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Connection is Key: Unlocking Opportunities Through Networking · The Expert's Journey: Helping Speakers & Authors Succeed!

• 0:14
  Welcome to the Experts Journey Podcast where we're all about creating your path to impact. Join your hosts, Dixie, Mary Carlton from Indie Experts Publishing, and Mr. Web Marketing, Brad Howe, as we look at how you can grow your business and influence by leveraging your knowledge for profit.
• 0:28
  Welcome back to the Experts Journey Podcast. Today we're going to jump into a topic that can change the entire course of your business. Building your power network. It's not just who you know, it's how you connect, how you bring value, and how you grow those relationships with industry leaders and peers. We'll walk through some simple but powerful ways to strengthen your network so that you can open more doors, gain better insights, and accelerate your journey to success. Good morning, Dixie. Good morning, Brad. You looking well this morning? Off to a good start? Yes, I am ready to go and looking forward to this topic because this is one really close to my heart.
• 1:05
  Networking, to me is super, super powerful way to grow your business.
• 1:09
  Because we know most speakers do not just speak. They have a business on the back end of what they do. And you know, you can't always reach your audience the standard way. And I've always found that networking, to me is one of the most powerful things I can do, but also one of the things that I actually really enjoy doing. I like talking with people, even though an introvert. I like getting out there and meeting people and finding out what they're doing in business and how they're doing it. Like, it is so interesting to me. I love that you're so enthusiastic about this. And my very first question is as a fellow introvert who is often mistaken for being an extrovert, so I think I'm maybe an ambivert. So I can put on the positive and appear very confident and happy in a networking environment, but it's not my favorite thing to do. But what I want to ask you is, did you have to make yourself when you first started getting into being self employed, make yourself go out there and enjoy networking. Did you find that there were people saying you've got to network and this is how you do it, or did you just naturally start to swing into networking and discover the joy of it? I think I fell into it. Someone invited me to a network meeting for a local business chamber of commerce and I went along and I discovered, well, this is interesting for me. People are interesting to me. They always are. And seeing people's business is absolutely fascinating. It's probably the best part of my job is actually going to these businesses. And you see the wildest things you Meet someone in a network meeting and they say, oh, come and have a chat about what you do. And you go to the business. I went to one, one time where I went in there and it's just this little tilt slab frame office industrial area.
• 2:47
  You drive past it every day of the week. I went in there and they had this printing press in there that they built that printed on the fabric that they put around building sites. So under that green mesh and it was the only one in Australia, they did all of the building sites in Australia and it was like. So networking opens you up to these weird opportunities, but really fascinating to find out about. And I've just started networking again. Covid really decimated networking in a lot of ways.
• 3:16
  And networking online doesn't work as well, I don't find.
• 3:20
  And you've got to put yourself outside your comfort zone trying to find good networks because some are just like refer. And that's not necessarily the way I do business. So it doesn't work for me. Other ones are probably the wrong sort of client. So trying to find the right one and then there's the whole hassle of actually leaving home. Yeah. For me, I find networking is really important. And certainly as a speaker, being involved with speaking organizations like Virtual Speakers association of National Global Speakers, Professional Speakers Australia, in my case, and going to those meetings, I enjoy the networking more than the meeting. The meeting itself is interesting, but for me, the talking to people, finding what they've been doing, discussing topics, answering questions like answering questions for me is my big one. Helping people. That's why I go, yeah, same. I think you get to a point where when you find your tribe, where you find your favorite networking space, it's easy to keep going back there and just building on those friendships. And really networking is about forging new relationships. How can I serve? How can I be part of this? Not. Here's my business card. Call me if you want something.
• 4:26
  And I think for people starting out with the concept of networking is critical part of their business. That's the thing that we all need to get our heads around is that it is about finding your tribe, finding the best ways to be part of that, and often giving back in some way, making sure that you're going in with curiosity, as you say, curiosity about the people, their businesses, what they're doing, things they're achieving, things that they need help with. And coming at it from the perspective of how can I help you? How can I be of service?
• 4:59
  Makes all the networking a lot easier to do.
• 5:03
  Yeah. And I think a Lot of people go into it, as you said, with the business cards. And that's not the way to grow a network. I, way back when I went to some training that Lindsey Adams rang when he ran their referral network or whatever it was, and it was really interesting, like they were talking about how to grow a referral network. And I really found that quite powerful. And one of the key things for me that I learned and just kept reapplying time and time again was this, getting to know someone and outside of business, what they do, what their kids do, what sports they play.
• 5:36
  And I was in a network at that time that was quite a big one here on the Gold coast in Australia. And we would meet for lunch and then you would have networking, have two meetings of 15 minutes each, and each time they'd try and put you with someone you hadn't met before. But you know, sometimes you couldn't do that depending on who was there. But over a year I started to build these friendships that are still going today.
• 5:57
  There's still people I use for business and they still come to me when they have issues. And it was because we got to know each other outside of the business aspect before we ever did business. I think in many cases it was almost a year before anyone actually came to me and said, could you do this for me?
• 6:15
  That was when I was running just a pure SEO company. So there was a lot of trust to be built before businesses handed you their work, and especially here on the Gold coast because it has a history of fly by night businesses and also dodgy business as well. So people are quite tight with that. So I think going along and regularly getting to know people and really knowing them is where you build those connections. And then those connections can lead all over the place. You never know where they're going to go. Because as a speaker, for example, you get to know someone and they know what you do, they might have seen you speak and then they've got something coming up and they can't make it, so they refer you on to take their place or something. Or they hear that someone needs a speaker for this topic and then they go, actually, I know someone who can do that for you. So it's not a case of doing it to get that. It's a case of when you build those connections, people will use that knowledge to help you when they see an opportunity to help you. Because most people are inherently nice. You've just touched on a couple of things. One is that whole concept of the structured networking meetings where you go along to some of these places, and someone is going to specifically put you in touch with other people. 15 minutes, get to know you meeting. And then from there you can build on things like mastermind groups. And mastermind groups become really powerful referral points.
• 7:50
  There was a thing a few years ago that I tapped into which was talking about the connectors and the seven points of referral where people will specifically want to be part of your referral team and that you build up those relationships and then you've got a further outer team of maybe 20, 21, I think.
• 8:12
  And then every now and then, if someone in the inner circle leaves or goes off and retires or does something, then you bring someone in from the outer circle and you continue with that. Six, or in some cases, seven people that are specifically your. Your referral network. And networking takes on a whole different level when you start to work strategically about the network. Yeah, it's funny because some of my biggest clients have been referrals from someone I haven't actually worked for. So it's someone I've answered the questions or I've talked with them. We've even had Zoom calls together and we talk about all this stuff, and then they'll be talking to someone who's got a problem and they'll say, oh, look, give Brad a call, because he might be able to help you. So we have a chat. And I've had some really big contracts come that way purely just because of the connection and the fact that I've helped people when they've needed it. And I haven't asked for any money where some people would say, you should charge for that time. Yeah, maybe I should. But sometimes I'm just. I like to help people.
• 9:14
  It's surprising how that connection can lead to other connections. Yes, absolutely. And, you know, that comes into another thing where if you're going to be strategic about your networking, then you have to plan ahead with what you're going to be saying as part of your.
• 9:33
  Get to know you better. You can't just walk up to any networking meeting or any event and start to say, hey, what do you do? Or just be bland about it. You've got to be a little bit clever. One of the best network contexts I ever made, which has led to so many other relationships over the years in business, is sitting next to someone at a. It was a Patricia Frick Vickers training bootcamp day, and I happened to be sitting next to Keith Abraham that we both know, and he was unable. I didn't know who he was.
• 10:07
  I noted that he was incredibly well dressed and he was writing with a Mont Blanc pen. And I'm a bit of a pen freak. I collect pens. And I was able to say comment on his pen and his penmanship with the note taking and the break. And that was an amazing way to start a conversation. Sometimes you've got to look for what is it that people do or say or use or something that you can be a little bit more stand out with how you connect with them on that point. Or you need to think about when you're going on to a networking event. When you're told something, turn to the person next to you and tell them what you had for breakfast. How do you plan to make them laugh? Or how do you plan to break the ice with them in a way that maybe they think of you as a lot more memorable and a lot more interesting to have a longer conversation with. Sometimes you don't get a lot of time. Yeah, it's funny because when you get into a conversation with people, you can do the usual. So you know, what are you here for?
• 11:06
  How long have been in business? You're right. There's so many opportunities to ask better questions. Yes. And you can. You don't necessarily have to have them planned. I find it's often the spontaneous questions, as you said about the pen. In this case, the fact that you had the pen in common is a great one because it's out of the ordinary and it's an easy way to start a conversation. And for example, if you're speaking at a conference and you're at a hotel complex, you say, so if you tried the pool. Yet simple things like that, funnily enough, work really well. They don't have to be complex thinking processes that, oh, if I try this, I'll try this, and I'll try this. I don't know. I've seen those systems of chatting before, and I personally find that there's a thousand things you can ask someone, and whether it's their shoes, their hat, their coat, their pen, whatever it is. There's so many little cues when you look at someone that you can use to start a conversation. There's another level to this kind of networking that I want to touch on. And that is sometimes you need to have specific people who are part of your business in a more direct way. For example, when I'm working with someone on their book, I'll suggest to them that they need to have a before, during and after team. Who can they connect with that might be legal, accounting, design, editing, a Coach, you know, all of the people that might be part of the project that you're working on, List those people, and then go out there and see who in your network can specifically recommend those people to be part of your project team.
• 12:48
  And that takes networking to another level, again, where you're being very clever about who is part of the project, who is part of the team that you are building something with. And that tells the people that you regularly network with that you are specifically wanting to get their involvement in the business that you are developing.
• 13:06
  How can you help me find a really good insurance broker or a mortgage broker or a travel agent? Look strategically for the people that you want to network with, and then approach those people with a little bit of care about how you bring them in. And again, it's another form of networking. It's very strategic, but it's ensuring that you're going at that with big intentions to make it that you are doing business together in some way, manner or form. And it may not be tomorrow, it may be six months from now, but that you are building your strategy team and who is part of your support that referral you're talking about. Yeah, I think, like, knowing what people do is really important. And you've also got building your team, but also there's the aspect of helping other people find their people. And so for me, like, trying to connect people together is one of my favorite parts of networking, because I'm quite comfortable in a networking room. It's weird like that. For some reason, I can stand in a room and I'll feel like I'm the only person in the room, and yet there's a hundred people there. But once I see one person I know and go over and say hello, I can slip into this mode where I'm very comfortable. And as I get to meet people around the room, I start to connect people with other people.
• 14:22
  So if I'm talking to someone, they're saying, I've been. I say, oh, do you know Stephen over there? Stephen's a specialist in this area. Oh, no, I don't know that. Oh, and I'll call Stephen over and we'll connect. And I find that's a really powerful thing about networking, is when you connect people together, they remember you connected them. So it also makes another little connection there. I have one the other night where I was talking to someone, and then I caught up with a friend of mine who runs a stationary company, and they were saying, oh, while I'm here, I really want to talk to this particular group of People And I said, I was actually just talking to one of them. Would you like me to introduce you? And it's kind of, oh, I don't know, I'm not sure. And I was like, I'll just walk over. Oh, do you really think they'd be interested? I'm like, this guy's been in business as long as I've been in business. I've known him for a long time. I'm like, really? Yeah.
• 15:07
  So I just walked over and I said, hi. Oh, you're back. I said, yes, I just talking to my mate here and he was really interested in having a chat with you. I said, oh, hi. And introduced herself, he introduced himself and I just backed out of the conversation. Yeah.
• 15:22
  And they both got what they needed. They were both going to help each other because she needed what he had, he needed what she had and between them it was actually a really good connection. But those things get remembered. When you need something, people are happy to help because they remember that you helped them and it costs nothing. It's a lot of fun to watch too. It is a lot of fun to watch. And it reminds me too of a fantastic book by Malcolm Gladwell called the Tipping Point. Wrote it about, gosh, 20 odd years ago now, long time. But he talks a lot about the concept of influences, mavens and connectors. And there are some of us out there who are automatic connectors or influencers and unfortunately not everybody just gravitates towards being one of these people. But it certainly makes it valuable to identify who is a connector. Like I tell people, I love joining the dots. I'll connect up people here, there and everywhere. In a past life I was probably some old Russian matchmaker or something, I don't know. But the whole concept of the being the connector means that people automatically think of you when they're thinking, I need to help someone, find someone to find someone.
• 16:34
  And so actually establishing your reputation in that way is quite a valuable part of networking as well. If you are a connector as a. Connector, sometimes it's about connecting people with the right information too. So understanding that when you need an answer about a particular topic, who's the person that you go to? Because we all have our specialist areas, certainly speakers and authors. And so you know, when you after a particular answer on a particular topic, like for example, if I'm after something to do with authoring, I would obviously talk to you because you're connected to that world and you can connect me to the right resources or the right people and the same Thing goes on from my side. If you're after a particular tool or you want to know what's going on in online marketing, I can connect you up to the latest information because I stay on top of that. So there's so many levels within levels when it comes to putting yourself together with the right people to build your network, to help you grow your business and to grow yourself. Of course, we talked a while ago on a previous episode about the importance of evaluating what works and what doesn't. And that that's a big part of your marketing, is to strategize the things that work for you and the things that don't. How important do you think networking is in terms of a strategic part of marketing and should potentially be even in your marketing plan?
• 17:53
  Do you think that's too far? Yeah, look, to me, it's an essential part of my marketing plan. It's the only thing I know that really works because you're actually getting with real people everything else you're pushing out there and hoping someone sees it in a lot of ways. Whereas when you're in a room and you're standing in front of someone, it might take longer, but the effect is much deeper. Yeah. And so from my perspective, it is definitely part of my marketing plan. In fact, it's something I just recently looked at. And after I went to the networking meeting the other week and went, okay, I need to do this, because from that meeting I set up a couple of conversations. I went ahead coffee with people, and that's how I grew my first business to well over a million dollars turnover a year. It was just the coffee meetings. And from that, that led to some clients and some referrals and. But people knew what I did and I had an understanding of what they did that was really powerful. So from my perspective, it's definitely a big one for growing a business. Maybe not so much. As far as speaking goes, I would say that because speaking does tend to be a different sort of referral network. You go from job to job or from group to group, depending on what sort of speaking you do. But from an actual backend business side of things, I personally find it's a big one for me. Yeah, I think too, we need to think about the amount of time wasting that we can also end up doing in some of these networking events. Like I've stopped, for example, doing certain types of networking and certain types of groups that I belong to or go and hang out with because it is just a time waste.
• 19:29
  And again, that comes back down to looking at what works and what doesn't.
• 19:33
  Chamber of Commerce. I'm never going to get business and the people at the Chamber of Commerce. Nice to go along and support your local business community.
• 19:39
  Hey. It's just a waste of my time. Cherie Is something I belong to for a long time. Loved it. It was a really nice way of connecting with other business people. But it completely doesn't serve my business anymore. And it doesn't really serve me to get up at 5 in the morning and go to a 7am meeting across the other side of town just to have a nice breakfast and talk to some people about things that they've got no real interested in. And it doesn't serve me anymore. Sometimes you have to get selective about the time that you spend or don't spend in areas with networking where it's just no longer of value. And it doesn't mean that you can't still go and catch up with some of those people and have a good chat sometimes. But actually attending the meetings. Yeah, not so much. Yeah. I find that most people are in multiple networks so if you're not in one of them you're still going to catch up with them at the other.
• 20:29
  A great example of that is BNI for example which is a very famous networking group. I used to be friends with the founder of IT in Australia. Great guy.
• 20:36
  And. But for me it didn't work. My business is not. I'm not seeing hundreds of people a week to get the referrals for other businesses.
• 20:44
  Yeah. So if I go along I had nothing to give back.
• 20:48
  I had lots to give them but nothing to give back. And so it was not a network for me. Never will be, never was.
• 20:55
  Whereas the lunch one that I used to go to was perfect. It was much slower, so to speak. It wasn't about referrals. It was about connections and long term sort of growth. And so there was an entirely different way of doing it. And then I was a member of the Executive Connection which has changed its name now. I don't know what it's called anymore. But that was a quite an expensive network. But it was a small group, mastermind. Everybody had a chance to present. Then you got information back like you would with a mastermind group. But it was a much higher level of people. So rather than say being your small mechanics and things like that. It was someone who owns a car yard that owns seven car yards. There was different level of people and so you. Entirely different advice and entirely different connections out of that. So you definitely got to pick what you want and how it works. Again, I've been a member of Professional Speakers Australia, which used to be NSAA, since 2009. And people say, why? I said, number one, it's my tribe, okay, so it's my group of people. Number two, I enjoy being around the people. I have good friends there who I like to catch up with, and they are the only people to do what I do in this area. I can go to every other network meeting. They will not understand what it means to be a professional speaker, let alone stand up and speak in front of people. Most people aren't comfortable in that. So sometimes you join networks for other reasons, not just business, as in referral. Sometimes it's about you. Yes, absolutely. So wrapping up. Top three tips for getting into networking.
• 22:33
  Oh, I think first one is find out all the networks in your area and go to each one at least once and just see what it's like when you go to those networks. You get to see the format and how it works and all that. And you're allowed to go once or twice without joining in most cases. And so there's no issue with that. And ask a few friends. The second thing is, when you go to those networks, spend more time collecting cards than you do giving out cards. That's always a good one. And number three, follow up.
• 23:04
  You know, the biggest, the hardest one of all is you meet people and they give you the card and you never follow them up because you're scared to pick up the phone. And that's stupid because the next day or the day after, they are still remembering you at least. And if you've organized when you get their card to say, let's catch up for a cup of coffee, and they say, yeah, okay, let's do that. Then when you send them something or you ring them, they're expecting it. So that'd be my three tips yourself. Mine being strategic about what you're doing in terms of networking.
• 23:35
  Know what you want to get out of your networking. Build a tribe or build a team of referral buddies or mastermind group. And keep reviewing it as part of your marketing. It is a strategic part of your marketing, but it's an important part of marketing for most of us. So keep reviewing it and building on it and have fun with it. Yeah. And look, sometimes these groups cost a lot of money and depends on how you look at it. For example, part of my business is working with speakers.
• 24:04
  So for me to go to the Global Speakers Conference to network with people there is worth the cost of going other networks not so much but be strategic. As you said, it's really important that look at what's going to work for you and what has worked for you.
• 24:19
  Coming back to that previous podcast we did about successful things. Yeah, you've really got to consider that otherwise you're just wasting money and time that you could be using somewhere else.
• 24:29
  Fantastic. Another great discussion. Yes. So thanks for joining us on the Experts Journey podcast. If you are ready to connect with the right people and accelerate your business, grab a copy of my book AI Power Profits and don't forget to check out Dixie's book. Start with the draft how to Easily Plan and Write a Non Fiction Book. It's packed with tools to help you share your expertise and make an impact. Subscribe Share this episode with a fellow expert and leave us a quick review please. It really helps us reach more people. We'll catch you in the next episode.
• 25:08
  Sam.