Sandra Yancey: CEO of eWomen Networks.
Sandra Yancey is the Founder & CEO of eWomenNetwork, the premier women’s business network in North America. Her organization has 118 chapters, and produces 2,000 women’s events annually, including the largest 4-day International Women’s Business Conference and Expo in North America.
The power of networking
You can’t always see what is right there in front of you. Sometimes it takes another pair of eyes and sometimes it needs you to take a step back from working in your business to see the bigger picture. Even if you can see the whole picture then you can’t always take action on your own. If you do you might still get there but it will probably cost you a whole lot more time, money and stress. This is why it is important to aways be growing you network.
B.T.W. growing your network doesn’t mean collecting business cards and stuffing them in a draw to ‘get round to’. We all know splatter gun marketing doesn’t work unless you have the same ad budget of somewhere like Tesco. The thing is splatter gun networking is just as bad!
Networking is a great opportunity to share your message but the key is authentic networking with the right people. The people who are clear about their passion and serious about growing their business. The people who you can build a rapport with. The people who you can assist and grow with.
Your network of clients
Who is your ideal client, not target market but ideal client. There’s a huge difference between target market and ideal client. It is the difference between splattergun marketing or working with the precision of a sniper to talk directly to the people you want to come to your store, your group, your website or event. Now you’re talking directly to them it brings up another question…
What do you say to them?
First things first you need to find out their biggest challenge. It is always easier to find a product for a market that have the product and try to find a market for it. People buy experiences, experiences that solve problems and fulfil their needs.
It is always important to keep their needs and problems at the forefront of your mind. It needs to lead the conversation because talk about ‘me, me, me’ and what you have to sell then if you are lucky they will glaze over. I say that because if your conversation is just a sales pitch and they remember you, you’ve lost them and anyone else they talk to about you.
How do you find out what their needs are?
Quite simply you ask them!
Have a conversation in person, over the phone, email, social media, forums. It’s not just market research. It is going the extra mile to provide the best you can which in turn leads you to be known to be the person who provides the best. At the end of the day it benefits everyone.
Survey your database yearly and find out what they need, what they want, the troubles they are facing.
The quantitative and qualitative data gained assists you to develop products that best serve the needs of your clients. It is all about providing the best service you possibly can. Analysis should be used to guide you into the future as your clients and their needs evolve and grow. Sandra Yancey recommends aiming for 30% response rate. This way you know how a significant number of your audience feels.
Remember: Put a little work into your network and it will grow strong.
If you have enjoyed this, why not read more of my takeaways from the ‘How To Sell To Women event’ and find out how you can get your own copy of the audio, transcript, notes from the host (Lisa Sassevich) and access to the gifts given by the guest speakers.
