NETWORKING SUCCESS: Why Getting Published Can Help You Network

Networking Success with Dr. Ivan Misner

Focus on branding your company and yourself in the marketplace to enhance your networking efforts.

Recently, an associate of mine who read one of my books and attended some of my training sessions called me and said, “I really love your material, but why don’t you put more emphasis on your ideas about ‘creating your identity as a brand’ and how it affects your networking efforts? These ideas have made a huge impact on my business, but I don’t hear you talking about it very often.”

I admitted that this associate of mine was right. I haven’t talked a lot about identity in my material, and I agree that I should say more.

When I started my first business decades ago, I had no idea how important it was to focus on branding my company and myself in the marketplace as a way of enhancing my networking efforts. I understood the concept from an advertising and marketing perspective, but with a small business I didn’t have the advertising budget to mold myself or my company into any kind of brand—at least, that’s what I thought at the time. So I ignored it. I realized later that I’d made a big mistake in not pursuing any strategies to brand my identity. It wasn’t until the early ’90s that I started to think about branding and how it would help in my networking efforts.

Networking is all about relationships. Relationships are about establishing credibility. Credibility takes time. What I needed to do was expedite that process as much as possible while still creating genuine credibility in the marketplace at large. Not having much of a budget, I had to get creative about how I would make this happen.

I saw that if I wanted to increase my visibility and enhance my credibility in the community, I needed to be viewed as the local expert. The way I decided to start creating that brand was to begin writing articles. Now, you may say, “What’s so special about that idea? I’ve heard people suggest it before.” Well, here’s the bottom line: hearing it and doing it tend to be very different things.

You can derive the same identity-building, brand-boosting benefit from writing articles as I did. It may surprise you, but editors and reporters need good story ideas and will use them wherever they can find them. Think about the things you know and understand best. What elements of that knowledge might be of interest to the general public, a specific industry, or some targeted demographic? Review the types of media outlets that write for your chosen audience. Consider newspapers, magazines, and industry journals, but also take a good look at online opportunities such as e-zines, online newsletters, and information sites.

Either by phone or letter, tell the editor why readers will be interested in the feature idea you have or why it is newsworthy. What are you doing in your business that strikes a chord in the community? What can you share that will educate the editor’s readers? A word of caution, though: too many people who seek to be featured in newspapers or magazines send the equivalent of a company brochure. They fail to realize that editors and reporters need hooks, angles, ways to relate to a distracted, overworked, frenzied readership.

Guided by the Certified Networker training I developed for the Referral Institute, the associate of mine that I mentioned earlier chose a topic he knew about and worked with it for some time. He is in the travel industry, so he wrote a series of articles about travel and sent them to various outlets each month for several months. He received some responses—all “No, thank you”—until, finally, one local newspaper called him and said they’d like to use his piece in the next day’s edition. After it came out, they contacted him again and asked if he’d like to do a monthly piece. Before long, another media outlet saw his work and asked him if he’d like to write for them.

Today he writes regular articles for several media outlets. More importantly, it has totally changed his business. Although many travel companies are going out of business due to vast changes in the industry, he is actually growing and thriving, because his articles have created an identity or brand for him and the company he owns. Moreover, he is still an active networker, and he notes that the articles he writes put him way above his competition by enhancing his credibility with the people he meets. He capitalizes on this regularly by bringing his recent articles to networking meetings.

This businessman’s experience serves as a great example of what’s possible for your own networking efforts. When you get some of your pieces published, promote them. They won’t necessarily increase your sales overnight, but they will greatly enhance your credibility throughout the networking process, which absolutely increases your sales over time. My friend also told me that he now includes links on his website to some of the online articles he produces as a way of enhancing his credibility with existing and potential clients.

So, if this is such a great idea, why haven’t I said more about it in the past? Well, in my book Masters of Success, I talk about success being the “uncommon application of common knowledge.” If you ask a successful person the secret of his success, you will almost never hear a secret! Writing articles regularly and continually to increase your credibility and enhance your networking opportunities is not a secret. It’s simply an idea that most people are just too lazy to implement.

The bottom line is, 98 percent of people won’t actually do it. Or, they’ll do it for a little while and give up. The associate that encouraged me to talk more about this strategy agreed, but he said, “Do it for the 2 percent of people like me who will apply the idea. It will make a difference for them, as it did for me.”

If you believe you can stick with this strategy over time, sit down and jot out topics of four articles you could write that fit with your business and networking goals—and that you believe would serve the readers of a particular publication. Then, draft a letter addressed to the editor of that publication, and pitch your ideas. If he says yes, it’s time to start writing! If the answer is no, consider following up with him to determine what kinds of articles would better fit his needs.

Here’s a professional tip for ascertaining in advance what kinds of articles that publication might want: visit its website and check out the section devoted to prospective advertisers. Look for the publication’s editorial calendar. It tells advertisers what themes will be covered each month or in each issue. Review that editorial calendar for topics that you could credibly write about.

If you are not an experienced writer, you may want to practice a bit before sending out your work. Make sure to have someone proofread at least your first few articles (the publications do have editors but you will look more credible if you submit your articles free of major spelling and/or punctuation errors). You might also want to make sure your library includes such reference materials as a dictionary, a thesaurus, and at least one style manual (many publications use AP style).

Well, there you go. That’s a lot of advice and my associate should be happy that I took his good suggestion to talk more about branding for the 2 percent of people that will follow through. So, the question now is: Are you part of the 2 percent or the 98 percent? It’s your choice.

Editor's note: The above article is based on material from the bestselling book The 29% Solution: 52 Weekly Networking Success Strategies by Dr. Ivan Misner and Michelle R. Donovan.

Called the “father of modern networking” by CNN, Dr. Ivan Misner is a New York Times bestselling author. He is the Founder and Chairman of BNI (www.bni.com), the world’s largest business networking organization. His latest #1 bestseller, The 29% Solution can be viewed at www.29PercentSolution.com. Dr. Misner is also the Sr. Partner for the Referral Institute, an international referral training company (www.referralinstitute.com). He can be reached at misner@bni.com .

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NETWORKING SUCCESS: Why Getting Published Can Help You Network

NETWORKING SUCCESS: Word of Mouth Marketing is Only as Good as the Referrals You Give

Networking Success with Dr. Ivan Misner

Ivan's section is sponsored by qAlias.com

Word of mouth is the most effective form of advertising—but it’s not the safest. Some people approach referral marketing with the attitude that all they have to do is get to know people and referral business will simply bubble up like water in a spring. What they don’t realize is that, once trust evaporates, so does the water.

In word-of-mouth (or referral) marketing, your integrity and your reputation are on the line all the time. You can’t hide behind an ad. In the referral process, you are continually transparent. You’ve got to do what you say you’re going to do. You’ve got to be professional. Any flaw in your integrity becomes instantly visible to everyone you’re dealing with.

When you give a referral, you give away a little bit of your reputation. While giving a good referral will enhance your relationship, a bad referral will hurt it. If the person you referred does a poor job or is dishonest, your reputation is what takes the biggest hit. Your relationship with the prospect will probably suffer, at least temporarily, and you may even lose that person as a customer.

For example, even top-flight master networkers can inadvertently pass a bad referral once in a while. I started a new company, the Referral Institute, with two partners – Mike A and Mike B. Knowing that we would be doing a lot of business printing, Mike A referred one of his clients, who owned a business-printing company, to Mike B. A deal was made, but before long it became apparent that the vendor was charging for services that had not been included in the quote. Mike B called Mike A and complained. Mike A called the business printer and complained. The vendor called Mike B and apologized for neglecting to reveal hidden charges in the contract. Mike B told him, “I’ll accept your apology, but I think the bigger apology needs to go to my partner, because he’s the one who referred you. You’ve done him a lot more damage than you’ve done me.”

Since that time, we’ve done no business with that business printer and would never consider referring him to anyone we know. It was later learned that the vendor had cheated other people that Mike A had referred him to and that, like termites, the damage to Mike A’s reputation stayed hidden until it came to light in his own business referral. In the end, Mike A greatly mitigated the damage by contacting and apologizing to each of the people whose business had been harmed by the unscrupulous vendor he had referred them to. In this way, he was able to minimize the damage to his own networking relationships.

As you can see, the biggest risk in this referral was to the referral giver’s reputation and business relationships. Many people had hired this printing shyster without a bid process because of Mike A’s reputation and clout. This is why referral marketing is dangerous, and it is why the referral provider owes it to himself and others to know as much as possible about the vendor he’s referring to others. Take the time to get to know the person you’re referring. Make sure that person has integrity, because if he doesn’t, your own reputation is at risk. And here’s an important point: never give good referrals to people who don’t want them or can’t handle them with integrity and professionalism.

Similarly, if the person being referred assumes he’s got carte blanche because he’s a referral, a friend of a friend, he can do himself permanent damage by performing poorly or dishonestly. When your business depends on word of mouth, you can’t hide behind a mass advertising campaign and bank on plenty of new customers replacing used-up, disgruntled ones. Word of mouth is always working—if not for you, then against you.

The same thing goes for the prospect. If you’re expecting to get a break—say a special price or a freebie—or if you try to take advantage because a friend referred you to a vendor she knows, there’s a strong chance you’re damaging the vendor’s relationship with the referral giver by making the referral giver look bad. Rather than refer other vendors to you and risk damaging those relationships, chances are the referral giver is going to avoid you in the future.

As you can see, everybody in this three-way referral relationship is in a fishbowl. Everything you’re doing or communicating, everything you’re displaying is part of your word-of-mouth message. Dishonesty, incompetence, and carelessness quickly become apparent to all. In traditional advertising, a graphic designer can create your image, your brand. In word-of-mouth marketing, your image is not only things that have been created for you but also the way you come to the table—even the way you behave in roles outside of business. If your child’s Little League coach is timely, well behaved, professional, and a good leader, you’ll be favorably disposed toward giving him your business when you learn he’s also a respected attorney.

Even for someone who is honest, skilled, and dedicated, word-of-mouth marketing may not be the best choice. If your business can ring up plenty of sales based on your customer-service reputation alone, if you are uncomfortable spending the face time needed to maintain good networking relationships, if you don’t want to market personally, then traditional advertising should probably be your choice of marketing strategy.

Remember, word of mouth is always working; it’s just not always working for you. Especially if you’re a jerk.

Called the “Father of Modern Networking” by CNN, Dr. Ivan Misner is a New York Times bestselling author. He is the Founder and Chairman of BNI (www.bni.com), the world’s largest business networking organization. His latest book The 29% Solution can be viewed at www.29PercentSolution.com. Dr. Misner is also the Senior Partner for the Referral Institute, an international referral training company (www.referralinstitute.com). He can be reached at misner@bni.com.

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NETWORKING SUCCESS: Word of Mouth Marketing is Only as Good as the Referrals You Give

Force Yourself To Go Out

By Jason Alba
Career Transition Editor

This morning I did something I haven't done for over a year: I went to a big networking event downtown... one I used to go to every week, without fail.

I stopped going to this networking event, for professional job seekers, because it really was inconvenient. I had to dress up in a suit, drive about an hour (both ways), and sit through some non-networking housekeeping stuff. I spent more than four hours outside of my office. Away from my email. Away from my phone. Four hours. I thought "I could have done so much in those four hours! I'm already behind as it is!" As a job seeker I would rationalize not going to those meetings because in four hours I could find a few jobs to apply to, and maybe apply to two or three.

Four hours. It is a lot of time, if you are productive.

But magic happens in those four hours. I met a guy who was the #2 sales guy for one of the largest computer companies in the world, and will pass his resume to a specialized tech recruiter. I met professionals from various industries, who had rich relationships with people who I want to get to know better. I renewed a relationship I had let go dormant, and talked with an old friend (who has been a great JibberJobber evangelist since we first met), and got an update on what he's up to and what he's doing now. I met the people in charge of the networking event... these are people you should have a strong relationship with, since they are usually power connectors and help you know who you need to know.

I needed to get out. I needed to invest four hours in my career, and my network. And you do, too. No matter how inconvenient it is, you need to take the time to get out of the house, away from the computer, turn off your blackberry, and go meet with other people. You will find people who can help you. Listen to the 30 Second Commercials to see who worked in your industry, profession or at your target companies. Listen to others when you talk with them, and try and figure out what connections they might make for you.

More importantly, listen to what their needs are - whether they are making their pitch to the group, or one-on-one with just you, listen to them. Try and figure out who you can connect them with. When I was in my job search I wanted to give, give, give, but I felt I had nothing to give. I could not give other job seekers money, or a job, or anything with monetary value. After reading Never Eat Alone I realized I did have something I could give, something that could be priceless. You have it to. As a job seeker, a networker, you have the ability to connect Person A with Person B. YOU can be a connector, even a power connector. This is so valuable. It's more valuable than if I were to give them money, or a better resume. Even after you land your next job, continue to connect people.

But it all starts with going out. If you don't feel like it, that's okay. Still force yourself to go out. Maybe not to get, but to give. And the getting will follow.

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Jason Alba is the CEO and creator of JibberJobber.com, and author of “I’m on LinkedIn – Now What???” After a corporate downsizing impacted Jason in 2006, he experienced firsthand the difficulties of conducting a job search. Drawing on his extensive computer software and IT experience, Jason analyzed the job search process and developed JibberJobber.com, the gold standard in career management technology.

Widely acknowledged as a leading career management evangelist, Jason continues to spread the word to job seekers through his blog, JibberJobber.com/blog. He is co-author of “I’m on Facebook – Now What???”and offers tutorials on how to fulfill the role of being CEO of You, Inc.

Jason Alba is: CEO of JibberJobber.com Author of I’m on LinkedIn – Now What??? Co-author of I’m on Facebook – Now What??? Founder of CEO Training for Me Inc.

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Force Yourself To Go Out

The Larger the Networking Group, the More Referrals it will Generate

Networking Success with Dr. Ivan Misner
Ivan's section is sponsored by qAlias.com

It is certainly true that larger networking groups can exponentially generate more referrals. True, that is, within each type of referral group. Among strong-contact referral groups, such as BNI, studies have consistently shown that a group with forty members will typically generate more referrals per member than one with twenty-five members. It stands to reason: The more people in your group, the more databases you have access to. But the same thing happens among casual-contact networks like chambers of commerce, a two-hundred-member group will probably generate more referrals than a one-hundred-member group.

However, it is important to realize that this does not imply that a one-hundred-member chamber of commerce will pass more referrals than a forty-member referral-networking organization. The strong-contact group is focused primarily on generating referrals for its members, and it is structured in such a way that time for passing information and referrals is built into each meeting, and that members are personally accountable for generating referrals for other members of the group. A chamber of commerce will offer plenty of opportunities to pass referrals, including forming some special committees that can serve as a sort of strong-contact referral group, but in general, it is not structured to focus on this as a primary activity. Because of this, this type of organization is really made up of three parts: It is part information network, part service organization, and part referral group.

Bear in mind that a master networker does not exclusively need a highly structured organization in order to generate and receive referrals. She can do this in almost any setting, because she has highly developed relationship skills. She constantly looks for ways to help or benefit her networking partners, and she has developed a reputation as someone who can get things done, no matter what the organization or situation. For her, a casual-contact group can serve as well as a strong-contact group—perhaps better, because there are more possible connections in a larger group, whether it is structured to make those connections automatically or not.

A master networker carries her entire network with her at all times, and can make connections that benefit people in different industries, interest groups, and geographic areas who would probably never have heard of each other without her help. This requires a strong desire to help others succeed: You must constantly be on the lookout for people who have need of the service a member of your network provides.

It’s also true that, despite the built-in structure and focus on referrals, a member of a strong-contact group can fail to generate referrals for other members or to receive referrals for himself. Networking skills are the number one requirement; the setting only makes it easier to use these skills. Simply being a member of a strong-contact group does not entitle you to expect or receive referrals. Nor does being a member of a casual-contact group limit the number of referrals you can generate or receive, if you have the skills and use them.

One savvy – and extremely successful – networker loads the names and cell phone numbers of every member of her networking group, and when new members join, she adds them to her database immediately. She has found that she has a much bigger chance of seeing closed business between her contact and the person to whom she is making the referral when she can make the introduction immediately – right when she learns of the need of her contact.

For example, you are at meeting with one of your clients, who mentions that his wife is expecting twins, and that he is consumed with trying to figure out the best life insurance options for his family. You have an extremely knowledgeable life insurance professional in your network, you tell your client, and you would be happy to provide his contact information – better yet, you say, let me just get him on his cell. You look organized and well-connected to your client, and – if you and this agent are close enough to be on a “cell phone basis,” you must know him pretty well, so the comfort level of your client with your referral is already elevated.

Whatever you pay to join a referral-networking group is only the price of admission—it gets you into the room where opportunities may come your way, but it doesn’t entitle you to receive referrals. It’s not enough just to show up and participate. You also have to perform.

In other words, if joining a referral-networking group doesn’t work out for you, it’s all your fault. (Okay, “your responsibility,” for those of you who are more diplomatic).

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Called the “Father of Modern Networking” by CNN, Dr. Ivan Misner is a New York Times bestselling author. He is the Founder and Chairman of BNI (www.bni.com), the world’s largest business networking organization. His latest book, The 29% Solution can be viewed at www.29PercentSolution.com. Dr. Misner is also the Senior Partner for the Referral Institute, an international referral training company (www.referralinstitute.com). He can be reached at misner@bni.com.

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The Larger the Networking Group, the More Referrals it will Generate