jim rochford\'s "if you don\'t like networking, you must like cold calling"
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Jim Rochford gives tips on networking.TRANSCRIPT
If You Don’t Like Networking …You Must Like Cold Calling
Jim Rochford
(203) 453-1642
Your Presenter ... Jim Rochford ...
24 year career in Executive Marketing & Product Management positions in Fortune 500 companies
Responsible for organizations and product lines up to $100 Million and 150 people
Started Business Coaching practice in 2004
Works with Business Owners and key staff to identify and take actions that build the value of their businesses / jobs
Someone who networks for a living!
1 Belief YOU have about ...
Networking … What is your …
OwnershipAccountableResponsible
BlameExcusesDenial
Are you Above or Below the Line?
Destination Mastery ...
So, Why Do People Stay Away from Networking ... ?
A word about Time ...
An organized collection of your personal & business contacts … and THEIR
contactsFriends, family, neighbors, classmates,
colleagues, etc., etc., etc.
Process of building and maintaining relationships
*Before You Need Them*
Help others & help yourself
What it is …
What it is NOT…
1. You should have done more networking before and you damn well better do a lot more after …
2. The “stigma” of the jobless
3. Needs & Solutions (just like Sales)
4. Benefits not Features (just like Sales)
5. Its easier if they like you (just like Sales)
6. Devote less time to the internet & job search support groups
Networking = Marketing Strategy
Increased exposure = leads
Relationships = leads + marketing ideas
Networking partnerships = leads
“Warm” leads = higher conversion rate
Dialogue = need / lead qualification for higher conversion rate
Results & Feedback = strategy improvement
Networking Process ...
3 Steps To Successful Networking
Identify and schedule network opportunities
Strive to meet people beforehand (i.e. committees)
Set objectives - focus on specific outcomes
Have Business Cards & Pen
Dress appropriately
Name tag
3 Steps To Successful Networking
Arrive Early
Meet Many – No long conversations
Firm handshake – Go for the web
Conquer F.E.A.R. - You are not Selling!
Elevator Speech – Unique, enthusiastic, benefits oriented
Leave Late
OLD Selling vs. NEW Selling …
Smile – Be upbeat and personable
Keep body language positive / open
Match and mirror body, language & voice (create harmony)
Make eye contact and ACTIVELY listen
Find common ground
Traditional Approach
Who you are – Name and Company
What you do – Creative and Brief
How you and your organization can help
Why you and your organization can make a difference – Strive to create dialogue
WIIFM – Solutions matched to needs
Succinct, memorable, defining & understandable
If they want to know more – It works!
Alternative to 30 Second Commercial Try to determine who you are meeting and introduce yourself
Ask a provocative question designed to invoke response and immediately qualify the prospect
Did you make enough money in your business last year?
How many weeks did you work less than 40 hours this year?
Prospect answers lead to more questions from you – they do most of the talking
Whet their appetite for your solutions and ask for follow-up meeting
Success depends on the your ability to keep questions flowing and successively more specific
3 Steps To Successful Networking
Telephone or email the next morning
Schedule appointment to follow up
Show enthusiasm for your new relationship
Speed is of the essence!
3 Steps To Successful Networking
Networking is predictably unpredictable
Ever shifting cast of characters
Familiarity breeds trust
“You gotta be in it to win it!”
The
Marketing
Process:
Moving
Prospects to
a Sales
Appointment
Go Where Your Prospects Are:
Create connections via
participation in groups,
organizations & associations
Communicate Clearly & With
Impact: What you do and its
benefits – Your USP
Rub Elbows Frequently:
Break down resistance
through repeated contact
Identify Ways and Means
to Provide Value:
Information, articles,
contacts, etc.
Find Deeper Ways to
Demonstrate Your Value:
Seminars, Web demos,
Testimonials, Talks, etc.
21.5 Best Places to Network Chamber of Commerce BAH
High level Chamber of Commerce Event (committee or board meeting)
Event sponsored by Business Publications – seminars, breakfasts, etc.
Networking Clubs or Business Organizations
Someplace where like-minded people meet
Any type of class you take to improve yourself (i.e. Dale Carnegie, Toastmasters)
Civic Organizations (i.e. Rotary, Elks, Lions, etc.)
Cultural Events
Get involved with a Charity or be a Community Volunteer
Your Trade or Professional Association
Your Best Customer(s) Trade or Professional Association
Trade Shows
Private Club (i.e. golf, food, boating, etc.)
Meal networking – invite a prospect to dine. Invite a prospect for them.
Health Club
Sports Events
Parents of your children’s friends (i.e. on the sports fields)
Happy Hour
Karaoke
Neighborhood Homeowner’s / Condo Associations
The Airplane
# 21.5 – Anyplace and any conversation – Show up with a purpose
Tip - Get your spouse or significant other to help!
Jeffrey Gitomer
Qualifications of a Good Network Partner (Strategic Alliance)…
They …
Reflect well on you
Share the same target market(s)
Deliver a quality product or service at least as good as yours
Are responsive and fast to act
Reinforce your relationship with the client/prospect
Follow up promptly
Give you referrals or other meaningful help in return
The foundation for successful sales …
Sales is the transfer of enthusiasm
The Identity Iceberg...
HAVE
BE
DO
8 Keys to Lasting Relationships1. Natural Affinity
2. Trust
Predictability
Integrity
Protectiveness
3. Speed
4. Apparent Expertise – state unique claim clearly & convincingly
5. Sacrifice – “the cement of human relationships”
6. Completeness
7. Magic Words
Thanks
How are you doing?
Welcome
Their Name
8. Passion Harry Beckwith
The greatest obstacle to buying …
The greatest obstacle to selling …
3 Tools of Communication ...