Extending the Value of Your Business Relationship Network

The value in your network of business relationships can be extended far beyond the one-to-one benefits you already enjoy. Your network could be the goldmine that others wish they had, and quite frankly, if you share your wealth (of relationships) it will return tenfold.

Case in point: A few years back I dipped into my Rolodex to help a friend make connections for her new business (a marcomm agency). After reviewing the strengths of her business I was able to make some strategic introductions for her. From those relationships her business has flourished through direct and referral opportunities.

I know most of my readers would say they are already doing that, but there's one more step to really make your generosity pay off.

That last step is letting go. Once you have made the introduction, stay out, completely out, of their budding relationship. If something goes terribly wrong, you'll hear about it from one of them. If it goes wonderfully right, then you'll hear about that too. Instinctively you may want to 'care-take' a relationship you initiated along the line of, "But what about my reputation? How can I protect my reputation if I don't make sure it works out?" Let me answer that with a couple of thoughts.

One, you can't make anyone feel anything. Both people introduced are going to make up their own mind no matter what you do. More importantly, the more you stick your nose into what goes on between them the more YOU WILL be held responsible if it goes wrong. By staying out of the way your reputation can continue to be measured solely on your willingness to help and your personal interactions with each contact. It's OK to let them be responsible for what goes on between them.

Second, if you are concerned your contact will not get along with the person you referred, then shame on you for making the referral in the first place. If you are too insecure not to meddle in the affairs of others then don't make referrals.

Matchmaking is a good thing. Do it as often as you can. Micromanaging is a bad thing. Do it not at all.

What is a "Marketing Catalyst" at a Law Firm

I used to have "Catalyst" as the title listed under my name on business cards. It was always a great conversation starter to anyone that saw it for the first time. "What is a "Catalyst?"", they would ask. Mostly I would respond that, "I make good things happen for people at my firm." More often though I receive emails and questions about "how" to be a catalyst. It's Sunday evening, I have a few minutes, so let me try and answer that question (at least for myself).

• Everything I see looks too routine -- too normal. If it has been done once by someone else it does not need repeating. There MUST be a different way to accomplish it! Like scaling Mt. Everest -- many wish to reach the top, but is there a route no one else has attempted?
• People want to be connected to other people. It is a natural state of things. What can I do to make that happen? Whom needs more friends? What two people can I put together to equal a great (business) relationship? It is a never-ending task of which I never tire.
• Never settle for logical when "gut" is speaking louder. Instinct comes naturally and is key to being a catalyst. Logic is simply a way of explaining why we ignored our instinct. Think less--feel more.
• Challenge anyone that wants to limit the range of your influence. This amounts to "being controlled", which is another way of saying, "I want you to only work towards my goals." This is a bad thing. Period.
• Be honest. Maybe brutally so. Being a catalyst requires that everyone around you is always quite clear on whom you are, what you want, what you are going to do, and why you are going to do it. It is amazing how quickly "truth" opens the door to opportunity.
• Trust everyone else at least once. Again -- period.
• Think like an eight year old. Now that I am over 50 it has become a more and more difficult task, but I do remember it vaguely. And I can see it whenever I'm around children of that age. That year (or thereabouts) a child's curiousity and their understanding of what might be possible reach a peak. Nothing seems impossible and everything is within reach. Is that cool or what!?

That's my first take. I know there is more but here is where I will start. Maybe you can tell me more about what makes you a "catalyst".

Terrible Mistakes When Planning Sponsored Award Events

A lot of law firm marketing budgets are expended on sponsoring industry and community awards events. If you spend your dollar wisely one or more of your attorneys will be a part of the organizing committee and participate in planning and execution. This is a good thing as a relationship development activity. It's a bad thing if they put together a bad event! While I know that no one wishes to be a part of planning a bad event, I can always tell when an event was planned by non-marketer professionals. If you are listening -- here is what, at all costs, NOT to do:

• Don't let sponsors on-stage, in script or in person. I attended a dinner event this evening that dedicated more than fifteen minutes to acknowledging sponsors. PLEASE STOP! Every non-sponsor in the room was silently begging for this portion to end! We all are forced to sit through commercials we don't remember when watching TV. Why bring it here? And why does an audience need to hear another commercial to introduce a sponsor to introduce an award winner? Enough all ready!
  
• Use a professional emcee or someone that knows the role of an emcee. An emcee controls pace, reads an audience, works the audience, and keeps people engaged. Desire to perform the role of emcee does not replace the skills to deliver a good performance.
• Chicken -- BAD. Anything else -- good. Chicken-anything at a hotel event is so disliked it has become an everyday joke. While it may be the cheapest choice it is not a selection that will be endearing to your audience.
• Don't use the hotel sound system! Once again a less-expensive alternative, but if you want your audience to hear every word (without irritation) spend a few more dollars for a sound system that works.
• Use lighting to control attendee movement. Hotels always offer the "bell person" to walk among attendees ringing a musical tone to signal time for seating. Given the din of conversation and background music -- not very effective. Instead, follow the example of performance halls. Dim the lights repeatedly. This simple technique triggers an unexpected sensory experience and your attendees will pay attention.

These are the first few, more to come later.

Enabling Creativity Via the Space You Meet

This article on the effects of ceiling height on individual creativity should be interesting to law firm marketers and may effect where you conduct meetings with your staff and firm attorneys. In summary the study shows that higher ceiling heights enable more creative thinking.

The next time you need to conduct a meeting requiring out-of-the-box thinking by participants schedule it in whatever space you can find with high ceilings.

Developing Face-to-Face Networking Skills :: Idea #7

One event = one email, one note, one call.

Have you ever heard the lament, "I go to a lot of events but never seem to do anything with all of the people I meet."? It makes a lot of sense that most of us are not getting any relationship mileage from the people we're meeting. After the event is over we're burdened with this giant stack of business cards, a few crisp memories, and a bunch of fuzzy ones. Looking at the stack of cards we're overwhelmed with what comes next... Here is an idea for getting something from your efforts.

Sort through the stack of business cards and select three. Hang on to those three cards and toss the rest into a corner to gather dust (or hand them off to get entered in a database or whatever -- just get them off your desk).

Grab your keyboard and open a new email, address it to one of the people from your three cards. Tell him/her it was great to hook up with them, offer to meet him/her for coffee one morning to learn more about their business. Number one is done.

Now, reach into your desk and grab a personalized note card and envelope. To the person on the second business card write a two line message... (great to meet you... best of success to you... if I can be of any help, etc.). Sign it, put your business card inside the note, address the envelope, put it in the mail. Number two is done.

Finally, grab your phone and dial the person on the last business card. Whether you reach them directly or are jumped to voicemail, tell him/her it was great to meet and that you'd love to get together for lunch to learn more about their business. Number three is done. Now move on with your life.

This idea works because you begin by acknowledging you only have time for a few people you meet, not all of them. If you work these ideas you'll find that over time this small effort will harvest great attention and strong relationships.

Developing Face-to-Face Networking Skills :: Idea #6

I was at a networking reception the other evening and spotted a partner from my firm talking with someone... I walked over, and after quick introductions, could tell my partner was trapped in a conversation going nowhere by an attendee with nothing much to say. A nice guy to be sure, but not productive as a contact.

"It is so good to meet you Joe (not his real name)." I said. "Do you mind if I steal my partner away for the moment?"

Working as a team at a reception has tremendous value. I'll cover your back, you'll cover mine. Working with a teammate has incredible advantages. I can cover twice as much ground, compare notes, be strategic, AND, have a savior when I'm trapped.

Consider making it a rule to attend business events with an ally whenever possible. Not only can it be a strategically valuable choice, It can also be strengthening to know you're not alone.

MC Blog Featured at Marketing Mix

The great thing about running StatCounter on the back-end of the MC blog is that I can see where readers are coming from. To my amazement this blog was recently one of the topics of discussion at the first Marketing Mentor Coffee Break hosted by the creative minds at The Marketing Mix, the creators of Marketing Mentor and the community that's sprung up around it.

I am always amazed that anyone stops by to read what I've written. This blog is simply a place for me to keep my head tuned and on track. I don't promote this site and yet people come to browse. Thank you to the "Mix Mistress" Colleen, and Marketing Mentor founders Ilise, Peleg. A I appreciate the compliment offered by attention.