Networking

“Wait? Wait for what?” asks George Bailey. One of the greatest conversations about taking action takes place between Mr. Potter and George Bailey in It’s a Wonderful Life. Frank Capra. James Stewart. 1946. George passionately asks Mr. Potter what people should be waiting for when he suggests to George they should be waiting longer before building a home. Makes you think doesn’t it? Waiting for the perfect time. How often do we get caught in the trap of waiting for the “perfect time” to: revise our business plans, attend a networking event, launch a new idea, hire or fire an employee, make a change in our personal life, read a book or ask for a referral? Perhaps the “perfect time” is another myth to add to my list – just like ‘time management’ is a myth! Both are about managing events and actions to bring about the results you want.

Put first things first. No, I don’t mean putting together another to do list, but rather, determine your priorities and actions based on your purpose, value and focus. This is the time of year to reflect back on last year and use that information to shape what you want this year to be. Take the time to write down your goals and objectives for 201. And no, having them “in your head” is not the same thing as writing it down. Right now is the perfect time! Send me a note letting me know when you’ve completed this.

The recent Small Business Day did a lot to create awareness and buzz about ‘keeping it local’ (however you define local for your business). But small business owners have been asking consumers to do this all along! As a business owner, your job is the “Chief Selling Officer” whether you accept the title or not. Some of my clients will argue that they do not know how to sell, but I promise you, when they are thinking about how to generate new business, more clearly defining their target prospect, or designing a new customer care plan, they are sitting squarely in the selling seat. The challenge for many business owners is coming up with fresh ideas for solutions that will address the ‘pain’ their customers and prospects feel. Here are a few ideas for your consideration:

5 New Campaigns You Can Create Today:

1) Create Your Own Small Business Day Stimulus – Boost business on a slow night in a restaurant by offering tasting menus, ½ price on a bottle of wine or specialty appetizer. How about offering discounts on multiple purchases? What extra value can you add when a customer does business with you? Brainstorm with your staff – they are the front line to your business and will have lots of input.

2) Declare Your Own Holiday – How can you celebrate what you do for your customers? How about planting a tree to honor your customers on Earth Day? Have fun with this – combining this with effective use of tools like Twitter or Facebook, you could really create your own community buzz.

3) Create a Report or Write a White Paper – Create a report based on recent survey results, for example, and write up a summary of your research. Your clients want to do business with an expert. And you are an expert! Make the results available on your website, or offer to send it when they sign up for your newsletter.

4) Create an Ask the Expert Column – Add an Ask the Expert Form to your website and use the questions to create new blog topics and email campaigns full of tips your customers actually want to learn about. You’ve been asked lots of questions – offer the info to your clients.

5) Create your Own Award – Award your loyal customers with a special status. They will feel good about doing business with you; that’s value added to your relationship.

Remember, you don’t have to do this all on your own. There are many experts in your networking spheres of influence who can help you. That way, you have the mutual opportunity to learn more about each other’s business. What a great way to grow your business and theirs! So, tell me, what other things have you done in your business in your role as “Chief Selling Officer”?

It’s About Time!

The big question in your business life is this – “What can you and only you do in your business that if done well will make a real difference?” This is a great question to ask yourself when you want to improve your overall effectiveness. The next question to ask is what are your highest value activities? Again, it’s about spending time on the things that matter most, not items that live on your ‘to do’ list. Rather than making a ‘to do’ list, consider making a ‘what matters most list’. Expect changes in how you look at what you think you have to do when evaluated this way. A final question to ask is what is the most valuable use of my time right now? This keeps your priorities in check and the low value activities off your list.

Answering these questions keeps you moving toward your goals and objectives because they help keep you in control of what you do.

‘Tis better to Take than to Receive. Really? This kind of thinking can send your head spinning, but should it? Consider my take on these 5 ‘Takes’ and how you might use them to improve your business and personal results:

Take time to assess – Who are you? What do you want? What do you spend your time on? Do you take daily action toward the goals you set, the outcomes you desire and the future you see? Or do you just react to the day as it unfolds?

Take responsibility – No blame game here. Where you are, what you do, the actions you take (or don’t take), all belong to you and you alone. Say yes to the right things. Say no to the right things. Knowing when to say no requires even more discipline.

Take direction – Where did we get the idea that we have to go it alone or that we need to have all the answers? How did we ever come to the conclusion that being in business means that you have to be good at all the things that are required to run a successful business? It is one of the biggest mistakes that we can make. Decide what you want and who can help you. Surround yourself with people who have experience in areas that you don’t. Who do you know? Think about the people you’ve met at your networking events. If you don’t go to these events with the specific goal to meet people who can help you or who you can help as well as to meet people who may be interested in what you do, you are missing the point of being there. Engage with the experts and the results will speak for themselves.

Take Steps Everyday – Identify your goals and take one connected step after another according to your plan and realistic timeframe.

Take Action – The bridge that connects your thoughts to your results is action.

So go ahead, start taking today. It’s good for you!

Business owners, “You’ve got to ask. Asking is, in my opinion, the world’s most powerful and neglected secret to success and happiness” says Percy Ross, and I couldn’t agree more. And where should you be doing all this asking? Networking events are a great place to start. Networking should be one of at least 7 key marketing strategies that you have active at all times to fast track your business growth. But proper networking takes time and effort. People want to do business with people that they know, like and trust. That means you need to make yourself available to others for them to get to know you. And you need to reach out to others to get to know them. In both cases, it means you need to ask to meet with them, to talk to them and to learn from them. Why are we so afraid to ask? Is it because we are afraid of looking foolish or needy? Are we afraid to hear the word no? Are we afraid of being rejected? The reality is, that most times, the people you identify to reach out to are ready and willing to say yes! Yes to a business meeting. Yes to a phone call. Yes to the idea of exploring ways to work together. Yes to a strategic business relationship. This is what networking is all about. It’s sharing expertise, knowledge and time on a consistent basis to nurture relationships.

Please don’t confuse business networking with attending a meeting once or twice, handing out your business cards or collecting cards from other attendees (and then wondering why the phone isn’t ringing) with what true networking is. This scenario will leave you frustrated and feeling that your efforts are not paying off. And, in fact, they won’t be. Successfully building your network of people who know, like and trust you takes time and commitment. It takes time to first understand how you can be of help to others. It takes listening. It’s being genuinely interested in the person and in their business.

So the next time you are at a business after hours or other networking event and attendees give you their ’45 second’ introductions, be keenly interested in what they are saying. Can this person help you or your business? Could he or she help another business owner that you know? If you think the answer is yes, be sure to ask them to tell you more!