COMMENTS
I've always found it interesting when I hear something like, "Oh that guy, he's a great salesperson. He could sell ice to Eskimos." Do Eskimos really need ice? Why would you want to sell it to them?
As you pointed out, the best salespeople are great listeners, not smooth talkers. Moreover, leading someone in the direction where they can receive help is very gratifying and will certainly pay dividends in the end.
On more than one occasion, I've been guilty of finding old business cards stuffed away in my drawer only to get tossed in the garbage. That's another example of what 'not' to do.
Pete, thanks for the mention.
In March I decided to see if I could really "network" on LinkedIn. I've applied what I know about face-to-face networking. I engaged in Discussions, and posted some of my own. Once established, I wrote blogs about other Group members, and asked the Group to refer them business and / or write a blog (to increase everyone's SEO). We are all in the trade show industry. So, I challenged the Group to become a juggernaught referral machine for the trade show industry.
The result - nothing. It's great that I got traffic to my site, but no referrals passed to my knowledge.
I know networking takes time, but I expected people would want to jump on board. I’ve been wrong before. What am I missing? Do you think they just don’t know how to network?
You know, the more we learn, the more we learn. (That should be a Yogi-ism.) Marketing vs. Sales... Inbound vs. Outbound... Online vs. In Person... Virtual vs. Real. Isn't it really a very simple process? Seek to understand rather than be understood. I'm reminded of the story that Philip Styrlund shared on World Trade Day, 2007. When Philip was leaving to make his way in the world, his father advised, "Philip, be interested, not interesting." (Interestingly, I wouldn't have been there if it wasn't for you.) Thanks, Pete!
This was very helpful. Thank you.
Great post. Definitely something that a lot of people need to read!
As a student, can I still fall under the VistaPrint/bad website category?
Great post! I just wrote something along the same lines on my blog a couple of days ago, because I was getting really bored with the online, MLM, shameless self promoter types.
LinkedIn as a networking tool can and does work. Based on my own personal experience, it takes time. That's not all that different than off line networking. And I definitely agree that blending several social media tools really helps you gain visibility and traction.
As for Jason's question...I think some people truly just don't get it. What you suggested I would jump on in a heartbeat. I keep suggesting to colleagues that we guest blog on each other's blogs, promote in each other's newsletters and slowly that's coming around. I know they support me, so I can only conclude that it takes "time" and so people fall back in their old habits.
Pete - thanks for bringing up the vista print biz card...that really screams cheap. And my favorite is when the information is outdated and someone crosses out their phone number and email to write it in. Seriously, spend a few bucks and have a decent card:)
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Please contact me with your thoughts. Kirk
I keep hearing pet biz owners saying "Twitter and Facebook are not helping me get any clients". The truth is that they are not doing it right and you numbered important aspects that every business should consider if they want to use social media sites to get clients. My pet peeve - You Only Talk About Yourself :)
I recently figured out how to leverage twitter w/ the external email client I use for it, tweetdeck. I now have it keep up real time w/ a keyword that's important to my business.
When someone tweets w/ this word and I can help, I respond to their tweet.
I don't hijack them w/ a sales pitch, just offer applicable advice. And it's working--already had a couple of convos I wouldn't have engaged in otherwise.
Not everyone may be able to do this w/ their business but it seems to be working for us.
As a student of sales, I am deeply interested in the emergence of social networking as a way to build the top of the funnel. In the last few months, I have been able to help several folks find jobs, referred a handful of business contacts some potential business and helped many small businesses establish the basic groundwork. It doesn't happen over night, but it can't be ignored. Publishing quality information so folks find YOU is part of the key
I think Jason asks an interesting question. He says he's networking, engaged in discussions, writing blog posts, and urging other people along.
I've been doing similar things for years. But I think the difference is that Jason is *expecting* things to happen. I just look at it as a part of what I do with no expectations other than being open to future possibilities and being willing to help anyone who I'm able to. I meet people to add to my increasing networking list, I put them on podcasts, have them guest blog, etc. I look at it as continually branding myself and the company I work with. Again, the branding and the networking is my only objective.
I agree it's hard to track any new business directly to it, but we've gotten calls and inquiries and done jobs for people that 'found us online' - which could mean a lot of things (yes, I try and get specific information when I can).
Questions: do you pick up the phone and call these people? Do you become more human to them? Do you offer to find out what they need the most? If what they need the most is not something you can help them with, do you refer them to someone who can?
Online networking, IMHO, has to move offline at some point, if only for some brief conversations, or to meet face-to-face at a conference or tradeshow (I'm in the tradeshow industry, too, so Jason, we should hook up!).
Hang in there...keep growing connections with no expectations other then being a helpful energetic presence - and I think it will eventually position you to see great actual returns.
And, here is the gospel from Peter:
"Having a website without compelling offers, landing pages and calls to action is the offline equivalent of handing out business cards that don't say what you do and don't have any contact information on them."
I'm thinking I should get this tattooed on my face (with stars) so people "get it."
Cheap does not always mean cr*ppy. You can get decent business cards from VistaPrint. In the end, while not totally "free," you can get professional results for a lot less money from them than from more expensive sources. You probably need to upload your own design, if not logo, however. You can get inexpensive--and good--websites from web.com cheaper than the more well-known "cheap" alternatives. You can "grow" as your business does. For a "student" (hi Mike--read your post) these should be more than adequate!
Great article Pete. Very informative. Thanks for sharing.