Converting Contacts to Customers:  Part 1

By Gail Stolzenburg

Like most entrepreneurs, I went to my first networking event with the idea that I would collect a lot of business cards of prospects for my business.  I approached the attendees with information on my products, my company, and myself, thinking that they would be excited about an opportunity to purchase my products or services.  What a rude awakening when I found that most people were just turned off.

It was a paradigm shift learning to begin by giving referrals or other gifts rather than asking for them.  I heard Zig Ziglar say, “You can get anything you want in this life if you just help enough other people get what they want”, but I was unaware that it applied to me.  One of the top sales trainers in the world, Brian Tracy, used to focus on the best closing techniques.  Now, he focuses on building trust and rapport.

There is a story about two radio stations.  The first is KIAAM and it stands for “Keep it all about me”, one of the biggest mistakes made in networking.  The other station is WIIFM which stands for “What’s in it for me”, what the person you’re talking with is thinking.  A good practice is to write out your anticipated conversation before networking then count the number of times you write “I” and “We” and change them to “You”.

One of my mentors, Dr. Ivan Misner, founder of BNI, says we should be listening 70% of the time and only talking 30% of the time.  And, the 30% of the time should be spent asking questions.  Some of the questions I ask are:  “What got you started in that line of work?  What do you enjoy best about it?  What is your greatest challenge?   Where else do you network? Is there someone here who you would like to meet?  What would be a good referral for you?  How do you market your business?  Would you like to attend other networking events?  I publish a list of networking events; would you like for me to send you that list?  I subscribe to an e-newsletter with valuable business building tips at no cost; would you like for me to send you the link?”

After learning something about each other, we can decide if we want to continue the conversation by setting up a meeting.  The cardinal rule of networking is to never try to sell someone, just share information and see if there’s a reason to continue the conversation later.

After saying hello, the most asked question is, “What do you do?”  Most people say they are a banker, realtor®, insurance agent, salesman, etc. and the conversation stops.  That is what they are rather than what they do.  To keep the conversation going, I use these magic words from best-selling author and networking trainer Tom “Big Al” Schreiter:  “Do you know how…most busy entrepreneurs have little time for optimum health?  Well what I do is…show them three ways to get and stay healthy in 15 minutes a day.”  You can develop your own answer by just filling in the blanks.

Would you join me in committing to never “upchuck” on someone while networking?  In our next article, we will cover what you can do and say at your first one-to-one meeting to begin converting your contact to a customer.

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Gail Stolzenburg, Chief People Connector, can be contacted by email at Gail@GailStolzenburg.com, by phone at 281-493-1955, or visit his website at www.GailStolzenburg.com.

For More of these columns and tips go to http://sbtmagazine.net/

Giving Back:  An Expectation, Not an Option

By Aimee Woodall, Owner of the Black Sheep Agency

Including a substantial giving component into your branding strategy is no longer an option — it is an expectation.  Just look at the success of brands like TOMS, Warby Parker, and FEED, all of which incorporate giving into nearly everything they do.  Consumers are increasingly more conscious about issues that are important to them and they want to know the products and services they use are making a difference.

I encourage everyone to not view giving back as something a brand should do but something a brand must do.  And companies should not only take note­, they should take ACTION, because it’s good business and it’s also good for the world.

Here are five tips for incorporating a giving strategy into a brand:

1. Look to your community.

To incorporate a giving portion into any strategy, you should first take a look around you at those who are already doing good in your community.  What are the local organizations, clubs, and institutions that are serving the area and how can you get involved?  We are ALL stronger and can do more when we collaborate.

2. Devote substantial time to focus on giving back.

For any giving strategy to REALLY make a difference, you should build in enough time to think critically about your approach and what you want to ultimately accomplish.  Sponsoring a little league team, writing a check, or donating a silent auction item isn’t enough.  An effective giving strategy needs to have targeted, well thought out goals.

3. Keep your giving strategy consistent with brand voice.

Let’s say, for example, your client owns a restaurant that serves delicious, fried, artery-clogging treats.  Should they be giving money to help eradicate heart disease?  Well, probably not.  That looks kind of funny.  Instead, identify a cause that is connected to your brand or one that your client is passionate about.  This will help consumers understand WHY the brand is investing time into giving back to a cause.

4. Consider creating a standardized giving program.

If you LOVE to give back to the community, it may be hard at times for you to say no to worthy causes that come knocking at your door.  Creating an organized system that will allow you to filter through requests and find those that are most appropriate for your organization is critical.  Not only will it help you avoid wasting time on opportunities that don’t “fit” with your company, it will also help you maintain a positive relationship with the requestor by clearly defining your decision-making criteria. 

5. Don’t fake it.

Consumers are smart.  They can pick out a brand that isn’t fully invested in a giving strategy or is doing it solely for recognition.  The best way to avoid coming across as fake is to choose a mission you sincerely care about.  There are no one-size-fits-all plans for giving back.  Make it work the best way you can.

Giving back is no longer an option.  I intend for my business to be on the forefront of what marketing agencies are doing to foster this movement.  That is why I made the commitment to require a substantial giving component as a part of every marketing strategy my company develops and I encourage every company to do the same.

Aimee Woodall is the owner of the Black Sheep Agency, a Houston-based creative agency specializing in non-traditional public relations, social media, and experiential marketing. Whether the client is a nonprofit already doing amazing work in the community, a small business that has a cause-driven mission, or a larger company that wants to connect with consumers by giving back, the Black Sheep Agency has a commitment to propel positive change through the work they do with their clients.  Contact Amy by phone at 832-971-7725, by email at aimee@theblacksheepagency.com, or visit the website at www.theblacksheepagency.com.