Relationships are more important than ever, particularly when it comes to doing business. And thanks to social media, mobile technology and the ever-expanding Internet, it’s easier than ever to connect with others.
But while everyone, it seems, is joining the social media craze, it’s time to slow down and consider what will really bring success to your business, says consultant, speaker and author Maribeth Kuzmeski, a business relationship expert. Is it tweeting 100 times per day or having 500 colleagues in your LinkedIn network? Possibly, she says, but it really depends on whether you are truly connecting with those folks.
Kuzmeski says that it’s the little things that count when it comes to making quality, lasting connections with the people who are important to your business, whether it’s groups of teacher and/or parent customers, your vendors, the other merchants in your town, or retailers throughout the industry. If you pay closer attention to the e-mails, phone calls and online interactions that make up your day, you can create solid relationships with your customers. Here’s her advice on making more meaningful connections in the coming months.
Hone your social networking skills
Today you can promote your store’s products on Facebook, network with your peers in the school supply industry through LinkedIn and get your news updates via tweets on Twitter. But making meaningful connections via social media can take extra work and a different approach than you may be used to, says Kuzmeski. Using a few simple rules of thumb can help make your social networking more efficient.
“Just like your real-life relationships, you should be picky about who you make connections with online,” she asserts. “Choose to connect with people who have similar interests or who are working in your particular field. And when someone you know, want to know, or need to know connects with you online, you should always reciprocate. It shows that you are interested and available, and that you are paying attention to them.
She cautions: “Don’t let your online connections get lost in cyberspace. Find ways that you can connect in person, like at trade shows, education conventions and retreats.
It’s quality, not quantity
While the connections you make through social media are important, you can’t get caught up in a “more, more, more” mentality, where you constantly strive to get more friends on Facebook or to tweet more often during the day. Instead, says Kuzmeski, use your time to revamp the connections you already have. Focus on making your connections more impactful and you’ll have a better shot at creating lasting relationships, rather than wasting your time casting a wide net just so you can make as many connections as possible.
“Given today’s technology, it’s certainly possible for us to connect with hundreds and even thousands of people at a time,” explains Kuzmeski. “It is fun to see how many friends you can get on Facebook or followers on Twitter, but it shouldn’t be your goal. Your goal should be to make connections that you actually see outside of your computer screen. Why not consider hosting an in-store event for your followers?”
Twitter users call this a “tweetup.” According to a definition by PCMag.com, a tweetup is a gathering of users brought together via Twitter. For example, Twitter is used by attendees at trade shows to arrange to meet after the show for discussion, cocktails and parties.
Use voicemail to your advantage
You’ve probably played a game of phone tag or two (or 20). That’s because in business today, when we attempt to connect with people over the phone, we’re usually faced with voicemail. But just because you’re connecting with a voice mailbox doesn’t mean your connection can’t also be meaningful. Learn how to make the most of those voicemail messages to help boost your connections.
“Treat your messages just like you would an actual conversation,” says Kuzmeski. “Keep them short and sweet, and stay on point. Practice your message before calling to make sure it’s compelling. Say something unexpected that may get the listener’s attention. Have lots of energy and enthusiasm and even try smiling while you are speaking – they’ll hear it in your voice. Be sure to give the recipient of the message your reason for calling and a reason why she should call you back. And always, always clearly state your contact information. Then clearly state it again! There’s no easier way to break a connection than failing to give others a way to connect back to you.”
Build your own “Harvard Network”
People who have graduated from Ivy League schools often connect with each other, hire each other, and refer customers to one another. So what do you do if you didn’t go to a prestigious school?
The principles are the same for any network of people, says Kuzmeski. “People with similar interests, backgrounds, commonality and relationships will look out for each other, work with each other, and help each other. If you don’t already have a network, find one! Join a community group, alumni group, or industry group and get involved. Create advocates and make yourself a known entity in the group through your activism.”
Create a powerful connections list
In order to form new and more powerful relationships, it’s a good idea to first begin by determining who are – and who can potentially become – your most powerful connections. Ask yourself: “Who do I need to connect with to build my business successes?”
“Create a list of at least 20 potentially powerful connections,” Kuzmeski suggests. “Now you know who to reach out to. It isn’t 1,000 people. It’s a manageable 20 who will, in turn, connect you to others. Who wants to connect with you? Lots of people do; it simply takes presenting what’s in it for them.”
Leverage your connections
Effectively leverage your business network by creating one of a manageable size, then stay in touch with them and help them get to know you and your business. Most of all, concentrate on getting to know them and developing a relationship focused on them.
“It takes a plan, but leveraging your relationships can be the miracle answer to the typical grind of sales prospecting,” says Kuzmeski. “Advocates, centers of influence, and your customers will give you referrals and introductions that are critical to expanding your reach and incremental sales growth.”
Make time for face time
The new and improved ways to connect with people don’t replace good, old-fashioned, face-to-face contact. Social networking is great a great tool for you and your business, but if you want to really connect with people, it is important to schedule face time. Sit down and have a one-on-one conversation with the principal at your local middle school, the school system purchasing agent, and the president of your community’s parent-teacher group. Think about the people on your powerful connections list – the ones who will mean the most to you in the year ahead – and make it a point to see each one of them in person in the next few months.
“You need to establish a solid in-person relationship in order to gain their trust,” says Kuzmeski. “Once you’ve done that, you can use the other tools as a way to continue your relationship throughout the rest of the year.”
Make amends when you misconnect
It’s bound to happen at some point: You send an e-mail about a customer – intended for one of your employees – to the customer. Or you tweet something that at the time seemed funny and edgy, but instead offended some of your followers. Or you forgot to follow up with a customer because his e-mail sat in your inbox for three months. Don’t chalk these connections up as technology casualties and move on, says Kuzmeski. Whenever you make a mistake, online or otherwise, take immediate action to rectify the situation. Remove the offending tweet, send out an online apology, and certainly pick up the phone to apologize personally.
“The online world has provided us with increased opportunity,” she says, “which also means an increased opportunity for making mistakes. If you’ve offended someone, recognize you were wrong and offer an apology. It will go a long way in helping you re-establish any trust that you’ve lost.”
No matter what method you choose to use to make connections this year, the important thing is to keep connecting, Kuzmeski concludes. It can bring sales, leadership power and personal success. It’s also one of the best ways to build a business effectively, efficiently, profitably and quickly.
Maribeth Kuzmeski, founder of Red Zone Marketing in Illinois, is the author of four books, including, The Connectors: How the World’s Most Successful Businesspeople Build Relationships and Win Clients for Life. She frequently appears on TV and radio, and has written articles on marketing strategies for BusinessWeek and Entrepreneur among others. She regularly speaks to audiences on topics relating to business development, marketing and sales strategies. For more information, visit www.redzonemarketing.com and www.theconnectorsbook.com. |
