| "Networking is a waste of time," said
| |
| | asked glancing at her advertisement."My
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| JoAnne, owner of a busy print shop.
| |
| | point was to answer your question about
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| "Besides, I advertise in the daily
| |
| | how much 'value' should you give to make
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| paper.""Wow, that must be expensive," I
| |
| | a connection. First you have to decide
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| exclaimed. "Are you getting results from
| |
| | how much a connection is worth. People
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| that investment?""I sure hope so! My
| |
| | will assess your sincerity on how much
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| advertising budget is about $475 a month
| |
| | value you put into the connection. It's
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| but I've never really tracked the
| |
| | like a handshake. A firm engaging grip
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| results. I guess I should do that.""You
| |
| | says one thing; a wimpy shake says
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| should." I replied. "A small business
| |
| | another.""So give me some examples of how
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| can't afford to waste money on
| |
| | to give something of value from a
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| ineffective advertising. But back to your
| |
| | business that would have
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| comment about networking: why do you
| |
| | impact.""Discounts for first time buyers
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| think it's a waste of time?""I don't know
| |
| | are nice," I said, "but everyone does the
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| how to connect with people and make a
| |
| | discount thing. Give something that
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| lasting impression," she replied. "Maybe
| |
| | stands out. A friend of mine gives a copy
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| I should give something so people will
| |
| | of his book, nicely packaged in a wooden
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| remember me.""Not a bad idea. It's the
| |
| | case, to anyone he wants to do business
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| best way to be remembered. Give potential
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| | with. Another business owner gives away
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| clients something of value and it's
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| | CDs with a selection of Celtic music.
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| easier to make that follow up call.""But
| |
| | Then there's the landscaper who brings
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| how much value will make an impression?"
| |
| | rose bushes to every networking event he
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| she asked suspiciously."Good question!
| |
| | attends and gives them away for free. His
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| But let me ask you this: How big of an
| |
| | cost? $12.95 per bush. He told me that
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| impression do you want to make?""Enough
| |
| | his 'bush give-a-way' was the most
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| so I can follow up with a call and
| |
| | effective strategy in growing his
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| they'll remember who I am. Once I've made
| |
| | business. If you were to do that with
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| the connection, the rest of the process
| |
| | your $475 advertising budget, you could
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| is easy. It's making that first
| |
| | give away 36 rose bushes a month. Do you
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| connection that's difficult.""If you knew
| |
| | think that would be more rewarding than
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| how many people came to your shop as a
| |
| | placing an advertisement?"You see, every
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| result of your advertisement, that would
| |
| | business has to generate new leads.
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| give you an idea of what you're now
| |
| | Telemarketing, cold calling, advertising
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| paying for a connection," I
| |
| | are all shots in the dark ... an
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| suggested."What do you mean?" she asked,
| |
| | expensive way to find the specific
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| her interest rising."Well, advertising
| |
| | customer you're looking for. But in a
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| can be effective if you understand how it
| |
| | networking situation, you have control
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| works. Most business owners don't, but
| |
| | over the audience. First of all, you're
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| spend their hard earned dollars
| |
| | only going to attend those events that
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| advertising anyway. It's a well-worn
| |
| | serve your business needs. Second, you're
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| business tradition. But let's say your
| |
| | there in person-the power of one-on-one
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| $475 a month advertising brings you ten
| |
| | communication. And third, by offering
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| new connections a month. You're basically
| |
| | something of value, you are initiating
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| paying $47.50 a connection or, we can
| |
| | the relationship. It's a powerful way to
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| call it a lead. How does that make you
| |
| | build a business.""Wow! That puts
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| feel?""$47.50 per lead? That's
| |
| | networking into a whole new league,"
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| outrageous! Especially since they may not
| |
| | JoAnne replied."Yes, networking works if
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| even become a customer.""Exactly. But if
| |
| | you put something of value into it ...
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| they do become a customer, $47.50 may not
| |
| | more than just a business card or a
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| be out of line," I replied. "But it gives
| |
| | handshake. It's a powerful tool once you
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| you an idea of how much you are paying to
| |
| | know how to use it."Luke Vorstermans owns
|
| get a lead. If you could be more accurate
| |
| | and manages a successful publishing and
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| on placing that $47.50, you would have
| |
| | communications company and is the Editor
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| more control over the growth of your
| |
| | of Business Dynamics magazine and content
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| business.""But how do I do that?" JoAnne
| |
| | contributor to IR Design.
|
