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176 - Turn Networking Into Sales Success · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain clients, create more impact and more new in your
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  business to amplify your marketing message Campbell
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  Rappin and take you through the buyers mastering your marketing
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  and making offer consistently well on the inside.
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  Recently I saw a lightning rod on LinkedIn.
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  A comment from a friend of mine that said networking is broken.
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  It's become a social club where you think showing up gives you a
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  Gold Star, when in fact it's a room full of fellow
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  procrastinators who are afraid to sell.
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  And they think that by showing up, they'll sell to somebody in
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  that room. If you feel cringing right now
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  in your gut and you're like, oh, Christine's coming in half and
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  hard today, stay with me. I want you to win when you're
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  networking. But too many people I know are
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  in endless meetings that are going nowhere.
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  So today on Amplifier marketing message, I want to talk about
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  this. I want to talk about the problem
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  with networking. And I want to invite you to
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  audit the rooms you're in, to audit how you're approaching it,
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  and to check are you busy or are you productive?
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  Because networking can be one of the smartest ways to find access
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  to new collaborations. They bring you into visibility
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  of new prospects and never mistake.
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  That's the goal of collaboration.
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  That's the goal of networking. This is an income producing
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  activity. If it is not generating leads,
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  what you're doing is broken, and broken leads to burnout, and
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  it's avoidable. So get out your pens papers,
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  make sure you record, download and save this episode and share
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  it to somebody you know. Because too many networking
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  groups are simple playgrounds of procrastination.
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  You're surrounded by rooms of business owners who are broke,
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  who aren't seeing significant client volumes and you're in
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  rooms of people who fail to make decisions.
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  And that's dangerous. Every year at this time of year,
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  I audit the rooms I'm in and I say, am I generating activity
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  that is income producing? Am I seeing consistent lead flow
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  from that activity? Am I committed to contributing
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  to the community as a whole? And am I visible in all the ways
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  I can be for the money I'm spending to be in that space?
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  And I just want watch to go, wait, wait, wait, wait, wait.
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  What? I'm like, I do not spend time in
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  free networking spaces. I don't need to go into rooms
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  where broke. People are only looking for a
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  free option. My services are not a free
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  option. Podcast is a free option.
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  Events may or may not be a free option, but my services are not
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  free. And so I go into rooms or people
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  who are already buyers, People who buy into paid networking
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  spaces go into paid referral communities.
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  And that is a measure that has proven solid gold.
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  And if I'm in the wrong rooms, I exit and so should you because
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  too many business owners that I have encountered, almost every
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  client who's come and joined our business services this calendar
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  year have said this in a paraphrased way to me.
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  I'm in a lot of networking. I'm having lots of 1 to ones.
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  I'm not seeing any sales activity and I feel a question
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  deep in my gut. Is it worth it?
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  The results indicate no. It saddens me because they're in
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  rooms of broke entrepreneurs who are showing up thinking showing
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  up gives them a Gold Star. They show up with the intent to
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  sell to others in the community, and they are transactional in
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  their mindset and in the experience.
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  And when I hear that, you know what I think?
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  I think that you've been sold a social club where the only money
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  moving hands is yours to the network owner, and if that's the
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  only money that's moving hand, exit fast.
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  I belong to paid networking communities where we pay
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  referrals to each other, so there's a clear goal.
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  The revenue shared from deals one far outstrips my dues to
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  being a member. Did you hear me say that that's
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  the kind of room you want to be in.
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  So if you're not in one of those rooms, come find me and ask me
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  to introduce you to the rooms I play in.
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  If I think you're a fit, I'll refer you.
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  And you can be in spaces that win because you need to be in a
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  room of winners, not in a room of people who are
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  procrastinating. Because if you think that simply
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  showing up and going through the motions is the same as creating
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  sales success, let's be clear. One is busy, 1 is revenue
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  generating. So in your work day you need to
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  be focused on revenue generating activities.
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  So if you're in networking rooms where you are invited to add
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  value but no one asked for that value, where you spend hours in
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  pods tying to socially gamify your social platform, adding
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  comments that go nowhere, or you're building relationships
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  with people who are broken their mentality, looking for the
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  freebie path and are not investing and not selling
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  successfully, you're in the wrong room.
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  And that's not the only room that's out there.
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  Even if it might be what you are experiencing today.
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  I want you to get clear your goal is about productivity.
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  If I'm in that room it has to be a good return on time and money
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  and if it's not, prune, exit and re invest in another space
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  because number one, you've got to stop hiding.
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  Showing up is not the same as creating success.
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  I want you to invest in real relationships, and you never
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  know how one conversation could change everything.
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  But if you don't have intentionality about building
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  that relationship and ensuring that you're aligned in your
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  values, you're moving in the same direction, and you have
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  faith, trust, to advocate for each other, it's a lot of noise.
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  But busy is not the same as success.
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  And busy that doesn't go. Success leads to broke and
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  overwhelm. I want you to trail and track
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  for the next 30 days. How many hours do you spend in
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  networking rooms? How many identified leads did
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  you create? Sometimes those leads are
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  created through collaborative partners.
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  But collaborations are about one thing, sharing leads together.
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  If collaboration is not leading to a lead and you aren't
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  tracking leads effectively and it's not above 0, boy, you're
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  just stuck in busy work, my friend.
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  So I want you to track how many rooms did I go into, How many
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  calls did I spend? How many hours have I invested?
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  How many leads have I created? And here's an important piece,
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  my friends. What did you do with the leads?
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  Did you build the relationships with them?
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  Did you engage directly? Did you call, engage, talk to
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  them? Because you must actually do the
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  sales work. I don't care how you do the
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  sales work, whether you want to do it in person, you want to do
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  it screen to screen, you want to use it a tech platform with that
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  e-mail, DM's or other ways, video and animations, all kinds
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  of choices. But you can't skip the step.
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  And I want you to track work that matters.
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  Because when people do come to me and they do saying I, I
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  invest, Christina, I invest. I know I have to find people.
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  I know I've been listening to you for years.
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  I listened to your podcast. I've been in lots of your events
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  and you always say you need to find strangers.
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  Your business will be built on strangers.
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  And so to get in front of strangers, the effective way to
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  do this is networking. It's one option and it should be
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  an effective one if done well. So you're like, I've met all
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  these networking meetings and I've joined all these
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  communities and I spend 10 hours a week on networking activity.
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  And I say, what's the result? And they go back to me,
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  Christine, I spend 10 hours a week in networking activity.
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  And I'm like, is that the only result that you're seeing that
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  you are in spaces? Are you effective in those
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  spaces? I'm gonna say that the cookie
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  starts to crumble. Well, I've had all these one to
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  1, so I said. And what happened in the one to
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  ones? Well, we just told each other
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  about our business. I said, and they say Christine,
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  I just told him about my business and they told me about
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  theirs. And I said, well, what did you
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  take as your next step? I told them about my business,
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  my friends. It's a good start that's not
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  effective, so I want to build on that.
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  When you are in an effective one to one, this is what it should
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  look like. You are clear on the time
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  committed for the call. You go in and you are sharing
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  equally about your business. But here's how you share about
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  your business. I stand for this result.
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  It's a statement, 10 words or less.
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  People who desire that result are looking for the following or
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  encountering the following or can be observed doing the
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  following. You need to give situational
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  context so somebody could spot the pattern of somebody who
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  seeks the result you deliver. And you say if that person
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  experiences that, I want you to engage in introduction and you
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  can think about how you want to be introduced or where you want
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  to be introduced or the platform that you're most visible on and
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  you want the introduction to be made, that I observed this
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  problem and you seek that result.
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  I know a great person who can help you.
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  Would you like me to make the introduction and you make it.
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  And in that meeting you should not ever have a one to one that
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  doesn't have an RY beyond a shared information.
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  Because if so, my friends, you're back being a likable
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  expert. You're not positioning yourself
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  as a must hire, you're not asking for an introduction and
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  you're not going to get a lead. So once you've shared, you say,
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  who do you know that you've met in the last 10 days, this week
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  and the week prior or even in the last 30 days that you could
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  observe that pattern? And you wait.
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  And if you need prompts, you say get out your social media.
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  Who have you been talking to on LinkedIn?
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  Who have you been talking to on Instagram?
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  Who have you been talking on in your emails?
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  There are good a person. Let's make that introduction
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  now. Get the work done in the
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  meeting. And here's what's so important
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  if you want to build your reputation and be a cut above
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  everybody after they've made the introduction that let them know
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  how it goes. Let them know that you met, that
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  they deferred, that they cancelled, that they know
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  showed. Let them know that you moved
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  them to an offer and this was what the offer is.
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  And here's how they offer reinforces the result they seek
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  and that it was a good introduction.
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  And I think this is not required, but we do it so you
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  can expect it from us. We pay out our referral
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  Commission. And that's why if you go to our
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  website, christinecampbellwrapping.com,
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  you'll see a button right on the top.
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  We love referrals. You can refer somebody to us
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  directly. There we will capture and serve
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  and support and reward. I can feel you.
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  Your mind's going, Christine. I think I am in a
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  procrastination of playground. I think I'm surrounded by
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  entrepreneurs afraid to sell. I think even rooms are the only
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  person being sold or money moving hands is me paying the
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  fee to be there. I can see you going, Oh my God,
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  I'm spending so much time but I never track the ROI.
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  No more, my friends. This kind of thinking, this kind
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  of awareness, this kind of tracking and dashboards is
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  essential if you want your business to reward you like a
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  business, you must treat it like a business and you must get very
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  clear on the hours you spend that are income producing
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  activities. And you must go after the lead,
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  serve the lead, make the offer and get to a decision.
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  No if, ands or buts. And if all of that makes you go,
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  I totally get it. How do I do it?
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  Well, we help you people do that every day.
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  My invitation would be come talk to us because we help you
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  structure this. And as a result when we do,
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  here's what kind of happens. I wanna just share some, some
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  Ahas from my clients recently cause I said every single one of
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  them in the last year has come to me saying I'm networking.
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  I'm in social clubs. I am not in rooms of movers, I'm
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  not in rooms of buyers. I'm not doing this particularly
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  well and help because I know it could work, because I watch it
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  work in your business, because for us, referrals are the second
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  most important lead generation source we have.
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  Here's what happens people that have been in business 8 years
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  have said to me. I was never clear on the
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  distinction between what a contact is, what a lead is, and
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  what a referral or collaborative partner is.
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  I'm not clear when I was messaging how to position myself
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  because I kept talking about me, my name, and my company instead
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  of the result. I stand for the when we get
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  clients and the system that we do to create it.
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  Repeatedly I watched people say I'm booking more sales calls and
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  watching people be aware that they're intentionally slowing
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  things down by going meeting to meeting to meeting to meeting to
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  meeting instead of fewer meetings.
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  More productive. Track the ROI and tweak and
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  adjust your strategy when that happens.
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  I say this to my clients all the time.
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  I don't need you to necessarily commit more hours, although if
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  you're not doing any hours, absolutely you can't build from
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  zero. I want you to be more effective
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  in the hours you're working. And this is something that we
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  are human around. So we might have good seasons
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  where we're highly productive, highly intentional, highly aware
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  of our tracking and really in our flow, our A game all around.
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  And it feels like we're magnetic and we're winning, but we also
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  sometimes take our eye off the ball.
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  Life, life. We get in our own way.
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  We fall back into patterns. It's normal.
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  It happens to me all the time and it happens to my clients all
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  the time. What we build is an awareness to
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  make the gaps as short as we can, and we take horse
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  correction decisively. But this is a calling card.
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  I want you to save the episode. I want you to share it to
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  somebody you know, because I watch a lot of networking rooms
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  in my day. I've been in a lot.
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  Most are social clubs. Most are filled with broadcast
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  entrepreneurs who are afraid to sell, who think going in,
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  sitting in the back row and talking for two minutes and 60
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  is going to move the needle in their business.
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  Before I poop with that too far, will it move the needle?
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  Yes. But at the speed at which you're
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  traveling, it will take you 800 years to build your client base,
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  and you don't have that year. You don't have 800 years, even
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  with the longevity stuff that's making us all look great for
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  longer, you need to get there faster.
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  So my ask to you today is to think prune, commit to
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  productive income producing activities and if you feel lost,
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  you feel overwhelmed, you think I just need a how to solve this,
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  you come talk to me. Christine Campbell Rappin, you
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  know somebody who should be referred into our business.
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  Click that link on our homepage. You want to be curious about how
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  we support. Get the support, Stop wasting
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  time, stop being ineffective. Your next client is out there,
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  of that I am absolutely certain. Let's get them served.
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  We'll see you on our next episode.
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  That's a wrap on another amazing episode of Amplifier marketing
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  message with most Christine Campbell Rappin be subscribe on
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  your Fate cast platform. So you don't need another great
• 18:50
  episode. Be sure to visit
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  christinekim.com/podcast to get free resource on Haster your
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  marketing map. We'll see you all on our new
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  episode.