10 Tips to Raise Your Visibility with Social Networks

Are you making the most of social networking to accomplish business goals, secure exciting assignments and create new opportunities for yourself and your firm? Many of your peers actively participate in social networking to build their personal brand.

You are likely a member of one or several social networks such as LinkedIn (http://www.linkedin.com/) and Facebook (http://www.facebook.com/). But are you receiving full value from these networks? Why not use the power of social networking to raise visibility, project a vibrant image, become aware of new opportunities and interact with the marketplace? To do, so, consider the following 10 tips featuring the basics of social networking and enjoy the competitive advantages of a vibrant network.

Tip #1: Join Several Networks. What works for one person may or may not work for another. Many service providers view LinkedIn as the gateway to professional social networks. Others move on to industry-specific networks or those focused on specific executive positions such as CFOZone (http://www.cfozone.com/) for CFOs. Increasingly, social networks such as Facebook and Twitter (http://www.twitter.com/) are used to enhance relationships among professionals. Be open to joining various networks--and stick with those that provide the most satisfaction.

Tip #2: Get a Great Headshot. There are practical reasons to invest in a great photo. Prior to a meeting, many executives do a quick search to evaluate a professional service firm and its consultants--and displaying a great headshot is akin to dressing properly for the meeting. Work with your firm's marketing department or public relations agency to secure the right photographer.

Tip #3: Create a Compelling Message. Social networks provide a stage for sharing your qualifications, interests and background. Tailor your message to fit in with the mission of a specific social network. Ask your firm's marketing department or public relations agency to create an effective profile to feature you and your firm. Add your firm's website, your professional blogs, and other relevant information to your profile.

Tip #4: Make Invitations a Habit. Develop a process for populating your social networks with professionals and friends. If you are overwhelmed at the idea of sending invitations to your network, take advantage of the many networking sites that allow you to download and select your contacts from existing databases, such as Microsoft Outlook or Gmail (http://www.google.com/). When you meet someone worthy, invite them to join your network.

Tip #5: Join Special Interest Groups. Many social networking sites offer the opportunity to join special interest groups, such as Financial Executives International (FEI) Group on LinkedIn or Facebook. Many networks offer access to college and employer alumni groups. Your participation will open doors to new resources, news, opportunities and participants around the globe.

Tip #6: Update Your Profile Regularly. Your public profile on a social network is like a brand--you must nurture it to keep it fresh. Visit your profile on a regular basis and enhance it with updates and additional information. Promote your public profile when interacting with clients and colleagues--mention your participation at meetings or when sending an email.

Tip #7: Share Knowledge. Social networks provide the opportunity to help others while showcasing your knowledge and demonstrating leadership in your areas of expertise. Answer questions, send helpful comments and inform your network of breaking developments. If you have a blog, include a link.

Tip #8: Use Your Network as a Resource. Networks provide a fast, easy way to reach out quickly for help. For instance, if you need a speaker for an upcoming event or help from other professional service providers on a project, turn to your social networks for help. You will save time and get ideas at the grassroots level.

Tip #9: Stay Alert to Opportunities. Just as you would ask your network for help in identifying reliable resources for your needs, stay on the alert for requests from others. Requests to a network often result in multiple responses--if you are not paying attention, you may lose an opportunity.

Tip #10: Engage! Stay in touch with your social networks on a regular basis. One of the most appealing aspects of joining a social network is becoming a member of a community. Many service providers dedicate 10 to 20 minutes at the top of each day to check in with their networks.

Did you know that search engines place more weight on social networking interaction than touches on a typical business website? This means that active social networkers often show up higher on a search engine list than individuals who do not participate in social networks.

So make the most of social networking--it's good for you and good for your firm.

What Do You Do?

The head of a firm asked me the other day to review his "elevator speech." Here's the advice I shared:

Create your elevator pitch as though you will be sharing it between swings on a golf course (okay, or on an elevator). You have only a few seconds to share what you do; share the information with the assumption that the listener has three other things on his/her mind. In other words, the listener is not paying full attention but has some curiosity. The best way to create an effective elevator pitch is to share it again and again with others verbally until you are satisfied that each listener “gets it” based on the response you receive. Expect the process of sharing and refining to take two to three weeks.

Here’s how to enhance your elevator speech:

· Simplify your message. Do you really feel comfortable delivering your pitch to a person who is only casually interested? Can you go with a shorter, simpler message that will cause the listener to either ask a follow-up question or share back to you what they heard?

· Slow down your delivery. Speak up and slowly enough that the listener will absorb your message—make eye contact. Fewer words said with meaning will make a greater impact. The idea is not to tell them everything in your opening sentence—just the essence of what you do in a teaser fashion to heighten their interest and cause them to respond.

· Take note of the response you receive. Evaluate each response and reshape your elevator pitch until:

o You are comfortable getting the words out in the most natural fashion possible (fewer words, more impact, a solid idea communicated).

o The listener’s response and follow-up questions satisfy you.

Here's what I tell fellow golfers between swings: "I introduce professional service providers to business executives." Then I answer their burning questions.

Storytelling as a Business Development Tool

How does storytelling help the professional service provider?

Highly successful professional salespeople have vastly different styles and approaches. The one thing they have in common: the ability to tell a good story. Storytelling has three core advantages for salespeople—and for professional service providers:

1) The listener immediately reverts to “cookies and storytelling” relaxation—he/she really hears what you have to say as you entertain. The listener is more likely to absorb your message.

2) You demonstrate your value—the listener can visualize, empathize and get emotionally involved in the situation you describe. The listener is more likely to remember your story.

3) Your relationship with the listener graduates from a cold selling environment to one of warmth and sharing. Therefore, you set the stage for friendship.

5 keys to storytelling success

As a professional service provider, you have numerous opportunities to share a story with a prospect. Storytelling informs others about what you do and builds your credibility. Here’s how:

1) Remember to tell the story! Avoid the tendency to start the meeting with shameless bragging about what you can do for the prospect and why you are better than everyone else. Start the conversation by asking the prospect to share the situation and how he/she feels about it.

2) Tailor your story to the needs of the prospect. Share how you solved a similar problem for a client in the past (no need to give names if confidentiality is an issue).

3) Show, don’t tell. No need to brag—let the listener draw conclusions about your problem-solving abilities based on the sequence of events and the outcome.

4) Be brief. Keep your story short or risk boring the prospect.

5) Have fun telling the story. Share the problem, how you solved it, and the outcome in a manner that shows you are passionate about helping clients. Your goal: a prospect who is excited to work with you to solve a problem and get results.

After hearing the prospect’s need and telling a story, offer to follow up with an engagement letter or schedule the next meeting. When you meet with professional service providers who can send work your way, ask about their client base and share stories about successes with similar clients. Tell stories to old friends, existing clients—even the colleagues under your roof. A subtle reminder of what you do and how you solve problems helps others to understand and appreciate your personal and professional talents—including your ability to entertain.

3 Ways to Shake Out Referrals This Summer

Do you hesitate to refer professional service providers when you have not seen them in action? You are not alone--and you could be missing out on referrals for the same reason. You can demonstrate your value to professionals beyond the usual collaboration on shared clients. Follow these three tips to shake out referrals from those who are inclined but nervous:

Tip #1: Help off the meter. Give professional service providers a taste of the client experience by offering your consultation and services as a friend. You will enjoy the deep satisfaction of helping a colleague; the service provider will develop an understanding of your value and send prospects your way.

Tip #2: Provide leadership in professional associations. You know the drill: serve on committees, get involved in leadership and contribute to the profession. The friends you make along the way will see you in action and send business your way.

Tip #3: Share knowledge. In my experience, speaking engagements are an effective method for establishing credibility with referral sources and potential clients (not to mention the travel, golf and wine). If you're shy, publish (you can always hire a writer to share your advice). One way or another, adopt a learning and knowledge-sharing approach. Not only is it your responsibility as a professional to share knowledge--it is also a wonderful way to attract business, see the world, and meet new professionals and prospects.

These tips require personal initiative. Did you know that, in general, 25% of new business opportunities lay dormant because professional service providers do not actively take on new initiatives? This is summer--you have time--what are you waiting for?

3-Way New Business Checklist

Is your head buried too deep in work to contact the most important people in your network--those who provide you with new projects? If so, drop everything--follow this 3-Way New Business Checklist:

1. Send an email to update and thank those who have sent recent or blockbuster work your way. (Hopefully, this is in addition to your thank you note sent weeks or months ago.)
2. Quickly scan your database to identify your top 10 referral sources. Send each one an email to make a helpful introduction or to set a meeting. The purpose of the proposed meeting: to discuss creative ways to bring in work together.
3. Think about two or three clients who need help with a service that you do not offer. Contact your clients to ask whether you can introduce them to a service provider who will take them to the next level. The introduction deepens your value to the client while helping a friend.

The 3-Way New Business Checklist mostly involves helping others. Wouldn't you like that kind of attention from your colleagues?

Are You in the Right Communities?

Securing new business depends on your involvement in vibrant communities. But are you in the right communities?

A community is defined as a group of people who maintain relationships based on common interests, goals, locations or values. This can be a trade association, a business group, a civic organization, a nonprofit, a special interest group . . . the list is endless. When you contribute to the success of a community, it is natural that members will turn to you for help in their time of need.

To evaluate whether a community is right for you, consider these five questions:

1. Does this community include clients of our firm?
2. Are there exciting prospective clients?
3. Am I interacting with high-quality referral sources?
4. Will this group help us make better decisions, open doors, advance our firm's interests, help us innovate--stretch our thinking?
5. Am I having fun and making a difference in the lives of others?

Involvement makes people aware of your business, leads to referrals and gives you an edge when proposing against competitors who have not invested in the community. Ultimately, the community you want is rich with opportunities to make friends, help others and have fun. Is this happening for you? If not, it's time to get out and explore.

A Quick, Easy Way to Increase Referrals

Are you getting the number of referrals you want each month? By taking one action, you can increase referrals from your network.

Let's assume you have mastered the "elevator speech"--saying what it is you do in 10 seconds or less. Let's also assume you have a network populated with individuals who can provide opportunities. Believe me, those in your network want to help. But can you say without a doubt that each member of your network knows exactly how?

Is it possible that you are missing referrals because you have not clearly communicated? The one action you can and should take with each conversation: Ask for what you want. Sounds simple, but how often do you hear something like this from a professional:

“Can you do something for me? If you know of a tech firm that needs help with tax savings, can you introduce me with a telephone call and I will take it from there.”

or,

"Can I ask for your help? If you suspect that a service firm could use some help with growth, please introduce me via email and I will take it from there."

Fill in your own circumstances when you make a request. You are not asking the professional to sell for you. You are asking, instead, for the professional to stop and think about clients and others who may benefit from knowing you--and to make that all-important introduction.

Here's how to shape your request:

1) Ask for help. This will prompt the professional to focus.
2) Ask the professional to think about clients and others in a specific industry niche. Are you targeting service firms, tech firms, hedge funds?
3) Ask the professional to consider those who can benefit from your specific value proposition. What is the most important outcome from the potential client's point of view?
4) Inform the professional as to the best way to make the introduction. Do you want to be introduced by email, with a phone call, at a meeting?
5) Make it clear that the professional need only make an introduction and let you take it from there.

Most importantly, invest in the success of those in your network. At each meeting, begin by asking how you can help that person--and follow through. A call to action--asking for what you want and helping others--will make a difference in the number of referrals you provide and receive. Are you missing out?