Five-Minute Rule, Part 2

In the last post we talked about the little things businesses can do -- things that take less than five minutes (sometimes even less than a minute) -- which solidify their relationship with the customer. Essentially, they take that short amount of time to make the customer feel like a person not a potential sale.

If this were the old "Highlights for Children" magazine, last time we focused on Gallant -- Zingerman's -- who took just a few minutes to accommodate me even though the shop wasn't technically open yet. Zingerman's practically made a fan for life.

Now let's talk about Goofus.

I've got a lot of stories about Best Buy and heard many more. I think as many as one of them might be about some exemplary behavior they might have displayed. The rest are practically a handbook on how not to treat your customers. Remember, customer service is the company equivalent of networking. In Best Buy's case, they seem to be taking their plays from the "Limited Networker Field Guide".

This particular story starts about ten minutes after my experience with Zingerman's Bakehouse and Creamery. With my goodies sitting next to me in the front seat, I headed up the road to Best Buy to pick up some sort of electronic widget I needed at the time.

I pulled into the parking lot. The sun was out, but in February, Michigan residents know that just means that you can see your breath more clearly in the bitingly cold air. It was still ten minutes until the doors opened, so I just made myself comfortable and waited patiently. I could see at least eight or ten other customers doing the same thing.

A few minutes later, an older model car pulled up into the handicapped spot several rows over. The engine stopped and an elderly gentleman stepped out. I'm guessing he was in his eighties and moved with a little bit of a limp. He started his slow path up to the doors. Upon arriving he seemed surprised to discover that the doors wouldn't open. By this time I was about to get out of my car, but I did make a point to glance down at the clock. 9:57 -- three minutes until opening.

Standing right inside the door, I could clearly see an employee just watching this poor guy while he knocked on the door. The doors didn't open and the man finally turned and made his frigid path back to his car and left...

... and so did about half of the people who had been waiting.

Now, I'm sure this particular employee just didn't have the authority to open the doors before the actual chime of the clock -- if at all. Maybe he had to wait for the manager -- certainly a possibility. Still, for want of giving that employee just that small amount of responsibility or even having a policy of opening the doors five minutes before official opening time -- the kind of policy that treats the customer as if they were a person who might get cold -- for lack of that, Best Buy probably lost at least a few sales that morning.

They may even have lost some customers for life.

I think the lesson we have to take from these two examples is to watch out for those little five-minute tasks we can do to show we care for the members of our network. If we take the Best Buy path, we focus only on what adds to our bottom line. We only do the tasks for which we'll be paid. For every good we do, we expect one to be returned to us.

And no one is likely to want to connect with us or find ways to help us succeed.

Take the Zingerman's approach, though -- look for ways we can be aggressively helpful. Give assistance, advice, and referrals. Connect with the person and not the position or the profession. Then.

Then we will have a network which will be actively looking for ways to propel us to our own success.

Photo by Mike Souza

Five-Minute Rule, Part 1

I've been meaning to write this post for a while now, but an article I read today regarding Best Buy's uncertain future (at least in that author's view) has me feeling motivated.

I've written several times now about how good customer service is a strong component of networking when you run a business. After all, your customers can be one of your greatest sources of referrals.

This is the story of two businesses on a cold February morning.

The first business is local food purveyor, internationally known Zingerman's. Now I've written about the big Z in the past, but I am always impressed by their above-the-call customer service. On this day it wasn't anything particularly remarkable (for them), except in comparison to the experience immediately afterward at Best Buy.

In this case, I had stopped at their Bakehouse to pick up some of my wife's favorite pastries (Cosmic Cakes). As I was paying, I mentioned to the cashier that I was next going over to the Creamery to pick up some of my favorite cheese.

"Oh, sir, I'm sorry, but they won't open for fifteen minutes."
"Drat. Well, guess I'll have to skip my cheese this time." I had some other errands I needed to run and couldn't wait.
"Just a minute, sir. Let me call over and have them let you in."

She made the call and by the time I'd walked down, the Creamery clerk was waiting at the door to let me in. He apologized for not having any samples out for me to taste, but would be happy to let me try anything I wanted. All I had to do was ask. In the meantime, he hoped it would be OK if he continued to set up. I assured him that I was fine, bought my cheese, and left to take care of my errands.

I love Zingerman's.

I may have taken less than five minutes out of his morning preparations. Still, he could have fallen back on the "We're not open yet" rule and completed his pre-opening tasks without interruption. Zingerman's, however, has made it corporate culture that they will bend over backwards to accommodate their guests -- which is probably why they are internationally known.

What I particularly loved was the fact that this was no big thing for them. The Bakehouse cashier didn't even hesitate to make the call for me and the Creamery clerk greeted me as if he'd been open all morning. No muss. No fuss.

Whether it's customer service or doing some small thing for someone in our networks, sometimes it's the "five minute" activities that have the greatest impact. Answering a quick question in our areas of expertise, making a quick call to wish a happy birthday, or passing along an article of interest -- none of them take time, but all of them can do amazing things to strengthen our connections.

What sorts of things could you do if you took even only five minutes a day?

Next time I'll tell you about what happened five minutes later at Best Buy.

Retro Post: 'Twas the Night Before Networking

Thought this one might be fun to send out again. Originally from December 24, 2010.

'Twas the night before networking
And all through the town,
The networkers were stirring
All moving around

They set out their toolkits
Preparing for lunch
When connections they'd make
Gath'ring cards by the bunch

Business cards and holder
A notebook and pen
And especially their schedule
For you never knew when

That person you met
While waiting in line
Might be that connection
To business, so fine.

They lay out their clothing
With clean shirt and shoes
They made sure nothing was missing
Lest opportunities they lose.

"Now, how do I get there?
Which turns do I make?"
Check the address once more
"How long will it take?"

"Connectors" show up
Before other folks do
They scope the location
And offer help, too.

One last thing to prepare
'Fore they call it a night
They plan out their goals
Their target in sight.

When tomorrow arrives
And they head out the door
They'll know what they're doing
And they'll know something more:

They'll spend their time wisely
And when the people they've met
Reach the numbers they wanted
And the goals that they set,

That's when they'll sit back,
Chat with old friends, and eat --
Still allowing the chance
a new contact they'll meet.

And before they walk out
From a successful event
They'll schedule more meetings,
Glad that they went.

As they walk to their car
Their joy at a peak
They'll wave and call out,
"See you for coffee, next week!"

So take a brief lesson
From this networking rhyme
And find your success
While networking next time.

Photo credit: Julia Freeman-Woolpert

They've Got It Backward

Doing what I do (teach people about good networking habits), I keep an eye on articles written about networking. This time of year I see a lot of articles about networking at holiday parties.

I also see a lot of grouchiness about that concept.

For some folks, they bridle at the idea of following the advice of the authors who say that the holiday party is a good place to scope for potential clients.

(It isn't)

For others, even if the author isn't suggesting a sales mentality, they don't even like the idea of a social event being a potential networking opportunity. In their opinion, bringing networking into such a party sullies the whole purpose of the gathering. "Leave networking for business gatherings and leave my holiday party alone!" they seem to be saying.

Here's the thing. I think both groups have it backward. They see networking as a business thing. That means every social event is a potential networking event. They think that networkers are people who are just looking to score a contract, a job, or a promotion.

True networkers, however, aren't looking for those things. Or rather, they know that those things are the by-products of creating a strong network. When they network, they create connections. For them, every networking event is, first and foremost, a social event.

As such, whether they are at the company holiday gala, the Chamber year-ender, or sharing egg nog with a new friend, their goal is to find out more about the other person (both personal and professional), to find ways to help, and to make others comfortable in whatever venue they find themselves.

Hmm. Sounds like someone you might want to have on the guest list at your next party.

So That

We've talked a lot in the past about what networking is and isn't.We know it isn't selling, or taking advantage of other people (without them knowing about it). The best definition I'd heard was networking is the process of developing long-term, mutually-beneficial relationships. As definitions go, I'd say that wasn't bad. Lately, though, I've been thinking a lot more about it and I've realized that this definition falls short. It's missing something -- something that beings with two words:

"so that..."

As in: I am building my network so that...

... I can get more clients for my business.
... I can advance in my current career.
... I can find a new career.
... I can become a center of influence in my community/industry/peer group.
... I can find a doctor, lawyer, dentist, plumber, auto mechanic, etc and trust that will be able to provide the services I need.
... I can find a good school for my children
... I can get the help I need to get my children into a good school.
... I can find supporters for the causes close to my heart.
... I can become a resource to support the success of others.
... I can live a life of success and significance.

As the saying goes, no one buys a 3/16-inch drill bit because they want a drill bit -- they want a 3/16-inch hole. The network we are trying to build cannot be our goal. It's a tool, just like that drill bit. It's what we call on it to achieve which makes it worth building in the first place.

So, what is your "so that"?

Photo by: Mike Baird

The Lie of the Rugged Individualist

Lone Wolf

The Rugged Individualist, the Solo Artist, the Lone Wolf -- they bring to mind images of romance and admiration. Self-made and not depending on anyone -- sprung fully formed and armored from the brow of Zeus, as it were -- they are the success stories we follow and cheer. The news media and Hollywood love that character. We want to be them (or at least like to think of ourselves as being like them).

Well, guess what?

It's a trap and a lie.

No one achieves anything of significance entirely on their own. Oh, they can start movements, lead revolutions, and act as the focus for the efforts of others, but let me repeat, no one achieves anything of significance without the assistance of others.

Don't believe me? Look back at your own life. Think of all of your greatest achievements. Look back at those events you will cherish until your dying day and I challenge you to tell me even one that you accomplished without the advice, coaching, counsel, assistance, mentoring, instruction, connections, introductions, or financial backing of at least one other person. Heck, I would be monumentally shocked if anything but the most trivial accomplishments of your life didn't have a helping hand along the way.

As someone who chats and connects with a lot of other people, I've seen that there is almost a direct relationship between the levels of success that a person sees in their life and the depth, breadth, and quality of the relationships that person cultivates. Those who are truly alone? Well, they end up somewhere much further down the ladder of success.

In fact, many of them don't even make it to the first rung.

We even recognize that when we say "he's going to die old and alone". We don't usually consider that a good ending.

If I were a conspiracy nut, I would claim that the Grand High Poobah Council which runs everything behind the scenes has propagated this myth in order to prevent the rest of us from getting above our station. After all, if we idolize that lone wolf who remains separate from the rest of the pack, that very isolation will prevent us from achieving any sort of significance in our lives.

So, maybe it's time for a new heroic archetype. The Great Connector, the Community Builder, the Pack Leader. Follow in their steps. Set their behavior as our standard and who knows what transformations we can make in our own lives and the lives of all those around us.

Photo credit: Flickr user G's Man

Stop Selling at Me

Repeat after me:

Networking is not selling.

If I ever do decide to create a networking event, I may have that posted over the entrance and make every person who walks in repeat it before walking through the door.

I'm out in Anaheim at the National Speakers Association annual conference. This is my first time here and it has been an amazing experience. The sessions are not only full of useful and thought-provoking information, but almost without fail the folks at the front of the room have delivered it in a delightful and entertaining way.

I wish all of my high school teachers had been members of NSA.

Outside the sessions, the networking has been a lot of fun (I'll talk more about that in later posts), with one glaring exception -- and, be assured, she was the only exception I ran into. We'll call her "Jane".

Jane was selling.

I won't say what she was selling, because, frankly, it just wasn't that interesting.

Jane had staked out a position in the common area outside the ballroom area. She chose the space set up as a conversation area (complete with comfortable chairs) to lay her snare.

Think of a trapdoor spider lying in wait for its prey and you'll get some idea of what was going on here.

I, not realizing the danger I was in, sat down to collect my thoughts and record a few notes about the most recent session.

Jane pounced.

First broken rule of networking: If someone is obviously focused on something other than networking -- say sitting alone in a chair with pen and paper in hand, madly trying to write down all of the ideas they have spilling out of their ears -- leave them alone. Networking should always be interactive, not interruptive.

She didn't really say hello. She just started delivering her sales pitch. Trying to be polite, I listened, but quickly determined that this wasn't something for which I had a use.

Second broken rule of networking: If someone asks you what you do, keep it short, simple, and non-probing. A networking event is not the time to trot out your 60-second commercial. You are trying to establish a relationship. Get yourself out of the way, so you can focus on them. Really, the most you can hope for is that they will remember roughly what you do. When you contact them at a later date you can each find out more about each other, including the details of your businesses.

As I had learned from one of Debby Peters' blog posts, though, I continued to listen to see if there was some way I could help her or connect her with someone who could use her services. The problem was, Jane was so heavily invested in getting me to buy that she just kept coming back to how much her product would help me.

Third broken rule of networking: Never, ever, ever sell. Pay attention to what the other person is saying and asking and -- here's a thought -- pretend you are in a conversation with another human being. Expecting to get a sale at a networking event is like expecting to get a wedding proposal at a singles bar. It's vanishingly unlikely to happen and, even if it does, it's highly likely to end badly for all involved.

Oh, at one point she did ask what I did -- good networking practice, right? -- and then proceeded to tell me how her product was particularly good for someone who focused on networking.

Fourth broken rule of networking: Never "technique" someone. "Techniquing" is the practice of using some sort of communications method in order to achieve your own self-interest -- usually involving a noe-way cash flow -- even at the expense of the other person. I do teach networking technique. The difference here is that networking techniques are designed to foster a relationship which will be beneficial to both parties. 

Did I mention that she also told me that I would be great as a salesman -- for her product?

Fifth broken rule of networking: To tell you the truth, I'm not even sure what to say about this. She is basically telling me that, after speaking at me for fifteen minutes, she thinks I should throw away the business that I've developed -- that I have such a passion for -- in favor of selling her widget. Um, "Don't tick off the other person"?

I finally extricated myself by telling her that I was hoping to check out the vendor area (where, ironically, they were much more interested in creating relationships) before the next session started. As I left, I could already see her sizing up her next victim.

Good luck, Jane. I hope you achieve all your sales dreams. Just be assured that if I see you coming, we won't be having any further "conversations" in the future.

Have you run into any Janes recently?

Photo credit: Marshal Hedin