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Michael Goldberg. Knockout Networking for Financial Advisors and Other Sales Producers
Table of Contents
List of Illustrations
Guide
Pages
KNOCKOUT NETWORKING FOR FINANCIAL ADVISORS AND OTHER SALES PRODUCERS
Preface
Networking, Like Boxing, Is about the Connection
Jumping Rope, the Heavy Bag, and Roadwork
Networking Is Your Knockout Punch!
Bottom Line!
Part 1 Opening Rounds
CHAPTER 1 Networking Is the Key to a Successful Career: (Especially in Financial Services)
Why Financial Advisors Should Network
Top Producers Should Network Too
Serious, but Not Committed (SBNC)
Serious, but Committed (SBC)
The Difference Between New Producers and Top Producers
Why Financial Advisors Don't Network
Don't See the Value
Not Encouraged by Their Firms
Don't Know How to Network
Personal Fears
Not Connected to a Goal
It's Too Time Consuming
Too Busy
Being an Introvert
Not Sure Where to Go
Not Sure What to Say
Not Sure Who to Meet
CHAPTER 2 What Is Networking?: Having a Networking Mindset
Six Reasons for Networking
Growing Your Business
Landing a Job
Social Reasons
Learning
Paying It Forward
Solving a Very Specific Problem
Why Understanding the Six Reasons for Networking Is Important
Being Clear in Your Communication
Realizing That Others Have an Agenda Too
Other Benefits
What Is Networking Anyway?
A Networking Mindset
Two Types of Networking
CHAPTER 3 Why You Won't Connect with Everyone: The One‐Thirder Dynamic
One‐Thirder Dynamic
Making a Connection
Other Communities
Social Media
Two‐Thirder Dynamic
Focus on the One‐Thirders!
Zero‐Thirder Dynamic
Mirror Image
Sometimes You Can Reduce the Fraction
Part 2 The Rules of Networking™
Here are the Rules of Networking
CHAPTER 4 No Selling Ever: Keep Bobbing and Weaving
The Cost of Selling at a Networking Event
You'll Be Perceived as Pushy
You Put People in a Position to Say No
You Prevent Yourself from Establishing Trust
You Won't Be Approachable
You Won't Be Introduced to Quality People
You Won't Be Invited to Quality Events
You Will Always Be in a Position of Selling
You Won't Be Successful
It's Simply No Fun!
Trade Shows: An Exception to the Rule
CHAPTER 5 Everyone Is Not a Prospect: Don't Waste Your Punches
What Is a Prospect Anyway?
A Prospect Is a Prospect Is a Prospect
True Prospects
Probable Prospects
Why Understanding the Difference Between True and Probable Prospects Is Important
True Prospect or Not? That Is the Question!
True and Probable Referral Sources
Natural Market
Prospecting Is Important!
CHAPTER 6 Focus on a Target Market: Hit Those Focus Mitts
How I Discovered My Target Market
Do You Have the Right Formula?
Other Benefits to Discovering and Developing a Target Market
What Isn't a Target Market
Reducing the Fraction and the Lowest Common Denominator
How to Discover, Establish, and Develop Your Target Market
Your Background
Your Interest and Passion
Where You Already Have a Foot in the Door
Your Activities and Hobbies
Discover Who Needs What You Do (That You Like!)
Look for an Untapped Marketplace
Demographic You Can Relate To
Where You Have a Mentor
Personal Situation
Clone Your Favorite Clients
How Many Target Markets Can You Have?
Why Advisors Resist Having a Target Market
Remember, Stay Focused!
CHAPTER 7 Create (and Use!) Your Elevator Speech: The PEEC StatementTM
Profession
Insight for Job Searchers
Expertise
Environments
Call to Action
Don't Be Too Direct
The Rules of the PEEC Statement
Rule #1: You Have to Be Asked
Rule #2: Your Message Must Be Short, Sweet, and to the Point
Rule #3: You Have to Be Specific
Rule #4: It's All About the AIR Time™
Rule #5: Your PEEC Statement Should Be Consistent
Rule #6: You Must Use It with Prospects, Clients, Advocates, and COI
Rule #7: It's a We Thing, Not a Me Thing
Rule #8: ONE Per Customer
Rule #9: This Is Not a Sales Pitch
Rule #10: Find Your Own Voice
Sample PEEC Statements
CHAPTER 8 Business Cards Breed Business: And Other Rules of NetworkingTM
Have Your Business Cards and Other Tools of the Trade
Tangible Tools
Intangible Tools
It Is Never About You
Always Be Positive, Professional, and Respectful
Look the Part
Know about Contacts, Leads, and Referrals
Contacts
Leads
Referrals
Count Your Chickens and Eggs
Eat and Drink Strategically
Initiate Conversations by Introducing Yourself and Asking Questions
Have a Goal and a Plan
Listen More, Talk Less
Keep Your Eyes Focused on Your Conversation
Introduce Others with Passion
Implement a Time Limit
Intend to Follow Up
Terminate Conversations Politely
It's a We Thing, Not a Me Thing
Get to Know: The Know, Like, and Trust Factor
Have Fun!
Part 3 Where to Go, What to Say, and Who to Meet
CHAPTER 9 Where to Go?: Chambers, Associations, and Other High‐Potential Events
Not All Events Are Created Equal
Hard Contact Meetings
Soft Contact Meetings
Chambers of Commerce
Cocktail Parties
Alumni Organizations
Conferences and Conventions
Trade Shows
Community Service Groups
Women's Organizations
Professional Association Meetings
Speed Networking Organizations
Seminars
Online Networking
You Can't Just Show Up
CHAPTER 10 What to Say?: How to Start a Conversation, Ask Good Questions, and Connect
What Prevents Us from Listening?
Four‐Step Process for Active Listening
Restating
Reflecting
Summarizing
Asking Questions
Initiate Conversations by Introducing Yourself and Asking Questions
Other Possible Questions to Ask
Conversational Questions
Proprietary Questions
Lead with a Story
CHAPTER 11 Who Will You Meet?: The Faces of Networking
The Faces of Networking
Negative Nelly
Hard‐Sell Harry
Self‐Centered Sally
Ravenous Rick
Blackjack Betty
Silent Sam
Social Susie
Networking Nick
Final Thoughts on the Faces
People Seldom Change
Part 4 Special Topics
CHAPTER 12 How to Handle Awkward Situations: Forgetting Names and Other Weird Moments
How Do I Introduce Myself?
Scale of Fate: 1 to 10
How Do I Introduce Others in a Conversation Without Being Rude?
How Do I Introduce Others and Walk Away?
What Should I Do If I Forget Someone's Name?
How Do I Ask Someone for a Business Card?
How Do I Take Notes on Someone's Business Card?
How Do I Know When to End a Conversation?
It's a Two‐Thirder Dynamic
You're Being Sold To
There's Nothing More to Talk About
You Can Introduce Them to Someone Better
You Must Speak to Someone Else Right Then
What If I've Done Something Embarrassing or Stupid?
CHAPTER 13 Knockout LinkedIn Strategies: Boom!
Step 1: Define Your LinkedIn Marketing Goals
Step 2: Pick Your Target Market on LinkedIn
Step 3: Create the Right Messaging for Social Media
Step 4: Tell Your Story to Engage People
Step 5: Optimize Your LinkedIn Profile to Five Stars
Step 6: Set Up the Right Networking Dashboards to Track LinkedIn Success
Step 7: Post Something of Value Each Day on LinkedIn
Step 8: Engage with Your First‐ and Second‐Degree LinkedIn Network
Step 9: Reach Out Via Direct Message to Your LinkedIn Connections
The Bottom Line
CHAPTER 14 Generating More Referrals: Why Don't You Get More?
Reasons You're Not Getting Referrals
You're Afraid to Ask
You Don't Know or Communicate Who Your Best Prospects Are
You Don't Have a Mechanism in Place to Ask for Referrals
You Don't Give Enough Quality Referrals Yourself
You're “Selling” Your Referral Sources Rather than Networking with Them
You Don't Network Enough
You Don't Spend Enough Time Planning for Your Business Meetings
You Don't Take the Time to Thank Referral Sources Properly
You Don't Pay It Forward
Knockout Ways to Generate More Referrals
Be Referable
Use Your PEEC Statement
Follow Up on All Referrals Immediately
Keep Your Referral Sources in the Loop
Spend More Time in All the Right Places
Personal Gifts
Have a High Sense of Ethics
Give Awesome Referrals without Expecting Anything in Return
Stay in Touch with Referral Sources
Volunteer Your Time to Worthy Organizations
Collaborate with Your “A” Team on a Regular Basis
Think about We Referrals
Make Sure It Goes Both Ways; If Not, Handle It
CHAPTER 15 One‐on‐One Networking Meetings: How to PUNCH Up Your Time Over Coffee
Best Practices
Prepare
Confirm
Be On Time
Your PUNCH Card
Purpose
Understanding
Networking
Call to Action
How to Move Forward
Important Points to Keep in Mind
Prepare Your Own PUNCH Card
Playing Hard to Get
Being Crystal Clear About Your Intentions
Don't Make Your Coffee Meeting Feel Like an Interview
One‐on‐One Meeting PUNCH Card
Part 5 Developing and Implementing Your Networking System
CHAPTER 16 The Four Phases of Networking: Preparation, Presentation, Follow‐up, Maintenance
Preparation
Know Your PEEC Statement
Review the Rules of Networking
Learn About the Event
It's All in the Cards
Know Who You Want to Meet and Why
Presentation
The Registration Table
Going Cold
Introducing Yourself to Groups
Smaller Groups
Standing by the Coffee
Follow‐up
Maintenance (OOSIOOM)
Lists
Prospect List
Client List
Advocate List
CHAPTER 17 What Now? 90‐Day Goals: Putting Your “Daily Fight Plan” into Action!
Goals
Goals Must Have Passion
Goals Must Be “SMART”
Goals Must Be Lofty
Goals Must Be about Process
Goals Must Be Accountable
Goals Must Be Written
Goals Must Be Visible
Objectives or Tasks
Here's his goal:
Business and Networking Examples
Goal
Daily Fight Plan (DFP)
90‐Day Goals
Objectives
Daily Action Steps
Daily Fight PlanTM. 90‐Day Goals
Objectives
Daily Action Steps
Final Round
Acknowledgments
About the Author
Index
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