More Clients - the Online Marketing Newsletter
for Independent Professionals
from Action Plan Marketing
and Robert MiddletonIn This Week's Issue: Why the holiday season can be the very best time to network and to market your business!
Holiday Networking
As the holiday season is upon us, many of you are wondering if this is a good time to market your business. After all, isn't everyone preoccupied with shopping and waiting until next year to make business decisions?
They may make their decisions next year, but NOW is a great time to market and to network. Every year or two I reprint this eZine which first ran in December 1998. It's still as relevant today as it was then.
Let's put one myth to rest forever: "The holiday season is a bad time to market your business." I want to suggest that the holidays are the BEST time to market your business - especially if you're a professional service business owner. Why? Because even though networking is a good thing to do the rest of the year, it's a real natural over the holidays.
My wife and I have had more people over to our house in the last two weeks than we have for the whole year. What a great opportunity to meet old friends, clients and associates, discuss how the year went and share your goals for the coming year.
So how can you take advantage of holiday networking? Here are a few tips:
1. Accept all invitations. Well, most invitations. Remember that this opportunity to meet with so many people won't come around again for another year. Also look around for holiday events at your professional organization, chamber of commerce or other business groups.
2. Go to the party prepared. Bring plenty of business cards and a pen. Make it a goal to make substantial connections with at least half a dozen people. What's a substantial connection? A one-on-one talk that's ten minutes or more.
3. There are two types of people you'll connect with at a party (no, not drunk or sober) - people you know and people you don't know. For those you know, ask sincerely how they are and how business has been this year. For those you don't know, be prepared with your "Audio Logo," - "I help people in companies who are stressed out because they have more to do with fewer resources." Don't label yourself - "I'm a personal organizer."
4. Spend more time asking questions and listening than talking. This is really THE KEY to effective networking at parties. "How has business been going? How have the changes in the economy affected your business? What are your plans for growth in 2004? What kinds of clients are you looking for these days?"
5. Have a strategy for staying in touch. What good does it do if you connect with all these people and they never hear from you again? Don't fall into the rut of suggesting you should get together for lunch sometime and never following up. Instead say, "You know, I have something I think you'd enjoy receiving. I've put together a new article entitled 'Ten Ways to Improve Productivity in Tight Times.' Let me send you a copy."
6. Follow-up with your new prospects after the party, if appropriate. If some topics come up that indicated there was a reason to talk further, give them a call in a few days with a very specific purpose: "Alice, at the party you talked about some of the challenges in getting projects completed within budget. I have some ideas that you might find useful..."
7. Keep an open mind. If you're in the right place at the right time, you could make some very profitable business connections. If nothing happens right now, at least you've sowed some seeds for the future.
8. Don't drink or eat too much. Well you knew that already, but I couldn't resist. Happy Holidays!
How this article came about:
A few years ago one of my clients, Larry Hedberg, who had recently started his business, told me that he wasn't planning to do any marketing in December. Everyone had told him that it was a waste of time. I said "Au contraire," and shared some of the tips in the article above.
Larry took it to heart and networked like a madman in December, going to every party he could get an invitation to. The result? The best month he had ever had in his business. Larry went on to grow a very successful business after that, mostly based on networking.
As they say, "This stuff works!" Get out there!
More on "Information Products" in Marketing Flashes below.
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An Invitation to Join the "InfoGuru Marketing Club"
Hopefully you're getting value from this eZine. Perhaps you've tried out a few of the ideas I share here each week and you've found that they actually work. Well, there's a whole lot more where this comes from.
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Marketing Flashes on "Holiday Networking"
* Not big on parties? I don't blame you. But don't let this slow down your networking. Go through the list of your best clients and contacts, and invite some of them to lunch to discuss your plans for the upcoming year.
* When the economy is slow, you need to do something extra to get noticed. Don't just send cards this year. Assemble your list of top clients and associates and send them presents. A book or other thoughtful gift will be remembered a lot longer than a card. It can also be a talking point for future meetings.
* Do some Holiday volunteering. There are a lot of organizations that could use your time and energy. This is a great way not only to lift your spirits but to make new connections with other concerned people. You'll be surprised by who you meet.
* Get together with a group of close associates and plan your year. Don't spend time complaining about the economy. Focus on what you can do to take your business to new heights. Who knows, this group might continue monthly through the next year.
* As you get out there, meeting old friends and new, remember that life is short. The greatest reward in business is not making money or completing projects, but working with great people. Savor your time together. Celebrate your life.
Until next week, all the best,
Robert Middleton
ACTION PLAN MARKETING
Helping Independent Professionals Attract More Clients~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
210 Riverside Drive
Boulder Creek, CA 95006
831-338-7790© 2004 Robert Middleton, All rights reserved. You are free to use material from the More Clients eZine in whole or in part, as long as you include complete attribution, including live web site link. Please also notify me where the material will appear. The attribution should read:
"By Robert Middleton of Action Plan Marketing. Please visit Robert's web site at http://www.actionplan.com for additional marketing articles and resources on marketing for professional service businesses."
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