The Advocacy Model: Develop Advocates

In Stage 3 of the Advocacy Model, form relationships, I wrote about moving from follow up to developing a trusted relationship. The final stage of this journey is Stage 4, Develop Advocates.

This is point at which you are prepared to promote another person actively and unreservedly. The people that you advocate will be in your mind to scout and prospect for when you go to network events. You will look out for suppliers, prospects and potential partners.

The key aspect of this stage of the networking relationship is that it requires continual nurturing. You must keep looking to provide ongoing value to the relationship, eg:
· continuing to make connections and introductions
· using your expertise to provide information to them

As you do this for others, and are seen to do this, the level of trust that others have in you will increase and others will become advocates for you. For my story on how this approach can save you time and money see, 'Networking groups save time'

For more on the Advocacy Model of building trusted relationships in Business Networking see the following posts:
How to build trust in business relationships
Business Networking: The Advocacy Model
The Advocacy Model: Making a Contact
The Advocacy Model: Follow Up
The Advocacy Model, Develop Advocates

Good Networking!
Dave Clarke
Get 7 networking secrets for business success

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business networking | business networking events | business networking podcast

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The Advocacy Model: Form Relationships

I wrote last time that once you have made a good connection the best way to follow up is to arrange a OnetoOne meeting to discuss things further. Stage 3 of the Advocacy Model, form relationships, is next.

Assuming your assessment after Stage 2 is positive you should be prepared to
make a ‘qualified referral’. This is where you connect this person to another with the proviso that you have limited experience of their capability. You should also be prepared to invite them to join your network group and share helpful information and advice with them.

If appropriate you might work with them on a low risk joint project.

Your objectives are to:
· Get feedback
· Build trust in them and their capability
· Continue to make qualified referrals until you decide to move forward

When you make that decision and provided you still like them you are almost at the Advocate stage. More on that next time.

For more on the Advocacy Model of Business Networking see the following posts:
How to build trust in business relationships
Business Networking: The Advocacy Model
The Advocacy Model: Making a Contact
The Advocacy Model: Follow Up

Good Networking!
Dave Clarke
Get 7 networking secrets for business success

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business networking | business networking events | business networking podcast

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The Advocacy Model: Follow Up

Once you have made a good connection the best way to follow up is to arrange a OnetoOne meeting to discuss things further.

These One2One meetings can often go wrong for 2 main reasons;
1. People use it as an opportunity to go straight into a sales pitch. Networking is NOT selling, the advocacy model for business networking is all about building relationships for the longer term. A good advocate will recommend you and your products and services time and time again without being asked or paid.
2. The meeting becomes a social chat with no agenda or purpose.

In order to get to the next stage the purpose of this meeting is to:
· Discuss mutual interests
· Validate your initial assessment (do you still like them?)
· Research their business
· Appraise qualification, experience, ability (your judgement)
· Balance potential value versus risk (your time)

If your assessment is positive then you need to undertake some actions in order to move into the forming relationship stage. With each you are extending more trust and helping your continued assessment:
· Invite them to a regular networking group you attend
· Introduce to a trusted contact
· Send some useful information to them

For more on the Advocacy Model of Business Networking see the following posts:
How to build trust in business relationships
Business Networking: The Advocacy Model
The Advocacy Model: Making a Contact

Good Networking!
Dave Clarke
Get 7 networking secrets for business success

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business networking | business networking events | business networking podcast

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The Advocacy Model: Making a Contact

In 'Business Networking: The Advocacy Model' I outlined the four steps involved.

The first is making contact or connecting. When you meet someone through networking the key factors that lead to a networking relationship are:
· do I like them?
· do I find them interesting?
· are there points of contact (business or personal)?
· do I want to take this further?

This connection may not happen the first time you meet someone. It may take time attending regular meetings to get to liking someone, finding them interesting or establishing points of contact. One of the great things about interacting with people in a regular group is that you get the time to make connections with people that you might have dismissed on the basis of a single brief meeting.

In order to address the last question you need to learn enough about the person to decide. That means having a real conversation rather than a superficial one where you just exchange business cards and move on.

When the time is right and you both decide that further exploration is worthwhile then you can move to the second stage, follow up.

Good Networking!
Dave Clarke
Get 7 networking secrets for business success

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business networking | business networking events | business networking podcast

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