Continuing with The Ultimate Networking Strategies Rules of Engagement

Now after you’ve employed Rule 1 (Identifying & Qualifying Links & Prospects) , Rule 2 (Delivering your USP in the “Elevator Speech”) and Rule 3 (Protecting Your Time and Value)  it’s time to exchange business cards..but is yours up to it?

Rule #4 : Turbo Charge Your Business Card

First and foremost…in the words of Professional Communications Expert Bob Paff:

” Always Carry That Business Card! You never know where that next valuable relationship may begin…the gas station or the coffee shop? Everybody is just one person away from someone who needs your product or services. There is value in every relationship…So always carry that card!”

Now that you know to always carry that card…what does yours say about you?

Will it capture their attention?

Is it plain white with basic info? Try putting some color on the card or getting rounded edges to make it stand out. Your card should reflect your personality. Odd size cards, printing the info portrait instead of traditional landscape. Using other materials like metal cards make an impression! Remember…just like you ..you want your card to be memorable.

Does it have the right contact information?

There’s almost nothing more unprofessional than having the incorrect information and having to explain that “the  number is out of date but the email works.” With as inexpensive it is to print cards today you are saying loud and clear you are either disorganized or cheap. Most likely both.

Are you using both sides?

The biggest wasted ad space are the backsides of business cards and envelopes. The backside of your business card is an excellent place to put your calls to action. Call To Actions are your compelling offers. Promotions, free reports, discounts codes etc. Anything compelling that will get them to visit your website. This is also a great place to make limited runs specifically for special events or promotions.

Is it printed on quality paper?

Flimsy business cards scream CHEAP almost as much as if it said “Printed Free by Vista Prints”. Remember there is ZERO value in FREE in this case. Do you wear a tie off the salvation army rack to your business meetings? Of course not..so man up and pay the $30 for a nice set of cards…and don’t even think about printing them off yourself! Try thicker stock or UV coated…or a nice linen with texture.

Glossy Coated of Not?

I prefer a glossy or UV coating making the cards more durable, shiny and polished looking. Plus, if all else fails they can easily remove excess food from in between your teeth quite well. However, although if you do not put a Call To Action on the backside (which I strongly suggest) then I would suggest NOT coating the back side and include the word “Notes” in the upper corner. This way you have a writable service to put additional info. Lastly, keep your target market in mind…for attorneys who may be catering to a more sophisticated client…an off white linen card may be the thing!

Your Mug?

Years ago I was instructed to put my picture on my cards and email signatures. While an image may get hung up in an email, I am a believer with the business card..especially at big events where you meet and exchange cards with a lot of people. Remember , this is about being more memorable then the next guy and standing out. Also, after a two day conference and a stack of 100+ cards…I haven no idea what these people look like. Having your picture on there cuts through the clutter…and helps in the advancement of the relationship with you..which is the entire point!

Where Do You Get Your Cards?

Now, in a pinch I’ll use an online company like OvernightPrints as they are reliable, ship quickly and beyond affordable. However..don’t miss an opportunity to get local business! If you are a B2B company… then working with a local printing company allows you to introduce your business to them and chances are as you build a relationship with them you can look towards proposing some joint promotion in the future to their sphere of influence…I.E. Who are a printing companies clients but mostly other businesses? Remember, there is value and opportunity in every relationship! Look for connectors to your ideal market!

Be on the look out for the next post where we’ll cover THE MOST CRITICAL LAST STEP…that almost everyone DOES NOT DO…leaving tons of money on the table!!!

Coming up in following posts….

Rule 5: The Difference Maker ….how you will STAND OUT!

To Your Success!

Luke Harlan

The Strategic Marketer

p.s. Register Today at www.sbssregistration.com for the Small Business Survival Summit and use the Ultimate Networking Strategies!

Continuing with The Ultimate Networking Strategies Rules of Engagement

Quick Review: (past Rules 1 & 2)

Your job at a function is to identify links & prospects, qualify them as either connectors to your target market or as decision makers that your services or products would be a good fit for. This is about gathering information so you can follow up after the event. It’s NEVER about selling your product or how wonderful you are …it’s about them always!

Now after you’ve employed Rule 1 (Identifying & Qualifying Links & Prospects) & Rule 2   (Delivering your USP in the “Elevator Speech”) it’s important to now protect your time and value .

Rule #3 : Protecting Your TIME & VALUE

Too often a common error and ultimate time killer is spending too much time with a particular person or group. This is not a social call! Too many waste the opportunity to meet and begin relationships with a great number of new people by focusing on the bar, food or one person they think is a lead.

You have your mission as identified in Rule 1 & 2. Once those are completed it is time to move on to the next person.

Beware of the Diminishing Value Trap!

Often we are programmed to try and impress and please potential new prospects or connections. With that in mind people are all too eager to ask for FREE advice.  Giving FREE advice DIMINISHES:

1. YOUR Perceived Value
2. YOUR Expert Positioning.
3. YOUR Chance for setting an appointment.

Remember your monetary value is in the HOW of what you do! NEVER GIVE THIS AWAY!

Your job within your USP (Unique Selling Positioning) in Rule 2 is to effectively communicate the What and the Why! (What you do? and Why They Need it?)

Now as demonstrated in Rule 2:  After answering the What & Why will lead them to asking you about the How which is your invitation to ask for the appointment or permission for the follow up contact to discuss this.

It’s time to exchange Business Cards and move on!

Be on the look out for the next post where we’ll review what specific elements you need to have on your business card!

Coming up in following posts….

Rule 4: Turbo Charge Your Business Card …

Rule 5: The Difference Maker ….how you will STAND OUT!

To Your Success!

Luke Harlan

The Strategic Marketer

p.s. Register Today at www.sbssregistration.com for the Small Business Survival Summit and use the Ultimate Networking Strategies!

The previous post…Ultimate Networking Strategies Part 1 reviewed the fundamental philosophies of turning a wasted evening into leads and referral partners… as every event is an opportunity to expand your sphere of influence by sharing what your business is about with others.

Continuing with The Ultimate Networking Strategies Rules of Engagement 

Rule #2 : Know Your Elevator Speech Cold

We all have heard of the elevator speech…right? Even if you have… here is a refresher. An elevator speech is simply articulating what you do in thirty seconds or less as you would only have that amount of time to let everyone on an elevator know about your business before they got off.

Now, knowing your elevator speech is probably the most critical element of your business. For if you cannot clearly and articulately deliver the finer points of your business in that time , then how would you expect continuity of message to be carried by your sales people, customer service, staff or delivery personnel as they interface out and about in the world.

Mixed messages lead to indecision and uncertainty about you and your business which does NOT  build a relationship of trust. An essential ingredient to getting and maintaining business.

The Question!

Every consumer has one question on their mind…Why should I do business with you? Or even more so…”Why should I do business with you given all others in the market including the option of doing nothing at this time?

Well with all the noise out there you want to avoid being a commodity and saying the same thing as your competition.

The USP (Unique Selling Position) Formula

To counter the noise out there you need to identify your unique strengths and pair it to the benefit your future customer will receive after consuming your product or service and be able to answer the Magic Four Questions!

The Magic Four Questions! 

1. Who Are You?
2. What Do You Do?
3. Why Do I Need It?
4. How Do I Get It?

It is mission critical to answer all of these.

Now this just doesn’t just pertain to Networking …this applies to every piece of copy you write whether on your website or collateral pieces. The message is the message. Know it cold !

Also, let’s take a look of how to implement this into your being at a Networking Event!

Now, after you have have followed Rule 1 it will be your turn to speak as your new friend will ask what you do….

Example:

“I work with local business owners to do their online marketing for them. I make it so they show up at the top of the search engines when people are looking for what they offer.”

That’s it. No more. Stop Talking and wait as you’ve just identified for them:

• Your Ideal Prospect –Business Owners
• What You Do – Done for you Online Marketing
• The Benefit – High Rankings/ Visibility (inferred more customers)

I hear you….. where was #4 “How Do I Get It? Well this is important as you’ve NOW set them up for your CLOSE when they ask… ”How Do You Do That?

If you have already determined this person may be a good fit from your identifier questions in Rule 1, then you would simply ask for the appointment.

“Let’s set up a time to meet and talk more in depth and I can tell you about what I have to offer and I can also look into the online opportunities for your business…”

Now this leads into critical positioning of Rule 3: Protecting Your Time & Value

Coming up in following posts….

Rule 3: Protect Your Time & Value …..

Rule 4: Turbo Charge Your Business Card …

Rule 5: The Difference Maker ….how you will STAND OUT!

To Your Success!

Luke Harlan

The Strategic Marketer

p.s. Register Today at www.sbssregistration.com for the Small Business Survival Summit and use the Ultimate Networking Strategies!