Thursday, February 26, 1998

A tips network that works

By PAUL TULENKO / Scripps Howard News Service

Are you tired of the same-old-same-old networking group? I'm talking about the one that meets every Monday morning at 7:15 in the back corner of Charlie's Early Bird Restaurant.

You know, the group where one member stands up, names a few new businesses in the area, names a name or two he or she may have talked with (probably on the phone) and thinks that's a tip worthy of your calling on these contacts for new business?

Then, as you look around, you notice that no one is writing anything down. Doesn't that tell you something? If you don't get any valid leads from your group, then why are you meeting every Monday morning? The food? The company? It must be one of these -- you're certainly not getting leads or tips that could increase your bottom line.

There's nothing wrong with the same-old-same-old group; it's just inefficient. You'd be a lot better off discussing approaches, new ideas, new concepts, industry tips and similar topics at your Monday morning meetings. Here's a few ideas for turning such a group into a meeting that will get you real leads:

--Who can help you? Let's assume you're a professional, maybe a surveyor. Who calls on the same people you deal with? You might pick people dealing in real estate, construction, lumber, mortgages, title search, fences and excavation. Or maybe you sell TV advertising. Your best bets could be people dealing in: radio, magazines, real estate, construction, signs, painting, decorating and remodeling. The secret is to select those people who you tend to meet at your potential client's place of business, the ones you say "Hi!" to as you pass each other in the lobby.

In other words, your group should be made up largely of people in business serving the same general clients. None of you should be competing for the same business, although you will of course be competing for the same dollar.

-- The group brochure: I would suggest a simple paper-holder, maybe 8-1/2-by-8. Fold the long side up one inch from the bottom so you have a pocket, then fold the brochure in half the other way. You should now have a 4-by-7-1/2 folder with a pocket on the inside bottom on both sides. On the front, put the name of your group (to be decided by the group), a photo or drawing (optional) and close at the bottom with a brief statement of your purpose. Put a return address on the back such that you could mail it to someone.

On the inside left, write the mission statement of your group. On the right inside, write a detailed statement of why your group was formed. You may want to have this folder professionally printed. It won't cost much and you will be using hundreds of them to advertise your business. Note that no business is advertised on the folder, just the group and the concept.

-- The information: This next piece should be an insert made from a standard 8-1/2-by-11 sheet of paper, "Z" folded (folded so there are 6 sides), each panel approximately 8-1/2-by-3-2/3. This is important! Put the name of the group at the top of every panel as it (the panel) will protrude from the top of the folder about an inch. Also put the address of the group at the bottom of each panel. Each panel can contain information about two of the group members. I would suggest a contact name, business name, address, phone, fax and e-mail at the top. If you're capable of doing a logo, do so; but keep it simple and small.

After the business identification section, write two paragraphs (only). The first should tell what the business does, and the second how it benefits the client. Don't make this complicated! It's a simple set of statements. That's it. You can advertise 12 people on one sheet of paper. If you have more that this in your group, use two sheets and put one company on every other panel or some similar arrangement.

The use: Well, if you're bright, smart, intelligent and ambitious (and all of my readers surely fit this profile), you will design your own insert for this folder and stuff your advertising in with the common business identifications. Be as creative as you can, but I would recommend no more than one "Z" fold document: otherwise, the folder will get too crowded.

Hand your folder to every prospect, whether they turn out to be a customer/client or not. The purpose is to advertise the group. Say something like: "I know a person in your position needs good competent help in making your business work, and our group has been assembled to suggest people that are honest, dependable and priced reasonably that can make this happen for you. There's a brief description of each member in this folder. We'd all appreciate your business."

The whole purpose of this is to multiply your contacts. If there are 24 of you in the group and each member sees only five businesses a week, that's 120 contacts for you each week -- 6,240 a year! And all you have to do is hand out your five each week! Show me any other method of advertising that costs this little that can reach 6,240 potential clients/customers!

(Questions can be addressed to Paul Tulenko at http://www.tulenko.com or send a SASE to The Albuquerque Tribune, PO Drawer T, Albuquerque, NM 87103.)