Lessons from Children
Sometimes our best lessons come from children. If you are a member of Rainmakers, you have probably heard me tell this story. I use it often as an introduction to an activity on communicating your value proposition clearly.
I was about three years old when my dad and I walked into a bakery. After he placed his order, he noticed I was staring into the glass display case with all the pastries. 
He asked, “Lanie, do you want one?”
“Yes, daddy,” I replied enthusiastically.
The saleswoman handed me a round pastry, with whipped cream, and a cherry on the very top. As we turned to leave, the pastry fell to the floor. The saleswoman offered me another one which I was happy to accept. As we turned to leave the second time it was obvious I deliberately dropped the pastry as soon as I ate the cherry.
“Lanie, why did you do that,” my father inquired. ( Right about now, I should mention my father was not a patient man)
“I only wanted the cherry,” I replied!
Don’t Mistake Cherries for Pastries
My father made a common mistake; assuming we were talking about the same thing. Actually, he was talking about pastries, but all I saw was the cherries.
Anyone who has spent time with young children has had a similar experience. Children enter conversations with a much narrower base of experience. From this limited perspective they often miss the subtleties or even the main part of the conversation.
Adults Often See Just Cherries Too!
Surprisingly, this doesn’t change as we grow up. We each enter conversation with limitations and gaps in our knowledge base. And yet, people often use technical or jargon-laden language at networking events.
The listener smiles politely, but has no real understanding of what is being said. The result – Instead of focusing on the message, and how they can help you, they are thinking about their next client, next conversation or possibly a lovely pastry with a cherry on top.
Let Children be an Example
So how do you engage someone who is unfamiliar with what you do? The same way you engage a child. Simplify the concept, making connections to things in their realm of experience.
Just for practice, before you head out to your next networking event, imagine you are about to enter a 2nd grade classroom, and the teacher has asked you to tell the children what you do!
If you can simplify the message for an audience of 10 year-olds, you can find something somewhere in between for a room full of adults.
Use these simpler, shorter sound bites at the next networking event you attend. You may be surprised to find the shorter answers and simple explanations are more likely to generate a response or question from the listener.
And because your listener has a frame of reference for your comments, you may end up with more referrals, sales, and the occasional cherry!
Social Media is Not Enough!
Jay Ehert, author of the Marketing Spot blog says he is tired of social media. Like me, his roots are in traditional marketing. In last week’s podcast he reminds us to build our foundation. Even in a world were everyone is talking about Social Media, do the basics first. Remember to focus on:
- Branding
- Customer Experience
- Word of Mouth
- Traditional Advertising and Promotion
It isn’t a either or world. Just as TV added new dimensions to advertising for small business owners 70 years ago, so does Social Media today.
Creativity Comes from Your Environment
Later this month I am giving a key note presentation at the Greensburg Chamber of Commerce Women’s Conference. My presentation is entitled ” Who is On Your Front Row, and Other Strategies for Developing Creative Solutions.
The title comes from the short presentation below, based on my experience giving a presentation with friends in my front row. The lesson I learned? When I give a presentation, or work on a problem, I want friends in my front row.
Why? They give you the encouragement, support, motivation, and nurturing you need to find truly creative solutions.
Thanks to Dave Anderson and Pinpoint Multimedia for the production of this video
What Lunch and Networking Have in Common
I have a confession, it has been an incredibly busy few weeks, and I am running a bit behind. So I haven’t had a chance to do as much writing as I usually do and therefor, I am recycling an old post today. Originally published in January 2008, before most of you were actually reading my blog is is still one of my favorite networking tips.
You return home after a networking event and empty your pockets, putting the business cards you collected onto the desk. What comes next? If you are one of those people who organize them in neat piles, tied with a rubber band and a promise to get to them someday, just toss them in the trash! Why – because people have a short memory.
What did you have for lunch? Be honest, do you remember what you had for lunch three days ago? I bet you don’t. And yet the interaction you had with you lunch was significantly more intimate, than the conversation you had at the networking event. So if you can’t remember what you ate three days ago, how can you expect someone to remember you a week later? When you come home from a networking event, you have 24 – 48 hours to follow up. After that it is too late! No one said this was easy. Networking is work!
Choose a few Great Connections If you have met quite a few people, sort through the cards, select one or two with whom you want to follow-up. Send an email or better yet a hand written card within 48 hours. The note does not have to be long. It should however, remind the person where you met, and open the door for a future conversation. When evaluating with whom you want to follow up and stay in touch, think about what you can do for them. Be fair, if you can’t see yourself ever referring any business their way, don’t waste their time or yours cultivating the relationship.
What Makes Good Follow Up? If you were asking good questions and really listening during your brief networking conversation, you probably have a few ideas. Consider an article on a topic of interest or an electronic introduction to someone you think they should meet. Do not use this first contact after a networking event as an opportunity for a sales pitch:
“Hi, I enjoyed meeting you and by the way if you are looking for____.” That not-so-subtle approach says “I am not really interested in you, unless you want to buy something.” An experienced networker knows it may take a few conversations to move to the sale mode, but when you get there, you have a greater chance of success.
Want to learn more about networking? Order a copy of Confessions of a Networking Junkie
Say Less … Listen More
Have you ever been at a networking event and politely asked a small business owner what what he/she does, and their answer goes on, and on and on?
When ever that happens to me I am reminded of an old story about an impatient young man who went to visit an old scholar. He demanded the the old man tell him everything he needed to know about the bible standing on one foot.
The old man smiled, stood on one foot and said, “Do unto others, as you would have them do unto you! All the rest is commentary”
What Would You Say?
If that same impatient young man came to your business, could you meet his challenge? Could you boil down the description of your business to a simple message, deliverable standing on one foot?
Say Less … Listen More When someone at a networking event asks “What do you do?” Treat the listener like an impatient young man. Avoid a long, detailed description of your products and services. Instead, give a brief, but compelling description that leaves the listener wanting more … and watch what happens!
Big Connections, Big Ideas!
On a regular basis people tell me people in Indiana aren’t as cool, hip, smart or interesting as people on the coasts. And I just don’t believe it. I have found some amazing, passionate, interesting people with life changing idea, right here in Indiana. And yesterday about 275 of them gathered at the Cabaret Theater for the Inaugural Smaller Indiana, Bigger Ideas Conference.
If you were there, please share your thoughts. If you weren’t here is just a taste of what you missed with some of my favorite quotes and thoughts from the day:
Scott Massey -
- Leaders need to be four things: Scout, Knower, Witness and Conduit
- The pace of change today should change how we think about ‘change.
- If your not doing something that is bigger than you, you may be wasting your time
- And an intriguing question for Scott: What constitutes work in a concept economy?
Jenni Devoe
- Your old customers want to cast you in your old mold. Want to change the direction of your business? Change your customers!
- You’re not going to get where you envision being if you don’t first take the time to envision being there
- Dream until you die
Mark Hill
- It is about mote than ideas. It is about execution
- Wishful thinking is the enemy of execution
- People that are successful are the people that do what they say they are going to do.
- Find something you’re passionate about and you’ll never have a job
Sally Brown
- Quoting Helen Keller: Life is a daring adventure or nothing at all
- Measure your success with something other than money
- Ask yourself four questions. What can you do? What should you do? What will you do? And How will you inspire others
David Forsell
- Life is a gift
- It wasn’t that David had less to say then the other speakers, I was just so wrapped in his story, that I stopped taking notes. I hope someone else will fill in the blanks
Ken Johnson
- If you are the smartest person you know, your circle is too small
- Then mentality of low expectations is all around us – Call for greatness!
And then there was more… Jon Ketzenberger and his panel left us with a few more thoughts but I was running out of steam. My favorite from the panel discussion:
- – We don’t have to embrace fear when we have the resources to embrace innovation.
And from some of the attendees:
- Jon Speer ( @creoquality) summed up the event in three words Passion, Connect, Execute
- Mike Magan ( mikemagan) Indiana is in the early stages of a positive transformation.
And along with the speakers and the panel, were the unexpected performances from the Indianapolis Ballet Company and “Married to Magic” performers from IndyFringe.
For more, check out the Twitter Stream at @ #SIBI and www.smallerindiana.com home page for the videos when they go live in the next few days!
Let’s Get The Word Out
As the economy slowed down last fall, we began routinely encouraging our small business clients to increase, not decrease their investment in marketing and advertising. And because we believe you need to practice what you preach, we did the same thing. Begining in November, we began using direct mall on a regular basis to reconnect with existing customers and reach new clients as well. 
We have created a different post card for each or our products, printed about 1,000 and mailed them at the rate of 100 a week. We have a list of about 1,000 small busienss owners on our “hit” list, and but sending the cards out in batches of 100, each company hears from us about every ten weeks.
As soon as a card arrives from the printer, it is time to start working on the next design. Designing the different mailers was fun because we used slightly different styles and images to portray each service we offer. It has been a great way to stay connected, get our name out in the community and keep everyone up to date on the services! we offer.
And the result – we have had a number of calls after the cards are mailed, and a business owner receives one of our postcards. Sometimes the calls even come a few months later. The investment has been relatively small, but we are convinced the cards have contributed to our ability to continue to grow our sales, even in a slower economy!
When it Comes to PR – Less is More
Great press releases are simple. Just a few paragrahps, which peak the curiosity of the journalist, prompting them to call or ask for more information. Too often companies try to cram too many ideas into one release. As Diane Wilhote says:
… when my clients send me a proposed press release that they want rewritten, they are so excited about their business/new idea/upcoming event/announcement that they cram about 20 different ideas into their press release. This makes it not only too long, it makes it confusing.
There is another reason to break the release up into a series of smaller stories. The constant flow of information conveys the idea that there is a lot going on at your firm!
Looking for samples of press releases? Check out http://www.indy-biz.com
Who Will You Find at the Networking Event?
I am a networking junkie. I attend quite a few events each month, and am always looking for a few great connections. It is fun to see old friends, and renew acquaintances as well. And some times, it is just fun to sit back and watch the room.
- There are the Rabid Sellers: The people who come to the event with brochures, and portfolios in hand, forcing them on anyone who will stand still long enough to get one thrust into their arms. If this is your approach, you are probably wasting your time. The majority of your brochures will be left on the table, or in the trash on the way out. Instead of pushing your product on everyone is sight, strike up a conversation, and listen to what the other person is talking about. Then follow up with a few qualified prospects
- There are the Rookies: They move around the room, with a “deer in the headlights” kind of stare, hoping someone will talk to them. If you are a rookie, stop waiting for others to talk to you, and jump in! Introduce yourself to someone else and watch what happens.are
- There are the Regulars: These folks seem to know everyone in the room. If you are a Regular, don’t forget to welcome the Rookies. It is nice to catch up with old friends, but don’t forget to widen your circle too!
Recently I met someone at a networking event that didn’t fit any of these categories, or any other category for that matter. I approached him, welcoming him to the event, as I often do. I politely asked what he did, and who he wanted to meet. He proceeded to tell me – at great length, how he had all the business he needed, and didn’t want to meet anyone at the event.
While I should have let it go, but I couldn’t so I asked if he didnt’ need to meet anyone why he bothered to come, it clearly wasn’t for the stale chips and dip? While he explained he had come as a favor to a friend, I had already checked out. Mentally I moved on to the next person, especially when he it was obvious he clearly wasn’t interested in finding out anything about me.
He left early, and I doubt anyone will remember he was even there. Perhaps he really didn’t need to be there, was showing off, trying to make himself seem important or maybe he was just a jerk. If you are in this last category, stay home. If you don’t know why you are at the event, don’t want to be there, don’t want to meet people, stay home, and I will send you a few stale chips and dip. Stay home, and let the serious networkers find each other!
Short Comments for Short Attention Spans
Today’s post is directed at the novice networker, so if you are a pro, feel free to skip today’s post, or better yet, add your favorite suggestion as a comment.
If you are new to networking, remember people have short attention spans, unless you are talking about something really interesting. If you have just been introduced, then a long description of who you are, what you do and what you are looking for is not interesting.
A conversation, where you ask and answer questions is. So practice, short sound bites, Which describe what you do, and turn the conversation back to the other person. Let them talk. Listening is the best way to figure out if there is a connection worth pursuing in a follow up conversation.
