TheModerator.net, Oct-Nov 2002, Category: Timely Topics

BUSINESS IS SLOW? TALK IT UP!
— by Casey Sweet

Timing is everything! If today’s economic environment has resulted in a decrease in business, now is the opportune time to create a dynamic and diversified networking program. Take stock of your present networking strategy and determine if it is producing the results you desire. If not—or if you have not been consistently networking—dramatic steps need to be put in place in order to significantly increase business. Even if your current activity is generating some results, try adding one or more new techniques.

Some people seem to network naturally—or perhaps it just appears that way to others. Often, these “naturals” have actually learned their skills or have fine-tuned their basic personality. Anyone can learn to effectively and successfully network, just as anyone can learn to cook. The most important ingredients are desire, imagination, and attentiveness. It’s important to try many types of approaches, so that you can determine which produce the greatest results for you.

Each of us will find that we personally relate to some actions and techniques more than to others. The best way to start, or to re-energize your networking machine, is to pursue those strategies that appeal to you the most. Don’t avoid the practices that seem less attractive or feel unnatural. Just add them in one at a time as you build your networking program. But start now.

How strong a networker are you? Consider the following questions:

- How often do you contact past and present clients and how diversified are your points of contact?
- Do you ask current clients for referrals to other colleagues?
- Do you write articles for magazines, newsletters, or self-publish?
- Is public speaking part of your strategy?
- Are you volunteering in professional associations?
- Do you attend networking events?
- Are you regularly sharing ideas with other qualitative researchers?
- How often do you collect market information?
- Do you ask colleagues and other professionals for advice?

Any moderator who diligently embraces most or all of these networking methods cannot help but find him or herself with additional business—and many qualitative researchers have used all or most of these techniques during the initial years of practice building, when generating business was crucial. Unfortunately, it is not unusual for these practices to fall by the wayside as business becomes more constant and dependable. Let’s face it, how many of us really love to network?

The suggested actions above are explored in greater depth below. Some may be more appropriate for those newer to the business, while other techniques may be better for seasoned professionals. Regardless of your tenure as a moderator, when times are slow, it’s time to move back to basics and network on many levels.

How often do you contact past and present clients and how diversified are your points of contact? Staying close to clients means staying in their minds by letting them know you are interested in their business. This can mean making a phone call to discuss a new idea or development that will interest them, or sending clients “snail” or email which includes published newsletters or links to articles on your (or another’s) website. There is also the standard practice of forwarding pertinent articles or pieces of information published by respected industry sources. In today’s business environment, where many support positions and services have been eliminated, clients are often grateful to receive a germane article that they otherwise might miss. All things being equal, whom would you rather choose if you were the client: the researcher who is never heard from or one who dropped you a provocative note or piece of information once in a while?

Do you ask current clients for referrals to other colleagues? Professional referrals are the mainstay of the qualitative researcher. But is it standard practice to ask a client for referrals? “NO,” is the answer I hear most often from other moderators. We have the impression that asking for referrals implies something negative, or reveals neediness on our part. On the contrary! Pointing out the success of a recent project and expressing your desire to conduct similar research for your client’s colleagues can be very appealing to someone with whom you have an established relationship. Remind your client that a referral means not only supporting your business, but also providing a colleague with a proven professional. This is one of the best-kept secrets of master networkers. Just ask—there is never anything to lose and everything to gain.

Do you write articles for magazines, newsletters, or self-publish? Any published work carries with it a certain amount of respect. Rather than tell a client about your expertise, showing him or her an article you’ve written automatically establishes your credentials. Pursue topics that are of greatest interest to you and investigate those magazines that are most likely to publish articles in your chosen field. Contact the editor and propose ideas that you think might be of interest. Approach clients and ask if they have internal newsletters, and if so, if they publish articles from external professionals. Or consider creating your own newsletter—which provides you with complete control and can showcase your thinking on a variety of subjects. In an increasingly competitive marketplace it always pays to make yourself known!

Is public speaking part of your strategy? Are you giving lectures at least once a year about topics that relate to your business? Public speaking is a bold way to showcase your knowledge, experience, and capabilities. It can be an excellent source of leads and, again, the mere fact that you are speaking establishes you as an expert in the audience’s mind. Create opportunities to speak at organizations that are relevant to your strongest fields. Volunteer to set up a panel of professionals and act as moderator. Show yourself off!

Are you volunteering in professional associations? Ask anyone who volunteers regularly in professional associations if such activity has resulted in referrals and/or business, and most will indicate that it has. This is a well-kept secret known by those who volunteer. If regular and full-hearted participation has not provided any of these benefits to a person, then I would wonder about the quality and exposure of his or her efforts. Making business contacts is not necessarily a reason to volunteer, although sometimes it may be. Professional contribution provides satisfaction, rejuvenation, and camaraderie, while at the same time establishing a referral network and support system. What better way to get to know someone than working along side them on a volunteer task force? Wouldn’t you rather refer a known colleague who has successfully worked with you on projects?

Do you attend networking events? This is a basic method for creating new relationships by participating in events or training sessions of professional organizations (i.e., AMA, MRA, ARF, ESOMAR, etc.) where you’re likely to meet potential clients. Often, there is a breakfast, lunch, or cocktail hour where casual mingling is easy and fruitful. It is important to remember to check your inhibitions at the door and have fun. (This may be easier to do if you remember that almost everyone else arrives with the same inhibitions.)

Are you regularly sharing ideas with other qualitative researchers? If not, start. If you already are, talk some more. Speaking with other professionals creates an environment of camaraderie and support that can be very satisfying for everyone while creating natural alliances. Synergy!

How often do you collect market information? When you want to pursue a new area or understand the changes in one of your current markets, do you collect information from the marketplace? This approach requires a willingness to step beyond your present opinions and knowledge and research the opinions and perceptions of others. This kind of research is our lifeblood, yet we all know it can be more difficult when it is applied to our own business. Conduct in-depth interviews for your own knowledge. Approach the investigation with the attitude that the marketplace wants to—and is happy to—provide you with information. This view may make it easier to step over the psychological hurdle of doing research on your own behalf. By collecting market information, you’ll be repaying yourself with future projects.

Do you ask colleagues and other professionals for advice? Sincerely seek out others for their advice on building business, or to exchange new ideas or techniques you are exploring. Brainstorm with a colleague and be open to all the speaker has to offer. Be a good listener. Open-mindedness, curiosity, flexibility, and interest in intellectual exploration are qualities to be known for. I am grateful that many seasoned professionals took the time to share their thoughts with me when I began my business. One particular piece of advice that I clearly remember (thanks Bob!) was to keep taking actions that are consistent with what you are intending to create in your business—whether such actions mean making phone calls, direct mailing, speaking, or standing on a corner handing out flyers. Any action that suits your business goals will move you forward. Openness to this type of advice, even though many individual actions may not seem important in themselves, is critical to the building or expanding of a business.

Conclusion: Networking pays off. For most of us successful networking means getting past our preconceptions of what works and what doesn’t, how we will look, whether our efforts will be successful—and whatever other considerations and fears prevent us from taking action. These types of assessments and judgments definitely do not generate business and only thwart a committed effort. If you find yourself with predictable resistance and judgments, remember the saying: “keep doing what you have always done and you will get what you’ve always got!” Many people will re-enforce the idea that business is harder these days. SO WHAT?! Dare to break through tired, old, or unproductive opinions about networking and commit to new actions that will produce new results! All success stories welcomed!

Casey Sweet is the owner and creator of Quesst Qualitative Research, www.focusgroupsonline.net , a NYC qualitative research company that specializes in in-person focus groups and IDIs, and online chat groups and bulletin boards. Casey has been the co-chair of QRCA’s Online Qualitative Research Task Force since she recommended its creation three years ago. She also trains other researchers in online bulletin board moderating and is in the process, in partnership with Jeff Walkowski, of expanding the course to cover both chat groups and bulletin boards. She can be reached at casey@focusgroupsonline.net or by phoning (718) 783-3237.

Casey wishes to send a special thank you and acknowledgement to Dominick Valenti (husband and professional business coach) for his major thought contributions to this article.

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