Secrets of Master Networkers Manual - Boldheart · The Secrets of Master Networkers: How to keep...

The Secrets of Master Networkers: How to keep your practice consistently FULL just with networking!

www.SecretsofNetworkers.com

The Secrets of

Master Networkers:

How to keep your practice consistently FULL

just with networking!

The proven Networking Guru System™

60 Real-Life

Networking Secrets and Methods REVEALED

(including 18 worksheets to use right away)

© 2011 Client Attraction LLC. All Rights Reserved. “The Client Attraction Expert”

www.ClientAttraction.com

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any electronic or mechanical means, including information storage

and retrieval systems, without permission in writing from the copyright holder, except by a reviewer who may quote brief passages in a review.



© 2011 Client Attraction LLC. All Rights Reserved., www.ClientAttraction.com i

The Contents

ABOUT THE AUTHOR .................................................................... 1 A DEFINING MOMENT: HOW MY CLIENTS MADE ME WHAT I AM TODAY .. 3 WHAT EXACTLY IS THIS NETWORKING GURU SYSTEM™? ...................... 5 WHO WILL THIS SYSTEM WORK FOR? ............................................. 7 THE RESULTS TO EXPECT ............................................................. 9 WHAT YOU NEED TO DO TO GET RESULTS ..................................... 10 HOW TO READ AND USE THIS SYSTEM ........................................... 11 OK, LET’S GET STARTED! ........................................................... 12

SECTION ONE ......................................................................... 13 Section 1: Change Your Perception of Networking ASAP .......................................... 14

Step 1. Get clear on what networking isn’t. .................................................. 14 Step 2. Redefine your idea of networking. ..................................................... 15 Step 3. The Know-Like-and-Trust Factor. ..................................................... 17 Step 4. The tipping point is key. ................................................................... 18

SECTION 2 ............................................................................ 20 Section 2: Prepare Yourself To Be COMPELLING and Client Attractive .................... 21

Step 5. Get clear on who you want and need to meet: your ideal clients. ...... 21 Step 6. Find out where your ideal clients HANG OUT in large numbers. ....... 23 Step 7. Know your strategic alliances and best referral partners. .................. 23 Step 8. Be able to reach your best referral sources in groups ....................... 24 Step 9. Clearly communicate what you’re looking for with a Client Attractive

elevator speech. .............................................................................. 25 Step 10. Come up with a tagline and they’ll really remember you by. ............ 27 Step 11. Have a Client Attractive business card. ........................................... 29 Step 12. Make sure you have plenty of business cards. ................................. 32 Step 13. Wear clothing with pockets. ............................................................ 33 Step 14. Wear your nametag properly. .......................................................... 34

SECTION 3 ............................................................................ 36 Section 3: Fish EXACTLY Where The Fish Are ......................................................... 37

Step 15. Understand the different types of networking. ................................. 37 Step 16. Get really familiar with Breakfast Networking Groups. .................... 38 Step 17. Professional associations are key. ................................................... 39 Step 18. Chambers of commerce, special interest groups, etc. ....................... 40 Step 19. Focus your networking on the Cash Cows. ...................................... 42 Step 20. Know where to find good networking venues in your area. ............... 42 Step 21. How notable networkers can help you. ............................................ 44 Step 22. Find a group you like and consistently go to it. ............................... 44



© 2011 Client Attraction LLC. All Rights Reserved., www.ClientAttraction.com ii

Step 23. Why you must become a member. ................................................... 45 Step 24. Put together your Networking Pie. ................................................... 46

SECTION 4 ............................................................................ 47 Section 4: Learn To Break the Ice and Banish the Fear of Networking .................... 48

Step 25. Stand by the door and become a greeter. ......................................... 49 Step 26. Use the ‘Ultimate Icebreaker’. .......................................................... 50 Step 27. Pretend it’s YOUR party! ................................................................. 50 Step 28. Get known by the host. ................................................................... 51 Step 29. Avoid certain people and areas. ....................................................... 52 Step 30. Feel the fear and do it anyway. ........................................................ 53

SECTION 5 ............................................................................ 54 Section 5: Know Exactly What To Do and Say ......................................................... 55

Step 31. Create a dialogue that will pique their interest. ............................... 55 Step 32. What to do when it’s your turn to talk. ............................................ 56 Step 33. How to turn their interest into an appointment. .............................. 57 Step 34. Make a date .................................................................................... 58 Step 35. Ask permission to add them to your e-newsletter/ezine list. ............ 59 Step 36. Use the back of their card ............................................................... 59 Step 37. The one question for non-prospects that will triple your networking

results. ........................................................................................... 60 Step 38. Always find ways to stay connected over time. ................................. 62 Step 39. Make a date and circulate. .............................................................. 62 Step 40. How to gracefully end a conversation and continue mingling. .......... 63

SECTION 6 ............................................................................ 64 Section 6: Get Long Term Results Through Masterful Techniques ........................... 65

Step 41. Become a ‘bridger’. .......................................................................... 65 Step 42. Don’t do the hard sell, ever. ............................................................ 66 Step 43. Add value, just for the fun of it. ...................................................... 67 Step 44. Network indirectly. .......................................................................... 69 Step 45. Go for the long haul. ....................................................................... 70 Step 46. Set up a power referral partner wheel. ............................................ 71 Step 47. Attend each meeting. ...................................................................... 73 Step 48. Sit next to different people each time. ............................................. 74 Step 49. Get to know every member outside the meetings. ............................ 74 Step 50. Become active. ................................................................................ 75 Step 51. Get on the speakers’ calendar. ........................................................ 77 Step 52. Support others by using their products or services. ......................... 78 Step 53. Provide referrals. ............................................................................. 78 Step 54. Stay active even after having given the referral. ............................... 79

SECTION 7 ............................................................................ 81 Section 7: Using Social Networks to Get Clients ....................................................... 82

Step 55. Have a clear objective and develop a strategy. ................................. 82 Step 56. Focus on the long-term relationship. ............................................... 83 Step 57. It’s not about you, it’s about them. .................................................. 83



© 2011 Client Attraction LLC. All Rights Reserved., www.ClientAttraction.com iii

Step 58. Be authentic, real and transparent. ................................................ 83 Step 59. Social media is all about the conversation – happening online. ........ 84 Step 60. Be consistent and plan your time. ................................................... 84

APPENDIX OF THE NETWORKING GURU SYSTEM™ WORKSHEETS .......... 87



© 2011 Client Attraction LLC. All Rights Reserved. www.ClientAttraction.com 1

About The Author

Fabienne Fredrickson is founder of ClientAttraction.com, ranked on the Inc. 500/5000 List of America’s Fastest Growing Private Companies in 2011. ClientAttraction.com is devoted to teaching entrepreneurs around the world how to consistently attract ideal, high-paying clients, put their marketing on autopilot and authentically create a highly successful and meaningful business, while working less.

Fabienne created The Client Attraction System®, the proven step-by-step program that shows entrepreneurs exactly how to attract more clients, in record time. Through her workshops, courses,

coaching programs, and products, Fabienne shows her students how to create an abundant life they love.

As one of the most influential and highly-acclaimed marketing and success mindset speakers and business mentors in the world, Fabienne’s down-to-earth yet powerful presentations have become legendary. She is a sought-after and much-loved coach to thousands of heart-centered entrepreneurs around the globe.

Fabienne’s unique ability is getting entrepreneurs to take immediate marketing action on a systematic basis to produce dramatic results, in record time. She’s dedicated her life to helping entrepreneurs and business owners create a legacy of service, adding value to the world in a lasting way and creating breakthrough paradigm shifts in their mindset and their personal income; and then giving back. Her books, newsletters, products, appearances and online reach now inspire nearly 150,000 people each month.

Fabienne’s key message — that each of us is here to serve the world in a BIG way and that as a result, we are handsomely rewarded for it — has changed thousands of lives around the globe. She fervently believes in the capacity for each and every one of us to become the full expression of our purpose here on earth, and to do so, we must take a no-excuses approach to growing within. For that to happen, Fabienne teaches her students and clients that any struggle on the outside is a reflection of the struggle on the inside, and once eliminated, that internal struggle gives way to all the abundance, financial and otherwise, that a person deserves and seeks.




Highlights from Fabienne’s inspiring career include:

• Ranked on the Inc. 500/5000 List of America’s Fastest Growing Private Companies in 2011 (#20 in Media category, #10 in Connecticut and in the top 100 for Women Owned Businesses)

• Crossing the million dollar mark in her business at the age of 38, in an industry where most entrepreneurs barely make $20,000 a year (and doing so with 3 young children at home)

• Subsequently doubling her business nearly every year to the multi-million dollar level, always making more in the last twelve months, than she’s made in the last 12 years combined (both in prosperous times and in a “recession”)

• Consistently and repeatedly helping 5-figure entrepreneurs cross the 6-figure mark, and guiding 6-figure business owners to easily move to a 7-figure business, while adding more meaning, purpose and fulfillment to their daily lives

• Creating the world’s most verifiable, repeatable Client Attraction System® for entrepreneurs throughout the world

• Conceiving and leading the Client Attraction Winners Academy, a series of sequential coaching programs that teach entrepreneurs exactly how to use marketing and systems to go from 5-figures to 6-figures, from 6-figures to multiple 6-figures and then to 7-figures. The Winners Academy successfully mentors hundreds of entrepreneurs every year, through its Gold Mastermind, Platinum Mastermind and Private Client tiers.

The consistent feedback from hundreds of thousands of Fabienne’s students around the world over the years is that it is her authenticity, transparency, vulnerability, “humanness”, sincerity and compassion and love for entrepreneurs that separates her from other mentors and is the catalyst to their expansive growth, both personally and otherwise.

To order Fabienne’s FREE Audio CD, “How to Attract All the Clients You Need” by mail and receive her weekly marketing & success mindset articles on attracting more high-paying clients and dramatically increasing your income, visit www.clientattraction.com.

Fabienne lives by the sea in beautiful Stamford, Connecticut, with her wonderful husband, Derek, and their three young children.




A Defining Moment: How My Clients Made Me What I Am Today

Many people have asked me over the years how I came to be a “Client Attraction Expert.” Believe it or not, I was standing in your shoes just a few short years ago, wondering how I was going to pay my bills. And then something happened: A defining moment in my life took place in late 1999. In the middle of the night, I woke up in a pool of sweat. I had tossed and turned all night. This was going to be yet another night of no sleep. What was causing this anxiety? A few months earlier, I had quit my corporate job and had started a private nutrition practice out of my tiny apartment in New York City. The apartment was so small that I’d transformed my bedroom into a part-time consultation room with the help of a Murphy Bed, and my living room had become my "waiting room” as well as a makeshift cooking school. I’d marketed myself like crazy and had gotten clients right away, but not as many as I needed to have to pay the rent. Worst of all, the credit card companies were calling to find out when they would receive their payment. This was not what I’d bargained for. As I tossed and turned, I kept thinking to myself, “What have I done?! Why did I leave my well-paying corporate job just to struggle to get clients? How will I pay my rent if I don’t get any more clients FAST!?” Although I didn’t want to admit defeat, I felt my back was against the wall and I called my father in the middle of the night. I told him everything I’d been going through. He sat quietly, listening to me, and after I explained everything, after some time, he said to me, “Fabienne, if there’s one thing I know about you, it’s that when you want something, and you want it really badly, there’s nothing that’s going to stop you from getting it.” And then he paused. “So, I want you to figure out how you’re going to get clients, and then go and do it.” I didn’t say a word. It seemed so simple when phrased that way, but I sat without talking. And a few moments later, I made the commitment to him, but most importantly to myself, to immerse myself in absolutely everything that had to do with marketing myself and getting clients. And I did just that. I read every book on marketing and networking that I could get my hands on. I took every




course that was available. I talked to experts. I essentially decided to become my own mini-expert on how to get clients. And it worked! Lo and behold, in less than 8 months, I filled my private nutrition practice to full capacity: 31 clients! What dawned on me during this process was nothing short of an epiphany: the aspect that I began enjoying MOST about my practice was actually the marketing of my practice, not teaching clients how to cook brown rice and steam broccoli and tofu. Soon, my nutrition colleagues began to hear about my success. They started taking me aside and saying “Fabienne, how do you have 30 clients in less than a year and I have only 3? What am I doing wrong? Can you help me?” Yes, indeed I could. I’d give them 2 or 3 things to do and told them to call me in a few weeks to tell me how it went. Virtually every time, that nutritionist called me back a few weeks later saying “Hurray! I got a new client! Thank you!!!! Tell me what else to do!” Slowly, a few of them asked if they could become clients, take my 6-month “nutrition” program, but that they didn’t want me to teach them about nutrition. Instead, they wanted to find out exactly how they too could attract many clients and keep their practice consistently full. I soon found myself with a hybrid practice, half made up of nutrition clients, half made up of other private practitioners who wanted to know exactly how to market themselves. Helping these people finally make money at their calling became extremely rewarding to me personally. I was making a difference in people’s lives. After a while, I made another commitment to myself. From that moment forward, I was going to dedicate my professional life to helping other struggling self-employed, sole practitioners get more clients, consistently and in record time, and I would help them end the “feast or famine” syndrome so many were experiencing. And so my business coaching practice was born, and my clients made me who I am today. The door of opportunity was banging loudly and I didn’t have a choice but to answer it. Since then, I’ve worked with several hundred private clients, spoken in front of thousands more, and have created The Client Attraction System®, a series of 10 important practice-building modules most every sole practitioner needs to apply to get more clients, in record time, whether they’re just starting out or have had a practice for years and need a boost of new clients quickly, and most important, on a consistent basis.




What exactly is this Networking Guru System™?

The Networking Guru System™ you have in your hands is simply one of the only proven systems out there telling you EXACTLY what to do to fill your private practice simply by networking. Nowhere else have I seen such a complete HOW-TO on how to get clients consistently with worksheets, templates, and actual scripts that have worked, not only for one person, but for hundreds of private clients. Here’s what it includes: Section 1. Change your perception of networking ASAP In this section, we look at all the myths and false direction that so-called networking specialists have been teaching us for years. Many of their teachings on networking either don’t apply to us, because we’re self-employed and NOT looking for a job, and many are just not realistic in the real world. Here, we set the record straight on what REALLY works for us in private practice. Section 2. Prepare yourself to be COMPELLING and Client Attractive You can go and network all you want, but if you haven’t taken the steps you need to take to make your marketing message COMPELLING enough for someone to want to work with you, then you might as well have stayed home. In this section, you will learn step-by-step how to be really Client Attractive when out there networking, so that you 1) don’t waste your time and 2) start seeing some REAL results. Section 3. Fish EXACTLY where the fish are This section will help you figure out where to reach your ideal clients and strategic alliances where they can actually be found, in large numbers and inexpensively, not by taking an ad-hoc approach. We also talk about how OFTEN to network, which is something that comes up very frequently. Section 4. Learn to break the ice and banish the fear of networking If, by chance, you are someone who happens to be shy or introverted, this section was created for YOU. It will teach you proven ways I’ve created and used hundreds of times myself to get over the fear that networking in large groups can sometimes bring up. We teach you the Ultimate Icebreaker, tactics for networking with the right people without feeling overwhelmed or wanting to




run out of the event and go back home. This is for many people one of the most powerful steps to take to start seeing clients coming in the door: feeling the fear and doing it anyway, but this time, with proven techniques that WORK. Section 5. Know exactly what to do and say If you don’t know what to do and say in a networking group or at an event filled with hundreds of people, you might just walk away with nothing, instead of walking away with lots of potential clients and strategic alliances. This section will teach you exactly what to say and do, along with scripts that really work, to finalize change things around for you. Section 6. Get long term results through Masterful Techniques Finally, this section deals with all the fine details that masterful professionals of networking, those who’ve done it for years and been EXTREMELY successful, use to keep their practice consistently full of clients, and their pipelines continually filled with prospects. Any one of these steps will help you do the same so that you too can quickly become a Networking Guru and reap the benefits (in the form of new clients, in record time and consistently!) Section 7. Using social networks to get clients Social media and networking platforms like Facebook, Twitter and LinkedIn are receiving lots of attention as tools for Client Attraction – and it’s easy to spend a lot of (wasted) time there. To attract ideal high paying clients from social networks, it’s important to remember that the same rules apply for social networks as they do for traditional marketing: giving value and building relationships! This section covers how to use popular online social networking tools to supplement the results you get from traditional offline networking. Congratulations!!! Your Networking Guru System™ is now in place and, once you apply all these steps, you won’t have to worry about getting clients again. What you’ll find is that each Section of The Networking Guru System™ includes valuable worksheets, lots of practical assignments, proven resources and timesaving recommendations. This means you don’t need to reinvent the wheel to get masterful about your networking efforts. The tools are handed to you, ready to make your own.




Who Will This System Work For? This system works for people just like you in private practice and other independent professionals who are really good at what they do, but have never been taught exactly how to attract clients through networking or set up systems around strategic alliances so that they ALWAYS get new clients. This means that if you’re just starting out in your business, this is perfect for you as you’ll learn exactly what it takes to have a full practice, from square one. It’s especially ideal for the established sole practitioner that could use more clients (most people could). The Networking Guru System™ will get you to reexamine what you’ve done to network and market yourself so far, then streamline, rethink, systematize and help you make your networking efforts much more rewarding (in the form of more clients and more money coming in). Whichever profile you fit, this Networking Guru System™ was created for people who are absolutely excited and deadly serious about getting more clients through networking and ending what I call “the 3 A.M. sweats,” meaning, no longer waking up in the middle of the night asking “how will I ever get a full practice?” It’s about taking a No Excuses Approach and doing what it will take to grow your business. I’ve worked privately with hundreds of the following professionals (and the list is growing daily): Accountants Acupuncturists Alexander Technique Teachers Aromatherapy Practitioners Attorneys Business Coaches Career Counselors/Coaches Caterers Charitable Giving Consultants Chiropractors Cold Calling Trainers Consultants Copywriters Dentists Estheticians Event Planners Feldenkrais Practitioners Graphic Designers

High Performance Coaches Holistic Health Counselors Image Consultants Interior Decorators Life/Personal Coaches Long Term Care Specialists Marketing Consultants Massage Therapists Mortgage Lenders Neuromuscular Therapists Nutritionists Organizational Consultants Personal Financial Planners Personal Shoppers Personal Trainers Photographers Professional Organizers Professional Pet Sitters




Professional Voice Teachers Real Estate Brokers Reflexologists Research Specialists

Speakers Tutors Virtual Assistants Writers

Being a high-achieving go-getter myself, I’m known to work best with other high-achieving go-getters who are super-ready to get going, and just want to know exactly what steps to take to get clients. If this is you, then pick up this system and run with it. It was written for YOU! This system is not for owners of large companies or even medium-sized companies. Yes, I’ve been told several times that many of the concepts can be applied to your business, but the independent professional is the person for whom this was written. As a side note, it was also not written for whiners or skeptics or people who make excuses because their results aren’t the same. If you are one of these people, this may not be the solution for you. It takes a lot of drive to put something like this in place. It’s your responsibility to make it happen. Consider what you’ll do with this Networking Guru System™ to be an action learning course and you will be expected to take serious and consistent action. No excuses anymore, just a totally different way of thinking and a full set of resources while you achieve this incredibly exciting goal: more clients, consistently and in record time.




The Results To Expect Let’s face it. You didn’t get this Networking Guru System™ simply because you wanted to go through the process, just for fun. No, you got this because you want the results. OK, so how quickly could you expect to see results? This depends on how long you’ve been in business and how totally committed you are to investing yourself and your time to do the networking assignments outlined in the following exercises. And, you’ve got to put a lot of work into this. It doesn’t happen on its own, trust me, but it’s really simple when you get started. And when you do the work, you’ll be happy to see the results. Traditionally, a practice gets consistently full in 3 or 4 years (sometimes even longer!), and that’s with lots of expensive mistakes. Expect a fraction of that time with the Networking Guru System™. That said, virtually all of my private clients see results within the first couple of months in the form of new clients or new prospects. They see more revenue, start generating a lot of interest from referral partners and experience having a consistently full pipeline of prospects. (For more on Closing the Sale and turning those prospects into paying clients, please refer to the popular Client Attraction Home Study System™, available at http://www.TheClientAttractionSystem.com)




What You Need To Do To Get Results Do all of your assignments and fieldwork. Period. Be totally focused on networking for a period of one year. Understand that it’s not a “quick fix,” it’s not magic and it takes up to a year for you to plant the seeds and for those seeds to grow into the fruit that you can enjoy. All my clients who have diligently applied every step of The Networking Guru System™ have successfully grown their businesses, in a LOT less time than they would have on their own AND have made more money than they’ve made doing what they do. If you’re asking yourself whether you’ll recover your investment in this Networking Guru System™, the answer is Yes, a resounding Yes! Many clients are excited to report that they were able to cover the small investment within a month, if not within a single week, and THEN some! I want you to stop reading for just one moment to ask yourself “What is a new client worth to me, and what is the average revenue I make from the lifetime of that one client?” Chances are, that amount will more than cover your investment dozens of times over. Most likely, you will make 20 times what you invested in this program in the next 3 years. Even better, the information and skills you learn with The Networking Guru System™ may just net you 100 to 1,000 times what you invested in the next 10 to 20 years. Something to think about… What you’re regularly getting with this program is what I call a series of ‘AHAs!’ that will move your business faster than you would on your own. Expect to get a lot of these. That’s what you’re investing in, results, more revenue, more clients, not simply a series of assignments and worksheets.




How To Read And Use This System Here’s some advice about how to take it all in. My recommendation is to read this manual in its entirety, without taking any action the first time around so that you can let it all sink in. It’s a lot of “brain candy” and will most likely get you very excited to move forward. But it’s important to take in the WHOLE picture first. Otherwise you might get overwhelmed or wonder if you’re going in the right direction.

Once you’ve read everything, start at the beginning again and take each assignment step by step. Read the first tip of the first Section, fill out the assignment and use the worksheets provided in the Appendix. Don’t skip any steps, even if you think you already know the answer. Each step is there for you to use so that you don’t have to reinvent the wheel to get moving and to see results. Remember, take this whole process slowly. It’s Pace, Not Race. And it can become a little overwhelming if you try to tackle it all at once. Treat it like you would eat an elephant: one bite at a time. The key is to do it. Have you ever read a book that you thought was so good, chock-full of amazing ideas that you underlined it, highlighted certain sections and dog-eared a few pages? I’ll bet that at least once in your life you put that book right back on the shelf and never applied all the great ideas you read about. And because of this, you’re still in the same place you were before you picked up the book. Well, I don’t want you to do that here, so just go for it. Your business is too important to not do this. Commit yourself to this networking project. Know that it’s not always a quick fix (although many clients of mine have seen results extraordinarily fast) and that you actually have to do it for it to work. Just make the time, make a commitment and take each and every step. If you get stuck and are having trouble moving forward, drop me and my team a line at [email protected] and we’ll be happy to help. Sometimes a little nudge can get you back on track very quickly.




OK, Let’s Get Started! Welcome to The Networking Guru System™ Before we begin: If you are in business for yourself and don’t have a well-developed marketing and networking plan in place that works to get you all the clients you need consistently, don’t be hard on yourself about it. You’re not alone. And the first thing I want to share with you is “Nothing’s wrong with you!” What we all have in common is that we were probably only taught our professional trade—how to be a consultant, dentist, acupuncturist, financial planner or real estate broker, but not how REAL Client Attraction works and how to start getting clients quickly and consistently! In fact, almost everyone who I speak to about their business does almost nothing to promote it, preferring instead to wait for word-of-mouth referrals. Problem is, these referrals don’t always come as quickly as we’d like, right? You’ve got to go out and get yourself some clients instead of waiting for them to come to you… or you might not be in business for very long. The good news is, you can do this! There are indeed ways to get them to come to you, but you’ve got to do a few things first to make that happen, and that’s why you’ve got this extremely detailed workbook in hand. The 60 assignments and 18 worksheets of The Networking Guru System™ will help you attract all the clients you need and can handle through serious networking, must faster than what you’re doing now. Now, realize that none of this is truly rocket science, although I know a few light bulbs might go off. It always happens. What I want you to get from this is that you may know a lot of this, BUT you’re simply not doing it, and certainly not consistently enough to get the steady stream of new clients you need. With that said, let’s get started. Good luck! And remember, I’m here when you need me. J Fabienne Fredrickson




Section One

Change Your Perception of Networking ASAP




Section 1: Change Your Perception of Networking ASAP Ah, networking! Mention the word and you will get either one of two reactions:

• “Ugh! I hate networking. It doesn’t work. Besides, everyone’s in it for themselves and it takes too much time.”

• “Yeah, networking is great. It helps me get lots of clients. I love it!” Ask every self employed person you know and you’ll notice that you’ll get about 80% of responses to be in the first category. But the thing about networking is that is DOES work to get you clients really quickly. I filled both of my private practices in less than a year each, using networking and other Client Attraction techniques. So why all the extremes of emotion around it? My gut feeling is this:

1. People aren’t doing it correctly and therefore often fail miserably when attempting to network.

2. They have misconceptions about what networking really is about. So, I’m here to dispel the myths and get you guys going on a path of doing it correctly, so that you not only start seeing REAL results from your networking, but you also start really enjoying it. (I know, some of you are shaking your heads right now saying to yourselves, “Dream on, Fabienne, I’m NEVER going to enjoy it!” But that’s what my clients had also said about marketing and I’ve changed thousands of peoples’ minds about it once they saw the results, so I can probably change your mind too, if you let me.) J

Step 1. Get clear on what networking isn’t. There was a time (many say it’s still going on now) that networking was about entering a large crowded room of people you didn’t know, all dressed in stuffy business attire and your goal was to walk away with as many cards as possible, exchanging them frantically and promising to “do lunch”. And then, you were supposed to follow up and make the sale. I don’t know about you, but THAT sounds horrible to me! And for the life of me, I can’t even imagine how that would be successful in helping you get clients. It feels sleazy, slick and not the kind of way I want to spend an evening. Besides, it doesn’t fit my




personality or my way of approaching life, and if you’re anything like me, it probably doesn’t fit the way you approach yours, either. No wonder 1) we don’t want to do it and 2) it doesn’t seem to work for us! It’s a totally wrong approach! (Sadly, when you read or hear various networking “pros” talk about networking, some are STILL advocating this grab-as-many-cards-as-you-can mentality and telling you to push your services onto them, asking for the sale on the first meeting. Yuck!) So, the very first thing I want you to do is to banish what you’ve already learned about marketing and start from scratch. In essence, I’m asking you to UNLEARN all the myths and allow me to show you what it’s really all about and how to approach networking so that you actually get really great results from it and feel authentically yourself the whole time. Your Assignment: Take a sheet of paper and list everything you’ve been taught about networking, what it means to you, what your emotions and feelings are around it, and what’s stopping you from doing it. The first key to changing something is to recognize it, then understand where it comes from and then, to make a commitment to changing it. Once you realize that your feelings around it come from outdated sources, you’ll be ready to implement the steps and concepts I’ve outlined in this Networking Guru System™. However, if you keep reading without changing your feelings about it, you’ll probably see yourself becoming skeptical and thinking it won’t work, most likely because your preconceived notions are still there. So, it’s time to erase the board and start from scratch. (Worksheet 1 in the Appendix will help you get started.)

Step 2. Redefine your idea of networking.

Ok, now that you’ve gotten clear on what networking isn’t and what’s slowing you down, it’s time to redefine it so that you can start taking advantage of it, starting now.




Contrary to what you’ve probably been taught, networking is NOT about pushing yourself on others (or being pushed upon by others) but about one simple thing and one thing only. Building relationships. I know, you were probably expecting something more earth shattering than that. But the simple truth is, Master Networkers understand that networking is about the long haul and it’s about building relationships, not GETTING something from others or putting something over on others. Ok, but let’s examine building relationships and why that’s the NEW view I want you to take on networking. Let’s examine how YOU would rather buy services. When you’re looking for a new service, would you rather open up the phonebook and play eenie-meenie-miney-mo or would you rather ask a friend you trust if they know someone who provides that service? Yeah, me too. I feel much better about asking someone to give me a referral. For some reason, when I know that my friend has had a great experience with that particular service provider, let it be a dentist or a plumber, I’m much more likely to just call and book an appointment, rather than question the expertise of the person we’re talking about. And so you see, it all boils down to that relationship with your friend, and the relationship that your friend has with the dentist or plumber. Without the relationship they have, you wouldn’t have ever been referred that person.

Your Assignment: From today forward, I want you to start approaching the entire networking process with the objective of creating LONG TERM RELATIONSHIPS. No more, no less.




Step 3. The Know-Like-and-Trust Factor. I can’t honestly remember where and when I first heard about the Know-Like-and-Trust Factor (who knows, I probably think I invented it! Ha!) It’s so ingrained in my way of thinking about networking, Client Attraction and Closing the Sale, that I take its origin for granted sometimes. But as you can see, I apply it to everything. It just works so well that you too will want to apply it to your way of doing everything from now on. OK, so what is this Know-Like-Trust Factor and why is it so crucial to effective Client Attraction and networking? Well, have you noticed that what sometimes stops us or slows us down in the process of working with someone is often that we don’t know much about them, we don’t know if we like them yet and we certainly feel hesitant about working with them because we don’t feel we can trust them yet? This Know-Like-Trust Factor runs much deeper than you are probably aware of. When you don’t like or trust someone, do you feel comfortable giving them your money and putting yourself in their hands? Nope, I didn’t think so. We give business to those we like and those we trust and never the opposite. Simple as that. Now, that being said, we have a greater likelihood of attracting lots of new clients and referrals from those who already know us, like us and trust us, and many times this means former colleagues, family and friends, people already in our life. People who know us, like us and trust us automatically become ADVOCATES for us. These people can attest to you as a reliable person and can probably rave about your services if they’ve experienced them. This is extremely valuable and should not be overlooked when building your practice and setting out to attract new clients through networking.




Your Assignment: Start by thinking about those people whom you know, like AND trust. Don’t you find it easier to send them referrals than those you don’t? Shift your thinking to create relationships, over the long haul, with the main objective being TRUST. Take every action to make this happen and you’re on your way to becoming a veritable Networking Guru.

Step 4. The tipping point is key. Now, before you point the finger at me for bashing ALL things about what you already know about networking, let me say there is ONE thing that I believe in very strongly that past networking experts talk about over and over again. Getting LOTS of people in your network. The more people you know, and the more people know YOU, the more likely you are to attract LOTS of new clients through networking and referrals. Think about it. If you’ve got 300 people in your network, and let’s just say, for fun, that 1% of them refer people to you on a monthly basis. Well, that makes 3 referrals per month. But if you’ve got 1,000 people in your network, and that network generates the same percentage of referrals per month, 1%, then, that gives you 10 referrals per month. In just a few months, you’ve got a solid practice going! And it’s been my experience that, when you DO have more than a 1,000 people in your network who become advocates of yours, you start getting clients real fast! The key however, is in how you create this tipping point. And again, it’s not about entering each networking event you go to and throwing your cards at people, it’s about creating relationships that are based on trust. LOTS of them!




Your Assignment: Make a commitment today to start growing your network to the Tipping Point. My networking is up to many thousands of people now, and you can imagine how many referrals I get from this network and all the networking I’ve done in the past. If you estimate that you currently know (and are known by) say, 300 people, start working hard to be known and trusted by 1,000 people. When you’ve reached that, start shooting for 2,000, then more. The more people are in your network, the more you start tipping the scales in your favor. It’ll be a process, and not necessarily a quick one, but the more you work towards this, the more you’ll love networking because of the RESULTS you’ll get from it, consistently. It’s addictive, trust me! So, how many people are in your network now?




Section 2

Prepare Yourself To Be COMPELLING and Client

Attractive




Section 2: Prepare Yourself To Be COMPELLING and Client Attractive OK, so I hope I’ve gotten you excited about the concept of reaching a tipping point in your network through building relationships based on a know-like-and-trust factor. But before you rush out there attending all sorts of networking groups and functions, you’ve got to do just a little bit of work so that you’re not wasting your time.

Step 5. Get clear on who you want and need to meet: your ideal clients. Before we move forward in your networking, we need to get really clear on who you want to meet. We’ll first focus on your ideal client. Now, to get clear on who your ideal client is, let’s first agree that there are several things that universally constitute an ideal client:

• Those you really enjoy working with • Those who need your help, badly • Those who recognize that working with you is essential • Those who can easily be identified and contacted • Those what will happily pay what you’re worth, without

negotiating • Those who will get great results from working with you (and

write testimonials to prove it) • Those who will tell others about you and refer other clients

over and over again Now, be honest with me. Don’t you want a practice FULL of these types of people? (Trust me, it’s a lot more fun and it’s not difficult to get.) To have a practice filled with these types of people, you need to stop networking with anyone and everyone and start targeting a specific target audience. One of the secrets of masterful networking is knowing WHO your ideal clients are (the ones who’ll recognize that working with you is crucial to solving their problems, pay you what you’re worth and tell others about you), figuring out WHAT their particular issues are, WHY they’re having them and HOW you solve them.




Your Assignment: Get very specific on who your best client is. To do this, you can start thinking of your most favorite current clients (the ones that fit the criteria we outlined above) and former clients. Write it all down: For individuals, it can include their age, sex, and income group -- even where they live, if it impacts your business. If you cater to companies, write down what industries you want to work with, the number of employees, and specific titles within the company. Now, write down your ideal client’s particular situation that you can solve, their struggles, and any other common-denominator aspects that would be a requisite for being a “best client” for your services. Get thinking about these and you’re on your way to crafting your ideal client profile. Once you have that, marketing can be a breeze. This is one of the most important steps you can take in attracting all the clients you need. Do not skip over this part, even if you think you already-kinda-know who they are. Note: If you’re not currently working with your ideal clients or need help in figuring out this section (most people do), we go really in depth in forming your ideal client profile and the viability of marketing and networking to this ideal client in the Client Attraction Home Study System™. You can get your copy here: http://www.TheClientAttractionSystem.com For deeper learning, I invite you to check out my 3-day Client Attraction Workshops (see upcoming dates, details and inspiring success stories at http://www.clientattraction.com/events) as well as my sequential coaching programs (The Winners Academy), where I teach my students and clients how to use marketing and systems to go from 5-figures to 6-figures, from 6-figures to multiple 6-figures and then to 7-figures, taking them past the million dollar mark. You can find out more (and get a free DVD with videos of moving and inspirational success stories shipped to you at no charge) by going to http://www.clientattractionwinnersacademy.com . (Worksheet 2 in the Appendix will help you get started.)




Step 6. Find out where your ideal clients HANG OUT in large numbers. Once you’re clear on who your Ideal Clients are, there’s just one more thing we need to unearth, and it’s a crucial one. We need to know where they “live” and where they hang out. Why would you randomly network hoping to find your ideal clients when you can find places to “rub elbows” with them in large numbers and at low cost to you? This is much easier and gets you more results. Your Assignment: Ask yourself the following questions:

§ Where do they congregate regularly? § What workshops or seminars do they go to? § What conferences or conventions do they visit each year? § What trade shows will they attend this year? § Where do they network? § What clubs or organizations do they visit regularly? § What associations do they belong to? § Where will you find a roomful of these people? § What organization or group holds a “list” of these people?

(Worksheet 3 in the Appendix will help you get started.)

Step 7. Know your strategic alliances and best referral partners. To make networking even more effective for you (and to quickly increase your results), you’ll want to not only try to meet your ideal clients, but strategic alliances as well. Strategic alliances are people who share the same target audience or clients as you do, but whose company or service doesn’t overlap with yours. Strategic alliances are usually your best referral partners and, in many cases, you’ll have many different ones. Here’s an example of a strategic alliance scenario: If you were an Accountant/CPA, these are what some of your strategic alliances could look like:

§ Financial Advisor § Personal Financial Planner




§ Bookkeeper § Attorney § Insurance Broker § Small Business Banker § Business Coach § Etc.

All of these types of people are possible referral partners to you AND share the same type of client without offering what you offer or competing with you. The idea is that these people’s Rolodexes and mailing lists are full of your prospects and in teaming up, you could both help each other spread the word and refer your clients to each other. Your Assignment: Make a list of which industries or types of businesses share the same client you do and see what you can do to share your resources. Perhaps you can do a seminar together, combine mailing lists for double the exposure of direct mailings, send a letter of endorsement to your clients about your Strategic Partner and vice versa, etc. Extra credit assignment: You can also consider a Strategic Alliance to be an organization made up of your Ideal Client whose mailing list is made up of hundreds of thousands of your targets. This is another great way of aligning yourself. How could you work something out together that would benefit everyone involved and help you both attract new clients? (Worksheet 4 in the Appendix will help you get started.)

Step 8. Be able to reach your best referral sources in groups As you did with your Ideal Clients, it’s time to get clear on how to reach your best referral sources and strategic alliances in large numbers and inexpensively. You could essentially put together an ENTIRE marketing plan around this technique, one that would get you LOTS of clients, consistently.




Your Assignment: Ask yourself the following questions:

§ Where do each of your strategic alliance groups congregate regularly?

§ What workshops or seminars do they go to? § What conferences or conventions do they visit each year? § What trade shows will they attend this year? § Where do they network? § What clubs or organizations do they visit? § What associations do they belong to? § Where will you find a roomful of these people? § What organization or group holds a “list” of these people?

(Worksheet 5 in the Appendix will help you get started.)

Step 9. Clearly communicate what you’re looking for with a Client Attractive elevator speech. OK, now that you know who you’re going to want to look for and talk to when networking, you gotta have something to say that will make them: 1) want to work with you 2) want to refer clients to you. An Elevator Speech is a marketing term that is meant to describe the “commercial” you would use with an ideal prospect in an elevator if you only had 20 seconds to get your message across before reaching your floor. It’s meant to describe what you do in a very short amount of time, with the objective being that this person will not only want your card, but will also want to talk to you further. And I consider it a crucial part of Client Attraction as a whole and paramount for masterful networking, because if you can’t say what you do in a compelling way in LESS than 20 seconds, you’re letting potential clients slip through your fingers on a daily basis. Not ideal. The good news is, it’s just a question of plugging things into the formula below and memorizing it.




My Elevator Speech formula: “I work with (insert ideal client profile) who struggle with (insert client challenges) and would like to (insert results and benefits). What separates my service from other (insert competitors) is (insert your Unique Selling Propositions) and because of this, clients receive (insert motivators and your claim). Would you like to know more?” Here’s mine as an example: “Hello, my name is Fabienne Fredrickson and I am a Client Attraction Expert. I work with somewhat successful self-employed professionals and very small businesses who struggle to market their business effectively and need to attract a lot of new clients consistently, without pushing so hard. What separates my service from other business coaches is that I ONLY work with self-employed businesses and I ONLY specialize in Client Attraction, nothing else. Because of this, my clients receive proven, undiluted, and extremely specific step-by-step information on exactly what they need to do to get clients. As a result, those who coach with me get more clients, in record time, and make more money than they would on their own. Would you like to know more?” I get a lot of attention with that one. And every time I use it at a networking meeting, I see people really listening to what I have to say and then usually get approached by an ideal client or receive a lead towards the end of the meeting. Not bad, huh? One thing that needs to be mentioned is that people “judge” you on what you say about your business (they can’t help it, they’re trying to figure out whether you’re good at what you do, or not) and one of the things they look at is your confidence level around how you describe your business. We’re not shooting for arrogance or aggressiveness, but rather a casual confidence that makes them want to know more. And that’s why it’s important that you memorize your elevator speech. Because you want it to roll off your tongue, easily and without effort. VERY Client Attractive!




Your Assignment: Time to work on your elevator speech using the formula I’ve given you above. Understand that it might sound “canned” at first. The formula I’ve given you is meant to be a starting point. But once you practice it several times and start to memorize it, you’ll find a way to round out the edges and make it really easy to get attention. Note: If you’re having trouble filling out the formula (many people do), we go really in depth in all the different components of the elevator speech formula in the Client Attraction Home Study System™. You can get a copy here: http://www.TheClientAttractionSystem.com (Worksheet 6 in the Appendix will help you get started.)

Step 10. Come up with a tagline and they’ll really remember you by. So, imagine that you’re in a structured networking meeting (we’ll talk about these in depth in a little while) and that 30 other people are giving their elevator speeches, looking for referrals from the group. Can you imagine yourself forgetting what one or more (if not many) people’s messages are? I’ll bet you anything that most people in that room will forget at least one person’s elevator speech. And what if it were yours? You’d be bummed. Here’s what you can do about that. Having a tagline or “slogan” can make all the difference in networking colleagues remembering you. They probably won’t remember your entire elevator speech, but if you make it easy for them, they’ll likely remember your tagline. A tagline is something that describes the entire essence of what you do, including results, to a potential client or referral source, within just a few words. It’s essentially a reduction of your entire marketing message, or elevator speech. Basically you’re trying to reduce your essential message into just a phrase, so you want to keep it short, memorable and have it be results- and benefits-oriented if possible. In the end, you’re looking




for something that your ideal client or strategic alliances will remember and refer you with. My tagline is “More clients, in record time… every time.” An added bonus is that people will start to refer you to others using your tagline. People do this for me. They tell me that when they’re talking to a friend who’s complaining about not having a full practice or having a tough time marketing to clients, they’ll simply say to them, “You should talk to Fabienne Fredrickson, she can help you get ‘More clients, in record time, and she does it every time.’” It works. OK, here’s how to come up with yours. Imagine that you’re cooking a large amount of broth on the stove (your elevator speech) and you’d like to reduce it to a thick sauce (your tagline). It takes time, but sooner or later, you’ll get something that will be the “essence” of your message, yet in a lesser quantity and much more powerful. As I just mentioned, mine is “More clients, in record time… every time.” But it took me a while to get there. § My first tagline was, “More money, more of life, better decisions,

faster growth.” (Not exactly very easy for others to remember or repeat.)

§ And then it became “More clients, more money, better decisions, faster growth.” (A little better, but still not there.)

§ And then, “More clients, in record time, guaranteed.” (Great tagline, but I started attracting people who weren’t willing to put in the work, so that wasn’t ideal either.)

§ And lastly, “More clients, in record time, every time.” § Now with the Winners Academy, I’ve added a new tag line just

for that, “Step-by-step Guidance, Expert Coaching, Daily Accountability.”

Now, understand that this evolution happened over a span of several years. And you know what? I’m still thinking about changing it to have something in there about “consistency” because my clients don’t just want a lot of clients fast, they want a lot of clients fast AND consistently, so I’m working on changing it yet again. The reason I took you through all these different incarnations of my tagline is to reassure you that coming up with a good one




doesn’t always happen overnight. And it can always evolve (just be careful that it doesn’t change drastically on a regular basis or you’ll confuse people.) It’s OK to spend some time with this, but when you’ve got one, use it on EVERYTHING:

§ Your business card § Your website § Your marketing materials § Your voicemail § Your e-mail signature file § At the end of your elevator speech § Etc.

Your Assignment: • Distill your message down into a few words • Keep it memorable • Have it be benefits- and results-oriented, if possible • Use your Unique Selling Proposition, if possible (Worksheet 7 in the Appendix will help you get started.)

Step 11. Have a Client Attractive business card. You can have a business card that says your name, the name of your company and how to contact you, or one that gets you clients. Which do you want? Your business card should be considered a sales tool, something that someone will look at and get a very good idea not only at what you do, but what you can do for them. If you’ve got just one chance to make an impression (in person or not) and you’ve got the space, use it well. Make sure people know what you do, really DO, when they read your business card. Give them a compelling reason to call you to talk about working together. Or perhaps you want them to visit your website or sign up for your ezine (e-mail newsletter). The idea is to get prospects in action JUST WITH YOUR CARD.




Here’s an example for you: I got a call from a prospect a while back, saying that she was ready to work with me to help her attract new paying clients. She wanted to talk to me because she just needed to see exactly how I worked and what my rates were. The funny thing is, we’d never met. And she wasn’t referred by any of my clients or colleagues. Instead, she had found my card in a doctor’s office close to 50 miles away. Now, I can ASSURE you that I had never been to that doctor’s office and that I hadn’t gone to that part of the state in over a year, but somehow my card found her and compelled her to want to work with me. And that card probably cost me no more than 10 cents. Not bad for a return on investment on a marketing piece and the fact that I wasn’t even there in the first place! OK, so what should you put on your business card to make it Client Attractive in a networking situation? It should have your phone number(s), every way to reach you and can even have a set of PULL marketing questions on the back that invite the reader of the card to consider working with you. (Use the questions we’ve already worked on in the Client Attraction Home Study System™.) It’s recommended that you add your tagline to the card. And use the back of it if you can! Let me give you an example of what your card can do for you, even when you’re not there. Here’s the text to mine:

FRONT

More clients, in record time… every time. Client attraction made easy.

Fabienne Fredrickson Client Attraction Expert, Business Coach, National Speaker Client Attraction Business Coaching 866-RAINMAKER (toll free)

Local phone: 203-595-0068 [email protected]




FREE Client Attraction Tools at www.ClientAttraction.com BACK Not attracting enough clients to your existing small business? Do you wish you could turn more prospects into paying clients? Do you love what you do but haven’t mastered the marketing yet? Do you feel the financial pressure of not having enough clients? Do you sometimes feel like you’re pushing too hard? You can double your client base, without spending a lot. Call me to share your own business struggles, ask key questions, and talk about solutions, free of charge. Fabienne is also a national speaker, widely known for her popular Client Attraction trainings and seminars. Visit www.ClientAttraction.com for details. This business card has also prompted several colleagues to refer potential clients to me even though we’d only met once at a workshop I’d given or at a networking meeting. The information on the back allows the person holding the card to self-qualify or screen themselves as to whether or not they are an ideal client for me. And it gives referral sources ways of describing what you do clearly and effectively when talking to others about you. It has an invitation to call: “Call me to share your own business struggles, ask key questions, and talk about solutions, free of charge,” which is very important. We call this the call-to-action. The objective should be to have a card that has your ideal prospect say, “Wow! I need you!” when they’ve read your card. The key is to keep it legible, but to have real Client Attractive information there, so that it works as part of your sales force, even when you’re not there to sell for yourself. Resource: I have often used www.vistaprint.com for my business cards. Why? Because I get to do things myself, online, whenever I want to (even in the middle of the night). There is a free option (yes, 250 free business cards for anyone and everyone, as often as you like) and a customizable option where you can use the back of the card for just $20 or so. (I choose this option.)




I get to have my cards within just a few days of creating them. I get to choose from dozens of impressive templates, and I can also get postcards, letterhead and envelopes to match to create an entire brand that is consistent in its image. Best of all, Vistaprint is really inexpensive yet the quality is good. And because it’s so inexpensive to produce 250 cards, I never order more than 250 at a time (the minimum). Why? Because I like to tweak my materials often! You will too. And throwing out 800 cards because I want to change one small thing doesn’t make sense, so I order small and reorder whenever I need to. You should do the same. Your Assignment: Ask yourself: What does my business card say to my prospects? How do I differentiate myself from all of my competitors with my business card alone? Am I actually attracting new business because of it? Is there a call to action, an invitation to call me, a compelling offer or point of differentiation that makes me stand out? Ask yourself: What are people I network with REALLY doing with my business card once they come home from where they met me? Is it going in the circular file (i.e. the garbage) because they can’t tell what you really do for a living and what you can do for them? Business cards are the Number One marketing tool you will use most often to get new business. Create one that gets clients to call YOU. (Worksheet 8 in the Appendix will help you get started.)

Step 12. Make sure you have plenty of business cards. I know I shouldn’t even have to mention this one, but you’d be SHOCKED at the number of people I meet at networking meetings who aren’t carrying business cards! I mean, what are they thinking?! I know that we have all been caught once without a business card (even me!) but that needs to be a total exception. If you regularly




go to networking events without cards, my advice would be “don’t bother”. I had a colleague a while back who used to suggest that if you’re going to the beach, tuck a few in your bathing suit. In a way, that’s my take on it too. YOU NEVER KNOW when you’re going to meet someone, either an ideal client or referral source, that you want to reconnect with. Make sure you’re not scribbling your info on a chewing gum wrapper. It’s not that Client Attractive, trust me. Your Assignment: Usually, it’s a matter of you not having re-ordered your cards in time. Just make sure that you reorder early when you start running out or get a bunch to begin with. If it’s a matter of you not having thought ahead, just make it a habit to have a stack of good business cards in your purse or wallet at all times and you won’t be stuck without.

Step 13. Wear clothing with pockets. Have you ever given another person’s business card to someone by mistake, instead of your own? I have, in the early days. (It was a little embarrassing.) So I figured out a trick. Wear a jacket with 2 pockets. One for your cards, one for the cards you receive. Simple as that. It’s kind of a no-brainer but it’ll save you some embarrassment and disorganization. Your Assignment: Make sure that whenever you go to a networking meeting, you wear something with 2 pockets. Make a habit of this.




Step 14. Wear your nametag properly. What I’ve noticed from years and years of networking is that there are smart ways to wear that nametag and ways to avoid wearing it. The first thing is WHERE to put your nametag or sticker. Most people are right-handed and if you put your sticker or nametag on the left hand side, you make it more difficult for the person to see your name. Put it on the RIGHT hand side instead, and it falls right in their line of vision. I usually only write my first name, in large letters, instead of my full name. You just want to give them enough info to get them to remember your first name (they don’t really need your last name until later, and they’ll get that when you exchange business cards). I also recommend not putting the name of my company, instead preferring to put WHAT I do, which is more Client Attractive. I’ll give you an example: A while back, I was on my way out of an LTBN meeting (Let’s Talk Business Network) with my coat in hand and someone stopped me right in my tracks. I’d written “Fabienne, Business Coaching” on my nametag in big letters instead of the name of my company. Well, he stopped me and said, “Hey, you do business coaching? I need some help. Can we talk?” If I’d just put the name of my company (which was not very descriptive at the time) or kept a lot of info crammed into that small space, there’s no way he would have been able to read it and no way he would have stopped me. It can make a big difference. Now, I just put: FABIENNE CLIENT ATTRACTION And by the way, he became my client and stayed for well over 6 months, which was a great surprise.




Your Assignment: The moral of the story is, make it simple! Keep it to your first name, write it BIG, write WHAT you do instead of the name of your company and lastly, put your nametag high up on your right shoulder, so that it’s in their line of vision.




Section 3

Fish EXACTLY Where The Fish Are




Section 3: Fish EXACTLY Where The Fish Are This section is about where and how often to networking. People ask me this all the time in seminars and in private coaching. If we take into account what we’ve learned about networking in the first section (that it’s about building relationships and creating the know-like-and-trust factor for the long haul) then the answer to how often to network is easy to answer. But first, let’s get into WHERE you should be networking to meet potential clients regularly, as well as your best referral sources.

Step 15. Understand the different types of networking. When I ask certain clients or seminar attendees if they do any networking, many of them say “Yes, I network at parties sometimes, or I talk to people at the supermarket when I go there.” OK, good, but that’s not really the answer I’m usually looking for. Understanding that you may be a social, gregarious person, it’s great for you to network anywhere and everywhere. I do recommend that because you never know who you’ll meet. But what I’m really going after is where you go to network PROFESSIONALLY and how often. I’m talking about structured networking groups or meetings where the sole intent or purpose is to meet other professionals looking to make contacts and referrals to grow their businesses. That said, there are several different types of professional networking opportunities available to you, most anywhere in the country, and even the world: 1. Weekly breakfast networking groups 2. Chambers of commerce 3. Professional associations 4. Special interest groups or alumni clubs 5. “Animal clubs” (Lions, Elk, etc.) The key is that each of these has a different approach to networking, as well as different types of people you’ll meet.




Your Assignment: Study the list of the networking groups I attended in New York in the Appendix (as an example) and start figuring out which will be best for you, in combination. Commit to making at least two of these a part of your marketing plan. (Worksheet 9 in the Appendix will help you get started.)

Step 16. Get really familiar with Breakfast Networking Groups. Weekly breakfast networking groups (such as www.bni.com and www.letip.com) meet weekly (obviously) and are BY FAR my favorite way to network and something I almost make mandatory for my clients to attend and join. My favorite is BNI (Business Network International – there are chapters just about everywhere in the world) and without it, I can honestly say that I wouldn’t have filled either of my private practices (nutrition first, then business coaching) to capacity in less than a year each. I can also honestly say that in the first year alone for each of these businesses I started, 40-50% of my client base came from BNI members and their referrals. And then referrals of referrals. Did you get that? 40-50%! That’s HUGE! So, when a new client of mine starts to complain that these groups meet really early in the morning and that they’re not sure if they want to show up that often, I look at them dead in the eye and I say, “Well, how badly do you want clients?” There’s usually a long pause and then they say, with a smile, “Okay, I’ll do it”. And they never regret it. The point is, if you really need or want to fill your practice quickly, then just DO what it takes, and BNI is a must in my book. As a side note, it’s that kind of NO EXCUSES approach that will help you fill your client base faster than you’re doing it now. Do what it takes and the clients will come. You’ve heard me say this before: “A strong focus now creates a different future later”.




On a last note about these weekly groups, it’s the WEEKLY part, among many other things, that makes it so successful for many of us self-employed people. Because we’re going after relationships and the know-like-and-trust factor in networking, a group such as this one will create a systematic way for you to meet with a group of professionals close to 50 times a year. NOTHING beats that for creating friendships and strategic alliances really quickly. And that’s how you get clients. Your Assignment: Go to www.bni.com and click on your country, state, city and find a chapter in your area. You’re allowed to visit twice without having to become a member. Meet the members, check to see who could become a referral partner for you (it only takes one) and remember that it’s not necessarily who’s in the group that you’re only going to network with, but the Rolodex of each person in that group. That’s pretty powerful. Visit a couple of chapters, and then pick one, join and start reaping the rewards. (We’ll talk about how to make the most of these in a little while.)

Step 17. Professional associations are key. OK, so now that we’ve talked about meetings that deal specifically with networking, now’s the time to go HANG OUT with roomfuls of our ideal clients. Professional associations provide a great “filter” for us in terms of creating these roomfuls of people. If you think about it, you join an association because the members have something in common, as in an industry or a purpose of some sort. In terms of networking, that saves YOU a lot of work in reaching your ideal client or referral source. Whew! If you look back to the assignments and worksheets you worked on in the last section, the ones about where your ideal clients and strategic alliances HANG OUT, then this assignment will be easy. It’s a matter of finding out which associations these people belong to or attend regularly. I belong to several associations because my ideal prospects belong to the same groups. For whatever reason, I tend to attract a lot of




women clients. Out of 30 private clients I have at the time I’m writing this, only one is male. So, it actually makes a lot of sense for me to belong to the National Association of Women Business Owners (www.NAWBO.org) where I meet a handful of people each time I attend an event who eventually become clients. Others I meet have become referral sources, so it’s been a win-win for me. Your Assignment: Using the list you came up with in the Ideal Client and Strategic Alliances sections, start researching the actual associations that your ideal clients and referral sources belong to. Look them up on the internet, get contact information and ask when their next events are (or look for the events calendar on their website, that’s usually easier.) If you like, you can even go to your local business library, and ask the reference librarian for the series of guides that list ALL associations in this country, broken out by industry. It’s mind-blowing how many there are. Once you’ve made a list, all you have to do is figure out if there’s a chapter in your area, when they meet or when their annual convention is. Very cool. Then once you like a group, plug into your calendar all the events already scheduled for the year and make going regularly a priority to gain lots of exposure and create long-term, mutually beneficial relationships. (Worksheet 10 in the Appendix will help you get started.)

Step 18. Chambers of commerce, special interest groups, etc. In addition to professional networking groups and associations, I added (especially in the beginning) a sprinkling of other networking opportunities. Visiting your local chambers of commerce can be really good, especially when you’re trying to create a presence locally or when you need a boost of new clients. They usually have weekly or monthly meetings, although the same people aren’t always there, which can be considered either good or bad. Good if you want a fresh batch of people each time, bad if you’re looking for consistency in building relationships.




Additionally, if they only meet monthly, then that’s usually not frequent enough to help you quickly ramp up your Client Attraction, so I would use this as an ADDITION to my regular networking as opposed to the cornerstone of it. Many of my clients are encouraged to attend chambers in several different towns surrounding them. One other group I like to attend is a Special Interest Group started by a www.Coachville.com member, made up of other professional coaches. At first, it might not make sense to you if you think that everyone who attends is my competition, but I don’t approach it this way at all. As a matter of fact, I look at it quite the opposite way. There are so many different types of coaches out there: Life coaches, nutrition coaches, business coaches, corporate coaches, sales coaches, ADD coaches, that there’s plenty to go around. And I’m usually known as a big referral source for them since I only coach ONE type of professional, the self-employed person who needs more clients. Since mine is a pretty narrow niche, I refer out all other types of clients to my coaching colleagues (and happy to do it) so that I can focus on my core competency, which is Client Attraction. In turn, they do the same for me, so having those relationships can be very key in terms of networking. So think about what Special interest Group is available to you and how you could give and gain leads from it. Then, make this a part of your networking plan. Your Assignment: Once you’ve got your professional networking groups and associations in place, think about what other “occasional” networking you can add to the mix. Kind of like your investment portfolio, it’s good to diversify your networking activities so you get more chances of attract clients that way and don’t put all your eggs in one basket.




Step 19. Focus your networking on the Cash Cows. To take networking to the next level, I’d like to also talk to you now about Cash Cows. Let’s agree that there are different types of referrals from networking. The referrals that have a little business for us and those who have a LOT of business for us (these are the Cash Cows, by the way). Client example: A real estate broker client of mine has redirected her networking efforts to rub elbows with those who have a LOT of business for her, rather than just a little business for her. During our coaching, we realized that she could either network with INDIVIDUALS (who sell one apartment at a time) or DEVELOPERS (who need to sell 15 units at one time). When the light bulb went on and after screaming EUREKA! together, we looked for associations that she could join to create lasting relationships with real estate developers (Professional Women In Construction is one of them). She will now be networking there regularly and maximizing her networking to reach Cash Cows (i.e., getting a referral to sells 15 units rather than just 1). Next, she’ll be targeting architects. If she keeps this up, she is on her way to become an apartment selling machine! Your Assignment: Instead of going after ONE client at a time in networking, think about those people who have a LOT of business for you, instead of just a little business for you. Make a list of these. Then visit the web to see if they have an association you could belong to. If they’re local, join the association. If they’re not, offer to write a monthly column for their association newsletter or speak at the annual conference.

Step 20. Know where to find good networking venues in your area. It sometimes feels overwhelming for some of my clients to start the whole networking venue search, but actually, it’s very simple. I use two main resources:




1. The local business journal 2. The internet The first place to look is in your local business journal, if you have one. In virtually every one of them, there is a weekly listing of events and from my experience, most of these are networking-related events. This is great because you can simply get the latest issue (or log onto their website) and circle all the events that are coming up in the week or two ahead and visit them. One stop shop. In New York, it’s Crain’s New York Business, and the website is www.CrainsNewYork.com, but just ask around or call your chamber of commerce for the one covering your area. While you’re at it and you’ve got the chamber on the phone, ask them if they have a listing of local networking groups (they just might) and ask to get a copy of it. Again, another possible one stop shop. When certain clients of mine live in more remote areas, I usually do a Google search using the keywords “network” and then the name of their town or county. That usually produces some results, although sometimes you have to dig deep in the first few pages to see what comes up. (I usually avoid using the keyword “networking” as it will usually provide computer networking resources, but it’s not a bad last-resort move to make.) Your Assignment: Research your local business journal and keep on top of their events calendar (your local regular newspaper may also provide some of this info, but it’s usually not as focused on business meetings.) A great online resource that lists business journals by state can be found at http://www.bizpubs.org. Lastly, do an Internet search to see what else you can find. You should be able to find enough to keep you busy for a while. J




Step 21. How notable networkers can help you. Once you’ve actually done this research, plugged the events in your calendar and started going, you can take this research one step further by noticing who the major networkers are. Who are the ‘notable networkers’? You’ll know them immediately. They’re the ones who give AND get a lot of leads, people everybody seems to know, or someone who’s referred to sometimes as “Oh, Joe, he’s like the mayor, he knows EVERYBODY!” These people are usually really connected and there’s always one in each group. Look for people lining up to talk to them the minute they walk in a room, big smiles and handshakes everywhere. Once you spot that person, walk up, introduce yourself and make an observation that they seem to know everyone. Then, ask them where you should start networking in town to meet a lot of business people. Or go right ahead and ask where you should go to meet your ideal client (describe this person). They’ll usually be flattered that you asked and will give you some good tips. Your Assignment: Ask the notable networkers where else they network and where you too should be networking. It’ll save you a lot of trial and error, so you can start networking right away and seeing results from it.

Step 22. Find a group you like and consistently go to it. Once you’re done with the research aspect, it’s time to find a few groups that you like and start going, consistently. It won’t do you any good to go just once in a while, especially if we’re trying to get you some solid referral partnerships. You simply must go to each meeting if you want to see increased results. Going once in a while doesn’t count in my book and I sometimes feel it’s like a cop-out on the part of people looking for lots more clients.




Your Assignment: If you’re serious about getting lots of clients through networking, then find a couple of groups and make a commitment to go consistently. No more ad hoc networking. I want you to start networking like your business depends on it. (In a way, it does.)

Step 23. Why you must become a member. Sometimes, clients ask me why I recommend they actually become a member of a networking group as opposed to just showing up every once in a while, even if there’s a fee involved. There are four reasons for this. 1. I’ve noticed that PAID members of an organization usually only

put effort in getting to know and referring to other PAID MEMBERS of the group. They sometimes see the once-in-a-while folks as too much of a risk in terms of time spent getting to know them if they’re not going to be around long enough to give back.

2. Once you’re a member, you not only have greater visibility, but you can get more involved in the running of it, which gives you even more exposure.

3. There are often many additional benefits to being a member, such as access to the entire list of the other members, including contact info, as well as special deals and events specifically available to members.

4. Lastly, and in my mind more importantly, it helps you make the groups you BELONG TO a priority in your calendar. If you’ve plunked down money to be a part of something, you’ll put your actions where your money is and will go more frequently than if you hadn’t joined. It’s a way of holding you accountable and makes the meetings less blow-off-able for you.

Your Assignment: Once you find the key groups for you, make a point of joining the membership as opposed to just showing up once in a while. It’ll keep you honest and committed.




Step 24. Put together your Networking Pie. Networking is not about going to as MANY events as possible to get the word out. I tried that. It doesn’t work because you become overwhelmed, almost overexposed, and don’t have time to follow up with one group before you’re out the door to go to another group. It’s about finding the ones that make sense for your target audience, and then adding value and building long-term, mutually supportive relationships. That said, you need to go to more than one, especially if you’re just starting out or need a SERIOUS boost of clients. You need to put your eggs in more than one basket (not 7 or 8 like I tried once) but more like 2 or 3 and then a sprinkling of other ones, just to fill in the gaps until you have a steady flow of prospects coming into your pipeline at all times. That usually means that you will end up networking about 2 times per week, one for the weekly networking group, and another association or networking meeting per week. That’s simply what it takes to fill your practice REALLY quickly. Trust me on this one, I’ve lived it and am proof that it works. Your Assignment: Put together your Networking Pie using the worksheet in the Appendix. You’re essentially looking for more than 2 groups, but not too many so that you don’t completely overwhelm or exhaust yourself. Once you’ve completed your Networking Pie, just make each of them systematic in your calendar and as part of your overall Marketing Pie (also something we go into in the Client Attraction Home Study System™ entitled “How to attract all the clients you need”: http://www.TheClientAttractionSystem.com) (Worksheet 11 in the Appendix will help you get started.)




Section 4

Learn To Break The Ice and Banish The Fear of Networking




Section 4: Learn To Break the Ice and Banish the Fear of Networking For some of us, networking is the least favorite part of building our professional practice, probably because it doesn’t come naturally. And for some of us who consider ourselves slightly introverted, being shy can seem like a huge obstacle. In fact, I’ve read that 88% of people feel shy chitchatting with a stranger or in front of a group. Hey, take me for example. I consider myself pretty much an extrovert, but the first time I went to a networking group, I totally froze. TOTALLY. I stood up to give my commercial (elevator speech) and my face turned beet red and hot. My hands started shaking, to the point that the piece of paper I was holding (with my elevator speech written on it) started shaking too and making noise. My voice cracked. My heart was pounding so hard, I could hardly focus. Because I had to put my hands behind my back to hide them, I rambled not having any point of reference to read from. And when I sat down and took a sip of water, the ice started clinking because my hands were still shaking. But you know what? I survived. And also because everyone in that room had been in my place at one time too, so they were VERY supportive and very loving towards me. We all survive. Because it actually gets easier and more comfortable every time we do it. And have you ever noticed that those who can talk comfortably in large networking groups end up having an easier time attracting clients? OK, that’s great, but most of us independent professionals break out in a sweat just thinking of starting conversations with strangers. It usually gets worse when we’re actually thrown in to a sea of people we don’t know. (Am I right?) The good news: It doesn't need to be painful. If broken down into simple segments, it can be easy and much more effective. And because networking costs very little in the grand scheme of things, you can reap huge benefits in growing your business. If you do it right… That said, the following is a step-by-step action plan to make more contacts, with ease and confidence, even if you’re painfully shy or introverted. You’ll want to read it a couple of times before each large networking function you attend so you can walk away with a handful of potential clients.




Step 25. Stand by the door and become a greeter. Stand by the door? Don’t even THINK that I’m telling you to do this so that you can plan a quick escape! J Here’s why I recommend that for shy people. Most people watch the door. It’s the most powerful part of the room. Why? Because it’s the one area where people enter and leave, creating lots of energy there. This is the one place people look and the one place everybody must pass twice in the evening. By placing yourself there, you not only get lots of visibility, you have two opportunities to make contact with each person, without any pressure or ‘performance’ anxiety. When first arriving, come through the door and pause to the right hand side. You will be able to see everyone and everyone will see you. At this point, glance to see who you want to talk to. Alternatively, you can also become a GREETER, someone who stands at the door and says, “Oh hello, welcome, I’m so and so…”. It makes it much easier to break the ice that way. When you volunteer to greet people as they arrive at the event, it’s a way for you to meet people without having to come on strong. Just introduce yourself and direct newcomers toward food, drinks, or whatever else they need. Later, when you begin to mingle (because you’ll actually have to do SOME networking!) people will feel like they know you already when you reintroduce yourself. The ice is already broken. Your Assignment: When confirming your attendance to a networking group, ask if they need someone to greet people as they arrive for the first few minutes of the event. Usually, the host will be delighted to get your help and you’ll get a chance to get to know most everyone in the room without the pressure of hard-core introductions. As a side note, organizations like Business Network International (BNI) have set positions that you can volunteer for that do this. They’re called Visitor Hosts and provide LOTS of low-key exposure and visibility. If you join BNI, ask to be put on the waiting list to become a visitor host.




Step 26. Use the ‘Ultimate Icebreaker’. Going up to people you don’t know and making the first move to start a conversation can be right up there with having a root canal on people’s list of things they enjoy doing the most, even for an extrovert such as myself. Here are some ice-breaking things you can use to get a conversation going; even if you’re nervous and feel out of place in a large room full of strangers (I still use them today, years later, because they WORK!) Go up to someone or even a group of two people who seem approachable. Have a big smile on your face and extend your hand to initiate a handshake. In an upbeat voice, say “Hello, I don’t think we’ve met yet. My name is… What’s you name?” Believe it or not, people will literally THANK you for making that first move. Ironically, they’re just as nervous as you are and you saved them a lot of trouble. This will warm them up to you immediately. Then, just ask them what they do for a living. Get them talking first so that it takes the pressure off of you. After a short while, they’ll ask you about what you do, and it will seem really effortless. Your Assignment: Get up the nerve to walk up to one ‘safe’ looking person and try out my Ultimate Icebreaker. It’s NEVER not worked for me and my really-shy-clients have reported that it’s been a miracle for them. Try it!

Step 27. Pretend it’s YOUR party! Another tactic I use when I’m feeling really overwhelmed by a roomful of people I don’t know is to pretend it’s my own party. If you know me personally, you already know that I’m a pretty social person and I LOVE to entertain. That being said, I’ve thrown




hundreds of parties since my early twenties and I’ve had many occasions to feel what it feels like to be a host. A host: 1. is in control 2. is confident 3. knows most everybody 4. has the right to ask if they don’t know you In throwing cocktail parties and barbecues over the years, I’ve experienced more than a few times someone in my kitchen or living room that I didn’t know, usually a guest of one of my guests. And I usually feel really comfortable going up to that person and saying, “Hi, I’m Fabienne. We haven’t met yet. What’s your name? Who did you come with tonight?” with a smile. Taking that as a cue, when I get slightly shy in a large overwhelming networking situation, I shift my way of thinking about the event and pretend it’s my OWN party. And then I do the same thing, using my Ultimate Icebreaker I mentioned in the last section. It always works and I’m never nervous! The best part of it is that the person somehow DOES feel like it’s my party, or at least that I’m really confident. And I guess that’s not a bad thing. J Your Assignment: Pretend it’s YOUR party and that will somehow make it much more OK for you to approach strangers at a networking group. Then, use my Ultimate Icebreaker and you’re home-free!

Step 28. Get known by the host. Another even easier way to network without the stress is to get known ahead of time by the host (even though you now think it’s YOUR party!) J At the beginning of the event, make your presence known to the host or the person running the event, such as the president or




chair of the association or organization. Introduce yourself, tell them quickly about your business. It’s ok to ask them if they know of a particular type of person in the crowd (i.e. your ideal client or strategic alliances) and if they’d be willing to introduce you to some of them during the event. That’s what they’re there for, so they’re usually delighted to do it. Since they most probably know the majority of people there, you’ll then be introduced to key people in the room, without a lot of effort or anxiety on your part. Cool, right? Your Assignment: When registering for an event, or upon arrival, ask around to find out who the president of the organization or organizer is. Then chat with them about who you’re trying to meet and you’re on your way to meeting lots of other key people without having to meet everyone there.

Step 29. Avoid certain people and areas. When networking in general, it’s important to avoid spending the bulk of the evening with people you already know. You came to an event to netWORK, not netGOSSIP or netCHAT. Say hi, spend a couple of minutes catching up and then agree to move on and reconvene after the event is over. Also, avoid the bar/buffet. Again, same principle, you are there to netWORK, not netDRINK or netEAT. Unless this gives you an opportunity to start up a conversation. But my experience has been that it’s difficult to shake hands, exchange business cards and write stuff down when you’re juggling a plate of cheese and crackers, with a glass of Merlot. Additionally, people at the buffet are not paying attention to you, but on what they are putting into their mouths. They are totally distracted there. And probably aren’t very good networkers. Look for people inside the room, the ones that seem to know lots of people and be moving from person to person. Chances are that individual is a prime source of referrals for you, simply because they know a ton of people!




Your Assignment: Don’t succumb to the ‘safe’ areas of the room or the ‘safe’ people that you already know. If you walk away not having met anyone new, it will have been a waste of time and you might have well stayed home and watched another rerun of Seinfeld. Get out of your comfort zone, just a little, and do it regularly. The more you do, the more you’ll exercise that ‘muscle’ and feel more comfortable in the future.

Step 30. Feel the fear and do it anyway. One of my favorite saying is “Successful people feel the fear too, but they do it anyway”. Whenever I feel stopped in doing something because I feel scared, I repeat that saying to myself over and over again. And in time, I’ve taken a lot more steps toward success than I would have if I’d just surrendered to the fear. What’s really interesting is that, when I’ve actually felt the fear and done it anyway, I look back and say, “Wow, that wasn’t that bad! Why did I feel so scared to do that?” And I’ve learned a lesson that the fear I’ve felt is usually a little gremlin that didn’t really need to be there in the first place. Your Assignment: When you too begin to feel the fear, say to yourself “Successful people feel the fear, but they do it anyway”. And when you’re celebrating your successes because of this, think of me and send me an email at [email protected]. I’ll drink a glass of ‘virtual champagne’ with you!




Section 5

Know Exactly What To Do and Say




Section 5: Know Exactly What To Do and Say Once you’ve found the right networking venues, actually made the first introduction, what do you actually do once you’re there? Well, you do what it takes to get them interested in what you do and then turn into an appointment. It’s not that difficult and I’ll show you exactly how to do that in this section, based on years and years of networking mistakes and triumphs.

Step 31. Create a dialogue that will pique their interest. Have you ever had someone bombard you with what they do, talk about themselves the whole time and, to top it all off, try to sell you on the spot? Did you find that to be Client Repulsive rather than Client Attractive? (Yeah, me too.) I’ve noticed over the years that forcing yourself (and your message, product or service) on people just doesn’t work! To build trust, you’ve got to create the relationship (we already talked about that) and the way to do that is to create a dialogue. If you’re talking AT them, they’re not going to take interest. Their eyes will glaze over, I promise you. So instead, I’ve found a way, through trial and error, to create a dialogue what will pique their interest long enough for you to start creating a mutually beneficial relationship, After you’ve broken the ice with the Ultimate Icebreaker (“Hi, we haven’t met yet, what’s your name?”), engage them in a conversation that starts with THEM. Yup, we’re not talking about you yet. The reason for that is, if someone doesn’t know how much you care, they won’t care how much you know. I love that saying. It’s at the core of my Client Attraction System™. So, to get them to feel and see how much you care, then you have to ask them questions about their business. I often ask them to tell me briefly about their business (sometimes I even ask them for the “Cliffnotes version of their business” with a smile), what




problems they solve, who their ideal client is and who they hoping to meet during the networking event. Not only does this continue to take the pressure off of you, but you get to find out if they’re a potential client source or a referral source for you. Make them feel like the only person in the room by giving them great eye contact and asking questions. Creating a relationship is what networking is all about, not how many cards you come home with. They’ll naturally ask you the same once they’re done and then YOU have the limelight for a couple of minutes. The key is, you’re going to get them to feel really good about you, that you care, and their natural defenses will come down a little. Your Assignment: Get people to talk about themselves first and you’ll become more Client Attractive. If you talk about yourself right away (and worse yet, if you try to SELL yourself to people right away) you’ll turn them off for good and you’ll walk away from your networking efforts without any true leads. Create a dialogue that will make them feel like you care and they’ll be yours. Be authentic, human and genuine. (Worksheet 12 in the Appendix will help you get started.)

Step 32. What to do when it’s your turn to talk. When it’s YOUR turn to talk, give them a version of the elevator speech you worked on earlier in the Networking Guru System™ assignments. Make sure you’ve memorized it so that if flows off your tongue, instead of struggling through it or sounding mechanical. It’s OK to improvise, but only if you’re improvising FROM your elevator speech. The reason you want to stick closely to the one we created is that it describes exactly what you do, who you do it for, what results people get from working with you, who your competitors are and what makes you different from the others.




Most of all, it again gives you a chance to talk about results, which is by far the most important part of it all. That’s the Client Attraction part of it, because as you’ll get to know me, you’ll know that the thing I believe in most is that people buy results, not processes or labels. Be clear about whom you’re there to meet, in both the ideal client sense and in the strategic alliance sense. Ask them if they know anyone like that (they just might!) because it never hurts to ask. If you feel that they could be an ideal client from their reaction to what you describe, ask them specific questions about their situation. Get to their pain. This will get you prepared for the next steps. Your Assignment: Once you’ve mastered your elevator speech enough so that you’ve got it memorized and it feels natural for both you to say and them to hear, it’s time to use it in networking, but only when it’s YOUR turn to speak. Have it be part of the dialogue you’ve already begun with the person you’re networking with, instead of a monologue you subject them to.

Step 33. How to turn their interest into an appointment. When the person you’ve just given your elevator speech to expresses some sort of interest in your work (“Wow, that sounds great, I might need that!”), ask them more questions about their situation. Create a dialogue. (DON’T SELL!) Ask them about their struggles, their obstacles, what they would like to see happening. The more you express interest back at them, as a problem solver not a salesperson, the more they’ll feel at ease with you. Get them into the pain of their situation a little bit, get them to talk about what’s NOT going well, to talk about the challenges. Say something like “If we were to work together, what changes would you like to make in the next 6 months to a year in your situation?”




Then, ask them what difference that would make in their lives. Acknowledge their situation, process, the outcomes they would want and how it would make a difference in their lives. Then, tell them you believe you can help. Don’t sell (I can’t stress that enough, it’s SUCH a turnoff). Instead, invite them to speak later to discuss it in depth a little more. Your Assignment: When a prospect expresses interest in your work, don’t try to sell them on the spot. Get them into the pain slightly. Ask them what they would ideally accomplish in working with you, and how that would make a difference in their lives. They’ll be excited and you’re going to walk away with an appointment with a potential client. (Worksheet 13 in the Appendix will help you get started.)

Step 34. Make a date Once you’ve turned their interest into a possible appointment, suggest scheduling a time to chat over coffee or on the phone to talk about this further. Ask permission to call them the next day to schedule something. They’ll most always give you permission because NOW they’re excited about the idea of no longer struggling with their issue and of seeing the difference this will in their lives. Your objective is not to close the sale on the ‘first date’, but to set up a time to talk, a ‘second date’. Your Assignment: Call the next day and set up a time to chat on the phone to see IF you can help, as promised.




Step 35. Ask permission to add them to your e-newsletter/ezine list. While you’re at it, ask them permission to add them to your ezine subscription list. (We talk about the power of stay-in-touch marketing with an ezine in the Client Attraction Home Study System™.) My goal, in most every circumstance, is to get prospects or possible referral sources on my ezine list so they can 1) get a taste of my work, regularly and without me having to do

anything but add them to the list 2) have me on their radar screen on an average of once every week

or two 3) feel like they’re creating a bond with me (I write a little personal

note at the top of each newsletter to create a friendship) Your Assignment: Getting permission to add them to the ezine is one of the best ways for you to boost credibility over time, as well as exposure and frequent visibility. They won’t forget you this way, even though they may have gotten out of touch. (Keep in mind, that getting permission is actually required by anti-spamming laws. So just ask. They most always say yes. And make sure to tell them what they’ll receive so they can start looking forward to it.

Step 36. Use the back of their card I know I shouldn’t even have to tell you this, but you’d be surprised how many people forget to ask for someone’s card. Ask for it! When you get it, turn it around and write down the pertinent information: 1) Where you met (the networking venue and event) 2) When you met (date) 3) What you promised to do (call them, send them the name of

your chiropractor, etc.) 4) A big ‘E’ for ezine, if they expressed interest in receiving it 5) When you promised to call them 6) What they’re situation/business/struggle is




That way, you won’t be looking at their business card the next day, wondering what you were supposed to do. Your Assignment: Every single time you get someone’s card, write down the information we stated above on the back of it. Otherwise, that card will eventually end up in the circular file, because if you’re anything like the rest of us, you won’t remember a thing about that person. J (Worksheet 14 in the Appendix will help you get started.)

Step 37. The one question for non-prospects that will triple your networking results. When networking, you’re not always going to talk to someone who’s an ideal prospect or potential client, but that doesn’t mean you shouldn’t stay connected with them. The people you meet in networking might either be a fantastic strategic alliance (someone who shares the same ideal client as you do, but whose business doesn’t overlap with yours) or even a referral source. Both are valuable, since most every single person out there ALREADY knows someone who is your ideal client (think ONE degree of separation, not six degrees). That said, it’s important to create a relationship with these people as well. What’s the ONE question that will instantaneously get them on your side and triple your networking success? “Who are you most looking to meet at this event and how can I help you meet someone like that?” They’ll stop in their tracks. Well, it’s about asking THEM who they’re looking to meet as a prospective client at this networking event. Once you hear the answer, think about whether you know someone who fits that description.




If SO, tell them that you know someone and would probably be able to send them referrals. Tell them that you’d like to hear more about their business over coffee so that you can start cultivating prospects for them. If NOT, suggest that you may just be able to send them referrals and that you’d like to hear more about their business over coffee so that you can start cultivating prospects for them. They’ll be blown away. Why? Because they’re not used to someone OFFERING to find out more about their business in order to send them referrals. Usually, people in networking are there for THEMSELVES. This makes you look benevolent. It also makes it easy for you to set up a time to chat, which creates a relationship. Now remember, the more people you KNOW and who know YOU and what you do, the more referrals you will get over time. It’s a numbers game. So, once you set up that phone chat or cup of coffee, find out what their networking needs are. If you can fulfill them, GREAT! If you can’t do that immediately, just tell them that you’ll be on the lookout for that particular type of person or company in your daily travels. Then tell them about your networking needs, who your ideal clients are, etc. Ask them if they know anyone who fits that situation. This way, you’re doing the EXACT same thing and THEY will also become a member of your unpaid sales force. They’ll be happy to do so. Your Assignment: Unless you REALLY don’t like the person you’re talking to, there’s no reason to not try to stay connected with them over time. Ask them who they’re looking to meet and find ways to stay connected over time. Then, tell them who YOU are trying to meet and agree to help each other. This takes networking to a WHOLE new level, in the same amount of time.




Step 38. Always find ways to stay connected over time. There are several good ways to stay connected over time: 1) Make sure you also ask them permission to add them to your

ezine (this keeps you connected) 2) Invite them to the next seminar you’re giving (for more on how

to include talks and seminars in your client attraction marketing plan, refer to the Client Attraction Home Study System™ at http://www.TheClientAttractionSystem.com)

3) Invite them to attend another networking meeting with you. Your Assignment: Even if you’ve set up a phone chat or cup of coffee to discuss being referral partners (or talk about working together), there are other ways to stay connected. Use the ones above or make up other ways.

Step 39. Make a date and circulate. The idea of networking is neither to try to collect as many business cards as possible, contrary to what SOME networking specialists tell you, nor is it to spend the whole event or evening talking to only one person. If your objective is to make 5 solid connections that matter, and an evening event is 90 minutes long, then that leaves you about 10 minutes MAX per person. Don’t forget to factor in time for getting your coat to the coat check, getting a glass of water and a piece of cheese on a cracker, and scoping out the room for who looks like a good person to talk to. That doesn’t leave you much time. If you spend more than 5 or 10 minutes with someone, it’s overkill, but one minute is not enough. There’s just not enough time in 60 seconds to really find out if you can help each other. So, my motto is “Make a date, and circulate”, meaning, once you’ve agreed to chat, connect the next day to set up a time to get together, etc. then it’s time to move along and meet other people.




Your Assignment: Don’t belabor a conversation. When you’ve gotten the essential info you need to continue the relationship at a later time, then it’s simply time to move one and meet someone else.

Step 40. How to gracefully end a conversation and continue mingling. I get asked this question at SO many of my talks and seminars on networking: how do you gracefully end a conversation with someone when you know there’s nothing left to say or when you see someone else you want to talk to. It’s simple. Be polite, be honest and tell the truth. I say, “It’s been really good to talk to you. Thanks for your time. I don’t want to keep you from networking with others, so I’ll just call you tomorrow as promised. Enjoy the rest of the evening!” That’s it. Face it, if YOU are feeling it’s time to move on and mingle, then the other person will probably also be feeling the same. And much like they appreciated you being the one to make the very first move with the Ultimate Icebreaker, they’ll also appreciate you letting them off the hook to mingle with others. Your Assignment: Practice the line I use above, over and over again, until it feels right. And next time you’re in a networking situation and it’s getting to be about time to move on to the next person, say: “It’s been really good to talk to you. Thanks for your time. I don’t want to keep you from networking with others, so I’ll let you mingle now. Enjoy the rest of the evening!” Done!




Section 6

Get Long Term Results Through Masterful Techniques




Section 6: Get Long Term Results Through Masterful Techniques Have you ever met a Master Networker? You just know when you meet one. First off, they’re usually the nicest people. They make you feel so welcomed, like you’re the only person in the room, they look at you in the eye, and ask you what your needs are. Everyone loves them, and they have people standing around them in clusters, waiting to talk to them. Secondly, they give the most number of referrals than anyone in the room. Consequently, they also RECEIVE the biggest number of referrals. I’m in complete awe of them and I’ve tried to model many of the things I’ve observed about them over time. Let me share these things with you. It’s not necessarily rocket science, but I’ve NEVER seen this stuff written anywhere before, so it was time to share it with you so you too can apply their simple yet extremely powerful techniques to filling your practice SIMPLY from networking.

Step 41. Become a ‘bridger’. Master Networkers, the really good ones, are natural ‘bridgers’, people who LOVE putting others together. It’s just something that makes them feel good. They are born problem-solvers, usually pretty social, but most importantly, they get a sort of ‘high’ by putting the right people together (I’m one of these people, it gets me excited to give referrals or create partnerships for others). As a result, Master Networkers love to create bridges between people they care about, and that usually ends up being with referrals. So bridgers are people who give LOTS of referrals. Even if you weren’t born a bridger, you can start acting like one now (ever hear the saying ‘Fake it ‘til you make it’?) J It just takes thinking about people, seeing what their biggest needs are, thinking of who you know that could solve that need, and making the connection between the two parties, usually in the form of a referral. Why is this good for filling your practice with new clients? Because people who give LOTS of referrals (good ones, not empty




meaningless referrals) are usually also the ones who RECEIVE lots of referrals. Why? Probably because those who received so many referrals from them will work extra hard to think about how to give that person new business, as well. As the BNI motto states, “Givers Gain”. So, that said, start giving by bridging! Your Assignment: Cultivate a ‘bridger’ mentality. When listening to others talk, be it your clients, colleagues, vendors, family members or friends, REALLY pay attention to what their needs are. Become their problem solver by thinking of the people you already know in your network who could help solve their problems. The more you build and exercise your ‘bridger’ muscle, the more client referrals you’ll ultimately receive. (Worksheet 15 in the Appendix will help you get started.)

Step 42. Don’t do the hard sell, ever. Over the years of observing serious networkers and masters of attracting leads and referrals, I’ve noticed that there’s one thing they never do. They never PUSH their services on people. In my opinion, there’s nothing more Client Repulsive than someone who is hard at work pushing their services onto me, without regard for whether I’m interested in them or not. It’s at the core of everything I go against in my business, and for good reason. When someone is putting the hard sell on you, aren’t you able to detect that from a mile away? Imagine you’re in a store, looking at shirts that you like, and someone comes up to you, trying to tell you how good they’ll look on you, getting you to try them on and being relentless about it, don’t you just KNOW that they’re paid on commission? And does that make you want to walk away immediately? Yeah, me too. Maybe it’s because I’ve been in marketing, advertising and sales for so long, but I just want to run the other way when someone is




sleazy about promoting or pushing their services. I may be cynical, or I may be like most consumers – not a fool. But the one thing I admire most about Master Networkers is that they tend not to do this, at all. Instead of PUSHING services, they do quite the opposite: they offer to help. They position themselves as problem solvers, as resources, as someone with answers to your challenges. THAT is so refreshing. When someone offers to help or tries to come up with a resource for me, I’m NATURALLY attracted to them. I naturally want to spend more time with them. I’m pulled TOWARD them, not pushed away from them. So, what kind of lesson can we learn from Master Networkers in being more attractive? Your Assignment: Never push your services on people. There’s a fine line between SHARING resources, even your own, as a solution to a problem and PUSHING without regard for the person’s intellect. Don’t take someone for an idiot. It’ll make YOU look like one instead, and that is not Client Attractive. See instead how you can offer to help, in every situation that arises. People will naturally flock to you and refer others to you whenever they need a problem solved too.

Step 43. Add value, just for the fun of it. I was on a group coaching call led by Thomas Leonard, founder of www.CoachU.com and www.Coachville.com several years ago, and although I don’t remember the exact topic of the call, I remember one thing he said very distinctly: To build a large network and attract lots of clients, you need to continually add value, just for the fun of it. However simple this statement (and the older I get, the more I realize that it’s the SIMPLE things in life that are the most powerful) it’s one that struck me like lightening and has stayed with me ever since.




Thomas was a MASTER of adding value. I also remember him saying that the more value you give, the more people want to “hang out” around you, the more they’ll follow your lead, the more they’ll recommend you. His theory, as he stated once, was to offer lots of free stuff of value, just for the fun of it, to help others. This built him a HUGE network of people reading his ezines, going to his teleclasses, buying his products and reading his books, in just a short time – over 10,000 people at the time that he spoke about this. The theory he shared with us was this: FREE, FREE, FREE, FREE, fee, FREE, FREE, FREE, FREE, fee. Because he was providing such fantastic free content and value, people were naturally attracted to him and referred lots of others to him. And when he offered something for a fee, people jumped on it. Their perception was probably similar to mine: if his FREE stuff is that good, his FEE stuff must be GREAT! And it always was. Seth Godin also talks about adding lots of value to become more Client Attractive in his book Purple Cow. I highly recommend you pick up a copy if you haven’t yet. I know that many people say they’re attracted to my Client Attraction offerings because of the high value and content that I offer in:

• The free “How to Attract All the Clients You Need” audio CD I offer on my homepage at http://www.clientattraction.com

• The free video trainings and teleseminars I offer throughout the year

• The free weekly Client Attraction e-newsletter with high content and high value assignments focused on marketing and mindset to get people started on attracting all the clients they need to fill their practice

• The free weekly 60 minute teleclass I lead entitled “Client Attraction Made Easy: How to Go From Little Or No Clients to a Full Practice” at http://www.clientattractionmadeeasy.com




• The free articles and videos on the website to help you get more clients

• The free Winners Academy coaching DVD presentation offering inspiration, motivation and information on how to get to the next level of your business at http://www.ClientAttractionWinnersAcademy.com.

Not only do all these freebies create a BUZZ from people who need new clients (and a buzz generates lots of referrals), but they also help me establish credibility. So by the time people want to work with me, they already know how much value I will add. Your Assignment: How can you add value, continually and in everything that you do, just for the fun of it? Based on the elements I use listed above, what can YOU start offering to your network and at networking meetings? The way to go about it is to think about what your ideal clients REALLY need, and to offer up some different ways to add value. (Worksheet 16 in the Appendix will help you get started.)

Step 44. Network indirectly. Along the same lines of not pushing hard to sell your services during a networking meeting, one of the concepts that I’ve learned from watching Master Networkers at work is that they don’t often sell their services DIRECTLY to the people in the room. Instead, they regularly talk about who else you might know who needs this, or has that type of problem needing a solution. What I’ve noticed is that, on the receiving end, it feels less pushy. If you’re asking me to think about who ELSE might need help in my circle of friends, colleagues, clients, etc. (instead of me directly) my guard is likely to go down. (Doesn’t EVERYONE tend to have their guard up sometimes, just to protect themselves from being sold to?) So, one of the ways to help people you’re networking with take down their guard is to network INDIRECTLY.




Here’s one way to do it: Instead of saying, “If YOU have this type of problem, call me”, you might want to approach it from an indirect way with something like, “Who do you know with a problem such as this? If there’s someone you can think of, please invite them to contact me to set up a time to chat and we’ll see IF I can help”. That said, if the person who’s actually hearing this has that exact issue, it doesn’t stop them from contacting you, it’s just less of a hard sell. Your Assignment: Look at how you network and whether it’s really working for you. If you feel that you’re not getting enough referrals from networking, perhaps it’s because you’re networking TOO directly, and trying the INDIRECT approach might work. Use the “who do you know who…” sentence to get you started.

Step 45. Go for the long haul. We talked about the concept of ‘Going For The Long Haul’ at the beginning of this manual when we discussed the myths of networking. Many people make the mistake of attending a networking group for the first time and trying hard to get new clients, only to be disappointed and walk away mumbling something negative about the group not working because they didn’t get a client the first time. True masters of networking know that this isn’t the way to go about the whole networking process. It’s about the long haul. It’s about the know-like-trust relationship. It’s about adding value over time and getting to really KNOW the people you’re networking with, so as to give them really good referrals, and, in turn, receiving really good referrals. But this doesn’t happen overnight, contrary to what some people wish would happen. So the only way to approach filling your practice and consistently having a full pipeline of prospective clients is to be patient, while putting in the effort over time.




Your Assignment: Don’t join a networking group thinking you’ll try it out for a month or two, just to see how it goes. Plan on being there at least one year (I was part of mine for 6 years!) if not longer. The goal is actually to never stop networking. Even if results sometimes dip, it’s usually not the group, it’s that you may not be putting in as much effort as you did in the beginning. If that’s the case, recommit to taking ALL the steps in this Networking System. You’ll start seeing results again, now and for the long haul.

Step 46. Set up a power referral partner wheel. One of the best ways that seasoned networkers get all the clients they need just from networking is by setting up Power Referral Partner Wheels. A power referral partnership in a networking group is the result of a conscious decision and agreement from a handful of the members to create a mutually beneficial cooperative referral system (between members whose businesses don’t overlap and for whom there’s no competition, yet a very clear synergy). Here’s an example to illustrate this point: Imagine you are a wedding photographer and wanted to use your networking group to its highest potential in generating referrals for yourself. Teaming up with complementary strategic alliances is one of the best ways Master Networkers approach this. Think about who a wedding photographer’s strategic alliances would be:

• Event or wedding planner • Caterer • Videographer • Bakery • Party supply vendor • Musician/band • Florist • Spa




• Hairstylist • Makeup artist • Etc.

Not only would the wedding photographer want to see who in the group would fit their strategic alliance profile above, but it would be in their business interest to really sit down with these people and see how they could work closely together. Here’s why: If they are all “going after” essentially ONE type of lead (presumably, the bride-to-be or a recently engaged couple), it would make it MUCH easier for each person to work for “the group”. Here’s what I mean: if the hairstylist hears that one of her clients has just gotten engaged, she could tell the bride about her trusted resources (wedding photographer, event planner, florist, etc.) she works with. Most people are relieved to work from referrals rather than from the phone book. One person in the group is then able to provide many leads to the Power Referral Partner Wheel. In exchange, each time one of the OTHER strategic alliances hears of a newly engaged couple, they too share that referral with the other members of the wheel. It becomes a win-win for everyone involved, including the client and creates a veritable free “sales force” for the members of the referral wheel. It essentially takes networking in a group to a whole different and sophisticated level that becomes effortless over time. THAT is how Master Networkers do it. Your Assignment: Are you ready to take your networking to the next level? Make a list of all the strategic alliances that would be ideal for your business in a Power Referral Partner Wheel. See who in a particular networking group already fits this profile and approach them about your idea of working in conjunction. Then, look together for the gaps. Who else can you bring into the group to complete this “wheel” you’re creating? When you’ve




figured this out, make a commitment to have each person find the missing members and invite them to join the group. You’ll ALL win as a result. (Worksheet 17 in the Appendix will help you get started.)

Step 47. Attend each meeting. Like anything in life, consistency and focus bring real results in networking, and Master Networkers recognize that. If you’re not there at each meeting, 5 things happen: 1) You’re not there to give your elevator speech 2) You’re not there to receive referrals 3) You’re not there to meet visitors and create new relationships 4) You’re not furthering the existing relationships you’ve created 5) You’re not there to hear the elevator speeches of the other

members and therefore aren’t going to give as many referrals as you can.

Master Networkers understand the value of being there, each and every time. They make a commitment to making the networking group a part of their every daily, weekly, monthly activities. It’s just what it takes. Do you have what it takes? Your Assignment: Commit yourself to attending every meeting. Period. Consider this a top priority in your business building, even if you don’t feel like it once in a while. Your (business) life depends on it. Every single time I’ve questioned not going to a regular networking meeting on a particular morning or evening (especially in the winter!) and chose to go anyway, I have been surprised at the value I walked away with (and often the referrals my presence alone triggered.) Just do it. You’ll always be glad you did.




Step 48. Sit next to different people each time. We humans are creatures of habit. Often, that’s not always a great thing when the habit is not something that is good for us. In networking, we tend to hang out with the same people all the time, and sit on the same side of the room every week, next to the same people. I find myself doing that sometimes too. It’s a difficult habit to break, because, especially when it’s early in the morning, we tend to go with what’s comfortable or safe. But Master Networkers make it a point to sit next to different people each time they attend a meeting. It’s not to say that they ignore their longtime pals, but it’s about creating NEW relationships, getting to know NEW people better and expanding their network. Your Assignment: Notice whether you find yourself talking to the SAME people each time you visit your networking groups. Shake it up a bit each week. Create new relationships based on know-like-trust by starting conversations with people you don’t know so well. This will help you build even MORE mutually beneficial referral partnerships, and get you more clients along the way.

Step 49. Get to know every member outside the meetings. One mistake that many of my clients make in networking is thinking that all they “need” to do is attend the meetings. Then, they go back to their office and start the week again, as if nothing happened, until the next meeting. Master Networkers approach this differently. They know that the time it takes to listen to (or say) an elevator speech is simply not enough time to really get to know any person in the group, or to have others get to know them. So they make a commitment to getting to know each and EVERY member OUTSIDE of the meetings also.




That means a coffee date, a lunch, a planned visit to their office to see how things work, etc. This is one of the things that has brought me the most success in networking, the idea that one meeting each week or each month is simply not enough to get to know others or for them to really get to know my business, my ideal clients, etc. So, I make it a point to sit down with each member of the group at least once every six months, twice a year, usually over coffee initially and perhaps over lunch or an after-work drink later on in the relationship. Each time, I ask them to tell me more about their business, who their ideal clients are, what situations/problems to be on the lookout for, what buzz words to listen for, and how to best describe their services to someone who seems like a good referral for them. In turn, I tell them all the same things about my business, so as to best educate them on the ideal referrals for me (there’s nothing worse than getting BAD referrals continually from the same person. It’s just a reflection of the fact that you haven’t educated them completely on how to send clients your way.) Then, as we get to know each other, we can even talk about strategic alliances we could build together: sending a mailing to our joint client bases, doing a talk together for an upcoming conference, etc. Your Assignment: Make it a point to meet each and every member of the group for coffee outside the regular meeting to get to know each other better, even if it doesn’t occur to you from the start that you might be able to help each other. You’d be surprised! (Worksheet 18 in the Appendix will help you get started.)

Step 50. Become active. If you want more return on your networking investment (both in terms of financial investment and time investment) then you’ll want to consider becoming active in your chapter or association as soon as possible, even upon entering the group.




Running a visible committee or being on the board of directors or on the leadership team is super important for you. It creates extra visibility, gives you and your business more exposure and has people feel like they can get to know you better, from the start. You have a say in the way the group of association is run when you become active, which can be a great help. For example, when I became President of my BNI chapter (www.bni.com), I was able to get a ton of exposure that I wouldn’t have gotten if I hadn’t stepped up, and at the same time, I was able to shape the group into the kind of networking meeting that I considered IDEAL. (Later, I also volunteered to help out when I joined NAWBO, The National Association of Women Business Owners, and soon found myself on the board of directors. Fantastic!) Special emphasis was put on growing the group and doubling the size of the membership (better for everyone involved, including me) and on setting up standards around what was a “good” referral vs. a referral that was empty or useless. I’m proud to say we made those changes within a few months, which created a fantastic networking environment. But it also taught me a ton on the role of a leader, both when there were good times and when spit hit the fan a couple of times (it happens when some new kid on the block comes in and tries to make things “better” and the old guard doesn’t love it.) J Additionally, it put me in close contact with other people who are movers and shakers, people UP to something in their lives and their business. These are the people I want to surround myself with, successful people who make a difference, not only because it rubs off on me in a positive way, but also because of all the great contacts these people tend to have. Most importantly for Client Attraction and building my business, it made me noticeable, not only to the members in the group, but also to all the visitor-guests who came each week. It gave me an excuse to walk up to them after the meeting, welcome them and start a conversation about their business. Many of them became clients or great referral sources I still talk to.




Your Assignment: When you start joining groups, ask around about some of the different leadership positions available and where they need help. Ask what time commitment is realistic for each position and weigh what you think you’d be able to add to the group, as well as what you would be able to gain from it. Then pick one and get to work. The more you do to help, the greater the exposure and visibility you’ll experience and getting out there in a BIG way is really good for your business.

Step 51. Get on the speakers’ calendar. Most networking organizations, be them weekly, monthly or quarterly, have a speaker schedule. It’s crucial that you get on that schedule as soon as you become a member, in case it takes time to get “booked” to speak. Speaking is BY FAR one of the best ways of attracting clients (I talk about this in the Client Attraction Home Study System™ available at http://www.TheClientAttractionSystem.com) and one of the things I use as one of my primary marketing techniques to keep my practice consistently full. Weekly breakfast networking groups usually have a rolling roster of speakers, so inquire right away about when your turn will be, the sooner the better, so that you can educate the members about what you do. Many associations and groups often book their speakers a year ahead, so it’s good to inquire immediately to see if the schedule is already booked (preference is often given to members, which is another reason why joining a group instead of simply attending is so important). But don’t be discouraged if the speaker’s schedule is already planned. It’s been my experience that there’s ALWAYS something that falls through the cracks at some point (a speaker has to back out, dates get changed or a conference is added) that warrants a change in plans. Inquire about a back-up list for speakers and ask to be put on it. You’ll probably even get on the schedule quicker this way!




You could also kill two birds with one stone and volunteer for the programming director position, and then book yourself as a speaker! J Your Assignment: Get on the speaker schedule as soon as you become a member. If you’ve been a member of an organization that features regular speakers but haven’t led a talk yet, run don’t walk to the phone and call the person in charge of programs and tell them about the signature talk you’d like to give. And get ready for new clients as a result!

Step 52. Support others by using their products or services. Have you ever watched a Master Networker at work over a period of time? They are always finding ways of using other people’s products or services in the group. There are several reasons for this. 1) So as to get a better sense of the person’s product/service,

which will make it easier to talk to their personal and professional network about it and recommend it

2) To show good faith 3) This is not always intentional, but when you make an effort to

work with other people and give them a chance, the law of reciprocity goes into motion and they’ll likely do the same for you.

Your Assignment: Start thinking about whose services in the room you can start using today. Make a list of all members and check off those you’ve already worked with, then come up with a plan to use the others’ services if it feels right and there’s a match. It’ll come back to you. It always does.

Step 53. Provide referrals. I’m sure not ALL great networkers follow all the steps I’ve listed so far, but there’s one thing they ALL have in common, the simplest one of all.




Master Networkers provide referrals, LOTS of them. And before you start saying, “Well, that’s because they know so many people!” I want you to think about the fact that they make an EFFORT to provide lots of referrals. They work at it. They make it their business to provide for others. There’s a reason it’s called netWORKING and not netSLACKING. When you watch someone who’s truly getting a lot of leads, it’s because they work hard at providing lots of them too. They consider it another job of sorts. And not surprisingly, this always comes back to them. Once again using the example of when I held the position of president in a networking group, we had to keep track of who was giving and who was getting the most referrals. Would you be surprised to know that the notable networkers, those who gave a high number of leads per month, almost ALWAYS were given equal number of leads in the same month, consistently? I’m sure they didn’t keep track of the leads given vs. the leads they received the way we did, but it illustrates how important it is to give. That “Givers Gain” motto is very fitting here. Something to think about and act upon. Your Assignment: Make a list of all the members, and check off the names of people you’ve given leads to within the last 3 months. Make it your business to give referrals to each member in the group, especially those you’ve never given a referral to, even if you only refer yourself.

Step 54. Stay active even after having given the referral. Last but not least, Master Networkers not only pass SOLID leads, they also stay active in the process, making sure each referral is given the best shot it can have.




Let me give you an example. If I’m giving a referral to Jane, a guy named Joe who’s expressed interest in having someone like Jane help solve a problem, I don’t just give Jane his card, I actually become ACTIVE in the referral, from beginning to end. So, not only will I tell Joe all about Jane’s services, but I’ll send him an email with all her contact info and copy her on it. Then, I’ll send Jane a similar email explaining that Joe will be contacting her soon and to be on the lookout for it, sometimes even giving Jane permission to contact Joe within a few days if she hasn’t heard from him. Then, I check in with both a few days later to see how it went. If no action was taken on either of their sides, I nudge them slightly (sometimes I’ve noticed, life just gets in the way, even of things we feel like we really want to do). Usually, this type of “following up” on my part will end up in a sale or closed piece of business. Why is that good for you? Because people will start getting really excited about the referrals you give them and you’ll start being known as a networking rainmaker or GURU, as some would call it. People will respect you for that. And when they do, leads will start coming your way too. Your Assignment: Don’t just give someone a card and forget about the transaction. If you do, chances are few of your referrals will actually turn into new business for your referral partner. Instead, take a vested-interest approach to helping that lead along, “massaging” it as I like to call it. People will start noticing how often you give leads that really actually turn into business and they’ll want to get to know more about you and your business, which is ALWAYS more Client Attractive!




Section 7

Using Social Networks to Get Clients




Section 7: Using Social Networks to Get Clients Social media and networking platforms like Facebook, Twitter and LinkedIn are receiving lots of attention as tools for Client Attraction – and it’s easy to spend a lot of (wasted) time there. To attract ideal high paying clients from social networks, it’s important to remember that the same rules apply for social networks as they do for traditional marketing: giving value, building relationships! At the core, Client Attraction is about PULLING clients in with a compelling message and creating such high-content information that adds value to your audience that it motivates them to take further action toward working with you. And the same applies with social networks. So, when using social networks, you want to be clear on how you can tap into this new marketing strategy and still remain “Client Attractive.” Remember this: You don’t attract clients FROM social networks. You attract clients THROUGH social networks. It’s from the connections you establish and the long-term value you provide those individuals that cultivate the relationship and as a result, they see you as Client Attractive. Focus on that and you’ll never be without clients, again.

Step 55. Have a clear objective and develop a strategy. Due to the popularity of sites like Facebook and Twitter – it’s easy to get sucked into the “bright shiny object syndrome” and immediately jump in 100% by using these tools as a way to market your business and attract clients.

But, you can’t just dive right in because “everyone else is doing it.” You need to have an objective. Is it to build your list? Attract more clients? Position yourself in the marketplace with more prospects and potential joint venture partners? What call-to-action or response do you want to achieve with each interaction with social media? Get clear on your end result first – then develop the plan.

Your Assignment:

The first step in developing social networks as part of your Client Attraction marketing strategy is to identify your overall objective and then work backwards with the detailed plan. What is your desired end result? For example, if it’s to build your list – then you




want to develop a step-by-step strategy that allows you to engage your network with the intent to attract people back to your website where they can get your irresistible free offer and join your list.

Step 56. Focus on the long-term relationship.

Client Attraction is not at all about the “churn and burn” approach to building relationships – and it’s no different with social networks. It takes time to cultivate relationships with prospects before they become clients.

Prospects through social networks still want to know you and like you and ultimately trust you before they decide to work with you or buy your product. Through the power of social networks you can deepen that connection and build the bond with the person you’re relating with. You can accelerate that relationship or expand your reach with the amazing “connectivity” that social networks provide – but you must remain focused on that relationship and connection you build over time in order to remain client attractive.

Step 57. It’s not about you, it’s about them.

Because literally anyone can tap into connections through social networks – you need to be extra client attractive and stand out from the crowd. To “cut through the clutter” and ensure your message and your connection remains on the top of the radar with your potential clients, it’s important to focus on giving before you expect to get anything in return.

Deliver the same ‘high-value’ and ‘high-content’ information that you do in your articles, emails and on your website. Social networks are no different. Show your connections you add even MORE value and your prospects will be attracted to you.

Step 58. Be authentic, real and transparent.

In case you haven’t noticed a theme here, it’s this: Social networks are all about connection. People want to connect with you in so many ways like they would in real-life. Be who you are on LinkedIn or Facebook or Twitter as you would be face-to-face. Even though




it’s online, people can still see through the “fake” of social networks just like they could if they meet someone in person.

The more you “show up” as the real you in social networks – the more people will want to connect with you and be interested in building that relationship even further. Have integrity with everything you do with social media.

Remember this: Never post anything through social networks that you wouldn’t want blasted on a highway billboard or the front page of the New York Times for the entire world to see.

Step 59. Social media is all about the conversation – happening online.

If you’re not showing up and contributing to the conversation that is taking place – you’ll never leverage the true power of social media and build a client attractive business. It’s not a one-sided conversation where you just continually promote yourself and not engage with anyone in your network.

Social media networking is no different than in-person networking. It’s a two-way conversation for you AND the other person – that’s what creates the value. When you contribute and collaborate with your audience, they will respect you and be more attracted to you. Your Assignment: Identify the tools and platforms that work best for you. Twitter might be extremely popular out there, but does your market actually exist in big numbers on Twitter? Perhaps they are more gathered in a classic social networking site like LinkedIn. Spend some time on these various platforms and determine which works best for you and your niche.

Step 60. Be consistent and plan your time.

Social networks could suck you in and drain all your time very easily and quickly. Before you know it – you’ve spent half the day on Facebook and Twitter and you’ve not added one person to your list or engaged any new potential prospects, let alone gotten any “real” work done.




Develop a daily and weekly plan where you identify how much time you will spend on the platforms and what result you want to achieve. It’s like any other slice in the Client Attraction Marketing Pie – you can’t just put in half the effort and expect the full result. Show up consistently and contribute consistently to realize the long-term benefit. Your Assignment: The last step is to show up and do the work. Social networking as a client attraction strategy does take some personal time and effort. You can’t just set up a profile and update your status and then ask, “Where are the clients?” You need to step up and contribute to the conversation with valuable content on a consistent basis to attract the clients you want through social networks.




CONGRATULATIONS!!! Once you apply these steps, even if you apply only one or two of them, you will start seeing results. Apply more than one or two and you’ll start noticing some REAL business coming in. Implement ALL of them and you too will become a Networking Guru and Client Attraction machine! J There’s no need for you to reinvent the networking wheel. Just take these steps, one at a time and start working them into your own systems. Enjoy and please let me know how it goes for you. I LOVE hearing about the “wins” my clients and readers experience and I want to hear about yours too. E-mail me at [email protected]. And if there’s a topic you’d like to see covered in a future newsletter and version of a System, by all means, write me and tell me what that is. Chances are, I have a system for that too! To sign up for the free Client Attraction e-zine for more of these tips, visit http://www.ClientAttraction.com Thanks for going along for the ride. Happy Client Attraction and enjoy this process! J Fabienne Fredrickson Your Client Attraction Mentor www.ClientAttraction.com




Appendix of the Networking Guru System™ Worksheets




Worksheet 1 Get clear on obstacles around networking On this worksheet, list everything you’ve been taught about networking: 1) 2) 3) What networking means to you: 1) 2) 3) What your emotions and feelings are around networking: 1) 2) 3) What’s stopping you from doing it: 1) 2) 3)




Worksheet 2 Craft Your Ideal Client Profile • Who are they? What segment of the population? What specific

industries? 1) 2) • What struggles, challenges do they have? 1) 2) • Why are they having these problems? Why would they need your help? 1) 2) 3) • How you solve those challenges/struggles 1) 2) What are the common denominators of the Ideal Client for you, based on the above? 1) 2) 3) 4)




Worksheet 3 Where do your ideal clients HANG OUT?

• Where do they congregate regularly? • What workshops or seminars do they go to? • What conferences or conventions do they visit each year? • What trade shows will they attend this year? • Where do they network? • What clubs or organizations do they visit? • What associations do they belong to? • Where will you find a roomful of these people? • What organization or group holds a “list” of these people?

These are the best places to rub elbows with my Ideal Client in large numbers and inexpensively: 1) 2) 3) 4) 5) 6) 7) 8) 9) 10)




Worksheet 4 Strategic Alliances What professionals/industries share the same client you do, but don’t compete with you? (Fill in the bubbles below with each type of industry that complements your business.)

My

Strategic Alliances




Worksheet 5 Where do your strategic alliances HANG OUT? Note: you’ll want to do one of these worksheets for EACH type of strategic alliance, i.e. one for financial planners, one for attorneys, one for bookkeepers, etc.

• Where do they congregate regularly? • What workshops or seminars do they go to? • What conferences or conventions do they visit each year? • What trade shows will they attend this year? • Where do they network? • What clubs or organizations do they visit? • What associations do they belong to? • Where will you find a roomful of these people? • What organization or group holds a “list” of these people?

These are the best places to rub elbows with my strategic alliances in large numbers and inexpensively: 1) 2) 3) 4) 5) 6) 7) 8) 9) 10)




Worksheet 6 Elevator Speech Formula Start with this formula for your first “elevator speech” and as a place to begin your marketing materials: I work with (insert client profile) who struggle with (insert client challenge) and would like to (insert the results and benefits). What separates my service from other (insert competitors) is (insert your Unique Selling Proposition) and because of this, clients receive (insert motivators). This is an example of mine: “Hello, my name is Fabienne Fredrickson and I am a Client Attraction Expert. I work with self-employed professionals and very small businesses who struggle to market their business effectively and need to attract a lot of new clients consistently, without pushing so hard. What separates my service from other business coaches is that I ONLY work with self-employed businesses and I ONLY specialize in Client Attraction, nothing else. Because of this, my clients receive proven, undiluted, and extremely specific step-by-step information on exactly what they need to do to get clients. As a result, those who coach with me get more clients, in record time, and make more money than they would on their own. Best of all, the coaching pays for itself in the form of new business, so most people who work with me end up covering their investment simply by attracting one or two new clients. Would you like to know more?” That was mine, now your turn: o I work with o who struggle with o and would like to o What separates my service from the competition’s is o and because of this, clients are able to o Would you like to know more?




Worksheet 7 Distill Your Message Into A Tagline Your tagline may be the only thing they’ll remember Distill your message down into fewer words. Keep it easy to remember so that even a 6 year old could recite it. Write down some ideas for taglines: 1) 2) 3) 4)

How To REALLY Network to get All The Clients You Need! www.ClientAttraction.com

© 2011 Client Attraction LLC. All Rights Reserved. ClientAttraction.com 95

Worksheet 8 Create a business card that makes people call YOU Here’s mine: FRONT

More clients, in record time… every time. Client attraction made easy.

Fabienne Fredrickson Client Attraction Expert, Business Coach, National Speaker Client Attraction Business Coaching 866-RAINMAKER (toll free)

Local phone: 203-XXX-XXXX [email protected]

FREE Client Attraction Tools at www.ClientAttraction.com BACK Not attracting enough clients to your existing small business? Do you wish you could turn more prospects into paying clients? Do you love what you do but haven’t mastered the marketing yet? Do you feel the financial pressure of not having enough clients? Do you sometimes feel like you’re pushing too hard? You can double your client base, without spending a lot. Call me to share your own business struggles, ask key questions, and talk about solutions, free of charge. Fabienne is also a national speaker, widely known for her popular Client Attraction trainings and seminars. Visit www.ClientAttraction.com for details. Now, let’s work on yours. Flip this page over, draw two rectangles and start adding some of the Client Attraction elements you see above.



Worksheet 9 A sample list of networking groups (New York City example) Look through the following list to see some of the types of networking groups that are out there. Your city will have different local ones, but the national ones will be the same. Create your own list based on this one and the research you do. Sample List of Networking Groups or

Associations in New York (or listing of networking events)

Website

American Business Association www.AmericanBusinessWeb.org Bernardo’s List of networking events & parties www.Bernardoslist.com Business Network International (BNI) www.bni.com Company of Friends -- NY (Fast Company Magazine)

www.fastcompany.com/cof

Crain’s NY Business Calendar of events http://crainsny.com/calendar.cms Financial Women's Association of New York www.fwa.org Give 'n Take Network www.giventakenetwork.org Gotham Networking www.gothamnetworking.com Let’s Talk Business Network (LTBN) www.ltbn.com LeTip International www.letip.com Manhattan Chamber of Commerce www.ManhattanCC.org Manhattan Networking Group http://etpmanhattan.blogspot.com National Association of Female Executives (NAFE) www.nafe.com National Association Women Business Owners www.nawbo.org Network of Enterprising Women www.networkofenterprisingwomen.org Networking For Professionals www.networkingforprofessionals.com New York American Marketing Association www.nyama.org Silicon Alley Entrepreneurs Club (SAEC) www.SAEClub.com Toastmasters International www.toastmasters.org Women In Communications (WICI) www.nywici.org Women’s Entrepreneurial Network http://www.wen-usa.com/



Worksheet 10 Associations your clients and referral partners belong to List associations your ideal clients and strategic alliances belong to (include contact info or website): 1) 2) 3) 4) 5) 6) 7) 8) 9) 10)



Worksheet 11 Your Networking Pie What are the different components of your networking action plan? How will you reach your target audience in large numbers and inexpensively, and on a regular basis?

My

Networking Action Pie



Worksheet 12 Script outline for what to say at a networking group Here’s how to create a good dialogue, in a short amount of time, to get the results you want from your networking efforts:

1) Hi, we haven’t met yet, what’s your name? 2) Engage them in a conversation that starts with THEM, don’t

talk about yourself yet. 3) Ask them to tell you about their business (ask for the Cliffnotes

version, with a smile) 4) Ask them who an ideal client is 5) Then, ask what types of problems they solve 6) Ask them who they’re there to meet that night, and what kind of

person is an ideal referral for them. 7) Then, tell them the same things about you



Worksheet 13 What to say when they express interest When the person you’ve just given your elevator speech to expresses some sort of interest, do the following: 1) Ask them more questions about their situation. 2) Create a dialogue. 3) DON’T SELL! 4) Ask them about their struggles, their obstacles, what they would like to see

happening if you worked together and how that would make a difference in their lives.

5) Tell them you believe you can help. 6) Suggest scheduling a time to chat on the phone to talk further. 7) Ask permission to call them the next day to schedule something. 8) Get their card and write on the back what you are calling them about. 9) Shake their hand with a great big smile and say something like, “OK, I’ll call

you tomorrow as promised and we’ll set something up to see IF I can help.” Then move along.



Worksheet 14 What to write on the back of their card When you get their business card, immediately turn it around and write down the following pertinent information: 1) Where you met (the networking venue and event) 2) When you met (date) 3) What you promised to do (call them, send them the name of your

chiropractor, etc.) 4) A big ‘E’ for ezine, if they expressed interest in receiving it 5) When you promised to call them 6) What they’re situation/business/struggle is 7) Any other pertinent information you might need later



Worksheet 15 Start acting like a ‘bridger’ Master Networkers usually RECEIVE lots of referrals in networking situations because they GIVE lots of referrals. They enjoy bridging people together. Here’s an exercise to help you become a ‘bridger’ too: 1) Name of person you know: _______________________________________________

The biggest problem they need solved right now: ___________________________ Someone you know who can solve the problem: ____________________________

2) Name of person you know: _______________________________________________
















Worksheet 16 Add value, just for the fun of it My ideal clients’ biggest needs are: 1) 2) 3) 4) 5) Here are 5 different ways I can start adding value, just for the fun of it (free or low cost ways): 1) 2) 3) 4) 5)



Worksheet 17 Create a Power Referral Partner Wheel in networking groups Think about who a wedding photographer’s strategic alliances would be: • Event or wedding planner • Caterer • Videographer • Bakery • Party supply vendor • Musician/band • Florist • Spa • Hairstylist • Makeup artist • Etc. Now, what would yours be? 1) 2) 3) 4) 5) 6) 7) 8) 9) 10)



Worksheet 18 Meet with each and every person of your networking group Here’s a format you can use for the meeting (plan on about 30 minutes each):

1) Ask them to tell you more about their business 2) Who their ideal clients are 3) What situations/problems to be on the lookout for 4) What buzz words to listen for 5) How to best describe their services to someone who seems like a good

referral for them 6) Tell them the exact same things about your business so as to educate

them fully. 7) If it feels right, you can even talk about creating a strategic alliance

together: sending a mailing to your joint client bases, doing a talk together for an upcoming conference, etc.

What additional things would you want to know about their business to give them the best referrals:

8) 9) 10) 11) 12)

What additional things should THEY know about YOUR business to give YOU the best referrals:

13) 14) 15) 16) 17)

Bring this sheet with you to make it easier to conduct the meeting most efficiently.



If you’re looking for step-by-step guidance, expert mentoring and daily accountability, you may

want to check out The Client Attraction Winners Academy, my high-level teaching and coaching programs designed to get you more clients, have you make more money and multiply

your business faster than you ever would on your own. You can get details and get an inspirational free DVD of moving success stories by going to

http://www.ClientAttractionWinnersAcademy.com.

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