Latest / Networking Unleashed: Building Profitable Connections / Networking Unleashed: An Interview with Jason Fishman and Michael A Forman, Professional Speaker

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Networking Unleashed: An Interview with Jason Fishman and Michael A Forman, Professional Speaker · Networking Unleashed: Building Profitable Connections

0:14
Welcome to Networking Unleashed, Building Profitable
0:18
Connections, the show where real relationships
0:20
create real business growth. I'm your host, Michael
0:24
Foreman. A lot of professionals approach networking
0:27
like a quick transaction. Meet someone, exchange
0:31
information, hope an opportunity appears. But
0:35
the most consistent success doesn't come from
0:38
chasing a deal. It comes building trust over
0:41
time. My guest today believes the strongest businesses
0:45
are built through relationship -first networking.
0:50
We're talking about how meaningful partnerships
0:53
form through consistency, why follow -up matters
0:57
more than first impression, and how your digital
1:00
presence can start a conversation before you
1:04
ever walk into the room. And keep it going after
1:07
you leave. If you want referrals that keep coming,
1:11
partnerships that last, and connections that
1:14
actually grow your business, you're in the right
1:16
place. So let's get into it. I'd like to welcome
1:20
Jason Fishman to my podcast. I am really anxious
1:25
to hear what you have to say because you are
1:28
right in line with the things that I love to
1:31
talk about. Jason, welcome to the podcast. How
1:35
are you and how did you get here today? Michael,
1:39
honor to be here. Thank you for having me on.
1:42
I got here today by running a marketing agency.
1:46
Coming from the advertising space, working with
1:49
Fortune 500s, but now focused on growth stage
1:52
companies. I've worked with over 900 of them.
1:54
I found a niche. Marketing agencies really need
1:56
to have a specialization for capital raising.
1:59
I found that to be a common need working with
2:01
companies at these stages. And we've been able
2:05
to use digital marketing. advertising, content,
2:08
outreach, to bring investors, to network with
2:11
investors, and then have them convert on these
2:13
deals. So the success there has really been something
2:18
that I like to talk about and make available
2:20
to any type of founder to be able to raise capital
2:23
using these vehicles with us, without us, but
2:25
just using these exemptions. I find there's not
2:27
enough awareness of them as a whole. That's great.
2:31
Like I said, I can't wait to start asking questions
2:34
because I'm very interested in what you have
2:37
to say. You emphasize relationship first, networking.
2:41
Yes. What's the biggest difference between someone
2:45
who networks for immediate opportunity and someone
2:48
who networks for long -term growth? Sure. This
2:52
is something I talk about regularly, Michael.
2:54
I think we see it eye to eye, where for me, referral.
2:59
Partnerships, strategic relationships have been
3:01
instrumental to the growth of our agency. And
3:04
those have not been transactional overnight discussions.
3:08
Like you said, I didn't meet someone at an event
3:10
and they sent us an introduction the next day.
3:13
It's happened. But I find far more value from
3:17
an organic relationship where maybe I meet someone
3:19
at an event. Maybe it's over LinkedIn to talk
3:22
about how I've done that. even just with simple
3:24
messages. And over time, we've built a real rapport.
3:29
We get on the line, learn more about what each
3:31
other do. If we are talking about collaborating,
3:35
it's a blank canvas and what we're building together.
3:37
I could talk about how we've worked with groups
3:39
like that in the past, but I want to really get
3:42
to know them. I want to know what they do on
3:45
the weekends. what they do online, who else in
3:48
my network that they work with and get a better
3:51
understanding of their needs, their value points.
3:54
And then I want to be of service to them. I want
3:56
to be able to make introductions before I ever
3:58
ask for anything. You hit on so many points that
4:02
was so strategically necessary for a good relationship
4:07
that I can probably do a podcast in each one
4:10
of those points. Okay. But the relationship building
4:14
is so important. Consider the pandemic a line
4:19
in the sand. Before the pandemic, things were
4:22
really transactional. You didn't really have
4:24
to do much, just go out there. But ever since
4:27
the pandemic and people were shut in, and now
4:32
they're just starting to come out, it's more
4:34
relational, and you have to really build up that
4:37
relationship. So before I go on and talk about
4:41
this, like I said, for two hours, I can just
4:44
stop right there. Why do short -term wins sometimes
4:49
quietly damage future opportunities without people
4:53
realizing it? Because there's a larger game.
4:58
There's larger goals. stake in many of those
5:00
scenarios. So in some cases, those short -term
5:03
wins could be building blocks. Our approach towards
5:06
marketing is test, optimize, scale. But whoever
5:10
we're doing this with, they need to know we're
5:12
testing, that it is that crawl, walk, run type
5:14
of evolution. If I'm pushing too hard for a sale,
5:19
for an introduction from a referral partner,
5:21
I may turn them off. I may do the necessary follow
5:24
-ups, but they think I'm too aggressive. I'm
5:26
only interested in sales or the business or the
5:29
deals. My focuses aren't aligned with theirs.
5:33
Where I really want to get a grasp of what is
5:37
the bigger picture. Let me zoom out a little
5:39
bit. What's really possible with these other
5:42
groups, with these other relationships? And even
5:45
just the essence of the relationship itself.
5:50
I found myself maybe 10 years ago realizing I
5:52
didn't really know my strategic partners on an
5:55
individual level. And by taking extra steps,
5:58
by flying out to them, by maybe they're in the
6:01
greater Los Angeles area where we're based, California,
6:03
by driving out to them, having lunch, having
6:06
dinner. It's actually a big ask in Los Angeles
6:08
with all the traffic. You'd be surprised how
6:09
many people are hesitant about driving. My keys
6:11
are in my pocket at all times. I'm ready to hop
6:14
out to them. By taking them golfing, by going
6:16
to a Dodger game. If you're not a fan of the
6:18
Dodgers, fill that in with whatever team that
6:20
you like. I'm a lifelong Dodger fan. But you
6:23
get the idea. It's about them as well, too. So
6:26
where are they based? I've been to Astro Games
6:28
in Houston. Dodger competitor, but hey, we're
6:31
there. Let's go. Let's check it out. It was a
6:33
great baseball game. I had a lot of fun. I was
6:35
cheering for people that I wouldn't share about
6:37
here. But you get the idea. I want to have actual
6:40
experiences with these individuals, whether it's
6:43
just over the phone, but like you said, post
6:45
-COVID, digital era, I think it stands out. To
6:48
be in someone's warehouse or in their office
6:50
or at their local coffee shop, shake hands with
6:53
them, look at them in the eyes, really ask the
6:56
right questions, spend extra time than you normally
6:58
would in a call or a meeting. I find that goes
7:01
much further than just getting a deal right out
7:04
of the gate. I think that's what you're speaking
7:06
to a bit and that's definitely what's produced
7:08
for me. You're again, you're saying exactly what
7:13
I teach. I go across the country and I go on
7:16
stages. I talk about networking communications.
7:19
I do a lot of workshops and everything starts
7:22
with the eye contact, with the handshake, with
7:26
that one to one. You pick up the vibe in the
7:29
room. You pick up the vibe of the person. You
7:32
can't do that through Zoom. You have to be in
7:35
the same. And what I do is that I teach my clients,
7:39
when you walk into an office or walk into an
7:42
event, don't talk business. That's the last thing
7:45
you want to talk about. You want to talk about
7:47
everything else first. And you always say, but
7:50
I'm here to make money. You will, but that'll
7:54
come secondary. You have to get the relationship
7:57
out of the way first. You have to build that
8:00
trust. Know you, like you, trust you. They'll
8:03
do business with you. And that trust factor is
8:06
so important that you have to get over that first.
8:09
That's a very big hurdle. What behaviors in an
8:15
initial conversation signal to someone, I can
8:19
trust this person long term? I'm very big on
8:22
trust. I'm very big on honesty. If someone shares
8:26
additional details with me, if they're very transparent,
8:29
if they're very open, even if it's to their disadvantage
8:32
in the conversation, that definitely stands out.
8:37
People are people. They're humans. There's going
8:39
to be mistakes. Business is not always an upward
8:42
trajectory. I work on marketing campaigns. There's
8:44
inherent obstacles. I work on capital raises.
8:46
They're not all successful. And anyone who tells
8:49
you otherwise is... probably a salesman. They're
8:51
probably overstating it. If they're sharing with
8:53
me some of their losses, if they're talking about
8:55
how they improve a service and offering what
8:59
they focus on when it's not delivering to the
9:02
fullest level, that to me shows a humbleness
9:05
that I latch onto and I feel like I could trust.
9:10
On the reverse, on the flip side, if I catch
9:14
them saying different numbers, different information,
9:18
I don't want to use the word lying, but if I
9:21
notice there's inconsistencies, and I'm saying
9:26
that in a plural format, that's definitely something
9:29
that I think people note and lose trust, and
9:31
many times you can't gain that back. So whether
9:34
you're looking at what you're saying, or more
9:36
importantly, how you're assessing others, as
9:39
soon as that feeling's gone, I would recommend
9:41
moving on versus trying to repair it. I say that
9:45
because I do. try to improve it. Oh, maybe they
9:48
just said one thing that was off and it's hurt
9:50
me over time. That's a big deal for me. As long
9:53
as someone's telling me the truth, we can work
9:54
past it. But if I'm starting to have doubts around
9:57
that, it casts a shadow. Furthermore, the more
10:01
I could see online about them in a positive way,
10:04
the better, again, graphic design. mentality
10:08
comes out, social proof, third party validation
10:11
as featured by on their site, on their landing
10:14
pages and their emails and their landing page.
10:16
If they're appearing on podcasts, they're speaking
10:18
at conferences regularly. It tells me, hey, someone
10:23
seems like a lot of people like this person.
10:27
And it may not be the sole piece of information
10:30
that I form my trust around, but it's just naturally
10:33
going to have me believe in what they do to a
10:35
greater extent. Doing what they say as well,
10:39
which goes all the way down to, did they show
10:41
up on time? Did they tell me if they're running
10:43
late? A few minutes, sure, but if it's 15 minutes
10:46
and every time, I'm starting to question when
10:50
they tell me a time whether it's going to happen.
10:52
I'm starting to question the same thing around
10:55
a contract or a proposal or a deliverable or
10:59
anything along those lines. You always have to
11:02
back up what you say. You have to do what you
11:05
say. You have to be on time, be consistent. And
11:09
all these things are rather simple to do, but
11:14
also it's very easy to check up on. You can go
11:19
on my website, on Zoom, on my YouTube, on Apple,
11:26
Spotify, whatever, and you can check me out 100
11:30
% and it'll take you five minutes. Whereas 10
11:35
years ago, you wouldn't even think about doing
11:37
that because it would take too much work. But
11:40
it's too easy to check up on somebody. You don't
11:45
bother not telling the truth or stretching the
11:49
truth, because that's pretty much how they do
11:52
it, without you having to be checked up on. You
11:55
can just make it a very short conversation if
11:58
you don't get the right vibe. Okay. Many people
12:02
enjoy a good conversation but never see business
12:06
come from it. What bridges the gap between a
12:09
pleasant interaction and a meaningful partnership?
12:13
Sure. First of all, from my perspective, I enjoy
12:17
all those conversations. I find, hey, if two
12:20
out of the ten conversations that I have turn
12:23
to business, it's going to cover the value, the
12:27
cost for the other eight. And I can really have
12:29
fun. I can really be myself, enjoy their company,
12:33
learn from what they do. And I don't have to
12:36
be focused on a deal or a partnership that will
12:39
produce future deals. I've found with that type
12:42
of approach, I end up getting far more of those
12:45
individuals to move forward. I think it goes
12:47
back to what you're saying about that authenticity
12:49
and energy that you feel when you're speaking
12:53
to somebody. Much tougher to do online. In person,
12:57
definitely preferred for that. Removing the goalpost
13:00
a little bit. Sometimes in the practice sessions,
13:03
you perform better. And you're just being more
13:06
real with the other side that I find. From there,
13:10
I do want to have some type of idea of where
13:13
I want the discussion to go, whether it matures
13:16
or not. If I'm talking to my sales team, it's
13:19
okay. How are you connecting with prospects?
13:23
How are you getting them on a discovery call?
13:24
At the discovery call, is it appropriate to ask
13:27
them for a proposal? Whether we're speaking to
13:29
them as a partner or offering to them as a prospective
13:32
client, are we offering them a proposal? Are
13:35
we getting on a proposal review call? Are we
13:36
discussing on a different medium? Then a call.
13:39
Are we getting to an agreement stage? Each stage
13:42
has the next call to action built in. I would
13:46
say for the partnerships, you don't want to be
13:48
too aggressive with it. You want to be asking
13:50
them what are the best next steps. That way they're
13:53
directing you towards it. That may not apply
13:56
in every single situation, but I could tell you
13:58
if I hear it from them, it's more likely to happen.
14:03
They're going to remember what they say a lot
14:04
more than what I say. So if they're telling me
14:06
their needs, if they're expressing their concerns,
14:08
if they're telling me it's going to be a while,
14:10
if I'm asking, is there anything we could do
14:12
sooner, and they're explaining to me why, it
14:16
seems to be more concrete. I want them to tell
14:18
me they want to work with me. I want them to
14:21
tell me, send over an agreement, send over a
14:23
referral partnership. Can you build that referral
14:25
deck, that strategic partner deck? Maybe it's
14:28
not a full contract, but we're putting out a
14:30
piece of content together. Some low -hanging
14:32
fruit for me, this may be a good tool for listeners,
14:35
viewers, is content creation. I have my podcast.
14:40
I have over 230 episodes out there. Hey, I'd
14:44
love to find a way to collaborate. Even on a
14:47
piece of content. In fact, I have a podcast.
14:49
I'd love to have you on as a guest. For the Right
14:52
Partners is very effective. It's something you're
14:54
offering. You're going to be able to promote
14:56
them to your audience. Maybe they'll promote
14:57
you to their audience. You're able to point to
14:59
that link later and show people you're discussing
15:02
this with what they're all about. It's a good
15:04
thing across the board. Does it have to be a
15:06
podcast? No, absolutely not. An article? That
15:09
could be a blog, a sub stack, and any... number
15:11
of the platforms to distribute on. It could be
15:13
a social media post on LinkedIn. You're tagging
15:16
them on something. There's a lot of ways to co
15:19
-create content. I've read, I've done research,
15:23
of course, and they say that if you are in a
15:27
conversation with somebody and you talk more
15:30
than 30 % of the conversation, you talk too much.
15:35
The other person should talk 70 % of the time,
15:38
because as you said, So eloquently, they will
15:43
remember more what they said than what you said.
15:47
And so it keeps you going. So you're right on
15:50
the money with that. It's perfect. That 30 %
15:52
is tough at times. It is. Either way you look
15:56
at it, either keeping it down to 30 % or for
15:59
some people, getting it up to 30%. But 30 % seems
16:02
to be the number. You talk about trust, follow
16:06
-up, and consistency. What does consistency often
16:11
matter more than charisma in professional relationships?
16:18
It absolutely does. We've hired team members
16:22
based on their interview process and how they
16:25
were consistent about follow -ups and how other
16:28
prospects were not and what that says to us.
16:32
There's this chart that I reference a lot in
16:35
workshops. And it's all about sales consistency
16:38
and follow -ups. And it shows that most salespeople
16:42
don't follow up more than once. And the percentage
16:45
drops. You know, how many of them follow up?
16:48
Two times, three times, four times, five times.
16:50
It's 90 % that don't follow up more than seven
16:53
times. Meanwhile, the majority of sales take
16:57
place in between touchpoint 7 and 12. This is
17:00
referring to one specific graph chart. But either
17:02
way, it points a picture. Very few buyers. Move
17:06
forward on the first conversation, the first
17:09
touch point was marketing. A bit more on the
17:12
second, third, but it's really after five, seven
17:15
later times. So you got this adverse occurrence
17:19
where salespeople, businesses, those looking
17:24
to form a partnership, what have you, are not
17:26
following up enough. The consistency is not there.
17:29
Meanwhile, the other side doesn't move forward
17:31
to a later stage. If consistency means, hey,
17:35
you're following up daily or weekly or monthly
17:39
or quarterly, that's going to vary for every
17:43
different dynamic. I've had strategic partners
17:46
where they didn't send me a deal for over two
17:49
years. After that, we got many and large projects
17:54
at that. They're very productive, very lucrative
17:56
for both sides, especially the client. I say
17:59
all sides of the table, all three. But if I had...
18:02
fallen off. It's been a year, nothing's happened
18:05
here. It's been a year and a half, not hearing
18:06
that much from them. That wouldn't have happened.
18:10
So the frequency could vary, but find a way to
18:15
stay in contact with everyone that you speak
18:18
to. It's difficult to do in this day and age
18:21
where volume of LinkedIn messages and emails
18:24
and full schedule of calls each day and go to
18:27
conferences and digital events. It's hard, but
18:31
you will stand out. at least to a percentage
18:34
of the people that you're reaching out to. You
18:36
don't overdo it, but if someone's getting mad
18:39
at you for an annual follow -up, is it really
18:42
you who's doing something wrong? Maybe it's half
18:45
year, maybe it's quarterly. You want to find
18:47
the right duration, as I mentioned. But sometimes
18:50
showing up can make you really have the spotlight
18:53
compared to others that are looking to establish
18:57
the same thing with the group you're going after.
19:00
Absolutely. And I teach the very same thing.
19:03
My clients that I coach, the workshops that I
19:07
do, except I, instead of seven and 12 touch points,
19:11
I teach between eight and 12 touch points. Okay.
19:15
And consistency is the key. And I have what's
19:21
called a secret sauce in follow -up. And because
19:25
the follow -up is probably more important than
19:28
actually meeting the person. Right. So the consistency
19:31
in the follow up and the timing of the follow
19:35
up. You can't just send an email every week or
19:39
two and hope for the best. There's a certain
19:42
certain standard that you'd have to follow to
19:46
see whether or not the person is interested.
19:48
If you follow it, if you're consistent, if you
19:51
have those eight to 12 touch points, then you're
19:55
going to get something done. If not. You put
19:57
them into a drip campaign. You don't throw their
19:59
contact information out. You put it into a drip
20:02
campaign and you let it go and try to do it that
20:05
way. But again, you're right on the money. And
20:09
it's amazing to me that some people don't. And
20:13
I've asked why. I get around workshops and they'll
20:15
say, ah, what if I bother them? Or are they more
20:18
likely not to respond if I keep following up?
20:21
If they're not responding now, they're probably
20:23
not going to later. Statistically, a few may
20:25
reach out out of nowhere. I got drawers full
20:28
of business cards. Every now and then I pull
20:30
one out and reach out to someone I forgot about.
20:33
But that is the outlier. You want to make it
20:35
as easy as possible for them to move forward
20:37
and structure the language so that it is welcomed.
20:41
It's not something that they get mad at. It's
20:43
not just a how about now as much as. Adding value,
20:47
pointing at content, telling them something that
20:49
I've been doing this recently. So something that
20:51
made you think of them and real. Maybe it's something
20:54
they mentioned about that sports team or about
20:56
that golf course or about a food item or about
20:58
their city or about their industry or about their
21:00
product or about their approach to outreach or
21:03
a book that they mentioned, whatever it may be.
21:05
And you should ask the right questions so you
21:06
can follow up about this stuff. But then it feels
21:08
personal. It doesn't feel like spam. It doesn't
21:10
feel like a bot. So you want to set yourself
21:11
up to have the right material to follow up with
21:14
later. But at the same time, it is all in the
21:18
follow -up. Absolutely. What brings to mind is
21:23
a year ago, I was following up with event planners.
21:27
They're basically the people that booked me for
21:30
the gigs that I do across the country. Sure.
21:34
I haven't heard from this event planner for seven
21:36
months. And I did my outreach. I did my consistency.
21:39
I did all my emailing, my everything else. And
21:43
crickets. Not a no, but nothing. And seven months
21:48
later, I got an email from her like we were talking
21:52
yesterday. Just, hey, Mike, how you doing? Oh,
21:55
I just, I have a job for you. I'm like, where
21:58
have you been? But because I remained consistent.
22:03
That's how she kept me in mind. Okay. Go ahead.
22:09
Oh, didn't want to take away from the next question.
22:11
But timing. I have friends that I've known for
22:15
decades. And do I see them every day? No. Some
22:20
of them I don't see every year. There may be
22:22
years that pass by. But when I see them, this
22:24
is what reminded me of it, it feels like no time
22:27
has passed. Maybe we have some up. Maybe our
22:30
lives are a little bit different, but our relationship
22:33
feels the same. And friends come in and out of
22:37
life. Some say for the right reasons and at the
22:39
right time. And I find the same thing in business
22:42
where if I start to get offended, I haven't heard
22:45
from this friend. Maybe they don't like me anymore.
22:48
I haven't heard from this business. Maybe they
22:50
don't want to work forward. Maybe they don't
22:51
want to work with us or move forward. Those are
22:53
just games my brain is playing with me. And sometimes
22:57
it's just, hey, that wasn't the right timing.
22:58
They were busy with other things. But when we
23:00
talk, they mentioned to me, I've been following
23:02
your podcast. I was really busy back then. But
23:04
now is the perfect time. quick moment. We should
23:06
be doing this together. So you never know what
23:08
you're going to miss if those follow -ups aren't
23:10
occurring. It's funny. I post all my podcasts
23:13
all over. I have over 125 of them. I'm not over
23:18
the 200 mark yet like you, but I'm getting close.
23:21
But every once in a while, a friend of mine from
23:24
years past will reach out and say, Sawyer podcast
23:27
loved it. Just a quick little simple. So that's
23:31
one way of keeping in touch. Where do most professionals
23:35
unintentionally break trust after the first meeting?
23:40
Where do most professionals break trust after
23:43
the first meeting? The first thing that comes
23:46
to mind for me is inconsistency, not just in
23:50
follow -ups, but communication style. If I feel
23:55
like someone was putting on a show for me during
23:58
that first meeting, during that first discussion,
24:01
and they are now... talking, writing in a different
24:05
way in later emails, in later meetings, in later
24:10
calls, during an actual engagement, which, you
24:14
know, is not the bottom of the funnel. It's not
24:16
the end of the path. We want to keep working
24:17
with them ongoing. We have to, if we want to
24:20
use the word selling, continue selling them and
24:23
conveying value and showing what's possible next.
24:26
But if the communication style changes, I start
24:30
to lose some trust. I feel like I don't know
24:33
them, at least the image I had built in that
24:35
first meeting. And I'm talking about me as the
24:39
audience member. I try to be the same person
24:43
in all of my conversations so I don't have to
24:46
think back, okay, who was I with this person?
24:48
There's an element of mirroring with my tonality
24:52
and pace, cadence, I should say. People who talk
24:55
fast don't want to hear you talk slow. And there's
24:57
different styles of me, but it's still me in
25:01
all those conversations because I want to be
25:03
consistent in the same person. And if this strategic
25:06
partner hops on the call, let's say they're on
25:09
a panel with me with a different one and sales
25:11
call, they bring a client. It's always the same
25:14
person they're getting. I find that leads to
25:16
much greater trust. Yeah. You know, there's an
25:20
old saying that if you're a liar, you don't remember
25:23
your lies. Yep. So in business, you have to be
25:27
yourself because for you to keep track of everything
25:30
that you said, if you're not telling the truth,
25:33
it becomes far more difficult for you to understand
25:37
it and reiterate what you even said. So be the
25:41
truth, be yourself, be authentic. And look, if
25:46
they want you, if they want to hire you, that's
25:48
great. If not, that's all right, too. But you
25:51
have to remember to keep straight. Okay. You
25:54
use content and digital presence to support networking.
25:58
How can someone make their online presence reinforce
26:02
the relationship before they even meet in person?
26:07
Before they meet in person, reinforce the relationship.
26:11
I don't really get asked that question. Just
26:14
thinking it out loud here. I've done similar,
26:19
I've done this type of thing for conferences.
26:23
So if I'm going to be on a panel, let's say with
26:26
four other thought leaders and a panelist, I'll
26:30
do a LinkedIn post and I'll tag those four panelists
26:34
and the panelist and talk about how excited I
26:37
am to speak alongside them and what we're going
26:40
to cover and why people should be tuning in or
26:43
buying tickets or whatever it looks like. I think
26:45
that's the primary way I've done this in the
26:47
past. I'd recommend for everybody to have a LinkedIn
26:51
account. Of course, I think LinkedIn is underrated
26:54
and the type of outreach you can do, finding
26:58
the right individuals, what you could do with
27:00
data partners to then do 10 other types of marketing
27:03
to them afterwards if you wanted to. LinkedIn
27:05
is unmatched. I don't know if I would post before
27:09
every meeting, but if I were... Going to some
27:15
type of event, let's say it's a golf tournament,
27:18
business networking event, that may be the right
27:21
type of scenario to say, hey, looking forward
27:24
to playing with this gentleman over here. You
27:27
could do that leading up to a meeting. You could
27:30
do a post about the brand. I've had individuals
27:34
on my podcast. My company has posted campaigns
27:38
from companies, brands that we have not worked
27:42
with, and I was about to meet. So look what these
27:47
guys are doing. We love it. And for these reasons,
27:51
authentically, but being able to show that type
27:55
of promotion, people have done that for me as
27:57
well, too. They've tagged me in posts and for
28:00
different questions. And then I've answered there
28:03
as well, too. So I would say some type of online
28:05
promotion about what you guys are going to be
28:09
doing together or just about what they're doing.
28:12
If someone was meeting with me this afternoon
28:14
and even if I didn't see if they mentioned in
28:17
the meeting, hey, I did this post about you earlier.
28:19
I really liked this podcast episode. Hey, we
28:22
sent out an email earlier. I sent one of your
28:25
ads as an example to our email subscribers. Wow,
28:32
that's really cool. I can't tell you how many
28:34
meetings I hop into where I feel like the other
28:36
side doesn't know me or who I am. And that's
28:39
fine. We're going to know each other, but. The
28:41
fact that you did that research and you're able
28:42
to point out this quote, it's really a standout.
28:46
So I would say something in that fashion. All
28:49
right. So let's change a little bit after you
28:52
meet someone. How should digital touch points,
28:56
email, LinkedIn, or even just a shared content,
28:59
continue the conversation instead of replacing
29:03
it? So it goes back to frequency. I want to find
29:09
the right channel to converse. And that's going
29:13
to vary based on someone's communication style,
29:17
based on who they are, where they are. Time zones
29:20
are a factor here. When do I want to call them?
29:26
When do I want to text? When do I want to email?
29:27
When do I want to text message? Maybe they're
29:30
local. Maybe they're down the street. When do
29:33
I want to stop by? When do I want to invite them
29:35
to lunch? I want to build out some type of strategy.
29:38
Maybe I'm doing it for different audience personas
29:41
and having different approach for a category
29:44
of prospects. So I'm not reinventing the wheel
29:46
each time. Although if you have the ability to,
29:49
I would. This is about customization. It's about
29:51
personalization. I don't want to call somebody
29:55
every day. I could text them if there's value.
29:59
Email is a special communication channel where
30:03
it's somewhat timeless. You could email somebody
30:06
at off hours. You can be brief. You could be
30:10
long. You can have headlines in there and some
30:13
bolding. There's a different writing format that
30:16
I use for email than I would use for an article
30:19
or a longer form content piece. So I can give
30:24
a few baseline pieces of copy and then attach
30:28
something that's much longer. I wouldn't do that
30:30
in a text message. I'd have to have the time
30:32
available for both sides on the phone. So I think
30:35
it's the right channel for the right time. Email
30:38
also allows for a bit more frequency. Maybe not
30:42
more than text messaging, but it depends on who
30:44
you're going after. less responsive audience,
30:49
you could stay in touch there weekly. I would
30:52
still talk about what you're going to do next
30:55
together. The call to action may be around a
30:57
phone call. I've felt at times I say that too
31:00
much, but I personally can get more done. in
31:06
that type of verbal discussion, even in a few
31:07
minutes, then a bunch of emails going back and
31:11
forth. So I think it's using email for frequency
31:15
to be concise, but to add more content as necessary,
31:19
and then looking to do an in -person or a call
31:22
from there. Okay, good. Let's bring this podcast
31:26
full circle. If a listener wants to build a network
31:30
that produces steady referrals and partnerships
31:32
over the next year, What one habit would have
31:38
the greatest long -term impact? I would tell
31:43
you the habit is around organization. If you
31:46
are setting time for yourself once a month, once
31:50
a week, once a day to really iron out your plan,
31:56
look at the results, determine what you need
32:00
to change up from there. going to be putting
32:03
a lot more effort into it than most people. And
32:06
I believe the quality will be much stronger than
32:10
if you just continued these activities without
32:12
really asking yourself what you're getting out
32:15
of it. Pre -pandemic, I was... doing conferences,
32:19
speaking at them constantly. And I would see
32:22
some of the same people at every conference.
32:24
And some of them would talk about these events
32:28
and tell me they didn't really get anything out
32:30
of it. And I'd ask them about their follow -up
32:32
process. And I literally heard, I just wait for
32:36
people to follow up with me. I feel like they're
32:40
selling themselves short by doing that. And they
32:43
were going to so many events, it was hard to
32:45
keep organized. I would tell them what I was
32:47
doing and say, wow. Some of them asked for my
32:49
agency to do it for them. I have a very detailed
32:54
set of instructions for one of our sales reps
32:57
going to an event. and how many people they should
33:00
be speaking to throughout the course, what they
33:02
need to be determining from each conversation
33:05
in regards to what needs to happen for follow
33:08
-up, not rushing the chats, looking to have that
33:11
real relationship building occur, but being able
33:14
to have some measurements at the end of each
33:16
day, and then what they do with the contacts
33:18
from there, and how many follow -ups, and we're
33:22
reviewing it each week from there, and for all
33:24
the events that they're going to. I would tell
33:28
you that step is missed, even though it sounds
33:31
basic. You can then look at the results. I do
33:34
this for our marketing. Just talk about ours
33:37
and what we do to build referral partnerships.
33:40
I have the weekly podcast, monthly webinar. We
33:44
put out an article every other week. We run search
33:47
advertising. We run social advertising. We run
33:48
banner retargeting. I write for the Forbes Agency
33:51
Council. I'm part of the Crowdfund Professional
33:53
Association, Global Equity Crowdfunding Alliance,
33:55
Senior Executive, a list of different places
33:58
I can get content out. I want to see what it's
34:00
producing for me. I have a weekly meeting where
34:03
my team treats me as the client, and we go through
34:07
all of it. We look at the numbers. Our outreach
34:10
campaigns on email and LinkedIn, all the calls
34:13
that I had with prospects, with partners, it's
34:17
all put in there. The results of those calls,
34:20
I think putting that infrastructure into place,
34:23
then exploring which of these channels, among
34:26
others, you want to incorporate into your strategic
34:30
partner development program is going to make
34:33
all the difference. You could even invite third
34:36
parties to those calls, or you could... You can
34:38
run the call through AI and have it analyzed.
34:41
You can have a consultant analyze the call and
34:44
tell you different things that can be approved
34:46
upon. But without that system, you're just hoping
34:50
the partners come to you. This was great. This
34:55
was a great podcast. I was listening to the good
34:58
thing. This is this is recorded because I'm going
35:01
to have to rehash everything you said, because
35:04
it's so in line with what I talk about that I'm
35:07
sure I'm picking up bits and pieces. And I'm
35:09
probably going to put it into my talks and my
35:11
workshops. If somebody wants to get hold of you,
35:15
either to ask for your services, be coached by
35:18
you or just to say hi. What's the best way that
35:21
they get hold of you? Sure. I would say find
35:24
me on LinkedIn. Jason Fishman, DNA, Marina Del
35:28
Rey. You could also access my content. I would
35:32
go to youtube .com slash at digital niche agency.
35:35
You can see my playlist of webinars over 60,
35:40
podcasts, guest appearances, digitalnicheagency
35:44
.com. There's a lot more information on what
35:47
we do and access to these content pieces. It'll
35:50
show all the latest there. Fantastic. This conversation
35:54
is a reminder that the real value of networking
35:58
isn't the first meeting. It's what happens after.
36:02
Trust grows through small, steady actions, staying
36:06
in touch, keeping your word, and showing up consistently.
36:10
Take one step this week. Reach out to someone
36:13
you met recently and continue the conversation.
36:16
Not to sell, just to strengthen the relationship.
36:20
Long -term opportunity often starts with simple
36:24
consistency. If you found value in today's episode,
36:28
be sure to like, follow, and subscribe to Network
36:30
Unleashed, Building Profitable Connections, so
36:33
you keep getting practical insight on networking
36:36
and communication. And share this episode with
36:40
someone who wants more than quick wins. They
36:43
want lasting business relationships. If you'd
36:45
like to help improve how you communicate and
36:48
build professional connections, visit michaelaforeman
36:52
.com. Learn how I work with professionals. teams,
36:55
and organizations. So until next time, stay consistent,
36:59
build trust, and create connections that keep
37:03
working for you long after the introduction.
37:07
Jason, thank you so much for coming on the podcast.
37:10
I had a blast. Feeling is mutual, Michael. Love
37:15
what you're doing, what you're recommending to
37:18
different business owners, and it was an honor
37:20
to be part of. Thank you. Hold on, folks. Don't
37:25
go anywhere. Let's hear from our sponsors. David
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for you. You can contact Henry at 561 -427 -4888.
38:17
A huge thank you to our guests for sharing such
38:20
incredible insights today. And of course, a big
38:23
shout out to you, our amazing listeners, for
38:27
tuning in and spending your time with us. If
38:30
you're interested in my digital courses, being
38:32
coached, or having me come and talk to your company,
38:35
just go to Michael and fill out the request form.
38:39
Remember, networking isn't about being perfect.
38:43
It's about being present. So take what you've
38:46
learned today. get out there, and make some meaningful
38:49
connections. If you've enjoyed this episode,
38:52
please don't forget to subscribe, leave us a
38:55
review, and share it with someone who could use
38:57
a little networking inspiration. Let's keep the
39:00
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39:04
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39:08
.com slash podcasts.