how not to network
DESCRIPTION
Ilise Benun's presentation, "How Not To Network," given at BizJam Seattle on July 10, 2008.TRANSCRIPT
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How Not to Networkwith Ilise BenunAuthor andCo-founder of Marketing-Mentor.com
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About Marketing Mentor
Marketing Mentor was founded in 2004 by Ilise Benun and Peleg Top with this simple mission:
To help the creatively self employed learn how to market and promote their
services, get their ideal clients and grow their business.
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A little about me…• Self-employed since 1988 • Fired from 2nd job - “I’ll never work for anyone again.” (Too naïve and angry to know any better.)
• 20 years later: running a successful consulting practice• Full-time mentor (and partner) to the creatively self-employed. • Author of 6 books on marketing• Frequent contributor to magazines • National speaker
Ilise Benun
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Raffle at the end(and available wherever books are sold)
www.marketing-pricing-guide.com
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Available on amazon.com
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My business is built on networking
1.AWED meeting2.NAPO Chapter3.NY Magazine
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What is networking?
Meeting people in person and…
…building relationships with
some of them.
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Anything familiar?
“I have always dreaded having to actually talk to other people.”
“I am not usually a shy person, but when it comes to talking to someone that I am trying to sell myself to, I get very nervous and reticent.”
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1.I don’t feel like it or I don’t have enough confidence. (That comes with practice.)
2. I don’t know where to go. (You haven’t identified your market.)
3. Nothing ever comes of the connections I make. (You may not be doing enough follow up.)
What gets in the way?
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Networking is ideal when:
• You need work right away
• You’re new to an industry
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Networking 101
1. Listen and ask questions (i.e. be genuinely curious)2. Bring plenty of business cards3. Follow up
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Networking 102
The Marketing Mindset.
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Where to go
Your industry vs.
Your client’s industry
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What kinds of events?•Business card exchanges•Cocktail parties/mixers•Educational events•Speed networking•Trade shows (when the exhibitors are your prospects)•Dinners (awards, galas)
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Did you do your homework for Bizjam?Check out the list of attendees/exhibitorsFind out what they look likeReach out to them in advancePlan to meet?
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At a conference (like this one)…•Don’t take a break during the breaks•Before (and after) sessions•Connect with speakers
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4 Essential Networking Tools
1.Nametag2.Business card3.10 word blurb4.Follow up system in place (email newsletter, postcard series)
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Your nametag:the perfectconversation
starter
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1. Make it legible.2. Include your company name.
3. Add your URL.4. Ask a question – request a resource.
Your nametag
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Icebreakers: when you don’t know what to say..• Hi, my name is…• What’s your interest
in this topic?• What did you think?• Which is your
favorite?• Did you try the ____?
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Peleg’s orange shoes
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Your business card:
don’t leave home without
it
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Don’t “forget” your cards or bring only
3.
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Don’t thrust your card at
anyone.
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The exchange
• Upon meeting?• In the middle of the
conversation?• At the end?• What if they don’t
offer theirs?
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Your 10-word blurb:
Does it engage the other person?
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What do you tell your mother?
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I’m a graphic designer.
What’s wrong with this blurb?
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Don’t label yourself.
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I help wineries and related businesses
increase their revenue by designing and producing effective marketing
materials.
What’s wrong with this one?
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I help companies leverage thought leadership through
social media.vs.
I help companies figure out the ‘video thing.’
Which is better?
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I'm in print management.vs.
I handle the printing of all publications for our company.
Which is better?
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Don’t assume people are
familiar with your industry.
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I'm a fundraising copywriter.vs.
I write emotional and compelling sales letters for non profit
organizations.vs.
I can write a sales letter that will make your donors open their
wallets.
How ‘bout these?
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I am a marketing consultant.vs.
I work with people who hate to promote themselves.
vs. I teach creative solopreneurs
how to get really good clients.
Variations on my blurb
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Your 10-word blurb1.Formula: Who you work with + what you do for them
2.Should be clear and pique your listener’s interest
3.Should be different for each listener
4.Use verbs instead of nouns and labels
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Don’t forget your new blurb.
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How not to brag…
• Tell stories – have 2-3 ready to tell (requires some prep)
• Focus on facts and results rather than adjectives.
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How to get out of a conversation
• It was great to chat with you…
• I need another Swedish meatball.
• Do you know Sally?
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Follow up
Email (via Biznik)Phone
Handwritten notes
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Set the foundation for follow up while you’re talking
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Find something in common. Learn something from the other person.
Give an idea, a resource, something that will help them. (Hint: You have to find out what they need.)
Find a project you can work on together.
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Do it now(if we have
time).
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Could you be a
Master Networker?
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• Warm and approachable• Engaging and curious• Can talk to anyone about anything• They actually care?• Fearless?• They connect others
Qualities of a Master Networker
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charlie
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Sunir ShahChief Handshaker, FreshBooks
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Ultimate goal
To demonstrate:•Professionalism•Reliability
•Resourcefulness
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Tools to follow through on these
promises.
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Contact management:Track your prospects
with Highrise
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Highrisehq.com
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Email marketing:Stay in touch with your prospects with
Emma.
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We love
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We love
Bizjam Special!20% subscription discount
Make sure you mention Marketing Mentor!
www.MyEmma.com
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Online billing:Do estimates, proposals and
invoices professionally
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FreshBooks.com
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We love FreshBooks……for estimating
www.Freshbooks.com
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www.Freshbooks.com
We love FreshBooks……for online networking
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Speaking of online networking:
Connect thru Biznik
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Biznik.com
We love Biznik…….for bringing people together
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My offer to you:FREE marketing tips
in your inboxAND
FREE half hour phone consultation
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About Marketing Mentor:
When you need someone tobounce ideas off orbe accountable to
Ongoing weekly or bi-weekly coaching sessions
OROn call consulting
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Save the date!August 27-29
Chicago
www.CreativeFreelancerConference.com
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Raffle firstthen
Questions?I’ve got answers!
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Thanks!