A good 60-second presentation is not cute or oblique. Simple and succinct beats rambling every time.

As a BNI assistant director, I visit a lot of chapters and I’ve noticed that a lot of members deliver 60-second presentations like they’re telling a joke – not necessarily funny, but with the punch line delivered at the end… by which time you’ve lost your audience.

A good formula is the proven AIDA principle – grab Attention, stimulate Interest, create Desire and call to Action.

Let me use as an example a 60 second presentation I delivered to my chapter last week. It’s not a shinning example, but I think it does the job…

Example:

“When Elias Howe invented the sewing machine, women laughed at him.

“‘What,’ they wanted to know, ‘would we do with all the extra time your machine will give us?’

“As business people we’re always striving to be innovative, to be the first to deliver a bigger, newer and better offering to the market ahead of the competition.

“Elias Howe’s sewing machine was all of these things.

“Yet Elias Howe lived his life in borrowed suits, little knowing that one-day his machine would be instrumental in making the very suits he could not afford.

“It doesn’t matter how good, or commonplace, your product or your service is, you will end up in the poor house if you don’t know how to sell.

“What matters most, is how well you market your products and services – just ask a successful insurance salesman, or mortgage broker.

“My job is to help you sell your products and services better than the competition.

“A good referral for me this week is any broker groups or companies in the insurance, mortgage and financial planning industry.

“Sovereign recently retained me to present to their brokers around the country on how they could use social media to optimise their existing referral networks. I would like to offer that seminar, with a manual, to other broker groups.

“Colin Kennedy, Iron Road Communications. A picture may be worth a thousand words, but a few well chosen words will paint a picture.”

In this example I used a story to get attention, I turned a common belief on its head and then showed people that the ‘holy grail’ is actually far more attainable than they thought, provided they just do what they do well.

And then I was very specific in my referral request. That’s what is most important. Be very specific in your referral request.

That is the percentage of unhappy clients that will actually take the time to let you know they are unhappy.

4.3 %

That means the remaining 95.7% of unhappy clients will potentially talk with their feet. They will leave your business, possibly never to return without ever presenting the opportunity for you to put it right. And you can guarantee that they are spreading the word. And don’t people love stories that bring others into disrepute!

As a communication expert it astounds me how poorly people in business respond to a complaint. The most common response is to become defensive creating tension between the complainant and themselves. This potentially leads to a situation where the unhappy client feels worse for having bought the problem to your attention and your reputation is in tatters.

So how does one respond appropriately to complaining customers.

1. To begin with – change your belief around them.

These people are not complaining customers – they are people with gems of information that could quite literally change your business practices for the better. Even the customer that never seems happy does have some merit hidden in their message. Put your personal feelings aside and find the hidden gem. So start with a thank you for bringing this to your attention. Remember – this is an opportunity to review something that may not be working. How do you think great businesses become great businesses – not by digging their toes in and believing they have everything right all the time.

2. LISTEN  then acknowledge.

Give them your undivided attention even if it feels like you are being personally attacked. So often situations are inflamed because people do not feel heard. Just be silent and let them blow off steam if that is what they need to do. Then paraphrase their complaint to them – “so from what I understand you are feeling frustrated with our lack of response to your invoicing issue”. Remember in this acknowledgement to recognize the feelings they have so clearly expressed. Keep your voice low and calm – yes even if you feel like  – well you know what I mean.

3. Apologise for the inconvenience that may have been caused to them.

I do not believe in apologizing for things when we genuinely believe we have not done anything wrong. However an apology blended in with an acknowledgement of feelings is very powerful “I am very sorry you feel that way” or “I want to apologise for the frustration this has caused you” or “I am so sorry that this has been your experience – this is not how our company wants to work”. You are not admitting to anything here – once again it is about valuing the 4.3% of people that have taken time out to bring things to your attention. It is about acknowledging their feelings.

4. Ask them what would make it right.

Yes I do mean this. They may come up with something that you think is impossible and you are just not prepared to do, however it is a starting place. With negotiation middle ground can be reached. This also gives the client a feeling of being valued, that you are keen to put things right and to change their experience with your business. I must remind you though to consider the cost of having someone leave your business who was feeling a little anti and is now feeling great. That is powerful and an extremely good marketing tool. Weigh up the cost of digging your toes in (also remember step two – there is no point in asking how to put things right if you are not prepared to listen to their suggestion).

5. Follow up.

Take the whole process a step further with a card or something similar sent to the client thanking them for giving you the opportunity to put things right. Make sure it is personalised to them and share what you have changed in your processes because of the information they passed on to you. They will feel pretty chuffed to think that your business is getting better because of something they shared with you.

None of us enjoy being complained to. However it is part of the improvement process and an opportunity to become great.

Remind yourself of the 4.3% of people that will give you this opportunity and I think you will receive things a little differently.

It has been said many times that customer service in New Zealand is pretty substandard and sadly I see evidence of this time and time again.

Join me on my mission to create customer service second to none through effective communication and developing your people.

With this in mind I find my recent experiences communicating with businesses, somewhat confusing.

Let’s start at the beginning.

I have an opinion that I should not have to chase someone to give them my business.

Everyone out there has some sort of competition and I would have thought, working hard to stand above that competition, was a priority.
Once I have made initial enquiries with a business, I may make contact one more time and then I will leave them alone.

Usually, and I say usually unless there is a reasonable explanation for the lack of contact, I will not consider them again. If communicating with you is a challenge in the beginning then you can pretty much guarantee that is the way it will be in any future relationship. I have better things to do with my time than chase people to give them my business.

Yet recently I have been dumbfounded by the lack of responses I have experienced from a myriad of businesses. So here are some things to think about with the communications within your business – both external and internal.

1. Firstly, make sure your communication procedures are robust within your business. There needs to be clarity around who is responsible for what, and what happens if plan A cannot be executed. For example, if you have a website that seeks enquiries, make sure there is someone who is responsible to follow those enquiries up in a timely manner. I recently spoke to someone who had sent two enquiries through websites and 3 weeks later, had not had a response! Why have a website to initiate enquiries in the first place? Needless to say they went elsewhere.
2. Have clear policy around response time. How long would you expect emails to be sitting in the inbox unanswered? How long would you expect the phone to ring before it was answered? How long should a message be left on your system without being responded to? Once you are clear on policies then you can design appropriate procedures.
3. Make sure your enquirers are clear on what is to happen. If you clear your phone messages at the end of the day, then say this on your message and ask that they leave a clear number where they can be contacted at this time. If you prefer to be contacted by email or text or cell phone, make sure they know this. I remember a conversation with someone I had been attempting to make contact with so reverted to email. His response was that he had been away and didn’t do emails anyway! Why then have an email address on your business cards?
4. Always remember the under promise and over deliver theory. If you are going to tell me how long it is going to take you to do something, ie: quote on a job, design a business card, allow time for the worst case scenario. If this initial part of the relationship fails you have potentially lost my trust.
5. Speaking of trust – never underestimate the currency of trust. Doing anything that could damage trust is long lasting and often publicised.
6. Communicate, communicate, communicate! If you cannot come and quote on my job for three weeks, tell me that. I then have a choice what I do. If I really want you I will wait, as long as I know the true story. If you are having trouble paying accounts then communicate. I often hear from business owners that they would rather someone was honest and paid bills off, than ignore the situation hoping it will go away.
7. Develop your people. Your staff are your greatest asset yet so often are neglected. Listen to them, acknowledge them, show them that they are valued and offer programmes to develop them as people. We so often spend money on telling people to smile when they answer the phone without developing them to the point where they would not consider any other way.
8. Understand that everything you do communicates something. What are you communicating to me? What are your staff communicating to me? What are your business premises communicating to me?

Business is never guaranteed so make sure your communication within and outside your business is never anything but excellent.

Begin by being showing your face more.

Here’s a tip:

Social scientists have shown that the more often we see somebody – even an image of them – the more we grow to like them. It’s one reason why celebrities are so popular and why there is such an outpouring of grief when one of them dies – even if their fans never got to within a thousands kilometres of them in their life!

It’s because we see so much of them, we feel like we know them.

Does this mean you can send a life-size cut-out of yourself to your BNI meetings?

Well, your leadership teams wouldn’t like it and there’s always the real risk is that your fellow members might end up liking the cut-out more than they do you…

Jokes aside, if you want to be relevant to somebody, you need to be present. We all know that ‘absence does not make the heart grow fonder’. It just makes it colder.

If you want to increase your referral business, make sure you’re getting regular face time with your network. And that’s how your face can make you money.

Colin Kennedy is a keynote speaker, writer and content marketing consultant. As BNI New Zealand’s marketing director he is responsible for the organisation’s communications strategy, and also serves as an assistant director for North Central region of BNI.

According to a report in ScienceDaily (Feb. 11, 2011), “a study of the biotech industry has revealed that opportunities which arise, and whether or not they are exploited by biotechnology entrepreneurs, depends to a large extent on how well connected is an individual business person and how well they mobilise their social network.

“Cristina Sousa and colleagues at “INETI,” the National Institute of Engineering, Technology and Innovation, in Lisbon, Portugal, explain in the International Journal of Entrepreneurship and Small Business that success is determined, not only by an entrepreneur’s capacity to identify an opportunity, but also by their ability to mobilise resources and skills.

“An entrepreneur’s established network and the ability to create new, useful connections is usually the key,” the report says.

You might think this is nothing new. We all know networking is key to success in business (although its amazing how many people will still rely heavily on cold calling and advertising).

However, the major point here is that…

1. It’s not what you know
2. It’s not who you know

3. It’s what you know, about who you know. Get it?

Being connected to a huge network has its uses. But being connected to a handful of influential people – who you get to know well and who get to know you well – can help you conquer the world!

I usually heard that expression from my mother after I had asked her ‘why’ once too often.

I never really lost my love of the word ‘why’, which is probably the reason I went into journalism. And now that I have three daughters ranging from 2 years to 15 years, I’ve found that telling them why I want them to do something almost always secures their co-operation.

It’s a very powerful device to use in your 60 second. Whether your 60 second presentation is offering advice or is purely promotional, answering the question ‘why’ will create a better quality, more memorable, more persuasive 60 seconds.

Why? Because us humans are naturally curious, somewhat lazy and a bit cynical, so when somebody tries to get us to do something, we usually want to know ‘why’ (?).

The whole point of a 60 second is to get people to do something, including remember you, give you a referral or speak to others about you.

The next time you do your 60 second, answer the question ‘why’. You’re much more likely to achieve ‘buy-in’.

‘Why’ also stimulates creativity.

If you’re stuck for words, you might find that answering the question ‘why’ is a great way to get the 60 second muse going again. Perhaps you’re talking about travel insurance, or investing in stocks or about how to conduct a successful candidate interview. Begin by answering the question ‘why’, and then rest should flow from there…

When you answer the question ‘why’, you’re establishing yourself as having a reason, and as reasonable. You’re presenting motive and evidence, and that builds credibility, which in turn leads to trust and on to profit.

Colin Kennedy is a keynote speaker, copywriter and content marketing consultant. As BNI New Zealand’s marketing director he is responsible for the organisation’s communications strategy, and also serves as an assistant director for North Central region of BNI.

Here are some ideas for keeping ‘the giving of referrals’ uppermost on your mind…

* Dance regularly. In fact, make doing a dance a re-occurring appointment in your diary. For something to become a mindset, it must become a way of life. It’s not a huge leap – your business is a way of life and BNI is part of your business.

* Identify a member of your chapter to whom you would like to give a referral. Put a one of their business cards on your dashboard, another on your mirror at home and another on your desk. Leave them there until you have given that person a referral.

* Actively identify people in your BNI who may be able to become part of your referral alliance i.e. people with products, services or types of clients that complement your business.

* When you meet somebody, always be asking yourself:

a. “How can I help this person?” before you talk with them about your own business;

b. “Who from my BNI will be able to make this person’s life easier?”

* Avoid starting a conversation with the weather, sport or traffic. Your first step is to establish common ground, and for this you need to ask open ended questions…

a. Common ground allows you both to instinctively relax with each other and immediately you both begin to trust each other more. Perhaps you both enjoy boating, have young families or keep model railways in your garage.

b. Open ended questions begin with: What? When? Why?

i. What did you do this weekend? Not, how was your weekend?

ii. Are you originally from Auckland?

iii Did you know…?

iv. How did you get your start in this business?

v. What do you enjoy most about your profession?

vi. What separates you and your company from the competition?

vii. Above all, LISTEN when others are talking. Resist the urge to interrupt or join in.

* This type of questioning automatically leads to…

“I understand your frustration. I felt the same way until I met Tom…”

* Finally, always be closing (ABC)…

“It might be useful to have a chat to Tom, here’s his card – but I will get him to call you.”

TELL them, “Tom will call you”.

Being part of a BNI chapter is a unique opportunity. Where else do you get the chance to form a close bond – to work as a team in multiple areas – with a group of other independent businesses?

But so often we waste it by taking the easiest route, which is human nature after all. We lapse into a routine of attending meetings, making up our 60 second on the fly and only doing our dances when we have a gap.

For most of us, word of mouth referrals are the number one source of new business. The number and quality of referrals you receive, which directly impact your bottom line, are determined by how much effort you put into your networking.

Don’t leave it to accident. Take control of the process and drive your networking activity.

You can do this by:

• Setting objectives (what do you want to achieve from your BNI investment?);
• Recruiting new members for your own hub within your chapter (that’s how you get more referrals from your chapter);
• Increasing your visibility among the membership i.e. doing properly planned and structured dances more frequently;
• Preparing powerful, memorable 60 second presentations;
• Being specific with your referral requests;
• Helping other members with a combination of referrals, your time, your expertise, mentoring and encouragement (there is more to ‘givers gain’ than referrals).

These are the basics of BNI. They are there because they work (it’s the same reason other networks attempt to copy what BNI does).

Do these things consistently, regularly and with commitment and you will reap the reward.

Colin Kennedy is a keynote speaker, copywriter and content marketing consultant. As BNI New Zealand’s marketing director he is responsible for the organisation’s communications strategy, and also serves as an assistant director for North Central region of BNI.

Photo by Ambro

To explain, intent can be defined as: “Resolved or determined to do (something)”.

Both the words ‘resolved’ and ‘determined’ are important in the context of networking.

When we go into a networking situation – whether BNI or some other scenario – the outcomes for us and for others will be decided by our motives.

Are we there because we are resolved and determined to network and make business happen for ourselves and for others, or are we there:

1.     To socialise? Good food, good company…

2.     Out of habit? It’s part of our routine…

3.     Because we have to be there?

Very often you may go in with networking intent, but everybody else seems laid back, or reserved or more interested in discussing the Rugby World Cup, for example.

Q: How do you focus the situation without being a total social miscreant?

A: You don’t. You go with the flow.

Relax, as long as you have intent everything is going to be fine.

You’re not there to make sales right now. You are there to network, even if nobody else is. So identify people you want to meet, engage them socially and at some stage plan to exchange business cards.

For now, be social, be friendly and engage. Break the ice. The business end can follow later in the week with a ‘dance’ or some other one-on-one meeting.

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.