Actively Engaging the People You Need to Meet
Nov 23, 2009
“In about 30 seconds, it’ll be New Years Eve and I don’t have a dress. Oh, wait, I don’t have a date yet either!” I laughed when she said that last week since we were still planning for Thanksgiving. My friend seemed to have her priorities a little out of order. And it reminded me of several entrepreneurs I met at a trade show the week before.
Those who follow my blog know I’ve recently begun to focus on trade shows and the need for the vendors to more actively pursue the networking potential they represent. Those booths and tables are not cheap and most of those businesses spend a considerable amount of time dressing the table and making it look appealing. I watched hundreds of people wander by a number of these tables, stopping for a moment to pick up the clever tchotchkes ,or a piece of candy, before moving on. In some cases, the person behind the table looked up and smiled, other times they were busying themselves with their Blackberries or lap tops, not really paying attention. They were not actively engaging the very people they had come to meet.
What’s up with that, I wondered? It was as if they expected people to stop, engage them in conversation and say “Tell me more about your business!” Networking doesn’t work like that, folks. Unless you’re wearing a really stunning dress, or someone has just introduced you and said something truly remarkable about you, chances are you’re going to have to work at getting people to ask about you and your business.
Successfully engaging others in conversation is work --whether at a tradeshow, a chamber reception or standing in line at your local coffee shop. And like any type of work, there are skills that can be learned and tactics that can be fine-tuned. The first step, however, is recognizing where you may need a little help. The second step is getting help.
One way to get help is to get others to introduce you and rave about your business. I touched on a few of those tactics in my last newsletter (thanks for all the feedback!). The other way to make that conversation easier is to ask yourself (honestly) how people are reacting to what you say about yourself or your business. If people are not saying “Tell me more”, then consider brushing up on your tactics. I offer a number of articles on my web site that may help.
Give yourself an early gift and spend a few minutes browsing the FREE information under Articles & Reports at www.TheElevatorSpeechTherapist.com. The info there can help you get more revenue before 2009 is only a memory. And then get yourself to an event – PRONTO. Did I mention that in about 30 seconds, it’s going to be New Year’s Eve?
Here’s to your networking success!
Ellen Kaminsky
How to Get Others to Help You Find Business
Nov 9, 2009
“Many hands make light work.” This is as true in business as it is in everyday life. As a solopreneur or small business, your success will be influenced (and rewarded) if you take this old axiom to heart. That’s where strategic partnerships come into play and I can think of no better time to demonstrate the power of this approach than the weeks leading up to Thanksgiving.
Developing relationship is a powerful way to generate business. To be successful, however, each of you must pull your weight in helping the others in the group. It’s best to start small, with one or two people, and plot out how you can best help the others. Each of you must determine what help you need and how it will be measured. Don’t be tempted to simply say “Send me referrals!” You must be specific in both what you want and when you want it.
Here’s a simple ‘How To’ you can implement immediately. First, determine exactly what you want the other person to do for you. For example, you may want 50 new signups on your web site in the next two weeks. Or 25 new people to read your newsletter this week. Or ten names of women who need massage or acupuncture. Or five people who will agree to host a party. Or three people to buy your new book. Or one specific small business who is looking for a new CPA.
Second, identify who, in your group, can effectively do what you want. Don’t ask someone to forward your newsletter if she only has a small mailing list. But do ask someone to recommend your services if you know he is very active in BNI. Do ask them to recommend you on LinkedIn or brag about you on their Facebook page. Do ask them to mention your business when they are networking. And do ask them to look through their current client list for people who need what you want.
Third, be very, very specific about the message you want them to spread. Don’t simply say I wasn’t referrals. Say “I need to meet women business owners with less than 15 employees; she is probably an attorney, a designer, a photographer, or contractor who does not currently have a CPA. She is doing well and networks often.” What you’ve just done is created a persona that will help the person “see” exactly who you need to meet.
Now identify two people with whom you already have a relationship. Someone who likes you and has been friendly to your business. This will be especially effective if it’s someone who shares your client base. Now approach them by saying “I want to help you meet your goals in 2009. What do you think about working together to find the people who will say “yes” to some business?” Try to identify two people so there are three of you in the group trying to help each other.
Now get together, either in person or on the phone, and strategize exactly what each of you wants out of the arrangement. Look at your calendars to see who is networking where – if you’re going to be at the same events you can tag-team the attendees and help promote each other in person.
Set dates when you expect to be able to report progress. Don’t go overboard or get bogged down in details. Simply try to help each other out in some meaningful way over the next few weeks. Then, in December, when each of you has achieved at least some of your goals, strategize how you might be able to grow this process in the coming year. Who knows, perhaps you’ll form a more formal referral or affiliate program – everybody wins when you do that! Email me if you’d like some ideas on how that works.
If you found this information useful, please send it to your friends, clients and colleagues. Include a personal note saying “Ellen has lots of easy to implement techniques on her web site (look under Articles & Reports) (www.TheElevatorSpeechTherapist.com ). There are steps that can improve the results you get when networking and the information is free! I recommend you check it out!”
My challenge to you, this week, is to make Thanksgiving about more than just a meal with family. Let’s bring your business into the mix and see what other things we can be thankful for in 2009. Here’s to your success in building great relationships!
Here's to YOUR networking success!
Ellen
The Danger of Not Targeting Your Perfect Client
Sep 10 2009
Understanding who you’re marketing to is important when developing your messaging materials. How do you know what to say on a business card, a brochure or your web site if you don’t know who you’re talking to? Just yesterday, I was helping a client with her elevator speech and asked her “Who is your perfect client?” The answer surprised me because it had changed from the day before when I’d asked the same question.
Understanding who will most likely buy your product or service is critical, especially if you’re a small business or solopreneur. You have a very limited amount of time and money to invest in marketing and it must be clearly targeted to give you the best return. Take the time to really look at your product or service and determine who is buying from you. Then spend all your effort marketing only to that target.
You must resist the temptation to be too general in the hopes of getting a larger slice of the market. The number of businesses that have failed because the owners have not taken the time to determine their target audience is staggering.
Here are Four Steps to Discovering Your Perfect Client.
1. Think about your top ten clients – those people you would just hate to lose and those that spend the most with you. When I say ‘spend the most,’ don’t just think about big ticket purchases -- remember to include repeat buyers.
2. Now see what they have in common. Look at their industry, gender, age, number of employees or other distinguishing characteristics. You should be able to find common denominators.
3. If you sell a number of products or services, note which items are selling the best and providing you with the greatest profit. That is the product that is attracting your perfect clients.
4. Now write a sentence describing your perfect client. For instance, “My perfect client is a professional business with less than 25 employees. Most often they are Accountants, CPA, Attorneys and Leadership Coaches.”
Now you can concentrate all your marketing efforts on finding your perfect client. When someone asks you “Who do you need to meet?” you have the answer. When deciding what events to attend, you’ll know to look for those where your target audience will be in attendance.
Be sure that your business card, brochures and web site ‘speak’ to that perfect client. And most important of all, make sure your elevator speech is all about that perfect client! Want more information on how that happens? Check out 30 Seconds to New Business: How to Create YOUR Perfect Elevator Speech.
Remember, time and money spent marketing to those who don’t want or need your product is money wasted. Take the time to determine who your target audience truly is and then go after them with confidence!
Here's to your networking success!
Your Elevator Speech: Making You Money or Costing You Clients?
Aug 27 2009
I’ve been away for a month putting the finishing touches on my book, 30 Seconds To New Business: How To Create YOUR Perfect Elevator Speech. It’s a do-it-yourself training manual for identifying the essential content you must include in conversations when making contacts at networking events. I’ll share a little more about that later in the newsletter.
It’s good to be back and I’m excited to share some interesting observations. As many of you know, I post daily networking tips on Twitter, Facebook and LinkedIn. It’s from those posts that I decide what to blog about and what to include in the newsletter. The tips that generate the most chatter are the ones that I spend the most time expanding on here.
Today’s story is about a woman that knew she had a problem but couldn’t quite put her finger on the fix. She is one of my favorite clients, and I met her on Facebook. I had posted a comment one morning about how a great elevator speech can fill your sales funnel with fabulous prospects. She contacted me almost immediately after it showed up on my status wall.
She said “My sales funnel is NOT full and I think my elevator speech is actually costing me money.” When asked to explain, she said she knew, intuitively, that she was losing people long before she got a chance to explain her business. And she was sure these were people that would have been good clients for her. This woman is not alone.
Is your Elevator Speech Costing You Clients?
I know many of you walk out of events feeling like you’ve wasted your time. You’re not getting as many leads as you’d like. Or, the leads you get aren’t going anywhere. Perhaps you say something different every time someone asks “What do you do?” Or you feel like you’ve got too much to say and never enough time.
If any of this sounds familiar, then you probably feel like my Facebook friend. Perhaps your elevator speech IS costing you money. And not just the amount you spend at the door.
TIP: Understand exactly what networking is costing you. How many events do you go to in a month? And what about those membership dues for lead-share groups, chambers of commerce or other membership organizations? Add in your travel cost and, please, don’t forget to include your personal hourly rate. Also, keep track of where you get good prospects and cut out the events that are not producing.
Factor it all in and you’ll discover you’re spending hundreds if not thousands of dollars a month to drum up new business. Unless you have an unlimited budget for hanging out at your local chamber, I suggest you get serious about making those events give you a good return on your investment.
If you’re talking to lots of people at these events, but you can’t seem to get people engaged, then the culprit is probably your introduction – your elevator speech. Let me state for the record that a successful elevator speech is NOT a canned statement. Yes, your message should have a clearly focused content and, yes, there will be times when you can use the same statements again and again. But there is much more to it than that.
An elevator speech can be more accurately described as a messaging system. The words and phrases, even the length of the statement, is dictated by the need. For instance, depending on the event, you may have need for a 60-second speech (used when everyone around the table gets one minute to introduce themselves) or a 30-second speech (used after your initial pleasantries). You may need a 15-second ‘Rise & Shine’ if everyone gets to stand and introduce themselves. The answers to “Who are you?”, “What do you do?” and “Who do you need to meet?” are all handled with three or fewer sentences. Your tag line is less than eight to ten words.
TIP: Sit down and write out your versions of each of the components I listed in the previous paragraph. Start with your 60-second speech and then pair it down again and again until you get to the tag line. Call me if you feel you need help with this. Once you have these pieces written out, practice them so they sound natural. Don’t be caught without an answer!
I ran across my Facebook friend on Tuesday at a Chamber mixer. She was chatting up a storm when I caught her eye. She waved me over and introduced me to her new friends. Clearly, she was comfortable in her setting and the group was engaged and attentive to her comments. Later in the evening she came up to me and said “You’ll be so proud of me! I set three appointments in the past hour and I’m not done yet. Knowing what to say to people really made the difference. My elevator speech isn’t costing me prospects anymore, it’s actually working.”
She told me she was going to half the events she used to and getting twice the business. But, more importantly, she had regained confidence in herself and her business. In today’s economy, that alone is priceless.
In summary, know how much you are spending every month for networking. Know which events are producing and cut out those that aren’t. Write out your message and assure its clearly focused. Break it into smaller, more useable pieces. And practice what you’ll say before you get to an event. Don’t be caught without the answer to the questions everyone asks: “What do you do?”
Here's to YOUR networking success!
How To Make Sure Your Business Card Is Doing Its Job
July 5, 2009
“This is odd” she said, “I’ve got this card in my pocket but I don’t remember meeting the person. And looking at the card, I can’t really tell what they do for a living. If I can’t remember why I kept this card, I suppose it’s safe to toss it out.”
Was that YOUR card that just got thrown out?
Do you understand what makes a business card powerful and effective? What if she had kept the card because she initially thought she knew someone the person needed to meet? Your business card is doing its job only when it sends a clear, focused message that demonstrates the problem you solve and the clients you serve. If someone can tell who your perfect client might be, there’s a good chance referrals could be coming your way.
How many times has someone looked at your card, days or weeks later, and not had a clue what you did for a living? Think I’m exaggerating? Take a look at a few cards in your card file. What do you see? Can you tell, simply by looking at the card, what problems they solve for their clients? Do you have a good idea who their clients may be? Could you send them a perfect referral simply by looking at the card? Unfortunately, people tend to spend more time thinking about font and colors than they do about the message.
It’s been my experience the best business cards are those that clearly identify who would be a perfect client. When someone asks “Who do you need to meet?” it’s best if you can immediately define that client in a way that others can recognize. Same goes for your business card.
TIP: List your perfect client on your card. There’s a lot of real estate on the back of your card – use both the front and back wisely. Remember to leave enough space on the back of your card for someone to make notes.
Who is YOUR Perfect Client?
So, what do you say when someone asks “Who do you need to meet?” I’ve discovered my perfect clients are entrepreneurs and solopreneurs who build their business through networking, either online or in person. They tend to be highly educated and generally fall into the industry categories of attorneys, CPAs, engineers, financial advisors and leadership coaches.
Being able to clearly describe your perfect clients is paramount to finding them. Here are some other good examples of clearly defined clients:
“Trade associations and non-profits with more than 30 employees.”
“Contractors, plumbers and other home improvement firms with more than 25 employees.”
“Developers with land that includes coastal areas, floodplains and wetlands.”
“Families in Northern Virginia that have children with special needs.”
“Professional women who are five years on either side of retirement.”
“Women undergoing a major life change such as divorce, empty nest or a change in job status.”
It’s important to mention that focusing on a perfect client does not mean you are passing up other business. I work with all types of businesses, I simply don’t spend a lot of time marketing to those that are not my perfect clients. The goal is to attract more of the types of clients YOU love.
Spend some time making a list of your favorite clients over the past few years. These are the folks who spend the most money with you AND the ones you enjoy spending time with. Now, look at that list and ask yourself what these clients have in common. Does a particular type of industry, profession or business pop out? Is there a specific gender or age group that emerges? Do these clients share a typical characteristic or symptom?
Once you have the characteristics identified, write it out in a sentence like the examples shown above. Be very clear and keep the words to a minimum. Be sure you only include your very best clients. Again, the sentence should be clear, focused and specific.
In summary, be sure your card clearly demonstrates what your business does and who would be a great referral for you and your business. Don’t leave it to chance that someone looks at your business card a few weeks down the road and decides to toss it. If your first impression wasn’t sufficient to make them remember who you are and who you need to meet, be sure your business card does its job.
Here's to YOUR success!
Ellen
Is a Bad Economy Good for Your Business?
May 12, 2009
“I’m taking advantage of the bad economy and I’m not going to apologize for it” she said. She wasn’t trying to be mean but everyone around her groaned. After she explained what she meant, the crowd put away their daggers and whipped out their pens to take notes. Maybe you should too?
The lady in question is a web designer who is catering to solopreneurs starting their own business since being laid off last fall and winter. She went on to tell us she started her own business after being laid off when the dot-com bubble burst in the 90’s.
She knew what it was like to start out on a shoe string and was now offering a product line designed with the start up business in mind. How are you positioning your business to take advantage of this influx of potential new business?
HINT: History tells us that when people are laid off, they often start their own business. Most of these entrepreneurs have never started a business and many will fail because they simply didn’t do their homework. Look at your business and determine where you can step in to help them succeed. Look at the resources they need and consider how you can create a product line to fill that need.
When thinking about resources, remember most businesses need all of the same services. They need a look and a message (branding), collateral materials (business cards, brochures, flyers), marketing, web and technical support. They need telephones, accounting and CPA services, legal advice and coaching. Some need office or retail space and furniture. Everyone needs office supplies.
Once you have a product idea, be sure to look at how you can price it with the start up budget in mind. The next step is getting your product in front of the new businesses.
HINT: Your local chamber of commerce and networking venues are a great place to find new businesses. The Small Business Administration has offices in each county and often offers events that attract new businesses. Be sure to focus your message on the start up and showcase the problems your product will solve for them. They will buy from someone, why shouldn't it be you?
In summary, there are many possibilities and opportunities presented by the current economy. Don’t automatically think your business can’t take advantage of this wave of new business. Ask yourself: “Is a bad economy good for my business?”
Here's to YOUR networking success!
Ellen
Standing Out From the Herd
March 13, 2009
I'm standing at a Chamber mixer, listening to this woman drone on about her business. She's been at it for three minutes and shows no sign of stopping. Most of the group had excused themselves or fled to the bar. Others are looking for an exit. Me, I'm wondering how she finds clients at networking events with this introduction. She's got competition in the room but we haven't learned anything that sets her apart. Sound familiar?
How many times have you gone to an event and mentally dismissed people? "So, who was at the reception?" You think for a moment, mention a couple of stand outs and then say "Oh, and a bunch of the usual types... attorneys, designers, financial advisors, real estate. You know who I mean."
What if that's YOUR business we're talking about? Do you get lumped in with the 'usual types' or do you stand out and get remembered? How do you separate yourself from the rest of the pack?
HINT: Figure out what sets you apart from others in similar industries. What small segment of the market have you made your specialty? What awards have you won? What valuable certifications have you earned. Have you written a book or become the expert on a particular subject?
You can separate yourself from the herd by showcasing your particular niche. For instance, I met an attorney who works with small businesses helping them find creative ways to stay in business. That is certainly a draw in today's market. His elevator speech goes something like this: "I'm an attorney and my specialty is working with businesses struggling in today's tough economy. We show our clients how to reorganize their creditors so the business can continue to grow." Very clear and focused on the client.
Another good example is the financial advisor who works with families of Special Needs children. His introduction is most unusual. "Families with Special Needs kids need all the help they can get. Especially when it comes to financial advice. I've spent 20 years as an advocate for Special Needs and know every local law, loop hole and helping hand. My clients have enough to worry about. Figuring out how to finance those special needs AND retire isn't one of them." Again, it's very clear exactly who he wants to talk with.
HINT: Become the 'go-to' expert in your field. Offer tips on your Facebook and LinkedIn pages; recommend books and resources in your newsletter or blog; give away advice when networking. Become the authority and people will seek out your advice. Attend networking events that attract your perfect clients and you're that much closer to new business!
In summary, separate yourself from the herd. You want people to know you and remember your business. Discover your passion and make that your niche. Blog about it, talk about it, become the local expert on it.
And then make sure you include that information in your elevator speech. Word it in such a way that it's clear what problem you solve for your clients and why you are the go-to-expert. Strategize where you will network so you increase the chances of being in front of your perfect client.
Here's to YOUR success!
Ellen
Survival Tips, Part Deux (Who Do You Need to Meet?)
Nov 4, 2008
The email started out “I am hoping for an introduction to any of the following people.” Her email included an extensive list of specific people she wanted to meet. The list included the names of the business as well as their location. Her request for help told me two things: 1) My friend knew exactly who she needed to meet and, 2) She will thrive in 2009.
Who Do You Need to Meet?
Those who know me know one of the first questions out of my mouth is “Who do you need to meet?” It’s not an idle question meant to keep the conversation moving. If people know who you need to meet, introductions can be made. Can you truly explain to someone exactly who you need to meet? Have you made a list with at least a dozen names on it?
HINT: Define your perfect client. Be able to tell someone, in ten words or less, exactly who would be a perfect client. If you can’t do this, you are probably struggling to find good prospects.
For those of you thinking “Anyone can be a client of mine!” --think again. The time you waste culling through suspects, instead of cultivating prospects, is money lost. If you focus your efforts only on those who want and need what you sell, you increase your opportunities to close sales. It’s not that hard to figure out who you need to meet.
Look at your current client list and determine 1.) What product or service do I sell the most often and, 2) who spends the most for that product? Make a list of just those clients who buy that produce or service and determine what those people have in common. Those are your current perfect clients. For me, those perfect clients are business coaches, CPAs and financial advisors, attorneys and doctors with less than 30 employees. Now, what do you say to attract those clients?
HINT: Look at the product you sell the most and determine what problem it solves for your client. Your product message should describe the problem, the solution and the results you bring.
Problems are usually tied to revenue and productivity. Tease out five or six specific problems solved by your product or service. For each problem, create a short (3-5 word) sentence describing 1) the problem, 2) your unique solution and, 3) a description of the result. By combining the results of this exercise, you can create a compelling product message. Contact me if you would like professional help developing your Problem/Solution/Result Sets™.
In summary, if you know who you need to meet, you are well on your way to surviving in today’s tough economy. Look at your client base to determine your perfect clients. Create a list of prospects that are similar to your perfect clients. Then do as my friend did: ask for what you need.
Here's to YOUR success!
Ellen
Survival Tips
Nov 4, 2008
One of my favorite clients went out of business last week. I was shocked to see her go but it made me realize the next six months will prove difficult for many businesses. She may not be alone.
Some of you might not make it through the winter.
We all need to work a little harder to survive and thrive in today's economy. The first thing you should do is look at how you're doing business and ask yourself "What will I do differently in the next three months?" How will you replace the clients who will cut back on spending or, worse, go out of businesses?
HINT: Know where your clients come from. For me, there are two networking groups that consistently bring me great prospects. The rest of my clients come directly from happy customers in the form of referrals.
I never miss those networking events and always thank those who refer. When a referral turns into a client, I make sure to reward the person who sent them my way. Depending on the value of the referral, some get cards, others get lunch or a nice gift. You should be doing the same to assure they continue promoting you and your business.
To make the networking events even more valuable, make the effort to serve as a resource at the event. If possible, volunteer to help in small ways that add to the value of the event. More important, however, is knowing exactly what a perfect client looks like and telling everyone you meet at the event how to spot that perfect client. This works best when you can briefly describe - in one short sentence - exactly what you need.
For instance, I want to meet business coaches, CPAs and financial advisors, attorneys and doctors with less than 30 employees. Short. Easy to remember. Easy to repeat.
In summary, you increase your chances of survival when you know where your clients are coming from. Review your client list and then ask yourself "Where did they come from?" Does every event you attend have a reliable ROI? If not, then it may be time to research new events.
Survival is one thing, thriving is another. More about that in my next issue.
Here's to YOUR success!
Ellen
