THE NET-TECH REPORT: 10 Ways To Get Clients Now

The Net-Tech Report with Chris Kauza

With everyone focused on trying to take advantage of the down economy to take share & get new clients, here are 10 things you can do right now to move the advantage in your favor, and be more effective at building your client base:

1. Get New Business From Old:
Do you have a good relationship with your existing customers? Are you giving them good service (and do they KNOW it?)? Then you should ask them for help. Most people want to help others, especially if they appreciate the person. For each "cold call" you make, make a "warm call" to a client and "...ask for their help...".

2. Pitch a Stranger:
Sometimes, the best time to try out a new elevator pitch or Unique Selling Position, is with someone you've never met and may not meet again. Think about that person sitting next to you on the plane, asking you all of those questions - why not try your new pitch on them?

3. "Give It To Me Straight":
These days, it seems like time is even more scarce, and that no one has time for the "warm-up" to your presentation. Prepare well-honed phrases and practice them in front of a mirror. People like it if you are able to quickly and effectively get to the point. If you're communicating by email, try to present your information without having them scroll down to read it.

4. Talk About Your Failures:
...seriously! Everyone's made a mistake, now and then. It helps make you more approachable and can even build your credibility from a "been-there-done-that" perspective. It will help the person or prospect you are speaking to more easily relate to you.

5. Offer a "Loss-Leader":
Sometimes the best way to introduce a potential prospect to your company's product or services is by offering a loss-leader. This is a low-cost / low-risk entry point to your company's products or services, where you may be delivering it to them at a price point that is below your cost (hence the term "loss leader"). This is most often seen with B2B clients, but can also be effective in certain B2C relationships as well.

6. Get Sold Yourself:
Pick the most successful competitors in your area and let them sell you. Play customer and be aware of how you feel during each step. Assess what works and what doesn't. Auto-makers buy each others cars and break them down to nuts and bolts. You can do the same thing in your space.

7. Pitch an Enemy:
This might require a little more fortitude on your part, but can be very rewarding. Find the most disagreeable person you can find and give them your presentation. Let them be as nasty as they please, then analyze later if anything they said had any merit. Be totally unemotional, and don't defend anything. You may be surprised at what you learn...

8. Start an E-mail Newsletter:
This goes a long way to developing what I refer to as the "Know / Like / Trust Factor". Giving prospects useful information every week helps them get to know, start to like you and thus begin to Trust you. People buy from other people they know like and trust. Make them happy to see your name in the "from" field on the email. If they only hear from you when you want something, they'll ignore you.

9. Offer Testimonials:
Satisfied clients or customers can say things about you that you can't. It's more authentic and believable when someone else praises you than when you do it yourself. The best testimonials are video testimonials, as it gives the viewer a chance to literally "hear it straight from the person themselves", and video testimonials have more perceived credibility.

10. Ask Questions:
It sounds simple enough, but I can't emphasize enough how important and how under-used this is in business. Be Curious. When people can verbalize their needs it makes them happy, helps them "like you" and lets them know that you will listen to them. It also lets you know what is important to them, so you can properly position how yours is the best company to help them.

Need more ideas? Review past issues of The National Networker - there are LOTS of great ideas here for you!


For more information, please visit Chris's TNNWC Bio.

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THE NET-TECH REPORT: 10 Ways To Get Clients Now

U.S., HAWAII: Be The Stage

by Danielle Lum

Hawaii Bureau Chief

In February, I conducted a workshop at the Hawaii Women's Business Center. With more than 15 people in attendance, I’m told that it was one of the Center’s best attended workshops. (Excuse me a second while I pat myself on the back.)

When Board president Joann Seery asked if I would be interested in doing a workshop for the Center’s clients, I jumped at the chance to do it. My reasoning was two-fold:

1. I love to teach. It’s something I always wanted to try, and since I became an adjunct professor at Chaminade University, I really think I have found my calling. I consider it a privilege to be able to help others learn so they can apply it to their lives and businesses.

   
   
2. Just as importantly, I saw it as a great opportunity to expand my network.

It took me about two hours to prep for the workshop. I first assisted the center in writing the workshop description, then crafted an outline of what I wanted to cover during the class. I also utilized my BNI 10-minute presentation to practice a portion of what I was going to cover during the class.

On the day of the workshop, I was thrilled to wake up with the starting of laryngitis. OK, so not really thrilled, just challenged.

I opened the workshop with a quick joke about my voice and puberty and begged their indulgence in getting past the raspy and soft volume. Since most had probably had a sore throat or laryngitis in their lifetime, I got their sympathy and was able to connect.

I’m not going to go into the specifics of what was covered during the workshop. Let’s suffice to say that I was able to provide them concrete information that they could use immediately.

As I reflected on whether the workshop was a success, I went back to the two reasons I agreed to do the workshop: 1) love of teaching and imparting knowledge and 2) expanding my network.

I was successful on both counts. Attendees left energized and ready to apply what they learned to their businesses. And I expended my network. How do I know I expanded my network? Simple:

1. I was able to gather cards from most of the attendees. I then sent a “thanks for attending my workshop” note to them.
   
   
2. I have since referred friends and associates to a few of the businesses that were represented at the workshop. I assisted my friends AND I assisted those who were new to my network.
   
   
3. I have received follow up phone calls and emails from attendees who want to sit with me and pick my brain further.
   
   
4. I had briefly met three or four of the attendees on other occasions. Upon meeting them this time, I made a point of saying that we had met, and the circumstances of our meeting. They were impressed that I would remember them.

APPLY THIS TO YOUR NETWORKING EFFORTS

When I take on a new client, one of the first things I tell them they need to do is position themselves as an expert among their target audience(s). There are many ways to do this, and giving speeches and presentations is one of them.

When you are on center stage, everyone in the room is watching you and waiting for your wisdom. Just being in the spotlight gives you credibility and helps others to understand who you are, what you do, and how well you do it.

Most people have trouble with the fact that everyone in the room is watching you. My best advice to that is: practice, practice, practice. The more you know your stuff, the easier it will be for your presentation to flow. You may be nervous, but because you are prepared, no one will ever know.

I’m not going to get into the specifics of how to give a great presentation (I’ll be doing a workshop on it for the HWBC later this year, so watch for it if you want more information), rather, I want to focus on how you can use presentations to expand your network:

1. Be prepared. The only thing worse than not doing a presentation is doing a bad presentation. Make sure you know your topic and your audience so you can make a good impression. Your credibility is on the line. 

   
   
2. Get names. This sounds like a no-brainer, doesn’t it? I wouldn’t have included it except that I was talking to a friend yesterday. She does presentations all the time, and has done them since I met her over 20 years ago. She just realized that she has never collected names and contact information from anyone in any audience. It’s always been catch as catch can, and, honestly, not very effective. She is now in the process of designing a comment card that she will ask everyone in the audience to complete.
   
   
3. Give out your business card. Another no brainer, but you’d be surprised....

   
   
4. Follow up. If someone comes to you at the end of your presentation and wants to talk, schedule a coffee, lunch, drinks, etc. For those whose names you collected, send an email or other communication (I’m partial to handwritten cards myself) to thank them for taking time to attend. If you have a newsletter or e-newsletter or article, ask if they would like to receive it. This will keep you at top of mind.

So, good luck! Get on the stage. Expand your network. You can do it.


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Danielle Lum is the president of NK Design, Inc., a public relations, advertising, and marketing company in Honolulu. A boutique agency, NK Design specializes in assisting small and new businesses to create memorable message strategies and reach potential customers.

Learn more about Danielle and NK Design:

http://nkdesignhawaii.com/
http://www.linkedin.com/in/nkdesign
http://prponderings.blogspot.com/










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U.S., HAWAII: Be The Stage

Block and Tackle Networking

Mastering the Membership Maze with Glen Gould

Hall of Fame football coach Vince Lombardi is credited with starting each football summer camp by holding up a pigskin and declaring, "Gentlemen, this is a football."

Success in any endeavor in life relies on understanding the fundamentals. Whether football or networking, understanding the rules and knowing the basics cold are essential to success.

It is amazing the jump in attendance most chambers of commerce will see at programs during the month of January. As we approach a new year, what better time than now to reevaluate goals and objectives for attending chamber meetings in 2009. Here are a few tips to consider as you plan your year.

1. Determine your ultimate goal for chamber membership. What do you hope to gain through your chamber membership? As with every other type of marketing, determine in advance what success looks like. Who do you want to meet? How many new clients do you need to receive a satisfactory return on investment of marketing dollars and time spent?

2. Know what you expect to achieve by attending an event. Most people who attend chamber programs have no real goal they expect to achieve by attending. Know your outcome before you attend so you may determine your level of success. Determining what you want from each event gives you the fundamentals you'll need to be successful over the full year of membership.

3. Determine your rate of success for several events. You need to fill your pipeline with qualified leads and referrals to be sure, but you also need to fill your networking pipeline with quality networking partners who can introduce you to new quality leads and referrals. Determine how many qualified leads, referrals, and networking partners you gain from each event you attend.

4. Calculate how many leads and referrals equal a closed sale. You may wish to segment this into: People met, Networking Partners, Leads, Referrals, Presentations, Closed Business. Determine how many people you actually need to meet to get to the number of closed deals you need.

5. Determine the best events to attend to achieve your desired outcome. After sampling all available events and measuring the results of each, choose the one or two different events held each month that are best for you.

6. Attend regularly. Measure results. Achieve success.

If you are like most people, this sounds like a lot of work. It is. But these are the basics for success in attending and being a part of a chamber of commerce if you measure success in business closed. There are many more reasons to join your local chamber to be sure, however those who will flood the chamber in January are likely those looking for new clients.

Armed with a plan for success, you will stand out from the crowd, attract more business, have more meaningful relationships, and have a more fulfilling experience.

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Block and Tackle Networking

Promote Yourself Through Captive Audiences

By Danielle Lum

Hawaii Bureau Chief

The economy is hitting many below the belt. A number of my clients have had to tighten up the bottom line and have asked me to fashion public relations plans out of shoestring and no-string budgets.

My goal for clients is usually the same: increase the public profile of the company or individual. How we go about attaining that is different for each client and depends on a number of factors.

So the present dilemma is this: How to increase public profile without spending a lot of money.

It's not a hard question, actually. The answer is one that effective networkers should also be considering and pursuing.

Speaking engagements.

Speaking engagements are wonderful opportunities:

• You can showcase who you are and what you do. You're in the spotlight the whole time.
• You have more than 60 seconds to explain why you are an expert in your field.
• You have more than 60 seconds (usually between 10 - 20 minutes actually) to create a connection.
• You have a captive audience that is hanging on your every word, waiting for you to share nuggets of wisdom
• It's low cost - maybe even free if the organization you're speaking to picks up the cost of your lunch or conference fee

Go. Do. Don't Come Back Undone

The mere mention of public speaking can make even the most confident person break into a cold sweat. In fact, a great majority list public speaking as their number one fear -- ahead of dying.

Don't let this deter you! The benefits of speaking engagement s are limitless and, well, no one has ever died from speaking in public. None that were recorded anyway.

Booking a speaking engagement is often easier said than done. Most organizations won't schedule a speaker unless s/he has something -- information, wisdom, etc. -- to offer their members. And the bigger groups won't book you without knowing that you will do a good job and not bore their members to tears.

So you need to create a track record. First thing you need to do is to figure out the topics about which you can speak. Make a list. Which of those topics can you expound on for 10 minutes? Which of those topics will be exciting and interesting to others? Put those at the top of the list. Look for different and new angles to topics that others have already covered.

Once you have your topics set, make a list of the organizations in your area. Look for organizations that have interests similar to those about which you can speak. For example if you are a massage therapist with an expertise in ergonomics, consider groups whose members are human resource managers or business owners. These people will want to hear you so they can pass the information to their employees. They might even hire you to talk directly to their employees.

Now you have your topics and your target organizations. Make your calls. Sell yourself. Get booked!

Prepare for negative responses. And definitely keep going because someone will want to hear you or give you a chance. Stay positive!

Along the way, practice, practice, practice.

When you think you know your presentation, practice it again. Practice until you feel comfortable and the presentation is second nature to you. Solicit your friends and family to serve as surrogate audience. Ask for their critiques to help you improve.

When you do get a booking - and you will get a booking - remember that the audience is captive. You want to make a good impression and boring them to tears is not the best way. Instead, wow them with your brilliance, your confidence, and your ability to connect.

One last tip

Be sure to bring business cards and a flyer/brochure about your business. I've attended many luncheons where the speaker doesn't leave way to contact him/her after the day is done. Talk about missed opportunities!

Instead, be sure to bring a "leave behind." Something your audience members can take with them to remind themselves about how much they enjoyed listening to you and how much valuable information they learned. And, most of all, give them a way to contact you to book you for something else, purchase your services or your product, or just create a deeper connection with you.

Happy speaking!

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Posted to THE NATIONAL NETWORKER. To subscribe for your free newsletter, go to www.TheNationalNetworker.com. For the complete National Networker Relationship Capital Toolkit and a free RSS feed, go to: http://thenationalnetworkerweblog.blogspot.com.
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Promote Yourself Through Captive Audiences