Episode Transcript
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If you are a B2B service based business owner and you are
looking to gain clients, create more impact and more new in your
business to amplify your marketing message Campbell
Rappin and take you through the buyers mastering your marketing
and making offer consistently well on the inside.
Recently I saw a lightning rod on LinkedIn.
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A comment from a friend of mine that said networking is broken.
It's become a social club where you think showing up gives you a
Gold Star, when in fact it's a room full of fellow
procrastinators who are afraid to sell.
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
in your gut and you're like, oh,Christine's coming in half and
hard today, stay with me. I want you to win when you're
networking. But too many people I know are
in endless meetings that are going nowhere.
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So today on Amplifier marketing message, I want to talk about
this. I want to talk about the problem
with networking. And I want to invite you to
audit the rooms you're in, to audit how you're approaching it,
and to check are you busy or areyou productive?
Because networking can be one ofthe smartest ways to find access
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to new collaborations. They bring you into visibility
of new prospects and never mistake.
That's the goal of collaboration.
That's the goal of networking. This is an income producing
activity. If it is not generating leads,
what you're doing is broken, andbroken leads to burnout, and
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it's avoidable. So get out your pens papers,
make sure you record, download and save this episode and share
it to somebody you know. Because too many networking
groups are simple playgrounds ofprocrastination.
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
rooms of people who fail to makedecisions.
And that's dangerous. Every year at this time of year,
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
from that activity? Am I committed to contributing
to the community as a whole? And am I visible in all the ways
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.
What? I'm like, I do not spend time in
free networking spaces. I don't need to go into rooms
where broke. People are only looking for a
free option. My services are not a free
option. Podcast is a free option.
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
who are already buyers, People who buy into paid networking
spaces go into paid referral communities.
And that is a measure that has proven solid gold.
And if I'm in the wrong rooms, Iexit and so should you because
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too many business owners that I have encountered, almost every
client who's come and joined ourbusiness services this calendar
year have said this in a paraphrased way to me.
I'm in a lot of networking. I'm having lots of 1 to ones.
I'm not seeing any sales activity and I feel a question
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deep in my gut. Is it worth it?
The results indicate no. It saddens me because they're in
rooms of broke entrepreneurs whoare showing up thinking showing
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
their mindset and in the experience.
And when I hear that, you know what I think?
I think that you've been sold a social club where the only money
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.
I belong to paid networking communities where we pay
referrals to each other, so there's a clear goal.
The revenue shared from deals one far outstrips my dues to
being a member. Did you hear me say that that's
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the kind of room you want to be in.
So if you're not in one of thoserooms, come find me and ask me
to introduce you to the rooms I play in.
If I think you're a fit, I'll refer you.
And you can be in spaces that win because you need to be in a
room of winners, not in a room of people who are
procrastinating. Because if you think that simply
showing up and going through themotions is the same as creating
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sales success, let's be clear. One is busy, 1 is revenue
generating. So in your work day you need to
be focused on revenue generatingactivities.
So if you're in networking roomswhere you are invited to add
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
comments that go nowhere, or you're building relationships
with people who are broken theirmentality, looking for the
freebie path and are not investing and not selling
successfully, you're in the wrong room.
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And that's not the only room that's out there.
Even if it might be what you areexperiencing today.
I want you to get clear your goal is about productivity.
If I'm in that room it has to bea good return on time and money
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and if it's not, prune, exit andre invest in another space
because number one, you've got to stop hiding.
Showing up is not the same as creating success.
I want you to invest in real relationships, and you never
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know how one conversation could change everything.
But if you don't have intentionality about building
that relationship and ensuring that you're aligned in your
values, you're moving in the same direction, and you have
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.
And busy that doesn't go. Success leads to broke and
overwhelm. I want you to trail and track
for the next 30 days. How many hours do you spend in
networking rooms? How many identified leads did
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you create? Sometimes those leads are
created through collaborative partners.
But collaborations are about onething, sharing leads together.
If collaboration is not leading to a lead and you aren't
tracking leads effectively and it's not above 0, boy, you're
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
calls did I spend? How many hours have I invested?
How many leads have I created? And here's an important piece,
my friends. What did you do with the leads?
Did you build the relationships with them?
Did you engage directly? Did you call, engage, talk to
them? Because you must actually do the
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sales work. I don't care how you do the
sales work, whether you want to do it in person, you want to do
it screen to screen, you want touse it a tech platform with that
e-mail, DM's or other ways, video and animations, all kinds
of choices. But you can't skip the step.
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
invest, Christina, I invest. I know I have to find people.
I know I've been listening to you for years.
I listened to your podcast. I've been in lots of your events
and you always say you need to find strangers.
Your business will be built on strangers.
And so to get in front of strangers, the effective way to
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
these networking meetings and I've joined all these
communities and I spend 10 hoursa week on networking activity.
And I say, what's the result? And they go back to me,
Christine, I spend 10 hours a week in networking activity.
And I'm like, is that the only result that you're seeing that
you are in spaces? Are you effective in those
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spaces? I'm gonna say that the cookie
starts to crumble. Well, I've had all these one to
1, so I said. And what happened in the one to
ones? Well, we just told each other
about our business. I said, and they say Christine,
I just told him about my business and they told me about
theirs. And I said, well, what did you
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
effective, so I want to build onthat.
When you are in an effective oneto one, this is what it should
look like. You are clear on the time
committed for the call. You go in and you are sharing
equally about your business. But here's how you share about
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your business. I stand for this result.
It's a statement, 10 words or less.
People who desire that result are looking for the following or
encountering the following or can be observed doing the
following. You need to give situational
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
experiences that, I want you to engage in introduction and you
can think about how you want to be introduced or where you want
to be introduced or the platformthat you're most visible on and
you want the introduction to be made, that I observed this
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problem and you seek that result.
I know a great person who can help you.
Would you like me to make the introduction and you make it.
And in that meeting you should not ever have a one to one that
doesn't have an RY beyond a shared information.
Because if so, my friends, you're back being a likable
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expert. You're not positioning yourself
as a must hire, you're not asking for an introduction and
you're not going to get a lead. So once you've shared, you say,
who do you know that you've met in the last 10 days, this week
and the week prior or even in the last 30 days that you could
observe that pattern? And you wait.
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And if you need prompts, you sayget out your social media.
Who have you been talking to on LinkedIn?
Who have you been talking to on Instagram?
Who have you been talking on in your emails?
There are good a person. Let's make that introduction
now. Get the work done in the
meeting. And here's what's so important
if you want to build your reputation and be a cut above
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everybody after they've made theintroduction that let them know
how it goes. Let them know that you met, that
they deferred, that they cancelled, that they know
showed. Let them know that you moved
them to an offer and this was what the offer is.
And here's how they offer reinforces the result they seek
and that it was a good introduction.
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
Commission. And that's why if you go to our
website, christinecampbellwrapping.com,
you'll see a button right on thetop.
We love referrals. You can refer somebody to us
directly. There we will capture and serve
and support and reward. I can feel you.
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Your mind's going, Christine. I think I am in a
procrastination of playground. I think I'm surrounded by
entrepreneurs afraid to sell. I think even rooms are the only
person being sold or money moving hands is me paying the
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.
No more, my friends. This kind of thinking, this kind
of awareness, this kind of tracking and dashboards is
essential if you want your business to reward you like a
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business, you must treat it likea business and you must get very
clear on the hours you spend that are income producing
activities. And you must go after the lead,
serve the lead, make the offer and get to a decision.
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?
Well, we help you people do thatevery day.
My invitation would be come talkto us because we help you
structure this. And as a result when we do,
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
them in the last year has come to me saying I'm networking.
I'm in social clubs. I am not in rooms of movers, I'm
not in rooms of buyers. I'm not doing this particularly
well and help because I know it could work, because I watch it
work in your business, because for us, referrals are the second
most important lead generation source we have.
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Here's what happens people that have been in business 8 years
have said to me. I was never clear on the
distinction between what a contact is, what a lead is, and
what a referral or collaborativepartner is.
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
of the result. I stand for the when we get
clients and the system that we do to create it.
Repeatedly I watched people say I'm booking more sales calls and
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
meeting instead of fewer meetings.
More productive. Track the ROI and tweak and
adjust your strategy when that happens.
I say this to my clients all thetime.
I don't need you to necessarily commit more hours, although if
you're not doing any hours, absolutely you can't build from
zero. I want you to be more effective
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in the hours you're working. And this is something that we
are human around. So we might have good seasons
where we're highly productive, highly intentional, highly aware
of our tracking and really in our flow, our A game all around.
And it feels like we're magneticand we're winning, but we also
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sometimes take our eye off the ball.
Life, life. We get in our own way.
We fall back into patterns. It's normal.
It happens to me all the time and it happens to my clients all
the time. What we build is an awareness to
make the gaps as short as we can, and we take horse
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correction decisively. But this is a calling card.
I want you to save the episode. I want you to share it to
somebody you know, because I watch a lot of networking rooms
in my day. I've been in a lot.
Most are social clubs. Most are filled with broadcast
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entrepreneurs who are afraid to sell, who think going in,
sitting in the back row and talking for two minutes and 60
is going to move the needle in their business.
Before I poop with that too far,will it move the needle?
Yes. But at the speed at which you're
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
with the longevity stuff that's making us all look great for
longer, you need to get there faster.
So my ask to you today is to think prune, commit to
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,
you come talk to me. Christine Campbell Rappin, you
know somebody who should be referred into our business.
Click that link on our homepage.You want to be curious about how
we support. Get the support, Stop wasting
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time, stop being ineffective. Your next client is out there,
of that I am absolutely certain.Let's get them served.
We'll see you on our next episode.
That's a wrap on another amazingepisode of Amplifier marketing
(18:44):
message with most Christine Campbell Rappin be subscribe on
your Fate cast platform. So you don't need another great
episode. Be sure to visit
christinekim.com/podcast to get free resource on Haster your
marketing map. We'll see you all on our new
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