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We DO Need Those **** Badges!
Joe Ilvento and Arnold Sanow, authors of "Nobody To Somebody in 63 Days or Less: The Ultimate How-To-Guide To Business Networking & Word of Mouth Advertising" (1996, Applied Business Communications Publishing) believe that one of the best, easiest and inexpensive ways to get yourself noticed at a networking event is through the use of a name badge. Joe Ilvento writes:
"The best name badges we have seen are the ones you make yourself. Little did I know how successful my badge was going to be until the next meeting I attended after wearing it the first time. Not thinking it was important, I did not wear the badge a second time. It was only after three different people came up to me and asked me where my badge was did I realize how much power it had at getting me noticed. The fact is I needed a badge for an upcoming trade show. I wanted it to match a guerrilla marketing theme I was using at the show so I combined a 3 x 3 inch photo of a guerrilla with my name, company name and a "Ask Me How..." type question. A few things happened the minute I put it on. First, as people approached me they all took the time to first comment on the picture and then came even closer to read the message. Second, because the picture of a guerrilla was unique and funny, it brought a smile to their faces. Third, the badge became the initial topic of conversation and then we moved to the business at hand. And finally, the badge earned me an instant reputation and I have since worn it to every major networking event I have attended with similar results."
Create Your "I.D." For Better Networking
According to Joe Ilvento and Arnold Sanow, authors of "Nobody To Somebody in 63 Days or Less: The Ultimate How-To-Guide To Business Networking & Word of Mouth Advertising" (1996, Applied Business Communications Publishing) One of the most powerful things you can do as a professional networker to distinguish yourself within a crowd of people is to create an identity for yourself.
Joe Ilvento writes:
"One reason many people have trouble remembering names in networking environments is because everyone tends to look the same. Be different! Have fun! If you are an aggressive trial attorney and present yourself as such, wear a shark hat. If you sell chocolates, why not give people a chocolate business card with a real one attached to it. If your product or service saves people money, wear a tie or scarf imprinted with hundred dollar bills. Dare to be different and you will instantly have everyone's attention. Hats, ties, scarfs, lapel pins, tie clips, business cards, hand-outs, and name badges are just a few of the ways you can be sure to get yourself noticed and more importantly, known."
Talk About a "Calling Card"
A friend of ours interviewed with a major telecommunications company recently for an executive position. At the beginning of the interview, the Director of Human Resources handed his business card to the applicant. It was an actual telephone calling card complete with the director's name, company address and phone imprinted on the front face. "Enjoy 30 minutes free of long distance on me" the director said. Great marketing.
Keep That Business Card Handy
When networking, keep your business cards close at hand by storing a supply in the plastic sheet that holds your name badge. Beats fumbling around in your pocket or purse, which can make you look disorganized.
Wow 'Em at Your Next Weekly Network Breakfast
Wake up the crowd at your next lead share breakfast meeting with significant facts of the day, trivia and riddles. Log on to the Du Jour site early before you go to your meeting. In the site's Ce Jour section, you'll find birthdays of note, significant events and holidays around the world for that day. You'll also find a section of riddles and trivia.
Time to Market
Merilyn Piper of Jomer Graphics (703-490-4857), an advertising specialty firm in Occoquan, VA, markets her products "triple-time." One of her specialty items is an office clock that can be engraved with a company logo. When she attends networking meetings, she always brings a clock (engraved with the Jomer Graphics logo) and places it in a conspicuous place where all the attendees can see it. Why is this smart marketing? 1) It consistently shows off one of her products, 2) the networkers see her logo when they check the time during the meeting , and 3) other networkers purchase clocks so they can display their logos at other breakfast meetings that Merilyn doesn't attend.
The "SalesDoctors" Are In!
Seeking a cure for the common close? Make an appointment with the SalesDoctors site.
An e-zine for selling professionals, "SalesDoctors" has the scoop to help you sell more of any product/service and keep your customers coming back. The site's "First Aid Clinic" contains quick ideas you can use in a jiffy, such as 6 reasons why your customers buy, how to run your own focus groups on the cheap and turning any advertisement into a mini catalog.
A Networking Guest Checklist
Networking group in a funk? Ask members to check their Rolodexes against this "Networking Guest Checklist" for folks to invite to future meetings:
Auto Detailer * Auto/Truck Leasing Agent * Bank Executive * Builder * Business Consultant * Commercial Real Estate Agent * Commercial Tenant Rep * Contractor * Courier * Family Dentist * Florist * Funeral Director * Health Club/Personal Trainer * Interior Decorator * Interior/Exterior Painter * International Trade Consultant * Jeweler * Auto Dealer * Meeting Planner * Nutritionist * Officer Supplier * Phone System Supplier/Integrator * Printer/Broker * Property Manager * Residential/Commercial Landscaper * Retail Business Owner * Service Business Owner * Tailor * Venture Capitalist
You can also check the list against your local commercial telephone directory. Call the businesses and extend invitations to the owners to attend the next networking function as your guest.
Retail Sale "Mystery Coupon"
Retailers can increase their store traffic by offering a "Mystery Coupon" promotion for a specific one-day sale. Let your customers know (through direct mail, radio, point-of-purchase flyers, etc.) that everyone who comes to the store for the sale will receive a "mystery coupon" when they go to the cash register to buy their merchandise. Each coupon contains a percentage of discount towards their sale purchases, with one lucky winner receiving a 100% discount.
"Pre-Survey" the Prospect
Got a hot prospect meeting in the near future? Send the prospect a "pre-meeting survey" by mail the week before. Ask them to fax you the answers to specific questions (i.e., customer's needs, concerns, budget, time constraints, etc.). Target your presentation to answer these questions and you stand a better chance of speeding up the sales process and landing a new client.
Always Talk to Strangers
Always make an effort to sit next to someone you don't know at a networking function, chamber luncheon, party, etc. With prospecting, it's "who you don't know" that counts.
The Luck of the Draw
Next time you're the Spotlight Speaker at a networking function, make sure everyone walks away with the possibility of being a winner. One marketer we know gives away "scratch-to-win" $1 lottery tickets to all attendees at the end of her presentation with the message "Wishing you the best of luck in your business". This surprise gift pleases everyone and draws attention to this marketer's creativity.
The Name Game
We meet so many people every day that it's difficult to remember every person's name. When introducing yourself at a networking function or to a business prospect, repeat your first name twice. You stand a better chance of being remembered. Example: "Hi, I'm John (pause), John Doe of Acme Computer Rental."
An Answer To the "Dreaded" Question
These days, everyone's goal is to get the best value. If you meet with opposition to your pricing, try some humor instead of the standard "salesperson response" of defending your rates. One rather animated salesman we know counters the "Why is your price $700 higher than the guy down the street" question with some terrific retorts. One response he uses: "You see, that extra money goes into a special account I have. I'm saving to buy my mother-in-law a Rolls Royce so she can drive away in style and leave me in peace." By responding in a totally different manner, this salesperson is not on the "defensive", the prospect settles down, and real negotiations can begin.
Door Prize Idea
Next time you're the featured speaker at a networking or civic group, offer a door prize drawing of a "free hour" of your business services. Kathy Gillen Mankin of Words Worth Inc., an office services consultant, has had much success using this method. She provides each door prize winner with an hour of her consulting time for office organization, word processing or database management. The recipients are delighted with her work and usually ask her to stay on to do more. Give a little...get a lot.
Trade Show Info on the Web
Wondering what new trade shows are taking place? Check out Trade Show Central. You'll find information about trade shows anywhere in the world--from Cairo, Egypt, to Cairo, Illinois. Information is available in either summary or detailed formats. Detailed show profiles are being added at a steady pace, while summary information on all shows is available now.
Best Time For Networking
Organizing a business networking group? Think early! Studies have shown that the most successful long-term networking groups are the ones that meet consistently for breakfast once a week.
Networking Works
Are you a consultant in a specialized business? Think that local business networking groups may not work for you? Think again. It's not just the people in the group that you have a chance to meet...it's all their contacts too! Example: a management consultant looking for big corporate business joined a local networking group. Through one of the group's members, he was able to make contact with the Director of Human Resources for a Fortune 500 company. This contact brought him one of the largest contracts of his career.
Don't Forget To Call
A recent survey of corporate executives revealed that most expect a phone call as a "follow up" to a direct mail sales letter or marketing brochure they've received. Use the followup phone call to set initial appointments or to receive valuable feedback that can make your direct mail more effective.
Time To Get Rid of the "Tire Kickers"?
Consistent marketing brings a lot of leads, many of which never convert to actual business. If you are attracting too many "tire kickers", it may be time to reassess parts of your overall marketing message. One computer consultant we know raised his hourly rate in order to "weed out" the tire kickers. He uses existing customer testimonials in his marketing materials that stress his professional value and excellent customer service. The result: he is attracting clients who, in the long run, are easier to work with and with whom he has a better chance of establishing long-term business relationships.
Name Tag Know-How
Spend a few bucks and invest in a custom-made lapel name tag that lets prospects know - at a glance - what you do. Example: John Weis, a creative insurance agent for Farmers Insurance (Fairfax, VA) has an oversized bright red heart-shaped lapel tag that includes his name, company logo and the statement: "We Help You Protect Those You Love". John attracts a lot of attention at networking functions when he wears this tag, as people will actually cross the room to investigate what the tag says, leaving John the opportunity to introduce himself and his company.
Networking in Person & "On-Line" - Ask Questions!
When you first meet a business prospect in person or on-line, make them feel important by asking open-ended questions (ones that can't be answered with "yes" or "no") about their business. Example: "How did you get started in (their business)?" Or "I'm curious - where do you think your industry is heading in the next year?" This can help start a new business relationship as well as provide useful information.
Speak Up!
Most business people go to trade shows and conferences to receive the latest industry information. It's all well and good to have a booth at these shows, but it's probably a better marketing bet to offer your services as a speaker at one of the conference's seminars. Talk about a third-party endorsement! If you're on the speaker's list, you'll be perceived as an expert that the association endorses. Contact the association's meeting planner to discuss this possibility.
Overnight Mail Draws Attention
Use next day delivery (with its wonderful oversized envelope) to grab the attention of an important prospect. It gets opened immediately and is worth the price if you're trying to shorten the sales cycle.
At Your Service
A smart financial planner we know who specializes in estates uses an interesting technique to ensure that his prospects show up for initial consultations. He plans his prospect meetings for two full days a week, then hires a limo and driver to pick his prospects up and return them home. His prospects feel special, he has very few "no-shows" and this extra effort helps establish many long-term client relationships.
Market for the Future!
Don't ignore the "start-up" company when it comes to marketing your products or services. Surveys have shown that many of today's affluent buyers still purchase from the people and companies that originally treated them as "winners who were going to make it big".
Small Is Great!
Talk up the qualities that make your home-based business important to clients. Include these points in your marketing efforts:
(1) the "principals" handle your business personally
(2) your "personal touch" guarantees confidentiality with your customer's business stats and important information
3) Your "flexible hours" enable you to handle rush jobs
Compliment Your Business Offerings
Offering additional complimentary products to your clients at the time of sale means happier clients and bigger sales. Example: a computer trainer can offer the sale of the textbook (with a "markup") he/she recommends after the class is over. It's convenient for the students (they don't have to travel to a bookstore) and more profitable for the trainer.
Networking Nudge
Is your networking group sluggish? Members not showing up? No new guests? Bring it back to life with the "Don't Pass Go Until You Pay $1" technique used by Joe Ilvento, president of The Alexandria Business Exchange in VA. If a member arrives after the 7:05 a.m. deadline, he or she must pay $1 into the *kitty*. Part of the money collected is used to 1) pay for the breakfast of the member who has brought the most guests and 2) to reward the winner of the day's "lead slip" drawing. Only members who have passed lead slips that day can participate.
Seek Out the Performers
According to a recent survey, most auctioneers earn a six-figure income. Why? Because they are paid based on the success of their performance. Other "performance" occupations include salespeople and attorneys. How can you market your products or services to these "performers"?
Dress to Their Success
Do your homework. In these days of business fashion flux, it may pay to dress for the prospect. This way you can approach them as an equal and start to build trust from the very beginning. If you're dressed in a power suit and the prospective business owner is in sneakers and jeans, you may be coming on too fancy. Check it out before the meeting.
On-the-Spot Referrals
Visiting a customer? Ask your client to "phone a referral" for you while you're sitting there. If the referral is positive, you can get on the phone and talk to the prospect right there to set up a "go-see".
Voice Mail Benefits
Voice mail...the cold-caller's nightmare? Not necessarily. When you leave a message, state three terrific ways this person can benefit by meeting with you and also leave a specific time and date that you'll stop by to see them. Also state that they should call you if this meeting time doesn't fit their schedule. Chances are good that they'll return the call. You can then start the prospecting process.
Trading Cards Aren't Just For Kids
Have a bulging business card file from all your networking efforts? Offer to trade card files with another professional who isn't competing with you for business. Chances are you both can benefit.
Do the "Wave" At Your Next Trade Show
The owner of a temporary staffing company we know doubled the traffic to her booth at a regional trade show by "doubling" her trade booth staff in a unique way. She had full-length photos of her sales staff prepared and hired a printer to create life-size cardboard cutouts that "waved" hello. People were attracted to the "motion" and entered the booth to find out why hiring one of the company's temporaries "is like having two workers instead of one".
Don't Do a "Vendor Bender"
It pays to treat your vendors like family. One manufacturer we know always includes a picture and info blurb about one of his trusted vendors in his company's monthly newsletter. Result: Many of the vendors order reprints of the newsletters to send to their clientele. Increased business!
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