The programme will enable attenders to hugely raise their game in business networking and referral marketing.
This is not an academic subject. Attenders will benefit greatly if they attend networking events during the programme and report back on them in class. We’ll do our best to help attenders find appropriate events.
The programme is in ten half day modules. These can be run weekly, or fortnightly. They can be run in pairs, two in one day per month, say.
In addition to attending networking events, there will be homework which, as the programme unfolds, turns into the actual activity each attender needs to do to develop their referral marketing.
By the end of the programme, each attender will have created a full referral marketing plan.
The programme sets a number of themes running and revisits them from module to module.
The programme covers:
First, and it is necessary to say this, each businessperson needs to be completely clear about the answers to these questions. If you are clear about them, you’ll be able to talk easily about your business, when you need to. If you’re not clear, you’ll come over as vague and contradictory―because that’s what you’ll be.
It’s recommended that, again, you are very clear about this. The products and services you promote through referral marketing may not be all that you could or do offer. Likewise, you may be (should be) working to a specific target market.
The problem is that many business people, scared they might lose a single lead, will effectively say, “I can do anything for anybody”. This is of no use to the recipient who is none the wiser as to whether you can help them. It is better to say “I specialise in helping IT companies that are stressed”, because inevitably someone will say, “We’re not an IT company, but we are stressed…” or “We’re in IT. We’re not stressed, but…” (This is true example)
It is a revelation to many people that all their relationships follow the same pattern as everybody else’s relationships. This applies as much to business as it applies in our personal lives, in sport, religion or the scouts.
The stages of a relationship material is vital when, for some ‘mysterious’ reason, a business relationship is not going as well as it should be. This is the heart of the programme. Understand this and be able to apply it and, arguably, you can probably improvise the rest!
[This subject is addressed in more detail in a separate emotional intelligence at work course.]
> Stages of a work relationship
Students will be asked to start work on their contact lists, selecting people for their suitability in the above categories, with the aim of finding people with whom, potentially, to develop referral relationships. This can be time consuming if you have a few thousand contacts, and most of this work will have to be done between sessions.
> Build relationships that last [external link]
> Who to focus on when networking: connectors, mavens and ‘salesmen’
Again, it needs stating: if you aren’t clear what your purpose is in doing something, it is unlikely you’ll do it well. If you have multiple purposes, you will literally be at cross purposes and will make little headway.
> Purpose and outcomes
Once a student has gone to the first network event of the programme, their progress can be discussed in class. Other attenders will be able to comment based on their own experiences. The aim is to be as supportive as possible so that the student not only gains confidence but also rapidly becomes one of the best networkers in his or her group.
> How to choose a regular business networking event
We don’t just do stuff all day. All our behaviours are driven by our emotions and feelings, and by our thoughts and beliefs (and the complex interaction of all of these). Ignore these, and the behaviour is compromised, perhaps massively so.
> The behaviour cycle
Every session starts with a review of attenders’ activities since last time. How did it go? What did you learn that others might find helpful?, What did you learn? and so on.
Each session includes a recap of material from previous sessions, as requested by the students, or suggested by the trainer.
Every session ends with a review of the session, and the setting of homework.
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© 2018 Jeremy Marchant . uploaded 5/6 july 2017, edited 9 february 2018 . image Free images
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