Here is the list of the main topics that can be used as commercials to help sell your business in a networking group. There is no priority listing with these topics. Create a good commercial around each topic. Then recycle each type of commercial on a five to six week basis by adding fresh content to the topic. In this way, you are being proactive rather than reactive with your business presentations.
Topics
What makes your business unique and special? How is your solution better than other options your customer can use to solve their problem?
Tips for your sales force (other networking members). How should others spot good prospects for your business? What words indicates a need for your product/services? When you hear….
Tell people how you deliver your products and services and the results a customer can expect from your business? What process do you use when you receive a referral from a member in the group? People want to know what you will do when they give you a referral.
What special offers do you have? Are their seasonal offers? Does a current event trigger a greater need for your products and services?
What are the variety of products and services that you offer from your business? What results can be expected from each of these products and services?
Share testimonials and outside sources that give credibility to you and your business. How do people know what you say is true?
In the next blog I will look at the 60 Second Networking Commercial from a different perspective. Your comments are welcomed...
Over the next weeks I will focus my blog entries on practical ways to improve the commercials we offer each week at our networking meetings. I will look at the 60 second commercials from a variety of different perspectives. By the time we are finished with these series, you will be more comfortable with giving a weekly commercial. More importantly, your commercials will be more effective in generating referrals to your business.
Preparation
The first perspective is preparation. If we surveyed our group, we would find a variety of different ways that business owners prepare for their 60 second commercials.
• Some prepare their commercial in the car on the way to the meeting.
• Some prepare their commercial while others are delivering their commercials.
• Some stand up and wing their commercial.
• Some come to the meeting with a fully prepared commercial.
Different ways to prepare a commercial!
If you were invited to a board meeting of a large company that is thinking of making a big order for your products and services, would you come unprepared to the meeting?
If you saw the members of the group as 15-20 potential customers sitting in front of you and if each of them knew 250 people, which means you have over 4000 potential customers sitting in front of you, would you prepare differently?
If you had the opportunity to organize a meeting to train your sales staff on how to get more sales for your business, what preparations would you make for this situation?
Preparation is Essential
Preparation is absolutely essential to the success of your 60 second commercials. Here’s what happens when you don’t do good preparations of your 60 second commercials.
First, you waste one of the best opportunities you have for new sales.
Second, you can direct your commercials at different audiences. At times, you address your networking group as potential customers and the referrals they give. At other times, you address them as sales people to help promoting your business. Those are two different agendas and require two different types of preparation.
Third, most of our businesses have a variety of products and services we offer to the public. You will want to make sure the networking group knows all the things that you offer to the public.
Finally, variety is the spice of life. You may develop one perfect commercial that generates business every time you use it. Most of us are not that good. We need to use a variety of ways to tell others about our business. People always need fresh reasons to buy your products and services now.
In the next blog entry, I will provide a framework to help you prepare your 60 Second Networking Commercials. Your comments are welcomed...
Did you know that for an apple tree to produce apples, it needs to cross pollinate with other apple trees during the blossoming period? Bees help pollinate. The warm spring winds also help pollinate the apple trees.
I share this biological fact because it illustrates the 4th principle of successful network meetings. It’s the principle of expansion. I have talked about the first principle of network groups—giving referrals. I have talked about the second principle--the need to provide feed back to the person giving the referrals. I talked about principle of taking responsibility for participating in the networking group activities. So what is the principle of expansion? Expansion takes two forms.
First, we must expand beyond our first level of referrals. First level of referrals involves the business exchanged with members in the networking group. Let’s be honest, there is only so much product and services we can buy from each other. If we are only selling to the 15 people in the group, we have a very limited market. It’s far better to tap into the 250 people that each of us knows. Multiply 15 times 250 and you have a market of 3750!
To do this members of the group must expand their referrals to second and third levels—referrals of our business to people outside of the networking group and to then referrals to their friends.
For people in the networking group to give an outside referral they want the certitude that in giving the referral the person referred is going to think highly of person creating the connection. The higher the confidence level, the greater the number of referrals made outside of the group.
The second form of expansion brings new people into the networking group. Each member needs to look for additional business people to add as members to the group. Each of us should see this as a contribution we make to the networking group as well as indirectly adding to our benefits of our own business—the more businesses, the more referrals.
I did a mental check of my neighborhood where I identified 2 people out of 12 people that would be candidates for the group. I called one and he declined. The other is a promotional person. I am holding off so that I can determine if we already have a promotional person in the group. What does this means? I need to go to another level to find potential candidates for the group. This is an ongoing task as part of my membership in the group.
Like any business, the long term life of a networking group demands expansion. We need to expand the level of referrals. We need to expand the number of businesses involved in the group.
So far we have talked about giving referrals and giving feed back to referrals as two key principles for networking success. The third principle is Responsibility.
Responsibility in network meetings comes in a variety of forms. First, it means showing up for the actual networking meeting. It has been estimated by people who study network meetings that in missing one meeting you actually lose three weeks of momentum with your group.
It you cannot attend a meeting, look for a substitute to take your place and keep your business visibility before other group members. You can use one of your employees, a friend, a spouse or even better, a client of your business who can give a testimonial about your business. Remember out of sight, out of mind.
A second form of responsibility comes by participating in the group’s activities. Every networking group has a variety of activities that need to be performed if the group is to function. Volunteer for one of these “jobs”. It could be an officer, a record keeper, a visitor welcome person, an educational or inspirational person. There are many jobs to be done. Your participation in these “jobs” of the group will give you more visibility with the group and it also says volumes about you as a business owner. Don’t stand on the sidelines watching the game, participate in the game.
The third form of responsibility involves the principle of giving before you get. If you have not received many referrals from your group, you may start by asking how many have you given. You get in proportional to the amount of giving. Giving involves time, talents and referrals. You could probably go around your group right now and identify who are the givers in the group and who are the takers. Who is more likely to get your referrals?
Network group prosper when everyone in the group takes personal responsibility for contributing to the group.
In the next blog, I will focus on the 4th Principle for achieving network group success.
This morning before I stepped into the shower I put my hand in to feel the temperature of the water. It was too cold so I turned up the hot water. Why do I tell you this story?
In the last blog we talked about the importance of bringing referrals to the meeting. A second key ingredient of networking is giving updates or feedback to the person that gave you the referral. This is important for several reasons.
If we keep giving referrals and they disappear into some big black hole, we eventually stop giving them. This is only human nature. If you give without getting a response, you stop giving.
Second, when we get feedback from the person receiving the referral, it’s an opportunity to learn what is a good referral and what is less than a good referral for that person’s business. We learn best by doing. I give you a referral. You give me feedback on whether it did or didn’t work out for you. I ask you why and so I learn from my efforts and can do a better job next time.
A fellow networking meeting member sent me an email to tell me she had met with the referral I gave to her. They had a good meeting. They called the referral back and told him they were not a good fit for marketing his business. This was a good teaching lesson for what type of referrals they want for their business.
Third, by the interaction of giving and hearing back about the referrals we give to each other we build a community of support. Relationships are built by the give and take.
This week, another member of our networking meeting group asked me to give her some time. She is exploring some new business aspects and wanted feed back about the idea. It was not a referral. It was a feed back that help give her my input and information. Giving referrals and providing feedback build relationships and relationship lead to other good things for all of our business.
So make it a commitment that when you receive a referral from another person in the networking group, you promise to give back to them with an update or feedback on that referral.
In the next blog entry, we will look at success Principle No. 3.
Many people may be new to network meeting marketing. Raise your hand if this is your first networking group? In the next few blog entries, I will share with you four principles that make network meetings successful. Hopefully the experience of others can shorten your learning curve.
The purpose of a networking group is to offer inexpensive way to for small business owners to get exposure for their business and to tap into the best form of advertising--word of mouth advertising. When business owners get exposure and word of mouth advertising the network group is successful. When they don’t, they stop coming.
Here’s one success principle--you should always come to the group meeting with a referral for someone in the group. If you are waiting until the day of the meeting or waiting to hear people’s commercials to generate a referral, you have waited too long. Why do I say this?
Because, it is impossible to listen to 15-20 commercials in a row. Could you listen to 15 commercials in a row when you are watching TV? And besides, each of us is probably going over in our head our own commercial instead of listening to others.
Here’s a helpful suggestion, if you don’t have a referral for a member of your networking group by Monday morning, take out the roster of people in the group and match up one of these people with one of the 250 people you know. This exercise may take you 10-15 minutes. This is a commitment to the other people in the group to make it the group a success. The success of any group starts with individual members taking responsibility for their part in the group.
If someone in the group mentions something that sparks a referral from you, this is frosting on the cake. You now have two referrals, the one you brought with you and a second one.
I know that we all become busy in running our businesses, but if we want this group to work for us, we need to bring a referral to the meeting and not just show up a hope something happens.
Will you commit this week to bring at least one referral to our meeting next week?
In the next blog entry, I will talk about successful Principle 2 of networking meetings.
October 03, 2008
10 Ways to Build Loyalty and Grow Referrals in Under 10 Minutes a Day
by Laurie Hayes
Even though it's one of the most powerful ways to build your business, most
business owners don't send out personal cards because they don't know when it's
appropriate, what to say, or they feel it doesn't apply to them because their
business is DIFFERENT.
It doesn't matter if you're a real estate agent, coach, hairdresser,
insurance agent, restaurateur, sales rep or dog walker, your business depends
on relationships and if your clients and customers aren't staying with you for
the long haul and bringing their friends, there's a flaw in the system.
A Technical Assistance Research Project conducted in Washington D.C.a couple of years ago revealed the following reasons why customers leave a
business
1% - Death
3% - Move Away
5% - Buy from a friend
9% - Are sold by a competitor
14% - Product price
68% - Perceived indifference
You can add together the first five percentages listed, double them and they
still won't amount to the number of clients and customers you lose because they
don't have a sense of relationship with you.
In order to create a
bond, clients need individual attention, acknowledgement and a feeling that
they are genuinely appreciated.
And the simple greeting
card has the power to make that happen.
Following are ten
creative scripts you can use in a card to strengthen your client and prospect
relationships. You will be astounded by the impact this individual attention
has on the number of referrals you attract, the loyalty of your existing
clients, and the reduction in complaints, returns, and advertising expenses.
After a Networking Event
- It was
a pleasure meeting you at XYZ last evening. Thank you for sharing your time and
telling me about your company's vision for the future. I have been fortunate to
work with outstanding individuals like yourself and would consider it an honor
to help you reach your vision. If you have any questions, please don't hesitate
to call.
After a Customer Makes a
Purchase - Thank
you! It was a pleasure to serve you and I would like to acknowledge you for
your superb taste in ____. My goal is to provide you with the best customer
service you have ever experienced so you will return and confidently refer your
friends. Please contact the customer service number below if you require
assistance and you will be served with the utmost care.
After a Prospect Says No
- Thank
you for giving us the opportunity to provide a proposal. Although we were not
selected to be your service provider at this time, we are continuously adding
to our array of services and may be able to serve you in the future. Please
contact us as you encounter future needs and we will be happy to help you find
an appropriate solution.
After a Telephone
Conversation - Thank
you for your time today. It was a pleasure to speak with you and learn more
about your business needs. In respect for your busy schedule, I will contact
you only once our evaluation is complete. It should take no more than two
weeks. I look forward to the possibility of a mutually beneficial business
relationship with you.
After a Group
Presentation - Thank
you for giving me the time today to teach your staff how they can improve
efficiency without sacrificing quality. Simple improvements have a far reaching
effect and it would be my pleasure to introduce your satellite offices to a
tailored approach that enables them to create similar results. If you would be
kind enough to refer your subsidiary managers my way, I'd be happy to provide
them with the same personal attention I shared with your group.
After Receiving A
Referral - Thank
you for your kind referral. It's an honor to serve your friends and family and
you can rest assured they will receive the highest level of attention and
service possible.
After an Interview - It was a pleasure to meet you today. Thank you
for your time. I delivered a portfolio to your assistant shortly afterward so
you may explore the range of services offered in greater detail. If I can serve
you in anyway, please do not hesitate to call.
Birthdays - Happy Birthday "name"! It's clients
(patients/customers) like you who make going to work every day a reason to
celebrate. Have a super day today and every day! I appreciate you and wish you
the very best.
Anniversaries - Happy 1st Anniversary in your new home
(truck/boat/business). I trust you've had a wonderful year and wish you many
more ahead. If I can do anything to help you add to your experience, please let
me know. I'm only a phone call away.
Thanksgiving - As this time of year rolls around, I reflect on all of
the wonderful events and people in my life and think of you. Thank you for your
business over the past year. It is always a pleasure to serve you and I look
forward to many more years of showing my gratitude by giving you the best
service possible.
Haven't Heard - It's been a little while since your last visit and
I'm concerned. If you have simply forgotten, please contact my office today so
we can ensure you continue to receive your treatment. If there is an alternate
reason why you have not returned, please contact me at the private number below
so I may personally assist you.
Find reasons to send your clients and prospects cards. A few cards a day
should take less than ten minutes.
If you've heard of a new addition to a family, send a congrats card. In the
event of a loss, express your deepest sympathy. If a customer mentions his 25th
wedding anniversary is in two weeks, send a Happy Anniversary card.
These simple acts of kindness go a long way in building relationships that
last a lifetime.
Replacing lost customers is expensive and time consuming. Keeping them is
inexpensive and highly rewarding not only in terms of your bottom line, but in
the quality of relationships you create.
Copyright 2007, Laurie Hayes - The HBB Source
Laurie Hayes, founder and visionary behind The HBB Source, helps government
and corporate employees break free of their jobs to live their dream of
entrepreneurship. To subscribe to her FREE e-zine for valuable resources
designed to create home business success, visit http://www.thehbbsource.com.
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