Share your knowledge with the network so they can do the same. Look out for networks that value the education that members can share with each other.

Good Networking!
Dave Clarke
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Time Management and Networking Follow up

In a recent time management seminar before the monthly NRG London City Group Networking Lunch the presenter, Bob Hayward, shared some time management tips for dealing with new items that come up in our work. The specific context was dealing with emails;

4 Ds & 1 F
Delete it - if it's an email that needs nothing further then delete.
Delegate it - if it's not your job pass it on.
Deal with it - if it's quicker to do something now then do it now.
Diary it - if you need to schedule more time make a specific diary entry.
or
File it - if you don't need to action, but feel you may need to refer to it in future.

The one that seems to get forgotten in networking is the Diary one. People enter networking events and One2One meetings in the diary, but not the time for follow up. So next time you are entering things into your calendar set aside time for following up as well. Also remember that you can make use of time that used to be non productive with the mobile devices that many people carry today.

Good Networking!
Dave Clarke
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How to get 200 people to an event with 2 weeks notice

I went to a great event earlier this week. Described as a networking 'fundraiser' it was organised for Marlow FM's Community Radio Station. How was it possible to get such a good turnout at such short notice?

The organiser has built a powerful network and provided a lot of support to others so that when he needs something they help him in return. His network of people with influence and contacts in the area all got behind this event. They invited their networks who in turn invited theirs. Everyone else involved in the event invited their respective networks.

What could you do in your business with that sort of network supporting you? If you need to build it then do you know where to connect with others with influence in your market? Where are the conversations taking place between other providers of services in your market? Find the answer and join in those conversations.

It could be that you already have a network that would help, but you haven't let them know what the equivalent event is in your world.

It doesn't have to be 200 people at 2 weeks notice. It could be a referral to your ideal client. As well as helping your network achieve their goals remember to help them with how they can help you.

Good Networking!
Dave Clarke
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I will give it a go & see if I get anything

I was chatting with someone last week about joining a networking group. He said he thought he would give it a go and see if he got anything. That approach is likely to lead to him saying in a few months "I tried it, but it didn't work!".

Like most things you only get results after you take some action. So best not to 'give it a go' unless you are committed to being proactive. In business networking that means connecting with people, following up, building relationships and giving first before you receive.

Good Networking!
Dave Clarke
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Have you ever had the hard sell at a networking event?

I went to a great event last week where I got to make some good new contacts, followed up with a few people I had met previously and caught up with a few that I knew well. A really enjoyable experience and an efficient use of time like many well organised and structured business networking groups.

A speaker at the event gave some tips on the use of Social Media and online Social Networks. His number one tip was that networking online is no different to offline, it is not selling it is relationship building. I found it ironic that someone then gave me the hard sell!

He approached me and said, "I saw you on the list can I ask some questions?"

"Of course," I replied.

He proceeded to ask his questions and then said, "the reason I am asking is because of what I do..."

Then it turned into a straight sales pitch and the more he pushed the more I resisted until I just switched off altogether. When he gave me his business card I made a note on it to file it in the appropriate place.

He was not interested in me at all!

Remember that business networking is about building relationships first and as Dale Carnegie famously said "You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you!"

If you are looking for business today from the people you meet, that is selling. Successful networking builds your business for tomorrow. More in this podcast, 'The difference between Networking and Selling'

Good Networking!
Dave Clarke
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Working with your network to generate business quickly

A few months ago my wife was telling me about the troubles a friend of hers was having with her small home based beauty therapy business. Her friend had built a good client base, but a number of them were having less regular treatments due to the effects of the 'credit crunch' on them. She needed to generate some more work.

We discussed some ideas and came up with an action plan including;

* contacting all old clients
* meeting up with other business people she knew in the same market (other providers of services to women in their homes) to see where there were opportunities to cross refer each other
* a party where 3 of them would invite their clients and good contacts to socialise and experience the services of each

The party last week was a great success. 10 new people got to sample the work of the beautician. So she has some new advocates together with 4 new client bookings from the night, another party to do the same in a different village and some work at a hairdressing salon in a nearby town.

Business through networking can take time especially when you are building relationships with new contacts. But don't forget the power of your existing network when you get together and do things for each other. You can generate business very quickly!

Have you thought about any new initiatives with people in your close network recently?

Good Networking!
Dave Clarke
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Internet based marketing & business networking on the increase

In a recent monthly column on the National Networker I wrote about 'UK: Networking Activity on the Increase'. In the post I asked whether 'Offline' networking was growing in line with 'Online' and reported the anecdotal evidence to support the view that it was.

Some research came to my attention earlier this week from Robert Rush of pfa research. The findings in relation to sales & marketing activity in their South West Business Pulse January 2009 make interesting reading:

* 29% increasing activity on internet based marketing with 2% reducing activity
* 16% increasing activity on business networking with 1% reducing activity

Increasing activity in these areas is against a background of 17% reporting an increase in overall activity on sales & marketing as opposed to 26% reporting an overall decrease.

Make sure you don't miss the opportunities that this increase in business networking activity is providing.

Good Networking!
Dave Clarke
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