Hate Networking?

You say you hate networking? Most people do. That's because meeting business people and sizing up their potential as prospects is a tough job - and may be one of the rarest skills in business.

My column in this week's National Post recounts some of what I learned from attending a full-day session on networking conducted by Ottawa networking guru Michael Hughes. It was hard to compress his technique into 800 words, so I retailed some of his most interesting ideas and tips.

Here's an excerpt:

Hughes defines networking as “the intentional process of creating and developing relationships, from initial contact to ultimate outcome.”

One of his key tenets: You must have a target market. You can’t just go to random events hoping to connect with people who need your products or skills. You have to target groups that are flush with those kinds of people. Then make one group a priority — say, an industry association — and burrow in deep. Attend all the meetings and events you can, and get to know everyone involved.

Read the full story here: http://business.financialpost.com/2011/12/05/how-to-network-by-design-not-by-default/

The Power of Testimonials

I regularly urge entrepreneurs to take greater advantage of testimonials. When a customer says you’ve done a great job, that carries so much more weight than anything you could ever say about yourself.

And if you have no positive customer testimonials, you should go out and ask for them.

Some people ask me, “But won't people assume we just made these up?” (Especially since customers’ identities are often obscured, for reasons of confidentiality). My response is that when you have positive, customer-written testimonials, they usually have a personal energy and tone that anyone can recognize as genuine.

So don't sit there making excuses – go out and collect some testimonials.

This rant was triggered by a recent e-newsletter article by Michael Hughes, the Ottawa-based “Networking Guru.” He calls customer testimonials “the perfect promotional strategy.”

After quoting an enthusiastic testimonial for another Ottawa-based speaker (Voyageur Bob), Hughes goes on to write:

“This unsolicited testimonial represents the most powerful, productive and profitable promotional strategy I have ever encountered. Stop looking for a magic bullet recipe that will attract clients or advance your career.

"Instead, hone your craft, develop your expertise or build your skills to such an extent that clients and colleagues will brag about you and your value."

Well said, Michael.
And you can quote me.

Read more about Michael Hughes or sign up for his free e-mail tips here.