Latest / Networking Unleashed: Building Profitable Connections / Networking Unleashed: S1E25 An Interview with Swire Ho and Michael A Forman
Transcript
- 0:17Hello, and welcome to Networking Unleashed, building
- 0:21profitable connections. Welcome to the show,
- 0:24folks. I'm your host, Michael Foreman, and you're
- 0:28listening to the podcast where networking is
- 0:30more than just awkward handshakes and bad coffee.
- 0:33It's an art and a talent. But here's the twist.
- 0:37It's an art and talent you can actually learn.
- 0:41Yes, even if you're the person hiding in the
- 0:44corner at every event, pretending to check your
- 0:47emails. Networking isn't just a nice skill to
- 0:50have. It's a game changer. And when you get good
- 0:54at it, you'll wonder why you didn't start sooner.
- 0:57More connections, more opportunities, more profits.
- 1:02It's like unlocking a cheat code for life. So
- 1:06whether you're the life of the party or the just
- 1:09let me stay at home and text type, We've got
- 1:11something for you. Stick around. Let's turn those
- 1:15awkward small talk moments into big wins. Hello,
- 1:20everybody. Now, I have an exciting guest. His
- 1:24name is Swire Ho. And he was born and raised
- 1:28in Hong Kong, but he immigrated to Los Angeles
- 1:31in 1996. And he's done so much. He has such a
- 1:36vast background that I would do it an injustice.
- 1:39if I tried to tell you. So let me just introduce
- 1:42you. Swire, how are you? And welcome to the show.
- 1:46I'm doing well, Michael. Thanks for having me
- 1:47on your show. Good. I'm glad you're here, first
- 1:51of all. Why don't you tell us a little bit about
- 1:53yourself? My name is Swire, and thanks for the
- 1:58introduction. I came to LA in 1996. I originally
- 2:03wanted to be in entertainment, but I don't play,
- 2:07I don't act, I'm not good looking. But I wanted
- 2:09to be in the entertainment industry, so I studied
- 2:11and became a recording engineer. So I worked
- 2:15there for a couple of years. Fast forward a little
- 2:19bit on the day of my honeymoon, I found out that
- 2:21the company that I worked for at the time went
- 2:23out of business. So that started my entrepreneurial
- 2:26journey. So started first in the CD, DVD replication
- 2:30business. If you're old enough like me, back
- 2:32in the days, people still buy a lot of this.
- 2:35I'm in the right place at the right time. So
- 2:38did that for about 10 years. In 2013, we sold
- 2:41the business to a competitor in LA. So hindsight,
- 2:44that was very good timing. So got into. promotional
- 2:48product business. And now I call myself the promo
- 2:51guy and have been in the promo industry for about
- 2:5412 years now. Good, good. Wow, that's great.
- 2:58And seems like your timing was perfect in just
- 3:01about everything that you've done. But let's
- 3:04switch this around a little bit. How has strategic
- 3:08networking played a role in your ability to turn
- 3:12creative ideas into successful business projects?
- 3:17I wish I know more about networking. Like when
- 3:21I was younger, like I love networking. This is
- 3:25what I do. This is how I find business. But for
- 3:28example, now my son is a sophomore in college
- 3:31right now. So my advice to him at this point
- 3:34will be you should network with the alumni, with
- 3:37your professors, with other students, friends
- 3:40that you have. Because I tell him, he always
- 3:44complained to me that the job market is tough,
- 3:46right? There's a lot of people who want the same
- 3:48job. But I told him most positions, like even
- 3:50the executive positions, are taken before they're
- 3:54even on the market. Why? Because people network,
- 3:56people know who is up and coming, who they want
- 3:59to work with, who they want to be on the team.
- 4:02So those dream position actually might not be
- 4:05on the market, but you're able to get through
- 4:07them through networking. So I think that could
- 4:09relate to business as well. Like the best deal
- 4:12out there are not in the open for request for
- 4:15quote. It's already given through handshakes,
- 4:18networking, and then people working from behind
- 4:21the scenes. You're absolutely right. And let's
- 4:24just go back a little bit. You said your son
- 4:26was in college and you told him that networking
- 4:30was so important. I can't begin to tell you how
- 4:33right you are, because even today where I have
- 4:38friends in. high places, they network through
- 4:43their college buddies and they do work. One guy
- 4:47goes hunting and invites all of his college buddies
- 4:50with him and they talk business over hunting.
- 4:54Everything is networking. Networking is so crucial.
- 4:58And what goes with that is the trust. The trust
- 5:04factor is so big and so important that when you
- 5:08go to college with these guys, you have that
- 5:10built in. So half your battle has been fought
- 5:13already. Okay, so what are some key strategies
- 5:18you use to build and maintain strong business
- 5:21relationships that lead to profitable collaborations?
- 5:27I think one of the key to success, if I can use
- 5:30that word, is I like to... follow up with my
- 5:33customer? Because think about, listener can think
- 5:35about your experience right now. When is the
- 5:37last time that a sales rep or a representative
- 5:40checked in with you after you purchased from
- 5:43them? Chances are not that often, but if you
- 5:46are in business development, if you are a business
- 5:49owner, why don't you check in with your customer?
- 5:52Ask them a few questions. Are you happy with
- 5:55the product and services that we provided? And
- 5:58then you listen. Sometimes they will give you
- 6:00concern. Sometimes they will complain a little
- 6:02bit. I wish you could deliver on Thursday instead
- 6:05of Wednesday. If this is something that you could
- 6:07solve or do quickly, do that without them asking
- 6:11you again. So you'll be surprised how you could
- 6:15build on your customer loyalty that way just
- 6:17because you listen. Most big companies don't
- 6:21listen. Or if you try to complain, they have
- 6:24a whole department just listen to you, but then
- 6:27that they're not going to do anything. You're
- 6:30absolutely right. And the follow -up, I'm jumping
- 6:33ahead like towards the end of the podcast already,
- 6:35but the follow -up is so crucial and so important
- 6:39with your customer base. What system do you use
- 6:44for follow -up and how do you follow up? I have
- 6:49a plan that works for me. So obviously, everyone
- 6:51is in different business and do different things.
- 6:54Actually, I think the best one that I have learned
- 6:56is from a financial planner. So what he does,
- 6:59obviously, the cycle that he signed up a client
- 7:02is longer than when you buy promotional product
- 7:05is faster transactional. But what he would do
- 7:08is he actually set up for customer loyalty and
- 7:11his referral. He has this planner. So before
- 7:13he signed up a client, he would tell them, we're
- 7:16going to work together. We're very excited. If
- 7:18all goes well, if I'm able to provide what you're
- 7:20looking for, would you be willing to refer me
- 7:23to your friends or colleagues or family member?
- 7:25So he already set that in place. A couple months
- 7:28during the time worked together, they... check
- 7:31in, make sure that they're happy. And then he
- 7:33go ask for that questions again. So the amount
- 7:36of referral that he could receive as a financial
- 7:38planner, that skyrocket. So there are different
- 7:41ways that we could do that. For me, I'll ask
- 7:43my customer if I know that they work in a larger
- 7:47organization, the same question, do you have
- 7:49any colleagues that could use promotional product?
- 7:52Would you mind to introduce me to them? That's
- 7:55how I'm able to build my relationship. You think
- 7:58it's slow, but... one at a time, one at a time,
- 8:01then what if you never lose any customer? Then
- 8:04how is your business going to grow in five years
- 8:07or 10 years? Absolutely. I used to be a mortgage
- 8:11banker. And we did almost the very same thing
- 8:15for referrals. Now, they said you should ask
- 8:19for referrals when you're just starting out,
- 8:21when you first start with that customer or client.
- 8:25But I didn't do that. I waited until we were
- 8:28about halfway through and said, are you happy
- 8:31so far? And they would, of course, say yes. I
- 8:34would ask for a referral. And at the end, when
- 8:37they were so happy, I would ask for a referral.
- 8:40So I would ask twice. in the sales cycle. And
- 8:43it came back to me very well. What communication
- 8:46techniques do you use to gain trust and influence
- 8:51in a corporate setting? I think the way it's
- 8:55changing right now, and you mentioned it in the
- 8:57beginning of the show, Michael, like there are
- 9:00a generation now, they don't like to speak over
- 9:02the phones anymore. Some of my clients, I can
- 9:04never get them over the phone. Email maybe, but
- 9:07they do text and they will be available. a lot
- 9:10longer if I text them. So I try to adapt, I try
- 9:13to accommodate, right? So maybe they only do
- 9:16LinkedIn DM. Maybe they only do text messages
- 9:19after 4 .30 PM. So I make notes in my CRM system,
- 9:23what they like to do and how I'm able to reach
- 9:26them. Some of them still available before 8 AM,
- 9:29before the madness start, as people call it.
- 9:32So I learn how people like to communicate. I
- 9:36learn, adapt to the style. that they like to
- 9:39do things. Some people are more straight on point.
- 9:42Some people like to see a lot of options. So
- 9:45as networking, you got to be open to everyone.
- 9:49There's not one style for networking. It's just
- 9:53when you go to different situation, different
- 9:55networking groups, there are different dynamics.
- 9:57You might have to shift what works for you at
- 10:00other locations. Do you network in any way, person
- 10:05to person anymore? I do. I still go to a lot
- 10:09of in -person networking. I think those actually
- 10:11works for me better. A lot of buyers, they would
- 10:14normally don't answer my email, don't take my
- 10:16phone call. If I see them face to face, at least
- 10:19I'll get a face time for a couple of minutes
- 10:21to make an impression. So I think if you are
- 10:24targeting larger account, if you know the buyer
- 10:28or the decision maker is going to be there, you
- 10:30should be there. Absolutely. Listen, I am a firm
- 10:34believer in networking face -to -face. Networking
- 10:38so when you walk into a room, you feel the vibe
- 10:41of the room, you feel the vibe of the person,
- 10:43and you see a lot more of what he does or she
- 10:46does and how they do business, and you can do
- 10:50business the very same way. Okay, so when presenting
- 10:54a new idea or project, How do you communicate
- 10:58its value in a way that resonates with corporate
- 11:01leaders and stakeholders? Then you have to do
- 11:05your research. So I think we're fortunate versus
- 11:08back in the days in the CD business that we are...
- 11:12Having fingertips, a lot of the information,
- 11:14the bio, what people have done or what the corporation
- 11:17has done. So when you actually speak to them
- 11:20in person or via virtual meeting, you know a
- 11:23lot about them already. So with the rise of AI,
- 11:26it's actually easier. You could, if there are
- 11:28someone, if you do a search, something's got
- 11:31to pull up. So if you don't know your client
- 11:35or the company or what the project is going to
- 11:38be out, when you walk into a meeting, you lost
- 11:40the account. So people want to be known, people
- 11:43want to see, show me that you know me, right?
- 11:46So when we talk to someone, if we could relate
- 11:48to them, if we can build a rapport quickly, then
- 11:52the chances of them opening up for our question
- 11:55to answer things that we know is a lot higher.
- 11:59But when you see someone... It seems like you
- 12:01have not been preparing and you don't know nothing
- 12:04about their project or their pain point. Then
- 12:07you probably get shut out or that meeting is
- 12:09going to end pretty quickly. It's true. There's
- 12:13a mantra in networking. If they know you, like
- 12:16you and trust you, they'll do business with you
- 12:19and know you and like you. That's pretty easy.
- 12:23Look, you're a nice guy. You're a good looking
- 12:25guy. Everything goes all right. But that trust
- 12:28factor is so important. And I stole this idea,
- 12:33by the way, but I have a system. It's called
- 12:36FORM, F -O -R -M, Family, Occupation, Recreation,
- 12:41and a Message. And you get the person to talk
- 12:45about themselves because people love to talk
- 12:47about themselves. And the more that they talk
- 12:50about themselves, that wall comes down a little
- 12:53and the trust factor goes up. It's very integral.
- 12:59It's very important that you gain the trust and
- 13:02that you have them talk about themselves so that
- 13:05all that comes together at the same time. What
- 13:08are some of the most effective ways you expand
- 13:11your professional network with the right people
- 13:14who can turn your ideas into reality? I think
- 13:19going tied to the previous point that you make,
- 13:22right? So people love to work with experts. So
- 13:25how can you make yourself become an expert in?
- 13:29You don't necessarily have to be the best, but
- 13:32then if you're the most well -known or if you
- 13:34appear to be an expert in your industry, people
- 13:37will likely get that conversation with you better.
- 13:40So actually, again, I learned from a PR expert.
- 13:44Her title was, she asked me, how do you become
- 13:47the go -to expert in your industry? So you think
- 13:49about that, listener. If you have, when I mentioned
- 13:52coffee, when I mentioned luxury watches, when
- 13:55I mentioned vacation, you already have. some
- 13:58brand or some places in mind, why would they
- 14:00come up like that? So in your industry, how can
- 14:04you become that person or that few person people
- 14:07will mention when they mention your industry?
- 14:10So I think if I'm able to do that, and if listener
- 14:13can able to get to those point, so the conversation
- 14:16will be a lot easier, right? So if you're the
- 14:20expert, you could probably afford to charge more.
- 14:23than people who are regular. So it's my continued
- 14:26journey, try to become the expert. That's why
- 14:30I'm doing the podcast. I love doing podcasts.
- 14:32Because if you people get the perception that
- 14:36if you could talk about what you do, you probably
- 14:38know what you're talking about. Sometime. That's
- 14:43good. That's good because your goal is to be
- 14:47the expert in your field and all of this is part
- 14:50of it. But I'm sure that you've made mistakes
- 14:53in the past. Okay. So just give me a general
- 14:57idea of the mistakes you've made and how did
- 15:00you overcome them? i'm not good at small talking
- 15:04not at all like you mentioned in the beginning
- 15:07as well trying to hide in the corner and pretend
- 15:10i'm doing email i do that still nowadays like
- 15:13even after almost 20 years now so what i overcome
- 15:18those mistakes because i get nervous when I walk
- 15:21into a room with sometimes 100 people that I
- 15:24don't know, I follow my routine, I need to warm
- 15:27up. So I normally will actually go to the magnet,
- 15:31right, the alpha in the in the meeting or in
- 15:34the event itself. I don't talk to anyone, right?
- 15:37They they're welcoming there. They know everybody.
- 15:39So I know by talking to him. or her, they will
- 15:43give me a lot of energy. They will ask me a lot
- 15:45of questions because they know what they're doing.
- 15:47And after the conversation, I'll ask them to
- 15:50introduce me to people that I might want to know.
- 15:53I wanted to tell them who I'm trying to meet,
- 15:58what kind of company works for me, and maybe
- 16:01what I'm here for. A lot of times they will point
- 16:03me to the right direction. So I think... I need
- 16:06to work on my small talk, but I'll continue to
- 16:09do my warm -up talk so that I become better after
- 16:12I warm up in networking. That's very good. And
- 16:16it's really important that you do that warm -up
- 16:20and that you practice because this is a skill
- 16:23like anything else, okay? The more you practice,
- 16:27the better you get. And I do a whole thing when
- 16:30I go on stages and I coach people. whether they
- 16:34are introverts or extroverts. If they're introverts,
- 16:38it's not much different than an extrovert. I
- 16:41have what's called a wingman and I'll go into
- 16:45that later on. It's really not much different,
- 16:47but you're doing the right thing because you're
- 16:49practicing to get to be better. And once you're
- 16:53better, you become the expert in your field and
- 16:55then everything opens up for you. Okay. Can you
- 16:59share a time? when a connection helped you overcome
- 17:04a challenge and open doors, an unexpected opening
- 17:09of the doors? Yeah, actually a recent example.
- 17:12So I'm not going to name names, but I went to
- 17:16a conference for a hospital organization last
- 17:19year. So I met all the buyers, all the important
- 17:22people. So there were a lot of people, big events.
- 17:25So I talked to the main buyer of a hospital group.
- 17:28They have about... 20 ,000 employees in LA. So
- 17:31bigger count for me potentially. But as those
- 17:33type of meeting, a lot of people are jumping
- 17:35onto the person as well. So I actually get maybe
- 17:38two minutes of FaceTime. Nothing happened. I
- 17:41checked in. I do all my email. He's busy. But
- 17:44I met him again in November, right? At another
- 17:47separate event. So he remember we met. So we
- 17:51continue to talk. Still nothing happened until
- 17:54about two months ago. I email him and I keep
- 17:58following up with him. And he said, OK, actually,
- 18:00do you have an opportunity for you? And we get
- 18:03connected. And now we are getting little orders
- 18:06from that big hospital group. So I think the
- 18:09challenge and then for a lot of us is we're all
- 18:13busy. Right. Do you ever forget your follow up?
- 18:16How often do you follow up? Like at what point?
- 18:20Do you give up? A lot of us give up after maybe
- 18:23a couple of tries, maybe five tries. I think
- 18:26like the longest I follow up with a person and
- 18:29open up door, I think it was five years. That's
- 18:34a long time. That's a long time. It's really,
- 18:37there's in the sales force, you have to reach
- 18:41out and touch somebody. touch their email, talk
- 18:45to them, whatever, like six to 12 times before
- 18:49they would respond to you. So you have to put
- 18:52a lot of work into this while you're not getting
- 18:55any response, but you have to keep at it. Now,
- 18:59I emailed somebody about seven months ago. It
- 19:03was an event planner that I wanted to talk at
- 19:05this show. And nothing, crickets, nothing for
- 19:10seven months. Last month, she emailed me and
- 19:14talking as if we were talking for the entire
- 19:16seven months. So it's mind blowing. But once
- 19:21you extinguish your options with a potential
- 19:25client, let's say, because I have a secret sauce
- 19:28for following up. And after all of that, if they
- 19:32still don't want to talk to me, I put them onto
- 19:35my drip campaign. In other words, they're emailed
- 19:39once a month just to keep me in front of them
- 19:41and keep me top of mind. Okay, so never give
- 19:46up. Practice, but never give up. If someone wanted
- 19:49to strengthen their business communication and
- 19:52networking skills, what's the first step that
- 19:55they should take? They should definitely learn
- 19:59more about their ideal client, meaning that we
- 20:02all have our ideal client. One that will spend
- 20:05the most money with you, one that will pay you
- 20:07full price, and you love working with them. So
- 20:10if you have not figured out who your ideal clients
- 20:12are, you should definitely do that. And after
- 20:15you know who your ideal clients are, think about
- 20:17their demographics. Think about what they like
- 20:20to do. Are they golfers? Are they going to be
- 20:22at the gym? Are they going to be at a corporate
- 20:25retreat? And once you identify all those things,
- 20:29you got to be there. So if they're a soccer game,
- 20:32you go to a soccer game. If they are only hanging
- 20:34out at a country club, you got to get a membership.
- 20:37So I think these are very important questions.
- 20:40A lot of us sometimes run in circles. We attend
- 20:43a lot of meetings, and then we complain that
- 20:45it's not good for us because you're not going
- 20:48to the right event, even though an event might
- 20:52cost you, let's say, $1 ,000 to attend. If your
- 20:55ideal clients are going to be there, there is
- 20:57really you should consider doing that. Yes, free
- 21:01meeting is good. Virtual meeting, no cost, not
- 21:03good. But are you finding your ideal clients
- 21:05there? So I think if you can answer the question
- 21:08for who your ideal clients are, the rest of what
- 21:11you're looking for will follow. Very good. Very
- 21:14good. And so let's bring this full swing. All
- 21:17right. Tell me, Swire, what is your favorite
- 21:20marketing tactic that you would employ today?
- 21:27I would still find people where they are, especially
- 21:30I will find an industry that none of my competitors
- 21:35are there. Because if you think about in my industry
- 21:38and promotional product, people think it's a
- 21:40commodity. But then if I talk to the right people,
- 21:43which has the right pain point that I can solve,
- 21:46then it will be easier. It's a no brainer conversation.
- 21:49You know, going back to what I just said, to
- 21:52find out my ideal clients, no more. about them
- 21:56than they know about themselves. If you can do
- 21:59that, then you are in a good point. If they only
- 22:02hang out in a certain place, really, you should
- 22:04go there. Or if they only play, if they all play
- 22:07pickleball, for example, or if they all do running,
- 22:10you got to take up the hobby. So I think really,
- 22:13if you are strategic, and you wanted to make
- 22:16best use of your time, knowing where they are,
- 22:19what they like, and then do and meet them there.
- 22:23Great. Okay. So let me ask you a question. So
- 22:26if you were to give me one idea that my listeners
- 22:30could take away from everything you've said,
- 22:33they could take away and they could employ it
- 22:36today or tomorrow, what would you suggest that
- 22:39would be? I think I'm going to put in technology
- 22:43in there as well. Assume that your ideal client,
- 22:46or even if you are new in business, you don't
- 22:48know who your ideal client are. Do you dream
- 22:50of the perfect client, right? One that pay you
- 22:53full price. You're happy to work with them and
- 22:55they buy, they love buying your product or services,
- 22:58right? And then you go in and ask AI, act as
- 23:02your industry. I'm trying to target these are
- 23:05my client. Where are they mostly located? What
- 23:09kind of events do they hang out? What kind of
- 23:11magazines do they read? What kind of social media
- 23:14platform are they most likely to be on? And then
- 23:17learn, at least in a general sense, AI can give
- 23:20you that feedback. And then now you can do your
- 23:23own research to confirm, are the ideal client
- 23:26really on those platforms? Are they really at
- 23:28those events? Then do yourself a favor to go
- 23:31to those events, sign up for maybe their conferences,
- 23:34and be on the social media platform that they
- 23:37have, and then engage conversation with them.
- 23:40That's great. Swire, if somebody wanted to get
- 23:43hold of you, either they wanted to buy your services
- 23:46or they just wanted to talk to you, what's the
- 23:49best way that they would get hold of you? I'm
- 23:51most active on LinkedIn. So you could go on LinkedIn,
- 23:54just type in Swire Ho. You'll find me and happy
- 23:57to connect with everyone. I think in order to
- 24:01be an expert, another point that the PR expert
- 24:04told me. A lot of time nowadays after the conversation,
- 24:08a client would definitely Google your name and
- 24:10Google your company. What would they see when
- 24:12they type in your name or your company? Are they
- 24:16good things or are they the bad reviews that
- 24:18people have been living behind you? Try my name,
- 24:20Swirehole, hashtag the promo guy and to see what.
- 24:23So if you could plan. even on social media and
- 24:27on web search about the content or the material
- 24:31that you want people to see. And then people
- 24:33will start thinking you as the expert because
- 24:35it's why it's not just on the web, on social
- 24:37media, talking about cooking, talking about his
- 24:40backyard hobbies. He's talking about his industry.
- 24:43So yeah, he has been in industry for a while.
- 24:45So I encourage everyone to try that and see if
- 24:49that works for you. That's great. Swire, I can't
- 24:53thank you enough. This was a great podcast. And
- 24:56thank you for coming on my show. Thanks, Michael.
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- 25:40your future today. So Quit Your Way to Success
- 25:43by Rodney Davis, available now on Amazon. And
- 25:48this is a nonprofit called Revved Up Kids. This
- 25:52is something I believe in wholeheartedly. Revved
- 25:55Up Kids is on a mission to protect children and
- 25:58teens from sexual abuse, exploitation, and trafficking.
- 26:02They provide prevention training programs for
- 26:05children. teens, and adults. To learn more, go
- 26:08to revvedupkids .org. That's R -E -V -V -E -D
- 26:13-U -P -K -I -D -S .org. Well, that's a wrap,
- 26:21folks. A huge thank you to our special guests
- 26:23for sharing such incredible insights today. And
- 26:27of course, a big shout out to you, our amazing
- 26:30listeners, for tuning in and spending your time
- 26:33with us. Remember, networking isn't about being
- 26:37perfect. It's about being present. So take what
- 26:40you've learned today, get out there and make
- 26:43some meaningful connections. If you enjoyed this
- 26:46episode, don't forget to subscribe, leave us
- 26:49a review and share it with someone who could
- 26:51use a little networking inspiration. Let's keep
- 26:55the conversation going. You can find me on Apple,
- 26:59Spotify, YouTube or my website. Michael A. Foreman,
- 27:03remember, until next time, keep practicing, keep
- 27:07connecting, and keep building those relationships.
- 27:10This is Michael A. Foreman signing off. Take
- 27:13care and happy networking.