Networking Group Book Now Available Everywhere (Just About!)
I am VERY pleased to report that my networking book, A Service Provider’s Guide to Starting a Unique Business Networking Group (Intense Publishing 2011), is now available as an eBook on a number of websites! Moreover, we have reduced the price!
If you want more out of your existing networking group, or are considering joining a networking group, or want to stand apart from your competitors and START a networking group of your own, then I invite you to purchase this book NOW!
Click on any of these more popular sites below:
You can also purchase the book on iBooks! Just search for J.B. Brocato or the name of the book in iBooks on your iPhone or iPad. If you choose to purchase this book, I thank you! And I truly hope it helps you take your networking to a brand new, exponentially-higher level!
J.B.
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Crux Quick Tip (CQT) #27: Focus on Your Existing Network
CQT #27: Focus more on your existing network to generate referrals.
Your Existing Network
If you have been actively out in the marketplace meeting people and developing relationships with referral sources, then you likely have a decent number of people in your existing network. Do not ignore these existing valuable assets. Oftentimes what some people do is get into a mindset of thinking they need to populate their personal networks with an unlimited number of people, running around from networking event to networking event, almost without purpose or direction, other than to collect business cards. In a way, such “activity” becomes their business development model. But they forget that the only business development model that works is one that converts good contacts into real business. Focus more on people within your existing network to accomplish this necessary conversion.
How to Focus More on an Existing Network
The first thing to do is make sure you have a good list of your existing network of contacts, with up-to-date contact information. Then go through your list, creating categories of contacts, including the following: (a) those who have already referred you business (Category A), (b) those who you believe have the greatest potential (i.e., have the best personal networks) to refer you business (Category B), and (c) those who do not fall into one of the first two categories (Category C). Focus first on those people in category A. Make sure you are actively staying in contact with these people, via email, a phone call, or over a good meal. And make sure that you are providing value to them. Providing value is, with respect to Category As, not only fair (given their prior referral(s) to you), but it is the best way to insure you are top of mind with them. After you have focused on Category A, do the same for Categories B and C.
Not Mutually Exclusive with Making New Contacts
For the purpose of clarity, CQT #27 is not intended to mean that you should not continue to make new contacts through networking events or otherwise. Of course, continue to do so if there are good opportunities to garner more great contacts for your personal network. The idea here is more one of focus than anything else. Time and financial resources are indeed limited so make wise use of them. Have a heightened level of focus on the assets you already have (i.e., your existing network). You already have a lot of time and other resources invested in these assets. Maximize your return from them!
J.B.
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Crux Quick Tip (CQT) #26: Make it Easy: Ask for 1 Referral
CQT #26: Make it easy for your referral sources to help you: Simply ask for 1 introduction.
Making it Easy
When we make things easier for people, they tend to be more willing to help us. This is true in many situations, including the context of asking for referrals. It can be overwhelming and inefficient to proffer open-ended requests for help to our network of referral sources. People are busy. If they think that helping us is going to take a lot of time, or if they think that we are looking for several introductions, or if they don’t have a crystal clear idea as to our desired client, customer, or donor, as the case may be, they may simply procrastinate, if not completely tune us out. They have many more pressing things going on.
However, if we simply ask for 1 introduction from a referral source, then the process has become much easier for that person. The number 1 is easy. It’s not 2 or more, and psychologically this is “manageable” to a busy person. It gets them thinking: “Of course I can help my good friend with ONE introduction.” Thus, instead of having grand dreams of multiple referrals from any one person, have a reasonable expectation of 1 referral from any one individual. These add up. Do this with 25 of your referral sources, and you have a much greater chance of getting 25 new sources of business!
Steps to Easy
Try following these three steps to encourage the 1 referral source—1 referral system:
1. Make it clear to your referral source that you value her time, and would only ask that she make 1 introduction for you.
2. Articulate very clearly the type of client, customer, or donor, as applicable, you would like to meet.
3. Promise to return the favor ASAP.
1 For Now
Although the 1 referral system yields only 1 introduction per referral source, such math is only temporary. This system gets a meaningful cross-referral relationship off the ground, and propels both people into a mindset of helping each other more. Once that first referral is made on both sides, each person is much more motivated to repeat the process. 1 referral goes to 2 goes to ….!
Good luck!
J.B.
Read MoreSharing a Unique Business Relationship
Unique Business Relationships (UBRs) can be a powerful distinguishing characteristic between us and our competition. If we work to build the type of relationship with someone that would be difficult, if not impossible, for that person to replace, then we will have substantially increased the likelihood that we will grow our business with that person.
But here’s an extension of the overall UBR concept: share opportunities involving UBRs with other strategic people in your network. By doing so, you continue to foster the UBR with an individual, but also provide a critical benefit to another person in your network that will not be forgotten.
How UBR Sharing Works
Essentially, when you are building a UBR with a prospect (or other person in your network), look for ways to introduce yet another person in your network into that UBR-building process. This exposes such other person to your prospect and the uniqueness of your relationship with that individual, and at the same time, you allow your other contact to also start to build a UBR with the original prospect.
An Example of Sharing a UBR
Here’s a quick example of how you can share a UBR with someone else. Recently, a referral source of mine was invited to spend the afternoon with one of his prospects, learning about and participating in an activity that is a favorite hobby of the prospect. The hobby is one that is unique and rare. My referral source invited me to also attend, of course getting the permission of his prospect before inviting me. The prospect was more than happy to meet me, as we are in the same industry, and could be great contacts for each other (and he, a great client of mine). I attended the get-together and was enthralled by the hobby so much that I may get into it as well. We all bonded over the hobby, which bond is sure to last a long time. As both my referral source and I get into the hobby, we can both then continue to build a UBR with the prospect (who now is also a prospect of mine as well!).
It’s Simple
Inviting a business contact into a UBR is easy and fun to do. The more unique and rare the activity, hobby, interest, etc., the better. Take advantage of opportunities to get your important contacts involved with some of your UBR activity, and they will, in turn, do the same for you. Everyone benefits by having more UBRs to help them grow their respective businesses.
J.B.
Read MoreCrux Quick Tip (CQT) #16: Schedule a Mixer
CQT #16: Schedule a mixer between your organization and that of an existing client or prospect.
Everyone enjoys a mixer
People love an opportunity to combine business with a little fun. A mixer—a get together between a certain group within your organization and a certain group within the organization of an existing client or prospect—is a great way to combine business and fun.
Keep it simple
Reach out to your primary contact at a client or prospect, and float the idea of a mixer between your organizations. The goal is to get more of your people to meet and start developing relationships with more of their people. Offer to pay for the event. Keep your costs very low by hosting the event in your office, and offer simple snacks (e.g., cheese tray, etc.) and a few beverages (e.g., beer, wine, soft drinks, water, etc.). Keep the guest list to around 20 people, 10 from each organization. Schedule a date. You invite your people and your counterpart at the client/prospect invites his or her people. And voila!
Mingle
Encourage your colleagues to mingle as much as possible with people from the other organization, and get business cards. Time is limited at the mixer to get to know people, but with their information, people can follow-up independently after the event. During the event, it is prudent for you and your counterpart to say a few words of thanks, and perhaps a brief commercial about your respective companies.
Post-Mixer Value
As everyone follows-up with each other, the institutional relationship between the two organizations will grow exponentially. There will be a greater likelihood of more business with an existing client, and a much better chance that a prospect will want to do business with you. Continue to foster the relationships established at the mixer, and watch your business grow!
J.B.
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