Networking works…

                                        …if you work it

By Kirk Booher aka GuardianMan

The IBJ

The Indianapolis Business Journal’s special insert for July 27, 2009 is titled

‘Navigating the Economy’. It is nifty illustration and ties in well with Guardian’s Pirate contest we recently wrapped up. (See attached). The most attractive spot has got to be the Networking islands with the welcoming mermaids. Rrrrr Mattie’s.

Upon flipping through the paper looking for the networking article I was pleasantly surprised to find a client of mine, Jim Brown, featured along a networking group I am active in; Rainmakers. The exciting thing is Jim just moved. Prior to him moving he had a break-in at his old house, which was subsequently protected by Guardian. It is turning to a rental and the alarm is staying active. Because of the rapport established through our networking, Jim bought Guardian right after the burglary. Jim just moved and Guardian took over Brinks / Broadview there in his new place last week. And Jim just referred his father, Jim Sr. last week, who decided to go with Guardian. It works.

Networking works for Jim. According to the article Jim gets 90-95% of his leads from it. Jim is a SEO (search engine optimization) guru for Evereffect. When I am ready to take my web site to the next level, guess who I am calling first?

Networking works for Kirk. Since January ’09, 28% of my sales are attributed from birddogs / networking while the only higher category 36% are from client referrals.

Crock Pot

Networking is the slow boil way to cook sales. It’s like cooking a hearty stew in the slow cooker. The sales come out nice and tender, just take a while. Don’t worry, there plenty of it because it’s a big pot. On the other hand, cold calling is the microwave of sales. They come fast but don’t taste near as good.

So how does one get satisfied networking?

7 Steps to successful networking

1. Serve others first! When company comes over, do you take care of your guest and feed them before you eat? If your mother taught you well, I am sure you do. So should you network the same way. Go looking to make connections for others. When your with a client, LOOK for opportunities to refer and recommend. Think about it. The best way to get a referral is to give one because people respond better when they owe you. What can be a better way to demonstrate your caring, trust, effectiveness?

2. Go to the right places! Find organizations that are a good fit for you. Just like your favorite restaurant. There are groups that are organized and structured such as BNI, Professional Referral Exchange. CBNA and Rainmakers. Then you have your civic / business groups like Sertoma, Lions, Rotary, Chamber of Commerce, etc. Then there are personal groups like PTO, Charities, Church, Etc. Just like a good restaurant, you will want to go back again.

3. Be regular!  Just like hunger. It is always comes around. By being consistent and regular you will be T.O.M. (Top Of Mind). Not only at event, but also via social / electronic networking i.e. Twitter, Facebook, & Email. And don’t forget other tangible means Thank you cards after an intro, referral or whatever. Use promotional things you can give away with your contact info on. I particularly like little LED flashlights and Pepper Sprays. Be creative in different ways you can stay visible and notorious.

4. Be substantial! Offer healthy portions. Think how you can add excellent service and value to their clients and how they might help you. Real benefit, savings, and making a difference.  And vice versa. Find the people who call on the same people you do. Think about you both have in common? Figure out ways to cross sell and promote. Use discounts and coupons. Example: Train your home inspector to call you when he is doing a job that has an alarm. Zip over and do a comprehensive evaluation on their alarm and potential security / safety flaws. Write up on the spot or email a report within 24 hours. Offer the homeowner a legitimate, substantial discount. Provide the inspector referrals and/or a finder’s fee.

5. Use permission marketing. Get permission from the client for your referral partner to contact them. It should go something like this, “I notice your back doors were missing deadbolt locks. I work with an excellent locksmith, Broadripple Safe and Lock. Would you like for me to have them give you a call?” Once you have enjoyed the meal, set up your referral partner be asking if they want dessert. But you can’t stop there. Deliver it up and train your partners do the same. 1^st by your actions, second by your words if necessary.

6. Get on a power team. Combine your talents with the right people. The 80 / 20 rule applies here too. Spend regular time and commit to teaming up with the 20 percent of networkers you can help most. Can’t find one? Make one and revolve it around Security, Home Improvement, Moving, Etc… I have three currently, soon to be four.

A) The Indiana Protection and Power Team (IPaRT)

     Focused on security and safety business

      www.IPaRTonline.net

B) Hoosier Home Experts (HHE)

     Focused on home improvement business

     www.hoosierhomeexperts.ning.com

C) Rainmakers Rush Hour Hub

     General group and advisory board

     www.gorainamakers.com

D) Indy Insurance marketers (soon)

     This group put on lunches and events by targeting P&C

     Insurance agents.

Partner with those whom you have established high credibility, call on the same exact target, have influence, have the time and means to work the referral system, and who desire to be accountable and coachable (that means you too!) Move people and be moved from three different stages:

A) Visibility – this is where most are. People know your name and face.

B) Credibility – if someone asks, they react and refer you. Or maybe they have a need personally, so they call you.

C) Profitability – this is where a few partners actively ask and initiate referrals for you.

Just think, if you had 4-5 trained and active referral partners, how would that change things?

7. Systemize it.  Most all good meals start with a recipe. So to consistently deliver good results, track it. Where is best business coming from? Focus time, talent and treasure there. Duplicate it over and over by creating systems and planning.

Written by Kirk Booher