One to one meetings are all part of the business to business networking process and here’s how to get the most out of this essential relationship building technique.In a roomful of people your goal is most likely to make contact with a number of people and to make an assessment as to whether it is worth developing a relationship further. If this is the case then you will most likely want to schedule time in private at a later date, to find out more about each other in more detail
But think carefully before you agree to meetings with everyone you meet…you could end up spending an awful lot of time unproductively.
Value Proposition: The collection of products and services a business offers to meet the needs of its customers. According to Osterwalder, (2004), a company's value proposition is what distinguishes itself from its competitors. The value proposition provides value through various elements such as newness, performance, customization, "getting the job done", design, brand/status, price, cost reduction, risk reduction, accessibility, and convenience/usability. .
Consistency - be consistent with everything you do. Your users/subscribers/visitors/prospectives should have a similar experience with you every single time (think Starbucks)Congruency - make it all work together. If your website is pink, frilly and girly but in person you’re uber-conservative, people are going to say, “WTF? This doesn’t make sense – I don’t trust this.”Clarity - when people meet you (in-person, online etc.) they should immediately get a sense of what you’re all about and what business you’re in. If not, you’ll lose them fast.Communicate – this goes back to the “know” factor. You have to communicate, communicate, communicate. Don’t worry about the word “marketing” if this makes you uneasy (although it shouldn’t). Just focus on letting people know what you do. Strive to find at least 1-3 people a day that you can tell about your business.Compelling – make your message really interesting, informative and inspiring and you’re goldConstant – you can’t build the know, like and trust factor if you are around one minute and gone the next. Strive for regular, ongoing communication vs. short bursts. If your message is valuable, it’s not spamming.
Most effective personality-based brands create polarization 1. distinctive or unique character or personality a work of great individuality2. the qualities that distinguish one person or thing from another; identity3. the state or quality of being a separate entity; discreteness
How to conduct an effective one to one meeting
Kath Bonner-Dunham 30th April 2013One to One
Kath Bonner-Dunham 30th April 2013Select with care• Synergy• Common ground• Win – Win• Productivity• LISTEN
Kath Bonner-Dunham 30th April 2013Establish PurposeBeware The Time Waster:“A person who either consciously orunconsciously tries to engage you in afruitless investment of yourenergy, time, money or attention.”
Kath Bonner-Dunham 30th April 2013Time• Suitable to both parties• Set an end timePlace• Comfortable• PrivateHonesty• No Sales• Realistic about offerScheduled
Kath Bonner-Dunham 30th April 2013Prepare AgendaLike any other meeting• Introductions• Increase productivity• Key points for discussion• Questions• Wrap-up
Kath Bonner-Dunham 30th April 2013Keep on TrackValue your R.O.E• Keep to the subject matter• Preferred clients• Clients in common• Referral preferences• Park irrelevant chat
Kath Bonner-Dunham 30th April 2013“…connect to your customers andstand out from the rest of the pack…”• The main reason a person would buy from you• The message that communicates why a customershould choose your product or service• The difference between you and your competitors• Creates value for a customer segmentthrough a distinct mix of elementscatering to that segments needValue Proposition
Kath Bonner-Dunham 30th April 2013Know, Like & TrustPeople buy from people they:Know• Be congruent• Be clearLike• Be the most authentic you• Be compellingTrust• Be consistent• Be constant
Kath Bonner-Dunham 30th April 2013Agree ActionsBe consistent with everything you do• SMART actions• Under promise• Be frank
Kath Bonner-Dunham 30th April 2013Follow - up• Summarise• Next steps• Connections• Referrals• Additional meetings
Kath Bonner-Dunham 30th April 2013Your One 2 OneEstablish Purpose – The outcomes you are seekingSchedule Time – Chose a quiet private placeAgenda – List all the areas to be discussedKeep on Track – Avoid general chit-chatValue Proposition – Main reason clients buy from youKnow, Like, Trust - Be honest, open and realisticAgree Actions – What happens next?Follow-up – Absolutely no point unless you follow-up
Kath Bonner-Dunham 30th April 2013IndividualityPersonality-based brandscreate polarization• People either love you or hate you• The people that love you, REALLY, love you• The people that hate you, well, who cares• They were never the right fit anyway