Business Growth Insights

Have you ever signed up for a networking event with the anticipation of making new business contacts? You pack extra business cards and head off after a long day at work. You circulate through the room exchanging cards and making notes. In the next week, you make some follow-up calls. And guess what? You fail to make even one solid connection!

We’ve all been there. This type of networking is frustrating and ineffective. Networking is not about meeting people and exchanging business cards. Networking is about making a true connection with people. It can be described as the difference between “met” and “net”. Many entrepreneurs avoid networking events because it has been associated with bad chicken wings — and even worse, self-serving sales pitches.

There is a much better way to network. Networking should be about meeting someone and positioning yourself in their mind as a solution. You are their answer to a problem, a source of pleasure or progress in some way. The goal is not meeting people. The goal is building a priceless business relationship. When networking is approached from an attitude of serving others needs you will find that you make real connections that serve as the building blocks for a relationship. The following tips will help you go from “met” to “net!”

1. Define your networking goals in advance.
Networking is about making connections. This is not confined to networking events. Once you have identified what you are trying to accomplish, who you need to meet and why, then you will find the best place to accomplish that objective. A networking event may have 1,000 attendees but you do not necessarily need to meet those 1,000 people. Know your target and then seek out the best place for open, face to face relationships.

2. Do not undervalue personal curb appeal.
Personal curb appeal is more than wearing nice clothes and having a great smile. Of course you should wear clothing that makes you feel confident, and make sure that your breath is minty fresh. The real value of personal curb appeal begins with believing that your product or service represents progress to people. You have to believe in yourself before you can communicate that belief to others. When you have self-belief you are happy to tell others how you can help them. Why wouldn’t they be thrilled to have the answer to a problem? Believe in yourself and share liberally with others!

3. Be interested in others.
Many people mistakenly focus their efforts on being interesting rather than being interested. People respond favorably to those that show a genuine interest in them. Creating relationships is not a one way dialogue but a genuine intent to create a give and take. Ask questions, listen intently, and consider ways that you can help the other person. Develop a “how can I help you” attitude rather than “what can you do for me” attitude and you will position yourself for a real relationship. Your interest will also uncover information about the person that can provide a true reason for follow-up. This is much more effective than calling someone after an event and having absolutely nothing to share!

4. Earn trust.
The first time you meet someone is an opportunity to make a progress-based impression. But it takes a series of progress-based impressions to go from “met” to “net.” A series of progress-based impressions will earn trust and build that priceless business relationship.

When you begin to approach networking from a helper’s perspective you reap immediate benefits. You will not only create a world class, solid network but you will also experience business growth. Having somebody truly in your network, not just somebody you met… well that is truly priceless!

Do you know the difference between wants and needs? They may sound similar, but they’re as different as day and night. As a small-business owner, it’s important to distinguish between the two in order to attract more clients and grow your business. By learning the specific wants and needs of your clients, you can learn how to better market your product or service in a way that speaks to your ideal clients and better compel them to buy from you.

A need is something you have to have, something you can’t do without. A good example is food. If you don’t eat, you won’t survive for long. You might not need a whole lot of food, but you do need to eat.

A want is something you would like to have. It is not absolutely necessary, but it would be a good thing to have. A good example is music. Now, some people might argue that music is a need but you don’t actually need music to survive.

It may sound completely counter-intuitive, but the fact is, wants are much more powerful than needs. Even though their needs must be fulfilled for survival, most people make their purchasing decisions based on their wants, rather than their needs. For example, people need to lose weight for health reasons. A weight-loss clinic might assume that clients would respond to a weight-loss program that is positioned to help them feel better and improve their health. But what most people want from a weight-loss program is not health, but to look better, attract more romance into their lives, to receive compliments from people and gain confidence. You may need a car to commute to work, but you want to do it in a BMW. Those are all emotional wants versus objective needs.

When marketing your product or service, stay away from focusing on promoting the need for it, because until you identify why clients want your product, you will never be successful selling to them.

Having a beautiful website will not guarantee that you make money. The success of a website is not in its design, content, or approach; the only thing that turns your website into a success is the people visiting it. Your website catches people’s attention, and the relationship you create with them makes them buy from you.

Small business coaching experts agree that the secret to having a successful e-business is building a mailing list of potential clients, people who are interested in what you have to say and teach. Eventually, some of these people will buy from you; the key is to keep them interested in visiting your website, thus, with a mailing list, you can inform them about new information, articles, and offers you have in it. It will increase your visitors, and with an effective offer, your sales.

Your mailing list must be composed of people who truly care about what you offer and who are interested in creating a relationship with you. Those are the ones who most likely will buy from you at some point and will eventually become your clients.

Here are 10 effective approaches to build a valuable mailing list:

1. Offer more
   If people are genuinely interested in your products or services, they will love to sign up for your mailing list, however, most people receive too many emails and newsletters, thus, offer something different, offer them more value. It can be an interesting e-book or e-course. These are easy to create and deliver, and they are perceived as very valuable.
2. Use forms, and make sure they’re hard to miss
   There are plenty of places you might consider using a form to capture prospects’ information. The homepage of your website is an obvious choice, but other great options are: targeted landing pages, product/service description pages and your blog. Just be sure you don’t ask for too much information, or your prospects may be hesitant to complete it. Typically forms with only fields for name and email address receive the highest rate of completion.
3. Make it your signature
   On every email you send, below your name or signature, always invite people to join your mailing list. Don’t forget to tell them how to sign up, and make it easy. Never, ever, add someone automatically to your mailing list; let him or her decide if they are interested.
4. Make winning speeches
   Conferences are great ways to get acknowledged and to collect valuable names for your mailing list; you just have to give good speeches. While you’re talking, pass a sign-up sheet around, or have people sign up to receive a free gift. If you aren’t comfortable on stage, consider having a booth or table at the conference to promote your product or service and encourage people to sign up for your list – a free gift or giveaway is a great way to do this. Also be sure to mention your offer or website in any interviews you may do.
5. Newsletter it
   Many people may forward your newsletter to others who may not know how to subscribe, thus, make sure you specify the way to join your mailing list in every newsletter you send out.
6. Promote your offer to your Social Media networks
   If you’ve built a network of followers, fans, friends, or other connections on your social media networks, make sure you’re giving them the opportunity to join your list. Hard selling may not be effective, but inviting your connections to receive your gift, content, etc, by joining your list may prove to be a great strategy.
7. Put your business card to good use
   On its blank side, post an offer for a gift and the instructions on how to sign up to get it.
8. Write about yourself
   When you write an article or contributing blog, include an “about the author” paragraph to explain what you’re all about; make your offer there and give easy instructions.
9. Make it a habit to thank
   Every time someone buys something from you, send him or her a thank you email or note, and ask if they would like to join your mailing list. You could offer them a discount coupon or giveaway as an incentive.
10. Leave it in the message
    When you record your voicemail message, include your newsletter offer and tell them where they have to go to sign up.

Do you have other great list-building tips? We would love to hear them…please share them in the comment box below!

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Are you looking ahead and setting goals for 2010? Here are a few quick tips that your business can use to flourish in the New Year:

1. Find out who your ideal client is and make sure you’re marketing to them.

For any business to succeed, knowing your ideal target market is an absolute must have. Who are the ideal people to purchase your products and services? Why do they want to come to you instead of your competition? Which group of people would you love to work with? Take some time to interview some of your top clients to create an “ideal client profile” and adjust your marketing so that it will speak to them and their wants and needs.

2. Find the time to work on your business, not in it.

When was the last time you evaluated your business operations? Are you too busy dealing with customers, answering phones, creating invoices and running your company? Acquire the necessary infrastructure so that you won’t have to rely on yourself to do everything. Get help in the areas where you don’t excel so that you can spend more time on the things you’re good at. The goal is to have your business perform well without you so that you can spend time on the things that will make your business move forward and grow. Create a model that will ensure things get done right from top to bottom.

3. Create a long-term plan.

What is it that you want from your business? Where do you want your business to be next month? In a year? In five years? Set step by step goals that are achievable. For example, figure out how many sales you must have in order to meet your revenue goals. That way you know what to aim for. Find out what is working and what isn’t and make sure you’re spending time daily to reach toward your goals. Find the right people to help you get the proper strategies in place and keep you accountable. This will help you avoid mistakes and prevent having to rebound from any major setbacks later.

4. Build strong social media channels.

Every business should have a strong presence in social media. It’s not going away. For example, a few months ago Facebook was close to 300,000,000 users. It’s now accounting for more than 70% of the entire Internet population. What’s more is that social media will significantly increase in 2010. Your clients are out there. Whether you’re a dog trainer or a business consulting, it’s very important to start engaging with your target market online.

5. Seek help.

We know that running your business can be difficult and growing your business is even harder. You’ve put all your time and energy into your business and you’ve sacrificed time for yourself and with your family. That’s why at OneCoach, we help our clients take the right steps, in the right order to grow their businesses. We’re committed to helping you achieve your business goals and to live the life you’ve always wanted. If you’re ready to take your business to the next level, we’re here to help. Click here to learn more about our Business Coaching programs that are specifically designed to help your unique business succeed.

Is this the year that you and your business will grow to extraordinary levels? That’s up to you.