I start this blog with a riddle:

A few years ago a close friend of mine, Dr. Emory Cowan, contributed an article for my book Masters of Networking.  I’m sharing his contribution in my blog today because I think it is a great concept to think about as we start the new year.

Building a word-of-mouth marketing plan requires developing a trusted network of partners — which means cultivating relationships. But relationships require time, energy, persistence, and, most of all, patience.

I believe that patience gives us the most difficulty. We live in a quick-fix, immediate-gratification society where patience is neither valued nor encouraged. We want our sales now, our business fully grown now, our satisfaction in wealth now. But when I grow impatient with the tedious process of developing relationships, one of life’s many humbling lessons comes back to remind and instruct me: Drink no wine before its time.

Many years ago, I bought some peaches at the farmers’ market in Atlanta. They were the famous Georgia peaches, grown in orchards in the Fort Valley region and renowned for their sweet, juicy taste and wonderful aroma. I took them home, visions of peach pies and cobblers dancing in my head. We ate some right away; most sat out on the kitchen counter.

One morning I was awakened by the aroma of peaches filling the house. I knew that something would have to be done with them soon or they would spoil. Wine, I thought. Why not make some peach wine? I knew my parents, who lived fifteen miles away, had an old ceramic crock and an old family recipe for fermenting wine from fruit. I found the crock, cleaned it, and, on the way home, bought cheesecloth for the top, along with yeast and sugar for the ingredients.

By the time I got home, my excitement over this project was so great that I could almost taste new wine as I cut up the peaches, added the sugar and yeast, and closed the top with the cheesecloth. But the process of making wine is slow, and I was impatient. With the crock safely stashed in the cool basement, I drove home from work each day with growing excitement. I would go immediately to the crock and smell the brew. As the days went by I became more intent on having the wine ready for consumption. But it was not happening fast enough for me.

So, one afternoon, frustrated that it was taking so long, I carried the crock to the kitchen, determined to speed up the process of fermentation. I removed the contents, used a blender to further emulsify the peaches, and added more sugar and yeast. Smug and satisfied, I returned the crock to the basement, and three days later I had — vinegar!

My vinegar-making triumph has become a life-shaping parable for me. When I am tempted to rush the process of forming relationships, whether in business, in a networking group, or in my personal life, I am reminded that some things just take time to happen. I am aware that letting my impatience force the process can turn the potential of new wine into vinegar.

Patience in developing relationships is a virtue. It leads to solid networked contacts who can help you with your business, your interests, and your life.

This is a powerful lesson for us all to consider for life and for networking.  Good wine and great relationships both take time.

What are your thoughts about this story?  Have there ever been times where you tried to rush a relationship and had a bad result?  Share your story here with us here.

1)  Testimonial letters from satisfied clients – Testimonials are one of the most effective ways to showcase the quality of the products or services you provide. You can keep hard copies in a binder, or you can post them to your website. If you have a LinkedIn profile, you can ask the clients in your network to “recommend” you.

2)  Photos of yourself, your office facilities, equipment, and/or products – A professional photo, or headshot, is important for promotional opportunities and for your social media profiles. Photos of your office or business operation and products help to legitimise your business and gain credibility.

3)  Logos of your key customers – You can put these on your website to show the type of clients you have successfully served.

4)  A list of your memberships and affiliations – This is very helpful when you meet someone for the first time — it’s a great way to see if you have mutual acquaintances or business associates. It may also lead to an introduction to someone in one of your organisations to whom you have been hoping to be introduced.

5)  Question-and-answer sheets – One of the quickest ways to learn about a person’s business as a networker — and for him to learn about yours — is to make the initial meeting as organised as possible. A sheet with questions that you can each ask each other can ensure you don’t forget to find out the most important information about each other’s businesses, the information that could lead to a referral the quickest!

6)  Photos of awards and certificates you and your staff have earned – These items can rank almost as high on the credibility factor as testimonials.

7)  Articles you have published, or in which you’re mentioned – Writing articles (or being professionally mentioned in them) is a great way to become known as an expert in your field — and people like to know they are working with experts.

8)  A one-page flier – You should have a brief overview of your business ready to pass along at all times — both a hard copy to fax and an electronic copy to email — in case you meet someone while networking who wants to quickly pass along your information to a prospective client she knows.

9)  New-product or service announcements or press releases – As you network, make sure the people who might potentially hire you — or refer others to you — are immediately informed when you offer new products or services, or if you are expanding your operations geographically, or of any other achievements that might help further establish you. The best way to do this is through press releases and announcements. In addition to submitting these to news outlets, you can also hand these out at meetings, or you can post them on your website and on your social media accounts.

10)  Current brochures, circulars, and data sheets, and product catalogues – This may seem like a no-brainer, but quite often I’ve noticed that business owners are too busy running their business and neglect their collateral materials. If you hand out a brochure that doesn’t list your most recent offerings, you could miss a chance of earning the business of someone looking for just these offerings.

11)  Items that reflect your “brand” – These items go a long way in building the consistency and recognition of your brand: Logos, trademarks, service marks, patterns, designs you’ve used, posters, banners, and display materials used at trade shows.

12)  Items that help you explain your business to your network – These can include: your annual report, capability statement and prospectus; your motto, mission statement or service pledge; or even a written history of your company.  You can also use information from newsletters or news-type publications, survey results (from surveys created and compiled by you or by others in your industry), presentation notes or slides (including audio or video), advertisements you’ve run, or audio or video presentations.

13)  Client or customer proposals, bid sheets, or marketing letters you have written to existing clients – Keeping this information top-of-mind will come in very handy if you are at a networking event and have the opportunity to talk to a prospective client in depth.  The prospect may have a specific need that is similar in scope to jobs you have already bid on, and having the ability to quickly refer back to previously-completed proposals may give you an edge with the prospect.

14)  Articles on trends affecting your target market – Keeping up with issues and news items that are important to people helps you to be able to target your conversation and, subsequently, your products and services more directly to your prospects whom you want to turn into clients.

Remember, this is  not a complete list of items needed to market your business. The items in this list are focused on enhancing your networking activities which will lead to greater word of mouth and referrals.

It’s amazing what a word-of-mouth campaign can do for your business.  People rely on recommendations from trusted sources much more than they do from mere advertisements.  The best thing is, the costs associated with running a successful word-of-mouth campaign are usually a fraction of what a traditional advertising campaign can run!

However, as the saying goes, “there is no free lunch.”  What you save in dollars spent, you must replace with time and effort.  Simply saying to yourself that you are going to market via word of mouth does not guarantee immediate success.

I consistently tell people interested in networking that two of the most crucial things they need to do in order to achieve results from their networking efforts are to plan and execute a schedule of networking events and activities that will put them in front of people and they will also need to begin building their credibility.

So how do you begin building your credibility? There can be a variety of ways to do this depending on whom you are trying to build credibility with, however, in my experience, one of the absolute most important ways to build credibility is to always, always, always hold yourself to the highest ethical standards. Be fair in your pricing, make sure the work you are hired to do is provided with the highest standards in quality; and certainly never over-promise and under-deliver.

We have much less control over winning or losing at something than we do over trying or quitting at something.

If you always try, you can eventually win. If you always quit, you can never win.

I loved this statement and it completely resonated with me and what I’ve seen in relation to people being successful at networking or at anything for that matter.

When people give up (even in their thoughts), it’s ‘game-over.’ I’ve always thought that I may not be the most successful man in the room or the smartest man in the room, but I’m pretty confident that I’m the most persistent man in the room. That commitment to “trying” has helped me succeed. I think it is the one thing that consistently helps anyone have long term success.

The whole process must begin with the old axiom – if you think you can or you think you can’t …  you’ll be right.

These tactics can help enhance your credibility when attending networking events.

Word-of-mouth campaigns can be a valuable tool in your business’s overall marketing strategy. They often generate quality referrals because customers rely on recommendations from trusted sources more than they do from advertisements. Additionally, the costs associated with running a successful word-of-mouth campaign are usually a fraction of what a traditional advertising campaign can run.

But what you save in dollars spent you will need to replace with time and effort. On top of delivering the highest quality product or service possible, you’ll need to plan and execute a schedule of networking events that will put you in front of people and begin to build your credibility.

Below, I’ve assembled a list of 10 credibility-enhancing materials that you should have at your disposal in order to make the most of every networking opportunity and ultimately build a successful word-of-mouth campaign. Not every item should be used at the first point of contact with a potential client or someone who can refer clients to you.

 
For the Early Networking Stages:

1. A one-page flyer.
Have a brief overview of your business ready to pass along at all times in case you meet someone while networking who wants to quickly pass along your information to a prospective client he or she knows. You should have a hard copy to fax and an electronic copy to email.

2. Question-and-answer sheets.
One of the quickest ways to learn about a person’s business as a networker, and for him or her to learn about yours, is to make the initial meeting as organized as possible. A sheet with questions that you can each ask each other can ensure you don’t forget to find out the information that could lead to a quick referral.

3. Testimonial letters from satisfied clients.
This can be one of the most effective ways to showcase the quality of the products or services you provide. You can keep hard copies in a binder or post them to your website. If you have a LinkedIn profile, ask the clients in your network to “recommend” you.

4. Photos of yourself, your office facilities, products and awards.
Having a professional photo of yourself is important for promotional opportunities and for your social media profiles. Photos of your office or business operation and products help to legitimize your business and gain credibility. Also consider having photos of awards and certificates you and your staff have earned.

5. Items that explain your business.
These can include: your annual report, mission statement or a written history of your company. You can also use information published articles, results from surveys created and compiled by you or by others in your industry, presentation notes or slides, your advertisements, or multimedia presentations.

For the Later Networking Stages:

6. New-product or service announcements.
As you network, make sure the people who might potentially hire you or refer others to you are immediately informed when you offer new products or services or if you are expanding operations. The best way to do this is through press releases and announcements. In addition to submitting these to news outlets, you can hand them out at meetings or post them online. Also consider having brochures, data sheets and catalogues for your current products and services.

7. A list of your memberships and affiliations.
This can be helpful when meeting someone for the first time, to see if you have mutual acquaintances or business associates. It may also lead to an introduction to someone in one of your organizations to whom you have been hoping to be introduced.

8. Articles you have published or in which you’re mentioned.
Writing articles, or being mentioned in them, is a great way to become known as an expert in your field. People often prefer doing business with experts.

9. Client or customer proposals, bid sheets, or marketing letters.
Keeping this information top-of-mind will come in handy if you are at a networking event and have the opportunity to talk to a prospective client in depth. The prospect may have a specific need that is similar in scope to jobs you have already bid on. Having the ability to quickly refer to previously-completed proposals may give you an edge with the prospect.

10. News reports on trends affecting your target market.
Keeping up with issues and news items that are important to people can enable you to have targeted conversations with prospects. Then, ideally, you’ll be able to discuss your related products and services and turn those prospects into clients.

Based on more than two decades of research, observation, and practical experience, I’ve found that in addition to focusing on the important issue of customer service, the average businessperson has much to do in order to build a referral business.

Word of mouth can be planned and nurtured.  Anyone, including business owners, entrepreneurs, sales representatives, staff employees, even individuals serving in a volunteer capacity in any field, can accomplish plenty with a well-structured and systematically executed word-of-mouth plan.

All too often I have seen businesspeople waiting for business to walk through the door. They think because they are good at what they do, people should be flocking to them.  I’m afraid the truth is, it doesn’t work that way!  You have to take charge, no matter what business you’re in or how good you are, and bring the business to you.

I once saw a cartoon strip of two large, ravenous-looking vultures perched on a tree limb, overlooking a dry desert plain.  After quite a while, one vulture turns to the other and says, “Wait for something to die?  Heck, let’s kill something!”

So it is with word-of-mouth marketing.  You can’t simply wait for people to come to you.  If you do, one of your competitors who also provides good customer service will most likely find them before they show up at your doorstep.

If you want to succeed, you have to go get your business, or better yet, have someone else get it for you through referrals.

A good networker has two ears and one mouth and should use them both proportionately. When you meet someone in a networking environment you should ‘listen’ more than you ‘talk’ (especially if it is the first time you’ve met). Consequently, in books like The 29% Solution and Networking Like a Pro, I’ve written a lot about the kinds of questions you should ask when you meet someone for the first time.

Recently, I was at a networking event and, at the end of the conversation, someone asked me a question that no one has ever asked me before at a networking meeting. She asked, “What is the most amazing thing that has happened to you today?”

I love that question because it is so positive and unique. It made me stop focusing on anything other than the question at hand and required me to be completely present in the moment because I truly had to think about what the greatest thing was that had happened in my day so far. 

At the time, I shared what came to mind with the woman who asked me the question. However, it’s interesting to note that today, many months later, what I remember most is that question . . . not whatever “amazing” thing happened to me that day.

It’s no secret that we all want to do business with people whom we know and trust. So, how do you build rapport and create trust with new contacts at networking events?  By offering value-added advice – solid, helpful information provided out of a genuine concern for another person.

Let’s say you’re a real estate agent talking with someone at a networking event who, although not ready to buy a home today, is heading in that direction.  You could say something like this:

Well, I know you’re not interested in buying a home right now. But, when you’re ready to start looking, I highly recommend checking out the north part of town. A lot of my clients are seeing their homes appreciate in the 10 to 20 percent range, and from what I understand, the city is thinking about building another middle school in that area.

See how it’s possible to offer some value-added advice without being too salesy? A statement like this acknowledges that your prospect is not currently in the market (first sentence) but still demonstrates your expertise, so he will remember you when he’s ready to move.

This model works for consultants, CPAs, accountants, financial planners, coaches – just about anyone in a service-based industry in which knowledge is the main product. If you’re concerned about giving away your intellectual capital for free, look at it this way: few people are going to sign up to do business with you if they’re not sure you can do the job. In the absence of a tangible product, you have nothing but your technical expertise to demonstrate that you have the goods. And when you think about it, that makes sense. Whenever you’re ready to buy an automobile, it doesn’t matter how much research you’ve done on a particular model, you’re probably not going to write your check until you’ve taken the car for a test drive.

The same is true for your prospects. Give them a little test drive to show how it would feel to do business with you. If you’re a marketing consultant, give them a couple of ideas on how they can increase the exposure of their business. Don’t go overboard; maybe offer a technique you read in a magazine or tried with one of your clients. Just give them something they can try on to see if it works.

Not only will this open up a good conversation with new contacts while you’re out networking, if you play your cards right, whom do you think they’ll go to when they’re in need of your kind of service?   When it comes to building rapport and creating trust, nothing does it better than offering value-added advice.

What if you got a phone call . . . would you stop mid-presentation as you were pitching your most important client about your newest product in order to answer the call?? Of course you wouldn’t! That would be a blatantly rude move on your part and it would put your most valued client relationship at risk.

So, why in the world would anybody ever even consider looking at their mobile phone during a networking meeting?? Make no mistake, a good reason for looking at, picking up, or using your mobile phone in any way during any type of networking meeting does not exist!

One of the fastest ways to ruin your credibility and earn yourself a reputation as being rude, unprofessional, and undeserving of referrals is to use your mobile phone during a networking meeting.

If you want results from your networking efforts, which I’m assuming you do if you’re reading this blog, then that is the last thing you would ever feel about or say to anyone in your network. But, if you’re using your mobile phone during meetings with people in your referral network, I promise you – not only is that the exact message you are sending them, you’re also wasting their time and yours.

So, do yourself a favour and check your phone one last time before your networking meeting . . . check that it is completely turned off and don’t turn it back on until you leave the meeting. Remember, networking meetings and mobile phones don’t mix!

It virtually screams to your networking partner(s): I don’t care what you have to say because I have better things to do right now and this meeting is not worth my time.

I recently got asked a really great question on Ask Entrepreneur : Where do I get connected with people who can help me open a business?

Though there is evidence that business is currently on the rise and the economy is moving in a positive direction, the recent downturn in the economy prompted many people who found themselves unemployed to tap into their entrepreneurial spirit and consider starting their own business.

This begs the question above–are there efficient ways to get in touch with people who can help you start your own business?

The answer is yes, and here are my three recommendations:

1) Go through your contacts and talk to people you personally know who have started a business. Set an appointment.  Let them know what you are doing and ask if they’d give you an hour of mentoring.  If possible, meet with them in person.  Show up with specific questions written out in advance.  Send them the questions prior to the meeting so they have a good understanding of what kind of information you’re looking for.  When you meet, focus on those questions, write down the answers, and stick to the time frame you promised.  If the conversation goes well, ask if you can meet with them in the future.  Follow this process with two or three people who have opened a business successfully.  I guarantee you will find this to be very valuable.

2) Find a business coach who has experience with start-up businesses. Hire them to coach you through the process.

3) Read, read, read!  There are a lot of books out there on opening a business. I have personally reviewed many of the books published by Entrepreneur Press on starting a business and they are excellent.  Go to EntrepreneurPress.com to see some of them.

I strongly encourage anyone genuinely interested in starting their own business to pursue the endeavour. I have owned my own business for almost thirty years (that’s a picture of me at top right, when I first started my company, BNI, and was running it from my house and garage with only one other employee in the mid ’80s) and it continues to be an amazing and fulfilling journey. I don’t think I would ever go back to working for someone else.