Does your Network WORK for your NET?

Lisa Meller

“Growing the business” is a common challenge. We are all faced with customer issues, prospecting, and finding ways to efficiently move into the next stage of the plan. We must think strategically and must plan for efficiency, and it’s imperative that we think cooperatively within our own industry and communities.  Here I’ll share a few of the best ideas I’ve come across to put your network to work for you.

As owner of Meeting Perspectives, a boutique agency for meetings and incentive event management services, I understand the challenges from down in the trenches too! I’ve learned a few things along the way hope to share here a few “sparks of light” for you to use in your own growth plan. They are working for me, and I’m seeing some great momentum toward drastically increasing my company’s net pay as a result. Referrals are coming in, programs are signing on, and I’m quickly learning that it’s in how my NETWORK will WORK to bring in more NET!

Most of us are experts in our trade but need help with our marketing.  Where do you start? Think of all of the people you know in the industry and in your personal circle of influence. Think about those who think like you do, who work well with you, and who like what you do in return. Which of these people might be suppliers for you or who might even have the same target customer base? Who are your greatest cheerleaders? I can’t help but think of that horizon of opportunity and think back to Yosemite Sam to say “THAR’s GOLD IN THEM THERE HILLS!” (Am I dating myself? Probably!)

Using your business networks:

Strategic Alliance Partners (SAPs)
I didn’t know that the alliances I’ve been creating over the years would fall under a term now buzzing around me as “Strategic Alliance Partners.” I just thought it was smart to offer my clients more than I could offer all on my own.  Now I’m realizing that I was onto something, and I’m going full steam with this. It’s working.

Form alliances with people who compliment your business and who do the things you can’t do or don’t do well.  Let them become your preferred team of people – those who you’d have as your own “department” in your business if you could.  Have them go in on proposals with you and present their services as the experts in the field. Your customers want experts in every category. I have SAPs for planner support, air travel fulfillment, event marketing, graphic design, and promotional items. With them I can keep control of the processes, streamline communications, simplify my management, and offer a much richer experience for my customers. Result? Prospects love it, and I can close more business.

Co-Marketing
Go in on some shared marketing and prospecting efforts with your partners. Support their business endeavors and invite them to support yours. Share a prospecting plan with other businesses that compliment yours and allow you to create more synergy together, share the workload, and even split some of the expenses! How about sales calls together? Client appreciation events?

Share your Business Colleagues – “Co-Opetition”
Have an “abundance mentality.”  There’s enough business out there for all of us.  You just may find that a solid referral to someone you know who would also do a great job will come back around to more than pay for itself.   Back-scratching for one another freely and openly creates healthy relationships, friendships, and open lines for a cooperative business environment.  The more we work together to RAISE the BAR in this industry as professionals in practices and in ethics, the better we will be perceived and the more growth all of us will encounter.

Be a resource bank
If your customers know they can come to you for a contact, be open to confidently providing support.  They’ll remember that you were interested in putting them first, and that you were dedicated to their success. They’ll be back.

Referrals
Remember not to overlook the obvious. Let happy customers know you’re looking to grow and that you can help their colleagues. They’ll feel good having made a positive recommendation. Ask your colleagues to recommend you and to think of you when they come across someone who might need your help. Sometimes it’s just as easy as telling people you are open to growing!

Using your Web 2.0 Opportunities
Here’s where I’m really growing personally and professionally, and maybe you are too. I’m working hard to implement them and am confident that there are some great golden nuggets in here for you, too.

Website
Create opportunities on your website for people to build a network and to interact with you! You will raise your search rankings, spread your vision, generate greater exposure, and will create a community with you as the home base.  Add your blogs, share links to your colleagues, invite commentary, and “cross-pollinate” for one another.

Social Networking
Ramp up your social and professional networks with tools such as Linked In and Facebook! Create profiles for you and for your business; use the tools to build an online community. Offer to others recommendations and ask for them in return! This will generate a positive buzz about you and your business.  (Ask Carolyn Bass Burns of the SITE So Cal chapter – she’s got it DOWN!)

Get with the Times
This is probably one of the most common comments I hear among my SITE and MPI colleagues. We feel technically challenged and overwhelmed by the new ways of communicating. If you can’t communicate with all members of your target market in the ways they expect to hear from you, then you may be out of touch.  If you’re really stuck, hire someone who it to help you manage it and to get started. This is what I’ve done just in the past month, and I’m excited to get rolling (and to make my kids proud!)

At the bottom line, to make your network more profitable and more productive, stay open-minded, with an open heart, and definitely plan to share your smiles and yourself with others.