One of the things that separates good networkers from great networkers is their ability to ask specifically for what they need.

Good networkers know that you have to give to get. On the surface they're great, especially in the eyes of those they're giving those precious referrals to. Where the fail is in asking for what they need.

I don't mean asking generally for referrals, I mean asking specifically for referrals.

Too often we're afraid to ask specifically. We think we might miss out on those referrals for the other things that we do, or people will forget the full scope of our capabilities. In reality the opposite is true. If you ask broadly for what you need it's likely you'll get nothing. For some reason Dentists and Chiropractors seems to be the worse offenders of the broad ask. If I hear one of these lines again I'm going to scream:
"A good referral for me is anyone with a spine."
"The best referral this week is someone you know with teeth."

Let me make this very clear. I know hundreds of people and have their direct contact information readily available with me all the time in my ridiculously huge phone. I'm pretty sure that almost all of them have a spine, and the same goes for teeth. How many referrals do the generic chiropractors and dentists get from me? ZERO!

Now, if they ask a more specific question: "I'm looking for a parent you know whose child is suffering from repeated ear infections." Now I might know a person or two that fits that category. Don't be afraid to ask specifically, I promise you won't miss out on all of the referrals to people with spines.

The more specific the better. A great networker friend of mine recently asked if anyone at the table we were sitting at knew someone at a specific company here in Austin. He was immediately handed 3 cards.

From my own experience I don't want to have to work too hard. It's not that I'm lazy, it's just much easier if you're specific. Remember all of those contacts that live in my phone? If you can narrow that list down to 2 or 3 I'm much more likely to give you their information, and maybe even a personal introduction. If you can't narrow your request down to less than a dozen people that I know it's just going to be too much work for me. I'm sure I'm not alone. There are many networkers who are much lazier than I am. :)

I've created a simple task list for you the next time you need something:
1) Ask for what you want! If you don't ask nobody will be able to help you.
2) Be as specific as possible when you're asking for what you want.

It doesn't get much easier than that.

Happy networking!

Scott Ingram
NetworkInAustin.com

Most people network because they're looking for some type of referral. I use the term referral generically, because there are several different types of referrals that vary in quality and value.

The most basic form of referral is a sales lead. Personally I find these to be the most frustrating type of referral. Typically a lead consists of a name and contact information of someone who might need what you offer. In most cases it would be inappropriate for you to use the name of the person who gave you the lead. Meaning that this sales lead isn't much better than a cold call. It may have a little more value depending on the information you receive from the referrer. The lead may prove to be better qualified than a random cold call you might make.

True referrals vary in quality. At the very least it would be an improved lead where you are given the name and contact information for a prospect, and permission to use the referrer's name. A better referral would one where the referrer talked to the referee about you. That way they're at least expecting your call, and probably know a little bit about you and your capabilities. The best referrals include some type of introduction. Whether it be a simple virtual introduction via e-mail to a professional in person introduction.

We all love referrals. For many of us our businesses wouldn't exist without these personal recommendations and introductions.

As much as I like referrals, I truly love making connections. In my opinion helping someone make a connection, if done correctly, is the highest form of referral. When I help someone make a connection I'm introducing two people who probably wouldn't otherwise meet, who can massively impact each other. For example, I recently introduced someone who represents a company that sells and services copiers and printers to another gentleman who provides IT services. They were a perfect fit, and are able to refer substantial business back and forth.

Connections are the referrals that keep on giving. This week think about 2-3 people who've recently helped you. Help them to make some connections. Most of the time they'll be so thankful they won't know what to do for you... That's why you'll need to stay tuned for my next post about asking for what you need.

Happy networking!

Scott Ingram
NetworkInAustin.com

It dawned on me a few weeks ago that I've accidently been getting speakers at the events I attend to promote me for free! I've been using this approach for years without even being aware of what I was doing.

This is actually a very simple tip that anyone can use, and it actually helps the speaker. As a speaker myself I love it when people do this for me...

It's simple really. At your next event find out who the speaker is and what they're going to be talking about. Then show up early, and look for the speaker. Wait until they look like they're comfortable, don't rush up to them when they're still trying to figure out AV issues or coordinating with the host. Now just introduce yourself. Your goal here is to make the speaker feel welcome and comfortable. At some point in this short conversation try and share a brief personal story with the speaker that relates to their topic.

Most good speakers will mention you during their speech, and work your story into their presentation. This helps the speaker because it allows them to make a more personal connection with an audience they may otherwise not know. They know that other folks in the audience probably know you, and by sharing your story it builds credibility for them and promotes you! Don't you just love win/win networking tips?

Please make sure you don't abuse this approach. Be sure any story you share is true, and relevant. You'll also want to use this with speakers and topics you're generally interested in. Don't expect the speaker to plug you. They might just talk about your story and not mention you at all. Just know that you were able to help the speaker feel more at ease, and make a better connection with the audience.

Give it a try at your next event. You don't have anything to lose, and at the very least will have a new way to connect with speakers that may otherwise seem intimidating.

Happy networking!

Scott Ingram
NetworkInAustin.com

Super Bowl XL was last night. Advertisers paid between $2.5 and $2.6 Million Dollars for 30 seconds. Can you imagine writing a check like that...
Pay to the order of: ABC
$2,500,000.00

Now that's a lot of zeros to write on a check! $5 Millions Dollars an hour isn't too shabby. Maybe we're not charging enough for memberships here on NetworkInAustin.com?

With very few exceptions I actually watch the Super Bowl for the commercials. That and it makes for a good excuse to drink beer, and eat food that I really shouldn't eat. As a guy who invested over 3 hours in watching commercials on a Sunday night I must say that I was disappointed. Most of the commercials were pretty lame at best. Although I will admit that I liked the Budweiser commercial with the Clydesdale pony who secretly got a little help from some more experienced friends. I feel like that pony a lot of the time.

All of this got me to thinking. These companies are spending two and a half million dollars just for the air time of these commercials. That doesn't include the creative work, talent, production costs, etc. This probably means that the average 30 second spot is costing between $3 Million and $4 Million Dollars. Is it worth it? Probably not, I don't even remember 90% of the commercials. Those that I do remember don't make me any more likely to buy the product. I'm certainly not planning on buying a Whopper because a bunch of women dressed like hamburger parts jumped on top of each other.

What if these companies invested that money in relationships? How much could you do for your top customers with 3 Million bucks? I'll bet you could setup one heck of a referral program with that kind of dough.

Happy networking!

Scott Ingram
NetworkInAustin.com