|Posted on August 17, 2017 at 3:17 PM||comments (6511)|
The most effective networking relationships are reciprocal. Both individuals gain substantial benefits from the relationship. Unfortunately, some professionals view networking from one of two extremes, either they cynically ignore the effort, or they pursue their goal with Machiavellian tactics.
But what of the majority of us that fall between the extremes? We show up for the dance, but spend a fair amount of time observing from the sidelines. Of course there is nothing wrong with some observation. After all, we don’t feel compelled to be on the floor for every single song. You may even discover that some of your connections do not actually care for the same music as you do. What then? In most cases I let those connections linger. Who knows, perhaps circumstances will change and we’ll find a common beat in the future. But have you ever taken the step to remove a connection? I know, in today’s politically charged world it feels like unfriending, unfollowing or unlinking would be a dangerous move. It doesn’t happen often, but on occasion I have removed connections. I remove connections based on the following formula:
In short, I just don’t feel a high enough degree of trust to keep moving forward with the relationship. So, how could a person grow my trust?
I know it looks like some type of Pythagorean Theorem, but it’s not. For me, the key to creating a large trust number is to build rapport, build credibility, and reduce risk. If all three factors can be shifted in the right direction my trust is bound to grow. Let’s take a high-level look at each.
Rapport: A relation of harmony, conformity, accord, or affinity. We have a sense of shared understanding.
· Being contacted appropriately by the method that best suits the nature of our relationship.
· Being treated with respect.
· I actually like you.
Credibility: You are worthy of belief or confidence. Your actions and words are in congruence.
· Being offered services or products that are truly relevant to my desires.
· You are transparent in how you deal with me.
· You clearly answer my “What’s in it for me” question.
Risk: Exposure to the chance of injury or loss; a hazard or dangerous chance. My safety, security and social capital (reputation) should not ever be at risk.
· What are you going to do with my personal information?
· How do you want to use my social capital? How does that benefit me?
· How does our relationship impact my personal brand?
I’m guessing each of us approaches our networking connections from a different perspective, and that’s fine. But if you are taking time to increase rapport and credibility while decreasing risk I’m sure the strength of your network is growing like crazy.
|Posted on August 17, 2017 at 12:50 PM||comments (1)|
Building your personal brand requires tenacity and dedication. If you’ve been focused on developing your personal brand you also know it takes time and money. It takes time to engage your audience and it takes even more time to create content that will get noticed. The last thing you feel like doing is working overtime trying to monitor your results. Fortunately there is a quick, easy, and free method that you can use to gauge your efforts.
This is where “Twitter Lists” can help. Get in your Wayback Machine because Twitter released this feature in November 2009!
In short, Twitter Lists allow you to organize the profiles you’re following into groups. As you can see above I’ve created (Subscribed to) 15 lists. The filtering aspect of this feature is helpful if you are trying to zero in on something specific, such as Twitter users based on location, employer, or any other relevant categories. Creating a Twitter List is a simple process. The first thing you’ll be asked is to provide a name for your list. That’s where this feature becomes useful as a reputation management tool. If you’ve been listed you’ve caught someone’s attention. Something in your bio or the content of your tweets has made an impression. In the future, the person who listed you will be able to find you quickly because they filed your profile under a group they intend to monitor. In other words, your reputation or influence has been noted. You can review the lists you’ve been placed on by clicking “Member of.” Next you’ll want to take a good look at how they’ve named and/or described the list. A few examples of lists I’m a member of:
Overall the Lists feature is a quick and free way to monitor your influence and reputation. If you use TweetDeck ( https://tweetdeck.twitter.com … also a free tool) you can also see how many times you’ve been listed (4,883 times). In that way you can also get a feeling for how fast your reputation is growing.
Let me end with one more suggestion. When someone lists me in a category that fits with my personal branding strategy I make the effort to thank them for their consideration.
In most cases they will hit the Like button or reply “You’re welcome.” It’s a small gesture that pays big dividends. After all, they’ve just added value to your brand.
|Posted on August 3, 2017 at 1:02 PM||comments (94)|
Read Full Post »
|Posted on May 15, 2017 at 12:57 PM||comments (1)|
Free white papers and eBook’s, free seminars and webinars, free assessments, free consultations, free demonstrations, free software download, free, free, free. It sounds great, after all, why pay for business advice and knowledge when you can get it for free?
But it’s not really free because every choice has cost. What we don’t spend in dollars, we spend it time, attention, and effort. There is also “opportunity cost” to consider. When you pick one path you are losing the opportunity to explore another. That means economically speaking, nothing is truly free.
Does that mean lead generation campaigns should be using the phrase “with our compliments” instead? That phrase does more closely imply that something is being given as a courtesy, but that there still may be time, attention, an email address, or some other information required to get it. While that phrase is a bit more transparent, it doesn’t have the catchy ring of “free” and isn’t favored by marketers. I’m sure you don’t see it used very often.
This topic really is important for content producers to consider. It takes both time and money to produce quality content for lead generation campaigns. While most organizations insist on tracking the ROI of every marketing campaign I’m not confident they always include all the costs associated with the development of quality content. In some ways the production of content is now a “sunk cost” because in today’s social media environment if you’re not investing in a steady stream of engaging content you’ll soon be forgotten by the influencers and targeted personas you’re trying to attract and nurture. And let’s not forget; for every individual on this planet “attention” is a limited resource. In fact, in most situations you’ll be lucky to snag “partial attention,” let alone your target audience’s full-attention.
If content producers charged would that change your perceived value of the exchange? Can you really see yourself paying? Yes, there is some content we all pay for. But in relation to most of the thought-leadership material produced for sales lead generation purposes that is not the case.
So content has a real cost, but is difficult to charge for it. And attention is a limited resource meaning it’s technically not free either. In order for some type of communication to begin you’re going to need to start building rapport.
Without rapport, you will not get what you want.
In Genie Z. Laborde’s book “Influencing with Integrity” she points out that when rapport is not present, it becomes top priority in communication. In fact, rapport is like money: it increases in importance when you do not have it, and when you do have it, a lot of opportunities appear. You’ll know you have it when you have a sense of shared understanding. We have more attempts at communication today, that is, more attempts to talk to others than is imaginable. Yet true communication often remains elusive because the data explosion and noise levels have gone up so fast that it feels like no one really takes time to listen any more. Does your brand really listen to the voice of the customer? Or just broadcasting? If you’re not listening, how do you know if you have a shared sense of understanding?
Coercion is about getting people to do what you want them to; persuasion is about getting them to want to do what you want them to do. Persuasion takes time. It requires rapport and understanding your target markets needs and desires. You need to develop trust by building rapport and credibility, and minimizing their risk. If you’re not getting what you want from your content it’s time to change your strategy.
|Posted on May 3, 2017 at 6:37 PM||comments (2)|
“Thanks for following! Let me know if I can help!”
It appears to be a friendly welcoming, offering help to the receiver of the message, but it’s not. In fact, if you are using those ten words at the front end of your lead generation campaign then you are actually damaging your brand. Here is why:
1. You delivered it through a direct message automation application didn’t you? I thought that was the case. Sorry, but most people delete those messages without ever reading them. Many will even unfollow you based on your action. Those types of messages are viewed much like email marketing spam. So, unless you want your personal or corporate brand associated with that kind of activity you should turn it off.
2. Gratitude is a good thing. It’s always polite to thank people when the situation calls for it. But this is not one of those situations. Perhaps ten years ago, when Twitter was new and the rules of engagement weren’t understood. But thanking someone through an automated message (btw, that’s very impersonal) for following you, or in many cases they were actually following you back, now comes across as a rookie move. Are you currently calling yourself a “social media guru?” Too bad, because now they know you really aren’t.
3. “Let me know if I can help.” We really appreciate that you are willing to jump in and solve our problems. It’s very generous of you. But you might as well as said the following; “Now, please take the time to go to my website and figure out exactly what I sell. Then, think about your daily needs and problems and try to determine if you think my services or products can help you. If they can, let me know.” If you have spent any time at all carrying a quota then you know this is another rookie sales mistake.
Do you really think your audience is going to explore your website when you probably have less than eight seconds to make an impression and gain their attention? I didn’t have to ask that question because you already know the answer. Of course your audience is not going to take time to try to figure you or your company out. Their attention is limited and they want you to figure them out. So, turn off your direct message automation program and start over before it’s too late.
|Posted on May 3, 2017 at 5:52 AM||comments (3)|
No, probably not. In fact, I’m guessing your company doesn’t even interview them for fear of the following:
1. When more experience and skills are obvious from their LinkedIn profile or job application it naturally brings the perception of added value. And added value brings the perception of higher pay, even if the salary range hasn’t been disclosed. If that perceived higher salary is higher than your budget for the position the application goes into the “overqualified” file.
2. Recruitment is expensive and takes time, so of course every employer wants the most return on their HR investment. If the applicant brings additional value it’s natural to conclude that they have lots of “options.” Therefore the applicant probably wouldn’t stay very long. Let’s file that one with the overqualified too.
3. Additional experience must mean they’ll get bored with a lower tasked job. And who wants employees who are not motivated or refuse to be “engaged?”
4. Additional experience implies that they are older and set in their ways. And the young manager the applicant would report to really views them as a potential internal competitor, not a potential mentor.
5. Their additional skills and experience means the applicant has obviously applied for the wrong job. That means there must be something wrong with them, or they have something to hide.
There could be several other reasons, but you’ll never know because your organization doesn’t take the time, or see the need to have a conversation. No doubt your management has metrics, case studies or white papers that explain why it’s always done this way. And yet, the overqualified candidate expressed interest. They initiated first contact with your company. If nothing else, don’t you wonder why? For example, what if:
· They want to shift industries.
· Move to a new location.
· Travel less, or more.
· Achieve greater work-life balance.
· They are just ready for a change.
It’s time to rethink this situation because on the positive side overqualified can also mean:
1. Well known and connected to your market.
4. Self-sufficient and easy to manage.
5. Motivated, enthusiastic, even passionate about their work.
6. Able to provide fast results.
7. All of the above.
Look, regardless of how long an overqualified candidate stays, he or she is bound to add value to your employees and company. You could do worse things than hire an amazing performer, even if he or she stays only six months. So, make the time to find out what really motivated them to apply in order to validate additional process considerations. Examine and evaluate their social capital and personal brand carefully. The last thing you want to do is dismiss a relationship that could be useful to your sales, marketing or executive team. Consider creating a networking process to introduce the candidate to key employees within your organization. That action will help your current employees grow their social capital, and at the same time soften the rejection and keep doors open if hiring them is not an option at this time.
|Posted on April 7, 2017 at 3:45 PM||comments (4)|
It’s easy to spot self-absorbed brands on social media. What do they look like? It’s not what they look like; it has to do with how they communicate.
· Learn more about us at blah blah blah.
· Be sure to “Like” our Facebook page!
· Did you catch our latest post?
· Hope you enjoy our tweets and posts!
· Please RT!
· Don’t miss our latest blah blah blah.
In addition, they rarely follow-back their audience. Which means it’s impossible to start a direct message conversation with them. It’s obvious that they’re only interested in using their social channels for broadcasting purposes.
In defense of the self-absorbed brand we know you are spending a lot of time and money developing “thought-leadership” content because your strategy is to be our “go-to” source for everything related to what you do. And that’s great, but your implementation of that strategy comes across like,
well, I think you know. We don’t care how smart you think you are. If we don’t like you, and trust you, we’re not going to do business with you.
In order to gain our trust and affection you need to shift your focus.
· Say “We’d love you learn more about you!” Not, “learn more about us…”
· Say “We are looking forward to reading your tweets and posts!” Not, “Did you catch our latest post?”
· Stop begging for RT’s … if its good content and we think our audience would benefit from it we’ll pass it on.
· Don’t send automated direct messages or tweets asking us to “Like” your Facebook page.
· And for heaven sakes, follow-back your target market. Did you know that social rejection activates the same part of the brain as physical pain does?
|Posted on March 30, 2017 at 5:53 PM||comments (1)|
In the early 90’s three Pennsylvania college boys with too much time on their hands decided that every actor living or dead could be linked to Kevin Bacon. Although never a big box office draw, Bacon has been in a significant number of films and the boys discovered that if you use Bacon as an end point, you can link him in six degrees or less to almost any other performer. So, from that humble beginning The Six Degrees of Kevin Bacon was born.
For example, Alfred Hitchcock and Elvis Presley can both be linked to Kevin Bacon.
Just for fun let’s imagine that Kevin Bacon is an open networker and all the actors in this example are currently living. Kevin would like to add to his suspense and psychological thriller genres and believes Alfred Hitchcock could be just the ticket.
Kevin Bacon contacts Jack Nicholson:
Jack, I hope all well! Hey, I really enjoyed working with you on “A Few Good Men.”
I wanted to reach out to you and see if you could help with an introduction to Alfred Hitchcock. I know you are not directly connected to Alfred, but you were in “A Safe Place” with Orson Wells.
And Orson Wells was in “Show Business at War” with Mr. Hitchcock.
Based on those common connections, could I ask you to pass along my request?
Jack Nicholson replies to Kevin Bacon:
Kevin, you can’t handle the truth! “A Safe Place” was a critical and box-office disaster! In fact, Time magazine called the film "pretentious and confusing.”
Wow, sorry to hear that. But can I depend on you to sell my introduction to Mr. Hitchcock through Mr. Wells?
Son we live in a world that has walls, social capital walls, “what’s in it for me” walls. But OK Kevin, I’ll do you a big favor, but I’m not making any promises.
Jack Nicholson contacts Orson Wells:
Orson, I hope all is well! Hey, it’s been awhile since we worked together on “A Safe Place,” but I’ve got this young friend who would like to meet Alfred Hitchcock. I noticed you and Alfred worked together on “Show Business at War.” Would you be open to making that introduction?
Orson’s reply to Jack:
Jack, I had completely forgotten we worked together. In fact, I almost deleted your message without even reading it. You see, I’ve tried to erase the “A Safe Place” experience from my mind because it was such a disaster. Concerning your request, no I can’t help. I wouldn’t feel comfortable reaching out to Mr. Hitchcock. You see “Show Business at War” was a short film, only 17 minutes in length. It was sponsored by Time Inc. in 1943 to tout the United States film industry’s contribution to the Second World War effort. And the fact of the matter is that I never personally met Alfred during that brief project.
So what point, conclusions or action steps am I trying to make here?
1. If you are an open networker, and that strategy works for you, keep doing what you are doing. I would never order a “code red” on a strategy that is delivering results.
2. If that strategy is not working then order the code red immediately because “The Strength of Weak Ties” theory does not guarantee networking success.
Asking connections of connections for a favor is a difficult tactic to pull off. In those situations it’s obvious that your focus is completely self-centered, and most people are afraid of being taken advantage of by people they barely know or have no emotional investment in.
|Posted on February 14, 2017 at 9:11 AM||comments (35)|
My prime prospect is showing me their child pose. That’s code speak for “I’m not paying attention now, so don’t bother me.” The silence is deafening. What are my options?
1. Get busy with some loud broadcasting activity? You know, blast them with all the channels including the phone, email, texting and social media. Sure, I can wake them up and force them to engage with me!
2. Hoover over them and watch to see if their current position shifts in the slightest. At that point I could quickly swoop in and hijack their attention before they nod off again.
3. Monitor and listen; wait for them to wake and regain their focus. Use the downtime to reevaluate the environment and determine what type of content would be more relevant.
That last option is really hard for a sales and marketing person like me to consider. It’s hard to wait, listen and reflect when you are action-oriented. And what’s with the short attention span? Prospects seem to enter the child pose so quickly! Of course the idea of creating more content to build interest and keep the prospect engaged always feels childish and is exhausting.
So, under the banner of satisfying unmet needs, education and thought-leadership let the “do not call,” “unsubscribe” and “unfollow” risks be dammed. After all, I need to pitch my solution by getting the word out because I have a sales funnel to fill. And so the unsolicited pitches start to crank up the noise.
Except I’m not the only one pitching out there. Everyone seems to think they are unique, but all the approaches follow the same old templates.
What is your Unique Selling Proposition?
Contact Alan See CMO Temps, LLC at [email protected]
When Ted Turner was asked for the secret to success, he said; “Early to bed, early to rise, work like hell and advertise.” That’s not something that marketing people can bet their careers on anymore. We live in a relationship-based economy. Your prospect is looking for transparency, trust, relevance and engagement. It’s time to step-back and listen.
“If you were going to start your business over again, what’s the one process, you’d put into place from day one?”
|Posted on February 7, 2017 at 6:12 PM||comments (4)|
The process, or more fitting, the mindset I recommend to individuals who want to start a business should actually be implemented long before they hang out their shingle. Before starting a consulting firm or business that depends on your personal reputation it’s to your advantage to make sure your personal brand is already known, carries influence, and inspires trust. That means building and nurturing your personal brand and network must be top-of-mind from the very beginning of your career, even while you are still working for someone else. I know that may feel like a conflict of interest, but it’s really not. At the end of the day “entrepreneur” is a term that really does describe all of us. We are all basically lifelong freelancers with our own unique brand. Our careers aren’t based on paths or ladders but are more like landscapes that have to be navigated because there are no lifetime employment guarantees. Our financial security and social standing is determined by our ability to influence people. And if you want to influence people you need to understand empathically the power of their point-of-view and feel the emotional force with which they believe it. As you can imagine, building credibility, trust and a social audience that respects you takes time and knowledge. So, in order to thrive in that type of mission you will need to adopt the mindset of a lifelong learner. Lifelong learning is more than adult education or training; it is a habit for you to acquire. Here are 3 important points to keep in mind that will help convince you to make lifelong learning habit forming:
1. Professional activity has become so knowledge-intensive and fluid in content that learning has become an integral and irremovable part of most work activities. More and more knowledge, especially advanced knowledge, is acquired well past the age of formal schooling, and in many situations through educational processes that do not center on traditional type schools.
2. Self-directed learning, learning on demand, informal learning, and collaborative and organizational learning are all fundamentally different from the traditional classroom learning dominated by curricula and tests. Your current employer may invest in making one of those forms of learning available to you. But don’t count on it. Be prepared to invest both time and money in your ongoing education.
3. Lifelong learning can influence the creativity and innovation potential of individuals, groups, and organizations. And creativity and innovation are considered essential capabilities for working smarter in knowledge societies [Drucker, 1994].
Don’t stop learning and growing your personal brand, ever.