By Marlene Talasnik, Simplified Living LLC
The Old Girls’ Network (herein known as the “OGN) is a group of Fabulous Women who want to do business with other Fabulous Women (and perhaps even a few lucky men). Their gatherings are never couched as “educational” or “motivational”. Rather their mission is to shamelessly network, exchange ideas, referrals and support amongst a sisterhood of Fabulous Women.
The founder is Linda R. Lane, a Registered Representative of securities and investment advisory services offered through MML Investors Services, Inc., a Massachusetts Mutual Life Insurance Company (hereinafter known as MassMutual) subsidiary and Insurance Representative of MassMutual and affiliated companies. When not sponsoring/attending a myriad of networking events she is at her office on 1814 Route 70 East, Suite 350 in Cherry Hill, NJ or reachable by phone @ 1.856.504.8299 or email @ lindalane@finsvcs.com. Her e-mail address motto is… You can’t predict, but you can prepare.
The meeting is held monthly at Andreotti’s Viennese Café in Cherry Hill, NJ. A fee of $12.00 (cash only) is collected at the door and is used to cover the expenses of a wonderful buffet.
Presentations are not the norm so I felt blessed when I was given an opportunity to speak.
After a round of “30 second” introductions and a buffet the presentation commenced. The topic of the day was “Doing Whatever It Takes to Make a Living in a Depressed Economy.” Below you will find the highlights of the presentation given to thirty (30) Fabulous Women.
The Presentation
I told them my name, profession & a thirty (30) “elevator speech” on Simplified Living, LLC. Then, I proceeded to explain that in today’s economy, my business would be considered a “niche” market. And, “niche” market providers are considered “luxuries”. Knowing that , it was my job to do whatever it takes short of being obnoxious or breaking the law, to become a “necessity”!
How to Make Yourself a “Necessity”?
First was to identify who is your “bread & butter”! (Mine is the elderly who wish to remain in their own homes or the adult children thereof who are responsible for their affairs). And, then think how you could reach out to them using the least amount of resources (in terms of time and $$). My answer was: NETWORK/NETWORK/NETWORK!
Network/Network/Network
I explored the $$ factor by explaining that many networking groups let you attend a certain amount of events at no or a slightly higher price without a formal commitment. I encouraged them to check them out.
Where to Network?
I implored them to not go to any old event… that if the connection was too tenuous to their business mission… don’t waste their time or $$.
Once You Attend…Do You Know How To Behave?
I quoted Linda Lane’s philosophy during this segment. First, know what you do and be prepared to be able to say it succinctly in a minute or less! And, never leave an event without at least two (2) business cards that you intend on following up on and do it!
Did You Know That There Is Networking Protocol?
At this point, I shared that I had volunteered to be an “ambassador” for the Center City Proprietorship Association (hereinafter known as “CCPA”). I defined “ambassador” as being someone who is counseled to answer all questions pertaining to an organization and try to steer individuals to join. Then I started to share tips learned during Todd Cohen’s “Guerilla Tactics” presentation.
When Do You Approach?
I told them to study a room. First, look for the people that are standing or sitting alone and approach them! Often these people are shy or uncomfortable with networking. I assure you they would be thrilled to be approached. Next I admonished them to never interrupt two (2) people whose body language indicates that they are engaging in a conversation and would not welcome your intrusion. Then, I told them what to do with groups of three. I suggested that they study their positioning. If the positioning suggested they were receptive to someone joining them… by all means go over… pick one and with an outstretch hand and your best smile say… hello my name is “x”… and the rest will follow.
What Do You Say?
I told them not to drone on and on about their business or try to give a hard sell…it is a definite turn-off. I shared my approach which is to ask people to tell me about themselves/businesses first. This way, I can get clues about how to explain what I do and ascertain if there is any synergy between us.
What about Business Cards?
Only give a business card if you are asked for it! Otherwise, the person will feel obligated to take it and will trash it when you’re out of sight.
Networking Follow-Up
The first rule is “timely” and “selective” follow-up is crucial… with “timely” defined as within two (2) to three (3) days of your initial contact… and “selectivity” defined as don’t run out and send a “canned” e-mail to everyone you’ve met. Rather, create specifically tailored letters. I shared my litmus test for “selectivity”. It boils down to this… if I have difficulty formulating an e-mail… it is indicative that I should not be reaching out to this person! I implored them to make it short… that the goal of an e-mail is to obtain follow-up (either on the phone or in person) for mutually benefit business. Unless this person has specifically stated a desire for information to deduce if they wish to become a client, don’t write a manifesto and include all sorts of attachments!
The second is give without expectations. Be gracious with your information. Try to remember how truly wonderful it felt when someone provided an unknown networking organization; a rolodex contact or a lead? Your time will come and they will remember your generosity!
Social Networking… Does It Make A Difference?
Then I switched gears to discuss the topic of social networking… you know Twitter, Facebook or LinkedIn. As a Boomer, I said I had difficulty seeing the relevance of all but LinkedIn and then had my reservations about that! I asked how many presently used it… what they used and… if they thought it was worthwhile using. Most didn’t see the relevance of it. Then I shared what a recent college grad shared told me… it can make plenty of difference! He said as little as a tweet a week would put you other people’s radar screen. At the very least, it can tell what direction your business is going (which may not be the same as your colleagues/prior clients’ recollect).
Turning Leads Into Paying Customers… What Are You Willing To Do?
With my ten (10) minutes of allotted time coming to an end, I turned to the subject matter of how to turn a lead into a paying customer. My answer was… it depends. I posed this question… would you rather compromise on issues such as price/time/mileage etc. to get business or be inflexible and risk losing it? I implored them to compromise and let the customer know… not only will they be appreciative… you’ll have additional cash flow!
It is my sincerest wish that you have learned something that you did not previously know prior to reading this blog. And, that you will be gracious enough to share it with people who are in your rolodex.
RSS Feed