Birds Teach Me About Selling
I learned a lot about selling from the birds I tried to feed today
Your product or service must be wanted by a hungry audience.
Your audience wants to enjoy your product or service in surroundings of their choosing.
Your prospects won't become customers if they think the risk is greater than the potential reward.
Some prospects will never take what you give them even if it is perfect for them.
Sometimes your audience isn't hungry.
Storytime at the Networking Event - Success Stories Give The Audience a Chance Play a Role
We've all been there. We are at a networking event and it's time for the elevator speeches. And one by one they drone one in a rhythmic fashion. "I'm Bob with Bobs Inc." "I'm Mary with Mary's Cleaning." "I'm Steve with Steve's Warehouse." Each introduction more mundane than the last. YAWN!
But then something unusual happens. We find that we're listening to someone more intently. And before we know it, we're hooked. We forget about the time and our wonderful buffet lunch, and find ourselves deep inside another world. In this new world we are experiencing new and exciting things. What is the difference? A story.
When delivering your elevator speech (Magical Networking Moment), using stories will capture the imagination and move the audience to take action much faster than the facts. So present the facts in a success story. A success story is any recount of an experience a customer has had with you, your product, your service, or your business. Success stories are extremely powerful.
Most people are thinking about themselves most of the time. This is the challenge every marketer has when conveying information about their products and services. How do we break the preoccupation of the audience? People will naturally listen longer and more intently to a story than to a pitch. What's more, people are naturally curious and want to know how a story ends.
And when a story applies to them, people have the ability to project themselves into the story and really see the success happening for them too. When they do, you have the rare opportunity to use their self-focus to your benefit. When people are able to think about themselves while using your product or service it translates into more business for you.
Be certain that your story is true as honesty is always the best policy and your integrity and credibility are keys to networking success. And resist the temptation to embellish for effect. Those who relate to the story won't need a larger than life experience to be drawn in. That isn't to say that you shouldn't bring life to the story. Include sensory words like saw, felt, tasted, and heard to bring the story to life.
And for those who are new to the company, use a story from a seasoned veteran. Again, confirm the truth of the story but once confirmed, share the success story with audiences until you have your own. Tell a success story every chance you get. You may use different stories or the same one over and over again. Remember there are always new ears listening.
One bit of caution when using stories. Just as the audience will be drawn in and will loose track of time, so will you if you haven't practiced. Don't attempt to tell a story off the cuff. Practice your story in front of a mirror until you have the right facial expressions and you have a handle on the time it takes to share. Telling the story masterfully is a skill that must be developed and practiced.
Storytelling has been with us since our first words. Cave dwellers and ancients from all parts of the globe used pictures to tell stories. Today we continue to share our most powerful lessons through stories. You can use stories to tell in a more interesting way the story of your product or service and more people will be interested. Use the success story to win more business and build better relationships. Tell the story.
Knock, Knock! Know Who Is There At Networking Events: Business After Hours (BAH)
Perhaps the one event that has done more to ease people into networking is the business after hours. A staple of chambers of commerce and associations, the business after hours usually attracts the largest crowds and the most diverse audience. Knowing what to expect is crucial to success at a business after hours (BAH for short).
The major difference between a BAH and all other networking events is alcohol. Most BAHs will have at least beer and wine and many will have mixed drinks as well. This creates a more relaxed atmosphere where people will let their guard down and be more social. Work is over, the drinks are flowing, and people loosen up quite a bit. BAHs can be very powerful opportunities.
However BAHs can create the biggest risk as well. Most BAHs will be held immediately following work. Intoxication happens more quickly when you drink on an empty stomach. While it is rare that anyone gets really drunk at BAHs, many will have their judgment impaired by alcohol. So a word of caution: Drink with care and beware of those who have been drinking.
Of course there will usually be food available at a BAH. The trick is to manage food and drink all while standing since most BAHs are held in a cocktail-party atmosphere. It is equally important not to appear gluttonous by remaining near the buffet for too long. Since this is a social event, more focus will be put on your social skills. You must be aware that, like it or not, people do watch and people do talk. Everything is amplified when you add alcohol to the mix.
Do not be mistaken. This article is not intended to discourage you from attending BAHs. Quite the contrary. BAHs will attract attendees that you cannot reach at any other function. All the high profile executives will attend as will the busy entrepreneurs and solo practitioners. The BAH is the one event where you truly can meet most anyone you wish.
Knowing how to meet people, what to say when you meet them, and how to meet the right people at an event will be critical skills necessary for success when attending BAHs. Remember that you should focus on others not yourself and that the conversations you hold should be designed to determine if you are meeting someone that you should get to know better. Be social, meet several people, and then determine the three to five folks that you can help and that can help you. Talk with them a bit longer and be sure to get their business card to follow up.
Remember these general rules about business after hours events: Most are powerful opportunities. The smaller the event the more likely you are to make a great connection. The more focused you are the more likely you are to meet the right person. Therefore, eat before you arrive, skip the alcohol, and be clear who you are looking for. By following these rules you will always leave the event with connections that count and a clear head.