Relationship Marketing: Owning Spot 1 in Their Mental Rolodex

Terry Bean is beyond a doubt one of the most high profile speakers LA2M has hosted.  He was graduated from Eastern Michigan University with a BS and MA.  He has been a business networking professional for over 15 years and is founder of Networked Inc.  He also started and is the driving force behind MotorCityConnect.com, an important Detroit area networking group.  He sits on the advisory boards of Operation Kid Equip and Empowermind.  Bean is also the recipient of the 2009 Presidential Volunteer Service Award from President Obama.  He is a recently published author of a book on networking entitled “The Universal Guide to Business Networking”.  Bean is also an accomplished and well know public speaker.  His website TryBean.com offers more information on his background, activities, skills and services.

Bean’s message to the LA2M audience was simple: ask better questions in business and relationships and take time to listen to the answers.  He said that listening is a very underrated skill.  Quoting Stephen Covey is stated “Seek first to understand, then be understood.”  He noted that the better you listen and understand another business person, the more they will value that business relation.  It also offers an opportunity to learn if the other business person is a good referral contact.  Do they know someone who you would benefit from meeting?

Bean encouraged the audience members to plan their networking before attending an event.  He said to think in terms of what type of contact or referral would be helpful to your business and company goals.  Another thing he recommended was planning and practicing your “ask” before a networking event.  Business people need to be able to say how they can be helped.  He explained that people are programmed and want to help others.

Bean emphasized that the “ask” needs to be concise, simple, crisp and no more than 13 seconds like the Pledge of Allegiance.  He noted that Twitter has helped with focused communications.  He explained that it’s important to know your audience, rehearse your message and make it compelling, confident and fluid.  He said to specifically describe your ideal client in your “ask”.  Bean said “You don’t get 100% of whatever you don’t ask for.” 

Bean also said that your “ask” needs frequency through networking events, social media and SEO.  Other frequency tools are email, direct mail and phone calls.  Bean explained that an important result of networking is referral introductions.  He encouraged audience members to use relationships to leverage them for introductions and to share referrals as well.  He said to follow up to get closer to the new contact through a phone call or setting an introductory meeting.

In conclusion, Bean illustrated the changes in what businesses look for in a service provider.  1.0 We used to get paid for what we knew and could do.  2.0 Then it was not what you knew but who you knew.  2.5 After that it was who knew you.  3.0 now, it is how you are known.  He said always DWYSYWD (do what you said you would do) and always give back to your community.