It depends how you do it.

Going to cocktail events and social hours, grabbing business cards and tossing yours around, brief handshakes while looking over that person’s shoulder for the door or the next person in the room.

Nope, that doesn’t work.

Connecting, helping others first, taking a sincere interest in them and their business, helping them see opportunities they may not see themselves.

That’s what I’m talking about.

And yes, it is work. Just like building any relationship, it requires commitment, follow up, and heart.

And it’s worth every minute.

Do you make networking a regular part of your business and marketing strategies?

Are you connecting in person (or over the phone if geography is a challenge) with people you meet online?

How are you contributing to your networking relationships? Just this morning, on a call with a colleague, I thumbed through my mental Rolodex for a connection that will help her grow her network and her business.

Easy, peasy, Japaneasy. It took about 5 minutes to make the connection and a warm introduction. She’s off and running, with gratitude, and I feel very good about it.

How’s that for honoring a “Givers Gain” philosophy?

How do you use networking in your business? How has it helped you? Tips to share?

Quick question: When you hear the phrase “Board of Directors” do you think of Fortune 500, Mega-Sized, enormous conference table companies?

Show of hands?

It sounds impressive to have a Board supporting you. To provide direction, guidance and support to you and your business. But that’s just for the big guys, right?

What if you - small business entrepreneur - could have your own Board of Directors, AND stay the size you are?  Receive all the support and benefits the big guys do without the “bigness” of the big guys?

Enter the “Virtual” Board of Directors.

Any business can have a Board of Directors - a set of respected professionals who serve in an advisory capacity for your business. Yep, even you.

Why should you have a Board of Directors?

1. Reality Checks - Board members can bring your feet back to the ground wen you are flailing, unfocused or scattered (it happens to the best of us). They’ll keep you on track so you don’t lose traction.
2. New Insights - When Board members from different backgrounds, have different experiences.  They’ve seen different successes and failures, and have different ideas you can use in your business.
3. Provides Stability - Financial folks like when small businesses have support from seasoned professionals. It gives them confidence knowing you’re not out there on your own.

You may be wondering “why would somebody do that for me? Who am I to ask that of another professional?”

First things first….who are you not to ask that of another professional? You’re no less important than any other entrepreneur.

So, why would they agree to be on your Board?

1. Networking - being on a Board allows fellow members networking opportunities with other professionals. Make your Board appealing to other members so they’ll want to join you, and they will also benefit from the experience.
2. Leadership Experience - Professionals are continutally seeking leadership opportunities. Boards are great ways to do that.
3. Honor - What an honor to be asked to be on a Board, particularly by a business owner who is taking the initiative to take their business to the next level!

What types of industries should the professionals on your board represent? The usual suspects are industries like finance, law and human resources. Don’t forget about asking other successful entrepreneurs who have navigated the waters and make it (in non competing industries, of course). They have great insights on how to make it through the tough times, how to grow, and how to make the most of the high times.

How can a Board serve your business?

No simpler words have ever hurt an owner more. Despite all your messaging, marketing, selling, and posturing, you learn it’s all for naught when:

• At a networking event, you overhear a colleague refer an ideal prospect to a competitor of yours. When you ask your colleague why he referred your competitor and not you, he says, “I didn’t know you did that.”
• Worse, even, you learn your customer just suggested his friend call an unqualified competitor instead of automatically pushing the work your way. And, when confronted, your client says, “You do that? I had no idea!”
• Your own employee hears and ignores your client drop multiple buying signals. As gently as you can, you point this out and your employee responds, “Oh that’s right, I guess we do that.”

This is painful for three reasons:

1. Your marketing and sales messaging is ineffective
2. You have no idea how much business you are losing every day
3. Your colleagues, customers and employees feel sheepish for not knowing better

But what can and should you do? Keep refining and simplifying your message. Look at it through the eyes of your colleagues, clients and staff. Have you really made it simple?
Who do you refer and why is it easy to refer those you can? Make it as easy for your supporters as you want them to do unto you. Are you able to refer your closest clients and colleagues to their prospects? Where you have done so, isn’t it because your clients and colleagues:

1. Communicate a clear, current and simple grasp of how their best and highest use is purchased and referred
2. Know how their message is understood and repeated by others
3. Track how and who is referring them and conversely who and how they are referring others

Hearing the damning words, “I didn’t know you do that,” is most painful when your own customers or clients are hiring others to do work you could be doing. Ask yourself, “Do you have a 100% share of your customer’s business?”

If not, then start uncovering and gaining these opportunities so your clients will see, first-hand, what you do!

Andrew J. Birol is the President of Birol Growth Consulting, who helps owners grow their businesses by growing their best and highest use®.

We’ve all heard it - over and over. Recession, job loss, tough times.

Does this remind anybody else of the old story about Chicken Little (”the sky is falling”)?

I am a fierce believer that what we think about comes about. If we don’t want financial struggles, despair and “oh no” experiences, why do we spend so much of our time thinking about them?

How is it that some businesses see growth - even record growth - during these “slow” times?

They get back to basics. What are they?

1. They focus on what they do best, and they make the most of it. When did it become admirable to be “Jack of all Trades and master of none”?  Being a one-stop shop may seem like a convenient way to service your customer, and it certainly can be. It also can confuse potential customers into wondering what it exactly is that you do. The same pattern holds for job seekers during these times - employers hire specialists more often than generalists. Why? Because they know exactly what they are getting rather than investing in a candidate and not being certain of what they will get. Be specific. What do you really do? Are you sure?
2. They foster and nurture their strongest networks and referral sources. We all do business with people we know, like and trust. Connect with individuals who believe in the “Givers Gain” philosophy. Who in your circle are your best referral sources? Who has referred business to you in the past? How can you help them grow their business? Help them, and your “know, like and trust” factor will grow exponentially.
3. They dig in and get to it. It’s so easy to wait for things to come to us. Although I do subscribe to the idea of “astral advertising” (aka The Law of Attraction), the perfect client isn’t going to simply appear at our office door with a bucket of money to toss into your lap. Put the right ideas out there (remember, what we think about comes about…) and get to work. Put yourself in situations where you will meet the people you most want to connect with. Be strategic with your time and efforts. This is not about being desparate and begging for clients. You offer a great product or service to your clients, and you will help them (grow their business, save time, save money, insert other benefit here). Don’t be afraid to beat your own drum - that’s how people will hear you.

When entrepreneurs think about growing their business, often the first thing they think of is advertising - 30- and 60- second commercials, half- or full-page ads, bulletins or posters, banners or buttons - the list goes on and on (Full disclosure: I worked in advertising for 13 years before launching my coaching career).

I often wonder why entrepreneurs make that leap directly to advertising. They don’t seem to like it much (”I have to work on my advertising”) and most aren’t sure that it’s working. They sense it to be a necessary evil of owning a business, and the fear of what may happen if they don’t advertise is motivation enough to keep the ball rolling.

In the communications world, “advertising” falls under a much larger category of “marketing.” There are a variety of marketing strategies out there. I am not here to say advertising doesn’t work or that you should scrap all advertising plans. However, you can compliment your advertising with effective and inexpensive marketing that will grow your customer or client base, create loyalty and grow your business.

1. Networking. With a background in advertising, I can’t tell you how many “networking” events I have attended! Media parties, Chamber of Commerce socials - they all were after hours, included “adult beverages” and were a huge waste of time. Let’s be honest, most people who attend general networking events don’t gain new clients or cultivate strategic partnerships. They do, however, gain a slight headache the next morning from tap beer or cheap wine. To be a strategic networker, I suggest you join a group that is serious about networking (e.g. BNI. Full disclosure - I am a member). Fellow members are serious about working together to grow the businesses of everybody in the group. It also requires you, as a member, to become crystal clear on what business you’re in - the service you provide, your ideal client. When you are forced to abandon the “Jack of all trades” strategy in your business, your ideal clients will find you, and your business will grow.
2. Incentives. Providing incentives to those who send referrals your way can be a great way to grow your business. I find this especially effective with my salesperson friends, and with current clients. They love a challenge, and they are connected to many people with whom I would likely never cross paths. What can you provide them with that will motivate them to tell others about you? A product or service from a non-competing business? How about a free product or service from your arsenal (or a new product or service that you’re just launching)? I’m offering free travel vouchers for places like Hawaii, Mexico and the Caribbean. So far, so good.
3. Affiliate Programs.I have learned of affiliate programs in the past few years. The idea? You give commission to somebody who sells your product. Similar to incentives, affiliates are incentivized with cold, hard cash. And, it’s done online. The affiliate is provided with URL that directs the user to the sales page on your website for your product/service. The link tracks where the lead came from, and the affiliate receives a commission for “selling” the product or service on your behalf. Websites like 1ShoppingCart.com help you to set up your own affiliate program, manage payments, and so on. If you have a product or service you can sell online and turn into an affiliate program, it’s a great way to grow your contacts (and earn passive income to boot).

What other ways are you growing your business?

by Duncan MacPherson, co-author of “Breakthrough Business Development: A 90 Day Plan to Build Your Client Base And Take Your Business To The Next Level” and co-founder of Pareto Platform

With the economy in a somewhat slow mode, it becomes increasingly important to take good care of the business you already have. We all realize our competitors are doing what they can to lower their prices and attract our clients. Perhaps they are launching ad campaigns offering discounts on the very services you are providing. My advice is contrary to that which tells you to lower prices to attract more clients. Instead, I advise you to make sure the clients you have want to stay with you.

I had a conversation with a fellow entrepreneur recently. I asked her if she had ever considered what her most valuable intellectual property was.  What might surprise you, as it did her, is that the expert knowledge in your chosen field is not at the top of the list.  What you know about that is important; however, it takes a back seat to what you know about your clients. The only thing that allows you to competitor-proof your client is your very own relationship.

One way to ensure that you take care of your clients is by profiling the top 20% of your clients. The Pareto Principle states that 20% of your clients make up 80% of your revenues. Take a look at your own client list, and you’ll be surprised at how accurate that principle is. By knowing about the families, careers and interests of your top clients, you can provide them with more personalized service.

The way to do this is to simply invest some time. Give your clients a call. Chat about the business for a couple of minutes; then ask them how things are going. Spend some time listening to your client, even if it does not directly revolve around business. The conversation can focus on a project, and then shift to the kids, or perhaps the house he is buying. Jot down notes, and the next time you talk to him, ask him how his sons are doing at their new school, or send him a card congratulating him on his new home.

Better service leads to satisfied clients, who not only stay with you, but also refer family, friends and business associates to you. Save the information in a file that is accessible each time you have an interaction (phone-call, mail-out or meeting) with that client. Each time refer to something you already know, and don’t forget to add new information as you’re chatting with your client. Used correctly, your client information can turn into a real treasure chest.

At Pareto Platform, we call this information F.O.R.M. Family, Occupation, Recreation and Money. The information you gather, and utilize in terms of creating a relationship with your top clients, is exclusive to you. It is the only thing that separates you from your competitors. Get it. Use it.   

After they have gone through the process of putting up a Web site, many business owners seem to think that visitors will just magically find their site and start to buy stuff. Sadly, that notion couldn’t be further from the truth. A Web site is useless as a marketing tool if nobody ever sees it. However, you can do a number of things to increase the number of people who find your Web site.

1. Get incoming links. If you don’t have any links from other Web sites pointing to your site, search engines and people are unlikely to find it. Most businesses work with other vendors or members of industry associations or organizations. Ask those people to link to your Web site. The best incoming links are those that are related to your industry.

2. Optimize your site for search engines. The way your site is created and the text it contains are important when it comes to being found. If your site is about purple widgets, you need to make sure that the term “purple widget” is used in the text on your pages. Note that having the words in a graphic does not count. If you have a website design that uses a lot of graphics, make sure text that people may use to search for your Web site is actually in the Web site text and not embedded in a graphic or animation.

3. Send out press releases. An easy way to get incoming links is to get them from news organizations. Many newspapers and magazines put their articles on line. If you send out a press release and your story is written up, the article should include a link to your Web site. Be sure to include your URL in every press release you send out.

4. Write articles for your site. Another way to entice other sites to link to you is to write informative articles. If you know a lot about purple widgets, write articles about how they can be used. Other people who are interested in purple widgets then link to your article. You also can post articles on some of the many free article sites online. In this case, other people post your article on their site. You include a “resource box” that includes a link to your Web site.

5. Offer freebies to visitors. People love free stuff and they often tell their friends. Many sites offer free newsletters, downloads, coupons or software as a promotional tool.

6. Network online. Participate in discussion groups that are related to your industry. Include a “signature” line in your emails that has a link to your Web site. If you answer questions and help others, people are likely to click the link in your signature to find out more about you.

7. Don’t forget about “off-line” promotion. It should be obvious, but put your URL on every piece of print material you generate. Include it on your business cards, letterhead, advertisements, and freebies like pens and tote bags. Whenever you print your company name, print your Web site URL as well.

It takes time to effectively promote a Web site, so be patient. Search engines take a while to clue into a new site, but by incorporating these online marketing techniques, you will be rewarded with more visitors to your site.