From Business Cards to Business Relationships

Personal Branding and Profitable Networking Made Easy

Allison Graham

• Publisher: Wiley
• Year: 2012
• ISBN:
  9781118364246
• Edition: 2
• Topic: Business
• Subtopic: Business General
• Index: Business

Want to supercharge your life? Effective networking is the answer and this book will teach you how.

Professionals of all stripes and ages are told to 'get out there' and network so they can build their careers, grow their businesses and elevate their influence in the community, but they are rarely taught the skills to do that. Most people are lost, intimidated by the idea of presenting their own personal brand, and frustrated when it comes to networking. Despite long hours at events and attempts to make the right connections, they aren't seeing their desired results.

From Business Cards to Business Relationships is a start-to-finish guide that demystifies the networking process and teaches readers how to truly benefit from getting connected. Allison Graham provides an easy to follow road map that is adaptable to your personality, circumstances and growth goals. You will learn how to strategically decide where to go, what to do when you get there and what to do afterwards to turn those casual business card contacts into meaningful relationships. Allison's approach is based on the Four Pillars of Profitable Networking: Perspective, Personal Brand, Procedures, and a Strategic Plan.

This is a prescriptive, practical system based on the author's real-life experience of going from unconnected to connected in a short period of time. No cheesy gimmicks or high-pressure nonsense, just the skills and knowledge that will create success for anyone willing to do the work and follow this advice. Regardless of your past experience or current level of connectivity, your industry or profession, whether you're an entrepreneur or climbing the corporate ladder: you can accomplish whatever you want by meeting and connecting with the right people. From Business Cards to Business Relationships gives you the tools you need to cement a positive personal brand and build your own profitable network.

Praise for From Business Cards to Business Relationships

"Allison Graham can help you turn an introduction into a business, a dinner into a relationship, and an average practice into world class. I've long preached that we're in a relationship business, and this book provides the handshakes, codes, actions, and routes to master those relationships."
— Alan Weiss, PhD, Author of Million Dollar Consulting and The Consulting Bible

"At last—a networking book that actually makes sense! Allison Graham's four pillars of networking are as simple as they are powerful. If you are willing to follow her lead with consistent and persistent effort, you will make your mark and expand your horizons both personally and professionally."
— Lou Heckler, Humorous Business Keynote Speaker and Speech Coach

"This book is an excellent and much-needed resource to share with the business community."
— PJ Hartson, Business Editor, Sun Media

The First Pillar of Profitable Networking: Perspective

Chapter 1

The Power of Building a Profitable Network

How would your life be different if you were more connected? What would change? Would you make partner? Have more customers? Secure venture funding? Get a better job? If you're reading this book, there must be something that you're looking for over and above what you have today.

When I started my networking journey, I didn't know what I wanted to accomplish. I just knew I wanted a better life. I longed for purpose and was tired of barely making ends meet while living in the perpetual home-to-work rut. Instinctively I knew that if I wanted more, I had to get connected. At the time I didn't know what that required, but I was determined to learn the ropes. Really, I asked myself, how hard could it be to get connected? Apparently quite difficult if you don't know what you're doing.

Thankfully perseverance, hard work, and guidance from the right mentors meant I was able to go from basically unconnected to connected in a short time, creating a successful career in media, politics, business, and the charitable sector. None of it would have been possible without the influence of my newly formed network. There's no doubt that I had some talent and ability that helped me at each step in my career—just as I assume you do too. But having talent and ability doesn't matter if the right people don't know about them.

In order for people to choose you over your competition, you need to be on their radar. That's why networking is so powerful. When done correctly, it gets you on the radar of the right people. I'm living proof that anything you want to accomplish can be done by surrounding yourself with the right people and creating genuine connections with them.

While it won't happen overnight, with consistent and persistent effort it will happen. It's impossible to be a truly talented networker and be unsuccessful. At least, after interacting and connecting with thousands of people, I haven't seen that combination yet. Think about it: nothing happens without people making it happen. The more people a person is positively connected to, the more opportunities he or she will have. The law of averages means that getting connected will put you in an advantageous position both personally and professionally. Looking back, every exciting and challenging twist in my career was instigated by a connection with another professional. Most likely, when you look back on your life you will find the same to be true.

In their book The Middle-Class Millionaire, authors Russ Alan Prince and Lewis Schiff studied the behaviors and characteristics that separate the regular middle class from those who elevated themselves to achieve millionaire status. Their research identified four key elements that define the middle-class millionaire: hard work, financial savvy, persistence, and networking.¹

In addition to being a fascinating read, this book underscored for me the importance of networking and its impact on the average person's ability to achieve optimal success. If your goal is to become a millionaire, then according to their in-depth research, mastering the art of networking is one of four proficiencies that can make that dream a reality.

Here's the catch: there are several different ways to network and some are more effective than others. The approach you choose has to match your personality, your circumstances, and your desired outcomes. Cookie-cutter attempts at networking can leave you frustrated. For example, a business networking group can be the source of endless referrals for one member and yet be an energy sucker for another. In the same way, a conversation starter can work for one person but bomb for another. These nuances must be recognized and embraced to create an optimal network.

The most powerful—and ultimately the most profitable—network is one that is genuinely aligned with your personality and is sustainable over the long term.

Another catch is that there are several different ways to define a network. This book is not about collecting business cards and simply adding names to your database. You could have 10,000 names in your address book, but if you're not genuinely connected with those people and they don't know who you are, and vice versa, what's the point? There is a time and a place to have a massive list of names so you can send one-way communication from you or your company. That list shouldn't be confused with your active network that consists of mutually beneficial business relationships.

Online networking can also confuse the issue. It is an extremely important element of networking. Without a comprehensive online strategy, you are very likely missing networking opportunities. However, just as networking is one element of your overall business development strategy, online networking is only one element of your overall profitable networking strategy.

Regardless of your personality, your desired outcomes, or your current circumstances, profitable networking requires consideration in four different areas: Perspective, Personal Brand, Procedures, and Strategic Plan. As such, this book is divided into the Four Pillars of Profitable Networking. Each section builds on the previous one, so by the end of the book you will have all the tools necessary to develop your ultimate network. Just keep repeating the process and doing more of the right activities until you start reaping the rewards.

First Pillar: Perspective

In this section, you will learn how to shape your perspective on business networking by defining what it is and what it is not. It will help you solidify your overall goals and objectives, outline realistic expectations, and identify common mistakes that can keep you from truly connecting with others and getting results.

Second Pillar: Personal Brand

This is where we'll address and develop the Business of YOU to ensure you are attracting new business relationships by conveying the genuine, welcoming, professional image that is essential to your success.

Third Pillar: Procedures

Procedures are the everyday networking elements that we're just expected to know, but are rarely taught. Mastering the fundamentals will give you confidence and add an extra notch of professionalism to your image. When used correctly and effectively, these basics can be your most valuable assets as you build your profitable network.

Fourth Pillar: Strategic Plan

Once you're clear on your desired outcomes and have a solid perspective, are ready to share the Business of YOU, and have mastered the procedures, a strategic plan will help you decide the best places to go and how to create systems to turn your casual contacts into long-term, mutually beneficial business relationships. We'll also determine how online networking fits. Your strategic considerations are what will make your profitable network a reality!

Networking is the foundation for your success. Alone, it won't be enough to get you the results you want in business or for your career, but networking makes success easier and more probable.

You'll still need to make sales calls, but networking keeps you from making cold calls. You'll still need to run a solid marketing campaign, but networking makes it easier to get noticed. You'll still have challenges, but networking makes it easier to find solutions. You'll still have to submit your résumé, but networking gets yours to the top of the pile. You'll still have to deliver top-notch work, but networking gets more people to take notice.

Building a strong network is not rocket science. It's simply connecting with the right people and letting people connect with you. Once you've figured out how to connect with the world's greatest resource—people—you'll start to see the world's population as one big exercise of connect the dots. The possibilities for your future are infinite!

Note

1. Russ Alan Prince and Lewis Schiff, Middle-Class Millionaire: The Rise of the New Rich and How They Are Changing America (New York: Doubleday, 2008).

Chapter 2

What Does Having a Strong Network Mean to You?

Imagine the possibilities if you were to add hundreds of quality contacts to your personal network. Would achieving success be easier and faster? Yes, of course it would.

Networking is the foundation for whatever you want to achieve. It would be impossible for me to guess your specific motivation, but I suspect it falls into one of three categories: enhancing your professional results, improving your quality of life, or both.

The Fourth Pillar explores the importance of honing in on a few priority outcomes so you can strategically determine what activities fit best and will get you the best result. The good news is that although you may have a specific goal in mind, the benefits of networking have a domino effect. You can't experience one advantage without experiencing the others.

Here are just some tangible and intangible benefits you can look forward to when you expand your network:

• having a sense of purpose
• living a happier life
• knowing whom to call when you have a need
• being in a position to help people by connecting them with others
• being seen as a leader in your community or industry or both
• making it easier to break into a new city or group of people
• experiencing company growth
• creating new friendships
• elevating your confidence
• eliminating the hit-and-miss application and interview process
• getting your charity to the top of the donor-request pile
• earning goodwill with your contacts
• amplifying public awareness
• seeing increased referrals
• knowing everyone in a room and having everyone know you
• generating new clients
• growing personally
• developing a positive reputation
• gaining professional development
• advertising through word of mouth
• creating company buzz
• finding mentors
• becoming a mentor for others

While throughout this book we're focused on building a profitable network, as you can see from the list of possible outcomes, the benefits of networking go well beyond pure profit. Depending on your circumstances, you may want to interchange “profitable” network with “strong” network. Either way, it means different things to different people. The most important question is this: What does a strong network mean to you?

Exercise: Close your eyes and imagine your life once you've built an exceptionally strong network. What are you hoping to achieve? Who do you want to know? What do you wish to accomplish that you can't without this strong network? Take a mental snapshot of your life with an amazing network. Write down your vision and keep your answer front and center in your life. Tape your answer to your bathroom mirror or beside your computer screen.

Identifying your vision and what you ultimately want to achieve will give you a point of reference that will motivate you as you build your network.

Years ago a friend said to me, “When my head hits the pillow at night, I want to be sure it deserves the rest.” I thought this line captured the meaning of a purposeful life, so when I decided to take my life in a more fulfilling direction I wrote, “Deserve to hit the pillow” on a sticky note. Now I have a sticky note in my office that reads, “Make your mark,” because it sums up what I want to do—make my mark on the world and help others do the same.

Your vision statement doesn't have to be profound—just something that reminds you of your long-term purpose. It should give you an extra boost of energy when you're frustrated going to yet another networking event.

This statement may change as you grow in your career and your priorities and perspective shift. Changing focus from the micro or day-to-day (“Deserve to hit the pillow”) perspective to the macro (“Make your mark”) perspective gave me the flexibility to move my life forward. Looking back, I wouldn't change either vision statement at those stages in my career, as they were necessary at the time.

The effort and focus required to create a solid network is different from what is needed to nurture a network after it's been built.

Chapter 3

Expectations

My consulting clients come to me because they have struggled, often for years, to create a solid network that leads to personal and professional fulfillment. They are fully aware they need to network and know it works for others, but haven't made it work for themselves—yet.

My job is to help them find the reason they're missing the mark and help them tweak their behaviors accordingly. Behaviors that hinder networking success are fairly universal and are usually one or a few of the following culprits. Each one aligns with one of the Four Pillars of Profitable Networking:

• not having realistic expectations and the wrong attitude (First Pillar: Perspective)
• not portraying a genuine, welcoming professional image that invites new relationships and encourages people to like you, trust you, and believe you are competent (Second Pillar: Personal Brand)
• not making it easy for people to know who you are, what you do, and what you have to offer (Third Pillar: Procedures)
• not having enough meaningful interactions with enough of the right people (Fourth Pillar: Strategic Plan)

To change results, we must first adjust our expectations. People who show up once or twice at networking events and get frustrated because they haven't seen tangible results from their networking efforts are setting themselves up for failure. Networking is not a quick fix. Getting to know people and letting them get to know you requires time. That's not to say that amazing things can't happen very quickly once you begin to interact with new contacts. They absolutely can. You never know whom you may meet and how your interactions with those people may change your life. However, it's best to have realistic expectations and practice patience as you build your profitable network and expand your circle of influence. In time, you will achieve your vision.

Accept that you won't know everyone in a room the first time you walk into a funct...

Table of contents

• Cover
• Title Page
• Copyright
• Dedication
• Preface
• Introduction
• Part I: The First Pillar of Profitable Networking: Perspective
• Part II: The Second Pillar of Profitable Networking: Personal Brand
• Part III: The Third Pillar of Profitable Networking: Procedures
• Part IV: The Fourth Pillar of Profitable Networking: Strategic Plan
• Epilogue
• Stay Connected with Allison Graham and ElevateBiz
• About the Author