Making yourself indispensable to clients

One of the attendees at NRG in Birmingham last week shared his reason for networking, "it helps make me indispensable to clients".

He explained that he is often contacted by clients who say "I know you don't do this, but do you know someone who does ...?". He is able to refer people from his network and that strengthens his existing relationships and helps make him indispensable. He is also very attractive to the people he meets networking.

A great approach to have, and very profitable too!

Good Networking!
Dave Clarke
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Offline still most important for Word of Mouth

A couple of years ago in 'Word of Mouth: The real action is offline' I wrote about research from the Keller Fay Group revealing that 72% of all word of mouth interaction took place face-to-face.

A recent report from Mintel finds people still prefer real-life recommendations to online.

So while Social Media and Social Networks are becoming increasingly important in maintaining and building relationships don't forget to focus on the offline.

Good Networking!
Dave Clarke
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Finding your existing contacts on Linkedin

Yesterday I wrote about adding online networking to your offline activity. Someone asked how they went about finding their existing contacts on online networks generally and Linkedin specifically. Most of the online networks allow you to add a free profile and upload details of your contacts so that you can see if they are already there.

In Linkedin you go to the contacts menu, add connections and follow the instructions from the wizard you see below:

You can find and connect with me at http://www.linkedin.com/in/daveclarke

Good Networking!
Dave Clarke
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Extending your networking online

I enjoyed reading a couple of NRG member blogs on the subject of online networking yesterday from Nancy Williams of Tiger Two and Keren Lerner of Top Left Design. I have written before about integrating your offline and online networking and more and more people are asking how and where! I believe that online networks give you a real opportunity to strengthen relationships with existing contacts as well as making new connections.

In 'Personal Power' Nancy makes the point that she spends more time on those online networks where she has met the people and it is part of a relationship building process. She says, "On the sites I am intimately involved with, I know the people I am speaking to on there personally. I have met many of them, I have shared lunch, drinks or an event with them. I have got to know them as human beings rather than as avatars. That makes my interaction with them a lot deeper because I know I am talking to a real person whom I like and look forward to building more of a relationship with."

In 'Networking – combining online and offline' Keren explains the power of combining the two and says, "We really would encourage you to get in touch with people when you have met them in real life via searching for them on one of the online networks where you may both be a member."

If you are not networking online ask your network where they are and join them there. If you are already networking online then have a fresh look for the people you may already know.

Good Networking!
Dave Clarke
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Networking and Strategy

A couple of weeks ago in my post, 'Leadership and Networking', I wrote about the lessons learned in an excellent session on 'Mastering Leadership' presented by William Montgomery of askten. A key lesson was the importance of thinking strategically.

Most of the people I meet networking do not have a strategy for their networking. The danger with this is that you can be very active and very busy but with no positive outcome. If you don't know where you are going any road will do.

William shared some simple ways of starting to think strategically;
1. Know where you want to go
2. Know where you are
3. Know what you need to do to get there
4. Take positive action

Good Networking!
Dave Clarke
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Connecting with people you can work with

Networking can be a great route for finding people to collaborate on bigger projects.

I had a meeting with a couple of people yesterday about their new email marketing venture. One of the most interesting things for me was the history of how this joint venture had come about. They had both met whilst networking and as their relationship developed they had increasingly supported and referred each other. They had helped each other develop their marketing strategies and built some very sophisticated tools for systematic and effective approach to email marketing.

Over time this lead to collaboration on a number of projects and ultimately to this new venture through which they both expand their respective businesses and generate new revenues in new markets.

A great example of real business development through networking.

Good Networking!
Dave Clarke
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Taking the guess work out of networking

The primary business networking driver for many people is to generate more business from the people they meet. Not directly but by introductions to other people they know. Many opportunities to make referrals are missed by people because they do not see the possibility at the relevant time.

It takes time to build a relationship where people recommend and refer you as a matter of course when they spot an opportunity. At NRG-networks we call this Networking Advocacy and facilitate this relationship building process.

One of the great advantages of online networks is that they let you see who your contacts are connected to so that you can request an introduction. This means that online networks are becoming increasingly important as a valuable resource for your offline activities.

Good Networking!
Dave Clarke
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Mapping the Business Problems You Solve

I mentioned Grant Leboff and his seminar on how marketing has changed in my last post, 'Benefits are only benefits when someone is ready to buy'. A couple of people asked me yesterday how they can work out the real problems they solve with their business services. Grant's book, 'Sales Therapy: Effective Selling for the Small Business Owner' includes a whole section on Problem Maps.

It's worth buying the book for the section on Problem Maps alone without the other good stuff! For an example see this blog from Grant on the Marketing Donut, 'Get your sales messages right: Part 3 – Getting clarity in your sales process'. Helpful stuff for your networking and marketing in general.

Good Networking!
Dave Clarke
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Benefits are only benefits when someone is ready to buy

Grant Leboff the author of 'Sales Therapy: Effective Selling for the Small Business Owner' presented the seminar before a recent NRG-networks networking lunch. His talk was about the way marketing has changed with the emergence of the World Wide Web.

During his talk he spoke about how many people talk about their products & services in terms of benefits. This is irrelevant to most people and as the title of this post says "Benefits are only benefits when someone is ready to buy!".

In the new world created by the web you need to engage with customers and deliver value before they are ready to buy. Build your marketing messages around the issues that your customers have and the problems you solve rather than the benefits.

Sound advice for when you are thinking about how to introduce what you do at your next Networking Event.

Good Networking!
Dave Clarke
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How to focus on the right people when networking

In a 121 meeting a couple of days ago the subject of how to find the 'right people' to network with came up. Successful networkers build relationships first and business follows. They are giving people and give freely without expectation or condition to the people they want to help. Over time this leads to similar being given back in referrals, support and other resources. They will often focus their business networking on giving to those people they are most able to help and that is often those operating at a similar level to them in similar markets. This makes sense as they will find opportunities for helping those people much more easily. When they subsequently receive those referrals, support and other resources they are highly relevant to them.

Listen to more on finding the right people for you in this podcast, 'How to focus on the right people when networking'.

Good Networking!
Dave Clarke
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Networking to punch above your weight

In two 121 meetings I had yesterday in Glasgow & Edinburgh I heard great stories about people using networking to open doors into bigger opportunities with collaboration.

The first was from a partner in a specialist tax accounting firm who had become part of a 'virtual' team for other general accountancy practices. The second was from someone who had project managed a team including a number of consultants and a marketing agency to win a ground breaking social media marketing project from a very large private company.

The message was clear in both cases. Build the relationships first and business follows later. Sometimes from very surprising places!

Good Networking!
Dave Clarke
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The importance of clarity and focus in Networking

In my latest monthly column for the National Networker I write about the findings of Alan Rae's recent research into small business networking. Alan summarised some of the key findings for effective networking. He said that as well as being crystal clear about what you do, doing what you say and knowing your subject, the key skills of networking and building trust are:

* An attitude of Givers Gain
* Listening Skills
* Rapid follow up
* Enthusiastic can do attitude
* Trustworthy and sincere

Brilliant reminders about the basic skills required to be effective and successful in business networking.

Read more at The importance of clarity and focus in Networking

Good Networking!
Dave Clarke
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Linkedin for Small Business

Until recently many people I met thought of Linkedin as a network for Corporate users and recruiters. Over the last couple of years more owners of small businesses & partners in niche professional firms have started to put their profile on Linkedin, but many still say to me "I am on Linkedin, but I don't know what to do with it."

Linkedin provides a great platform for finding business opportunities and now has many more features for raising your profile. I have recently used applications in my Linkedin profile to share my blog, NRG networking events, slide presentations and polls. I have also started the NRG-networks group on Linkedin where members can post articles, take part in relevant discussions, make connections and strengthen relationships.

It's worth spending some time, say 10 minutes a day, to connect with people you already know, join relevant groups, answer questions in your area of expertise and build a better profile. It all helps build your reputation and strengthen your networking relationships.

If you are on Linkedin connect with me at http://www.linkedin.com/in/daveclarke
You can also join the NRG-networks group at http://www.linkedin.com/groups?gid=133989

Good Networking!
Dave Clarke
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Leadership and Networking

Today I attended an excellent session on 'Mastering Leadership' presented by William Montgomery of askten. William framed the day around the 10 actions of effective leaders and I will come back to some of those over the next week or so as they are important for you in leading your network.

Effective leaders;
- learn to lead
- think strategically
- think creatively
- set goals
- appreciate that time matters
- are socially intelligent
- motivate successfully
- influence people
- put it across
- are fit to lead

Before going into those in more detail he also shared some research into the characteristics of good leaders. The top three are definitely shared by those that excel in business networking. They are honest, forward-looking and competent. These three qualities are the bedrock on which you can grow effective, profitable and long lasting business relationships.

Good Networking!
Dave Clarke
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Dominating your niche online

Chris Bose presented an excellent seminar before the NRG Business Networking Lunch in London this week. Chris explained that if you work out a niche for your business you can get relevant traffic to your web pages from searches rather than just any old traffic. People are searching for solutions to their real problems rather than your actual service. If you address your web pages to these issues in the area you operate then you can attract the people looking for the answers you provide. You can then work on converting those into real interest in your services and make real sales.

He explained how to work out your niche by thinking about what people really buy from you and why they buy. You can also calculate when, where and how they do this. With this you can work out who your potential customers are and address your web pages to them and the issues you solve for them. If you have multiple markets then approach each niche separately.

There were a lot of lessons during his talk for successful offline networking. People often introduce themselves and what they do without sharing what they are looking for and how to spot an opportunity for them. Next time you are planning your introduction at a Networking Event think about who the people you meet are likely to know. What are the problems those people have that you provide a solution to? Concentrate on telling people about the issues you work on together with those likely to have these issues and where. Share the symptons that people can look out for to get you an introduction.

If you need some help with this then ask some of your customers what they really buy from you and why.

Good Networking!
Dave Clarke
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Twitter for business

Twitter, other Social Media and Social Networks are proving a great resource for building relationships in the small business area. Many of the people you meet or would like to meet are using these sites to stay in touch and share their expertise.

Getting started on a site like Twitter can be daunting so I am pleased that NRG-networks member, Graham Jones, has produced an easy to follow guide. It has links to other useful resources and you can download at:

Beginner's Guide to Twitter

If you are on Twitter already you can find me at http://twitter.com/DaveClarke

Good Networking!
Dave Clarke
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How do you get your new business?

One of the questions I often ask the owners of small businesses is "How do you get your new business?" The most popular response is "Recommendation or Referral".

The response is to be expected, but what is often surprising is that many of these people do not know who gave them the recommendation or referred them. For some of them this leads to much unproductive 'networking' activity almost entirely focused on meeting lots of people.

The best networkers know exactly who is referring them. This means they can concentrate their business development time with the relationships that really matter to them. In a really productive networking group you will often find at least one sub group of people that are using the regular meeting to maintain these quality relationships. These people will spend most of their 'networking' time in regular groups and One2One time with the members.

Do you know who is referring you and where you should be investing your networking time?

Good Networking!
Dave Clarke
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Effective online networking in groups

As you make more contacts online on sites like Linkedin, Facebook and Twitter it can be hard to maintain effective communication. A great way to focus some of the conversation is to start a group where you can share your expertise and engage with people who are truly interested. I have been invited by a number of contacts to new groups they have started this week on Linkedin & Facebook. We have NRG-networks groups on these networks where we share content and interact.

Take a look at these NRG-networks online groups for the type of things you can do with minimal effort:

NRG-networks Group on Facebook

NRG-networks Group on Linkedin

Good Networking!
Dave Clarke
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More than just showing up

I love the quote from Woody Allen that 80% of success is showing up, but as Nick Ingram pointed out over at the NRG-networks Linkedin Group it takes more than just that.

As Nick said you need to show up regularly "Just stick at it, offer expertise and help, you will be rewarded in ROI, but it might take a while."

He then stressed the importance of follow-up and said, "How many people have I listened to who, when asked, admitted that they had not followed up on the people they had met or spoken to or who had given them contact details? I'll tell you, ... loads!"

So be persistent and don't forget the follow up.

Good Networking!
Dave Clarke
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Sharing your expertise with your network in 10 minutes

Many networking groups give you the opportunity to speak for 10 minutes to the group to let them know more about you and what you do. I know the prospect terrifies some people, but a well delivered 10 minutes is a great way of building your profile.

If you are nervous about it then why not get the Group Host to interview you. I saw this done recently and it worked really well. The speaker was in financial services and the host asked beforehand for the 3 biggest issues that his clients were currently facing?

The host then introduced the 10 minute speaker and asked for his advice on these 3 things with a question and answer approach. It worked really well and the speaker came over as knowledgeable, credible and helpful. All great for building his reputation.

Good Networking!
Dave Clarke
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The real opportunity represented by people in the room

If you are new to business networking you may well be looking for opportunities to do business with the people you meet. This can be a very short term view and you may well stop before you really get to the benefits to be gained from networking. Each person you meet knows many more people. In the longer term having that person as an advocate can lead you to repeated and consistent business opportunities. When you meet someone that has the potential to unlock many doors for you then build the relationship first.

Someone asked me today about the types of business represented in the NRG-networks groups. He said "I am keen to join but would like a summary of who your members are ?? Small / Medium or large business ..."

I replied "Mostly Directors & Partners in small (10 to 49 employees).
They are suppliers & trusted advisers to medium & large."

It is the second sentence in my reply that demonstrates the real opportunity. The size and types of business they have dealings and real influence with.

The subject also came up in this blog post recently;
'Having conversations that matter when networking'

Good Networking!
Dave Clarke
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Seminars and sharing your expertise with your network

For someone to advocate you and your services they will probably need some experience of what you do at some stage. One of the challenges in building your network of advocates is how do you give others this experience when they are unlikely to be customers.

One great way to do this is by delivering seminars and a number of networks include this type of activity. In fact most of our NRG networking events include a member delivered seminar.

In the business networking research we commissioned a couple of years back one respondent shared this:

"I do not do any cold calling - all my business comes from networking and referrals. Networking is not about selling - it's about building relationships. Much of the business is as a result of doing a presentation where I share my secrets..."

Would your expertise lend itself to a good seminar?

Good Networking!
Dave Clarke
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