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HUDDLE TIME
Branch Out and Grow!
How diversifying your networking circles can help you succeed
By Ivan R. Misner, Ph.D.
When it comes to business networking, you never know who people know. One of the important keys to being successful at building a powerful personal network is that of diversity.
In running a large business networking organization for the last two decades, I often speak to people who tell me they want to network exclusively with other business professionals who work with clients in a similar socio-economic target market; in other words, network with business professionals with similar clients. Although it is good to include these people in your personal network, any attempt to network with them exclusively would be a tremendous mistake.
It is human nature to congregate with people that are very much like us. People tend to cluster together based on education, age, race, professional status, etc. The bottom line is that we tend to hang out with people who have similar experiences or perspectives as ours. Most of our friends and associates are often friends and associates with each other as well. The problem with this is that when we surround ourselves with people who have similar contacts it may be difficult to make connections with new people or companies with which we desire to do business with.
A diverse personal network enables you to increase the possibility of including connectors or "linchpins" in your network. Linchpins are people who in some way cross over between two or more clusters or groups of individuals. In effect, they have overlapping interests or contacts that allow them to link groups of people together easily.
When it comes to networking, diversity is key because it allows us to locate these connectors, or linchpins, between clusters of people. According to Wayne Baker, author of the book, "Achieving Success Through Social Capital," "Linchpins are the gateways. They create shortcuts across clumps" or groups of people.
The best way to increase the number of linchpins in your network is to develop a diverse network—not a homogeneous one.
Having developed over 3,000 networking groups in 16 countries around the world, I can categorically state that the strongest networking groups I've seen are generally ones that are diverse in many, many ways. The more diverse the network, the more likely it will include overlapping connectors or linchpins that link people together in ways they would have never imagined.
I believe that one of the problems in understanding this concept is a somewhat built-in bias that many people have about networking with individuals that are outside their normal frame of reference. Let me give you an example. A good friend of mine in Boston, Patti Salvucci, recently told me an amazing story.
Patti runs dozens of networking groups for BNI in the Boston area. She told me about one of the groups she was visiting recently that met in a private meeting room at Fenway Park. She said that she arrived a little early to the meeting and noticed an older gentleman setting up coffee mugs in preparation for the meeting. Well, anyone who knows Patti knows that she is a master networker and so she struck up a conversation with the man while waiting for members to arrive. In talking to him, she was really taken by the amazing tenor of his voice. She mentioned to him that he had an incredible voice and asked what he did before this. The gentleman informed her that he used to be a commentator for CNN! He went on to tell her that in his later years, he wanted to work in a less hectic job as well as live closer to his daughter. He decided to take on the job of managing the owner's suite at Fenway Park in Boston because it gave him an opportunity to be close to his family while having a less hectic career later in life.
Patti asked him about some of the people he met during his time in broadcasting. He shared many great stories with her, including an interview that he had done with JKF a week before he was assassinated. He also talked about meeting Martin Luther King and Nelson Mandela during his career. It was an interesting conversation that she genuinely enjoyed.
Later when the meeting was in full swing, one of the regular members, Don, publicly mentioned that he would really like to do a radio talk show someday and was looking for some contacts that could help him pursue this dream. After the meeting, Patti asked Don, "Do you see that guy over there (pointing to the ex-CNN commentator)? Have you seen him before?" "Yea," said Don, "he's the guy who sets up the coffee for our meeting." Patti said to Don, "Did you know that he used to be a broadcaster for CNN?" Don had no idea.
Patti suggested that Don introduce himself and learn a little about the man he had seen every week for the last several months because he may very well be able to make a connection for him in the broadcasting industry.
The irony in this story is that he had seen the man on many occasions but had not struck up a conversation with him because he felt that they had little, if anything, in common. The truth is, when it comes to networking, not having a lot in common with someone may mean that they can be a connector for you to a whole world of people that you might not otherwise be able to meet.
If you wish to build a powerful personal network, branch out. Build a diverse network of professional contacts that include people who don't look like you, sound like you, speak like you or have your background, education or history. The only thing that they should have in common with you and the other people in your network is that they should be really good at what they do. Create a personal network like that, and you'll have a network that can help you succeed at anything.
Dr. Misner is co-author of the New York Times bestseller, "Masters of Networking" (www.MastersofNetworking.com). He is the Founder & CEO of BNI (www.bni.com), the world's largest referral organization with over 3,000 chapters in 16 countries around the world. He also teaches business networking at Cal Poly University, Pomona, and resides in Southern California with his wife and three children. Dr. Misner can be reached at misner@bni.com.
HUDDLE TIME
How Polished Is Your Sales Presentation?
With the right preparation, you can turn your pitch into sales
By Dan Collins, Collins Educational, LLC
It's that time of year when wintertime has mostly melted away (for some of us) and springtime is getting ready to bloom. Look back at the past few months of your sales production. Are you on target for all your sales goals for 2004? Are you making the sales from all your sales presentations?
You may be far ahead in some areas or behind in others. No matter what your sales production is today, you certainly should have another look at what targets and goals you've developed in your sales plan for 2004.
Are you using your strengths to their fullest potential? To improve your sales results, determine what has been working or not working. Then define where to concentrate your productive energies for the next three quarters in 2004 or the remainder of your compensation period.
Statistics say that 90 percent of the sale is made in the presentation. Many sales professionals need to be more innovative and prepare for every presentation. When planned and executed well, your presentation is the most effective method of winning more customers. The most important point of a presentation is that the objective of communication is not the transmission but the reception. The whole preparation and content of presentation must therefore be geared to the customer with a clear objective that will specify actions or commitments you desire from the customer. Be creative and original to tailor the presentation to catch their attention and respect. Differentiate yourself from your competition.
It is difficult to overestimate the importance of careful preparation. Five minutes face to face with senior management could decide the acceptance or rejection of a proposal. With so much potentially at stake, the presenter must concentrate not only on the facts being given, but also upon the style, pace, tone and tactics that should be used to best relate to the audience. Here are some ways to help you do that:
- Explain at the beginning of the presentation what will be covered and how long it will take so they know what to expect.
- Plan exactly how you wish to appear to them; dress appropriately for the audience.
- Rehearse your presentation. There is no substitute for practicing.
- Accentuate your gestures and vocal projection; always have great eye contact.
- A smooth presentation is the key for your customer to sense your sincerity and confidence.
- Don't try to answer every question. They will respect you more if you get back to them with the correct answer.
Another great preparation is to understand the three primary ways people learn: visually (people learn through reading, seeing and mental images); auditorily (people learn through listening and hearing) and kinesthetically (people learn through touching and doing).
Once you know how people learn, you can take advantage of that by finding out how your customers prefer to learn. Pay attention during conversations, if they read a lot and use phrases like, "I see it," then they probably learn best visually, so use plenty of excellent visuals. If they use words like, "I haven't heard that, but that sounds good to me," they learn best auditorily, so keep the speaking dialog going at a pace and tone that they are comfortable with. If you see them holding your collateral and product, they might learn best kinesthetically. Deliver your presentation primarily that way and create a well-rounded presentation that encompasses all the learning styles. For example, include visuals, have a good speaking voice and bring samples of the product for every customer. But primarily tailor your presentation to their preferred learning style.
Although they will be trying very hard to concentrate on your presentation, your audience's minds will inevitably stray. Your job is to do something, anything that captures their attention and makes a lasting impression upon them. You don't necessarily have to repeat phrases but simply make the point again and again with different explanations and in different ways. Include the audience in the presentation; ask them questions to get them involved and keep them involved. Once your presentation is over, you should try to evaluate your performance honestly. Either alone, or with the help of someone involved, decide what were the least and most successful aspects of your presentation and concentrate on those areas for your next presentation. If there's a problem with the preparation or execution, work on it. Practice is only productive when you make a positive effort to improve your presentations. Be committed to self-improvement to further develop your career. Be coached, or coach yourself, to improve your presentations constantly. Analyzing your strengths and building upon them is an effective method of self-coaching.
We believe that for any investment of sales improvement to generate a positive return, whether it is field training, classroom training, online learning, computer based, audio-books, etc., predefined outcomes need to be articulated and then executed.
So clearly define what you want to accomplish for the remainder of 2004, focusing on being more innovative and preparing for every presentation and of course, follow through and support your sales plan for 2004 with sales training support products like Selling Sounds for Sound Selling*. Good luck goal setting, presenting and selling!
*BNI members receive a $10 personal investment discount! Write your BNI chapter name/location in the special comments while ordering at www.SellingSounds.com or order via phone at 603-479-6060, M-F 8-5 EST. May all your BNI referrals turn into sales! Special limited time offer only.
HUDDLE TIME
Learn to Network the Nonprofit Way
How auctioning your services through one new company can help you reach a new audience and help others along the way
By John A. Beahm
A couple of years ago David Parker was helping his brother, Chris, build up his computer service business when he heard about BNI through local realtor and BNI member Sandy Berkenbush. At her urging, David visited the Newburyport, MA, chapter, and the group so energized him that he put in his application that day.
At almost the same time, attorney Adam Page decided to leave a large corporate law firm and open his own practice near his home in Newburyport. Adam's brother-in-law, Shep Becker, a long-time BNI advocate and Assistant Director at the time, encouraged Adam to join the newly formed Haverhill, MA, chapter to help refine his networking skills and build his practice.
Already a BNI fan, David was making the rounds, and while visiting the Haverhill chapter, fate intervened. Shep, as Assistant Director, was running a "get to know you" game. Adam and David each announced themselves as history buffs, and as so often happens in BNI they met after the meeting and set up a one-on-one. Soon after, Adam had joined David's American Revolution re-enactment group, and they were marching onto Lexington Green together.
A couple of months later, BNI member Janet Hickey, the marketing director of a local nonprofit group, was building inventory for their annual auction. "A great referral for me would be a business service to auction to support Opportunity Works."
That BNI meeting triggered the idea for a new business model.
David's deep understanding of the Internet, coupled with the value of referral-based marketing imparted through BNI, catalyzed the idea of an online auction site for nonprofit fundraising. The site would promote networking between nonprofit organizations and the local business community.
David and Adam co-founded ImpactAuction in September 2002. They assembled a founding team and were able to secure financial, sales and marketing, technical, and other key resources through BNI and other networking groups and contacts. This company has implemented a unique model for using the Internet that helps nonprofits raise funds while helping their supporters network.
Nonprofit organizations can join the ImpactAuction community with no upfront cost. Following the ImpactAuction model with ImpactAuction support and materials, member organizations solicit donations for an "eBay"-style continuous auction. Aligned businesses are encouraged to make donations that provide a good introduction to their business. All nonprofits and donors are given a Web page on the ImpactAuction site to promote themselves and their donations. A winning bidder becomes a customer for the business, giving that business the opportunity to create a long-term relationship. The nonprofit community has a new way to raise money. The business community has a new way to execute referral-based marketing, and contributing bidders have a new way to get valuable products and services, often at a discount, while contributing to a favorite cause.
So, How Does It (Net)Work?
Lisa Cartier-Gruen is building her massage therapy practice, and, with little money for advertising, she is heavily reliant on word-of-mouth for new customers. Lisa has an idea that if a client comes to her three or four times, there is a strong likelihood that he or she will become a long-term customer. So, Lisa has created a donation of a four-massage package to benefit the local Women's Crisis Center. Lisa is donating one of these packages every two weeks (a recurring donation), and the WCC is auctioning them. Lisa's packages are selling for around $120 so this year the WCC will generate over $2500 from Lisa's donation (well above what Lisa could afford to give in cash). Lisa will see 26 new customers. Even if she only converts a fraction of these customers into long-term clients, Lisa will have generated a significant amount of new business, while joining an elite group of the WCC's top supporters.
There is no cost to the donor to register and make a donation. This entire process takes place online. There are no geographic boundaries or time constraints to limit the reach of the auction.
Chuck Francis runs a specialized consultancy that provides services to the investment community. Chuck has donated an assessment (which normally costs $10,000) to Boston's National Public Radio affiliate WBUR. Chuck is coordinating his donation with an email-PR-networking campaign to reach a highly targeted audience of potential bidders who can buy this service at a discount while supporting National Public Radio. Chuck's use of his donation as a sales and marketing tool will connect his business to the listening audience of WBUR, which includes many who are employed by the very companies Chuck is attempting to attract.
The donor-designated nonprofit organization reviews each donation, and upon acceptance, the item is posted for auction. Products and services in a wide-range of business and consumer-focused categories make up a unique marketplace with tremendous growth potential. The opportunity to utilize this marketplace to promote business and make direct customer connections greatly enhance the idea of charitable giving.
In addition to WBUR and the Women's Crisis Center, ImpactAuction's membership includes numerous health and welfare organizations, service-oriented associations and educational and environmental causes, along with its newest member, the BNI-Misner Foundation.
By networking with nonprofit organizations and their supporters, a business can extend its referral network through an attractive donation. Nonprofits will encourage bidding to maximize fundraising, and the donor and winning bidder are connected beyond their business relationship through their mutual support of a worthy charity.
As David Parker likes to say, "If BNI had not adopted ‘givers gain,' it would have been the perfect motto for ImpactAuction."
For more information, email info@impactauction.org or support@impactauction.org, or visit www.impactauction.org.
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