Posts Tagged ‘networking’

Don’t Ask for a Handout, Ask About the Process

Whew, summer is almost over, and not a moment too soon for us here in Arizona!

Michele is still cavorting with her wonderful kids in Europe. Look for pictures of gelato, and stories of illicit encounters with Javier Bardem soon (wait, maybe that was MY fantasy trip to Spain!)

We are working on a really cool new offering for the Fall. Stay tuned in the next couple of days for more information.

For now, here is one of my favorite marketing tips:

I will never forget a casual conversation I had about five years ago with my coach mentor Martha Beck.

She was describing a very awkward moment at a cocktail party where an author cornered her, put a book in her hand and asked “Could you give this to Oprah?”

“She asked the wrong question,” said Martha. “Instead of asking me to give her book to Oprah (which would never happen), she should have asked me ‘What is the process to prepare yourself to be a guest on Oprah?‘”

This struck me right between the eyes.
Instead of relying on the kindness of a connected person to make an introduction for you (which can feel awkward for both of you), learn as much as you can about the steps involved in your major marketing or business goals.  Ask things like:

  • What are the steps involved in becoming a professional, paid public speaker?
  • What are the steps involved in creating a thriving online product line?
  • What are the steps involved in creating a successful retreat?
  • What are the steps involved in landing a book deal?
  • What are the steps involved in being a trusted source for journalists?
  • What are the steps involved in landing your own talk show?
  • What are the steps involved in meeting Javier Bardem when Penelope Cruz is out of town?
  • Oops — just wanted to make sure you were still reading. :)

By learning about the process, instead of just asking someone to make something happen for you, you will feel more in control, and will be more likely to succeed.

There are no “right” answers to any of the above questions — just ask a bunch of people who have done it successfully what they recommend, and you will soon form your own theory, and plan of attack.

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Do a Workshop at Your Local Library

One of the hardest parts of moving from one-on-one coaching to group coaching is getting your first group!
 
Every established coach will tell you stories of crickets chirping for at least a few of their early group coaching programs.
 
So here is a way to get some experience with groups under your belt: offer a small class to your local library.
 
Libraries are filled with people who love to learn. And librarians who love to help.
 
Choose a topic that would be really relevant for your local community.
 
Our friend Laurie Foley, an online presence coach, offered a wonderful introductory class on blogging at her local library, then offered follow up information on her blog to participants (check it out here). She said the reception was really enthusiastic.
 
You may get paying clients from your library workshops or you may not. The important thing is to learn how it feels to work with a group of people instead of individuals. As you watch them get value from your information and tools, your confidence will increase. You can also get testimonials from the participants.
 
And next time you offer a paying class, you can feed off that energy.
 
Besides, isn’t it an instant bonus karma point to support your local library? Who doesn’t need instant bonus karma points?

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Networking Nitty Gritty

Network, network, network.  It’s Michele’s Mantra.  Mostly because it really works.  And because it can be really fun.  :-)

But it’s one thing to say “network” and another to actually do networking.

Need a practical blueprint?  Of course you do.

What’s your objective?  It might be something like, “Create awareness and referrals by telling people about the work I do.”  Sounds pretty good.

Who do you need to network with?  Why, people who will connect you.  People who will tell others about you.  People who are nice.

What will you say to them?  Each of you will have to work out your own elevator pitch… but there are two things to keep in mind.  First, find out how you can help and serve the person you’re meeting with.  Second, make sure you ask for referrals and/or say that you are looking for new clients.  Do that, and you will meet your objective.

Now you need some tactics.  How about trying this on for size:

- Attend one large event each month.

- Do six one-on-one networking coffees/lunches/conference calls/Skype sessions per month.

There are probably those who wonder about conference calls and Skype sessions.  Michele and Pam will tell you that connecting with someone on Twitter or LinkedIn and then following up with a phone or Skype chat is a great way to take the relationship to a new level.  Both of us have used this approach to create stronger connections and bring opportunities our way.

So try it.  Reach out.  Meet new people.  Tell the story of your business and you as a coach.  Serve.

That’s all networking really is.  Feels easier now, huh?

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Kick Ass Marketing Tip: Say Something

When you’re trying to build your list from the forty members of your own family into something, oh, more dynamic – one of the most time efficient and cost efficient tactics is to write interesting, helpful and just a wee bit challenging comments on popular blogs.

When a blog has an active commenting community – like those at CopyBlogger.com, GoodVibeBlog.com, or alexismartinneely.com – entering into the comment stream exposes you to a new source of “people.”

For a first step, identify blogs that cover the same kind of topic you will write about.

Subscribe to the RSS feed of these blogs, or put them on your reader.

Figure out the frequency which with the blogger posts.

Notice the comment stream.  Who comments?  What kind of people? Are they your people, too?

Then, jump in and say something.  Make it short, make it interesting, make it helpful, make it just a bit different or challenging if you’re ready for a little spice.  Include your URL, and email contact so folks can get more information about you.

Just a note: don’t sell anything in your comment.  Don’t promote your own program, toot your own horn or in anyway be seen as self-promoting.  That, darlings, is a blog comment no-no.

Do be yourself, be engaging, be fun – and watch your list of followers grow.

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Kick Ass Marketing Tip: Invest in a Live Conference

This morning, Michele and I are eyeing our Twitter streams with some jealousy as many of our friends are out cavorting in coffee shops and conference rooms at the Austin, Texas “Spring Break for Geeks,” South by Southwest Festival (known by its acronym SXSW).

SXSW is a great example of a live event that is worth investing in if your target clients are iPhone-toting, Twitter-using, smart-as-a-whip social media and technology nerds. Each year, 10,000 people converge for the festival, and all kinds of partnerships and collaborations result.

It is not cheap to pay for airfare, hotel and the cost of the conference. But in your annual marketing budget, investing in one such live event can be a very wise use of your money. Nothing beats meeting your people in person, in large numbers.

So as you review the next 12 months:

1.Determine which live event (conference, seminar, festival) will be teeming with your people

2.See if there is an opportunity to speak at this event (note that programming is often done far in advance, so you may need to plan 12-18 months ahead).

3.If you can’t speak, don’t fret. You can still go and be very effective at connecting with your target audience through short individual conversations and larger social gatherings.

4.Come to the event with an open mind for learning and an open heart for meeting wonderful new clients, partners and teachers.

5.Be sure to collect business cards and follow up with a nice note inviting people to join your mailing list or subscribe to your blog so you maintain the great connections long after the rush of the live event

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The Fundamentals

One of the best marketing tactics in the whole world, for any business, is profitability.

Because when you are profitable, it means you have a real, viable business.

It’s a business – not a hobby, it’s not just “something I’m doing until I do something else”.

Profitability is a commitment.

To yourself.

You know, you get to profitability by either earning more than you spend, or spending less than you earn. So watch when you tell yourself that you have to spend money to make money.

If you spend $5,000 to make $5,000 – is that the best use of your time and resources?

Sure, test and try. But keep your eye on profitability – even if the profit is small – because when you have a real, viable, profitable business you believe in, you tell others about what you do with pride.

And they tell other people how great your business is.

And word of mouth grows.

Which is an excellent marketing channel.

Focus on your bottom line, focus on profitability, and your business will grow.

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Smart Networking at Holiday Parties

Pam and Michele are on vacation this week.  Well, as much of a vacation as one can get with stuff to return and kids to get here and there and a tree to take down and ornaments to put away…

So as a treat this week, we give you this great recording:  Smart Networking at Holiday Parties http://bit.ly/6LawI8 Michele interviews author Liz Lynch and finds out how to use even social occasions to be an authentic networker – and build your business.  Enjoy!

As a double bonus treat, we’re throwing in Michele’s 2010 Personal Planning Tool – everything you need to plan for the coming year. http://lifeframeworks.com/ personal-planning-tool

Rest up, everyone, and enjoy this holiday.  We’re planning to hit the ground running on January 4th – and we’ll keep the marketing tips coming!  Count on it.

To your refreshment, relaxation, rejuvenation and success!

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How to Work a Room

Networking is a key way to spread your marketing message, but sometimes those huge networking events can be overwhelming. What can you do?

Well, first, don’t go to huge networking events…

But if you find yourself there and you want to make the most impact, here’s a thought key: Make a few in-depth contacts rather than a lot of superficial contacts.

Say a hundred sentences to a handful of folks rather than one sentence to a hundred.

And, if you know who’s going to be in the crowd in advance–say high-tech HR leaders–then identify, in advance, the two or three people you’d really like to meet. And meet ‘em. Keep your eyes peeled for name tags and don’t hesitate to ask someone to point your guy out in the crowd.

After the handshake, find out what interests them, what’s on their mind–because you want to figure out what their pain is and how you can help them solve it. Use your elevator pitch but really listen to what they’re saying and adjust your pitch accordingly.

And, rules of the road apply. Eye contact, attentive body language, active listening.

All you want to do is lay the ground work for your phone to ring. And all you need is just one person to dig you so much that they pick up the phone to call.

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Bill Gates Suggested I Contact You…

Cold calling ranks lower than “clean my teenager’s toilet” on most entrepreneur to-do lists.

Yet sometimes you need to reach out to people who have never heard of you to promote a workshop, or build a new alliance, or spread the good word about your new product.

A way to immediately warm up a cold call is to ask connected people in your network if they know any people or organizations you should talk to.

It can be framed as simply as:

“Hey Bill (Gates of course) — I am going to be delivering a workshop in New York in June. Is there anyone you think would be valuable to talk to about the event?”

Most people will respond back quickly with something like “Sure — make sure you reach out to Angela at the Kiva Foundation,” or “Anita from 85 Broads would be a great person to talk with .”

They may even offer to make the introduction. But if they don’t, don’t worry. You can still use that connection to preface your cold call (or the more modern cold email or cold Tweet):

“Hi Anita! My name is Pamela Slim and I am delivering a workshop about entrepreneurship in New York in June. Bill Gates suggested you may be a good person to connect with, given the reach of 85 Broads. Would you have a few minutes to talk in the next week? My email is ___ and my phone is ___. Thanks and I hope to catch up soon!”

By having a known person refer you to a valuable contact, you will feel better, they will feel safer talking with you since you are friends with someone they know, and you are much more likely to get a warm embrace rather than a cold shoulder.

Go warm up your cold calls — they are often the entry into vast new markets!

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