May/June 2005
Art of Networking
To the Next LevelWear Only One Hat … At a Time
"So … what do you do?"
How often after asking this question have you found yourself counting your fingers as the one you asked continues with, "and I do … I'm also a … oh, and I … " It is exciting to be in business, even when involved in more than one. However, many overlook the effects on their credibility and image when they attempt to put all of their hats on at once.
It was not long ago, at a mixer event that I ran into a woman that I had met at another event. I did not get a chance to visit with her long during our previous meeting, and she was someone that I was hoping to get to know. Coincidentally, I just happened to have some business to refer to her, right then and there. We began our small talk: I shared what I do, she began to share what she does. I was sold, and then she did it! In only a few moments, she unraveled her own credibility by sharing all three different things she did. She evidenced it with each different business card she placed into my hand. She had no idea that I was beginning to wonder if she knew what it was that she did for a living. Was she focused on any of them? Was she in an identity crisis? In transition? Over-extended? Flighty? More importantly, would she be capable of giving attention to the referral I was about to give to her? Hardly the impression she wanted to make, I am sure.
Although unfortunate, these situations are not uncommon. In a day and age where moonlighting is more prevalent and opportunities abundant, many people find that they wear many hats, even professionally. Certainly, having more than one hat is not the crime, as we all should have more than one stream of income. The crime, however, is trying to maintain professionalism and build credibility while wearing several hats all at once.
So, how do we maintain, even gain, credibility in touchy situations? Simply represent one business, and only one … at a time. Decide before you go into an introduction, meeting, mixer, etc., what hat you are going to wear, and then wear it with style! Be prepared for the inevitable temptation to change hats mid-introduction, when the person you are talking to so clearly needs another service you provide, but with a different business entirely. Just remember that falling to temptation always has a price. It would be far more professional to either refer him to a co-worker, partner, or friend, whom is also in business with you. Or place it into memory for future follow-up, after you have developed credibility and it can be introduced without affecting it. Whatever you decide, don't switch hats mid-introduction! You and your services are still being sized up, and once you say … "Hey, I also …. " the value of your first service is pushed aside to share the stage with the other service you provide.
And what about the referral I had for the gal I met? It was taken care of, in a professional manner, by someone else more focused on what they do - who also has more than one business. Hmmmm …
Nancy Geiger, Productivity Resources, Inc. www.productivityresources.net Olympic Business Exchange Chapter, Silverdale, Washington
To the Next Level
Partnerships: The POWER Advantage
Besides "Price, Product, Promotion and Place" what other distinct advantages do you have over your competitors? Partnerships are one of the pillars of success. Strong partnerships are what enable many companies to grow. While business owners attempt to keep costs lean and mean, sales are so critical for the survival of a company that it cannot be trimmed.
How much would it cost you to employ a salesperson to increase your sales? Why hire additional salespeople when you can leverage your partnerships to increase sales?
The sales function is a time consuming task with a constant need to fill your pipeline with fresh, qualified prospects on a regular basis. Qualified prospects do not come from a cold contact situation but from building a strong referral network.
A strong referral network consists of 30–40 members whose trade and professions are in fact symbiotic, complementing one another. Imagine how powerful your business could be when you have a network of advocates who strongly believe in what you do?
Being part of a strong referral network (your BNI chapter) will only be meaningful and powerful when you treat your network as your partners in business. You can maximize your network's POWER when you start to take a different perspective of the chapter you belong to:
P: Partners
Your network members are your partners. Partners are treated with respect and trust, regardless of their trade, profession or status. All should be treated alike. Respect your partners for their time and the confidence they have placed in you. Partnerships work as a peer advisory group, offering each other encouragement, support and problem-solving.
O: Opportunity
Every partner in your network presents an opportunity. Their association with others is an opportunity for you. You never know who is within each member's network of contacts!
W: Winning Team
You belong to a winning team—your BNI chapter. This attitude will motivate you to excel in your profession. A winning attitude is contagious. Surround yourself with winners.
E: Experience & Expertise
Business success takes vision and insight. Your referral network can help you look at the big picture that can have a major impact on your company. If your chapter members come from diverse backgrounds, their combined experiences and expertise will prove valuable when you are faced with business issues.
R: Return on Relationship—Referrals
When you spend time with your partners, relationships are strengthened. The rewards will come when your partners start sending referrals your way. Your "Return on Relationships" will depend on how much you give and contribute. The old adage is true. "The more you give, the more you'll receive."
A shift in attitude towards your referral network will impact your end results. You will profit from partnership—that's the POWER you have over your competitors!
