Conduit Marketing


Published on - A generosity-based attitude is the first step to success in business development through "Conduit Marketing".

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Conduit Marketing

  1. 1. “ Conduit Marketing” A Professional Networking Process That Enables Personal & Professional Success Presented by: Jim Shankle
  2. 2. Business Networking Definition <ul><li>Business networking is a marketing method by which business opportunities are created through networks of like-minded business people. </li></ul><ul><li>Many business people contend business networking is a more cost-effective method of generating new business than advertising or public relations efforts. This is because business networking is a low-cost activity that involves more personal commitment than company money. </li></ul><ul><li>Networking is giving and taking ideas, information, contacts and favors among people, at varying levels as trust relationships develop. </li></ul>
  3. 3. Conduit” – Defined <ul><li>Anybody Who Knows Anybody </li></ul><ul><li>You Want to Meet </li></ul><ul><li>& Willingly </li></ul><ul><li>Helps You Meet Them </li></ul>
  4. 4. Definition – “Conduit” Marketing <ul><li>Unique, Professional Networking Technique </li></ul><ul><li>Of Selling Through “Conduits” </li></ul><ul><li>That Helps Practitioners Achieve </li></ul><ul><li>Pre-Qualified Access To Decision-Makers </li></ul><ul><li>When Selling </li></ul><ul><li>Products, Services And Yourself </li></ul>
  5. 5. Rules of Conduit Networking <ul><li>Give First </li></ul><ul><li>Conduits Not Prospects </li></ul><ul><li>Identify Self-Interest </li></ul><ul><li>Offer To Help – Cross-Market </li></ul><ul><li>Give More Than You Ask For </li></ul><ul><li>Give Before You Ask </li></ul><ul><li>Cultivate Win-Win Relationships </li></ul><ul><li>If They Ask, Get Them Interested In You </li></ul><ul><li>Never Embarrass A Conduit </li></ul>
  6. 6. Why “Conduit Marketing”? <ul><li>Not In Your Marketing Textbooks </li></ul><ul><li>Targeted – Little Wasted Effort </li></ul><ul><li>Makes You Stand Out </li></ul><ul><li>More Fun Than Cold-Calling </li></ul><ul><li>Especially Effective in a Job Search </li></ul><ul><li>Tortoise vs. Hare </li></ul><ul><li>Avoids the Person Who Can Say “No” But Not “Yes” </li></ul><ul><li>If You Offer Value: </li></ul><ul><ul><li>You Achieve Your Objectives </li></ul></ul><ul><ul><li>You Establish Long-Term “Win-Win” Relationships </li></ul></ul>
  7. 7. Give First <ul><li>Is This the Attitude We Are To Have? </li></ul><ul><li>“ Some day, and that day may never come, I may call upon you to do a service for me. But, until that day, accept this, as a gift.” </li></ul><ul><li>Don Vito Corleone, The Godfather </li></ul>
  8. 8. Give First <ul><li>This is the Attitude We Are Commanded to Take When Giving </li></ul><ul><li>1 &quot;Be careful not to practice your righteousness in front of people, to be seen by them. Otherwise, you will have no reward from your Father in heaven. 2 So whenever you give to the poor, don't sound a trumpet before you, as the hypocrites do in the synagogues and on the streets, to be applauded by people. I assure you: They've got their reward! 3 But when you give to the poor, don't let your left hand know what your right hand is doing, 4 so that your giving may be in secret. And your Father who sees in secret will reward you. </li></ul><ul><li>Matthew 6:1-4 - How to Give </li></ul>
  9. 9. The Law of Reciprocity” <ul><li>“ The Golden Rule – “Do Unto Others As They Do Unto You” </li></ul><ul><li>To Create Success For Yourself, Help Another Become Successful </li></ul><ul><li>Sincere Desire to Help Another Achieve Objectives </li></ul><ul><li>Whatever You Do Will Be Returned Back To You </li></ul><ul><ul><li>“ The World is Round…” </li></ul></ul><ul><li>Only After (IF APPROPRIATE) Should You Ask For What You Want </li></ul><ul><li>You Will Be Euchred </li></ul>
  10. 10. Conduits not Prospects <ul><li>Everyone Is A “Conduit” to Others </li></ul><ul><ul><li>&quot;6 Degrees of Separation&quot; </li></ul></ul><ul><ul><li>100’s of Names In Everyone’s Contacts Database </li></ul></ul><ul><li>Anyone Could Introduce You Someone You Want to Meet </li></ul><ul><ul><li>If Not a Prospect </li></ul></ul><ul><ul><ul><li>Don’t Immediately Walk Away </li></ul></ul></ul><ul><ul><ul><li>It’s Rude Looking Over Shoulders </li></ul></ul></ul>
  11. 11. Identify Self-Interest <ul><li>Most Basic Human Need </li></ul><ul><li>Key to Conduit Marketing </li></ul><ul><li>What Are They Trying to Do? </li></ul><ul><li>Listen For Frustration </li></ul>
  12. 12. Offer to Help <ul><li>Give Suggestions </li></ul><ul><ul><li>Creative Ideas </li></ul></ul><ul><ul><li>Introductions </li></ul></ul><ul><li>Don’t Stop Trying to Help Them Succeed </li></ul><ul><ul><li>“ What Else Can I Do For You? </li></ul></ul>
  13. 13. If They Ask, Get Them Interested in You <ul><li>Stimulate Their Interest </li></ul><ul><li>Stimulate Follow up Questions </li></ul><ul><li>Explain What You Do </li></ul><ul><li>Explain What You Need </li></ul><ul><li>Explain Who You Need to Meet </li></ul>
  14. 14. Explain What You Do <ul><li>Specific, Targeted & Brief </li></ul><ul><ul><li>“ Less is More” </li></ul></ul><ul><ul><li>“ 25 Word Intro” </li></ul></ul><ul><ul><li>Be Compelling to Encourage Follow Up Questions </li></ul></ul><ul><li>Follow up </li></ul><ul><ul><li>Elevator Speech </li></ul></ul><ul><ul><ul><li><45 Seconds </li></ul></ul></ul><ul><li>Extended Answers </li></ul><ul><ul><li>“ 90 Second Rule” </li></ul></ul>
  15. 15. Explain What You Need <ul><li>Same As Previous </li></ul>
  16. 16. Explain Who You Need to Meet <ul><li>Not - “Anybody Who…” </li></ul><ul><ul><li>Nobody Knows “Anybody” </li></ul></ul><ul><ul><li>Shows You Haven't Done Your Homework </li></ul></ul><ul><li>Use a Specific Name </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Triggers Immediate Connection to Conduit's Database </li></ul></ul><ul><ul><ul><li>“ John Smith or George Jones at Smith Industries” </li></ul></ul></ul><ul><li>2 nd Best - Name of Company </li></ul><ul><li>If First Request For Help </li></ul><ul><ul><li>Don't Ask For A Personal Introduction </li></ul></ul><ul><ul><ul><li>Ask For A Name You Should Call </li></ul></ul></ul><ul><ul><li>Assure Conduit You Will Not Mention Their Name </li></ul></ul><ul><ul><li>If Two Names, Contact Should Be the Least Likely To Help You </li></ul></ul><ul><ul><li>After Good Experiences, Ask Conduit To Introduce You </li></ul></ul>
  17. 17. Never Embarrass Conduit <ul><li>Biggest Reason Introductions Don’t Happen </li></ul><ul><li>MUST Eliminate This Concern </li></ul><ul><ul><li>Biggest Fear They Have </li></ul></ul><ul><li>Giving First Establishes Sincerity & Trust </li></ul>
  18. 18. Final Tips <ul><li>Posture Yourself As a &quot;Buyer&quot; Not a &quot;Seller&quot; </li></ul><ul><ul><li>Buyers Have Stronger Posture Than Sellers </li></ul></ul><ul><ul><li>When You &quot;Give First&quot;, You Are “Buying” Not “Selling” </li></ul></ul><ul><li>If Your Motives Are Questioned Be Honest </li></ul><ul><ul><li>&quot;I'll Be Direct. </li></ul></ul><ul><ul><li>I Enjoy Helping People Whether They Can Help Me or Not.” </li></ul></ul><ul><ul><li>“ If I Could Help You Succeed at Something You're Struggling With, Maybe One Day You Could Help Me With Something I'm Struggling With” </li></ul></ul><ul><ul><ul><li>“ Maybe Not, But If Not, What Have Either Of Us Lost?&quot; </li></ul></ul></ul>
  19. 19. Final Final Tips <ul><li>Help Someone / Anyone </li></ul><ul><li>Get “In the Game” </li></ul><ul><li>At Events, Break Away From Friends </li></ul><ul><ul><li>Introduce Yourself To Someone Uncomfortable </li></ul></ul><ul><ul><li>Initiate Introductions For Others </li></ul></ul><ul><li>Cross-Market For Each Other </li></ul>
  20. 20. “ Conduit Marketing” <ul><li>Questions? </li></ul>