{"id":31,"date":"2009-02-12T19:29:49","date_gmt":"2009-02-13T00:29:49","guid":{"rendered":"http:\/\/www.jcmcom.com\/jcmblog\/?p=31"},"modified":"2013-03-08T09:00:59","modified_gmt":"2013-03-08T14:00:59","slug":"networking-to-a-higher-net-worth","status":"publish","type":"post","link":"http:\/\/www.jcmcom.com\/jcmblog\/2009\/02\/12\/networking-to-a-higher-net-worth\/","title":{"rendered":"Networking to a higher net worth"},"content":{"rendered":"

Tips to help you be successful <\/strong>when prospecting\u2014<\/strong>
\nAT… AND beyond …<\/strong> your next networking event<\/strong><\/p>\n

\"JCBy Joseph Cekauskas
\nMarketing Consultant & Strategist
\nJC Marketing Communications<\/p>\n

Most networking events are like speed dating…or worse, singles bars. Everyone has an ulterior motive and everyone there knows what that motive IS. Next time you attend one, look around the room. Everyone is scrambling for position. Everyone is poised to strike. Yet, most people don\u2019t know the other people in the room from \u201cAdam.\u201d It\u2019s difficult and almost impossible to establish common ground because you simply don\u2019t know the backgrounds or interests of any of the attendees. More importantly, you don\u2019t know any of their current or most pressing issues…which means you have no idea if what you offer can help them.<\/em><\/p>\n

Most events are \u201cfree-for-alls.\u201d Meaning, the person in charge of the gathering does NOT facilitate interaction \u201cbetween\u201d the attendees. As a result, the mingling is \u201chit\u201d or \u201cmiss.\u201d Most of us can\u2019t judge \u201cwho a person is…what they do…or what they need simply by looking at them.\u201d<\/em> Consequently, you waste valuable time talking to sources you may not have much in common with. Want to be a hero with your local Chamber? Suggest they appoint a figurehead or moderator who knows all about the attendees and their products and services. Ask this figurehead\/moderator to pre-qualify all of the visitors and put you together upon arrival.<\/p>\n

Most Chamber of Commerce events occur too infrequently to build much rapport between all attendees. Even if you \u201chit it off\u201d with someone, unless there\u2019s an immediate need or reason to keep in touch, you don\u2019t.<\/strong> It\u2019s extremely difficult to keep the momentum going when you only see someone once a month. Statistics show that as a result, membership to these events fluctuate wildly. Thus, attendees to these events drift from group to group. Oftentimes, you don\u2019t see the same people twice in a row at any of these events. \u201cLeads and referral\u201d groups do offer more continuity because they meet more often than once a month. The members also attend more frequently, but you still have the same issues because many communicate with the group ONLY at the meeting. For nearly all of us, it\u2019s almost impossible to get to know anyone one-hour-at-a-time. It\u2019s hard to get the feel of how a fellow member operates, what their values are…and what their ethical standards are.<\/em> In addition, most people who attend these gatherings are either just starting out or struggling in their business. They are in a position to SELL…not BUY.<\/strong> And they don\u2019t have much to offer in terms of networks of their own. Importantly, they might not have a proven \u201ctrack record\u201d in their particular field. Last, but not least\u2014most established Chamber of Commerce\u2019s, B&I or Tip Groups have internal networks that are hard to break into.<\/p>\n

So what can you do to overcome<\/strong>
\nthese obstacles and increase<\/strong>
\nyour prospecting success?<\/strong>
\nIf you\u2019re reading my blog, you\u2019ve come to the right place. You\u2019re ready to hear time-tested strategies that will put you on a path to being a networking \u201cphenom.\u201d Okay, you\u2019ve waded through my intro long enough. Lets begin. Most people are what we call \u201cdull\/normal\u201d types and just don\u2019t know how the networking game is played. These folks don\u2019t understand the GOLDEN RULE OF NETWORKING. You MUST give, give, give and give some more…without the expectation of ever receiving anything directly in return.<\/em> Most salespeople or entrepreneurs simply don\u2019t understand that you must bring more to the table than your core products or services if you want your sales to prosper in this century.<\/strong><\/em> What do I mean by bringing something more to the table than your core products or services? You must understand that your prospects have other issues going on in their lives besides that which is associated to YOU and YOUR products\/services. I\u2019m simply stating the obvious but we all need reminders. Prospects have external needs, wants and desires that have nothing to do with what you and your business has to offer. These are everyday life needs and wants\u2014you must understand it\u2019s these problems that will determine whether they will listen to YOU and see if your service is worthy or not.<\/p>\n

Here\u2019s how our blog can help. We recommend you identify the problems or desires that others have and try to help solve those issues without charging them for your time and effort. This concept of \u201cgiving without receiving\u201d is a hard pill to swallow for most.<\/em> Most \u201cdull\/normals\u201d are \u201cinner-focused\u201d and are concerned with their needs above all others. We have a prior blog entitled \u201cIs using a “YOU-focused” marketing message hurting your business?\u201d Once you\u2019ve read this blog\u2014please go visit that one.<\/p>\n

Back to the task at hand. These \u201cinner-focused\u201d salespeople want \u201cimmediate\u201d or \u201cnear-term\u201d payment for their efforts. Most are \u201cemotionally stingy\u201d when it comes to giving of their time. These \u201cdull\/normals\u201d don\u2019t like spending energy and time if they don\u2019t get anything in return up front. To be successful, please open your mind to being a \u201cgiver.\u201d It\u2019s a statistically proven technique and if you employ it, you\u2019ll be well on your way to being a \u201cNETWORKING PHENOM.\u201d<\/p>\n

In an effort to understand how it all matters, let\u2019s first talk about targeting…niching…and focusing. With few exceptions, most salespeople or entrepreneurs feel everyone is a GOOD candidate for their products or services.<\/em> Consequently, many take the \u201cshotgun\u201d approach\u201d to prospecting. As a result, their customers are all over the board in terms of backgrounds and interests. Studies show that if your client base is too diverse, you lose the ability to leverage \u201cgood will\u201d that you can utilize in a particular niche. We advise you identify one-to-three niches that you want to focus on to avoid being \u201ca master of the ones.\u201d Incidentally, this name was penned by my colleague, and it\u2019s self explanatory. We encourage you to make a sincere commitment by learning as much about the problems and challenges of your prospect, regardless if these are related to your core products and services. Why you ask? The more problems you can solve directly or indirectly, the less obstacles will be in the way when your niche market is ready to buy your core product\/service. AND best of all<\/strong><\/em>\u2014the more problems you can continually solve, the less likely your target market will stray to a competitor. Today, it\u2019s not enough that your core product\/service performs well for the client. You must go above and beyond to provide additional benefits for people at NO ADDITIONAL CHARGE if you want to immunize your client from the competition. We suggest you make it a habit to always be on the lookout for resources who can help you to help solve the problems of your customers. The niche you want to sell to: successful, affluent people\u2014crave attention. Yet, hardly anyone gives it to them. Especially suppliers, vendors and advisers…or salespeople who are prospecting them. If you take this approach, you\u2019ll BE UNIQUE and provide the attention prospects desire. As a result, this audience will give you the wealth you so covet.<\/p>\n

Let\u2019s recap: always make it a discipline\/habit to ask your prospects about the problems and needs they have outside of their business. Then, help them to find solutions to those issues at NO CHARGE. The fewer non-business related issues your prospects have in their lives, the more likely they will be positioned to NEED your product or service. Implement this and you\u2019ll be well on your way to being a \u201cNETWORKING PHENOM.\u201d<\/p>\n

Allow me to share another secret of becoming a \u201cNETWORKING PHENOM.\u201d The goal to being surrounded by highly profitable clients and the essence to attracting qualified prospects, the key to being the envy of friends and associates is what we call \u201cpositive persistence.\u201d \u201cPositive persistence\u201d is the means to immunize yourself from the obstacles of daily life. Particularly from those prospects that don\u2019t return calls. You know the ones who break appointments and don\u2019t seem to respond to YOU…or don\u2019t understand your sales presentations. When I speak about \u201cpositive persistence,\u201d it is the discipline(s) you need to have with prospects that don\u2019t know you…nor do you have an existing rapport. Let me remind you, this advice is intended for a new prospect\u2014those who don\u2019t know you. \u201cPositive persistence\u201d will help you to raise the level of interest and get your prospect to open up and listen to your initial presentation…AND it will help get YOU that first appointment so you can \u201cWOW\u201d them. One more thing: \u201cpositive persistence\u201d is not a license to \u201chound\u201d a prospect who has no interest or desire in your product\/service.<\/p>\n

There are two ways nearly 96 percent of salespeople deal with prospects. Hopefully, you\u2019ll be in the four percentile which, is good. If you want to be in the 96 percentile, the first is to \u201cGIVE UP…move on and go to someone who is interested in what you have to offer.\u201d THIS IS THE MOST COMMON STRATEGY. IT\u2019S EASY…AND IT\u2019S SAFE. If you want to stay on course and be a \u201cNETWORKING PHENOM,\u201d don\u2019t be one of those salespeople who are guilty of subliminally \u201cadding up\u201d the time and energy in their heads…and then totaling how much they calculated was \u201cwasted.\u201d Keep subscribing to this \u201cadding-it-up\u201d mentality and unfortunately, you\u2019ll soon learn you won\u2019t do much business. This 96 percentile gives up too soon\u2014they \u201cNEXT\u201d any prospect that doesn\u2019t display high interest in their product\/service. The mistake you must avoid is to NOT filter prospects based on their initial level of interest. You should never presume that someone (your prospect) who hardly knows you will inherently be excited about your product or service. Although it is possible, expecting high interest is unreasonable and unrealistic. YES, there will be instances when the \u201ctiming\u201d is right, just don\u2019t bank on it. Recapping, if your networking strategy is based upon sorting prospects by an immediate-interest level rating system, you\u2019re placing your sales future in the hands of fate. Being a \u201cNETWORK PHENOM\u201d is about developing a prospect with a \u201clow\u201d or \u201cmedium\u201d need and converting them into a life-long relationship. Quick reminder: when pursuing these prospects\u2014be careful NOT to come off as desperate. Instead, pursue your prospect in such a manner that you are confident, firm and charismatic. The second and best way to deal with your prospect is what we spoke about before\u2014\u201cpositive persistence.\u201d<\/p>\n

Six major characteristics of<\/strong>
\n\u201cPositive Persistence\u201d and<\/strong>
\nhow it can help you<\/strong>
\n1) NEVER get upset and stay in control of emotions. Don\u2019t get discouraged if an appointment is broken or your calls aren\u2019t returned. Tough? I know it is. I was raised by an Italian-American mom whose eleventh commandment was \u201cThough shall not be late.\u201d This was closely followed by commandment number twelve: \u201cnever break a promise.\u201d So, I\u2019ve had to rewire myself to expect that annoyances will occur and know that people can be flaky. Many are moody, illogical and inconsistent. This is evident when prospects show \u201clow\u201d to \u201cmoderate\u201d levels of interest. Don\u2019t expect consistent positive behavior until you get to really know a prospect and develop rapport. It\u2019s your goal and mission to provide a prospect with reasons to want to work with you. And this takes time and energy.<\/em><\/p>\n

2) nut aside your ego. Some salespeople are too worried about being taken advantage of or being made a fool of. Don\u2019t be afraid of being used, rejected or failure. The actions of a few flaky people, or bad experience shouldn\u2019t change you from continuing to employ \u201cpositive persistence.\u201d A foundation of \u201chigh self-esteem\u201d is what will help you be successful. Learn to enjoy the challenge of “peaking” a prospects interest and converting that into a sale.<\/em><\/p>\n

3) Don\u2019t be lazy. Many times we are, especially if we have to work a little harder to \u201cpeak\u201d the interest of our prospect. Be prepared to call your prospect again and again until you can get an appointment or a definite \u201cNO.\u201d And always have backup plans. Simply stated, have lots of \u201cirons in the fire\u201d so these extraneous things don\u2019t add up and make you crazy. Ignore all the drama and confusing signals in an effort to focus on the positive that will help you to reach your goal. \u201cAnything worth having, is worth working for.\u201d<\/em><\/p>\n

4) Have options. The best way to control your emotions is to pursue several prospects simultaneously. Realize that circumstances don\u2019t always work out\u00ad\u00ad\u00ad\u2014so, have options available to you at all times. Specifically, if you had many appointments, how likely are you to get upset if one cancels? You\u2019d probably be relieved and you\u2019d move immediately to the next one. You\u2019re not overconfident, but rather you\u2019re realistic and smart enough to NOT put \u201call of your eggs in one basket.\u201d<\/em><\/p>\n

5) Accept \u201cgames and tests\u201d of some prospects. Sometimes a prospect has many options or solutions available to him\/her, so don\u2019t assume they\u2019re bad or insensitive people. Assume they have other sources competing for their attention and they\u2019ve had to come up with \u201ctests\u201d to disqualify\/filter you. In many cases, it\u2019s a way for them to see how much better you are versus the competition. Either way it\u2019s not personal…it\u2019s a filter.<\/p>\n

6) Know you are \u201cunique and special.\u201d The basis of this statement is to get you to understand that you will be the best person your prospect will ever meet. You know deep down that if a prospect will give you a small block of their time, you will blow them away.<\/em><\/p>\n

Here at JC Marketing Communications (JCMC), we are an asset to clients because we\u2019re multi-dimensional thinkers. This is not a fancy buzz word, instead, it is a methodology that has been proven valuable to our business services. This pays terrific dividends for our clients. How? It\u2019s essential to producing effective benefit laden, CONTENT-DRIVEN marketing materials that include measurable, trackable strategies. In addition, multi-dimensional thinking allows us to produce solutions for clients beyond cyberspace, booth space, ink on paper, PR, etc. If you desire solutions that can launch your business toward accelerated growth, larger market share, higher profits AND you want marketing materials that will blow away the competition\u2014call JCMC while the thought is fresh in your mind\u2014860.621.8866.<\/p>\n","protected":false},"excerpt":{"rendered":"

Tips to help you be successful when prospecting\u2014 AT… AND beyond … your next networking event By Joseph Cekauskas Marketing Consultant & Strategist JC Marketing Communications Most networking events are like speed dating…or worse, singles bars. Everyone has an ulterior motive and everyone there knows what that motive IS. Next time you attend one, look […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[4],"tags":[],"_links":{"self":[{"href":"http:\/\/www.jcmcom.com\/jcmblog\/wp-json\/wp\/v2\/posts\/31"}],"collection":[{"href":"http:\/\/www.jcmcom.com\/jcmblog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.jcmcom.com\/jcmblog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.jcmcom.com\/jcmblog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/www.jcmcom.com\/jcmblog\/wp-json\/wp\/v2\/comments?post=31"}],"version-history":[{"count":8,"href":"http:\/\/www.jcmcom.com\/jcmblog\/wp-json\/wp\/v2\/posts\/31\/revisions"}],"predecessor-version":[{"id":254,"href":"http:\/\/www.jcmcom.com\/jcmblog\/wp-json\/wp\/v2\/posts\/31\/revisions\/254"}],"wp:attachment":[{"href":"http:\/\/www.jcmcom.com\/jcmblog\/wp-json\/wp\/v2\/media?parent=31"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.jcmcom.com\/jcmblog\/wp-json\/wp\/v2\/categories?post=31"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.jcmcom.com\/jcmblog\/wp-json\/wp\/v2\/tags?post=31"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}