Posts from — February 2008

I’m pleased to bring you the following interview I did with Glenn K. Garnes and Mac Cassity, President and Vice President of Referral University and Perfect Networker. You can reach them at PerfectNetworker.com and also learn more about their Perfect Networker Radio show.

Josh: How do you define Business Networking and why do you feel it is important?

Glenn K. Garnes: I define Business Networking as the process of reaching out to business owners who are complementary to what you do and finding a way to develop a long lasting referral relationship with them. The reason it’s important, is that it can be easier for someone you know to refer business to you than it is for you to get that business yourself.

Josh: Can you share one idea that someone could put into practice that would help them to improve their business networking skills?

Mac Cassity: Simply put: Develop your listening skills. Everyone’s favorite subject is themselves. Let them talk about their favorite subject and miraculously, they will find YOU fascinating. Josh, I know you have adopted this technique well as I have read it in some of your material. It is so easy for us to go into OUR story, but if we just learn to listen, and give others the ability to talk, it can make all the difference in the world.

Josh: Why do you think some people discredit the power of having a well established business network in place?

Glenn K. Garnes: There are 3 reasons that come to mind:

1. They don’t understand the true power of a business network.

2. People are intimidated about their ability to attract business through the people they know.

3. People will not take the time to nurture a network properly. It takes persistence and a commitment to put others needs first, which for some is a difficult philosophy to embrace.

Mac Cassity: Absolutely, and in addition, I have found that some folks have attained success through other means, and because they have, they simply push aside effective networking as something that isn’t needed or doesn’t work. By other means, I mean cold calling, door knocking, direct mail, etc. All potentially effective forms of getting business, but not for me. I would rather have a friend, call me, and refer me personally to one of THEIR friends…

Josh: For some people knowing where to go to network in the first place is a problem. Can you share some specific resources, events, or places that you have found helpful for meeting new people and growing your business network?

Glenn K. Garnes: Finding a place to network is not the problem, it’s what you do when you get there that makes all the difference. Mac always says, “It doesn’t make a difference if you go to a bowling alley every Friday night, if you know what to say, then you can be successful in developing Referral Relationships.”

Every city in the country has a Chamber of Commerce, or a networking group, or some other type of member based organization. Check your city’s calendar of events, plan some dates, get some Relationship Marketing training under your belt, and go and test the waters!

Josh: How do you follow up with the people you meet? Do you have any particular system in place for keeping up with and managing the relationships in your business network?

Glenn K. Garnes: Yeah, that is a good question and one of the key aspects of relationship building that most folks miss. We are advocates of using technology effectively to leverage one’s time effectively while still being true to the philosophies of offering value and giving before you expect to get.

The system we use does all of this extremely effectively, and while we don’t want to keep it a secret here, it is much too involved to go into detail here. It is one of the key components we include in our Referral Mastery Program and a large part of what we teach in our “Relationship Marketing for the Rest of Us” seminar.

Mac Cassity: I will simply add this… the follow up system is so incredibly valuable that it is THE reason that Glenn and I ever got together in the first place. The contact and follow up system that Glenn used with me made me think… no, KNOW that this was someone I had to do business with… it is that valuable.

Josh: What are some special techniques for starting a conversation at a networking event? Can you share some memorable ways to approach people you are interested in connecting with?

Mac Cassity: I prefer the good old fashioned approach: Hi, My name is Mac Cassity. Once they reciprocate, I simply ask them what they do, and continue to focus on them and what they do. This allows the focus to be on them, and for me to find out more about them. I will certainly always try to work in the Bob Burg classic “How do I know someone I am speaking with is a good referral for you?”

Josh: Can you share a personal “networking” success story with us?

Mac Cassity: That’s an easy one. Glenn and I met each other at a networking event. The rest, as they say, is history.

Glenn K. Garnes: That’s right. Once I met Mac, and realized that he shared the same philosophies as I do, and a lot of similar interests, a fantastic business partnership was born. We are true examples of practicing what we preach.

*brought to you by BusinessNetworkingAdvice.com

It’s my pleasure to bring you the following interview with Mary-Lynn Foster and George Krueger — co-hosts of The Bigg Success Show, and BiggSuccess.com.

Josh: How do you define business networking? Why do you feel it is important?

Mary-Lynn Foster & George Krueger: Business networking is about making real connections with real people in order to build long-term, mutually-beneficial relationships. We think that many people make the mistake of approaching networking as a quick way to advance their careers or make more money. That’s putting the cart before the horse – focus on building relationships and all the other good things will follow.

Networking is important because, in spite of the growing use of technology and the internet, people still do business with people. Business is personal – people help and support people they know and like.

Keep in mind that “six steps to Kevin Bacon” is too far away. If you know me, and I know Kevin, you have a good chance to connect with him. If you’re further away than that, you have to keep working. Networking, that is!

Josh: Can you share a few ideas that someone could put into practice that would help them to improve their business networking skills?

Mary-Lynn Foster & George Krueger: The hardest part is to get the conversation started. Look for something that you might have in common, something about them that interests you, or just something unusual, topical, or fun.

Keep the conversation balanced. No one enjoys listening all the time, nor do most people like doing all the talking. Find that happy medium. Pay attention to what they’re saying. Comment on it and ask follow-up questions.

Think of it as netplaying, not networking. Don’t be so serious about it. It’s fun to get to know people! You’ll not only learn a lot, you might just meet that life-long friend or business associate in the process.

Josh: What events, places, or resources (online or offline) have you found to be especially good for networking and based on your experience, what makes them stand out?

Mary-Lynn Foster & George Krueger: For our particular business, we love the New Media Expo. We’ve met so many people who’s advice has made a major difference in the product we put forth today. So we highly recommend attending industry events and conferences.

Of course, we also use online resources, such as LinkedIn, Facebook, Twitter, and the like. It makes it really easy to keep in touch with your new contacts, reacquaint yourself with connections from the past, and promote your business.

Finally, giving back pays off when it comes to networking. We’ve met some of our closest friends and business associates through volunteering for our favorite charities.

Josh: You’re co-hosts on The Bigg Success Show – can you tell us briefly about the focus of the show. I’m also curious if you’ve found your experience co-hosting the show to be an advantage in growing and cultivating your own professional network. If so, in what ways?

Mary-Lynn Foster & George Krueger: The Bigg Success Show is a daily, five-minute conversation about succeeding professionally and personally. We want our listeners to take away a lesson and a laugh – they tell us all the time that it’s their daily pep talk!

You make a good point about doing a show – it pays to have multiple outlets for networking. People definitely have preferences for how they consume content. So we try to reach out to them with a high-quality product in as many ways as possible. Right now, that means a daily show, our daily blog, and a weekly newsletter. We have plans for even more! It’s all led to attention from clients, partners, sponsors, and leading experts in the industry.

The following is a listing of shows and articles on Bigg Success related to Networking that you might enjoy…
- What’s Your Pick-Up Line?
- Don’t Shy Away From Networking
- Take The Work Out Of Networking
- Attention!

*brought to you by BusinessNetworkingAdvice.com

Warren Whitlock is a Book Marketing Strategist. He organizes book launches where dozens of authors tell their followers about a new book, ask them to buy it on a certain day, and create instant best sellers. You can visit Warren’s website at BestSellerAuthors.com.

Josh: How do you define Business Networking and why do you feel it is important?

Warren Whitlock: I think of business networking as what business should be. We have always had relationships with vendors, partners, media, prospects and customers. Today, with the technologies we have, it’s easier to keep track of these relationships and focus on their development… but it’s still just people working with people.

Josh: Can you share a few ideas that someone could put into practice that would help them to improve their business networking skills?

Warren Whitlock: 1. Don’t be afraid of the technology. Most of the people online are not techies and may know even less than you. And the smart people want to help you.

2. Remember the “Law of Reciprocity”… that is “giving” before asking for a favor. Never hurts to ask “What can I do for you?”

3. Follow up. When I get a invite from new contact, I immediately look at where I can do them a favor. Most people do not do this… and so it really stands out.

Josh: What is your favorite (preferred) business or social networking site? In your opinion what are the key features which are most valuable to you? What makes the resources you use most appealing to you, as opposed to the other online networking resources and sites that are available?

Warren Whitlock: The answer varies over time. I join 8-9 sites each day and constantly look for where people are looking for what I have to offer. There’s a group focused on anything you care about.

That’s my first marketing rule… find the people/market that are looking for you. Then find out what they want and get it for them.

Right now, I really like Facebook. I’ve picked up several new clients that wanted to promote books. They came looking for me.

Side note from Josh Hinds: Warren and I originally connected with each other about doing this interview when I sent a note out on Twitter — requesting potential interviews from people who follow me there.

Josh: Warren, how do you encourage referrals from your network?

Warren Whitlock: Instead of asking for referrals, I just focus on getting people what they want. Potential clients are looking for help and there is always some basic questions they have. Make sure you go to the place where they are looking, answer questions and become recognized as the expert. (It’s usually those “basic” questions that we think everyone should know already… so answering them is easy).

When someone asks me a question about books, I refer them (and their friends and contacts) to BookMarketingStrategy.com, a free course I put together. Then if they want to engage me, they contact me.

Josh: How important has networking been in your own professional life. Can you share an example or two where it has made a difference?

Warren Whitlock: All of my new business and all of the promotional partners in my joint ventures come from networking.

One new client, Scott Schilling, author of “Talking With Giants” approached me on Facebook. We’d met years before, but we reconnected there. When I told Scott that I was using this as an example, he told me that he really contacted me because a friend suggested it, but turns out that same friend had just reconnected with me a few days before… also on Facebook. I expect to be working with the other guy soon.

*brought to you by BusinessNetworkingAdvice.com

Joe Pulizzi is the founder and chief content officer of Junta42. Joe is also president of Z Squared Media, LLC, Junta42′s parent company. Previously as Vice President for Penton Media, Inc., the largest independent business media company in North America, Joe worked with global Fortune 1000 marketers from a variety of vertical and horizontal sectors, becoming one of the leading experts in content marketing and custom publishing strategy.

Awarded “Top Mover and Shaker Under 35″ by Cleveland20/30, Joe is a board member of the Custom Publishing Council, former chairperson of American Business Media’s Custom Media Committee, and an editorial advisory board member for B2B Marketing Trends. His background includes employment at two .com companies and teaching public speaking and communication theory for Penn State University, where he received a Master of Arts in Communications (MAC).

Joe also writes one of the leading content marketing blogs on the Internet, The Content Marketing Revolution, the official blog of Junta42.

Josh: How do you define Business Networking and why do you feel it is important?

Joe Pulizzi: Business networking is all about helping others succeed, and in the process, finding colleagues with like skills and passions. Any business, no matter how big or small, cannot function without getting help along the way. Much of that help comes from networking.

Josh: Can you share a few ideas that someone could put into practice that would help them to improve their business networking skills?

Joe Pulizzi: I’ve found the most effective way to network is through blogging. I’ve met more people through my blog that anything else I’ve ever done. The best part is that those people that are drawn to your blog almost always share a passion with you.

I recommend that anyone who is serious about business networking start a blog. For those that just can’t fathom the idea, read and comment on the top 20 blogs in your area. That alone will lead to vast networking opportunities.

Josh: For some people knowing where to go to network in the first place is a problem. Can you share some specific resources, events, or places that you have found helpful for meeting new people and growing your business network (either offline or online)?

Joe Pulizzi: Outside of the blogging, which is #1, I’ve found that trade shows and associations are a great way to meet new people. The key is follow up. First meet someone, then follow up through email, or better yet, send them a linkedin or Facebook invitation. That way, you’re sure to stay in touch with them.

Josh: Joe, how do you keep track of your networking contacts? Do you have any particular system in place for managing your business networking relationships?

Joe Pulizzi: I don’t keep a separate networking system, but LinkedIn would probably be the most complete. I try to make sure that every few months I send something out to each contact. Just from that activity alone, I usually find new business opportunities. I also use Facebook, Twitter, Plaxo and my own website, Junta42.com, to keep up with my network. Whenever there is a new internet tool, I like to at least try it. You never know what can help until you give it a taste.

Josh: Do you see any common mistakes people tend to make when it comes to attempting to make business connections? If so, what are they and what corrections could they make in your opinion which would help them to be more effective in their approach towards networking?

Joe Pulizzi: Yes. I feel some people try to force a relationship. They make contact and then almost abuse the opportunity from the start by asking for too many things. I had one person contact me through LinkedIn. We accepted contacts with each other, and the next day I was hit up with 5 introduction requests. It was easy to break off contact with that person.

The key is to start slow. Trust won’t happen until there is regular communication between the two people. That’s why blogging is so important. If you comment on someone’s blog for a period of time, they begin to trust you even if they’ve never met you before.

Josh: How important has networking been in your own professional life. Can you share an example or two where it has made a difference?

Joe Pulizzi: It’s hard to separate my business life from networking. I wouldn’t be at this place in my career without the people I have met. I certainly wouldn’t have been able to start a business.

As for an example, here’s an easy one. When I left Penton Media in March of 2007 to start my new job, I had no business lined up. Within 6 months, I had more consulting business than I knew what to do with. All of that business came from direct referrals from people I had met within the last year. It was simply awesome. One of the biggest ones came from a referral from someone who was featured in a local magazine. I liked the story and sent an email introduction. He emailed back that we should grab coffee. We became friends and colleagues, and that led to a number of new business contacts for me.

I believe if you treat every person as important, and as a unique opportunity, special things can happen.

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*brought to you by BusinessNetworkingAdvice.com