Buffalo Wild Wings in Saugus, Massachusetts hosting a networking event sponsored by the Saugus and Peabody Area Chambers of Commerce
Socializing is one of the most basic of human activities. This has been true since the dawn of man. Whether around a fire after a grueling hunt, or the television after an episode of American Idol, we love to gather and tell stories. We are social creatures. It’s what we do.
Socializing With an Agenda
I like to think of networking as socializing with an agenda. Madison Avenue got it right in the seventies with this classic commercial for Faberge shampoo. (I’m not hawking Faberge products. The video is for illustrative purposes only.) Remember the line “they’ll tell two friends and so on”? That’s networking.
Then there’s the young man who, in the early forties, developed a method for turning black polyethylene slag, a waste product produced in oil refinement, into a material that was flexible, tough, non-porous, non-greasy, odorless and translucent. He knew he had something but it wasn’t until he met Brownie Wise in 1948 that he and his product became household names. Brownie’s idea was to hold informal social gatherings in peoples’ homes to demonstrate the product. “If we build the people,” she was fond of saying, “they’ll build the business.” Apparently, Mary Kay and others were listening. The man was Earl Tupper and to this day, the Tupperware Home Party, remains the exclusive outlet for Tupperware. Earl Tupper sold his company to Rexall in 1958 for a staggering $16 million. That’s networking.
I said that networking is socializing with an agenda. There is nothing wrong with that. But you must play by the rules or you will lose the social capital you have earned and may never get it back. Here are some tips that work well for me:
don’t play at being interested in others. Be genuinely interested.
ask people what they do before you start talking about yourself. Listen to the answer. Really listen.
don’t lead a conversation by trying to sell your product or service. Instead, seek to establish your expertise or authority.
dress appropriately – this may seem obvious but I’m still amazed at how many people show up at networking events dressed for the beach, or the nightclub or …. well you get my point.
act appropriately – this too may seem obvious, but if you’re spending more time chatting up the bartender than the other professionals in the room ….. well you get my point.
business cards – yes, exchange business cards. That’s why you’re there – to expand your professional network. But don’t, I repeat, don’t add your new contacts to your mailing list without asking permission. This is a real pet peeve of mine.
don’t be shy – this is a tough one. If you’re shy by nature than the whole idea of networking is probably challenging for you. Remember that everyone is there for the same reason – to make new contacts and expand their sphere of influence. Once you introduce yourself to a few people you will get into the groove.
The thing about networking etiquette is that the rules aren’t codified or written down anywhere; they’re mostly a matter of common courtesy. But like all rules, violating them comes with a penalty. Many of the people you are likely to meet at networking events are seasoned business professionals. If you come to the party shamelessly selling your wares or talking about yourself non-stop or grabbing business cards and leaving, you will not be taken seriously. That’s the penalty.
And Now Back to You
Are you a networker? Do you belong to any Chambers of Commerce or other professional networking organizations? Has your participation helped you grow your business? What tips can you give others to get more out of networking? Talk to me.
Recently my good friend and colleague, Linda Samuels, invited me to sit on a panel of professional business people and entrepreneurs at the Sawyer Business School at Suffolk University in Boston. The purpose of the gathering was their experiential/field research presentation of their business plans by four of Linda’s Executive MBA students. The members of the panel were there to listen, take notes, ask questions and make suggestions for the path forward. We were, after all, working professionals who presumably had taken our share of hits, gotten up off the canvas, persevered and kept going. I was honored to be invited.
College or College of Hard Knocks
There is a presumption among those entrepreneurs of my generation who did not go to college that the lessons learned in the so called “College of Hard Knocks” are far more valuable than those learned in college. Not true! If I had been half as prepared to start my business as Linda’s students will be, I would have made fewer mistakes, lost less sleep and made more money. No matter how comprehensive a business plan is, you can never totally avoid the hardships of starting and growing a business. Linda’s students know this. That’s why their plans include an exit strategy. When I jumped into my business I didn’t know what an exit strategy was. I did what the Vikings used to do. I landed on foreign soil and burned the lifeboats. I couldn’t “exit” if I wanted to. So much for the “College of Hard Knocks.”
St. Lucia’s Gift to the World*
Laverne Auguste Presenting her Experiential Field Research
With Linda as my advisor/mentor and her commitment to my learning, I can truly say I felt empowered to conquer the entrepreneurial world.
Laverne Auguste
Back to Linda’s Executive MBA students. Meet Laverne Auguste. She is from the beautiful Caribbean island of St. Lucia. Part of the Lesser Antilles, St. Lucia is located north/northeast of the island of Saint Vincent, northwest of Barbados and south of Martinique. As of 2010, its population was 174,000. Its main industry, like much of the Caribbean, is tourism. It’s easy to see why. Because her success depends largely on being first to market it would be imprudent for me to discuss the details of Laverne’s business. You will have to wait until she graces the cover of Entrepreneur Magazine. I will say this: She will create jobs and raise the standard of living first in her native St. Lucia, then throughout the Caribbean and quite possibly the rest of the developing world. Why do I say that? Because she has “it” – that combination of talent, passion and resilience that fuels all entrepreneurs. A young woman with her intelligence can succeed at anything. But she didn’t choose just anything. She chose something that she is passionate about and believes in. It was her passion and commitment that inspired her to name her company after her grandmother, Martha Auguste, who instilled values in her as a child and even today is a major influence in her life . The fire is lit. It won’t go out.
My Takeaway
Listening to Laverne talk about her business was inspiring. Her plan was thorough and thoughtful. It covered every foreseeable contingency. It was also eye opening. I came home, pulled out my business plan and chuckled to myself. Let’s just say I had left some things out. Like burning the lifeboats. I will be going back to my plan and reworking it.
And Now Back to You
I’d love to hear from successful entrepreneurs who did not go to college. Did you ever wonder if your path would have been easier if you had? Do you feel like you missed something that you couldn’t have gotten any other way? Or looking back, do you think college wouldn’t have mattered that much? Talk to me.
*In the interests of thoroughness I should point out that two Nobel laureates, Arthur Lewis, an economist, and Derek Walcott, a poet and playwright, have come from the island of St. Lucia. My guess however, is that future generations of St. Lucians will remember Laverne Auguste for having a greater impact on their daily lives.
For better or worse, we live an a world of short attention spans. When it comes to websites, particularly homepages, attention spans gets even shorter. Once landing on your homepage a visitor will decide in 5 seconds or less whether he wants to continue to explore your site or leave and go somewhere else. That’s why it’s so important for your homepage to be engaging. Generally speaking a good homepage should be uncluttered and easy on the eyes. Since a picture is worth a thousand words I submit the following three homepages for your consideration:
The Ugly
What makes this site ugly? The site title – Sixties Press – is on a dark graphical background and is difficult to read. The navigation links are all different text colors and are on different colored backgrounds. Why? This homepage makes me want to run away screaming. I was around in the sixties. This site would have been ugly then too.
The Bad
This homepage is a Monty Python parody right? Well, no it isn’t. It’s a for real website. Where do I go? What do I do? How do I find what I’m looking for? Be warned! Staring at this homepage may cause seizures. I don’t know what else to say.
The Good
Disclaimer: I use MailChimp as my Email Newsletter hosting service of choice. I am not, however, on their payroll. I have chosen MailChimp as an example of a good (good is an understatement) homepage because it’s everything a successful homepage should be.
So what makes *MailChimp’s homepage so good? The way it answers the following questions:
Q. What does this company do?
A. Easy Email Newsletters
Q. What can I do here?
A. Sign up for free
Q. What kind of place is this?
A. A fun, friendly place
Put another way, MailChimp’s homepage is clear, focused and easy to digest quickly. Compare it to the first two examples and you’ll see what I mean.
And Now Back to You
When you see a homepage for the first time, what do you look for? What makes you stay and what makes you leave? What are some of your homepage pet peeves? Talk to me.
My introduction to blogging was through a colorful Canadian who hails by the moniker Yarn Harlot. If you like funny, then this is your gal – even more so if you have thing for wool, which I do.
The Yarn Harlot, aka Stephanie Pearl-McPhee, writes about knitting and life and yarn with such a unique perspective that she attracts even non-knitters. Her blog led to book deals. The books led to talks all over North America. Now, those books and talks draw in more readers for the blog, creating a sweet little loop toward ever growing popularity. As an indication of how many readers she has, each post draws more than 100 and often more than 200 comments.
Looking at this as a newbie blogger, it all seemed so simple. Start a blog, get a book deal, give some talks, watch the blog audience grow, get a bigger book deal, give more talks…you get the idea. I knew it really wasn’t that easy when I launched my blog, knitaway.blogspot.com, but in the back of my mind, I had hopes of at least building a small following.
After a lot of time and effort, that’s all I ever generated with that blog – a very small following. No book deals. No speaking engagements: Just a tiny audience that consisted of my mother and a couple of friends.
It wasn’t a total waste. I had fun. I connected with some people in other parts of the country that I would never have met otherwise and I have a great online journal. What I didn’t get, however, is something some people would call a “return on investment.”
That’s fine if blogging is a hobby, or something you want to do just for fun. But, if you want to blog to build your expertise or promote your business, you certainly have to get more readers than my mother, or your mother, or your mother’s mother, for that matter.
So do what my father says and “Do as I say, not as I did.”
The blog isn’t about you, even if it’s about you
The topic may be your thoughts and activities, but ultimately this is about your readers. What do they want to hear or know about? Maybe you’ll entertain them with funny stores from the shop. Maybe you’ll educate them about a particular subject. If you’re tempted to write about your root canal, that’s okay as long as you can answer the question, “Why would a reader care?”
Listen to others
This is actually one thing I did. I spent a lot of time on other people’s blogs. I read them and commented on them. Many of those people became a part of my small audience.
Blog regularly
Since mine was a hobby blog, I never felt a strong obligation to post on a regular basis. I’d go weeks without a post. This is a big part of why it never progressed beyond a hobby blog. This is a quick way to lose potential readers. Even if a reader is blown away by a post, he’s not going to keep coming back if there’s no new material. There are just too many other great things to draw his attention.
Know your audience
When I started blogging, I thought very little about who would read my blog. This is something you should think a lot about. Who do you want to reach? You may want a broad audience, but you are best off focusing on one specific person. This will help you tailor the blog and make it personal. Plus, once you know who that is, you will have a much easier time finding good material because you will be looking for things that will interest that person.
The good folks at Starbucks in Winchester, MA get it.
Here’s a secret. It’s all about customer service. Here’s another secret. Simple isn’t the same thing as easy. There’s a huge difference between knowing what to do and actually doing it. With that said, here goes.*
1. Answer Your Phone
I can hear the moaning. What’s that you say? You’re too busy to answer the phone? Really. How do you feel when you call a company and are told, by a recording, to “listen carefully as our menu options have changed?” I’m used to it by now but I still don’t like it. When I was working with John Webb from Webb Transportation Services, LLC several months back, it was clear to me that his business was thriving. I asked him what he was doing that his competition was not. “Simple,” he said. “I answer the phone.” I tested him by calling the company several times. Guess what. He, or his Director of Operations answered the phone every time. Not every other time. Every time! How refreshing.
2. Return Phone Calls and Answer Emails
This is a tough one. Our inboxes are littered with emails – many of which are spam or plain junk. I get that. What I’m saying is this. Identify which messages are relevant to your business and answer those quickly – the same day if possible. If you’re being asked about something you’re supposed to do but haven’t done yet, politely say that in your response. Responding quickly and honestly is better than waiting a few days to finish what you’re working on and then responding. If you’re in a meeting or at a client site, answer as soon as you can. (I have to say this: if you’re in your car, pull over. There. I’ve said it.) You get the point. I try to practice what Brain Tracy calls single handling. That means responding to important emails right away instead of leaving it for later. You will be more likely to forget if you don’t do it right away. The main point is this. Don’t ignore emails and phone messages (unless you’re doing it intentionally and with knowledge of any consequences). Doing so will eventually erode your reputation and damage your business.
3. Do What You Say
Nothing will hurt your business more than making promises you don’t keep. If you tell a client you will have their proposal to them by Thursday, get it to them by Thursday (Wednesday would be better). If you promise to gather some information and email it to them by Monday, email it to them by Monday (the previous Friday would be better). How annoying is it when a client tells you they will get you something by a certain day and then doesn’t do it? But here’s the thing, if you don’t do what you say, don’t expect your clients to either. Remember Ghandi’s famous quote “Be the change you want to see in the world.”
4. Show Up
“Eighty percent of success is showing up”
Woody Allen
For some reason – I have no idea what that reason might be – general contractors have a reputation for showing up late or worse, not showing up at all. (General Contractors, don’t send me hate mail. I’m only stating what I’ve observed and what others have told me.) When Alan Weisner started his interior painting and home fix it business several years ago, he knew that simply showing up at the time promised would separate him from his competitors. So committed was he to this mission that he named his new company We Show Up. Brilliant! Several years into his enterprise, We Show Up has consistently garnered the Better Business Bureau’s highest A+ rating, qualified for Angie’s List’s Super Service Award in 2010 and 2011 and won Boston Magazine’s Best of Boston Home Award in the Small Repairs category north of Boston for 2010. Amazing what happens by just showing up.
*Disclaimer: I have not mastered all four of these points. I work on them consistently. I thought you should know that.
And Now Back to You
As a business owner, what is your take on the four points mentioned above? What about as a consumer? Do you agree? Is it unrealistic in today’s fast paced world to expect businesses to do these four things? Talk to me.
Last week I met with a company on the verge of big things. I can’t talk about what they do because the legalities aren’t in place yet and I don’t want to be sued. The point is they’re on board with the importance of a great website. They just seemed to “get it.” I love working with companies that “get it.” Then they pulled out their business card with the company’s “logo” which they insisted we use. Ouch!
The Logo Police
In my previous life as the Web Production Manager at a promotional services firm, I worked with some big name companies. Each of them had strict brand guidelines – rules for how their logos should and should not be used. I’m talking about things like always maintaining a one inch each area of white space around the logo, never superimposing text or images over the logo, how to properly invert the colors when using the logo on a white or dark background. Why all the fuss? Because these companies (and eventually me too) understood the importance of branding. In fact most of these companies employed entire divisions whose job it was to make sure their logo was being used properly. We affectionately called them the logo police.
It’s About Psychology
Here’s how my handy pocket dictionary defines logo: n. a symbol used by a corporation, business or company as its emblem. Fine. Here is what a logo really is. It’s a visual expression of your company’s identity, core values and beliefs. It’s durable, flexible and transferable. You can put it on a golf ball, a coffee mug, a tee shirt or a hat. You can put it on anything anywhere. It travels well. It builds equity and power over time. The site of it evokes a visceral response. It makes people think about what it’s like to own your product, eat your food or drive your car. Think I’m overstating? Look at the logos in the box at the top of page. See what I mean?
“I don’t love it, but it will grow on me” Phil Knight, CEO of Nike after his first glimpse of the now famous swoosh
Trust Professionals
Back to my meeting last week. It seems the good folks at the company designed the “logo” themselves because they believed it depicted the essence of their newly patented process – and since they knew that process better than anyone else it followed, according to their logic, that they would be best qualified to design their logo. Logical but wrong.
Quick Summary
Think about the power and importance of your company’s logo and let an experienced, talented, professional designer design it for you. Hint: think Nike swoosh
You’ve invested countless hours and had sleepless nights conceiving your business. Don’t get cheap when it comes to the symbol that will be the face of your business. Hint: spend less on that cushy leather chair and more on your logo
Give it up. I know it’s hard but if you work with the right designer he/she will treat your ideas with respect. Hint: you have kids but they eventually leave
And Now Back to You
Are you happy with your logo? How important do you think it is? Am I making too big a deal out of it? Talk to me.